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Brand Book

Last updated: 2/14/18

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Table of Contents

WHO IS MBO PARTNERS? 3Who We AreMission & Vision Brand Personality: Archetypes

VISUAL IDENTITY 7LogoColor PaletteFontsIconographyPhotographyScreenshotsSub-brand LogosMBO ConnectTM StyleClient of ChoiceURLsAddress Use

VERBAL IDENTITY 21Brand VoiceAudiences & Call to ActionContent CalendarLengths & FormatsHouse Style: WrittenLink UsageGrammar & StyleContent Publishing Guidelines

SOCIAL STYLE 31Social StyleSocial ChannelsSocial Link & Multimedia UsageSocial Grammar & StyleHashtag StrategyApprovals

COLLATERAL 39LetterheadBusiness CardsE-mail

TEMPLATES 43PowerPointResearchOne-SheetsSocial Media

3

WHO IS MBO PARTNERS?

Who We AreMission & Vision

Brand Personality: Archetypes

WHO IS MBO PARTNERS? | Back to Section | Back to TOC4

MBO Partners is the industry’s only complete business operating system for independent workers, offering technology solutions that make it easy for self-employed professionals and their clients to do business. By re-envisioning and streamlining the entire contract talent acquisition and engagement lifecycle, MBO improves how independents operate and succeed while helping enterprises reduce risk and get the best return on their contractor investments.

Who We Are

https://www.mbopartners.com/for-self-employed

https://www.mbopartners.com/for-contractor-engagement

https://www.mbopartners.com/for-contractor-engagement


Being your own boss, setting your own hours and following your own dreams shouldn’t be reserved for the few.

MBO Partners makes it easy for self-employed professionals and their clients to work together. We are a trusted guide for inde-pendent workers and the companies that hire them, leveraging our experience and our passion as the country moves toward the future of work.

Our original vision of seeing a majority of the workforce become self-employed has now become an achievable reality. Our industry leading State of Independence in America research reports show that by 2021, nearly half of the U.S. workforce will be self-em-ployed, or will have tried self-employment at some point in their career. At MBO, we help independents put plans into action.

We are problem solvers, advocates, and thought leaders, who believe that research and knowledge provide value to our customers. We employ experts in independent work who special-ize in finance, labor laws, and technology, and if we can’t find your answer, we’ll find someone who can.

Mission & Vision

http://www.mbopartners.com/state-of-independence


A combination of many brand archetypes,

MBO is a knowledgeable, protective leader.

SAGEIN GENERAL: The sage is a wise archetype who searches for truth and wants to use intelligence and analysis to understand the world. They are

usually found seeking information and knowledge; they are self-reflective and have an

understanding thought process.

FOR MBO: MBO is the most knowledgeable provider of independent worker engagement solutions. Anything delivered from MBO is a

quality product that will reliably fit the needs of small businesses and Fortune 500 clients alike. For Enterprises, the Sage fits our unmatched

industry experience and our knowledge of not only what has happened in the industry, but also

in helping shape what is to come.

MAGICIANIN GENERAL: The magician is a creative archetype who

makes things happen. They want to understand the fundamental laws of the universe and make dreams

come true. They develop a vision and live by that vision, and want to find win–win solutions. They are

also known as “the visionary.”

FOR MBO: MBO makes dreams of independence an achievable reality; has a vision of seeing a majority of

the workforce become self-employed.

RULERIN GENERAL: The ruler is a strong archetype that

centers on power and control. They wish to create a prosperous company and brand. and are known for

responsibility and leadership.

FOR MBO: MBO is the clear market leader. It is aimed at professional independents, who are often

established market leaders in their fields. Being part of MBO is akin to being a part of a successful “club” on independents. Enterprises trust that MBO supports

their top talent well and sees MBO as a thought leader.

CAREGIVERIN GENERAL: The caregiver is a maternal

archetype that wants to help protect and care for others. They want to help others succeed

and often do tasks for others. They are known for compassion and generosity, and are also

known as the helper and supporter.

FOR MBO: MBO looks out for its associates and their clients, providing them peace of

mind. Never again worry about filing your taxes incorrectly, not being able to read a contract, or feeling unsure about how to manage life as an independent. We are technology-driven, but

people first and have a strong service mentality. For Enterprises, the Caregiver also ensures that

they are not at risk for issues like misclassification.

HEROIN GENERAL: The hero believes that where there is a will, there is a way. They want to prove their worth through courageous acts, and improve

the world through their actions. They are strong, competent, and courageous. They are also

known as a rescuer, team player, and overall “winner.”

FOR MBO: MBO is more than just about providing services. We are paving the way for a new future of work with technology-driven

solutions, helping Associates feel empowered to take charge of their careers, reach out in to new fields, and motivated to reach the next level, and

supporting Enterprises to navigate the changing workforce landscape.

Brand Personality: ArchetypesP

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7

HOW DO I EXPRESS THE MBO VISUAL IDENTITY?

LogoColor Palette

FontsIconographyPhotographyScreenshots

Sub-brand LogosMBO ConnectTM Style

Client of ChoiceURLs

Address Use

VISUAL IDENTITY | Back to Section | Back to TOC8

SPACINGEnsure equal spacing above, below, and at either side of the logo. This creates four even corners that give the logo balance and a proper ratio. Do not skew the logo or change the spacing. Logo should be use in its entirety (do not alter or reproduce).

SIZINGThe mimimum size requirement is 135 px (1.8 in) for the full logo and 65 px (0.87 in) for the flag logo. Logos smaller than this size will begin to appear warped or com-pressed to the point of illegibility.

ALTERNATE COLORSThe default logo color should be MBO red (see: color palette). When necessary to suit a certain format or background, the following variations are acceptable: grayscale, black, white. White must be knockout against a dark background, though that background does not have to be solid. Use best your best judgement for logo readability.

TRADEMARKSOur full logo is officially registered with the U.S. Patent and Trademark Office and must use a registration symbol (®) in all U.S. use cases. Our flag logo is not yet registered and must use a service mark symbol (SM). The proper way to display the registration symbol (®) is immediately following the mark in superscript style. The proper way to display the service mark symbol (SM) is immediately following the mark in subscript style. Internationally, the service mark (SM) should be use for both full and flag logos.

