A set of marketing and brand guidelines for ITaP Student Software Training team at Purdue University. Last updated Spring 2018.

1. MARKETING & BRAND
GUIDELINES

2. TABLE OF CONTENTS
Brand Identity & Positioning
Brand Strategy
Brand Voice
Brand Visuals
Brand Execution
1.
2.
3.
4.
5.

3. INTRODUCTION
making you great
We are an organization that exists solely to act as
a supplement to the learning environment
on Purdue’s campus. All that we do and all
that we are should tie back to making the students
and staff of Purdue University great. Our teamwork is
what leads this initiative forward, and our passion
for what we do is how we generate excitement
around the skills we teach to our
audiences. This booklet is to serve as
a guide for how we brand ourselves
as individual Student Software Trainers,
how we brand our team as a whole,
and how we communicate the
benefits we offer to Purdue. Big
ideas can bring big change, so it is
this booklet’s purpose to ensure that all of our
ideas and changes are rooted in our mission
at Purdue. If we want to leave our mark on this
campus, a strong brand image is how accomplish it.

4. Brand Identity
WHO WE ARE
4
We are a team of highly motivated, skilled student workers who strive to better the
educational experience at Purdue. We are passionate about using technology
and software to expand the skill sets of our clients and ourselves. Most importantly,
we are a family who supports each other and encourages each other’s growth.
MISSION As Student Software Trainers, we strive to provide relevant,
high quality training to all of our clients. Our passion for teach-
ing others in combination with our knowledge of technol-
ogy and software is what makes our program a success.
VISION The Student Software Trainers’ goal is to create an
environment that strengthens the marketabil-
ity of our clients and fosters lifelong learning
through technology. Our purpose is to help cre-
ate a Purdue community that is more knowl-
edgeable in technology, software, and the
applicability of both beyond the classroom.
VALUES Our values are centered around a
love for what we do, a love for contin-
ued learning, and a love for our team.

5. OUR VALUES
5
LOVE WHAT WE DO
Student Software Trainers are passionate
about helping others learn new skills, and
enjoy connecting with our audiences
through meaningful training.
LOVE LEARNING
Student Software Trainers are curious, and aim to
utilize technology to better the skills of themselves
and others. Our ability to effectively support the
Purdue community is contingent on our desire to
continually improve our own knowledge and
transform it into relevant, high quality trainings.
LOVE OUR TEAM
None of what we accomplish would be possible if Student
Software Trainers did not support each other as individuals,
and believe in what we can accomplish together. The qual-
ity of our work, our trainings, and our experience as trainers
relies on the friendships that this team cultivates.

6. 6
OUR
AUDIENCES
INSTRUCTORS
The instructors who utilize Student Software
Training are Purdue faculty members who want
their students to leave their course with skills
that can be applicable outside of the class-
room. The majority of the workshops we teach
are for instructors’ courses, meaning the
quality of these trainings is of utmost
importance to ensure success of the program.
Instructors are concerned with:
STUDENTS
PURDUE
The students who are in contact with
Student Software Trainers are those in-
ternally motivated to learn new skills.
They learn about our offerings through
social media, in-class trainings, and
through campus involvement.
Students are concerned with:
Above all else, our team exists to be a
supplement to the cultivation and sharing
of knowledge at Purdue University. Pur-
due’s mission is to expand the knowledge
of their diverse campus population, en-
courage the sharing of that knowledge,
and provide an environment that allows
for application of that knowledge. Our
team should benchmark ourselves against
the mission of this University to hold our
team accountable.
• quality of workshop •
ability of trainer to lead the room
• professionalism • applicability
to course lessons & beyond •
• content & difficulty of workshop •
applicability of skills • ability of the
trainer to teach & engage audience
• relatability of trainer as a peer •

7. Brand
Strategy &
Positioning
TOUCH POINTS
7
POSITIONING STATEMENT
Student Software Trainers provide members of the Purdue community
with high quality training on relevant software in order to improve the
community’s marketability as individuals. We accomplish this by holding
ourselves to a consistently high standard in preparation for workshops,
by expanding our skills through continuous learning as trainers, and by
providing support only for programs the team believes in the value of.
• in-class workshops • open workshops • individual consultations
• miscellaneous trainings (help sessions, etc) •
TRAINING SETTINGS
PURDUE CAMPUS
• marketing efforts: flyers on campus, in residence
halls, chalking • partnerships: departments,
organizations, etc • word of mouth •
DIGITAL SPACE
• Facebook • Instagram • YouTube •
BoilerLink • ITaP website •

8. 8
BRAND ARCHITECTURE
Purdue
University
Information
Technology
at Purdue
(ITaP)
Research
Computing
IT Enterprise
Relationship
Management
IT Enterprise
Solutions
IT
Infrastructure
Services
IT Process
Management
IT Security
& Policy
Teaching
& Learning
Technologies
Student
Software
Trainers
Jason Fish is the Director of all of Teaching & Learning Technologies. Joe
Conte is one of the managers within TLT, for Consulting and Training. He
is the manager of Adam Barragato, an Educational Technology Consul-
tant who is also the Supervisor of the Student Software Training program.
Within our team, we have two coordinators, the Administrative Coordi-
nator and the Training Coordinator, who also help oversee the team.

