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Brand Book 2011

Monday, May 23, 2011


At CoachArt we believe a brand is built on a solid foundation that clearly defines the proposition, processes and value of the organization. We also believe through the branding process, every aspect of the organization is clearly articulated so that internal and external audiences have a true understanding of what is being delivered to the end user and expected of those who engage. This is why we have endeavored to create our very first “CoachArt Brand Book�. Our goal for this manual is to provide the architectural framework for transparent definition and expert delivery of CoachArts messages and objectives. A successful brand is constantly changing. Hopefully as it evolves, it does so in response to the needs of its customers and in tandem with the team who has helped to build it. Our goal is that throughout our evolution, CoachArt maintains its position as a leader in a community that cares.

Monday, May 23, 2011


contents about us

our identity

digital media

history mission statement brand values executive director executive team annual event

name logo & usage tagline & strapline typefaces color palette photos & images comm profiles

electronic signature website twitter facebook flickr uploads youtube

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about us history.mission.values

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about us... •

HISTORY:

MISSION:

VALUES:

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CoachArt was conceived in 2000 by Zander Lurie in memory of his father Dr. Arthur "Art" Lurie, a cardiac surgeon. Dr. Lurie devoted his life to the healing and wellness of his patients, and loved teaching and mentoring children. Zander together with his lifelong family friend, Leah Bernthal, set out to create an organization that would enhance the lives of chronically ill youth by tapping into resources from the community.

CoachArt provides free lessons in the arts and athletics for children with chronic and life-threatening illnesses. Currently CoachArt works with over 500 volunteer mentor coaches, over 100 arts and athletics programs and a myriad of healthcare organizations to serve nearly 2,000 students in Los Angeles County.

CoachArt exists to serve an important need and leads the way in developing what we define as “communities of care”. Our values include: Maintaining the personal touch; Expert volunteer training; and Quality coaching/ mentorships.


about our... founders.board of directors.executive director.team

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About Our Founders

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about our... board

Zander Lurie, Co-Founder, Board Chair

Leah Bernthal, Co-Founder

Brett Bouttier

Tom Bernthal

Jason Lurie

James Pitaro

Rich Sullivan

Brian Weinstein

Sean Moriarty

Drew Buckley

Kellie Lakamp

Elena Halpert-Schilt

Natasha Croxall

Carlyn Henry

Karen Heilman

Chris Britt

Manoj Verma

James Kenefick

Todd Tappin

Joanne Pauley, Board Member

Carol Belfield


about our executive director...

Dr. Thyonne Gordon is the Executive Director of CoachArt. Dr.Gordon is a, non-profit business manager, entrepreneur and philanthropist who holds appointments on a number of boards and committees. Primarily known for her work with at-risk youth and communities—as a volunteer, consultant, and non-profit organizer, she holds a Ph.D. in Human and Organizational Development. Dr. Gordon has sought to engender social transformation, youth empowerment and to overcome disparity in youth populations and urban communities.

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CoachArt Team

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our identity... name.logo usage

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name and logo...

The logo above serves as the primary element to identify CoachArt. When writing CoachArt the words should be merged and the “A� in art should always be capitalized. The heart logo is reserved for all CoachArt materials which target families, patients, donors, volunteers and board members. This may also be used as a footer in publications/stamp in publications and other marketing materials.

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logo usage...

The tagline logo is reserved for materials targeted at volunteers and donors.

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Who We Are

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Things We Like To Do

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our annual event...

CoachArt hosts an annual event for our clients, staff, friends, volunteers and board members to gather and celebrate the organizations growth and development. The event showcases our work but also heroes of our community. We call them champions and we honor them each year with a very special Evening Of Champions.

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about our... tagline.strapline

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Our Tagline: The Art Of Improving Lives (This is the phrase that appears in association with the logo)

Our Strapline: Permission To Play (This phrase is to be utilized in organizational marketing campaigns)

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use of our strapline... The “Permission to Play” strapline is to be used only in conjunction with marketing, promotional and fund development campaigns. The use of it in internally developed communication can only be issued by the Executive Director or under the guidance of CoachArt’s Marketing Agency. The phrase “Permission to Play” can be utilized with or without the subphrases “We Give You” or “Giving You” contingent upon the context of the advertising medium.