FULL LOGO (PRIMARY) FLAG LOGO (WHEN NECESSARY)

Safety spacing around the logo should be equal on all sides, at least roughly a third of the logo’s height.

Logo


®

®

®

®

Do not move text below the “flag”

Do not place any icons or other graphics near it

Do not place the logo on complex patterns or

images

Do not alter the colors of the logo.

Do not rotate the logo

Do not distort the logos or change their proportion

Logo: Do’s and Don’ts

MBO RED#AC343C

R172 G52 B60C27 M93 Y79 K10

#034D70R48 G66 B102

C98 M69 Y35 K18

#3073B9R48 G115 B185C82 M52 Y0 K0

#33ACE1R51 G172 B225C69 M14 Y0 K0

#49B4A6R73 G180 B166C68 M6 Y42 K0

#444444R32 G39 B42

C67 M60 Y59 K44

#6D6E70R109 G110 B112

C58 M49 Y47 K15

#D6E0E1R214 G224 B225

C15 M6 Y9 K0

#F2F6F6R242 G246 B246

C4 M1 Y2 K0

Color distribution and usage should mirror this page’s hierarchy.

Color Palette


Open Sans Light

Verdana Minion Pro

Open Sans Light is the primary font for the MBO Brand. It is the default font used in our website, products and branded collateral. If Open Sans Light is not installed on your computer, you can download it here. Please contact the MBO Partners tech team for

further assistance.

Verdana is used for e-mail signatures because of its easy onscreen readability and accessibility across

operating systems.

Minion Pro is the serif font used for long form collateral like State of Independence and other whitepapers.

Fonts


STYLEIcons use thin lines, soft corners, and can be displayed shaded or unshaded.

LIBRARYIcons should be pulled from the Brand repository. Do not create your own! Don’t see an icon that you need? Please request one through the contact provided.

SIZINGIcons are drawn at 35x35px and can be resized at 2x or 3x.

ICONSBrand icons are a visual representation of our offerings and services. They are used on the MBO website, Powerpoint template, and other branded collateral. Specific uses of each icon are logged on the Google Drive here.

Iconography

Contact

McLean [email protected]

https://drive.google.com/open?id=0B_1makhS8j8pcnc1WF9uaWdVTHc

https://drive.google.com/open?id=131Yj90vJzpqcy2e6uzFWJz4YJR1lbq0XatVpytqBX3c


Photography

USAGEWith the exception of product screenshots, MBO does not use photography in Powerpoint presentations or on social media.

Please ask for assistance from Marketing if you have a use case that requires photography.


STANDALONE SCREENSHOTSShould display at high resolution with a thin gray border. A subtle drop shadow can be applied if desired.

SCREENSHOTS ON TECHEnsure technology is current and screenshots are up-to-date. The technology serves as the frame. Current screenshots can be found on Drive.

Screenshots


USAGEMBO AccessTM is the suite of tools and services that encompasses MBO’s business center, MBO ConnectTM, VAST, and client portal. When referring to this suite, use the MBO Access logo. The MBO Access logo is always displayed with a TM superscript.

SPECSSpacing, sizing, and colors follow the same guidelines as the MBO Partners logo. The MBO Access logo is displayed with a TM superscript on first in-text mention.

Sub-brand Logos


USAGEThe MBO ConnectTM logo is either displayed red on white (like MBO AccessTM logo) or white on Connect texture (above). The first in-text mention should include TM superscript.

SPECSSpacing, sizing, and colors follow the same guidelines as the MBO Partners logo. The MBO Connect logo is always displayed with a TM superscript.

Sub-brand Logos

BUSINESS CENTER CLIENT PORTAL VAST


MBO ConnectTM Style

COLOR PALETTEThe following colors are used to represent the Connect brand.

LOGO TREATMENTA white knockout logo is displayed on this textured background.


Client of Choice

Client of Choice is a signature MBO program and research that supports organizations in becoming an attractive client for top independent professionals. The wordmark can be displayed with a red or black knockout flag. For more information, please visit our website.

http://www.mbopartners.com/client-of-choice


mbopartners.com

HOW TO WRITEDo not include “http://” or “www.” when written. The hyperlink begins with “mbopartners.com.” MBO should be lower case.

HYPERLINKLinks should hyperlink in all applicable digital instances, but should not display with an underline.

URLs


PRINT USEOur full address for corporate headquarters:

13454 Sunrise Valley Dr #300 Herndon, VA 20171

need only be printed in letterhead correspondance (see TEMPLATES).

Do not use on:

• Whitepapers

• Digital correspondance

WEB USEUse only on Contact Us section of the website. Otherwise, no need to use in digital applications.

Address Use

21

WHAT IS MBO’S VERBAL IDENTITY?

Brand VoiceAudiences & Call to Action

Content CalendarLengths & Formats

House Style: WrittenLink Usage

Grammar & StyleContent Publishing Guidelines

VERBAL IDENTITY | Back to Section | Back to TOC22

This section illustrates how MBO Partners speak to businesses, prospects, and associates. MBO Partners brand voice is consistent throughout all messaging. It is:

STRAIGHT TALKING MBO helps ICs run their business in terms they can understand. MBO is up front in the pros and cons of any engagement, trans-parent in pricing, and forthcoming with clients on behalf of associ-ates, or with associates on behalf of clients.

KNOWLEDGEABLEMBO removes the worry for both ICs and enterprises. MBO has unmatched industry experience and knowledge of not only what has happened in the industry, but also what will come. From issue resolution to thought leadership, MBO is constantly demonstrating our grasp of the complex and ever changing world of independent work, making it easily understood and relevant to our customers and clients.

EMPOWERINGMBO Partners is a service-first business. MBO is dedicated to making the road to the Future of Work as smooth as possible for both independent professionals and their clients. MBO provides a platform of tools and knowledge to enable independent profes-sional and their clients to thrive in the future of work.

Brand Voice


AUDIENCESAll content should pertain to one of the following audience categories:

CONTENT FOR INDEPENDENT CONTRACTORS

This content is geared specifically towards independent workers. This content is often practical in nature, such as how-to pieces on calculating a bill rate, creating a scope of work document, or best practices for networking.

