ALPFA Chapter Marketing Guidebook

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CHAPTER MARKETING GUIDEBOOK Association of Latino Professionals For America 2023

ALPFA

CHAPTER MARKETING GUIDEBOOK

ALPFA

SECTION 01: ALPFA Brand Guidelines. . . . . . . . . . . 05 SECTION 02: ALPFA Program Calendar . . . . . . . . . 17 SECTION 03: National Offerings. . . . . . . . . . . . . . . . 21 SECTION 04: ALPFA Media Kit. . . . . . . . . . . . . . . . . 25 SECTION 05: Social Media Guidelines. . . . . . . . . . . 29 SECTION 06: Resources. . . . . . . . . . . . . . . . . . . . . . . 33

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Brand Guidelines Mission. . . . . . . . . . . . . . . . . . . . . . . 06 Tagline. . . . . . . . . . . . . . . . . . . . . . . 06 Logo. . . . . . . . . . . . . . . . . . . . . . . . . 06 Logo Clear Space. . . . . . . . . . . . . . . . . . 07 Logo Minimum Size . . . . . . . . . . . . . . . . 07 Incorrect Usage . . . . . . . . . . . . . . . . . . . 08 Chapter Logos . . . . . . . . . . . . . . . . . . . . 09 Specialty and Program Logos. . . . . . . 09

Colors. . . . . . . . . . . . . . . . . . . . . . . . 10 Typeface . . . . . . . . . . . . . . . . . . . . . 12 Tone. . . . . . . . . . . . . . . . . . . . . . . . . 14

CHAPTER MARKETING GUIDEBOOK

ALPFA Brand Guidelines ALPFA’s brand guidelines were created to ensure visual and brand consistency exists across various print and web materials as well as any other deliverables.

This shortened guide covers treatment of such assets as the ALPFA logo, mission, tone, colors, and typography. For a full version of the guide, please refer to the ALPFA Brand Manual.

Please stick to these guidelines to create a brand image and perception that are consistent no matter where they are seen.

Mission

Tagline

misión | missão

eslogan | slogan

Connect Latino Leaders for Impact.

Empowering Latino Leaders

Logo logotipo | logotipo The ALPFA logo is the face of ALPFA, the primary visual expression that we use to identify the organization. This means that we need to be careful to use it correctly and to do so consistently. The ALPFA Logo is available in Full Color, Black and White.

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Logo Clear Space Clear space is a safe zone around the logo that should be around the logo at all times. This means that nothing else should be within the logo’s clear space.

Clear space allows the logo to breathe, maximize the visibility and make the best impact.

For ALPFA’s logo, the clear space should be 10% of the width and height of the logo on all four sizes.

10%

100%

10% 10%

100%

10% A good rule of thumb about clear space is that is should be about the same size as the “ALPFA” in the logo!

Logo Minimum Size To ensure readability, we have a minimum logo size for the ALPFA logo: 0.75 inches.

.75 in

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CHAPTER MARKETING GUIDEBOOK

Incorrect Usage Please exercise care when using both the ALPFA logo. DO NOT modify, change or otherwise alter any of the logo elements (color, typeface, proportions, etc.)

We have prepared a few incorrect uses of the logo on this page as an example of what NOT to do.

DO NOT: change the logo’s orientation or rotation

DO NOT: disproportionally scale or resize the logo

` DO NOT: display the logo with color combinations that render it unreadable

DO NOT: change the color of the logo, even if it looks similar OR is another ALPFA color

Welcome!

DO NOT: add an outline or stroke to the logo or display the logo as an outline.

ALPFA

DO NOT: display any additional text or graphics within the logo’s clear space or add any effects to the logo

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Chapter Logos Chapter logos are created for each active chapter to use for their specific chapter needs. General chapter logos are provided in Full Color, Black, and White and are available to be downloaded.

Specialty chapter logos, such as Pride or ALPFA+ logos, are also available and are meant to be used for those specific programs or events, NOT as a general chapter logo.

General Chapter Logo Black

Full Color

Gotham City

Gotham City

White

`Gotham City

Specialty Chapter Logos ALPFA +

ALPFA Pride

Gotham City

GOTHAM CITY

Specialty and Program Logos Specialty logos, like Women of ALPFA, Most Powerful Latinas, ALPFA Veterans, and ALPFA Cares, are available to download upon request. For more information regarding those logos and their usage, please refer to the ALPFA Brand Manual.

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CHAPTER MARKETING GUIDEBOOK

Colors paleta de colores | paleta de cores Colors communicate almost instantly. ALPFA’s color palette spreads across different visual elements including social media posts, websites, marketing ads, event design, merchandise and more.

