Marketing, PR Stylebook, and Policy Guide FY 2016

[Pages:27]The Georgia Division of Family and Children Services

Marketing, PR Stylebook, and Policy Guide FY 2016

Updated 10.1.15

TABLE OF CONTENTS

Purpose ............................................................................................................... 3 INTRODUCTION ................................................................................................. 4 Why is Branding Important?................................................................................. 4 What is Brand Identity?........................................................................................ 4 What are the Graphics Standards?...................................................................... 4 What is the Importance of Maintaining Graphics Standards? .............................. 4 How Maintaining Graphics Standards Affects Branding?..................................... 4 Agency Branding ................................................................................................. 5 DFCS Name ....................................................................................................... 5 DFCS Logo ............................................................................................................ 5 Division Names.................................................................................................... 6 Division Logos......................................................................................................... 6 Program Logos .................................................................................................... 6 Logo Clearance ................................................................................................... 6 DFCS Logo Sizing .............................................................................................. 6 Logo Recommendations and Graphic Formats.................................................... 6 AGENCY FONT................................................................................................... 8 E-MAIL COMMUNICATION.....................................................................8 DIVISION DIRECTOR'S CORRESPONDENCE .................................................. 9 PROTOCOLS AND TEMPLATES...................................................................... 15 Approval Process............................................................................................... 15 General Publications.......................................................................................... 15 Advertising ......................................................................................................... 15 Associated Use.................................................................................................. 16 DFCS Fact Sheets............................................................................................ 16 DFCS PowerPoint Template ............................................................................. 16 DFCS Business Cards ...................................................................................... 16 DFCS Envelopes .............................................................................................. 17 DFCS Letterhead .............................................................................................. 17 State-Level Letterhead....................................................................................... 17 County-Level Letterhead.................................................................................... 18 Website Protocols .............................................................................................. 18 Approval Process............................................................................................... 18 How to Request Content Updates ..................................................................... 19 Website Content vs. Employee Intranet Content ............................................... 19 Page Content..................................................................................................... 19 Video Content .................................................................................................... 19 Documents and Forms....................................................................................... 20 EMPLOYEE INTRANET PROTOCOLS....................................................20 Approval Process and Content Requirements ................................................... 20 Writing Guidelines A-Z....................................................................................... 21

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Georgia Division of Family and Children Services Marketing, PR Stylebook and Policy Guide

(Updated: 10/2015)

Consistency means adhering to the same principles or form. At the Georgia Division of Family and Children Services (DFCS), consistency will play a major role in the way we communicate with ? and present ourselves to ? the public.

To be consistent, DFCS has established the Georgia Division of Family and Children Services Marketing, PR Stylebook, and Policy Guide, designed to reinforce our image across the agency. This key marketing tool contains information on style issues and policy guidelines unique to DFCS communications and marketing materials. It will help DFCS build a shared identification and commitment as part of the overall branding strategy. It also contains reminders on words often misspelled or misused.

In accordance with the AP Stylebook, the reference dictionary of record is Webster's New World College Dictionary. While most other dictionaries conform, there are some important differences. Webster's New World is the standard. As with style of any kind, amendments are as certain as change itself.

Please let the DFCS Office of Communications team know if you have entries or updates to suggest.

We suggest that any style question not addressed here should be directed to our Office.

Should you have any questions regarding the use of this manual, please contact:

Susan Boatwright, Susan.Boatwright@dhs., Director Mary Beth Lukich, MaryBeth.Lukich@dhs., OFI Chief Information Officer

Sincerely, DFCS Office of Communications

* * *

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INTRODUCTION

What is Branding? Branding creates specific, positive impressions about DFCS, ensuring that the public clearly understands the specific qualities and attributes of the agency. Branding also helps to orchestrate the delivery of a consistent look (visual), feel (emotional) and message (intellectual) across all channels of communication.

Why is Branding Important? The public forms strong expectations, emotions and preferences based on branding. Today, branding is somewhat inherent in tangible products, but services can be intangible products without color, shape or texture. Effective branding can supplant the absence of physical properties, creating a positive impression that makes certain the DFCS audience understands the agency's positioning.

What is Brand Identity? Brand identity is the specific set of tools that DFCS staff use to deliver consistent messages to the public. DFCS brand identity includes standards for use of the agency logo, programs, divisions, type fonts, and colors in print and electronic media. All DFCS staff are responsible for maintaining the brand identity. The information in this guide is for reference should there be any questions regarding proper use.

What are the Graphics Standards? Graphics Standards are a set of rules that define the proper use of graphic elements within the DFCS brand identity. The graphic standards presented within this document are both a support resource and a reference guide. There are many visual examples of the proper use of DFCS fonts, agency logo and approved colors.

What is the Importance of Maintaining Graphics Standards? Consistency, consistency, consistency. It is vital to our organization that ALL DFCS staff use consistent messaging and visual communications. The market is bombarded with millions of images and messages daily. It is imperative that DFCS look, feel and sound the same ALWAYS.

