- Author: Linda Forbes
In the toolkit, you will find SAREP's new logo with and without text, in English and Spanish:
Brand consistency is important
UC ANR logos visually communicate our brands, and our brand promotion efforts seek to positively influence people's perceptions and awareness of UC ANR's value throughout the state. We do this by presenting consistent, credible and authentic messages and visuals about how we benefit California. Consistency is key to building awareness and understanding, because communicating a fragmented or overly complicated brand confuses audiences and makes it hard for them to understand both what we do and the value we bring. Simply stated, that means every type of communication we craft – presentations, web pages, publications, social media posts, etc. – is an opportunity to grow brand awareness and positive sentiment for UC ANR.
To that end, please be sure you are using the current version of the UC ANR logo and/or sub-brand logos on your materials – presentations, email signatures, flyers, posters, social media profiles, etc. We recognize that physical signage is costly to update, but if you are creating new signage or replacing old signage, please be sure to use the proper logos. For specific branding or logo questions, contact Linda Forbes.
Learn more about UC ANR branding and messaging in the communications toolkit.
- Author: Pamela Kan-Rice
PowerPoint slides that give an overview of UC ANR are now available in the ANR communications toolkit. If you are giving a presentation and need some background information about UC ANR, you can select what you need from a set of 14 slides.
The slides – which Vice President Humiston has used to educate UC regents and many other groups – outline ANR's mission, history and public values and provide examples of program impacts and activities. A map shows UC ANR locations. Statewide programs are listed.
In the ANR portal, look for “Branding Toolkit” in the left column. On the Communications Toolkit page, click on “Branding,” then click on “Messaging” in the left navigation under Messaging, you will see “ANR overview slides.”
The direct link to the ANR overview slides is https://ucanr.edu/sites/communicationstoolkit/Branding/Messaging/ANR_overview_slides.
While you are looking at branding, please make sure your email signature and other branded items are updated with the current UC ANR logo. You can download the current logo and other branded materials at https://ucanr.edu/sites/communicationstoolkit/Logos_and_Templates/Logo_Downloads/UC_ANR_Logos_and_Templates.
- Author: MediaPost.com by Erin Conrad, Columnist
According to a recent Google study that surveyed a select panel of senior-level marketers to see if the U.S. Hispanic audience was on their roadmap, most saw 11 to 25% of their company's growth coming from this demographic in the next three to five years. Still, many brands surveyed didn't have a marketing strategy for engaging this audience.
I can't be the only marketer that finds it baffling how the U.S. Hispanic market can be the most attractive and yet one of the most underserved at that same time. Working in Hispanic marketing for over a decade, I have heard over and over from marketers about the importance of this consumer group, but in 2016 very few are working towards a strategy to specifically and meaningfully reach us in a culturally relevant manner.
Here are two reasons why:
1. The “Total Market” Syndrome
With the development and rise of “Total Market” strategies over the past few years, corporations and marketers have found an excuse to generalize strategies to reach the diverse US market as a whole. Essentially, Total Market refers to a melting pot of marketing strategies that are intended to speak to universal truths while gaining efficiencies.
These efficiencies, however, inherently ignore an important fact: Hispanics are greatly influenced by strong and distinct cultural values that guide their thoughts, actions and, ultimately, motivations to buy. Implementing a total market strategy may save money, but often leads to a less engaging message that lacks in authenticity and leaves the Latino consumer asking “what's in it for me?” The brands that understand this and are making an effort to foster genuine connections based on key cultural differences are winning Hispanic consumers' loyalty and dollars compared to those who take a one-size-fits-all approach.
2. No Hablo Español (or Language Matters)
As marketers spend more time investigating the Hispanic market, they have come to understand that the majority of this group's population recent growth comes from U.S. births—meaning more and more of the population is proficient in English. The problem is that half of marketers believe that Hispanic marketing means marketing solely in Spanish. The other half assume that since the Hispanic audience is bilingual or English-dominant, they can be effectively reached through the same advertising and strategies developed for general market audiences.
