Communications: Leadmn

LeadMN
COMMUNICATIONS
Last updated July 1, 2018
How to Use the Communications Plan

This plan is designed for at-a-glance knowledge of what is happening each month.
Every topic is then broken up with more in-depth information to help you accomplish
your goals.
Everything in this plan is flexible and should be reviewed on a yearly basis.
Remember: Everything done should have the LeadMN brand present, all content
produced and written, the website, social media and everything else needs to follow
the LeadMN style guidelines (which can be found on page ____ of this manual).
Below is an overview of how this manual is laid out.
The plan is broken into five sections:

1. Audience Groups
2. Content: Topics & Materials
3. Vehicles
4. Logistics
5. Helpful materials
Audience Groups
• List of all our audience groups and sub-sections
• Month-by-month timeline of which audience groups are receiving what content
and by what means
Content sections
• Month-to-month timeline of what happens when
• More in-depth look at who, what, when, where, and how
• In-depth guide to all you need to know about content
o Sorted alphabetically
Vehicle section
• Overview of the two main communication vehicles: social media and website
• Social media sites and tools
• Timeline of website content
• In-depth content ideas and topics for website
Logistics section
• Miscellaneous helpful items and review timelines
Helpful materials
• Any materials, guidelines and handbooks useful for communications
Table of Contents
Audience
Groups.......................................................................................................................................................... 5-6
Topic Timeline............................................................................................................................................. 7-14
Content
Topics
Timeline............................................................................................................................................... 16-20
Monthly Plan....................................................................................................................................... 21-24
In-depth View...................................................................................................................................... 25-39
Materials
Timeline............................................................................................................................................... 41-43
Monthly Plan....................................................................................................................................... 44-47
In-depth View...................................................................................................................................... 48-56
Vehicles
Overview........................................................................................................................................................ 58
Social Media.................................................................................................................................................. 59
Website Timeline....................................................................................................................................... 60-62
Website In-depth View.............................................................................................................................. 63-73
Logistics
Overview........................................................................................................................................................ 75
Audience Groups...................................................................................................................................... 76-77
Communication Vehicles............................................................................................................................... 78
Monthly Communication Analysis............................................................................................................ 79-80
Vendors.......................................................................................................................................................... 81
Helpful Materials
Brand Styleguide.................................................................................................................................... 83-134
Website Styleguide............................................................................................................................... 135-166
Hustle User Guide................................................................................................................................. 167-192
Social Media Guidelines
Social Media Rules......................................................................................................................... 194-195
Social Media Buckets............................................................................................................................ 196
Table of Contents
AUDIENCE
Groups................................................................................................................ 5-6
Topic Timeline................................................................................................... 7-14
Audience: Groups

List of audience groups and who is in each group.
1. Core Group
a. Stabinet
b. Advisors
c. Governing Council Reps & Alts
d. Platform Committee Reps & Alts
e. Student Senate Presidents
2. Event Attendees
a. Current year event attendees
b. Previous year event attendees
3. Association Update
a. Core Group
b. Event attendees from current & previous year
c. Minnesota State
i. Sr. Vice Chancellor, Academic and Student Affairs
ii. General Counsel
iii. Government Relations
iv. Associate Vice Chancellor for Student Affairs
v. Chief Marketing & Communications Officer
vi. Interim Executive Director, Workplace Solutions
vii. Vice Chancellor for Finance and Administration
viii. Chancellor
ix. Vice Chancellor and Chief Information Officer
x. Office of Equity & Exclusion
xi. Chief of Staff
d. Board of Trustees
i. Chair
ii. Vice Chair
iii. Technical Student
iv. Community Student
v. Secretary to the Board
vi. Executive Assistant
e. Students United
f. Donors
g. Past Staff and Cabinet
h. Alumni
i. Previous year Scholarship Gala attendees
4. Invitee List (Scholarship Gala & June Gathering)
a. Created each year based on event, subject to change
i. Core Group
ii. Event attendees (this year and past year, depending)
iii. Donors
iv. Campus presidents
v. Past staff and cabinet
5
Audience: Groups

vi. Alumni
vii. Minnesota State
viii. Board of Trustees
ix. Students United
x. Previous year Scholarship Gala attendees
5. Alumni
6
Audience: Topic Timeline

*These items can all be topics of social media posts.
Audience
Month Group Medium Topic Notes
July Advisors Email Rates, Dates

& Deadlines
Core Group Email Campaigns* Optional
Conferences ILT, IDI, other
Corner Sent from ED’s

Update email
Hustle Conferences ILT, IDI, other
Campaigns Optional
Outreach SLT meeting
August Advisors Email Rates, Dates

& Deadlines
AU List Email Association

Update
Core Group Email Association

-- Social Media* Update*
Campaigns*
Conferences*

Update email
Minnesota Committees
State
Hustle Campaigns
Conferences
State
Event Email Conferences
7

Attendees Minnesota Committees
(last year State
conference
season)
Scholarship Direct Mail Gala Postcard mailed

Gala Invitees
September Advisors Phone Updates Conferences,

Gala, other
Alumni Email Alumni October meeting

Meeting at MNSLS
Core Group Email Campaigns*

-- Social Media
Conferences*

Update email
State
Scholarship Buy a table!

Gala
Hustle Campaigns
Conferences

Attendees (last
year & this year Minnesota Committees
conference State
season)
Scholarship Email Gala

Gala Invitees
October Alumni Email Alumni October meeting

Meeting at MNSLS

-- Social Media
Conferences*

Update email
8

Scholarship Buy a table
Gala
Hustle Campaigns
Event Email Conferences*

attendees (last
year & this year
conference
season)
Scholarship Email Gala First formal invite

Gala Invitees
November AU List Email Association

Update

Update*
Campaigns*
Conferences* Groots
promotion

Update email
Outreach Buy a table
Scholarship
Gala*
Hustle Campaigns

attendees (last
year & this year Outreach Groots
conference promotion
season)
Scholarship Email Gala Second formal

Gala Invitee invite
December Advisors Phone Updates Conferences,

gala, other
Alumni Email Alumni January meeting

Meeting at Jan SLC
9

-- Social Media*
Conferences*

Update email
Outreach Groots
promotion
Scholarship Buy a table

Gala
Hustle Conferences
Campaigns What happening
Gala

attendees (last
year & this year Outreach Groots
conference promotion
season)
Scholarship Email Gala Final call

Gala Invitee
January Core Group Emails Annual

-- Social Media* Awards &
Elections*
Campaigns*
Conferences*

Update email
Legislative Depends on start

update of session
Hustle Campaigns Action Items
Conferences Optional
Outreach Groots meeting
10

Event Email Annual
Attendees Awards &
Elections
Conferences
Scholarship Email Gala Recap Thank you for

Gala attendees attending, here’s
what we raised.
February AU List Email Association

Update
Core Group Emails Annual

Elections*
Association
Update*
Campaigns*
Conferences*

Update email
Legislative
update
Hustle Campaigns Action items
Legislative Action items
Oureach Groots meeting
Event Email Annual

Attendees Awards &
(this year Elections
conference
season only) Conferences
March Advisors Phone Updates Conferences,

other
Alumni Email Alumni April Alumni

Meeting meeting reminder
11

Core Group Emails Annual
Elections*
Campaigns*
Conferences*

Update email
Legislative
update
Hustle Annual Final Reminder

Awards &
Elections
Campaigns Action Items
Legislative Action Items

Session
Outreach Groots Meeting
Star Campus

attendees
April Alumni Email Alumni April Alumni

Meeting meeting reminder

-- Social Media*
Conferences*

Update email
Legislative Depends on
Update session
Hustle Campaigns Optional
Conferences Optional
Outreach SLT promotion
12

Attendees Hustle Outreach SLT promotion
May Alumni Email Alumni Alumni Meeting

meeting
June Event
AU List Email Association

Update

-- Social Media* Update*
Campaigns*

Update email
June event*
Legislative Recap/update
Update
Transitional
meeting*
Hustle Legislative Depends on

update session/Action
Event Email June Event

Attendees
Hustle Outreach SLT meeting
June invitees Email June Event Invite list for

event
June Advisors Phone Updates Summer events,

RR&D, other
Alumni Email Alumni June alumni

Meeting meeting
Core Group Email Corner Sent from ED’s

Update email
June Event*
13

Transitional
Meeting*
Hustle June Event Optional
Transitional Optional
Meeting
Event Email June Event

Attendees
June invitees Email June Event Invite list for

event
14
Table of Contents
TOPICS
Timeline.......................................................................................................... 16-20
Monthly Plan................................................................................................... 21-24
In-depth View................................................................................................. 25-39
Alumni Association............................................................................................25
Annual Awards & Elections...............................................................................26
Association Update...........................................................................................27
Campaigns.................................................................................................. 28-29
Conferences................................................................................................ 30-31
Corner Update..................................................................................................32
Get Together (June Event).................................................................................33
June Transitional Meeting.................................................................................34
Legislative Session...................................................................................... 35-36
Minnesota State.......................................................................................... 37-38
Scholarship Gala...............................................................................................39
Topics: Timeline

July
• Campaigns
o Annual campaign planning
• Conferences
o Incoming Leader Training
• Corner update
• Rates, Dates, Deadlines Released
August
• Association Update
• Campaigns
o Annual campaigns begin
• Conferences
o Incoming Leader Training
o September SLC
• Corner update
• Minnesota State
o Committees
o Budget Consultation
• Rates, Dates, Deadlines Released
• Scholarship Gala
o Postcard sent out
September
• Alumni meeting reminder
• Campaigns
o Annual campaigns
• Conferences
o September SLC
o MNSLS
• Corner update
• Legislative
o Platform Document
o Legislative agenda
• Minnesota State
o Board of Trustee (BOT) meetings
o Chancellor meetings
o Committees
October
o Meeting occurs
• Campaigns
o Annual campaigns
• Conferences
o MNSLS
16
Topics: Timeline

o Fall Regional Meetings
• Corner update
• Legislative
o Brochure content drafted
o Platform document passed
• Minnesota State
o Committee issues
o First formal invitation sent
November
• Campaigns
o Annual campaigns
• Conferences
o Fall Regional Meetings
o January SLC
• Corner update
• Groots Promotion (Grass Roots Trainings)
• Legislative
o Brochure content
• Minnesota State
o Committee issues
o Second formal invitation sent
December
• Campaigns
o Annual campaigns
• Conferences
o January SLC
• Corner update
• Groots Promotion (Grass Roots Trainings)
• Legislative
o Prepping for session
o Final formal invitation
o Silent auction items uploaded to app and website
January
17
Topics: Timeline

o Meeting occurs
• Annual Awards
• Campaigns
o Annual campaigns
• Conferences
o Jan SLC
o Advocacy Day
o DC Summit
• Corner update
• Elections
• Groots Meetings (Grass Roots Trainings)
• Legislative Session
o Updates from the capitol
• Minnesota State
o BOT appointments (every 2 years)
o Committee issues
February
• Annual Awards
• Campaigns
o Annual campaigns
• Conferences
o Advocacy Day
o DC Summit
• Corner update
• Elections
o Federal agenda content
• Minnesota State
o Committee issues
March
• Annual Awards
18
Topics: Timeline

• Campaigns
o Annual campaigns
• Conferences
o DC Summit
o Spring GA
• Corner update
• Elections
o Federal updates
! Testimony
! Thank you’s
• Minnesota State
o Committee issues
• Star Campus
April
o Meeting occurs
• Annual Awards recipients
• Campaigns
o Annual campaigns wrap-up
• Conferences
o Spring GA
• Corner update
• Meet the newly elected leaders
• Minnesota State
o Committee issues
• Star Campus recipients
• Summer Leadership Trainings Promotion
May
• Conferences
19
Topics: Timeline

o June Transitional
o Get Together
o Alumni Meeting
• Corner update
! Testimony
o Minnesota State
! Board of Trustee meetings
! Chancellor meetings
• Summer Leadership Trainings
June
o Meeting occurs
• Campaigns
o Annual campaign planning
• Conferences
o June Transitional
o Get Together
o Alumni Meeting
• Corner update
• Legislative
o Session wrap-up
• Minnesota State
o Board of Trustee meetings
• Summer Leadership Trainings

20
Topics: Monthly Plan

*Everything should always be sent to the Stabinet so they are kept aware of what is happening
within the organization.
Topic Being Vehicle of
Communicated When Sent Communication Who receives
(what) Out (when) (how) How Often (who)
Alumni Meetings October, -- Email One month -- Alumni

January, April, -- Social media before
June meetings --- Alumni group meeting and
occur page on FB month of
meeting
Annual Awards & January -- Email Once during -- Core group

Elections month -- This years
event attendees
February -- Email -- 1 email -- Core group

-- Social Media -- 2-3 posts -- This years
-- Cabinet -- Cabinet event attendees
outreach phone calls
once to each
president/
GC/PC
member
March -- Email -- 2 email Emails:

-- Social media -- 4-5 posts -- Core group
-- Cabinet -- Cabinet -- This years
outreach phone calls event attendees
-- Hustle once to each
president/ Hustle:
GC/PC -- Core group
member
-- Hustle
during week
due
21

Association First Tuesday Main: Email 4 times a -- Core group

Update of the month: Secondary: year, first -- This years
February, May, Social media, Tuesday of event attendees
August, blog, front story month -- Previous years
November of website event attendees
-- Alumni
-- Presidents
-- BOT
-- Past staff and
cabinet
-- Donors
-- Other
Board of Trustees January – April -- Email Every two -- Core group

Appointment -- Website years -- Event
attendees
Budget August, -- Email Varies -- Student senate

Consultation January – April -- Website presidents
Campaigns July – May -- Email Varies -- Core group

-- Website -- Event
-- Social Media attendees
Committees August – May -- Website As items -- Committee

-- Social media occur members
-- Core group
Conferences: -- 1 month Email For every -- Core group

Registration before SLC, GA, -- This years
registration Advocacy event attendees
closes Day, DC -- Previous years
-- 2 weeks Summit. event attendees
before (sent to them
registration Regional only for
closes meeting September SLC,
-- 2 days email MNSLS, fall
before schedule can regional
registration vary. meetings,
closes January SLC)
Conferences: 2 days before -- Email Before every -- Event

Pre-Conference the start of -- Post email on conference Attendees for
conference website conference
22

Conferences: 1 week after -- Email After every -- Event

Post-Conference the start of conference Attendees for
conference conference
After the
conclusion of
all regional
meetings
Corner Update End of month -- Email (sent Once per -- Core Group
from ED’s email) month
Get Together May, June -- Email Three times: List may vary:
(June event) -- Social Media one month -- Core group
out, two -- This years
weeks out, event attendees
two days out -- Alumni
-- Presidents
-- Past cabinet
and staff
-- Donors
-- Other
Groots (Grass November – -- Hustle Varies -- Core group

Roots Trainings) December: -- Social media -- Event
Promotion -- Website attendees
January – -- Volunteers
March:
Occurring
June Transitional May, June -- Email Three times -- Incoming GC,

(held in -- Hustle (one month PC, Cabinet
conjunction with -- Cabinet out, two -- Outgoing GC,
the Get Together) Outreach weeks out, PC, Cabinet
two days out) -- SLT
participants (??)
Legislative December - -- Email Varies, at -- Core group

Updates June -- Social media least monthly
-- Website
Minnesota State Throughout the -- Website Varies -- Core group

year -- Social media
Scholarship Gala August Direct Mailing: Once per

Post card year
23

October Email, possibly Once per

Direct Mailing: year
Invitation
October, -- Email Once in Oct List may vary:

