“What ifYou can” Campaign...business problem posed by the “What if” question. It should...

February 26, 2010

“What if ...You can” Campaign

Foundational Guidelines

2 “What if...You can” Foundational Guidelines

Introduction

“What if...You can” is an integrated marketing campaign that consists of multiple deliverable types for print and online delivery. Currently, these guidelines address the most common deliverables that are used in SAS campaigns: advertising, direct mail, e-mail and signs. A section on online landing pages is also included. Although landing pages are not technically part of the “What if...You can” campaign, it is important that they visually complement campaign materials.

Templates for the deliverable types addressed in this document are provided via the SAS brand site at: sww.sas.com/sasbrand/expressing-our-brand/templates-and-guidelines/whatif-templates.shtml. Some flexibility in the way you execute your local version of the campaign is allowed. You may need to make size adjustments to adhere to local standards. You may choose photographs other than those included in the templates, and you may compose your own “What if...You can” scenarios. However, there are certain common elements that should appear across all deliverable types and all versions of the campaign, regardless of language or country of origin.

Common ElementsAll “What if...You can” campaign deliverables should contain the following elements:

“What if” headline • Composethequestionsothatitcanbeansweredbythestatement“You can.” • Includeanumericalfigure(apercentage,timeorcost,forexample). • Useapersonaltone. • RefertoaspecificbusinessproblemthatSAScanhelpsolve.

“Whatif”questionsandnumbersshouldbebasedonfactualdata.Anyclaimspurportedintheheadlinemust be supported by the general capabilities of business analytics software, customer success stories, experiences of SAS experts, or general industry research.

Sheared edgesAt least one design element should have a sheared edge with a prescribed angle of 15°(seediagram,below,andexamplesonpages5and7).

90º

0º

15º

15º

“What if...You can” Foundational Guidelines 3

Recommendedoptionsforrepeatingthisangleindeliverablesare:

Horizontal blue bar

The horizontal bar is most often used to emphasize headline copy, which is usually the “Whatif”question,butmightbeacalltoaction.Theheightofthebarcorrespondstotheamountofheadline copy, but no more than 3 lines of text are recommended. Vertical placement on the page may vary. On one-frame deliverables, it should bleed off the left side and end at a sheared angle partway across the frame. The bar should have the following attributes:

• ColorfillofSASblue(PMS285)orcorporateabstractart.Chooseabackgroundfillthatdoesnotobscure the legibility of headline copy. Also consider the accompanying design elements; a sleek minimalist look is the desired outcome.

• HelveticaNeue77BoldCondensedheadlinetypeina20%tintofSASblue;toemphasizewords,reversetypetowhiteandsetasHelveticaNeue97BlackCondensed.

• Dropshadow(SeeInDesigndropshadowspecifications,below,inbothinchesandmillimeters.Specificationsmayvary,dependingonheightofhorizontalbar.)


Frames with sheared sides

Frames that contain pictures or color fills are another way to incorporate a sheared edge into your design. Shears must have a prescribed angle of 15° or 105°. See examples, below:

Vertical color barThis graphic should bleed off the side, top and bottom of the page or frame. Whenever possible, its colorshouldmatchavibrant,boldhueintheaccompanyingphotograph.Ifthephotographisvoidof bright color, choose one from the following palette. All colors must appear as solids – no tints or patterns are allowed:

WEB #FF751A R255 G117 B26 C0 M67 Y98 K0

WEB #F4AA00 R244 G170 B0 C3 M36 Y100 K0

WEB #3E9F48 R62 G159 B72 C78 M15 Y100 K0

WEB #752Fa4 R117 G47 B164 C67 M92 Y0 K0

WEB #C11D2E R193 G29 B46 C13 M100 Y89 K10

Sheared edgeat prescribed angle


6% of total page width

The width of the vertical color bar should be approximately 6% of the total width of the page or frame for most deliverable types. This measurement may be increased to accommodate gutters in publications or decreased for very large materials. See diagram, below:

PhotographyUsesingle,easilyidentifiableobjectsagainstawhitebackgroundformostdeliverabletypes.Forconference signage or direct marketing, you may also use photographs to fill a sheared picture frame, as seen in the second example on the opposite page; please refer to this page on the SAS brand site for the preferred photographic style: sww.sas.com/sasbrand/expressing-our-brand/visual-identity/imagery.shtml.

