ALPFA Chapter Marketing Guidebook

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ALPFA Brand Guidelines

ALPFA’s brand guidelines were created to ensure visual and brand consistency exists across various print and web materials as well as any other deliverables .

This shortened guide covers treatment of such assets as the ALPFA logo, mission, tone, colors, and typography For a full version of the guide, please refer to the ALPFA Brand Manual

Please stick to these guidelines to create a brand image and perception that are consistent no matter where they are seen

Mission

Connect Latino Leaders for Impact

Logo logotipo | logotipo

Empowering Latino Leaders

The ALPFA logo is the face of ALPFA, the primary visual expression that we use to identify the organization This means that we need to be careful to use it correctly and to do so consistently The ALPFA Logo is available in Full Color, Black and White

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

A good rule of thumb about clear space is that is should be about the same size as the “ALPFA” in the logo!

Logo Minimum Size

To ensure readability, we have a minimum logo size for the ALPFA logo: 0 75 inches

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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

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

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

Specialty and Program Logos

Specialty logos, like Women of ALPFA, Most Powerful Latinas, ALPFA Veterans, and ALPFA Cares, are available to download upon request . For more information regarding those logos and their usage, please refer to the ALPFA Brand Manual

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Colors paleta de colores | paleta de cores

Colors communicate almost instantly ALPFA’s color palette spreads across different visual elements including social media posts, websites, marketing ads, event design, merchandise and more .

ALPFA’s colors are rich and vibrant, with depth (just like our membership!)

Main Colors

ALPFA Blue azul | azul

Pantone 7686 C

C: 98 M: 77 Y: 14 K: 2

R: 29 G: 79 B: 145 #1D4F91

Scarlet escarlata | escarlate

Pantone 187 C

C: 23 M: 100 Y: 88 K: 15

R: 166 G: 25 B: 46 #A6192E

Teal verde azulado | verde azulado

Pantone 321 C

C: 84 M: 29 Y: 38 K: 3

R: 0 G: 140 B: 149 #008C95

ALFPA Red rojo | vermelho

Pantone 1795 C

C: 10 M: 98 Y: 93 K: 1

R: 210 G: 38 B: 48 #D22630

ALPFA Navy azul marino | azul marinho

Pantone 295 C

C: 100 M: 89 Y: 36 K: 35

R: 0 G: 40 B: 85 #002855

ALPFA Grey gris | cinza

Pantone 429 C

C: 46 M: 34 Y: 32 K: 1

R: 162 G: 170 B: 173 #A2AAAD

Secondary Colors

ALPFA’s secondary color palette is used to add interest and make certain information stand out It can also be used to create color palettes for ALPFA-branded events and social media campaigns

Bright Pink

Orange naranja | laranja

Pantone 716 C

C: 0 M: 64 Y: 100 K: 0

R: 234 G: 118 B: 0

#EA7600

Green verde | verde

Pantone 7739 C

C: 82 M: 15 Y: 100

K: 2

R: 49 G: 155 B: 66 #319B42

Using the Secondary Colors

Yellow amarillo | amarelo

Pantone 116 C

C: 0 M: 18 Y: 100 K: 0

R: 255 G: 205 B: 0 #FFCD00

rosa brillante | rosa brilhante

Pantone 214 C

C: 13 M: 100 Y: 36

K: 0

R: 206 G: 15 B: 105 #CE0F69

When using ALPFA’s secondary colors, make sure to use AT LEAST TWO of the main colors as well

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Typeface tipografía | tipografia

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

Aa Bb Cc Dd Ee 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

Secondary Font

Metropolis

Aa Bb Cc Dd Ee 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

Metropolis Light

Aa Bb Cc Dd Ee Ff Gg

Ii Jj Kk Ll Mm

Oo Pp Qq Rr Ss Tt

Uu Vv 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

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

Montserrat

Title 1

Title 2

Headline

Subtitle

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

Copy Montserrat Light

10pt Type/14pt Leading

Caption Montserrat Light

7pt Type/10pt Leading

Tone tono de voz | tom de voz

The overall tone of ALPFA communications is empowered and inclusive We are an organization that represents a wide and varied ethnic group that spans multiple countries and continents and speaks multiple languages Using inclusive language that represents our membership is important, not only for us, but for our members and partners as well

Membership

The tone of ALPFA communications to membership should be informal, consistent, and informative The tone is community-focused and human-centered . It shouldn’t sound as though you are addressing an unknown party or a corporation, but rather your ALPFAmilia! The members are our colleagues, our friends, and the foundation of ALPFA; the tone in which you address them should reflect that

Corporate Partners or any External Communications

The tone of ALPFA communications to corporate partners is, and should be, different to the tone we use when addressing membership The tone for these communications is professional, clear, and cohesive

ALPFA is . . .

‹ Authenticity

‹ Equitable

‹ Leadership

‹ Empowerment

‹ Belonging

‹ Community

‹ Joy

‹ Family

‹ Home

‹ Growth

‹ Compassion

‹ Strength

‹ Proud

‹ Passionate

ALPFA isn’t . . .

