Page 1

University Branding Guide U NIVERSITY MA RKE T ING & COMMU NICAT ION


PRESIDENT’S MESSAGE Dixie State University is well on its way to achieving university stature after earning university status in 2013. The efforts of our entire campus community make this transition possible and contribute to creating and maintaining the DSU brand. A brand is more than a logo or tagline; it is a representation of who we are — past, present, and future — and it impacts how others view us. It is the promise we make to those who look to us for innovation and excellence in higher education. It is vital that we unite to deliver, strengthen, and communicate this promise to the public. After much time and dedication, University Marketing & Communication (UMAC) has produced the University Branding Guide. The purpose of this guide is to assist campus communicators in maintaining a consistent, unified brand identity so that our colleges, offices, departments, and other entities can accurately and proudly represent our great institution. It is an exciting time to be a Dixie State Trailblazer while we grow in size, relevance, and experience. As we unite behind the University brand, our efforts will elevate each individual department and strengthen the institution as a whole. Thank you for your support and dedication to the advancement of Dixie State University. Sincerely,

Richard B. Williams President

2


UMAC MESSAGE The University Branding Guide is essential to maintaining an authentic identity for Dixie State University. A strong brand produces pride in and loyalty to the institution and is vital for recruiting, retention, community involvement, and donor relations. This guide assists stakeholders in creating, promoting, and protecting the institutional brand. Branding standards offer a consistent voice and appearance throughout all marketing and communication efforts and allow for a clearer, stronger, and more authentic message to reach the Dixie State community. In addition, when branding standards are applied campuswide, they allow content to be more effective and cost efficient. If you have questions or concerns regarding this guide, please contact the University Marketing & Communication office at 435.879.4409 or umac@dixie.edu. Sincerely,

Jordon Sharp Chief Marketing and Communication Officer

3


TABLE OF CONTENTS Messaging Guide........................ 05 1. Institutional Brand........................ 06 •Tagline •Positioning Statement •Key Messages •Personality

2. Athletic Brand.................................. 10 •Tagline •Positioning Statement •Key Messages •Personality

Visual Standards Guide.......... 14 1. Institutional Brand........................ 15 •Colors •Logos •Presidential Seal •Tagline •Typography

2. Athletic Brand.................................. 26 •Colors •Logos •Tagline •Typography

3. Images................................................... 35 4. Trademark and Licensing............ 36 •Using DSU’s Trademarks •Enforcement •Frequently Asked Questions

Communication Guide........... 41 1. Writing Style...................................... 42 •Word Usage •Punctuation •Capitalization •Numbers

4

2. Dixie Glossary.................................... 50 •Dixie Terms •Campus Buildings and Structures •DSU Offices and Departments

3. Cultural Sensitivity......................... 61 4. Publicity Options............................ 62 5. Media Relations............................... 05

Social Media Guide................... 66 1. Getting Started................................ 67 •Make Time •Form a Strategy •Select Profile Images

2. Best Practices................................... 70 •Considerations •Personal Profiles

3. Copyright............................................. 72 •Fair Use •Frequently Asked Questions

Resources........................................ 75 •Links to Services and Materials •Contact UMAC


MESSAGING GUIDE Overview Brand messaging is comprised of the key terms and messages used to communicate on behalf of Dixie State University, both on and off campus. Using appropriate brand messaging helps establish and maintain DSU’s unique identity. Individuals producing content should apply concepts from the Messaging Guide to their work to build recognition and respect for the university, evoke pride and loyalty among stakeholders, and stimulate enrollment and investment in the institution.

Contents

1. Institutional Brand •Tagline •Positioning Statement •Key Messages •Personality

2. Athletic Brand •Tagline •Positioning Statement •Key Messages •Personality

5


INSTITUTIONAL BRAND Tagline DSU’s institutional tagline “active learning. active life.” highlights the University’s hands-on approach to education and commitment to helping students be involved in the community. To ensure that Dixie State is branded authentically and effectively, the institutional and athletic taglines are the only taglines permitted for use in marketing materials of any kind.

active learning. active life. A hands-on, individualized learning experience that provides an enriched and active life both in and out of the classroom.

6


Positioning Statement “active learning. active life.� encourages the Dixie State University community to not just passively exist but to actively live, learn, and connect with others. Active learning encourages students to take responsibility for their educations by participating in the learning process in and out of the classroom to understand why things work, not just that they do. It invites them to be lifelong learners who shatter their comfort zones and embrace the future. Simultaneously, active living empowers students to become fully involved in their communities and blaze trails that improve the lives of others. It unlocks recreational opportunities around them and enables them to be innovative thinkers and doers.

7


Key Messages Key messages are to be employed when communicating on behalf of the University. When creating institutional materials and messaging, determine who the appropriate audience is, decide which key messages will best resonate with them, and integrate those messages accordingly.

Value Dixie State University is a premier open-enrollment teaching institution that offers quality education at one of the lowest tuition costs in the Western United States.

Active Education Dixie State University provides personalized and engaged learning experiences under the direction of skilled and devoted faculty and staff members.

Innovation Dixie State University is on the forefront of technology, health education, and business, and incorporates cutting-edge learning practices across all disciplines.

Community Engagement Dixie State University is closely connected to its community and focuses on shaping students through experiential, civic, and service learning.

Destination Dixie State University offers unparalleled opportunities for an active lifestyle in a worldrenowned community surrounded by striking landscapes and national parks.

Preparation Dixie State University is committed to overall student success and prepares students for rewarding careers and enriched lives.

Tradition Dixie State University is built upon a rich pioneering heritage of sacrifice, determination, and generosity that is still embraced by the campus community today.

8


Personality DSU’s personality is the overarching impression that the brand embodies. Branding opportunities should express these feelings through appropriate word choice, writing style, imagery, and design aesthetic.

Adventurous Determined Inclusive Spirited Collaborative Elevated

9


ATHLETIC BRAND Tagline The Dixie State Athletics tagline “Blaze Forward.” highlights the athletic program’s focus on preparing student-athletes to be Trailblazers on and off the field. To ensure that Dixie State is branded authentically and effectively, the institutional and athletic taglines are the only taglines permitted for use in marketing materials of any kind.

Blaze Forward. Building champions in the classroom, in athletic competition, in the community, and in life.

10


Positioning Statement Dixie State University Athletics has a rich tradition of success that has blazed the way for today’s victories. The Trailblazer athletic identity embodies the Dixie pioneering spirit that still drives DSU student-athletes, coaches, and staff to pursue excellence in all areas of life, including academic success, integrity, competitiveness, and fiscal responsibility. Dixie State Athletics pushes beyond the status quo and is dedicated to the tradition of blazing forward with honor and strength.

11


Key Messages Key messages are to be employed when communicating on behalf of Dixie State Athletics. When creating athletic materials and messaging, determine who the appropriate audience is, decide which key messages will best resonate with them, and integrate those messages accordingly.

Fierce Dixie State University athletes are strong competitors who excel in their sports, challenge their opponents, are committed to improving, and do not let anything prevent them from performing at their absolute best.

Tradition Dixie State University athletes are dedicated to honoring a rich heritage, adding to the storied championships, and thanking the community for its pivotal role in teams’ successes by maintaining a commitment to excellence.

Academics Dixie State University athletes are as committed to their work in the classroom as they are to their performance on the field; education is their top priority as they prepare for successful and meaningful careers.

Respect Dixie State University athletes respect their coaches, teammates, opponents, and selves by exemplifying the Dixie Spirit ideals of dedication, determination, and commitment to others.

Driven Dixie State University athletes have a passion for winning and work tirelessly to hone their skills and build team unity to represent Dixie State University with pride.

Service Dixie State University athletes value service and understand the vital role service plays in becoming champions on the field, within their communities, and for the future.

12


Personality Dixie State Athletics’ personality is the overarching impression that the brand embodies. Branding opportunities should express these feelings through appropriate word choice, writing style, imagery, and design aesthetic.

Proud Fierce Persistent Daring Elite Principled

13


VISUAL STANDARDS GUIDE Overview Visual Standards are the requirements that must be upheld when using any of DSU’s creative assets. Maintaining visual standards is critical to projecting a clear message, and deviations from such standards jeopardize the community’s understanding of the DSU identity. Dixie State University stakeholders who are promoting and communicating on behalf of the institution as well as the vendors who work with the institution should follow the Visual Standards Guide to ensure consistent and appropriate use of Dixie State’s visual identity.

Contents

1. Institutional Standards •Colors •Logos •Presidential Seal •Tagline •Typography

2. Athletic Standards •Colors •Logos •Tagline •Typography

3. Images 4. Trademark and Licensing •Using DSU’s Trademarks •Enforcement •Frequently Asked Questions

14


INSTITUTIONAL BRAND Colors DSU’s institutional palette honors the University’s rich history by incorporating colors that represent institutional milestones: Dixie Red has long denoted Dixie State, Rock Red was added to the palette when Dixie became a university in 2013, and University Gray was reincorporated when the Trailblazer identity was introduced in 2016. To maintain brand consistency, it is imperative that Dixie State’s specific shades of red and gray have a consistent and primary presence in materials representing DSU.

Primary Color Dixie Red C: 12 M: 100 Y: 100 K: 15

PMS: 200 HEX: BA1C21

Secondary Colors Rock Red C: 25 M: 100 Y: 100 K: 35

PMS: 202 HEX: 881518

Trailblazer Gray C: 40 M: 32 Y: 32 K: 0

PMS: 422 HEX: ADA1A2

White C: 0 M: 0 Y: 0 K: 0

PMS: WHITE HEX: FFFFFF

Other Printable Colors All of DSU’s creative assets may be printed in black and white.

C: 75 M: 68 Y: 67 K: 89

PMS: BLACK HEX: 020202

C: 0 M: 0 Y: 0 K: 0

PMS: WHITE HEX: FFFFFF

15


Logos Dixie State University’s institutional logo has been an iconic representation of Dixie since it became a university in 2013. It is appropriate to use on all institutional materials. In order to maintain brand integrity, the logo must be consistently applied in all usages. The logo must remain in its original format and cannot be manipulated in any way. The logo must be placed on a solid background and cannot to be combined with other elements of branding material. One-color versions of institutional logos may be reproduced in any of the primary, secondary, or other printable colors. Under special circumstances, slight deviations from these standards may be approved by UMAC. To provide flexibility and accommodate a variety of design needs and spaces, secondary logos, logomarks, and wordmarks are acceptable to use in all instances. The official institutional and athletic logos pictured in this guide are the only logos approved to represent DSU. Other logos, including depictions of bison other than the approved athletic logos and Brooks caricature, are not allowed. All approved institutional logos are available on the University Marketing & Communication website at dixie.edu/logos. Any design using DSU-trademarked logos must be designed or approved by the University Marketing & Communication office. To request design work, visit creativeservices.dixie.edu. To upload artwork for approval, visit umac.dixie.edu/ uploadartwork.

