OPTUS JUNIOR DOLPHINS. Brand guidelines and marketing toolkit

Transcription

1 OPTUS JUNIOR DOLPHINS Brand guidelines and marketing toolkit

2 CONTENTS Welcome 5 Dos and don ts 6 Our brand 8 Our voice 10 Writing for social media 12 Writing for the web 16 Writing for press releases, partner communications and more formal media 17 Our lexicon 18 Our key stakeholders 20 Our logo 22 Size 24 Dos and don ts 26 Our dolphin 28 Our colour palette 30 Our fonts 32

3 Your toolkit 34 Digital 36 Social media graphic suite 37 Web graphics 38 TV graphics 39 Print Ready to print posters 41 Ready to print DL flyer 42 Other artwork 43 Our image bank 44 Using our image bank 45 Capturing your own images 46 Editable posters 41

4 Hi!

5 We ve designed this toolkit to introduce you to our Optus Junior Dolphins brand identity and give you assets that you can use to promote your program locally. We want our Delivery Centres to use our logo and assets to inspire more kids to get involved with swimming. We also want you to help safeguard our brand and make sure our tone and messaging is protected. So, to help us, please: Read our brand guidelines for advice on how you can make the most out of your Delivery Centre Marketing toolkit Take a look at our dos and don ts And, if you need any help or advice then get in touch by ing Junior.Dolphins@swimming.org.au. 5

6 DOS & DON TS No one likes an unhappy dolphin. 6

7 DO Take the time to read our brand and voice guidelines Use our logo Use the marketing material we ve created for you Talk about Optus Junior Dolphins in person, online and in print Use photos of kids who are having fun while swimming Use photos of kids in our target age group that s ages 5 to 8 Call yourself an Optus Junior Dolphins Delivery Centre Keep us in the loop by sending the dates of your activities and events to JuniorDolphins@swimming.org.au Celebrate and share your stories through your website and social media channels DON T Use photos of competitive swimming Use photos of kids that look older than 8 or younger than 5 Use our logo on ANY merchandise. This includes towels, bags, t-shirts, stickers, water bottles, pens or swimming caps Use our logo with any other logos, not even your own - it s how we ll keep our brand clear and recognisable Talk about competition or competitive swimming when talking about Optus Junior Dolphins it s not part of our program messaging Call yourself an Optus Junior Dolphins partner you re one of our Delivery Centres 7

8 OUR BRAND Fun with friends. Our brand is more than just our logo it brings together our name, our logo, our tone of voice, our fonts, our colours, our character and our personality. It shapes a child s experience online and offline, in and out of the pool. Our purpose. Optus Junior Dolphins is about having fun with your friends whilst improving your swimming in a safe and non-competitive environment. 8

9 If our brand was a person. We all know how our own personalities can affect relationships between people our brand is no different. Our brand personality can be the basis of a relationship between kids, parents and Optus Junior Dolphins, so it s really important that we use it wherever we can. So, here are the human-like characteristics that show how our brand behaves. We: 1. Enjoy swimming for fun 2. Are always positive and optimistic 3. Are fun to be around 4. Love bringing people together 5. Are active and energetic 6. Are friendly and approachable 7. Encourage and support our friends 8. Are welcoming and love meeting new people 9. Enjoy sharing stories about our friends 10. Are NOT competitive 9

10 OUR VOICE Or, how we speak. We re fun and friendly. Whether we re speaking to parents and kids through social media, the web or face-to-face, we use one voice online and offline, in and out of the pool. 10

11 Human Fun Welcoming Encouraging Friendly Positive Optimistic Active Energetic 11

12 Writing for social media Every organisation will speak differently on social media but it s good to be aware of certain things when talking about Optus Junior Dolphins: Make sure what you re posting is exciting, useful, interesting or inspiring Make sure you focus on being friendly, welcoming and encouraging Celebrate! Social media is social, so share stories from parents and kids about why they love Optus Junior Dolphins Avoid text speak, slang and excessive exclamation marks. It can make your posts harder to read. Avoid using lots of technical words, acronyms or abbreviations. Make sure parents and kids that aren t from swimming backgrounds can understand what you re saying. Which platform? We find that Facebook and Instagram are the best platforms to reach parents, but feel free to explore others, like Twitter, if they suit your organisational aims! 12