Different “levels” of content are created, including some geared towards new inde-pendent workers and other content specifically designed to help existing indpen-dents take their current skills to the next level.

ENTERPRISE-ORIENTED CONTENT

Enterprise content is specifically designed for companies that use independent workers. In addition to covering industry trends such as freelancer management systems and direct sourcing, MBO content pertains to issues such as misclassifica-tion, compliance, and best practices for becoming a Client of Choice.

MBO CONTENT TYPESRESOURCES

This section covers all content published by MBO Partners, and includes topical and timely issues of interest to the MBO community audiences. The content is generally text-first content, and may include a gated form for high-value assets such as guides or “sticky” tools, such as MBO’s Bill Rate Calculator.

THOUGHT LEADERSHIP

MBO Thought Leadership is defined as any bylined (named) piece published on MBO digital channels. These pieces have a defined author, which displays with headshot, and are published regularly on both enterprise and IC-related topics.

NEWS

MBO “news” is published regularly in two places:

• MBO In the News details MBO mentions on third party news sources

• MBO “News” published by MBO, such as the regular column “The Weekly Indepen-dent”

Audiences, Types & CTA

RESEARCH

Regularly conducted MBO research is kept on the website on dedicated landing pages. This includes:

• State of Independence (mobpartners.com/state-of-independence)

• Client of Choice (mobpartners.com/client-of-choice)

• Certified Self-Employed (mobpartners.com/certified-self-employed)

EVENTS

MBO events include regular webinars and other on- and off-line activities attended by our sales team and senior leadership. These are regularly documented on the website.

MBO events, whitepapers, and annual research (e.g., State of Independence)

MBO CALLS TO ACTION Each piece of content should incite the reader to action. This may mean encouraging readers to download a form, contact sales, get in touch with comments, or viewing an additional article!


The MBO Partners calendar for new content development is accessible via Google Drive. MBO Partners’ website provides a number of tools, resources, guides, and articles. These articles are composed as stand-alone pieces to help “arm” our audience with information that fulfills our brand mission and vision, as well as to help:

• Drive awareness and consideration of the services MBO Partners offers for independent businesses and enterprises alike

• Drive awareness of the MBO Partners brand

• Establish and cement the reputation of MBO Partners as a knowledgeable and empowering brand and thought leader

• Provide value and resources to existing clients with information to do their jobs better

All content created should reflect the brand voice and style guidelines as set forth in this guide.

Content Calendar

https://docs.google.com/spreadsheets/d/1_9EZ4-i-eS-_6pdHIVv898e21I8GpIlfQTYpquFUNMI/edit


SHORT FORM TEXT CONTENT300 to 500 words in length and features easy-to-read layout formats such as bullets and slideshow presentation. Can focus on the following areas:

• Answering key questions related to issues ICs address in day-to-day work

• Presenting tips or takeaways

• Rounding up information on a IC compliance, legal, financial or lifestyle topic in easy-to-digest nuggets

• Offering basic industry facts and figures in a quick, easy-to-read format, likely a slideshow or infographic

• Presenting topical information on key IC issues in a “need to know” digest format

• Content “hubs” around key focus areas in the IC community (particularly the set up of a business and securing new clients/customers)

• Example: The Weekly Independent

LONG FORM TEXT CONTENT Articles with a text focus over 1,000 words in length. Content can include:

• White papers

• Information briefs on key advocacy issues

• Information geared towards IC employers

• Example: Introducing the 3 Dimensions of the Human Capital Market: Part 1

STICKY CONTENTTips, tools and quizzes to be featured prominently as “shareable” tools. Can serve the following purposes:

• Easily shareable to media or press outlets to refer traffic back to our website

• Shareable from other blogs to refer and brand MBO as an industry leader

• Interactive tools to keep people on site longer and keep them returning frequently

• Example: Bill Rate Calculator

Lengths & Formats

GATED CONTENTGated content has a high perceived value. This content is placed behind a form that requires a user to give information (name, email address) in order to access. Typically includes:

• Guides and/or “ebooks”

• Webinars

• Example: Thought Leadership for Independent Consultants

SALES AND PRODUCT CONTENTContent intended to entice or introduce an MBO product or service that would appeal to a potential customer. Should include easy access to a contact form or method of communication in order to drive a sales conversation. Can include:

• Comparison chart

• Product pricing

• Individual landing pages for an MBO Partners product/service

• Example: For the Self-Employed

MEDIA CONTENTItems produced to garner media attention for MBO Partners. Typically includes:

• Press releases

• New product announcements

• Articles highlighting features in other publications (thought leadership, op-eds, etc.)

• Example: features in MBO In the News

https://www.mbopartners.com/blog/the-weekly-independent-05-02-16

https://www.mbopartners.com/blog/3-dimensions-of-the-human-capital-market-part-1

https://www.mbopartners.com/bill-rate-calculator/income

https://www.mbopartners.com/resources/article/thought-leadership

https://www.mbopartners.com/for-self-employed

https://www.mbopartners.com/about/in-the-news


INTRODUCTIONS/LEDESArticles should always begin with the “meat” of the content, anecdotal or personal-ized ledes “did you ever wonder what happens when…” or “have you ever had those nights where you’re up thinking of tomorrow’s to-do list” should not be used.

Introductions should conclude with setup sentences, which serve as the presenta-tion of the content below.

USING THE “WE” VOICEMBO is open to writers using the familiar “we” and “you” voice in articles when speaking from the voice of the brand (as opposed to a blog entry coming from an individual author).

For example:

MBO Partners believes in advocating for the self-employed.

…can be…

We believe in advocating for the self-employed.

Still, it is preferred to avoid using it when mentioning brands, choosing the “best,” and for other specific phrasing or claims.

MENTIONING BRANDSPlease eliminate reference to specific branded products and companies where possible, unless deemed necessary in your specific piece. We do not want to poten-tially alienate clients or convey an association that we do not have.

You will likely need to mention brands when specifically tasked to write about something brand-focused, such as the best mileage tracking apps.

CHOOSING THE “BEST”Some article titles may be phrased in a way that requires you, as the writer, to report on the best or leaders of something a particular category (e.g., top mileage app, best standing desks).

In this case, you should consider yourself the main evaluator of what would work for an MBO reader—and what might not.

