Implementation Planning: Captivate Your Plus 50 Market

American Association of Community CollegesApril 19, 2013

Presenters

• Leah Brayman, Communications Associate • Ashley Hart, Communications Associate

Presentation OverviewAt the end of this presentation, you will be able to:• Discuss the term “brand” and its importance to an effective

marketing strategy.• Identify and effectively use the key visual elements of the

Plus 50 Encore Completion brand.• Discuss the core messages of the Plus 50 Encore Completion

Program • Use the customizable marketing materials to

promote your Plus 50 programming and college services.• Apply best practices for using the Plus 50

Encore Completion brand.

The AACC Plus 50 Encore Completion Brand

What is a Brand?

Consistently uses a series of simple but recognizable graphic elements

Communicates mission & values in a memorable, meaningful way

Distinguishes a service, product, or program from

others

Why is Branding Important for Plus 50?

Crucial to leaving a lasting impression on target audience

Will ultimately help you achieve higher completion rates

for Plus 50 learners

Visual Elements of the Plus 50 Encore Completion Brand

Plus 50 Tagline

Plus 50 Color Palette and Diamonds

Library of Images

Key Messages of the Plus 50 Encore Completion Program

Primary Audience:Community Colleges

• Plus 50 adults make up a growing population returning to school.

• Tap into growing market sectors: health care, education, and social services.

• Boost enrollment and enrich campus life.• Market to the plus 50 community.• Raise your community profile.• Learn from your peers.• Engage in peer networking opportunities.• Make a difference and give back to your community.

Secondary Audiences

Businesses/ Employers

• Invest in your workers.• Look to Plus 50 graduates as future employees.• Contribute to a national goal.

Plus 50 Students

• Completing a degree or certificate is the key to opening doors to new careers.

• It is a great time to come back.• You have support.• Give back to your community.

Customizable Materials

Brochures

Student Business

Brochures

Interior

Rack Card

• Provides a convenient offering for students.

• Communicates key messages, benefits of Plus 50 Encore Completion Program, program offerings, and contact info.

• Condensed text simplifies messages.

Coursebook Cover

Use in the development of separate programming handouts

Print Advertisements

• Four sizes• Use in newspapers,

newsletters, or other print communications

• Available in black & white

• Customizable

Template

• Course offering announcements• One-pagers• Fliers• Handouts• Course outlines• Cover letters• Memos• Newspaper articles• Event announcements

Newsletter Factsheet

Online Banner Ad

PowerPoint

Letterhead

MicrositesUse designs to create a website or landing page for your Plus 50 Program.

Best PracticesSimple Do’s and Don’ts for Using the Plus 50

Completion Encore Completion Brand

Do’s

• Include “Take Your Knowledge to the Next Degree.”• Include the Plus 50 logo.• Use consistent fonts.• Use the Encore Completion Program color palette.• Include the diamond shape on all materials.• Use the images provided in the image bank.• Use consistent messaging.• Focus on completion and workforce development.

Don’ts

• Use the old Plus 50 tagline.• Use multiple fonts and styles.• Change the color palette.• Overuse or change the diamond shape.• Use inconsistent messaging.• Focus on volunteering or enrichment programs.• Use images that deviate from workforce

development and completion.

Campaign Taglines

Do use the current brand elements, with the tagline “Take Your Knowledge to the Next Degree.”

Don’t mix elements from the old campaign with the updated look.

Campaign Fonts

Do use fonts that are part of the Plus 50 brand.

Don’t mix fonts that are not part of the Plus 50 brand.

Don’t overuse italics or bold text.

Campaign Visual Elements

Do keep the diamonds in a gridlike pattern.Do give the page a balance of white space.

Don’t overwhelm the page with too many graphic elements.Don’t overlay the diamonds on top of each other.Don’t mix campaign color palettes.

Campaign Images

Do limit the number of images used.

Do incorporate images with the diamond elements and tagline.

Don’t overwhelm the page with too many images.

Don’t use images that are not part of the Plus 50 photo bank.

Don’t overlay text on top of images.

Campaign Brand

The Plus 50 brand should only be used for marketing materials that align with the goals of the Plus 50 Program.

Plus 50 Encore Completion Program Goal: To help adults older than 50 complete a degree or certificate in the high-demand fields of health care, education, and social services.

Quality Control Process

• Familiarize yourself with the Plus 50 brand.

• Determine who should have access to the branding guidelines.

• Review branding guidelines as materials are developed and before they are distributed.

• Be a Plus 50 “Brand Ambassador.”

Materials Disk

This disk contains the mentioned artwork, templates, and key guidelines for all internal and external outreach efforts.

Helpful HandoutsDesigner Tips HandoutProgram Materials Handout

Thank you!