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MBHP Communications Handbook 1. Branding ................................................................................................................................................................................... 4

Logo ........................................................................................................................................................................................... 4

Visual Brand Guidelines ..................................................................................................................................................... 4

Messaging ............................................................................................................................................................................... 4

Style Guide .............................................................................................................................................................................. 4

Branded art files .................................................................................................................................................................... 4

Ads ......................................................................................................................................................................................... 4

Collateral ............................................................................................................................................................................. 5

Email signatures ............................................................................................................................................................... 5

Graphics and logos ......................................................................................................................................................... 5

Stationery ............................................................................................................................................................................ 6

2. Web Communications ........................................................................................................................................................ 7

Public website (www.mbhp.org) ..................................................................................................................................... 7

Web development ........................................................................................................................................................... 7

Content editors ................................................................................................................................................................. 7

Website style sheet ......................................................................................................................................................... 7

Google Analytics .............................................................................................................................................................. 8

Social Media ........................................................................................................................................................................... 8

Facebook ............................................................................................................................................................................. 8

Twitter .................................................................................................................................................................................. 8

LinkedIn ............................................................................................................................................................................... 8

YouTube .............................................................................................................................................................................. 8

Tumblr .................................................................................................................................................................................. 8

Google Plus ........................................................................................................................................................................ 8

Intranet ..................................................................................................................................................................................... 8

Email .......................................................................................................................................................................................... 9

E-blasts................................................................................................................................................................................. 9

info@mbhp.org inbox .................................................................................................................................................... 9

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3. Media ........................................................................................................................................................................................ 9

Media tracking ....................................................................................................................................................................... 9

Google Alerts ..................................................................................................................................................................... 9

Client stories/spokesperson training ......................................................................................................................... 10

Referrals from staff members .................................................................................................................................. 10

Scheduling the interview ........................................................................................................................................... 10

Conducting the interview .......................................................................................................................................... 10

Preparing a client for a media interview .............................................................................................................. 11

Pitching stories ................................................................................................................................................................... 12

Media contacts .............................................................................................................................................................. 12

Working with reporters .............................................................................................................................................. 12

MBHP media appearances ............................................................................................................................................. 12

4. Events ..................................................................................................................................................................................... 13

Boston Marathon ............................................................................................................................................................... 13

Marathon Celebration...................................................................................................................................................... 13

Founders Celebration ....................................................................................................................................................... 13

Housing Matters Forum Series ..................................................................................................................................... 13

Other events ........................................................................................................................................................................ 14

Property Owner Appreciation Evening ................................................................................................................. 14

FSS Graduation .............................................................................................................................................................. 14

5. Publications .......................................................................................................................................................................... 14

Newsletters .......................................................................................................................................................................... 14

MBHP Update................................................................................................................................................................. 14

mbhp@home ................................................................................................................................................................. 15

Owner News.................................................................................................................................................................... 16

Annual Report ..................................................................................................................................................................... 16

6. Communications and Social Media Committee .................................................................................................... 18

7. Housekeeping ..................................................................................................................................................................... 18

Filing systems ...................................................................................................................................................................... 18

Shared folders ................................................................................................................................................................ 18

Dropbox ............................................................................................................................................................................ 18

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CD backups ..................................................................................................................................................................... 18

Accounts/Subscriptions .................................................................................................................................................. 19

Adobe Creative Cloud ................................................................................................................................................. 19

Catchafire.org ................................................................................................................................................................. 19

Constant Contact .......................................................................................................................................................... 19

Lynda.com ....................................................................................................................................................................... 19

State House News Service ......................................................................................................................................... 19

Appendix .................................................................................................................................................................................... 19

Appendix A. Communications Policies ...................................................................................................................... 19

Personal use of Social Media ................................................................................................................................... 19

Media Relations Policy ................................................................................................................................................ 20

Appendix B. Vendors ........................................................................................................................................................ 21

Tabula Rasa ..................................................................................................................................................................... 21

Summit Press .................................................................................................................................................................. 21

First Tracks Marketing Group ................................................................................................................................... 21

Bethany Versoy .............................................................................................................................................................. 21

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1. Branding In order to present a consistent brand, the Communications Manager must follow, maintain, and enforce the guidelines of the agency. These guidelines can be updated as needed, but should not change drastically from year to year unless there is an intentional, strategic decision to do so.

Logo The MBHP logo files can be found at \\fileserver1\Admin\Communications\Communications\Graphics&Logos\MBHPLogos&Graphics. These logo files should not be altered and should only be used with approval of the Director of Communications, Development, and Policy.