November, and Nov; -- Core group
December beginning of -- This years
Dec and one event attendees
two days -- Previous years
before event attendees
registration -- Alumni
deadline. -- Presidents
-- BOT
-- Past staff and
cabinet
-- Donors
-- Other
Pre-event email -- Email -- Event

two days Attendees for
before Gala
August (??), Email: AU

November,
February
Summer April – July -- Email Varies -- Core group

Leadership -- Social media -- Event
Trainings -- Website attendees
-- Hustle
24
Topics: In-depth View

Alumni Association
Stabinet Owner
• Director of Programs & Events
o Communications & Office Coordinator
When communicated
• Meetings occur: October, January, April, June
• One month before meeting
• Month of meeting
Communication Vehicle
• Email
• Social media
• Alumni group page on Facebook
• Website updated
Audience Groups
• Alumni
• June meeting: Core group invited
Notes
• October meeting
o Occurs during MNSLS
• January meeting
o Occurs during January SLC
o Usually Saturday after Gala
o Volunteers are encouraged to stay for meeting
• April meeting
o Usually occurs during Spring GA
• June meeting
o Elections occur
o Usually held on same day as June Get Together
• Other events
o Alumni chair is responsible for initiating other alumni events
• Alumni chair is responsible for all outreach and alumni attendance
• LeadMN can send out emails on alumni chairs behalf
25

Annual Awards & Elections
Stabinet Owner
• Communications & Office Coordinator
When communicated
• January: Announcement that nominations and applications are now open
• February:
o One (1) email reminder
o Two to three (2-3) social media posts
o Cabinet phone calls to each GC, PC, and president
• March:
o Two (2) email reminders
o Four to five (4-5) social media posts
o Cabinet phone calls to each GC, PC, and president
o Hustle to GC, PC, presidents during due week
• Sent via email
• Shared on social media
• Website front page and Member page
• Cabinet outreach
• Hustle
Audience Groups
• Core Group
• This years event attendees
26

Association Update
Stabinet Owner
When communicated
• Four times a year: February, May, August, November
• First Tuesday of the month
• Sent via email
• Shared on social media, front story on website, blog post
Audience Groups
• Alumni
• Board of Trustees
• Campus Presidents
• Core Group
• Donors
• Past cabinet and staff
• Previous years event attendees
• Other …
Topics Covered
• February
o Advocacy: Legislative session
o Advocacy: Pertinent campaigns (optional)
o Fundraising: Recap of Gala and Thank you
o Scholarships: Applications due April 1
o Miscellaneous: Elections, Annual Awards, Star Campus
• May
o Advocacy: Legislative session
o Fundraising: Get Together (June event)
o Miscellaneous: Welcome to new student leaders (e.g. Cabinet)
• August
o Fundraising: Gala Promo (optional)
o Scholarships: Applications due November 1
o Conferences: Rates, Dates & Deadlines
• November
o Fundraising: Gala Promo
27

Campaigns
Stabinet Owner
• Director of Government Relations
o A-Team member responsible for campaign
When communicated
• August through May
• Website
• Email
• Social media
Audience Groups
• Core Group
• Event attendees
• Volunteers
• Secondary audiences
o Minnesota State
o Alumni
o National partners
Past Campaigns
• GOTV
o Caucus
• Equity
o DACA
o BandTogether
• Affordable Textbooks
• Transfer Pathways
• Debt Free Community College
Campaigns Sample Timeline
• July - August
o Planning campaign
• August
o Campaign introduced to core group at Incoming Leader Training
• September
o Campaign introduced at September SLC
o Campaign launch
• October
o Campaign promotion at MNSLS
o Campaign underway
• November through March
o Campaign execution
o Needs vary based on campaign and legislation
28

• April
o Campaigns promoted at Spring GA
• May
o Campaign wrap-up
29

Conferences
Conferences: Registration
Stabinet Owner
o Director of Programs & Events
When communicated: SLCs, GAs, Advocacy Day, DC Summit
• One month before registration deadline
• Two weeks before registration deadline
• Two days before registration deadline
When communicated: Regional Meetings
• Varies based on regional meetings schedule
o To everyone: Two weeks before first deadline
o To everyone except those that already attended: One week before
second deadline
o To everyone except those that already attended: One week before third
deadline
• Sent via email
• Cabinet outreach to GC, PC, Presidents
• Hustle (optional)
Audience Groups
• Core Group
• Last years event attendees (NOT for Advocacy Day, DC Summit or Spring GA)
Include
• Conference itinerary
• How voting works (For GA only)
• Paid delegates/voting totals (For GA only)
Conferences: Pre-Conference
Stabinet Owner
When communicated
• Two days before start of conference
• Sent via email
• Shared on event webpage
Audience Groups
• Event attendees
30

Include
• Registration
• Directions & Parking (campus address)
• Conference Packet
• Leadership Reports
• Conference Attire
• Evening Activities
• Other
o Dietary restrictions
o Wifi
o Smoking
• A Note on Voting (For GA only)
o Paid delegates/voting totals
Conferences: Post-Conference
Stabinet Owner
When communicated: SLCs, GAs, Advocacy Day, DC Summit
• One week after start of conference
When communicated: Regional Meetings
• After all regional meetings are concluded to every attendee
• Sent via email
Audience Groups
• Event attendees
Include
• Post-conference survey
• Conference packet
• Conference photos
• Presentations & handouts
• Important Reminders
o Conference reflections last page in packet
31

Corner Update
Stabinet Owner
• Executive Director
When communicated
• At the end of every month
• Email
Audience Groups
• Core Group
Notes
• Content is discussed at staff meetings
• Executive Director is in charge of email and sends out of their personal LeadMN
email
32

Get Together (June Event)
Stabinet Owner
When communicated
• May and June
• Email schedule:
o One month before registration deadline
o Two weeks before registration deadline
o Two days before registration deadline
• Sent via email
• Website front page
Audience Groups
• Alumni
• Campus Presidents
• Core Group
• Donors
• Past cabinet and staff
• Other …
Include in Registration Emails
• Logistics
• Why important to attend
Include in Pre-Event Email
• Logistics
o Date, time, location
• Important information or reminders
33

June Transitional Meeting (held in conjunction with Get Together)
Stabinet Owner
When communicated
• April, May and June
• Email schedule:
o One month before registration deadline
o Two weeks before registration deadline
o Two days before registration deadline
• Reminder during Incoming Leader Training at Spring GA
• Sent via email
• Website on member page
• Outreach from Cabinet
Audience Groups
• Incoming GC and PC
• Outgoing GC and PC
• SLT #2 participants (if SLT #2 is held in conjunction with June Transitional)
• Logistics
• Why important to attend
• Logistics
o Date, time, location
• Important information or reminders
Include in Post-event recap: Blog Post
• Include in same blog post as the Get Together
• Recap of events
• Photos
34

Legislative Session
Stabinet Owner
When communicated
• December through May
• Social media
• Email
• Website
o Blog post: Both beginning and throughout
Audience Groups
• Core Group
State
• November-December
o State brochure content drafted
• December
o Pre-session and legislator introductions
§ Governor, Senators and Representatives
o Brochure creation
o Budget year vs. Policy year
• January/February
o Session kick-off
o Update and bill introductions
o Advocacy Day gear-up
§ Scheduling meetings
§ Legislative training game
• February
o Advocacy Day
• March
o Committee testimony
§ Social media at meetings (live-posting
o Legislative update
o Thank you to students for advocating
• April
o Session update
• May
o Conference committee testimony
§ Varies
§ Social media at meetings
o Final legislative push
35

Federal
• January
o Federal brochure content drafted
• February
o Pre-DC Summit federal update
• March
o DC Summit
• April
o Federal update as needed
• May
o Federal update as needed
36

Minnesota State
Stabinet Owner
When communicated
• All-year
• Social Media
• Website
• Email
Audience Groups
• Core Group
• Event attendees
Topics
• Committees
• Chancellor Meetings
• Board of Trustees (BOT)
• Miscellaneous policy
Board of Trustee Appointments
• Every two years two students from Minnesota State colleges (one from
community, one from technical) are appointed to the BOT
• This should be shared via:
o Website
o Email
o Social media
o Direct student outreach to potential candidates
Board of Trustee Appointments Timeline
• January
o Update application form and website
o Outreach to potential candidates
• February
• March
o Interviews for LeadMN recommendation
• April (?)
o Submission of recommendations
o Appointment by governor
Budget Consultation
• Every year student senates are required to have consultation with their
administration on the budget.
37

Students submit a consultation letter to the system office (Minnesota State)
•
detailing how the process went
• This should be shared via:
o Website
o Email
o Direct student outreach
Budget Consultation Timeline
• August
o Consultation process introduced and explained at Incoming Leader
Training
• January
o Workshop presented at January SLC
• February
o Update website
o Begin student outreach
• March
o Student outreach
• April
o Consultation letter submitted to LeadMN office first week in April
o Feedback to student by one week after receiving it
o Consultation letter submitted to the system office by end of April (due
date set by Minnesota State)
Committees Timeline
• July
o Deciding which committees students will be participating in
• August
o Student recruitment
• September
o At Sept SLC students are appointed by President
• October through April
o Student reporting on committees doings
o Needs vary by committee
o Social media around committees
§ Students take photos and tag @iLeadMN
38

Scholarship Gala
Stabinet Owner
When communicated
• August: Save the date postcard with Keynote Speaker information
• August – September: Continue to update website with information regarding
sponsorships
• October: Formal invitation sent via email (possibly by mail also)
• November: Second formal invitation via email
• December:
o Beginning of month – Third formal invitation via email
o Two days before registration closes – last call to register
• January: Pre-event email including information about mobile bidding app
• February: Sent in AU—Thank you email sent along with announcement about
money raised and save the date for next year
• Sent via email
• Website front page
Audience Groups
• Core Group
• Last years event attendees (NOT for Advocacy Day, DC Summit or Spring GA)
• Keynote speaker
• Sponsorship levels
• Buy a table
• Schedule of events
• Bidding application instructions
• Link to silent auction items
• Directions on parking or any other logistical needs
• Schedule of events
Include in Post-event recap: February AU
• Thank you for donations
• Amount raised
• Save the Date for next year
39
Table of Contents
MATERIALS
Timeline.......................................................................................................... 41-43
Monthly Plan................................................................................................... 44-47
In-depth View................................................................................................. 48-56
Annual Awards..................................................................................................48
Business Cards.................................................................................................48
Conferences......................................................................................................49
Elections............................................................................................................50
Election Guide...................................................................................................50
Federal Legislative Brochure.............................................................................51
Rates, Dates & Deadlines..................................................................................51
Scholarship Gala......................................................................................... 52-54
Scholarship Week.............................................................................................54
Star Campus.....................................................................................................55
State Legislative Brochure................................................................................55
Survival Guide...................................................................................................56
Working Documents..........................................................................................56
Materials: Timeline

July
• Business cards for incoming student leaders
• Campaigns
o Update webpages
o Move past campaigns to past campaign page
• Conferences
o Rates, Dates Deadlines developed
o Conference webpages created
o Conference registration pages created
• Conference theme created
• Legislative
o Working Documents
! Print new year
! Update on website
o Invitation flyer is finalized
• Survival Guide updated
• Working Documents
August
• Campaigns
o Supplemental materials
• Minnesota State
o Committees
! Webpage updated with openings
o Postcard with Keynote Speaker information
o Update website with information about sponsorship and other
• Scholarship Week materials
• Survival Guide
September
• Conferences
o September SLC packet
• Legislative
o Create and distribute issues survey
o Platform document
• Minnesota State
o Committees
! Reporting form updated
! Website updated with still available committees
October
• Campaigns
o Promotion materials
• Conferences
41
Materials: Timeline

o MNSLS packet
• Legislative
o Platform document
November
• Campaigns
o Varies based on campaign
• Legislative
o Legislative agenda drafting
o Issue survey distributed
o Legislative brochure content development
December
• Conferences
o January SLC packet
• Legislative
o Brochure development
o Update legislative session page
o Program
o Wall of Wine Signage (if sponsor changes)
o Small and large signs (large signs only if changes—do not produce yearly)
o Donation envelopes
o Silent auction certificates
o Name tags
o Silent auction one-pager for website
o Rotating slideshow
o Table number map signage
o Half-page on bidding app
o Directions on bidding-app for non-cell phone users
o Congratulation cards for tablet users
o Signs with text to bid phone number
o Scholarship award winners certificates
January
• Annual Awards
o Form created
o Webpage updated with links and dates
• Elections
o Form created
o Webpage updated with links and dates
• Legislative
o Brochure to printer
! Timing based on bonding vs. budgeting year
o Post state brochure to webpage
• Minnesota State
42
Materials: Timeline

o BOT appointments year
! Website and form updated
o Budget consultation webpage updated
February
• Conferences
o Advocacy Day packet
• Legislative
o Federal brochure developed
! Content
! Design
! Post to webpage
March
• Conferences
o DC Summit packet
• Legislative
o Supplemental testimony materials
o Written committee testimony
• Star Campus
o Prizes are ordered
April
• Annual Awards
o Annual Awards trophies
o Annual Awards table tent
o Annual Awards slideshow
• Conferences
o Spring GA packet
o Star campus certificates
o GC/PC certificates
o Year-end slideshow
• Elections
o Election guide
May
• Minnesota State
o Committee participation survey
June
• Legislative
o Thank you’s to legislators

43
Materials: Development Monthly Plan

Where Who
Month What is developed distributed receives Notes
July Business Cards Incoming Leader -- Cabinet Must verify

Training -- GC Reps beginning in July
-- PC Reps before printing
Conference Theme Cabinet and

Director of
Programs &
Events
brainstorm
Rates, Dates & Deadlines Email, website -- Core Promote and

Group distribute after
website and
registrations are
created
Scholarship Invitation Website Updated and

Gala finalized
Star Campus Incoming Leader Update form and

Training, website webpage, guide
Survival Guide Incoming Leader -- Attendees Updated each

Training, website at ILT year
Working Documents Incoming Leader -- Core Print 100 copies

Training, website group
August Scholarship Postcard Direct Mailing Mailed week

Gala after Labor Day
Scholarship Week materials September SLC -- Student

senate
presidents
September Issue Survey September SLC -- Attendees Director of Gov.

Rel.
September SLC packet September SLC, -- Attendees

website
October MNSLS packet MNSLS, website -- Attendees
November
44

Where Who
December January SLC packet January SLC, -- Attendees

website
Scholarship Program Scholarship Gala -- Attendees

Gala
Wall of Scholarship Gala Only if sponsor
Wine changes, NOT
signage every year
Small and Scholarship Gala Large signs

large signs ONLY if
changes, NOT
every year
Donation Scholarship Gala Place more on

envelopes tables front sponsor
tables
Silent Scholarship Gala Placed in

auction frames, do as
certificates late as possible
for minimal
changes
Name tags Scholarship Gala -- Attendees
Silent Website
auction
one-pager
Rotating Scholarship Gala

slideshow
Table Scholarship Gala

number doors to
map ballroom
Half-page Scholarship Gala Available at Directions on

on bidding registration how bidding app
app works
45

Where Who
Directions Scholarship Gala Available at

on bidding registration
app for
non-cell
phone
users
Congrats Scholarship Gala To be handed

cards for out to people
tablet users using tablet that
won an item
Signs with Placed on walls

text to bid along silent
number auction at
Scholarship Gala
Scholarship During dinner at -Scholarship

award the Scholarship recipients
winners Gala
certificates
January Annual Awards form and -- Email -- Core

website -- Website front group
pages -- Event
attendees
Elections form and website -- Email -- Core

-- Website front group
pages -- Event
attendees
State legislative brochure -- Advocacy Day Director of Gov.