How Maintaining Graphics Standards Affects Branding? An effective brand identity ? one that adds value to DFCS services and influences health consumers' decisions ? is carefully maintained. A concerted effort to uphold the DFCS brand across the entire agency sends a message to the public of unity and a common sense of purpose. Please take a moment to become familiar with the principles and standards within the pages of this guide and review them whenever a question of proper graphic use arises.

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AGENCY BRANDING

Agency Mark Every day, DFCS staff communicates hundreds of visual impressions through correspondence, press releases, literature, signage, brochures and electronic communications. By applying consistent design principles and using discipline, DFCS creates positive visual impressions and reinforces the DFCS brand. The following guidelines address how employees should use DFCS logos, program names and templates, and provide best practices for representing DFCS in communications. DFCS Name In print, DFCS should always appear in Initial Caps. The first reference to DFCS in any document should be Georgia Division of Family and Children Services (DFCS). Every subsequent reference to the agency name then can be DFCS. Or you may refer to DFCS as "the Division." Staff are encouraged to state the words "Family and Children Services" whenever possible to reinforce the purpose of our work. DFCS Logo The DFCS logo ? or graphical treatment of the DFCS brand ? is an important asset to the agency. Correct presentation of the logo protects the agency's investment in the DFCS brand, provides for a consistent representation of the brand and reinforces a positive and professional impression of the agency. The logo can only appear in the below formats.

DFCS uses the State Seal of Georgia: Black & White

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Division Names All county offices and departments within DFCS must use the Division logo. Always use the full name on the first reference; all subsequent references can be the acronym (DFCS). Writing out the name will ensure that the public understands that the emphasis is on Families and Children.

Division Logos The division logos can be used within communication pieces.

Logo Clearance Correct placement of the DFCS logo (or any program logo) improves the visibility of the logo on each printed piece. Every logo should always have a minimum of 1/16" clearance space on all sides.

DFCS Logo Sizing To size proportionally, click once on the logo file after inserting into a document, and then extend any corner tabs indicated below.

Correct Logo Sizing vs. Incorrect Logo Sizing Alternately, you can indicate the exact, desired size of the logo file by right- clicking once on the logo file, selecting "Format Picture" from the pull-down menu, and going to the "Size" tab. Enter the desired width or length and be sure to check the boxes titled "Lock aspect ratio" and "Relative to the original picture size." Select "Enter" and the logo graphic will size proportionally.

Logo Recommendations and Graphic Formats Recommended use for each file types is as follows:

.GIF (graphic interchange format) format - Any Internet use - Sometimes used in Macromedia Flash? - Sometimes used in PowerPoint? - Best for online use of illustrations (such as our logo)

.TIF (tagged image file format) format - Offset printing (cmyk/4-color process) - Digital printing (cmyk/4-color process) - Tradeshow media or large format printing - Advertisements (cmyk/4-color process) - Other printed media

.EPS (encapsulated PostScript format) format (created with Adobe Illustrator?) - T-shirts, mugs, apparel, novelty Items, etc. - Offset printing (spot color or cmyk/4-color) - Digital printing (spot color or cmyk/4-color) - Advertisements (spot color or cmyk/4-color) - Macromedia Flash? (preferred format) - Tradeshows or large format (preferred) - Signage, outdoor banners, etc.

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.JPEG format - All Internet use - Macromedia Flash? - PowerPoint?, Word?, Excel? - Multimedia and CD-Roms - Other on-screen, low-resolution usage - Best for use online with photos of people .BMP (bitmap format) format - PowerPoint?, Word?, Excel? - Multimedia and CD-Roms - Other on-screen, low-resolution usage .PSD format (Layered format created with Adobe PhotoShop?) - Use for editing or re-touching

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AGENCY FONT

DFCS Fonts The official DFCS font for all formal communications* on DFCS letterhead is Arial (exception is made for letters from the Commissioner). The Arial font is a commercially available sans serif typeface that displays consistently worldwide. Please use the Arial font in all of your formal communications in body copy, headers, footers, titles, etc. We do not recommend the use of multiple fonts in a document.

Arial ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789$??&!?:;,.

Arial Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789$??&!?:;,.

Arial Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789$??&!?:;,.

Arial Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789$??&!?:;,.

*Formal Communications refer to all written correspondence on DFCS letterhead, such as Press Releases, memos or formal letters. THIS DOES NOT APPLY TO MARKETING PIECES CREATED FOR PROGRAMS OR CAMPAIGNS.

E-MAIL COMMUNICATION

E-mail is a primary source of communication for DFCS. Therefore, we must ensure that we are using this tool most effectively. Here are some guidelines to follow when creating an e-mail:

1. Always remain professional in your written correspondence. Remember that emails are easily forwarded, can be read by anyone and may be subject to open records requests.

2. Do not use any Outlook backgrounds on professional DFCS e-mails. This sometimes hinders the ability to read the e-mails, and is not appropriate for a business environment.

3. Always make sure your Subject Line is clear and directly related to the topic of the e-mail. This also makes it easier to search for an e-mail in Outlook at a later date.

4. Please ensure that all font is at least 10 point and in black. Please do not use any cursive font or font that may be hard to read.

5. Please use caution when using the "reply all" function. Does the e-mail response really apply to everyone?

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