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1819 Marketing & Communications Handbook USF Campus Recreation

The Mission Campus Recreation enriches the educational experience by providing opportunities that focus on the development of lifelong wellness skills for students, faculty, and staff. We provide diverse programs, services, and facilities which provide opportunities for physical activity and contribute to learning in safe, challenging, and supportive environments.

Programs + Statistics 1718

Facilities 431,173 check-ins to Campus Recreation Center 2,222 guest passes sold

Special Events 56 indoor events + 51 outdoor events

Outdoors Hosted the 4th Annual FLORA Conference in Wekiwa Springs State Park 62 adventure trips (35% increase) with 538 participants (17% increase) 2 international trips proposed & lead by students - New Zealand + Costa Rica Facilitated a service trip to Puerto Rico in the wake of Hurricanes Maria and Irma Fixed 535 bikes in the repair shop at the Campus Recreation Center Pushed out 2,210 boats from the Boathouse at USF Riverfront Park


Sport Clubs

25,000+ group fitness class check-ins

50 + sport clubs events or contests held on campus

4,022 unique group fitness users

5 new clubs including flag football, karate, golf, racquetball, and skateboarding

1,000+ personal training sessions conducted Opened our 20,000 sq. ft. satellite facility at The Fit

Intramural Sports 12,053 total intramural participants 37,716 total intramural participations 14 officials attended the Suncoast Flag Football Workshop 2 officials were selected to work the women’s flag football national championship

12 clubs qualified for post-season play 600+ visits to the Athletic Training graduate assistant

Aquatics 16,157 visits to the indoor pool at the REC 552 swim lessons taught

Memberships 2,508 paid full access memberships

Attendance Regular attendance and punctuality are essential for the smooth operation of the office. There are uniform guidelines established to ensure a consistent and fair approach to solving attendance and punctuality issues. The following are expected of each member of the marketing team.

Definitions Absence: An absence from work is defined as the failure of any employee to report to work when scheduled. This applies to any assignment - regularly scheduled work hours, outreach events, meetings, etc. Tardy: Tardiness occurs when an employee is not present and ready to begin working at their scheduled time. Tardiness also occurs when an employee leaves work prior to the end of their scheduled shift without prior approval. No call/no show: Employees must report their absence each day; failure to do so is considered a no call/no show. Also,

Timesheets can be found on the P:Drive and are due on a biweekly basis.

All timesheets must be turned into your supervisor by noon every other Friday. No exceptions.

failure to report one’s absence at least 30 minutes prior to the start of their shift will be regarded as a no call/no show.

Reporting Requirements Campus Recreation marketing employees enjoy the freedom of scheduling on a week-by-week basis, with the expectation that all assignments and work will be completed within their allotted number of hours per week. Schedules are required to be made by the Sunday before the next week begins. If an employee fails to input their schedule for the upcoming week by 8:00am on Monday morning, the employee will not be allowed to work during that week. All assignments will be rescheduled. If an employee fails to input their schedule for 2 consecutive weeks, that employee will be terminated unless an exception is granted.

Weekly Staff Meetings The marketing team meets weekly to discuss marketing intiatives and work done the week prior. Meetings are not optional and must be attended by each member of the marketing team.

Dress Appropriate attire for the workplace is essential to maintain a comfortable and professional environment for everyone. The following are some reminders for how to dress for the job in Campus Recreation marketing.

Casual + Comfortable + Professional The goal is to provide a workplace environment that is comfortable and inclusive for all employees.


Employees are encouraged to dress comfortably for work and for the assignment that is scheduled for that day. It’s hot in Florida. For outreach events where tabling outside may be necessary, dress lightly. The office tends to be cold, so be mindful of that if you have a mostly office-based shift for the day. Employees are expected to demonstrate good judgement and professional taste. Courtesy toward coworkers and your professional image should be the major factors used to assess whether you are dressed appropriately. Employees may be issued official work attire (shirts, nametags).

