implementation planning: captivate your plus 50 market
DESCRIPTION
Implementation Planning: Captivate Your Plus 50 Market. American Association of Community Colleges. April 19, 2013. Presenters. Leah Brayman , Communications Associate Ashley Hart , Communications Associate. Presentation Overview. At the end of this presentation, you will be able to: - PowerPoint PPT PresentationTRANSCRIPT
![Page 1: Implementation Planning: Captivate Your Plus 50 Market](https://reader037.vdocuments.net/reader037/viewer/2022110214/56815efb550346895dcdba3a/html5/thumbnails/1.jpg)
Implementation Planning: Captivate Your Plus 50 Market
American Association of Community CollegesApril 19, 2013
![Page 2: Implementation Planning: Captivate Your Plus 50 Market](https://reader037.vdocuments.net/reader037/viewer/2022110214/56815efb550346895dcdba3a/html5/thumbnails/2.jpg)
Presenters
• Leah Brayman, Communications Associate • Ashley Hart, Communications Associate
![Page 3: Implementation Planning: Captivate Your Plus 50 Market](https://reader037.vdocuments.net/reader037/viewer/2022110214/56815efb550346895dcdba3a/html5/thumbnails/3.jpg)
Presentation OverviewAt the end of this presentation, you will be able to:• Discuss the term “brand” and its importance to an effective
marketing strategy.• Identify and effectively use the key visual elements of the
Plus 50 Encore Completion brand.• Discuss the core messages of the Plus 50 Encore Completion
Program • Use the customizable marketing materials to
promote your Plus 50 programming and college services.• Apply best practices for using the Plus 50
Encore Completion brand.
![Page 4: Implementation Planning: Captivate Your Plus 50 Market](https://reader037.vdocuments.net/reader037/viewer/2022110214/56815efb550346895dcdba3a/html5/thumbnails/4.jpg)
The AACC Plus 50 Encore Completion Brand
![Page 5: Implementation Planning: Captivate Your Plus 50 Market](https://reader037.vdocuments.net/reader037/viewer/2022110214/56815efb550346895dcdba3a/html5/thumbnails/5.jpg)
What is a Brand?
Consistently uses a series of simple but recognizable graphic elements
Communicates mission & values in a memorable, meaningful way
Distinguishes a service, product, or program from
others
![Page 6: Implementation Planning: Captivate Your Plus 50 Market](https://reader037.vdocuments.net/reader037/viewer/2022110214/56815efb550346895dcdba3a/html5/thumbnails/6.jpg)
Why is Branding Important for Plus 50?
Crucial to leaving a lasting impression on target audience
Will ultimately help you achieve higher completion rates
for Plus 50 learners
![Page 7: Implementation Planning: Captivate Your Plus 50 Market](https://reader037.vdocuments.net/reader037/viewer/2022110214/56815efb550346895dcdba3a/html5/thumbnails/7.jpg)
Visual Elements of the Plus 50 Encore Completion Brand
![Page 8: Implementation Planning: Captivate Your Plus 50 Market](https://reader037.vdocuments.net/reader037/viewer/2022110214/56815efb550346895dcdba3a/html5/thumbnails/8.jpg)
Plus 50 Tagline
![Page 9: Implementation Planning: Captivate Your Plus 50 Market](https://reader037.vdocuments.net/reader037/viewer/2022110214/56815efb550346895dcdba3a/html5/thumbnails/9.jpg)
Plus 50 Color Palette and Diamonds
![Page 10: Implementation Planning: Captivate Your Plus 50 Market](https://reader037.vdocuments.net/reader037/viewer/2022110214/56815efb550346895dcdba3a/html5/thumbnails/10.jpg)
Library of Images
![Page 11: Implementation Planning: Captivate Your Plus 50 Market](https://reader037.vdocuments.net/reader037/viewer/2022110214/56815efb550346895dcdba3a/html5/thumbnails/11.jpg)
Key Messages of the Plus 50 Encore Completion Program
![Page 12: Implementation Planning: Captivate Your Plus 50 Market](https://reader037.vdocuments.net/reader037/viewer/2022110214/56815efb550346895dcdba3a/html5/thumbnails/12.jpg)
Primary Audience:Community Colleges
• Plus 50 adults make up a growing population returning to school.
