Marketing and Communications
Publication Information
| What to do |
When to do it (minimum timeline recommended)
|
| Plan program, consult with marketing
staff |
Before submitting Job Request |
| Submit Job Request to Sheila Olig (Christina Finet as backup) |
8 weeks before distribution
date
(16 weeks before program date) |
| Submit copy, consult with design staff |
5-6 weeks before distribution date
(13-14 weeks before program date) |
| Proofing |
3-4 weeks before distribution date
(11-12 weeks before program date) |
| Send to printer |
2-3 weeks before distribution date
(10-11 weeks before program date) |
| Delivery |
On or before distribution date
(8 weeks before program date) |
* Marketing requirements for Summer Sessions programs, which vary from
this timeline, are detailed in theSummer Handbook, published
annually in September. For a copy call 262-2102.
Every job must be accompanied/preceded by a Job Request. Photocopy the
one in this manual, obtain copies from us, or submit information to solig@dcs.wisc.edu.
Submit copy in one of these ways:
· Clients on DCS LAN:
Go to: DCS-SHARES
Select: SHARED.DCS folder
Select: Dropbox
Drop copy in Dropbox
· Clients not on DCS LAN:
Go to: DCS-SHARES
Select: SHARED.DCS folder (via "client" log-on, password "newjob")
Select: Dropbox
Drop copy in Dropbox
ALL CLIENTS
As an e-mail attachment or text of an e-mail if copy is not too lengthy.
Contact
Alex Hancock, 262-2102; e-mail ahancock@dcs.wisc.edu
We will edit your copy if it is too long for the space allotted.
In most cases we follow the guidelines in the Associated Press (AP)
Style Book and Libel Manual.
Course description
The course description focuses on what the student can expect to do
and learn in the class, and on how s/he might benefit from the experience.
Some course-description panels also include a paragraph headed "Who
should attend?" In general, choose active verbs and the present tense.
Addressing the reader directly as "you" sounds friendlier than
as "the participant" or "the student."
In a standard 3-panel brochure, the course description runs 200 words
or less. If a brochure covers two or more classes, each description must
be shorter than that.
Instructors/presenters
The instructor description focuses on the instructor's qualifications
to teach this particular class; it runs no more than 100125 words.
Again, with two or more instructors, each description should be shorter.
First and last names
Use the full name on first reference. After that, use the last name
unless you want to set a more informal tone by using the first name, in
which case be sure to do so for each instructor throughout your publication.
Job titles
If you include a title after the person's name, the first letters are lowercase: ex. John Barker, professor of history.
If before the person's name, uppercase: ex. Prof. John Barker.
Academic degrees, professional certifications
Abbreviate and capitalize academic degrees, without periods (MFA,
not M.F.A.; PhD, not Ph.D). Spell out professional certifications such
as registered art therapist and certified alcohol consultant.
Quotation marks
Periods and commas go within quotation marks; other punctuation marks (dash, semicolon, question mark and exclamation mark) go outside quotation marks unless they are part of the quote.
Italics/quotes
Italicize titles of books, plays, movies, magazines and newspapers;
put titles of newspaper/magazine articles and of TV/radio shows in quotes.
Spelling
am/pm (lowercase, no periods—exception to AP Style)
catalog (not catalogue)
e-mail (not email)
Internet, the Internet
noncredit
nonfiction
nonprofit
ongoing
online (not on-line)
on-site
webcast
webmaster
Web page (two words, capitalize Web)
Web site
U.S., not USA
Usage
Continuing Education Catalog:
Capitalize only the first word of class titles. (Except for languages, locations,
and proper names)
Academic degrees, ex: MA, BA, PhD (no periods)
General reminders
Include all copy you want on the final piece: mail-panel information,
registration panel, general information, etc.
Highlight the benefits your program offers the consumer. These can
appear in a bulleted list or in paragraph form. More and more publications include
benefits on the cover.
List multiple courses in alphabetical or chronological order or by subject
matter. Keep this order consistent throughout.
Be sure dates and fees are consistent, and days match dates.
Keep formatting to a minimum, spell-check your document, and proofread
speakers' names especially carefully.
Include any art, photos, maps, or logos you want us to include. We have logos for UW-Madison, Division of Continuing Studies and Division programs, UW-Extension,
and many other community and university entities.
Cover
- Course title: upper and lower case, not all caps.
- Program dates
- Program benefits if desired
- Location, including building and city.
- University of Wisconsin–Madison (words or logo)
- Logo(s) of any other group(s) you want listed
- Web site
Course/instructor descriptions and information
- Benefits
- Intended audience
- Learning objectives if a professional development program
- Schedule
- Instructor(s): check spelling; label any photos you provide
- Testimonials: most effective with name/organization attribution
General information
- Title, day, date and time
- Fee: Specify what it covers
- Name of program coordinator, address, phone and e-mail
- Continuing education units; professional
accreditations
- Registration deadline and enrollment limit, if applicable
- Cancellation policy
- Meals, lodging, parking information
- Optional: "boilerplate" paragraphs about Madison,
location, on-site consulting, other Continuing Studies programs or services
Registration panel
Please provide the information below. We will insert it into our standard
registration form. Include any additions to this form with your copy.
