Brand | Creative
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Introduction
This document is a branding guideline for the One Community One Goal Talent Development Network. In addition to the graphics and symbols that will represent the TDN brand to the public, this document also includes the identifying features that make TDN unique and attractive to students, employers and universities alike. These recommendations are based on the demographics of potential users in the South Florida region, as well as the vision and mission of the Beacon Council and One Community One Goal. Throughout this document you will find the following resources: brand promise and attributes; marketing pitches; brand strategy and rationale; the TDN logo and guidelines; font and color recommendations; stationary templates; and design samples for ads, brochures and social media applications.
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History of the Brand To provide better context to the Talent Development Network, a brief outline of its origin has been included. Understanding the key contributors to TDN, as well as their intentions, will help shed light on the brand and its purpose. The Talent Development Network manifested through the collaboration of the Beacon Council, One Community One Goal and the Academic Leaders Council. The Beacon Council is Miami-Dade County’s official economic development partner and is charged with bringing new, job-generating investments to the community and assisting existing businesses in their efforts to expand. Since its creation in 1985, The Beacon Council has completed more than 1,000 new location and expansion projects. Today, The Beacon Council continues to advance community objectives through a carefully planned action-oriented agenda developed in collaboration with Miami-Dade government, education, business and civic leaders. The Beacon Council Foundation has re-launched the One Community One Goal (OCOG) Targeted Industry Study for Miami-Dade County. The program’s mission is to identify and prioritize the industries which will have the highest potential for creating the new jobs required in our economy and to work with the education community to provide the training required to support the growth of those industries. In the development of the OCOG Strategic Plan, education was classified as a foundational element and the Academic Leaders Council (ALC) was formed. The membership consists of the Superintendent of the Miami-Dade County Public Schools and the presidents of Barry University, Florida International University, Florida Memorial University, Miami Dade College, St. Thomas University and the University of Miami. Accordingly, the ALC is committed to fostering, implementing and sustaining an effective and seamless educational ecosystem, comprised of pre-K through higher education. This ecosystem, in partnership with the civic and business communities, will contribute to the County’s economic development and growth and advance the County as a desirable global business destination.
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Creating the Talent Development Network Identity As a new network of collaborators, it is important for TDN to define its brand and establish a set of standards and guidelines that are intuitive to follow yet specific enough to maintain consistency across all applications. The success of this program will emerge from the cooperative effort of its seven partnering academic institutions to market and promote TDN alongside its economic development agency and industry partners. Students and businesses will need to view TDN as a promising, cohesive program in order to attract and retain talent (students), as well as influence the creation of new, paid internships (businesses). Embracing the attributes outlined in this document will help facilitate brand awareness and reinforce the values of TDN, strengthening the network and setting it apart from competing programs. Central support, specifically from the Academic Leaders Council, is essential to building the brand’s identity and establishing a solid foundation for growth.
Brand Promise The Talent Development Network’s brand promise is the coalescence of One Community One Goal’s vision and mission with the values and needs of the students, employers and academic institutions who will leverage this program to nurture new talent, stimulate job growth and strengthen key industries for the future. It is an honest, memorable statement highlighting the strengths of an initiative geared toward the alignment of education and the needs of employers in the region. While the brand promise is meant to guide all marketing efforts for TDN, the statement itself is not meant for external audiences. Instead, it is the framework from which all other communication is built. The Talent Development Network is a collaborative internship program between Miami-Dade’s leading academic institutions and local businesses, geared toward creating regional job growth through the expansion of economic and educational opportunity in the South Florida community and cultivating the human capital it possesses.
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Marketing Pitch Using the brand promise as our guide, we are able to generate a marketing pitch that will serve as an introduction to TDN for any audience. It is important to be able to summarize the key aspects of TDN in a way that eliminates jargon or ambiguity. The pitch we have created places emphasis on TDN’s ability to attract and, eventually, cultivate local talent that key industries in South Florida are looking to acquire.
