Student Engagement Toolkit

STUDENT ENGAGEMENT MARKETING TOOLKIT

At a Glance

What: A marketing toolkit to engage students in UGA traditions, giving, and initiatives that connect them to alumni

Audiences: All undergraduate and graduate students

Why: The Student Alumni Council connects students to alumni, celebrates UGA traditions, and provides opportunities to give back.

Webpage: alumni.uga.edu/students

Hashtags: #NEVERBARKALONE

Overview

The Student Alumni Council serves as the official ambassador group for the UGA Alumni Association and the Division of Development and Alumni Relations (DAR). This group of student leaders cultivates an affinity for UGA among students to advance the connection of the Bulldog family through campus events, professional connections and lifelong friendships.

This toolkit provides language, graphics, and other marketing resources to help the Student Alumni Council (as well as DAR staff) celebrate UGA traditions, cultivate student philanthropy, and connect students to alumni.

How you can help

Use the provided marketing toolkit to help promote student engagement on SAC and personal social media accounts.
Reshare content from SAC’s social media handle: @UGA_SAC
Reference this toolkit when producing marketing collateral, such as T-shirts, giveaways, fliers, posters, etc.
Leverage the messaging elements when tabling and speaking to students about giving, connecting with UGA, and what it means to be a Bulldog after graduation.
BE CREATIVE AND HAVE FUN!

Messaging

Our message includes so much more than what we say; it’s also how we say it. Through the words we choose and how we choose to employ them, we can maintain a consistent voice and contextually relevant tone to craft a story that feels personal and real.

Goals

Goal 1: To educate students on the importance of philanthropy.

Goal 2: To inspire a sense of pride among our student community.

Goal 3: To gain support for advancing the university’s mission and creating opportunities for future generations of Bulldogs.

Key Messaging

Student Engagement cultivates future philanthropic leaders because we are committed to the growth, success and connection of the Bulldog family.

Benefits:

Pride & community
Professional & leadership development
Purpose & opportunity

Elevator Pitch

You are a Bulldog. You put in the hours, you made the cut, and you made the most important step of all: you’re here. And “here” isn’t just a place.

“Here” is Athens: home to artists, athletes and entrepreneurs. But “here” is also a family that wraps around the globe, made of over 355,000 Bulldogs who all started right here. “Here” is two-and-a-half centuries of ground breaking, record setting, and history making that led to you being right here.

And now it’s on you. That’s a tough act to follow, but you’re not alone. Because ever since you got an email full of fireworks, you’ve been a part of the Bulldog family.

In this family, we look out for one another. We give back because we know what those who came before gave us. And we carry forward a red and black tradition that tells us to take what was done and do different, do better, do more.

In this family, we celebrate the Bulldog spirit we share. It’s in the G on the 50-yard line, it’s in the alumni who give you your first break, it’s in a plaque in Tate Plaza with your name on it.

In this family, every door is open. Change your major, change yourself, change the world: wherever you’re at, there are Bulldogs who can get you where you want to go.

You are a Bulldog, and you are here. And that means it’s your turn. Generations of students brought us to today, but you are making UGA’s tomorrow. It’s a responsibility, and it’s an opportunity, and it all starts here.

Headlines

“YOU ARE A BULLDOG.”

“YOU ARE HERE.”

“IT ALL STARTS HERE, AND YOU ARE HERE.”

“WHEREVER YOU GO, YOUR FAMILY WILL ALWAYS HAVE YOUR BACK. ALL XXX,XXX OF THEM.”

“GENERATIONS OF STUDENTS BROUGHT US TO TODAY. NOW IT’S YOUR TURN.”

“THERE ARE XXX,XXX BULLDOGS ON THE PLANET. THEY ALL STARTED RIGHT HERE.”

Copy Examples

“WHERE COMMITMENT MEETS _______.”
Where commitment meets creativity.
Where commitment meets justice.
Where commitment meets public health.
Where commitment meets conservation.

“THAT’S MY/OUR COMMITMENT.”
A brighter future for the Bulldog family, that’s our commitment.
A diverse workforce, that’s my commitment.
A business that disrupts an industry, that’s my commitment.

“THE MOMENT WHEN ________.”
The moment when you knew you we’re a Bulldog.
The moment when you learn a tree could own itself.
The moment when you snelebrate after finals.

“THE _______ FAMILY WRAPS AROUND THE GLOBE, BUT THEY ALL STARTED_________.”
The Bulldog family wraps around the globe, but they all started right here.
The Ag Dawg family wraps around the globe, but they all started on Ag Hill.
The Terry family wraps around the globe, but they all started right here.
The UGA Law family wraps around the globe, but they all started on North Campus

“HERE IS HOME TO _______. YOU ARE HERE.”
Here is home to artists, athletes and entrepreneurs. You are here.
Here is home to founders, CEOs, innovators and industry leaders. You are here.
Here is home to authors, journalists, investigators and visionaries. You are here.
Here is home to builders, inventors, scientists and pioneers. You are here.

Tone / Style / Personality

TONE

Confident

Inspiring

Proud

Values-Driven

STYLE

Casual

Bold

PERSONALITY

Committed
We are deeply invested, and our conviction—to our students, our state and our world—is unwavering.

