Branding Guide

BRAND BOOK. SAMARITAN’S FEET

GIVING SHOES. GIVING HOPE.

Samaritan’s Feet serves and inspires hope in children by providing shoes as the foundation to a spiritual and healthy life resulting in the advancement of education and economic opportunities.

CONTENTS. 1.0 2.0 3.0 4.0 5.0 6.0 7.0 8.0 9.0 10.0 11.0

Brand Color Logo Typography Photography Videography Digital Media Social Media Brand Partnerships Central Giving Platforms Editorial Guidelines

p.07 p.11 p.16 p.21 p.28 p.31 p.35 p.38 p.42 p.50 p.58

WELCOME. We all have a heart to serve. That’s why we are all part of an organization and team that is making a difference in the lives of others around the world.

Samaritan’s Feet is a 501(c)(3) non-profit organization that washes the feet of those in need around the world and then gifts them with a new pair of shoes and socks.

This style guide should help you become a creative megaphone for our cause. It will help you explain our core desires clearly and consistently as a team, strengthening the value of the brand of Samaritan’s Feet.

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THE FOUNDERS.

Emmanuel “Manny” Ohonme grew up in Lagos, Nigeria, and at the age of nine received his very first pair of shoes in a basketball contest hosted by a missionary from Wisconsin. A new pair of shoes was beyond Manny’s wildest dreams, but even more impactful were the words of hope shared by this “Good Samaritan.” That gift of hope propelled Manny to work hard at developing his talents, skills, and confidence ultimately earning a full basketball scholarship to a college in the United States. It was in college that Manny met his wife, Tracie.

Tracie grew up in North Dakota and understood the stigma of sometimes being treated as less than and overlooked, as she and her family were often on welfare. She participated in the Big Brothers Big Sisters of America program which was life-changing for her as she knew someone valued her and would be her encourager. From those real life experiences, Tracie began to understand the importance and impact that hope can have on someone.

On a trip home to Nigeria, Manny and Tracie’s passion and compassion collided and became a vision of Samaritan’s Feet. In 2003, Manny and Tracie founded Samaritan’s Feet International, a 501(c)(3) organization, with the purpose of sharing hope with those in need by washing their feet, giving them a new pair of shoes, and encouraging them to pursue their dreams.

Manny’s vision and heart, combined with Tracie’s passion for education, health, and creating self-sustaining opportunities for people in the Charlotte community and around the world, helped create an organization that has impacted millions around the globe. Their commitment to help others has helped grow the organization from a family-run operation into a well-recognized international humanitarian aid organization.

1.0

THE BRAND. 1.1

Our Mission & Our Essence

1.2

Vision, Values, & Personality

1.3

Brand Tone

1.1 THE BRAND. MISSION & ESSENCE

OUR MISSION. Full: Samaritan’s Feet serves and inspires hope in children by providing shoes as the foundation to a spiritual and healthy life resulting in the advancement of education and economic opportunities.

Condensed: Samaritan’s Feet serves and inspires hope in children by providing shoes as the foundation to a spiritual and healthy life.

OUR ESSENCE. Shoes provide opportunities.

Samaritan’s Feet

The Brand Book

1.2 THE BRAND. VISION, VALUES, & PERSONALITY

VISION. Create a world with zero shoeless children.

VALUES. Serve.

Community.

Servant Leadership.

Sustainability.

Love.

Generosity.

Inclusivity.

Unity.

Care.

Dignity.

Opportunity.

Education.

PERSONALITY. Hopeful.

Kind.

Respectful.

Inspirational.

Optimistic.

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1.3 THE BRAND. BRAND TONE

BRAND TONE. We want our brand to be hopeful. When we share about those we serve and those who serve with us, we do so in positive, descriptive ways so that we can directly show the impact a pair of shoes can have on someone’s life.

Although some of our subject matter may be tough, we strive to highlight the positive opportunities that hope can bring to someone. We strive to make our language, images, and videos inspiring so that it motivates others to join the cause.

2.0

THE LOGO. 2.1

Why the feet?

2.2

Elements & Versions

2.3

No No's with the Logos

2.4

Size & Space

2.5

Just the Feet

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2.1 THE LOGO. THE FEET The feet are the foundation. We rely on our feet to move, work, and thrive in life. Our feet move us forward.

But, when we live life barefoot or in improperly fitting shoes, our quality of life can decrease due to the risk of injuries, diseases, and loss of dignity. We are unable to move forward.