Boilerplate “About Us” The Talent Development Network is an innovative economic and career development program that matches Miami-Dade students with paid internship positions in local companies. Helping our young talent gain early industry experience has the ability to affect change in their lives and our community. Ensuring that each internship is paid not only creates more opportunities for students who would not be able to afford taking on an unpaid position, it also translates to employability and staying power. In fact, students who participate in paid internships are nearly twice as likely to receive a job offer upon graduation than those with unpaid internships, they also receive nearly $16,000 more in starting salary. TDN’s unique service is removing boundaries and facilitating an environment of growth and success for Miami-Dade. Our impact will be measured by our city’s retention of local, emerging talent and their ability to ensure Miami’s position as a globally competitive market.
Pitch to Industry The Talent Development Network offers local businesses a streamlined process to identify and cultivate young, local talent from all of Miami’s seven major academic institutions for internships and future employment.
Pitch to Students Through TDN, students will have access to local paid internships from seven of Miami-Dade’s highgrowth industries - providing invaluable experience in a competitive global marketplace.
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Brand Attributes Academically-Driven
Accessible
Innovative
TDN is able to leverage the collaborative effort of Miami’s seven major academic institutions - Barry University, Florida International University, Florida Memorial University, Miami Dade College, St. Thomas University, University of Miami and Miami-Dade County Public Schools. This unique advantage allows TDN to have the highest concentration of emerging talent in its applicant pool and streamlines the search for promising new employees. Students are given assurance that the university has helped create internships that are not only paid but will help start their careers, while businesses know they are going to select from students who are prepared with the skills needed to add value to their company.
The Talent Development Network represents a first-of-itskind, one-stop shop for internship opportunities in this region, eliminating the need for time-consuming and costly searches. The online portal will be intuitive and easy to use for the employers, the students and the universities. This streamlined connectivity allows for quick and familiar access. Employers will be able to reach out directly to a coordinating official from TDN in order to post an internship position.
The Talent Development Network represents a first-of-its kind solution to the regional issue of talent retention and cultivation. For too long, Miami-Dade has been losing its best and brightest future employees. TDN offers an innovative and collaborative solution to this problem by getting the business community to commit to our young talent through paid internships.
Local TDN is an innovative regional program designed to prepare and align talent with Miami-Dade County’s economic development strategy. It uniquely bridges key stakeholders -- academic institutions, industry and the economic development sector -- in a shared goal of building a robust regional economy, while addressing the lack of a paid internship culture in Miami-Dade. This will help with the recruitment and retention of skilled employees in the future - building the community through job creation and growth from local businesses. Moreover, providing paid internship positions will help diversify the talent pool and open up opportunities for at-risk students who would otherwise not be able to take on an unpaid internship due to financial burden.
Quality-Based The Talent Development Network has established guidelines with each institution for pre-screening applicants to ensure they are appropriately prepared to enter the workplace as an intern. This includes resume workshops, orientations, and one-on-one interview guidance. At the same time, the business partners of TDN have been selected specifically because they represent highpotential growth areas for the local economy and are willing to create new paid internship opportunities for our students. In short, TDN is bringing together young, diverse talent and matching them with local companies that have real opportunities to grow and learn in a real-world experience.
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Collaborative TDN is focused on seven high-growth industries for internship creation: aviation, creative design, hospitality and tourism, banking and finance, information technology, life sciences and health care, and trade and logistics. Education, community, and business leaders collaborated to select these industries based on strengths and weaknesses in the regional workforce and their potential for future growth. Data was collected through community participation that included over 5,000 participants, multiple focus groups and over 4,100 survey responses. This unique approach helps quickly identify needed talent (as students will have to identify with one of these areas in order to apply) and gets students to start thinking about possible career choices that are currently in demand in their own community.
According to the National Association of Colleges and Employers (NACE) 63 percent of paid interns received at least one job offer, while only 37 percent of unpaid interns got an offer. “In terms of starting salary, too, paid interns did significantly better than other job applicants: The median starting salary for new grads with paid internship experience is $51,930—far outdistancing their counterparts with an unpaid internship ($35,721).” Even more impressive is the fact that TDN will influence the creation of new positions just for students in the TDN network. This is a tangible change in culture and a movement that is based on metrics and performance. This is just the first step in an innovative approach to diversifying the Miami-Dade workforce and the health of our local economy.