We suggest finding articles on the web that have already done deep dives into a par-ticular topic. In this case, you almost certainly have to mention brands—so it’s okay to do so. Just try to avoid favoring one over the other by presenting the information as more of a profile what that brand is doing rather than a review.

PHRASING AND CLAIMSPlease avoid the following in your writing:

Using the terms “experts say” or “studies say,” along with specific attributions to studies or researchers.

Using first person, “I think” is reserved for MBO experts and advocates.

Never cite competing organizations unless your editor deems appropriate.

PROPERLY REFERENCING ICSThere are many common words, terms, and phrases that are used to describe or reference an independent consultant or contractor. Each of the listed terms can/should be used in certain contexts:

• IC (abbreviation for independent contractor OR independent consultant, depending on context)

• Independent Contractor (most frequently used term for independents, a legal term indicating that a work arrangement supports a compliant non-employer-employee relationship.)

• Independent Consultant (slightly less frequently used as a term than independent contractor; independents who perform strategic medium and long-term [more than one month] larger projects [over $10,000] and who generally work across fewer companies, and sometimes only one at a time.)

• Independent Professional refers to MBO’s specific audience of professional services independents

• Contractor (short-form for independent contractor)

• Consultant (short-form for independent consultant)

• Self-employed (best used when trying to relate to the active independent-advocate audience, commonly used term that independents refer to themselves as, especially those that run their own fully fledged consultancy)

• Solopreneur (to be used sparingly; implies one that runs a business by themselves)

• Freelancer (typically denotes a non full-time IC or one who works a full-time job in addition to IC work)

• Moonlighting (denotes a non full-time IC or one who works a full-time job in addition to IC work)

Full definitions of each are found in this article on the MBO Partners’ website.

House Style: Written

https://www.mbopartners.com/resources/article/abcs-of-independence


All MBO Partners website content must include links to other MBO.com blogs, articles, or resources. This aids in website search engine optimization (SEO), enhancing the website user experience, and lengthening website session time for site visitors.

It is preferable to link to content found on the MBOPartners.com domains wherever possible. Linked internal content should open in the same window.

When linking to non-MBO properties and pages, it is important to follow the guidelines below.

Use linking, not citing or footnoting. Using external websites/resources for an article is acceptable, but do not cite them/attribute them within your piece. Copy should reiterate information about the IC community in a way that maintains MBO’s authority as a top presence in the field. Any outside articles can be hyperlinked in the text as a means of reference, which would eliminate the need for a footnote. Linked external content should open in a new window.

Example: Rather than: “About 12.4 million Americans work part-time as independent workers, according to a 2015 report from MBO Partners,” use “About 12.4 million Americans work part-time as independent workers.” (12.4 million can be hyperlinked to the MBO Partners State of Independence Report landing page)

Link Usage

https://spendmatters.com/almanac/mbo-partners/

https://spendmatters.com/almanac/mbo-partners/


MBO Partners’ default business language is American English. For publications and media pertaining to a particular region or Member Firm, native spellings/structure can be used and a default of British English or writing in the local vernacular.

For any terms with multiple spellings, use Merriam Webster’s dictionary as the authority for correct spelling. For grammar reference, rules are adapted largely from the AP style manual, with slight deviations. If there are specific queries related to grammar or punctuation that may not be covered in the sections below, refer to the latest version of the AP style manual.

STATE AND CITY ABBREVIATIONSStates & Cities: Spell out the name of all states

Example: Minnesota (not MN)

Always include the state name along with the city name…

Example: Denver, Colorado

Example: Helena, Montana

Only exception is in the case of major US cities like New York City, Chicago, etc.

For UK and EU cities and countries, all cities and countries should be spelled out.

Example: Dublin, Ireland

Example: London, England

MONTHSSpell out the name of a month when it is used without a specific date.

Example: When it stays lighter longer in July and August…

DAY OF THE WEEKDo not abbreviate days of the week.

NUMBERSAlways spell out numbers one through five. Use numerals for numbers 6 and above:

Example: The four executives chose 12 high-performing associates.

PERCENTAGESUse of the % symbol is acceptable.

ACRONYMSAlways spell out the proper name of an organization or technical term. However, when using the organization/term repeatedly, spell it out in its first mention and then provide the acronym in parenthesis. It can then be mentioned by acronym later in the content.

Example: I work for the National Football Association (NFL). The NFL is a great place to work.

CASE/CAPITALIZATIONFor all titles, subtitles, and subheads, use the title case

Example: What are Some Myths About Independent Consultants?

Do not capitalize articles (a, an, the), conjunctions (and, nor, but), or prepositions shorter than six letters (as, at, by, for in, of, on, per, to).

Lastly, always capitalize independent when using it in a title (State of Independence) or in reference to an acronym (Independent Contractors Association), but not if used regularly in a sentence.

Example: Most independents agree that the Independent Contractors Association is a good organization.

COLONS AND COMMASUse colons for the following purposes:

• Introduce or direct attention to a list

• Introduce an explanation

• Introduce a list

• Separate a title from a subtitle

• Separate parts of a subhed

Capitalize what comes after a colon only if it is a proper noun or if it is the beginning of a complete sentence.

Most importantly, use the Oxford (serial) comma before the coordinating conjunction (usually and or or) in a series of three or more terms.

Grammar & Style

http://www.merriam-webster.com


DATES, QUOTES, STATESWhen writing dates for United States audiences, use a comma between the weekday and month, as well as after the day. Do not use a comma between the month and the year.

Example: Tuesday, March 12, 2017.

When writing dates for international audiences (UK, Ireland, etc.), use a comma between the weekday and month, as well as after the month. Do not use a comma between the day and the year.

Example: Tuesday, 12 March, 2017.

When listing specific times include appropriate time zones, if within the United States, using AM and PM.

Example: 12:00p.m. EST

When listing specific times internationally, use the 24-hour clock

Example: The news conference is scheduled in Cork, Ireland this Tuesday at 18:00.

When using quotes, commas, and periods always go within the quotations.

When referencing cities in states, use commas after the city, before the state name.

EM DASH AND EN DASHAn em dash is roughly the length of a lowercase letter m and is generally used to replace colons, commas, hyphens, semi-colons, and parentheses; Do not put a space before or after an em dash.

