Brand Handbook

# | Brand Handbook www.211info.org

 211info is leading efforts to establish the
Oregon 211 Network statewide.

For more information visit www.211info.org

211info | 1435 NE 81st Ave., Suite 500 | Portland, OR 97213

p: 503.226.3099 | f: 503.416.2704
Business hours: Monday-Friday 8am-6pm
 Introduction
Greetings,

Branding and marketing is about telling a remarkable story. Often times the word “remarkable” gets
overlooked. But it literally means, something worth talking about.

This Brand Handbook is a foundation for the Oregon 211 Network that allows us to tell a consistent,
remarkable story about 211. 211info’s programs have the responsibility to serve everyone. Yet, as a
storyteller or marketer, you have the opposite responsibility. You must tell a story to specific people who
feel 211 is necessary. Tell our story to people who want to hear it, who want to believe it, who will tell their
friends.

The Brand Handbook covers static elements of 211info’s brand. Issues such as mission, values, color and
font will rarely change. Items such as messaging and FAQs change frequently; they live on other documents
that can be found in the 211info Dropbox.

This guide also contains an operations section specific to branding and communications. Each member of
the Oregon 211 Network has a different role to play in telling a remarkable story. The operations section
draws clear lines of responsibility between 211info and the Hubs.

If you have any questions, please contact me and I will get back to you as soon as possible.

Now let’s go tell a remarkable story about how 211info improves each of our communities.

Sincerely,

Matt Kinshella
Communications Director

matt@211info.org
503-416-2649

1 | Brand Handbook www.211info.org

The Brand
 Who We Are

211info’s mission is to connect the people of Oregon and Southwest Washington

with the community resources they need.

Positioning Statement
211info makes the health and human service system work better for those who need it.
Note: This is not meant for public audiences. It is meant to anchor our internal purposes.

Core Brand Principles

- Clarity -
Above all else, we strive for clarity in our services and brand. Through directness in our words and
actions and simplicity in our design, 211info sets itself apart from the complicated, cluttered system it
helps people navigate.

- Knowledge -
More than an information source, 211info offers guidance for people seeking help. We offer insight
based on up-to-date information and an understanding of the realities facing those who need to navigate
the complex web of health and social services.

- Human -
Adding a human element to our work can set us apart from the nameless, faceless qualities of many
large nonprofits and bureaucracies. Perhaps the most important quality of our community information
specialists is their compassion - we must capture that compassion in all facets of our work.

- Problem Solvers -
More than a set of tools, 211info finds solutions to problems. We bring those who provide services closer
to those who need services in the most efficient manner possible. This must be evident if we are to
position ourselves as community leaders.

Personality
Compassionate, human, innovative, informed, influential, connected, insightful, collaborative,
transparent, efficient.

3 | Brand Handbook www.211info.org

 Audiences
Our audiences are the people we are trying to convince to spread the 211 story. Though they are varied
in many ways, they all share a common worldview. Our audiences are also real people. The personas
below are meant to be a baseline when you are envisioning marketing to that audience.

Audience Worldview
Health and social services can help people. But the system doesn’t work well enough for
the people who need it. We need a different approach that is simple and coordinated.

Audience Personas
- Client: Mary, Single Mother of Two -
Mary has a low-paying job. Every week is a struggle to feed her kids, keep them clothed and provide a
life that offers the prospect of something better. She gets assistance from various service agencies. But
figuring out where to turn, for what service, is confusing and frustrating. The system is ever-changing
and full of jargon and there are significant barriers to her getting help. She just wants someone who will
walk her through her options and help her be an advocate for her family.

- Sam, Social Service Program Worker -

Sam has a caseload double the size of what he should be expected to handle. His clients’ needs far
exceed what his agency is able to provide. They ask questions about other services and other agencies.
He has resource lists and a general understanding of the system his clients are dealing with, but budget
cuts and other restrictions make it tough for him to know what exactly is going on in the broader social
services world. On top of all that, Sam spends at least an hour a day handling calls at his desk from
people asking for services his agency doesn’t provide.

- Marsha, Program Manager at Local Foundation and Community Advocate -

Marsha is passionate about helping people access services that will improve their lives. She has spent her
adult life in community organizations and elected officials’ offices trying to influence policy. She is well
respected. Her position at the foundation allows her to fund programs that have a real impact on people’s
lives. But she has also been around long enough to know that all the programs she has advocated for aren’t
being used to their full potential. There are frustrating silos and a lack of communication among all these
service groups that are helping the same people. She’s looking for a better way to coordinate their efforts.

-David, Local Elected Official-

Times are tough and money is limited. However, David knows someday he will have money to share. What
should be funded and how? He wants a clear picture of what exists and what the gaps are in services.

4 | Brand Handbook www.211info.org

 Details
Objectives
1. Ensure everyone who needs 211info’s services knows what we do and how to get help.
2. Build strong partnerships with health and social service providers and deepen their understanding of
how this partnership benefits them, their clients and the entire service system.
3. Convince community leaders, issue advocates and funders to believe in the mission of 211info and
support our efforts through advocacy or financial backing.

