genesee community college identity standards · the gcc college logo is the college’s primary...

GENESEE COMMUNITY COLLEGE IDENTITY STANDARDS

GCC // BRAND GUIDELINES // PAGE 2

INTRODUCT ION

Genesee Community College in the 21st Century

What is a brand? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .5

The GCC Brand: What does it stand for? . . . . . . . . . . . . . . . . .6

GCC Brand and Identity: Beyond Expectations . . . . . . . . . . . . .7

The GCC Look . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .8

How We Act and Sound - Beyond Expectations on all levels, everyday . . 9

How MarCom Fits In - Why we need Identity Standards . . . . . . . . . . 10

The MarCom Staff . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11

SECT ION ONE

Core Identity Marks of Genesee Community College

The GCC Logo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .13

College Seal . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .14

Athletic Mascots . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .15

Taglines and Slogans . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .16

Use of the College Name and Abbreviations . . . . . . . . . . . .18

The Campus Centers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .19

Other College Abbreviations . . . . . . . . . . . . . . . . . . . . . . . . . .20

SECT ION T WO

Expressing the Brand in a Digital Age

Unique Attributes of Online Environments . . . . . . . . . . . . . . . .22

Content Standards for the GCC Website . . . . . . . . . . . . . . . .23

Expressing the Brand through Social Media . . . . . . . . . . . . . .24

TABLE OF CONTENTS


TABLE OF CONTENTS continued

SECT ION THREE

Design and Layout Guidelines

Approved Alternate Versions of the GCC logo . . . . . . . . . . . .26

The GCC logo “Buffer Zone” . . . . . . . . . . . . . . . . . . . . . . . . . .27

Unapproved Variations of the GCC logo . . . . . . . . . . . . . . .28

Approved Color Palettes . . . . . . . . . . . . . . . . . . . . . . . . . . . . .29

Approved Fonts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .30

Other Graphic Identity Elements . . . . . . . . . . . . . . . . . . . . . . .31

Photography and Imagery Guidelines . . . . . . . . . . . . . . . . . .32

SECT ION FOUR

Brand Ambassadors

Beyond Expectations in Action . . . . . . . . . . . . . . . . . . . . . . . . .35

The 90-second Elevator Speech . . . . . . . . . . . . . . . . . . . . . . . .36

SECT ION F IVE

Marketing Services

Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .39

Getting Publicity . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .41

Community Promotions and Sponsorship Guidelines . . . . . . .43

15 Publicity Tools At-a-Glance . . . . . . . . . . . . . . . . . . . . . . . . 44

Finer Details of the 15 Publicity Tools . . . . . . . . . . . . . . . . . . . .45

GCC Brand / Stationery Products . . . . . . . . . . . . . . . . . . . . . .55

New Business Cards . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 55

College Stationery . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 55

Templates . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 55

Other Resources . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .56

Final Notes / Disclosures . . . . . . . . . . . . . . . . . . . . . . . . . . . . .57

INTRODUCT ION

GENESEE COMMUNITY COLLEGE IN THE 21ST CENTURY

INTRODUCT ION: GENESEE COMMUNIT Y COLLEGE IN THE 21S T CENTURY

A brand is the idea or image that enters your mind when you hear the name or

see the logo of an organization . A brand represents an organization’s identity .

The best brands are instantly recognizable and they evoke a positive, even

powerful, emotional response . Although a brand exemplifies the history,

achievement, and character of an organization, a brand exists primarily in the

minds and hearts of people who encounter the organization . Research tells us

that strong brands are one of the building blocks of successful organizations .

What is a brand?



In 2009-2010, GCC conducted a very thorough branding research study .

After compiling and reviewing GCC’s extensive in-house data, an outside

research consultant also employed a series of extensive research methods to

truly understand the GCC culture, its history, reputation and the competition .

The result of this in-depth study told us:

• GeneseeCommunityCollegeisviewedfavorablyamongresidentsof

our service area .

• WhenpeoplecomeintocontactwithGeneseeCommunityCollege–

asstudents,faculty,staff,donors,trainingparticipants,orvisitors–their

favorable opinions and feelings about GCC become enthusiastic, and

even passionate .

• Peoplewhoknowusareoftensurprisedanddelightedbythe

experience they have here .

The GCC Brand: what does it stand for?



The final result of the branding study was to distill volumes of data and

extensive survey results and conduct a thorough comparative analysis .

This was reported to the college community in January 2011 . From there,

the Branding Steering Committee, consisting of a dedicated team of GCC

stakeholders with representation from all constituencies, summarized all the

findings and extracted this massive effort into the GCC’s Brand Essence,

essentially two words that would resonate and reflect what GCC means

collectively to everyone . Knowing that GCC continually exceeds the

expectations of people who visit, enroll, or are involved with the college, the

Steering Committee unanimously agreed that “Beyond Expectations” would

become Genesee Community College’s Brand Identity .

Beyond Expectations is expressed in the following ways:

People who know us usually say we surpass expectations through

• Programsthatarehigh-qualityandrelevant

• Dedicatedandcaringpeople

• Affordabilityandconvenience

People who know us sometimes say we surpass expectations through our

• Outreachtostudentsofallages

• Hightechnology

• Valueasacommunityandeconomicasset

• Clean,modernfacilities

• Supportivealumni

• Positivereputation

• Strongleadership

• Stablefinancialposition

GCC Brand and Identity: Beyond Expectations



• OurlogodepictsBeyond Expectations .

• Ouroverallgraphiclookischaracterizedbycleanandsimpletypography

and contemporary design elements .

• OurprintandwebdesignsarticulatequalitiesassociatedwithBeyond

Expectations: progress, movement, wonder, acceleration, altitude .

• OuraffiliationwithSUNY,theStateUniversityofNewYorkisanessential

part of our identity .