Use Em Dashes for the following:

• Abrupt change: To denote an abrupt change in thought, sentence, or emphatic pause

• Series within a phrase: When a phrase that otherwise would be set off by commas contains a series of words that must be separated by commas

An en dash is roughly the length of a lowercase letter n and is typically used to denote a span of time or in the place of a colon to create compounds

Use En Dashes for the following:

• To create compounds

Example: mother-daughter relationship, 2013-2014 school year

• Do not use an en dash to denote a span of time

Example: Monday–Thursday should be Monday to Thursday

MISCELLANEOUS PUNCTUATIONIn bulleted lists, avoid periods if at all possible. Periods should only be used in bullets when a bulleted item is two sentences. However, if the item is two sentences, it either can be shortened or should be two separate line items within the list.

Only one space should be used after punctuation marks—this includes periods, colons, commas, etc.—at all times.

When denoting a time of day, please use the following conventions:

• a.m. (not am)

• p.m. (not pm)

• Always use 00s

Example: 12:00 p.m.

PROOFREADING IS A MUSTMake sure your content is eloquently presented on each media channel. If you make an error that goes “live,” correct it quickly and visibly. To avoid potentially brand-damaging content, any content that the team deems risky should be reviewed directly with VP, Marketing and/or the CEO.

RULE OF THUMBWould there be any concern if a headline on the news used your post and the headline said it came from any MBO Partners associate or executive?

A general QA rule of thumb is to ensure that the content overall creates a message to which the company, and its people, are comfortable attaching themselves.

Grammar & Style


All print and website content should be composed in Word. Print materials will then be trafficked through to the graphic design team for production. All website content is to be added to the appropriate content sections in the website content management system using the “paste from Word” option.

For website content, using the above approach will automatically apply the appropriate website defaults.

“PASTE FROM WORD” INSTRUCTIONS: • Under the “Blog Content” section in the website content management system, select the clipboard icon with the “W” on front

• Content from Word can be copied and pasted into the appropriate pop-up window

HEADERSWithin the website content management system, once content is entered into appropriate fields, headers should be adjusted as follows:

• For the “body” of the content, if divided in sections, each section should be styled in the “Headline 3” format

• When applicable, all sub-sections within that section should be titled with the “Headline 4” format

HEADLINE 3 HEADLINE 4

PULL QUOTESWhen applicable, pull quotes can make certain themes/elements of an article stand out and make a stronger impact.

They should re-iterate a key takeaway and be featured within the text of the article itself.

Content Publishing Guidelines

31

WHAT IS MBO’S SOCIAL STYLE?

Social StyleSocial Channels

Social Link & Multimedia UsageSocial Grammar & Style

Hashtag StrategyApprovals

SOCIAL STYLE | Back to Section | Back to TOC32

MBO Partner’s social media communications and interactions are operated from the United States channels and sources. Keeping social media in one “destination” draws all of MBO Partners’ audiences to these hubs. Social media serves as a compliment to new website content, as well as a channel for contributing to industry discourse.

MBO’s primary social media channels are Facebook, Twitter, LinkedIn, and our blog. Content on these channels should support and promote our industry, advocate for MBO’s beliefs, and align with our business interests.

The following principles apply to professional use of social media on behalf of MBO Partners:

• Adhere to MBO Partners’ code of conduct and company policies when using social media under the MBO name.

• Content shared on social channels should promote a message or story to which MBO Partners and its executive staff feel comfortable being aligned with.

• Consider the effect your actions may have on the company’s image. Information posted on social media is public and may be so for a long time.

• Use your best judgment in posting material that is neither inappropriate nor harmful to MBO, its employees, or its associates.

• Use common sense: be professional, straightforward, and appropriate. When in doubt, do not post.

• Content that could be construed as controversial, pro-employment, or promoting an opinion contrary to MBO’s beliefs must first be approved by the Director of Content Strategy and Vice President of Marketing before sharing on social outlets.

Social Style


Social Style: Do’s and Don’ts

DO: DON’T:

• Independent contractor lifestyle tips

• Case studies from real-life independent contractors

• Content that showcases how the independent workforce is a major and signif-icant segment of our economy and positive for society

• Testimonials from independent contractors and enterprise clients, as appro-priate

• “Need to know” information about independent contractors in the news

• “Real life” independent contractor scenarios

• Financial and legal compliance, broken down for a consumer audience

• Spotlights on MBO resources

• Research & Whitepapers: State of Independence, Client of Choice, and Certified Self-Employed are examples. Wherever possible, material should be distilled or accompanied by a short graphic/pull quote to make digestible for a consumer audience

• Sponsored whitepapers, distilled for a consumer audience

• Promotion of MBO products and events

• Conversation generation around topics of interest to independent contrac-tors, with a focus on professional independents wherever possible*

• User-generated content that discusses MBO and its products, services, or insights

• Enterprise topics and content, particularly around engaging and managing independent talent

• Internal MBO items to humanize the company; a slice of life, a day in the office

• MBO jobs and opportunities

• Industry insight and analysis

• MBO events and coverage of events

• Endorse particular products that are not part of the MBO suite

• Provide personal advice that could be construed as specific legal or financial advice**

• Come off as offensive or inflammatory

• Share personal (non-professional) opinions of MBO staff or MBO associates

• Provide opinion/commentary on ongoing news debates regarding the IC community (i.e. ongoing lawsuits) unless otherwise approved by the VP, Marketing and CEO

**All content containing any information related to legal or financial information must be accompanied by a prominent disclosure from MBO


To date, MBO Partners has a presence on the following social media channels. As noted in the introduction of this section, regional social channels and/or handles are not to be utilized at this time.

Of the platforms below, MBO Partners actively posts on Facebook, LinkedIn, and Twitter daily and Google+ monthly.