-- Capitol Rel.
February Advocacy Day packet Advocacy Day
Federal legislative brochure -- DC Summit -- Attendees Director of Gov.

Rel.
March DC Summit packet DC Summit
April Conference Spring GA Spring GA

packet
46

Where Who
Star Spring GA Purchase frames

Campus for certificates
certificates
Star Spring GA Purchased at

Campus variety of
Awards locations
GC/PC Spring GA Reps receive a

certificates frame, alts
receive in
branded paper
holder
Year-end Spring GA Photo collage

slideshow from the year
with music
Election Spring GA Copied and put

Guide together exactly
as it was
received
Annual Annual Annual Awards

Awards Awards Dinner
Dinner trophies
Annual Annual Awards 2 per table Update year-to-

Awards Dinner year
table tents
Annual Annual Awards

Awards Dinner
slideshow
May
June
47
Materials: In-depth View

Annual Awards
Stabinet Owner
When Produced
• January – Form and website updated
• April – Trophies ordered
Where Distributed
• February Association Update
• Website
• Email
Who Receives
• Core Group
• Event attendees
Notes
• Form and website updated
• Order items from Awards Galore, 7.5 inch MN shape acrylic awards (product #
A927 on your website - www.awardsgalore.com) for $58 each
• Text:
Logo on top Logo on top
____ of the Year Proudly recognizes
Presented to ________________
_____________ for outstanding service as _____
20xx - 20xx 20xx - 20xx
Business Cards
Stabinet Owner
When Produced
• Late July of each year
Where Distributed
• Incoming Leader Training
Who Receives
• Cabinet
• GC Representatives
• PC Representatives
Made How
• Communications & Office Coordinator designs
• Printed in-house using business card paper
Notes
• Must verify accuracy before printing
48

Conferences
Packet
Stabinet Owner
When Produced
• September – SLC
• October – MNSLS
• January – SLC
• February – Advocacy Day
• March – DC Summit
• April – Spring GA
Where Distributed
• September SLC
• Minnesota Student Leadership Summit (MNSLS)
• January SLC
• Advocacy Day
• DC Summit
• Spring GA
• Website
Who Receives
• All conference attendees
Made How
• Communications & Office Coordinator designs and updates
• Printed in-house
Notes
• Content is updated for each packet
Theme
Stabinet Owner
When Produced
• July of each year
Where Distributed
• Used in packet design
Made How
• Graphic artist designs and creates
Notes
• Cabinet chooses theme each year
• Pick a topic area, i.e. Gratitude, which the year is based on
49

Elections
Stabinet Owner
When Produced
• January
Where Distributed
• February Association Update
• Website
• Email
Who Receives
• Core Group
• Event attendees
Notes
• Form and website updated
Election Guide
Stabinet Owner
When Produced
• April
Where Distributed
• Website
• Spring GA
Who Receives
• Event attendees
Notes
• Must be developed after Steering Committee approves candidates
• Includes:
o Table of contents
o Election procedures straight from working documents
o Job description of each position followed by candidates running for that
position in alphabetical order by last name
! President
! Vice President
! Public Relations Coordinator
! Treasurer
! Governing Council Student-At-Large
! Platform Committee Student-At-Large
• Electronic version of Election Guide posted on website as soon as Steering
Committee approves candidates
50

Federal Legislative Brochure
Stabinet Owner
When Produced
• February: Developed and designed
• March: Printed
Where Distributed
• Website
• DC Summit
Who Receives
• Legislators
• Event attendees
Notes
• Designed by Graphic Designer
Rates, Dates & Deadlines

Stabinet Owner
When Produced
• Late July of each year
Where Distributed
• Website
• Survival Guide
Who Receives
• Core Group, esp. Advisors
Notes
• Website and registration must be updated before RR&D is distributed
51

Scholarship Gala
Invitation
Stabinet Owner
When Produced
• July of each year it is updated
Where Distributed
• Direct mailing (optional)
• Website
• Email
Who Receives
• Anyone
Made How
• Graphic artist designs
• Communications & Office Coordinator updates
Notes
• Keep updating with content, i.e. include keynote speaker
Postcard
Stabinet Owner
When Produced
• August
• Mailed week after Labor Day
Where Distributed
• Direct mailing
Who Receives
• Anyone
Made How
• Graphic artist designs
• Communications & Office Coordinator orders
• Printed using Postcard Builder - www.postcardbuilder.com
Notes
• Be sure to include keynote speaker information
52

Materials
Stabinet Owner
When Produced
• December
Where Distributed
• At event
Who Receives
• Attendees
Made How
• Combination of Graphic artist designing and Communications & Office
Coordinator updating
• Printed in-house and at printer
• Large signs printed at: smartpress.com
Notes
• Program
o Updated with sponsors, recipients, speaker yearly
o Must be approved by Executive Director, Director of Programs & Events,
Development Assistant
• Large & Small Signage
o Large signage
! Update only if changes
! Wall of Wine sign: Update only if sponsor changes
o Small signs
! Update yearly with sponsors
• Donation envelopes
o Two per table
o More envelopes on front sponsor tables
• Name tags
• Rotating slideshow
o Listing of all sponsors, donors, scholarship recipients and keynote
speaker information
• Table number map
o Map of all the table numbers posted on ballroom doors
• Scholarship award winners certificates
53

Silent Auction
Stabinet Owner
When Produced
• December
Where Distributed
• At event
Who Receives
• Attendees
Bidding App Materials
• Half-page information guide on bidding app
• Directions on bidding app for cell phone and non-cell phone users
• Signs with text to bid number
o Placed around silent auction room
Silent Auction Materials
• Silent auction certificates
o Place in frames
o Should be produced as late as possible so there are few changes
• Silent auction one-pager
o One-page listing of all items with bid number, starting bid, value
• Congratulations cards for tablet users
o Cards to let tablet users know they won an item
Scholarship Week
Stabinet Owner
• PRC
• Development Assistant
When Produced
• August of each year
• Updates in January
Where Distributed
• September SLC
Who Receives
• Student Senate Presidents
Notes
• Update content each year
54

Star Campus
Stabinet Owner
• Public Relations Coordinator
When Produced
• July – Website, form, and guide updated
• March – Prizes ordered
• April – Certificates
Where Distributed
• Incoming Leader Training – in the Survival Guide
• Website
• Spring GA
• Discussed during New Student Orientation (NSO)
Who Receives
• Core Group
• Recipients
Notes
• PRC (with help of Cabinet) selects the last two criteria
• Content is updated and produced for Incoming Leader Training
• Monthly updates on how many stars and which ones each campus have
received are made on the website (should be published first of month)
• Prizes are purchased from a variety of vendors
• Winners are announced at the Spring GA
State Legislative Brochure

Stabinet Owner
When Produced
• November – December: Content drafted
• December – January: Designed
• January: Printed
Where Distributed
• Capitol
• Website
• Advocacy Day
Who Receives
• Legislators
• Event attendees
Notes
• Designed by Graphic Designer
• Printed by outside printer
55

Survival Guide
Stabinet Owner
When Produced
Where Distributed
• Website
Who Receives
• Cabinet
• GC Representatives & Alternates
• PC Representatives & Alternates
• Presidents
• Advisors
Notes
• Update content each year
• Place updated in “Member Tools” section of website
Working Documents
Stabinet Owner
When Produced
Where Distributed
• Website
Who Receives
• Cabinet
• GC Representatives & Alternates
• PC Representatives & Alternates
• Presidents
• Advisors
• All employees of LeadMN
• Copy sent to accountant
Notes
• Needs to be printed for distribution at Incoming Leader Training
56
Table of Contents
VEHICLES
Overview...............................................................................................................58
Social Media.........................................................................................................59
Website Timeline............................................................................................ 60-62
Recurring Subjects............................................................................................62
Website In-depth View................................................................................... 63-73
Alumni Association............................................................................................63
Annual Awards & Elections......................................................................... 64-65
Campaigns........................................................................................................66
Conferences................................................................................................ 67-68
Get Together (June Event).................................................................................69
Jobs & Internships............................................................................................70
June Transitional Meeting.................................................................................71
Scholarship Gala......................................................................................... 72-73
Vehicles: Overview

List of LeadMN communications vehicles.
1. Website
a. www.leadmn.org
b. Hosted on Pantheon
c. Edited on Drupal
2. Social media
a. Facebook
b. Twitter
c. LinkedIn
d. Instagram
e. Flickr
f. Hootsuite
3. Email
a. MyEmma
i. Emails to our groups
b. Action Network
i. Emails to mass groups, i.e. all students
4. Hustle
a. Text messaging tool
b. Used to communicate with Core Group, Volunteers, and other activists
5. Salesforce
a. LeadMN Database
b. Used to track:
i. Core Group
ii. Participants and volunteers
iii. Conference/Event attendees
iv. Alumni
6. FormAssembly
a. Used to create event and conference registration
b. Leadership reports submitted through here
7. Action Network
a. Used for all E-Advocacy
i. Petitions
ii. Letters to legislators
iii. Mass emails to all students
8. Dropbox
a. Storage and cloud service for LeadMN
58
Vehicles: Social Media

Stabinet Owner
Sites
• Facebook
• Twitter
• Instagram
• LinkedIn
• Flickr
• Hootsuite – Social media scheduler
Posts Timeline
• At least three times a week
Notes
• During weekly PRC meetings, go through social media timeline
o Plan weekly posts
o Review number of likes/followers on Facebook, Twitter, LinkedIn and
Instagram
• Posts content:
o 60% LeadMN
o 10% Alumni
o 10% Regions/Institutions/Campuses
o 10% Business/Education/Development
o 10% Miscellaneous
• Try to post on LinkedIn at least once per week
o Post every time new cabinet or new hire
• Follow LeadMN Top 10 Rules of Social Media
• Use LeadMN’s Hootsuite account to schedule posts ahead of time
o Can schedule on Facebook, Twitter, Instagram and LinkedIn
59
Vehicles: Website Timeline

Month Topic Area Content Notes
July ALL PAGES ALL PAGES All team update and change pages,
update moving old campaigns to “past
campaigns” section
Campaigns Webpages A-Team reviews campaign pages for

updated content and accuracy
Conferences Post the This should be all conferences from

webpages Sept SLC through April GA
and
registrations
for all
conferences
Rates, Dates,
Deadlines
posted
Scholarship Gala Webpage This can be bare bones webpage

created
Star Campus Submission & Update with new content for stars
website and new contact information
Student Leaders Cabinet Add new student leaders bios and

information
Working Update Add new FY’s working documents

Documents webpage to Member Tools
August Minnesota State Committees Add available committees and

page letters of intent
updated
Scholarship Gala Website Add content about sponsors

updated
September Minnesota State Committees Update committee reporting form

and update committees webpage
Scholarship Gala Website Continue updating website

updated
October Legislative Platform Updated platform document added

Document to website
60

Month Topic Area Content Notes
November
December Legislative Session Update legislative session webpage

webpage with new session content
January Annual Awards Submission & Update submission form and

website website content to accept
nominations
Elections Submission & Update submission form and

website website content to accept
applications
Legislative State Add completed state legislative

brochure brochure to the website
State agenda Add the approved state agenda to

the website
Scholarship Gala Event details Add all sponsors and event details
about Gala
February Legislative Federal Add completed federal legislative

brochure brochure to the website
March
April Annual Awards Blog post Annual Award recipients are

announced
Elections Blog post New student leaders are announced
Election Election Guide added to website

Guide with approved candidates
Summer Events Webpages Update website with webpages and

and registration forms for summer
registration events
Includes: SLT, June Transitional,

June Get Together
May
June Conferences Incoming Add ILT webpage and registration

Leader form
Training
61

Recurring Subjects
Blog
• The blog should be updated on a weekly basis
• Using the content calendar, assign weekly posts to staff
• Staff should be writing a blog post about once a month
Jobs & Internships
• Staff will send job and internship openings to Communications & Office
Coordinator
Leadership Reports
• Around the first of every month post the leadership reports on the website
• Around the 15th of every month, post the leadership report questions on the
website
Star Campus
• On the first of every month, post a Star Campus update listing the what stars every
campus has received, include an “As of” date
62
Vehicles: Website In-depth View

Alumni Association
Stabinet Owner
Content on Alumni Board
• Alumni chair and vice chair
o Include name, email, college
• Board members and years
Upcoming Alumni Events
• Post alumni events when occurring
• Include:
o Date
o Time
o Location
o Details
• When no event write:
o There are currently no scheduled upcoming alumni events. If you have an
idea for an event, please contact the alumni board chair at email.
63

Annual Awards & Elections
Stabinet Owner
Annual Awards
January
• Update FormAssembly for nomination form
• Update page information
• Update front webpage and Member page with link to nomination form
March
• Take down nomination link
April
• Post a blog article listing all of the recipients, campus, award and photos
Elections
January
• Update FormAssembly for application
• Update page information
• Update front webpage and Member page with link to application
March
• Take down application links
April
• Beginning of month – Post election guide
• Page under Member Tools “20xx-xx Election Guide”
• Introduction text “Read more about the candidates that we will be electing at
the Spring General Assembly on April xx-xx, 20xx.”
• List candidates in alphabetical order based on position
o President Candidates
o Vice President Candidates
o Public Relations Coordinator Candidates
o Treasurer Candidates
o Governing Council Student-At-Large Candidates
o Platform Committee Student-At-Large Candidates
• When listing candidates include their “Firstname Lastname, Campus”
• Button under each position and candidates saying “View the x candidates!”
o If open election say “This is an open election, nominations from the floor
will be accepted during the Spring GA on Friday, April x, 20xx.”
• On the position pages
o Title: 20xx-xx Position Candidates
o If open election: “Please Note This is an open election, nominations from
the floor will be accepted during the Spring GA on Friday, April x, 20xx.”
o A text highlight for each candidate with the text Candidate One,
Candidate Two, etc… above each highlight box
o Include in highlight:
64

§ Name, campus, elected office running for
§ Bio
§ Five questions and answers
65

Campaigns
Stabinet Owner
• A-Team member responsible for the campaign
Content on Campaign Pages
• Content about the campaign
• Three clickable boxes with titles:
o Take Action
o Resources
o Latest News
• Take action: Any pledges or other items that students can DO
• Resources: Any items that students will need to successfully run the campaign
on their campus
• Latest News: LeadMN blogs or other articles that pertain to the campaign
Past Campaigns
• After campaigns are over they are moved to the past campaigns section
• Past campaigns is a clickable box on the “Advocate” page
66

Conferences
Stabinet Owner
Pre-event
Content
• Fill in top information
o Date
o Time (if relevant)
o Location (no address)
o Cost (include all rates)
o Registration deadline
• Teaser text—brief introduction sentence (shows on Upcoming Events page)
• About the Conference
o Brief introduction to the conference
o Bullets of “Highlights of the conference”
• Location & Lodging (include the address and links to their website)
• Cancellation Policy
• Questions?
• Other pertinent information
o Keynote speaker
§ Include Keynote description, brief bio, headshot and button linked
to their website
o A note on voting (GA only)
• Buttons for top
o Registration
o Itinerary
o Pre-conference email (goes up after email sent)
o Conference packet (goes up as soon as complete)
o Leadership reports (goes up while working on pre-conference email)
Post-event
Content
o Date
• Update Teaser text—brief introduction sentence (shows on Past Events page)
• Update About the Conference
o Brief introduction to the conference
o Bullets of “Highlights of the conference”
• Location & Lodging (include the address and links to their website)
• Delete
67

o Cancellation Policy
o Questions?
o A note on voting
o Leave Keynote speaker information
• Add Handouts & Presentations
o Includes all sharable workshops in alphabetical order (from title in packet)
o Include brief workshop description and link to the presentation (also on
LeadMN website)
• Buttons for top
o Conference packet
o Conference photos
o Leadership reports
o Next years elected leaders (Spring GA only)
o Annual Awards recipients (Spring GA only)
68