• Theblueandgoldcolorsareanimportantpartofourhistoryandlegacy,

especially for our student athletes .

• Whenenlargedandviewedclosely,thesymboloftwoshapeswiththe

white streak separating them expresses forward, upward movement . The

whitebandisnotcontainedbylinesorabox–ratheritisallowedtofloat

off the page symbolizing the sky is the limit . The blue triangular shape

on the left has sharp points and acute angles representing the nature

of collegiate rigor and responsibility . The gold shape on the right has a

rounded corner and broader swath of color symbolizing GCC’s caring

faculty and staff who nurture students and care about their future .

The GCC Look



• We change minds . Sometimes all it takes is encouragement .

• We welcome visitors and callers . A smile and a warm welcome always

greet guests, whether they arrive in person, via the telephone, or over the

Internet .

• We make time . By accepting minor interruptions in our day, we make a

world of difference to the people who need us .

• We remember . We get back to people promptly .

• We listen . We take the time to hear and understand .

• We’re out in front .We’reproactiveinidentifyingandsolvingproblems–

even before they become problems .

• We are real . Our commitment is professional and personal .

• We treat each other well . We can do many things as individuals . But

collectively, our skill and energy is amazing .

• We speak with one voice . Wemaynotagreeoneverything–butweall

join together in bringing out the best in our college community .

• We strive to be the best . In a world where “average” and “ordinary” is

often seen as good enough, we go out of our way to turn every interaction

with students and visitors into a special experience .

How We Act and Sound - Beyond Expectations on all levels, everyday



Higher education is an ever more competitive marketplace, and community

colleges are continuing to carve out a special niche that draws in an

increasingly broad swath of demographics and psychographic populations .

GCC has a particularly wide range of constituents starting at infancy in our

Child Care Center; continuing on through primary and middle schools with

summer camps, field trips, scout meetings and Career Pathways connections;

and honing in on the high school populations with ACE and Genesee Promise

Plus . The nontraditional, adult population and out-of-GLOW residents are other

vast market segments that we try to attract . Lastly, we can’t forget the important

associationswenurtureanddependonwithlocalgovernment,SUNY,the

sister colleges that we transfer our students to and our 24,000+ strong alumni

base .

To properly and strategically market to this broad collection of nearly every

demographic possible we must have a unified identity that not only exudes

quality and consistency, but proactively projects our total brand and our many

distinctions–bestsummarizedbythephrase“BeyondExpectations.”

The Marketing Communications Office is the custodian of our brand and

this webpage, the Identity Standards Manual, and MarCom staff provide

a centralized source of initiatives that express “Beyond Expectations” and

proactively manages the brand .

How MarCom Fits In - Why we need Identity Standards



• Developsstrategiestocultivateandreinforceourbrand

• Budgetsandspendsfundstogetmaximumimpactfromourbrandposition

• Shapesourbrandmessage

• DevelopscommunicationresourcesfortheCollege,andforindividual

programs and services, that support and strengthen our brand

• Exercisesqualitycontroloverbrand-relatedproductsandservices

In Genesis, click the “College Life” tab, then on the “Marcom” link for an

up-to-date listing of MarCom staff members, with relative responsibilities and

contact information .

The MarCom Staff


SECT ION ONE

CORE IDENTITY MARKS OF GENESEE COMMUNITY COLLEGE


SECT ION ONE: CORE IDENT IT Y MARKS OF GENESEE COMMUNIT Y COLLEGE

The GCC College logo is the college’s primary mark . It should always appear

in a prominent visual field on all brochures, print and electronic publications,

websites, forms and stationery . (See page 8 of this manual for an explanation of

the logo’s symbolism .)

The GCC Logo



The official College Seal is reserved for formal uses, such as diplomas,

transcripts, and other official documents . It may also be used in special

situations to communicate a sense of the College’s history . It is on podiums and

lecterns where viewers can see the centralized Holland Land Office building

and appreciate the historic significance of this structure and the College’s

important connection to and relationship with Genesee County .

The College Seal

PMS -COLOR USAGEPantone 117 C

ONE-COLOR USAGEPantone Black C



Athletic Mascots - The Cougar

The GCC Cougar logo should be reserved for athletic events and opportunities . All academic-related

promotions that require a GCC emblem or logo should use the College’s primary mark (see p . 26) .

The primary GCC Athletic Mark

This mark should be reproduced in two colors (unless grayscale), and should

always be displayed at a minimum of 1 .75” wide . (PMS 2945, PMS 1245)

The secondary GCC Athletic Mark

Use this mark when it is necessary to identify the full name of the college

underneath the mascot . It is also reproduced in two colors (unless grayscale),

and should always be displayed at a minimum of 1 .75” wide .



The MarCom and the Enrollment Services Offices have developed a

series of phrases, terms and taglines that support the Beyond Expectations

brand . Through the years of promoting GCC and through the results of the

Brand/Identity study, we have discerned an important group of primary

and secondary “market drivers” that best summarize our institution . These

descriptive terms are highlighted in the simple graph below, which was

developed and adopted in 2010 by the 21-member Brand/Identity Steering

Committee .

Continued next page

Taglines and Slogans

BRAND ESSENCE

Beyond Expectations

CORE IDENTITY

EXTENDED IDENTITY

High-quality, relevant programs

Affordable/Convenient

Inspiring, caring people

High Technology

A community & economic

asset

For students of all ages

Clean, modern facilities

Positive reputation

Supportivealumni

Financially solid

Strong leadership



While this collection of terms may describe GCC, and Beyond Expectations

may summarize the GCC experience, the creative marketing and design minds

of two departments are charged with the responsibility to effectively illustrate

the brand and to raise excitement, interest and support from all constituents .