‹ Political

‹ Boastful

‹ Mean-spirited

‹ Close-minded

‹ Apathetic

‹ Insulting

‹ Rude

‹ Dull

‹ Brash

‹ Ostracizing

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ALPFA Programming Calendar

Quarter One 2023

MARCH

APRIL FINANCIAL LITERACY MONTH S M T W T F S 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30

Apr. 1: Annual Awards Nominations Open Apr. 21-22: Northeast Regional Tech Summit

MAY

Mar. 1: Fellowship applications open

Mar. 3: Scholarship applications close

Mar. 8: International Women’s Day

Mar: 31: Fellowship applications close

JUNE

25 26 27 28 29 30

Jun. 12: Fellowship Program begins

Quarter Three 2023

Aug. 9-10: Student Bootcamp (virtual)

Aug. 11: Fellowship Program ends

Aug. 19-20: L E A D Program (San Antonio, TX)

Aug. 20-24: ALPFA Convention (San Antonio, TX)

Aug. 26: Women’s Equality Day

Quarter Four 2023

Sept. 15: Hispanic Heritage month begins

Sept. 9, 16, 23, 30:

Regional Student Symposiums

Sept. 27-30: MPL Summit (subject to change)

Dec. 8: Latina Equal Pay Day (subject to change)

For the most up-to-date version of the 2023 ALPFA programming calendar, please click here

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National Offerings

Marketing

In terms of posting events and promotions on the feed, we only provide that support to NEW chapters and only for the first 60-90 days

General National Offerings

‹ Canva account (1 week turnaround)

‹ Design chapter logo (2 week turnaround)

‹ National logo in color black and white

‹ Pride logo

‹ Chapter toolkits for national events and campaigns (Convention, Pride, RSS, and Latina Equal Pay Day)

‹ Access to general ALPFA branded pull-up banners, business cards, tablecloth designs Chapters are responsible for payment

‹ Promote chapter events through La Cuenta

Non-activated Offerings

‹ Send emails (2) on behalf of non-activated chapters for per event

‹ Promote events through Instagram stories

Offerings that National does not provide:

‹ Create social media graphics and or campaigns on behalf of chapters

‹ Create chapter specific swag

‹ Promotion of chapter events on national social media platforms

IT/Google Workspace Support

Please email support@national alpfa org This email goes directly to Salesforce/ServiceCloud, and will be prioritized, tracked, and resolved by Bell Group within 48 hrs Please include keywords specific to your issue in the subject line or body of your email (e g “Google Workspace Access” or “IT Issue”); this will ensure that your request is properly assigned

All IT/Google Workspace issues will be addressed the same or next business day If you have an urgent need, please include the word “urgent” in the request subject line so the team can prioritize accordingly

ALPFA Media Kit

Coming Soon!

Please be patient as the National Team works on this section

Social Media Guidelines

Overview

Social media is a full-time job The consistent platform updates makes the strategy and success across social media platforms extremely difficult and never ending However, this guide will provide context and resources to develop an evergreen process in creating engaging content with your audience per platform that aligns with ALPFA’s mission

Below are general social media guidelines as well as ALPFA’s marketing strategy and tips

LINKEDIN is a social networking platform for professionals This platform is best for building a professional network, generating brand awareness and leads, as well as thought leadership in a specific industry.

INSTAGRAM is a visual platform, not a text-heavyThis is the best platform to reach, engage, and retain your audience

FACEBOOK Facebook is a platform to nurture connection Facebook is best leveraged when creating a close-knit community with an audience of similar interests and goals

TWITTER is a fast-paced platform that users visit and use to get new, relevant information This platform is most successful when a person, brand, and or organization publishes content on a regular basis This is one of the best platforms to share links to your website, blog, etc

Image

1080px by 1080 px (PNG file) Please include the ALPFA logo (colored, black, or white) If your image does not include the ALPFA logo, ALPFA’s marketing team will add it to your image

Caption Include a caption no longer than 250 characters (including hashtags)

Call to Action Link Include a call to action link This link will be on Facebook, Twitter, and LinkedIn Since Instagram does not allow to add links on the caption, your link will be added to our Linktree account (Link located on Instagram’s bio)

Stories N/A Include a 1080 x 1920 px image (PNG file) Make sure that your image includes the ALPFA logo and to use the version of the logo that goes best with your design If your image does not include the ALPFA logo, ALPFA’s marketing team will add it to your image Stories can include a call to action link

LINKEDIN: @ALPFA, Inc - Association for Latino Professionals For America

INSTAGRAM: @ALPFA

FACEBOOK: @ ALPFA

TWITTER: @ALPFA

N/A

HASHTAGS: #ALPFAmilia #ALPFA

ALPFA Content Pillars

These are the six pillars that align with ALPFA+ our learning and development platform that helps our mission of empowering and developing Latino leaders Through these pillars chapters can create authentic content for their audiences

‹ Business Mastery

‹ Professional EQ

‹ Wealth Creation

‹ Health and Wellness

‹ Community Engagement

‹ EXtrapreneurship

Best Practices

‹ Learn your audience . Understanding their challenges, aspirations, and goals in relation to our mission is the differentiated factor

‹ Consistent and Effective messaging for each audience segment It builds trust and credibility with your community

‹ Quality is more important than quantity Each post must serve a purpose Social media is designed to entertain, educate, and nurture online communities Make sure your post is falling under one of those categories

‹ Engage with your audience and similar communities and organizations Start a conversation, ask a question, open a forum Social media is the perfect place to gather insights into the opinions, needs, and wants of your audience

TIP: Read and respond to comments Better yet read the comment section of your competitors to understand what they are looking for from similar organizations

Free Stock Photo Resources

‹ Canva

‹ Pexels com

‹ Unsplash .com

‹ Nappy - stock photos of people of color

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General Resources

Social Media Resources

Photo/Video Resources

Free stock photos and ALPFA images

Adobe Creative Cloud Alternatives

Nappy.co (stock images of people of color)

Pexels (stock images)

Unsplash (stock images)

Pixabay (stock Images)

2022 ALPFA Convention Images

Videvo (stock video)

Scribus (InDesign Alternative) DaVinci Resolve (Premiere Pro Alternative)

Blender (After Effects Alternative)

RawTherapee (Lightroom Alternative)

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