Primary Logo #1 Full Color

One Color | Acceptable colors:

Primary Logo #2 Full Color

Secondary Logo Full Color

16

One Color | Acceptable colors:


Primary Logomark Full Color

One Color | Acceptable colors:

Secondary Logomark Full Color

One Color | Acceptable colors:

Primary Wordmark Full Color

One Color | Acceptable colors:

Secondary Wordmark #1 Full Color

One Color | Acceptable colors:

Secondary Wordmark #2 One Color | Acceptable colors:

17


Usage

DO NOT Stretch, skew, or warp

Use unapproved colors

Combine elements of trademarked material

Apply patterns or filters

Use low-contrast or busy backgrounds

Use non-institutional colored backgrounds without CVS approval

Use any sort of drop shadow

Reduce opacity

Crowd the logo with text or design elements

Dixie State University is a great institution.

Trademark All Dixie State University logos, logomarks, and wordmarks are trademarked and must be accompanied by “TM” in all print and digital uses. When downloaded from dixie.edu/logos, the logos, logomarks, and wordmarks will come with the “TM” in place. Never remove the “TM.”

18


Departmental Logos Departmental logos represent individual campus entities as well as Dixie State University as a whole. Including the University’s logo in departmental logos strengthens DSU’s brand by increasing the University’s exposure to a variety of audiences. A departmental logo exists to distinguish the department from similar departments at other universities rather than from different departments at DSU. University Marketing & Communication creates a family of logos for any campus entity. To request a logo, please visit umac.dixie.edu/ services/design. All academic departments must use a version of the institutional logo in their departmental logos. Athletic departments and teams must use a version of the athletic logo in their logos. Nonacademic institutional departments may use Athletic Secondary Logo #2 in their departmental logos upon specific approval from University Marketing & Communication.

Academic Department Logo

Nonacademic Institutional Department logo

CAREER SERVICES

CAREER SERVICES

CAREER SERVICES

CAREER SERVICES

CAREER SERVICES 19


Email Signatures Email signatures play an important role in increasing DSU’s brand recognition, as they are included in emails sent out to a variety of stakeholders by a vast number of Dixie State employees. Establishing a unified presence through consistent email signatures and including the University’s logo strengthens DSU’s brand by increasing the University’s exposure to a number of audiences. All academic and nonacademic institutional departments may use the institution-wide standard email signature that University Marketing & Communication created. This signature includes Primary Logo #1 and is available in three different sizes, depending on the amount of information employees would like included in their signatures. To request a signature, fill out the form at umac.dixie.edu/forms/signature-form. Dixie State Athletics may use the athletic email signature and is the only department approved to use a signature other than the institution-wide standard email signature.

20


Student Leadership Shield The student leadership shield is used to represent DSU’s student leadership organizations. It is appropriate to use on all student leadership materials. Each organization has its own version of the shield that includes the organization’s acronym as well as an organizational logo that includes the seal and organization’s full name. The student leadership shield may be used by the following leadership organizations: •

Dixie Sate University Student Association

Student Alumni Association

Ambassadors

Multicultural & Inclusion Center Student Council

Housing Resident Assistants and Resident Managers

21


Presidential Seal The presidential seal is the formal mark of Dixie State University. The seal can be used only on official University documents that include the President’s signature, such as diplomas and communications from the Office of the President. Full Color

Two Color

One Color | Acceptable colors:

Minimum Size To maintain readability, the presidential seal should never be reproduced smaller than .75 inches or 72 pixels in diameter.

Clear Space Clear space is the empty space surrounding the seal. The clear space must be at least 25 percent of the height of the seal (x). 1/4X

X

1/4X

1/4X

22


Usage

DO NOT Alter the proportions of the seal horizontally or vertically

Do not change, add, or subtract any elements of the seal

Do not reduce opacity

Do not use unapproved colors

Do not use low-contrast or busy backgrounds

23


Tagline active learning. active life. DSU’s tagline is a visual representation of the University’s brand in addition to conveying the essence of who Dixie State is as an institution. As such, it is important that all “active learning. active life.” visual elements are consistently applied to branding material. When used as a design element, the “active learning. active life.” logo or wordmark should be used. The entire tagline should fall on a single line and be provided in clear contrast to any background colors or elements. The text may not be obscured. The two phrases should never be separated by any design elements or moved to separate lines. Text should never be rotated or vertically distributed. The “active learning. active life.” logo and wordmark are available at dixie.edu/logos. When referring to the actual tagline in sentence form, “active learning. active life.” should have quotation marks around the entire motto, all letters should be typed in lowercase, and periods should be present at the end of each phrase. However, when referring to active learning, active life conversationally, use a comma between the two phrases and no quotation marks. Examples: Dixie State University’s tagline is “active learning. active life.” We encourage you to come to Dixie State and take advantage of the institution’s unique active learning, active life experience.

Logo Full Color

Wordmark Acceptable colors:

24

One Color | Acceptable colors:


Typography The DSU font family has been established to maintain the institutional brand’s cohesiveness. To provide flexibility and accommodate a variety of design needs and spaces, alternative fonts are acceptable to use in all instances.

Primary Heading Alternative Heading

Aa

Aa

Montserrat

Rene Bieder - RBNo2.1a

Hairline Light Regular Bold Black

Light Light Italic Book Book Italic Medium Medium Italic Bold Bold Italic Black Black Italic Ultra Ultra Italic

Primary Body Primary Body Copy (Sans Serif) Copy (Serif)

Aa

Aa Gotham

Palatino

Regular Italic Bold Bold Italic

Thin Thin Italic XLight XLight Italic Book Book Italic Medium Medium Italic Bold Bold Italic Black Black Italic Ultra Ultra Italic

Alternative Body Copy Fonts

Aa Avenir

Light Light Oblique Book Roman Book Oblique Oblique Medium Medium Oblique Black Black Oblique Heavy Heavy Oblique

Aa Futura

Hairline Light Regular Bold Light Regular Bold Light Regular Bold

Aa Aa Aa Aa Gill Sans

Humanist

Montserrat

Optima

Light Light Italic Regular Italic Semibold Semibold Italic Bold Bold Italic Ultrabold

Hairline Light Regular Bold Light Regular Bold Light Regular Bold

Hairline Light Regular Bold Black

Regular Italic Bold Bold Italic ExtraBlack

25


ATHLETIC BRAND Colors DSU’s athletic palette is on display every time a player dons a Trailblazer uniform, a fan waves a foam finger, or Brooks’ image is emblazoned on a banner hung around town. Consequently, it is important to maintain brand consistency and make sure Dixie State’s specific shades of red, blue, and gray have a consistent and primary presence in Dixie State Athletics branding. The athletic color palette should be used on all Dixie State Athletics branded materials.

Primary Color Dixie Red C: 12 M: 100 Y: 100 K: 15

PMS: 200 HEX: BA1C21

Secondary Colors Brooks Blue C 98 M 84 Y 46 K 51

PMS: 202 HEX:881518

C: 75 M: 68 Y: 67 K: 89

PMS: BLACK HEX: 020202

Trailblazer Gray C: 40 M: 32 Y: 32 K: 0

PMS: 422 HEX: ADA1A2

Other Printable Colors

26

C: 0 M: 0 Y: 0 K: 0

PMS: WHITE HEX: FFFFFF

White C: 0 M: 0 Y: 0 K: 0

PMS: WHITE HEX: FFFFFF


Logos The Dixie State University athletic logo has represented the Trailblazers brand since it was introduced during D-Week of 2016. Athletic logos are appropriate to use on all materials promoting Dixie State Athletics. Secondary Logo #2 may be used on nonacademic institutional materials upon specific approval from University Marketing & Communication. In order to maintain brand integrity, athletic logos must be consistently applied in all usages. The logo must remain in its original format and cannot be manipulated in any way. The logo must be placed on a solid background and cannot to be combined with other elements of branding material. One-color versions of athletic logos may be reproduced in any of the primary, secondary, or other printable colors. To provide flexibility and accommodate a variety of design needs and spaces, secondary logos and wordmarks are acceptable to use in all instances. The official institutional and athletic logos pictured in this guide are the only logos approved to represent DSU. Other logos, including depictions of bison other than the approved athletic logos and Brooks caricature, are not allowed. When using any of the athletic logos, the bison must remain white, unless a one-color standard version is being used, and in that case, the color of the material the logo is printed on may show through. When using Secondary Logo #1, the “D� must remain red, unless a one-color standard version is being used, and in that case, the color of the material the logo is printed on may show through. When using a full-color or two-color athletic logo, the background must be Dixie Red, Brooks Blue, Trailblazer Gray, white, or black. Athletic logos designed in standard one color can be reproduced in any of the approved athletic colors. Athletic marks designed in one color reversed must remain white and the background must be any of the approved athletic colors. Athletic logos can only be printed in black for black and white production. Approved athletic logos are available on the University Marketing & Communication website at dixie.edu/logos. Any design using DSU-trademarked logos must be designed or approved by the University Marketing & Communication office. To request design work, visit creativeservices. dixie.edu. To upload artwork for approval, visit umac.dixie.edu/uploadartwork.

Primary Logo Full Color

Two Color

One Color | Acceptable colors: A - Standard

A - Reversed

B - Standard

B - Reversed

27


Secondary Logo #1 Full Color

Two Color

One Color | Acceptable colors: A - Standard

A - Reversed

B - Standard

B - Reversed

Secondary Logo #2 Full Color

28

Two Color

One Color | Acceptable colors: A - Standard

A - Reversed

B - Standard

B - Reversed


Secondary Logo #3 Full Color

Two Color

One Color | Acceptable colors: A - Standard

A - Reversed

B - Standard

B - Reversed

Secondary Logo #4 Full Color

Two Color

One Color | Acceptable colors: A - Standard

A - Reversed

B - Standard

B - Reversed

29


Primary Wordmark Full Color

Two Color

One Color | Acceptable colors:

One Color Reversed | Acceptable colors:

Secondary Wordmark #1 Two Color

One Color | Acceptable colors:

Secondary Wordmark #2 Two Color

Secondary Wordmark #3 One Color | Acceptable colors:

30

One Color | Acceptable colors:


Brooks Caricature The Brooks caricature offers campus entities the use of imagery intended for younger audiences. The caricature may be used with the approval of University Marketing & Communication. To maintain brand consistency, the bison in the Brooks caricature and athletic logos are the only bison permitted for use in materials promoting DSU.

31


Usage

DO NOT Stretch, skew, or warp

Use unapproved colors

Combine elements of trademarked material

Apply patterns or filters

Use low-contrast or busy backgrounds

Use non-institutional colored backgrounds without CVS approval

Use any sort of drop shadow

Reduce opacity

Crowd the logo with text or design elements

Dixie State University Baseball

Trademark All Dixie State University athletic logos and wordmarks are trademarked and must be accompanied by “TM” in all print and digital uses. When downloaded from dixie.edu/logos, the logos and wordmarks will come with the “TM” in place. Never remove the “TM.”

