Publications are some of the most important tools we have to
create a positive, progressive image for the University. Because
of the importance of these materials, it is critical that our
publications meet the highest standards in writing, editing, design,
illustration, photography and production. Publications are defined
as the following: newsletters, catalogs, brochures, flyers, posters,
programs, postcards and miscellaneous items (certificates, tickets,
table tents, folders, covers, bookmarks, invitations, etc.).
Publication Descriptions
Ad - A paid promotion in a publication or on
a broadcast station.
Booklet - A publication consisting of more than one
sheet and held together by staples, spiral or tape binding at
the spine. May be a self-mailer.
Brochure - A publication consisting of one sheet of
paper which is folded to create the desired number of pages
or panels. Can be a self-mailer.
Business Reply Card/Envelope - This is included in your
publication if you are asking your audience to respond back
to you. (i.e., to request further information, to R.S.V.P. for
an informal event, etc.)
Direct Mail Package - A complete marketing piece that
includes an envelope, letter, brochure and responsive device.
Flyer - A single-sided sheet no larger than 8 1/2 by
14 inches. Can be posted or distributed to a target group.
Invitation - A publication usually consisting of an
envelope and small folded card with printed text. Informal invitations
can be self-mailers, printed in-house. Formal invitations with
envelopes are printed out-of-house.
Miscellaneous - (bookmark, form, certificate, ticket,
table tent, folder, cover) - Various specialty publications
can be created for your marketing needs.
NCR Form - "NCR" means "no carbon required." These carbonless
forms are available in multiples glued at the top edge. Can
be printed in-house.
Newsletter - An informational publication published
on a regular basis (weekly, monthly, bi-annually, quarterly)
that is distributed to an internal or external audience.
Poster - A large, single-sided sheet that is intended
to be posted.
Program - A publication consisting of one or more sheets,
usually folded, and used as an agenda at an event.
Self-Mailer - A publication with its own mailing panel.
Does not need to be sent in an envelope.
The Office of Marketing and Communications staff is here to serve
the publications needs of all departments and divisions. The Office
has the professional training and skills needed to implement our
standards while maintaining a consistent image for the University
as a whole. The Office is concerned with all external publications
that target prospective students, parents, current students, alumni,
donors, friends and neighbors of the University.
To maintain institution-wide publication quality and consistency,
the Office of Marketing and Communications should review all Benedictine
University publications, whether or not the Office of Marketing and Communications
designs and publishes the project.
We are available to help you:
- prepare your copy
- edit your copy
- design your publication
- decide the most cost-efficient method of printing
- set up your project with all the print specifications and
bid it out to printers
- manage your printing needs
Getting Started
The Office of Marketing and Communications needs sufficient time
to create a publication. First things first - your project needs
to be placed on the production schedule. To do this, you need to
meet with the Executive Director of Marketing and Communications
as soon as possible in order to ensure that we create a publication
that meets your needs. The Marketing and Communications staff members
are knowledgeable about the latest and most effective ways to market
your program or special event in print. We will develop an effective
publication based on your budget, amount of lead time, goals and
type of audience.
What To Do
Begin early - at least six to eight weeks prior to the date needed
(longer for major projects). Remember that rush publications disrupt
the production schedule for everyone.
Consult with the Office of Marketing and Communications in the
earliest stages of planning for a publication. Be prepared to
provide the following information:
- purpose of and audience for your publication
- format of your printed publication
- number of copies needed
- distribution method
- type of postage
- time constraints
- budget expectations
Copy and design will be discussed at the beginning of publication
planning.
Approve the design. Once the design is complete, you will be
able to review the piece and suggest any alterations. Such alterations
will include correcting typographical errors and identifying major
design changes.
Approve the type corrections and design before sending to the
printer. You will be asked to sign off on the completed publications
before it is sent to the printer.
Preparing Copy
Let us help. The Office of Marketing and Communications
is available to help you write your publications. Just provide
the basic details and we will assemble them into the appropriate
format. You will have an opportunity to review the written material
before it is submitted for design. Any changes should be made
at this point.
