WEST BRAND PLAYBOOK 2016

West Corporation

BRAND PLAYBOOK

© 2015-2016 West Corporation. All Rights Reserved.

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West is connecting real people with big ideas

by advancing technology-enabled communications.

We are pioneering new ways to interact, to

engage, to execute business processes and

transactions. We are changing the way we work,

which is improving the way we live. We are a

collective effort of enterprise and individuals,

of communities and customers, of partnerships

and families. We are the sum of our entire

organization – the result of brilliant ideas, dedication

and the hard work of people who share our vision.

We are at the core of a technology and

communications engine that is changing the world.

We connect. We deliver. We are West.

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Questions? Contact your LOB marketing leader or call 1.800.841.9000. Email questions to [email protected]

elcome to West. The West

brand, over the course of three

decades, has evolved to represent an

essential component of community and

commerce: communication. Through

technology-enabled communication,

we have connected with and welcomed

customers, clients, partners, businesses,

organizations and groups the world over.

By providing a global communications

conduit, we have empowered our

communities and customers to grow as

a whole – economically, educationally,

personally and professionally. West

is about building business. West is

about building community. West is

about building trust. We are part of a

larger initiative that relies on powerful

collaboration, clear communication, and

the ability to connect on every level.

W

From Our CEO and COO 6

Our Lines of Business 8

The West Story 10

The West Brand Architecture 14

Brand Positioning 18

The West Brand Voice 22

Brand Assets 28

The West Brand Design Style 30

Our Logo 32

Colors 40

Iconography 42

Imagery 44

Fonts 45

West Brand Applications 48

West Brand Digital Applications 56

Legal Use of Our Name and Logo 62

West Brand FAQs 63

The West Brand Criteria 66

From Corporate Marketing 67

The West brand playbook provides an introduction to the West brand: who we are, where we’ve been, what we believe and how we differentiate our company and services.

It also acts as your field guide to the many important assets that comprise our visual identity, from our logo and color palette to imagery and messaging. Here, you’ll learn more about the ideas behind these assets, and you’ll find instructions for correct, consistent usage that apply no matter how big or small a project may be.

As a keeper of the West brand, you have both the responsibility and the opportunity to present our brand in a way that reflects our mission as one, unified company. Thank you for taking the time to read this playbook and put its guidelines to use.

From Our CEO and COO

Over the last several months you may have heard the

term “One West” throughout the organization. This term

was initially coined for the rebrand initiative but has

come to mean much more.

Branding is a component of “One West” and will lead

the way as a framework for integration, but the idea of

coming together as an organization is what we would

like all of us to focus on.

In the next few months you will continue to see and

hear concepts around the term “We” and “One West.” It

is critical to consider this concept in what you do every

day. One West is about a collective effort of enterprise,

individuals, communities and customers, coming

together to show what “We” can do to make better

connections and drive successful growth.

In order to continue to grow and compete in the

marketplace, we cannot think, operate, or brand as

individual companies. We are a unified front, where the

sum of our parts is truly the best version of West.

This brand playbook is a first step in looking like, and

communicating as, one company. It sets a framework

that all of us can work within, and will continue to

evolve and grow along with our business. The goal

of the playbook is to build clarity, consistency and

continuity around the West brand and who “We” are

as an enterprise in the marketplace.

In order for our clients and prospects to understand the

total value of what West can offer, “We” as a company

need to have a strategic, defined framework for how

our offerings fit together, how we reference and

describe our offerings, how we cross-sell, and how

we go to market with the broader vision of West.

Our playbook is designed to accommodate this shift

and focus on a bigger, better story to drive larger

conversations and revenue across lines of business

and at every level of our organization.

We encourage you to read this document thoroughly,

study the nomenclature and apply it in your daily

interactions. Thank you in advance for embracing this

change and for being part of this exciting initiative.

Sincerely,

Tom Barker Chief Executive Officer and Chairman of the Board

Nancee Berger President and Chief Operating Officer

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Through our five lines of business, West

provides solutions that help our clients more

effectively communicate, collaborate and

connect with their audiences. We are delivering

technology to make life easier. We are creating

stronger, more valuable connections.

Our Lines of Business

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UNIFIED COMMUNICATIONS SERVICES

Our Unified Communications Services line of business

provides scalable solutions that transform the way

our clients communicate with employees, customers

and beyond.

As the world’s largest conferencing provider, West delivers

on-demand audio conferencing, web collaboration tools

and video webcasting services. By integrating these

solutions, we are helping our clients facilitate more

productive meetings, create stronger connections and

increase engagement in audiences around the world.

The West cloud-based unified communications as a

service (UCaaS) solution allows our clients to transform

the way their businesses work. By outsourcing their

telephony and network infrastructure, coupled with

powerful collaboration tools, our clients can realize

efficiencies across their organizations.

INTERACTIVE SERVICES

Our Interactive Services provide a multi-channel

approach for our clients to connect with their

customers. Consumers want to choose the ways in

which they receive information from the companies and

organizations with whom they interact. West combines

over 20 years of voice technology expertise with text,

email, push notifications, fax, video, web, social media,

hosted contact center and mobile capabilities.

West gives organizations in a variety of industries the

power to reach and notify their customers, subscribers

and constituents quickly and efficiently. Last year, West

received or delivered approximately four billion calls

and data messages. Our solutions are used by most of

the utilities in the U.S. to alert customers and respond to

power outages; by the majority of the K-12 school districts

in the U.S. to inform parents of important announcements;

and by healthcare providers and retail pharmacies to send

reminders to patients.

SAFETY SERVICES

West plays a critical role in connecting citizens with first

responders during an emergency. We provide the location

database for the majority of the 9-1-1 calls made in the

U.S. – determining where the calling party is located and

which responder should be dispatched.

We are delivering and advancing technology to make life

safer through our Next Generation 9-1-1 solutions. These

solutions significantly expand the information available to

first responders by providing citizens and organizations

the option to share relevant data and the ability to text and

send photos and video to 9-1-1 centers.

TELECOM SERVICES

West provides toll-free origination, termination and

telephone number services to telecommunication

carriers. We are the leading independent provider of

toll-free origination in the country.

This comprehensive network provides us with

opportunities to strengthen the relationships we have

with our clients and vendors and develop new services

as our clients transition to Internet protocol technologies.

SPECIALIZED AGENT SERVICES

We combine highly skilled and trained subject matter

experts with proven analytics and technology to offer

our clients Specialized Agent Services. We have a

deep understanding of agent-based solutions and are

focused on the fast-growing healthcare market for this

line of business.

We are the leading independent provider of healthcare

advocacy products and services to employees of

large organizations. West also helps health insurance

payers improve cash flow by identifying and returning

overpayments. Additionally, we offer business-to-

business sales with a focus on increasing our clients’

market share and improving customer relationships.

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The West Story

West’s rich history can be summarized as a

constant, passionate dedication to service.

Since our inception, we’ve been focused on

growth by listening to our clients, identifying

specific needs, crafting viable solutions – and

deploying, supporting, adjusting and adapting

those solutions for other markets.

Our employees are a vital part of our past and future.

Our company is built on your ideas, and our ongoing

success depends largely on the talent, enthusiasm

and collaboration of team members like you.

1992

99

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West Telemarketing was an inbound contact center that took calls to sell items advertised on TV like BluBlocker sunglasses, magazine subscriptions and Richard Simmons workout videos.

Infomercials continued to grow in popularity and expand the media options for direct TV advertising. West reached 1,000 employees.

West began offering outbound customer contact services for large-volume sales campaigns.

The company reached over 14,000 employees and processed nearly 400 million minutes of transactions. Revenue in 1996 was over $300 million.

The company added significant call-processing capacity and nine new facilities.

The company name was changed from West Telemarketing to West Corporation to reflect its broader scope of services.

of telephony-related transactions managed.

West made its first acquisition, buying Tel Mark Sales. Followed by two additional acquisitions later that year.

West entered the conferencing services business by acquiring InterCall and ConferenceCall.com Furthering the company’s focus from its traditional labor-intensive business to platform-based businesses.

West Corporation started as West Telemarketing in Omaha, NE by Gary and Mary West.

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90

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96

98

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03

West acquired a new headquarters building in Omaha.

2000

West was awarded its first patent.

IN RE VENUE

minutes of telephony- related transactions

for the first time in company history

transactions minutes processed

over

revenue exceeded

more than

$500

MILLION

1 BILLION

$100M

6 BILLION

12.6 BILLION MINUTES

West went public with a valuation of

$1.4B

West built a new state-of-the-art Network Operations Center to monitor and manage millions of calls each day.

West launched its Interactive platform, which grew rapidly with the company processing long-distance calls for users of prepaid calling cards.

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West’s growth earned it a spot on the Fortune 1000 list for first time and #68 in the Business 2.0 list of the Top 100 Fastest Growing Technology Companies.

West made three acquisitions to grow its international conferencing business and its safety services business.

West had two more acquisitions in its conferencing services business.

