We are a comprehensive literacy resource.

We serve Minnesotans(individuals at all ages and stages and from near and far)

and we serve organizations (who benefit from national service, technical support and volunteer training and management).

PURPOSEThese key messages help us all...

• succinctly describe the breadth and diversity of literacy council activities

• demonstrate what makes us stand out from other agencies in the field

• present a shared definition of the literacy council’s work

AUDIENCEThese key messages are intended for a general audience. You might use these with...

• VISTAs or volunteers• Donors or community partners• Friends or family• Anyone who’s curious about your work

See reverse for more individualized messages for students, volunteers and partner organizations.

USING KEY MESSAGESWhether you’re writing or speaking...

INTERNALIZE OUR MESSAGES Take time to get to know these five points well enough so you can communicate their essence. Don’t recite them directly or label them as our key messages.

POINT OF VIEW Use a tone that reflects the messages: Positive, guiding, confident, supportive and visionary.

We make education accessible.

We reduce barriers to education for underserved groups by offering free classes, accepting learners at any level, developing distance learning opportunities and supporting literacy programs in all corners of the state.

We are a leader in literacy strategies.

We are a role model in our field for creating innovative training programs, developing engaging curriculum, offering comprehensive programming and identifying efficient organizational structures.

We encourage “teaching it forward.”

We teach people so that they can teach others. Whether you’re a student or a tutor, we can all be teachers and we can all be learners. In this sharing of knowledge, we build strong families and strong literacy programs.

We don’t just educate, we advocate.

We raise awareness and advocate for the important issues surrounding the literacy cause and the people we serve.

our key messages:

a bit of background:

We serve Minnesotans.

Adult Literacy HotlineOnline and phone referral service to 400 adult literacy programs statewide

Early Literacy and FamiliesLiteracy-rich preschool with parent mentoring

Open Door Learning CenterFive Twin Cities sites and four satellite locations offering English, GED, computers, citizenship and other basic skills classes for adults

Summer Reads VISTAReading tutors for K-3 low-income students in summer school and enrichment programs across the state

We serve organizations.

Consulting ServicesCustomized training and technical assistance to programs in the Midwest

Literacy VISTASupport to AmeriCorps VISTA members and the programs they serve

Technology ServicesCoaching for teachers on classroom technology integration; online tools for volunteers and students

Tutor TrainingPre-service and in-service workshops for literacy volunteers

Volunteer OutreachResources and networking for volunteer coordinators; volunteer recruitment services

We are a comprehensive literacy resource.

key messages for learners:

• You are welcome here. • We offer you individual attention.• We facilitate a sense of community.• We want to help you learn so you can

do well in life.

key messages for volunteers:We exist because of you.You are a part of a large network of more than 500 dedicated volunteers who carry out the literacy mission everyday and allow us to be a comprehensive resource.

We prepare you for your role. Our volunteer trainings ensure that you’ll have the necessary tools to work with all types of learners in whichever position you choose.

You’re not just a volunteer, you’re a learner. While you’re teaching others skills to help them succeed, you’ll have the chance to hone valuable skills of your own and will inevitably be touched by the people you teach.

key messages for organizations:We can help you grow.Our capacity-building services can help grow and manage your staff, volunteers, and programs.

You don’t have to reinvent the wheel.We’ve spent years developing curriculum and refining our organizational structure and can share what we’ve learned to help you.

key messages for VISTA members:Coming soon!

special audience key messages:

Minnesota Literacy Council Branding, Logo and Graphic Guidelines

Minnesota Literacy Council communications will be most successful if materials that represent us follow the uniform, professional formatting outlined below. All printed materials should enhance our reputation as a professional leader in the literacy field.

It is important to use only properly-formatted logos and photos for which we have permission to use. You can find these in the communications resources folder for staff on the shared server: S:\Communications Resources for Staff

Our Name

To help establish recognition, it is important to use the full name, Minnesota Literacy Council, frequently when communicating with people unfamiliar with the organization and its mission.

Include “Minnesota Literacy Council” as part of the greeting when you answer the phone.

Always write “Minnesota Literacy Council” as the first reference in all written communication; you can use “the literacy council” or pronouns like “we” or “our” on subsequent references.

In first reference, programs should be clearly affiliated with the Minnesota Literacy Council. In subsequent mentions, use only the program name.

