Communications Training and Resources

Print and Swag URL Builder

1. To create a UTM URL, go to the HHD Campaign Builder Tool.
2. Complete the required fields (website URL, campaign source, campaign medium, and campaign name)
3. Complete the optional fields as needed (campaign term, campaign content). 
4. Copy the generated URL. 
   1. For hyperlinked text within (i.e., virtual document, website, powerpoint)–use as is.
   2. When displaying the full URL (i.e., print piece, swag item), either create an HHD website URL alias if linking to an existing HHD webpage or create a bit.ly or ow.ly shortened URL if linking to an external website.

Download the resource card. (coming soon)

MailChimp

1. Navigate to the desired campaign.
2. Scroll to the bottom of the page and click "edit" in the Settings and Tracking section.

3. Select the “Google Analytics link tracking” option.

4. Use the following naming convention for the
   “Title for campaign” text box.

   1. Dept-acronym_audience_email-campaign-name

   2. If multiple versions of same email being sent, append the following to the above campaign title: _1_of_total-number-of-planned-emails

5. Click “save.”

6. Log the URL and UTM code in our shared URL Tracking Sheet.
   1. Edit the above sheet via box and save to the current file.

Download the resource card. (coming soon)

Social Media

All social media posts should be tracked with Hootsuite campaigns and tags. This campaign/tag reference quick sheet is a great resource to help you get started.

Access 25Live

To access 25Live, visit the Penn State 25Live website.

First-time Access

If this is your first time visiting 25Live, you will need to visit the Penn State 25Live website and login with your Penn State WebAccess account. At this point, you won't be able to add events to the HHD calendars. The 25Live team will activate your account and after approximately two (2) business days you will be able to add events to the HHD calendars.

25Live Training

The full 25Live training specific to the needs of HHD can be found on Canvas. Once you login to Canvas, you should see the HHD Web Training. The Canvas module is within this training in module 7. If you do not have access to this training, please email Rob.

25Live Quick Sheet

Download the 25Live quick sheet that describes how to quickly add an event. Prior to using this card, it is recommended that you either have experience using 25Live or you completed the training module within Canvas.

Obtaining the URL to an Event

After your event is added in 25Live, go to hhd.psu.edu/events and select your event. Scroll to the bottom and click on the "Event Link" button. Copy the URL that appears in the pop-up window. That is the URL that will take you directly to the event.

Website Calendars

You can add your event to our various calendars in the Resources tab. If you have access to direct publish to our calendars, it  will take up to one hour to populate in the feed. If you do not have direct access, it will populate in our calendar feeds after the event is approved.

Support

The HHD Marketing and Communication office will answer questions regarding events at hhd.psu.edu.

We also host an Office 365 Team that includes all HHD 25Live administrators. This environment encourages questions and provides updates for any programatic changes or downtime to the HHD 25Live events feed.

Access to HHD Social Media Accounts

Please contact Rob Peeler for access to the HHD social media accounts.

Adding Additional Social Media Accounts

If your department, lab, research center, or business unit would like to create a social media account on any social network, please consult the HHD Communications and Marketing office prior to setting up the account(s).

Support

The HHD Communications and Marketing office will support your efforts with social media. 

We also host an Office 365 Team that includes all HHD social media liaisons. This environment encourages questions and discussions for anything related to HHD social media.

Hootsuite Academy

For all of our Hootsuite users, you can participate in the asynchronous online training provide by Hootsuite. Additionally, once you complete the Hootsuite Platform and the Hootsuite Social Marketing training you can take the certification exam free of charge. Contact the HHD Communications and Marketing office for more information.

Analytics

All social media posts should be tracked with Hootsuite campaigns and tags. This campaign/tag reference quick sheet is a great resource to help you get started.

Access to Edit HHD Website

Access is granted to web users by the HHD Communications and Marketing office. If you require access, please contact us at pennstatehhd@psu.edu.

Note that your access ID and password to the HHD website will be unique and not related to Penn State Web Access. 

Training Course

HHD has developed a Canvas course that includes step-by-step instructions, screencast video explanations, and screen shots showing you how to edit our website. 

Once you login to Canvas, you should see the HHD Web Training. If you do not have access to this training, please email Rob.

Support

The Office of Communication and Marketing will support your efforts updating the website at hhd.psu.edu.

We also host an Office 365 Team that includes all HHD web managers. This environment encourages questions and provides updates for any programatic changes or downtime to the HHD website.

Sites Websites

If your lab or office website is a Sites website (sites.psu.edu), we encourage you to contact us to consider moving your website to hhd.psu.edu. If you need assistance with your Sites website, please contact the Sites helpdesk. 

What is Adobe Creative Cloud Express?

Every employee and student at Penn State can sign up for the full version of Adobe Creative Cloud Express. This access also includes all other Adobe products, such as Photoshop and Premiere Pro, and services such as Adobe Creative Cloud Libraries.