• Tap into growing market sectors: health care, education, and social services.
• Boost enrollment and enrich campus life.• Market to the plus 50 community.• Raise your community profile.• Learn from your peers.• Engage in peer networking opportunities.• Make a difference and give back to your community.
![Page 13: Implementation Planning: Captivate Your Plus 50 Market](https://reader037.vdocuments.net/reader037/viewer/2022110214/56815efb550346895dcdba3a/html5/thumbnails/13.jpg)
Secondary Audiences
Businesses/ Employers
• Invest in your workers.• Look to Plus 50 graduates as future employees.• Contribute to a national goal.
Plus 50 Students
• Completing a degree or certificate is the key to opening doors to new careers.
• It is a great time to come back.• You have support.• Give back to your community.
![Page 14: Implementation Planning: Captivate Your Plus 50 Market](https://reader037.vdocuments.net/reader037/viewer/2022110214/56815efb550346895dcdba3a/html5/thumbnails/14.jpg)
Customizable Materials
![Page 15: Implementation Planning: Captivate Your Plus 50 Market](https://reader037.vdocuments.net/reader037/viewer/2022110214/56815efb550346895dcdba3a/html5/thumbnails/15.jpg)
Brochures
Student Business
![Page 16: Implementation Planning: Captivate Your Plus 50 Market](https://reader037.vdocuments.net/reader037/viewer/2022110214/56815efb550346895dcdba3a/html5/thumbnails/16.jpg)
Brochures
Interior
![Page 17: Implementation Planning: Captivate Your Plus 50 Market](https://reader037.vdocuments.net/reader037/viewer/2022110214/56815efb550346895dcdba3a/html5/thumbnails/17.jpg)
Rack Card
• Provides a convenient offering for students.
• Communicates key messages, benefits of Plus 50 Encore Completion Program, program offerings, and contact info.
• Condensed text simplifies messages.
![Page 18: Implementation Planning: Captivate Your Plus 50 Market](https://reader037.vdocuments.net/reader037/viewer/2022110214/56815efb550346895dcdba3a/html5/thumbnails/18.jpg)
Coursebook Cover
Use in the development of separate programming handouts
![Page 19: Implementation Planning: Captivate Your Plus 50 Market](https://reader037.vdocuments.net/reader037/viewer/2022110214/56815efb550346895dcdba3a/html5/thumbnails/19.jpg)
Print Advertisements
• Four sizes• Use in newspapers,
newsletters, or other print communications
• Available in black & white
• Customizable
![Page 20: Implementation Planning: Captivate Your Plus 50 Market](https://reader037.vdocuments.net/reader037/viewer/2022110214/56815efb550346895dcdba3a/html5/thumbnails/20.jpg)
Template
• Course offering announcements• One-pagers• Fliers• Handouts• Course outlines• Cover letters• Memos• Newspaper articles• Event announcements
![Page 21: Implementation Planning: Captivate Your Plus 50 Market](https://reader037.vdocuments.net/reader037/viewer/2022110214/56815efb550346895dcdba3a/html5/thumbnails/21.jpg)
Newsletter Factsheet
![Page 22: Implementation Planning: Captivate Your Plus 50 Market](https://reader037.vdocuments.net/reader037/viewer/2022110214/56815efb550346895dcdba3a/html5/thumbnails/22.jpg)
Online Banner Ad
PowerPoint
Letterhead
![Page 23: Implementation Planning: Captivate Your Plus 50 Market](https://reader037.vdocuments.net/reader037/viewer/2022110214/56815efb550346895dcdba3a/html5/thumbnails/23.jpg)
MicrositesUse designs to create a website or landing page for your Plus 50 Program.
![Page 24: Implementation Planning: Captivate Your Plus 50 Market](https://reader037.vdocuments.net/reader037/viewer/2022110214/56815efb550346895dcdba3a/html5/thumbnails/24.jpg)
Best PracticesSimple Do’s and Don’ts for Using the Plus 50
Completion Encore Completion Brand
![Page 25: Implementation Planning: Captivate Your Plus 50 Market](https://reader037.vdocuments.net/reader037/viewer/2022110214/56815efb550346895dcdba3a/html5/thumbnails/25.jpg)
Do’s
• Include “Take Your Knowledge to the Next Degree.”• Include the Plus 50 logo.• Use consistent fonts.• Use the Encore Completion Program color palette.• Include the diamond shape on all materials.• Use the images provided in the image bank.• Use consistent messaging.• Focus on completion and workforce development.