Visual Brand Guidelines The Communications Manager is responsible for ensuring the proper, consistent use of the MBHP logo by all staff, vendors, and partners. To aid in this, use the Visual Brand Guidelines, a manual of logo do’s and don’ts, as well as which fonts, colors, and design elements should be used in order to present a consistent visual identity. This can be found on the intranet and at \\fileserver1\Admin\Communications\Communications\Branding\brandingGuidelines.

Messaging In 2014-2015, MBHP contracted with Solomon McCown & Co. to conduct a communications audit and refresh our standard messaging. This messaging was approved by the board of directors. Incorporating this messaging into MBHP’s communications will be an ongoing process. Staff should be engaged in this process as often as possible to ensure that all are using the same language to describe the organization’s mission and work. The messaging can be found at \\fileserver1\Admin\Communications\Communications\Messaging.

Style Guide The Communications Manager should be familiar with the MBHP Style Guide, which is a handbook of terms, punctuation, and grammar that should be used in all agency publications. This can be found on the intranet and at \\fileserver1\Communications\Communications\Branding\Messaging\StyleGuide.

Branded art files The following pieces can be found at \\fileserver1\Admin\Communications\Communications\Branding. Ads MBHP often sponsors our partners’ fundraising events, which grants us an ad in their program book. You can use the recent ads as a template. Occasionally, MBHP may also place ads in the newspaper (when required for a Fair Marketing Plan, for instance). For an example, see \\fileserver1\Admin\Communications\Communications\Programs\MRVP\waitingList.

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Collateral Brochures In 2015, MBHP created a new trifold brochure. This can be used as a template—colors can be changed (use the Color Palettes in the Visual Branding Guidelines), text can be revised (refer to the Messaging document), and photos can be updated to tailor the brochure to a specific event or audience. Office forms and fliers Fliers are used to promote workshops and other MBHP-sponsored events, or to announce an office closing. A Word template is available for use by any staff member who needs to promote such an event. PowerPoint presentations This template for MBHP PowerPoint presentations, including multiple formats for different audiences, is available for all staff on the intranet. Program One-pagers These fliers provide an overview of our most popular programs, as well as a set of statistics, which need to be updated at the end of each fiscal year. At the beginning of a new fiscal year (July 1), send each one-pager to the appropriate program director and ask them to (1) review the copy for any necessary changes and (2) send updated stats. After incorporating these changes, send the one-pagers to the Executive Director for feedback/final approval. The one-pagers are printed professionally and used in outreach folders (see below). Print in small batches (~50 each) and re-order as needed. More can be ordered in advance of events, if needed. One-pagers can also be printed in-house, if need be. Signage While event-specific signage is saved in the appropriate folders, this folder contains general MBHP signs. Swag Art files for lanyards, T-shirts, water bottles, and other branded giveaways. Email signatures All MBHP staff are required to use a standard email signature, which is available on the intranet. The Communications Manager is available for those staff members who need assistance in updating their signatures to the proper fonts, colors, sizes, etc. Graphics and logos Official MBHP logos

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Logo files are available in Adobe Illustrator, which can be used to create other file types as needed. JPEG and PNG files should allow for the necessary white space around the logo. Logo elements This includes individual building icons that can be pulled from the logo to use as art files. Logo lockups A set of graphics that pair MBHP’s logo with partner logos or type treatments of MBHP programs, events, and initiatives. Tagline Art files for MBHP’s tagline, “everyone deserves a place to call home.” The approved font for this tagline is Fertigo Pro Italic. A JPEG is available for those who do not have access to this font. Sponsor/partner logos A collection of logos from partners, sponsors, and supporters of MBHP. Stationery Letterhead Very few departments at MBHP use printed letterhead—it is mostly used by the Development team and by the Executive Director. Letterhead is ordered through the Office and Administrative Assistant and is usually stored in the Development Manager’s office. Other staff use the electronic letterhead (Word docs), which is available in black/white and color. This is available for all staff on the intranet. This folder also contains the art files for the letterhead footer, which contacts MBHP’s contact information. Business cards MBHP contracts with W.B. Mason to print our business cards. The Communications Manager worked with them to create an online template and can reach out to them if it needs to be updated. The Office and Administrative Assistant is responsible for ordering business cards. Staff can request them by using the form posted on the intranet. Envelopes MBHP mails out many, many letters to our participants. To cut down on cost, the vast majority of envelopes we order are in all-black ink. These are ordered by the Office and Administrative Assistant at the request of program staff. Any updates to the design of these envelopes will need to be coordinated with Office and Administrative Assistant. The Development team prefers to send mailings using envelopes that have the full-color (black/red) logo. These are generally ordered by the Communications Manager. Art files for both versions of the design are located in this folder. Notecards

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We have some branded blank notecards with envelopes that can be included in a package, sent as thank-you notes, etc. These are also ordered by the Communications Manager.