West acquired SKT, which added unified communications services to the company’s lines of business.

West made six acquisitions in 2011, adding capabilities to its alerts and notifications, unified communications, conferencing services and safety services lines of business.

Gartner, Inc. positioned West in the Leaders Quadrant of its “Magic Quadrant for Unified Communications as a Service (UCaaS), North America.”

West announced participation in a five-year study to explore new technologies that automate patient care outside of hospitals and doctors’ offices with the Gary and Mary West Health Institute and Vanderbilt University Medical Center.

West acquired Health Advocate. This acquisition significantly strengthened West’s capabilities to serve the healthcare market.

05

07

06

08

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The company grew its alerts and notifications business with two acquisitions in 2007.

2015

IN RE VENUEBILLION

$4.2 BILLION

West went public with a valuation of

$5.2B

$1

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Forbes named West to the Platinum 400, the magazine’s list of the best big companies in America, and InterCall was recognized by Frost & Sullivan as the Audio Conferencing Service Provider of the Year.

The acquisition of Sprint’s conferencing services assets firmly placed West in a leadership position within the conferencing services industry.

West acquired Intrado, North America’s primary provider of 9-1-1 infrastructure systems and services.

West went private through a recapitalization of the company by two private equity firms. The transaction valued the company at revenue

exceeded for the first time in company history

$2B

Gartner, Inc. positioned West in the Leaders Quadrant of its “Magic Quadrant for UCaaS, North America” for the third consecutive year.

West acquired HyperCube, adding telecom services to its lines of business.

West acquired 9-1-1 Enable, a provider of emergency communications solutions for IP-based enterprise customers across the U.S. and Canada.

West acquired SchoolMessenger and SchoolReach.

And West acquired SharpSchool, a leading provider of website and content management solutions for the education market.

The transformation of West from a labor-intensive to a platform-based business is complete after selling several agent services businesses. A divestiture that helps position West as a leaner, more focused, faster growing company with better profit margins.

West acquired Magnetic North, Ltd., a leadingU.K.-based provider of proprietary hosted customercontact center and unified communications solutionsto enterprises.

West completed the acquisition of ClientTell, Inc., aprovider of automated notifications and lab reportingservices to the healthcare industry.

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THE WEST BRAND

Allow us to hop on our brand soapbox for a moment.

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96%of the value of the Coca-Cola brand is based on intangible assets, such as levels of awareness, knowledge and specific image attributes.

Interbrand

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The West Brand Architecture

West has moved to a more fluid, broad-based offering

designed with our customers in mind. In order for

our customers and prospects to understand the total

value of what West can offer, “We” as a company need

to have a strategic, defined framework for how our

offerings fit together, reference each other, sell with

one another, and market to the broader vision of West.

Our brand architecture is designed to accommodate

this shift and focus on a bigger, better story at the top

to drive larger conversations and revenue – across lines

of business, and at each level of the hierarchy.

Sales and marketing will have opportunities to promote

Service Offering Platforms across lines of business or

product platforms and suites within the specific solution

sets. We will also highlight key strategic verticals as

“Centers of Excellence” that span the breadth of our

lines of business.

This structure is simple, flexible and focuses on

making West easier for our employees, customers

and prospects to understand and articulate

“We are West.”

MISSION LEVELONE COMPANY • ONE BRAND

SERVICE LEVELTHE VALUE SALE

VERTICAL LEVELINDUSTRY EXPERTISE

SOLUTIONS LEVELFEATURES AND BENEFITS

TRANSITION LEVELBRANDING

This is a visual hierarchy, a

breakdown of the different levels

that make up our company.

It provides valuable perspective

on who we are, what we offer

and how it all fits together.

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MISSION LEVELONE COMPANY • ONE BRAND

SERVICE LEVELTHE VALUE SALE

Unified Communications Services

Interactive Services

Safety Services

Specialized Agent Services

Telecom Services

VERTICAL LEVELINDUSTRY EXPERTISE

Cable and Satellite Education Financial Services Government

Industrial Goods and Manufacturing InsuranceProfessional Services

RetailTechnology Telecom and Wireless

Transportation Travel and HospitalityUtilities

SOLUTIONS LEVELFEATURES AND BENEFITS

Cloud Contact CenterConferencingDigital MediaDirect Inward DialingGovernment Solutions

IVRMessaging and PresenceMobile MessagingMobilityNetwork Solutions

Professional ServicesSales DesignSales ModelsSales OptimizationTermination Services

Toll Free ServicesVoice and NetworkWireline

TRANSITION LEVELBRANDING 9-1-1 Enable, HealthAdvocate, HyperCube, InterCall, Intrado, School Messenger, SharpSchool, TeleVox, Unisfair,

Magnetic North, ClientTell

WEST LEGACY AND ACQUIRED BRANDS**

WEST SERVICE VERTICALS*

WEST SOLUTIONS / PRODUCTS*

WEST LINES OF BUSINESS / SERVICES

“Vision without execution is hallucination.”Thomas Edison, inventor

*These are working examples and are not all encompassing as to the variety of what West has to offer. **These are examples of acquired brands transitioning to a solutions state in the West portfolio. 15


MISSION LEVEL

We are West. West is the only brand we recognize

as our brand. The alternative – recognizing and

promoting multiple brands – would lead to diluted brand

equity and, ultimately, brand fracture. As a result, it’s

imperative that we view and address West as our one

company and one brand.

In viewing West as an integrated brand, it’s helpful to

consider the “We” of our company. We are driven to

help our clients succeed, innovate and grow. West is an

integral part of a massive economy, a comprehensive

community of employees, consumers, patients,

constituents – people who rely on communications

to live their lives. “We” are not just West. “We” are the

community at large, people working together to push

forward. At this level, we should:

• Convey our unchanging, unwavering brand promise

• Articulate our mission, vision and values

• Deliver on our timeless commitment to improving the end-users’ lives

SERVICE LEVEL

West is comprised of five lines of business (LOBs).

Our capabilities are not delivered in silos. These are

our categorical service offerings that contain solutions,

products and specialized tools that can be combined

and adapted to meet nearly any communications

challenge. These include:

• Unified Communications Services

• Interactive Services

• Safety Services

• Specialized Agent Services

• Telecom Services

On the lines of business or service level, “we” become

more specific in our communication. We are addressing

an audience that wants to know what role we play in

the economy and the community. We are speaking

to and with professionals from varying backgrounds

– highly educated experts who are immersed in their

respective fields, while also assuming the role of

consumer, patient or constituent. They’re people who

appreciate the depth and breadth of our services, and

want a quantifiable understanding in return. At the

Service Level, we’re focused on:

• Campaign level messaging that delivers value to a targeted audience

• Articulating benefits to an end-user that can be correlated with the service

• Constructing sales conversations that establish an enterprise landscape tying back to one company, one brand

• Communicating relevant capabilities quickly that drive and accelerate results

SOLUTIONS LEVEL

West’s products and solutions are track-tested, robust

tools that make up a configurable system designed

to help businesses and professionals communicate

more efficiently and effectively. Whether it’s providing a

single product or delivering an entire suite of services

at an enterprise level, we are there to support our

clients and enable them to build stronger relationships

with their customers. At this level, we will:

• Deliver a dynamic tactically focused pitch that can continue to change and evolve

• Create a viable entry point to a larger value-based conversation

• Get into the weeds, explaining important product and platform details

• Convey relevancy at a micro level through our technology platforms

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VERTICAL LEVEL

Our robust offerings serve a number of growing

industries, which is why we must come equipped with

the industry knowledge and understanding required to

apply engagement and connect our areas of practice.

We earn the trust of our audience by communicating

with them the same way they communicate with each

other – speaking their language. With technology-

enabled communications as our common thread, it’s

important that we convey a sense of confidence in

both our own area of expertise and how it applies to

our clients’ and prospects’ worlds within a particular

vertical. We will accomplish this by:

• Listening to our prospects, our clients, our clients’ customers and their ever-changing needs

• Drawing on our own range of functional and industry expertise from our offices around the globe

• Presenting a broad and deep tool set that includes service and support

• Showing statistical, quantifiable understanding of a specific industry or vertical

• Understanding a client’s challenges and connecting with their customers’ needs

• Delivering tangible, quantifiable, comparable results within each industry

• Staying true to our brand, keeping in mind that we are still West – a technology company that brings communications expertise to every vertical

TRANSITION LEVEL

We are greater than the sum of our parts. Our strengths

yesterday have enabled us to widen our reach today

in terms of services under our umbrella. This has

enabled us to go further tomorrow into other industries

and verticals. Our clients’ and their customers’ needs

come first. If we don’t have what is needed, if there is

a better solution that already exists, or if development

is required, we will find a way to deliver. Our history of

acquisitions has onboarded industry leading brands

such as Intrado, InterCall, TeleVox, and many more.

In order to support our “One West” commitment and

maintain the equity and power behind these names, like

the architecture, we have developed a productization /

solutions strategy to leverage them through a

transitional stage.

