LAKER EFFECT GVSU CAMPAIGN GUIDE
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GRAND VALLEY STATE UNIVERSITY CAMPAIGN GUIDE
GVSU LAKER EFFECT Campaign Guide This document is designed to provide you with messaging themes and graphic guidelines to inform the development of Laker Effect campaign materials. Apply the elements of the guide as appropriate to the audience and intent of the piece.
02 Laker Effect Story
The Narrative
The Message
Copy Style Guide
The Journey
Audience
Pillars
16 Campaign Standards
Graphic Devices
Headline Treatments
Snow Device
Colors
Highlight Effect
Sense of Place
Things To Avoid
Applications
40 Photo Gallery
THE POWER OF COMMUNITY
The GVSU Laker Effect is the collective impact of the Grand Valley community on individual students, West Michigan, our state, and beyond. The Laker Effect is a force for positive change. Lakers are driven by our passion for learning and using that knowledge for the common good. We make a difference by focusing on others and making lasting contributions. The Laker Effect embodies these values and sets us apart as leaders, problem solvers, entrepreneurs, and advocates that help shape the future.
LAKER EFFECT STORY
The Message There is compelling evidence today that people often make decisions first with their heart, then support that choice with reasons inside their head. First, we need to “inspire” our audiences with an emotional connection, then “assure” them with facts and evidence.
We love Grand Valley. We feel a strong emotional connection to our university, and we want to share what it means to us, West Michigan, and the region. In marketing messages, we want audiences to feel what it means to be a Laker. We want them to be inspired by the Laker Effect.
With that in mind, we’ve identified four messaging pillars that support the Laker Effect and describe the impact of Grand Valley. The pillars embody the Laker spirit and create a positive feeling. Apply the messages that are most appropriate to the audience when producing text for Laker Effect campaign materials to ensure consistency, accuracy, and proper tone.
First, inspire with emotion.
The Laker Effect is the collective impact of the Grand Valley community. It’s a force of positive change in West Michigan, our state, and beyond. Lakers embody West Michigan Grand Valley was born in West Michigan. We reflect its character and values and are an integral part of its fabric. Like West Michigan itself, our positive impact is far reaching. Lakers Look Forward We are focused on the future—on helping move West Michigan, the state and the broader region forward, on meeting the challenges of change and growth.
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Lakers Thrive on Passion The Laker Effect is widespread, lasting, and meaningful because we are driven by a heartfelt need to learn, share, and make a difference. Lakers Give of Themselves Lakers look outward so we can move forward, focusing on others instead of ourselves. We are committed to service, to making enduring contributions to the greater good and a powerful difference in the world around us.
Copy Style Guide We publish the university copy style guide online at www.gvsu.edu/identity/ Here are some key points: Above all, we are sincere and honest. Don’t exaggerate, boast, or try to convince the reader that we’re something we’re not.
Be dignified and convincing. Avoid a ‘cheesy’ or overly gushy tone.
We can be witty and clever but we don’t try to be funny or use puns.
Be brief and succinct. We use subheads and bullet points to make copy more scannable.
For items not in the university style guide, we use the Associated Press Stylebook.
Our writing is inspirational and aspirational. We lead with emotion and supplement with facts.
Then, assure with facts.
Data and proof points fall into the following themes: Right size We are the smallest big university in the country. Updated infrastructure A safe, clean, state-of-the-art university that fosters academic achievement. Liberal education foundation A rigorous, relevant, student-focused curriculum that teaches students to think, lead, and solve problems. Cultural focus Commitment to inclusion and learning about other cultures forms empathy. Geographic location Urban and suburban, easily accessible, close to major metro areas and recreational opportunities.
Depth/breadth A full range of programs relevant to current and future needs, preparing students (graduate and undergraduate) for the world. Economic and talent engine Providing the best talent for our region and the state. Dedicated faculty Experts in their fields focused on teaching students rather than doing their own research and letting TAs teach. Return on investment Graduates uniquely prepared with the knowledge, skills, and understanding that employers seek, value, and reward.
LAKER EFFECT STORY
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LAKER EFFECT STORY
Lakers look forward The Laker community is focused on the future— on helping move West Michigan, the state, and the broader region forward, on meeting the challenges of change and growth.
GVSU is still “becoming.” Our university continuously implements new and more effective ways to improve the present and shape the future. Grand Valley remains fresh and is constantly evolving and moving forward. Lakers are curious about the world around us. We pride ourselves on being open minded, innovative, and entrepreneurial. We always explore new and better ways of doing things, meeting emerging needs, and solving new problems.
Lakers gain the essential transferable skills and perspectives of a liberal education. Professors inspire and equip students to be active lifelong learners, leaders, critical thinkers, and global citizens. We prepare students to maximize their potential as they leave the classroom and enter the world. Lakers strive for excellence as we challenge ourselves to build better communities.
Lakers embody the diversity of today’s culture. We come from all walks of life, bringing with us the value of diverse perspectives. At the same time, we share a can-do spirit rooted and a strong work ethic that is essential to meeting the social, environmental, and economic challenges we all face.
Supporting Facts • Supplied by GVSU
LAKER EFFECT STORY
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CAMPAIGN STANDARDS
Graphic Devices
CIRCLE G The Circle G Mark is a major component of the Laker Effect. The logo mark is repeated with varying sizes to emphasise the mark. This will bring awareness and grow equity in the mark moving forward.