You write the copy. All copy must be submitted on a
3 1/2 inch disk, or e-mailed, along with a printed copy of your
text. Please use Microsoft Word for Windows. If your computer
cannot access this, please call us and we will help you find
an alternate solution.
Disk preparation. When preparing copy on disk, do not
try to duplicate how the final printed publication will look.
Rather than using uppercase letters or underlining words to
call attention to certain text, mark this information in ink
on the hard copy you provide with your disk. Also, please avoid
using tabs, columns or extra spaces in preparing copy.
Revising an existing publication. If your project is
an update of a previously published piece, you may be able to
use the old piece to make changes. During your initial meeting
with the Office of Marketing and Communications, we will let you know if
your publication is on file. If so, neatly write the new text
above or on the side of the printed piece. If there are extensive
changes, please submit the new text on disk or e-mail. If the
publication is not on file, you will need to submit the text
on disk.
Proofreading. A minimum of two Office of Marketing and Communications
staff members will be responsible for the initial proofreading
of any publication. Final approval, however, will be your responsibility.
Be sure to spell check and verify names and dates. Have others
read the material and make necessary revisions before you submit
it for design. Keep in mind that spell check does not catch
all errors, such as missing words, unclear sentences, misspelled
names and word choice (their, there, they're). Please proofread
your material carefully before submission.
Style
The purpose of following a particular "style" when writing and
producing publications is simple: consistency. A consistent voice
and grammatical style throughout the array of publications we
produce is a big step toward the University appearing organized
and efficient.
For the most part, Benedictine publications follow the Associated
Press style guidelines. This is the style used most frequently
by newspapers and magazines - following it ourselves makes it
much simpler for reporters to take our news and information and
use it in their publications.
The following are some of the most common rules and guidelines.
These should be followed when composing copy for any University
brochure, news release or newsletter article.
Capitalize
- all departments and their programs when speaking of them in
specific (i.e., Judi teaches in the Management and Organizational
Behavior program.)
- official titles when they precede a name (i.e., Professor
Peter Sorensen)
Do Not Capitalize
- position titles when they come after a proper name (i.e.,
Shelby Moeller, senior writer)
- words such as: program, certificate or degree in the normal
context of a sentence (i.e., Students wishing to obtain a certificate
may do so by completing six courses.)
SPECIAL CIRCUMSTANCES - When referring to Benedictine
University in text, ALWAYS capitalize (i.e., Students must follow
University procedures for moving into the residence halls.). When
referring to universities in general, always lower case (i.e.,
Families across the nation are struggling to keep up with rising
university tuition and fees.).
Items in a series
Do not use commas before the words "and" and "or" in a series
(i.e., Please complete sections one, two and three of the financial
aid application.).
Proper names/references
On first use, always include the person's complete proper name.
On second reference, use only the last name (i.e., "Enrollment
in the program has risen," according to Mercy Robb. "It has continued
to grow throughout the last five years," said Robb.).
EXCEPTION: If you are making a conscious effort to present
a more casual approach in your writing, you may use first name
only on the second reference. However, this decision should be
reflected throughout the entire publication and in all related
pieces.
Acronyms/initials
Spell out on the first use (Master of Public Health Program),
use initials thereafter (M.P.H.). HOWEVER, in text you should
indicate the initial/acronym immediately following first use,
so as not to confuse the reader (i.e., The Master of Public Health
(M.P.H.) program offers comprehensive education in the area of
managed care. Students enrolled in the M.P.H. program may opt
to take a concentration of coursework in this area.).
Numerals
Spell out zero through nine, use numbers for 10 and above. Spell
out numbers at the beginning of a sentence, or if necessary, recast
or rewrite the sentence.
EXCEPTION: A number that identifies a calendar year may
be used at the start of a sentence (i.e., 1976 was a very good
year.).
Dates
Monday, November 13, 2002
Times
9:00 a.m.; 7:00 p.m.
Phone Numbers
Use parentheses for the area code, followed by a space and then
the number [i.e., (630) 829-6000].
Fax Numbers
Fax (630) 829-6194
Titles
Never use underlining - use italics
Books, magazines - use italics
Articles, presentation - in quotes
Series/course titles - plain with appropriate capitalization
Fall Semester/Quarter
no caps
Locations
Spell out location names in full
Health care is two words
Faculty who have earned their doctorate are listed as Name,
Ph.D. rather than Dr. abc.