What Not to Wear Attire that may be deemed inappropriate for work may include: - Shorts that are too short - Revealing tops that are cut too low or show stomach - Clothing featuring profane language or causes that include, but are not limited to, politics, religion, sexuality, race, age, gender, and ethnicity - Tank tops - Open-toed shoes

Use common sense. Be smart. Dress for your job.


Email Etiquette The way you use your USF email address and office technology is important. Sending non-business related emails, forwards or chain mail to friends and co-workers during your shift reflects a lack of professionalism. Visiting websites that are questionable or not necessary to your job responsibilities is not permitted.

Subject: Field


The subject field is the introduction to your

Try to avoid the prevailing assumption that

message and many times determines whether

informality is acceptable in your business email

your email will be opened or discarded as junk. Be

communications. Be mindful of your tone and

sure to use a short subject that is clear and

keep it professional. Use black text and standard

consice. Always capitalize the beginning of each

fonts and avoid excessive formatting.



CC: + BCC + Reply All

Assume the highest level of courtesy in your intial

CC: Use this field when someone needs to be

contacts with clients (Hello Mr./Mrs./Dr.) until you

looped in. BCC: and Reply All: should be used

build a working relationship with that person. For

with discretion. Think carefully about who should

a list of contacts within USF, visit

be privy to the information that you are sharing.



Do not send attachments over 5MB via email.

When sending professional email, make sure to

Such attachments should be uploaded to Dropbox

include an email signature. This helps your

or another file-sharing platform such as Google,

recipient understand that you are working in a

and a link emailed to the recipient.

professional capacity to obtain information or

Don’t forget to attach files + proofread before ever hitting send on any email!

Respond Promptly You should make every effort to respond to your business communications as quickly and as accurately as possible. This is customer service issue that should not be underestimated. By not responding, you seem unorganized, uncaring, and unreliable.

reach out as part of the Campus Recreation marketing team. Signatures should never be more than 5-6 lines and including a return email address in them is not necessary.

General Duties & Responsibilities While most of your time in the office may be spent on the computer working on a poster, sending emails, or organizing outreach materials + tabling, there are other office duties that everyone is responsible for.

Customer Service


Much of what we do is customer service-based,

If an office is well-organized, it is easier to find

even though it may not seem that way. We are the

materials and collaborate with one another. Working

front-facing force of Campus Recreation, often

in a space such as our marketing suite, it is

interacting with students who have no idea what

important to remember that we are sharing the

we do or offer.

space with one another.

Our number one priority in outreach is to be friendly,

At the end of your shift, make sure to throw away

inviting, and informational in an inclusive and

any trash created by you (don’t forget to recycle!) and

non-intimidating environment. This is all that

keep your work area clean. It is common courtesy

customer service is.

to those students that will come to work at the same workstation as you after you leave.

Be respectful of each other’s space + time by cleaning up after yourself.

Outreach All Campus Recreation marketing employees are responsible for assiting with outreach events throughout the course of the semester. You should regularly check the tabling schedule for any openings that you are available for and sign up for shifts. If you are working an outreach event, you are responsible for collecting promotional items and printing

flyers to take the event. You must arrive at the marketing suite 30 minutes prior to the event to collect the outreach bin and make sure everything is ready for the tabling event. You should leave 15 minutes prior to

the tabling event to set up and be ready to go by the time the event begins. If you are late to a tabling event this is grounds for tardiness, and may be held against you for future scheduling purposes.

File Organization

All files that pertain to your work at Campus Recreation marketing should be stored on the O:Drive. Access to the drive can be obtained through IT@USF via request to the marketing officer.

Basecamp Basecamp is our content management software. Every member of the marketing team should communicate all project-related content, edits, and final versions (digital + print) through Basecamp. All members of the marketing team should have access to Basecamp and regularly communicate with various program areas through it for collateral needs. To request a new Basecamp account, email the Marketing & Communications Officer.

This is Basecamp. As requests come in for marketing material, they are transfered into Basecamp. All files in Basecamp are cleared out and placed on the O-Drive at the end of each semester, freeing space for the new semester.

