AmeriCorps Branding Refresher Ghost Story: AmeriCorps Branding Refresher Emily Steinberg & Betty Jo Schafer

Branding Refresher

Branding Refresher What IS branding? Download at: https://www.nationalservice.gov/sites/default/files/documents/2015-AmeriCorps-Branding-Messaging-Guidance_0.pdf There are many programmatic and strategic reasons to brand AmeriCorps: 1) Sustainability: Affiliating with AmeriCorps provides a "seal of approval" to help programs generate private resources and achieve their match, stretching the return on federal investment. 2) Esprit de corps: Knowing that you are part of a large national movement and not just a small local project has positive impacts on morale, productivity, teamwork, and continuing service. 3) Recruitment: Maintaining a diverse high-quality applicant pool to fill AmeriCorps 75,000+ annual slots requires continual promotion of AmeriCorps opportunities. 4) Lifelong Service: Building a successful AmeriCorps alumni movement won't be possible unless AmeriCorps members understand what AmeriCorps is and how they are part of it. Invokes a promise, a standard of service Makes you stand out, but also affiliated with something bigger Identifies you to key audiences / stakeholders - community/school leaders, funders, etc.

Why does branding matter? Branding Refresher Why does branding matter? Sustainability Esprit de Corps Recruitment Lifelong Service Download at: https://www.nationalservice.gov/sites/default/files/documents/2015-AmeriCorps-Branding-Messaging-Guidance_0.pdf There are many programmatic and strategic reasons to brand AmeriCorps: 1) Sustainability: Affiliating with AmeriCorps provides a "seal of approval" to help programs generate private resources and achieve their match, stretching the return on federal investment. 2) Esprit de corps: Knowing that you are part of a large national movement and not just a small local project has positive impacts on morale, productivity, teamwork, and continuing service. 3) Recruitment: Maintaining a diverse high-quality applicant pool to fill AmeriCorps 75,000+ annual slots requires continual promotion of AmeriCorps opportunities. 4) Lifelong Service: Building a successful AmeriCorps alumni movement won't be possible unless AmeriCorps members understand what AmeriCorps is and how they are part of it. Invokes a promise, a standard of service Makes you stand out, but also affiliated with something bigger Identifies you to key audiences / stakeholders - community/school leaders, funders, etc.

Branding Requirements From AmeriCorps-Specific Terms & Conditions: III. AFFILIATION WITH THE AMERICORPS NATIONAL SERVICE PROGRAM A. Identification as an AmeriCorps Program or Member. The recipient shall identify the program as an AmeriCorps program and members as AmeriCorps members. All agreements with subrecipients, operating sites, or service locations, related to the AmeriCorps program must explicitly state that the program is an AmeriCorps program and AmeriCorps members are the resource being provided.

Branding Requirements Continued… B. The AmeriCorps Name and Logo. AmeriCorps is a registered service mark of CNCS. CNCS provides a camera-ready logo. All recipient and subrecipient websites shall clearly state that they are an AmeriCorps recipient and shall prominently display the AmeriCorps logo. Recipients and subrecipients shall use the AmeriCorps name and logo on service gear and public materials such as stationery, application forms, recruitment brochures, on-line position postings or other recruitment materials, orientation materials, member curriculum materials, signs, banners, websites, social media, press releases and publications related to their AmeriCorps program in accordance with CNCS requirements. To publicize the relationship between the program and AmeriCorps, the recipient shall describe their program as “an AmeriCorps program.” Also goes on to say: To publicize the relationship between the Program and AmeriCorps, the Sub-Grantee should use one of the following phrases when describing their program: "The AmeriCorps National Service Network", "an AmeriCorps Program," or “a proud member of the AmeriCorps national service network.” Sub-Grantees are strongly encouraged to provide information or training to their AmeriCorps members about how their program is part of the national AmeriCorps program and the other programs of CNCS. Sub-Grantees are strongly encouraged to place signs that include the AmeriCorps name and logo at their service sites and may use the slogan “AmeriCorps Serving Here.” AmeriCorps members should state they are AmeriCorps members during public speaking opportunities. The Sub-Grantee may not alter the AmeriCorps logo, and shall obtain the written permission of the Commission and CNCS before using the AmeriCorps name or logo on materials that will be sold, or permitting donors to use the AmeriCorps name or logo in promotional materials. The Sub-Grantee may not use or display the AmeriCorps name or logo in connection with any activity prohibited in these grant provisions.

Branding Requirements Continued… ... Recipients shall provide information or training to their AmeriCorps members about how their program is part of the national AmeriCorps program and about the other national service programs of CNCS. Recipients are strongly encouraged to place signs that include the AmeriCorps name and logo at their service sites and may use the slogan “AmeriCorps Serving Here.” AmeriCorps members should state that they are AmeriCorps members during public speaking opportunities. The recipient may not alter the AmeriCorps logo, and must obtain written permission from CNCS before using the AmeriCorps name or logo on materials that will be sold, or permitting donors to use the AmeriCorps name or logo in promotional materials. The recipient may not use or display the AmeriCorps name or logo in connection with any activity prohibited by statute, regulation, or CNCS General Terms and Conditions, and these specific award terms and conditions. Also goes on to say: To publicize the relationship between the Program and AmeriCorps, the Sub-Grantee should use one of the following phrases when describing their program: "The AmeriCorps National Service Network", "an AmeriCorps Program," or “a proud member of the AmeriCorps national service network.” Sub-Grantees are strongly encouraged to provide information or training to their AmeriCorps members about how their program is part of the national AmeriCorps program and the other programs of CNCS. Sub-Grantees are strongly encouraged to place signs that include the AmeriCorps name and logo at their service sites and may use the slogan “AmeriCorps Serving Here.” AmeriCorps members should state they are AmeriCorps members during public speaking opportunities. The Sub-Grantee may not alter the AmeriCorps logo, and shall obtain the written permission of the Commission and CNCS before using the AmeriCorps name or logo on materials that will be sold, or permitting donors to use the AmeriCorps name or logo in promotional materials. The Sub-Grantee may not use or display the AmeriCorps name or logo in connection with any activity prohibited in these grant provisions.