Neither is the correct approach; marketers end up overlooking the important role that cultural ties and community connections play to this Hispanic consumer. Cultural nuances are often more important than language. While language can be a trigger, culturally- relevant content and messaging can engage the entire spectrum of the Latino audience.
I often compare targeting Hispanics versus the general market to the differences in targeting men and women. Marketers would not likely use the same piece of content to reach and connect with a male as they would a female (just ask Dollar Shave Club). The voice, experience and reasons to buy can be completely different. The same goes for the Hispanic market.
Source: Published originally on MediaPost.com Why Brands Still Don't Have a True Hispanic Marketing Strategy , by Erin Conrad, December 29, 2016.
- Author: Nielsen
Research done by Nielsen has demonstrated that bilingual speakers have a number of cognitive advantages over their monolingual peers; however, the neurological impact of bilingualism on advertising had not yet been explored. Utilizing Nielsen's proprietary consumer neuroscience technology, Nielsen, Univision and Starcom collaborated to research unarticulated language preferences and their impact on advertising, answering key questions, such as:
- Does the emerging population of bilingual Millennials respond differently to messaging when it is in Spanish than when it is in English?
- What are the best ways to reach and connect with Hispanic bilingual Millennials?
- How does the language of television programming influence how the advertisement is received by the consumer?
The results confirm that language influences how ads are received and introduces the idea that advertising in Spanish offers a unique advantage for brands striving to connect with bilingual Hispanic Millennials.
To Connect, Consider Spanish
Spanish-language advertising did a better job connecting with Bi-Llennials in a range of scenarios, particularly when the ads' content was emotional in nature. Ads featuring social interaction were generally more emotionally engaging and memorable for Bi-Llennials in Spanish than in English. Similarly, branding sequences were more effective in Spanish than in English.
- Author: Pamela Kan-Rice
A suite of new templates and tools are now available in the UC ANR Branding Tookit 2.0 http://ucanr.edu/sites/toolkit/. New tools include templates for PowerPoint presentations, newsletters, and letterhead. Building on original Toolkit designs and color schemes, the new templates are cleaner and more usable. The designs also take up less space and comply with guidelines for the use of the UC seal. We’ve worked to simplify Toolkit 2.0 based on your feedback and use of the earlier Toolkit’s resources. We also included more elements of the UC ANR continuum while strengthening our common connection to the University of California.
Building on the foundation of the first Toolkit and with the launch of the ucanr.edu domain, our goal with Toolkit 2.0 is to provide a consistent and adaptable look and a coherent branding system for UC ANR’s statewide programs, UC Cooperative Extension and the Agriculture Experiment Station. Toolkit 2.0’s new resources connect us to each other and will better inform the people we serve.
In addition to the updated graphic resources and templates in Toolkit 2.0, we have established a consistent set of naming conventions for identifying UC ANR academics and their titles. These and other useful communications conventions are posted in the ANR writing style guide (http://ucanr.org/sites/Toolkit/How-to-guides/ANR_Writing_Style_Guide) and will be used in news releases, web content, business cards and other UC ANR communications.
Of course, the broader UC ANR community utilizes a number of naming conventions and identities.
Although no one system will meet all needs, too many forms of identification confuse our audiences and our supporters. The work that you do proves that the University of California's Division of Agriculture and Natural Resources is the bridge between local issues and the power of UC research. It is UC ANR's advisors, specialists, and faculty who bring practical, science-based answers to Californians.
More templates will be added in the coming months, including templates for truck signage and event banners.
I encourage you to make use of these tools and take every opportunity to identify yourself and your accomplishments as UC ANR. If you have any questions about the use of Toolkit 2.0, suggestions for improvement, or examples you are proud to share, please contact me (email@example.com) or Cynthia Kintigh (firstname.lastname@example.org).
Executive Director, CSIT