• Co-association with the parent brand during a transition phase of no longer than 12 months

• Present a clear distinction between brand and product

• Present a clear connection between product and client

• Deliver stronger products, services and solutions by leveraging the strength of a communications giant and technology leader

• Cross-pollinate products – escalate the enterprise conversation and maximize connections to accelerate growth

“If your brand looks consistent, people will assume that what you deliver is consistent.”Sammy Blindell, marketing expert and speaker

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Brand Positioning

OUR MISSION

West is connecting the ideas, the innovation,

the enterprise and the individuals that make

things happen. We develop technology-

enabled communications that change the way

we work and improve the way we live. We are

pioneering new ways to interact, to engage, to

execute business processes and transactions.

We are a collective effort of enterprise and

individuals, of communities and customers, of

partnerships and families. We are the sum of

our entire organization – the result of brilliant

ideas, dedication and the hard work of people

who share our vision. We are at the core of a

technology and communications engine that

is changing the world.


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OUR VALUES

As West employees, our corporate values guide our

decisions every day. You are the face and voice of our

brand and company with every interaction you make on

behalf of West. When making decisions relating to our

clients, prospects or interactions with our colleagues,

use these values as a compass for positive experiences

and results.

BE ACCOUNTABLE

What we do at West is depended upon by millions of

people worldwide and affects the way we communicate

in every aspect of our lives. We are accountable to each

other. We are part of a global responsibility to connect

and deliver the communications we rely on everyday,

every hour and every second – especially when every

second counts. Your attention to detail in every aspect

of your career at West is what differentiates us in

the marketplace. We own our actions with ourselves,

our teams and our clients. Mistakes happen, we take

responsibility, better the situation and always strive for

the best possible result.

DRIVE PROACTIVE IMPROVEMENT

We are constantly evaluating, learning and improving –

on our processes and results. On behalf of our clients,

we identify and meet business and operational needs

early and often. We anticipate potential problems, make

constructive recommendations and always look for ways

to enhance outcomes. Through innovation and strategic

thinking, we’re focused on the growth of our clients,

actively working to deliver the solutions, services and

strategies that can help them expand their reach and

foster more meaningful connections.

ALWAYS STRIVE TO EXCEED EXPECTATIONS

We are always striving to differentiate ourselves by

delivering superior service and solutions. In technology

and communications, performance is the benchmark

by which all other things are measured. Our people,

our products and our services are held to the highest

standards. We continuously meet and exceed

expectations, and provide an environment in which we

encourage each other to reach higher.

ACT WITH A SENSE OF URGENCY

We are committed to stepping up, reaching out and

following through with our responsibilities in a timely

manner. We respond quickly – always staying calm under

pressure. In an industry that values agility and speed, we

are poised to act swiftly, yet remain strategic.

WORK COLLABORATIVELY

As a team, we are one in our efforts. We value

cooperation and understanding among our diverse

work groups, recognizing and appreciating every unique

perspective and contribution. We are the sum of our

collective assets and efforts. Better together, the entire

West team builds our enterprise as a unified front.

We encourage collaboration and teamwork at every

level of our organization, understanding that the best

and brightest ideas come from the combined efforts

of talented individuals. One Company. One Brand.

One West.

“Companies that enjoy enduring success have core values and a core purpose that remain fixed while their business strategies and practices endlessly adapt to a changing world.”James Collins and Jerry Porras, analysts

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THE WEST BRAND PROMISE

Technology, by definition, faces the constant challenges

of complexity and obsolescence. At West, we are

dedicated to delivering and improving upon new

channels, new capabilities and new choices for how

businesses and consumers collaborate, connect and

transact. We operate at the scale and speed necessary

to capitalize on the promise of emerging technologies

and the advantages they will provide. It is our business to

deliver reliable, scalable, productive communications and

build smarter, more meaningful connections.

We live it every day, from saving lives, to saving time and

money. We can serve as an extension of your brand

or expand your network. West is the backbone of a

communications platform that is connecting the world,

and has been from the beginning.

At West, we promise to keep designing and delivering

the services that grow businesses, save lives, enrich

communities and empower great user experiences.


“Making promises and keeping them is a great

way to build a brand.”Seth Godin, best selling author,

entrepreneur and marketer

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TAGLINE

The West tagline serves as an extension of our

brand promise and a constant reminder of our role

in the marketplace and our obligation to clients.

It speaks to our identity, not only as West employees,

but as consumers of the very technology we provide.

This position allows us to empathize with end users and

better connect with our clients.

Finally, it conveys confidence in our ability to deliver the

scalable, productive communications and meaningful

connections we’re known for – and that our clients

expect from us.

We are the people we serve. Above and beyond our

role as West employees, we are community members,

patients, parents, constituents and customers.

We consume the very technology we provide, which

allows us to better understand how to help our

clients succeed.

We connect the ideas, the innovation, the enterprise

and the individuals that make things happen.

We have the knowledge, drive and resources to deliver

reliable, scalable, productive communications and build

smarter, more meaningful connections.

Our tagline summarizes our purpose and unites our

company. It should be used as a differentiator on

appropriate pieces of communications and always in

this format (refer to page 32).

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TONE OF VOICE

Tone of voice is not what we say, but how we say it. It

is how we express our brand’s personality, our values

and the people behind our brand. Our tone of voice

goes hand in hand with our core values and our value

propositions – the foundational elements of our structure

as a technology-enabled communications company.

It is important we create and deliver consistent

messages that sound like West, what we stand for and

what we may be like to work with – both in words and

images. Consistency is a cornerstone of building trust

with our clients. We craft our tone the same way we craft

our service, and ultimately our brand – designed to allow

the character of our business to speak loud and clear.

The words we choose, their order, rhythm, style and pace

should always assist in capturing our brand story. Our

brand messages should be written and conveyed in a

way that reinforces our culture of innovation, reliability,

customer focus and diversified technologies that allow

us to empower our communities and our customers to

change the way we work and improve the way we live.

Proof points to help you bring the West tone of voice to

life accompany our core messages provided here. These

are simply meant to provide a starting point for us to

connect audiences with the strength of the West brand.

“Clearness is secured by using words that are current and ordinary.”Aristotle, philosopher

CORE MESSAGING

We connect. We deliver.

We are part of this. We understand the connections we

deliver impact more than our clients or their customers.

They impact all of us. So, we are active participants in the

dialogues we create. “We” are part of the conversation.

We use every resource available to go beyond the

expected. We know there is more than one solution

to any problem. We communicate our understanding

of multiple outcomes to provide context to the one we

know will gain ground more quickly.

West connects real people with big ideas by

advancing technology-enabled communications.

We are innovators, continuously developing solutions for

tomorrow that connect with and welcome customers,

businesses and professionals around the world.

West is about building commerce and community,

building trust and empowering the world to

grow as a whole – economically, educationally,

personally and professionally.

We are part of a larger initiative that relies on powerful

collaboration, clear communication, and the ability to

connect on every level.

WRITING STYLE GUIDELINES

Understand what our audience needs – Construct

targeted and relevant messages based on our audiences

needs. Articulate the problem statement first, and pay

off with an appropriate West value proposition and

how we solve the the audiences pain. Use a style that’s

appropriate to both our readers situation and context.

Always strive for an emotional connection by showing

empathy and true understanding of their pain points.

The West Brand Voice

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Sample copy: Patient populations, aspirations and

challenges are unique to every healthcare organization.

We understand the issues our technology-enabled

communications work to solve and how they fit together

in the healthcare market. We take time to listen so we

can recommend the right solutions that deliver the

outcomes you need and your patients deserve.

Be persuasive – Messaging should capture the

attention of our audience. The headline, words, phrases or

paragraphs can all be used to persuade the reader to take

a specific action. Using present tense and logic drives a

sense of urgency and connects to positive outcomes.

Sample copy: It is essential healthcare providers

have access to the right information, at the right time.

Our patient-centered solutions connect technology

and analytics to deliver better decision-making and

proactive health care. We convert health data into

health intelligence – keeping your patients and your

bottom line happy.

Use clear and concise language – Clarity creates a

mutual understanding between West and our customers.

Our values were built around simplicity and are driven by

our commitment to our clients. Inform and educate with

as much precision as possible.

Sample copy: Individuals with a higher well-being

are healthier, higher performing and less costly.

Our patient-centered solutions address your total

population, keeping healthy people healthy, reducing

costs, optimizing care and improving retention rates.

MESSAGING GUIDELINES

• We speak in the first person plural, because what we do and say impacts all of us.

• We choose words that are widely understood.

• We tell relevant stories.

• We back ourselves with solid, sourced data.

• We avoid jargon.

• We spell out acronyms in the first mention.

• We avoid abbreviations.

• We avoid slang.

• We are professionals.

• We speak at our audiences level of sophistication.

• We speak first as West, then translate to the language of a particular vertical.

• We bring emotion to our words and strive for real connections.

