Transcription
Asset development guidelines
TerminologyIntroductionThe purpose of this document is to empower you with the information youneed to successfully create CommScope Sales and Marketing assets using ourbrand style, tone and voice.The resources referred to in this documentare listed below with brief descriptions.·· BrandFolder: Our primary repository forall CommScope collateral, design files andcreative development tools·· Wrike: An online project managementplatform used by global marketingWhere our Brand Guidelines serve to provide a broad explanation of theCommScope brand, this document provides more specific guidelines that support the most common types of assets produced by the Corporate Marketingand Corporate Communications teams.·· Microsoft Teams: A web-basedcommunications broadcasting platformBefore developing a certain type of asset, please consult this document forhelpful recommendations and guidelines. To develop copy, please refer to ourBrand Messaging Guidelines to select appropriate headline options fromone of our three central themes.·· SME: An acronym for “subjectmatter expert”Please remember·· EKTRON: The name of the back-endsite management platform for CommScope.com and the form used to upload assetsto our site·· B. efore the design phase begins, all copy must be finalized, proofed andclient-approved. Please also share all high-resolution photography withyour designer—especially product images.·· C. eros: A web-based interactive platform thatenables copy and imagery to move onscreen·· CTA: An acronym for “call to action”·· PCSB: An acronym for a messagingformat following this logical progression:Problem Cause Solution Benefits·· To upload PDFs to commscope.com and BrandFolder, complete the EKTRONform built into the Wrike workflow and send it to our Web team along withrelated final files for posting.CONTENTS MENU2
ContentsAdvert (print or web) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4Industry/survey report. . . . . . . . . . . . . . . . . . . . . . . . . . . 12Article . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5Infographic . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13Blog . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .6Instructional guide (special instructions) . . . . . . . . . . . 21Capabilities brochure. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7Ordering guide (special instructions) . . . . . . . . . . . . . . 21Catalog (special instructions). . . . . . . . . . . . . . . . . . . . . . 20Performance specifications (special instructions) . . 21Case study. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .8Product brochure . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14Digital experience. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9Product NewsFlash (special instructions). . . . . . . . . . 21Data sheet (special instructions) . . . . . . . . . . . . . . . . . . 20Solution/system brochure . . . . . . . . . . . . . . . . . . . . . . . . 15Digital tools (special instructions). . . . . . . . . . . . . . . . . . 20Tip sheet . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16eBook . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10Video . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17Engineering document (special instructions). . . . . . 20Webpage content . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .18Event graphic . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11White paper. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19CONTENTS MENU3
ADDITIONAL EXAMPLESCAN BE FOUND IN THECONTENT BRANDFOLDERAdvert.Purpose: Showcase the CommScope brand inDirection required: Generally provided viamajor digital and print publications.a creative brief. Provide ad dimensions andother specifications.Development time: 20-23 business days.Development process: Visit BrandFolderto view and download corporate, partner andproduct adverts. If BrandFolder doesn’t havewhat you need, create a project in Wrike andcontact the Creative team. The Project Managerenters the job in Wrike, our project managementtool, and leads development by managingwriting and design resources, proofreading, legalreviews, and final distribution on CommScope.com, BrandFolder and Microsoft Teams.CONTENTS MENUStyle: Typically brand- or solution-centric andoften trend- or thought-leadership focused.Degree of brand tone: SignificantLOWHIGHPersonality: Expert, optimistic andfull of potentialBest practices: Avoid too much copy.Depending on topic, copy should be short andto the point. Taglines should never take priorityover the CommScope brand. Our brand shouldalways assume visual priority over campaignthemes.Length: 100-word limit is recommended.4