When posting into Basecamp, include as many details as possible and make sure to tag the right people. If you do not manually tag who you are trying to reach, it will send an email to everyone in Basecamp. Don’t do that.

Digital Communications We are responsible for any flyers or promotional materials on campus with the USF Campus Recreation name, logo, or likeness. Therefore, we must be careful to abide by the rules of University Marketing + Communication for posting flyers and handing out promotional items across campus.

Design Specifications All of our designs should meet a the standards set forth by the creative lead with approved colors + logos (available on the next page) and a specific look set for the department. Below are the sizing and diminsions for various types of design that we produce:

Program posters

22” x 28”

A-Frame posters

24” x 36”

Yard sign

24” x 18”

Website homepage rotator

660p x 371p

Treadmill graphic

1366p x 768p

x2o graphic

1440p x 1080p

x2o vertical graphic

768p x 1366p

Logos + Approved Colors The university has a set of logo standards and approved colors for marketing materials. It is imparative that these rules are followed, particularly as trademarks + copyrights apply. Below are those logos, marks, and approved colors for official marketing materials.

USF Green

USF Gold

#006747 C93 / M10 / Y75 / K43 R0 / G103 / B71 Pantone 342C

#CFC493 C6 / M8 / Y35 / K12 R207 / G196 / B147 Pantone 4535C


Lemon Grass

Teal Green

#9CCB3B C44 / M0 / Y100 / K0 R156 / G203 / B59

#DBE442 C18 / M0 / Y100 / K0 R218 / G210 / B36

#009374 C80 / M7 / Y62 / K16 R0 / G147 / B116


Silver Grey

Sea Glass

#466069 C75 / M52 / Y47 / K22 R70 / G96 / B105

#7E96A0 C55 / M34 / Y32 / K0 R126 / G150 / B160

#80B0A6 C38 / M0 / Y25 / K22 R128 / G176 / B166




#006484 C97 / M53 / Y33 / K10 R0 / G100 / B132

#29AFCE C71 / M0 / K14 / 0 R41 / G175 / B206

#BB1847 C9 / M99 / Y58 / K17 R187 / G24 / B71

Required Trademarks + Verbiage The following trademark + copyright tags are needed on specific phrases relating to the USF + Bulls namesake.

University of South Florida ® USF ® Bulls ™ USF Bulls ™ Rocky the Bull ™



When using the USF bull logo, the words Campus Recreation may appear underneath in any legible sans serif font. Above is Avenir Condensed Bold Italic. The ‘Campus Recreation’ must appear low enough below the USF logo as to not be confused as an official ‘USF logo’. A general rule of thumb is to make it at least half of the letter ‘F’ below in white space. The “Bull U” by itself is never permitted.

Flyers + Promotional Materials Flyers All flyers must be approved by Reneé Hunt in Divisional marketing before publication. There are specific elements such as the SA&SS logo, accommodation statement, and other design functions that are required

to be on all external communication. Do not - under any circumstance - make and print flyers for external circulation on campus without prior approval from your supervisor and Reneé Hunt.

If flyers or posters are printed and circulated around campus for a specific event on a specific day, you must return to that post and remove it within one business day of expiration. Do not hand out flyers or leave them around facilities (i.e. on tables in MSC or Library) without prior approval. Each entity at USF has different guidelines for flyer approval + sizing. Contact each department with interest.

Promotional Materials All logos on promotional materials must be approved by SA&SS marketing + Reneé Hunt at the request of the Marketing & Communications Officer. Promotional items are ordered in advance of any major event or stretch of outreach events. Items must be ordered by an approved university vendor. Do not contact Reneé Hunt about approvals without permission from the Marketing & Communications Officer.


Much of what we do centers around building a strong brand and creative process. And while not everyone is a graphic designer, everyone working in marketing, at some point, will need to understand and use design. Here you will find information to help you get familiar with design principles and practice.

