true culture. 01 ALFPA 2023 Convention Chapter Handbook
Contents About Convention . . . . . . . . . . . . . . . . . . . . . . . . . . . 05 Marketing Guide . . . . . . . . . . . . . . . . . . . . . . . . . . . . 05 Marketing Strategy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 06 Social Media Strategy 07 Email Copy Samples 09 Brand Guidelines . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13 ALPFA Logo Usage 14 Convention Colors . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17 Typeface . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18 Convention Graphic Elements 20 Digital Assets . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25 Social Media Cover Images . . . . . . . . . . . . . . . . . . . . . . . . . . 26 LinkedIn Profile Picture Overlay 26 Zoom Background . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27 Instagram Stickers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27 Resources . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29 Contact Us . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 34
AboutConvention
Theme: Real Power. True Culture
We’re excited to host the 2023 ALPFA Convention in the real and true city of San Antonio on August 20-24, 2023 The city serves as inspiration in reclaiming our power through the celebration and embodiment of our diverse cultures and history
Convention 2023 is the first of the next 50 years of ALPFA This multi-day event will be the embodiment and reflection of the positive changes that are happening within the organization and beyond - globally As ALPFA continues to expand into innovative industries and strengthen the value we provide for our community, ALPFA’s Convention 2023 is all about capitalizing the power of our Latino cultures
At our convention, you will experience and be part of the conversations that will be led by us and for us Bring your power and energy and join us in San Antonio to help us build the next 50 years of ALPFA
August 20th - 24th, 2023
Henry B. Gonzalez Convention Center
San Antonio, Texas REGISTER HERE
01 Marketing Guide Marketing Strategy . . . . . . . . . . . . 06 Objective . . . . . . . . . . . . . . . . . . . . . . . . . 06 Target Audience . . . . . . . . . . . . . . . . . . . 06 Content Marketing Plan 06 Marketing Channels 06 Social Media Strategy . . . . . . . . . . 07 Content Strategy . . . . . . . . . . . . . . . . . . 07 Hashtags 07 Sample Weekly Post Schedule . . . . . . 08 Sample Post Ideas . . . . . . . . . . . . . . . . . 08 Email Copy Sample . . . . . . . . . . . . 09
Marketing Strategy Objective
The main objective is to drive registrations for convention
Target Audience
The primary target audience are student and professional members of your chapters
Content Marketing Plan
Below is a high-level content marketing plan for convention You are encouraged to repost the ALPFA national social media content, especially if your chapter does not have a Marketing Director . However, if your chapter wants to develop and or personalize social posts, below are a few topics to promote registration and increase overall engagement Content
Event location/date
Registration
PHASE ONE: Convention Registration and Brand Awareness
Regular Pricing Promotion
Submit Resumes
Main Stage Events
Know Before You Go
May/June
PHASE TWO: Member Engagement
Dress Code
Behind the scenes of chapter event planning process
Marketing Channels
July/August
LinkedIn and Instagram are the best platforms for event information and promotion Leverage the platform you have the strongest presence and engagement rather than the biggest following
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2023 ALPFA CONVENTION CHAPTER HANDBOOK
Type Timeline
Social Media Strategy
Content Strategy
Highlight keynote speakers, panelists, and workshops at the convention
Showcase the diversity of the Latino professional community
Share industry insights and trends related to cultural representation
Promote partners and sponsors of the convention
Use culturally relevant visuals and graphics
Hashtags
#ALPFACon2023
#TrueCulture
#RealPower
#ALPFAconCultura
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2023 ALPFA CONVENTION CHAPTER HANDBOOK
Sample Weekly Post Schedule
MONDAY: Industry insights related to cultural representation
WEDNESDAY: Partner message highlighting a convention sponsor,
FRIDAY: Inspirational quote or photo celebrating the diversity and accomplishments of Latino professionals
Sample Post Ideas
Monday
Did you know that companies with diverse workforces are more innovative and profitable? #TrueCulture #LatinoProfessionals
5 tips for promoting diversity and inclusion in the workplace . #TrueCulture #RealPower
Wednesday
We’re excited to announce that @CompanyX is a sponsor of our convention! Visit their booth to learn more about their commitment to diversity and inclusion #LatinoProfessionals #TrueCulture
Meet our exhibitor of the week, @OrganizationY! They’re dedicated to promoting cultural representation in the arts and media #LatinoProfessionals #RealPower
Friday
“Our culture is our strength ” - Sonia Sotomayor #RealPower #TrueCulture
Celebrating the accomplishments of Latina entrepreneurs who are breaking barriers and making a difference #RealPower #LatinoProfessionals
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Email Copy Samples
To : cc :
selina.kyle@alpfa.org
Get Ready to Connect with Top Industr y Leaders at National ALPFA Convention 2023
bcc :
ALPFA 2023 CONVENTION
Dear Selina Kyle,
Have you registered for the 2023 ALPFA Convention? This year ’s Convention will take place in the vibrant and culturally rich city of San Antonio from August 20-24, 2023.