ADDITIONAL EXAMPLESCAN BE FOUND IN THECONTENT BRANDFOLDERArticlePurpose: Generally focused on either thoughtDirection required: Source material, market-Call to action: Be specific—precisely whatleadership or the technical aspects of oursolutions, articles are like white papers andindustry reports, but typically shorter.specific position paper, interviews. Include designdimensions and format specifications. Providehigh-resolution imagery for product photos.Development time: 20-24 business days.Best practices: Avoid excessive length – getdo you want readers to do? Avoid genericstatements like, “To learn more, contact yourlocal CommScope representative.” Since articlesoccur earlier in the buy cycle, refer readersto content that moves them further intothe buy cycle.Development process: Contact the Portfolioteam to initiate the project. The Project Managerenters the job in Wrike, our project managementtool, and leads development by managingwriting and design resources, proofreading, legalreviews, and final distribution on CommScope.com, BrandFolder and Microsoft Teams.CONTENTS MENUstraight to the point. Avoid fluff. Write simply.Share interesting information. Focus on technicalfacts with minimal injection of tone.Recommended length: 1-4 pagesDegree of brand tone: MinimalLOWHIGHPersonality: Expert, innovative, anticipatory,educational, straightforward, informative,authoritative, technical, forward-thinking5
ADDITIONAL EXAMPLESCAN BE FOUND ONCOMMSCOPE.COM/BLOG/BlogPurpose: Blogs are a convenient platform toBest practices: Be yourself; let your personalityFormat/flow:share thought leadership topics, discuss industrytrends, and promote white papers, case studies,speaking engagements and tradeshows.shine. Avoid promoting products. Do not lectureand avoid marketing buzzwords or corporatelingo. Be topical; write more to your readers’interests than your own.·· Clearly indicate the topic of your blog in theintroductory paragraph. Personal stories workwell, as they help the reader to relate.Development time: Varies based onthe requested publish date. CorporateCommunications needs at least 10 businessdays to review prior to posting.Recommended length: 300-500 words.Development process: To discuss ormotivate readers to comment on your blog andshare it on social media, encourage them to askyou a question in theComments section.submit a blog draft, contact a memberof the Corporate Communications team.Direction required: Use links to CommScope.com or external sites within your copy wheneverpossible. Where appropriate, use visuals (photosor video), bullet points and subheads to break upyour copy and make it more easily readable.Style: Conversational.CONTENTS MENUBrevity is best, so aim for shorter blog posts.Call to action: To increase engagement and·· S. tep by step, lay out the logical progression ofyour opinion on the chosen topic.·· C. onclude with an interesting question tospur further conversation on the topic in theComments section or on social media.·· I.t is fine to mention a product or solution hereor there, but do not overload your blog withCommScope product references.Degree of brand tone: ModerateLOWHIGHPersonality: Friendly, helpful, conversational,insightful, collaborative, opinionated, passionate,approachable6