• We humanize our technology to the end user.

West marketing leaders are available to assist all of us

in better understanding and bringing our tone of voice

to life in our communication efforts.

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PRACTICAL USAGE

“So, what do you do?”

In our messaging section, we offer details on how to

talk about West in the context of print messaging and

online content. But the way we represent our company

in conversation – at tradeshows, in meetings and in

everyday encounters – is just as important. It shows

peers, clients and prospects that we’re confident

in our mission and able to explain West’s purpose

through the lens of real-world needs.

Below, you’ll find a breakdown of how you should

verbally present West, from our high-level purpose to

the tactics we employ to accomplish our mission.

Presenting West in Conversation

1. Mission level 1: We are West. This is who we are at the highest level – our

mission in action.

2. Mission level 2: Your Line of Business

Introduce your line of business in the context of

its relatable, real-world purpose. What do you

do for people on a meaningful, universally

understood level?

3. Benefit level How your line of business serves others – clients

and everyday people alike.

4. Tactical level The services and tools you employ within your line

of business to provide those benefits.

24

Example: Safety Services employees

This is an example of the hierarchical breakdown that

a West employee within the Safety Services line of

business could utilize. If you work within a different

line of business, use this example as a model for your

own introduction.

1. I work for West Corporation. We’re a

communications technology company dedicated

to helping business and consumers find new,

innovative ways to connect.

2. Our Safety Services line of business is focused on

saving lives.

3. We do this by providing a variety of enterprises

with the most robust emergency communication

technology available, helping them operate more

efficiently, respond faster and help more people.

4. We’re able to deliver on our mission by providing

Next Generation 9-1-1 solutions, location-

determination solutions for wireless carriers, Public

Safety Call Handling solutions and more.

“Whatever you are, be a good one.”

- Abraham Lincoln

25

THE WEST BRAND STYLE GUIDE

The pieces and parts of an even bigger big picture.

26

By 2020, customers will manage

85%of their relationships without talking to a human.

Gartner

27


Brand Assets

In this section, you’ll be introduced to the building blocks

of our brand – assets that are essential to every visual

representation of West. From our logo to our color

palette and all of the details in between, they create our

identity and establish a vital sense of continuity within our

communications efforts. The next several pages will explain

the importance of these assets, provide a framework for how

to use them and offer examples that can serve as a helpful

guide for integration and application of the brand.

BRAND COMPLIANCE

The 5|5|5 Rule – If your project falls into one or more of

the following categories, you are required to consult with the

corporate marketing department regarding brand compliance

as outlined on page 60. This rule was established in an effort to

leverage economies of scale across West and drive continuity.

• Costs more than $5,000

• Over 5,000 impressions

• Shelf life of longer than 5 months

“Your brand is the single most important

investment you can make in your business.”

Steve Forbes, editor-in-chief of Forbes

28

west.com

29


The West Brand Design Style

Essential to any strong brand is a defined design style

that speaks a company’s mission, establishes

its position in the marketplaces and offers a sense

of continuity across all communications. At West, we

are able to create a consistent branded look by

adhering to these visual hallmarks of West design:

1. Consistent and appropriate use of the designated West color palettes

2. Visually interesting asymmetrical grids

3. Dynamic use of scale between graphics, images and overall layout

4. Graphics and images that tell a story

5. Using bold color and imagery to grab attention and stand out

6. Purposeful graphics, avoiding superfluous design elements

7. Use of negative space as a key design element

8. Consistent use of compliant fonts

9. Layouts that create a natural flow for the viewer

10. Modern, relatable imagery representative of today’s standards, e.g. phones, computers, apparel, furniture, hairstyles, vehicles...

11. Use premium papers and printing techniques whenever possible, e.g. spot varnish, spot UV and metallic inks

To the right are several examples of existing layouts

that adhere to the standards established for the

West brand.

“Design is the silent ambassador of your brand.”Paul Rand, graphic designer

4.

7. 11.

2. 3. 10.

9. 10.

30

Business connections are

happening everywhere.

west.com | 800.841.9000

I N T E R A C T I V E S E R V I C E S

Managed Proactive Notifications

ENGAGE CUSTOMERS WHEN THEY WANT, HOW THEY CHOOSE

Proactive multi-channel solutions empower enterprises to generate stronger

customer engagement and productive, lucrative results. By learning user

preferences and developing data-driven conversations using hosted

technology, you can personalize automated interaction to deliver exactly

what your customers want.

• Notify and Remind

• Interact more frequently and efficiently with a broader audience• Maximize response rates• Reduce operational costs of inbound customer service

• Personalize and Converse

• Provide customers choice and control• Strengthen education, retention and advocacy• Improve care effectiveness, survey participation, collections results

and satisfaction scores• Decrease opt-out rates

• Coordinate and Manage

• Reduce development, maintenance and compliance costs • Easily administer campaigns and ad-hoc messaging• Streamline communication touch-points across your enterprise• Ensure opt-in consent and regulation compliance

With cloud-based infrastructure and fully managed service, you are

free to focus on your core business objectives and trust experts to

help guide outreach strategy, quick implementation and integration,

and ongoing optimization.

Customers want brands to reach them where they are, on their terms,

with relevant and timely information. As rules of conversation change

all the time, it can be tough to confidently keep pace with technology

advancements, user preferences and compliance regulations.

• Assess your customer experience to develop an outreach strategy

• Integrate new and existing technology

• Allow customers to manage their preferences

• Configure message types, channels and schedules

• Administer notifications based on customer consent, choice and need

• Engage and respond promptly, when appropriate

• Optimize business rules with real-time and historical data insight

How It Works

Raise customer satisfaction & NPS

1/2cut in need for live contact center resources

80%reduction in inbound calls

Thirsty for change?

Then you’ll find this refreshing.

We’ve updated the West brand,

and now it’s bigger and better

than ever. Enjoy a cold beverage

to celebrate!

4. 7.

3.

2. 3. 7.

4.2.

2. 9.

1.

9.2.

6.

10.

31

Our Logo

As our brand evolves to represent our growing company,

one key brand asset remains distinctive: the West

logo. Our logo is strong and simple, and it serves as a

well-recognized and respected anchor for every piece

we create. It is the only symbol that truly unites us as

one company and should never be altered beyond the

guidelines given here.

REGISTERED TRADEMARK

The West logo is a registered trademark. The registered

trademark symbol appears with the logo in every use.

The ® will appear the same color as the word “west”

within the logo. The ® can vary in size depending on the

application. Please reference page 62 or consult with

marketing regarding the correct sizing in special cases.

The West logo is the most

fundamental and essential

brand asset we have. It

should be thought of as

a piece of art and should

not be recreated or altered

in any way.

The line weight of the "square" enables the mark to reduce to small onscreen sizes without breaking or anti-aliasing.

The "w" of the wordmark is centered on the vertical line of the square.

The "west" wordmark is centered vertically by center mass.

When aligning the mark use the left and right edges of the “square”.

The registration mark is always to appear with the logo, but can vary in size per application.

PMS 485 C

CMYK

0, 100, 100, 0

HEX ed1c24

PMS Black C

CMYK

0, 0, 0, 100

HEX 000000

32

ACCEPTABLE LOGO FORMATS

1. FULL COLOR

The two color spot logo should be used when printing

in spot color is possible (CMYK can be used when

spot is unavailable).

2. FULL COLOR REVERSE

When using the logo on a dark background – we

have developed a reverse version that keeps the

red “square”. Please use this reverse version that

maintains the red “square” when using the logo on

a dark background that contrasts nicely with red.

3. REVERSE

If the background does not contrast strongly with

the full-color logo, the white version of the logo

should be used.

4. BLACK

When the color versions can not be utilized, use

the black logo.

To obtain the appropriate art files, please contact

your respective marketing leaders or email

[email protected]

1.

2.

3.

4.

33


LOGO AND TAGLINE

The West tagline should always be viewed as a piece

of art, whether it’s used in conjunction with the West

logo or alone (unless being used in headlines or

bodycopy). When used with the West logo, there is

a specific, pre-determined way to position these two

assets next to each other.

Whenever possible, the tagline should be placed

to the left of the logo, at a distance equal to half

the height of the red square. Alternate logo tagline

lockups are available for use when the preferred

version will not work in the layout or application.

LOGO SIZE

The full-color West logo should never be used smaller

than .375 inches wide. And the logo with the tagline

should not be used smaller than 1.75 inches in width.

AREA OF NON-INTERFERENCE

The area of non-interference around the logo prevents

any nearby text or graphic elements from interfering

with legibility. The maximum amount of space is

always preferred. The minimum space is equal to half

the height of the “square” in the logo.

.5X

.5X

.5X

.375” 1.75”

X

.5X

.5X

34

We connect. We deliver.

Safety Services

INCORRECT LOGO USAGE

To the left are examples of incorrect logo and tagline

usage. Please use them as a guideline for what

NOT to do.

• Do not rotate or tilt the logo.

• Do not stretch the logo.