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our identity... typefaces.color palettes

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graphic specifications... Below are the graphic specifications for presenting CoachArt

PMS Colors PMS (Pantone Matching System) is a universal ink color matching system used by designers and printers to reference colors. PMS 116X

PMS 1852 2X

Typography The typography that is used in the logo is Arial.

ABC abc Monday, May 23, 2011


our identity... photos.images

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photos & images... •

PHOTOS:

•

IMAGES:

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All photos used in dissemination of marketing and program materials must be approved by the Executive Director. Photos utilized in reproduction must be high resolution. A disc of preapproved hi-res images will be disseminated to all employees creating graphic communication pieces for distribution to outside audiences.

CoachArt provides a stock of photos and images that are gathered from its student and volunteer activities on an ongoing basis. Every photo taken to document CoachArt programs and services must be saved, cataloged for date and location and approved for use.


comm profiles... letterhead.envelopes.labels.cards.notepads

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communication profiles... Letterhead Layout: 8 1/2” x 11” Margin: 1/2” horizontal & vertical Typography: Arial Address: 12 pt. Footer Type: first line 11 pt., second line 10 pt. Rule Line: header/footer red line 2 pt., gold line 1 pt. Alignment: All headers and footers are centered. Stock: 24 lb. White Linen Header Logo: Footer Logo:

Envelopes Layout: 4 1/8” x 9 1/2”; 10” x 13” or 9” x 12” Margin: 1/2” horizontal & vertical Typography: Futura Address: 11 & 18 pt. Stock: 24 lb. White All envelopes, regardless of size, follow the same specifications above

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comm profiles con’t... Mailing Label Layout Size: 3” X 5” Margin: 1/4” horizontal & vertical Typography: Follow same specifications as letterhead Stock: White Crack and Peel

Business Card Layout: 3 1/2” x 2” Margin: 1/2” horizontal & vertical Typography: Name: 12 pt. Futura Bold Professional Title: 10 pt. Futura - No more than 3 lines permitted Address: 10 pt. Futura - No more than 2 lines permitted Telephone, Fax, and Email: 10 pt. Futura Stock: 80 lb. White Linen Cover There should be no printing on the reverse side of cards. Logos other than the approved are not allowed on business cards.

Thank You Card Layout Size: 5 1/2” x 4 1/4” Stock: 80 lb. White Linen Cover

Note Pad Layout Size: 5 1/2” x 8 1/2” Margin: 1/2” horizontal & vertical Typography: Follow same specifications as letterhead Stock: 20 lb. White unless otherwise noted

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digital media... electronic signature

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electronic signature... Email Signatures HTML email users may use an electronic signature plate shown below in conjunction with the following: Typography: 10 pt. Verdana bold, black Name: 10 pt. Verdana bold Title, Department, Contact information: 8 pt. Verdana bold Links/Profiles: Facebook, Flickr & Twitter Logo:

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digital media... website

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website...

The CoachArt website is a functional extension of the brand. Staff, students, families, volunteers and donors can learn about the organization, give and participate in programs and services. Please take an in-depth look at the site to learn the multiple features and functions that are available to our CoachArt audiences.

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social media... guidelines

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social media guidelines... Creating the tone and messaging for CoachArt’s social profiles include a collective consideration for the organization’s mission. Messages centered scheduled events, organizational wins, daily activities, and related initiatives may be included. Staff may also add and invite Facebook and Twitter users daily to increase news visibility. Links from press release and news stories are added to Bit.ly for Twitter/Facebook to ensure integration, shortening and tracking in effort to analyze and report growth and online sentiment.