Here are some general tips for writing effectively in a newsletter
format:
- always keep the reader's need foremost in your mind
- work hard to get strong material
- watch the quality of the little stuff
- use simple words
- avoid being vague
- be compact
- use strong verbs
- avoid passive voice
- be brief, be bright, be gone
- stick to the specifics
- stay on schedule
Editing
The role of editing is to communicate our messages effectively,
as well as to present a professional and consistent image of the
University in print. The quality of one publication from one department
reflects on the entire University. Keeping in mind the audience,
we try to eliminate jargon and wordy passages. Every reader appreciates
an idea put across as simply as possible. While some wording is
a matter of taste, the Office of Marketing and Communications uses Associated
Press style to resolve general questions.
Printing
Printing of some publications is a service provided through the
Office of Marketing and Communications. We coordinate the printing if we use
an outside printer and mailing house. You are responsible for
coordinating printing if your publication is printed in the Benedictine
University Print Room.
If we coordinate your printing, we need the following information:
number of printed pieces required, deadline for delivery of printed
materials and destination (mail house or Office of Marketing and Communications).
We will notify you when your publication has arrived so that you
may pick it up. We keep several copies for our files and send
two to the archives.
Printing times range from one week to one month, depending on
the size and scope of the project. Please consider printing time
when figuring the amount of time for the entire project.
The Office of Marketing and Communications is responsible for the printing
cost of most admissions recruitment materials. For other projects,
this is determined on a project by project basis. The approximate
cost for 1000 2/color 8 1/2 X 11 trifold brochures is $450 (500
is about $370).
Distribution
When you request a self-mailing publication or pre-printed envelope
from the Office of Marketing and Communications, you will be asked what kind
of postal indicia ("stamp") you would like imprinted on it, if
any. Take note of the following when choosing which indicia you
want:
Bulk Rate - Arrives to addressee approximately three
to 10 days after leaving Benedictine. Minimum 200 pieces. Pieces
must be grouped by ZIP code before mailing. Undeliverables not
returned. Least expensive.
First Class Presort - Arrives to addressee about two
to three days after leaving Benedictine. No minimum. Undeliverables
returned. More expensive than bulk rate, less costly than metered.
Should be typed, not hand-written. For mail design specifications,
call Office Services at extension 6426 for a brochure.
Metered (No pre-printed indicia) - Arrives to addressee
about two to three days after leaving Benedictine. No minimum.
Undeliverables returned. Most costly.
Business Reply - Used when asking someone to reply to
you. Cost is incurred on number returned.
If you send out a publication bulk rate (less than 200) and later
need to send some more, a white label must be put over the pre-printed
indicia, and those pieces will be metered.
You must contact the mail room a few days before you are ready
to mail to make sure they have enough postage for your mailing.
You are responsible for the distribution of your publication.
Please call extension 6426 with any postage questions.
If you are sending a mailing from a mail house, plan ahead -
get an estimate of postal count, submit a check request to Business
and Finance Services and have it sent to the mail room to be placed
in the postal account to pay for the mailing.
The Office of Marketing and Communications is not responsible for paying
postage, while we may be responsible for the related mailing costs.
This is determined on a project by project basis.
Deadlines and Timing
Under normal circumstances, the following time allotments should
be allowed (excluding printing):
Major publications (viewbooks, catalogs, invitations, large brochures,
newsletters, etc.) - 8 to 12 weeks
Small brochures, booklets and programs - 2 to 4 weeks
Flyers, forms, certificates, postcards and posters - 1 to 2 weeks
Minor revisions to existing publications - 1 week
Editing - 1 week
Marketing and Communications assistance (events, major programming, etc.)
- 8 to 12 weeks
These are general time lines. Sometimes we can complete your
project sooner than expected, but sometimes we may need to adjust
timelines based on the work load in our office. In some instances,
time constraints may make it impossible for us to produce a publication
within your time expectations. If you opt to manage the project
yourself, the Office of Marketing and Communications must review each piece
before it is printed. Client delays and major changes to the original
material may also delay receipt of the printed publication.