• Do not type the tagline. Treat it as a piece of artwork.

• Do not alter the colors or font of the logo or tagline.

• Do not place the logo in a tight box.

• Do not put effects (i.e. glow) behind the logo.

• Do not recreate the logo.

• Do not create new versions of the logo by forming a lockup (the logo next to a wordmark) with the title of a line of business or any other word.

35


ALTERNATE LOGO APPLICATIONS

There are many instances when the West logo

must appear on mediums other than in traditional

marketing. Event promotion, temporary and

permanent signage, textile applications, sponsorships

and incentive items are just a few of the opportunities

to communicate the West brand. It is important that

we maintain consistency in these applications as well.

West will provide the standards outlined in this

document, as well as approved files and proper

oversight when partner/vendors are working with

our brand. It is important that the logo is reproduced

properly and it is the responsibility of everyone

at West to ensure consistent application of our

branding elements.

Some preliminary guidelines:

• Always provide Pantone (PMS) colors for matching. Vinyl-cutters, screen-printers, sign-makers and embroiderers will have the ability to match their production materials to the Pantone Matching System.

• One-color logos are recommended for material applications where the background colors, imagery or patterns might not be complementary to our two-color logo. For example, if your group is sponsoring a charity run, the promoters may be producing green t-shirts. In this instance, the one-color reversed (white) version of the West logo is appropriate.

• The registration mark can only be removed in instances where it will reproduce illegibly.

• The value (lightness or darkness) of the background or substrate will determine the use of a dark or light logo.

• It is okay to leverage complimentary materials and finishes such as glass, metal, masonry and wood, as long as these finishes are relatively close to brand standards.

36

“A great brand is a story that’s never completely told.”Scott Bedbury, Brandstream

37

After two decades of watching marketers devote the majority of their energies, creativity, and budget to product-level brands, we are now seeing a rapidly growing focus on corporate branding. Previously relegated to the sphere of investor relations and corporate social responsibility, across industries there is now a new mandate to tell a story at the corporate level. Major companies, whether in B2B or B2C, are all stepping up their corporate brand building, reinventing this 1970s-era strategy, but for new reasons evolving from today’s business imperatives.Sense Perspective, Lippincott

38

PRODUCT AND SOLUTION MARKS

In order to present a single, powerful unified company,

and to avoid diluting our brand equity, it’s imperative

that West is the only brand we recognize as our brand.

We are one company. One brand. One West.

When your company becomes part of West

Corporation, your logo will transition to a wordmark

that appears as a piece of the overall West brand.

Company names will be typeset in our corporate font.

This visual tie will allow you to leverage existing equity

in the name while establishing your company as an

integrated piece of the one, unified West brand.

In addition, if your company name is associated

with a specific product or solution platform, we will

determine on a case by case basis whether the name

has merit during a transition phase and assign specific

designations by the adding the terms “product” or

“solutions” to the wordmark.

Unified Communications Services

InterCall Solutions

39

Our primary and secondary color palettes are

strategically designed to accommodate the unique

needs of our lines of business and are built to

represent the colors consumers have come to

associate with specific industries. For example,

healthcare providers have found that cool palettes

convey a soothing, calming and clean effect more

conducive to healing, while operators in fast-moving,

tech-focused fields have seen success with oranges

and reds.

The overall West palette is consistent in tone and

saturation, and the possible combinations within the

palette can be created to present varied, yet brand-

compliant, color schemes for different areas of

the business.

Due to inconsistencies in RGB mixes between

various mediums, please use hexadecimal colors.

Color applications such as embroidery and vinyl

must match the Pantone (PMS) colors as closely as

possible. Provide PMS colors to vendors for matching.

1. PRIMARY

These are the individual colors that make up the

primary color palette. Red unites us as a company and

acts as a base for everything we design. In addition, the

neutrals in our color strategy present relief and provide

bold backdrops for key content.

2. SECONDARY

These are the individual colors that make up the

secondary color palette. This palette can be used in

combination with the primary palette to add depth,

versatility and detail, helping to achieve the appropriate

tone for a particular audience or line of business.

Colors

PMS 138 C

CMYK 0, 42, 100, 2

RGB 245, 160, 26

HEX f5a01a

PMS 7406 C

CMYK 0, 21, 100, 0

RGB 248, 199, 15

HEX f8c70f

PMS 654 C

CMYK 89, 66, 8, 34

RGB 27, 68, 120

HEX 1b4478

PMS 1665 C

CMYK 0, 80, 100, 6

RGB 228, 85, 32

HEX e45520

PMS 716 C

CMYK 0, 66, 100, 0

RGB 244, 119, 33

HEX f47721

PMS 539 C

CMYK 92, 63, 0, 75

RGB 0, 27, 70

HEX 001b46

PMS Violet C

CMYK 89, 100, 0, 0

RGB 73, 47, 145

HEX 492f91

PMS 2415 C

CMYK 35, 100, 35, 10

RGB 159, 31, 99

HEX 9f1f63

PMS 2935 C

CMYK 100, 68, 0, 0

RGB 0, 93, 172

HEX 005dac

PMS Cyan C

CMYK 100, 12, 0, 0

RGB 0, 158, 225

HEX 009ee1

PMS 7545 C

CMYK 19, 2, 2, 59

RGB 104, 121, 130

HEX 687982

PMS 347 C

CMYK 100, 0, 85, 3

RGB 0, 162, 98

HEX 00a262

PMS 368 C

CMYK 100, 0, 100, 0

RGB 85, 186, 71

HEX 55ba47

PMS 7543 C

CMYK 12, 2, 2, 31

RGB 162, 177, 184

HEX a2b1b8

PMS 328 C

CMYK 100, 0, 34, 32

RGB 0, 128, 136

HEX 008088

PMS 326 C

CMYK 86, 0, 38, 0

RGB 0, 178, 176

HEX 00b2b0

PMS 485 C

CMYK 0, 100, 100, 0

RGB 225, 38, 28

HEX ed1c24

PMS Black C

CMYK 0, 0, 0, 100

RGB 0, 0, 0

HEX 000000

PMS 7546 C

CMYK 22, 2, 2, 90

RGB 46, 57, 63

HEX 2d383f

PMS 7541 C

CMYK 5, 2, 2, 0

RGB 242, 246, 247

HEX f2f6f7

1.

2.

40

COLOR STRATEGIES

To the right are seven sample color schemes created

by combining individual colors from the primary and

secondary palettes. Each monochromatic color scheme

has been built to show the appropriate ratios of a focal

primary color vs several accent colors, as well as a

palette of “neutral” West brand colors.

When designing for a specific project, choose your

color schemes based on the tone and emotions you

want to evoke. You can utilize the characteristics listed

next to each scheme as a guide.

These color schemes do not designate specific lines of

business. They can be used enterprise wide. They can

be used interchangeably, but not together.

RED

• Striking

• Authoritative and powerful

• Forward-thinking confidence

• Creates urgency

ORANGE

• Conveys energy and optimism

• Piques interest

• Value and efficiency

• Associated with social interaction

BLUE

• Friendly, welcoming, approachable

• Conveys trust and sincerity

• Safe and calming

• Conveys interpersonal connections

NAVY

• Consultative and intelligent

• Trustworthy

• Conveys integrity, security, sincerity and reliability

GREEN

• Tranquility, health, wellness

• Positive growth, progress, forward movement

• Futuristic

NEUTRAL• Seriousness and sophistication • Balance, compromise and

practicality*The colors shown on this page and throughout this manual have not beenevaluated by Pantone, Inc. for accuracy and may not match the PANTONEColor Standards. For accurate color standards, refer to the current edition of the Pantone Color Formula Guide. PANTONE® is a registered trademark of Pantone, Inc.

41


Sometimes the most complex concepts are best

explained with stick people. That’s the basic

premise of effective iconography. A great icon set

is a small system of graphic illustrations reduced to

their simplest form. They are not logos, but rather

a visual way to support bigger ideas.

Inspired by the connections West creates, our

icon set maintains a clean, single line weight.

Using subtle abstractions inspired by their

respective themes, each icon challenges the

viewer to connect the dots and create their own

interpretation. West icons are designed to work

as complimentary background art or as symbolic

representations of literal or abstract concepts.

The simplistic nature of the icons and simple line

weights lend themselves to various sizes and can

easily be overlayed on an image or field of color.

To the right are a number of the icons from our

ever-expanding icon set.

Each LOB will have access to a library of assets

specific to their product solution descriptions.

Work with your respective marketing leaders and

West corporate marketing to establish your icons.

Do not design your own icons.

1.

2.3.

4.

6.

5.

1. Represents West and our five lines of

business, as well as our tagline:

We Connect. We Deliver.

2. Unified Communications Services

3. Interactive Services

4. Telecom Services

5. Safety Services

6. Specialized Agent Services

Iconography

42

Photography, illustrations, graphic images, etc., are a

valuable way to tell a story, and/or fill in the blanks

where written content cannot. Compelling imagery

creates empathy – a connection with an emotion or

situation. The right imagery can provide inspiration and

validate that we have good insights and perspective in

considering our clients and their customers.