ADDITIONAL EXAMPLESCAN BE FOUND IN THECONTENT BRANDFOLDERCapabilities brochurePurpose: Describe company- or marketspecific capabilities, primarily for branding andsupporting specific markets. Typically used inmajor initiatives.Development time: 30-35 business days.Development process: Depending on thetopic, contact the Brand team (high-levelCommScope focus) or the Portfolio team(market-specific focus). The Project Managerenters the job in Wrike, our project managementtool, and leads development by managingwriting and design resources, proofreading, legalreviews, and final distribution on CommScope.com, BrandFolder and Microsoft Teams.format specifications. Provide high-resolutionimagery for product photos. Review our brochuretemplate in BrandFolder.local CommScope representative.” Direct readersto other content, to participate in active stepsthat move them toward a purchase.Style: Focus on high-level capabilities. SmallFormat/flow:words, big thoughts. Conversational, yetemploys a more sophisticated, elegantmessaging and design approach than asolution or product brochure.Best practices: Avoid lapsing into solutionbrochure language: “This is a solution, why itmatters, how it works and why it benefitsyou.” Specify A4 or letter design dimensions(or both). Designers, consider includinginfographic elements.Direction required: Creative brief, sourceRecommended length: 4-12 pagesmaterial, market-specific position paper,interviews. Include design dimensions andCall to action: Be specific—precisely whatCONTENTS MENUUse PCSB structure at the broadest level, focuson market trends·· Break up copy with bullets, stats, charts,callouts, etc.·· Mention the PartnerPRO Network and theInfrastructure Academy when applicableDegree of brand tone: ModerateLOWHIGHPersonality: Explanatory, persuasive, confident,expert, thoughtful, positive, focus on potential,imply market leadership, optimistic. See “Style”.do you want readers to do? Avoid genericstatements like, “To learn more, contact your7
ADDITIONAL EXAMPLESCommScope aprovecha el poder de PoEen su sede de MadridCAN BE FOUND IN THECONTENT BRANDFOLDERUsuario FinalCommScopePaísSpainDesafíosCommScope desarrolla soluciones paraayudar a sus clientes a afrontar un ampliorango de los retos que plantea la tecnologíade las comunicaciones. La compañía esCase studytambién una empresa global distribuida anivel mundial que tiene que abordar en susinstalaciones muchos de los mismos desafíosa los que se enfrentan sus clientes, incluidosel soporte de entornos de trabajo dinámicos,la maximización del ahorro de energía, laoptimización del espacio y la mejora de laproductividad de los empleados.CommScope se encontró estos desafíoscuando consolidó varias oficinas en Madriden una única instalación que se inauguró enjunio de 2017. El nuevo espacio necesitabacontar con una infraestructura tecnológicade primer nivel que respaldara a losempleados que están conectados las 24horas del día, 7 días a la semana, trabajandodesde cualquier lugar y en cualquiermomento. CommScope también se marcócomo objetivo optimizar el uso de energíaen la oficina.Infraestructura de nuevageneracióninstalación y despliegue.Para cumplir con sus objetivos deLa oficina de Madrid utiliza switches Ciscomodernización en Madrid, CommScopePoE 3560-CX para el sistema de iluminaciónrecurrió a la avanzada tecnología deconectado y switches Cisco PoE 3650 paracableado diseñada para soportar laslos restantes dispositivos PoE. Un enfoquede los dispositivos y reduce los costes deaplicaciones emergentes de Alimentaciónde cableado conocido como Rejilla dea través de Ethernet (PoE). Esta tecnologíaConectividad Universal (UCG) proporcionatransmite datos y energía eléctrica ala mayor flexibilidad y la más fácildispositivos remotos a través del mismointegración de dispositivos habilitados paracable, incluidos controladores, sensores,PoE. UCG divide el espacio de una superficieluminarias LED, teléfonos IP (VoIP) yen áreas de tamaño uniforme, o “celdas”.cámaras de seguridad. La capacidadEl cableado horizontal va desde la sala dede conectar dispositivos sin cables detelecomunicaciones hasta un punto dealimentación eléctrica separados, eliminaconsolidación dentro de cada celda, la cuallos obstáculos para optimizar la ubicaciónsoporta los diversos dispositivos del sistemaPara más información visite commscope.com1Purpose: Boost CommScope’s credibilityUse: Client sales pitches and onlineby showcasing the success of a client whopurchased and implemented one or more ofour products or solutions. Case studies areused in all types of initiatives.customer research.Development time: 31-35 business days.Length: 1-3 pagesDevelopment process: Please follow theCall to action: Be specific—precisely whatguidelines and development process as listedin the case study tool kit.Direction required: Complete the case studyFormat/flow:Best practices: Avoid generic, bland, lengthy or·· Cover page: customer logo, name, keychallenge and result summaries.outdated content.