The following highlights the promotional taglines and campaign themes

developed and continuously employed to market the GCC brand to off-

campus and outside markets:

• FACESofGCCCampaign

We are / I am one of the FACES Going Places at GCC

Become one of the FACES Going Places at GCC

FACETime@GCC–forOpenHouses

FACES of ACE

• CollegeClosetoHome/Careersthattakeyouanywhere

• GeneSEEYourFuture

• ItMakes“Cents”toEnrollinGCC

When individual departments wish to employ any of these slogans on internal

documents or off-campus communications, it is best to contact the MarCom

Office . Effective use of photography, fonts, testimonials, design and production

elements can help enhance the final product .

Taglines and Slogans (continued)



The following key recommendations should be followed in using the

college’s full name, and its abbreviation GCC .

SUNY GCC / GENESEE COMMUNITY COLLEGE / GENESEE

• GCC’sassociationwithSUNYshouldbeexpressedinthefirstsegment

of all new documents wherein the institution is being introduced for

the first time . Including the GCC logo is preferred when possible .

However, if the full logo is not clearly evident and/or a basic

introduction of Genesee Community College is needed, one of these

formats should be employed:

o Genesee Community College is part the State University of New

York(SUNY)system

o GCCisparttheStateUniversityofNewYork(SUNY)system

o Genesee Community College is one of the 64 campuses of the State

UniversityofNewYork(SUNY)system.

o SUNYGCCisoneofthe64campusesoftheStateUniversityof

NewYork(SUNY)system

• GCCisallowedwiththecollege’sfullnameandassociationwith

SUNYhasbeenestablished.

• GeneseeCommunityCollegeandGCCcanbeusedinterchangeably

in written documents .

Inappropriate Usage:

• Useof“GeneseeCollege”isprohibited.

Use of the College name and Abbreviations



The six campus center can be referred to in the following ways:

• GeneseeCommunityCollegeatAlbion[orotherlocation]

• GCCatAlbion[orotherlocation]

• GCC@Albion[orotherlocation]-inadvertisementsorflyersonly

where space is limited

• Albion[orotherlocation]CampusCenter–whengreateremphasis

in on the campus center and Genesee Community College is listed in

adjacent copy . Usually this will also involve listing contact or address

information .

Inappropriate Usage:

• AlbionCommunityCollegeisprohibited[orotherlocation]

• AlbionCollegeisprohibited[orotherlocation]

•AlbionCampusisprohibited[orotherlocation]

The Campus Centers



Some GCC departments are well known by their acronym or the

abbreviation of their title as indicated in the following list . It is strongly

advised that the first-time mention of these departments by their

abbreviation or acronym in official documents should include the fully

spelled-out annotation of the department to ensure 100% clarity . For

example: the Accelerated College Enrollment (ACE) Program would follow

in subsequent references as the ACE Program .

THE BEST CENTER Business and Employee Skills Training

ACE Accelerated College Enrollment

PTA Physical Therapy Assistant Program

GCCF Genesee Community College Foundation

GCCA Genesee Community College Association

AEOC Adult Educational Opportunity Center

CV College Village

MARCOM Marketing Communications

DSS Department of Social Services

Other College Abbreviations

SECT ION T WO

EXPRESSING THE BRAND IN A DIGITAL AGE


SECT ION T WO: EXPRESS IN G THE BRAND IN A D IGITAL AGE

Unique attributes of online environments

As we head further into the 21st century, digital communications are more

important than ever before . On the Web, in social media, on mobile devices

and more, information is delivered instantaneously in a 24-hour news cycle .

Before publishing online, it’s important to remember that content should be

verified for accuracy and relevance . Once something is online, it can be

difficult or nearly impossible to retract .

We now have the ability to communicate directly with our most important

audiences and for them to communicate back with us, creating more openness

and transparency than ever before .



Content Standards for the GCC website

The GCC website is a dynamic communication tool for current students,

prospective students, staff, faculty, stakeholders and community members . All

college departments need to be actively involved with the site, ensuring that

the content is both current and engaging . The GCC website averages more

than 57,000 unique visitors each month .

The site is governed by the college’s Web Team, which consists of faculty and

staff from a wide variety of departments, programs and locations . The team

meets monthly to assess recent developments on the site and to discuss future

development needs . Any question or concern regarding the site should be

presented to a team member for discussion at the next meeting . A full list of

Web Team members can be found on GenESIS: click the “College Life” tab,

then the “Web Team” link .


Expressing the brand through Social Media

Social media provides a unique opportunity for the college to communicate

directly with its publics in a truly two-way environment . Expressions of the

brandthroughsocialmediareinforcetheideaof“beyondexpectations”–

illustrating through status updates, photos, videos and more the good things

that happen at GCC every day .

The idea is also reinforced through prompt responses to questions and

solutions to problems posted to the social media pages even beyond

traditional office hours .

GCC maintains an official presence on many of the major social networks,

managed by the new media specialist in the Marketing Communications

office . If your department is interested in developing a social media strategy,

contact the new media specialist at ext . 6481 to discuss .

Guidelines for official college social media accounts are available on

GenESIS: click the “College Life” tab, then the “MarCom” link, then the

“Social Media Guidelines” link .


Scan the QR code with your mobile device to connect to GCC’s social media:

Need a QR reader? Visit http://i-nigma.mobi in your mobile browser for a guided app installation .

SECT ION THREE

DESIGN AND LAYOUT GUIDELINES


SECT ION THREE : DES IGN AND L AYOUT GUIDEL INES

Approved Alternate Versions of the GCC logo

One color with screen tint

show example

One color on yellow (note: no screen tint)

One color, reversed from blue (note: no screen tint)

The logo may also be used over the top of a full-color photograph, at the designer’s discretion .