32


Tagline Blaze Forward. Dixie State Athletics’ tagline is a visual representation of the department’s brand in addition to conveying the essence of who Dixie State Athletics is as a department. As such, it is important that all “Blaze Forward.” visual elements are consistently applied to branding material. When used as a design element, “Blaze Forward.” should be typed in all capital letters in BigNoodleTitling font and Oblique style. The tagline should always end with a period. Because the tagline is not trademarked, it can be placed next to Dixie State Athletic logos. When referring to the actual tagline in sentence form, “Blaze Forward.” should have quotation marks around it, the first letter of each word should be capitalized, and a period should be at the end. However, when referring to blaze forward conversationally, all letters should be typed in lowercase and neither a period or quotation marks should not be used. Examples: Dixie State Athletics tagline is “Blaze Forward.” Dixie State Athletics prepares our student-athletes to blaze forward in their athletic and academic pursuits.

33


Typography The Dixie State Athletics font family has been established to maintain the brand’s cohesiveness. To provide flexibility and accommodate a variety of design needs and spaces, alternative fonts are acceptable to use in all instances.

Primary Headings Alternative Heading

Aa

BigNoodleTitling Oblique regular

Aa

Rene Bieder - RBNo2.1a Light Light Italic Book Book Italic Medium Medium Italic Bold Bold Italic Black Black Italic Ultra Ultra Italic

Aa

Futura

Hairline Light Regular Bold Light Regular Bold Light Regular Bold

34

Aa

Aa

Montserrat

Gotham

Hairline Light Regular Bold Black

Alternative Body Copy Fonts

Aa

Primary Body Primary Body Copy (Sans Serif) Copy (Serif) Palatino

Thin Thin Italic XLight XLight Italic Book Book Italic Medium Medium Italic Bold Bold Italic Black Black Italic Ultra Ultra Italic

Regular Italic Bold Bold Italic

Aa

Aa

Aa

Montserrat

Aa

Light Light Italic Regular Italic Semibold Semibold Italic Bold Bold Italic Ultrabold

Hairline Light Regular Bold Light Regular Bold Light Regular Bold

Hairline Light Regular Bold Black

Regular Italic Bold Bold Italic ExtraBlack

Gill Sans

Humanist

Optima


IMAGES Including well-composed, high-quality images is crucial to creating products that draw viewers in and succinctly tell the Dixie story. To achieve this, all images included in DSU materials must be clear, compelling, and free from distractions. To ensure quality photos are featured in all DSU-branded materials, a comprehensive database featuring thousands of campus, academic, student-life, and other photos taken by UMAC photographers are available for free at photos.dixie.edu. If you need specific images that are not already available in the database, a photo shoot can be set up for a nominal fee at umac.dixie.edu/ services/photographyvideo. To properly illustrate DSU’s commitment to promoting the success of underserved and underrepresented faculty, staff, and students, it is important that images are indicative of DSU’s diverse campus by including individuals who represent a broad range of ages, races, cultures, and genders.

35


TRADEMARK AND LICENSING Dixie State University’s licensing program ensures that Dixie State’s brand is properly represented on products and services marketed on and off campus. The licensing program is responsible for determining if products and designs are consistent with the goals and image of Dixie State University. The program ensures that the quality, content, production, and distribution of items bearing DSU trademarks are satisfactory and meet Dixie State’s standards. DSU has contracted Learfield Licensing Partners to manage its licensing program. Learfield acts as an intermediary for the University and works directly with manufacturers and retailers. In order to distribute products bearing DSU’s institutional or athletic marks, manufacturers and vendors must be licensed through Learfield. All merchandise bearing any of Dixie State University’s verbiage or trademarks, regardless of whether or not the purchase is subject to royalty, must be purchased from licensed manufacturers. To become licensed or learn more about the services Learfield provides, visit www.learfieldlicensing.com. For more information about DSU’s licensing program, visit licensing.dixie.edu.

36


Using DSU’s Trademarks Officially recognized Dixie State University departments, student organizations, and other campus entities may use the University’s institutional or athletic logos, logomarks, or wordmarks, departmental logos, or student leadership shields as detailed in the Visual Standards Guide. Entities may have DSU’s trademarks professionally printed on publications, brochures, fliers, campus signage, promotional giveaways, and other items by following these steps: 1. Ensure the vendor is licensed by Learfield Licensing Partners. View a list of local Learfield-approved vendors at licensing.dixie.edu/local-licensees and all Learfieldapproved vendors at licensing.dixie.edu/campus-licensing. • Organizations seeking to purchase or produce branded items through a company not Learfield approved may ask the company to get licensed by filling out the application at www.learfieldlicensing.com/licensing. 2. Create a proposed design. Campus organizations may create their own design and gain Creative & Visual Services’ approval at umac.dixie.edu/services/design/ uploadartwork or request CVS to create the design for them at umac.dixie.edu/ services/design. CVS will submit the design to the associate athletic director of media relations & collegiate licensing for approval. Typically, the review process takes two to five business days, as each request is reviewed on a case-by-case basis to ensure compliance with Dixie State University policies. 3. Order the approved item. Campus organizations must have a CVS approval number prior to submitting the artwork to the vendor. Entities may only pay for the creation of merchandise bearing official Dixie State University trademarks with official DSU purchase orders. Purchasing credit cards (P-Cards) and mini purchase orders may not be used. Merchandise produced without authorization infringes on Dixie State University’s trademarks and will be subject to all available legal remedies. • If the artwork/product proof is approved, contact the vendor to finalize the design and have them submit the design on Learfield’s website. • If your artwork/product proof is not approved, but will be with corrective changes, you will receive an email clarifying the changes needed for approval. It is your responsibility to ensure the vendor makes the corrective changes and submits the design on Learfield’s website. • If your artwork/product proof is not approved, you will receive an email detailing why your design was denied. Should this occur, you have the option to redesign the artwork/product proof and start the approval process over. NOTE: All business cards and letterhead must be designed and printed through University Marketing & Communication’s Creative & Visual Services division. Dixie State is under contract for the printing of all letterhead and business cards, and it is not permissible to create or print your own cards, envelopes, or letterhead.

37


Enforcement Dixie State University takes the protection of the institution’s name and trademarks very seriously. The University monitors the use of its trademarks and takes appropriate legal action with respect to infringement because failure to challenge infringements can result in the loss of rights in the trademarks. Along with Learfield Licensing Partners, Dixie State University will use every means within the law to vigorously pursue any infringement of our trademark rights. To determine whether a product is licensed, look for the Collegiate Licensed Product label, represented below. All licensed manufacturers are required to display this label on their products or packaging. Every time you buy an official licensed Dixie State University product, the manufacturer returns a portion of the money to DSU and the funds from royalties are placed into a DSU athletic scholarship fund. Any suspected misuse or unlicensed use of DSU’s name or trademarks should be reported immediately to Dixie State’s associate athletic director of media relations & collegiate licensing.

Actual-Size Standard Label Actual-Size Hangtag

38

Actual-Size Small Label


Frequently Asked Questions What is a trademark? A trademark is a word, name, phrase, symbol, or any combination thereof that identifies and distinguishes goods or services of one party from those of others. A trademark is a brand name. Rights in trademarks arise as a result of the use of the marks in commerce to identify the source or origin of goods and services. A trademark remains the property of the owner so long as the owner continues to use it properly and protects its authenticity as a trademark.

What qualifies as a trademark, logo, or symbol? Any mark, name, logo, symbol, nickname, abbreviation, word, mascot, slogan, uniform insignia, or landmark that is associated with Dixie State University and is distinguishable from any other university, team, or organization qualifies as a trademark, logo, or symbol.

Is it acceptable to alter a Dixie State University trademark? No. At no time can Dixie State University trademarks be altered. Altering a mark would damage its integrity and dilute the strength and value of Dixie State University’s marks.

Do all trademark uses have to be approved, even if I represent a student organization or DSU department? Yes. All designs bearing trademarks that identify or are associated with Dixie State University must be submitted and approved by DSU’s Creative & Visual Services and/or the associate athletic director of media relations & collegiate licensing prior to products being produced.

How do I submit artwork for approval? Campus organizations may submit designs for Creative & Visual Services’ approval at umac.dixie.edu/services/design/uploadartwork. CVS will submit the design to the associate athletic director of media relations & collegiate licensing for approval. Organizations may request CVS to create the design for them at umac.dixie.edu/services/design.

How long does it take to obtain approval from Dixie State University? Typically, the review process takes two to five business days. However, the time may vary as decision on any license request will depend on the nature and extent of the use, the number of trademarks involved, the number and diversity of products for which the trademark or trademarks will be used, and other factors.

How do we co-brand Dixie State University’s trademarks with other trademarks? Any use of Dixie State University marks with other trademarks must be approved by the associate athletic director of media relations & collegiate licensing.

39


What products can be licensed? Dixie State University will not license products that it believes would disparage the institution or any of its trademarks, be libelous, slanderous, scandalous, offensive, or vulgar, constitute an unfair trade practice, or otherwise reflect negatively on the University.

Who must be licensed? Any individual or company who wishes to use any of Dixie State University’s trademarks or logos on products or services sold in the marketplace, whether wholesale, retail, or online, must be licensed. Other activities, such as some noncommercial use of trademarks/logos, may or may not need to be licensed. Some activity may constitute fair use or free speech and not require license. Advice in that regard should be sought from your own legal counsel.

How much does it cost to become licensed? The cost for a license is a $250 nonrefundable application fee and a 10 percent royalty fee for all DSU products.

If the product is not going to be resold, does it have to be produced by a licensed vendor? Yes. All items bearing Dixie State University marks must be produced by a licensed vendor, whether they are for resale or not.

Are any requests exempt from royalties? Generally, items are subject to royalties. However, in accordance with Learfield Licensing Partners and Dixie State University’s royalty exemption policies, if a DSU entity purchases items bearing any of the Dixie State University licensed trademarks for internal consumption only, the items are not subject to a royalty fee. However, if the items were to be resold, they would be subject to a royalty fee.

What does Dixie State University do if unlicensed merchandise is discovered in the marketplace? Merchandise produced without authorization may be considered counterfeit or infringement and subject to all available legal remedies.

40


COMMUNICATION GUIDE Overview The Communication Guide comprises the standards campus communicators follow when creating marketing materials and publications, supplying the media with content, engaging with users on the University’s social media pages, or interacting with the community. This guide facilitates consistency in communications coming from each department and helps Dixie State faculty and staff better understand and use DSU’s communication resources. Use this guide to incorporate quality, precision, and credibility into your writing.

Contents 1. Writing Style •Word Usage •Punctuation •Capitalization •Numbers

2. Dixie Glossary •Dixie Terms •Campus Buildings and Structures •DSU Offices and Departments

3. Cultural Sensitivity 4. Publicity Options 5. Media Relations

41


WRITING STYLE The official editorial style manual for Dixie State University is The Associated Press Stylebook. The book is easy to use and a storehouse of information about grammar and usage. It covers most questions campus writers will have about style issues. Refer to the most recent edition of The Associated Press Stylebook for a comprehensive guide. Style also requires a reliable dictionary for spelling and usage issues not covered in the AP Stylebook. The AP-recommended dictionary is Webster’s New World College Dictionary, online at m-w.com. The first spelling choice listed in the dictionary should be used. The Word Usage guide is an abbreviated list of AP Stylebook entries specific to Dixie State University or frequently used when writing for or about the University. In a few instances, Dixie State strays from AP style to accommodate the academic writing style that befits a university. In other instances, AP style is used for press releases and more formal guidelines are used in official campus publications. These instances are detailed below.

