Graphic Guidelines: Why don’t employees use them? Erica Benisch

Is consistency that important? “When a company uses a specific and consistent typeface or symbol, the customer or stakeholder will be able to quickly recognize that image and make a decision about a purchase or involvement with the business.”“When a company uses a specific and consistent typeface or symbol, the customer or stakeholder will be able to quickly recognize that image and make a decision about a purchase or involvement with the business.” Childers and Jass (2002) “Great brands build their identities on two key strategies: distinctiveness and consistency.”“Great brands build their identities on two key strategies: distinctiveness and consistency.” Knutsen (2004)

The Situation 69 employees communicating with the public and our members69 employees communicating with the public and our members Formal graphic guidelines in place since 1999Formal graphic guidelines in place since 1999 Graphic guidelines and templates on intranet in 2003Graphic guidelines and templates on intranet in 2003 Informal reminders at meetingsInformal reminders at meetings

Do barriers exist that may hinder the Girl Scout Council staff from using the graphic guidelines? Research Question

Possible Barriers Awareness that guidelines existAwareness that guidelines exist Accessibility of guidelinesAccessibility of guidelines Usefulness of guidelinesUsefulness of guidelines Willingness to seek assistanceWillingness to seek assistance Importance of consistent styleImportance of consistent style

Methodology Paper survey delivered to employeesPaper survey delivered to employees  23 questions  Opportunity to add comments

Results 50 out of 69 responded50 out of 69 responded  72% response rate

Importance of Consistency I think it is important to have consistency.I think it is important to have consistency.  90% agreed/strongly agreed I think it is important the public sees a consistent look.I think it is important the public sees a consistent look.  92% agreed/strongly agreed

Graphic Guidelines I think it is important to use the graphic guidelines.I think it is important to use the graphic guidelines.  82% agreed/strongly agreed  8% disagreed I was informed of the graphic guidelines.I was informed of the graphic guidelines.  78% yes  22% no/not sure

Graphic Guidelines I know where to find the graphic guidelines.I know where to find the graphic guidelines.  48% yes  52% no/not sure I find the graphic guidelines helpful.I find the graphic guidelines helpful.  40% agreed/strongly agreed  10% disagreed  50% no opinion

Approved Fonts I was informed of the approved fonts.I was informed of the approved fonts.  80% yes  20% no/not sure I know the fonts are loaded on my computer.I know the fonts are loaded on my computer.  72% yes  29% no/not sure I use the approved fonts.I use the approved fonts.  70% agreed/strongly agreed  16% strongly disagreed/disagreed  14% no opinion

Review Documents I feel comfortable asking a colleague to review documents.I feel comfortable asking a colleague to review documents.  92% agreed/strongly agreed I feel comfortable asking the communications department to review documentsI feel comfortable asking the communications department to review documents  64% agreed/strongly agreed  20% strongly disagreed/disagreed

Do barriers exist that may hinder the Girl Scout Council staff from using the graphic guidelines? Research Question Yes

Recommendations Show importance of consistencyShow importance of consistency Inform staff of guidelinesInform staff of guidelines Show staff where to find guidelinesShow staff where to find guidelines Teach staff how to use the guidelinesTeach staff how to use the guidelines

Recommendations Further research to determine what staff is creating, what their needs are and what tools need to be created to assist staff.Further research to determine what staff is creating, what their needs are and what tools need to be created to assist staff. One year after campaign, collect documents being produced to determine if guidelines are being used.One year after campaign, collect documents being produced to determine if guidelines are being used.

Questions?