Use “Open Door Learning Center” on first reference in general communications about all five locations; second reference can be “Open Door.” In site-specific materials, use the designator: “Open Door Learning Center – Arlington Hills.” Second reference can be “Open Door Learning Center” or “Open Door.” Never use a designator on its own. In printed materials, use text or the literacy council logo to show that the learning center is a program of the Minnesota Literacy Council. (See Open Door Learning Center naming conventions doc for more information.)

Our Mission Statement

For all marketing materials for a general external audience, include our mission statement: “The Minnesota Literacy Council shares the power of learning through education, community building and advocacy.”

When the mission statement is placed near the logo, the tagline “Sharing the Power of Learning” should be omitted from the logo. The mission statement is optional on recruitment materials.

Logo Use

The Minnesota Literacy Council logo should not be tampered with or revised in any way.

When two-color printing is not possible, the logo may be printed in all black, with “Minnesota” and “Council” reversed out to a light-colored background. Avoid printing in white on a dark background (t-shirt and other promotional materials are exempt).

Correct Correct

Preferred use against Too much emphasis Incorrect - White box black on white bars appears to be part of logo

For colored backgrounds, choose the transparent version of the logo to avoid a white block around logo.

Incorrect Correct MLC logo BW with tagline.jpg Transp BW logo.gif

The 4-color logo should only be printed on backgrounds providing sufficient contrast.

Incorrect Correct

Do not place the logo across distracting backgrounds Incorrect Correct

When designing written materials, avoid placing distracting elements close to the logo and assure that there is sufficient white space around the logo.

This text is much too close to the logo. The logo Keep a visually should be set apart from the text. appealing area of white space around the logo to set it apart from any text.

Tagline: The tagline is “Sharing the Power of Learning.” It is an option to include the tag line with the logo. Don’t include the tagline when placing the mission statement near the logo.

Logos should not be distorted. Do not change height, width, color, shape, etc. in any way. Size (but not ratio) adjustments may be made.

Incorrect Incorrect Correct

On materials for Open Door Learning Center, include the literacy council logo whenever possible. If you can’t fit the logo, mentioned in text that it is a program of the Minnesota Literacy Council. Here are suggested pairings of the logos (files are on the shared server):

The two logos can also be placed separately in a document, like this:

a program of the

Fonts and Colors

Fonts

When possible, use Calibri for printed and electronic communications. For our mission statement, we use Century Schoolbook Italic. Open Door Learning Center communications can also incorporate Georgia as a headline or subhead font.

Colors The correct color the literacy council logo is PMS 200 (the printing industry uses this system to assure that a standard color is achieved regardless of the printing process used). Try to achieve this red when you print materials, both in-house and outsourced. For your reference, here are the values of other colors commonly used on the website and in printed materials:

Red C=0 M=100 Y=63 K=12 R=211 G=18 B=69

Orange C=11 M=36 Y=78 K=0 R=226 G=168 B=83

Green C=47 M=4 Y=90 K=0 R=148 G=194 B=79

Blue C=100 M=0 Y=23 K=0 R=0 G=172 B=200

Purple C=82 M=90 Y=10 K=17 R=73 G=52 B=122

Open door learning center:

Yellow C=0 M=22 Y=100 K=0 R=255 G=199 B=9

Blue C=100 M=0 Y=23 K=0 R=0 G=172 B=200

Dk. blue C=100 M=36 Y=42 K=0 R=0 G=128 B=145

Style Guide Updated: February 2014

PURPOSE, TONE and GOALS

Purpose Minnesota Literacy Council materials should present the organization as:

A friendly, expert resource for volunteers, learners, ABE professionals and partners

An innovative and agile leader in programming that meets the real needs of our communities and state

A welcoming agency that celebrates the achievements of learners, volunteers, programs

Tone When applicable (such as for website content, presentations, flyers, etc.) content should mimic the tone of in-person conversations within the literacy council:

Conversational and professional Write as though you are talking with a volunteer, board member, vendor or other constituent rather than using the formal and jargon-filled language.

Personal and welcoming Use pronouns like “you” and “we” to convey our inviting and person-centered services.

Innovative and goal-driven Demonstrate how the literacy council is addressing community needs and achieving life-changing results.

Goals

Strive for messages that are:

Consistent

o Keep verb tenses consistent throughout the message.

o Make sure formatting elements like fonts, headings, bulleted lists and page numbers are consistent.

o If two or more people are contributing to a document, have an additional person revise to create a consistent voice.

Clear

o Value precise statements over general ones. Provide concrete examples for statements.

o Keep your intended audience and what action you’d like them to take in mind when crafting the message.