Get Together (June Event)
Stabinet Owner
Pre-event
Content
o Date
o Time
o Cost
• About the Event
o Brief overview of the event
• Location (include the address and links to their website, if off site)
• Schedule (what is happening when)
• Questions?
• Buttons for top
o Register now!
Post-event
• Update brief recap of event and teaser text
• Add button with link to Flickr
• Delete the questions section
• Write blog recapping day
• Thank everyone for attending
• Photos
• Recap of events
69

Jobs & Internships
Stabinet Owner
o Staff member responsible for position
Content
• Content may vary based on position
o Title: Job or Intern Opening
o Title on page: Position title
o Position Purpose
o Position Responsibilities
o Skills/Experience
o Education
o Salary/Compensation
o Benefits
o To Apply
70

June Transitional Meeting (held in conjunction with Get Together)
Stabinet Owner
Pre-event
Content
o Date
o Time
o Cost
• About the Event
o Brief overview of the event
• Location (include the address and links to their website, if off site)
• Schedule (what is happening when)
• Alumni meeting information
• Questions?
• Buttons for top
o Register now!
Post-event
Content
• Update brief recap of event and teaser text
• Add button with link to Flickr
• Delete the questions section and alumni meeting information
• Include in same blog post as the Get Together
• Recap of events
• Photos
71

Scholarship Gala
Stabinet Owner
Pre-event
Content
o Date
o Time
• About the Gala
o Brief introduction to the Gala
• Location (include the address and links to their website)
• Cancellation Policy
• Questions?
• Sponsorship levels
• Buy a table information
• Keynote speaker
o Include brief bio, headshot and button linked to their website
• Silent auction bidding information
o How app works
o List of items
• Thank you to our sponsors!
o Update as sponsors are added
• Buttons for top
o Registration
o Pre-event email (goes up after email sent)
o Event & Sponsorship Flyer
Post-event
Content
o Date
• Update Teaser text—brief introduction sentence (shows on Past Events page)
• Update About the Gala
• Location (include the address and links to their website)
• Delete
72

o Cancellation Policy
o Questions?
o Sponsorship levels
o Silent auction items and description to how app works
o Buy a table information
• Leave Keynote speaker information
• Buttons for top
o Keynote Speaker Video
o Scholarship Recipients Video (optional)
o Event photos
o Event & Sponsorship Flyer
73
Table of Contents
LOGISTICS
Overview...............................................................................................................75
Audience Groups............................................................................................ 76-77
Communication Vehicles......................................................................................78
Monthly Communication Analysis.................................................................. 79-80
Vendors................................................................................................................81
Logistics: Overview

Stabinet Owner
Timeline
July
• Website cleanup
o Assign staff members web pages to review for accuracy and outdated
content
• Dropbox cleanup
o Block off one day where everyone works together in one room and goes
through their assigned sections of Dropbox to clean and archive materials
o Review saving rules with stabinet
! No spaces
! Everything must be in Dropbox
• Email list cleanup
o Staff members review their assigned email lists for accuracy and changes
o Executive Director reviews Association Update list for changes to groups
• Social media
o Remove old PRC/Cabinet from access
o Add new PRC/Cabinet access
• Communications Plan
o Review for accuracy and changes
December
• The next years social media content calendar is created and updated with dates
To be Done Monthly
• Communications Analysis
Notes
• Communications & Office Coordinator is responsible for reminding staff of
cleanup and initiating/scheduling time for items to occur
75
Logistics: Audience Groups

List Owners
1. Core Group – Communications & Office Coordinator
a. Stabinet
b. Advisors – Dir. Programs & Events, Dir. Outreach, Executive Director
c. Governing Council Reps & Alts – Communications & Office Coordinator
d. Platform Committee Reps & Alts – Communications & Office Coordinator
e. Student Senate Presidents – Dir. Government Relations
2. Event Attendees – Communications & Office Coordinator
a. Current year event attendees
b. Previous year event attendees
3. Association Update – Overall Communications & Office Coordinator
a. Core Group – Communications & Office Coordinator
b. Event attendees from current & previous year – Communications & Office
Coordinator
c. Minnesota State – Dir. Government Relations
i. Sr. Vice Chancellor, Academic and Student Affairs
ii. General Counsel
iii. Government Relations
iv. Associate Vice Chancellor for Student Affairs
v. Chief Marketing & Communications Officer
vi. Interim Executive Director, Workplace Solutions
vii. Vice Chancellor for Finance and Administration
viii. Chancellor
ix. Vice Chancellor and Chief Information Officer
x. Office of Equity & Exclusion
xi. Chief of Staff
d. Board of Trustees – Dir. Government Relations
i. Chair
ii. Vice Chair
iii. Technical Student
iv. Community Student
v. Secretary to the Board
vi. Executive Assistant
e. Students United – Communications & Office Coordinator
f. Donors – Development Assistant
g. Past Staff and Cabinet – Communications & Office Coordinator
h. Alumni – Dir. Programs & Events
i. Previous year Scholarship Gala attendees – Communications & Office
Coordinator
j. ???
4. Invitee List (Scholarship Gala & June Gathering) – Development Assistant / Dir.
Programs & Events
a. Created each year based on event, subject to change
i. Core Group
76
Logistics: Audience Groups

ii. Event attendees (this year and past year, depending)
iii. Donors
iv. Campus presidents
v. Past staff and cabinet
vi. Alumni
vii. Minnesota State
viii. Board of Trustees
ix. Students United
x. Previous year Scholarship Gala attendees
5. Alumni – Overall Dir. Of Programs & Events

77
Logistics: Communication Vehicles

Type of Vehicle Name of Vehicle Owner
Social Media Facebook Communications & Office Coordinator
Social Media Twitter Communications & Office Coordinator
Social Media LinkedIn Communications & Office Coordinator
Social Media Instagram Communications & Office Coordinator
Survey & Forms FormAssembly Communications & Office Coordinator
E-Communications: Overall Communications & Office Coordinator

Action Network
E-Advocacy Tools Director of Outreach
Emails Director of Outreach
Website LeadMN Website Communications & Office Coordinator
Text Messaging Hustle Director of Outreach
Data Base Salesforce Communications & Office Coordinator
Emails MyEmma Communications & Office Coordinator
Storage/Cloud Dropbox Communications & Office Coodinator
78
Logistics: Monthly Communications Analysis

Stabinet Owner
Timeframe
• Beginning of every month, complete for previous month
Where Distributed
• Email to Executive Director with 3-5 key takeaways
• Post on “brag” board
Include
• Social media
o Facebook
! Likes
! Reach
! Top two posts with screenshot of the top post
• Reach
• Reactions
o Twitter - @iLeadMN
! Followers
! Tweet impressions
! Profile visits
! Mentions
! Top tweet with screenshot of top tweet
o Twitter - @mdean_LeadMN
! Followers
! Tweet impressions
! Profile visits
! Mentions
! Top tweet with screenshot of top tweet
o LinkedIn
! Followers
! Top posts
• Most impressions
• Best CTR
o Instagram
! Followers
! Impressions
! Reach
! Profile vists
! Top posts
• Highest reach
• Highest engagement
• Email
o Total number of emails sent
o Audience breakdown of what email categories they received
! Conferences
79
Logistics: Monthly Communications Analysis

! Events
! Advocacy
! Mass email
o Open and click rates
! Breakdown of open and click rates based on email category
• Events
• Advocacy
• Association update
• Alumni
• Other
• Website
o Unique users
o Estimated new users vs. returning users
o Number of sessions
o Device used during sessions
o Pageviews
! Top pages viewed
o Unique pageviews
! Top pages viewed at least once per session
o Top 10 pages listed by pageview order
Notes
• Reach: The number of people who saw any of our page posts
• Tweet impressions: Impressions measures the total number of views of a
conversation. A potential impression means a tweet has been delivered to a
Twitter account's timeline
• CTR: Number of clicks relative to the number of impressions
• Instagram impressions: Total number of times all of your posts have been seen
• Instagram reach: The number of unique accounts that have seen any of your
posts
• Sessions: Time period a user actively engaged with your website
• Pageviews: Total number of pages viewed
• Unique pageviews: Number of sessions the page was viewed at least once
80
Logistics: Vendors

Awards/Trophies/Other Printer - Materials
Awards Galore Full Throttle Print and Imaging
1669 University Ave 7580 Quattro Drive
St Paul MN 55104-3726 Chanhassen, MN 55317
(651) 642-9273 (952) 934-6599
www.awardsgalore.com www.fullthrottleprint.com
sales@awardsgalore.com James (Jim) Beckman
jimb@fullthrottleprint.com
Graphic Designer
B Mohr Creative, LLC Printer - Signs
Brenna Swanson Budget Sign Shop
Bmohrcreativellc@gmail.com 2474 Territorial Road
(651) 343-9652 St. Paul, MN 55114
(651) 645-2745
www.budgetsignshop.com
Justin Whitman
Headshots justin@budgetsignshop.com
Photographer's Guild
1031 7th St W
St Paul, MN 55102
(651) 646-3239 Scholarship Gala Sign Printer
www.photographersguild.com Smartpress
photoguild@gmail.com smartpress.com
Libby Product:
Foamcore 3/16"
24 x 36 inches
Postcard Printer - Advocacy

PS Print
www.psprint.com
Postcard Printer - Events

Postcard Builder
www.postcardbuilder.com
81
Table of Contents
HELPFUL MATERIALS
Brand Styleguide.......................................................................................... 83-134
Website Styleguide..................................................................................... 135-166
Hustle User Guide...................................................................................... 167-192
Social Media Guidelines
Social Media Rules................................................................................. 194-195
Social Media Buckets.....................................................................................196
BRAND STYLEGUIDE
LEADMN Brand Styleguide | SPRING 2017
2 LEADMN BRAND STYLEGUIDE | SPRING 2017
TABLE OF CONTENTS
BRAND MESSAGING BRAND ASSETS BRAND APPLICATION
Who We Are ................................... 04 Logo ...................................................... 19 Stationery .............................................37
Brand Voice ................................05 Horizontal Logo .............................. 20 Letterhead ...................................... 38
Brand Pillars .............................. 06 Vertical Logo .................................... 21 Business Card................................. 39
How We’re Doing It ....................07 Logo Variations ................................22 Presentations ......................................40
Audience ....................................... 08 Improper Usage .............................. 23 Title & Content Slides ...................... 41
Primary Audience ...................... 09 Color Palette ....................................... 24 Special Slides ................................. 42
Secondary Audience ...................15 Secondary Palette .......................... 25 Swag .................................................... 43
External Stakeholders .................16 Neutral Palette ................................ 26 Sticker............................................. 44
Print vs. Digital .................................27 T-Shirts ........................................... 45
Patterns ............................................... 28 Events .................................................. 46
Typography.......................................... 30 Awards ................................................. 48
Photography ....................................... 32 Acrylic ............................................. 49
Iconography ........................................ 34 Paper .............................................. 50

BRAND MESSAGING
At LeadMN, we believe every student

has the potential to be a leader that will
help solve tomorrow’s challenges—big
and small, professional and personal,
global and individual.
4 LEADMN BRAND STYLEGUIDE || SPRING
SPRING2017
2017 BRAND MESSAGING
WHO WE ARE
We represent 180,000 two-year college students that come to
Minnesota from every corner of the world to transform their lives
and their communities. Our students LeadMN by developing
the leadership skills to realize their potential, see beyond what
they thought was possible for personal success, and to drive
community-wide change.
Our Driving Mission

The American Dream has long been a symbol of achieving success. For far too many
Minnesotans, the path to this dream is impeded due to systematic barriers. At LeadMN we
break down those barriers by empowering two-year college students to become strong
leaders, engaged community members, and successful professionals. We are rebuilding a
pathway for students to achieve their American Dream.
5 LEADMN BRAND STYLEGUIDE | SPRING 2017 BRAND MESSAGING
BRAND VOICE
Our tone of voice informs all of our communications (both written and
visual), including: collateral, website, social media posts, and emails.
EMPOWERING
We strengthen each other as student leaders by increasing
Empowering
confidence, taking control of our lives, and learning to speak up.
INCLUSIVE
Inclusive
We provide a welcoming environment, focused on equity, for
students from every walk of life.
OPTIMISTIC
We are hopeful and confident about the future.
Optimistic, Passionate
PASSIONATE
We strongly believe all of our peers have the potential to be a
leader and solve the problems of tomorrow.
ACTIVE
ACTIVE
We are constantly moving forward, engaging in civic action, and
driving change.
BRAND PILLARS
Each pillar of our program provides students leaders
with skills and confidence for long-term success.
Leadership Skills S EMP

ILL OW
We develop our peers as we take charge SK ER
IP IN
of our lives, embracing interpersonal
G
RS
LE
skills for effective leadership.
DE
AD
LEA
ERS
Empowering Leaders
We are empowered as student leaders to
engage, recruit, and train other students.
LeadMN provides us with support and
space to lead our peers.
AC H
GE
Achieving Success
AN
IE V G
CH
We are fully supported by LeadMN to IN SU NG
CC I
remove barriers to our success by ESS D RIV
connecting us to vital resources.
Driving Change
We are equipped to drive change in
our communities and advocate for
our needs through policy change and
community leadership.
HOW STUDENT LEADERS CREATE CHANGE
Leadership Skills Empowering Leaders Achieving Success Driving Change

� We learn interpersonal � We apply our leadership � We face personal and � We lead campaigns on
skills like time skills by serving on academic challenges campus and talk to local
management and effective the Student Senate, head-on with the support and national legislators
communication to Governing Council or of LeadMN Staff, access about the issues that
supports our growth as other advisory committees to resources and mentors. matter to us.
leaders. at LeadMN.
HOW STAFF SUPPORTS STUDENT LEADERS
Leadership Skills Empowering Leaders Achieving Success Driving Change

� LeadMN provides � LeadMN Staff provides � LeadMN connects � LeadMN inspires and
leadership training an advanced training students to tools prepares students to
focusing on time program for Student for financial aid and tackle issues on campus
management, effective Senate leaders, including scholarship research, and in their community
communication, cultural intelligence, affordable textbooks and that directly affect them.
expectation setting, and conflict resolution, classroom materials, and
� LeadMN organizes
other interpersonal skills and professional career development and
opportunities for students
needed for success in advancement. placement.
to voice their needs
work and life.
� LeadMN provides � LeadMN connects with state and national
� LeadMN provides real-world leadership students to resources for policymakers.
mentorship and coaching experiences for students immediate needs, such as
to student leaders. through the LeadMN food and shelter.
Cabinet and General
� LeadMN provides financial
Assembly.
support in the form of
scholarships to student
leaders.
9 LEADMN BRAND STYLEGUIDE || SPRING
SPRING2017
2017 BRAND MESSAGING
AUDIENCES
LeadMN has the potential to serve all 180,000 two-year college
students in Minnesota, and the more we connect with our students
as individuals, the more likely they are to get involved with our
organization. Over the course of four months, we met with over 50
Student Leaders, Advisors, and Staff members to understand their
needs as individuals. LeadMN’s Personas are internal narratives,
based on actual interviews and quotes, intended to personalize
marketing communications. Should the Personas and Equity initiatives
be in conflict when creating external communications, always choose
Equity.
The extended Secondary audiences were crafted based on feedback

from Brand Committee members and Governing Council members.
FAITH
I am the first member of my family to pursue higher education, and that comes with
challenges like finding the resources I need to be successful, navigating the college
system, and sometimes feeling overwhelmed and disconnected. My goals are to
have a career, find community and have a better future.
“LeadMN teaches me skills that I never thought I’d get.

