Montreat College Adult and Graduate Studies

MONTREAT COLLEGE AGS BRAND GUIDELINES2

1 | Messaging

The overall message that recruitment materials convey to prospective students is essential to their decision-making process. These materials need to communicate the compelling value proposition that Montreat College has to offer in order to demonstrate the return on investment Montreat students will receive.

Intellectual inquiry Montreat College: • develops critical thinking and reasoning • teaches practical knowledge and skills • educates the whole person

Spiritual formation Montreat College: • is Christ-centered • applies a biblical perspective • integrates faith and learning

Preparation for calling and career Montreat College: • imparts the skills that employers seek • partners with students in pursuing their calling • provides the tools for career advancement

MONTREAT COLLEGE2016 AGS Recruitment Brand Guidelines

BRAND PROMISE

In an effort to effectively communicate and leverage the Brand Promise of Montreat College in the Adult and Graduate Studies recruitment process, the Marketing and Communication Office will follow the lead of the college’s Brand Promise in order to amend and clarify the brand guidelines for use in 2016 admissions recruitment. These changes will apply to overall messaging, voice, photography, and design.

BRAND PROMISE: Montreat College is

an independent, Christ-centered liberal

arts institution that educates students

through intellectual inquiry, spiritual

formation, and preparation for calling

and career.

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2 | Voice

The voice in which Montreat College speaks to prospective students is vital to the college’s ability to connect with the students it wants to attract. To this end, each of the three brand promise pillars will have a less formal variation. Recruitment materials will emphasize the personal stories of students and alumni in order to foster a personal connection to the college and its mission. In doing so, highlighting the qualities below in recruitment communication will ensure that the emphasis on the Brand Promise is conveyed in the stories we tell.

Intellectual inquiry or “Sharpen your thinking”

• Collegiate – Be academic without being dry, distinguished without being condescending, narrative and story-driven rather than journey-focused.

• Smart – Be savvy, witty, and creative; but avoid cynicism, sarcasm, and snark.

• Mature – Our prospective students are adults; don’t talk down to them with overly simplistic language and ideas.

Spiritual formation or “Apply your faith”

• Christ-centered – Don’t hide our faith under a bushel of vague spirituality—our personal stories are part of the larger Christian story; they are more than just journeys to personal fulfillment.

• Empathetic – Always remember that “the greatest of these is love.”

• Authentic – Let’s be open and honest as we tell the story of Montreat College and its students; avoid slick sales pitches

Preparation for calling and career or “Enhance your career”

• Professional – Convey the professionalism expected in a workplace; try not to be overly casual. Proper spelling, grammar, and punctuation are important.

• Motivated – Vision and energy are contagious.

• Confident – Convey purpose and self-assuredness while maintaining humility.

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3 | Photography

The phrase “a picture is worth a thousand words” has become a truism in the marketing world, and nowhere is it more true than in college recruitment. Our prospective students lead busy lives, and the determining factor in which materials they engage with may be determined by the photo(s) they see in a quick glance. Again, it is essential for photos to convey the college’s Brand Promise and value proposition, while also encouraging a connection with the college’s unique personality.

Intellectual inquiry• Be collegiate and professional; utilize available classroom and clinical settings

Spiritual formation• Highlight missional goals such as empathy, service, and community whenever possible

Preparation for calling and career• Highlight the professional/urban/corporate settings our students occupy and/or aspire to

Other guides• Be local – Utilize local backdrops and landmarks (Charlotte, Asheville, Morganton)

• Be personal – Avoid sterility by utilizing pictures of actual students and graduates

• Remember that “Online” is also a campus

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4 | Design

ACADEMICS

DesignMinimal, open, and visual.Professionally inspirational.

Montreat College Adult and Graduate Studies

Color PalletteNeutural/muted colors to be used to complement design and tone of photography.

IconsUsed to communicate information or subject.

FontsScala Sans (all weight) - HeadlinesArcher (all weight) - Body Content

“

Student Name

Montreat College’s Adult and Graduate Studies program has helped me advance my career.

“

Pantone 431C

Pantone 308C

Pantone 7753C

Pantone 7527C

Pantone 623C

Pantone 447C

Pantone 7608C

Pantone 729C

Pantone 5487C

Pantone 7752C

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4 | Design (continued)

MAIN SUBJECT

SUBJECT 2

SUBJECT 3

ADULT & GRADUATE STUDIES

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“

Student Name

Montreat College’s Adult and Graduate Studies program has helped me advance my career.

“

www.montreat.edu

Montreat College Adult and Graduate Studies