When logo is used less than 1” wide, the text underneath the logo may become illegible . If this happens, the designer has the option of using the logo without the text ‘Genesee Community Col-lege .‘ The designer may choose not to use the screen tint, as well .

If a horizontal layout is required to fit a specific area, the ‘Genesee Community College’ text may be moved to the right . Do not disas-semble the logo to fit a horizontal space .



The GCC logo “Buffer Zone”

The buffer zone is the minimum distance that any other elements can be

placed near the GCC logo . This ensures the logo remains prominent and in an

uncluttered environment . The amount of buffer zone is always in direct propor-

tion to the size of the logo, and should not be altered .

As shown here, the Buffer Zone is defined by the width (or height) of the letter

“G” in GCC . The smaller the logo, the smaller the “G” space .



Unacceptable Variations of the GCC logo

Don’t modify the size of any individual piece of the logo .

Don’t tilt or rotate the logo .

Don’t use the logo without the words “Genesee Community College” underneath, unless the logo is so small that text would not be legible .

Don’t use the logo without the GCC graphic shape .

Don’t stretch or squeeze the GCC logo .

Don’t move the GCC graphic shape; it must always appear to therightofthewordSUNY.

Don’t place the GCC logo next to the GCC mascot, or with the College Seal .

Don’t place copy too close to the GCC or overlap copy with it .

Lorem ipsum dolor sit amet, risus lorem, tortor id, montes quis.



Approved Color Palettes

There are three approved colors in the GCC Corporate identity: Pantone 2945,

Pantone117,andPantoneBlack.FormulasforCMYK(Cyan,Magenta,Yellow

and Black) and website usage are also described here . Tinted values of these

colors may also be used at the designer’s discretion . The designer may also

reverse text out of these colors, or print blue or black over the yellow .

Colors shown on this page are not accurate for color matching. Please refer to the current Pantone Color Formula Guide to ensure that color reproduction is accurate. The colors shown have not been evaluated by Pantone, Inc. for accuracy (Pantone® is a registered trademark of Pantone, Inc.).


CMYK EQUIVALENT C 100 M 45 Y 0 K 14

SCREEN EQUIVALENT R 0 G 105 B 170

HTML EQUIVALENT# 00 69 aa




HTML EQUIVALENT# de b4 08

PMS -COLOR USAGEPantone Black C



HTML EQUIVALENT# 23 23 23



Approved Fonts

Any version (Bold, Medium, Italic, etc .) of Futura and Museo are to be used

primarily by the College’s professional design team when expressing the GCC

brand in a print environment .

For general college use in most Microsoft Office applications and for online

environments (such as html), which limit the use of these two typefaces, the

following substitutions are recommended:

•AnyversionsofArial(inplaceofFutura)

•Georgia(inplaceofMuseo)

Use your discretion when designing text, and remember that clear and legible

communication is always the primary goal . The typography should always

support the communication, rather than impede it . Please feel free to contact the

MarCom Office when promoting events and activities to off-campus markets .

For Print

For online/html

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890




FUTURA

ARIAL

MUSEO

GEORGIA



Other graphic identity elements

•NameBadges

•TableRunners/Cloths

•Signs(door,hallways,specialevents)

When using the GCC logo in new applications, especially those involving an

investment and long-term applications (such as promotional giveaway items

and signage), please contact the MarCom Office . (See page 54 for stationery

products) .


Photography and Image Guidelines

Image and video capturing has become as ubiquitous as the cell phone, but

using these images to project or promote the College’s image, identity and

brand is carefully cultivated and managed by the MarCom and Admissions

Offices . When still photographs and video of GCC are used to represent

and be shared in any manner or fashion beyond the singular view of the

photographer/videographer, the following guidelines must be employed:

• Ensureanyandallpeopleincapturedimages,whosefacesareclearly

visible, have given their consent to be photographed .

• Ifaperson’slikenessinstillphotographyorvideowillbeusedtorepresent

the College and/or support or promote its programs, these “models”

and/or participants must sign a Model Release form . If under 18 years of

age, the parent or guardian of model must also sign the Model Release

form . (Model Release forms are available electronically on the MarCom

Genesis webpage .)

• Ifimagesofpeopleattendingapubliceventarebeingcaptured,apply

courtesy and common sense, i .e ., do not photograph those who are

unwilling to participate .

• EnsureallCollegefacilitiesarerepresentedinapositivemannerreflecting

the institution’s long-standing reputation of providing a clean, well-

managed, safe and award-winning learning environment .

Continued next page



Photography and Image Guidelines (continued)

• Testimonials:

Using the real-life experience(s) of a student, alumnus, visitor, faculty,

staff or board member is paramount to communicating GCC’s Brand and

Beyond Expectations identity . It is essential to follow the rules above, but

following the basic mechanics of capturing excellent images and video

should also be maintained .

o All images must be sharp and in focus

o Sound quality of video should eliminate background noise as much as

possible

o Adequate lighting on the main subject

o Avoid capturing the back of peoples’ heads and other distracting

information that impedes the real “story” or testimonial

o Compose the whole image, avoid other extraneous detail and

information

o In group shots, get subjects to sign a Model Release form collectively,

recording the date, time and place of image, and also the order (left

to right) of how the subject appeared in the image . A copy of the

Model Release form is available on GenESIS: click the “College Life”

tab, then the “MarCom” link, then the “Model Release Form” link .

o Consider the resolution or pixel size of your image .

•Anyimagesthatarelessthan72dpi(dotsperinch)aregenerally

not usable in online or print media .