Negative spaceAtleast30%ofthedesignareashouldbeallocatedtonegativespace,usuallyawhitebackground.

TypographySetalltypeinSAS’corporatefont,HelveticaNeue.Colormaybeblack,atintofblack,SASblue,ora tint of SAS blue, with the exception of highlighted copy, the color of which should match that of the vertical bar element if it is used in your design. When you know that the color of type elements will correspond to the color in the vertical bar, choose colors that will support type legibility.

Vertical color bar


Horizontal blue bar • Followthedesignspecificationsdescribedunder

“Common Elements” on page 2 of this document. Notetheprescribedanglethatmustbefollowedto create the sheared edge. Other angles are not allowed.

Headline copy • Headlinesconsistofasingle“Whatif”question

that alludes to a business need or problem. • Headlinesmustcontainanumericalfigure(a

percentage,time,orcost,forexample). • Thegoaloftheheadlineistocaptureattentionand

causethereadertoponderthequestionasked. • Composethequestionsothatitcanbeanswered

by the statement “You can.” • Contentmaybehypotheticalorbasedinfact,

but the premise should be supported by the general capabilities of business analytics software, customer success stories, experiences of SAS experts, or general industry research.

“You can” statement • Thisstatementisplacedbelowtheheadlineand

should briefly state how SAS can help solve the businessproblemposedbythe“Whatif”question.

Images • Graphicsmustbephotographs(noillustrationsare

allowed). • Photographsshouldfocusonsingleobjects,not

people. • Wheneverpossible,photographsshouldcontain

brightcolors.Photographsmaybealteredtocontainavibrantcolor,whichcanbeusedtofillthevertical color bar.

• Imagesshouldbeisolatedagainstawhite background.

Vertical color bar • Thecolorfillinthiselementshouldmatchahuein

the accompanying photograph whenever possible. The width of the vertical bar is approximately 6%ofthetotalwidthofthepage.(Followthedesignspecificationsdescribedunder“CommonElements”onpages4-5ofthisdocument.)

SAS solution copy • TheSASsolutionhighlightedinadvertisements

should align with solution areas on www.sas.com. • Thecolorofthiscopyshouldmatchthatofthe

verticalcolorbar.(Whenchoosingacolorfortheverticalbar,considerthelegibilityofthistype.)

• Subsequentcopyshouldlistatleast2areaswhere the SAS solution can help solve business problems.

Description of SAS solutionThis copy briefly describes how the advertised SAS solution can help businesses solve problems.

Call to action • Everyadvertisementshouldcontainacalltoaction. • Callstoactionshouldbeprecededbytheleader

graphic shown at right; its color should match that of the vertical color bar.

Online and Large Format AdvertisingPleasevisittheAdvertisingWebsiteforexamplesofonline and large format advertising:

sww.sas.com/advertising

Guidelines for these assets are forthcoming.

2

3

4

5

6

7

1

Advertisements

Print Advertising


You can. SAS gives you The Power to Know.®

SAS Business Analytics software helps organizations across every industry discover innovative ways to increase profits, reduce risk, predict trends,

and turn information assets into true competitive advantage.

www.sas.com/decisions for a free research paper

SAS® Business Analytics Software

Data Management | Analytics | Reporting | Targeted Business and Industry Solutions

SAS and all other SAS Institute Inc. product or service names are registered trademarks or trademarks of SAS Institute Inc. in the USA and other countries. ® indicates USA registration. Other brand and product names are trademarks of their respective companies. © 2010 SAS Institute Inc. All rights reserved. 51467US.0110

What if you could increase revenue by 66% using your data to make confident, fact-based decisions?

Printadvertisement

15º

6% of total page width

90º

15º

0º

3

4 5

6

7

1

2


The “What if...You can” creative theme is flexible and can be applied in many ways as part of direct mail promotions. Several templates are available now. Additional templates will be available on March 1.

The following samples show different types of direct mail: • Front-and-backpostcard. • Verticaltri-fold/bi-fold. • Horizontaltri-fold/bi-fold.

For each direct mail piece, you may choose to include the“Whatif”questionoracalltoactioninthebluehorizontal bar, depending on which piece of information requiresgreateremphasis.Thecopyusedinthesesamples is intended as an example only and should be replacedbymessagingspecifictoyourcampaign.

HeadlineLength:2linespreferred(approx.100characters),maximumof3lines(approx.150characters).