These footprints represent the opportunity we have to help others move forward—that they are the most basic method of transporting children towards their dreams. They remind us of the harmful effects of walking barefoot, but they also remind us of the opportunity we have to serve someone and give them something that can transform their life.

They are a prompt for us to continue working towards our vision of creating a world with zero shoeless children. The following guidelines will show you how to properly use our logo.

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2.2 THE LOGO. ELEMENTS & VERSIONS

The Samaritan’s Feet logo is a trademarked logo.

Please follow all guidance in your usage of it.

Elements & Versions The Samaritan's Feet logo is made up of two elements: our feet logo and our "Samaritan's Feet" wordmark set in Constantia regular.

The elements can be set horizontally or stacked, whichever works best with your design. The wordmark can be set in Samaritan's Feet orange or blue, white, or black.

The Feet icon can be orange, white, or black.

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2.3 THE LOGO. NO NO'S WITH THE LOGO

1.

Don't make the letters all the same size.

2.

Don't remove the apostrophe.

3.

Don't change the font.

4.

Don't make the feet too small for our name.

5.

Don't squish or skew our logo.

6.

Don't forget the space.

7.

Don't place our logo on a cluttered background.

X

X

X

X

X

X

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2.4 THE LOGO. SIZE & SPACE

Screen 145 pixels Print 1.375 inches

Size & Space We like our logo to stand out and be easy to read. Sizing always needs to be legible with a little breathing room around the edges. How much space does the logo need? Half of the foot icon on every side.

Screen 15 pixels Print 0.15 inches

MINIMUM LOGO WIDTHS

Screen 95 pixels Print 0.9 inches

X

X X

X MINIMUM CLEAR SPACE

X

X

X X

X

X

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2.5 THE LOGO. JUST THE FEET

JUST THE FEET You can use our feet alone, too.

Samaritan’s Feet

The Brand Book

3.0

COLORS.

3.1

Color Introduction

3.2

Primary Color Palette

3.3

Primary Tints

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3.1 COLORS. INTRODUCTION

Color communicates ideas, emotions, and beliefs.

Samaritan's Feet Orange - The color of adventure, hospitality, and social communication. Used to grab attention and highlight important areas of a design.

Samaritan's Feet Blue - The color of significance and confidence without being somber or sinister. Blue is associated with intelligence, stability, unity, and conservatism.

Samaritan's Feet Black - The color of elegance and sophistication. Black can be a focal point and it's also a neutral color to highlight other colors in use.

Samaritan's Feet Gray - Neutral color creating a contemporary and sophisticated feel. Gray can be combined with almost any other color in the visible spectrum.

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3.2 COLORS. PRIMARY COLOR PALETTE

Samaritan’s Feet Orange

Samaritan’s Feet Blue

PANTONE CMYK RGB HEX

PANTONE CMYK RGB HEX

PMS715-C 0/ 53 / 100 / 0 246 / 142 / 29 #E4813E

Samaritan’s Feet Black PANTONE CMYK RGB HEX

PMS426 C 29 / 38 / 73 / 4 54 / 54 / 54 #363636

PMS653-C 84/ 59 / 32 / 11 56 / 95 / 126 #375F7F

Samaritan’s Feet Gray PANTONE CMYK RGB HEX

PMWarm Gray 1c 10 / 10 / 11 / 0 208 / 203 / 194 #D7D2CB

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3.3 COLORS. PRIMARY TINTS

Tints Samaritan's Feet uses a variety of tints from our color palette. Tints allow variables of the base colors, and can be used for specific events and design.

Samaritan’s Feet

The Brand Book

4.0

TYPOGRAPHY. 4.1

Introduction

4.2

Constantia

4.3

Proxima Nova

4.4

Proxima Nova Weights

4.5

Open Sans

4.6

Open Sans Weights

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4.1 TYPOGRAPHY. INTRODUCTION

Constantia is the main font in the Samaritan's Feet logo. A transitional serif design, the design features moderate contrast between thick and thin strokes and a nearly-vertical axis.

Proxima Nova is our corporate typeface for all printed materials.

It should be used in all instances where typography is required to be printed. It is simple, clean, and legible typeface that complements our logo.

We use multiple weights of Proxima: Thin, Light, Regular, Medium, and Bold. Italics are not used in printed materials. Weights are used to bring balance and to highlight specific headings and important items.

