2022-2023 Brandbook @sma_reach www.sfusma.com/reachsma_reach@sfu.ca
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Introduction
The REACH Marketing Development initiative is a student-run, university backed, program that provides pro-bono marketing consulting services to local businesses operating in British Columbia.
As a business in partnership with SMA’s REACH Program, over the course of the assigned contract term* you will the following at your disposal:
A cohort of pro-bono marketing consultants who will actively listen to your marketing strategy pain points and work with you to create a 4-month integrated plan and post-implementation timeline
One task team, consisting of 1 Project Manager, 2 Project Coordinators and 1 Visual Coordinator
A result-oriented approach with our proven history of exceeding KPIs with previous task teams and clients
Constantly improving business acumen of assigned task teams through weekly workshops led by senior business students and industry professionals
An SMA ‘Client Marketing Budget’ of $60.00, which you are more than welcome to supplement with additional funds for strategy execution at your discretion!
Supported by weekly educational workshops, REACH Task Teams put their business acumen into action, gain hands-on marketing experience, and develop professional client management capabilities.In collaboration with all our past clients, this program appreciates and celebrates all the work our task teams have done and will allow you to further expand your organization's brand awareness.
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Vice Presidents
Anthony Antonio BarthelemyAnthony is a 4th year student concentrating in Marketing, Operations Management, and Strategic Analysis, whilst also pursuing his Business Analytics & Decision Making Certificate at Simon Fraser University.
Participating in both national and international innovative and problem-solving Business Case Competitions, such as Western Canada’s highest regarded JDC West Marketing, the Central European Case Competition hosted by Corvinus University in Budapest, and more recently the Business Management Case Competition hosted by Universidad Panamericana, Mexico.
Kirtana Menon
Kirtana is a 4th year Honours Candidate in Communication with a Minor in Business in good academic standing. Kirtana has over 5 years of experience in the digital marketing sphere, having completed an internship as a PR, Digital Communications and Marketing Consultant at SkillPlan Canada and Analyst role in WorkSafeBC’s Stakeholder Experience, Marketing and Corporate Communications Department (SEMCC).
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Logo Identity Usage
The REACH logo may be presented as the full name or shortened to the stylized ‘R’ to represent our visual identity. Placement and usage of this logo must be done carefully and deliberately to ensure the content we create is correctly represented and maintained to support REACH’s professional image.
Maximum reduction
To allow for legibility, the logo should not be reduced more than the following dimensions:
291 px by 89 px
63 px by 63 px
This is the main logo used for REACH’s branding.
The white logo should be used on a dark blue whenever possible for consistent branding. This is mainly utilized on social media graphics and print materials where colour printing is accessible.
Varying shades of dark blue with black gradients may be used, however the white logo must stay consistent, with enough contrast between the logo and the background to make it legible.
In cases where varying dark blues are used as an alternative background, ensure that the turquoise of the ‘R’ still retains enough contrast to the background for clarity.
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This logo is used for serious branding and when coloured printing is limited. This is mainly used in official print documents and in graphics and design materials where a plain background is required for a more professional tone and look.
In cases where the logo is too repetitive or there is an abundance of text on a graphic, the logo may be used as just the stylized ‘R’ to ensure consistent identity usage.
In cases where colour printing is not accessible at all, this logo may be changed to greyscale or solid black.
Same rules apply to the shortened logo as the longer ones.
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03 Primary Brand Colours
REACH’s branding follows SMA’s cool-toned colour pallet, however uses darker, more muted colours to maintain a more serious and professional tone. The following colours make up REACH’s identity and may be used in combination with a few varying shades of blueblack gradients for variety.
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Turquoise Dark Blue Grey Accent Colour
#498FBB
CYMK: 61, 24, 0, 27 RGB: 73, 143, 187
#003B71
CYMK: 100, 48, 0, 56 RGB: 0, 59, 113
#4B5E6D
CYMK: 31, 14, 0, 57 RGB: 75, 94, 109
#FFBB54
CYMK: 0, 27, 67, 0 RGB: 255, 187, 84
The following colours/gradients may be accessed as a template in the SMA 2022-2023 Figma file for ease of use.
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ABCDEFGHIJKLM NOPQRSTUVWXY Z1234567890ABC DEFGHIJKLMNOP QRSTUVWXYZ12 34567890ABCDEF 04 Typography 07 Similar to SMA, REACH only uses two typefaces to create all the REACH collateral, be sure to use these and only these typefaces.
Ubuntu Ubuntu Bold Ubuntu Bold AaBbCcDdEeFfGgHhIiJjKkLlMmN nOoPpQqRrSsTtUuVvWwXxYyZz
1234567890 Helvetica Bold AaBbCcDdEeFfGgHhIiJjKkLlMmN nOoPpQqRrSsTtUuVvWwXxYyZz
1234567890 08 Helvetica Bold Helvetica Regular Ubuntu is our primary typeface, which means it should be used whenever possible, particularly for headings and large text. Ubuntu is free to download at Google Fonts Helvetuica is available for purchase at Fonts.com Helvetica i s our suppo rting typeface, which should be used for larger a mounts of body copy (anytghing over around 50 words) or for text that needs to be produced at a small size. Ubuntu Medium Ubuntu Regular Ubuntu Light Helevetica
05 REACH Professional Materials
As a pro-bono marketing consulting service, REACH operates with clients and local businesses to provide students with practical marketing experiences. To maintain a professional image, we must be aware of the design and layout of materials marketing to these client companies.
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The REACH client package will exemplify characteristics and elements similar to these examples provided by the current Vice Presidents of Business Development. Althernative related professional materials such as business cards, pamphlets, etc. should be discussed in collaboration with the BDs to ensure proper branding.
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06 Social Media Layouts
The following are examples of potential post layouts for REACH. While social media graphics have a more casual tone, REACH’s professionalism should still be displayed in the layouts, with a balance of text and visuals.
SMA REACH
IS RECRUITING
Deadline to apply is June 25ᵗʰ @9PM
Business Development Coordinators Social Media Coordinators
Link in bio to apply!
WHAT IS SMA REACH?
REACH Marketing Development is a student-run, four-month, program that provides pro-bono marketing consulting services to local businesses operating in British Columbia.
Supported by weekly educational workshops, REACH Task Teams put their business acumen into action, gain hands-on marketing experience, and develop professional client management capabilities.
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Megan Yung
Brandbook by