“You can” statementLength:Maximumof1line(42characters)

This statement is placed below the headline, and should briefly state how SAS can help solve the businessproblemposedbythe“Whatif”question.Itshouldincludea“Youcan”phrase,whichcanbeconstructed in two ways:

-“Youcan.SASgivesyouThePowertoKnow.®” - “You can with [SAS software solution name].”

Example: “You can with SAS®BusinessAnalyticssoftware.”

Call to action Length:Maximumof2lines(approx.100characters)

The call-to-action is a brief instructional statement that tells the reader what the offer is and how to take action.

Itshould: • Appearprominentlyonthefrontandbackor

interior of the direct mail piece. • Includeaneasy-to-rememberURL,butmayalso

include a phone number or personal contact information, if appropriate.

Side 2 headline Length:Maximumof2lines(approx.80characters

Interiorheadlinesappearatthetopoftheinsideorbackof the postcard.

They should: • Describetheofferortopicmorespecificallythan

the primary headline. • Reinforcethemessgeonthefrontofthepostcard.

They should not: • Repeatthe“Whatif”questionusedonthedirect

mail cover.

SubheadLength:Maximumof2lines(approx.100characters)

Subheads precede a paragraph or set of bullets. They summarize content and divide the body copy into separate portions that make it easier to read.

Body copy Length: Approx. 120 words

The body copy should: • Consistofbriefparagraphsandbulletedtextused

to persuade the reader to take the offered action. • Describethemostimportantdetailsoftheoffer. • Usegroupsof3to4bullets(approx.80characters

each)tomakelistsofinformationeasiertoread.

2

3

4

5

6

1

Direct Mail


90º

0º

15º

15º2

3

3

4

5

6

1

Postcardfront

Postcardback


Direct Mail Samples

Vertical bi-fold cover

Postcardfront

Bi-foldinside

Bi-foldcover


Tri-fold front

Tri-fold inside

Bi-foldinside


E-mail templates will be available on the SAS brand site March 1 and in Metaverse March 18.

The following samples show different types of e-mail options: • ”Whatif”headlinewith“Whatif”imageintopright

corner. • Offer-basedheadlinewithofferimageintoprightcorner.

“From” address • The“From”lineisjustasimportantasthesubject

line. • Theword“SAS”shouldbeincludedinthe“From”

line if possible. •Ifthe“From”lineincludesaperson’sname,make

surethenameiseasilyidentifiablebyrecipients.

Subject lineLength:Maximumof50characters(includingspaces)

The subject line should: • Includetheword“SAS”when“SAS”isnotincluded

in the “From” line.

The subject line should not: • Includeabbreviationsoracronyms,unlessthere

is complete certainty such language is commonly understood by the target audience.

Preview pane (Ine-mailreadingprograms,likeOutlook)

The preview pane: • Isthepartofthee-mailthatfallswithinthetop

3inches(7.6centimeters)ofthee-mailandissynonymous with the term “above the fold.”

• Shouldalwaysincludetheheadlineandcalltoaction(hyperlink).

HeadlineLength:Maximumof2.5lines(approx.110characters,includingspaces)

Headlinesmaybewrittenasa“Whatif”questionoruse the title of the offer, depending on which piece of information needs greater emphasis. When headlines use“Whatif”questions,pleasefollowthecopyelementguidelines under the “What if...You can” Common Elements section on page 2.

Introduction Length:Maximumof1to2lines (approx.130characters)

Ifthee-mailheadlineisa“Whatif”question,theintroduction should: •Alwaysread“Youcan”immediatelyfollowedbythe

calltoaction,URLandbriefdescription.

Ifthee-mailheadlineusesthenameoftheoffer,theintroduction should: • Alwaysbewrittenintheformofa“Whatif”question. • Includeasecondphrasethatsays“Youcan”

immediatelyfollowedbythecalltoaction,URLandbrief description.

Body copyTherecipientmustbeabletoquicklyscanandreadthebody text. • 3-4linesofcopyrequireabreak. • Bullets(3-5inagroup)shouldbeusedtobreakup

lists of items. • Messagesshouldbesimpleandbrief,allowing

generous white space. • Industrypainsshouldbeusedinmoderation,and

only if they will cause the recipient to click. • Personalcontactinformationshouldbeplacedon

the Web landing page, not in the e-mail. The only exception is when there is no SAS Web landing page.