It helped my development as a leader and a person
with things like public speaking, analytical thinking,
future personal drive.”
I LeadMN because…
I am a first generation college student and [working] mom of 3. I strive for a
better tomorrow. I want to make a difference in my own life, for my kids and for
others. I enrolled in college to make a better income to support my family and
give them more opportunities. From college, I gain control over my anxiety and
have developed my voice. I found my passion advocating for students and future
students. I took chances. I got involved in student organizations, where I network
KEY ISSUES:
and continue to develop my leadership skills to better my tomorrow.
Access to resources
Navigating the system
Career planning
Finding community
IVAN
Even though I was born in the U.S., my parents came from Honduras, and I strongly
identify with my Latino heritage. I’m at my local technical college because I want to
make my family proud and have a good job that makes a lot of money to support
them and saving money is key. School and professional development are important
to me, but I don’t always feel like I’m welcome or would be comfortable in student
organizations on campus.
“LeadMN helped me the most with professionalism.

What business looks like and appropriate ways to
approach subjects dealing with the capitol and various
situations.”
I LeadMN because…
My little sister is a Junior in high school…I want her to be able to change her major,
go through school without worrying like I am, have a different and much more
welcoming path full of opportunities. She speaks English better than I will ever do;
she doesn’t have an accent; she even looks like a traditional student. I know that
KEY ISSUES:
privilege…will help her through her journey but I hope she will struggle less than I did.
Saving money
Access to resources
Supporting family and community
Professional development
SAMMY
I am interested in a liberal arts degree but need to save some money, so I chose to
attend my local community college. My goals are to be self-confident, save money,
and explore my options to determine what I want to be when I grow up.
“I am working a couple of jobs while going to school so

taking the classes I need and while also watching my
credit load can be a challenge.”
I LeadMN because…
I try my best to offer a helping hand whenever someone looks like they need it…I
wish I could help the students of MN. I wish I could make it affordable enough to
not discourage people from attending [college]. I wish I could get instructors to
switch their curriculum to use free online textbooks to save students a little financial
burden. I wish I could help all students to be treated fairly all the time. Most of all,
with all of our technology, we kind of get discouraged from the people around us. I
wish I could build a better sense of community on campus.
KEY ISSUES:
Saving money
Confidence
Time management
Finding community
MAGGIE
I started working full-time as a waitress and bartender right after high school, but
now I want to do more with my life, so I decided to go back to school. I am in my
early 30’s and want to earn more money, have a career I can be proud of, and have
an impact on the community where I live. I’m a single mom, so I don’t always have
a lot of time. My confidence is pretty low, and I don’t always think I’m worthy of
opportunities that come my way.
“With LeadMN I found more self-confidence and

awareness. I learn to overcome my anxiety and fears
and shine.”
I LeadMN because…
I am a single mom of three boys, one of whom is a Marine and my two younger boys
are navigating their way through middle school. Being a non-traditional student, I felt
out of the loop. I met so many other students in the same boat. Every student, no
matter their age, race, color, orientation, religion or disability, deserves an equal voice.
I like being able to give these students a voice when they felt like they didn’t have one. KEY ISSUES:
Advocating on behalf of others make a more equitable organization…an organization
Confidence
that will lead the next generation of students into the future.
Access to resources
Time management
Career planning
Finding community
VIC
I completed my service with the National Guard and because of the GI Bill I can go
to college for free, and I see my time at community college as a way to reengage in
civilian life. I am also passionate about having a veterans affairs office on campus
and advocating for other vets.
“I need some support translating the skills I learned in

the military to the business office.”
I LeadMN because…
Transitioning from military life to civilian life is a struggle, and I was lucky to have
a support system around me to help me through it. Going to school is tough
when you have so many ‘real life’ experiences that seem to pale in comparison
to classroom life. LeadMN gives me a platform to connect with others on issues
that really matter—to improve our lives at school, but also to improve our lives in
business and beyond. We’re working toward change for all, and that makes me feel
connected to a greater good in the same way that the military did.
KEY ISSUES:
Guidance
Career planning
Access to resources
Finding community and support
Mental health
STEVEN
I am attending technical school because attaining a degree is a big part of my

reentry after serving time in jail. Because I have a felony, and I want to have a career
that allows me to provide for my family (I have a wife and a two-year-old), technical
school makes the most sense because having a criminal record is less of a barrier
in jobs utilizing technical skills.
“I’m looking for all possible resources and connections

as I work on turning my life around.”
I LeadMN because…
I was born in a poverty-stricken area and adopted by a family from Fargo, ND. Then
we moved to Minneapolis. I took a lot for granted in the past. I was a big athlete in
high school, had D1 scholarships…then life happened. I was fired. I didn’t know
what to do. No job, no income, and I was too prideful to get assistance. I turned to
education. A teacher encouraged me to join Senate at school. I had no interest until
she told me she liked how I spoke and thought. I gave it a try and was hooked. I am
now the Treasurer. My critical thinking skills are sharp and growing. Education helped
KEY ISSUES:
me LeadMN. I am Change.
Guidance
Career planning
Access to resources
Confidence
Finding community and support
ADDITIONAL
Peter Linda
I am attending community college while in high school I’m in my early 50s and enrolled in night classes at community
through the PSEO program so that I can obtain college credits college for the pure love of learning. I’ve been particularly
before I enroll in a 4-year college. I’m motivated to do well in motivated this year because of our political scene. I want to
these classes so that I can save money on college tuition. I learn more so that I can be an educated activist for years and
don’t really know where I fit in on campus since I’m younger decades to come. I already have a busy social life, a full-time
(sometimes much younger) than my classmates. I don’t think I job and a wife of three years (who doesn’t take classes here),
have a lot in common with my classmates. but I’m taking time to prioritize education.
I LEADMN BECAUSE… I LEADMN BECAUSE…

Every cause needs a leader. Even though I have not I was born in the era of civil rights, so I’m keenly aware of the
experienced some of the issues LeadMN fights for, I can see lasting impact civic engagement can have on public policy. I
there are issues that need to be addressed. College needs haven’t always had a strong voice advocating for my rights as a
to be affordable for everyone. People need to be given a member of the LGBTQ+ community, and I don’t want anyone to
chance to grow and improve.” Someone needs to cultivate feel disenfranchised like I used to. Showing up at rallies didn’t
community and give people an opportunity to speak their seem to be enough, so I’m taking classes about social justice,
needs. I like to be that person, and I like how LeadMN helps and that’s why I’ve joined this great organization. LeadMN
me develop my leadership skills. not only amplifies voices; it makes the stakeholders listen. I’m
proud to be a part of this inclusive community.
EXTERNAL STAKEHOLDERS
Lucy
I’ve been a state representative for three terms, so I’m well-respected and very busy. I
care deeply about workforce development, keeping talent in greater Minnesota and look at
everything through the lens of how it can benefit people in my district.
Alicia
Being a point of contact for LeadMN on my campus is just one part of my job description.
They do great work, and I appreciate the benefit provided to students who get involved, but
I wish they communicated more clearly and effectively with me and provided more structure
for my students.
Alex
I received my Associate’s Degree two years ago and couldn’t have done it without LeadMN.
Now I have a career I love, and I’m passionate about the organization because the
leadership opportunities I received through them changed my life.
EXTERNAL STAKEHOLDERS (cont.)
Fred
I’m currently teaching three political science courses at one of the 2-year colleges in the
Minnesota State system. While I fervently believe in the importance of my area of study, I also
find it challenging to find opportunities for my students to apply what they learn in my class
in the “real world.”
Gloria
My foundation seeks to improve our community by investing in people and organizations
who present innovative solutions to address specific issues related to education and
student leadership development in our region. We receive tens of thousands of grant
applications a year; grantees are often chosen by the strength of their presentation and/or if
they advance work in one of our key areas of focus.
BRAND ASSETS
Our logo, color palette, and typography

have all been carefully selected to
communicate our values and goals in a
distinctive and memorable way.
20 LEADMN BRAND STYLEGUIDE | SPRING 2017 BRAND ASSETS
LOGO
Throughout history, people have looked to the stars to provide
navigational guidance. Stars are a symbol of achievement, dreams,
and future. The constellation formed by connecting the dots also
alludes the network offered to students, the dots coinciding with the
location of various regions and campuses.
Symbol
Visualizes the connection we
provide to Minnesotan college
students and our mission to
fulfill dreams, provide guidance
and create change.
Tagline
Clarifies our purpose and
supports the logo’s visual
concepts of networking,
betterment, and guidance.
HORIZONTAL LOGO
The horizontal logo is the preferred version and should 6X
be used wherever possible while adhering to the clear
space and minimum size guidelines.
CONSTRUCTION X
X equals the height of the letters “MN” and is
X
equivalent to the space between the logotype
and the center of the rightmost constellation X
point in the symbol, as well as the space
between the baselines of the logotype and the
tagline. The width of the symbol is six times the
height of X.
CLEARSPACE
To ensure the integrity and visual impact of the
logo, the appropriate “clear space” must be
maintained on all sides. There should always
be a distance equal to the height of the “L” MINIMUM SIZE
between any part of the logo and any other The minimum size of the horizontal
page element or the edge of the page. logo is 0.75” tall.
VERTICAL LOGO
The vertical logo should be used at the designer’s 7X
discretion and limited to instances where use of the
horizontal logo does not make sense, visually.
CONSTRUCTION
X equals the height of the letters “MN” and is
equivalent to the space between the logotype
and the base of the symbol, as well as the
space between the baselines of the logotype
and the tagline. The width of the logotype is
seven times the width of X.
X
CLEARSPACE
X
To ensure the integrity and visual impact of the
logo, the appropriate “clear space” must be X
maintained on all sides. There should always
be a distance equal to the height of the “L”
between any part of the logo and any other
page element or the edge of the page.
MINIMUM SIZE
The minimum size of the vertical logo is
0.875” wide.
LOGO VARIATIONS
For visual consistency, we’ve created some
specific logo color variations:
FULL-COLOR
The Full-Color and Reverse
versions of the logo are always Full Color Grayscale
preferred, but when the primary
green color is used as a
background, the Navy Reverse logo
should be used.
GRAYSCALE
For documents with color
restrictions, use the Grayscale or
Black logo. Reversed Solid Black
In cases where a non-brand

background color must be used,
such as co-branding or sponsorship
materials, the White or Black logo
should be used, keeping in mind a
good amount of contrast.
Navy Reversed Solid White

A. B.
IMPROPER USAGE
To make sure the logo appears as
consistent as possible throughout all
branded communications, we’ve identified
some ways it shouldn’t be used.
EXAMPLES:
C. D. E.
A. Do not rotate the logo
B. Only use specified colors
C. Never stretch the logo
D. Do not use the full-color logo on

a dark background
E. Do not apply effects such as a

dropshow
F. Never change the size or F. G.

position of the symbol
G. Avoid using the logo on a busy

or bright image
COLOR PALETTE
Color is an integral part of our brand identity. Consistent use of the
color palette not only reinforces the cohesiveness of the brand, but
also serves a psychological purpose by communicating a certain
emotional message.
DEEP NAVY BLUE 75% VIBRANT GREEN 50%
PMS: 294 C PMS: 360 C

CMYK: 100 69 7 30 CMYK: 63 0 84 0
RGB: 0 47 108 +25% RGB: 108 194 74
75%
HEX: #002F6C Black HEX: #6CC24A
Blue is a symbol of intelligence Green represents energy, growth,

and idealism. Our Deep Navy +50% and balance. The LeadMN +20%
Blue underscores the sense of Black Vibrant Green is a bright and Black
professionalism and leadership we positive shade, reflecting the overall
cultivate in our members. optimistic tone of our brand.
+65% +40%
Black Black
SECONDARY PALETTE
BRIGHT BLUE TURQUOISE
The primary palette is supported by a bright
PMS: 2925 C PMS: 3265 C
secondary palette.
CMYK: 85 21 0 0 CMYK: 66 0 39 0
In addition to serving as complementary RGB: 0 156 222 RGB: 0 199 177
accents to the primary LeadMN palette, HEX: #009CDE HEX: #00C7B1
Each color in the palette has been assigned
to one of our Brand Pillars:
10% 20% 30% 40% 50% 10% 20% 30% 40% 50%
Clear and vivid, our Bright Blue

60% 70% 80% 90% 100% 60% 70% 80% 90% 100%
is the prominent color for our
Learning Skills brand pillar.
Turquoise is confident and

BRIGHT ORANGE YELLOW GREEN
professional, the right amount
of vibrancy to support our PMS: 130 C PMS: 382 C
Empowering Leadership pillar. CMYK: 0 32 100 0 CMYK: 28 0 100 0

RGB: 242 169 0 RGB: 196 214 0
The optimistic and accessible HEX: #F2A900 HEX: #C4D600
Bright Orange is paired with the
Access to Resources pillar.
10% 20% 30% 40% 50% 10% 20% 30% 40% 50%
Our Yellow Green is bold and
forceful, exemplifying the 60% 70% 80% 90% 100% 60% 70% 80% 90% 100%
qualities we cultivate to Drive
Change brand pillar.
Note: Tints may be used in increments of 10% for subtle color variation or accents.
NEUTRAL PALETTE
WHITE
The neutral palette includes white, Pantone CMYK: 0 0 0 0
Cool Gray 10 and Pantone Black 6 C. RGB: 255 255 255
HEX: #FFFFFF
TINTS
Neutrals can also be broken down
into tint percentages to expand the
neutral palette. It should be noted
that PMS Black 6 has a maximum
tint of 60%; if lighter is required, PMS COOL GRAY 10 C PMS BLACK 6 C
switch to Cool Gray. CMYK: 40 30 20 66 CMYK: 100 79 44 93
RGB: 99 102 106 RGB: 16 24 32
HEX: #63666A HEX: #101820
BLACK
Black should be reserved for
type and should not be used as a
predominant core color.
10% 20% 40% 60% 80% 60% 70% 80% 90% 100%
PRINT VS. DIGITAL

Creating documents using the appropriate color profile is key to
successful colors for both digital (website, social media, etc.) and
printed (business card, brochures, etc.) designs.
Here’s a breakdown of when to use which color values:
Print - PMS and CMYK

PMS colors should be used whenever possible for the most accurate DOCUMENT SETUP
representation of our brand palette. When PMS colors cannot be used, use Document color mode: CMYK
CMYK. Document Resolution: 300dpi
When printing on uncoated stock, ask the printer to custom match the coated Common Filetypes:
Pantone chip swatch color (do not use the uncoated Pantone chip swatch). PDF, EPS, AI, JPG, DOC, etc.
Digital - RGB and HEX

RGB (red, green, blue) color used to display colors on computer monitors and DIGITAL / WEB
should only be used for screen display applications. Document color mode: RGB
Either RGB or HEX values can be used when designing content for the web; Document Resolution: 72dpi
Designers and developers use HEX colors in web design. Common Filetypes:
PSD, SVG, PNG, JPG, GIF, etc.
WEB PATTERN
Echoed from our logo symbol, the web element represents a variety
of our brand’s themes, like: Connection, Networking, Future, and
Guidance. It can be emphasized or played down as a subtle accent.
There are two forms which can be used:
Graphic Element Repeating Pattern

