Information, Guidelines and Resources for College Communications 

Here at the College, we consider marketing a collaborative function that is shared across the campus community. The tools we’ve gathered here in the Marketing Toolbox for the exclusive use of DCCC faculty and saff will help you support the College’s efforts to provide consistent and compelling materials.

Download the Welcome to Our Brand Guidelines PDF.

Brand Guide

Brand Overview
Audiences
Using Templates and Resources 

Identity Guide

Logo Standards
Fonts
Colors
Photo Style
Design Elements

Resources

3X5 Card Template
Rack Card Templates
Flyer Templates
Making Custom Flyers
Letterhead & Memo Templates
PowerPoint Presentation Template
Certificates of Achievement
Logos and Photo Collection 

Writing

Style Standards

Online

Website Guiding Principles
Social Media
Email Signature 

Forms

Project Intake
Web Update
CCP Toolkit Update
Catalog Update
Digital Display Update 

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Brand Overview

The uniformity that comes with the guidelines that follow helps create a consistent look and feel while strengthening our image as an institution of higher learning.  

DCCC Brand Overview Chart 

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Audiences

The College has identified a number of audiences, and it’s important to think about them as primary and secondary for the purpose of recruiting new students. The primary audience is made up of prospective students, influencers and stakeholders for the College. As a rule of thumb, think about your primary audience first and take a look at the descriptor language we’ve prepared for you here. Don’t discount secondary audiences, though, as they, too, make up a percentage of our student body.

Primary Audiences

High school students – Online and Web users, touted as the digital generation, have been marketed to more than any other generation. They are cynical of slick marketing and find a “just-be-yourself” strategy to be the most appealing.

Recent high school grads – Much like high school students; in some cases have started unsuccessfully at a four-year institution and/or a career that is equally unsatisfying. Are looking for solutions to perceived obstacles.

Working adults – Most often must juggle home, work and school responsibilities. Also focused on solutions to perceived obstacles, but must also find end results very appealing.

Non-high school grads – Have had one or more obstacles that prevented school success; will respond to a supportive environment that offers services to helping overcome obstacles and entry to higher education.

Underemployed working adults – Again, must juggle home, work and school; focused on end results – higher paying or more enriching careers.

Unemployed adults – Have lost their jobs and seek specialized training to rejoin the workforce.

Entrepreneurs – Business owners; highly motivated individuals, seeking business solutions to perceived problems.

Corporate leaders – Competent and assertive decision-makers seeking training solutions for employees to counter perceived business problems.

Managers and human resource directors – Seeking well-educated future employees and affordable corporate training and development for their current employees.

Parents – Have children living at home nearing or at college age.

Secondary Audiences

Current students – Enrolled in one or more classes at DCCC, and it’s important that they complete; might be working toward a specific curriculum goal or not; also the best audience for cross-selling, up-selling, word-of-mouth and viral marketing.

Returning women – Have raised children, divorced or because of financial need must return to the workforce after some years out; may have perceived or real challenges.

Older, retired and midlife adults – Lifelong learners seeking specialized training in specific field of interest; may have college-age children or grandchildren.

Alumni – Attended curriculum classes at some point in the past in certificate or degreed programs at the College.

Former students – Did not finish a program and haven’t attended classes in two or more semesters; good opportunity to enhance completion rates by re-engaging them.

Newcomers – Have moved or are moving to the area; good opportunity to position the College as an educational resource.

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Using Templates and Resources

The Marketing Toolbox’s templates have been developed for the exclusive use of Davidson County Community College employees. They cannot be altered in any way except in the given interactive fields. Prior to using completed cards and flyer templates, please submit to the Marketing Department for final approval. You can download the templates and save to your desktop for multiple uses. If you have not done so already, in order to use the PDF templates download: Adobe Reader

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Logo Standards

The primary DCCC logo is the heart of the College’s visual identity and is meant to represent our role in the region as an excellent institution in educating the workforce of the future. Improper use of the logo can diminish the value and misrepresent who we are. It’s the responsibility of the user to ensure the logo is used properly and abides by these standards. By using the logo as intended, we can protect our brand and ensure a consistent message is being communicated at all times. This may seem trivial, but it’s one of our most important public-facing emblems, so it’s important that the logo is used properly.