Open Sans is our corporate digital typeface for online experiences. It should be used in all instances where typography appears digitally. This simple, beautiful font was specifically designed for the multi-device world and provides a clean, friendly view of online content on any device.

Typography shouldn’t be overlooked as a key element within our toolkit. It is important to adhere to the leading, tracking, and text arrangement specified in this document to help achieve brand consistency throughout the company.

Samaritan’s Feet

The Brand Book

4.2 TYPOGRAPHY. CONSTANTIA

Aa

AaBbCcDd EeFfGgHhIi 0123456789 +;%@*

Constantia Constantia was designed for either print or on-screen uses. A highly readable Roman font departing only slightly from the classical model, but still manages to be fresh and new.

Regular

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4.3 TYPOGRAPHY. PROXIMA NOVA

Aa

AaBbCcDd EeFfGgHhIi 0123456789 +;%@*

Proxima Nova Proxima Nova (2005) is a complete reworking of Proxima Sans (1994).

The original six fonts (three weights with italics) have been expanded to 42 full-featured OpenType fonts.

Proxima Nova straddles the gap between typefaces like Futura and Akzidenz Grotesk. The result is a hybrid combining humanistic proportions with a somewhat geometric appearance.

Thin

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4.4 TYPOGRAPHY. PROXIMA NOVA WEIGHTS

Light

AaBbCcDdEeFfGgHhIiJjKk LlMmNnOoPpQqRrSsTtUu VvWwXxYyZz 0123456789 (&?!/,:;-_*”)

Regular

AaBbCcDdEeFfGgHhIiJjKk LlMmNnOoPpQqRrSsTtUu VvWwXxYyZz 0123456789 (&?!/,:;-_*”)

Medium

AaBbCcDdEeFfGgHhIiJjKk LlMmNnOoPpQqRrSsTtUu VvWwXxYyZz 0123456789 (&?!/,:;-_*”)

Bold

AaBbCcDdEeFfGgHhIiJjKk LlMmNnOoPpQqRrSsTtUu VvWwXxYyZz 0123456789 (&?!/,:;-_*”)

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4.5 TYPOGRAPHY. OPEN SANS

Aa

AaBbCcDd EeFfGgHhIi 0123456789 +;%@*

Open Sans Open Sans is a sans-serif typeface designed by Steve Matteson and commissioned by Google.

Featuring wide apertures on many letters and a large x-height (tall lower-case letters), the typeface is highly legible on screen and at small sizes. It belongs to the genre of sans-serif typefaces, with a true italic.

Light

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4.6 TYPOGRAPHY. OPEN SANS WEIGHTS

Regular

AaBbCcDdEeFfGgHhIiJjKk LlMmNnOoPpQqRrSsTtUu VvWwXxYyZz 0123456789 (&?!/,:;-_*”)

Semibold

AaBbCcDdEeFfGgHhIiJjKk LlMmNnOoPpQqRrSsTtUu VvWwXxYyZz 0123456789 (&?!/,:;-_*”)

Bold

AaBbCcDdEeFfGgHhIiJjKk LlMmNnOoPpQqRrSsTtUu VvWwXxYyZz 0123456789 (&?!/,:;-_*”)

5.0

PHOTOGRAPHY. 5.1

Approach

5.2

How to Visualixe The Need

The Brand Book

5.1 PHOTOGRAPHY. APPROACH

FOCUS ON HOPE Photography is an enormous part of the Samaritan’s Feet brand. You’ll see beautiful photos of smiling people in just about everything we do. From volunteers spending their time serving to recipients receiving their shoes, moments of joy and hope are our focus. We like it that way. Our photographic style is built on one simple thing: optimism.

Samaritan’s Feet

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5.2 PHOTOGRAPHY. HOW TO VISUALIZE THE NEED

HOW TO VISUALIZE THE NEED We deal with senstive subjust matter often and we never guilt people into giving. Instead, we portray the people we help with dignity. And anytime we show photos of harsh reality, we pair it with explanations of what you can do to help.

We want everyone who interacts with our brand to feel inspired, hopeful, and motivated to take action.

Samaritan’s Feet

The Brand Book

6.0

VIDEOGRAPHY. 6.1

Introduction

6.2

Suggestions

6.3

Video Storyboard

6.0

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6.1 VIDEOGRAPHY. INTRODUCTION

HOW WE SEE VIDEO Video is one of the most impactful ways that we can share the mission and purpose of our work and introduce the people who we serve.