Career-Oriented TDN’s plan to work with its partnering institutions and employers to align curriculum with industry needs is a competitive advantage for all involved (TDN, students and businesses). Students get an immersive, career-oriented educational experience that aligns with local internships - putting them steps ahead of students at competing universities from other regions in terms of skill and work preparedness. Businesses are able to groom and retain more talent for future growth while utilizing the vast human capital available at the universities and, by offering paid positions, open themselves up to more applicants from more diverse backgrounds.
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Strategy When promoting and marketing the Talent Development Network, it is important to keep in mind the goal of the program, not the parts that are trying to achieve it. TDN is, as the name implies, a true network of collaborators that will each have their own view of what TDN is to them and how it can be used to their benefit. To connect these diverse stakeholders and provide a succinct message that clearly associates the values of TDN and its brand, we have created the tagline: Linking students with industry
Rationale This concept speaks to the essence of TDN’s mission while highlighting its focus toward connecting local growth and local opportunity in the region. The tagline is a mixture of TDN’s brand promise and brand attributes. “Linking students with industry” is about creating a network of the region’s emerging talent to impact job growth and the future of local industry.
Sample Copy Paid Internships for Miami-Dade Students With an active student account at any of TDN’s seven partnering institutions, you can gain access to paid internships at local businesses just by signing up at TDNmiami.com. TDN is a free service that helps link your resume with local employers from seven high-growth industries in Miami-Dade, all looking for diverse, educated talent like you. Cultivate the Local Talent Your Company Needs The Talent Development Network offers the future of your company today. Local, specialized talent is hard to come by, but TDN has a network of educated, vetted students from Miami-Dade’s top educational institutions ready to help your company expand its footprint through internship positions. Talent searches and acquisitions are costly and time-intensive, that is why TDN has created a single online portal that allows our region’s best students to find your company and apply directly. Let the Talent Development Network help put the future of your company in the right direction.
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Design Elements The design elements of the Talent Development Network - its logos, colors, fonts and graphics - help shape the perception of the brand and unify its messages across creative platforms and communication mediums. Ensuring that all TDN stakeholders and partners who distribute and promote the brand adhere to the usage guidelines is important for brand recognition and cohesion.
The thought bubble is modern, familiar and hints at a future mobile platform. This element also evokes images of a conversation or a social network – for TDN, this is a conversation/network between employer and student. The thought bubble can also be used as a stand-alone design element to encompass statements, headers or focal points of print and digital marketing materials.
Lower-case “tdn” is modern but still appeals to a more corporate audience. The letters aren’t overly stylish, but have clean, smooth edges that are appealing and can work on many applications. This element should not be used alone. The TDN letters are meant to be a part of the full logo only.
Dots help link together the “talent,” the “development” and the “network.” This keeps the design flowing as well as creating a quick and obvious (yet not overt) message to the audience about what service we provide. This element also lends itself to future design work to help create a consistent theme throughout mediums.
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Color Reversed out Color
Vertical version
Vertical version Reversed out Color
“Talent Development Network” is written out to help reinforce the new brand. This will need to be incorporated on many of the early communications in order to gain name recognition. “TDN” as a stand-alone option is probably going to work best on mobile applications and student publications, but should be accompanied by the full name somewhere else in the communication. Notice the name is smaller and originating from the edge of the “thought bubble”. This was done to keep the logo tight, concise and looking professional. We don’t want to scream the name.
Black and White
Reversed out Black and White
“Linking students with industry” is our tagline and the real modifier to what makes this logo work so well. It reinforces the linking design options and helps the audience quickly understand what we do.
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Dominant Font:
Montserrat AaBbCcDdFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz Preferred use for headlines, titles and points of emphasis.
Est, quam et excepud issecte mporeperio. Et volupienimus animinc ipidusa ntistium doluptaturit eumqui niEqui omnis et, con res et volor mi, sum dia nobis endebit labo.