·· .Follow the outline described in the case studyshould readers do next? Consider referringto more interactive content? Avoid genericstatements like, “To learn more, contact yourlocal CommScope representative.”tool kit.·· U. se customer quotes, subheads, callouts andstats to break up the copy.Degree of brand tone: ModerateLOWHIGHbrief (pages 3-4) located in the case study toolPersonality: Results-oriented, specific, concise,kit. Provide the client’s logo in high-resolutionvector format. Also provide high-resolutionimagery for product photos.impactful, collaborative, focus on partnership,innovation, product deployment or installationprocess, implementation, pushing what’spossibleCONTENTS MENU8
ADDITIONAL EXAMPLESCAN BE FOUND IN THECONTENT BRANDFOLDERDigital experiencePurpose: Ceros is a web-based interactiveDirection required: Source material andCall to action: If possible, include a CTA on eachplatform that enables copy and imagery tomove onscreen, transforming static content andcreating a more exciting experience. It is idealwhen your online content deserves an interactivedigital storytelling approach.creative brief. Check past CommScope Cerospage of your Ceros experience. Be specific—precisely what do you want visitors to do?Consider that visitors may want more interactivemedia so link out to other CommScope videos.Avoid generic CTAs.Development time: Varies dependingon content type.Development process: If you are interestedin creating a Ceros experience, please schedulea consultation with an expert from the Contentand Creative teams. When you are ready tobegin your Ceros project, enter the job in Wrike,our project management tool, and lead thedevelopment by managing writing and designresources, proofreading, legal reviews, finalonline posting, and Microsoft Teams.CONTENTS MENUprojects for ideas.Style/file types: Ceros is ideal for ebooks,infographics, magazines, microsites, lookbooksand web banners.Best practices: Less copy, more visuals. Turncontent into interactive, bite-sized nuggets.Leverage Ceros to backlink to various pages onCommscope.com or as a teaser to refer visitorsto longer form content/assets.Recommended length: Determined by thepurpose and scope of the content to be used.As a general rule, one Ceros webpage containsno more than three paragraphs of copy and3-5 callouts.Format/flow:·· Story-driven; may be linear or non-linear.·· Note: It is NOT possible to create a duplicatePDF version of a Ceros experience.Degree of brand tone: SignificantLOWHIGHPersonality: Passionate, energetic, creative,engaging, entertaining, fascinating, innovativeand evolving9
ADDITIONAL EXAMPLESCAN BE FOUND IN THECONTENT BRANDFOLDEReBookPurpose: Used in high-profile initiatives as aDirection required: Comprehensive creativeCall to action: Be specific. Each chapter shouldthought leadership resource. An ideal sourcedocument from which to pull when developingcampaign assets.brief, development timeline, source material,market-specific position paper, interviews—everything we’ve got. Include design dimensionsand format specifications. Provide highresolution imagery for product photos.contain its own call to action, as ebooks areoften broken down into smaller pieces ofcontent. Avoid generic statements.Development time: 60-80 business days.A specific development timeline should beestablished to manage the creation ofan eBook.Development process: Contact the Portfolioteam. The Project Manager enters the job inWrike, our project management tool, and leadsdevelopment by managing writing and designresources, proofreading, legal reviews, and finaldistribution on CommScope.com, BrandFolderand Microsoft Teams.CONTENTS MENUFormat: Traditional PDF.Best Practices: Avoid using an ebook to pushFormat/flow:·· Introduction Industry trends Latestinnovations (industry-wide and CS) Bestpractices Summary/conclusionproducts or solutions. Stay product neutral.Consider using a teaser chapter formatted inCeros (our digital experience tool), and includea gated form for users to fill out and receive theentire ebook.·· I.ntersperse interactive elements, includinglinks to assets, especially videosRecommended length:Personality: Informative, authoritative,50-75 pages/5-12 chaptersDegree of brand tone: ModerateLOWHIGHeducational, confident, expert, product-neutral10
