Editors | Emeritus | Rice University Glasscock School of Continuing Studies (RUGC) | Marketing Style Guide

Key Style Guide Information and Links

This card covers style guidance for RUGC marketing documents.

• For any style points not covered in this guide, refer to:
• AP Guidelines (but CMoS title case)
• Spelling: Merriam—Webster
• Dialect: US English
• For e-learning documents, use:
• Editors | Emeritus | Rice University Glasscock School of Continuing Studies (RUGC) Style Guide | PCHCM / PCHRM
• For video editing specifics, refer to:
• Editors | Emeritus | Rice University Glasscock School of Continuing Studies (RUGC) | Video Style Guide
• In mailer subject lines: no italics, and use numerals for all numbers.

School and Course Terminology

course and teacher

Bold green = correct option for this course

school name

• Long-form content:
• Rice Glasscock School of Continuing Studies on the first mention.
• Subsequent references can be Rice Glasscock School or Rice to be concise and clear.
• Short-form assets with character limit:
• Only Rice University is approved.
• No mention of Rice Online is allowed on any collateral as there is already a course with the Rice Online name.
• Online at Rice is acceptable if needed.

Brand/Tone of Voice

• Core values:
• Collaborative, transparent, and focused on building meaningful relationships
• Passionately curious, ambitiously imaginative, and maintain a sense of wonder
• Believe in the sovereignty of individual ability and empowering people to be themselves
• Challenging convention—being confident, bold, and straightforward
• See the Emeritus One Voice guide for additional guidance on tone of voice.

Capitalization

• Headers: CMoS Title Case
• Subheaders: Sentence case
• For correct case capitalization, see the Title Case Converter.
• Program titles, module titles, and module topics should be written in title case.

Punctuation

• Do not use the serial comma unless required for clarity.
• Parenthetical dashes: Use spaced em dashes. Exceptions: No spaces should be used around the em dash in brochures or month in the life (MITL) documents.
• decision making (noun) / decision-making (adjective)
• United States (noun in running text) / US (adjective)

Numbers

currency

• Figures in US$

dates and times

• Timezone = CT (Central Time / North American Central Time Zone)

Bullet Lists

• Use initial capitals and periods for full sentences only.
• Simple words/phrases: no initial capital, no end punctuation.
• Longer, complex fragments: use semi-colons, "and" after penultimate item, period at end of final item.

Interactive Elements

Calls to action

• A "Call to Action" (CTA) is an element on the page (usually a clickable button) with text to prompt a response or action by the user.
• Permissible CTA text:
• Apply Now
• Learn More
• Register Today
• For Social Ads:
• All CTAs must read LEARN MORE
• On Landing Pages:
• GET MORE INFO under the lead generation form (first fold on the landing page)
• REGISTER NOW for the section at the bottom of the landing page (that leads the user to the application form)