ALPFA’s colors are rich and vibrant, with depth (just like our membership!).

Main Colors

Teal

ALPFA Blue

Scarlet

azul | azul

escarlata | escarlate

verde azulado | verde azulado

Pantone 7686 C C: 98 M: 77 Y: 14 K: 2 R: 29 G: 79 B: 145 #1D4F91

Pantone 187 C C: 23 M: 100 Y: 88 K: 15 R: 166 G: 25 B: 46 #A6192E

Pantone 321 C C: 84 M: 29 Y: 38 K: 3 R: 0 G: 140 B: 149 #008C95

ALFPA Red

ALPFA Navy

ALPFA Grey

rojo | vermelho

azul marino | azul marinho

gris | cinza

Pantone 1795 C C: 10 M: 98 Y: 93 K: 1 R: 210 G: 38 B: 48 #D22630

Pantone 295 C C: 100 M: 89 Y: 36 K: 35 R: 0 G: 40 B: 85 #002855

Pantone 429 C C: 46 M: 34 Y: 32 K: 1 R: 162 G: 170 B: 173 #A2AAAD

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Secondary Colors ALPFA’s secondary color palette is used to add interest and make certain information stand out. It can also be used to create color palettes for ALPFA-branded events and social media campaigns.

Orange naranja | laranja Pantone 716 C C: 0 M: 64 Y: 100 K: 0 R: 234 G: 118 B: 0 #EA7600

Bright Pink

Green verde | verde Pantone 7739 C C: 82 M: 15 Y: 100 K: 2 R: 49 G: 155 B: 66 #319B42

rosa brillante | rosa brilhante

Yellow amarillo | amarelo Pantone 116 C C: 0 M: 18 Y: 100 K: 0 R: 255 G: 205 B: 0 #FFCD00

Pantone 214 C C: 13 M: 100 Y: 36 K: 0 R: 206 G: 15 B: 105 #CE0F69

Using the Secondary Colors When using ALPFA’s secondary colors, make sure to use AT LEAST TWO of the main colors as well.

Main colors

Example Color Palette 3

Secondary colors

Main colors

Example Color Palette 2

Secondary colors

Secondary color

Main colors

Example Color Palette 1

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CHAPTER MARKETING GUIDEBOOK

Typeface tipografía | tipografia Primary Font A systematic approach to typography will create a clear and consistent visual hierarchy and will give a sense of clarity and structure.

We use two font family typefaces: Metropolis and Montserrat. Our primary, preferred typeface is Metropolis, with Montserrat being used for web-based projects or when Metropolis is unavailable/unable to be used. While both fonts have a large range of weights, ALPFA primarily uses Bold, Semi-Bold and Light for the majority of our text needs.

Metropolis Bold

Metropolis Semi-Bold

Metropolis Light

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789 !@#$%^&*()?.,

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789 !@#$%^&*()?.,

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789 !@#$%^&*()?.,

Secondary Font Used in HTML, Powerpoint, or wherever the use of a standard operating system (OS) typeface is required.

Our secondary font for any web material (this includes Canva) is Montserrat. We use the regular weight for standard copy and the bold weight for titles and anything that needs to be called to attention.

Montserrat Bold

Montserrat Semi-Bold

Montserrat Light

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789 !@#$%^&*()?.,

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789 !@#$%^&*()?.,

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789 !@#$%^&*()?.,

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Type Style Sheet ALPFA relies on a systematic approach to typography that will create a clear and consistent visual hierarchy and give a sense of clarity and structure to our more text-based deliverables.

Shown below are the standard size and weight you should be using for different parts of the copy.

Metropolis

Montserrat

Title 1

Metropolis Bold 29pt Type/34pt Leading

Title 1

Montserrat Bold 29pt Type/34pt Leading

Title 2

Metropolis Bold 21pt Type/25pt Leading

Title 2

Montserrat Bold 21pt Type/25pt Leading

Headline

Metropolis Bold 16pt Type/20pt Leading

Headline

Montserrat Bold 16pt Type/20pt Leading

Subtitle

Metropolis Semi Bold 12pt Type/15pt Leading

Subtitle

Montserrat Semi Bold 12pt Type/15pt Leading

Copy

Metropolis Light 10pt Type/14pt Leading

Copy

Montserrat Light 10pt Type/14pt Leading

Caption

Metropolis Light 7pt Type/10pt Leading

Caption

Montserrat Light 7pt Type/10pt Leading

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CHAPTER MARKETING GUIDEBOOK

Tone tono de voz | tom de voz The overall tone of ALPFA communications is empowered and inclusive. We are an organization that represents a wide and varied ethnic group that spans multiple countries and continents and speaks multiple languages. Using inclusive language that represents our membership is important, not only for us, but for our members and partners as well.