The Creative Process

Understand the project It’s important to have a clear understanding of the project goals and client interests before beginning. Ask plenty of questions and get examples.

Do your research Behance, Unsplash, Pinterest, designbooks, blogs, and magazines are all great resources for research + to gather inspiration

Seek Feedback Once you have around 5-8 thumbnail sketches, seek feedback and guidance.

Sketch, sketch, sketch Start with small thumbnail sketches to explore multiple ideas quickly. Sketching can be used to brainstorm logo designs, concepts, layout comps, illustrations, etc.


Once you receive direction on your thumbnails, chosen concepts can be further refined with detailed sketching. Solidify your idea.


The digital proof You are ready to move your masterpiece to the computer. You will use Illustrator, InDesign, and/or Photoshop depending on the project.

Critique Once you are happy with a draft, print out a copy or email it to the art director or project manager. Here, you will develop edits to bring your project closer to finalization.

CLIENT REVIEW Final Approval Revise Revise your work according to the edits received in critique.

Congratulations! You have brought a project to its final, awesome form. Seek final approval on the project; you may have to go through a few rounds of critique/revise and provide multiple drafts in this step.

Elements of Composition

Contrast + Organization Visual hierarchy is determined by variations in the scale, value, placement, and organization.

Scale Large objects are seen before small objects.

Value Dark objects are seen before light objects.

Placement Objects at the top of the page are seen before objects at the bottom of the page.

Organization Designs with a sense of order and structure are visually logical and easier for the viewer to navigate.


Color is a powerful and incredibly useful communication tool. However, the meaning and impact it transmits is profoundly varied, subject to the inpterpretation of the view. Becuase of the complex nature of this tool, it is important to design layouts in black + white first and fill in the color toward the end of the design process. It is also advised to examine colored layouts in grayscale to ensure the hierarchy has been maintained. If it doesn’t work in black + white, it won’t work in color.

RGB (Additive)

CMYK (Subtractive)

Colors viewed on computers + TV’s

In printing, pigments, inks, dyes, and

are produced by mixing red (R), green

toners are applied to a surface to

(G), and blue (B) light. This is an

create colors. Pure cyan (C), magenta

additive system in which the red,

(M), yellow (Y), and black (K) are

green, and blue light, when added

mixed together to produce black.

together at appropriate values,

However, by subtracting some values

produce white.

of C, M, Y, + K, millions of other colors can be produced. CMYK is a subtractive process.

Color Cautions RGB colors (computer) are converted to CMYK when printed on a color printer. The translation from RGB (additive) to CMYK (subtractive) is a difficult task, and many times what you see on the computer is different from what gets printed. Make sure you are using the color profile most suitable for the final application of your design (RGB for screens; CMYK for print). Be mindful of how colors affect the hierarchy and legibility of the design. Avoid using pairing strong hues (ex. red and cyan or cyan and magenta) next to one another as these can seriously affect the leginibility of the text and make the design uncomfortable to look at.

Using the right black

Rich black

Process black

Black is black, right? Wrong. There is rich black, which is made of all CMYK colors (C40, M40, Y30,

K100) and process black (C0, M0, Y0, K100). Rich black is excellent for large areas of black, such as logos and black bacgrounds. It prevents fading (to gray), which is especially useful for outdoor post-

ers and flyers. However, body text should always be in process black to avoid trapping problems. For the same reason, registration black (which is composed of 100% CMYK) should never be used for body text or thin lines.

Layout Establishing order using a grid A good layout establishes order and structure to distinguish between various types of information, and ease the viewer’s navigation through the document. The easiest way to achieve systematic order in a layout is to use a grid. A grid consists of a series of flowlines (non-printing horizontal and vertical lines) which help in the placement of typography, graphic elements, lines, boxes, photos, etc. on the page. Working with a grid offers clarity, efficiency, economy, and continuity in a document, even though the contents throughout may change. Grid structures can range from the very simple (minimal flowlines; suited to information that is discontinuous) to the very complex (many flowlines and modules; suited to complex projects requiring precise control).

