The YPO Renaissance Strategy Alex Cappello Chairman of the Board Venice Family Board Meeting July 20

1
USING THE USC BRAND
2
Overview

• Welcome and Introductions
• University Public Relations
• USC Alumni Association Identity
• Communication Tools How Clubs Can Use Them
• Access, Privacy Proprietary Information
• Compliance
• Questions

3
UNIVERSITY PUBLIC RELATIONS
4
USC Graphic Identity Program
Academic Marks
Official USC Logo
USC Monogram
University Seal
Spirit Marks
Trojan Head
USC Block Letters
Fight On!
Traveler
5
USC Graphic Identity Program
Official University Colors
USC Cardinal
USC Gold
PMS 201C Web Color 990000
PMS 123C Web Color FFCC00
Official University Typefaces
For complete details on the USC Graphic Identity
Program, please visit http//www.usc.edu/identity/
6
USC Website
http//www.usc.edu

• University Public Relations is responsible for
• The look, feel and content of the universitys
  website
• University calendar
• News
• Stories
• USC Facts

7
University Publications

• USC Trojan Family Magazine
• - quarterly magazine delivered to USC Alumni,
• Parents and Non-Alumni Donors
• USC Chronicle
• - weekly publication delivered to faculty,
• staff and the Board of Governors

8
Media Relations

• University Public Relations is responsible for
• The USC News website
• www.usc.edu/uscnews
• The USC in the News email broadcast
• can be sent to anyone who opts-in to receive it
• Working with reporters and other public media
  outlets to disseminate news and stories about the
  university

9
USC Trademark Licensing

• How do I find a licensed vendor?
• Why use a licensed vendor?
• Local Licensed Product Resource List for
  Internal/On-campus Use
• Local Licensed Product Resource List for Resale
• Social Responsibility at USC
• Website http//www.usc.edu/admin/trademarks/

10
USC ALUMNI ASSOCIATION IDENTITY
11
The Big Idea

• We are all one university and should adhere to
  its mission, values and identity.
• The USC Alumni Association is an extension of
  the university brand the local and
  international alumni clubs and alumnae groups are
  an extension of the USC Alumni Association brand.

12
Why Are These Incorrect?
Incorrect USCAA mark and improper formatting of
club name
X-ray Tommy incorrect use of the reverse Tommy
Head (light on dark background)
13
Why Are These Incorrect?
Incorrect logo use interlocking SC is a USC
Athletics logo
Club name is formatted incorrectly should be
the USC Alumni Club of . . .
Inappropriate color scheme for a club web banner
14
USCAA Graphic Identity Program

• Colors
• USC Cardinal PMS 201C
• USC Gold PMS 123C
• Recommended Fonts
• Univers Condensed Light and Bold
• Adobe Caslon
• Graphic Identity Website
• http//alumni.usc.edu/identity

15
USCAA Graphic Identity Program

• USC Alumni Association Mark

Available as vertical and horizontal, and in
black, white or cardinal (beware of X-Ray Tommy
when mark is white on a dark background)
16
USCAA Graphic Identity Program

• Correct Usage for Clubs and Groups

17
USCAA COMMUNICATION TOOLS HOW THE ALUMNI CLUBS
AND GROUPS CAN USE THEM
18
Communication Tools

• USC Alumni Association Website
• USConnection e-Newsletter
• Around Town Regional e-Newsletter
• USC Alumni Association MySpace Page

19
USCAA Website
Reach 36,000 visitors per month if you

• Update your club or group shell page
• Post your events through Harris

20
USConnection
Reach 90,000 people per month if you

• Submit content and stories about your club
  through your USCAA staff liaison.

21
Around Town

• Currently, only one edition for Southern
  California
• Will be expanding to include editions for other
  major regions across the country
• Local alumni clubs and group will provide the
  content for these regional additions

22
MySpace

• USC Alumni Association official MySpace page
  launched in September, 2007
• Offers great features including links to the
  USCAA online community and access to local USC
  alumni clubs and groups.
• You can reach the young alumni population and
  they can reach you!

23
ACCESS, PRIVACY PROPRIETARY INFORMATION
24
Access

• Reach all alumni in the USCAA database through
  the USCAA website and USConnection
• Reach alumni in your region through Around Town
  and USCAA staff liaison
• Reach alumni in your club or group by posting
  events and sending emails to your list serv
  through Harris

25
Privacy Proprietary Information

• Opt-outs
• alumni who have asked to no longer receive any
  communication from the Alumni Association or its
  local clubs and groups
• Opt-ins
• alumni who have chosen to be added to a local
  club or group list serv and receive communication
• Local Club and Group List Servs
• once alumni have opted-in, club and group
  leaders have access to those people
• One Database Avoid rogue databases
• best way to maintain accurate and updated data

26
COMPLIANCE
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Compliance
Use the following tools to assure your web and
printed materials follow university guidelines

• USC Identity Guide
• http//www.usc.edu/identity/
• USCAA Graphic Identity Program
• http//alumni.usc.edu/identity/
• Club Handbook
• Still not sure? Ask your USCAA staff liaison!

28
QUESTIONS?