Sub-Dominant Font:
Avenir Family
AaBbCcDdFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz AaBbCcDdFfGg AaBbCcDdFfGg AaBbCcDdFfGg
Est, quam et excepud issecte mporeperio. Et volupienimus animinc ipidusa ntistium doluptaturit eumqui niEqui omnis et, con res et volor mi, sum dia nobis endebit labo.
AaBbCcDdFfGg Preferred use for body copy, web text and on standard messages.
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Colors
The Talent Development Network is different from other web portals or job sites because of its collaborative nature with Miami’s seven major educational institutions. Therefore, the TDN color palette will reflect this unique advantage by having a hybrid color scheme which will allow for each partnering institution to infuse one of its colors into the TDN logo. While the central color scheme will be used for the website, ads and marketing that comes from TDN’s central office, any of the partnering institutions may substitute TDN’s primary blue for one of its own colors on any internal communications with its own audience.
Primary Color: PMS 313
CMYK 81 30 11 0
RGB 0 144 191
Barry University
Florida International University
Florida Memorial University
Miami-Dade County Public Schools
Miami Dade College
St. Thomas University
University of Miami
Beacon Council
HEX 00 95 C5
Secondary Palette: The colors chosen are neutral, bright, modern and on the cooler spectrum. These are welcoming colors that are pleasing in web and print. They will help make TDN look professional but youthful.
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Hybrid Scheme: The optional color substitution will add another layer to the synergy between TDN and its partners and will add familiarity to the brand for students and employers who receive communication directly from those institutions.
PMS 444
PMS 437
PMS 359
PMS 451
CMYK 58 42 45 10
CMYK 50 57 48 17
CMYK 40 0 81 0
CMYK 30 31 69 2
RGB 112 124 124
RGB 123 101 105
RGB 164 213 93
RGB 182 162 105
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Primary signature
Unacceptable executions
No smaller than .75�
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Stationery templates Steven A. Rojas Tallon Program Lead Talent Development Network Office: 305 348 3151 Cell: 305 495 4476
An unprecedented collaboration
Barry University Florida International University Florida Memorial University Miami-Dade County Public Schools Miami Dade College St. Thomas University University of Miami
Address
Linking students with industry Address | Contact Info
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Sample Publications and Photos talent
careers
opportunities companies jobs
students firms
internships talent careers
positions professionals
Linking students with industry
opportunities companies
positions
professionals
Social Media
opportunities
companies
jobs
TDNmiami
professionals opportunities companies jobs students firms
Linking students with industry
internships
jobs
talent
firms
positions
students
careers
internships
professionals
talent careers
positions
opportunities professionals
students
firms
Linking students with industry
internships
talent
careers
positions
professionals
opportunities
companies
jobs
Partner institutions: Barry University, Florida International University, Florida Memorial University, Miami Dade College, Miami-Dade County Public Schools, St. Thomas University, University of Miami
students
firms
internships
talent
Paid internships exclusively for students in South Florida. Get signed up for free at TDNmiami.com Partner institutions: Barry University, Florida International University, Florida Memorial University, Miami Dade College, Miami-Dade County Public Schools, St. Thomas University, University of Miami.
Brochure Cover
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careers Paid internships exclusively for students in South Florida. Get signed up for free at TDNmia mi.com
Partner institutions: Barry Unive rsity, Florida International University, Florida Memorial University, Miam i Dade College, Miami-Dade Coun ty Public Schools, St. Thomas University, University of Miami.
Ad Insert
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Web Ad
Paid Internships in South Florida www.tdnmiami.com
Exclusive, paid internships for high school and college students in the region. Apply for positions online with your student ID. Paid Internships in South Florida www.tdnmiami.com
Exclusive, paid internships for high school and college students in the region. Apply for positions online with your student ID.
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Photo Style
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Partner institutions: Barry University Florida International University Florida Memorial University Miami Dade College Miami-Dade County Public Schools St. Thomas University University of Miami
Preprepared by Florida International University Division of External Relations
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