2. Web Communications

Public website (www.mbhp.org) The Communications Manager serves as the webmaster for the agency’s public website, making updates on content and navigation. To access the back end of the site, visit www.mbhp.org/wp-admin; the login information is stored at \\fileserver1\Admin\Communications\Communications\Website in the Excel spreadsheet “MBHP staff” (tab: Admins). There are multiple user accounts, the Communications Manager usually uses mbhp-admin. Note: All admin account passwords should be updated every 90 days for security reasons. The general timeline is the first of the following months: February, May, August, and November. Web development MBHP has a signed contract with First Tracks Marketing Group to maintain and improve our website. Projects can be initiated and tracked at https://firsttracks.mavenlink.com (First Tracks can assist you in setting up a login ID and password). Our main contact is Matt Nelson, Partner/Interactive Strategy Director (mnelson@firsttracksmarketing.com or 617-924-1978). First Tracks sends us a monthly invoice for our block hours. These are coded 5250 (Contract/Office Services) and 00CO (Communications) and submitted to Finance. First Tracks prefers to communicate through an online platform called Maven Link. The portal can be accessed at https://firsttracks.mavenlink.com/login. Each staff member has an individual login ID (your email address) and password (you will set this yourself when you accept the Maven Link initiation). Content editors To assist with keeping the website content up-to-date and accurate, a content editor was selected from each department/program. All changes to the respective areas of the website should flow through these content editors. The list of content editors, along with an admin manual, can be found at \\fileserver1\Admin\Communications\Communications\Website. Website style sheet Header: Heading 2, 18 point Subheading: Heading 3, 14 point Sub-subheading: Heading 4, 12 point

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Body copy: Paragraph, do not specify font size Google Analytics MBHP has two Google accounts, the current account is metrobostonhousingpartnership@gmail.com. This account is used for Google Analytics, Google Plus, Google Ads, and can be used to log in to agency the YouTube account.

Social Media The Communications Manager is the main admin of all the agency’s social media accounts. When strategizing social media activity, remember that quality of content is more important than frequency. Login information for these accounts is saved in the “logins” spreadsheet (\\fileserver1\Admin\Communications\Communications\Administrative&Other). Facebook (www.facebook.com/mbhphome) You will need to have your personal Facebook account added as an admin to the MBHP page—current admins will be able to add you. Once added as an admin, you can click on “Manage Page with Business Manager” at the top of the screen to post to the page, change settings, access insights, or access the Ads Manager. In Ads Manager, you can create Facebook ads and download invoices. The Ads Manager account automatically charges to the Chief Financial Officer’s credit card, invoices should be printed, coded, and submitted to the Accounts Payable Clerk. Twitter (www.mbhphousing) Audience is generally like-minded agencies, legislators, journalists, donors and other partners. We use the following hashtags: #MBHP, #affordablehousing, #housing, #RAFT, #TeamMBHP (marathon), #MBHPFounders, and #housingmatters (forums). LinkedIn You will need to be added as an admin to the business page in order to make edits. If you have time, this is a good place to post updates to show what we have produced. YouTube (www.youtube.com/watchmbhp) While the agency does not produce many videos, those we do produce are housed in our YouTube account. Tumblr The agency does have a Tumblr account. At one time, this is used to host the articles of our e-newsletters. This is no longer in use, as we try to link to www.mbhp.org whenever possible. Google Plus This page exists as a placeholder, we do not actively administer it.

Intranet

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The Communications manager also has the ability to add, edit, and delete things from the agency intranet (internal website), https://intranet.mbhp.org/. The IT Director will provide you with the login information and any training you may need.

Email E-blasts MBHP sends email blasts for the following:

- Boston Marathon (help Team MBHP fundraise) - Marathon Celebration (invitation/follow-up) - Founders Celebration (follow-up) - MBHP e-Update (4 times/year) - Owner News (3 times/year) - End of Year solicitation - Media Releases

Depending on the topic, these may be written by the Communications Manager or the Development Manager. Regardless, each email should be reviewed by the Communications Manager for design consistency and editing before it is sent. Email lists for most e-blasts are created by the Development Manager/staff from the agency’s donor database, eTapestry. info@mbhp.org inbox The general email address provided on the website is automatically directed to the Communications Manager. Many of these emails are housing inquiries that should be sent to the Housing Consumer Education Center. Reply to these emails, Ccing ResourceLine@mbhp.org, using the standard email message (found at \\fileserver1\Admin\Communications\Communications\Administrative&Other\ResourceLine).