It’s as close as we can come to taking our supporters to the field to see it for themselves. From Youtube to virtual reality, these authentic moments are how we bring our work from around the world to our supporters.

SHOWING THE NEED We use dignity as the lens because we see value in the person, not the story. The need will be shown, but not the primary focus. We want to communicate how we are meeting a need and providing an opportunity to move forward.

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6.2 VIDEOGRAPHY. VIDEO SUGGESTIONS

FORM RELATIONSHIPS FIRST. It’s tempting to whip out cameras right away. Everything is new! Time is limited!

Don’t do it. Be respectful, greet the community, volunteers, and recipients, and explain your purpose. All of the time you take getting to know people up front will provide better footage in the end.

STOCK UP ON GOOD B-ROLL. Emphasis on “good.” Again, we want to focus on hope, not guilt. If you’re going to show footage that’s bleak or hard to watch, be sure you’re pairing it with footage that’s hopeful and highlights opportunities for a better future.

BE A GOOD LISTENER. It’s not an interview; it’s a conversation. And it will go a lot better if you’re actively listening and asking relevant follow up questions than it will if you’re just trying to cross off all the questions on your list.

EMBRACE THE SILENCE. Some of the most magical moments in an interview happen in the long silences.

If you’re interviewing someone about a difficult topic and your interviewee gets emotional or pauses, give them time to reflect or gather the courage to speak before you jump back in.

PUT FEWER PEOPLE IN THE ROOM. You want the person you’re interviewing to feel as comfortable as possible. Show respect by offering privacy and getting rid of spectators. That goes for curious community members and anyone on your team who doesn’t need to be there.

CONSIDER GENDER. Although it’s not always possible, we try to use a female translator when we’re interviewing women. Not only does it provide comfort for the interviewee, it also brings a more accurate translation.

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6.3 VIDEOGRAPHY. VIDEO STORYBOARD

Samaritan’s Feet

The Brand Book

7.0

DIGITAL. 7.1

Mobile Design

7.2

Web Design

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7.1 DIGITAL. MOBILE DESIGN

We want to provide a clean, classic look on our website. The navigation is simple so that viewers can easily find and understand our mission.

Even if you’re on the go, our device-friendly website will adjust to your screen for the best viewing perspective. Our website features videos on most pages so that viewers can visualize the mission, understand the impact, and join in on the movement.

Need guidance on how to share or embedding questions?

Email marketing@samaritansfeet.org

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7.2 DIGITAL. WEB DESIGN

8.0

SOCIAL MEDIA. 8.1

Social Tone

8.2

The 6 Social Be's

8.3

#BEAPARTOFSOMETHING

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8.1 SOCIAL MEDIA. SOCIAL TONE

While we like to keep things professional, social media for us is a place where we can demonstrate personality, inspire hope, have fun, and relate to supporters.

Much like our brand voice, our social voice is written in a human tone. We want our brand to be hopeful. When we share about those we serve and those who serve with us, we do so in positive, descriptive ways so that we can directly show the impact a pair of shoes can have on someone’s life.

We strive to make our language, images, and videos inspiring so that it motivates others to join the cause.

Our posts are full of optimism, celebration, and gratitude.

We try to create connections to our mission and work in the field and the people who make that work possible.

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8.2 SOCIAL MEDIA. THE 5 SOCIAL BE'S

BE “LIKABLE” This is a space that people invite us into, and they can just as easily kick us out. Don’t think of social media as an opportunity to advertise or promote; think of it as a place to provide memorable moments that inspire and delight.

BE A STORYTELLER Our work and our progress is really about people. From volunteers and supporters to our partners and the people we serve, there’s a world of stories out there waiting to be told.

BE A CHEERLEADER It’s not just our story. We’ve had people give birthdays, coach barefoot, water-ski, and run marathons to raise money for the mission of Samaritan’s Feet. We want to use their stories to inspire even more by celebrating them well.

BE THANKFUL Social media offers a wonderful, public “thank you” space, and we have much to be thankful for. From companies doing nation-wide campaigns to children offering their birthdays, we always practice gratitude.

BE DIRECT You don’t have to use all 140 characters to get your point across.

And go easy on the asks. Keep it simple; focus on one call to action or message per post.

