MARKETING TOOLBOX

Brand AMBASSADOR Training

Learn to live the brand! Led by Division of Communications professionals, these one-hour courses introduce university communicators to our brand, explore the various aspects of our visual identity and explain how to apply our identity elements through our coordinated template system. Additional courses coach us through the strategic planning process and define good storytelling through words and pictures.

The courses Our Brand and Visual Identity are prerequisites for all other courses.

Complete at least three of the courses and be recognized as a brand ambassador, but don't stop there! Complete all six courses to increase your brand awareness and enhance your ability to effectively articulate the brand in all your communications to our many audiences.

Explore the offerings below, and view the online training schedule.

Our Brand

In this course, we will discuss the history of our brand, the research that shaped our approach and the development of our current brand platform and brand essence statement. This course and Visual Identity are prerequisites for all other courses.
Class outline (pdf)


Visual Identity

Learn about the various aspects of the brand identity and how to apply them to your own materials. A question and answer session will allow us to touch on many of the more typical issues faced by university communicators. This course and Our Brand are prerequisites for all other courses.
Class outline (pdf)


Templates

The brand identity print template system facilitates a consistent look and feel while offering you the flexibility you need for your area of the university. Find out how to implement the various options available.
Class outline (pdf)


Strategic marketing Planning

In this session, we will discuss the various aspects of the strategic marketing planning process, a crucial step that will provide a strategic marketing guideline to help you stay on message.
Class outline (pdf)


Introductory Storytelling

When telling the university’s story, it is crucial that we honor the individuals who work, study, teach and graduate from USC. In this course, we will discuss the art of telling our stories and develop ways to integrate this into your own writing. This course is a prerequisite to the Advanced Storytelling course.
Class outline (pdf)


Advanced Storytelling

This advanced course in the Brand Ambassador Certification Program builds on material introduced in the Brand Storytelling workshop. Among the topics covers are interviewing techniques and methods of integrating personal narratives into brand storytelling style. Prerequisite: Introductory Storytelling.
Class outline (pdf)


Photographic Style

To effectively convey our brand’s essence, the photographic style we use must help tell the story. Learn how to get the most out of your photographs in order to express the brand visually. This course is a prerequisite for the Campus Photo Walk course.
Class outline (pdf)


Campus Photo Walk

This advanced course in the brand ambassador certification program builds on material introduced in the Photographic Style course. Participants will explore different techniques that can used to produce compelling images that support the university’s photographic style and work effectively in conveying our brand essence. Prerequisite: Photographic Style.
Class outline (pdf)


SOCIAL MEDIA STRATEGY

This course will introduce participants to best practices for engaging audiences through social media channels, aligning web content and measuring reach.
Class outline (pdf)


Media 101

This course allows faculty and staff to learn the basics of external print, broadcast and web news media.
Class outline (pdf)


Media Interview Techniques

This course allows faculty and staff to learn techniques to conduct effective and informative media interviews about their work at the university.
Class outline (pdf)


AP Style

This course allows faculty and staff to gain a working knowledge of the Associated Press (AP) writing style.
Class outline (pdf)