Appendix D

BRANDING STANDARDS AND STYLE GUIDE

for

DELAWARE TECHNICAL COMMUNITY COLLEGE

One Identity. One Voice.

One College.

Version 3.1

DELAWARE TECHNICAL COMMUNITY COLLEGE 1

Table of Contents

One Identity. One Voice. One College�������������������������������������������������������������������������������������������������� 3

A Single, Unified Message Supports the One College Concept�������������������������������������������������������������3

What Is a Brand Identity?����������������������������������������������������������������������������������������������������������������������������������������3

The Branding Process�����������������������������������������������������������������������������������������������������������������������������������������������4

Brand Positioning Statement��������������������������������������������������������������������������������������������������������������������������������4

Brand Elements�����������������������������������������������������������������������������������������������������������������������������������������������������������4

Brand Element — Accessible Educational Resource�����������������������������������������������������������������������������������5

Living the Brand������������������������������������������������������������������������������������������������������������������������������������������������������ 11

Brand Attributes and Messaging���������������������������������������������������������������������������������������������������������������������� 12

College Name������������������������������������������������������������������������������������������������������������������������������������������13

Campus Name���������������������������������������������������������������������������������������������������������������������������������������������������������� 13

College Logo��������������������������������������������������������������������������������������������������������������������������������������������14

Logo Family����������������������������������������������������������������������������������������������������������������������������������������������15

Logo Usage�����������������������������������������������������������������������������������������������������������������������������������������������16

Clear Space���������������������������������������������������������������������������������������������������������������������������������������������������������������� 16

Minimum Size���������������������������������������������������������������������������������������������������������������������������������������������������������� 17

Single-color Use������������������������������������������������������������������������������������������������������������������������������������������������������ 18

Brand Architecture���������������������������������������������������������������������������������������������������������������������������������19

Secondary Signature��������������������������������������������������������������������������������������������������������������������������������������������� 19

Secondary Signature — Utilizing the Secondary Version of the Logo��������������������������������������������� 20

Secondary Signature — Utilizing the College Mark��������������������������������������������������������������������������������� 21

Color Palette���������������������������������������������������������������������������������������������������������������������������������������������22

Special Use Marks�����������������������������������������������������������������������������������������������������������������������������������23

Apparel������������������������������������������������������������������������������������������������������������������������������������������������������24

Branded Merchandise������������������������������������������������������������������������������������������������������������������������������������������� 24

Fashion Merchandise�������������������������������������������������������������������������������������������������������������������������������������������� 24

Athletics Logo������������������������������������������������������������������������������������������������������������������������������������������25

Minimum Size���������������������������������������������������������������������������������������������������������������������������������������������������������� 27

Single-color Use������������������������������������������������������������������������������������������������������������������������������������������������������ 28

Athletic Team Logos ��������������������������������������������������������������������������������������������������������������������������������������������� 29

Athletic Team Logos — Single-color Use ����������������������������������������������������������������������������������������������������� 30

Typography����������������������������������������������������������������������������������������������������������������������������������������������31

Photographic Style���������������������������������������������������������������������������������������������������������������������������������31

Style Guide�����������������������������������������������������������������������������������������������������������������������������������������������33

Social Media Guidelines������������������������������������������������������������������������������������������������������������������������41

2 DELAWARE TECHNICAL COMMUNITY COLLEGE

Delaware Technical Community College - Students are at the Center of Everything We Do. We empower students to change their lives through comprehensive educational opportunities and supportive services. As the state’s only community college, we provide quality education that is accessible, relevant, and responsive to labor market and community needs while contributing to Delaware’s economic vitality. We value all individuals and provide an inclusive environment that fosters equity and student success.

Effective July 1, 2019

Mission

DELAWARE TECHNICAL COMMUNITY COLLEGE 3

A Single, Unified Message Supports the One-College Concept

The purpose of this manual is to establish guidelines for how Delaware Technical Community

College communicates and expresses itself as an institution. The guidelines are an important component to maintaining consistency across all four campuses as we communicate with our various audiences. A consistent message is critical because it presents Delaware Tech as One

College focused on serving the needs of our communities. With commitment to the standards outlined in this manual, Delaware Tech will present the strong and unified message that is so important to clear, consistent communications with our stakeholders.

A thorough understanding of the elements within this manual is important. Deviation from these guidelines may create confusion and dilute the brand identity of the College. Taking time to review all sections of this manual and sharing it with anyone responsible for producing materials for Delaware Tech will ensure consistency.

One identity. One voice. One College. We appreciate your commitment to building and maintaining the Delaware Tech brand identity that reflects the vision and excellence we all represent.

What Is a Brand Identity?

A brand identity is the personality that identifies an institution in the minds of its key stakeholders. It’s what our students, employees, alumni, donors, local business and industry partners, and the community at large think about Delaware Tech or associate with the College.

A brand identity is created by the sum total of these thoughts, feelings, perceptions, images, experiences, beliefs, and attitudes which have become linked to our institution. Ultimately, Delaware Tech’s brand resides within the hearts and minds of the students, alumni, employees, donors, and communities it serves.