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8.3 SOCIAL MEDIA. #BEPARTOFSOMETHING

We use a handful of hashtags so we can compile collections by theme. #count2zero represents impact. #samaritansfeet is how partners keep in touch. #shoesofhope is how we talk about the shoe crisis. #hopegivers allows us to celebrate current campaigners.

9.0

BRAND PARTNERSHIPS. 9.1

Approach

9.2

Co-Branding

9.3

Community Involvement

9.4

Print Materials

9.5

Digital Media

9.6

Working Without Our Logo

9.1 BRAND PARTNERSHIPS. OUR APPROACH

Samaritan's Feet seeks to craft multi-year partnerships with companies that have an established brand and a strong commitment to our mission. Our partnerships are with companies whose values align with ours to find ways to inspire hope through the gift of shoes.

We partner with brands that help us move forward, work, and thrive in life.

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9.2 BRAND PARTNERSHIPS. CO-BRANDING

Only official partners can use the Samaritan's Feet logo and name with prior permission from the Samaritan's Feet marketing team. All usage must be reviewed and approved by Samaritan's Feet prior to its distribution. This includes any printed flyers, press releases, graphics, etc.

Partners should use the Samaritan's Feet name only when talking about the impact they are making alongside the organization. Our name is not to be used in promoting a product or service, cannot appear smaller than any partner who has co-branded with us, and cannot appear on any products or packaging.

The Brand Book

9.3 BRAND PARTNERSHIPS. COMMUNITY INVOLVEMENT

Partnerships are a great way for us to share our mission with new communities and networks. When promoting on social media, get your followers involved. Engage in dialogue. Spread the hashtag.

Encourage sharing.

Corey LaJoie activated his NASCAR fan base through social media to partner with Samaritan's Feet. Not only did it create brand awareness, but it led to a campaign to get signatures for donations.

Samaritan’s Feet

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9.4 BRAND PARTNERSHIPS. CREATING PRINT MATERIALS

Print allows you to present static messages to your audience and attract the attention of readers. By creating print materials that feature engaging copy and visuals, you can inform, educate, and inspire your audience.

Thrivent featured this co-branded poster during a national shoe drive to encourage employees to join in. This serves as a great example of how to create a print piece that not only represents both brands clearly, but also combines inspiring copy and visually appealing images to successfully attract attention.

9.5 BRAND PARTNERSHIPS. UTILIZING DIGITAL MEDIA.

Video is one of the most powerful ways that we can share the impact of our work and introduce the people who we serve. Whether you create your own co-branded media or share one of our videos, it’s an incredibly effective way to inspire, encourage, and bring people together online.

Need guidance or specfic things created?

Email marketing@samaritansfeet.org

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9.6 BRAND PARTNERSHIPS. WORKING WITHOUT OUR LOGO

Use of our logo is strictly prohibited outside of official corporate partnerships. But you can still share the Samaritan's Feet story and mission without it! There’s no limit to how non-corporate partners can join in.

CityCurrent featured Samaritan's Feet on their social media without using our logo, but instead by promoting an event using our photos of a previous event. They shared the mission while also highlighting how they have joined us encouraging others to join in.

Samaritan’s Feet

The Brand Book

10.0

CENTRAL GIVING PLATFORMS. 10.1

Introduction

10.2

Champions of Hope

10.3

Hope Givers

10.4

Sole Society - Sole Society Introduction - Sole Society Logo - Sole Society Colors - Sole Society Typography

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10.1 CENTRAL GIVING PLATFORMS. INTRODUCTION

Our central giving platforms help keep the organziation moving forward and serving those in need. These platforms provide special opportunties for donors to give financially and be a part of a group of like-minded supporters.

From these platforms, we receive consistent funds which allows the organization to implement new initiatives, expand world-wide efforts, and strategically create budgets for the year.

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10.2 CENTRAL GIVING PLATFORMS. CHAMPIONS OF HOPE

This pivotal 3-5 day event inspires and refreshes attendees while helping Samaritan’s Feet further its mission of creating a world with zero shoeless children. This high-quality invite-only, sophisticated long weekend is full of incredible speakers and performers who encourage attendees, as well as firsthand testimonies of the impact of the organization.

Attendees also have the opportunity to enjoy the beauty and amenities of the site of the event which rotates each Champions of Hope year. At the conclusion of this inspirational weekend, attendees have the opportunity to make a high-level three-year pledge to Samaritan’s Feet.