ADDITIONAL EXAMPLESCAN BE FOUND IN THECONTENT BRANDFOLDEREvent graphicPurpose: Showcase the CommScope brandat major events and tradeshows and drive foottraffic to our booth.Development time: Minimum 10 business daysfor small shows. More time is needed for morecomplex, higher-profile shows like Mobile WorldCongress.Development process: Visit BrandFolder toview and download standard event graphics.If BrandFolder doesn’t have what you need,create a project in Wrike and contact theCreative team.and tradeshow house contact, preferences forfile type, and any other relevant information.Format/flow:Style: Typically brand- or solution-centric, similar·· At least one prominently displayed panelfocused on CommScopein brevity to a print ad or web banner and oftentrend- or thought-leadership focused.·· At least one complementary panel foreach solutionBest practices: Avoid too much copy. Aim forDegree of brand tone: Significant10 words or less. Event themes or taglines shouldnever take priority over the CommScope brand.Our brand should always assume visual priorityover show-specific or campaign themes.Length: Depends on the number ofLOWHIGHPersonality: Brief, bold, bright, expressive,positive, irresistible, compelling, provocative,smart, approachableavailable panels.Direction required: Generally provided viaa creative brief that encompasses a morecomprehensive planning effort for every aspectof a major event or tradeshow. Provide boothdimensions and panel sizes. Specify the number,location and dimensions of monitors andproduct demonstrations. Share specificationsCONTENTS MENU11
ADDITIONAL EXAMPLESCAN BE FOUND IN THECONTENT BRANDFOLDERIndustry/survey reportPurpose: Strengthen our credibility andDirection required: Creative brief, sourcereputation as a thought leader. Demonstratea unique perspective, expertise or experience.Used in major initiatives or as proof points inother assets.material, market-specific position paper,interviews, raw survey data and input fromsubject matter experts. Include designdimensions and format specifications. Providehigh-resolution imagery for product photos.Development time: 40-60 businessFormat/flow:·· Introduce the issue, briefly addressing pastand present challenges·· Focus on preparation for current and futureindustry trends·· Provide useful, practical information, insightsand solutionsdays. More time is required for reportsbased on surveys.Best practices: Avoid pitching productDevelopment process: To begin, contactRecommended length: 4-12 pages·· Conclude with one CTA and 1-3 specificCommScope solutionsCall to action: Be specific—precisely what doDegree of brand tone: Minimalthe Brand team. The Project Manager enters thejob in Wrike, our project management tool, andleads development by managing writing anddesign resources, proofreading, legal reviews,and final distribution on CommScope.com,BrandFolder and Microsoft Teams.CONTENTS MENUand sales or promotional language.you want readers to do? Consider that readersof a report may also prefer more technical orstatistical information. Avoid generic statementslike, “To learn more, contact your localCommScope representative.”LOWHIGHPersonality: Educational, academic,informative, technical, thoughtful, intelligent,journalistic, objective, stat-heavy12