Lexicon
• 211info is not the phone number 211.
HELLO • When referring to the nonprofit, write:
my name is 211info (one word, don’t italicize “info,”
use a lower-case “i”).
• When referring to the phone number
211info = the nonprofit
use 211 (do not add dashes between the
numerals).
211 = the phone number • When referring to the large group of
organizations working to bring 211 to
Oregon 211 Network = coalition of orgs. Oregon use: Oregon 211 Network.
• When referring to your local 211, use:
Hub Name 211 (i.e. Yamhill 211).

• Avoid using the term “Information and Referral” as a standalone description of services. The term
means little outside of the profession and may limit the scope of what we are trying to achieve.
• Avoid jargon, inside speak and acronyms no matter what your audience. If we are trying to establish
ourselves as clarifying a complicated system, using complicated phrases is contradictory.

Copy guidelines: In general, we follow the Associated Press style book in all marketing materials.

Where are the messaging documents?

Because messaging changes, we have moved the documents to the 211info Dropbox
where it will be regularly updated. This Brand Handbook will remain relatively static.

5 | Brand Handbook www.211info.org

Visuals
 Logo Standards
211info Logo
The 211info logo is available in most formats. The logo should be printed in multi-color when possible. If
single color is used, please use all blue. In black and white please use the black image. White image (not
shown) may be used on 211info-approved color backgrounds. Image proportions should be maintained
at all times. Preferred resolution is 300 dots per inch (dpi).

You may also use the alternate logo that includes: “Dial 211 | www.211info.org”

Look! No “Get Connected. Get

Answers.” tag line. If you have
Dial 211 www.211info.org a logo with that tag line, get the
new logo.

Regional Hub Logo

When creating Hub logo, use the 211info guidelines above. The 211 logo can be localized for use in each
Hub. The Hub name appears in a fixed position above the logo. The local identifier appears in Futura.

Adding the names of lead or parent organizations to the logo is optional. This text should be placed
below a 1/2-point rule that measures the width of the logo and appears in upper and lower case Futura.

The local identifier should be rendered in Pantone 287 for the one-color blue and all two-color versions.
When localizing the one-color black logo, the local identifier should be in black.

Lane County 211

United Way of Lane County - 211Lane.org

Find logos in the

211info dropbox.

7 | Brand Handbook www.211info.org

 Partners
United Way
211info is contractually obligated to acknowledge the strategic partnership with the United Way of the
Columbia-Willamette on all print and web materials in service locations it funds (Multnomah, Clackamas,
Washington and Clark counties). Please include its logo along with the tag line: “In strategic partnership
with.” Use either black or 211info blue for text coloring. Partnership tag line may be placed to the left or
on top of the United Way logo. For statewide audiences, please use the United Way logo without regional
description.

In strategic partnership with: In strategic partnership with:

In strategic
partnership with:

Other Partners
In addition to United Way partnerships, the Oregon 211 Network enjoys partnerships with many other
local organizations. Please include logos of lead partners based on standards determined by local Hubs.
Below is an example from the Lincoln, Benton, Linn Hub.
Sponsored
by:

Other 211info Projects

When indicating other partnerships for services 211info administers, please include the tagline: “211info
also manages:” Use either 211info blue or black. This is NOT required, but only used when indicating the
partnership. Other partnerships for service 211info does not administer do not need qualifying text.

211info also manages:

8 | Brand Handbook www.211info.org

 Colors and Fonts
Colors
CMYK - 100, 74, 0, 0 CMYK - 0, 85, 89, 0
RGB - 0, 86, 167 RGB - 240, 78, 49
Pantone 287 Pantone 179
HEX - # 0056A7 HEX: # F04E31

CMYK - 72, 50, 0, 0 CMYK - 15, 0, 75, 0 CMYK - 8, 0, 50, 0

RGB - 82, 121, 188 RGB - 224, 229, 102 RGB - 238, 239, 154
HEX - # 5279BC HEX - # E0E566 HEX - # EEEF9A

RGB - 224, 216, 194 RGB - 209, 65, 39 RGB - 219, 227, 241
HEX - # E0D8C2 HEX - #D14127 HEX - #DBE3F1

Text Color (not black)

RGB: 85 , 85, 85

Type
Headers: Futura
Body Text - RomanSerif (preferably body font size will be 11.5)

9 | Brand Handbook www.211info.org

 Example The use of white space
between page elements and
the .75” margin creates a
clean look that emphasizes
our principle of clarity.

The opening question aims to

convey our compassion and
understanding of what it must
be like to navigate the maze of
existing services.

The use of photos and

icons bring a human
element to the page. The
attractiveness also sets us
aside from bureaucratic
counterparts.

Throughout the document the

word “knowledge” is used
instead of “information.”
Knowledge carries frames of
guidance and direction.