Word Usage academic degrees: Generic degree terms, such as associate degree, bachelor’s, or master’s, are acceptable on all references with or without being followed by the word degree and are not capitalized. However, capitalize the formal name of degrees, but not the specific field in which it was earned. Avoid abbreviations such as B.A., M.A., Ph.D. When abbreviations are necessary, include periods. Note: It is associate degree without an apostrophe. Doctoral should be used as an adjective, as in doctoral degree, while doctorate should be used as a noun. • He has a bachelor’s degree in biology. • Bachelor of Arts; Bachelor of Science in business administration. • He earned a doctorate in biology. academic departments and programs: Capitalize the proper name of academic departments including the word department, as it is part of the formal name. When referring to specific Dixie State University academic programs, capitalize the name of the program. The word program is not part of the name and should not be capitalized. Except for languages, such as English and German, the names of academic disciplines, majors, minors, and emphases are not proper nouns and should not be capitalized. • She is a professor in the Humanities Department. • He came to DSU to enroll in the Nursing program. • She is studying humanities and majoring in history. He loves his French class.

42


acronyms: Acronyms should be in capital letters with no periods: GPA, ROTC, USA. With the exception of well-understood acronyms and abbreviations, such as GPA and USA, spell out the full name or title on first use; do not follow the spelled-out reference with letters in parentheses. If the acronym is not clear without this arrangement, do not use it. On subsequent references, you can use the abbreviation alone. To avoid alphabet soup in an article, a shorter version of the title is often preferred to the acronym. • Many students take advantage of the First Year Experience program during their freshman year at Dixie State. FYE offers new students the opportunity to explore what Dixie State has to offer before committing to a major. • The Multicultural and Inclusion Center offers a variety of services to students, and a number of clubs are housed within the center. “active learning. active life.”: DSU’s institutional tagline should have quotation marks around the entire motto, all letters should be typed in lowercase, and periods should be present at the end of each phrase when written in sentence form. When referring to active learning, active life conversationally, use a comma between the two phrases and no quotation marks. adviser: Not advisor. addresses: Use the abbreviations Ave., Blvd. and St. only with an address: 225 S. University Ave. Spell out and capitalize avenue, boulevard, and street when they are part of a formal street name without a number: University Avenue. Lowercase and spell out when used alone or with more than one street name: St. George and Church boulevards. Never abbreviate similar words such as drive, alley and road. For St. George’s grid system, abbreviate the first direction: 100 S. 100 East. Set off the name of a state with commas when it follows the city name in a sentence. When using a mailing address, use standard postal codes. • St. George, Utah, is the home of Dixie State University. alumna, alumnae, alumnus, alumni: Alumna is the feminine singular form. Alumnae is the feminine plural. Alumnus is the male (or nonspecific gender) singular. Alumni is the masculine or mixed-gender plural. “blaze forward.” The Dixie State Athletics tagline should have quotation marks around it, the first letter of each word should be capitalized, and a period should be at the end when written in sentence form. When referring to blaze forward conversationally, all letters should be typed in lowercase and a period or quotation marks should not be used. catalog: Not catalogue. chair: Use the gender-neutral term chair. AP prefers chairman or chairwoman, but don’t use these gender-specific terms unless they are part of an official title. contractions: Although contractions may be discouraged in formal academic writing, they are acceptable in most instances for University news, marketing pieces and websites. coursework: One word. credits: This is the accepted term at Dixie State. Don’t use credit hours or hours.

43


dates: Use numerals without st, nd, rd or th on the end. When a month is used with a specific date, abbreviate only Jan., Feb., Aug., Sept., Oct., Nov. and Dec. Spell out the month when using a month without a date. If the month, date and year are all included, set the year off with commas. When referring to a date that is within the next week, just use the day of the week; when it is further out than that, just use the date. • President Williams’ birthday is March 14, 1971. • The spring semester will begin in January 2018. • Classes started on Aug. 22, 2016, and the students rejoiced. • The club will meet on Wednesday and then again on Sept. 21. Dixie State University, Dixie State, DSU: Use Dixie State University on first reference in all materials. Use Dixie State or DSU as a shortened version for the name of the University on subsequent references. Dixie State is preferred to DSU because it increases name recognition, but DSU is acceptable to eliminate redundancy. Avoid Dixie, as it could refer to the southern Utah region, the high school, or a host of local businesses. grades: Use the capital letters, A, B, C, etc., with no quotation marks. Plurals are made by adding s, except in the case of A, which has an apostrophe to avoid confusion with the word as: A’s, Bs, Cs, etc. GPA: Acceptable in all references for grade-point average. international students: Not foreign-exchange students. non: Words with the prefix non are generally not hyphenated unless the prefix is directly before a proper noun. • nondegree, nonresident, noncredit, non-English speaking off campus, on campus: Hyphenate when using as an adjective, not as an adverb. • Off-campus housing is plentiful during the summer, but it’s difficult to find housing off campus during the fall semester. past institutional names: Refer to the institution as the name it went by in the time frame you are writing about. • 1911-1913 — St. George Stake Academy • 1913-1916 — Dixie Academy • 1916-1923 — Dixie Normal College • 1923-1970 — Dixie Junior College • 1970-2000 — Dixie College • 2000-2013 — Dixie State College of Utah • 2013-Present — Dixie State University pre and post: These prefixes generally don’t take hyphens unless they come directly before a proper noun. • preregister, premedicine, postbaccalaureate, pre-Columbian President Richard “Biff” Williams: The 18th president of Dixie State University. For press releases, refer to refer to him as President Richard “Biff” Williams on first reference and Williams on second reference. In formal University writings, refer to him as President Richard B. Williams on first reference and President Williams on second reference.

44


range of time, day or date: The preferred form in body copy is to use words such as to and through instead of using a dash when referring to a range of time or days of the week. Do not use the word from and substitute the word to with a dash. • The seminar is scheduled to take place from April 1 to 3. • Office hours are Monday through Friday, 8 a.m. to 5:30 p.m. résumé: The preferred spelling includes the diacritical marks to help avoid confusion with resume. semester: Lowercase the semester name when referring to a general time of study, but capitalize it when referring to a specific semester; the word semester is always lowercased. Retain capitalization when dropping the word semester but still referring to a particular semester. Do not capitalize fall or spring when referring to the general time of year. • He is taking 15 credits next semester. The Fall 2016 semester began on Aug. 22. • Enrollment increased between Spring 2017 and Fall 2017. southern Utah: When referring to the region, lowercase southern when paired with Utah to eliminate confusion with Southern Utah University. state names: Spell out the names of states when used in body copy. Do not include the state name when referring to a city or town in Utah. Use the postal service abbreviation and zip code when listing a complete address. student housing: This is preferred to dorm or dormitory when referring to housing units at Dixie State. theater, theatre: DSU’s Theatre Department is spelled the British way, so when referring to the program use the British spelling, but when not referring to the official department, go with the American spelling. • DSU’s Theatre Department puts on great theater productions. toward: Not towards. trailblazer, trailblazers: Capitalize when referring to DSU’s mascot or students, alumni, etc., identifying as DSU Trailblazers; lowercase when referring generically to people who blaze trails in the traditional sense of the word. Also lowercase the phrases trail blazing or blazing trails. • The student’s groundbreaking research established her as a trailblazer in genetic counseling. • He wears red every Friday because he is proud to be a DSU Trailblazer. University: In formal University writings, capitalize University when it stands alone and is referring to Dixie State University, but lowercase it when referring to institutions of higher education in general. In press releases, always lowercase the word university when used alone. • She loves Dixie State, and the University is her favorite university in the state. web addresses: Italicize web addresses but not email addresses in DSU publications. It isn’t necessary to include http:// or www. in a URL when it is clear that it’s a Web address. Some sites do, however, require one or both of these elements of the URL, so test it before omitting them. When listing web addresses, try to get the URL to fit on a single line. If it is necessary to break the URL, try to break it before a slash or period. Don’t allow the URL to break itself by adding a hyphen. If a sentence ends with a web address, still end the sentence with a period.

45


Punctuation ampersands: Don’t use an ampersand in place of the word and in text unless it is an official part of a name. • The University Marketing & Communication office is responsible for branding and marketing. bulleted lists: When making a bulleted or numbered list, be sure that capitalization, punctuation and structure are consistent. If items in a list are complete sentences, end each one with appropriate punctuation. colons: The colon is used to indicate something is following that will complete or amplify the previous material. It isn’t necessary to capitalize the word immediately following a colon unless it begins a complete sentence of its own or is a proper noun. Don’t use unnecessary colons in sentences. Use a colon when the sentence isn’t complete without it. • Correct: Visit the website at dixie.edu. Visit the Dixie State website: dixie.edu. • Incorrect: Visit the website at: dixie.edu. commas: In press releases, do not use an Oxford comma (the comma before the word and in a list of three or more items) unless it is necessary to clarify the meaning. In academic writing, including official DSU publications, use the Oxford comma. If more than one series is used in a sentence, separate the series by semicolons if necessary to clarify the sentence. Set off the name of a state with commas when it follows the city name in a sentence. • St. George, Utah, is the home of Dixie State University. Use a set of commas to set off the year in a complete date. A comma should not be used if only the month and year are used. • May 3, 2013, marked Dixie State’s first commencement ceremony as a university. • Dixie State’s first university commencement ceremony was in May 2013. dashes: The en dash (named because it is the width of the letter n) is wider than a hyphen and is used between ranges of dates. There are no spaces before or after the en dash. When writing in paragraph form, use the missing words instead of a dash. An en dash can be made on a Mac by entering option and dash at the same time. • The 2016–17 academic year got off to a great start. • He was at Dixie State from 1993 to 1998. The em dash (named because it is the width of the letter m) is used to indicate a break in thought or a strong parenthetical phrase. There are spaces before and after the em dash. It is better to use a set of em dashes instead of parentheses when providing relevant information. An em dash is indicated by two hyphens in typed material or can be made on a Mac by entering option, shift and dash at the same time. • Two professors — a first-year history professor and a tenured English professor — share the teaching duties. exclamation points: Use exclamation points sparingly. Never use more than one in a paragraph and very seldom use more than one in an article. Never end a single sentence with more than one exclamation point.

46


hyphens: Use a hyphen when forming a compound modifier. When an adjective ending in –ly is used, a hyphen is not necessary. • Dixie State University is an open-enrollment institution. • Only one bag of groceries fits into the VW bug’s comically small trunk. parentheses: Avoid using parentheses when inserting a parenthetical statement into a sentence. Rather, use a set of em dashes. • Dixie State University — an open-enrollment institution — offers nearly 200 academic programs. quotation marks: Commas and periods are placed inside of quotation marks. Question marks and exclamation points are placed inside the quotation marks if they apply to the text within the quotes and outside of the quotes if they apply to the entire sentence. • Would it be fair to say, “Dixie State University is the best university in the state”? • The professor asked his student, “Did I hear you correctly?” Avoid using quotation marks around a word because the word isn’t being used literally or to call attention to it or. Rather, choose stronger words that better convey the meaning of the sentence. Put quotation marks around composition titles, such as books, computer games, movies, plays, operas, poems, album names, songs, lectures, speeches, works of art, and TV and radio program titles. spaces: Always insert just a single space between words and sentences. There is no need to insert two spaces in between sentences.