9. 9
BRANDPERSONALITY
Our brand personality is the set of qualities our clients
should associate with us every time they have an
interaction with our team.
PASSIONATE
We believe wholeheartedly in the value of the skills we teach and the
value of our program to Purdue’s community.
DEPENDABLE
Our trainers and our workshops are held to a high standard as to ensure
consistent quality at every interaction. We will go above and beyond to
ensure all needs are met.
SUPPORTIVE
We are peer-to-peer mentors, and thus we know what it’s like to be college
students. We know that each student learns in different ways and at
different speeds, and we try our best to support them all.
KNOWLEDGEABLE
Our internal on-boarding and dry-running process ensures our
trainers are prepared for every training, and are confident in their
ability to teach the software to their audience.
CREATIVE
Our passion for and knowledge in what we teach comes from our de-
sire to create. We may not be creatives by trade, but this team allows
us to explore that side of ourselves and share it with others.

10. EXPRESSING
OUR MESSAGE
10Brand Voice
Our audiences rely on us to be the
trusted source of software-related knowl-
edge at Purdue. We need to be cogni-
sant of all three of our audiences and
effectively cater to their needs. We also
need to ensure consistency so that com-
munications from our team are seamless.
• professional • inviting •
clever • helpful • confident
• clear • enthusiastic •
understanding •
passionate • witty
• encouraging •
knowledgeable
• trustworthy •
welcoming •
TONE WORDS

11. CONSISTENT
COMMUNICATION
11
FACEBOOK
“If you’re into photography, consider checking out these
Photoshop techniques - whether you want to edit a lot, or just a little!“
“Happy Valentine’s Day from the Student Software Trainers! Interested in making
custom graphics like this? Register for our upcoming Adobe Illustrator workshops to
learn the basics!”
“Unfortunately, we won’t be showing you movies all month, but we
will be teaching you various video editing software! Register at: *link*”
INSTAGRAM
“With a mix of Photoshop and your imagination, anything is
possible, including a tilted ocean!”
“Happy First Day of Spring! Learn how to blend two photos
together to create an edit like this one at our Photoshop
Workshops! See our Facebook for details”
“The first couple of weeks of this semester might be a
little scary, but just remember you’ve got a friend in us!
#purdue #monstersuniversity”

12. OUR
TAG LINE
12
MAKING YOU
GREAT
Our purpose as a team is
to help make our audienc-
es great, by teaching them
marketable skills and foster-
ing lifelong learning through
technology and software. Our
communication with our au-
diences should make them
aware that we are here to
help them learn new skills.

13. PRIMARY
LOGO
13
Brand
Visuals

14. LOGO COLORS
14
• If at all possible, use the primary logo
• If not possible, due to background color or print
restrictions, the gray-scale option is preferred
• The white and black options are to be
used only if the color and gray-scale
versions of the logo will not work

15. LOGO VARIATIONS
15
Use the primary logo in any situation that the
coloring and sizing will look professional. The only
exception is if the logo needs to be cropped into
a circle, then the computer-only logo may fit better.
COMPUTER-ONLY LOGO
TEXT-ONLY LOGO
SPLIT LOGO

16. LOGO POSITIONING
16
In any variation of the logo, there should
be free space of at least the equiv-
alent of one of the large circles in-
cluded in that logo, as shown above.
• The computer-only logo or the
text-only logo are to be used when the
size alloted for a logo in the design is
225px by 225px or less
• Use your discretion as to which logo
variation fits better in the small space
• The split logo can be used to save
space or for dramatic design effect.
Only split the computer-only logo. Do
not split the primary or text-only
logos
• No additional words
should be included
with any of the
logo variations

17. LOGO DON’TS
17
Do not squish or stretch the
logo.
Do not alter the angle of the
logo.
Do not change the colors of
the logo, besides the
accepted color variations.
Do not change the opacity
of the logo.
Do not overlap the logo and
other objects.
Do not use previous versions
of the logo.
Below are some examples of unacceptable
logo alterations. Do not alter the logo in any
way that is not permitted via these guidelines.