West imagery is candid, honest and relatable.

We present believable scenarios in which life and

technology are connected and where people and

businesses are able to maximize the efficiency of

their communications.

Customer-centric organizations understand that

business is happening just as much in the board room

as it is in the coffee shop. Technology is the conduit

allowing them to bring the right people together at the

right time to achieve their business objectives.

Imagery

“Your goal is not to make an image; it’s to make a statement!”

Tom Asacker

44

Consistent use of typography is a critical component

in brand expression. It is as important as consistent

color schemes and graphic treatments in maintaining

continuity in West-branded communications pieces.

The Berthold Akzidenz Grotesk® font family is a

hallmark of our brand, providing a desirable level of

character balance, spacing, readability and engineering

– down

to minute details. Berthold has a variety of weights

and formats and offers you a variety of options when

it comes to your communications layout.

Email [email protected] to receive the Berthold

family fonts for installation on both PC and Mac.

ALTERNATIVE FONT

If Berthold is unavailable, please use Arial as an

alternative font. An approved standard font, Arial font

family is readily available and can be used for such

communications as proposals, PowerPoints, emails

and legal documents.

WEB-FRIENDLY FONTS

When designing for the web, please use Roboto and

Open Sans for headline and body copy, respectively.

The Roboto and OpenSans font families are free

Google web fonts that can be downloaded by visiting

www.google.com/fonts and searching for “Roboto”

and “OpenSans”. These fonts should only be used

on the web.

Fonts

Aa

Aa

Light – ABCDEFGHIJKLMNOPQRSTUVWXYZ

Regular – ABCDEFGHIJKLMNOPQRSTUVWXYZ

Italic – ABCDEFGHIJKLMNOPQRSTUVWXYZ

Medium – ABCDEFGHIJKLMNOPQRSTUVWXYZ

Bold – ABCDEFGHIJKLMNOPQRSTUVWXYZ

Super – ABCDEFGHIJKLMNOPQRSTUVWXYZ

Light Condensed – ABCDEFGHIJKLMNOPQRSTUVWXYZ

Condensed – ABCDEFGHIJKLMNOPQRSTUVWXYZ

Medium Condensed – ABCDEFGHIJKLMNOPQRSTUVWXYZ

Bold Condensed – ABCDEFGHIJKLMNOPQRSTUVWXYZ

Regular – ABCDEFGHIJKLMNOPQRSTUVWXYZ Italic – ABCDEFGHIJKLMNOPQRSTUVWXYZ Bold – ABCDEFGHIJKLMNOPQRSTUVWXYZ Bold Italic – ABCDEFGHIJKLMNOPQRSTUVWXYZ

Arial

Berthold Akzidenz Grotesk

This is a sample headline that uses Berthold Akzidenz Grotesk Medium.This is a subhead that is typeset in Berthold Akzidenz Grotesk Light.

Body copy can be set in any number of Berthold Akzidenz Grotesk faces. Here we have used the regular face for readability in reversed type. The leading and space before and after is provided to give the reader a visual break and emphasize different bodies of copy.

The condensed and super faces of the Berthold Akzidenz Grotesk family should be used sparingly and only when a higher level of emphasis is called for, such as with statistics or brief copy call-outs.

45

WEST BRAND APPLICATIONS

When our brand speaks for itself, it only says good things.

46

Among Forbes’ Top 7 Characteristics of a

Successful Brand are:

Audience Knowledge Uniqueness

Passion Competitiveness

Exposure Leadership

Forbes Insights

Consistency

47

West Brand Applications

Address Line 1Address Line 2

o 000.000.000c 000.000.000e [email protected]

First Name Last NameTitle Line 1Title Line 2

Product or Solution Designation

The address above must always stay locked in this position, as the cap height is aligned with the baseline of the logo.

The product or solution designation copy only

appears when needed.

The employee name and will always be present and locked in the upper left position.

The West logo must not move from this position or change

in size.

west.com

BUSINESS CARDS

Small but unquestionably essential, the West business

card represents you in your absence, introduces our

company to prospects and serves as the very first

encounter many people have with our brand.

The West business cards are designed to look uniform

across all lines of business, varying only where personal

information, an employee’s specific line of business and

a product or solution designation are noted. In the lower

right are examples of how title and product or solutions

integrate. All cards will have a common back featuring

our West tagline and corporate URL. To ensure brand

standards and save time and money, all business cards

will be processed through West procurement.

We have provided two lines for title and LOB designation.

48

“Your brand is a story unfolding across all customer touch points.”Jonah Sachs, author, designer and entrepreneur

EMAIL SIGNATURE

Every email sent within and outside of West

represents our brand, no matter how brief or

seemingly insignificant. Featuring our logo, as

well as an employee’s name, title and contact

information, the West email signature provides

a consistent, useful sign-off. Its setup and

informational hierarchy should reflect the

example shown to the right.

LETTERHEAD AND ENVELOPE

Like the West business card, our company

letterhead and corresponding envelope often

serve as one of the first key interactions the

recipient has with the West brand. West

stationery should always look well designed

and professional, and its appearance should

stay consistent across all lines of business.

This uniform approach connects us, letting

clients and prospects know that the

communications they receive come from

one unified company.

49

POWERPOINTS

The West PowerPoint template allows you to create

presentations within a structured branded format while

maintaining a consistent presentation experience.

Regardless of the content of your presentation, the

cover slide will always present the West brand at the

mission level. Interior slides, section headers, subsection

slides and content-based slides can be customized.

It’s imperative you use master slides, utilizing the pre-

determined font sizes and weights, bullet point structure

and word count allotment.

This template is designed to allow the presenter to

communicate key points without overwhelming the

audience with information.

Telecom ServicesSection Title Slide 38pt Arial Regular

Month Day, Year

Safety Services Section Title Slide 38pt Arial Regular

Month Day, Year

Telecom ServicesSection Title Slide 38pt Arial Regular

Month Day, Year

Subsection Headline

Intro copy paragraph. Use this copy to introduce and summarize the upcoming section content. Arial 20pt. Watch line breaks.

- Section Item 1 Copy Bullet- Section Item 2 Copy Bullet- Section Item 3 Copy Bullet- Section Item 4 Copy Bullet- Section Item 5 Copy Bullet

3

Section Title Slide 38pt Arial Regular

Month Day, Year

Content Slide Headline

Paragraph copy is 18pt Arial with the line spacing set at 1 for readability. Use multiple slides or edit content when copy does not fit this space. This example allows for a graphic to the right of this copy.- Bullet copy is set in 14pt Arial- Use a simple dash as a first tier bullet- Avoid having a single word on the second line- Keep bullets short when possible

4

Cover Slide

Section Slide

Sub-Section Slide

Content Slide

Refer to the color section of this playbook for appropriate color combos.

50

PRESS RELEASE

Utilize these guidelines when sharing official West

news via a company-sanctioned press release.

Every West press release should close with the

official West boilerplate – a standardized summary

of our company.

About West Corporation

West Corporation (Nasdaq:WSTC) provides

communication and network infrastructure

solutions that include unified communications

services, interactive services, specialized agent

services, telecom services and safety services.

For over 25 years, West has provided voice and

data services. West serves clients in a variety of

industries including telecommunications, retail,

financial services, public safety, technology and

healthcare. West has sales and operations in

the United States, Canada, Europe, the Middle

East, Asia Pacific and Latin America. For more

information on West Corporation, please call

1.800.841.9000.

STRUCTURING A PRESS RELEASE

Regardless of the information you’re presenting, there

is a set structure and informational hierarchy that

should be used when drafting a press release.

Please use this graph as reference.

For press release approval, please contact:

David Pleiss, VP of Investor and Public Relations

[email protected]

1. For immediate release / Date

2. Corporate Logo

3. Headline / Lead / Hook

4. Main announcement

5. Background information

6. Quote from West leadership

7. Boilerplate

8. Forward-looking statements

disclaimer (if needed)

9. Call-to-action

10. Contact information

Headline copy to go here

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ABOUT WESTWest Corporation is a global provider of communication and network infrastructure solutions. West helps manage and support essential enterprise communications with services that include unifi ed communications services, safety services, interactive services such as automated notifi cations, telecom services and specialty agent services.

For over 25 years, West has provided reliable, high-quality, voice and data services. West serves clients in a variety of industries including telecommunications, retail, fi nancial services, public safety, technology and healthcare. West has sales and operations in the United States, Canada, Europe, the Middle East, Asia Pacifi c and Latin America.

For more information on West Corporation, please call 1.800.841.9000 or visit www.west.com.

Month Day, Year

Contact: First Name Last NameTitleWest Corporation(402) [email protected]

FOR IMMEDIATE RELEASE 1. 2.

3.4.

5.

6.

7.

9.

10.

8.