•Adjusttheresolutionsettinginyourcameratoaccommodatethe

maximum available

•Imagesusedinprintmediashouldstartat150dpi


SECT ION FOUR

BRAND AMBASSADORS

SECT ION FOUR: BRAND AMBASSADORS

Beyond Expectations in Action

Each and every day, the GCC brand and identity Beyond Expectations is in

action . Some days, like an Open House, Commencement or a special public

event–weareworkingtogetherasacohesiveteamtoovertlycommunicate

the GCC brand through our respective jobs and responsibilities . But even

on Sundays, when the main campus and campus centers may be closed or

unused–BeyondExpectationsisstillatworkthroughtheeffortsofourPublic

Safety officers, or the cleanliness of our grounds and facilities, with advertise-

ments on TV and the local papers, or the user-friendliness of our website .



The 90-second Elevator Speech

Brandidentityalsohappenswitheachemployee’sinteraction–perhapsin

the checkout line of a grocery store by just recognizing the cashier as a GCC

student, or through one of the following 90-second “elevator speeches” when

asked by a total stranger: “Where do you work?”

“I work at Genesee Community College, which is a mid-sized community

college in upstate New York. The main campus is in Batavia just off New

York State Thruway between Buffalo and Rochester, but we have six other

locations in the surrounding three counties. Interestingly, though GCC

is located in largely rural communities with scenic valleys and mostly

farms, the College has an impressive reputation across the country for

prioritizing academic innovation. We’ve got great technology both inside

and outside the classroom and great facilities. But we also have great

people who really care about student success. I actually love my job.

Monday mornings never bother me much. I look forward to seeing my

colleagues and the students!”

[Campus Center Elevator Speech] “I work at one of Genesee Community

College’s campus centers in [insert campus center town] in upstate New

York. GCC has seven campuses total, with the main campus in Batavia,

just off the Thruway about half way between Buffalo and Rochester. The

campus centers, along with our online courses, make it convenient for our

more than 7,000 students to take classes that fit their busy schedules. The

facilities are great. We’ve got plenty of computer access and our smart

classrooms let us link-up to share courses between the campuses. It seems

like we’re always adding new programs and classes, and our small class

sizes create a friendly environment that lets me get to know the students

and work with them to help them succeed.”


Continued next page


The 90-second Elevator Speech (continued)

Of course, each person can put his or her personal spin on this speech,

but hitting these major points and being positive about your work place is

perhaps the best brand strategy of all . It utilizes the most important facet of all

marketing: word-of-mouth endorsements, one-to-one communication . Positive

employees are the best brand ambassadors anywhere! Feel free to review

and introduce any of the following core and extended identities developed by

the Branding Steering Committee as key GCC descriptions or market ‘drivers .’

(These were also mentioned under Taglines and Slogans in Section One .)

Primary Market Drivers:

•highqualityrelevantprograms

•inspiring,caringpeople

•affordableandconvenient

Secondary Market Drivers:

•strongleadership

•financiallysolid

•supportivealumni

•positivereputation

•clean,modernfacilities

•forstudentsofallages

•community/economicasset

•hightech


SECT ION F IVE

MARKETING SERVICES

SECT ION F IVE : MARKET IN G SERVICES

Introduction

The overall role of the Marketing Communication Office is to strategically

position Genesee Community College with all market segments and

constituents through the creation of well-defined, integrated marketing and

communication techniques, including, but not limited to:

•Publicandmediarelations •Printadvertising

•Websitedevelopmentandcontent •Onlineadvertising

•Directmail •Televisionadvertising

•Collateralprintmaterials •Radioadvertising

•Socialmedianetworking •Specialevents

•Flyers/posters/signage •Packaging/imprintedadvertising

•Billboardadvertising •SpeakersBureau

•Electronicvideoboards •EffectivePhotography

Before employing any of these marketing tools, MarCom evaluates the

competition, assesses the needs and opportunities, and determines the return

on investment whenever possible . By and large, the majority of MarCom’s

resources and initiatives should be dedicated to marketing the College’s

services and benefits to outside audiences, as directed by the department’s

goals and objectives established by the President .

Please note: MarCom Strategic Goals are posted on the MarCom Genesis

webpage .

Continued next page



Introduction (continued)

MarCom’s goals/objectives, doubled with GCC’s broad market segment

and the interest of communicating a wide array of important initiatives across

seven campus locations, means there are few if any College departments

that MarCom does not assist in some capacity . We complete more than 500

projects each year and are also very proud to have won numerous awards

fromSUNY/CUAD(StateUniversityofNewYork/CouncilforUniversity

Advancement) and NCMPR (National Council of Marketing and Public

Relations) . MarCom is a very busy office and we like that way!

To enable the best usage of MarCom’s limited resources, we have outlined

the key promotional tools and related procedures to guide marketing

initiatives under GCC’s Beyond Expectations brand .



Getting Publicity

When a new college initative is in development, whether on campus or in

the community, contact MarCom during the earliest stages to help lead your

publicity and awareness efforts .

College events, opportunities and news of interest to off campus constituents

or the wider community need to be promoted through MarCom employing

various publicity tools . The timing, proposed audience, the nature of the

opportunity including cost, available resources, the return on investment,

and how effectively the opportunity addresses MarCom’s strategic goals

determines which promotional utilities are best employed .

General guidelines for the most effective use of all promotional

opportunities:

•Plan Early - The earlier you plan your event, the more publicity tools you

will have available to you . Promotional materials are also usually better

quality when you have time to gather or develop support materials such as

related artwork, graphics, photographs with photo captions, quotes from

key participants, and time for editing the content .

•Budget - Do any of your promotional materials cost money to develop

or display? It is important to plan a budget before getting started so you

know how much money you have to spend on publicity, as well as other

components of your event .

Continued next page



Getting Publicity (continued)

•DefineYourTargetAudience - Are you planning an event for students,

faculty or is the general public involved? The publicity tools you use should

reflect the types of audiences you wish to attract . (Example: If you want the

general public to come to your event, Genesis is not an effective way to

promote your event since the public does not have access to Genesis .)