18. FONTS
18
The preferred font for all Student Software
Trainer designs is Century Gothic.
HEADLINESare preferred to be 48pt font, bolded, all caps, with tracking set to 50.
SECONDARY SUBHEADLINES
are preferred to be 24pt-30pt font, bolded or unbolded, all caps, with tracking set to 50.
Subheadlines
are preferred to be 36 pt font, bolded, with tracking set to 50
Copy Text
are preferred to be 14pt font (or smaller), with tracking set between 30 & 50
• Secondary font usage should be according to Purdue’s
marketing and brand guidelines
• Any printed materials must follow the brand guidelines
• Acceptable fonts include Champion, Myriad Pro, and
Chaparral Pro

19. COLORS
19
Fountain Run Teal
R: 41 G: 165 B: 146
Hex: #29A592
Ross-Ade Green
R: 132 G: 158 B: 42
Hex: #849E2A
Dark Gray
R: 56 G: 56 B: 56
Hex: #383838
Yellow Walk
R: 255 G: 209 B: 0
Hex: #FFD100
Medium Gray
R: 81 G: 82 B: 81
Hex: #515251
Mackey Orange
R: 255 G: 155 B: 2
Hex: #FF9B1A
Light Gray
R: 156 G: 157 B: 156
Hex: #9C9D9C
Pappy’s Purple
R: 173 G: 31 B: 101
Hex: #AD1F65
• The colors below are the preferred colors to use when making
marketing material for the ITaP Student Software Training program
• If other colors are needed, consult Purdue’s Marketing and
Brand Guidelines for other acceptable choices

20. 20
BRAND ELEMENTSIf you haven’t guessed it by now,
circles are the main graphic element
used in marketing materials. This book
serves as an example of what brand
element usage is acceptable. Below
are three examples.
Circles can be any size
necessary for the design, and
can be 100% or 50% opaque.
Circles can be overlapped,
and can bleed off the edge
of the page.
A white circle on a colored
background can be used
to emphasize important text
within the circle. The circle
should have a dashed
outline, dark gray in color.
An open circle can be used
with overlapping small
circles on the interior side.
These can be used when a
solid-filled circle would be
too much color for a design.

21. MARKETING
21
Brand
Execution
Our marketing efforts are the physical (and digital) execution of our brand. Our personality and
values as a team, our communications, our promise to help make our clients great, and the visual
identity of our team should be included in every marketing execution. If you’ve been following
along up until this point, you know what it means to be an ITaP Student Software Trainer, and you
have the tools necessary to ensure professional and meaningful marketing. Consistency is
key to guaranteeing our brand becomes a recognizable staple at Purdue, long after
the individuals on our team have graduated. It is the responsibility of every member
of our team to benchmark all of our efforts against these guidelines to ensure
consistent and professional branding and marketing.
MARKETING EXECUTIONS
SOCIAL MEDIA
ON-CAMPUS
• Facebook • Instagram • BoilerLink • YouTube •
*BoilerLink & YouTube are not covered in
these guidelines.
•flyers in residence halls & campus buildings
• sidewalk chalk • email reminders to
attendees • Purdue EBoard •

22. 22
FACEBOOKFacebook is to be used as the professional and informational
social media page of our team. Refer to the Facebook Post-
ing Guidelines in the Google Drive for posting requirements.
Outlined below are the acceptable uses of Facebook. Use
your own discretion for uses outside of those discussed here.
ACCEPTABLE USES OF FACEBOOK
EVENTS
VIDEOS
ARTICLES
Facebook events for open workshops are where we gain the most attention from our social media
audiences and Purdue students. Create the events as early in the semester as possible. Facebook’s
algorithm forces us to follow strict guidelines when creating events. Remain consistent.
Videos may be posted to Facebook so long as they remain consistent with the
informational nature of the page. Promotional videos may be posted before
open workshops to manage expectations of the workshop objectives.
Articles and posts may be created or shared so long as they are
relevant to software, technology, or other aspects of our team.
The hashtags #ArticleoftheWeek and #MakingYouGreat should
be used whenever applicable.
Current events may be discussed if and only if the
communication remains on brand and discusses
nothing controversial.
CURRENT EVENTS

23. INSTAGRAM
23
Our Instagram is much more laid
back than our Facebook page.
Instagram is the platform in
which our trainers can
showcase their creative
abilities with the software,
and it shows our audiences
the possibilities of the
software we teach.
Instagram should never
be used as a means to
promote our events
through normal posting.
If promotional material is
to be posted on Instagram,
it will be done so only in the
story, in a timely manner.
Promotional material in our
follower’s feeds results in
negative engagement.
INSTAGRAM
GUIDELINES
POST GUIDELINES
STORY GUIDELINES
POSTING SCHEDULE
TAGGED ACCOUNTS
HASHTAGS
Posts should be aesthetically pleasing and creative in
nature. Posts can include creations such as photo edits,
photo manipulation, videos, illustrations, etc.
Stories are the only place promotional material can appear
on our page. Promotional materials include flyers, contest posts,
etc. Stories may also be used to showcase tools, such as Tap to
Edit stories or step-by-step tutorials.
Posting should be, on average, two times per week. Stories can be
posted as often as need be.
Hashtags should be used on every post to reach a large audience.
Common hashtags include those related to Adobe, Purdue, and
hashtags describing the post type (ex. #photoedit) or describing
the focus of the post (ex. #mountains).
Other accounts can be tagged in every post, as long as the
account is relevant to the post. Adobe, Purdue, and other
art/design accounts are great examples.