![Page 26: Implementation Planning: Captivate Your Plus 50 Market](https://reader037.vdocuments.net/reader037/viewer/2022110214/56815efb550346895dcdba3a/html5/thumbnails/26.jpg)
Don’ts
• Use the old Plus 50 tagline.• Use multiple fonts and styles.• Change the color palette.• Overuse or change the diamond shape.• Use inconsistent messaging.• Focus on volunteering or enrichment programs.• Use images that deviate from workforce
development and completion.
![Page 27: Implementation Planning: Captivate Your Plus 50 Market](https://reader037.vdocuments.net/reader037/viewer/2022110214/56815efb550346895dcdba3a/html5/thumbnails/27.jpg)
Campaign Taglines
Do use the current brand elements, with the tagline “Take Your Knowledge to the Next Degree.”
Don’t mix elements from the old campaign with the updated look.
![Page 28: Implementation Planning: Captivate Your Plus 50 Market](https://reader037.vdocuments.net/reader037/viewer/2022110214/56815efb550346895dcdba3a/html5/thumbnails/28.jpg)
Campaign Fonts
Do use fonts that are part of the Plus 50 brand.
Don’t mix fonts that are not part of the Plus 50 brand.
Don’t overuse italics or bold text.
![Page 29: Implementation Planning: Captivate Your Plus 50 Market](https://reader037.vdocuments.net/reader037/viewer/2022110214/56815efb550346895dcdba3a/html5/thumbnails/29.jpg)
Campaign Visual Elements
Do keep the diamonds in a gridlike pattern.Do give the page a balance of white space.
Don’t overwhelm the page with too many graphic elements.Don’t overlay the diamonds on top of each other.Don’t mix campaign color palettes.
![Page 30: Implementation Planning: Captivate Your Plus 50 Market](https://reader037.vdocuments.net/reader037/viewer/2022110214/56815efb550346895dcdba3a/html5/thumbnails/30.jpg)
Campaign Images
Do limit the number of images used.
Do incorporate images with the diamond elements and tagline.
Don’t overwhelm the page with too many images.
Don’t use images that are not part of the Plus 50 photo bank.
Don’t overlay text on top of images.
![Page 31: Implementation Planning: Captivate Your Plus 50 Market](https://reader037.vdocuments.net/reader037/viewer/2022110214/56815efb550346895dcdba3a/html5/thumbnails/31.jpg)
Campaign Brand
The Plus 50 brand should only be used for marketing materials that align with the goals of the Plus 50 Program.
Plus 50 Encore Completion Program Goal: To help adults older than 50 complete a degree or certificate in the high-demand fields of health care, education, and social services.
![Page 32: Implementation Planning: Captivate Your Plus 50 Market](https://reader037.vdocuments.net/reader037/viewer/2022110214/56815efb550346895dcdba3a/html5/thumbnails/32.jpg)
Quality Control Process
• Familiarize yourself with the Plus 50 brand.
• Determine who should have access to the branding guidelines.
• Review branding guidelines as materials are developed and before they are distributed.
• Be a Plus 50 “Brand Ambassador.”
![Page 33: Implementation Planning: Captivate Your Plus 50 Market](https://reader037.vdocuments.net/reader037/viewer/2022110214/56815efb550346895dcdba3a/html5/thumbnails/33.jpg)
Materials Disk
This disk contains the mentioned artwork, templates, and key guidelines for all internal and external outreach efforts.
![Page 34: Implementation Planning: Captivate Your Plus 50 Market](https://reader037.vdocuments.net/reader037/viewer/2022110214/56815efb550346895dcdba3a/html5/thumbnails/34.jpg)
Helpful HandoutsDesigner Tips HandoutProgram Materials Handout
![Page 35: Implementation Planning: Captivate Your Plus 50 Market](https://reader037.vdocuments.net/reader037/viewer/2022110214/56815efb550346895dcdba3a/html5/thumbnails/35.jpg)
Thank you!