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California HOPE COMMUNICATIONS TOOLKIT Department of Health Care Services | July 2020
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California HOPECO M M U N I C AT I O N S TO O L K I T
Department of Health Care Services | July 2020
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INTRODUCTION
A good communications strategy is key to the success of anyorganization. Effective communication is critical with CalHOPE because the work you do addresses vulnerable populations. This guide will help your team project the CalHOPE brand in a consistent manner, making it a recognized and trustworthy community support organization. The guide details how to correctly use all of the collateral created for the CalHOPE campaign to get maximum effect. But first, take a look at the CalHOPE Branding Style Guide. It contains the basic elements of the CalHOPE brand, such as font, colors, and graphic elements. All of the referenced collateral will be provided to your county in the collateral package.
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» Switch out the placeholder county lockup (county logo) for your county’s lockup (it will be provided in the collateral package).
» If you open one of the template files and a font is missing (Gotham), you may use Segoe UI to replace it in all instances. If you also don’t have Segoe, you may use Myriad Pro instead. Make sure the bolding is consistent. Note that Segoe and Myriad are both thinner than Gotham, so you may need to make the font size larger when switching to that option.
» There are notes in the .ai files on the gray background, in white. Read them first and avoid accidentally moving them onto the graphics.
INTRODUCTION TO COLLATERAL
There are a few things to keep in mind for all the collateral. Make sure to read this before attempting to use any of it!
John SmithCrisis Counselor
(916) 867-5309 [email protected]
John SmithCrisis Counselor
(916) 867-5309 [email protected]
John SmithCrisis Counselor
(916) 867-5309 [email protected]
Call the Crisis Hotline: Call the Crisis Hotline:
(916) 86 (916) 867- 7-5309 5309calhopeshasta@hope. [email protected] org g
EXAMPLES
Gotham (11pt) Segoe UI (12pt) Myriad Pro (12pt)
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You may also print only the front of the card, leaving the back open for notes.
BUSINESS CARD SIZE: 3x2”
1 2 3
BUSINESS CARDS
Business cards are essential to inform individuals how to contact your organization and access the services you offer. You may use any of the three versions below for CalHOPE. Options 1 and 3 have color backgrounds and uplifting messages on the back, while option 2 is a lot simpler.
FRO
NT
BACK
ou.
Call the Crisis Hotline:
(916) [email protected]
Keep hope with you.
John SmithCrisis Counselor
(916) [email protected]
SAMHSA disaster helpline: 1 - 8 0 0 - 9 8 5 - 5 9 9 0
Keep hope with you.
Call the Crisis Hotline:
(916) 867-5309calhopeshasta@hope. org
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Fill in your contact information here.
This area is meant for a website address or a phone number.
Place a website or a general helpline number here, as shown in this example.
Call the Crisis Hotline:
(916) [email protected]
John SmithCrisis Counselor
(916) [email protected]
SAMHSA disaster helpline: 1 - 8 0 0 - 9 8 5 - 5 9 9 0
BUSINESS CARDS (CONTINUED)
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Use the provided county lockup here.
Place your website here. If your county doesn’t have
a CalHOPE site, you may use a different point of contact.
Your return address goes here.
The blue bar must always be present on the letterhead.
LETTERHEAD
A letterhead is useful when an organization corresponds by mail. Using a consistent letterhead builds trust with your audience, helping them associate the CalHOPE brand with good, dependable information.
1500 Capitol AveSacramento, CA 95818
October 11, 2018
To Whom It May Concern,
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Lorem ipsum dolor sit amet, cons ectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat.
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulpu-tate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi.
Sincerely
John Simth. PhDThe Dpartment of Health Care Services
California HOPEof Shasta County
LETTERHEAD SIZE: 8.5x11”
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BROCHURES
Brochures are perfect when used as a quick handout, holding enough information to answer people’s initial questions without overwhelming them. You may use any of these options. The brochure is designed to be a gate fold (as shown in the toptwo photos). Do not fold it differently, as the order of the text would not make sense.
BROCHURE SIZE (flat): 8.5x14”
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POSTERS
Posters can be used to spread awareness of CalHOPE’sservices in high-traffic areas for disaster victims, such as schools, bus stops, etc. There are three versions to choose from — two that have uplifting taglines on the front to draw people in (1 & 2), and one that focuses more on brand recognition of CalHOPE (3).
Hope will persevere. Hope blooms through any adversity.