3. Media

Media tracking Google Alerts It is recommended that you visit www.google.com/alerts set up Google Alerts for your email address in order to be aware of news stories and more web posts of interest to MBHP. Some suggested alerts are:

“Metropolitan Boston Housing Partnership” “affordable housing” + Boston homelessness + Boston

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Note: There is a lag time of a day or two before a story appears in a Google Alert. These are helpful, but should not be relied on as the only monitoring of media activity. Reading the Boston Globe Business and Metro sections each morning is a good way to stay on top of local stories.

Client stories/spokesperson training The Communications Manager is tasked with keeping an archive of client success stories to be used in a variety of ways, including print publications, media interviews, grant proposals, and in-person appearances. Generally, client stories are identified through the following process: Referrals from staff members Our direct service staff members are your ears on the ground—they are the best resource for connecting you with success stories. Staff members usually need guidance and reminders. Speaking at all-staff or department meetings on a regular basis can help keep this top of mind. A short bullet list of “what makes a good client story,” along with potential red flags, can be found at \\fileserver1\Admin\Communications\Communications\FamilyStories. When a staff member suggests a client, be sure to ask some background questions. It can save everyone time and energy if you are able to tell from this conversation if the client they suggest would be good to interview. Questions for staff can include:

- Why did the client start working with MBHP? How long has this client worked with MBHP? How has their life changed since then?

- Does this client have good things to say about MBHP? Has their experience been positive? - Does the client speak English? (Otherwise, you may need to arrange for an interpreter.)

Scheduling the interview Once you have determined that you would like to interview a client, you can ask the staff member if they would prefer to make the introduction—this often helps if the staff member has a close relationship with the client. If not, the staff member might simply send you the client’s contact information for a cold call. Either way, below is a suggested script for the initial call or email: “Hello [NAME]. my name is [NAME], I am calling from MBHP. I am the Communications Manager and [NAME OF REFERRING STAFF MEMBER] suggested that I give you a call. I am hoping to talk to some people about their experience with [NAME OF PROGRAM]. Would you be willing to answer a few of my questions? The conversation would take about 20 minutes.” If yes – “Thank you so much! Can you tell me a time within the next few weeks that would be most convenient for you?” This first interview will most often take place over the phone, though if the client is planning on coming into the office in the near future you might be able to meet with them in person at MBHP. Conducting the interview Before you begin, if there is noise in the background, you might consider asking if they’d prefer to move to a more private location, as some questions may be personal in nature. Make sure the client

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knows that they are free to tell you if any question is too personal or if they are uncomfortable sharing anything. Some clients may wonder why you are asking them these questions. Be sure to begin by explaining your position at MBHP and that their sharing story helps personalize MBHP’s work, which helps garner more support for our programs. By sharing their story, they could be helping more families get the help they need. Ask open-ended questions as much as possible. Rather than “Did you feel good when you moved into your new home?” ask “Tell me about the first day you spent in your home. What was it like? What did you feel?” Preparation is key. Learn as much as you can about the client’s backstory ahead of time so that you can ask questions tailored to their situation. You can refer to past interview questions the interview notes at \\fileserver1\Admin\Communications\Communications\FamilyStories\interviews. At the end of the interview, be sure to ascertain the following:

- Can MBHP share your story with our audiences? - Can we use your first name? Last name? Would you prefer if we used a pseudonym? (this is

fairly typical if there is domestic violence in the client’s history, for their protection) - Can we take/use your photo? - Would you be willing to speak to a reporter/speak at our event? (if needed)

Preparing a client for a media interview Many times, reporters who are writing about housing programs want to speak with people who are participating in the programs. The Communications Manager is responsible for making these connections. First, find out as much as you can from the reporter about the story. What is the story about? Who specifically do they want to talk to (they usually have a specific type of backstory in mind)? What questions do they plan to ask? Ideally, you would have a client in your archive that you have already interviewed that you can turn to. If not, you will need to reach out to staff members and ask for a quick turnaround in identifying potential clients. In any case, the Communications Manager should speak with the client before connecting him/her with the media. This conversation should prepare the client, as well as give you an idea of what their answers would be like. Not everyone is an ideal spokesperson—use your best judgment to determine who is ready for an interview, who needs some coaching, and who should not be tapped. The Communications Manager should always be present when a client is interviewed by a member of the media. If this takes place over the phone, a conference call can be set up. This has a dual-purpose: first the Communications Manager can interject if the reporter asks inappropriate questions; second, you can also be on hand to offer explanations about MBHP programs that the client may not be able to answer, or offer to follow up with the reporter after the interview if they

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need additional information. If the Communications Manager is not available, another MBHP staff member, ideally someone who works with the client, should attend. After the interview, follow up with the reporter to see if they need any additional information. Ask the reporter if they know when the story will run and keep an eye out for the story and make sure it is tracked as a media appearance (see below). Sometimes, reporters will interview MBHP clients and not mention MBHP in the story. This is a hazard of the trade. One way to try to avoid this is to select clients who are very happy with the level of service they received from MBHP, as they may insert the organization’s name into the interview without bring prompted. Once the story has run, be sure to send the reporter and thank-you note—preferably through the mail—and offer yourself as a resource for the future. If you can, follow up with the client to make sure they are able to see the story.