13 Content ideas We re sure that all of our Delivery Centres will come up with some great content ideas but just in case you need a starting point, here are some tips: Use our social media graphic suite, adding unique facts about your Delivery Centre. Share good news stories this could be welcoming new members, celebrating participant numbers or running an Optus Junior Dolphins Carnival. Run some mini-campaigns that celebrate your members, such as Optus Junior Dolphin of the Week or Why I m proud to be an Optus Junior Dolphin! Share photos from your sessions that reflect our values fun, active, safe and social. Content tips Images help boost engagement (the number of people interacting with your post) on Facebook and Twitter, so include them where you can. Be aware of the best sizes for images on each platform. Square images (e.g. 800x800 pixels) work best for Facebook and Instagram. Rectangle images (e.g. 1260x630) work best on Twitter. If you don t have access to Photoshop, there are free tools online, like Pixlr. If you re too busy to share content regularly, use a free scheduling tool like Hootsuite. If you do schedule content in advance, set them to go live during weekday evenings or over the weekend - this is when more people are online and checking social media. Try to post at least 3 4 times per week on Facebook and Instagram, and once a day on Twitter to keep your audience interested. 13

14 Share with us! We d love to see what you re doing, so make sure you tag us in your posts on Facebook or Instagram, or use #JuniorDolphins on Twitter.

15 Hashtags A hashtag is a word or phrase with the hash sign (#) in front. When used in social media posts, people searching for that topic can see that particular post. Using hashtags gives you the potential to reach a wider audience. Here s how to use them: You can use hashtags on Facebook, Instagram and Twitter. They are less effective on Facebook so focus on using them on Instagram and Twitter. Keep hashtags relevant to your post it s considered spamming to use unrelated ones. Keep your hashtags to a minimum on Twitter. Don t use more than three per tweet it ll eat into your character allowance, look messy and make your message harder to read. Don t use spaces or punctuation marks they stop your hashtag working. 15

16 Writing for the web Adding information about Optus Junior Dolphins to your own website is a great way for parents to find out more. You can give some more information about the program, including when your sessions are taking place and how parents can register their kids. Even though it s a more formal and informative platform, make sure you re still speaking in an inclusive, friendly, fun and welcoming way. Make sure you include: The key values of the program: fun, social, friendly and non-competitive. Information about your program (when, where and what time your sessions are taking place). The best person to contact for more information. How to sign up to your program. A link to our website, The program benefits for parents, including how Optus Junior Dolphins sits within our swimming pathway, and the participant pack for kids. Web content tips Keep it short and sweet; it s difficult to read large chunks of text on a website. Use headings or bullet points where possible. Make sure any hyperlinks are clearly written as click here. Download our web graphic suite, which includes Optus Junior Dolphins web banners, buttons and an official Delivery Centre icon. If you re stuck, use our web content template as a guide. 16

17 Writing for press releases, partner communications and more formal media Formal media opportunities are a fantastic way to tell more people about Optus Junior Dolphins and let them know how you re involved. Our voice changes a little bit here, so here s a few key bits of information that we d like you to say in any formal communications: Optus Junior Dolphins is Swimming Australia s first ever national junior participation program. Optus Junior Dolphins is a great program for kids to have fun with their friends, keep active and improve their swimming. Optus Junior Dolphins has been developed in partnership with industry experts after extensive research with parents and kids. Optus Junior Dolphins is being delivered through registered swim schools, affiliated swimming clubs and primary schools across Australia. Optus Junior Dolphins is a key part of Swimming Australia s pathway and supports kids with basic swimming skills as they move towards ongoing participation in the sport. 17

18 Our lexicon Our lexicon is our vocabulary it s made up of the most common words you ll find when we re talking about Optus Junior Dolphins. Here are some words and phrases you ll hear and use a lot, with some tips on how and where to use them. OPTUS JUNIOR DOLPHINS Make sure you refer to our program as Optus Junior Dolphins in full there s no need to shorten or abbreviate it. We use Optus Junior Dolphins to describe any swimming activity, games, squad sessions and carnivals delivered at an Optus Junior Dolphins Delivery Centre. OPTUS JUNIOR DOLPHINS DELIVERY CENTRE KIT We use this to describe everything our Delivery Centres will receive in their first year delivering Optus Junior Dolphins. It includes a Trainer Manual, Operations Manual, digital and printed promotional material. OPTUS JUNIOR DOLPHINS DELIVERY CENTRE We call all of our Optus Junior Dolphins providers, Delivery Centres. This includes affiliated swimming clubs, registered swim schools, primary schools, teachers of competitive swimming or coaches. OPTUS JUNIOR DOLPHINS TRAINER MANUAL We use this to describe the manual that includes our curriculum, games guide, group management and information about optional assessment. 18

