What is our brand?
A brand is more than a design element, a font or a color palette. It's who we are at our core. And at the University of Dayton, the heart of our brand lives in our Marianist educational philosophy. It focuses on educating the whole person while learning together in community. Here, we believe in:
- The search for knowledge (we are curious and ask questions).
- A better tomorrow (we are optimistic and want to use knowledge for the common good).
- Community (we are welcoming and inclusive).
- The whole person (we emphasize a transformative education that develops the mind, body and soul).
Why do we have a brand?
Every day, the University communicates with thousands of people, from high school students to Fortune 500 CEOs. Because of such a diverse audience, we must speak about ourselves consistently. When people encounter our brand, we want them to know we are a top-tier Catholic research university. By consistently presenting ourselves, our audience feels like they are getting the same values and mission from every area they interact with – it’s presenting a cohesive and familiar identity.Top
What needs to be branded?
Print and digital pieces being sent to one of the following audiences must be branded:
- Any piece (print or digital) that has an external audience, which includes prospective students, parents, guidance counselors, alumni and friends of the University.
- Any piece (print or digital) going to a Universitywide internal audience (e.g. all faculty and staff).
What does the University marketing office do?
The University marketing office is comprised of two teams: marketing services and creative services. Together, we work with areas on campus to develop innovative, compelling and results-oriented marketing pieces that promote and enhance the University's reputation. We also provide oversight of the brand and assist areas on campus in developing annual marketing plans to meet their goals.
Through our office, you have access to:
- Consultation: assisting you in determining your marketing strategy and approach for your projects.
- Annual marketing plans: developing an annual marketing plan that will effectively speak to your audience and help reach your area's goals.
- Creative services: copywriting, editing and design.
- Digital innovation: connect with your target audience digitally, including social media, email, mobile marketing, online ads, websites and videos.
- Photography: authorized campus users can access our photo library to browse and download photos.
Who can help me with my project?
As part of the ongoing effort to ensure the University has a consistent voice, our office provides oversight of the University's brand for the entire University community. We have a team of brand experts who can provide original copywriting, editing, design and project management, and we are also available for consultation to assist with your marketing strategy.
Contact the account manager for your area to learn how we can support your marketing initiatives.Top
What work have you done?
In our first year (2012-13) of operation, we completed 804 projects for offices at the University. Projects included both print and digital and included everything from postcards, brochures and invitations to national television commercials, U.S. Airways ads, Facebook contests and mobile apps.Top
What is the marketing process?
To ensure we're meeting the individual goals of each project, the marketing process varies slightly depending on the type of project and its complexity, and your account manager can outline the specific process for your project. In general, however, the marketing process follows four stages:
Strategy. You will meet with your account manager, who will discuss your needs and help identify the most effective ways to achieve your goals. Your account manager may develop a creative brief — a short document that outlines the goals and requirements of the project — to ensure we are all on the same page. The account manager will then meet with the creative team to kick off the project, brainstorm ideas, etc.
Copy. An editor will write memorable, high-impact copy that conveys your key messages. The draft is routed internally for review and edits. Depending on the complexity of your project, you may be asked to review and approve the copy before it moves into the design stage.
Design. A designer will create an eye-catching, innovative design that effectively communicates your message. The design is routed internally for review and edits, and then your account manager will share it with you for review and approval. Up to two rounds of revisions are included in the project timeline.
Production. Once you have approved the piece, it will be routed to a proofreader for a final review of spelling, grammar and AP Style. Print pieces are then prepared for the printer and sent to print, and we will coordinate the mailing, if necessary. Electronic pieces are then prepared for build and implementation.Top
What impacts the timeline?
To ensure we're producing high-quality pieces that convey your message in innovative, results-oriented ways, many steps are involved in the marketing process. The listed timelines are averages, and a variety of factors can impact the actual length of your project:
- Project complexity (e.g. an 8 page brochure takes more time than a postcard or a Facebook ad).
- Feedback turn around time (e.g. the quicker you return comments on a draft, the quicker we can make edits.)
- Type of design (e.g. projects requiring an original design take longer than projects using a template).
- Existing or new project (e.g. edits to an existing piece are quicker than if we are creating a new piece).