Pitching stories Media contacts There are several local reporters who cover issues related to MBHP’s mission and work (housing and homelessness, income inequality, workforce issues, etc.), some of whom have worked with us on stories in the past. See \\fileserver1\Admin\Communications\Communications\Media\MediaContacts for an Excel sheet of local reporters and editors—ones listed in bold are contacts who have worked with or have good relationships with MBHP. Working with reporters Maintaining media contacts is more of an art than a science, and it varies by reporter. Some basic rules of thumb include:

- The number one rule is: be accessible. Call/email reporters back as promptly as possible. Be as straightforward with them as you can (without divulging too much information). If a reporter knows that you are a reliable source, they are very likely to reach out to you again.

- Use email when initiating contacts with reporters. Wait for them to call you. To call them when it is not expected may come off as too pushy.

- If a reporter does not reply to your email, a follow-up email after a reasonable amount of time (a week or so) is appropriate. One or two follow-ups are sufficient, after that it is safe to assume that the reporter will contact you if interested.

- Stay on the reporter’s radar by sending them (brief) emails with tips they might be interested in, or emails complimenting them on recent pieces that relate to housing issues. Twitter is also an excellent tool for staying in touch with reporters – RT them, share their stories, etc.

- Time permitting, meeting a reporter for coffee to talk about the issues they are interested in covering can be a good way to tailor your pitches for that reporter.

MBHP media appearances Any MBHP media appearance should be featured on our website (see User Guide). Prominent media mentions should also be saved as a PDF (copy and paste into a Word doc, then save as a PDF) and sent to the Director of Communications, Development, and Policy to be sent to the board of directors for their awareness.

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4. Events

Boston Marathon Since 2006, a team of volunteers have run the Boston Marathon as a way to raise funds and awareness for MBHP. Recruiting and communicating with runners is the responsibility of the Development Manager. The Communications Manager is responsible for:

- Creating press materials and pitching runner stories to local media. (This can be done through the runners, depending on their comfort level.)

- Updating MBHP’s social media channels with Marathon Updates. - Creating and sending Marathon Updates via Constant Contact. - Attending race day and taking photos.

Marathon Celebration Begun in 2014, the agency invites all marathon donors to a reception where we honor our marathon runners, past and present, and tell them a bit more about the agency. The Communications Manager is largely responsible for planning this event. The Communications Manager is responsible for:

- Selecting and securing the event venue. - Coordinating the menu and catering options, including bar drinks. - Designing and ordering event signage and materials. - Overseeing event volunteer recruitment and training (MBHP staff). - Working with any other vendors. - Overseeing event setup. - Coordinating with Development Manager on event program, including PowerPoint. - Securing an event photographer.

Founders Celebration Annual fundraising event at which the agency honors several members of the community for their contributions to affordable housing. Typically, planning of this event is the responsibility of the Development Manager. The Communications Manager is responsible for:

- Designing and ordering select event signage (most will be done through a freelancer). - Coordinating with venue on room setup. - Securing an event photographer. - General event support.

Housing Matters Forum Series At these twice-yearly events, MBHP convenes a panel of experts (including at least one MBHP staff member) from the Boston housing community to speak on a specific topic related to affordable

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housing. The topic is typically determined by the Executive Director with input from the board of directors. CDP works closely with program staff to develop the program and speakers. The Communications Manager is responsible for:

- Setting up online registration and managing registrations. - Designing and ordering event signage and materials (including nametags). - Promoting the event to local media. - Securing an event photographer.

Other events Property Owner Appreciation Evening Once a year, MBHP holds a gathering to recognize outstanding property owners for their service to MBHP clients. The Communications Manager is responsible for:

- Setting up online registration. - Designing and ordering event materials, including the Save the Date, invitation, award

certificate, and event program. - Attending the event to take photos.

FSS Graduation Each year, MBHP holds a graduation ceremony for the program participants who have completed the Family Self-Sufficiency Program. The Communications Manager is responsible for:

- Reviewing, editing, and approving event materials, including invitation and certificate. - Promoting the event to local media. - Attending the event to take photos.