47


Capitalization course titles: Capitalize full, proper course titles when used in text but not the generic class subject. • She likes her Cultures in Conflict class better than her math class. departments, programs, offices: Capitalize the official names of University departments, programs and offices. Lowercase them when not using official names. • The Office of Financial Aid and Scholarships offers a wealth of knowledge. Direct them to the financial aid office for all the details. • The College of the Arts hosts two departments. The college is the smallest on campus. • She is studying in the Humanities Department. She is studying humanities. Don’t capitalize a generic term that follows or precedes more than one name. Don’t capitalize the words program, office, etc., if they are not part of the unit’s official name. See the Offices and Departments listing for official names. • The Arts and Health Sciences colleges offer specific degrees. • University Marketing & Communication office headlines, headings, and subheads: For newspapers and websites, only capitalize the first word and proper nouns. For magazines, capitalize each word. Homecoming, Homecoming Week: Capitalize only when referring to DSU Homecoming. majors, minors: Lowercase: communication, business administration. state: Don’t capitalize the word state. • The state of Utah is a great supporter of higher education. titles: Capitalize a title when it appears before the person’s name, but do not capitalize a title when it follows a person’s name. • Professor Fred Smith • Fred Smith, professor of accounting

48


Numbers Spell out numbers one through nine within text. Use numerals for the numbers 10 and above. Exceptions are made for ages, monetary units, percentages and GPAs, which are always numerals unless they start a sentence. It’s acceptable to mix uses in a sentence. • 8 percent, 3.5 GPA, 3-year-old daughter, $7 • Dixie State has 15 intercollegiate athletics programs: nine women’s and six men’s. Spell out percent instead of using the % symbol. • DSU’s student body grew by 7.56 percent. Plurals of numerals are made by adding the letter s. There is no apostrophe when using the plural form. Abbreviations of years take an apostrophe. Make sure the apostrophe bends outward to represent that the missing text is in front of the apostrophe. • He attended Dixie College in the 1990s and was a member of the graduating class of ’95. Numbers containing four digits or more (except years) take commas between each series of three numbers. For rounded numbers of more than six digits, it is appropriate to use a figure and a word. • 12,297,865 Use dollar signs and numerals for monetary references. It’s not necessary to add .00 after whole dollar amounts. If you are just discussing cents, use the word. • $145 million • A piece of gum costs 47 cents. Telephone numbers are written with a hyphen between groupings for press releases: 435-652-7500. For University publications, use a period between groupings: 435.652.7500. Spell out numbers at the start of a sentence unless they represent a year. Avoid starting sentences with numbers if possible. • Permissible: 1776 is the year the Declaration of Independence was signed. • Better: The Declaration of Independence was signed in 1776. A series of years should be indicated by using the entire year in the first year and only the last two numbers in the second year. When the years cross a century mark, the entire year must be used. • The 2015-16 academic year was her senior year, and 1999-2000 was her brother’s.

49


DIXIE GLOSSARY Dixie Terms A Ambassadors: DSU student Ambassadors give campus tours, host overnight visits for high school seniors, and share their experiences as DSU students with prospective students across the country. They are part of New Student Programs.

B Blazer Bulletin: DSU’s crowd-sourced bulletin. Managed by UMAC, the bulletin provides a forum for anyone in the DSU community to share write-ups, images, and videos touting the accomplishments, events, updates, and other news happening in their departments, offices, and organizations. Read and submit posts at bulletin.dixie.edu. Maintained and distributed by DSUSA, Blazer Digest is placed in bathroom stalls across campus and informs readers of upcoming campus events and deadlines. Blazer Digest: Maintained and distributed by DSUSA, Blazer Digest is placed in bathroom stalls across campus to inform readers of upcoming campus events and deadlines. Brooks: The name of DSU’s athletic mascot. Brooks the Bison was introduced to the community on April 11, 2016, when the University unveiled its new Trailblazers athletic identity, and the mascot costume was unveiled at the first home football game of the 2016 season. Brooks is named after Samuel Brooks, the first student to enroll in the institution — then known as St. George Stake Academy — in 1911. Samuel Brooks slept on the steps of the academy the night before enrollment opened to pay the $10 tuition because he was so excited to attend. Brooks’ Buddies: A free club for kids ages 1-12 organized by Dixie State Athletics that offers members opportunities to interact with Dixie State student-athletes and coaches.

C Campus Food Pantry: A no-questions-asked food pantry for students who are facing food insecurity, sponsored by DSU and the Utah Food Bank. The pantry offers canned goods, packaged items, and some hygiene products and is located on the second floor of the Kenneth N. Gardner Student Center, across from the student government offices. “Cloud”: The interactive art installation by Christian Moeller is located inside the main entrance of the Holland Centennial Commons. The 28-by-22-foot art piece holds 12,000 linen-bound books in which students, faculty, staff, and visitors can draw or journal to leave their mark and be a part of Dixie forever.

50


D “D” on the Hill (“D” on the black hill): The white “D” on the hill overlooking St. George. The hill is west of Bluff Street, and the “D” is even with Tabernacle Street, in line with the original St. George Stake Academy building. In 1915, civil engineer Leo A. Snow laid out lava rocks to create the “D,” 12 Dixie students created a path to it, and nearly 100 students filled in the 100-foot tall by 75-foot wide “D” with stones and applied whitewash to it. The “D” was constructed in a display of the ideals of determination, development and devotion and still represents the Dixie Spirit to this day. D-Day (Whitewash the “D”): The traditional event during D-Week when students, alumni and community members hike up to the “D” on the Hill to whitewash it and eat breakfast together. The tradition started in 1915 when students ate lunch and performed skits on the hill immediately after constructing and whitewashing the “D.” D-Queen: The winner of the D-Queen pageant, who serves as a positive representative of Dixie. The pageant has been part of D-Week since 1922 and is more than a typical beauty pageant. Service, community involvement, an interview and academic achievement make up 60 percent of the contestants’ scores, with talent, evening wear and essay-writing categories filling the balance. D-Week: A spirit week full of fun, traditional events similar to Homecoming Week, but held during the spring semester. During D-Week, the “D” on the Hill is lit up in red. D Circuit: The outdoor fitness center near the sand volleyball courts south of the Ernö and Etel Udvar-Hazy School of Business. Open to everyone, the D Circuit is a place people can work on their physical fitness as well as their mental and emotional health. Dixie: Washington County is known as Utah’s Dixie. In 1861, leaders of The Church of Jesus Christ of Latter-day Saints called 309 families to create The Dixie Mission in St. George and grow cotton. The nickname stuck because of the region’s isolation from the rest of the state and its temperate climate that is comparable to that of the southern region of the U.S. Dixie Announce: An email listserv managed by UMAC that reaches all faculty and staff. Employees cannot opt out, so emails must be approved and relate to official university business or events. Emails to be distributed on Dixie Announce should be sent to dixieannounce@dixie.edu. Dixie Blaze: Dixie State University’s Dance Team. Dixie Foundation, The: A nonprofit 501(c)3 foundation that exists to support DSU and education. Since its inception, the foundation has helped thousands of students by offering needs-based scholarships to Dixie State University. Funding for these scholarships comes through the annual Fire & Ice Gala, a formal event held in February that features silent and live auctions, a nice dinner and entertainment. The foundation was formerly known as Dixie College Foundation. Dixie’s Got Talent: An annual talent show that raises money for DSU needs-based scholarships. Contestants go through two rounds of auditions before approximately 20 are chosen to perform in the main event at the M.K. Cox Performing Arts Center, where the audience votes for their favorite performers. Based on judges’ assessments and the audience’s votes, prizes are awarded in youth and adult categories. The event is hosted by the Dixie Scholarship Associates, Dixie Foundation and Dixie State University Student Alumni Association.

51


Dixie ID: Student/faculty/staff ID number. Dixie Red Fridays: On Fridays, those on campus and in the community are encouraged to wear red to show their DSU pride. Dixie Rock: This St. George landmark, also known as the Sugarloaf, is a large red rock that overlooks St. George and is located north of campus along Red Hills Parkway. It represents Dixie High School and the “D” on the Hill represents DSU. Dixie Spirit: The rich pioneering heritage of sacrifice, determination, generosity and gumption that the region was founded on and is still embraced by the campus community today. Dixie State University Student Association (DSUSA): DSU’s student government is funded by student fees, led by the student body president and composed of six branches: Academics, Athletics, Clubs & Organizations, Public Relations, Service, and Student Life. Dixie State University Trailblazers Art in the City: A partnership between DSU and the City of St. George that places hand-painted bison statues around the city and at local businesses. The project promotes Dixie State University, local businesses and the arts while beautifying the city and creating a greater university town environment. Dixie Sun News: A newspaper and TV broadcast ran entirely by students. The newsroom is located in Room 134 of the Jennings Communications Building. Contact DSN at dixiesun@ dixie.edu. Dmail: The email account Dixie State University offers each current student. Dmail is run by Google and shares the same interface as the Gmail client. The University uses students’ Dmail accounts to communicate with them.

E Encampment Mall: The grassy field between the Jennings Communications Building and the Kenneth N. Gardner Student Center. At the north end of the mall, a memorial pays homage to the pioneers who settled there when they first came to St. George.

F The Family Fountain Sculpture Garden: The art installation of statues of a family in a pool of water is south of the Performing Arts Building and was added to campus in 1985. It was donated by Dr. Mervyn and Sue Cox, designed by Day Christensen, and sculpted by Dennis Smith.

G Great Race: One of D-Week’s signature events, this relay race is held on the Friday of D-Week each year. Ten-member teams make their way across campus by foot, bicycle, roller blades, water, mud and more. The Great Race started in 1964 as a bicycle race around the black hill and transformed into a relay in the 1970s. In 2000, the tradition was revived on the Dixie State campus and still includes some of the original events.

52


H Hall of Fame Induction Ceremony and Founders’ Day: The annual assembly is traditionally held immediately following the Homecoming Parade on the Saturday of Homecoming week in the St. George Tabernacle. It pays tribute to DSU’s founders Edward H. Snow, Thomas P. Cottam, George F. Whitehead, James G. Bleak, David H. Cannon, Arthur F. Miles, David H. Morris and John T. Woodbury. During the program, the new class of Hall of Fame honorees are also inducted and thanked for their contributions to DSU. The Hall of Fame was created in 1998 with the induction of 18 individuals. Now, just a few people are added each year in the categories of Athletics, Business, Education, Fine & Performing Arts, Public & University Service, Science & Technology, and Social Science & Humanities. Handshake: An app/website for current students and graduates with which the career center has partnered to help students find internships and jobs.

I Institute for Continued Learning (ICL): A nonprofit organization offering classes and activities for lifelong learners. Membership allows participants to take as many courses as they’d like for $45 per semester. Classes are led by volunteers, either retired professionals who have expertise in their subjects or individuals who have skills and interests that they are willing to share. ICL classes are offered from early September through mid-April. There are no tests, grades or required attendance. Anyone is invited to participate, but membership is primarily comprised of retired and semi-retired individuals.

