Culture Days 2012 Marketing User Guide For CoMMUnity orGanizers
Contents
1. fig 4 fig 5 Culture Days E Flyer Declare your participation and support in the Culture Days movement by sharing the Culture Days E Flyer with your network Simply insert the image file in the content box of your e mail window and send away CULIURE SEPT 28 29 30 2012 3 DAYS 7000 EXPERIENCES PLAN YOUR WEEKEND amp CELEBRATE osos CULTUREDAYS CA endeavour d m fi Life Financial Getting Fancy Working with live files in InDesign and Photoshop If you have experience working with the Adobe Creative Suite and would like to add to or alter the images within the heart YOUR CITY heart CULTURE then this section is for you NOTE These files were created on a Mac using Creative Suite 5 5 BEFORE YOU START PRINTING BASICS COLOUR MODE CMYK not RGB Photoshop IMAGE gt MODE gt CMYK RESOLUTION 300 pixels per inch Photoshop IMAGE gt IMAGE SIZE NOTE If you need to change the image size deselect the RESAMPLE IMAGE check box and leave the SCALE STYLES and CONSTRAIN PROPORTIONS check boxes selected If your image is too small after this then you most likely shouldn t use it as it is too low resolution for proper printing Enlarging the image will produce a low quality blurry image XXXXXX OF FREE EVENTS HAPPENING IN YOUR CITY INSERT HEADLINE HERE Insert event details here culturedays SEPT 28 29 30 2012 3 DAYS 7000 EXPERIENCES PLAN YOUR WEE2. cu days SEPT 28 29 30 2012 3 DAYS 7000 EXPERIENCES s PLAN YOUR WEEKEND amp CELEBRATE rues CULTUREDAYS CA Wife Financial ai Lucca AURI ROT D Caraca Carme Donard detant E Canadian Patrimone Sema aciem ces Auer The Band Centre ch Aca thue Aa Tho Cata Hertage cma is soe fay dri Insert logo s here Step 1 Your City Place your cursor in the text box that runs vertically alongside the heart By default it currently holds YOUR CITY Type in the name of the city town where activities are happening e g Kamloops NOTE If your city town is too long to fit in the allotted space please adjust the point size of the font Step 2 Your City Call Out Place your cursor in the text box that runs horizontally under the large CULTURE copy By default it currently holds the phrase XXXX OF FREE EVENTS HAPPENING IN YOUR CITY Replace XXXX with the number of activities happening in your area i e dozens hundreds etc and replace YOUR CITY with the city town your activities are to be held NOTE If your Location is too long to fit in the allotted space please adjust the point size of the font XXXX OF FREE EVENTS HAPPENING IN YOUR CITY DOZENS OF FREE EVENTS HAPPENING IN KAMLOOPS Step 3 Event Title The next section is where you can promote Culture Days in your city Insert Title Here m Celebrate t
3. cul z edayS Culture Days 2012 EPT K Marketing User Guide 30 2012 FOR COMMUNITY ORGANIZERS Marketing User Guide for Community Organizers An overview One of the benefits of registering a Culture Days activity is the access to free promotional Tips amp Tools that will help make the best of your Culture Days 2012 experience In an effort to help promote Culture Days activities in every community throughout the country a variety of free branded and customizable promotional tools are made available on the Culture Days website Check out the Tips amp Tools page to download these tools Call for Participation Email Signature Logos and Logo Guidelines Video Bumpers Web Badges Web Banners Posters Postcards E Flyers PR Toolkit The tools listed above can be used to spread the word about Culture Days 2012 in your community professional and social networks friends neighbours or anyone you communicate with And there are many free tip sheets available to help guide you on promoting your activities and events too This Marketing User Guide for Community Organizers will help you learn how to maximize the use of customizable tools such as posters postcards and e flyers What are Community Organizers Many activity organizers form working groups to plan and promote their Culture Days activities together whether they will take place in one buil