Graphic Design
To guarantee a consistent University-wide image, the Office of
Marketing and Communications designs all publications. Based on the information
you give us, we will work with you to create a design that gets
the message across to your audience. The Office of Marketing and Communications
on occasion may use an outside designer for large projects.
Software
The Office of Marketing and Communications limits the use of the
software application QuarkXPress to only those individuals working
with our office on specific graphic design projects. Written permission
must be granted by the Executive Director of Marketing and Communications
to the requesting office and Information Technology for any non-academic
request for the application.
Use of the Benedictine University Logo
Benedictine University's nameplate reads:
To ensure correct size and kerning of the constituent elements,
both the nameplate and the cross should always be printed via
the picture file supplied by the Office of Marketing and Communications. The
nameplate should NOT be reset on an "as needed" basis and should
NEVER be set in different visual weights or typefaces.
The nameplate and cross should always appear together. However,
when the cross is the focal element in the design and thus requires
a difference of scale, they may be separated.
All University publications, advertising and stationery must
include the University logo. If a logo is to be used for the first
time on a new piece, its use should be approved by the Office
of Marketing and Communications.
A History of the Cross of St. Benedict
The history of the Benedictine University institutional logo dates
back to 1880, when a "Jubilee Medal of St. Benedict" was struck
to commemorate the 1,400th anniversary of Benedict's birth. St.
Benedict is known for having used the Sign of the Cross as an
aid and defense in times of extraordinary danger. Over the course
of time, there developed the "Cross of St. Benedict," though this
symbol has something of an obscure history.
The first reference to the cross on which are to be found letters
indicating a prayer (which are identical to those found on the
1880 medal) seems to be found in a manuscript of the Gospels completed
in the year 1415 and found in the Abbey of Metten (Bavaria, Germany)
in 1647. The cross on the Benedictine medal is essentially what
is know in heraldry as the "Cross Patonce," a cross with ornamentation
suggesting a floral decoration at each of the four parts.
One of the dominant themes in Benedict's Rule for Monasteries
is his personal love for Christ. "Let nothing be preferred to
the love of Christ," he states strongly in his Rule. The cross
is found on the medal with the letters from an invocation stressing
the efficacy of the Cross of Christ: let it be my light. Through
this symbol, Benedictine University reinforces its focus on the
values expressed in the life and work of St. Benedict.
Seal
Benedictine University's seal:
The seal of Benedictine University is only to be used on official
University documents, such as the commencement program, transcripts,
diplomas, etc. The seal should always be printed via the picture
file supplied by the Office of Marketing and Communications. Uses are at the
discretion of the Office of Marketing and Communications.
Typography
The nameplate, in upper and lower case is set in Leawood. The
tagline is set in Centaur Italic MT. All Benedictine University
publications use two faces: Galliard and Univers Bold/Black. Galliard
is used primarily for text, but it also appears in pull-quotes
and large headlines in institutional magazines and newsletters.
Univers Bold/Black is used for heads, subheads, captions and data
call-outs. Because Univers contrasts well with Galliard and with
the nameplate, it is well suited to these applications. Univers
should not be used for text settings.
When address lines are used, they should appear no larger than
the tag line and in Galliard.
Color
The color palette for Benedictine University consists of deep,
rich colors used in bold swathes that bleed when possible.
The nameplate color is black; the Benedictine cross prints in
PMS 200 Red. Both the nameplate and cross may be reversed out
of any color deep enough to provide the appropriate contrast.
For one-color and two-color publications, the nameplate and cross
may also be printed in either the primary or secondary colors,
but both elements must appear in the same color.
For integrity, the nameplate and cross should not appear in any
two-color combinations other than the recommended PMS 200 and
black. The nameplate elements, when reversed out, should not be
screened or filled with different color combinations.
The color palette:
Burgundy: PMS 202
Green: PMS 348
Brown: PMS 465
Orange: PMS 145
Blue: PMS 301
Athletic Red: PMS 200
Founders' Woods Green: PMS 357
Light Blue: PMS 291
Purple: PMS 526
Yellow: PMS 803
Please note that the uncoated colors are approximations of the
corresponding coated colors.
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