Concise

o Take your first draft and cut it in half.

o Make sure each word and each sentence is needed.

Championing

o Demonstrate how the Minnesota Literacy Council is a leader in the field.

GRAMMAR, ABBREVIATIONS and PREFERRED TERMS

Grammar and Style

Periods After a period, use a single space (rather than two) between sentences.

Commas In a list, do not use a comma before the last item (for example: Sharing the power of learning through education, community building and advocacy).

Colons Do not use colons after headings or subheadings

Numbers Within a sentence, write out numbers zero through nine; use numerals for 10 or greater. Always use figures for ages. Use hyphens for identifying ages or grades, such as second-grader, 10th-grade student, 3-year-old boy or a 34-year-old.

Addresses Spell out words in addresses.

WRONG: 700 Raymond Ave., Ste. 180

RIGHT: 700 Raymond Avenue, Suite 180

Phone numbers Use dashes only (no parentheses). Example: 651-645-2277

URLs Do not use “http://” when listing a URL and only use “www” when it’s needed in the address.

WRONG: http://www.mnliteracy.org

RIGHT: mnliteracy.org

Links Because hyperlinks stand out to readers who skim, use informative language for the linked text so the destination page is immediately clear.

WRONG: To sign up for a training, click here to register.

RIGHT: To sign up for a training, complete the registration form.

ON OUR WEBSITE

Navigation menu link length Limit menu links to four words or less if possible. For example:

instead of a menu item called: Data about Literacy and Early Childhood Literacy

shorten it to: Early Childhood Literacy Data

Menu link and subhead capitalization Capitalize only the first letter in a menu link (this is designated in the bottom of the page editing form in the menu settings field called, “Menu link title”) or in a subheading that appears within your body content.

WRONG: Steps to Becoming a Volunteer

RIGHT: Steps to becoming a volunteer

Page headings/titles Capitalize the page headings (this is the first field on the editing page, called “Title”) as you would capitalize a book title.

WRONG: Steps to becoming a volunteer

RIGHT: Steps to Becoming a Volunteer

Abbreviations and preferred terminology ESL and GED are the only two acronyms that can be used without a first reference of the full

name. For other acronyms and abbreviations, use sparingly and include the full name followed

by the acronym in parentheses on first reference.

ABCs of Reading No apostrophe.

Adult Basic Education Capitalize and use full name on first reference. Abbreviation: ABE

Adult Diploma Capitalize. The Adult Diploma program enables adults over age 21 to receive a

high school diploma from a sponsoring school district. Do not confuse with GED.

Adult Literacy Hotline Always capitalize; do not abbreviate. Identify the Adult Literacy Hotline

as part of the Minnesota Literacy Council. Example: “The Minnesota Literacy Council’s Adult

Literacy Hotline serves the entire state.”

Broadband Technology Opportunities Program (BTOP) The Minnesota Literacy Council was

part of a 5-state digital literacy partnership led by Portland State University, who received a

BTOP grant (a federal effort to expand broadband access and adoption across the country).

Programming used Learner Web (see separate entry).

email Do not use hyphen and use a lowercase “e” unless it occurs in a heading or at the

beginning of a sentence. Example: Learners will create email addresses.

Early Literacy and Families (ELF) The Early Literacy and Families program works with low-

income and refugee families through preschool and home visits to increase emerging literacy

skills as preparation for kindergarten. Use full name on first reference.

English as a Second Language (ESL) This term is preferred for our use, particularly with adult

students (rather than ELL, English Language Learners) because ESL is more widely used and

understood by the public. Acronym can be used on first reference without full name.

GED Acronym for General Educational Development diploma. Use acronym in all cases; this has

become generally accepted and preferred to spelling out in words.

illiterate, illiteracy Use sparingly because of negative connotations associated with this term.

Can be used in circumstances such as Eric Nesheim’s quote: Illiteracy is the greatest solvable

social issue of our time.

Internet Capitalize.

in-service workshop “In-service” is an adjective, not a noun. Preferred usage is with the noun

“workshop,” as in “You can sign up for an in-service workshop after you complete pre-service

training.” Incorrect usage: “Sign up for one of our technology in-services.”

L3: Bremer Rural Libraries & Literacy Leadership Institute The literacy council partnered with The Friends of the St. Paul Public Library on an Otto Bremer

Foundation grant they received to pilot the L3 program, which is focused on building the

leadership capacity of Minnesota’s rural libraries and literacy programs. In the second year, we

worked with groups from Wisconsin. This project may be expanded to North Dakota soon.

learner or student The terms learner and student can be used for participants in our literacy

programming.