4. Kamloops NOTE If your city town is too long to fit in the allotted space please adjust the point size of the font ULI Step 2 Your City Call Out Place your cursor in the text box that runs horizontally under the large CULTURE copy By default it currently holds the phrase XXXX OF FREE EVENTS HAPPENING IN YOUR CITY Replace XXXX with the number of activities happening in your area i e dozens hundreds etc and replace YOUR CITY with the city town your activities are to be held NOTE If your Location is too long to fit in the allotted space please adjust the point size of the font 00000 OF FREE EVENTS HAPPENING IN YOUR CITY DOZENS OF FREE EVENTS HAPPENING IN KAMLOOPS Step 3 Event Title The next section is where you can promote Culture Days in your city Insert Title Here m Celebrate the creativity of our city Step 4 Event Details Once you ve entered the event title it s time to add some details It is suggested you include a brief explanation of the Culture Days event in your city Tip Feel free to bold important information NOTE If your Event Details are too long to fit in the allotted space please adjust the point size of the font However the details should never be larger than the title DOZENS OF FR DOZENS OF FREE EVENTS HAPPENIN Celebrate the cr Celebrate the creativity of our city I
5. happening in Kamloops and plan your weekend using the Bright Spots Schedule 1 1 SEPT 28 29 302012 5 SEPT 28 29 302012 5 4 cu days 3 DAYS s E days 3 DAYS DA q pts EP ume DU ET PLAN YOUR W NIIN PLAN YOUR WEEKEND Mors e xw CULUREDAYSCA TA PEE Eua CULTUREDAYS CA ZNAM smk endeavour THE GLOBE AND MAIL BP flickr sun amp endeavour 4 THE GLOBE AND MAILS elf flickr teu H Life Financial Casas Aare Sunart D Careca Carci Corse ces am let Caradan Patrimone m Senna Conus ess Ano The Banff Centre ch Pren ds Coreto Hectage Cac adden uS wt Cometas Ans Simmi Canada Comes Consec ces at ded Canaden Parmone v c5 Om ry Somert Cananen pes Aura The Banti Centre ch for the Act de Caranta Hertage Caradon spo ra dreary Insert logo s here Com Canada s Tournament Capital The Editable Areas This guide contains step by step instructions on how to fill in the editable areas of your 2012 Culture Days promotional postcards 1 The location where activities are happening 2 The approximate number of activities happening e g dozens hundreds etc 3 The location where activities are happening 4 A catching headline and brief description of the Culture Days celebration in your city 5 Place your logo and your sponsors logos here CU XXXX OF FREE EVENTS HAPPENING IN YOUR CITY Insert Title Here Insert event details here
6. help the public best plan their Culture Days weekend Bright Spots Venue Identifiers The Culture Days Bright Spots Venue Identifiers are designed to help activity organizers prominently identify their venues as Culture Days activity locations leading up to and during the weekend Venue IDs will be available for pick up at Sun Life Financial locations across Canada in September To learn more about the Bright Spots program click here Customizable Posters A step by step guide Promote Culture Days in your community by creating these eye catching posters OUR CITY MLOOPS e CULTURE XXXX OF FREE EVENTS HAPPENING IN YOUR CIT Y Insert Title Here Insert event details here CULTURE DOZENS OF FREE EVENTS HAPPENING IN KAMLOOPS Celebrate the creativity of our city Artists organizations and community groups in Kamloops are hosting free participatory arts and culture activities during the nw Culture Days weekend and you re invited With events happening all over the map visit culturedays ca to find cm out what s happening in Kamloops and plan your weekend using the Bright Spots Schedule culturedays SEPT 28 29 30 2012 3 DAYS 7000 EXPERIENCES PLAN YOUR WEEKEND culturedays SEPT 28 29 30 2012 3 DAYS 7000 EXPERIENCES 7 PLAN YOUR WEEKEND I CREATE PARTICIPATE t CREATE PARTICIPATE amp CELEBRATE Acca CULTUREDAYS CA amp CELEBRATE Dcos CULTUREDAYS CA VES