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social media guidelines... Overview The guidelines to follow govern the publication of and commentary on social media by employees of COACHART and its related companies ("COACHART"). For the purposes of this policy, social media means any facility for online publication and commentary, including without limitation blogs, wiki's, social networking sites such as Facebook, LinkedIn, Twitter, Flickr, and YouTube. These guidelines are in addition to and complement any existing or future policies regarding the use of technology, computers, e-mail and the internet. COACHART employees are free to publish or comment via social media in accordance with this policy. COACHART employees are subject to this policy to the extent they identify themselves as a COACHART employee (other than as an incidental mention of place of employment in a personal blog on topics unrelated to COACHART). Notwithstanding the previous section, these guidelines apply to all uses of social media, including personal, by COACHART employees who are (describe employees who this applies to outside of work as well by title or job responsibilities), as their position with COACHART would be well known within the community. Publication and commentary on social media carries similar obligations to any other kind of publication or commentary. All uses of social media must follow the same ethical standards that COACHART employees must otherwise follow.

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social media guidelines... Setting up Social Media Assistance in setting up social media accounts and their settings can be obtained from COACHART's Executive Director and Communications Manager. Don't Tell Secrets It's perfectly acceptable to talk about your work and have a dialog with the community, but it's not okay to publish confidential information. Confidential information includes things such as unpublished details about our software, details of current projects, future product ship dates, financial information, research, and trade secrets. We must respect the wishes of our corporate customers regarding the confidentiality of current projects. We must also be mindful of the competitiveness of our industry. Protect your own privacy Privacy settings on social media platforms should be set to allow anyone to see profile information similar to what would be on the COACHART website. Other privacy settings that might allow others to post information or see information that is personal should be set to limit access. Be mindful of posting information that you would not want the public to see. Be Honest Do not blog, tweet, or update anonymously, using pseudonyms or false screen names when speaking for or about CoachArt. We believe in transparency and honesty. Use your real name, be clear who you are, and identify that you work for COACHART. Do not say anything that is dishonest, untrue, or misleading. If you have a vested interest in something you are discussing, point it out. But also be smart about protecting yourself and your privacy. What you publish will be around for a long time, so consider the content carefully and also be cautious about disclosing personal details.

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social media guidelines... Respect copyright laws It is critical that you show proper respect for the laws governing copyright and fair use or fair dealing of copyrighted material owned by others, including COACHART own copyrights and brands. You should never quote more than short excerpts of someone else's work, and always attribute such work to the original author/source. It is good general practice to link to others' work rather than reproduce it. Respect your audience, COACHART, and your coworkers The public in general, and COACHART's employees and partners, reflect a diverse set of customs, values and points of view. Don't say anything contradictory or in conflict with the COACHART website. Don't be afraid to be yourself, but do so respectfully. This includes not only the obvious (no ethnic slurs, offensive comments, defamatory comments, personal insults, obscenity, etc.) but also proper consideration of privacy and of topics that may be considered objectionable or inflammatory - such as politics and religion. Use your best judgment and be sure to make it clear that the views and opinions expressed are yours alone and do not represent the official views of COACHART. Protect COACHART volunteers, business partners and participants Funders, partners, volunteers, or participants should not be cited or obviously referenced without their approval. Never identify them by name without permission and never discuss confidential details of engagement. It is acceptable to discuss general details about kinds of projects and to use non-identifying pseudonyms (e.g., Volunteer 123) so long as the information provided does not violate any non-disclosure agreements that may be in place with them or make it easy for someone to identify the them. Your social profile is not the place to "conduct business.�

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social media guidelines... What to Post, Tweet, or Update Generally the content of Facebook updates, Tweets, and posts to other social profiles should be concerning: •! COACHART news and related events •! Partner news and related events •! COACHART photos and videos •! Links to articles of interest to COACHART staff, partners, & volunteers •! Comments and responses to Facebook fans and twitter followers •! Positive feedback concerning the organization, its programs, and partners Controversial Issues If you see misrepresentations made about COACHART in the media, you may point that out. Always do so with respect and with the facts. If you speak about others, make sure what you say is factual and that it does not disparage that party. Avoid arguments. Brawls may earn traffic, but nobody wins in the end. Don't try to settle scores or goad others into inflammatory debates. Make sure what you are saying is factually correct. Be the first to respond to your own mistakes If you make an error, be up front about your mistake and correct it quickly. If you choose to modify an earlier post, make it clear that you have done so. If someone accuses you of posting something improper (such as their copyrighted material or a defamatory comment about them), deal with it quickly - better to remove it immediately to lessen the possibility of a legal action.