Calls to action • Thereshouldgenerallybeonly1calltoaction,with

rare exceptions. • Theyshouldbeplacedsothatreadersdonothave

to scroll up or down to take the action. • Callstoactioncanberepeatedtopreventscrolling

or to draw attention. • Whenrepeated,callstoactionshouldbewordedin

the same way for clarity.

ImageryThe image should: • Workincombinationwiththeheadlinetocapture

attention and illustrate the business problem SAS can solve.

• Followthephotographyguidelinesonpage5.

Thumbnail images may be used in the e-mail body or sidebar to draw attention to calls to action.

2

3

4

5

6

7

8

1

E-mail


4

5

6

7

8

Email with “What if” headline and image

21

3

4

5

6

7

8

Email with offer-based headline and image


Landing Pages and MicrositesLanding page and microsite templates will be available March 1 in Metaverse.

Landing pages follow corporate visual identify and are not a direct component of the “What if... You can” creative theme. However, landing pages include several graphical elements that complement the “What if... You can” creative to ensure readers have a positive, cohesive experience as they move from promotional campaign materials to landing pages.

LogoThe SAS logo should always be used in the upper left corner and should be hyperlinked to www.sas.com. The SAS logo should not be used in more than one place unlesslegalrequirementsdictatetheexception.

Main headlineLength:Maximumof1line • Themainheadlinecommunicatestheoffertothe

reader. • Thiselementshouldalwaysbeusedtonamethe

titleoftheoffer(e.g.,CompetingonBusinessAnalytics).

Secondary headline (optional)Length:Maximumof1line

• Thesecondaryheadlinecommunicatesadditionaldetails or the subtitle of the offer named in the main headline.

• Usethiselementiftitleoftheofferisextremelylong.

Image • Theimagecreatesvisualcontinuitywithoffer(white

paper,Webcast,infokit,event,etc.)andleadsthevisitor’s eye through the page.

• Theimagemustbeselectedfromstandardimagelibrary of offer-based graphics, which represent eachfulfillmenttype,notanimageofthespecificoffer.Itshouldbeclickableaspartof“DownloadNow”button.

Subhead (optional)Length:Maximumof1line. • Subheadssummarizecontentanddividebodycopy

into separate sections that are easy to identify and read. When indicating that an offer does not have a cost for the reader, use the word “complimentary” instead of “free.”

Body copyLength:Maximumof150-200wordsontheinitiallanding page.

The body copy should provide only the information necessary to persuade the reader to take action. Content may expand upon topics from referring communications(e-mail,directmail,advertisements)butshould not be a direct repeat.

• Thebodycopyexplainstheheadlineandofferandpersuades the reader to take action.

• Recipientsshouldbeabletoquicklyscanandreadbody text. White space should be used generously.

• Thefirstparagraphshouldbeshort–nolongerthan1-2 lines.

• Placeinformationthatismostimportantandpersuasivetothereaderfirstandabovethefold.

• Breaksarerequiredafterevery4-5linesofcopy. • Bullets(maximumof5inagroup)shouldbeused

to break up lists of items. They should be placed as high on page as feasible given the content.

• Businesspainsandbackgroundshouldonlybe used sparingly and should not detract from messaging about the offer.

• Onpageswithmorethanthreeparagraphsofbodytext,usebodycopysubheads(1linemaximum)tointroduce paragraphs.

• Speakerbiosummariesshouldbeplacedabovethe fold. Full bios are reserved for secondary tabbed pages, if necessary.

Bodycopylengthguidelinesdonotapplytosecondarytabbedpagesonmicrositesrequiredforlargeevents/activities.

Call to actionLength:Maximumof1line,2words

• Thecall-to-actionshouldbeshownasabutton,draw attention to the desired action and promote aconversion.Itshouldappearinthemaincolumnand sidebar and remain consistent in both locations.

• Thecopylabelmustmatchthedesiredaction(e.g.,RegisterNow,DownloadNow,etc.).

• Usebuttonsfromthestandardlibrary(“RegisterNow”forevents,“DownloadNow”foroffersthereadercandownload,etc.).

Logistical informationLogistical information, such as date, time and location, may be placed in the sidebar for Webcasts and in-personevents.Itshouldbelistedinthefollowingorder:date, time and location.