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Call the Crisis Hotline:
(916) [email protected]
Call the Crisis Hotline:
(916) [email protected]
HOPEfor Shasta
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Call the Crisis Hotline:
(916) [email protected]
POSTER SIZES: 11x17” 27x30”
1 2 3
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An uplifting tagline to draw people in. You may select one from our list on the right.
The flower-only mark variation. Avoid putting anything too closeto it or the result could look like a different logo.
A short introductory statement explaining the CalHOPE program in a couple of sentences.
The main CalHOPE logo next to contact information. The contacts could be either local or statewide.
List of Taglines to Choose From:
» Hope will persevere.
» Keep hope with you.
» Hope blooms through any adversity.
» Hope will shine through.
» Always look towards hope.
» Hope will always bloom.
» A blossom of hope.
Place your website here. If your county doesn’t have a CalHOPE site, you may use a different point of contact.
POSTERS (CONTINUED)2
Hope blooms through any adversity.
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea com-modo consequat. Duis autem vel eum.
Call the Crisis Hotline:
(916) [email protected]
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FLYERS
Flyers are another way to spread awareness about CalHOPE’s services. They can be taken to events to hand out, or posted on bulletin boards. These are two examples of the same layout, just using a different background photo.
FLYER SIZE: 8.5x11”
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Title —something short to draw people in. This is here to get viewers interested; they will read the rest of the flyer to fully understand.
County lockup as the featured logo. Make sure it’s not bigger than the title.
A short statement to tie in the hook (title) with the imagery and the program itself.
For the background imagery, we suggest using a photo of your region’s natural landscape. You can buy images like this on stock photo sites such as Shutterstock and iStock, or use your own.
Place your website here. If your county doesn’t have a CalHOPE site, you may use a different point of contact.
A short introduction to what the CalHOPE program is. Try to keep it to about this size.
Place contact information here. Include a local phone number and a physical location, if possible.
FLYERS (CONTINUED)
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ou.
ID BADGES
Badges help identify your employees and volunteers. They also help increase the legitimacy of your organization to the people you are helping. There is an option with a photo and one without.
John SmithCrisis Counselor
John SmithCrisis Counselor
California HOPEof Shasta County
Use the county lockup as the logo for the badges.
Same as the previous, except without the employee image.
Name and title.
You may place the website here, or just keep the blue bar blank.
Photo of the employee/volunteer.
BADGE SIZE: 4x2.5”
1 2
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APPAREL
Just like the ID badges, apparel is another way to help identify your staff and volunteers as a legitimate, trustworthy group.
PRIMARY OPTION
SECONDARY OPTIONS
front, opt. 1a front, opt. 1b back
backfront, opt. 3afront, opt. 2a back
» The graphic options are the same for white and color T-shirts, just keep in mind that graphic colors will shift depending on the background (you may refer to pgs. 6 & 13 in the CalHOPE Brand Guidelines for more details).
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APPAREL (CONTINUED)
Option 1a uses graphic W4 (found on page 13 of the brand guidelines). Option 2a uses graphic PB3. And option 3a uses the graphic CG4. Refer to document to find these graphic options. Also refer to page 6 for logo use on different colors, as seen in option 2b, below.
front, opt. 1a
front, opt. 2a front, opt. 3a front, opt. 2b
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There are also options for sweatshirts and hats. White is the primary option, and orange and blue (not shown) are secondary options for these. For the hats, the secondary logo or text-only may be used (this is the only exception for using the text-only part of the logo).
For the t-shirts and sweatshirts, make sure to have the main logo or the county lockup on one side or the other (as shown in the examples). The other side should have the agreed-upon phrasing, “How can I help?” or nothing at all, if you would like to save on print costs.
APPAREL (CONTINUED)
front frontback backPRIMARY OPTION SECONDARY OPTIONS (EXAMPLE)
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#calhopeHOPEfor Shasta
HOPEfor Shasta
BUTTONS
Buttons are a good way to offer more customization options for the apparel. Buttons help spread awareness and they are small, inexpensive items that can be given to anyone.
Any of these designs can be either a button or a magnet — sizing would be the same.
BUTTON SIZES: 1” 1.25” 1.5”
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OTHER
Other marketing materials can be created as needed, as long as they follow the branding guidelines. For example, this billboard was created based on one of the posters, and following the brand rules.
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QUESTIONS?
Any questions about the branding guidelines can be sent to the Department of Health Care Services’ Office of Communications Web Team, at this email: [email protected]
Contact us if your county needs help creating extra collateral or modifying collateral sizes.