This convention promises to be the biggest and most exciting event yet, and we can't wait for you to be
par tners to innovative conversations led by business and thought leaders, this is where the ALPFAmilia comes together to learn, grow, and reconnect
Don' t miss out on this incredible oppor tunity to celebrate and reclaim our power as Latinos. Register now and secure your spot at the 2023 ALPFA Convention in San Antonio!
Yara Flor Wonder Girl Gotham City Chapte r
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Message
Example 1 New
Send
Subject :
selina.kyle@alpfa.org
ALPFA 2023 CONVENTION
Dear Selina Kyle,
The ALPFA Convention 2023 is the biggest event of the year for ALPFA members, and we don't want you to miss out!
We have an incredible lineup of keynote speakers, workshops, and networking opportunities planned, but you need to register today to secure your spot.
within our community and around the globe. and provide the perfec t chance to connect with fellow members from across the countr y. Plus, you will have the opportunity to par ticipate in panels and workshops designed to further your career and give you the tools you need to succeed.
Don' t wait to register - space is limited, and this year's convention is expected to sell out quickly. As an ALPFA Gold member, you have access to special pricing during the Early Bird period. Take advantage of early bird pricing and register now to make the most of this incredible event.
We can' t wait to see you in San Antonio!
Best regards,
Yara Flor Wonder Girl Gotham City Chapte r
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2023 ALPFA CONVENTION CHAPTER HANDBOOK New Message
:
Subject : Send bcc :
To
cc :
Don' t miss out on the biggest ALPFA Event of the Year - Register Now!
Example 2
selina.kyle@alpfa.org
Last Call to Register for the ALPFA Convention 2023 - Secure Your Spot Today!
ALPFA 2023 CONVENTION
Dear Selina Kyle,
Have you registered for the 2023 ALPFA Convention? This year ’s Convention will take place in the vibrant and culturally rich city of San Antonio from August 20-24, 2023.
This convention promises to be the biggest and most exciting event yet, and we can't wait for you to be
par tners to innovative conversations led by business and thought leaders, this is where the ALPFAmilia comes together to learn, grow, and reconnect
Don' t miss out on this incredible oppor tunity to celebrate and reclaim our power as Latinos. Register now and secure your spot at the 2023 ALPFA Convention in San Antonio!
Yara Flor Wonder Girl Gotham City Chapte
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3 New Message
Subject : Send
Example
To : cc :
bcc :
r
02 Brand Guidelines ALPFA Logo Usage . . . . . . . . . . . . . 14 Logo Clear Space . . . . . . . . . . . . . . . . . . 14 Logo Minimum Size 14 Incorrect Usage 15 Chapter Logos . . . . . . . . . . . . . . . . . . . . 16 Convention Colors . . . . . . . . . . . . . 17 Typeface . . . . . . . . . . . . . . . . . . . . . 12 Primary Font 18 Secondary Font . . . . . . . . . . . . . . . . . . . 18 Convention Font . . . . . . . . . . . . . . . . . . . 19 Graphic Elements . . . . . . . . . . . . . 20 Convention Logo 20 Convention Wordmark . . . . . . . . . . . . . 21 Additional Graphic Elements 22
ALPFA Logo Usage
Logo Clear Space
Clear space is a safe zone around the logo that should be around the logo at all times This means that nothing else should be within the logo’s clear space
Clear space allows the logo to breathe, maximize the visibility and make the best impact .
For ALPFA’s logo, the clear space should be 10% of the width and height of the logo on all four sizes .
Logo Minimum Size
To ensure readability, we have a minimum logo size for the ALPFA logo: 0 75 inches
2023 ALPFA CONVENTION CHAPTER HANDBOOK
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100% 100% 10% 10% 10% 10%
A good rule of thumb about clear space is that is should be about the same size as the “ALPFA” in the logo!