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diamnonummy nibh euismod tincidunt ut laoreet dolore magna aliquamerat volutpat. Ut wisi enim ad minim veniam, quis nostrud exercitation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodoLorem ipsum dolor sit amet2 Year1 Yearconsequat. Duis autem vel eum iriure dolor in hendrerit in vulputatevelit esse molestie consequat, vel illum dolore eu feugiat nullafacilisis at vero eros et accumsan et iusto odio dignissim qui blandit3 Year4 Year5 YearADDITIONAL EXAMPLES80%CAN BE FOUND IN THELorem ipsum dolor sit amet,consectetuer adipiscing elit, seddiam nonummy nibh euismodCONTENT BRANDFOLDERtincidunt utLorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diamnonummy nibh euismod tincidunt ut laoreet dolore magna aliquamerat volutpat. Ut wisi enim ad minim veniam, quis nostrud exercitation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodoconsequat. Duis autem vel eum iriure dolor in hendrerit in vulputatevelit esse molestie consequat, vel illum dolore eu feugiat nullafacilisis at vero eros et accumsan et iusto odio dignissim qui blanditLOREM IPSUM DOLORLOREM IPSUM DOLOR47%12%42%28%12%33%33%InfographicLOREM IPSUM DOLOR47%47%12%Lorem ipsum dolor sit amet42%28%33%Lorem ipsum dolor sit amet, consectetuer adipiscing elit, seddiam nonummy nibh euismod tincidunt ut laoreet doloremagna aliquam erat volutpat. Ut wisi enim ad56%56%56%Lorem ipsum dolor sit amet,Lorem ipsum dolor sit amet,Lorem ipsum dolor sit amet,consectetuer adipiscing elit,consectetuer adipiscing elit,consectetuer adipiscing elit,sed diam nonummy nibhsed diam nonummy nibhsed diam nonummy nibhLorem ipsum dolor sit amet75%Lorem ipsum dolor sit75%Lorem ipsum dolor sit50%Lorem ipsum dolor sit25%Lorem ipsum dolor sitLorem ipsum dolor sit amet, consectetuer adipiscing elit, seddiam nonummy nibh euismod tincidunt ut laoreet doloremagna aliquam erat volutpat. Ut wisi enim ad Lorem ipsum dolor sit amet, consectetur adipiscing elit. Pellentesque sit amet sem quis risus euismod commodo. Sed at lacus ultrices, mattis arcu eget, faucibus enim.51%LOREM IPSUM DOLOR SIT Lorem ipsum dolor sit amet, consectetur adipiscing elit. Pellentesque sit amet sem quis risus euismod commodo. Sed at lacus ultrices, mattis arcu eget, faucibus enim.54%LOREM IPSUM DOLOR SIT Lorem ipsum dolor sit amet, consectetur adipiscing elit. Pellentesque sit amet sem quis risus euismod commodo. Sed at lacus ultrices, mattis arcu eget, faucibus enim.57%LOREM IPSUM DOLOR SITLorem ipsum dolor sit ametLorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diamnonummy nibh euismod tincidunt ut laoreet dolore magna aliquamerat volutpat. Ut wisi enim ad minim veniam, quis nostrud exercitation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodoconsequat. Duis autem vel eum iriure dolor in hendrerit in vulputatevelit esse molestie consequat, vel illum dolore eu feugiat nullafacilisis at vero eros et accumsan et iusto odio dignissim qui blanditLOREM IPSUMDOLORLorem ipsum dolor sit45%Lorem ipsum dolor sit47%50%47%25%20152016201745%47%50%47%25%Lorem ipsum dolor sitLorem ipsum dolor sitLorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diamnonummy nibh euismod tincidunt ut laoreet dolore magna aliquamerat volutpat. Ut wisi enim ad minim veniam, quis nostrud exercitation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodoconsequat. Duis autem vel eum iriure dolor in hendrerit in vulputatevelit esse molestie consequat, vel illum dolore eu feugiat nullafacilisis at vero eros et accumsan et iusto odio dignissim qui blanditLorem ipsum dolor sitamet, consectetueradipiscing elit, sed diamnonummy nibh euismodtincidunt ut laoreet doloremagna aliquam eratvolutpat. Ut wisi enim adminim veniam, quisnostrud exerci tationullamcorper suscipitlobortis nisl ut aliquip ex eacommodoPurpose: Emphasize CommScope’s thoughtDirection required: Creative brief.leadership with a visual, statistical narrative. Usedas complimentary support for public relations,digital and social media campaigns in support ofmajor initiatives.Include design dimensions and formatspecifications. Provide high-resolution imagery80%for product photos.1 Year2 Year1 Year3 Year4 Year2 Year3 Year4 Year5 Year5 YearStyle: Use modular structure that enablethe infographic to be broken up into smaller,palatable sections.Degree of brand tone: Significant42%28%team if request focuses on a market, solution/system or product. The Project Manager entersthe job in Wrike, our project management tool,and leads development by managing writing anddesign resources, proofreading, legal reviews,and final distribution on CommScope.com,BrandFolder and Microsoft Teams.CONTENTS MENU42%28%Lorem ipsum dolor sit amet, consectetuer adipiscing elit, seddiam