All print material should include the DCCC logo.

The primary logo should have at least ¼” of space surrounding the logo, so that it does not overlap text or photos, causing confusion as to what the logo may be.

Logo Size

Should not be altered or embellished without approval from the Marketing Department.

Altered logo with red slash

The logo can be reversed out against a white background. In some instances, it may be used against other backgrounds with permission from the Marketing Department. In these cases, the logo should be all white and the background should be simple and free from any other distracting elements or unnecessary effects.

Logo Color Variations

 

Should never be smaller than 1” x 7/16” for legibility.

Logo with dimensions

Should be kept in its original proportions and should not be stretched, distorted or rotated in any way.

 

stretched logos with red slash

 

At all times, the letters should be used in conjunction with the name of the College. The logo can be used with or without the tagline “Our Dedication. Your Journey.”

DCCC logo with tagline and without

DCCC Logo Downloads

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Fonts (Type)

Various fonts are used consistently on DCCC’s design pieces to represent our brand personality. Specific fonts are used in certain areas to create a consistent look across all pieces. This is extremely important as it becomes a recognizable point of distinction for the College’s brand while also demonstrating authority and responsibility in our public communication.

Fonts

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Colors

DCCC has a core set of colors. These should be used on all branding materials when color is an option. The Marketing Department can help if you’re not sure how to incorporate more than one color. Ensuring the appropriate color tone is used will maintain the integrity of the College’s brand positioning while instilling pride in its appearance.

DCCC Color Pallette

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Photo Style

Our design philosophy in content and photos is “It’s not about us; it’s about you.” Therefore we prefer student-centered visuals.

Professional photography should be used when available. If you do not have photos and you’re unable to locate the photos that apply to your subject matter in the Image Gallery, contact the Marketing Department for assistance.

When selecting photography for promotional use, consider:

  • Including a diverse group of students, faculty or staff
  • Featuring students or faculty in academic settings
  • Featuring students engaging in campus life and student activities
  • Including students wearing DCCC apparel; excluding students wearing other college/university apparel

Photos that are not already pre-approved by the Marketing Department should be submitted for review before using to promote the College to external audiences. It’s important that all imagery aligns with our overall brand message.

Photos should be used in their original proportions. Do not compress photos to fit into a specific space. If a smaller photo is needed, you can crop the photo or ask the Marketing Department for help.

DCCC Photo Style

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Design Elements

The look of DCCC graphics includes color blocks and large photos separated by a white line to draw interest and allow for a variety of layouts within the same design style. A range of designed templates is available for your use – see 3X5 Card, Rack Card and Flyer Templates below. The templates can be customized with your text. 

Standard Color Block Design:

DCCC Design Elements

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3x5 Card Template

The Marketing Toolbox’s templates have been developed for the exclusive use of Davidson County Community College employees. They cannot be altered in any way except in the interactive fields. Prior to using a completed 3x5 Card template, please submit to the Marketing Department for final approval. You can download a template and save to your desktop for multiple uses. If you have not done so already, in order to use the PDF templates in the Marketing Toolbox, download: Adobe Reader

If you need help when using the marketing resources, contact the Marketing Department, and we’ll be happy to walk you through the process.

Interactive 3x5 Rack Card
3x5 card Template

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Rack Card Templates

The Marketing Toolbox’s templates have been developed for the exclusive use of Davidson County Community College employees. They cannot be altered in any way except in the interactive fields. Prior to using a completed rack card template, please submit to the Marketing Department for final approval. You can download a template and save to your desktop for multiple uses. If you have not done so already, in order to use the PDF templates in the Marketing Toolbox, download: Adobe Reader

If you need help when using the marketing resources, contact the Marketing Department, and we’ll be happy to walk you through the process.