7. 450 pixels per inch Compression Automatic JPEG Tile Size 128 Image Quality Maximum ES Monochrome Images Bicubic Downsampling to 1200 pixels per inch for images above 1800 pixels per inch Compression CCITT Group 4 v Compress Text and Line Art M Crop Image Data to Frames Save Preset Cancel fig C Transparency Flattener Preset High Resolution Ignore Spread Overrides fig D Before You Start Installing and using fonts Included in your download are the fonts Helvetica and DINEngschrift Alternate Helvetica is a system font that should already be installed on your machine but you may need to install DINEngschrift Alternate Should you not have these fonts Culture Days provides them for free download here Below are instructions for both PC and Macintosh operating systems Windows PC Windows 7 Open Fonts to install new fonts Itis located in the APPEARANCE AND PERSONALIZATION folder You can find this folder by going to the START menu gt clicking CONTROL PANEL gt selecting APPEARANCE AND PERSONALIZATION Once there click FILE and then select INSTALL NEW FONT If you don t see the FILE menu press ALT In the ADD FONTS dialog box under DRIVES click the drive where the font that you want to install is located Under FOLDERS double click the folder containing the fonts that you want to add Under the list of fonts click the font that you want to add and then clic
8. 5 Cs ion Gallery Toolbox Zoom Format Font Tools Table Break Page Numbers Date and Time AutoText Field Symbol Comment int Elements Quick Tables Cale dns dios nda die ad Document Elements Quick Tables Chart SmartArt Graphic WordArt Footnote Caption Cross reference Index and Tables Watermark Picture HTML Object Text Box Movie File Clip Art From File Horizontal Line AutoShapes fig 2 da Fill wW Line LL Shadow Glow amp Soft Edges Reflection 3 D Format 3 D Rotation Picture Text Box BI Layout Format Picture Size and rotate Height 3 Width 2 35 cm a rm A Rotation 3 o B Scale Height 43 2 Width 39 f Lock aspect ratio f Relative to original picture size fig 5 Customizable Postcards A step by step guide Promote Culture Days in your community by creating these easy to distribute postcards YOUR CITY CULTURE CULTURE XXXX OF FREE EVENTS HAPPENING IN YOUR CITY DOZENS OF FREE EVENTS HAPPENING IN KAMLOOPS Insert Title Here Celebrate the creativity of our city Insert event details here Artists organizations and community groups in Kamloops are hosting free participatory arts and culture activities during the Culture Days weekend and you re invited With events happening all over the map visit culturedays ca to find out what s
9. CTURE option in the formatting palette fig 4 amp 5 You can add as many logos as will fit in the allotted space and use your keyboard to space them within the text box sd Format Font Tools Table Window Wo Break CULN10575 Cs De Page Numbers E 50 E a pe Date and Time vM Und ion Call To Undo Redo AutoText n Gallery Toolbox Zoom PLAN YOUR WEEKEND CULTUREDAYS CA HE Gel ae AMO SMAIL mbria Bo 12 Field Symbol int Elements Quick Tables Comment alg alie dee ale odes do Document Elements Quick Tables Chart Insert logo s here SmartArt Graphic WordArt Footnote Caption Cross reference fig 1 Index and Tables Watermark o a am Picture Clip Art HTML Object From File Text Box eu Movie Horizontal Line File AutoShapes WT fig 2 Canada s Tournament Capital o E fig 3 Format Picture i al yw Fill Picture wa Line Size and rotate 1 0 0 0 0 00 0 00 000 0 0 O Recolor Crop Shadow Height 3 Width 2 35 cm C Glow amp Soft Edges E n Shape Transparent Color gt Reflection a A i i i g 3 D Format Rotation 3 J B Brightness iw o a a Soe M Contrast y OX h zal Picture Scale m Tan Lv lf Ina e Transparency H Dx HH Text Box Heig ht 43 36 A Width 39 Tu NUR M Layout V Lock aspect ratio f Relative to original picture size