By utilizing Creative Cloud Express and Libraries, you can create graphics, use Penn State branding elements, colors, fonts, and logos with just a few clicks. This service helps you create the graphics you need when you need them utilizing the Penn State Brand and HHD created templates. 

Getting Started

Any HHD employee or student participating in official college business can request access to the Creative Cloud libraries. First, sign up for Adobe products and then complete the HHD Adobe Creative Cloud library online request form. Within 1-3 business days, you will have access to the HHD Creative Cloud libraries.

Training

There is also a Canvas training course that highlights how to use the basics of Express, Penn State Branding, and how HHD is utilizing this software.

Printing

There are several options for printing your projects. We recommend that you start with the Penn State's Multimedia and Print Center. Printing costs in excess of $250.00 are to be routed to the Multimedia and Print Center to see if printing can be completed by MPC within the timeline needed and for less than an external vendor.

• PSU Prints
• HUB Copy Center: hubcopycentral@psu.edu or 814-863-2988
• ProCopy (external vendor)
• Engineering Copy Center

Paper Selection

• Flyers should be printed on an 80# text stock. A Gloss or a Matte would be the default finish unless it's going to be written on. If it's a form or something that needs to be written on then an uncoated paper is the preferred selection.
   
• Postcards should be printed on a 100# cover stock. A gloss, satin or a matte finish would be recommended for a postcard. An uncoated stock will not hold up well to being mailed. Occasionally, the backside of the postcard will have a written message. In this case, a coating on only one side (C1S) would be the best stock for this. These are often measured in points. We'd recommend 12 pt. for postcards
   
• Posters should be printed with the Engineering Copy Center. They are able to print large format and can turn jobs around fairly quickly. 
   
• Note Cards should be printed on an 80# cover stock. A Gloss or a Matte would be the default finish unless it's going to be written on. Often times the inside of the card will have a written message and a coating on only one side (C1S) would be the best stock for this. This particular stock is often measured in points. We'd recommend 10 pt. or 12 pt. for cards. There will normally be a score and folding cost associated with a notecard.

If any of these terms are not clear visit the Printing Terms tab below for more clarity. 

• Bleed is an easy and fairly inexpensive way to elevate your design. Bleed simply means the piece is printed beyond the edge of the paper and then trimmed to the final size later. 
   
• Folding is often used in conjunction with scoring in the print production world. Folding is used when a design requires a single sheet of paper to be bend back on itself.
   
• Full-Color printing, also known as 4-color printing, is when the document is printed using more than 3 inks. 
   
• Multiple-Up, also known as [number] up, this is when the same design is printed multiple times on one sheet of paper for efficiency. For example, an 8.5" x 5.5" design can be printed twice on an 11" x 8.5" sheet of paper.
   
• One Color printing, also known as black and white printing, is when the document is printed using only one color, often black ink. 
   
• Paper Finish is important because it will give an impression of the message in the piece. For example, most copy paper is uncoated. If the flyer is uncoated and lightweight it will appear cheap to the viewer. In contrast, using a heavy stock with a high gloss finish may appear wasteful to the viewer. To learn more about paper finish visit www.printi.com to learn more. 
   
• Paper Weight refers to the thickness of the paper. The higher the weight the thicker the paper will be. A heavier weight paper will also carry a higher cost. To learn more about paperweights visit www.printi.com for more information.
   
• Scoring is done when the design will be folded. This means the paper is cut lightly where it will be folded. This cut will allow the paper to fold cleanly without cracking the ink.

• Balance is when elements are distributed harmoniously based on their visual weight on the page. 
• Contrast is the relationship between the lightest element and the darkest element in the design. For example, black text on a white page would be the highest possible contrast.
• Fonts are a collection of letters, numbers, punctuation, and symbols. For example, Times, Garamond, Helvetica, and Arial.
• Leading is the distance between two lines. This measurement is based on the distance between the bottom of one line of copy to the top of the next line. 
• Texture refers to the surface feel of the design. This can be a physical texture—through paper choice. Texture can also be an implied texture by using graphic elements. Such as using elements from the Graphic toolbox at Penn State Branding page. 
• Tracking is the distance between to letters. Like leading its measurement is based on the negative space between letters.
• Value is measured based on how light or how dark an element is. 
• Visual weight is based on the object's power to draw your eye to it.

When creating email campaigns in MailChimp, refer to the Best Practices Guide before sending your test email to the Communications and Marketing team for review. Using this guide will help ensure your emails are ready for your audience.

These quick tip guides will help you understand the University brand toolkit. The University brand toolkit was developed to help University communicators understand how to position our brand in ways that build understanding of our unique qualities and help drive recognition and support for the University among key audiences, from prospective faculty, staff, and students to Pennsylvania voters, media, and our many alumni who serve as our greatest word-of-mouth champions.

The guides include both visual and editorial recommendations.