75 in
Incorrect Usage
Please exercise care when using both the ALPFA logo DO NOT modify, change or otherwise alter any of the logo elements (color, typeface, proportions, etc )
We have prepared a few incorrect uses of the logo on this page as an example of what NOT to do
DO NOT: change the logo’s orientation or rotation DO NOT: disproportionally scale or resize the logo `
DO NOT: display the logo with color combinations that render it unreadable
DO NOT: change the color of the logo, even if it looks similar OR is another ALPFA color Welcome!
DO NOT: add an outline or stroke to the logo or display the logo as an outline
DO NOT: display any additional text or graphics within the logo’s clear space or add any effects to the logo
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2023 ALPFA CONVENTION CHAPTER HANDBOOK
Chapter Logos
Chapter logos are created for each active chapter to use for their specific chapter needs General chapter logos are provided in Full Color, Black, and White and are available to be downloaded
Specialty chapter logos, such as Pride or ALPFA+ logos, are also available and are meant to be used for those specific programs or events, NOT as a general chapter logo .
General Chapter Logo
Specialty Chapter Logos
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Black Full Color White Gotham City Gotham City `Gotham City
ALPFA +
ALPFA Pride Gotham City
GOTHAM CITY
Convention Colors
The Pantone, RGB, and hex codes for the ALPFA 2023 Convention are below:
Dark Green
Pantone 627 C
R: 19 G: 50 B: 43 #10312B
Robin’s Egg Blue
Pantone 570 C
R: 107 G: 202 B: 186 #66C9BA
Emerald
Pantone 356 C
R: 0 G: 122 B: 51 #007934
Lime
Pantone 374 C
R: 197 G: 232 B: 108 #C2E76B
Magenta
Pantone 214 C
R: 206 G: 15 B: 105 #D41367
Gold
Pantone 7549 C
R: 255 G: 181 B: 0 #FFB600
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2023 ALPFA CONVENTION CHAPTER HANDBOOK
Typeface Primary Font
A systematic approach to typography will create a clear and consistent visual hierarchy and will give a sense of clarity and structure
We use two font family typefaces: Metropolis and Montserrat . Our primary, preferred typeface is Metropolis, with Montserrat being used for web-based projects or when Metropolis is unavailable/unable to be used While both fonts have a large range of weights, ALPFA primarily uses Bold, Semi-Bold and Light for the majority of our text needs .
Metropolis
Metropolis
Metropolis Light
Aa
Dd Ee
Secondary Font
Aa Bb Cc Dd Ee Ff Gg
Ii Jj Kk Ll Mm
Oo Pp Qq Rr Ss Tt
Vv Ww Xx Yy Zz
Aa Bb Cc Dd Ee Ff Gg
Ii Jj Kk Ll Mm
Ww Xx Yy Zz
0 1 2 3 4 5 6 7 8 9 ! @ # $ % ^ & * ( ) ? ,
Used in HTML, Powerpoint, or wherever the use of a standard operating system (OS) typeface is required
Our secondary font for any web material (this includes Canva) is Montserrat We use the regular weight for standard copy and the bold weight for titles and anything that needs to be called to attention
Montserrat Bold
Aa Bb Cc Dd Ee Ff Gg
Hh Ii Jj Kk Ll Mm
Nn
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Bold
Uu
0
!
Bb Cc
Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt
Vv Ww Xx Yy Zz
1 2 3 4 5 6 7 8 9
@ # $ % ^ & * ( ) ? . ,
Semi-Bold
Nn
Uu
0
!
,
Hh
1 2 3 4 5 6 7 8 9
@ # $ % ^ & * ( ) ? .