One Identity. One Voice. One College.

4 DELAWARE TECHNICAL COMMUNITY COLLEGE

The Branding Process

In May of 2010, the College conducted three branding workshops — one in each county — and invited approximately 25 stakeholders representing a cross section of campus faculty, staff, students, alumni, high school counselors, and local employers.

The purpose of these workshops was to determine the perceptions our stakeholders have about the College in order to bring to light Delaware Tech’s strengths and weaknesses. Toward the end of each workshop, stakeholders solidified the College’s strengths into a single-brand identity that they believed would resonate with our institution, students, and community.

This single-brand identity was captured in the form of a brand positioning statement, and the positioning statements from all three workshops were then combined into one final identity statement. The visual representations of the College found in this manual (logo, color palette, etc.) were developed based on this statement.

Brand Positioning Statement

Delaware Technical Community College is an accessible, respected educational resource and partner for Delaware’s businesses and communities. Our accomplished and knowledgeable faculty and staff are dedicated to inspiring students to achieve personal fulfillment and professional success in a supportive and innovative environment.

Brand Elements

The following pages provide a breakdown of several elements within the brand positioning statement and proof of the College’s commitment to each. Communication about Delaware

Tech with an external audience should include proof points to promote the College. The online and latest version of this manual is located on the portal.

DELAWARE TECHNICAL COMMUNITY COLLEGE 5

Brand Element — Accessible Educational Resource

Our stakeholders see us as accessible not only because we are affordable and conveniently located but also because our people and our processes are accessible.

Selected proof points

»» Four convenient locations

»» Open-door policy

»» Lowest tuition in the region

»» Serve more women, more minorities, and more Delawareans than any other institution in the state

For the past 12 years, Delaware Tech has offered not only affordable, but tuition-free programs to students through the SEED (Student Excellence Equals Degree) Scholarship Program. As of

2018, more than 10,000 students have benefitted from the SEED Scholarship Program.

»» Advisement centers on every campus provide walk-in access to students of all ages and backgrounds with a variety of educational goals.

»» Small class sizes and use of Desire2Learn (D2L) technology, a learning management system, make faculty and course materials accessible to students.

»» Campus employees live and work in the communities we serve and share common experiences and values with our students.

6 DELAWARE TECHNICAL COMMUNITY COLLEGE

Brand Element — Respected Educational Resource and Partner

Our stakeholders see us as a respected resource and partner in delivering high-quality, short-term training and degree programs to meet their educational goals and the State’s workforce needs. Our responsiveness to workforce needs make us a lynchpin in the State’s economic development initiatives. Delaware Tech connects Delawareans with jobs.

Selected proof points

»» In 2018, 97 percent of our graduates were employed or continuing their education and 55 percent are doing both.

»» The College offers 269 transfer agreements as of 2019 that allow our graduates to transfer smoothly to a four-year institution with junior status.

»» Delaware’s businesses contribute funding and other resources to help launch and deliver our credit and non-credit programs.

»» Local residents rely on the College’s Workforce Development and Community

Education division for workforce training, personal enrichment programs, and youth programs that provide professional development and lifelong learning opportunities.

»» The State, along with Delaware’s business and industry partners with Workforce

Development and Community Education to create short-term training opportunities, such as energy auditing and gaming, to support economic development and workforce needs.

»» Delaware Manufacturing Extension Partnership (DEMEP), a Delaware Tech-funded initiative, provides assistance to Delaware’s manufacturing companies to help them streamline operations and maintain/grow jobs.

DELAWARE TECHNICAL COMMUNITY COLLEGE 7

Brand Element — Student Achievement of Personal Fulfillment and Professional Success

Our program development processes, hands-on instruction, and student-success initiatives ensure that students will achieve their educational goals and graduate with the competencies they need to succeed.

Selected proof points

»» More than 1,000 industry experts throughout the State serve on numerous advisory committees collegewide to ensure our graduates have the skills necessary to be job ready.

»» Many of our programs provide hands-on lab experience that simulates the professional work environment.

»» A new collegewide Student Success Committee launched in 2018 is dedicated to finding ways to increase student success and completion.

»» We offer the 16 allied health programs, and in 2018, the average pass rate for our students collegewide for all of these programs was 97 percent.

»» We serve as the bridge from high school to work. Students from all 19 school districts count on us to prepare them for well-paying jobs with local employers.

8 DELAWARE TECHNICAL COMMUNITY COLLEGE

Brand Element — Accomplished and Knowledgeable Faculty and Staff

Our stakeholders characterize our faculty and staff as accomplished and knowledgeable.

Selected proof points

»» Faculty maintain close ties to business and industry through advisory committees to help guide program development and ensure relevancy.

»» Many staff and most of our faculty hold advanced degrees.

»» Many faculty members are industry experts, having worked in their fields for many years before coming to teach.

»» Many faculty, staff, and administrators are members or serve on the board of relevant national, state, and local organizations and present at various conferences.

DELAWARE TECHNICAL COMMUNITY COLLEGE 9

Brand Element — Dedicated Faculty and Staff Inspiring Students in a Supportive Environment

Students are welcomed, mentored, and treated with respect by faculty and staff who are supportive and eager to inspire students to succeed, achieve their academic goals, and complete their degrees.