5. Publications

Newsletters MBHP has three agency newsletters. Archives of these newsletter are in the filing cabinets outside the deputy director’s office. You can access files from old issues at \\fileserver1\Communications\Communications\NEWSLETTERS. MBHP Update/e-Update Audience: Donors, legislators, partner agencies Purpose: Keep supporters informed on MBHP news, events, advocacy, and fundraising efforts Frequency: Print/e-mail versions 3-4 times a year (June, October, December(?), March) Length: 6 pages Mailing list: See Development Manager (generated from donor database)

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Email lists: Board of Directors, CDCs, Corporations, Foundations, Legislative Aides, Legislators, Major Donor + Board, Marathon Donors, MBHP e-Update, MBHP Staff, Partners, Service Providers

Charge to: Communications (00CO) Order ~100 copies to be delivered to the office for inclusion in info packets, etc. Sample layout: Page 1 MBHP news Page 2 Side bar with mission statement / program update Page 3 Donor Spotlight / recent grants Page 4 Success stories (programs, clients, advocacy, etc.) Page 5 Upcoming events Page 6 Short feature / Board of Directors list Production schedule: 7 weeks before drop date – begin brainstorming content ideas, begin compiling content 5.5 weeks before drop date – Send to executive director for review/sign-off 5 weeks before drop date – Complete internal review, send to content to designer 4 weeks before drop date – First proof ready for review, proofing/editing process begins 2 weeks before drop date – Designer sends finalized files to printer; send specs, mailing list to printer Prior to drop date – Submit postage invoice (from printer) to Finance, deliver to printer Drop date – Post final PDF to www.mbhp.org MBHP e-Update In addition to the print version, we also send an e-newsletter version of each MBHP Update. Articles should be shortened whenever possible with a link to the MBHP website for more information. You can use copies of past e-newsletters sent via Constant Contact as a template. See above for the distribution lists. mbhp@home Audience: MBHP clients (voucher-holders, HomeBASE stabilization clients, recent RAFT recipients) Purpose: Provide program participants with helpful information, resources, and MBHP news. Frequency: July and December (print-only) Length: 6 pages Mailing list: Director of IT (generated from client database) Email list: N/A (not emailed at this time) Charge to: Leased Housing (1220) The mbhp@home newsletter is also sent to select partners to be distributed to their clients. Be sure to order ~600 copies to be delivered to the office. The mailing list and a cover letter for these is at \\fileserver1\Communications\Communications\NEWSLETTERS\mbhp@home\for-partners. Page 1 MBHP news Page 2 Program news and updates

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Page 3 Meet MBHP (staff profile) / FAQs about MBHP Page 4 Career Spotlight (job hunt tips) / Client story Page 5 Free family fun / resources Page 6 Short feature / Connect with MBHP (social media) Production schedule: 7 weeks before drop date – begin brainstorming content ideas, begin compiling content 5.5 weeks before drop date – Send to executive director for review/sign-off 5 weeks before drop date – Complete internal review, send to content to designer 4 weeks before drop date – First proof ready for review, proofing/editing process begins 2 weeks before drop date – Designer sends finalized files to printer; send specs, mailing list to printer Prior to drop date – Submit postage invoice (from printer) to Finance, deliver to printer Drop date – Post final PDF to www.mbhp.org Owner News Audience: MBHP property owners and management companies Purpose: Provide helpful information, resources, and MBHP news. Frequency: February, June, and October (email-only) Length: at least 2 features, list of upcoming workshops Mailing list: Email list in Constant Contact, see property owner services manager for updates Email list: MBHP Owner News, see property owner services manager for updates Charge to: n/a Production schedule: 3 weeks before drop date – Brainstorm ideas, being compiling content 1 week before drop date – begin posting content online (Tumblr) 2 days before drop date – create Constant Contact email 1 day before drop date – property owner services manager signs off on content, provides updated email list Email drop date – Post final PDF to www.mbhp.org Sample Owner News:

- MBHP news - “Ask Jennifer” Q&A from Jennifer Shaw - Graphic/flyer/how-to, can be supplied by partners - Upcoming workshops

We archive Owner News online through Constant Contact. To manage the archive, log in to Constant Contact and click on the “Emails” tab. Select the “Archive” sub-tab. To add a new newsletter, click on the “Archive More Emails” link and select the latest Owner News.

Annual Report Annual Report planning typically begins in June and runs through the end of the calendar year. The Communications Manager will need to coordinate with staff across MBHP in order to secure content, including client profiles, program data, and fundraising data/financials. A general timeline is below.