10 | Brand Handbook www.211info.org

Looking for templates for materials and a really
awesome FAQ? Check the Dropbox. Email
Matt Kinshella (matt@211info.org) if you need
access to the Dropbox.
Operations
 Online
Sherman
Union
Yamhill
Clackamas Wasco

Polk Marion
Wheeler
Baker
Jefferson
Lincoln
Linn
Benton
Grant

Crook

Lane Deschutes

Network Roles
Douglas Malheur
Coos Harney

Lake

Klamath

Jackson
Curry
Josephine

211info Hub

Website Website
• All planning and content • Link from partner website to 211info.org
• Ongoing maintenance and analysis • Provide weekly content for blog
• Promotion
Email
Email • Promote 211 email list to lead organization
• All planning and content list
• Ongoing maintenance, updates and analysis • Share 211 supporter list
• Promotion
Social Media
Social Media • Link all lead organization social networks
• All planning and content to 211info’s networks and participate when
• Ongoing maintenance, updates and analysis possible (i.e. retweeting)
• Promotion

CheckList
Website • Have you asked your subscribers to subscribe
• Have you placed a 211 landing page on to 211info’s email alerts?
each local partner organization website in Social Media
collaboration with 211? • Have you connected local partner
• Have you included the URL on all materials organizations’ social networks to 211info?
with a description of the benefits? • Do you regularly share content 211info posts
• Do you have a plan for submitting weekly on their social networks?
content to the 211info.org blog? • Have you included social network logos on
Email materials and presentations?
• Have you planned to feature local stories about
211 in your email newsletter?

13 | Brand Handbook www.211info.org

 Collateral & Ads
Sherman
Union
Yamhill
Clackamas Wasco

Polk Marion
Wheeler
Baker
Jefferson
Lincoln
Linn
Benton
Grant

Crook

Lane Deschutes

Network Roles
Douglas Malheur
Coos Harney

Lake

Klamath

Jackson
Curry
Josephine

211info Hub

Collateral Collateral
• Design informational collateral in cooperation • Print all collateral to be distributed in Hub
with Hub for items specific to Hub regions. and maintain budget for these efforts.
• Develop all collateral describing services or • Notify and work with 211info on needed
statewide impact or advocacy. collateral within reasonable time frames.
• Produce final art for printing. • Acknowledge partnership with 211info when
lead organization is printing.
Advertisements • Submits content to 211info upon request.
• Design and conceive all advertisements in
collaboration with Hub where advertisements Advertisements
will be placed. • Maintain budget or build relationships for free
• Track effectiveness of advertisements. placements of ads.
• Produce final art for printing. • Work with 211info to plan and distribute
advertisements.

There is a direct correlation between call/web volume and

your advertisement efforts. Outreach alone will not produce
the results you need. We highly recommend you maintain a
printing and advertising budget in the first several years.

CheckList
Collateral Advertisements
• Have you accessed the 211info Dropbox? • Have you worked with 211info on an
• Do you have a regional logo? advertisement strategy?
• Do you have Hub-specific informational • Have you bought or sought donations for
materials? print, display, online, radio or TV ad space if
• Have you budgeted for advertisements and applicable locally?
collateral printing, with a heavy focus on the • Have you worked with 211info to create locally
first year? relevant design art?
• Are you using the 211info Brand Guide?

14 | Brand Handbook www.211info.org

Outreach & Media
Sherman
Union
Yamhill
Clackamas Wasco

Polk Marion
Wheeler
Baker
Jefferson
Lincoln
Linn
Benton
Grant

Crook

Lane Deschutes

Network Roles
Douglas Malheur
Coos Harney

Lake

Klamath

Jackson
Curry
Josephine

211info Hub

Community Relations Outreach/Relationship Building

• Train local outreach personnel. • Conduct frequent outreach and relationship
• Provide necessary talking points and building activities to all audiences.
presentations and support event efforts. • Represent the Network in a manner
• Make regular visits to high-level meetings in consistent with the brand.
the first six month to a year. • Host local events for all audiences - in
particular provider forums.
Media
• Work with Hub to write media releases, Media
opinion articles and prep for interviews • Maintain relationships with local media
• Prepare talking points. outlets.
• Serve as a resource at all times for • Work to secure regular news coverage in
interviews. Hub region.

Suggestions for media strategy in the first 12 months:

1. A story that focuses on why decision makers in your region should
support 211. Tie this into a timely situation about how 211 has
already helped the community.
2. Focus on how 211 is connecting people to seasonal resources.
3. The number of ways a person can use 211 throughout their life.
4. Quarterly or one-year results with data and success stories.

CheckList
Community Relations Media Relations
• Has everyone who is publicly speaking about • Have you sent a media release about the launch
211 read this Handbook and been trained by of 211?
211info? • Have you scheduled an editorial, TV or radio
• Have you scheduled 211 presentations to story?
known service providers in Hub region across a • Have you maintained local media contacts?
variety of sectors? • Have you consulted with 211info on media
• Have you maintained a list of organizations and opportunities?
people to build relationships with in order to
secure 211 support?

15 | Brand Handbook www.211info.org