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CORPORATE ADS

West corporate ads promote our company at the

mission level, invoking our brand promise to explain to

clients, prospects and potential employees our high-

level purpose.

PRODUCT- OR SERVICE-SPECIFIC ADS

When marketing to a specific audience with a particular

need, it’s important to be clear about what product

you’re promoting. In this case, we can invert our brand

architecture and take the opportunity to highlight a

West product, service or line of business.

The headline and initial copy should center on the

product or service using an informative, benefit-driven

tone. Once this is accomplished, copy should be brought

back to the West brand as a whole. The call to action

should direct the audience toward a particular section

of the West website. Use the InterCall ad above as

an example.

west.com

At West, we are dedicated to delivering reliable, scalable, productive communications – and

building smarter, more meaningful connections.

From saving lives, to saving businesses time and money, we are the backbone of a communications

platform that is uniting the world.

Find out how our technology can help you better reach the people you serve.

5|5|5 Rule – Review projects with marketing if over

$5,000 or 5,000 impressions or 5 months shelf life

“Advertising is not about being clever; it’s about finding a truth that connects the product to the user.”Wayne Best

west.com

West solution centric copy. Connecting people by providing integrated web,

audio and video conferencing for effective business communications.

For more information on how you can connect, visit west.com and go to Unifi ed

Communications Services.

Unifi ed Communications Services Subhead here.

InterCall Solutions

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EMAILS

Promotional, informative or event-related emails sent to

large groups of clients, employees or prospects should

be designed using the West email template. The basic

West email template features:

• A prominent West logo and tagline

• A space at the top where a headline can be placed

• Structure for a subhead and email copy

• Buttons that easily allow recipients to take action

• A branded footer that includes social media links and other click-throughs for analytics and tracking purposes

Subject lines fewer than 10 characters long had an open rate of

Adestra July 2012 Report

58%

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ENVIRONMENTAL

Outdoor advertisements typically have a mobile

audience. We have about five seconds to get our

message across before the viewer is on his or her way.

That means environmental signage that promotes the

West brand should be simple, engaging and to the

point. Short headlines, strong images, and powerful

creative messages. Don’t say everything, say enough

to incite interest with a strong call to action, a short

headline and powerful visuals.

Human imagery should focus on everyday connections

both in business and in life. Messaging should speak

to our mission as a company. A vivid, clean look should

rely on colors from our primary palette.

This document is an overview of our ever-evolving

brand. For examples and downloadable templates,

please contact your LOB marketing leader.

Subhead copy for Unifi ed Communications Services to go here.

Unifi ed Communications Services Headline Here

west.com

west.comAt work, in life, every single day... West helps companies communicate.

we connect. we deliver.

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TRADE SHOWS

Like the audiences for our environmental advertising, trade

show attendees move quickly, while being inundated by one

message after another. West trade show booths should be

inviting and informative. Panels should be designed using the

primary palette with supporting colors that reflect your product

or line of business. Trade show graphics also feature high-

level messaging that intrigues passers by, encouraging them

to learn more and engage with a sales representative.

Once a visitor enters the booth, presenters should be equipped

with more detailed, consistently branded materials, such as

videos, interactive presentations or handouts – that serve to

further educate the public about our offerings.

Overall, West trade show elements should be thoughtfully

planned with an enjoyable, intuitive user experience in mind.

We should always invite, then inform.

For every 10’ by 10’ booth space, you have

approximately four seconds to engage someone who’s walking by.

Inc. Magazine

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West Brand Digital Applications

INTERACTIVE

From customer-facing websites to internal platforms,

West’s interactive tools should deliver a uniform look

and feel, as well as a positive user experience. While

there must be room for a company of our size to utilize

different development platforms and technologies,

consistency is vital.

WEB STYLE GUIDE

Below is a snapshot of our the web style guide we

have developed for easy implementation into all future

web layouts. It establishes text, button, container and

functional element styles. Please contact your LOB

marketing leader to obtain the appropriate style guide

or email [email protected]

The number of global internet users passed 3 billion in early

November 2014. WeAreSocial

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Online video can increase consumer’s

understanding of brand products by

74%

Neil Patel, Quicksprout

VIDEO

As a technology-driven company, it’s vital that we stay

ahead of the curve when it comes to the content we

produce. Stock footage used should reflect our imagery

standards, depicting modern, human-centric scenarios

in which people utilize technology to forge meaningful

connections – in everyday life and in the workplace.

Scripts should be short and conversational.

In addition to stock video, you can use iconography and

motion graphics to demonstrate abstract concepts and

create visual interest and movement. With the appropriate

lead time and budget West marketing teams would prefer

to shoot custom footage that is truly representative of

our great solutions and connects with our audiences on

another level.

5|5|5 Rule – Review projects with marketing if over

$5,000 or 5,000 impressions or 5 months shelf life

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SEO GUIDELINES AND WEB CONTENT

Search Engine Optimization (SEO) is a vital step in the

web content development process. It ensures that search

engines can find and understand our content, and it

helps prospective clients connect with West through

online searches. The following are some simple steps

you can take optimize a web page or an entire site in

order to maximize its potential.

Meta descriptions

Meta descriptions are HTML attributes that provide a

short summary of a web page’s content. They’re used

on search engine results pages to offer a preview of the

linked page. They should offer a succinct description of

the page’s content and be limited to 170 characters or

less, including spaces.

Alt text

Alt text is an HTML attribute that tells web crawlers

about a particular image featured on the page. Each

graphic used on a webpage should have corresponding

alt text. Limit your descriptions to 10 words or 120

characters, max.

Example:

Photograph of professionals on a conference call.

H1 titles

H1 titles are the main headlines on each page. They’re

easy to identify because they’re short, punchy and

written in all caps. Your H1 titles should be 55 characters

or less (including spaces) and feature keywords that

correspond with page content.

Page Content

When composing your page content, be sure to include

important keywords, but limit your keyword density to

2% of the overall content. Ultimately, we want search

engines to recognize that our content corresponds to a

specific keyword. However, if the page is stuffed with

keywords, the search engine will assume it’s spam.

of B2B marketers

say SEO has the biggest

impact on lead generation

57%

NewsCred

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SOCIAL CONTENT STRATEGY

West’s active presence on social media is an important

part of shaping our brand’s presence and personality,

keeping up with conversations going on in our industry,

and communicating with our audience. That being said, an

effective social media strategy requires that the messages

we share with the public remain consistent, valuable

and, most importantly, positive. We’ve constructed some

general social media guidelines that can be helpful when

deciding what to say and how to say it.

This particular policy applies to employees who use the

following forms of social media to represent West, share

our message and reach our customers and prospects.

Applicable social media channels include:

• Social networking sites, including Facebook, Twitter and LinkedIn

• Photo and video-sharing sites, including Instagram, Vimeo and YouTube

• Blogs, including any of West’s blogs, as well as external blogs to which we might be invited to post

First things first.

Employees are prohibited from sharing confidential or

proprietary information, including details about projects,

customers and other employees. Posting derogatory,

defamatory or inflammatory content is also strictly

prohibited.

Endorsements

West Corporation does not endorse outside people,

products, services or organizations unless specially

approved by our marketing department.

General rules to follow

• Maintain our brand voice: Our brand voice should carry over into every piece of communication we share, including social media. When constructing a post, please refer to our Brand Voice section to get a better idea of how West representatives talk, and what we say in order to add value to a conversation.

• Exercise good judgment: If your gut is telling you that a post might be controversial, negative or misrepresentative of our company, don’t post it.

• Add value to the conversation: Anything posted in West’s name should be informative, valuable and backed by factual information. We want to help our audiences learn new things and discover new West solutions whenever possible.

• Be respectful: Consider the feelings and reputation of all of our customers, coworkers, audiences and competitors before posting.

• Keep your personal online presence separate: Never represent West, share West-related information or speak for our company through your personal social media accounts. In general, be conscious of the fact that you are a part of West both in and outside of work hours.

• Stay compliant: When featuring the names of products, solutions or divisions, please refer to our legal guidelines to ensure proper trademarks are being used.

And finally, when it doubt, ask.

We are all responsible for building and maintaining

West’s online presence, and it’s imperative that we work

together to share positive, valuable information and avoid

any improper representations of our company.

If you’re ever unsure of whether you should post

something, have any additional questions about our

social media policies, or if you’ve seen something posted

that you feel violates these guidelines, please contact

<NAME> at <INFO> to discuss further.

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WEST BRAND POLICIES

We appoint you deputy of keeping our brand shiny and on track.

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“They always say time changes things, but you actually have to

change them yourself.”Andy Warhol, artist

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Legal Use of Our Name and Logo

LEGAL USAGE

Using the correct trademark symbols, in the correct way,

in printed and online is vital. It ensures that West remains

legally compliant, and it communicates to employees,

clients and competitors which marks are exclusively

owned by West. However, knowing which symbols to

use, as well as when and where, can be confusing.

This guide provides an overview of the symbols we use

and how to correctly use them. If you have any additional

questions, please email [email protected].