Selected proof points

»» Delaware Tech faculty love to teach—more than half of our faculty have been with the

College for more than 10 years.

»» Faculty are fully dedicated to teaching and not burdened by expectations of research.

»» Faculty and staff often go above and beyond to help students facing challenges that could impede their success.

»» The Learning Community initiative is creating a supportive learning environment for students.

10 DELAWARE TECHNICAL COMMUNITY COLLEGE

Brand Element — Innovative Environment

Our students learn in an innovative environment that includes cutting-edge technology and simulated working environments to prepare them with the skills employees need.

Selected proof points

»» The College employs innovative, state-of-the-art technology to aid teaching and learning such as SimMan® patient simulators, 3-D Human Anatomy software, and commercial transportation simulators that provide a more dynamic learning environment for students.

»» The College has built three innovative energy education facilities that prepare students to work in an emerging green economy. The Energy House is a residential structure that includes “see-through wall” galleries of green technologies and materials.

»» The Center for Creative Instruction and Technology (CCIT) supports faculty in applying state-of-the-art educational technology in both on-campus and virtual learning environments.

DELAWARE TECHNICAL COMMUNITY COLLEGE 11

Living the Brand

Although the guidelines in this standards manual focus mostly on the visual representations of our brand, a brand is more than the image conveyed through marketing and communication materials. The brand is more than a new logo and updated school colors; it is the culture of Delaware Tech. It encompasses our strengths, our history, our identity, our people, our reputation, and our vision — all the experiences and emotions people have when connecting with the College.

Truly successful brands are those in which all employees are committed to living the brand, and the brand promise is delivered at every touch point. A brand, for example, can be reflected in how the phone is answered.

A brand charter identifies broad operational guidelines that ensure consistent organizational delivery of the experience promised by the brand. It is a tool to help administrators, faculty, and staff better understand how to operate and make decisions that are brand appropriate — or consistently deliver the brand promise.

We develop relevant, high-quality programs that prepare Delaware's workforce, making the

College a lynchpin in the State's economic development efforts.

We welcome Delawareans of all ages and ethnic backgrounds.

We support student success through the personalized attention we give to our students.

We help students graduate.

We embrace innovative ideas, partnerships, and technology that lead to increasingly better preparation of Delawareans for the workforce.

We value partnerships with businesses, industry, and state and local governments to better meet the needs of our communities.

We enthusiastically support the lifelong educational needs of the communities in which our campuses reside.

12 DELAWARE TECHNICAL COMMUNITY COLLEGE

Brand Attributes and Messaging

Much in the same way people have unique attributes that help define who they are, every brand has attributes. These qualities not only identify the strength behind the brand, but also help establish a tone for our communications. At Delaware Tech, we pride ourselves on being accessible, respected, accomplished, dedicated, inspiring, supportive and innovative."

It is important to keep these attributes in mind as while creating and delivering all forms of communication. Whether writing a letter to a prospective student or creating an invitation to an event on our campus, considering the best way to communicate these attributes can be achieved by aligning decisions about content, visuals, and tone with the brand.

We should ask ourselves, " “Does the message portray Delaware Tech as a respected institution focused on student success?”

DELAWARE TECHNICAL COMMUNITY COLLEGE 13

The College removed the former ampersand from its name and in all written communications will refer to itself as

Delaware Technical Community College or Delaware Tech

Removing the ampersand from the College's formal name more accurately reflects our mission. We are a community college offering technical programs (as opposed to liberal arts programs) that prepare our students for the workforce.

In written materials, the first reference to the College should use the formal name; “Delaware

Tech” can be used for subsequent references.

“DT” appears on the College's license plate but is not approved for any other use. DTCC appears in the College’s web address and should be used only when character space is limited

(i.e., social media, search engine marketing, etc.).

College Name

14 DELAWARE TECHNICAL COMMUNITY COLLEGE

The College logo is represented by two graphic elements: the name of the College and the four smaller diamonds incorporated into one larger diamond in the center. The diamond mark was created, in part, because of Delaware’s nickname as the Diamond State (attributed to

Thomas Jefferson likening the state to a small and valuable jewel); the four smaller diamonds represent the four campus locations. The two elements have a relationship that helps reinforce the brand attributes. The College logo must appear prominently on all materials published by the College in print or electronic format.

The words may not be recreated with other fonts, resized, rearranged, or used independently;

however, the diamond mark may be used independently in situations where the full name of the College exists elsewhere in the communication or in situations where the name of the

College would not be easily discerned (i.e. from a great distance).

College Logo

DELAWARE TECHNICAL COMMUNITY COLLEGE 15

Logo Family

Use of the primary version of the logo is preferred as it emphasizes the word “College” and conveys that we are a respected institution of higher education.

Use of the secondary version of the logo is recommended when the preferred logo cannot be sized appropriately to maintain readability.