Preparing files for print Margins Margins are deliberately unprinted border space around a page, especially surrounding a block of text. Margins are used not only to aid in the aesthetics and the readability of a page, but also to provide allowances for trimming, binding, and other post-press operations. Crop Marks Lines drawn or printed on a photograph, overlay, or


printed product to indicate the proper cropping of the image or print in question.

Trim Line

Understanding bleeds Margin

Bleed is the printing term that is used to describe a document which has images or elements that touch


one or more edges of the page, extending beyond the trim edge and leaving no white margin. When a document has bleed, it must be printed on a larger

sheet of paper and then trimmed down. Documents

Spatial Zone

printed on most office printers are not able to be printed to full size and also full bleed.

Account for a bleed by extending any color or graphics (that run off the page) past the document trim line by 0.25�.


Module Gutter Crop Marks




Serifs are small finishing strokes at the ends of

The term ‘sans-serif’ literally means ‘without-serif’.

main character stems of letters. Serif typefaces

These typefaces are comprised of letters that do

are easiest to read, as the serifs form a baseline

not have small finishing strokes at the end of their

for the eye to follow.

main character stems.

Times New Roman


ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Slab Serif


Slab serif typefaces are characterized by thick,

Script typefaces are meant to minic handwriting or

block-like serifs. These serifs can be blunt and

caligraphy. These typefaces are too ornamental for

angular or rounded. Slab serifs are best suited for

most applications as the letter forms are more

headlines and title treatments.

complex and take time recognize.


Edwardian Script

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Display Display typefaces are those that don’t fit any other categories. Display type is usually ornamental in nature and chosen for style rather than legibility and should be used in moderation. rustico ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0 1 2 3 4 5 67 8 9


Font Families Font: The full alphabet, numbers, punctuation, and symbols set in one weight and style of a typeface. Typeface: Unified family composed of a series of varying fonts (ex. bold, italic, light, etc.)

Type Tips Never use two similar typacefaces (ex. Garamond

When using a type family, limit yourself to two or

and Times New Roman) on the same design.

three versions. Too many weights can result in a

Instead, use a sans serif and serif font together.

cluttered, confusing look.

Avoid setting large blocks of text in italics or bold

Never set copy in all capital letters using a script

to maintain legibility.

typeface because it will be illegible.

Avoid using script and display typefaces in excess

Never stretch type vertically or horizontally. Type-

as they are often difficult to read. If you do use a

faces are designed with specific proportions to

script or display typeface, do so in moderation and

define each letter form. The integrity of the design

consider recognizability of each letter form as well

is lost when these native proportions are

as legibility of the type overall.

manipulated improperly.

Avoid adding a heavy stroke to text. It may make

Never set script or black letter typefaces in all

the letters difficult to read and more cluttered.

caps. The complexity of the letter forms makes them difficult to recognize and hard to read.

Treat the type as an image. Allow enough white space around the text and graphics to minimize unwanted visual tension, which can distract viewers from the message. White space attracts the eye of the viewer and makes individual elements easier to identify and comprehend.

The Adobe Creative Suite Adobe Creative Suite is a software suite of graphic design, video, editing, and web development applications developed by Adobe Systems. Each program plays a unique role in the development of marketing and brand assets. This section reviews key features and shortcut commands for the main graphic design programs used in Campus Recreation: Adobe Illustrator

Adobe Photoshop Adobe InDesign

Adobe Work Flow Working at Campus Recreation, we use Adobe Illustrator for most design functions (about 85% of the time). There will be, however, instances where Photoshop (10%) and InDesign (5%) may be necessary. Below are the best functions for each program.