Standards & Guidelines Co-branding Difficult to do well Follow CNCS Guidelines for logo usage Use official logos available online Need a custom, grayscale, or modified logo? Email logos@cns.gov and they will help!

Branding Refresher Graphic Standards to Avoid Do not alter the fonts or colors. Never run the AC logo sideways, upside down, or placed within a shape. Use logos proportionally; don’t stretch or squeeze. Don’t use logos less than ½ inch high. Obtain permission from CNCS before using logos on materials that will be sold. Don’t use the image of the star in a red field (or in any other color field other than the specified blue)

Branding Refresher Website Best Practices: Prominently display AmeriCorps logo on homepage or a designated AmeriCorps page Describe your relationship with AmeriCorps and OneStar (partner/program/grantee) Describe what AmeriCorps is like at your organization – i.e. service, opportunities, benefits, qualifications Link to AmeriCorps Application / instructions Include mention of “AmeriCorps” in your page navigation to make it more searchable/prominent Display photos of members in your service gear with the AC logo!

Shout-outs! Great use of photos, custom logo, and infographic!

Shout-outs! Great co-branding, photo, and strong messaging/language!

Shout-outs! Great integration with existing university website – good write-up, use of Texas-specific logo, and AmeriCorps week imagery.

Shout-outs! Great triple-branding – sponsor/univ logo, program logo, and AC logo. Compelling write-up with stats and background info on why AmeriCorps matters for this program and its impact!

Shout-outs! Good integration of program’s AmeriCorps banner (with OneStar/Texas included), and good write-up that clearly describes what AmeriCorps members do through the program.

Shout-outs! Also good integration of program’s AmeriCorps banner (with OneStar/Texas included), and good write-up that clearly describes what AmeriCorps members do through the program.

Shout-outs! Great action shot of AmeriCorps member serving with Co-Branded service gear/t-shirt! Good triple-branding also (Agrilife, 4-H, and AmeriCorps)

Shout-outs! Could use bigger AC logo, but has a super compelling photo grid and write-up that makes the AmeriCorps service activities come to life! Makes you want to click.

Shout-outs! Or just include a simple logo and acknowledgment at the bottom of your homepage:

AmeriCorps Texas Branding Kits Products 24”x36” Foam Core Poster 3’x5’ Vinyl Banner with Grommets Large Retractable Banner White Table (8ft) Cloth

Foam Core Poster Sturdy and easy to transport Value = $35 Best Use: Service sites, in the office, facing outward of a busy window, small group photos, on an easel, trainings, graduation PDF version in Branding Toolkit to print on cardstock and hang at multiple site locations

Vinyl Banner Large and easy to transport Value = $75 Best Use: outdoors, group photos, service sites, hanging high and visible, national days of services, in the office PDF version in Branding Toolkit to print on cardstock and hang at multiple site locations

Retractable Banners Large and easy to transport Value = $250 Best Use: Indoors, recruitment/job fairs, service sites, national days of service, graduation, trainings, co-sponsored speaker series

Table Cloth Light and easy to transport; Washable Value = $360 Best Use: information tables, recruitment fairs, service sites, office, trainings

Branding Toolkit Total Value = $850 Other Signage MLK Day AmeriCorps Week Mayors Day AmeriCorps Texas Mouse pads Reordering Information PrintGraphics Cheryl Etie Local Sales Rep (Austin-based) Original Logos Simple co-branding guidelines Relevant branding resources http://www.nationalservice.gov/newsroom/marketing

Other Branding Best Practices to Consider Brainstorm at your table: What are some other creative co-branding ideas/methods to consider?

Other Branding Best Practices to Consider Other best practices to consider: Dedicate a page on your website to “Success Stories” Use social media to post stories as they happen Designate an AmeriCorps photography lead (or team) at your organization to capture photos at events throughout the year Require members to tell/write their stories throughout the year (as part of training, on reports, etc.). Ask them: Why did they join AmeriCorps? What is their favorite part of serving in AmeriCorps? Survey your community partners (schools, community centers, etc.) annually to provide a quote about the impact of your program Host competitions for members to get photos/stories published in your newsletter/blog/etc. Provide storytelling training to your members/staff. It’s fun!

Activity: Anatomy of a Photo Turn to the person next to you. Pick one photo from the photos above that you feel best “brand” and “capture” AmeriCorps. Tell your partner: Why you chose the photo What’s special or notable about this photo’s “anatomy” that makes it stand out to you How does this make you think about enhancing your program’s photos and overall brand? (HINT: STAGING MATTERS)

Questions

Be good. Be bold. Be branded. In Closing… Be good. Be bold. Be branded. Closing