- Program titles, dates, and fees (List multiple programs in same order as on cover and in copy.)
- Program numbers for each program/section
- Phone number and 3-digit department number for the person who handles your
program registrations at the Pyle Center
Mailer panel
Note: Information allowed on the mailer panel may be affected
by changing postal regulations.
- Return address including room number and nine-digit zip code. The return
address must say UW-Madison to use the UW-Madison permit
- Bulk mail indicia. You don't need to type indicia information.
- "Address service requested" or similar endorsements if you
want them. For regulations on use and costs of returning mail, see UWEX Bulk Mail.
- Name and date of program
Return to Contents
If you're unsure about the best format for your print piece, or if your
format differs from those described below, contact us. Once we see your
copy we can recommend a format; we can also alert you to potential extra
costs of unusual formats.
All dimensions are listed with horizontal measurement first.
Brochure: standard sizes12" x 9", 11" x 8.5",
16" x 9", 17" x 11" (see folding diagrams below). A single-program brochure describes one program; a multiple-program
brochure describes two to eight programs.
Mini-catalog: a 12- to 24-page saddle-stitched booklet, usually
5.5" x 8.5" or 6" x 9". If you are promoting more than eight programs, do a mini-catalog rather than a brochure.
Book or catalog: booklet larger than mini-catalog, usually 24 or
more pages, saddle-stitched or bound. Can be the same page size as a mini-catalog
or can be 8.5" x 11".
Poster: 8.5" x 11" or larger; all copy on one side,
except for mailer if being distributed by mail.
Display ad: an ad that includes a graphic or that is
larger than a classified ad. Note: we must have exact dimensions required
by the publication where the ad will appear, as well as specifications for submission.
Miscellaneous: any job that does not fit the above classifications,
except as noted below.
We do not design letterheads or business cards. Order standard
letterhead, envelopes and business cards through DoIT Printing Services
or University Communications.
We also do not do layout for classified ads or nametags. If you have a question about a kind of job you need done,
contact Christina Finet.
Return to Contents
Brochure Formats
A variety of formats are available for brochures. Our most common ones
are shown below, with illustrations of folding options. Samples are also
available in our office.
12" x 9" folds to 4" x 9", three panels each side
12" x 9" folds in half to 6" x 9"
16" x 9" folds to 4" x 9", four panels each side
20" x 9" folds to 4" x 9", five panels each side
17" x 11" folds in half to 8.5" x 11" (to mail as
a flat),
and can be folded in half again to measure 8.5" x 5.5" (to mail as a letter, which is cheaper than mailing
as a flat piece)
11" x 8.5" (not shown) folds to approx. 3.6" x 8.5", three
panels each side. We recommend this option as an alternative to 12" x 9"
when mailing multiple pieces in one envelope. It is also easier to use
when having brochures quick copied, since they don't have to be trimmed.
Return to Contents
At your request we will consult with you about appropriate photos and/or
art for your publication. Let us know what you intend to be your
program's image and whether you have a style in mind.
Our office can provide graphics for your
publication, and we have a photo file of campus scenes and Division
staff. Other sources include: University Communications' online
photo library, and photo/art collections on CDs.
Custom art services
are handled as time is available and are reserved for major
conferences or programs.
We cannot include material that is not approved for use by the copyright
holder. The rules of copyright are changing; you are responsible
to obtain written permission to use any copyrighted material (see "Copyright").
Photos
What to give us:
- Digital photos are ideal; be sure the resolution is a minimum of 266-300 dpi. Color photos or slides are fine.
- Include basic caption information: event, date, how the people should
be identified, and the photographer or agency to credit if necessary.
What not to give us:
- Photos taken from a Web site. In addition to raising copyright issues, these photos will not print
well
Art/Illustrations/Logos
Electronic clip art:
We have collections of electronic clip art available for your use.
You are welcome to browse through our collections in the office.
Client-provided art:
If you are submitting an electronic file for an illustration or logo,
it needs to be high resolution (300 dpi preferred).
Most Web images are too low-resolution (72 dpi) to use in print. If you provide hard copy of an illustration or logo, don't photocopy
or fax; these don't reproduce well. Check with us early in the process to see if we can use the
resources you have in mind.
For most brochures we use a standard State paper: 70# recycled
offset. We also use a 100# enamel (coated) stock. For catalog text pages
we routinely use 50# offset.
We have some paper sample books in our office. Contact
us if you are interested in using a special paper for your publication;
we can review options together. To avoid possible delays in ordering and
delivery to the printer, please inform us early in the process if you
want to use a special paper, particularly if you need a cost estimate to make your decision.
The Center for Instructional Materials and Computing in the UW-Madison School of Education has compiled a list of Web sites dealing with copyright and education.
The "Technology, Education and Copyright Harmonization Act" (TEACH) was signed into law in 2002. For a summary of the new standards and requirements established by the TEACH Act, see www.ala.org/washoff/teach.html.
Return to Contents
|