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social media guidelines... Think About Consequences For example, consider what might happen if a COACHART employee is in a meeting with a parent or funder, and someone on the funder's side pulls out a print-out of your blog, tweets, or updates and says "This person at COACHART says the services suck." Once again, it's all about judgment: using your social profiles to trash or embarrass COACHART, our customers, or your coworkers, is dangerous and ill-advised and could result in termination and legal ramifications. Disclaimers Many social media users include a prominent disclaimer saying who they work for, but that they're not speaking officially. This is good practice and is encouraged, but don't count on it to avoid trouble - it may not have much legal effect. The Executive Director or Communications Manager can provide you with applicable disclaimer language and assist with determining where and how to use that. Don't forget your day job. Make sure that social media does not interfere with your job or commitments to customers. Social Media Tips The following tips are not mandatory, but will contribute to successful use of social media. The best way to be interesting, stay out of trouble, and have fun is to write about what you know. There is a good chance of being embarrassed by a real expert, or of being boring if you write about topics you are not knowledgeable about. Quality matters. The speed of being able to publish your thoughts is both a great feature and a great downfall of social media. The time to edit or reflect must be self-imposed. If in doubt over a post, or if something does not feel right, either let it sit and look at it again before publishing it, or ask someone else to look at it first. In summary, be transparent, be responsible, be non-partisan, be trained and be responsive. Enforcement Policy violations will be subject to disciplinary action, up to and including termination for cause. Monday, May 23, 2011


posting instructions... twitter.facebook.flickr.youtube

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step-by-step twitter... Twitter www.twitter.com/coachartorg username: password: INSTRUCTIONS FOR POSTING TO TWITTER ACCOUNT STEP 1: GO TO THE http://WWW.TWITTER.COM STEP 2: ENTER THE USERNAME AND PASSWORD THEN CLICK LOG IN STEP 3: THE TWITTER FEED WILL APPEAR WITH A FORM LABELED “WHAT’S HAPPENING?” AT THE TOP OF THE PAGE AND TWEETS FROM THE PERSONS OR COMPANIES YOU FOLLOW IN THE NEWSFEED BELOW. IN THE “WHAT’S HAPPENING?” FORM, YOU WILL TWEET YOUR MESSAGE. STEP 4: TYPE IN THE MESSAGE, WHICH CANNOT EXCEED MORE THAN 140 CHARACTERS. KEEP IN MIND THAT ANY LINKS ALSO HAVE TO BE INCLUDED IN THE 140-CHARACTER LIMIT. STEP 5: TO INCLUDE A LINK IN YOUR TWEET, FIRST TYPE THE MESSAGE. THEN, COPY AND PASTE THE URL OR BIT.LY INFORMATION INTO THE FORM. STEP 6: ONCE YOU HAVE ADDED THE MESSAGE AND/OR LINK, PRESS THE BUTTON LABELED “TWEET.” STEP 7: NOW, YOUR TWEET WILL APPEAR IN THE NEWSFEED BELOW AND WILL BE VISIBLE IN THE NEWSFEEDS OF INDIVIDUALS AND COMPANIES WHO FOLLOW YOU.

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step-by-step facebook... Facebook www.facebook.com/coachart username: password: INSTRUCTIONS STEP 1: GO TO THE http://www.facebook.com STEP 2: ENTER THE USERNAME AND PASSWORD THEN CLICK LOG IN STEP 3: THE OFFICE’S PAGE SHOULD APPEAR WITH FRIENDS INFORMATION AND FRIENDS ALONG THE LEFT COLUMN, AND A LARGER COLUMN CALLED THE “WALL.” ON THIS WALL, TYPE IN TH MESSAGE AND INCLUDE ANY LINK YOU WANT INCLUDED IN IT. STEP 4: CLICK COMMENT. THE POST WILL NOW APPEAR IN THE NEWSFEED OF THE PAGE AND THE NEWSFEEDS OF INDIVIDUALS AND COMPANIES THAT FRIEND THE PAGE. Plug-ins for posts: Readers may bookmark stories from website with AddThis: http://www.addthis.com/ Readers may subscribe to posts with Email Subscription box through FeedBurner (optional)