nonummy nibh euismod tincidunt ut laoreet doloremagna aliquam erat volutpat. Ut wisi enim adDevelopment process: Contact the Portfolio·· Compelling headline; bite-sized, modularvisual sections; one call to action·· C. onsider using alternative formats like Ceros,our digital experience toolLorem ipsum dolor sit amet,consectetuer adipiscing elit, seddiam nonummy nibh euismodtincidunt utLorem ipsum dolor sit ametDevelopment time: 22-24 business days.Format/flow:Lorem ipsum dolor sit amet, consectetuer adipiscing elit, seddiam nonummy nibh euismod tincidunt ut laoreet doloremagna aliquam erat volutpat. Ut wisi enim ad Lorem ipsum dolor sit amet, consectetur adipiscing elit. Pellentesque sit amet sem quis risus euismod commodo. Sed at lacus ultrices, mattis arcu eget, faucibus enim.51%LOREM IPSUM DOLOR SIT Lorem ipsum dolor sit amet, consectetur adipiscing elit. Pellentesque sit amet sem quis risus euismod commodo. Sed at lacus ultrices, mattis arcu eget, faucibus enim.54%LOREM IPSUM DOLOR SIT Lorem ipsum dolor sit amet, consectetur adipiscing elit. Pellentesque sit amet sem quis risus euismod commodo. Sed at lacus ultrices, mattis arcu eget, faucibus enim.57%LOREM IPSUM DOLOR SITBest practices: Avoid too much copyand photography. Use brand-supportiveillustration elements.Lorem ipsum dolor sit ametLorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diamnonummy nibh euismod tincidunt ut laoreet dolore magna aliquamerat volutpat. Ut wisi enim ad minim veniam, quis nostrud exercitation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo45%47%50%47%25%2015consequat. Duis autem vel eum iriure dolor in hendrerit in vulputatevelit esse molestie consequat, vel illum dolore eu feugiat nullafacilisis at vero eros et accumsan et iusto odio dignissim qui blandit2016201745%47%50%47%25%Recommended length: 5-7 modular sections,Lorem ipsum dolor sitamet, consectetueradipiscing elit, sed diamnonummy nibh euismodtincidunt ut laoreet doloremagna aliquam eratvolutpat. Ut wisi enim adminim veniam, quisnostrud exerci tationullamcorper suscipitlobortis nisl ut aliquip ex eacommodousually vertical; may also be horizontal.1 Year2 Year3 Year4 Year5 YearLOWHIGHPersonality: Original, future-minded, visuallynarrative, informative, bright, logically busy, statheavy, inquisitive; piques curiosity, innovative,shows progress, sometimes chronological13
ADDITIONAL EXAMPLESCAN BE FOUND IN THECONTENT BRANDFOLDERProduct brochurePurpose: Describe a CommScope product(s).Style: Neutral; follow PCSB andTypically used in high- and medium-profileinitiatives.message platform or market-specificposition paper, if available.Development time: 21-25 business days.Best practices: Avoid speaking too broadly/Development process: Contact the Portfolioteam. The Project Manager enters the job inWrike, our project management tool, and leadsdevelopment by managing writing and designresources, proofreading, legal reviews, and finaldistribution on CommScope.com, BrandFolderand Microsoft Teams.Direction required: Creative brief,source material, market-specific position paper,interviews. Include design dimensions and formatspecifications. Provide high-resolution imageryfor product photos.CONTENTS MENUhigh; stay more granular than a capabilities orsolution brochure; match features/benefits topurchasing behaviors of the target audience;this should not be an ordering guide, but canmention product names or portfolios; shouldnot include ordering information or productspecifications. Specify A4 or letter designdimensions (or both). Designers, considerincluding infographic elements.Recommended length: 4-12 pagesCall to action: Be specific—precisely whatshould readers do next? If they are readinga product brochure, they are likely close to apurchase. What next step will convince them tobuy? Avoid generic statements like,“To learn more, contact your local CommScopereprese
CONTENT BRANDFOLDER Purpose: Ceros is a web-based interactive platform that enables copy and imagery to move onscreen, transforming static content and creating a more exciting experience. It is ideal when your online content deserves an interactive digital storytelling approach. Development time: Varies depending on content type.