PHOTOGRAPHY Photography can be a powerful way to illustrate the Laker Effect. Photography should be natural and in-the-moment. Candid situations showcase the true passion behind the Grand Valley family.
COLOR Three approved gradients play a large role in the color palette and tone of the Laker Effect campaign.
HEADLINE The Laker Effect Headline has three approved variations to choose from. Make sure to utilize the correct version for your selected application.
LOGO There must always be an approved variation of the full Grand Valley logo present on each piece.
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LAKER EFFECT
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Headline: Split the Effect The second Laker Effect Headline variation is used to create a focal point between “Laker” and “Effect.” The center can be filled with the Circle G Mark or a persons face. In some cases,“Laker” and “Effect” can be separated.
Occasionally, the Circle G Mark can be placed in between Laker and Effect. Best used in visually centered layouts and at a small scale.
“Laker Effect” can be split as a way to emphasize something. Use it to highlight a person. Use it to highlight the Circle G Mark. Use it when a split makes sense.
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Highlight the Circle G Mark.
Highlighting a person is reserved for Billboard use only.
Brighter future.
GVSU.EDU
In some cases your application will lend itsef to splitting “Laker” and “Effect.”
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CAMPAIGN STANDARDS
Snow Device Laker Effect is represented by a graphic device that resembles snow. The Snow Device helps illustrate the effect GVSU has on multiple scales.
3. COMMUNITY
2. GROUP
1. INDIVIDUAL
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Individual is the primary scale and treatment. Group and Community are secondary scales. When applying the Snow Device consider your target audience and use the corresponding treatment.
For the Individual, use a balanced color combination of Pantone 301 C and White to color the Snow Device. Screens of 301 C can be used to create depth.
1. INDIVIDUAL The individual scale illustrates the effect that Grand Valley can have on you as an individual and on the future that lies ahead. This speaks on a personal level to the possibilities Grand Valley has to offer. • • • • •
Prospective Student Current Student Graduate Student Transfer Student International Student
2. GROUP The group scale helps to illustrate a slightly more broad effect taking place. The effect now includes those around you.
• • • • •
Majors Interests Classmates Programs Clubs
3. COMMUNITY The community scale shows a “zoomed-out” view, utilizing the Snow Device as a whole and from a distance. This helps to illustrate the effect Grand Valley has on our region, state, and beyond. • • • • • • •
Faculty Staff Donors West Michigan Midwest U.S. World
For Group and Community, use between 50%-75% opacity White to color the Snow Device.
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CAMPAIGN STANDARDS
Sense of Place The Laker Effect begins in West Michigan at Grand Valley and expands across the region, state and beyond. A large number of Grand Valley graduates are from West Michigan and choose to stay and build our Laker community. Below are a few examples and guides to help create a visual sense of place.
The Laker Effect Headline treatment should not overlap the coast or the Snow Device.
The Highlight Effect should focus on the the shoreline.
The Snow Device radiates outward from Allendale and dissipates as it approaches the shoreline.
Lakeshore Map Example
Lakeshore Map Example
The Headline should be placed in the most legible spot. Be careful to clearly show Michigan.
When the full Snow Device is used, the center should be filled with the Circle G Mark Regional Map Example
Regional Map Example
In the regional map, the Highlight Effect and Snow Device should focus on Allendale and Grand Rapids.
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Things to Avoid The Laker Effect campaign has a lot of components so it’s easy to overdo it. Because of it’s flexibility, you can create a lot of succesful combinations. When in doubt, keep it simple and don’t force it. Here are some red flags to watch out for.
Keep faces clear
DON’T JUST LEARN. EXPERIENCE.
IT BEGINS WITH YOU.
Avoid too much Snow Device. It shouldn’t feel like polka-dots.
Maintain balance by evenly distributing Snow Device and it’s color.
Avoid overlapping elements to prevent a muddy composition.
Don’t multilpy the Highlight Effect over photography.
Avoid using the wrong Snow Device scale for your target audience.
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Go for it! The Laker Effect campaign has many legs. Take a look at possible channels and outreach.
CAMPAIGN STANDARDS
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GRAND VALLEY STATE UNIVERSITY CAMPAIGN GUIDE
BRIDGET UNDERHILL BRIDGET UNDERHILL
LAKER BIO
Hometown: Grand Rapids, MI Area of Impact: The U.S. Foreign Services
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Hometown: Grand Rapids, MI Area of Impact: The U.S. Foreign Services
LAKER BIO Mauris sed congue libero. Praesent mollis sollicitudin est, vitae imperdiet leo mattis a. Nullam a erat ipsum. Donec id velit scelerisque nisi viverra facilisis. Aliquam posuere nisl et malesuada tempor. Nullam et viverra dolor, ut ornare nibh. In ullamcorper lorem vitae est interdum, eget congue lorem fermentum. Mauris sed congue libero.
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Community Print Ad.
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Photo Gallery
PHOTO GALLERY
Photo Gallery We have produced a collection of images with the highlight effect that can be found on the Widen Collective site, managed by University Communications and accessible to Institutional Marketing.
Cropping into a group photo helps add depth and create a more dynamic focal point.
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PHOTO GALLERY
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PHOTO GALLERY
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The most successful photos are in-the-moment snap shots that feel real and authentic.
PHOTO GALLERY
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Don’t feel like you have to use the whole photograph. Crop in close for a powerful image.
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PHOTO GALLERY
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PHOTO GALLERY
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PHOTO GALLERY
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Fall 2016 Internal Use Only