General Rack Card Template
Option 1
 General
General Rack Card No Photos
Option 2
 General
Nursing Rack Card
Option
 3 Nursing
Allied Health Rack Card
Option 4
 Allied Health
Technology Rack Card
Option 5
 Technology
Welding Rack Card
Option 6
 Welding
Truck Driver Rack Card
Option 7
 Truck Driving
Transfer Rack Card
Option 8
 Transfer
Advanced Manufacturing Rack Card
Option 9
 Adv Manuf
ESL Rack Card
Option 10
 ESL
HSE Rack Card
Option 11
 HS Equiv
EMS Rack Card
Option 12
 EMS
Fire Rescue Rack Card
Option 13
 Fire & Rescue
 

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Flyer Templates

The Marketing Toolbox’s templates have been developed for the exclusive use of Davidson County Community College employees. They cannot be altered in any way except in the interactive fields. Prior to using a completed flyer template, please submit to the Marketing Department for final approval. You can download a template and save to your desktop for multiple uses. If you have not done so already, in order to use the PDF templates in the Marketing Toolbox, download: Adobe Reader

If you need help when using the marketing resources, contact the Marketing Department, and we’ll be happy to walk you through the process.

General Flyer
Option 1 General
Nursing Flyer
Option 2 Nursing
Allied Health Flyer
Option 3 Allied Health
Technology Flyer
Option 4 Technology
Welding Flyer
Option 5 Welding
Truck Driver Flyer
Option 6 Truck Driving
Transfer Flyer
Option 7 Transfer
Advanced Manufacturing
Option 8 Advanced Manufacturing
ESL FLyer
Option 9 ESL
HSE FLyer
Option 10 HS Equivalency
EMS Flyer
Option 11 EMS
Fire Rescue Flyer 
Option 12 Fire & Rescue

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Making Custom Flyers

Use the header and footer images on this page to make custom flyers for an internal audience. If you’ve created a piece that will be disseminated to an external audience, please attach it to a Marketing Project Intake Form and send it along to the Marketing Department for review prior to use.

Header Image

DCCC Marketing Toolbox Header

Footer Image

DCCC Marketing Toolbox Footer

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Letterhead & Memo Templates

The College offers two standard stationery template formats – one for letters and one for memos. The Marketing Department is happy to look over your content to tweak and proofread before it’s disseminated to an external audience.

Letterhead Template
Letterhead Template
Memo Template
Memo Template

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PowerPoint Presentation Template

The College offers a standard presentation template. The master slides associated with it are rich with additional slide formats – including slides for a number of graphical details. The Marketing Department is happy to look over your slides to tweak and proofread before they are used with an external audience.

DCCC Branded PowerPoint Presentation Template

DCCC Branded PowerPoint Presentation Template

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Certificates of Achievement

The Marketing Toolbox’s templates have been developed for the exclusive use of Davidson County Community College employees. They cannot be altered in any way except in the interactive fields. You can download a template and save to your desktop for multiple uses. If you have not done so already, in order to use the PDF templates in the Marketing Toolbox, download: Adobe Reader

If you need help when using the marketing resources, contact the Marketing Department, and we’ll be happy to walk you through the process.

Black Certificate
Option 1 Black
Blue Simple Certificate
Option 2 Blue Simple
Blue Certificate
Option 3 Blue
Gold Certificate
Option 4 Gold

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Style Standards

In its printed materials and on its website, the College uses AP Style as opposed to MLA or APA styles. AP (Associated Press) Style is used by newspapers, journalists and generally in marketing materials.  

There are a few AP Style exceptions. For instance, in a second reference to Davidson County Community College, use "DCCC" or "the College" - note uppercase "C" in "College." Another important rule is to only use one space between sentences.

What to Say

The key to any strong brand is about storytelling, and at DCCC, we have many wonderful stories to tell. There are a number of brand stories that we attempt to weave into our marketing communications content whenever it’s feasible. We encourage you to pull from these superlatives whenever it makes sense to do so.