Adobe Illustrator Strengths:

Best for vectorized images, resized or altered without a loss of quality Ideal for logo design Can link elements from other programs without converting to pixels Greatest freedom in design; can save as PNG or JPG to export in RGB

Weaknesses: Limited filters + image tools Multi-page design is possible but more time-intensive

Adobe Photoshop Strengths:

Best for photo manipulation Unique filter, special effects, and tools Some basic illustration capabilities

Weaknesses: Can make lines + shapes jagged and fonts fuzzy Difficult wrapping text For print, images often come out blurry or pixelated

Adobe InDesign Strengths:

Best for multi-page projects and templates Master page system lets you create elements that exist on every project Intuitive word wrap tool Can link elements from other programs

Weaknesses: Limited illustration capabilities Very few image manipulation tools Must be precise in image + element linking or you could lose everything

Essential Key Commands Universal General Create a new document

Command + N

Open a document

Command + O

Save a document

Command + S

Save As...

Command + Shift + S

Close a document

Command + W


Command + P


Command + C


Command + X


Command + P

Magnify 100%

Command + 1

Fit artwork to screen

Command + 0

Select all

Command + A


Command + G


Command + Shift + G

Hand tool

Command + H

Zoom in on document

Command + (+)

Zoom out on document

Command + (-)


Command + Z


Command + Shift + Z

Type Align paragraph(s) left

Command + Shift + L

Align paragraph(s) center

Command + Shift + C

Align paragraph(s) right

Command + Shift + R

Justify paragraphs

Command + Shift + J

Insert soft return

Shift + Enter

Increase type size

Command + Shift + >

Decrease type size

Command + Shift + <


Command + Shift + B


Command + Shift + I


Command + Shift + U


Command + Shift + Y


Command + Shift + Control + /

All caps

Command + Shift + K

Small caps

Command + Shift + H


Command + Shift + Option + =

Align left

Command + Shift + L

Align right

Command + Shift + R

Tools Selection

V (Esc.)

Direct selection












We connect with students, faculty, and staff to provide a supportuve environment online and offline to facilitate student development, celebrate differences, and promote healthy, active lifestyles on campus. Here are some tips to consider when developing an effective social media strategy.

Social Media Campus Recreation uses social media outlets to create a collaborative community for students, faculty, and staff across the USF campus. The department utilizes various social media networks to alert the university community to opportunities for engagement and participation at Campus Recreation events and facilities.

When posting as a representative of USF Campus Recreation, remember that you are representing the university. Be sure to reflect the professional and academic spirit of the university.

Writing Content


- Use language that is appropriate for your audience.

- Be sure to tag organizations and departments in your posts.

- Select the appropriate channel for your message. - The tone should be friendly, conversational, and engaging. - Information should be easy to understand and share. - Engage with users by answering their questions and asking your own; this builds community. - Keep things positive. Positivity breeds engagement and sharing. It will help to inspire and excite our followers. - Focus the content on information that is relevant and useful to your target audience. - Monitor your social analytics to see what content is performing well and then create more of it. - You can share other people’s content, but be sure you are creating original content as well. Always remember to credit your sources as a professional courtesy.

Grammar, Punctuation, and Spell Check - Poor spelling and grammar is a turnoff. - Be sure to re-read your posts for grammatical errors and spelling mistakes. - Use Microsoft Word as a draft for the content you are writing. It has built-in editing tools.

Mobile Friendly - Use simple imagery that will easily be seen on mobile devices. Over 85% of your audience will be viewing what you produce on their phone.

Using Photos - Be visual - visual content is 40x more likely to be shared than other types of content.


- Using Google for photos is a no-no.

- Shorten URLs using Google’s link shortener. Make sure you are signed into Campus Recreation’s Google account prior to shortening links so we can track clicks + analytics.

- If faces are visible, the photos must have been taken by Campus Recreation’s photographer. - Resources for photos: - - Media folder on O-Drive

Who we are on social media We should strive to be consistent, current, and fun in our social media brand. Below are a set of standards to hold your posts to. Ask yourself, each time you post, if it meets this criteria. Is it...







Facebook - For photos, minimum size is 600x315 and maximum size should be 1200x630.

- The optimum times for posting is between 1:00pm and 4:00pm.

- Video posts are prioritized on the newsfeed, therefore uploading video content directly to Facebook will generate more views.