Learner Web Learner Web is a national collaboration led by Portland State University to

develop an online learning system with telephone, web and some in-person support from

educational professionals and volunteers. Adults can use Learner Web's self-paced learning

plans to accomplish specific goals, such as earning a GED, improving English, increasing

computer literacy or preparing for a job. Our BTOP program (see separate entry) is one way

we’re using Learner Web.

Literacy Action Network The Minnesota Literacy Council is a founding member of Literacy

Action Network, a statewide professional membership organization in Minnesota whose

mission is to develop, improve and expand adult literacy services by coordinating legislative

advocacy, fostering statewide collaboration and supporting quality Adult Basic Education. With

the help of the literacy council, Literacy Action Network became an independent nonprofit

organization in 2011 but contracts with the literacy council to handle its finances.

Minnesota Literacy Council When referring to our organization’s name, use the full name (the

Minnesota Literacy Council) or a shortened version of the name (the literacy council). The

acronym MLC may be used in the circumstances indicated in the acronym usage grid.

mnliteracy.org No capitalization; no www. Applies to both web address and email addresses.

nonprofit Correct usage. Incorrect usage: “non-profit,” “non profit,” “not-for-profit,” “not for

profit.”

Northstar Digital Literacy Assessments The Northstar project defined the basic skills needed to perform tasks on computers and online and created the Northstar Digital Literacy Certificate that is administered by approved sponsor sites. The certificate provides a means for jobseekers to demonstrate competence in the basic digital literacy skills listed to potential employers. The Minnesota Literacy Council participated in the taskforce that established the standards and houses the project. one-to-one Use one-to-one to describe tutor-learner pairs. Incorrect usage: “1:1,” “1-to-1,”

“one to one,” “1-on-1,” or “one-on-one.” Correct usage: “Tutors teach one-to-one or in

classroom settings.”

Open Door Learning Center When speaking generically of all or some sites, use Open Door

Learning Center (use singular “center” rather than plural “centers”). The correct name of EVERY

adult learning center operated by us is the Open Door Learning Center-Site Name (e.g., Open

Door Learning Center - Arlington Hills, etc.). On second reference, you can shorten the name to

Open Door.

Saint Paul Community Literacy Consortium (SPCLC) SPCLC is a collaborative effort to improve

the quality and expand availability of adult literacy services in St. Paul. SPCLC is comprised of 14

members – 12 community nonprofits (including the literacy council), St. Paul Public Schools and

the St. Paul Public Library. The literacy council is the fiscal agent for consortium operations.

VISTA Acronym for Volunteers in Service to America. Incorrect: VISTA volunteer (due to redundancy).

Correct: VISTA member.

AmeriCorps VISTA Use this full name on first reference (VISTA thereafter) when talking

about our national service programs in general.

Literacy VISTA Use this full name on first reference when talking about our yearlong

national service program.

Summer Reads VISTA Use this full name on first reference (Summer Reads thereafter)

when talking about our summer national service program.

website Do not use a hyphenate or capitalize the word website (unless it is a heading or begins

a sentence).

Decreasing use of MLC acronym Updated February 2014 Starting January 2012, we would like staff to refer to our organization as the Minnesota Literacy Council or the literacy council rather than MLC. Using our full name, Minnesota Literacy Council, lets people know where we work and for what cause – and these are cues you can’t get from the acronym MLC. Of course, there are times when it’s impractical to use our full name (such as in long grant proposals), so reference this chart for usage preferences. For existing materials, such as PowerPoint presentations or flyers, aim to remove instances of MLC (as dictated by the chart below) by July 1, 2012.

Do NOT use MLC

Use MLC sparingly

OK to use MLC

Printed materials (flyers, brochures, etc.)

Speaking engagements (conferences, presentations, trainings, events, speakers bureau, etc.)

Website content

Answering the phone and voicemail greetings

General email and phone calls

Communications with the Board

Learning center communications with learners and volunteers

The Inside Word

Staff meetings and Board meetings

Internal employee communications

Communication with ABE partners and the state office

Handbooks

Grant proposals

Contracts

ON FIRST REFERENCE: Do use the Minnesota Literacy Council (precede the name with “the”). Do not use MN Literacy Council. ON SUBSEQUENT REFERENCES: Do use the literacy council (no capitalization); use pronouns or the full name when appropriate. Do not use the Literacy Council, the council or MLC.