10.3 CENTRAL GIVING PLATFORMS. HOPE GIVERS

Hope Givers is a fundraising program consisting of incredible like-minded leaders who want to inspire others in their community and enrich the lives of children in need locally and around the world. These individuals and couples from across the United States strive to raise at least $20,000 in order to serve over 500 children with new shoes and a message of hope.

We encourage all Hope Givers to use their unique platforms and personal networks to think of creative ways to fundraise for their campaign. Fundraising begins in July and concludes the night before the Barefoot Gala when a VIP reception is held to honor all current Hope Givers and alumni who are able to attend.

During the annual Barefoot Gala, all Hope Givers are featured and brought on stage as we applaud their selfless efforts for the organization. The Hope Giver who raises the most funds is named the Samaritan’s Feet Person of the Year during that time and given a special award.

Samaritan’s Feet

The Brand Book

10.4.1 CENTRAL GIVING PLATFORMS. SOLE SOCIETY INTRODUCTION

The Sole Society is a collective of people whose consistent support to the organization empowers Samaritan’s Feet to give hope to those in need. All recurring donors are part of this sophisticated, yet affable group. They’re all connected to one another as together, they enable the organization to connect to millions around the world. We treat this group like our family, because we share common values and depend on them, but we also treat them with the utmost respect because their generosity is truly admirable.

To show our appreciation to them, Sole Society members receive special communication and items throughout their commitment.

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10.4.2 CENTRAL GIVING PLATFORMS. SOLE SOCIETY LOGO

The Sole Society logo is made up of 3 elements: the society earth logo, Sole Society wordmark and our feet logo.

The Sole Society is used only by Samaritan's Feet. The logo is not used in any co-branding.

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10.4 CENTRAL GIVING PLATFORMS. SOLE SOCIETY COLORS

Sole Society Beige

The Sole Society is made up of two colors.

Samaritan's Feet Black and Sole Society Beige. This is the only instance the Feet logo can be used in any color other than orange, white, or black. The colors present a look and feel that is upscale and exclusive.

PANTONE CMYK RGB HEX

P 11-9 U 16 / 19 / 43 / 0 216 / 197 / 154 #D8C599

Samaritan’s Feet Black PANTONE CMYK RGB HEX

PMS426 C 29 / 38 / 73 / 4 54 / 54 / 54 #363636

12.4 SOLE SOCIETY. TYPOGRAPHY

Michael Michael font is a well-balanced contemporary font with beautiful ligatures.

Aa

AaBbCcDd EeFfGgHhIi 0123456789 +;%@*

Samaritan’s Feet

The Brand Book

11.0

EDITORIAL GUIDELINES. 11.1

Introduction

11.2

Writing Tips & Tricks

11.3

Copy Tone

11.4

Call to Action

11.5

Foot Conditions

11.6

Statistics We Use

11.7

Terminology

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11.1 EDITORIAL GUIDELINES. INTRODUCTION

We hope the information in this section will guide you as you write and speak in the Samaritan’s Feet voice. These notes should help explain our tone, language, and expressions when we share about our work.

PLEASE NOTE: Our numbers change often. Always check our website or the marketing team for our most current statistics.

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11.2 EDITORIAL GUIDELINES. WRITING TIPS & TRICKS

BE A STORYTELLER. Our organization is about people. While you’re on the ground, you’re seeing lives changed and hearing stories of impact. Talk about real people, because you have the opportunity to share their stories.

BE RESPECTFUL. When dealing with sensitive issues, please be respectful of sharing names, locations, etc. Let’s honor those we serve.

BE POSITIVE. Try to end in an optimistic light. Let’s be honest about the issues we deal with, but let’s make sure we share the impact and what we can do to address those issues, too.

BE THANKFUL. We are so grateful to all of our supporters who engage with the organization. Without the generosity of others, we couldn’t do what we do. Let’s thank those who have invested in the mission.

BE INSPIRING. Use your writing to motivate others to get involved. There’s a place for everyone!

DON’T USE THE WORD “WORK.” We are honored to serve others. Let’s avoid the word “work” and instead describe it as an “opportunity” or that we get to “serve.”

KNOW YOUR AUDIENCE. You know who you are speaking with best. Adjust your text based on what those individuals will resonate with. Lengths, details, etc. will change based on that information.