10. IzabIe ROSLOIS RERO dete sena sia cities era aaa as ls Dad na A a 2 GUS TOR IZ NO SPOS EC ANS sandes asno io noa ca tence ia m ar Ga m 9 Culture Days ie li q miar co a T m 16 Working with live files in InDesign and PNROLOSNOP sas sesneiis suos Bata ke nd lipiRusmho Uia unda Dai Xo bebo URL qd id ida ab 17 stalmo and Using ure BI c ITE 20 Culture Days Bright Spots With the generous support of national Founding Visionary Partner Sun Life Financial the Culture Days Bright Spots program aims to help better identify and promote registered Culture Days activities by increasing the visibility awareness and public participation in activities over the Culture Days weekend The program includes the on line Culture Days Bright Spots Schedule Venue Identifiers and Mobile Site Bright Spots Schedule The Culture Days Bright Spots Schedule is a free on line scheduling tool that allows members of the public to create a personalized schedule of activities taking place in their community over the Culture Days weekend The Bright Spots Schedule is also a great tool for activity and community organizers to publicize your activities by creating a printed or on line program guide that helps the public plan their weekend in advance All marketing materials include a Bright Spots stamp call out for the Schedule see below In September when the marketing campaign intensifies the call out will be prominent in all advertising and promotion as the main driver to
11. KEND CREATE PARTICIPATE amp amp CELEBRATE essa CULTUREDAYS CA Insert your sponsor logo here Insert your Insertyour Canapian Ants Summir Es Ani inspiring creativity Editing in InDesign Working with live files in InDesign and Photoshop NOTE l ve written this to be as comprehensive as possible for people whose knowledge of InDesign and Photoshop is at the most basic levels If you are a more advanced user you re probably not even reading this 1 To start off duplicate the file you ve downloaded CMND D on a Mac CTRL D on a PC and add an extention to the file name to identify it as yours e g file name copy indd gt file name ME indd This way if something goes pear shaped along the way you can always back track 2 Open up the newly named version and take a second to review the file The major aa Soe editable elements are seperated on their own layers named COPY and HEART IMAGE Ip Copy amp static elements Please do not alter the elements on the third layer STATIC ELEMENTS as these have been placed in specific areas at specific sizes for specific reasons Brand continuity Specifically speaking 3 Replace the word YOUR CITY areas labelled A and B with the name of the city town village etc where your activity will take place 4 Now let s add in the main title and a short blurb 140 charecters or less Tweet tweet There is a preset text box f
12. ORMAT menu at the bottom of the window This will prompt a new pop up with PDF specific options ADOBE PDF PRESET PDFX1a 2001 STANDARD Acrobat PDF X 1a 2001 COMPATIBILITY Acrobat 4 PDF 1 3 From the sub menu on the left hand side choose COMPRESSION Your settings should look exactly like those in Fig C Next select MARKS AND BLEEDS from the sub menu Nothing should be checked as these file are set up to not bleed off the edges The third and final step is to choose the ADVANCED option to ensure that the TRANSPARENCY FLATTENER Fig D is set to HIGH RESOLUTION Once it is click the EXPORT button and you re finished Lock L Fill 100 a New Picture gt ED Row4 gt GD Row3 gt 3 Row2 gt ED Rowi LI ves z ii 1 PNL EFAS POFRSEAR SAKE m WE screen AM psd iby Tr Screen png 2 p Screen M png 5creen M png W 1 Selected AE Fy fig B Export Adobe PDF Adobe PDF Preset PDFX1a 2001 Standard PDF X 1a 2001 A Compatibility Acrobat 4 PDF 1 3 tal Compression Color Images Bicubic Downsampling to 300 pixels per inch for images above 450 pixels per inch Compression Automatic JPEC Tile Size 128 Image Quality Maximum a Grayscale Images Bicubic Downsampling to 300 pixels per inch for images above
13. Sun E endeavour emm sun 7 endeavour de THE GLOBE AND MAILS Life Financial adig Life Financial ac Canada s T flickr m ournament Capital m CANADIAN ARTS SUMMIT AN Canada Council Conseil des arts Camaras Ars Susenerr ANY Canada Council Consed des ans lvl Canadian Patrimoine um Sommer CANADIEN pes ARTS The Banff Centre ci forthe Ans du Sommer CANADIEN pes Ants The Banff Centre forthe Ans Su Canada Heritage canadien Ma espera creativity coreg creativity The Editable Areas This guide contains step by step instructions on how to fill in the editable areas of your 2012 Culture Days promotional posters 1 The location where activities are happening number of activities happening e g dozens hundreds etc O Cc o 2 The approximate