1

2

3

4

5 8

7

6


9 Sidebar Sidebar information offers related details, credibility and a comparable alternative to the primary offer. • Partner or sponsorship logos/information

(optional)maybeplacedinthesidebarbelowtheprimary call to action. Any third-party logos should be secondary to the SAS logo, and the relationship, such co-sponsorships, partnerships, etc., should be clearly stated.

• “Who should attend” information(optional)canbeprovidedbylistingabriefset(4-5)ofjobtitlesof individuals to whom content of a Webcast or in-person event would be most relevant.

• Contact information(optional)isalistofaSASemployees whom the reader may contact if they have questionsaboutanoffer.Thisinformationisusedtoprovide the reader with assurance and appears most commonly with in-person events and Webcasts. One consistentorderandstyleshouldbeused(name,e-mailaddressandphonenumber).

• Secondary calls to action (optional)provideadditional context or an overview to the higher level product/solutionpages.Additionalfulfillmentsshould

ideally be placed in the post-registration thank you/confirmationscreenandconfirmatione-mails.Ifitisnecessary to include these elements on the landing page, they may be placed in the sidebar below the primary call to action. Options include:

-ListsofrelatedWebcastsandevents(includingdatesandtitles).

- Moreinformationorrelatedcampaignlinks.Topicmust be related to call-to-action.

- A “Want to learn more?” link to related subject area pages on sas.com or a link to a relevant campaign may be used as well.

Navigational tabs (microsites only)Tabs provide streamlined organization for events. They maybeusedwhenspeakerbiosarerequiredorlargevolumes of content are needed to describe events. Examples include multiple session descriptions or venue details. This navigation is not a substitute for Web content. Informationshouldsupplementandbedirectlyrelatedtothe event. This should not be used to circumvent the word count maximum on the intitial landing page.

Landing page

Microsite

10

1

2

3

4

5

6

7

10

8

7

9


The following guidelines apply to different types of event signage including, but not limited to, the following:

• Environmentaldisplays. • Rollshades. • Easelsigns. • Directionalsigns.

Flexibility is allowed to accommodate venue sepcifications.However,thespritofthe“What if...You can” creative theme should be applied. See the “What if...You can” Common Elements section on page 2.

Event posters (booth panels)Placethemostimportantinformationatthetop.

Environmental displays should include at least 1 poster with the “What if...You can” theme. The theme may also appearonmultipleposterstocreateaunifiedmessage.

The “What if...You can” theme should:

•Includeaheadlinewrittenintheformofa“Whatif”question(maximumof3lines,approx.90characters)

•Includethephrase“Youcan.SASgivesyouThePowertoKnow.®” in the horizontal bar. These headlinesshoulduse“Whatif”questionsthatfollowthe copy element guidelines under the “What if...You can” Common Elements section on page 2.

Postersmayadoptthesamedesignasrollshadeswiththe“Whatif”questionincludedinthebluebar.

Every poster in the display need not have elements of the “What if...You can” theme. Some posters may display only text. Text-only posters:

•Shoulduseabriefheadline(maximumof2lines,approx.40characters).

•Mayuseabriefsubhead(maximumof2lines,approx.100characters)tointroducebulletedtext.

•Mayuseamaximumof5bullets.Ideally,eachbulletshouldbe1linelong(approx.30characters),butcanbeaslongas2lines(approx.60characters).

RollshadesRollshadesshould:

• Includeaheadlinewrittenintheformofa“Whatif”question(maximumof3lines,approx.105characters)inthehorizontalbar.

•Includea“Youcan”phrase,whichcanbeconstructed in two ways: -“Youcan.SASgivesyouThePowertoKnow.®” - “You can with [SAS software solution name].”

Example: “You can with SAS®BusinessAnalyticssoftware.”

Easel signs (notshown)Easel signs should:

•Includeaheadlinewrittenintheformofa“Whatif”question(maximumof3lines,approx.90characters)

•Includethephrase“Youcan.SASgivesyouThePowertoKnow.®” in the horizontal bar.

Theseheadlinesshoulduse“Whatif”questionsthatfollow the copy element guidelines under the “What if ... You can” Common Elements section on page 2.

Directional signs (notshown)AvailableMarch1.

1

2

Event Signage


1

2

Floor standing roll shade

Postersonboothproperty

“What ifYou can” Campaign...business problem posed by the “What if” question. It should...

Documents

Transcript of “What ifYou can” Campaign...business problem posed by the “What if” question. It should...