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June – determine theme July-September – collect program stats/client stories October – design/proofing process November – print/distribute

Sample Annual Report format: Cover: Design/theme Page 1: Letter from Executive Director and board co-chairs Page 2: MBHP highlights from the year Page 3: Client profile/photo Page 4: Program highlights/stats Page 5: Client profile/photo Page 6: Program highlight/stats Page 7: Client profile/photo Page 8: Program highlights/stats Page 9: Client profile/photo Page 10: Program highlights/stats Page 11: Fundraising (event highlights) Page 12: Budget/financials Page 13: Donor list Page 14: Donor list (continued) Back cover: List of programs, board members, senior staff The Annual Report is mailed out to approx. 700 key funders and partners. In addition, for the past few years we have created a “briefer” on the Annual Report that directs people to the online version, which is sent out to approx. 1,300 people. This brief version can be a postcard or other low-cost mailer. Once complete, create a content page for the Annual Report so that you can direct all social media promos directly to this landing page. You should also list it on the Annual Report landing page. For the past few years, MBHP has also released an infographic that summarizes key stats from the Annual Report. This should be posted on the website, as well. Promotion of the Annual Report is usually integrated into end-of-year campaign, which includes the annual appeal. These communications are coordinated with the Development Manager under the guidance of the Director of CDP and Executive Director.

Outreach folders The Executive Director will often request information packets to bring to meetings with prospective partners and supporters. These usually include an MBHP-branded folder that contains: Left side (back to front): Right side (back to front)

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- MBHP newsletters - Strategic Plan Executive Summary - MBHP Annual Report - Apartment listings brochure - Staff member business card (if needed)

- Relevant program one-pagers - MBHP messaging postcard - Executive Director’s business card

Keep 3-4 of these folders ready at all times. They will usually be customized for a specific meeting, the Executive Director will provide guidance.

6. Communications and Social Media Committee The Communications Manager chairs the Communications and Social Media Committee, a group of staff members who volunteer to offer advice and feedback on communications projects and initiatives. If possible, it is helpful to have a representative from each department on the committee. Personal invites work best. Meeting topics will vary throughout the year. They can include, but it are not limited to:

- Suggestions for newsletter stories. - “Test driving” new or updated materials (such as the Style Guide). - Brainstorming or feedback sessions.

Currently, the committee meets on an ad-hoc basis. Email is utilized for topics that do not require in-person discussion.

7. Housekeeping

Filing systems Shared folders The majority of documents will be stored in shared folders on the agency server. You should have a shortcut to the Communications folder on your desktop. If not, you can access it by opening a window in Windows Explorer and typing in \\fileserver1\Admin\Communications. Tip: If folder names do not have spaced in them, you can make clickable links for all file paths, e.g., \\fileserver1\Admin\Communications\Communications\NEWSLETTERS\MBHPUpdate\2014. Dropbox MBHP has a Dropbox account to back up photos and other files. It can also be used to sharing large files with outside vendors. Each team member has a personal Dropbox account they use to access the Communications files. Contact the Director of IT to get your personal account set up. CD backups Important files, including photos and videos, should be saved in more than once place. We currently back up photos on CDs. A file of them is on the bookshelf near the windows.

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Accounts/Subscriptions Adobe Creative Cloud MBHP subscribe annually to Adobe Creative Cloud. The Communications Manager’s desktop has access to the entire Adobe Creative Suite. The login info is saved in the “logins” spreadsheet (\\fileserver1\Admin\Communications\Communications\Administrative&Other). The account needs to be renewed on/around December 2 each year—see Steve Farrell about securing a discounted rate. Catchafire.org At times, MBHP engages with Catchafire.org, a match making service for nonprofits and professionals wishing to volunteer their services. This has been very successful when MBHP has been able to devote a staff member to posting jobs, recruiting and screening applicants, and managing volunteers throughout the project. As of summer 2016, the account has been suspended. It can be activated by contacting help@catchafire.org. Similar to Facebook, the MBHP account is managed through personal profiles, profiles currently exist for Lisa Hacker and Steven Farrell. Constant Contact MBHP uses Constant Contact for our e-blast communications, including the MBHP e-Update, Owner News, solicitations, notifications about events, and Team MBHP Marathon updates. The login information is on the “logins” spreadsheet (\\fileserver1\Admin\Communications\Communications\Administrative&Other). Lynda.com Lynda.com offers a wealth of online tutorials, including many on graphic design and Adobe software. MBHP has a Premium Annual subscription which auto-renews on or around July 22 each year. The login is shared with the entire department who are encouraged to use it at any time. The login information is on the “logins” spreadsheet (\\fileserver1\Admin\Communications\Communications\Administrative&Other). State House News Service News from the Massachusetts State House. The Communications Manager’s email address will need to be added to MBHP’s subscription. Visit http://www.statehousenews.com/contact to find the contact info for the Circulation Manager.