e ULTURE 3 The location where XXX OF FREE EVENTS HAPPENING IN YOUR CITY activities are happening Insert Title Here Insert event details here 4 A catching headline and brief description of the Culture Days celebration in your city culturedays SEPT 28 29 30 2012 3 DAYS 7000 EXPERIENCES 7 PLAN YOUR WEEKEND amp CELEBRATE usan CULTUREDAYS CA 5 Place your logo and your DE sponsors logos here Sun endeavour Life Financial Step 1 Your City Place your cursor in the text box that runs vertically alongside the heart By default it currently holds YOUR CITY Type in the name of the city town where activities are happening e g
14. ding a public space on a block throughout a neighbourhood or across an entire community it s a great way to reach new people and catalyze arts and culture in their community Others such as Municipal cultural departments local arts councils Business Improvement Associations and Tourism bureaus contribute to making Culture Days in their communities a grand occasion for the arts and cultural community and public Culture Days Marketing and PR Campaign The annual Culture Days campaign is a multi level multi media collective effort across the country to promote the weekend of free activities taking place in hundreds of cities and towns By banding together under one common campaign simultaneously the visibility and impact is very impressive and reaches millions of Canadians With the support of national media partners CBC and The Globe and Mail combined with regional local and each activity organizer s promotional initiatives the collective campaign aims to ensure that events are prominent in the public eye and activities are well attended Please note that there is a Marketing User s Guide for Activity Organizers designed to support their self promotional initiatives The public campaign picks up steam in August and builds through September with a major crescendo during the final weeks leading up to the Culture Days weekend Table of Contents SITUS Days sre qiie ere NR sonda osa tas Ene cece DER TEE ed 1 Step By Step Guides CUSIOm
15. gered You can follow this layout using the your images or create your own The PSD is already set to 4 colour CMYK for printing purposes and the image resolution is set to 300ppi As you import your own photos they may appear very small meaning PPOD ErSMV5eSASEEASIN EZ DA cl your original image was too small or too low resolution or HUGE meaning your original image was either much larger or much higher resolution than the destination space You can resize your images easily by choosing EDIT menu gt FREE TRANSFORM A bounding box with eight anchor points will appear around your image Fig A Select a corner anchor and hold shift while you drag the corner to resize it proportionally When you are finished placing images save the file as a PSD or TIF and close out of Photshop Back in InDesign if the image doesn t automatically update then select it with your black pointer tool and open the LINKS panel WINDOW menu gt LINKS There are four buttons along the bottom of the panel with the third being UPDATE LINK Fig B Click it check out how your image fits within the heart shape If you like it you re done If you plan on printing it yourself print away If you plan on taking it to a print shop you ll need to export it as a high resolution PDF To create a print ready PDF choose EXPORT from the FILE menu From the options window that pops up choose ADOBE PDF PRINT from the F
16. he creativity of our city Step 4 Event Details Once you ve entered the event title it s time to add some details It is suggested you include a brief explanation of the Culture Days event in your city TIP Feel free to bold important information NOTE If your event details are too long to fit in the allotted space please adjust the point size of the font However the details should never be larger than the title DOZENS OF FR DOZENS OF FREE EVENTS HAPPENIN Celebrate the cr Celebrate the creativity of our city Insert event details here Artists organizations and community groups in Kamloops are hosting free participatory arts and culture activities during the