Current posting frequency (subject to change, based on regular evaluation) is as follows:

• LINKEDIN: Once per day (can post multiple times in one day should there be breaking news or an immediate item)

• TWITTER: 2-3+ times per day (can increase when discussing a hot button issue or trending topic)

• FACEBOOK: 6-7 times per week (roughly once per day)

• GOOGLE+: Once per month, or when a top-tier news item featuring MBO and/or its executive thought leadership emerges

https://www.facebook.com/mbopartners

https://www.linkedin.com/company/ mbo-partners

https://twitter.com/mbopartners

http://www.slideshare.net/MBOpartners

http://en.wikipedia.org/wiki/MBO_Partners

http://www.yelp.com/biz/mbo-partners- herndon-2

https://plus.google.com/b/103204733115875841455/+M-bopartners123/posts?gmbpt=true&page-Id=103204733115875841455

https://www.youtube.com/user/MBOpartners

DIFFERENT CHANNELS HAVE DIFFERENT AUDIENCES

• Posts on one channel may not be best serving the audience on another if posted verbatim. Understand the style of each online community.

• Also confirm any tags or hashtags used in posting are relevant, respectful, and utilized by the community members of that particular social media channel.

Social Channels

https://www.facebook.com/mbopartners

https://www.linkedin.com/company/mbo-partners

https://www.linkedin.com/company/mbo-partners

https://twitter.com/mbopartners

http://www.slideshare.net/MBOpartners

http://en.wikipedia.org/wiki/MBO_Partners

http://www.yelp.com/biz/mbo-partners-herndon-2

http://www.yelp.com/biz/mbo-partners-herndon-2

https://plus.google.com/b/103204733115875841455/+Mbopartners123/posts?gmbpt=true&pageId=103204733115




https://www.youtube.com/user/MBOpartners


LINK USAGE UTM LINK TRACKING

MULTIMEDIA USAGE

When appropriate, direct social media followers/fans to mbopartners.com, specific pages within the blog or specific onsite resources. Cite and link to our sources whenever possible.

Please follow these instructions whenever sharing specific mbopartners.com URLs. UTM Tagging is required for all links shared on social.

• Open the MBO Partners Content UTM Tag Library

• Use Control + F to search for the Title Name or URL

• If you find the same content piece, use the same UTM Term (utm_term) & Content (utm_content) tags already listed

• If don’t find the same content piece:

• Scan Column A for a Value Prop Category that matches the theme of the uncat egorized new piece of content

• If no Value Prop Category exists that matches the theme of new content piece, add a new Value Proposition Category and fill out:

• Column A w/ Value Prop Theme

• Column E w/ the type of content medium found in Cell E3

• Column F w/ new content category that mirrors value prop theme

• Column G w/ page title

• Column H w/ URL

• Once you’ve found/added the URL to the MBO Partners Content UTM Tag Library, use the columns above in addition to the following parameters to create the remaining UTM parameters outlined below.

• Example UTM Tagged URL: https://www.mbopartners.com/blog/how-to-create-a-business-plan-for-small-businesses?utm_source=linkedin.com&utm_campaign=social_tagged&utm_medium=social&utm_term=article_ic&utm_content=start_a_business

• Social Tag Parameters Defined:

• (*) utm_source= Referring social website name (linkedin.com, facebook.com, etc)

• utm_campaign=social_tagged

• utm_medium=social

• (*) utm_term= Defined in MBO Partners Content UTM Library

• (*) utm_content= Defined in MBO Partners Content UTM Library

* Varies by referring social channel & content type

** UTM Tags are case-sensitive; all tags should be written in lowercase

When posting on social media, any accompanying visual (photos, videos, other assorted media) must meet the following guidelines:

• Do not upload, or otherwise make available, files that contain images, pho-tographs, software or other material protected by intellectual property laws, including, by way of example, and not as limitation, copyright or trademark laws (or by rights of privacy or publicity) unless you own or control the rights thereto or have received all necessary consent to do the same.

• Do not use any material or information, including images or photographs that infringes any copyright, trademark, patent, trade secret, or other proprietary right of any party.

Social Link & Multimedia Usage


Grammar and style for social media content should compliment that of the style used in print/web publications.

As noted, content should also be tailored for a channel’s particular audience. Actively monitor the activity on MBO Partners social media channels to determine which content inspires interaction from the audience – is the post you’re about to make in line with what your audience has been discussing, or would want to see?

Also, when appropriate, mention others in social media posts if the content is (a) relevant to their interests and (b) helps MBO Partners credibility if mentioned in the same sentence as those being mentioned.

Social Grammar & Style


MBO Partners also uses a number of approved hashtags. The approved list is below:

TAG USED FOR

#MBOWeb During MBO Webinars

#MBOUK #MBOIRE

In reference to international Member Firms

#selfemployed When discussing independent contractors/professionals, should be used when applicable

#CertifiedSE Referencing the Certified Self-Employed position paper

#SOI[YEAR] State of Independence mentions, used as #SOI2016, with the year of the survey included

#contingentworkforce#smallbusiness#independentcontractor#selfemployed#clientofchoice

Used as needed to refer to specific subsets of the independent population.

Hashtag Strategy


MBO Partners maintains strict guidelines for use of its social media channels, as outlined above. However, MBO recognizes the value in the community aspect of social media content creation and welcomes the input of its internal partners, staff, and Member Firms in contributing to the conversation MBO Partners is having online.

MBO Partners also recognizes the value in having an immediate response protocol for necessary issues, and thus adheres to shortened timelines on social media. Should you have an immediate need (e.g. the business center is down or phone lines are broken) please call, text, or email and we will take care of it immediately.

Please note that social media follows the copy, logo, and image guidelines as set forth in previous sections of this guide.

To request a new social media message be sent from MBO, please first review the approved Social Calendar and request a specific date and message directly to Content Marketing Specialist Rian Ervin ([email protected]).

Should those assets include design resources, please allocate at least five (5) business days for creation, or send assets at the time of request for approval.

Please provide at least two (2) business days notice wherever possible. Messages requesting a share/re-tweet can be sent with shorter notice as required. Please send these messages at high attention so that we can deal with them immediately.

Should key items come in after EST business hours requiring immediate attention, please call or text Stefanie at +1-571-435-1878(cell).

The MBO Partners calendar for new content development, including social media is accessible via Google Drive.

Approvals

Contact

Rian [email protected]

mailto:rervin%40mbopartners.com?subject=

https://docs.google.com/spreadsheets/d/1_9EZ4-i-eS-_6pdHIVv898e21I8GpIlfQTYpquFUNMI/edit

39

WHAT DOES MBO COLLATERAL LOOK LIKE?

