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Hub High Five

May 2021

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CMO update from the Enterprise Marketing Hub

As someone wise recently said, change is a constant at ASU. After helping build the Enterprise Marketing Hub and a successful career as a champion of the ASU brand, CMO Ann Toca has announced that she will be retiring at the end of this fiscal year. We are grateful for Ann’s contribution to the university.

As we continue pushing the university brand forward, Jill Andrews has accepted the assignment of interim CMO and will be working with leadership to determine the best way forward. Playing an integral role in the ASU brand herself, Jill’s deep knowledge of ASU and experience establishing the ASU brand will ensure that enterprise projects remain on track.

Please welcome Jill to her new assignment and congratulate Ann on a successful career and on her retirement.

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Spring All Hands and Summer Camp

Thank you to everyone who joined us on Monday, April 12 for the Spring All Hands meeting, featuring Nathalie Nahai. We hope you enjoyed her guidance about how creating trust and nurturing relationships can help to improve communications outcomes. In case you weren’t able to join us, you can watch the full session on Career EDGE. You can also access Nathalie's PDF versions of the presentations.

The next time we meet will be for Summer Camp 2021 and registration is now open! The live digital sessions will kick off on Monday, July 12 and will proceed with four half days, filled with engaging speakers, exciting content, participation opportunities, networking and so much more! This year’s topic tracks include: giving and digital giving, brand updates and strategy, operations and project management, visual creative, web and data, research and insights. We hope to see you there!

Interested in speaking at Summer Camp? Submit your session idea.

Watch all hands      Register for summer camp

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University signage guidelines and procedures

Placing campus signage requires review by multiple departments to ensure that it functions efficiently and intuitively while minimizing visual clutter and maximizing brand consistency. The Enterprise Marketing Hub reviews all marketing and communications signage as well as interior space decoration signage to ensure brand alignment. It also coordinates with the Office of the University Architect and with Facilities Development and Management on these matters, as appropriate. These guidelines apply to all properties owned, leased or controlled by ASU and cover the following:

  • 4-by-8 framed banners.
  • Acrylic and metal panels.
  • Construction fence banners.
  • Digital signage (Four Winds) through university content interruption feed.
  • External campus signage (any form of paid media).
  • Fulton Center prism banner.
  • Internal campus light pole banners.
  • State Press news racks.
  • Surface clings.
  • Wall and glass wraps.

Building wayfinding and destination identification signage also play an important role at the university. The intent for this type of signage is to guide visitors through the university to their destinations with safety and ease. This includes providing braille, tactile or visual signage to comply with the Americans with Disabilities Act (ADA) requirements. For that reason, compliance with the building wayfinding and destination identification is mandatory. Careful consideration has been given to develop a guide that provides an aesthetically appropriate, as well as cost-effective, solution for thousands of signs, offering versatility and expandability of those signs and the signage system as the needs of the university grow and evolve. Below is a list of the most common building wayfinding and destination identification sign types:

  • Building identification (B1A).
  • Donor recognition (8A).
  • Endorsed brand (1D).
  • Entrance identification (C4A).
  • Facility services (3A).
  • Interior directional (4A).
  • Interior directory (5A).
  • Room identification ADA (2A).
    • Sign inserts may also be referred to as multi-line inserts or acrylic ADA inserts.
  • Unit identification (C4B).
  • Workspace identification (2B).
    • Sign inserts may also be referred to as desk address tags, cubicle and desktop signs or magnetic panels.

Units may not create their own room or workspace identification signage. Replacements for room identification (2A) and workspace identification (2B) inserts must be ordered through ASU’s Facilities Management Sign Shop. This can be done through their service request form. Under request type, select Sign Order to begin your order.

These items were reviewed in detail at our recent Marketing Academy session on signage. Several resources and links were provided to help with units on future signage projects. We highly recommend watching this session through Career EDGE to ensure you are familiar with these guidelines.

Watch Career EDGE      View the presentation

Signage guidelines

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How to share ASU Thrive Magazine content

Are you looking to share high-quality content with your audiences that highlights the best of what ASU has to offer? ASU Thrive magazine is available online and ready to share digitally in email and social media. Each of the year's four issues are full of stories and articles featuring innovative research, alumni making a difference in their communities, career advice and so much more.

This summer’s issue contains career and financial advice for new grads and young alumni, highlights of alumni whose work is launching in the world, stories of ASU student excellence and more. Each story comes with packaged graphic and copy assets that are ready to share on social media or via email and are pre-built into content blocks in the Shared folder of Salesforce Marketing Cloud for easy drag-and-drop sharing.

View story assets

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Ahead of the curve with AP style

A vital tool for building brand identity, AP style sets the bar for modern, inclusive language that reflects our ever-changing culture. We’ve curated a list of recent AP updates to help you deliver powerful, consistent messaging that captures the ASU brand’s commitment to excellence:

  • Gender-neutral language: Use terms that can apply to any gender, such chair or chairpersonand spokesperson unless the -man or -woman terms are specified by an organization; police officer instead of policeman, policewoman or patrolman; business owner or businessperson instead of businessman or businesswoman; humanity, humankind, humans, human beings, people instead of mankind; and first-year student or freshman but not freshperson or freshwoman. First-year student is preferred since it’s gender-neutral and more inclusive.
  • Tech terms: Avoid using words that have the prefix cyber- and use internet, digital or similar terms instead. When referring to a digital assistant, virtual assistant or voice assistant such as Alexa from Amazon, Siri from Apple, Google Assistant from Google, Bixby from Samsung and Cortana from Microsoft, do not use female pronouns.
  • Disabilities: When possible, ask people how they prefer to be described (when the description is relevant). Some people, for example, refer to themselves as a disabled person or simply disabled, using identify-first language. Others prefer person with a disability, using person-first language. In describing groups of people, use person-first language.
  • Approved COVID-19 language:
    • Avoid referring to people as cases. Correct: Fifty people tested positive for the virus. Fifty cases of the virus were reported. Incorrect: Fifty cases tested positive for the virus.
    • Virus variant. Avoid using country labels like the South African variant. Instead, use the variant first detected in South Africa.
    • PPE. Use personal protective equipment on first reference and PPE after that.
    • Use no symptoms or without symptoms instead of asymptomatic.
    • Vaccines. Use the manufacturer’s name to refer to a specific vaccine. For example, Pfizer, AstraZeneca, Moderna, Johnson & Johnson (J&J on second reference). Do not use constructions such as Pfizer-BioNTech or AstraZeneca-Oxford.
  • Commas:
    • If you’re listing more than two things, remove the final comma before “and.” Correct: We listen to jazz, classical music and disco.
    • Put a comma before the last conjunction in a series if an integral element of the series requires a conjunction. Correct: I had orange juice, avocado toast, and ham and eggs for breakfast.
    • Use a comma before the final conjunction in a complex series of phrases. Correct: To travel to Mars and back, astronauts must be skillful enough to complete the mission, have the stamina to endure many hours of training, and be mentally prepared to endure many months of spaceflight.
  • Ampersand: Do not use the ampersand in place of and, except when it is part of a company's formal name, such as Procter & Gamble, or for some accepted abbreviations: B&B, Q&A, R&B.
  • Plus symbol (+): This symbol is acceptable when it is pronounced as part of a company, brand or event name: Disney+, Apple TV+, ESPN+, CompTia Network+. Use the word plus in other uses. Correct: They expect 200-plus people. Flowers plus blue skies make for a nice day. She got a B-plus on the test.
  • At symbol (@): Do not use the @ symbol to replace the word “at” in copy.