Northwestern University

Content and Copy Toolkit


Content & Copy Toolkit:

Purpose of documents: intended for MarComm employees, contractors and Kellogg faculty and staff as a guide to the content production process. It contains guidelines related to the planning, production and review of communications for optimal effectiveness and consistency of messaging.

Kellogg Style Manual

Purpose of document: provides information on technical standards and best practices not covered by the AP Stylebook.
Read document here »

Kellogg Brand Voice Standards

Purpose of document: provides voice and tone standards and best practices to aid in the creation of consistent messaging.
Suggested Contents: focus on Purpose, Key Attributes, Brand Voice Best Practices, Donor stories.

Read document here »


Content optimization

·         Planning: The Content Creation Coverage Brief provides direction to MarComm content creators, so deliverables meet expectations and align with the Kellogg content strategy. It is intended as a helpful checklist when crafting an assignment and a prompt to consider coverage in new ways.

·         Production: As important as it is to produce great content, following best practices for how it will be displayed will increase the impact and ease with which it is consumed. This document provides best practices for print and web content optimization. Read document here »

·         Promotion: This document identifies the tactics by theme/topic that we believe will have the most impact for distributing Kellogg content. Read document here »

·         Performance: The purpose of this document is to provide some high-level guidance on how to determine the right metrics to measure content performance -- not to dictate what to measure. Read document here »

Phone & Email Standards

Purpose of document: provides direction for new and existing employees in creating internal and external communications that convey consistent information and messaging.
Contents: Phone scripts. Voicemail scripts. Email messaging and signature standards.

Read document here »



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