K Kathryn Lloyd Richards Sculpture Garden: Located north of the Dolores Dorè Eccles Fine Arts Center, the sculpture garden was donated in 2009 by Franklin D. Richards Jr. and Kathryn Lloyd Richards and allows students and visitors to connect with nature. Kemp Corner: The collection of University Pavers at the base of University Tower that is named after Greg Kemp.


L LGBTQ+ Resource Center: An acronym for Lesbian, Gay, Bisexual, Trans, Queer/ Questioning and other, the center is located in the Val A. Browning Learning Resource Center. It was established in 2016 and is part of the Multicultural and Inclusion Center.

M memory gardens: Each equipped with a picnic table, two benches, a metal canopy, electrical outlets, and wireless Internet access, memory gardens are tranquil places for students to study while taking advantage of campus’s beauty. Eight memory gardens were built around campus as part of the centennial celebration that began in 2011 and were dedicated in 2013. Midnight 5K: Held each year during Homecoming week at Legend Solar Stadium by the Student Alumni Association, this 5K run raises funds for needs-based scholarships at DSU.

53


Miss Dixie: The traditional pageant during Homecoming Week. Contestants are judged on physical fitness/swimwear, evening wear, talent, onstage question response, and personal interview. Miss Dixie wins a full-tuition scholarship and the opportunity to represent Dixie State at the Miss Utah Pageant the following summer to compete for a chance to advance to the Miss America Pageant. Multicultural and Inclusion Center (MIC): A student-support service established to increase diversity via recruitment and retention of students from diverse backgrounds and the enrichment of campus life through cultural awareness activities. The center is located in the Val A. Browning Learning Resource Center. My Dixie: The online tool used to check course availability, register for classes, check grades, order transcripts, accept financial aid, pay tuition, update personal information and more. Log in at my.dixie.edu.

N National Bison Day: An annual commemoration of the ecological, cultural, historical and economic contribution of the American bison, celebrated on the first Saturday of November each year.

O Opine: An email listserv that reaches faculty and staff who have opted in. This listserv is an opportunity for employees to share nonofficial business and have discussions. Anyone can send messages to the recipients on this list by sending emails to opine@dixie.edu. Outdoor Mosaic Mural: The ceramic tile mural on the west side of the Graff Fine Arts Building. It is a collection of symbols, each representing an important aspect of the Virgin River and its significance to Utah’s Dixie. The mural was created by artist Harrison T. Groutage and mosaicist Hanns Joachim Scharff and measures 15 feet, 4.5 inches by 127 feet, 9 inches.

P Paint “D” Road: Organized by the DSU Student Association, this traditional event is held during D-Week when students paint the athletic logo on the street in front of the M. Anthony Burns Arena. past institutional names: 1911-1913 — St. George Stake Academy 1913-1916 — Dixie Academy 1916-1923 — Dixie Normal College 1923-1970 — Dixie Junior College 1970-2000 — Dixie College 2000-2013 — Dixie State College of Utah 2013-Present — Dixie State University Pratt & Whitney Fountain: In appreciation of their contributions to education, Dixie State recognized Pratt & Whitney engines by dedicating the fountain in the Ernö and Etel

54


Udvar-Hazy School of Business to them in 1996. President’s Fitness Loop: A system of five walking/jogging trails ranging from .25 to 2 miles that weave around and through the DSU campus. President’s Grove: Located between the Val A. Browning Learning Resource Center and the Science building, the area is grassy with large trees. Donated by Dixie College Women’s Association in memory of President Arthur F. Bruhn, the institution’s 10th president who led the institution from 1954 to 1964.

R Radio Dixie: A radio station for the St. George area ran entirely by students. 100.3 FM plays classical music while 91.3 plays alternative rock. The studio is located in Room 103 of the Jennings Communications Building. Raging Red: DSU’s song and dance performance team, which travels throughout the community, nation and world to promote Dixie State. Reading Day: The day before final exams begin on which no classes are held. Rock the Mall: Traditional event at noon on Friday of Homecoming Week during which students perform different renditions of the Dixie State University school song while competing against each other in a lip-sync/skit contest.

S Stampede, The: Dixie State’s student section at athletic events. The Stampede falls under the VP of Athletics within the DSU Student Association. Student Alumni Association: A student group that upholds traditions, hosts events, and fosters lasting relationships between DSU students and alumni. For example, SAA hosts tailgate parties at the Wade Alumni House before every home football game, an annual Easter Egg Hunt for DSU faculty and staff’s families, and a breakfast after the annual whitewashing of the “D” on the Hill each D-Week.

T Trail Tracker: A weekly e-newsletter emailed to the entire DSU student body through the Enrollment Services and Dean of Students offices to inform students of campus events and update them on important dates and information. To contact the Trail Tracker team, email trailtracker@dixie.edu or call 652-7514. Trailblazers: Dixie State University’s Trailblazers athletic identity was established on April 11, 2016. The identity pays tribute to Utah pioneers’ legacy of hard work, perseverance and commitment to one another, the trails students, alumni, faculty, and staff are blazing in academics, and St. George’s blazing-hot climate and 300 days of sunshine each year that allow students and community members to experience DSU’s unique brand of “active learning. active life.” The identity is paired with Brooks the Bison as the mascot because bison were America’s original trailblazers. Trails created as bison stampeded across the country were adopted by Native Americans and pioneers as hunting and warrior paths and assisted with the migration out west.

55


Trailblazer Club: A nonprofit organization that supports community involvement opportunities for Dixie State student-athletes and provides funding to the Athletic Department. Among other benefits, members receive reserved seating and access to hospitality tents at home games. Trailblazers Cafe, The: The cafeteria located in the Kenneth N. Gardner Student Center comprised of Brooks’ Range (homestyle cooking) Bisonte’s Italian Kitchen (pizza and pasta), Wild Wok (Asian cuisine), and Blaze Grill (barbecued hamburgers, chicken, etc., and fries). TRiO Student Support Services (SSS): A federally funded program that provides a variety of free services to help students complete their associate degrees and move on to bachelor’s degrees. Located in the Val A. Browning Learning Resource Center, TRiO serves students who are the first in their families to attend college, have low-income backgrounds, or have disabilities. True Trailblazer: Traditional event during both Homecoming and D-Week during which students stand in the O.C. Tanner Fountain and kiss at the stroke of midnight.

U University Marketing & Communication (UMAC): Promotes and protects the DSU brand and disseminates information about DSU to the world. UMAC manages the University’s photography/videography, public relations, social media, marketing, design, and event coordination needs. Creative & Visual Services, which uses graphic design student interns to design campus publications, signs, stationary, etc., is housed within UMAC. University Pavers: Made from natural-cut stone, University Pavers line the base of University Tower and Holland Patio at Kemp Corner. Purchased by alumni and community members, pavers are engraved with donors’ names and inspirational quotes of their choosing. University Tower: Located directly northeast of the Holland Centennial Commons, University Tower is an 85-foot clock tower that emits a beam of light into the sky to represent the beacon of learning, plays music from its speakers, and shines in a wide variety of colors.

W Wednes-D: Weekly student activities hosted almost every Wednesday during the semester by the DSU Student Association. Williams, Richard “Biff”: The 18th president of Dixie State University was named president on July 17, 2014. In articles, refer to him as Dixie State University President Richard “Biff” Williams on first reference and Williams thereafter.

56


Campus Buildings and Structures Abby Apartments

M. Anthony Burns Offices

Bruce Hurst Field

M.K. Cox Performing Arts Center

Campus View Suites

Morgan Apartments

Chancellor Apartments

Nisson Towers

Cooper Fields

North Plaza

D Circuit

O.C. Tanner Amphitheater

Dixie View Apartments

O.C. Tanner Fountain

Dolores Doré Eccles Fine Arts Center

Performing Arts Building

DSU Film Studio

Russell C. Taylor Health Sciences Center

Edith S. Whitehead Education Building

Science

Encampment Mall

Sears Art Museum Gallery

Ernö and Etel Udvar-Hazy School of Business

Shiloh Hall

Frank Habibian Wrestling & Athletic Center

Smith’s Computer Center

George S. Eccles Fitness Center Graff Fine Arts Building Institute for Continued Learning Jeffrey R. Holland Centennial Commons Jennings Communications Building Kenneth N. Gardner Student Center Legend Solar Stadium M. Anthony Burns Arena

S.J. Atkin Administration Snow Math & Science Center St. George LDS Institute of Religion Stephen & Marcia Wade Alumni House Student Activities Center Technology Building University Plaza Val A. Browning Learning Resource Center Wellington & Margaret McDonald Center for Humanities & Social Sciences

57


Campus Map

58


DSU Offices and Departments Marketing & Communication

Athletics

Creative & Visual Services

Administrative Management

Women’s Basketball

Events & Promotions

Baseball

Women’s Golf

Men’s Golf

Public Relations

Cheerleading

Women’s Soccer

Men’s Soccer

Social Media & Digital Marketing

Cross Country

Women’s Swimming

Softball

Dance Team

Women’s Tennis

Strength/Conditioning

Football

Women’s Volleyball

Women’s Track

Media Relations

Administrative Management

Women’s Basketball

Men’s Basketball

Baseball

Women’s Golf

Men’s Golf

Cheerleading

Women’s Soccer

Men’s Soccer

Cross Country

Women’s Swimming

Softball

Dance Team

Women’s Tennis

Strength/Conditioning

Football

Women’s Volleyball

Women’s Track

Media Relations

Academic Affairs

Administrative Affairs

Student Affairs

Auxllaries

Enrollment Management

Business Services

Student Engagement & Dean of Students

Academic Innvation and Leadership

College of Science & Technology

Academic Planning

College of the Arts

Associate Provost

Graduate Studies

Event Services & Risk Management

College of Buisness & Communication

Institutional Research

Facilities Management

College of Education

Library & Learning Services

Human Resources

College of Health Sciences

Sponsored Programs

Student Inclusiveness Student Success & Co-Curricular Assessment

Information Technology Services Internal Audit

College of Humanities & Social Sciences

Planning & Budget

Advancement

Government Relations

General Counsel

Alumni

Community, State, & Federal Relations

Associate General Counsel & Title IX

Development Office

Men’s Basketball

Chief of Staff

Campus Police Civil Rights Compliance

59


Marketing & Communication Creative & Visual Services Events & Promotions Public Relations Social Media & Digital Marketing

Academic Affairs Academic Innovation & Leadership Center for Teaching & Learning Dixie Online Academic Innovation Center Academic Planning Associate Provost

Chief of Staff

Athletics Administrative Management Athletic Sports

General Counsel Associate General Counsel & Title IX Campus Police Civil RIghts Compliance

Academic Advisement Academic Assessment Academic Community Engagement Concurrent Enrollment Cont. & Commu. Educ., Conf. & Workshops Hurricane Center POST General Education Global Education Study Abroad Honors Program ICL