Culture Days weekend and you re invited With events happening all over the map visit culturedays ca to find out what s happening in Kamloops and plan your weekend using the Bright Spots Schedule Step 5 Sponsor and Event Logos The final step in the creation of your postercard is to add your event s logo and those of any prominent sponsors you d like to include First place your cursor in the text box that resides in the bottom of the page fig 1 To locate the image file you d like to insert go to the INSERT menu gt choose PICTURE gt select FROM FILE fig 2 When the file is placed you may need to resize it This can be done with the anchor points on the bounding box fig 3 but it is easier and more precise to use the FORMAT PI
17. k INSTALL Source http windows microsoft com en US windows vista Install or uninstall fonts Macintosh OSX 10 7 Use Font Book included with Mac OS X v10 3 and later to install new fonts It is located in the APPLICATIONS folder You can find this folder by going to the FINDER menu gt clicking APPLICATIONS gt selecting FONT BOOK To preview a new font that you downloaded double click the font file and Font Book will display a sample of the font If you want to install the font so that it can be used in documents you create or view click the INSTALL FONT button that appears below the preview of the font Source http support apple com kb HT2509
18. nsert event details here Artists organizations and community groups in Kamloops are hosting free participatory arts and culture activities during the Culture Days weekend and you re invited With events happening all over the map visit culturedays ca to find out what s happening in Kamloops and plan your weekend using the Bright Spots Schedule Step 5 Sponsor and Event Logos CREATE PARTICIPATE amp CELEBRATE Insert logo s here eG ea L1 Su ga L n O fig S Picture Recolor Crop Shape E Transparent Color 9 ox E Brightness lx W Transparency LJ OX HH Contrast Insert Brel j ni E Undo Redo mbria Bo 12 The final step in the creation of your poster is to add your event s logo and those of any prominent sponsors you d like to include First place your cursor in the text box that resides in the lower left hand corner of the page fig 1 To locate the image file you d like to insert go to the INSERT menu choose PICTURE select FROM FILE fig 2 When the file is placed you may need to resize it This can be done with the anchor points on the bounding box fig 3 but it is easier and more precise to use the FORMAT PICTURE option in the formatting palette fig 4 amp 5 You can add as many logos as will fit in the allotted space and use your keyboard to space them within the text box Window Wo t CULN1057
19. or you to use C Just take your Type tool and click in the box to type away Use the style sheets ACTIVITY TITLE and ACTIVITY BLURB to format your copy in a Culture Days kind of way Iry to keep it short and concise Hemember to include the address time and any particulars that are relevant i e Fully accesible Rain or shine etc XXXXXX OF FREE EVENTS HAPPENING IN YOUR CITY INSERT HEADLINE HERE 5 Got a sponsor An organizing commitee A generous venue owner Hepresent them here D Click on one of the pink boxes and choose the PLACE option from the EDIT menu or press CMD D on a Mac or CTRL D on a PC A pop up window a appear prompting you to cul xm find your logo Once placed you can resize it to fit within the allotted 3 DAYS 7000 EXPERIENCES space by going to the OBJECT menu FITTING FIT CONTENT CREATE PARTERNE agi CULTUREDAYS CA PROPORTIONALLY Place as many logos as you need and size them to fit accordingly within the space provided 6 The Heart Image E is actually split onto 2 layers HEART IMAGE STATIC and HEART IMAGE EDITABLE The static layer is locked in place and is there to give a warm red tint to the image collage on the editable layer To modify the editable layer click on the anywhere on the heart and choose EDIT menu gt EDIT ORIGINAL Photoshop will launch and the PSD will pop up The default image is made up of 4 images repeated across 4 rows that are slightly stag
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