24. ON-CAMPUS
24
FLYERS
CHALK
EMAILS
EBOARD
Flyers are our main form of marketing on Purdue’s
campus. Bulletin boards are located all over campus; in
campus buildings, on outside posts, and in residence halls.
Students on this campus are fairly receptive to flyers, and
attendees of our workshops consistently say flyers played a role
in their decision to attend the workshop. We have two types of
flyers: on-campus and in residence halls. Flyers on campus should
be in all color, flyers in residence halls should be black and white.
Remain consistent with the styling of flyers throughout the semester.
Sidewalk chalking for events is very prevalent on Purdue’s campus. Before each open
workshop, weather pending, a trainer should chalk for the event. Details should include
which software will be covered, when and where the workshop is held, and how to register.
On the day before or the morning of an open workshop, the Supervisor or one of the Coordina-
tors should email all attendees registered for the workshop to remind them of details of the event.
The Administrative Coordinator is responsible for creating “Flyer Submission Only” events
on BoilerLink. In doing so, the flyers for our open workshops will be displayed on the
Purdue EBoard TVs across campus. These flyers should look similar to the printed flyers.

25. OPEN WORKSHOP
MARKETING
25
DIGITAL EVENTS
10-14 DAYS BEFORE
7 DAYS BEFORE
3-4 DAYS BEFORE
THE DAY OF
Events for the open workshops
should be created on Facebook and
BoilerLink as early in the semester as
possible. Every other aspect of open
workshop marketing follows a sched-
ule within two weeks of the event.
Email Gloria Ryan (garyan@purdue.edu) and ask her to print enough black and white versions of
the flyer for the residence halls. Once you have the flyers, deliver them to Smalley Center (located
at Martin Jishcke Dr and Third St). Tell the employees at the front desk that you are with ITaP and
you have flyers to be posted in the residence halls.
Print color versions of the flyers for yourself to put up on bulletin boards around campus.
Printing between 35-45 flyers is usually adequate. An approved list of campus buildings
is in the Drive. The marketing team should also post the promotional video now.
Weather permitting, chalking should be completed in this timeframe.
The marketing team should post an Instagram story about
the workshop within 24 hours of the workshop’s start time.
The Supervisor or the AC can send out an email reminder
to attendees the morning of the event.

26. PRINT MATERIALS
26
Print materials, especially those that will be mass printed
by the Boiler Copy Center will be proofed by Purdue’s
Marketing and Branding team. If your design does not
follow the brand expectations for Purdue, the design
will be altered by their team. Be sure to cross check
your design with Purdue’s branding before sending off to print.
Purdue’s guidelines can be found at purdue.edu/brand
EXAMPLES OF PRINT MATERIALS
CONTACT
CARDS
OVERVIEW
OF WORKSHOPS
WORKSHOP
FLYERS
These will most likely be print-
ed by Purdue, so strictly follow
their guidelines. Make sure
they include our email, social
media accounts, website or
links to request surveys, our
office, and basic information
about what we do.
An overview of workshops
document should be
updated on a semesterly
basis, or as workshops are
changed or added. Include
the software packages,
objectives of each workshop,
and contact information.
At this time, printed workshop
flyers do not need to follow
Purdue’s guidelines, but that
may change in the future.
Flyers should include workshop
title, event details, information
on how to register, and social
media information.

27. 27
CLOSING REMARKS
If you’ve read this far, congratulations! You now know not only what it means to be a Student
Software Trainer, but how to communicate that verbally and visually to everyone we interact with.
This guide’s purpose is to act as a leading hand in the expansion of the team. Our ideas, our skills, and
our determination will take this team to new heights, but it’s important to remain consistent as
we grow. By following these Marketing and Brand Guidelines, we will create a recognizable
brand for ourselves on Purdue’s campus. It should be the responsibility of each trainer
to periodically benchmark themselves, their teammates, and all of our work against
these guidelines to ensure consistency.
These guidelines are not to serve as restrictions or rules as to what we can and
cannot accomplish as a team. If you disagree with any of the contents,
challenge them and communicate with your team members about
how to better present ourselves as a brand. As time goes on,
these guidelines will need to be updated, altered, or maybe
even thrown out the window. Trust in your teammates that
together you can determine what it means to be a
Student Software Trainer.
Thank you for being who you are, Student Software Trainers.

28. These guidelines were made for the internal use of the
ITaP Student Software Trainers
Updated Spring 2018