Appendix Appendix A. Communications Policies Personal use of Social Media MBHP recognizes that some of its employees will use the Internet for social networking on sites like Facebook, Twitter, and LinkedIn. Some employees may also maintain their own blogs. Social media

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usage by staff is done on your personal time to express your personal opinions. However, because your social networking activity may be public and your place of employment known, things you say in social media can easily be interpreted as views held by the agency. While all employees have the opportunity to be an ambassador for MBHP, it is important to note the distinction between this and being an official spokesperson for the agency. This policy provides guidelines about MBHP’s expectations.

• Employees are not authorized to speak on behalf of MBHP without express approval from MBHP’s Executive Director in advance. If you see something online about MBHP that may require a response on MBHP’s behalf, please notify your supervisor.

• Whenever appropriate, please indicate that the views you are expressing are your own and not MBHP’s.

• Please take all necessary steps to make sure your personal account is not misconstrued for an official MBHP account.

• MBHP rules about client confidentiality apply online in the same way they do off-line. Do not disclose confidential or sensitive information about MBHP or the people we serve in your social media posts.

• Do not cite, reference or share photos of donors, partners or participants without proper consent.

• State facts accurately and cite appropriate sources when applicable. • Always respect all applicable laws, including copyright and trademark laws. • Do not use social media to make obscene, threatening, intimidating, or harassing comments

about other employees, or comments that would violate MBHP’s policies against discrimination or harassment on the basis race, color, religion, national origin, age, sex, sexual orientation, disability, familial status, genetic information, gender identity, military status or any other protected characteristic.

• Nothing in this policy is intended to limit employees’ legal right to engage in activities protected by law. Individual situations will be reviewed, and MBHP may take disciplinary action up to and including termination within the guidelines and limits of the law and this policy.

• Work time is for work. MBHP expects that you will not use your work time to engage in social media activities or other Internet activity that is not work related.

• Please refer to our policies concerning: the use of MBHP Equipment (“Computers, Communication Systems, and Networks”), “Use of Cell Phones,” “Confidentiality/Privacy, and Conflict of Interest” in this Employee Handbook for further clarification surrounding those areas.

Media Relations Policy In order to ensure that the agency is speaking with one voice, it is important for the Communications Manager to be able to coordinate instances in which MBHP appears in the media.

• As stated in the Social Media Policy above, employees are not authorized to speak on behalf of MBHP without express approval from MBHP’s Executive Director in advance. This includes speaking to the press on behalf of MBHP.

• If you have an idea for a media pitch, please consult with the Communications Manager to determine the best course of action.

• If you choose to communicate with the media as an individual, be sure to indicate that the views you are expressing are your own and that they are not being made on behalf of MBHP.

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Below are some guidelines for how to respond if you are approached by the media.

• Refer all media inquiries requesting a comment on behalf of MBHP, on or off the record, to the Communications Manager.

• Do not answer the reporter’s questions, but do not say “no comment.” Simply indicate that the most appropriate person for them to speak with is the Communications Manager and offer to connect him or her.

• If a reporter contacts you via email seeking a response from MBHP, reply with the above message and Cc the Communications Manager. This ensures that the Communications Manager sees the reporter’s original message.

• Please follow these guidelines even if you are the expert on the subject the reporter is asking about. The Communications Manager may relay the reporter back to you, but this gives the agency the opportunity to regroup and refine our messaging before it goes to the media.

Appendix B. Vendors To accomplish our work with limited staff resources, MBHP works with freelance professionals and other vendors. Tabula Rasa A large number of the agency’s graphic design work is done by Wendy Gonick and Jeff DiPerna. The Arlington-based husband-and-wife team at tabula rasa. MBHP has worked with them for years and they carry a great deal of historical knowledge. They are also very helpful when it comes to prepping files for print. Their contact info is at http://www.trgraphicdesign.com/contact.html. Summit Press MBHP began working with Summit Press around 2013. To request a print job, simply send an email to Charlie Egirous (cegirous@summitpress.com) and Bobby Merullo (bmerullo@summitpress.com) with the details. They are very easy to work with. First Tracks Marketing Group Web developers who manage and make enhancements to www.mbhp.org. They host the site for us on WP Engine, make updates to our system and plugins each month, and charge us on a monthly basis. We also send them additional projects for site enhancements. MBHP began working with them in 2016. Our contact is Matt Nelson (mnelson@firsttracksmarketing.com). Bethany Versoy While the Communications Manager serves as the “in-house” photographer, the agency does hire a freelance photographer for major events (such as the Founders Celebration) and projects (such as the Annual Report). We have worked with Bethany for a few years. She can be reached at bjversoy@earthlink.net.