PRIMARY VERSION

SECONDARY VERSION

16 DELAWARE TECHNICAL COMMUNITY COLLEGE

Logo Usage

Clear Space

For the Delaware Tech logo to communicate effectively, it should not be crowded or overwhelmed by other elements. “Clear space” refers to the area surrounding the logo that should be kept free of visual distraction. No graphic element or text of any kind should be placed within this clear space.

½

½

DELAWARE TECHNICAL COMMUNITY COLLEGE 17

Minimum Size

The minimum sizes included here should accommodate most applications, but whatever the reproduction technique, the logo should never be so small that it cannot be clearly read.

Applications such as the web, signage, or merchandise may require larger sizes.

8 mm

19 mm

18 DELAWARE TECHNICAL COMMUNITY COLLEGE

Single-color Use

In circumstances where the College logo can not be produced in full color, black or white is acceptable.

DELAWARE TECHNICAL COMMUNITY COLLEGE 19

Brand Architecture

Secondary Signature

It is important for Delaware Tech’s identity system to help establish and express important relationships within the College system. Delaware Tech has created a hierarchical information system to allow for the appropriate identification and prominence of colleges, departments, centers, etc., while maintaining the overall integrity of the College’s logo system.

Please note the role that typography plays in identifying brand hierarchy. When identifying a college with the Delaware Tech logo, Myriad Pro Regular (cap and lowercase) is used. When identifying the department within the college, it is displayed beneath the college’s name using Myriad Pro Regular (cap and lowercase).

Taglines may not be used within the secondary signature system structure. The primary logo is separated by a vertical line from the secondary tier of information on the right. Guidelines for spacing and alignment should be followed.

20 DELAWARE TECHNICAL COMMUNITY COLLEGE

Secondary Signature — Utilizing the Secondary Version of the Logo

Department, Program, or College Service Identification.

Biotechnology

Biotechnology Stanton Campus

Department, Program, or College Service Identification

Department, Program, or College Service Identification with Campus Name

Special Centers

Innovation and Technology Center

DELAWARE TECHNICAL COMMUNITY COLLEGE 21

Secondary Signature — Utilizing the College Mark

Department, Program, or College Service Identification.

Department, Program, or College Service Identification

Department, Program, or College Service Identification with Campus Name

Special Centers

Biotechnology

Biotechnology Stanton Campus

Innovation and Technology Center

22 DELAWARE TECHNICAL COMMUNITY COLLEGE

The primary colors for Delaware Tech are green and blue. Both black and white may be used as a substitute if neither the primary nor secondary colors are available. Secondary colors should be used for color fields and accent colors.

PRIMARY COLORS

PRIMARY TINTS

SECONDARY COLORS

GRAYS

SECONDARY TINTS

Color Palette

DELAWARE TECHNICAL COMMUNITY COLLEGE 23

Special Use Marks

The Delaware Tech identity has a College seal mark. This mark serves a secondary role to the primary logo versions.

The seal mark should be used as a supporting graphic element and should never replace the

Delaware Tech logo as the primary identifier.

The diamond mark may be used alone as a graphic element. The diamond mark may be used as a larger background element or as a “bleed.”

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24 DELAWARE TECHNICAL COMMUNITY COLLEGE

Apparel

Branded Merchandise

Branded merchandise is apparel, promotional items, etc. on which we display our primary logo, secondary logo, or seal. This merchandise should only be printed on black, gray, white, or the solid green and blue colors in our primary palette. The material upon which the logo is printed, whether it is cloth, plastic, or some other material, should match the PMS colors or be black, gray, or white. Forest green and navy are not good substitutes for our primary colors.

Fashion Merchandise

Fashion merchandise is apparel, promotional items, etc. on which we print the words

"Delaware Tech" but do not use the actual logo or the diamond mark. Campus bookstores are allowed flexibility for fashion items in choice of colors of fabric, other promotional materials, and in the font. Fashion items should be in colors other than greens and blues that might be confused with our brand and in fonts that are different than Times New Roman, which is our logo font. That way fashion items can easily be distinguished from branded items.

DELAWARE TECHNICAL COMMUNITY COLLEGE 25

Athletics Logo

The primary Delaware Tech athletics logo was designed to create a consistent visual identity for the College's athletics department. The elements of the logo were carefully crafted to represent the dynamic and growing athletic community at the College. The stylized diamond mark reinforces the unity of the four college campus locations — each represented by one of the four smaller diamonds. The energetic-type treatment and movement of the diamonds seeks to amplify the pride and school spirit felt throughout the College's vibrant community.

The athletic department provides a comprehensive support program for all student-athletes that promotes academic success, a positive athletic experience, and overall personal growth.

Student-athletes are encouraged to strive for academic excellence.

The primary athletic mark should be used as often as possible. The words may not be recreated with other fonts, resized, rearranged, or used independently.

26 DELAWARE TECHNICAL COMMUNITY COLLEGE

Use of the primary version of the logo is preferred as it contains the College's name.

Use of the secondary version of the logo should be used sparingly and at the discretion of the

College's marketing department.

PRIMARY VERSION

SECONDARY VERSION

DELAWARE TECHNICAL COMMUNITY COLLEGE 27

Minimum Size

The minimum sizes included here should accommodate most applications, but whatever the reproduction technique, the logo should never be so small that it cannot be clearly read.