A standalone version, this must in a way that A seamless tiled pattern, this element is perfect
at least one side of the element bleeds off the as a subtle background accent. We’ve created
edge of the canvas. For example, it can be white, black and colored versions for added
placed in the lower right corner (like on this versatility. Try experimenting with scale and
page), or visible from the top center, but it transparancy to find the combination for the
should never be fully visible desired application.
USAGE EXAMPLES
Here are some ideas and guidelines for
applying the web pattern elements:
COLOR
Experiment with any of the colors
from our brand palette.
PLACEMENT
Try placing the graphic element in
different positions (making sure that
at least one side bleeds off the edge).
SCALE
Both forms of the web element work
well at various sizes.
BLEND MODES
The black pattern works best on
light colors at 5-10% opacity with
the Multiply blend mode. For the
white pattern, use Soft Light with
25-65% opacity depending on
background color contrast.
TYPEFACE
Our typeface is Brandon Grotesque, a geometric-style sans serif with
distinctive elegance and warmth. The slight corner rounding of the
characters adds a friendly and approachable vibe and pairs well with
the simple and modern style of the logomark.
The logo uses a combination of Bold and Medium weights in uppercase, however lowercase is not off-limits. Use
good judgment when choosing different weights.
Aa
Brandon Grotesque Regular
Aa
Brandon Grotesque Medium
Aa
Brandon Grotesque Bold
ABCDEFGHIJKLM ABCDEFGHIJKLM ABCDEFGHIJKLM

NOPQRSTUVWXYZ NOPQRSTUVWXYZ NOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
1234567890 1234567890 1234567890
USAGE GUIDELINES SMALL SUBTITLE
Brandon Grotesque should be used for all LARGE HEADER

heading styles. However, as it does not Descriptive paragraph sed fringilla, tortor eget imperdiet pretium, risus augue
work well for large amounts of small text, semper mi, quis mollis nunc urna eget sapien. In hendrerit tempor elit, a lobortis
use Helvetica Neue for paragraphs of text. quam.maximus ut, mattis quis felis.
COLOR
Create visual interest and emphasis MEDIUM HEADLINE
by highlighting just one word of the
header. Or use white text against the Summary paragraph sed fringilla, tortor eget
Dark Navy or color background. imperdiet pretium, risus augue semper mi, quis
WEIGHT & SCALE
mollis nunc urna eget sapien.
Combine weights and scale to
Subheading
create informational hierarchy. Large
Descriptive paragraph sed fringilla, tortor eget imperdiet pretium, risus augue
headers can be lighter and small
semper mi, quis mollis nunc urna eget sapien. In hendrerit tempor elit, a lobortis
headers bolded.
quam.maximus ut, mattis quis felis.
PARAGRAPH STYLES
Left-aligned text is always safe, but
“
when used sparingly, indented text
can allow certain header styles to PULLQUOTE SED FRINGILLA, TORTOR
stand out more and improve ease of
legibility.
EGET IMPERDIET PRETIUM, RISUS AUGUE
SEMPER MI, QUIS MOLLIS NUNC URNA.
PHOTOGRAPHY
One of the best ways to communicate a sense our brand personality
and values is through photography. Choose images carefully, with an
emphasis on candid, fellowship, diversity and inspirational photos.
CANDID DIVERSITY
Captured moments help provide an inside We represent a varied demographic of

glimpse of the LeadMN community. Portraits students. As much as possible, represent racial,
should be friendly and approachable. gender, age and professional diversity.
FELLOWSHIP INSPIRATIONAL
Use plenty of group-based imagery to Our students have big dreams, and our
convey our culture of connection, community imagery should visualize the emotional side of
and skills and leadership building. overcoming obstacles and driving change.
STYLE GUIDELINES
Whether working with an experienced
photographer or purchasing stock images,
here are some guidelines for consistency
with LeadMN’s visual tone:
PORTRAITS
 Friendly and candid, in natural
lighting if possible.
 Stiff pose, overly edited, cliché

content
METAPHOR
 Unique perspective or cropping,
emotionally-driven
 Literal or random words, impassive
LIFESTYLE
 Interesting angle, natural lighting,
captured in the moment
 Stage pose, looking directly into

camera, generic
ICONOGRAPHY
The style of our iconography supports the tone and elements that
make up our brand. Characterized by simple, flat art with a thin line
style that aligns with our logo and font. Here is a sampling of available
icons.
These may be updated over time as need arises.

USAGE EXAMPLES
Here are some ideas and guidelines for
designing with iconography:
Living &
Miscellaneous
LINE COLOR
Expenses
Experiment with any of the colors
from our brand palette.
FILL COLOR
Fill in the shapes with brand colors,
keeping the line color dark navy or
white.
$12.6K $8,753 $8,490
SCALE & STROKE LME need Nine-month Current LME

for students poverty level allowance
Make sure all icons are scaled the
same percentage if used together.
Do not adjust the stroke weight.
PATTERN
Create a custom, on-brand pattern
for use in collateral and marketing
materials with 5-10 icons.
BRAND APPLICATION
We’ve created guidelines for applying

the brand messaging and assets
consistently across various applications,
from stationery to collateral & beyond.
38 LEADMN BRAND STYLEGUIDE | SPRING 2017 BRAND APPLICATION
STATIONERY
Letterhead and business cards are the most formal expressions of
our brand identity; it is important we look our best when representing
the organization. Adherence to the stationery standards enhances our
professional image and strengthens our visual brand.
LETTERHEAD DESIGN
Designed in Word for office printing on a

standard US Letter page (8.5” x 11”) with
Month, Day, Year
1.375” side margins. Name of Recipient

Company Name
Address
City, State Zip
Two versions available:

Salutation:
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nam luctus libero pretium
rhoncus vestibulum. Nam vehicula dui sit amet mi sollicitudin auctor. Pellentesque id
odio orci. Curabitur sed molestie massa. Phasellus sit amet dolor purus. Donec nec
elit neque. Integer tincidunt pellentesque arcu a vehicula. Quisque volutpat risus velit,
FULL BLEED ut lobortis nulla interdum et. Nunc id interdum nisl.
Aliquam bibendum laoreet rhoncus. Nam tincidunt metus et iaculis posuere. Proin
facilisis tristique justo scelerisque venenatis. Donec laoreet dolor hendrerit arcu
Best for bleed-capable printers or tincidunt finibus. Nulla ac diam quam. Aenean suscipit, odio luctus suscipit placerat,
est est porta sapien, vitae consectetur libero dolor a tortor. Quisque vel ex a lorem
maximus ullamcorper a non quam. Nullam mi neque, interdum quis fermentum quis,
outsourced professional printing. luctus nec est. Cras eu felis quis magna viverra ultrices ac ac sapien. Vestibulum
tristique pharetra lacus sit amet dapibus.
Maecenas mi tortor, finibus aliquam consequat at, dignissim quis velit. Morbi rutrum
lacinia fermentum. Nullam vitae ornare nisi. Fusce imperdiet posuere nulla, quis
consequat eros malesuada vel. Ut aliquam ac eros sed molestie. Donec ultrices orci
SIMPLIFIED sed mauris imperdiet, sed aliquam mi hendrerit.
Preferred for in-house printing as

Complimentary closing,
SIMPLIFIED
there is reduced risk of inaccurate Michael Dean
Executive Director
color reproduction. Ideal for printers

651-297-5877
mdean@leadmn.org
with margin limitations (that cannot

Month, Day, Year
print to the edge of the paper). Name of Recipient

Company Name
Address
City, State Zip
Salutation:
1515 ROBERT ST. S., WEST ST. PAUL, MN 55118 | ! 651-297-5877 (office) | " 651-215-1862 (fax) | # info@leadmn.org WWW.LEADMN.ORG
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nam luctus libero pretium
rhoncus vestibulum. Nam vehicula dui sit amet mi sollicitudin auctor. Pellentesque id
odio orci. Curabitur sed molestie massa. Phasellus sit amet dolor purus. Donec nec
elit neque. Integer tincidunt pellentesque arcu a vehicula. Quisque volutpat risus velit,
ut lobortis nulla interdum et. Nunc id interdum nisl.
FULL BLEED Aliquam bibendum laoreet rhoncus. Nam tincidunt metus et iaculis posuere. Proin
facilisis tristique justo scelerisque venenatis. Donec laoreet dolor hendrerit arcu
tincidunt finibus. Nulla ac diam quam. Aenean suscipit, odio luctus suscipit placerat,
est est porta sapien, vitae consectetur libero dolor a tortor. Quisque vel ex a lorem
maximus ullamcorper a non quam. Nullam mi neque, interdum quis fermentum quis,
luctus nec est. Cras eu felis quis magna viverra ultrices ac ac sapien. Vestibulum
tristique pharetra lacus sit amet dapibus.
Maecenas mi tortor, finibus aliquam consequat at, dignissim quis velit. Morbi rutrum
lacinia fermentum. Nullam vitae ornare nisi. Fusce imperdiet posuere nulla, quis
consequat eros malesuada vel. Ut aliquam ac eros sed molestie. Donec ultrices orci
sed mauris imperdiet, sed aliquam mi hendrerit.
Complimentary closing,
Michael Dean
Executive Director
651-297-5877
mdean@leadmn.org

1515 ROBERT ST. S., WEST ST. PAUL, MN 55118 | ! 651-297-5877 (office) | " 651-215-1862 (fax) | # info@leadmn.org WWW.LEADMN.ORG
BUSINESS CARDS
3.5” x 2” Horizontal
FRONT DESIGN MICHAEL DEAN

Executive Director
� Full Name
� Position Title 1515 ROBERT ST. S., WEST ST. PAUL, MN 55118
 651-297-5877 (office)
� Address
 651-215-1862 (fax)
� Contact Info  mdean@leadmn.org
� Website URL WWW.LEADMN.ORG
The graphic web element may be

scaled and/or moved if necessary to
accommodate long names or titles.
BACK DESIGN
� Horizontal Logo
� Repeating web pattern
PRESENTATIONS
A variety of slide templates has been created to help make our
meetings more impactful and effective.
The quality of our presentations represents our organization and our

members, so whether it’s a small group discussion on climate change
or a skill building training event, it’s important that our materials reflect
our brand style.
CONTENT SLIDES Meeting Agenda
• Action Item #1
A clean PowerPoint template with multiple • Second action item, much longer
because there’s lots to do
slide design layouts and easy-to-change PowerPoint Title Slide • Another thing to discuss
• Last talking point
master slides. Presentation summary goes here
SLIDE | 2 LEADMN | COLLEGE STUDENTS CONNECTING FOR CHANGE
Title and Content Two Column Content

• What makes an argument weak or strong? • Lorem ipsum dolor sit amet, • Suspendisse iaculis rutrum est,
Section Header • What are your arguments based on? Values or facts?
consectetur adipiscing elit. vel efficitur ipsum vestibulum at.
• Duis consequat lorem sed massa • Duis consequat lorem sed massa
• How might someone that agrees there should be tax breaks for
consectetur rutrum. Quisque nunc consectetur rutrum. Quisque nunc
Summary of this section renewable energy respond to the opposing arguments?
purus, luctus vitae sagittis ac, purus, luctus vitae sagittis ac,
• How might someone that is opposed to tax breaks for renewable energy ornare in orci ornare in orci.
respond to the arguments in favor?
• Lorem ipsum dolor sit amet,
• Which arguments do you think are misplaced on this line? consectetur adipiscing elit.
SLIDE | 3 LEADMN | COLLEGE STUDENTS CONNECTING FOR CHANGE SLIDE | 4 LEADMN | COLLEGE STUDENTS CONNECTING FOR CHANGE SLIDE | 5 LEADMN | COLLEGE STUDENTS CONNECTING FOR CHANGE
Content with Caption Picture with Caption Photo Gallery
Lorem ipsum dolor sit amet, Lorem ipsum dolor sit amet, consectetur Lorem ipsum dolor sit amet, D.C. Summit 2017
consectetur adipiscing elit. adipiscing elit. Suspendisse iaculis rutrum est, consectetur adipiscing elit.
Suspendisse iaculis rutrum est, Suspendisse iaculis rutrum est, Lorem ipsum dolor sit amet,
vel efficitur ipsum vestibulum at. vel efficitur ipsum vestibulum at. vel efficitur ipsum vestibulum at.
consectetur adipiscing elit.
Duis consequat lorem sed Duis consequat lorem sed
massa consectetur rutrum. • Duis consequat lorem sed massa consectetur massa consectetur rutrum.
Suspendisse iaculis rutrum
Quisque nunc purus, luctus vitae rutrum. Quisque nunc purus, luctus vitae Quisque nunc purus, luctus vitae est, vel efficitur ipsum
sagittis ac, ornare in orci. Lorem sagittis ac, ornare in orci. Lorem ipsum dolor sagittis ac, ornare in orci. Lorem vestibulum at. Duis
ipsum dolor sit amet, consectetur
sit amet, consectetur adipiscing elit. ipsum dolor sit amet, consectetur consequat lorem sed massa
adipiscing elit. Nullam rutrum adipiscing elit. Nullam rutrum consectetur rutrum. Quisque
nibh a blandit feugiat.
• Nullam rutrum nibh a blandit feugiat. Donec nibh a blandit feugiat. nunc purus, luctus vitae
sagittis tortor vel malesuada fringilla. Quisque sagittis ac, ornare in orci.
aliquet accumsan tristique.
SLIDE | 6 LEADMN | COLLEGE STUDENTS CONNECTING FOR CHANGE SLIDE | 7 LEADMN | COLLEGE STUDENTS CONNECTING FOR CHANGE SLIDE | 10
SPECIAL SLIDES
More complex layout options are available
for the occasional out of the ordinary slide.
Question for deliberation:
Should the U.S. Promote the use of renewable

power in the form of tax breaks?
Slide Title
Slide Subtitle
Lorem ipsum dolor sit amet, consectetur
adipiscing elit. Suspendisse iaculis rutrum
est, vel efficitur ipsum vestibulum at. Duis
consequat lorem sed massa consectetur Lorem ipsum dolor sit amet,
rutrum. Quisque nunc purus, luctus vitae consectetur adipiscing elit.
Suspendisse iaculis rutrum est, vel
sagittis ac, ornare in orci. Lorem ipsum dolor efficitur ipsum vestibulum at. Duis
sit amet, consectetur adipiscing elit. Nullam consequat lorem sed massa
rutrum nibh a blandit feugiat. consectetur rutrum. Quisque nunc
purus.