Membership The tone of ALPFA communications to membership should be informal, consistent, and informative. The tone is community-focused and human-centered. It shouldn’t sound as though you are addressing an unknown party or a corporation, but rather your ALPFAmilia! The members are our colleagues, our friends, and the foundation of ALPFA; the tone in which you address them should reflect that.

Corporate Partners or any External Communications The tone of ALPFA communications to corporate partners is, and should be, different to the tone we use when addressing membership. The tone for these communications is professional, clear, and cohesive.

ALPFA is . . .

ALPFA isn’t . . .

Authenticity

Family

Political

Insulting

Equitable

Home

Boastful

Rude

Leadership

Growth

Mean-spirited

Dull

Empowerment

Compassion

Close-minded

Brash

Belonging

Strength

Apathetic

Ostracizing

Community

Proud

Joy

Passionate

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Program Calendar Quarter 1. . . . . . . . . . . . . . . . . . . . . . 18 Quarter 2. . . . . . . . . . . . . . . . . . . . . 18 Quarter 3. . . . . . . . . . . . . . . . . . . . . 19 Quarter 4. . . . . . . . . . . . . . . . . . . . . 19

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ALPFA Programming Calendar Quarter One 2023 JANUARY

FEBRUARY

MARCH

NATIONAL MENTORING MONTH

BLACK HISTORY MONTH

WOMEN’S HISTORY MONTH

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Mar. 1: Fellowship applications open

Feb. 15: Scholarship applications open

Jan. 27-29: Chapter Leadership Summit

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Mar. 3: Scholarship applications close Mar. 8: International Women’s Day Mar: 31: Fellowship applications close

Quarter Two 2023 S

APRIL

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FINANCIAL LITERACY MONTH

MENTAL HEALTH AWARENESS MONTH

PRIDE MONTH

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May 1: Annual Awards Nominations close

Apr. 1: Annual Awards Nominations Open Apr. 21-22: Northeast Regional Tech Summit

ALPFA

May 1: Most Powerful Latinas, Latinas to Watch, and Rising Star nominations open

Jun. 1: Most Powerful Latinas, Latinas to Watch, and Rising Star nominations close Jun. 12: Fellowship Program begins Jun. 18: International Picnic Day

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Quarter Three 2023 JULY S

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TBD: Virtual DivERGe Sessions (3 total)

Aug. 9-10: Student Bootcamp (virtual)

Sept. 15: Hispanic Heritage month begins

Aug. 11: Fellowship Program ends

Sept. 9, 16, 23, 30: Regional Student Symposiums

Aug. 19-20: L.E.A.D. Program (San Antonio, TX)

Jul. 20: ALPFA Convention Student Prep ALPFA Live

Sept. 27-30: MPL Summit (subject to change)

Aug. 20-24: ALPFA Convention (San Antonio, TX) Aug. 26: Women’s Equality Day

Quarter Four 2023 OCTOBER

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For the most up-to-date version of the 2023 ALPFA programming calendar, please click here.

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National Offerings Marketing. . . . . . . . . . . . . . . . . . . . . 22 IT/Google Workspace Support. . . 23

CHAPTER MARKETING GUIDEBOOK

National Offerings Marketing In terms of posting events and promotions on the feed, we only provide that support to NEW chapters and only for the first 60-90 days

General National Offerings Canva account (1 week turnaround) Design chapter logo (2 week turnaround) National logo in color black and white Pride logo Chapter toolkits for national events and campaigns (Convention, Pride, RSS, and Latina Equal Pay Day) Access to general ALPFA branded pull-up banners, business cards, tablecloth designs. Chapters are responsible for payment.

Promote chapter events through La Cuenta

Non-activated Offerings Send emails (2) on behalf of non-activated chapters for per event Promote events through Instagram stories

Offerings that National does not provide: Create social media graphics and or campaigns on behalf of chapters Create chapter specific swag Promotion of chapter events on national social media platforms

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IT/Google Workspace Support Please email support@national.alpfa.org This email goes directly to Salesforce/ServiceCloud, and will be prioritized, tracked, and resolved by Bell Group within 48 hrs. Please include keywords specific to your issue in the subject line or body of your email (e.g. “Google Workspace Access” or “IT Issue”); this will ensure that your request is properly assigned.

All IT/Google Workspace issues will be addressed the same or next business day. If you have an urgent need, please include the word “urgent” in the request subject line so the team can prioritize accordingly.

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ALPFA Media Kit Coming Soon! . . . . . . . . . . . . . . . . . 26

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ALPFA Media Kit Coming Soon!