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step-by-step flickr... Flickr www.flickr.com/coachart username: coachartorg@yahoo.com password: Coachart 320 INSTRUCTIONS STEP 1: GO TO http://www.flickr.com STEP 2: CLICK UPLOAD AT THE TOP. THIS WILL TAKE YOU TO THE UPLOAD AT FLICKR PAGE. STEP 3: CLICK CHOOSE PHOTOS AND VIDEOS. STEP 4: SET PRIVACY TO PUBLIC. STEP 5: CLICK UPLOAD PHOTOS AND VIDEOS. STEP 6: CLICK ADD DESCRIPTION STEP 7: ON DESCRIBE THIS UPLOAD PAGE, ADDING TAGS, TITLES AND DESCRIPTIONS ARE VERY IMPORTANT. Completing these properly ensures photos can be located easily by visitors and made searchable by Google, thus increasing Page Rank and visibility on Google and Photo searches. Use these guidelines: 1. TAGS: Always use TAGS that BEST describe the photo or what the photo is of. CoachArt, nonprofit, charity, volunteer, event, person’s name, are GREAT tags. 2. TITLES: The title should describe what’s in the photo or name of event where photo was taken AND THE DATE! Be sure to include: a. The name of our organization, CoachArt (spelled out and correctly), or partnering organization b. Noun descriptors like Volunteer, Patient, Mentor, Participant, etc. c. Action descriptors like Shares, Speaks, Teaches, Swims, Mentors 3. DESCRIPTION: Use the 5 'W's – Who? What? When? Where? and Why? Also use some of the same keywords used as tags to further increase Page Rank of content and make photos easier to find on the site. 4. If you’ve uploaded more than one photo, click ADD A SET. Choose CREATE NEW SET. NOTE: If uploaded photos are an addition to a set previously created titled on Flickr, choose that title.

STEP 6: NAME YOUR NEW SET, WITH DESCRIPTION, ADD TAGS. STEP 7: CLICK CREATE SET AND SAVE.

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step-by-step youtube... YouTube www.youtube.com username: coachartnews@gmail.com password: Coachart 320 INSTRUCTIONS All video and unedited footage should FIRST be stored offline onto COACHART’s external hard drive by Communications Manager.

STEP 1: GO TO http://www.youtube.com. STEP 2: CLICK COACHARTORG IN THE UPPER RIGHT CORNER. STEP 3: CHOOSE MY VIDEOS IN THE DROP DOWN MENU. STEP 4: HIT UPLOAD VIDEO OR DRAG & DROP VIDEO FROM DESKTOP TO WHITE BOX. STEP 5: WHILE IT IS UPLOADING AND THEN PROCESSING, ADD A TITLE, DESCRIPTION, TAGS AND CATEGORY TO THE VIDEO. STEP 6: REMEMBER TO MARK IT PRIVATE. ONCE REVIEWED OR EDITED, VIDEOS WILL THEN BE MADE PUBLIC. How you title, describe, tag, and categorize is VERY important. Completing these properly ensures videos can be located easily by visitors and made searchable by Google, thus increasing Page Rank and visibility on Google and YouTube searches. Use these guidelines: 1. TITLES: Use a strong descriptive title. The title should use words that describe what the video is about as well as words that will help draw people to watch our channel. Titles should always include the following: a. The name of our organization, CoachArt (spelled out correctly) b. Noun descriptors like Volunteer, Patient, Mentor, Participant, etc. c. Action descriptors like Shares, Speaks, Teaches, Mentors 2. DESCRIPTION: Use the 5 'W's – Who? What? When? Where? and Why? But remember to be succinct because attention spans are very short online. Use also some of the same keywords that will be used in TAGS. 3. TAGS: Always use TAGS that BEST describe the video and what action is going on it. CoachArt, nonprofit, charity, volunteer, are GREAT tags but also include the suggested Tags from YouTube if relevant such as painting, art, singing, sports, yoga, etc. 4. CATEGORY: Always Nonprofits & Activism.

Monday, May 23, 2011


thank you...

Thank you for learning about and complying with the trade standards of CoachArt and most of all for being part of our Community Of Care.

Monday, May 23, 2011


CoachArt Brand Book