LetterheadBusiness Cards

E-mail

COLLATERAL | Back to Section | Back to TOC40

13454 Sunrise Valley Drive, Suite 300, Herndon, Virginia 20171 | mbopartners.com | 1.800.220.0469 CORK | Cork Airport Business Park, Cork, Ireland, T12 E6RY Freephone: 1800 819170

DUBLIN | 84 Merrion Square, Dublin, Ireland, D02 T882 Freephone: 1800 819170

MBO Partners Ireland, Ltd.Director: Fergal Lennon, FCACompany No.: 576490Unit 26J Building 6500Cork Airport Business Park, Corkmbopartners.ie

US LETTERHEAD INTERNATIONAL LETTERHEAD

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MBO Partners Ireland, Ltd.84 Merrion SquareDublin, Ireland, D02 T882


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IMAGE SIDE

MBO’s standard business card template is purchased through Moo.com. It features a front in MBO Red and a back in white (see above). Rounded edges are preferred.

Business cards may appear with or without a mobile phone number.

MBO Associates may place an order for business cards with the title “MBO Associate” only.

MBO Associates should contact their Business Manager to order cards, MBO Employees order cards through their office manager. A version of the card is also available for international use.

Business Cards

Contact

Office Manager


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Personal contact information

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43

CURRENT MBO TEMPLATES

PowerpointResearch

One-SheetsSocial Media

TEMPLATES | Back to Section | Back to TOC44

| 8

The Independent Workforce Landscape

| 3

A Conduit for Excellence

MBO Partners makes it safer and easier for innovative businesses and independent professionals to work together.

Enterprises want: Compliance. Visibility. Efficiency.

Independents want: Opportunities. Flexibility. Meaningful Work.

MBO Partners delivers.

Enterprises Independent Contractors

The Independent Workforce Solutions Leader

Powerpoint

Download the template.

https://drive.google.com/open?id=0BwENL7HQXuwXUTBtNTRZekVVaVU


Powerpoint: Partner Logos/Cobranding


Powerpoint: Quotes


2016 STATE OF INDEPENDENCE

AMERICA’S INDEPENDENTS

A RISING ECONOMIC FORCE

2016STATE OF INDEPENDENCE

IN AMERICA REPORTSIXTH ANNUAL

2 © 2016 MBO Partners, Inc. | mbopartners.com

Nearly 40 million strong, the nation’s independents report they choose greater control and flexibility—and, in many instances, higher income.

Executive SummaryThe 6th Annual MBO Partners State of Inde-pendence study maps the attitudes and sentiments of a large, multi-faceted and eco-nomically powerful segment of the American workforce. Independents are adult Americans of all ages, skill, and income levels who turn to consulting, freelancing, contract work, temporary assignments or on-call work regularly each week for income, opportunity and satisfaction.

The MBO Partners State of Independence report is the industry’s longest running end-to-end study of the American Indepen-dent workforce. This year, it found that the robust, maturing, and vital indepen-dent job market continues to be driven by powerful cyclical and structural forces. Against the backdrop of 5% unemployment, 5.8 million job openings, and an economy that added 2.74 million payroll jobs in the past year, the total number of self-employed (full- and part-time combined) aged 21 over in 2016 remained close to 40 million. The number of full-time independents fell by 5%, or 800,000, to 16.9 million. With a robust payroll jobs market, it is clear that some of those who were not satisfied with inde-

pendent work returned to traditional employment. The number of people working part-time in independent work (fewer than 15 hours per week) remained steady at 12.4 million.

The numbers, and the testimony they provide in our surveys, show that Full-Time Independents and Part-Time Independents overwhelmingly find inde-pendent work is a satisfy-ing—and self-determined— choice. Independent work creates new income streams and diversifies household financial risk. Full- and Part-Time Independents alike say their career choices stem from a desire to have greater freedom, flexibility, control and purpose. Nearly half, 47%, report they make more money working on their own than they would in a traditional job. In fact, in 2016, 17.9% of Full-Time Independents–3 million–earned more than $100,000, up nearly 50% from the 2

million $100,000+ earners in 2011. In spite of low inflation and overall wage stagna-tion, average gross income generated by Full-Time Independents rose as well, to $64,450 per year, up 30% from the average incomes reported in this study in 2011.

Our report, the only annual study with six years of con-sistent trend data, shows the demographic constitution of the independent workforce is changing. On the one hand, it is getting younger each year. Millennials, (defined as those 21-36 years of age in our study) continue to enter the workforce, and many do so as independents. The 6.76 million Millennials now working as full-time Independents, up from 1.9 million in 2011, account for 40% of the full-time Inde-pendent workforce popula-tion. Millennials, who now constitute 34% of the labor force, clearly find indepen-dent work a viable option

for earning income. On the other hand, the Independent workforce is growing more experienced, thanks to the continuing commitment of more seasoned workers, primarily from the Baby Boomer generation, who constitute 31% of the total independent population.

This year, we again surveyed the 12.4 million Part-Time Independents (people who regularly work independent-ly between 1 and 15 hours per week). While most listed supplementing their income (61%) and/or earning more money (50%) as the reason they work as Part-Time Independents, 43% said they work to pursue a passion or interest. Remarkably, 7 out of 10 (71%) indicated that working independently on a part-time basis was their choice completely.

Our data does not specif-ically highlight the Occa-sional Independents, the 10.5 million people in 2016

Black and white photography (to be updated in 2017 to adhere to new visual identity)

Knockout MBO logo aligned top left

3x1 solid header with extrabold text

Minion Pro for body text (see: Fonts)

Copyright footer and page number on all pages

Open Sans used for call-outs

MBO red as call-out color

4x5 grid template

Research


2016 CLIENT OF CHOICE

1 © 2015 MBO Partners, Inc. | mbopartners.comNOT FOR DISTRIBUTION

The gig economy—where people work on a project or contract basis instead of holding down jobs as traditional full-time employees—has become a major topic of discussion.

Presidential candidates have weighed in on the pluses and minuses of “gig” or contingent work; lawsuits against on-demand work platform economy companies like Uber and Handy are widely covered in the press; and yet investors continue to pour money into startups with valuations in the billions and total full-time headcounts in the teens.