Applications such as the web, signage, or merchandise may require larger sizes.

8 mm

19 mm

28 DELAWARE TECHNICAL COMMUNITY COLLEGE

Single-color Use

In circumstances where the Athletics logo can not be produced in full color, black, white, or primary green is acceptable.

DELAWARE TECHNICAL COMMUNITY COLLEGE 29

Athletic Team Logos

A unique set of athletic logos were developed for the College's baseball, basketball, cross country, golf, lacrosse, softball, and volleyball teams.

30 DELAWARE TECHNICAL COMMUNITY COLLEGE

Athletic Team Logos — Single-color Use

Delaware Tech baseball, basketball, cross country, golf, lacrosse, softball, and volleyball vertical or horizontal logos may be used on various colored backgrounds.

PMS 541 BACKGROUND

PMS 347 BACKGROUND

70% BLACK BACKGROUND

HORIZONTAL VERSIONVERTICAL VERSION

DELAWARE TECHNICAL COMMUNITY COLLEGE 31

Typography

Times New Roman communicates attributes like “respected” and “accomplished.”

The sans serif Myriad Pro with its combination of clean traditional and contemporary letter forms provides the balance needed to communicate the warmer human qualities of Delaware

Tech like “accessible” and “supportive.”

Times New Roman MT

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghi jklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghi jklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghi jklmnopqrstuvwxyz

Regular

Italic

Bold

Myriad Pro

ABCDEFGHIJKLMNOPQRSTUV WXYZ

abcdefghi jk lmnopqrstuv wx yz

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b cd e f g h i j k l m n o p q r s t u v w x y z

ABCDEFGHIJKLMNOPQRSTUV WX YZ

ab cdefghijk lmnop qrstuv wx yz

Italic

Bold

Regular

32 DELAWARE TECHNICAL COMMUNITY COLLEGE

Photographic Style

Imagery is an integral and vital part of Delaware Tech communications. Visual imagery

— specifically photography — is a powerful way to convey the spirit of our brand. Since imagery will be used in applications from print to the web, we must ensure that it consistently captures the brand attributes. Doing so will create a recognizable look throughout our communications. When preparing or selecting imagery, these guidelines need to be followed:

»» Whenever possible, use photos of real students

»» Showcase individuals on location using natural soft lighting

»» Use close-up shots, select focus, unique cropping, and/or asymmetrical compositions to emphasize the featured individual(s)

»» Capture a genuine moment of accomplishment or success

»» Capture a genuine moment of human interaction that indicates words like supportive, dedicated, or inspiring

»» Include “who, what, when, where, and why” of photos in captions

The best examples of branded photography will showcase the following subjects:

»» Individual students pictured with a faculty or staff member in a supporting role

»» Students working hands-on in a campus lab or at a clinical location

»» Students at graduation

»» Graduates working in the field particularly in areas critical to the state's economy

»» Local youth taking part in summer camps

DELAWARE TECHNICAL COMMUNITY COLLEGE 33

Style Guide

Style Ruling for Writing/Publications/Web Ruling for Social Media

Oxford (serial) comma

The College uses the oxford (serial) comma.

Example: apples, oranges, and grapes

Same rules apply.

Comma use Use a comma to separate two independent clauses connected by a coordinating conjunction.

Example: The Delaware Tech team won the game, and the players are headed to the championship.

Use commas to set off non-restrictive (non-essential) clauses, phrases and modifiers from the rest of the sentence.

Example: The game, which is today, will begin with the national anthem.

Same rules apply.

Numbers Write out one, two, three, four, five, six, seven, eight, nine. Use figures for 10+. If beginning a sentence, spell out numerals.

Example: Twenty-seven dresses were bought.

Numbers on social media can be written as 1, 2, 3, and up.

34 DELAWARE TECHNICAL COMMUNITY COLLEGE

Style Ruling for Writing/Publications/Web Ruling for Social Media

Time Time stamps should be written as 1 p.m. or 2:30 a.m. Do not include “00” in the time stamp (e.g., 1:00).

You may use “noon.”

Example: The pizza party begins at noon and concludes at 2 p.m.

If space is a restriction, a.m. and p.m. can be written as am and pm, but should always be lowercase.

Titles Unless preceding a person’s name, titles should be lowercase.

Example: John Smith, project manager, is responsible for several cases.

Example: Project Manager John Smith is responsible for several cases.

Same rules apply.

Quotes Always use past tense (said v. says).

Keep punctuation inside the quotes

Example: “She was excited!”

Same rules apply.

Dashes The em dash should be utilized and should have a space before and after.

Example: John Smith was happy to hear the good news — he had waited all week.

Same rules apply.

DELAWARE TECHNICAL COMMUNITY COLLEGE 35

Style Ruling for Writing/Publications Ruling for Social Media/Web

First and last names

Upon first reference, use first and last name (John Smith). Upon second reference, use Smith.

Example (first reference): John Smith is the College’s new project manager.

Example (second reference): Smith is from Delaware.

