Kellogg Marketing & Communications


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 the Kellogg style manual » | Read about URL shortening conventions »

Kellogg Brand Voice Standards

Purpose of document: provides voice and tone standards and best practices to aid in the creation of consistent messaging.
Read about brand voice standards » | Read about donor story standards»

Content Optimization

PLANNING: This document provides direction to the content creator, so deliverables meet expectations and align with the Kellogg content strategy. It’s also a helpful prompt to consider coverage in new ways.
Read about content planning »

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 about content production »

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

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 about content performance »