Gateway’s Editorial Guidelines were created to provide standards to follow when representing Gateway through writing. These guidelines serve as reference for the Marketing and Communications department, faculty, staff and students who write for Gateway on any platform, including social media, our website, publications or promotional pieces.
Our voice: When representing Gateway Technical College through writing, use a casual, conversational tone and vocabulary that someone with an eighth grade reading level could easily understand. Address the reader directly as “you” and keep your information clear and concise. Use active voice.
Our style: Generally, Gateway follows the Associated Press (AP) Stylebook. If you have a question or are unsure of correct phrasing, please first consult these guidelines, then consult the AP Stylebook. If you are still unsure, please contact the Marketing and Communications department.
View the Editorial Guidelines to see general rules when writing to represent the college.
Translated Documents
Marketing materials that need to be translated into another language must be requested through the Marketing department. All materials are written in English and sent to an external vendor for translations and reviewed internally to ensure the copy meets editorial guidelines and is consistent with our brand tone and voice.
Copy and Layout Best Practices
Gateway’s Copy and Layout Best Practices serve as a guide for frequently requested marketing materials to help ensure consistency, clarity and accessibility in our communications. It includes word counts and ADA-compliant font sizes used for each of our standard promotional pieces.
11x7 Poster: Copy should be 50-100 words. It should include a headline/event name and body copy that briefly describes what, when, where and why.
8.5x5.5 Flier: Copy can be lengthier (150-300 words) and a more robust version of the poster with specific event details and information.
TV Screen: Copy should be minimal (ideally 30-70 words) as screens are up for 20 seconds. It should include a headline, supporting copy and call to action.
Social Media Post: Word count and content varies, but should include event name, basic information, a call to action and web shortlink. Emojis can be used when appropriate and hashtags should be used for Instagram.
Direct Mail: Word count varies due to the size and purpose of the piece. Generally, should include a headline/event name, body copy and call to action.