Same rules apply.

Campus names In order to clearly identify campus locations, please use the following:

Upon first reference:

The George Campus in Wilmington The Terry Campus in Dover The Stanton Campus The Owens Campus in Georgetown

Upon second reference:

The Wilmington campus The Dover campus The Stanton campus The Georgetown campus

The word “campus” or “campuses” should remain lowercase in all second references.

For formal publications or materials, use the full campus name:

The Charles L. Terry Jr. Campus The Jack F. Owens Campus The Stanton Campus The Orlando J. George Jr. Campus

In order to clearly identify campus locations, use city names.

The Wilmington campus The Dover campus The Stanton campus The Georgetown campus or use established hashtags:

The #DoverDE campus The #NewarkDE campus The #GeorgetownDE campus The #WilmDE campus

The word “campus” or “campuses” should remain lowercase in all second references.

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Style Ruling for Writing/Publications/Web Ruling for Social Media

Collegewide Use collegewide as one word.

Do not capitalize.

Same rules apply.

Ellipsis An ellipsis consists of three periods, with a space before and after.

Example: Hey, guys ... what are you talking about?

Same rules apply.

Space after the end of a sentence with period.

Enter one space after ending a sentence with a period.

Example: John Smith is new to the College. You will meet him next week during the meeting.

Same rules apply.

Delaware Technical

Community College

Upon first reference: Use Delaware Technical Community College.

Upon second reference: Begin using Delaware Tech or if you are referring to Delaware Tech but using the word “College” — capitalize “College.”

Example: The College is maintaining a student record system.

Use “College” or “Delaware Tech” when character limit is not a restriction.

DTCC or Del Tech

Do not use DTCC or Del Tech in formal or written publications.

DTCC and Del Tech are allowed.

“Del Tech” serves as a term in the College’s hashtag, #DelTechMakesDE

DELAWARE TECHNICAL COMMUNITY COLLEGE 37

Program of study names

Program of study titles should remain lowercase.

Example: The student is studying mechanical engineering.

Same rules apply.

Dates Avoid using yesterday, today, or tomorrow as publications could be delayed.

Use months and dates (April, June, July, September, etc.) when referring to a month, day and year, set off with commas (Aug. 20, 1964, was the day…) It is acceptable to abbreviate months from August to February when it is followed by a date.

Do not use the ordinal indicators (1st, 2nd, 24th).

You may use today, tomorrow, or yesterday as posts are time stamped.

Use months and dates (April, June, July, September, etc.)

when referring to a month, day and year, set off with commas (Aug. 20, 1964, was the day…) It is acceptable to abbreviate months when character limit is a restriction.

Do not use the ordinal indicators (1st, 2nd, 24th).

Colon Capitalize first word after colon only if it is a proper noun or starts a complete sentence.

Same rules apply.

Hyphen Compound adjectives (well-known, campus-wide, or full-time). Or 20-year term.

38 DELAWARE TECHNICAL COMMUNITY COLLEGE

States Write out (Delaware, Pennsylvania).

Abbreviate on second reference if state name is used after a city.

Example 1: I live in Tulsa, Okla.

Example 2: Dover, Del., and Philadelphia, Pa.

You may abbreviate all states.

Example: DE, PA, NJ, etc.

Academic degrees

Please use the following when referencing degrees.

Associate degree (if in the beginning of a sentence), otherwise it should be written as: associate degree

Bachelor’s degree (if in the beginning of a sentence), otherwise it should be written as: bachelor’s degree

Master’s degree (if in the beginning of a sentence), otherwise it should be written as: master’s degree

Doctoral degree (if in the beginning of a sentence), otherwise it should be written as: a doctoral degree

When referencing the formal degree title, capitalize all letters.

Example: Bachelor of Science in Nursing students were recognized last night.

Example: She was awarded an Associate of Arts in Teaching.

Please use the written ruling for academic degrees when character limit is not an issue. If character limit is a restriction, you may abbreviate.

Example: The RN to BSN graduation.

DELAWARE TECHNICAL COMMUNITY COLLEGE 39

Credentials Credentials can follow or precede a person’s name and should be capitalized.

Example: John Smith, Ph.D., is the College’s new manager.

Example: Dr. John Smith is the College’s new manager.

Same rules apply.

Apostrophe For plural nouns ending in s, add only an apostrophe (students’ grades). For singular common nouns ending in s, add ‘s (hostess’s table). For singular proper names ending in s, use only an apostrophe (Brandeis’ lunch). For singular proper names ending in s sounds such as x, ce, and z, use ‘s (Marx’s).

For plurals of a single letter, add ‘s (She got A’s this semester). Do not use ‘s for plurals of numbers or multiple letter combinations (use: 1960s).

Same rules apply.

Technology terms e-book, email, cellphone, Facebook, social media, Google, IM or IMed, iPad (use IPad when starting a sentence), smartphone, website, web page, Internet.

40 DELAWARE TECHNICAL COMMUNITY COLLEGE

Grit Lowercase

SEED SEED Scholarship Program

The SEED scholarship

Same rules apply.