•Set Goals - Determine what you are trying to accomplish from your

initiative or event . Are you trying to raise money? Or are you trying to

attract new members to your club? By setting realistic goals, you can plan

your publicity accordingly and measure outcomes that will help plan for

the future success of the College .




Community Promotions and Sponsorship Guidelines

Genesee Community College expends marketing resources on behalf of established marketing

communications objectives, using recognized, value-added media and marketing vehicles .

GCC does not make gifts or contributions, or purchase sponsorships, tickets, or other paid

participation in charitable or community activities . However, because a variety of community-

related promotional opportunities are available, the following outline helps guide GCC’s

promotional and sponsorship investments:

1 - Be focused on our geographical service area and targeted audience(s) .

2 - Be based on the GCC brand, and convey a tangible, accurate and timely message

consistent with current marketing campaigns .

3 - Be generally planned prior to the fiscal year, and as a component of the year’s marketing

program .

4 - Contain a clear call to action, including telephone number(s) and website URL .

5 - Utilize a recognized media outlet or other established promotional vehicle that exists

principally to provide advertising and marketing, and with a history of providing

advertising and marketing value .

6 - Not imply or construe support of another not-for-profit organization, cause or entity .

7 - Be produced using standards of technical quality consistent with GCC brand standards

and acceptable to the chief communications officer .

8 - Generally meet the standards of cost-effectiveness typically used in buying decisions, such

as cost-per-impression, potential return on investment, or rate of prospect identification .

Note: The College’s Marketing Communications staff can offer guidance on steps that

staff members can take to become involved with, or support worthy community causes,

organizations, and events .


15 Publicity Tools At-A-Glance


PUBLICITY TOOL MINIMUM LEAD TIME CONTACT

1 . Event Calendars http://www .genesee .edu/calendar/

ASAP MarCom: x 6116Website: x6331Arts Center: x6814Athletics: x6246Student Activities: x6261

2 . Social Media Posting (Facebook, Twitter,Youtube,etc)

2 weeks minimum(More depending on content i.e.YouTubevideorequires4weeks +)

MarCom x6481

3 . Homepage Photo / Caption 3 weeks MarCom x6481

4 . Roadside Electronic Sign Board (RESB)

4 weeks MarCom x6116

5 . Genesis Online Posting 10 days Computer Services x6363

6 . Campus Wide Email Within one week of event

Computer Services x6363

7 . News Release/Media Alert 4-6 weeks MarCom x6173 or x6616

8 . PSA (Public Service Announcement) 4-6 weeks MarCom x6173 or x6616

9 . News Conferences 8 weeks Director of Development and External Affairs x6234

10 . Flyers/Posters/ Table tents 3-4 weeks Student Activities x6261

11 . Paid Advertising 8 weeks MarCom x6616

12 . Video Walls and TV’s 2-3 weeks Media Services x6349

13 . WGCC Radio 3-4 weeks Radio Station Advisor x6286

14 . The New Courier-student newspaper

3-4 months Student Newspaper Advisor x6233

15 . Civic Groups - Presentations or Announcements

3 weeks to 4 months Director of Development and External Affairs x6234

Note: this list is also maintained online at http://hd .genesee .edu.Lookfor“PromotingYourCampusEvents.”


Finer Details for the 15 Publicity Tools

1. Events Calendar (GCC website) - As soon as your event is

confirmed, even if it is a year in advance, contact one of the Calendar of

Events coordinators listed on page 43 to place your event on the College’s

website calendar . It is imperative that events on the college campuses are

recorded so that multiple events are not planned on the same day .

1a . Community Calendars: MarCom maintains a list of community

calendars from local publications which you can post your event(s) to

at no cost . Visit the MarCom page under “College Life” on Genesis for

the most recent list or call extension 6116 .

2. Social Media Posting - The College has several ‘official’ social media

accountsonFacebook,Twitter,YouTubeandothers.Tohaveyourevent

posted on a social media outlet, contact MarCom at least two weeks

before your event to schedule a posting . Interactive media such as photos,

video or links to web pages help support the social media posting . We

can also help with QR codes and bit .ly links . For further information,

please see: section Two/Expressing the Brand in the Digital Age, and/or

contact the New Media Specialist in MarCom at extension 6481 .

3. Homepage Photo / Caption–TheCollegewebsitehomepage

offers a dynamic promotional opportunity through the rotating photo and

its related photo caption and link . This utility is reserved for high profile

news stories and upcoming events targeted to broad audiences typically

associated with the College’s most important objectives . It is critical to

articulate the message through a quality image in horizontal orientation


Continued next page


Finer Details for the 15 Publicity Tools (continued)

and a succinct photo caption of 30 words or less . It is also ideal to have

the image and caption link to another webpage where more information

is available . For further information, please contact the New Media

Specialist in MarCom at extension 6481 .

4. Roadside Electronic Sign Board - The RESB is the digital sign in

front of the Batavia Campus’s main entrance and is an excellent tool for

attracting people off campus to your event . To get event information on

the RESB, you must email MarCom with the details of the event . Because

of the limited space on the RESB, your event should be summarized in 10

words or less . Call MarCom at extension 6116 .

5. Genesis Posting - This is a posting on the college’s intranet . Only

students, faculty and staff have access to Genesis . This should be reserved

for on-campus events that are attracting current students and faculty . To

post an item on Genesis, call Computer Services at extension 6363 .

6. Campus-Wide Email - Campus wide emails are reserved for important

campus events and opportunities that would interest all constituents

collectively . To send out a mass email that will hit over 600 entries in the

College’s faculty and staff database, use the “All Email Users” address, but

it is recommended to use this utility very sparingly and you must limit your

message to text only . All Email Users messages should never include clip

art or attachments, and they should never be used for personal notices .