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11.3 EDITORIAL GUIDELINES. COPY TONE

We want our written content to be hopeful and exciting. We don’t want to ignore the difficult subject matter, so we address it in a respectful manner and then give opportunities to make a positive difference.

We are concise and descriptive with our words and want to make our language inspiring and motivating.

The Brand Book

11.4 EDITORIAL GUIDELINES. CALL TO ACTION

Call to Action: When we want to encourage someone to participate in an event, campaign, or initiative, we want to make it as easy as possible. A clear and simple call to action will help get information in front of our supporters fast.

Landing Pages: These simple webpages on SamaritansFeet.org are created specifically for campaigns or partners. They often give a description, summary of efforts, and make it simple for someone to join, whether that be donating or signing up for an event. Landing pages provide the opportunity to easily track the success of different campaigns.

Campaign landing pages are promoted by Samaritan’s Feet through various marketing channels. Partner landing pages are promoted by partners to encourage others to get involved in the partnership.

Pretty URL: We select our campaign names

strategically so that they are easy to remember and type. We often use “pretty URLs” which are simple and clear website addresses that allow the audience to quickly get to the right information. Sometimes these pretty URLs will redirect to a longer URL. We can work with our partners to select the best fitting name and URL for our campaign together.

QR Codes: We use QR codes on printed materials such as flyers and shipping boxes.

Someone simply scans the code with their smart phone and they are instantly taken to the webpage that was advertised. We rely on QR codes to get content to interested individuals across the country.

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11.5 EDITORIAL GUIDELINES. FOOT CONDITIONS

All of these conditions can lead to a decrease in activity including children not walking to school, parents not working, and individuals not being able to access things in their community. It can also result in a loss of dignity decreasing the quality of life.

Athlete’s Foot: A fungal infection that usually begins between the toes. It commonly occurs in people whose feet have become very sweaty while confined within tight-fitting shoes.

Ground Itch: A disease of the skin of the feet caused by a hookworm infection. Results in blister eruptions and itching.

Hookworm: Parasites that can affect your small intestine, lungs, and skin. It is contracted by contact with contaminated soil. Early symptoms include itchiness, rash, diarrhea, but can lead to cramps, fever, and abdominal pain.

Jiggers: Sand fleas that embed into the skin and lay eggs and generally attack feet. They can cause itching, swelling, and infection and can lead to the need for amputation.

Podoconiosis: A disease of the lymphatic vessels of the lower extremities that is caused by exposure to irritant soils which can cause severe leg swelling. Early symptoms may include itching, tingling, widening of the forefoot, and swelling. This chronic disease can lead to rigid toes, ulceration, and bacterial superinfection. Also known as nonfilarial elephantiasis.

Soil-Transmitted Helminth Infections: Infections caused by different parasitic worms that are transmitted by eggs in human feces which then contaminates soil where people walk. When children are infected, they are impacted physically and nutritionally.

Tungiasis: Skin diseases caused by jiggers which causes skin inflammation, itching, pain, and lesions on the site of the infection.

The Brand Book

11.6 EDITORIAL GUIDELINES. STATISTICS WE USE

Over 1.5 billion people (24% of the world’s population) are infected with diseases that are transmitted through contaminated soil (World Health Organization, 2020).

Shoes and socks are reported to be in the “Top 5 Items Needed” by students in school

(Champions for Kids, 2015).

There are 736 million people living in poverty who can’t afford education and basic articles of clothing like shoes (World Bank, 2015).

Samaritan’s Feet

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11.7 EDITORIAL GUIDELINES. TERMINOLOGY

Back to School (BTS): Primarily conducted from late July through September, in up to 100 cities around the nation, Back to School shoe distributions provide a framework for community collaboration in preparing students materially, physically, and spiritually for the new school year.

Barefoot Coaching: Athletic coaches from high schools, community leagues, universities, and colleges coach games in their bare feet to raise awareness for the mission of Samaritan’s Feet.

Barefoot Gala: An annual fundraising event featuring a silent auction, live program with videos and interviews, music, and the opportunity for attendees to donate to the cause. This sophisticated evening allows guests to “check their shoes” before entering the event.

Cares Platform: The "Cares" platform is an opportunity to promote unity, togetherness, and reconciliation in cities across the nation. Government leaders, police officers, community members, and church leaders all come together to serve their neighbors in need.

Champions: Guests who attended Champions of Hope and made a pledge of at least $10,000 a year for three years.