19 OPTUS JUNIOR DOLPHINS OPERATIONS MANUAL We use this to describe the manual that includes our Optus Junior Dolphins Carnival planning guide, information on safety management and policy recommendations. OPTUS JUNIOR DOLPHINS CARNIVALS We use this to describe any one-off events or carnivals that are run by Optus Junior Dolphins Delivery Centres. Our carnivals are run with our values in mind, so are fun, social and non-competitive. OPTUS JUNIOR DOLPHINS TRAINER We use this to describe any qualified individual that delivers Optus Junior Dolphins at one of our Optus Junior Dolphins Delivery Centres. OPTUS JUNIOR DOLPHINS PARTICIPANT PACK This is what we call the pack that our Optus Junior Dolphins participants will receive. It includes branded merchandise that differs slightly depending on the Delivery Centre. OPTUS JUNIOR DOLPHINS PARTICIPANTS We talk about all of the kids that take part in our program in two ways; our Optus Junior Dolphins participants or our swimmers. It s also fine for your participants to proudly announce, I m a Junior Dolphin! but don t use it in written communications. OPTUS JUNIOR DOLPHINS TARGET AGE RANGE It s important that people understand that Optus Junior Dolphins is a competencybased program. Our target age range of 5 to 8 years old is just a suggestion. 19

20 Our key stakeholders There are lots of stakeholders involved with Optus Junior Dolphins and they may get a mention when you talk about the program. Here are the most common ones and how you should use them in press releases or more formal communications. Swimming Australia Ltd (SAL) Optus Junior Dolphins has been developed by us, Swimming Australia Ltd (or SAL for short). If you re talking about us in press releases or more formal communications, then refer to us as Swimming Australia Ltd (SAL) the first time and SAL afterwards. Optus Optus are our naming rights sponsor. This means that every time you refer to our program, you should write Optus Junior Dolphins in full. 20

21 Australian Swimming Coaches and Teachers Association (ASCTA) The Australian Swimming Coaches and Teachers Association (ASCTA) are one of our key industry partners and have helped develop Optus Junior Dolphins. If you re mentioning them in press releases or more formal communications, refer to them as the Australian Swimming Coaches and Teachers Association (ASCTA) the first time and ASCTA afterwards. Australian Sports Commission (ASC) As the government funding body for sport across Australia, the Australia Sports Commission are another of our key partners. When you talk about them, refer to them as the Australian Sports Commission (ASC) for the first time and ASC afterwards. State and Territory Swimming Associations (SSAs) Our State and Territory Swimming Associations are also important Optus Junior Dolphins stakeholders. If you re mentioning them collectively in press releases or more formal communications, refer to them as State and Territory Swimming Associations (SSAs) for the first time and SSAs thereafter. If you re talking about an individual SSA, remember to put the word Swimming before the State or Territory name. For example, Swimming Queensland, and not Queensland Swimming. 21

22 OUR LOGO We ve created our Optus Junior Dolphins logo so that it s bright and fun, and reflects our personality. Our logo is made up of our brand name, a splash and the Swimming Australia logo. It s designed to be used for print and digital. But, hold tight! We re working with our friends at Optus to add them to our logo, so please don t put it on anything too permanent. (If you really need to use this logo before then, please get in touch with us at Junior.Dolphins@swimming.org.au) 22

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24 Size Sometimes you ll need to make our logo bigger or smaller based on print area. To make sure our logo is clear, don t make it any smaller than 40mm. If you need to make our logo smaller than this, use our small version. And remember, always leave clear space around our logo, so it doesn t get smooshed. 24

25 White Space NORMAL minimum 40mm White Space SMALL minimum 20mm 25

26 Dos and Don ts Our logo is a key part of our brand identity, so we want your help to protect it. When using our logo, please make sure you re following these dos and don ts: Do leave clear space Don t place text or other images on top Don t change the colour Don t rotate the logo Don t lean to the left or right Don t change the fonts Don t stretch it horizontally Don t stretch it vertically Don t remove any part of the logo Don t use our logo with any other logo 26

27 White Space 27

28 OUR DOLPHIN We ve created a fun and friendly dolphin character to add personality to our brand identity. Our character features across our digital and print artwork and is often used alongside our logo. We have also turned our character into a real life mascot to act as the face of Optus Junior Dolphins they ll be popping up at Delivery Centres around the country and feature in our competition content. 28

29 Hi!

30 OUR COLOUR PALETTE Our primary colour palette is made up of purple and blue. We also use neutral shades (black, white and grey) for text. Our secondary colour palette is made up of a complementary suite of bright colours that convey fun and positivity. 30