Time-Honored
We are guided by a respect for history, tradition, and our southern roots.

Tenacious
We are ambitious, and we never stop searching for better answers and bigger solutions.

Spirited
We are a passionate and active community. We wear our Bulldog pride on our sleeve.

SAC Logos

The council logo serves as the primary visual identifier of the Student Alumni Council. To allow flexibility, we provide banner, formal and horizontal versions of the logo. As consistent presentation is vital in strengthening brand recognition and impact, modifying these logos is prohibited.

PNG Logo Files AI Logo Files

Typography

When it is used thoughtfully, typography becomes a powerful brand tool that can add visual meaning to what we communicate. Georgia’s typography communicates clearly and cleanly, and is flexible for a wide range of situations.

Primary Sans-Serif

Oswald is our primary sans-serif family and works best for headlines, pull quotes, and callouts.

Styles

Secondary Sans-Serif

Merriweather Sans, our secondary sans-serif, used for headlines, subheads, lead-ins, pull-quotes, body copy, callouts and captions.

Styles

Primary Script

Have Heart, our primary script, is used for headlines, lead-ins, callouts

Styles

Color Palette

Using color appropriately is one of the easiest ways to make sure our materials reflect a cohesive Georgia brand. Beyond our logo, color is the most recognizable aspect of our brand identity. The elements of our palette have been given names that reflect their inspiration.

Primary Colors

Bulldog Red

C3 M100 Y70 K12
R186 G12 B47
#BA0C2F
Pantone: 200

Arch Black

C0 M0 Y0 K100
R0 G0 B0
#000000
Pantone: Black

Chapel White

C0 M0 Y0 K0
R255 G255 B255
#FFFFF
Pantone: White

Vibrant Colors

Glory Glory

C0 M93 Y79 K0
R228 G0 B43
#E4002B
Pantone 185

Lake Herrick

C97 M0 Y30 K0
R0 G163 B173
#00A3AD
Pantone 7467

Rich Colors

Hedges

C35 M12 Y100 K0
R180 G189 B0
#B4BD00
Pantone 390

Olympic

C100 M12 Y21 K44
R0 G78 B96
#004E60
Pantone 315

Dark Colors

Athens

C44 M74 Y21 K58
R102 G67 B90
#66435A
Pantone 5195

Graphic Elements

These are visual elements that help define the Student Engagement brand. They set this brand apart from other sub-brands at UGA:

Illustrations
- Illustrations should be chosen based upon their appropriateness to the event or theme.
Geometric Shapes
- Geometric shapes can be used on both a large and a small scale to provide energy in compositions.
17.85° Angle
- Angles can be used to add texture, shape and dimension to design and photography. Our angle is positioned at 17.85° honoring the year UGA was founded. For this campaign, we are focusing on various color blocks rotated at 17.85° degrees positioned behind the promotional mark and/or over photography.
Line Drawings + Squiggles
- Lighthearted line drawings and squiggles should be drawn on top of photography to add extra context and energy.

For examples of these elements at work, see the Samples section below.

Digital Graphics

We’ve provided digital graphics that can be customized by the user for any event, campaign or initiative.

General Graphics Recruitment Graphics

Photography

We’ve captured photos of students, events and programs for you to use in creating your own student-facing content.

Student Stock Photography Student Events and Programs

Videos

We’ve produced a video that captures the Student Engagement brand.

Full Video Social Cut

Programs and Initiatives

Freshman Welcome

2024 Event Promotion Materials

Event Date: August 13 | 6pm
Location: Reed Plaza + Sanford Stadium
Learn more at alumni.uga.edu/freshmanwelcome
Digital screens (DARCOMM managed dissemination across campus)
Flier
Past Event Photography
Headlines
- Freshman Welcome is almost here!
- Make the G and some memories!
- Calling all new Dawgs!
Social Copy
- Save the date, UGA ’28! It’s ONE WEEK ’til Freshman Welcome and we can’t wait to see you there! Meet us at Reed Plaza at 6pm. Wear your best @universityofga red and get ready to start your Bulldog journey.
- Freshman Welcome is almost here! Grab your friends and meet us at Reed Plaza at 6pm. Wondering what to wear? Your Bulldog red, of course! Join us for an event that is sure to leave you excited for your time at UGA!
- It’s giving … iconic? UGA is all about our students and together, you and your classmates will make up what makes this university the powerhouse it is today. Wear your Bulldog red and prepare to take a first step into your Bulldog journey at Freshman Welcome!
Social Graphics
- Facebook Event
- Instagram Stories
- Instagram Posts
Inclement Weather
- In the event of inclement weather on August 13, Freshman Welcome will be rescheduled to Wednesday, August 14.
- In the event of postponement, a plan announcement will be made on the morning of Tuesday, August 13. Students will receive a direct email with information about the change, and alerts will be posted on SAC’s Instagram account.
  - We suggest following the SAC Instagram and turning on push notifications for the account, so you are aware of any event announcements.
- Once a plan is announced, we encourage all partners to communicate with their audiences using one of the following images:
  - Instagram Story
  - Instagram Post