Champions of Hope: This long weekend destination getaway is an invite-only event. This weekend will inspire and refresh guests through various Christian speakers and performers while helping Samaritan’s Feet further its mission of creating a world with zero shoeless children.

Container: A large shipping container holding between 12,000 and 20,000 pairs of shoes that is shipped internationally.

Gift-in-Kind: Instead of giving money to buy needed items, shoes, business services, auction items, socks, etc. are given to the organization, that have a monetary value.

Hope Gathering: This party with a purpose is an intimate evening with friends, associates, community leaders, and business owners to learn about how you can make a difference and inspire positive change around the world with Samaritan’s Feet.

It is a launching pad to get your community involved through donating or volunteering.

Hope Givers: This group of like-minded servant leaders agree to raise at least $20,000 from their community and network.

These individuals are honored at the annual Barefoot Gala and the individual who raises the most funds is awarded the Samaritan’s Feet Person of the Year award.

International Shoes of Hope: Working strategically with international partners, we deliver thousands of pairs of shoes to children outside of the United States. Generally, these are sent internationally through containers.

Legacy Partner: These generous donors pledge at least $1,000,000 over their lifetime.

Mission Trip: All of our short-term mission trips give participants a chance to discover a deeper level of compassion and servant heart within themselves. Through shoe distributions in unfamiliar places, our volunteers foster community, teamwork, and servant leadership, as well as learn through on-theground moments about the world beyond your zip code.

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11.7 EDITORIAL GUIDELINES. TERMINOLOGY

National Day of Service (NDS): On MLK holiday weekend and surrounding days, Samaritan’s Feet hosts shoe distributions across the United States and provides the opportunity for volunteers from diverse backgrounds to join together, symbolizing a unified effort of becoming the “Beloved Community” of which Dr. King dreamed.

Recurring Donor: Individuals who donate on a recurring basis through the year, such as monthly or quarterly. They are part of the Sole Society.

Samaritan’s Feet Person of the Year: This individual is chosen from the year’s Hope Givers based on the amount of funds he or she raised. He or she is given this honor and award at the annual Barefoot Gala.

Shoes of Hope (SOH): These shoe distribution events throughout the year provide unique opportunities for our individuals, families, small groups, churches, and corporations to encourage, provide comfort, and share hope within their communities by washing feet and giving new shoes to those in need.

Shoe Distribution: Shoe distributions are generally one day events where our volunteers and staff welcome participants, share Samaritan’s Feet story of hope, wash their feet, and provide them with a new pair of socks and shoes.

Shoe Drive: An individual or group collecting asking their community to donate new shoes. While we accept all styles of footwear, we kindly request focusing on collecting new athletic shoes.

Sole Partners: Professional athletes, corporate executives, pastors, civic leaders, entertainers, etc. who use their platform to raise awareness and funds for Samaritan’s Feet. Sole Partners have unique opportunities to collaborate with their fans and community to make a difference.

Sole Society: A sophisticated group for our recurring donors.

Sole Society members receive special communication and items throughout their financial commitment to the organization.

We treat this group like our family, because we share common values and depend on them, but we also treat them with the utmost respect because their generosity is truly admirable.

Super Volunteer: Individuals who volunteer above and beyond and often serve weekly, monthly, or any regularly scheduled amount of time. Super volunteers bring consistent value to the organization and help with routine activities.

Warehouse: This hub, in Charlotte, NC, is where shoes are processed and packaged to be shipped to shoe distributions in the U.S., or packed for international mission trips. Volunteers frequently come in to help with the organizational process.

World Shoe: The World Shoe is a better, properly designed shoe that is biodegradable and protects the feet from injury, infections, and diseases. With an active, built-in anti-microbial agent, infections can be treated as it’s worn. It’s protective and breathable and removes the access point for parasitic activity and gives hope and opportunity to those who wear it.

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11.8 EDITORIAL GUIDELINES. YEARLY TIMELINE

MAY.

MARCH. JANUARY. SHOES OF HOPE

NATIONAL DAY OF SERVICE

FEBRUARY. APRIL.

JUNE.

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11.8 EDITORIAL GUIDELINES. YEARLY TIMELINE

NOVEMBER. SEPTEMBER.

JULY.

BACK TO SCHOOL

SHOES OF HOPE

OCTOBER. AUGUST. DECEMBER.

If you ever have questions, just ask: MARKETING@SAMARITANSFEET.ORG