Please be patient as the National Team works on this section.

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Social Media Guidelines Overview . . . . . . . . . . . . . . . . . . . . . 30 ALFPA Content Pillars . . . . . . . . . . 31 Best Practices. . . . . . . . . . . . . . . . . 31 Free Stock Photo Resources. . . . . 31

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Social Media Guidelines Overview Social media is a full-time job. The consistent platform updates makes the strategy and success across social media platforms extremely difficult and never ending. However, this guide will provide context and resources to develop an evergreen process in creating engaging content with your audience per platform that aligns with ALPFA’s mission.

Below are general social media guidelines as well as ALPFA’s marketing strategy and tips.

LINKEDIN is a social networking platform for professionals. This platform is best for building a professional network, generating brand awareness and leads, as well as thought leadership in a specific industry.

INSTAGRAM is a visual platform, not a text-heavyThis is the best platform to reach, engage, and retain your audience.

FACEBOOK Facebook is a platform to nurture connection. Facebook is best leveraged when creating a close-knit community with an audience of similar interests and goals.

TWITTER is a fast-paced platform that users visit and use to get new, relevant information. This platform is most successful when a person, brand, and or organization publishes content on a regular basis. This is one of the best platforms to share links to your website, blog, etc.

LinkedIn Image

Instagram

Facebook

Twitter

1080px by 1080 px (PNG file). Please include the ALPFA logo (colored, black, or white). If your image does not include the ALPFA logo, ALPFA’s marketing team will add it to your image.

Caption Call to Action Link

Stories

Include a caption no longer than 250 characters (including hashtags).

Include a call to action link. This link will be on Facebook, Twitter, and LinkedIn. Since Instagram does not allow to add links on the caption, your link will be added to our Linktree account (Link located on Instagram’s bio) N/A

Include a 1080 x 1920 px image (PNG file).

Make sure that your image includes the ALPFA logo and to use the version of the logo that goes best with your design. If your image does not include the ALPFA logo, ALPFA’s marketing team will add it to your image. Stories can include a call to action link.

LINKEDIN: @ALPFA, Inc. - Association for Latino Professionals For America INSTAGRAM: @ALPFA

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N/A

FACEBOOK: @ ALPFA TWITTER: @ALPFA HASHTAGS: #ALPFAmilia #ALPFA

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ALPFA Content Pillars These are the six pillars that align with ALPFA+ our learning and development platform that helps our mission of empowering and developing Latino leaders. Through these pillars chapters can create authentic content for their audiences.

Business Mastery Professional EQ Wealth Creation Health and Wellness Community Engagement EXtrapreneurship

Best Practices Learn your audience. Understanding their challenges, aspirations, and goals in relation to our mission is the differentiated factor.

Consistent and Effective messaging for each audience segment. It builds trust and credibility with your community.

Quality is more important than quantity. Each post must serve a purpose. Social media is designed to entertain, educate, and nurture online communities. Make sure your post is falling under one of those categories.

Engage with your audience and similar communities and organizations. Start a conversation, ask a question, open a forum. Social media is the perfect place to gather insights into the opinions, needs, and wants of your audience.

TIP: Read and respond to comments. Better yet read the comment section of your competitors to understand what they are looking for from similar organizations.

Free Stock Photo Resources Canva Pexels.com Unsplash.com Nappy - stock photos of people of color

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Resources General. . . . . . . . . . . . . . . . . . . . . . . 34 Social Media. . . . . . . . . . . . . . . . . . . 34 Image and Video. . . . . . . . . . . . . . . 35 Adobe CC Alternatives. . . . . . . . . . 35

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General Resources

ALPFA 2023 Program Calendar

ALPFA National Brand Manual

Download Chapter Logos

Campaign Brief Template

ALFPA LinkedIn Banners

Download ALPFA Letterhead

ALPFA Business Card Template

ALPFA Zoom Background

ALPFA Partnership Deck

ALPFA General PowerPoint Deck

Social Media Resources

Canva

ALPFA

CapCut

ChatGPT

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Photo/Video Resources Free stock photos and ALPFA images

Nappy.co (stock images of people of color)

Pexels (stock images)

Unsplash (stock images)

Pixabay (stock Images)

2022 ALPFA Convention Images

Videvo (stock video)

Adobe Creative Cloud Alternatives

Inkscape (Illustrator Alternative)

BoxySVG (Illustrator Alternative)

GIMP (Photoshop Alternative)

Pixlr (Photoshop Alternative)

Scribus (InDesign Alternative)

DaVinci Resolve (Premiere Pro Alternative)

Blender (After Effects Alternative)

RawTherapee (Lightroom Alternative)

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