These include, but are not limited to, the following:

  1. We have a beautiful campus that welcomes you to a real college campus experience.
  2. DCCC is the only college in Davidson and Davie Counties, with two main campuses – one between Thomasville and Lexington and the other in Mocksville. We also have three more sites – The Thomasville Education Center, The Uptown Lexington Education Center and the Davie Education Center.
  3. We have a unique international and global perspective for a community college – with college-sponsored trips overseas, Fulbright Scholars and a number of international students who attend DCCC each year.
  4. We have an athletics program; our nationally ranked men’s basketball and women’s volleyball teams bring top-notch athletes to the school.
  5. We have unique, one-of-a-kind programs like zoo and aquarium science, histotechnology, healthcare interpreting, cancer information management cyber-secruity and more.
  6. We offer courses and programs that transfer to many four-year colleges and universities.
  7. We turn no student away based on their past grades.
  8. We can provide customized training packages to the area’s employers at a very low cost.
  9. We promote small businesses through marketing, counseling and on-going training through our Small Business Centers.
  10. We ensure that our students have a global awareness and understand diversity.
  11. We’re committed to your success, no matter if you never graduated from high school or you already have a degree. We’re here to teach you what you need to know to become more successful in your career.
  12. DCCC is the best first choice for any high school graduate headed to college.
  13. We assist students at all levels and serve all members of the community.
  14. Our Link Campus opens the door for future growth.

How to Say It

At DCCC, we prefer a conversational tone in our marketing communications style. Unlike academic writing, contractions are welcome and first and second person narrative is preferred.

The preferred style is simple and direct and written at the eighth grade level or lower.

What to say – We want you to become your best self through any one of our great programs.

What not to say – At DCCC, the faculty and staff cannot help but bring years of experience to the students for whom it has developed many innovative programs. 

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Website Guiding Principles

The main goal of the DCCC website is great communication. That’s why we’ve adopted the “don’t make me think” website design philosophy that communicates clearly, quickly and easily. This means that our primary audiences see themselves the second they arrive on the home page. The home page’s left navigation includes: Future Students, Current Students, Alumni & Friends, Faculty & Staff, Business & Industry, High School Counselors and Parents.

We’ve also considered why a visitor might come to the website in the top navigation along with large Apply Now, Financial Aid, Latest News and Upcoming Events also on the home page.

Finally, we’ve taken into account the best in interactive and compelling design that will appeal to our primary and secondary audiences. While everything that needs to be communicated is on the site, few extraneous elements are included as these dilute our message.

The home page is especially important within this construct, and therefore, the Marketing Department protects it. Few, if any, change requests to the home page are made without careful consideration.

DCCC Homepage

Content Management System

The DCCC website sits on a content management system called Drupal. It allows publishing, editing and modifying content in real time. It's flexibility lets the Marketing Department make changes the same day that they occur. The Marketing Department depends on the College community to help maintain the site's quality and accuracy. If you have changes or you note a problem, you can recommend web updates by using the Web Update Form.

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Social Media

The Marketing Department overseas DCCC’s official presence and maintains an official presence on the following social media sites:

DCCC Social Networking Guidelines

When linking to one of the College’s social media pages, please use the official icon, followed by the link to DCCC’s account. The icon should be no smaller than 1/5” in width.

Facebook With College Name

Twitter with College name

Youtube With DCCC

Instagram With DCCC

 

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Email Signature

As an employee of Davidson County Community College, we encourage you to adopt a standard signature for all email correspondence. The standard signature as outlined below can be customized with cellular and direct telephone lines as well as different campus and satellite facility addresses.

DCCC Email Signature Standard - Font Arial 12

Name
Position
Davidson County Community College
P.O. Box 1287 Lexington, NC 27293-1287
336.249.8186, ext. XXXX | 336.XXX.XXXX
www.davidsonccc.edu 

Storm Toward Success

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Public and Media Relations Inquiries

Members of the press or broadcast media, contact: DeeDe Pinckney, DeeDe_Pinckney@DavidsonCCC.edu, 336-249-8186, ext. 4509 or 336-293-3574