United States Upon first reference: United States

Upon second reference: U.S.

Upon first reference: U.S.

Words with optional double letters

Canceled

Exceled

Delaware Tech committee titles

Capitalize Delaware Tech committee titles.

Example: She is a part of the Student Success Committee.

Same rules apply.

Phone numbers

Do not separate digits in a phone number with periods. Use dashes.

(302) 555-5555. The area code should be in included in ().

Do not separate digits in a phone number with periods. Use dashes.

(302) 555-5555. The area code should be included in (). If character limit is a restriction, you may remove ().

DELAWARE TECHNICAL COMMUNITY COLLEGE 41

Social Media Guidelines

The Social Media Guidelines are designed to help you, as the account owner of a Delaware

Tech-focused account, get started and answer any questions you may have regarding social media for College departments and organizations. The information provided is designed to enhance your social media strategy and help you meet your goals and benchmarks.

Social Media Policy

Delaware Tech has a formal social media policy that outlines the rules and recommended practices for Delaware Tech’s official social media accounts and professional and personal use of social media by Delaware Tech employees. You can find the policy at MyDTCC under

Employee Tools.

Social Media Forms

In order to keep Delaware Tech’s social media accounts and account-owners organized and consistent, the College maintains two forms, one for those who are currently managing a

College-related social media account and one for those who are requesting to create a new account.

If you are currently managing a social media account related to the College (i.e., a department page or program page), you must submit the following form: delawaretech.wufoo.com/forms/ social-media-account-registration. The collegewide marketing team needs this information to keep track of existing accounts.

To request a new social media account related to the College, you are required to use the following form (the form will live under the ‘Request Forms’ column on MyDTCC):

delawaretech.wufoo.com/forms/social-media-account-request. Note: These requests are reviewed by the collegewide marketing team

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For College/department-related pages:

If you are managing a Delaware Tech department- or organization-related social media account, please do the following:

»» Use the account or page as a marketing tool; to communicate the value of the department at Delaware Tech.

»» Collaborate with other departments across the College for additional content, resources, and an increased number of followers.

»» Deactivate the account if the page or account has not been updated in three months.

»» Give ownership credit if you are reposting content.

»» Post at least three to four times a week.

If you are managing a Delaware Tech department- or organization-related social media account, please don't do the following:

»» Do not use the page to communicate dates, times, and operating hours.

That information would be better communicated through emails and portal announcements, targeted to specific audiences. Remember, a social media account or page is an external medium.

»» Do not make the account campus-specific, meaning the account name should not include the campus name. The collegewide marketing team will ask anyone managing a campus-specific account to change the name.

»» Do not use campus-specific hashtags. Instead, use collegewide hashtags listed in our official hashtag directory or a location like #WilmDE or #GeorgetownDE. It is appropriate to say where a program is offered or where an event took place.

»» Do not stop posting for more than one week. Inactive pages will be deactivated.

DELAWARE TECHNICAL COMMUNITY COLLEGE 43

For student clubs and associations:

Please note that the collegewide marketing team does not own or operate any social media accounts for a student club or organization. If you are managing a Delaware Tech student club or organization account, you are not required to fill out the form, but you should still follow the Delaware Tech social media policy. If you are interested in starting a new social media account for a student club, please make sure there is not already an existing account. In addition, clubs should contact club advisors before starting a social media account or page.

Student clubs and organizations also should abide by the Delaware Tech Branding Standards and Style Guide document. If a club would like to use a Delaware Tech logo, it should be requested by a club advisor through the marketing request forms on MyDTCC.

Setting up an account

About/biography sections:

All “about” sections and biographies for College-related accounts should follow the template below for consistency:

Twitter (160 characters)

Delaware Technical Community College’s [insert name] account. Follow for [reason to follow account]. #DTCCPride

(X should explain why followers should follow this account). Note: you may use “Delaware

Tech” if character limit is an issue.

Facebook (155 characters)

Delaware Technical Community College’s [insert name] account. Posts include [reason to follow account]. #DTCCPride

Instagram (150 characters)

Delaware Technical Community College’s [insert name] account. Follow for [reason to follow account]. #DTCCPride

44 DELAWARE TECHNICAL COMMUNITY COLLEGE

Logos and Artwork

Please refer to Logo Usage beginning on page 16.

Composing Posts and Writing Style

Please refer to the Style Guide beginning on page 33.

Photography

All photos posted to any Delaware Tech related social media accounts should be of high quality. Make sure to focus your smartphone as you take photos to ensure you can see clearly identify your subject(s). Blurry or dark photos with unidentifiable subjects will not be posted to official accounts. Please refer to Delaware Tech’s branding guidelines for more photography tips.

Consolidation

College departments or entities should consolidate to a central presence when possible and appropriate, even if the department or entity is not considered “collegewide.” For example, if there is a need to create a career services account (a resource offered at each campus), one account should be created and co-managed by representatives from each campus rather than multiple separate pages managed independently at each campus. This not only follows our

“one college” philosophy, but will boost follower count, visibility, and reach.