SWAG
Branded items are a way to engage our members in our brand
experience. They drive awareness, recognition, a feeling of belonging,
and help us tell the LeadMN story.
We allow lots of room for creativity when designing these items to

encourage creating fun and value-added keepsakes for our members!
STICKER DESIGN
Stickers are an important part of college
culture. They are collected and displayed
on laptops, bikes, and around campus.
Some design guidelines for stickers:
LEADLMN
EAD
SHAPE
Get creative with shape: circle, die
cut, square, etc. COLLEGE STUDENTS
CONNECTING FOR CO
C O NCHANGE
NECT LLEGE S
MN
ING F TU
OR C DENTS
HANG
COLOR E
Make full use of our bright and fun

brand color palette!
LOGO
At minimum, the design should
include our logo symbol
ELEMENTS
The web pattern is an optional but
easy way to create unique and
interesting designs
T-SHIRT DESIGN FRONT
A soft and well-designed t-shirt is a prized

possession among any college student.
The sky’s the limit when it comes to t-shirt

design, but here are some pointers:
COLOR
Try sourcing t-shirts close to our
brand palette for a pop of color that
stands out in the crowd
LOGO
At minimum, the design should
include our logo symbol
PLACEMENT
Experiment with placing design
elements outside of the typical
“front and center” location
BACK
EVENTS
As an association focusing in skills training and leadership
development, we frequently host and market events. From quarterly
general assemblies and conferences to advocacy days and galas. It
is important when creating each event that we properly present the
LeadMN brand.
EVENT GUIDELINES
Whether working with an experienced
photographer or purchasing stock images,
here are some guidelines for consistency
with LeadMN’s visual tone:
LOGO
 Creative use of graphic elements
 Experiment with complimentary

secondary typefaces
 Recreate LeadMN logo composition LEADMN
SCHOLARSHIPGALA
10TH ANNUAL
COLORS
 Introduce new bright and vibrant
supporting colors
 Dark or muted colors
 Use of Secondary Palette as

prominent color (unless event is part
of that Brand Pillar)
DRIVE FOR
CHANGE
AWARDS
Periodically throughout the year, we have the occasion to present
awards to our student leaders in recognition of their hard-earned
achievements and talents.
Whether a piece of paper or an engraved statue, we want our awards

to look and feel high-quality, something that the recipients will proudly
display for years to come.
ACRYLIC AWARDS
7” tall Minnesota-shaped clear acrylic
award with custom engraving
DESIGN GUIDELINES
As each award is custom, the text 2017
will need to be visually centered
keeping in mind the shape of the
BEST MSCSA
state as well as the static horizontal LOGO REBRAND
logo at the bottom.
AWARD
Try to keep at least 0.5” distance
from the edge. PRESENTED TO
The size of the text may be adjusted Amee McDonald

slightly to accommodate long or Alyssa Scott
large amounts of text. Tegan Jerde-Koonmen
CERTIFICATE AWARDS
Designed for a standard US Letter page
(8.5” x 11”), There are multiple versions of
the printed certificate to choose from:
AWARD TITLE GOES HERE AWARD TITLE GOES HERE
WHITE PRESENTED TO PRESENTED TO
Firstname Lastname Firstname Lastname

Preferred for in-house printing as
there is reduced risk of inaccurate Month Day, Year Month Day, Year
color reproduction. Ideal for printers

Name of Awards Ceremony or Event Name of Awards Ceremony or Event
with margin limitations (that cannot

print to the edge of the paper).
DARK NAVY
The printing of this design is best
outsourced to a professional printer AWARD TITLE GOES AWARD TITLE GOES
so that it most accurately reflects HERE HERE
our brand colors. PRESENTED TO PRESENTED TO

Month Day, Year Month Day, Year
Name of Awards Ceremony or Event Name of Awards Ceremony or Event
1
LeadMN
Drupal Site User Manual
135
2
Table of Contents
Table of Contents 2
Basic Drupal Concepts 4

Content Management System 4
Content Type 4
Node 4
Paragraph or Components 4
Blocks 5
Where Your Sites Live 6

Test site 6
Live site 6
Dev Site 6
Questions? 6
Login (part 1) 7
Login (part 2) 8
Change Your Password 9

Forgot Password? 9
Your Admin Bar 10
Editing a Node 11
Adding Content 12
Your Content Types 13

1. Bio 13
How to Embed a Map 14
2. Event 16
4. Homepage 17
5. Member Tool 17
5. News 17
6. Page 18
7. Training Tool 18
Using the WYSIWYG 19
Adding Images & Files with the WYSIWYG 20
136
3
WYSIWYG Tips 21
Publishing / Unpublishing 22
Using Paragraphs/Components 23
To rearrange or edit existing paragraphs 23
To add a new paragraph 23
Your Component (Paragraph) Types 24

1. Icon Grid 24
2. Link Grid 24
3. Slideshow 25
4. Text 25
5. Text-Only Grid 26
6. Text Highlight 27
7. Embed 27
Managing Users 28
Managing URLS 29
Managing Menus 30
To edit or rearrange menus: 30
To add a new menu item 30
To Reorder Menus 30
To delete menu items 31
How to change your Member Highlight 31
Questions? 32
137
4
Basic Drupal Concepts

Content Management System
CMS: Drupal is a modular Content Management System or CMS. Out of the box, it has
very simple framework with a few basic tools. On top of that, you can add any
functionality you’d like by enabling and configuring (or creating) modules.
Content Type
A Content Type is a predefined collection of fields and settings. Whenever you add a
new piece of content to your website, you will choose the most appropriate “Content
Type.”
Node
Every individual piece of content within Drupal is referred to as a Node. Typically, it
corresponds with a page of your website, but not always.
Paragraph or Components
Within a node, you may add individual paragraphs. A paragraph typically has multiple
fields (e.g. Title and Image) and can be dragged and dropped to different spots in the
interface. In your site, paragraphs are labeled “Downloads” because that is the main
way in which they are used.
138
5
What’s in a “Content Type”?
Blocks
Blocks are simply boxes which can appear in various regions of a Drupal website. They
can be used for anything—text, images, menus, etc… We use them extensively when
building your site. You should not have to interact with blocks on your site as an
administrator.
139
6
Where Your Sites Live

Test site
http://test-leadmn.pantheonsite.io/
The testing or “staging” site is like a sandbox. Prior to launch, it is where you should do
all of your editing. Once your site is live, we use it to test out structural and code based
changes. We always shows those changes to you on test before pushing them to live.
Once the site is live, you are welcome to use the testing site to practice content
changes in Drupal, but keep in mind that content changes can not be “pushed” to the
live site. Content changes need to be recreated on the live site.
Live site
http://www.leadmn.org/
Once the site is launched, your content edits and changes can be made directly on the
live site. Here you can edit published content and see your changes appear
immediately.
You can also create new, unpublished content here, preview it and publish when the
change is ready to go live. Unless, you would like to practice making a change on the
test site, we recommend editing content directly on the live site.
Dev Site
http://dev-leadmn.pantheonsite.io/
We like to keep the development site as just our developers’ workplace for new code or
larger structural changes. Every once in awhile we’ll have you login to the dev site to
see a change, but you will work mostly in Test and Live.
Questions?
Let us know if you have any questions. Three versions of a website can be confusing,
but once you get the hang of it we think you’ll find that it’s nice to have different
environments for the different uses!
140
7
Login (part 1)
Common password for
test-leadmn.pantheonsite.io &
dev-leadmn.pantheonsite.io
We have enabled password protection on your dev and test sites, so neither Google nor
non-authenticated users can see your non-live sites.
To Access
Type username: “abra”
Type password: “cadabra”
141
8
Login (part 2)
Drupal Login
Login to Drupal with your personal username and password (same across all sites)
1. Add the phrase "/user/login" to your site's address to find the login page.
Bookmark it!
2. Type your username (firstname, all lowercase)
3. Type your password
142
9
Change Your Password

You have been given a password “changeme” that should be immediately changed to
something more secure.
1. Click the Edit Tab
2. Type your new password into both the Password and Confirm password field
3. Select Save at the bottom of the screen.
Forgot Password?
Can’t remember your password? Click Reset your password to have a new one emailed
to you?
143
10
Your Admin Bar

Kn
owing Your Way Around
*Items in gray may not be visible to you, depending on your permission level
1—Back to site: Navigate to the non-admin pages of your site.
2—Manage: Collapses & un-collapses the menu
3—Devel: Used by developers to run certain actions
4—Content: Find and add content to your site
5—Structure: Most things here only apply to developers, but you may need to use the
menu section to edit titles and order of your menus.
6—Appearance: Switches the theme of your site. Disabled for editors.
7—Extend: Where site modules (the software components that enable your site
functionality) are enabled and disabled. This is disabled for editors.
8—Configuration: A dashboard for various site building tools. Disabled for editors.
9—People: View and add site users. Manage their permissions. You have the
"administrator" role. The "editor" role can edit but not add content.
10—Reports: A handy list of site errors, updates, page not found reports, search terms
and more.
11—Profile link: View your profiles. Edit your profile (password and username) and
logout from here.
12—Admin menu layout toggle: Click to toggle between a side and top admin bar.
144
11
Editing a Node
All editable nodes have edit tabs at the top. Clicking edit will bring you to a screen
where you can edit both the core content of that item and any associated panels.
The View tab shows you the page as your users see it.
The Edit tab switches you to an admin view for the page, where you can edit fields.
Clicking delete will give you a prompt to permanently delete the node
Clicking revisions shows you a list of all previous edits to this node. You may preview a
revision by clicking the date on the left.
Click Revert to change the current node to its previous incarnation.
Click Revert & then choose delete to permanently delete any changes made during a
particular revision.
Pro tip: Whenever you see this edit icon appear on hover , you can click it to
access the edit screen of its associated content.
145
12
Adding Content
/admin/content
To add content:
1. Click “Content” in your admin bar (it will take you to /admin/content
2. Click Add content

3. Choose the type of content you would like to add.
146
13
Your Content Types

1. Bio
Used to feature any members or staff in the Leadership & Structure area. Governing
Council & Platform Committee bios show region, while cabinet and staff show photos as
a teaser.
http://test-leadmn.pantheonsite.io/leadership-structure
147
14
How to Embed a Map

1. Login to your Google Account at https://accounts.google.com/signin
2. Visit https://www.google.com/maps
3. Click the menu icon in the upper left
4. Click “Your Places” from the list
5. Choose Maps from the menu across the top
6. Start typing the name of a location you want to add to your map. Select the
correct option.
7. Click “Create Map” at the bottom left of the page
8. Name & describe the map you are creating by clicking “Untitled Map
9. When it appears in the left panel, click the “Add” button. This should turn the
pin blue and save it to your map.
10. Repeat the previous 2 steps until all the locales have been added
148
15
11. Change “Who has access” to “public on the web” and click “Done”
12. Click the Menu button next to your Map Name and choose “Embed on my site”
13. Copy the embed code into your clipboard.

14. Paste it into the map embed field on your bio page
149
16
Sort the order of bios

There’s a drag-and-droppable master list of bios that impacts the order in which they
appear on the leadership page.
Click your shortcuts menu and “Sort bios” to order them.
2. Event
Use this type to add an event to either upcoming events or past events. It will
automatically appear in the proper spot according to the date you’ve chosen.
/upcoming-events
/past-events
For registration forms from Action Network, you may either embed the form as a
component on the page itself, or link to a separate page.
150
17
4. Homepage
The homepage is a separate content type, so we can control permissions separately if
needed and include a banner at the top.
5. Member Tool
/member-tools
Downloads, links, pages and videos intended for members automatically appear on the
above page in alpha order when they are created
5. News
News appears in date order at
/news
151
18
6. Page
Page is used as the basic building block of the site. If 1 of the other content types does
not apply, chances are, you want a page!
7. Training Tool
Training tools are the webinars, videos, articles and downloads intended for students.
Their teasers are automatically added to this page in alpha order when they are
created:
/training-tools
152
19
Using the WYSIWYG
WYSIWYG stands for "What You See is What You Get". It allows you to edit content
and add formatting and images without utilizing code.
Most functionality will be similar to what you would find in programs like Microsoft Word.
Bolds Text
Italicized Text
Contains any styles, such as button styles or float left/right (for images
Contains any options for heading styles
Links text
Unlinks text (grayed out unless linked text is selected)
Creates bulleted lists. Items within list must be separated by a hard break (return)
Creates numbered lists. Items within must be separated by a hard break (return)
Creates special quote styling only if this has been themed for your site
Inserts images or files
Toggles between source (the code controlling your display) & formatted view
153
20
Adding Images & Files with the

WYSIWYG
To add images or files
1. Click the button
2. Click if you’d like to upload a new file or image
3. Click if you’d like to browse or search files already on the site

4. Once your file is uploaded (or chosen from the listing), click it.
5. Scroll to the bottom of the file browser interface and click

6. A dialogue box will appear. Choose whether this is a file or image. Files will
appear as text links. Images will appear as images.
7.
8. Complete the additional fields in the dialogue
9. Click Embed
If you would like to edit a previously embedded file or image:

1. Hover over the link or image in the WYSIWYG
2. A symbol should appear
3. Right click on the symbol
4. Choose to cut, copy, paste or edit the entity
154
21
WYSIWYG Tips
Avoid Extraneous Formatting

Note: It's very easy to accidentally copy in extra code from other websites and word
processing programs. If you're writing and editing outside of Drupal, always use a basic
text editor first to avoid those issues or check the “source” view to make sure you didn’t
copy in code that contains any <span> tags.
Use Headers
And don't forget to use your format pulldown to create headers! They help both search
engines and human beings understand your content.
155
22
Publishing / Unpublishing
All nodes can be either published (shown to public) or unpublished (visible only to
administrators).
To unpublish/publish from the edit screen:

1. Scroll to the bottom of the node’s edit screen
2. Click the arrow on “Save and keep published”
3. Choose one
To unpublish/publish from the content screen - /admin/content

1. Click the boxes next to any content you’d like publish or unpublish
2. Click the arrow in the Action box
3. Choose either Unpublish or Publish COntent
4.
5. Click “Apply to selected items”
156
23
Using Paragraphs/Components
Paragraphs are self-contained groups of information that can be rearranged within a
node.
All of the content types, except for bio, on your site utilize paragraphs.
To rearrange or edit existing paragraphs

1. Navigate to the node you’d like to edit
2. Click the edit tab
3. Scroll down to where your Downloads are displayed
4. Rearrange by clicking and dragging the icon
5. Edit by clicking the button next to an existing download

6. Scroll to the bottom of the page
7. Click Save and publish or unpublish
To add a new paragraph

1. Navigate to the node you’d like to add a paragraph to
2. Click the edit tab
3. Scroll down to where components are displayed
4. Click the “Add embed” button to display your component options
157
24
Your Component (Paragraph)

Types
1. Icon Grid
Used to highlight key points. To make sure these look crisp, only svg files are allowed.
2. Link Grid
Used to highlight content on or off the site. Try to write active titles & buttons.
158
25
3. Slideshow
Can be used for single or multiple images or videos.
Once a slideshow is added, click to choose whether you
add an image of video.
4. Text
Used for longer passages of text. Make sure to add headers in the WYSIWYG!
Pro tip: Always check to see if your content is long enough to support a “sideweb”. The
safest thing to do is put an item below it with a colored background.
159
26
5. Text-Only Grid
Used to break up small paragraph of text into scannable chunks.
160
27
6. Text Highlight
Used to
7. Embed
This can be used for any embed code from Action Network or other outside entities,
such as Juicer.io, Soundcloud, Google maps, etc…
161
28
Managing Users
/admin/people
You may add users and change their permissions level from the "People" item in your
admin bar.
In order to add users:

1. Click People in the admin bar
2. Click "Add User" at the top of the overlay screen
3. Fill out the fields
4. Click "Create new account
Site Admins are able to add and change all content on your site.
User admins are able to give various users different permissions levels. This ultimately
gives them power to do anything, so only grant this access to a small set of trusted
administrators.
Please do not change any of the settings in the Permissions, roles or User setting links.
162
29
Managing URLS
You may set up URL redirects using the Content tab on your site, so that old URL's
redirect to a particular page. /admin/configsearch/redirect
1. Click Configuration in the admin panel

2. Click URL Redirects under Search and metadata
You can also specify custom url's on each piece of content's edit screen by clicking
"URL Path Settings."
163
30
Managing Menus
/admin/structure/menu
To edit or rearrange menus:

1. Hover on “structure” in your admin menu
2. Choose “menus”
3. Click the “Edit menu” link next to Primary Links”
To add a new menu item
1. Click “Add link” from the top of /admin/structure/menu
To Reorder Menus
● Click and drag the icon to place a menu item
● Nesting menu items makes them sub-pages, which won’t display
To edit menu names or links:

Click “Edit” on the menu item you’d like to edit
1. Fill out the “Menu link title” field with the new menu name you would like
2. Fill the “Link” field with the node title or path you’d like this menu item to link to
164
31
To delete menu items

1. Click the arrow button on
2. Choose “Delete”
3. Choose “Delete” on this prompt.
How to change your Member Highlight
The button to the left of Member Tools is simply a menu item. However, it is in the
menu titled “Secondary nav”
/admin/structure/menu/manage/secondary-nav
To change it:
1. Visit /admin/structure/menu/manage/secondary-nav
2. Click Edit on the rotating member link
3. Retitle the link

4. Type in the page or path you’d like the button to point to
5. Click Save
165
32
Questions?
We’re always happy to help!
support@uscreative.works
612.440-8008
166
WELCOME TO
HUSTLE
ADMIN GUIDE
+ VAN INTEGRATION INFO
WHAT IS HUSTLE?
BUILD REAL RELATIONSHIPS WITH YOUR SUPPORTERS
• A peer-to-peer messaging app for organizers
• Send many personalized text messages quickly and efficiently
• Encourage real conversations with supporters
• Reach more contacts faster than with phone banking
• Increase attendance at events, organize volunteers and much

more all in one place
PART 1: THE
HUSTLE APP
ACCOUNT CREATION
HUSTLE APP AVAILABLE ON IOS ANDROID AND WEB
1. Once added by an admin, agents receive a

text containing their unique security code.
2. Follow link to create your user account.
3. Download the app for iOS or Android.
4. Log in. Once you are assigned to a goal

workflow, you will receive a notification to
start Hustling!
bit.ly/HustleAndroidApp bit.ly/HustleAppStore web.hustle.life

START A NEW WORKFLOW
SELECT A TASK FROM TO-DO ITEMS ON THE HUSTLE PAGE
1. Press Send Invites  

(or Messages) for your goal 
2
2. Review pre-loaded scripts: 1
• Tap the pencil icon to edit
a script (optional) 
 
3. Tap Next to start Hustling!
3
USING THE INVITE WORKFLOW
FOR YOUR FIRST ROUND OF MESSAGES, JUST PRESS SEND!
• All you need to do is press Send!
• Hustle will automatically display

the next person in the list with
their personalized message.
• Liquid variables in the template

script are populated with the
accurate info per contact before
you press Send.
• Send and repeat!

STARTING A REPLY WORKFLOW
A NEW TASK WILL APPEAR ON THE HUSTLE PAGE
Press Start Hustling to enter

the reply workflow:
• Keep replies prompt and

friendly
• Hustle is all about genuine 1:1

conversations: 
 
Let your true self shine! 
• Best Practice:  
Respond to all replies.
USING THE TOGGLE
KEEP TRACK OF YES/NO RESPONSES AND RSVPS
• Mark responses with the RSVP

toggle
• Toggle ONCE for YES

(will turn blue)
• Toggle TWICE for NO

(will return to grey)
CREATING REPLY SCRIPTS
SAVE THE MOST USEFUL RESPONSES FOR EFFICIENCY
Reply scripts can be written in the

admin panel during goal creation. 
 
 
Agents may also add reply scripts in
their app:
2 • Use the NOTE icon in the

bottom left corner
• Tap + Add Script, type/paste in

your reply script and press SAVE.
1 Tapping on a reply script to pastes
it into your reply field.
ACTION BAR CONTROLS
MAKE CALLS, ADD TAGS OR OPT OUT CONTACTS
1. Use the PHONE call your contact. 1 2 3
• People you Hustle can also call

you. Cell numbers are always
automatically masked.
2. Use the PROFILE button to ADD

TAGS or update contact info.
3. To OPT OUT: 
Press the (-) symbol  
(X symbol on Android)
• IMPORTANT: immediately and

politely opt out contacts who
express that they do not want to
receive texts.
TAGGING CONTACTS
ENRICH MESSAGING DATA WITH ADDITIONAL DETAIL
Tap Profile icon > Add Tags >

then select desired tag
Create new tags in the Hustle

admin panel 
Useful tags:
• new volunteer
• moved
• wrong number
• survey responses (1-5, etc)

PART 11:
HUSTLE ADMIN
HUSTLE ADMIN ACCESS
To begin, you must have a regular Hustle user account.  
Organization admins can add additional org or group admins.
 
 
 
admin.hustle.life
1. REVIEW/ADD ORGANIZERS
ORGANIZERS USE THE APP TO SEND MESSAGES
1. Press Add Organizer, then enter organizer info. 

 
New organizers receive a text with a unique security code to create their
account, install the Hustle app on their mobile device and then log in. 
2. Confirm your organizers have installed Hustle: 

Blue = the organizer has the app installed and is logged in.
2. UPLOAD CONTACTS - STEP 1
DESIGNATE VAN ID AND CUSTOM FIELDS TO IMPORT
1. In the your new group, tap Contacts > Add Contacts > Upload CSV
• Files must be in CSV format
• Max 1,000 contacts permitted per organizer. Max of 10,000 contacts per
group
2. Select the appropriate headers from the drop down menus above columns
2. UPLOAD CONTACTS - STEP 2
ASSIGN CONTACTS TO ORGANIZERS AND TAGS
1. Select who the contacts should be assigned to within the group:
• Either assign evenly & randomly amongst all organizers  

OR to specific organizer(s) in the group.
2. If using tags, select which tag should be associated with these contacts
3. Then press the blue Import Contacts button and play Floppy Fist while
you wait!
PART 11I:
SET UP A GOAL &
START HUSTLING!
3. CREATE GOALS - STEP A
GOALS CREATE THE MESSAGES THAT ORGANIZERS SEND TO CONTACTS
1. Press CREATE A GOAL, then select a goal type:

• Event invitation, volunteer recruitment, and Legislative contact have two steps:
Invitation and Reminder. These will also keep track of RSVPs with the toggle on the
workflow (as will Raise Money goal type, though it only has one step).
• Contact re-engagement has one step: Re-engage. This does not keep track of
responses and no toggle with appear in the workflow
2. Enter the name, date and goal start time, & customize organizer workflow info
• Fundraising goals will ask for the Goal end time, the end of the fundraising drive
3. VAN Sync? Once goal is saved, go to Integrations -> load in VAN EVENT ID
TARGETING GOALS
CUSTOM FIELDS + TAGS
Via Custom Fields:
1. Create custom field (ex. “targeting ” or “leg_district”) in org admin panel.
2. Add/Update contacts via CSV import, designating your custom field  

(this will not duplicate existing contacts)
3. In Add Goal -> Targeting -> Custom Fields -> Enter target grouping name 
Via Tags:
1. Create tags (ex. “volunteer”) in org settings.
2. In Add Contacts -> select CSV, then select tag to bulk-tag to all contacts
imported. Note: organizers can also tag contacts during reply workflows.
3. In Add Goal -> Targeting -> Tags -> Select desired tag to target
3. CREATE GOALS - STEP B
TEXTS SHOULD BE LIKE TEXTS: PERSONALIZED AND UPBEAT
1. Select time frame when organizers should be able to send their messages.
2. Target your goals
3. Edit Scripts to customize your Hustle text template. (Be friendly and brief).
4. Then press CREATE GOAL.

3: SYNC GOALS TO VAN
ADD VAN EVENT ID, SHIFT & ROLE BEFORE YOU START HUSTLING
1. Click “…” on goal page -> add VAN event and/or Survey Question(s) ID.
2. Select vocabulary sync preferences in the drop down menus. 

Ex. Contact should be marked as ‘canvassed’ in VAN if they are messaged
on Hustle
TIPS
HUSTLE WEB APP
HUSTLE FROM YOUR CHROME BROWSER
 
web.hustle.life
Then log in your Hustle
user credentials.
REASSIGNMENTS
1. Goals are like train departing a station- try to have contacts and
organizers all aboard before making changes.
2. If an organizer is unavailable last-minute, you may reassign all of their

contacts to one or more different organizer(s) (max of 1,000 contacts per
organizer applies).  
 
 
 
 
Already hit “Finish” in the app before adding new contacts? 
 
Email support@hustle.life group and organizer info.  
Currently we must manually reset the organizer’s workflow to enable
Hustling these newest contacts.
HUSTLE SUPPORT
Let us know if you run into any problems or any Hustle-related
questions or ideas - don’t be shy now! 
 
• Shake your device while in the app to report bugs 
• Check FAQs at help.hustle.life 
• Email support@hustle.life for 1:1 help

LeadMN Social Media
LeadMN Top 10 Rules of Social Media
1. Post regularly. Establish and aim for a daily routine for your social media sites. Posting regularly will help
maintain top of mind awareness with followers and will build your credibility as a good source of
information in your industry.
2. Promote your profiles. Just because you’ve built profiles does not mean people will be able to find them.
It is recommended to add social media buttons to the main page of your website and even email
newsletter. Make the social media buttons visible on all web pages, easy to find, and with links that work.
(Other ideas: URLs on business cards, in email signatures, on all print materials (like brochures, press
releases and flyers), on a sign in the waiting room, lobby or office.) Build an audience and a following: start
with who you know (like staff – the snowflake effect is very prevalent in social media), follow active partner
organizations and other influencers, follow back and share, hashtag all major events and campaigns.
3. Be responsive and accessible. If the online community has questions, comments and other
engagements, answer them promptly. It is recommended to check social media sites twice a day (once
right away in the morning and again as you’re getting ready to leave the office) and respond immediately
to comments, questions and feedback on your posts.
4. Incorporate photos and videos in posts. Photos and videos get more engagement (comments, clicks
and shares) than just simple text or links.
5. Be personable. Let fans and followers know there is a person or people behind the tweets and posts. Go
off topic once in a while with fun posts about the weather, sports, humor or local events etc. It is advised
to never talk about your business in a dry, impersonal, formal way. Behind-the-scenes posts and photos
are always very popular because people like to put a face to the company. (Also, always say thank you!
Acknowledge customers on your social media profiles, thank a vendor for going above and beyond or link
to another local small business.)
6. Develop a strategy and stick to it. Strategy and consistency are the key elements to a nonprofit’s social
media success. Before social profiles are created, develop a social strategy around your audience and
unique goals. Build a process that allows your content and engagement efforts to stay consistent with
that strategy. The social strategy should focus on tactics such as relevant social channels, content topics,
social voice, and engagement techniques.
7. Create content ahead of time. Similar to developing a strategy, content needs to be well thought out
and developed before it is published to profiles. It is advised to write out content weeks in advance and
put content into a posting schedule. This will allow you and your team to get a view of content strategy,
review for edits and improvements and prevent mistakes before the post is actually live.
8. Track and understand. Establish the metrics that are important to your goals. If you’re looking to build
awareness, look at the metrics around impressions; If you’re looking to build relationships, look at metrics
around fan/follower growth; If you’re looking to drive traffic to your website, look at referral traffic and
clicks. Once established, track your social media metrics once a month to understand the effects of your
efforts. If you do not see the returns you want, these metrics will help you adapt your tactics accordingly.
Once your presence is established, it’s important to consistently monitor and strengthen your
communication.
9. Share good content. Challenge yourself and take the time to brainstorm with others to think of new and
engaging content to share with your social media community.
10. Use a content management tool. HootSuite is a social media management system for businesses and
organizations to collaboratively execute campaigns across multiple social networks from the secure
dashboard.
194
Ways to say it
• Paraphrase
• Retweet/Share
• Ask a Question
• Link to a survey
• Via a video
Criteria
• Does it entertain, educate, or promote LeadMN students, alumni and staff to our followers?
• Does it further the mission of the organization?
• Is it public info/ do we have permission to post?
• Will it cause any legislative controversy?
195
LeadMN Social Media – Content Buckets
LeadMN 60% Alumni 10% Miscellaneous 10%
• CONFERENCES &EVENTS • EVENTS • RECIPES

o SLC • ALUMNI SPOTLIGHT • JOKES
o Spring General Assembly • IN THE NEWS/ MILESTONES • LOCAL NEWS
o MN Student Leadership Summit o (positive publicity – newsletters, magazines, • WEATHER
o Advocacy Day online articles, etc.) • SPORTS
o D.C. Summit • FEEL GOOD STORIES
• SCHOLARSHIPS/FUNDRAISERS Regions/Institutions/campuses 10% o Youtube
o Gala • HAPPY WISHES
• STAR CAMPUS
! Silent auction o Happy Monday/Friday
• MILESTONES
! Deadlines o Holiday Wishes
• REPRESENTATIVE REPORTS
o LeadMN Leadership Scholarship • INTERESTING HOW-TO’S, FACTS, LINKS
• AWARDS
o McCormick Leadership Scholarship
o Dr. Steve Frantz Leadership Scholarship o Student senate of the year
o Senate on the Run award
o Welter Scholarships
• ADVOCACY o Student leader of the year
o Student leadership certificate
o Campaigns
o Region of the year
o Charting the future
o Policy agenda updates
Business/Education/Development 10%
o Legislative session
• STAFF & BEHIND THE SCENES • VENDOR SHOUT OUTS/RETWEETS
o Professional Development o Comm Vendors. Event Vendors, Meeting
o New Staff Welcomes Vendors
o Featured staff profiles/monthly updates • LINKS TO RESOURCES
o Office/Warehouse build-out progress • PROMOTING BUSINESS/TRADE ASSOCIATIONS
• STUDENTS • BUSINESS NEWS
o Student stories/Student successes • PROJECT MANAGEMENT TIPS
o From your cabinet
o Year milestone (Classes starting, finals, etc.)

Communications: Leadmn

Uploaded by

Document Information

Original Description:

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Communications: Leadmn

Uploaded by

Copyright:

Available Formats

LeadMN

Everything in this plan is flexible and should be reviewed on a yearly basis.

Below is an overview of how this manual is laid out.

The plan is broken into five sections:

July Advisors Email Rates, Dates

Core Group Email Campaigns* Optional

Conferences ILT, IDI, other

Corner Sent from ED’s

Hustle Conferences ILT, IDI, other

Outreach SLT meeting

August Advisors Email Rates, Dates

AU List Email Association

Core Group Email Association

Corner Sent from ED’s

Event Email Conferences

Scholarship Direct Mail Gala Postcard mailed

September Advisors Phone Updates Conferences,

Alumni Email Alumni October meeting

Core Group Email Campaigns*

Corner Sent from ED’s

Scholarship Buy a table!

Event Email Conferences

Scholarship Email Gala

October Alumni Email Alumni October meeting

Core Group Email Campaigns*

Corner Sent from ED’s

Event Email Conferences*

Scholarship Email Gala First formal invite

November AU List Email Association

Core Group Email Association

Corner Sent from ED’s

Outreach Buy a table

Event Email Conferences

Scholarship Email Gala Second formal

December Advisors Phone Updates Conferences,

Alumni Email Alumni January meeting

Corner Sent from ED’s

Scholarship Buy a table

Campaigns What happening

Event Email Conferences

Scholarship Email Gala Final call

January Core Group Emails Annual

Corner Sent from ED’s

Legislative Depends on start

Hustle Campaigns Action Items

Outreach Groots meeting

Scholarship Email Gala Recap Thank you for

February AU List Email Association

Core Group Emails Annual

Corner Sent from ED’s

Hustle Campaigns Action items

Legislative Action items

Oureach Groots meeting

Event Email Annual

March Advisors Phone Updates Conferences,

Alumni Email Alumni April Alumni

Corner Sent from ED’s

Hustle Annual Final Reminder

Campaigns Action Items

Legislative Action Items

Outreach Groots Meeting

Event Email Conferences