Please note: There is a folder on the Public Drive for posting buy/sell

opportunities . For advisement on using the “All Email Users” utility please

call Computer Services at extension 6363 .


Continued next page



7. News Release / Media Alert - A news release or media alert is

information carefully gathered and culled by the MarCom office, then

sent out through an official online wire service agency to numerous print,

radio, television and other news outlets for their interest . MarCom sends

approximately 250 releases or media alerts each year, making it the most

frequent, efficient and economical means of promoting the College .

It is very important to note, however, that MarCom has no control

whatsoever how a press release is used by a news source or if it will

even be published in print, on air or online . It is solely up to the media’s

discretion as to whether our news is worthy of publishing . The MarCom

office endeavors to not only make each press release interesting, accurate

and dynamic enough to warrant publishing, but we also develop positive

relationships with as many of the editors, reporters and publishers as

possible to encourage their interest in our news . We rely on the accuracy,

efficiency and assistance of many different GCC departments and people

to enable this important process .

Understanding the Five W’s:

The five W’s are the essential components of every news release and

media alert, and the more unique and interesting we can make this basic

information, the better our chances of getting placement . Once again,

accuracy is also critical .

•Who is involved


Continued next page



•What is happening

•Where is it happening

•When is it happening

•Why an event is happening

News Release vs. Media Alerts

News releases generally get into more depth on the “Why” question,

often including a photograph and related photo caption, a quote by a

key person, links to websites for more information, and other background

information . On the other hand, media alerts are used when time is limited

and we need to quickly disseminate the basic information of who, what,

where and when, with 100 words or less answering why . Media Alerts are

also sent as a friendly reminder to review the highlights of an event the day

before it occurs and to encourage the media to attend and cover an event .

“Just the Facts M’am!”

The following is the basic information that MarCom needs to develop a news

release or media alert and as indicated above, we need this information at

least one month in advance of the event .

•Titleoftheevent

•Locationfortheevent

•Dateoftheevent


Continued next page



•Timefortheevent

•Contactpersonfortheevent(includingname,titleorclassyear,phone

number, and e-mail address)

•Department,office,club,team,etc.affiliatedwiththeevent

•Cost,ifany(or-free)

•Opentothepublicorlimitedtoaspecificgroup

•Descriptionofevent

•Newsworthiness:theevent’sprominenceandproximitytolargertrends

and issues

•Theme:academic,athletic,alumni,servicelearning,studentsuccess,

college connections

•Uniqueorspecialinformation(the“storyangle”)

•Anyphotos,videos,quotesorweblinksenhancethevalueofthepress

release . Please include these to increase the possibility of the press

release getting published . Identifying the people in the photo and

obtaining written consent to use and send the photos is necessary .

Online News Release Archive / PR Template

The MarCom office posts all of its news releases on the College’s

website . Please see the NEWS button located at the top right side of our

homepage or go to: http://www .genesee .edu/news/articles/

Youcanreadilyusethiswebsiteutilitytosearchpastpressreleases.Ifyou


Continued next page



have an event coming up for which you would like to have a news release

developed, please review some of the past press releases to understand

the style of writing and content . Some departments will even draft their

own press releases using a past release as a template, and send MarCom

a quality document that merely needs formatting and final proofing for

completion . Those efforts are gratefully appreciated .

8. PSA (Public Service Announcement) - A PSA is a free radio

announcement that is usually 10, 15, 30 or 60 seconds long . The “script”

for the announcement of a specific length is often added at the bottom

of a press release in hopes that a radio station will pick up the PSA and

use it on air at no cost to the College . PSA’s usually promote an event that

is open to the general public or provides useful information to the public

on a certain topic . These announcements are used at the discretion of the

radio station, and generally have the most likelihood of being aired by

localstationssuchasWGCC,WBTA,WYSL,orWCJW.

9. News Conferences - News conferences are well-planned and

organized events wherein the media is invited to the College for a major

college announcement or activity . This publicity tool is saved for the most

important collegiate events and requires a coordinated plan organized

with GCC’s administration and involving a cohesive announcement to

many media outlets at once . It is necessary to contact the director of

External Affairs at extension 6234 to initiate a news conference .


Continued next page



10. Flyers/Posters/Table Tents - Promoting events and opportunities

through traditional printed posters, flyers or mini “table tents” that are set

on the tables in the cafeteria and Student Union requires the approval of

Student Activities, which manages the bulletin boards and table tents of the

Batavia Campus . In addition to the bulletin boards and table tents, flyers

can be sent to College Village, the MedTech Nursing facility, and the six

Campus Centers .

MarCom is very willing to assist with the development and printing of

these flyers with ample notice of four weeks . Please provide complete

information following the five W’s format as previously described . (Who,

what, where, when and why and any auxiliary support information) .

Guidelines for Student Activities for flyers:

•10FLYERSin5½x8½”size/formatONLY

For directions on how to create a half-size flyer: http://hd .genesee .edu

Any exceptions must be approved by the director of Student Activities .

Student Activities will accept 10 flyers .

· 1 for Event Binder (under the Flyers tab) .

· 9 for the Batavia campus bulletin boards .

•TABLE TENTSin5½x8½”formatsizeONLY

Student Activities will accept only 10 table tents to be placed in plastic

stands on tables in Student Union .


Continued next page



•NON-GCCEVENTFLYERS

For non-GCC events, Student Activities will only accept one flyer which will

be posted on the cafeteria bulletin board .

•NOTE:ALLflyersandtabletentswillbepostedonaprioritybasis

according to date of event . Please allow enough time for posting . Late

arrivals may not be posted immediately .

Guidelines for all additional off-Batavia campus flyers:

•CollegeVillagewillgenerallyaccept(20)8½x11”posterstodisplay

one in each residence hall . Please send through Intercampus mail or

contact College Village for further details at (585) 343-0163 .