Nn
Uu
Hh
Oo Pp Qq Rr Ss Tt
Vv
Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0 1 2 3 4 5 6 7 8 9 ! @ # $ % ^ & * ( ) ? . , Montserrat Semi-Bold Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0 1 2 3 4 5 6 7 8 9 ! @ # $ % ^ & * ( ) ? . ,
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0 1 2 3 4 5 6 7 8 9 ! @ # $ % ^ & * ( ) ? . ,
Montserrat Light
Type Style Sheet
ALPFA relies on a systematic approach to typography that will create a clear and consistent visual hierarchy and give a sense of clarity and structure to our more text-based deliverables
Shown below are the standard size and weight you should be using for different parts of the copy
Metropolis
Title 1
Title 2
Metropolis Bold
29pt Type/34pt Leading
Metropolis Bold
21pt Type/25pt Leading
Headline Metropolis Bold
16pt Type/20pt Leading
Subtitle Metropolis Semi Bold
12pt Type/15pt Leading
Copy Metropolis Light
10pt Type/14pt Leading
Caption Metropolis Light
7pt Type/10pt Leading
Convention Font
Montserrat
Title 1
Title 2
Headline
Subtitle
Copy
Montserrat Bold
29pt Type/34pt Leading
Montserrat Bold
21pt Type/25pt Leading
Montserrat Bold
16pt Type/20pt Leading
Montserrat Semi Bold
12pt Type/15pt Leading
Montserrat Light
10pt Type/14pt Leading
Caption Montserrat Light
7pt Type/10pt Leading
The specialty font used for this year’s convention is P22 MACKINAC PRO in Medium Weight
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P22 Mackinac Pro Medium Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0 1 2 3 4 5 6 7 8 9 ! @ # $ % ^ & * ( ) ? . ,
Convention Graphic Elements
Convention Logo
The convention logo should be used at least once on any convention-branded document
Alternate Color Options
The are three other color variations of the convention logo
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2023 ALPFA CONVENTION CHAPTER HANDBOOK
Green
Teal Red White
Convention Wordmark
Used in conjunction with the Convention Logo and the ALPFA logo, the Convention Wordmark is a graphic element used across the Convention branding Please be sure when using this wordmark that it is never smaller than 1 5 inches tall, for readability
Alternate Color Options
The are three other color variations of the convention logo
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Green
Teal Pink Multi
Additional Graphic Elements
Arches
Flowers
Sparkles
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2023 ALPFA CONVENTION CHAPTER HANDBOOK
03
Social Media Cover Images . . . . . 26 LinkedIn Profile Picture Overlay . 26 Zoom Background . . . . . . . . . . . . .27 Instagram Stickers . . . . . . . . . . . . .27
Digital Assets
Social Media Cover Images
2023 Convention branded social media cover images are available for LinkedIn, Facebook, and Twitter
LinkedIn Profile Picture Overlay
This year, the National Team has created an overlay for your LinkedIn Profile Pictures, letting you let your entire network know that you are attending the 2023 Convention
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2023 ALPFA CONVENTION CHAPTER HANDBOOK
etta n d i n g th e 2023ALPFA co n v ention
Zoom Background Instagram Stickers
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04 Resources Convention Resources . . . . . . . . . 30 General Resources . . . . . . . . . . . . . 31 Social Media Resources . . . . . . . . . 31 Photo/Video Resources . . . . . . . . . 32 Adobe Creative Cloud Alternatives . . . . . . . . . . . . . 33
Convention Resources
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2023 ALPFA CONVENTION CHAPTER HANDBOOK
2023 Convention Chapter Email Header
2023 Convention Email Copy Samples
2023 Convention Logo
2023 Convention Wordmark
2023 Convention Additional Graphics
2023 Convention Social Media Cover Photos
2023 Convention LinkedIn Profile Picture Overlay
LinkedIn Profile Picture Overlay Instructions
2023 Convention Zoom Background
Social Media Resources
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ALPFA 2023 Program Calendar ALPFA National Brand Manual Download Chapter Logos Campaign Brief Template ALFPA LinkedIn Banners Download ALPFA Letterhead ALPFA Business Card Template ALPFA Zoom Background ALPFA Partnership Deck
General Resources
Canva CapCut ChatGPT
2023 ALPFA CONVENTION CHAPTER HANDBOOK
Photo/Video Resources
Free stock photos and ALPFA images
Nappy co (stock images of people of color)
Pexels (stock images)
Unsplash (stock images)
Pixabay (stock Images)
2022 ALPFA Convention Images
Videvo (stock video)
Adobe Creative Cloud Alternatives
33
Inkscape (Illustrator Alternative) BoxySVG (Illustrator Alternative) GIMP (Photoshop Alternative) Pixlr (Photoshop Alternative) Scribus (InDesign Alternative) DaVinci Resolve (Premiere Pro Alternative) Blender (After Effects Alternative) RawTherapee (Lightroom Alternative)
real power. 2023 ALPFA CONVENTION CHAPTER HANDBOOK Contact Us For Partnership and Sponsorships please contact corporatepartners@national alpfa org For Program Details please contact programs@alpfa org @ALPFA