Community, State & Federal Relations Accounting Business Management Economics/Finance Communication Human Communication Media Studies Video Production Dixie Sun Business Management Computer Info Sys ROTC Small Business Development Center Wash County Econ Develop

College of Education Education Family Studies & Human Development Interdisciplinary Arts & Sciences College of Health Sciences Certified Nursing Assistant Graduate Studies Dental Hygiene Institutional Research EMS Library & Learning Services Health & Human Performance Math Center Medical Lab Science Writing Center Medical Radiography Academic Performance Center Nusing Phlebotomy Sponsored Programs Physical Therapist Assistant Respiratory Therapy Surgical Technology

Business Services Accounting Payroll Purchasing Revenue Technical Support Event Services & Risk Management Event Production Events Guest Services Health & Safety Officer Parking Scheduling Ticketing

Facilities Management Facilities Planning Construction Management Mail Vehicle Fleet Facilities Services Building Maintenance Landscape Plant Operations & Energy Electrician HVAC Maintenance Heating Plant Plumber Human Resources Information Techonology Services Administrative Computing Information Security Officer IT Support Services Instructional Support Services IT Projects & Technology Services Network Services System Administration Internal Audit

60

Planning & Budget

College of Science & Technology Automotive (12/2017) Biology COmputer Information Technology Mathematics Physical Sciences College of the Arts Art Department Cultural Arts Dance Program Digital Film Program Music Department Theatre Department Celebrity Concert Series DOCUTAH Sears Museum Gallery O.C. Tanner Amphitheater

Student Affairs

Administrative Affairs Auxiliaries Campus Dining Campus Store Housing Road Scholar (Elderhostel)

College of Humanities & Social Scienes Criminal Justice Digital Forensics Crime Lab English History & Political Science Humanities Social & Behavioral Sciences

Enrollment Management Admissions Financial Aid Registration Testing Student Engagement & Dean of Students Campus Recreation Aquatics Club Sports Intramurals Outdoor Rec (ORAC) S.A.C Health & Counseling Center Raging Red Student Conduct/Judicial Student Leadership

Student Inclusiveness Disability Resource Center International Student Services Multicultural Inclusion Center Veteran’s Service Women’s Resource Student Success and Co-Curricular Assessment Career Center Education Talent Search (ETS) First Year Programs Orientation Peer Coaching Structured Enrollment Student Support Services (SSS) Upward Bound (UB)

Advancement

Government Relations

Alumni

Community, State & Federal Relations

Development Office


CULTURAL SENSITIVITY Dixie State is committed to promoting the success of underserved and underrepresented faculty, staff, and students, and it is important that all University materials demonstrate this dedication to diversity. When writing, only mention a person’s race, nationality, gender, sexual orientation, religion, age, disabilities, or other classifiers if it is relevant to the story. If it is necessary to mention, use the terminology preferred by the individual. The DSU Multicultural and Inclusion Center, 435-652-7730, can answer any questions you may have concerning cultural designations. In writing about disabilities, stress the person, not the disability. For example, it is preferred to write “people with disabilities” rather than “disabled people.” If you have questions, check with DSU Disability Resource Center, 435-652-7516. When referring to race, the generic terms black and white aren’t capitalized. However, if you capitalize one to conform to a particular group’s preference, capitalize both. Avoid all sexual or racial stereotyping and language. Many words, such as firefighter, police officer, and chair, are gender-neutral alternatives; use these rather than assuming a particular gender.

61


PUBLICITY OPTIONS Dixie State University is continuously trailblazing new frontiers, and the UMAC public relations team employs various techniques to share these updates, announcements, accomplishments, and events with audiences around the globe. Each option aims to generate the most attention for DSU by taking into consideration the news item’s targeted audience, time frame, and purpose while respecting specific outlets’ needs, restrictions and deadlines. When relevant, it is appropriate to use more than one option to publicize a news item.

Dixie Announce A DSU employee sends an email about official DSU business to dixieannounce@dixie.edu to be approved and sent to all faculty and staff via the Dixie Announce email listserv. (If an announcement is not official DSU business, the requester can reach faculty and staff who have opted in to the Opine listserv by sending the announcement to opine@dixie.edu.) News items sent through Dixie Announce are hyper-specific to DSU and don’t pertain to people off campus. Dixie Announce does not go to students; the best way to reach them is TrailTracker, a weekly student e-newsletter. To be considered for inclusion in TrailTracker, requesters may send text to trailtracker@dixie.edu. Examples: New university policies and procedures that are going into effect; faculty or staff training sessions; all-faculty and staff back-to-school barbecue

Blazer Bulletin Post The requester writes an entry about a news item and supplies photos, logos and/or other artwork for Blazer Bulletin, DSU’s crowd-sourced bulletin. The bulletin allows the person most knowledgeable and passionate about the news item to directly reach people who love DSU. Blazer Bulletin posts can be about new or existing programs; this is a way to gain exposure for news items the media may not have time or space to cover. Examples: Center for Teaching & Learning initiatives; profile on the Rodeo Club; a DSUspecific record is broken

Social Media Post The requester fills out the Publicity Request form at umac.dixie.edu, and DSU’s social media manager reviews their content to post on DSU’s official pages on Facebook, Instagram, or Twitter. These posts are a sentence or two in length and are significantly shorter than blog posts. Social media posts can be about anything from achievements, announcements, and events to humorous, educational, or heartwarming pictures and captions relevant to DSU. Social media posts are relevant to community members, students, parents, potential students, alumni, etc. Examples: Presenting at a prestigious conference; photo and caption of students on a field trip

62


Dixie State University Campus Update The requester submits the details (name, short description, time, date and place) of an upcoming event or happening for UMAC to include in its media advisory that is emailed to reporters every week in an effort to get reporters on campus to do stories on the mentioned events. (Events must be submitted at least two weeks in advance.) Examples: Therapy dogs on campus during finals week; an academic program hosts a fair for elementary students

Press Release The requester fills out the Publicity Request Form at umac.dixie.edu about a news item that appeals to a wide audience and offers information relevant to individuals who have no direct ties to DSU. If UMAC determines the request to be relevant, UMAC’s public relations staff writes a press release and sends it to TV and radio stations and print and online newsrooms across the region. Examples: A program, student, faculty, staff, alumni, etc., receives a prestigious award; a department hosts an event they want the public to attend

Press Conference The requester informs the public relations director of major university news and UMAC organizes a press conference to make the announcement. Press conferences are for news items that many news outlets would want to cover. They provide all the information and resources journalists need by gathering all relevant sources in the same location at the same time. Press conferences work best when paired with an event that will offer reporters interesting visual elements to their story. Examples: $1 million donation is made; high-profile individual joins the faculty

Media Event The requester informs the public relations director of a major happening that will change the landscape of DSU forever, and UMAC organizes a media event to make the major announcement. Key stakeholders and the media are personally invited to the event with which a press conference is held in conjunction. Examples: A $10 million donation is made to the university; a new university president is named

63


MEDIA RELATIONS Benefits of Talking to a Reporter • Any time the media uses DSU faculty, staff, students, or alumni as sources, the University and its brand are promoted and strengthened. • By including DSU faculty, staff, students, or alumni as expert sources on a topic, the media establishes the University as a credible and reputable institution. • When experts in the field — instead of public relations representatives — talk to the media, they lend credibility to the story and University. • A year’s worth of being mentioned in stories is worth thousands of dollars of advertising.

Preparing for an Interview • When a reporter calls and asks to interview you, it’s OK to schedule the interview for later the same day and take some time to prepare what you want to say. Before you hang up, ask for the name of the reporter, their publication, phone number, topic, and deadline. If the reporter leaves a message, respond to the reporter as soon as possible — even if it’s to say that you received the message and are working on getting the requested information. • Contact UMAC to let the public relations team know a journalist has contacted you. DSU’s PR team will help you create talking points — the most important things the audience should know about the topic at hand — and prepare for the interview, if you’d like. • Rehearse the key talking points to know what you want to say and how you want to say it. Think of questions the reporter may ask, including tough questions about mistakes, and prepare answers. Practice saying your responses out loud. • Expect to have a conversation, as print and web reporters usually will want to conduct interviews over the phone and TV reporters will want to meet in person. In sensitive situations, sources can request to answer questions over email; however, outlets will present quotes as prewritten statements issued by email.

64


Participating in an Interview Be yourself. Act naturally and speak as if you are having a casual conversation with a friend. Be honest. If you do not know the answer to a question, do not try to answer. Instead, direct the reporter to the individual who does know the answer. Be confident. Remain positive, but not unrealistic. If you feel unable to comment, explain why. Do not say “no comment”. Be accurate. Do not make up facts or accept the reporter’s facts as truth. Do not answer hypothetical questions. Support your main points with facts, figures, or personal experiences. Be respectful. You will not be able to approve a story before it is released. Be calm. Some reporters will attempt to provoke an emotional reaction. To avoid this, take a moment to collect your thoughts before responding. Be concise. Interviews can be very short, so be sure to get your point across in a few minutes. Additionally, as questions get harder, answers should be shorter. Be quotable. Insert your personality into your answers and respond passionately with engaging words and descriptions. Be focused. Keep the interview on topic. If a reporter uses an unexpected line of questioning, explain that you are prepared to answer the questions related to the agreed topic, and no others. Be clear. Avoid technical terms and jargon. Explain your subject matter in a way that a sixth-grader would understand. Repeat the key talking points at the end of the interview. Be professional. Nothing is truly off the record, so you should be comfortable with anything you say appearing in the story. Be thorough. If you are promoting an event, share all the details someone would need to know in order to attend the event, such as the time, date, location and cost.

Additional Guidelines for on-Camera Interviews • Make sure the setting is appropriate and well lit, nicely represents DSU, and showcases DSU branding. Branded items can be provided by UMAC if needed. • Speak and act naturally. Do not use hand gestures near your face. • Be aware of your facial expressions and make sure they are appropriate. • Look directly at the reporter, not the camera. • Do not wear sunglasses or chew gum.

65


SOCIAL MEDIA GUIDE Overview The Social Media Guide comprises the standards campus communicators follow when posting on social media pages representing the University or any of its entities. This guide supplements the instructions provided in the Messaging, Visual Standards, and Communication guides. When posting on DSU pages, it is vitally important to follow the Messaging Guide to maintain DSU’s unique identity, the Visual Standards Guide to ensure consistent and appropriate use of Dixie State’s visual identity, and the Communication Guide to incorporate quality, precision, and credibility into your posts. The Social Media Guide will help you establish an engaging presence on social media.

Contents

1. Getting Started

•Make Time •Form a Strategy •Select Profile Images

2. Best Practices •Considerations •Personal Profiles

3. Copyright •Fair Use •Frequently Asked Questions

66


GETTING STARTED The first step in creating a social media account for any Dixie State University entity is to register it at umac.dixie.edu/social-media. Existing pages that have not been registered yet should be entered at the same site. Once this has been done, the page will be listed on DSU’s Social Media Directory, hosted on UMAC’s webpage. This list provides legitimacy and visibility to the page, leading to better engagement.