For the most part, the discussions and debates are focused on the “race to the bottom,” highlighting startups that take a marketplace approach to consumer services, ranging from transportation to meal delivery, dog walking and more. But what about the Independent Service Professional, those high-earning independents that include independent contractors, statement-of-work-based labor and freelancers who provide services to corporations on a weekly basis?

Recent research from a variety of sources illustrates the growing use of independent service professionals in corporate settings.

• Supply management firm Ardent Partners reported in their 2015-2016 State of Contingent Workforce Management study reports that nearly 35 percent

BECOMING THE CLIENT OF CHOICE FOR THE INCREASINGLY STRATEGIC CONTINGENT WORKFORCE

of the average company’s workforce fell into the contingent or contract-based category and that this percentage would grow to 45% by 2017.

• Deloitte Consulting’s Global Human Capital Trends 2015 study concurs, reporting that more than half (51 percent) of corporate HR respondents said their need for contingent workers will keep growing over the next three to five years.

• McKinsey Global Institute’s Connecting Talent With Opportunity in the Digital Age study forecasts that the growing use of online contingent

Over the past 5 years, the number of Independents earning $100,000 or more grew more than 6 times faster

than U.S. employment overall.

$100,000+ Earners+45%

U.S. Workforce+7%

2 © 2015 MBO Partners, Inc. | mbopartners.comNOT FOR DISTRIBUTION

talent marketplaces could add $2.7 trillion, or 2 percent, to global GDP and increase employment by 72 million full-time-equivalent positions.

Research conducted by MBO Partners reinforces these findings. The MBO Partners 2015 State of Independence in America study found that 6.4 million Americans report that they provide professional services to corporations on a contingent or contract basis.

Of the Independent Service Professionals identified, 2 million reported earning $75,000 ore more last year, with nearly 70% of that population earning $100,000 or more.

It is this very population that employers are struggling to attract and retain, fighting expensive “talent wars” for top performing independents and still battling issues at the same time of proper classification and treatment.

Not only is this group large—by way of comparison,

this is substantially more than the roughly 4 million Americans who work in the automotive industry, including those working in car dealerships and automotive parts retailing—it’s also growing. The number of independent service professionals serving businesses has been growing at about three times the rate of overall employment over the past 5 years.

COMPETITIVE LANDSCAPEThis large and growing pool of skilled, often distinctly specialized and highly compensated contingent workers have also become a critical part of virtually every company’s talent pool. Once used primarily in clerical positions, contingent workers are increasingly trusted by corporations to do mission-critical work that in the past would have been done by traditional employees. Independent service professionals can be found in key positions in all functional areas, including hard-to-find skill areas such as IT, marketing and R&D.

Two broad shifts are driving the growing corporate use of highly skilled contingent workers. First, companies increasingly need a flexible workforce to compete on a global scale. Businesses are turning to independent workers in growing numbers to meet their needs for agility and flexibility due to an increasingly volatile, complex, competitive, and always-changing global economy.

The number of independent service professionals serving businesses has been growing at about three times the rate

of overall employment over the past 5 years.

2011

2012

2013

2014

2015

4.54.8

5.45.9

6.4

Number of U.S. Independent Works Providing Services to Business (in millions)

“ Independent service professionals can be found in key positions in all functional areas, including hard-to-find skill areas such as IT, marketing and R&D.

MBO red swoop header with knockout MBO logo aligned top left

Infographics in gray and blue

Minion Pro for body text

Copyright footer and page number on all pages

Red MBO logo aligned bottom right

Open Sans used for call-outs

MBO red as call-out color

2-column template

Research


About MBO PartnersMBO Partners has the industry’s only complete business operating system for independent workers, offering technology solutions that make it easy for self-employed professionals and their clients to do business. By re-envisioning and streamlining the entire contract talent acquisition and engagement lifecycle, MBO improves how independents operate and succeed while helping enterprises reduce risk and get the best return on their contractor investments. To learn more, visit www.mbopartners.com.

MissionMBO Partners exists to make it easier for self-employed professionals and their clients to work together. More and more people are seeking the freedom to be their own bosses and build their careers independently; we help them do that. MBO is a trusted guide for independent workers and the companies that hire them, leveraging our experience and our passion as the country moves toward the future of work.

Fast facts• CEO: Gene Zaino. Meet the rest of the leadership team here.

• Founded in 1996

• Headquarters: Herndon, Virginia

• MBO Partners has served the needs of more than 60,000 independent professionals and nearly 4,000 companies, and is a preferred vendor of America’s largest corporations and the US government, including over 30 of the Fortune 100, helping them to secure top independent talent quickly and compliantly.

• MBO Partners provides technology solutions and personal service that both simplify and expedite business processes for self-employed professionals including: incorporation, contract setup, billing, financial management, payroll, tax compliance, and health and retirement benefit programs. MBO Partners also provides access to the largest network of “engagement ready” enterprise companies.

ResearchMBO Partners is the leading expert on America’s independent workforce. The annual State of Independence Report offers in-depth analysis of the independent workforce, key trends, demographics, and more. The State of Independence is the longest-running longitudinal study of its kind. View MBO’s research online here.

SolutionsBusiness Services & Corporate Services

A complete business operating system with the technology tools, resources and services that simplify and expedite the business processes for professional independent contractors.

Independent Contractor Management System

The industry’s easiest program for finding, engaging and compliantly paying contract workers.

MBO Connect®

A Preferred Talent Network for Enterprise Clients that delivers independents a valuable pipeline of new and recurring opportunities directly from their clients.

Follow MBO on Social Media

Header is Open Sans Light 36pt, MBO red

Download the template here.

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Body copy is Open Sans

One-Sheets

https://drive.google.com/open?id=0BwENL7HQXuwXaUNvX0d5TTJTZEU


Use of MBO red reinforces brand identity. For direct MBO content, use hard MBO flag in corner. Watermark logo is used for less MBO-focused content.

Hard MBO flag Watermark MBO flag

Please reach out to Rian Ervin to request creation of graphics for social media.

Social Media

Contact

Rian [email protected]

Check out Brand Central for easy digital access to logos, research, fact sheets, videos, and more.

www.mbopartners.com/brand-central

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