•EachCampusCenterwillgenerallyaccept(2)8½x11”postersto

display at their Center . (There are six campus centers, requiring 12

additional color copies total) . Please send two copies separately to each

campus center through Intercampus mail .

•Thereisintrinsicvalueinpostingflyersaroundyourcommunityatkey

locations . Churches or faith-based organizations, coffee shops, grocery

stores, malls, banks, and many other community crossroads accept flyers .

Generally, these should be posted several weeks in advance of the event,

and it is advised to “bring your own” tape, stapler or tacks when making

the rounds to post your flyers .


Continued next page



11. Paid Advertisements - Paid advertising can include print, radio,

TV, website, phone book, directories, visitor guides, restaurant placemats,

billboards, movie screen messages and many other paid promotional

opportunities . The investment of paid advertising is usually reserved for

significant campus events that have a large public interest . Examples

include: admissions/recruitment events, public speakers, musical and

theater performances, and other GCC attractions . It is up to the discretion

of the MarCom office to determine if and how much funds are available

for paid advertising .

Promotional Opportunities Outside MarCom

12. Video Walls and TVs - The video walls and TVs scattered throughout

the campuses are available to promote your event by contacting the

Media Services department . A request form as well as a detailed

procedure, is available to faculty and staff in the Media Services

Exchange public folder . The large Video Wall screens are located in the

Conable Technology building and run from 8:30 a .m . - 4:30 p .m . The TVs

throughout campus run slightly longer, and can run for 24 hours if needed .

Event information must be submitted in a Power Point file format and must

be limited in wording, because the screens change frequently . The screens

and TVs work best if you can list quick event info with a web link for further

information . Call media Services for more information at extension 6349 .


Continued next page



13. WGCC Radio - WGCC (90 .7 FM) is Genesee’s campus radio station .

To promote your event on the radio, a Production Order Form must be

filled out . This can be attained from the Radio Station Advisor in the

WGCC room in A327 .

14. The New Courier - is GCC’s student newspaper, which comes out

one or two times per semester . If you have a large lead time for your event,

this is an excellent media outlet to use if you want to attract other students

to your event or inform students about your news and opportunities .

Students are largely responsible for the reporting and editing of The New

Courier and should be encouraged to contribute . Contact the Student

Newspaper Advisor for more information at extension 6233 .

15. Civic Groups Presentations / Announcements –GCC’sfaculty

and staff are active members of an impressive number of civic, cultural

andfaith-basedorganizations.TheRotary,LeadershipGenesee,YMCA,

YWCA,KiwanisClub,LionsClub,Chamber(s)ofCommerceandGCEDC

(Genesee County Economic Development Center) are among the many

area groups that might be interested in knowing about upcoming events

and opportunities by receiving a related flyer . MarCom can provide

guidance in contacting these organizations .



GCC Brand Stationery Products

1. New Business Cards - All new full-time faculty, administrators and key

staff can receive business cards in quantities of 250 or 500 cards . Please

contact the executive secretary in your department or the MarCom office

toplaceyourbusinesscardorder.Youwillneedtoprovideyourfullname

and official title with complete contact information including address,

fax number, email address, and telephone with extension . Delivery

of cards is approximately two weeks from the date of business card

proofing approval . The MarCom office pays for the printing fees incurred

for business cards . (Although we will not pay for printing business card

mistakes .)

2. College Stationery –Toreceivecollegestationeryproductssuch

as letterhead and envelopes please contact the Shipping and Receiving

department at extension 6243 . A selection of GCC thank you note cards

with matching envelopes also available by contacting the MarCom office

at extension 6116 .

3. Templates –ToensuretheGCClogoandfontselectionmatchesthe

College’s Beyond Expectations Brand, please begin your new documents

by using the following templates, available on the MarCom Genesis page:

•BusinessLetterheadFormat

•MemorandumFormat

•FlyerinMSWord

•PublisherBrochure

•Powerpoint



Other Resources

1. Speakers’ Bureau–MarCommanagesaresourceofmorethan50

different topics of general interest through the College’s well-respected

Speakers Bureau . This listing is kept current on the Speakers Bureau

webpage under College Resources or http://www .genesee .edu/

resources/speakersbureau .cfm

2. Color Copy Capabilities–ProjectsthataremanagedbyMarCom

and meet the department’s goals and objectives generally have access to

(limited) color copying capabilities .

If you require reordering color copies from an already completed

project(s), please write any new changes on a hard copy of the existing

document, indicate the quantity needed, the date, your name and contact

information, and send this information as a hardcopy request to the

MarCom Office through Intercampus mail . Three to five business days

from the time of receipt is the normal turnaround time .

Quantities over 100 will likely require approval from the MarCom

associate director, and quantities over 250 may be sent off campus,

incurring additional expense and time for completion .



Final Notes and Disclosures

MarCom uses the AP Stylebook for grammar and punctuation

guidelines.

What MarCom Doesn’t Do:

•MarCom does not exclusively update the website . Basic webpage updates

and changes can be implemented by following the Help Desk procedures

outlined at http://hd .genesee .edu . For major revisions or new ideas to be

considered by the College’s Web Team (which meets monthly), please

contact one of the Web Team members . A full list of Web Team members

can be found on GenESIS: click the “College Life” tab, then the “Web

Team” link .

•MarComdoesnotreserveeventspace.Contactextension6401.

•MarComdoesnotbookcateringservices.Contactextension6258.

•MarComdoesnothaveaccesstotheCopyCenter.Contactextension

6201 .

•MarCommaintainsanupdatedlistofcommunitycalendarsbutdoesnot

post events or items to them . Visit the MarCom page on Genesis (under

“College Life”) for the most recent list .


Revised May 2012

genesee community college identity standards · the gcc college logo is the college’s primary...

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