Make Time Managing a social media page often takes more time than expected. Remember that for some people, social media management is a full-time job. It’s important to make enough time to do the job right. It can be very helpful to dedicate an intern to social media management. If the plan is to use an intern, be sure you can keep the intern position in the future. When creating a DSU social media page, managers must be prepared to: • Plan: Managers need to form social media goals and strategies, which will make it much easier to make everyday decisions. • Listen: It’s important to know what others are talking about on social media so that you can join the conversation. There are helpful tools out there for social media monitoring, and some of them are free like Hootsuite and Social Mention. • Respond: Followers will respond to your social media posts or reach out to you directly and you need to take the time to respond in an appropriate manner, whether that means replying, liking, commenting, direct messaging, or emailing people. • Promote: You probably started your social media page to promote your events or your department, college, or organization. You’ll have to specify a portion of your content just for thoughtful self-promotion. • Participate: Get involved in the conversations already taking place on the channels. • Curate: Discover and share content from other sites and sources. You’ll need to find sources from which to gather inspiration and information. • Research: Possibly the biggest challenge you’ll have as a social media manager is consistently producing engaging and creative content. You’ll want to look up articles about new types of content, research other accounts for inspiration, and decide when to use those ideas. • Craft: Once you find something to share, you’ll have to figure out how to talk about it and make sure you are staying true to your social media voice and tone. • Post: You’ll need to continuously post new content on your social media page. Scheduling your posts ahead of time using a free tool like Hootsuite or Buffer can save you some time. • Build Community: Spend time chatting with other social media managers on campus and find ways to connect your social media page to other DSU pages to strengthen our online community.

67


Form a Strategy • Set Goals: Clear goals make it easier to make everyday decisions. • Stay Focused: Define what channels to target and which tools to use. • Share the Responsibilities: Having an established strategy allows more than one person to participate in execution of plans. • Conduct Research: Before starting a new social media page, look at the pages of similar organizations at other universities to get an understanding of what works and what doesn’t. • Be Active: Monitor hashtags, respond to comments, answer questions, and keep your account fresh by consistently posting. • Measure Success: Determine what success means to you and monitor your progress. For example, success can be measured by an increase in the number of unique visits to your website, improved communication with current or prospective students, or an increase in the number of likes, followers, and comments you receive.

Select Profile Images Logos Do not use DSU’s institutional, departmental, or athletic logos, logomarks, wordmarks, shields, or seals without the permission of University Marketing & Communication. As specified in the Visual Standards Guide, DSU’s marks must be designed or approved by UMAC in order to maintain brand integrity. To request design work, visit creativeservices. dixie.edu or to upload artwork for approval, visit umac.dixie.edu/uploadartwork. See the Visual Standards Guide for more information. The institutional and athletic marks are overused on social media, so if you choose to use one of these images, you’re not differentiating yourself enough. If your social media page represents a DSU department or office, using your departmental logo with UMAC approval is a good option.

Photos Think about using a photo that represents your entity. You can add your department logo to the picture with UMAC approval. Visit photos.dixie.edu to use a photos from UMAC’s database. If you’re having trouble finding or taking a photo, visit umac.dixie.edu/services/ photographyvideo to set up a photo shoot with Creative & Visual Services.

68


Select Profile Images Logos Do not use DSU’s institutional, departmental, or athletic logos, logomarks, wordmarks, shields, or seals without the permission of University Marketing & Communication. As specified in the Visual Standards Guide, DSU’s marks must be designed or approved by UMAC in order to maintain brand integrity. To request design work, visit creativeservices. dixie.edu or to upload artwork for approval, visit umac.dixie.edu/uploadartwork. See the Visual Standards Guide for more information. The institutional and athletic marks are overused on social media, so if you choose to use one of these images, you’re not differentiating yourself enough. If your social media page represents a DSU department or office, using your departmental logo with UMAC approval is a good option.

Photos Think about using a photo that represents your entity. You can add your department logo to the picture with UMAC approval. Visit photos.dixie.edu to use a photos from UMAC’s database. If you’re having trouble finding or taking a photo, visit umac.dixie.edu/services/ photographyvideo to set up a photo shoot with Creative & Visual Services.

69


BEST PRACTICES Considerations • Establish Your Voice: Your voice should fit your organization and be applied to every post you make. The nature of your voice, such as personal, honest, humble, direct, clinical, or scientific, determines what kind of language you use, such as complex, simple, savvy, fun, serious, or whimsical. • Set Your Tone: While maintaining your organization’s voice, write each post in a tone that is appropriate for the specific content being posted. • Produce Well-Rounded Content: Post different types of content to help your followers keep up with what’s going on around them and provide them with the enjoyable, interesting, useful, and funny content they log on to social media to consume. • Share Others’ Posts: Not all of the content you share has to be your own. For example, you can share news articles relevant to your organization, quotes, or posts from other DSU social media pages or followers. • Create Thoughtful Messaging: Look for opportunities to incorporate the institutional key messages that are in the Messaging Guide into your posts. Frame your message in a way that inspires others to get involved with the campus and community. • Use Real Photos: Posting edited photos is fun, but if taken too far, your photos will appear unrealistic and unflattering. • Build Community: Work with other official DSU social media pages and well-known social media influencers to get the most out of your social media network. Like, comment, and share posts from these pages and profiles to help create stronger connections to the DSU brand. • Use DSU Hashtags: Anyone who searches for hashtags you use can find your post. Don’t #spam #with #hashtags or put too many tags on any one post. DSU’s most commonly used hashtags are: • #thedixielife • #dixiestate • #igotodixie • #iwenttodixie • #activelearningactivelife • #dixieblazers • Be Consistent: Posting regularly is vital to building a connection with followers. The recommended number of posts per week for each channel are: • Facebook: 3-5 times per week • Instagram: 3-5 times per week • Twitter: 5-10 times per week • Snapchat: 5-10 times per week

70


• Be Accurate: Make sure all names, titles, and locations are spelled correctly. Check that every piece of information is fair and accurate. Be clear and transparent. • Be Appropriate: Adhere to the same standards of conduct online as you would in the workplace. Laws and policies respecting workplace conduct apply online and in the context of social media just as they do in personal interactions. Do not post content that is injurious, illegal, threatening, obscene, or a violation of copyright, intellectual property rights, or privacy laws. • Establish Your Intention: Be clear about why you’re on social media. When most people create a page, they want a platform and megaphone, but what you should really want is genuine interaction with your followers by providing good, relevant content for them to react to. • Express Gratitude: Leave a good impression on your followers by regularly sharing your thankfulness for them.

Personal Profiles When posting to your personal social media pages, remember that you are viewed as a representative of Dixie State, whether or not you intend to speak on its behalf. DSU employee and student social media posts can greatly impact DSU’s reputation, for better or worse. Some of these comments may be particularly damaging due to the global nature of social media. As a DSU employee, please use positivity when referring to the University as well as the Utah State Legislature, Utah System of Higher Education, DSU Board of Trustees, and Northwest Commission of Colleges and Universities — all of whom make important decisions on behalf of Dixie State. Employees are also encouraged to take advantage of the opportunity social media offers to share about the quality education, life-changing opportunities, and incredible growth taking place at DSU. DSU employees may consider adding the following disclaimer to personal social media accounts: “While I am an employee at Dixie State University, comments made on this account are my own and not that of the University.” All faculty, staff, and students with concerns or suggestions regarding Dixie State University are encouraged to utilize appropriate DSU processes to facilitate positive and appropriate change.

71


COPYRIGHT Copyright is the exclusive legal right given to an originator or assignee to print, publish, perform, film, or record literary, artistic, or musical material and to authorize others to do the same. Written works, photos, music, video, published work, artwork, and software all can be copyrighted.

Fair Use Under certain circumstances, fair use doctrine allows brief excerpts of copyright material to be quoted verbatim without the need for permission from or payment to the copyright holder. Determining fair use of materials can be difficult, but it likely is fair use if the use falls under one of these categories: • The purpose of use is nonprofit, educational, or personal • Published material is factual in nature • Only a small amount of the material is being posted • Impact on the market for the material is very small It’s possible that the use does not fall under the fair use rule if the use falls under one of these categories: • The material is being used for a commercial • The material is unpublished • Most of the material will be posted • Posting the material will hurt the original owner

72


Frequently Asked Questions What happens if I illegally use copyrighted material? • You may receive a cease and desist letter • The owner of the copyrighted material may get an injunction or a court order to get you to stop using their material • The owner may also file a claim for damages suffered

What if I want to repost something from social media? When materials are posted on sites like Facebook, they immediately fall under an intellectual property license. This means that those materials are allowed to be shared all over the world without further permission and without paying any royalties. Some sites also reserve the right to change, commercialize, or display these materials. The intellectual property license ends when the original materials or account is deleted unless the materials have been shared with others who have not deleted it.

How do I get permission to use copyrighted materials? • Contact the owner • Contact copyright.com • Contact DSU’s general counsel

73


RESOURCES University Marketing & Communication offers marketing and communication services for all DSU departments and offices; however, campus entities are free to create their own materials as long as they follow DSU branding standards. Final designs must receive UMAC approval. UMAC reserves the right to reject and/or eliminate any marketing materials that do not meet DSU branding criteria.

Links to Services and Materials Design Services umac.dixie.edu/services/design

Facility Branding umac.dixie.edu/services/facility-branding

Artwork Approval umac.dixie.edu/uploadartwork

Request Photography and Videography Services umac.dixie.edu/services/photographyvideo

Download Photos photos.dixie.edu

Download Logos, Letterhead, and PowerPoint Templates umac.dixie.edu/downloads

Swag and Rentals umac.dixie.edu/services/rentalsswag

Events umac.dixie.edu/events

Public Relations Support pr.dixie.edu

Social Media umac.dixie.edu/social-media

Trademark and Licensing umac.dixie.edu/licensing

74


Contact UMAC For additional information, contact the University Marketing and Communication office at 435.879.4409 or stop by our office in the M. Anthony Burns Offices.

Dr. Jordon Sharp Chief Marketing & Communication Officer 435.652.7544 • jsharp@dixie.edu

Jyl Hall Director of Public Relations 435.652.7547 • jylhall@dixie.edu

Jared Madsen Director of Creative & Visual Services 435.652.7546 • madsen@dixie.edu

Joel Griffin Public Relations/Publications Coordinator 435.879.4412 • griffin@dixie.edu

Megan Church Events & Promotions Coordinator 435.652.7907 • megan.church@dixie.edu

Scott Garrett Design & Photography Paraprofessional 435.879.4414 • sgarrett@dixie.edu

Kayla Coolbear Social Media & Digital Marketing Specialist 435.879.4417 • kayla.coolbear@dixie.edu

Misty Frisbey Marketing & Communication Support Specialist 435.879.4409 • mfrisbey@dixie.edu

Steve Johnson Associate Athletic Director of Media Relations & Collegiate Licensing 435.652.7524 • johnsons@dixie.edu

75


76

Dixie State University Branding Guide  

Establishing the guidelines necessary to maintain an authentic identity for Dixie State, this document assists stakeholders in creating, pr...

Dixie State University Branding Guide  

Establishing the guidelines necessary to maintain an authentic identity for Dixie State, this document assists stakeholders in creating, pr...

Advertisement