- Posts with images get the highest amount of engagement on the platform. - Most people visit Facebook (or new app) for events.

Twitter - For photos, the minimum size is 400x220 and maximum size is 1024x512.

- Add hashtags to make your tweets more discoverable.

- Donâ&#x20AC;&#x2122;t sacrifice grammar because of the character limit!

- Use questions, facts, and figures to engeage viewers and drive retweets.

- Use mentions to prompt influencers to engage with you and respond to any mentions.

Instagram - Rule of thirds: put your subject in 2/3 of the screen to make it more attractive to the eye.

- When possible, use a call to action to drive engagement.

- Use captions that are relevant to both the image and the brand.

- Manage your community and drive enagagement by replying to user comments.

- Use hashtags to make posts more searchable.

- Utilize Stories as much as possible for live events, but donâ&#x20AC;&#x2122;t post too many.


Itâ&#x20AC;&#x2122;s all about you. No matter what path(s) you took throughout your collegiate career, itâ&#x20AC;&#x2122;s an even playing field after you graduate. With some fine tuning before hitting the job market, you can enter the post-collegiate world as the best possble candidate for any employment opportunity.

Professional Development Throughout the course of your development as a professional, no matter the field, it is necessary to evaluate what your goals an objectives are for the future. Here are some questions to help guide you through this introspective process.

Who are you right now?

What have you done?

What do you know?

What can you do?

Who do you want to be by the time you graduate?

What do you wish to accomplish

What do you want to know?

by the time you graduate?

What will set you apart from the thousands of other students applying for your same position?

Where do you see yourself in 2, 5, or 10 years?

What job do you ultimately

Which jobs do you expect to hold

What are the backgrounds of the

wish to hold?

on your way to your dream job?

people who hold those jobs right now?

Donâ&#x20AC;&#x2122;t be afraid to creep your dream positionâ&#x20AC;&#x2122;s LinkedIn or professional profiles on a corporate site! Reach out, make connections - you may just find a mentor out of it.

Your professional brand Branding By evaluating who you are as a professional and what your career objectives are, you establish a brainstorming foundation for creating your personal brand. When you marry the nature of your aspirations with the look and feel of your brand, you give your audience a strong visual representation of the work you uniquely specialize in.

Logo Design a logo that speaks about you. Avoid clichĂŠs and make it memorable.

Type As a good rule of thumb in branding, stick to 2 typefaces maximum.

Color Palette Choose colors of significance that reflect your personality and profession ambitions.

Your portfolio Assess your body of work

Show off your work

Gather everything you have ever worked on -

Behance and Cargo Collective are quick and

even the things you may not be proud of - and

easy-to-use solutions to get your work online

evaluate every piece on its face.

initially, as well as being great resources for creative inspiration and networking.

Include projects in your portfolio that demonstrate your absolute best work.

To build a customizable website tailored to you without needing an extensive background in

Revisit less-refined work and see if you can shine it

coding, Squarespace, Wix, and Wordpress offer

up to make it something presentable.

interactive tools that make it easy to create the portfolio of your dreams.

Photograph Your Work Save everything! From sketches to drafts to final pieces, detailing your process from start to finish demonstrates your creative and project management skills. Mock up your work in places where it would be normally seen (posters on posting boards, table tents on tables, etc.).

Photograph smaller pieces on white paper background with a task lamp and overhead light.

Be sure to include your branding, the services you specialize in, information about you, how to get in contact with you, and links to your social media accounts.

Professional Collateral Social Media Present yourself as a professional in all avenues! 93% of hiring managers say they would review a candidate’s social media profiles before making a hiring decision. Saturate your social feeds with inspiration. That way, every time you check Facebook, Instagram, Tumblr, or Twitter, you’re exposed to awesome content that can motivate you to create great work. If social media “isn’t your thing” - make it your thing.