31 Primary Colour C:67 M:0 Y:12 R:0 G:193 B:222 K:0 PANTONE 311C HEX: 00C1DE C:67 M:98 Y:6 K:1 R:117 G:47 B:138 PANTONE 526C HEX: 752F8A Secondary Colour C:100 M:50 Y:19 R:0 G:105 B:166 K:2 PANTONE 307C HEX: 0069A6 C:100 M:50 Y:19 R:0 G:105 B:166 K:2 PANTONE 7738C HEX: 47A141 C:0 M:6 Y:97 R:255 G:233 B:0 K:0 PANTONE 803C HEX: FFE900 C:40 M:0 Y:81 R:164 G:213 B: 93 K:0 PANTONE 367C HEX: A4D55D C:0 M:54 Y:93 R:250 G:141 B:41 K:0 PANTONE 715C HEX: FA8D29 C:0 M:18 Y:100 R:255 G:206 B:0 K:0 PANTONE 116C HEX: FFCE00 Neutral Shades 31

32 OUR FONTS We use Omnes and Gotham Book as our primary fonts across our print and digital material. We also use Amsi Pro for call to actions on our website. If you don t have access to any of our primary fonts then you can use Berlin Sans FB instead of Omnes, Calibri instead of Gotham Book and Arial instead of Amsi Pro. We want to make sure things are easy to read, so we always keep our body text in black or white, depending on the background colour. Headings are a great way to add splashes of colour, but make sure they are colours from our colour palette. 32

33 Omnes Headline/UPPERCASE & lowercase ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Gotham Book Amsi Pro Body text/sentence case ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz WEB BUTTON/UPPERCASE/A D D T R A C K I N G ABCDEFGHIJKLMNOPQRSTUVWXYZ

34 YOUR TOOLKIT We want to help you promote Optus Junior Dolphins to your local community, so we ve created a range of promotional material to help get you started. Over the next few pages you ll find previews of what we ve created for you to use. We ll also show you which assets you ll receive printed copies of and what we ve provided to help you create your own material. 34

35 TOOL KIT

36 36 DIGITAL

37 Social media graphic suite We ve created a social media graphic suite for you to share across your Facebook, Twitter and Instagram channels. Twitter Facebook Instagram 37

38 Web banner We ve created a web banner for you to use on your website. Optus Junior Dolphins Delivery Centre logo We want all of our Optus Junior Dolphins Delivery Centres to be proud deliverers of our program, so please include a copy of this on your website! 38

39 TV graphic We ve created a TV graphic that can be placed on a TV screen at your program venue. 39

40 40 PRINT

41 National campaign poster You ll receive 10 A3 copies of our national campaign poster. You can also download a print-ready copy, in case you need it. Have fun with your friends whilst improving your swimming! Contact: Olivia or visit JuniorDolphins.com.au Editable poster We ve also created 3 more poster templates for you to download, edit and print. 41

42 DL flyer You ll receive 100 copies of our DL flyer. We ve also included a print-ready copy for you to download, in case you need more. 42

43 Other Artwork Certificate We ve created a certificate for you to download and give to all of your Optus Junior Dolphins participants. We re also providing all of our Delivery Centres with: One corflute banner One A-frame banner One window sticker 100 Optus Junior Dolphins balloons 100 Optus Junior Dolphins award ribbons Two Optus Junior Dolphins Trainer t-shirts If you need to order any more of these items, then please get in touch with us at Junior.Dolphins@swimming.org.au. Wet deck artwork We re including a copy of our wet deck artwork in eps format, if you d like to order any wet deck signage for your venue. Ready to start promoting your program? Great! Just click here to download your toolkit. 43

44 OUR IMAGE BANK 44

45 Using our image bank We ve created a small image bank for you to use to promote Optus Junior Dolphins. These photos can be used on your website, your social media channels and to go with any media releases. The photos are available in different sizes, ready for print (300 pdi) or digital (72 dpi) use. Make sure you download the correct size, based on what you need the photo for. If you need to change the sizes of any photos, please use an image editor to resize or crop them don t stretch or skew the photos. If you haven t got access to an image editor, then use an online editor, like Pixlr. Keep checking back though, as we ll be adding new photos as and when we capture them. 45

46 Capturing your own images If you want to take your own photos that s great! We want all of our photos to reflect the key values of our program so we ve created a few tips to help you get the right photo for your campaign materials: Take your photos in a swimming pool, inside or outside, using kids that are in swimming gear. Make sure the kids in your photos look the right age for Optus Junior Dolphins. Remember, our target age range is 5 8. Make sure the kids in your photos are smiling and having fun! When taking photos, keep these above water. As impressive as they look, try and avoid underwater shots. Make sure the activities you are taking photos of are playful, not competitive. Make sure you ve got permission from parents to take photos. (We ve included a parental consent form template in our toolkit) 46

47 Get in touch! If you have any questions about anything you ve read in our guidelines, then just shoot us an on