- Quantity needed (e.g. it takes longer to print 200,000 copies versus 200 copies).
- Special effects (e.g. special printing techniques, such as embossing, die cutting, spot UV and foil stamping take longer than standard designs)
- Number of projects in the queue (e.g. during busy times of years, the marketing team may have as many as 80 projects slated for a given month; while we get to each project as quickly as we can, it may take a bit longer than usual).
At the onset of your project, your account manager will discuss the timeline for your piece, so you are aware of what will be happening when - and feel confident that your deadline will be met.Top
Can I create marketing pieces on my own? Can I work with a freelancer?
Regardless of where or how they are created, all print and digital marketing pieces must conform to the University's brand.
You are welcome to write and/or design a piece within your office – but before the piece is printed/distributed, it must be approved by University marketing. Simply contact the account manager for your area to request a review.
While you may work with a freelancer, we strongly encourage you to contact us about your needs first. We may be able to handle your request in house, and even if you decide to work with a freelancer, it is beneficial for someone on the marketing staff to remain in contact with the freelancer throughout the creative process. We don't want you to end up with a finished product you can't use – or have to pay for revisions to incorporate branding once the piece is finished.Top
I don't have the fonts/typefaces. What can I do?
If you are working with our office to create your project, our designers will use the correct typefaces, and you do not need to purchase them.
If you are creating a piece without our design assistance, you will need to purchase the fonts from a site such as MyFonts.com or Fonts.com. You can purchase an entire font family or a single typeface (bold, italic, Roman, etc.) depending on your needs. If you create a piece on your own, it still must be reviewed and approved by our office prior to printing and distribution.Top
What logo should I use?
From an identity standpoint, logos are critical to marketing. A logo is seen as a single visible manifestation of an organization's brand, and it conveys our core values and messages.
The University of Dayton has two official logos: the chapel logo and wordmark. The chapel logo is the preferred logo on all materials, and it is required on all University stationery and letterhead. Certain guidelines (including clear spaces, colors and size) must be followed to ensure the integrity of the logo. To promote a certain office or program, a "tagline” with the appropriate information can be used in association with the logo.
There are three acceptable Dayton Flyers logos (slanted/stacked “Dayton Flyers”, UD monogram; horizontal “Dayton Flyers”), but these may only be used by University athletics.
Please contact our office if you have questions about logo usage.Top
Why do you use AP Style? Why are certain words lowercase/uppercase? What rules are used for commas?
To ensure all University publications and communications are accurate, efficient and consistent, the University of Dayton follows editorial style guidelines. Consistent communications with a high-quality standard of writing help portray the University's standard of excellence — and strengthen the credibility and cohesion of the University.
The foundation of our editorial style guide is The Associated Press Stylebook (referred to as using "AP Style"), which is available to faculty, staff and students from on-campus computers. This stylebook is augmented by a University condensed style sheet that contains local usages such as building names. The dictionary to be used with AP Style is Webster's New World College Dictionary.
AP Style should be followed for all marketing and communications pieces (print and electronic) that are intended to promote the University, its departments and its programs; provide information about UD and its activities; and major internal documents. The guide does not apply to scholarly or academic works, such as research papers or grant applications; those documents should follow the style requested by their corresponding journal, research institution, etc.
As the final step before releasing files for production, all copy is reviewed by a proofreader. In addition to checking for spelling and grammar, the proofreader may make changes to capitalization, comma usage, etc., to reflect AP Style.Top
Can I create a department newsletter or other collateral that is sent to alumni/donors?
- Begin by submitting a project request form.
- Your marketing account manager will put you in touch with the appropriate person in University advancement, who will review the goals, content and message of the piece.
- The advancement representative will also be able to assist with the creation of a mailing list for your piece, which will ensure most accurate data available is used and complies with nonprofit mailing status (if applicable).
- The advancement representative will provide you and your marketing account manager with feedback from an advancement/relationship strategy standpoint, and you will then work with your account manager on the standard marketing process (e.g. copywriting, proofing, design, brand review).
- Once the piece is complete, your marketing account manager will handle production (printing/mailing or email distribution).