Résumé Make a list of all jobs, internships, positions, and memberships you’ve held in the past 4 years. Identify 3-5 that most helped you develop professional skills that you can best market to include on your résumé. According to Lazlo Bock, SVP of People Operations at Google, the winning formula for presenting your accomplishments is:


as measured by



Example: College student who is a leader in her sorority: “Managed sorority budget” vs. “Managed $31,000 Spring 2018 budget and invested idle funds in appropriate high-yielding capital notes.” vs. “Managed $31,000 Spring 2018 budget and invested $10,000 in idle funds in appropriate high-yielding capital notes, returning 5% over the year.”

In addition to the breadth of design + marketing skills you have developed, also feature your experiences in managing projects and teams and your positive interactions in the work environment. Make sure to keep your résumé updated and tailor it to fit the different jobs you may apply for based on their job descriptions.

Cover Letter Be unique. Present your relevant skillset and capabilities. Show great interest in the position and the company. Demonstrate why you are suited to work there based on your personality, experience, and skillset and describe how you can enhance the company as an employee. Tips for cover letters: Explain why you are sending the résumé. Don’t send a résumé without a cover letter. Don’t make the reader guess what you are asking for; be specific: do you want a summer internship opportunity or a permanent position after graduation; are you inquiring about future employment possibilities? Tell specifically how you learned about the position or the organization - a flyer posted in your department, a website, a family friend who works at the organziation/ It is appropriate to mention the name of someone who suggested that you apply for the position. Convince the reader to look at your résumé. Call attention to the elements of your background - education, leadership, experience - that are relevant to a position you are seeking. Be as specific as possible, using examples. Reflect your attitude, personality, motivation, enthusiasm, and communications skills. Provide or refer to any information specifically requested in a job advertisement that might not be covered in your résumé, such as availability date, or reference an attached writing sample.

Business Card

Simplicity is key. Include your name, contact info, field of work, and branding elements.

2 in

Experiment with shape, treatment, and cut-outs, just make sure to stay within the standard business card size (3.5” x 2”) Check out Vistaprint, Moo, UPrinting, Next Day Flyers and Print Peppermint for some awesome and cheap printing resources.

3.5 in

Interviewing basics Do your research

Look the part

Look into the hiring policies of your prospective employers - has thousands of interview testimonies from companies all over the globe. Be sure to review all aspects of the job description and be prepared for any questions the interviewer(s) may have for you.

Dress slightly more formally than what protocol would call for (leave your ball gowns and tuxedos at home). Until you know with certainty what the company’s culture is like, always prepare for a conservative environment at first - cover up any tattoos, keep jewelry minimal, and make modest choices in attire.

Ask the right questions Toward the end of nearly any interview, you will asked if you have any questions; this is your opportunity to make sure the company is right for you. Make them count! Business Insider conducted a survey of several CEOs of successful companies founded in the past 10 years and asked them the best questions they’ve received while conducting interviews. Here are few of their responses: What can I help to clarify that would make hiring me an easy decision? How do you see this position evolving in the next three years? What’s the challenging part of working here? Tell me about your ideal candidate. How did you get your start? What concerns or reservations fo you have about me for this position? How will the work I’ll be doing contribute to the organization’s mission?

Always remember Consistency breeds credibility. Remaining consistent in your message, its delivery, and your skills/experience will lend credibility to you as a viable candidate for whatever position you seek.

Things to remember (in interviews or otherwise)

Remain calm & collected Be consistent Be confident in your abilities Research everything Ask questions Have fun Love what you do

Marketing + Communications Initiatives USF Campus Recreation

Identify and reach the next 10%

Unify brand + increase social media presence

Revitalize student employee structure + establish brand ambassador program

Empower student employees through training & individualized assessment

Enhance campus outreach efforts beyond the walls of our facilities



Portions of information from this guide were derived from the FSU DSA Marketing & Communications Handbook, produced by FSU DSA Marketing, Aron Myers, et. al, and adapted for USF Campus Recreation student employees.

2018-2019 Marketing & Communications Handbook  
2018-2019 Marketing & Communications Handbook