DELAWARE TECHNICAL COMMUNITY COLLEGE 45

Social Media Best Practices

The following best practices are broken up into two sections; for administrators or those who manage a College-related page or account, and for employees who have their own social media accounts but want to engage with the College.

Facebook

Administrators:

»» Accompany all posts with some type of visual: photograph(s), infographic, image from a link/article, etc., as this will likely increase your engagement.

»» Consider using the Facebook Pages Manager app to keep the Delaware Tech page and your own Facebook profile separate.

»» Tag certified accounts when posting about them.

»» Manage comments and direct messages.

»» Keep posts short, as Facebook limits length by incorporating a default “read more” when you exceed character count.

»» Continuously evaluate your engagement though the Facebook Insights tool.

Employees:

»» “Like” the official Delaware Tech Facebook page.

»» (Optional) Share Delaware Tech posts so your Facebook friends can see them.

»» (Optional) Like or comment on Delaware Tech Facebook posts.

46 DELAWARE TECHNICAL COMMUNITY COLLEGE

Twitter

Administrators:

»» Consider Hootsuite (free or enterprise) for a scheduling tool.

»» Aim to post 2-3 times daily.

»» Post content that relates to the community or state (i.e., use #netDE when possible).

»» Engage by tagging other enterprises, companies and organizations.

»» Implement hashtags for events and campus-wide happenings.

Employees:

»» Twitter is considered a great platform to have more than one account (if you want to keep personal and professional separate).

»» (Optional) Retweet or like Delaware Tech tweets.

»» (Optional) Post what is happening in the classroom, interesting articles relating to your field of study/industry, or help promote Delaware Tech events, programs and other news.

»» (Optional) Use official hashtags to spread the word.

DELAWARE TECHNICAL COMMUNITY COLLEGE 47

Instagram

Administrators:

»» Post your very best photo – not every photo.

»» Use hashtags, but make sure to search them before using because the hashtag could have multiple meanings.

Employees:

»» (Optional) “Like” or “comment” on Delaware Tech’s official Instagram account. The more often you like posts, the more often your followers will see “what” you’re liking on the

“Following” page.

Linkedin

Administrators:

»» You can post an update which could include a spotlight on a class that is being offered or to announce an accomplishment from your department.

»» You can use hashtags on LinkedIn.

Employees:

»» (Optional) Feel free to share what you are working on in your current position, photos from work-related events, or share posts from the official Delaware Tech or Workforce

Development LinkedIn accounts.

48 DELAWARE TECHNICAL COMMUNITY COLLEGE

Official Hashtag Directory

The collegewide marketing team encourages all Delaware Tech audiences to use the following hashtags to join the conversation across social media platforms. Hashtags can be used on Facebook, Twitter, Instagram, and LinkedIn. When one uses a hashtag in a post, the collegewide marketing team can see those posts if your account is set to "public." Once seen, the team can share to the official Delaware Tech accounts.

#chocolate5kDTCC

Official hashtag for the Dover campus chocolate 5k run/walk, held annually in Dover.

#comm_college

Official hashtag for conversations regarding community colleges in general. The hashtag originated from the American Association of Community Colleges (AACC), the primary advocacy organization for the nation’s community colleges. Consider using it when the conversation focuses on the value, importance and overall reputation of community colleges.

#CommunityCollegeMonth and/or #CCmonth

Official hashtag to be used with content pertaining to each Community College Month celebrated in April.

#DelTechMakesDE

Official hashtag for Delaware Tech’s advertising campaign.

#DTCC22in22

Official hashtag for any conversation related to Delaware Tech’s military community by supporting 22in22 during September for Suicide Prevention Month.

#DTCCAlumniPride

Official hashtag for any conversation related to Delaware Technical Community College alumni, alumni success stories and “alumni profiles.”

#DTCCAthletics

Official hashtag for any conversation related to Delaware Technical Community College athletics. Often used with the “Athlete of the Week” campaign, sports games, coaches and other information pertaining to Delaware Tech sports.

DELAWARE TECHNICAL COMMUNITY COLLEGE 49

#DTCCGrad[year] (e.g., #DTCCGrad2019)

Official hashtag for Delaware Technical Community College’s graduation ceremonies and promotion. The hashtag is used throughout the year to celebrate graduates.

#DTCCFutureGrads

Official hashtag for Delaware Technical Community College’s New Student Orientation, Welcome Days, and other content related to new students.

#DTCCPride

Official hashtag for any conversation related to Delaware Technical Community College, its achievements, success stories or events promoting the college as a whole. This hashtag strongly supports the One College philosophy.

#DTCCSMC[year] (e.g., #DTCCSMC2019)

Official hashtag for Delaware Technical Community College’s annual social media conference, which takes place in February. Conference attendees are encouraged to use the hashtag before, during (for live-tweeting) and after the conference.

#DTCCVoiceit

Official hashtag for any conversation related to the #Upstander pledge.

#highered

Official hashtag for any conversation related to higher education that includes universities, academies, colleges, community colleges, seminaries, conservatories, institutes of technology, vocational schools, trade schools, and other career colleges. The conversation often revolves around the importance of secondary education.

#netDE

Official hashtag for any conversation related to…