USE OF LOGO IN PRINTED

DOCUMENTS, EMAILS AND ONLINE

When using a West trademark that is registered with a

federal trademark office anywhere in the world (e.g. U.S.

Patent and Trademark Office or the Canadian Trademark

Registrar), use the ® symbol.

In most fonts, ® is formed with a keystroke (PC: press

Alt and, while holding it, type 0174 on Num Pad while it’s

turned on. Mac: press r while holding down the Option

key) . If the symbol is not automatically generated, you

can click on “Insert,” “Symbol Browser” and scroll down

to find the ® symbol.

UNREGISTERED MARKS

If the mark you’d like to feature isn’t registered with a

federal trademark office, you can use ™ for a trademark

and SM for a service mark. These symbols can also be

found in the Symbol Browser menu.

For example, “West Unified CommunicationsSM” is a

West service mark that is pending in the U.S. Patent

and Trademark Office. Once the mark is registered,

an announcement will me made to switch the symbol

from SM to ®.

PROPER USAGE

Print and Email

On an email, a single-page ad or in a multipage

document, the ®, ™ and ℠ symbols should be featured

the first time you use the trademark – or with the most

prominent instance of use. After that, you do not need to

use the symbol again, even in a multi-page document.

Online

TBD: Need to confirm policy with client

Partner companies

Use the ® in conjunction with the first use of other

company’s marks, where appropriate. Examples:

• Microsoft®

• Adobe®

• Cisco®

CLOSING LEGAL COPY

At the end of the document or the bottom of the title

page (if utilized), please include the following copy:

West Corporation®, <other West brand mark

if appropriate> and <other West brand mark if

appropriate> are property of West Corporation. All

other marks are property of their respective owners.

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West Brand FAQs

Q: I have to produce a West-branded piece. I’ve read through the brand playbook. What now?

A: If, after reading the playbook, you are still not sure

how to execute according to West brand standards,

contact your line of business marketing leader.

They are familiar with the standards and will be

able to help you execute. If uncertainties still

exist please call 1.800.841.9000 or email

[email protected]. If the project falls under

the 5|5|5 Rule (refer to page 60). The corporate

marketing department is available to assist with

questions and project execution.

Q: My company was acquired by West. Where does my company’s logo go?

A: As we move forward, strengthened by the talent,

resources and new ideas brought to the table

by the companies West has acquired, we must

identify as one unified company and brand. Some

of the company names will remain as product and

solutions level descriptors and can be used in a

wordmark format in conjunction with the West logo

per the standards (refer to pages 30-33). West is

the only brand we will market. Use of the West logo

early and often in the transition phase is required.

This will show clients, prospects and the world that

“WE” are a single company driven to deliver a variety

of communications solutions together.

Q: What do we do with our current collateral and communications that do not comply with these standards?

A: Each of your marketing leaders worked through a

comprehensive integration plan containing a set

timeline and established budget. Escalate questions

to your marketing leaders first. Apply the 5|5|5

Rule for larger initiatives like building signage, trade

show booths, etc. We will work through the budget

implications and timing with your marketing leaders.

Take the approach of a “net new” policy. Take any

opportunity to transition out your old materials and

do not order any new materials or promotional items

that are not compliant. The end goal is always one

unified West brand.

Q: I would like additional clarification on a topic I read about in the brand playbook. Who can I contact?

A: If you have any questions regarding the West brand

and anything outlined in this brand playbook, call

1.800.841.9000 or email [email protected]

Q: Who do I work for?

A: We are all part of West Corporation. Although you

may be employed and paid by a subsidiary of West

Corporation, we all are promoting West. These

subsidiaries generally have West in their name.

Thus, you can say the full name of your company

or just say West.

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Q: Legal Considerations? How does this affect my contracts, legal naming entities, my payroll etc.

A: Legal agreements need the official name of the legal

entity entering into the contract. The legal team can

help you integrate “West” into these agreements,

as well. Contact the appropriate representative from

Dave Mussman’s team to discuss.

Q: Where do I get my business cards?

A: Your marketing teams will help you facilitate

printing through West’s corporate procurement

department. In order to ensure consistency,

continuity, and compliance, all cards must be

printed through West’s procurement department

and our selected vendor. The process will continue

to be online within the Intranet at home.west.com

within the Procurement Department Information

quick links.

Q: Is the West logo required on all marketing and communication materials? E-mails?

A: Yes, we are making every effort possible to build

equity and recognition with the West name and

logo. This is why the brand playbook exists. Please

reference the “Logo Use” section on page 30, and

take advantage of every opportunity you have to

leverage our name and logo in the marketplace.

Q: When do I need to change my communications to align with the new brand standards?

A: Each of your marketing leaders have worked with

corporate marketing to provide a detailed transition

and timing plan. They will be communicating this

plan, with priorities and timing during the coming

months. Your marketing teams are well versed in the

application of our brand standards, do not attempt

to adjust on your own without your marketing teams

participation.

Q: Should I include the West logo and West brand design style in my brochure, newsletter, Web site, etc.?

A: Yes, our logo and the brand standards reinforce

the West brand, message and tone of voice. The

brand standards create a distinctive and consistent

appearance for all of our communications and

help our employees and customers immediately

differentiate our materials from other organizations.

Using our logo and other key design components,

such as color, imagery, design elements, structure,

messaging and typography, together helps create

the look and feel of our company’s personality.

Q: What should I do if I see marketing materials that don’t follow the appropriate brand guidelines?

A: Tackle them and/or sweep the knee. Disable the

brand bandit and drag them back to the fourth floor

at West 11 to the brand police. We have ways of

dealing with them. You will be rewarded for tattling

on your fellow employee. We are kidding. Come on,

its marketing – we had to see if you were reading

these. In all seriousness please contact corporate

marketing, and send a visual example of the

materials or communications that you do not feel

are in compliance with our brand standards.

Q: Can I create my own logo?

A: No. To avoid confusing external audiences and

diluting the West brand or standards, you should not

create your own logo or other identifying mark. Using

the recognized West Corporation name and logo

helps to unify all our services, solutions, departments

and employees under one brand and ensures a

common, mutually reinforcing image of our company.

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BRAND COMPLIANCE APPROVAL PROCESS

5|5|5 Brand Compliance Request

1. Please submit a “Brand Compliance Request”

through our Service Desk Request section located

on http://home.west.com

2. Click on “Create a New Request” and complete the

required fields.

3. Click on “Request Area” and choose:

ENTERPRISE>

CORPORATE COMMUNICATIONS>

BRAND COMPLIANCE

4. Attachments: Please upload .pdf containing the

estimated costs and/or any visual explanation of

the specific marketing initiative request.

5. Click “Save” when completed.

The 5|5|5 Rule – If your project falls into one or more

of the following categories, you are required to consult

with the corporate marketing department regarding

brand compliance as outlined on page 60. This rule was

established in an effort to leverage economies of scale

across West and drive continuity.

• Costs more than $5,000

• Over 5,000 impressions

• Shelf life of longer than 5 months

RESOURCES

Thank you for taking the time to explore our brand

playbook. We realize this is a lot to absorb, and naturally

there will be questions. Although we have done our best

to account for the nuances of each line of business, we

anticipate there will be gaps in the beginning. We can

only make this tool better with your input.

Please adhere to the approval process and work

closely with your marketing leaders to have questions

answered appropriately. Each of your marketing leaders

are familiar with this document and are equipped

to answer brand questions in correspondence to

application within our lines of business.

If questions cannot be answered at this level

please contact corporate marketing at

[email protected]

Thank you for growing the West brand and we look

forward to your feedback and advocacy.

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Following are the guiding principles that we used and

continue to use in establishing consensus and direction

for the West brand. Our enterprise is defined by the

diversity in our products and services as well as the

brilliance and collaborative innovation of our people.

We will continue to ask these questions of our brand,

of our business and of our employees.

1. What will help us sell more?

2. What will inspire our culture?

3. What will clearly articulate our mission?

4. What will be most cost-effective, sustainable and scalable?

5. What will most clearly support our leading differentiators and our core values?

6. What will resonate with our internal lines of business?

7. What will convey our strength?

The West Brand Criteria

“Products are made in the factory. Brands are created in the mind.”Walter Landor, branding pioneer

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From Corporate Marketing

Thank you for exploring the West brand playbook. We welcome your feedback and how we can continuously improve together. When we reference the term brand at West Corporation, we define brand as “Possibility”. A powerful asset for sharing stories, shaping experience and most importantly shifting demand. We are living in exciting times at West, with tons of positive change in the works, and our brand is no exception. With the recent divestiture, we believe there is a huge opportunity to reposition ourselves in the marketplace and tell a bigger, better story as to what “We” have to offer together.

The West brand has, over the course of three decades, evolved to represent a critical component to any successful business and life: communication. Through technology-enabled communications, we have connected with and welcomed end users, clients, partners, businesses, and organizations the world over. Now it’s time to reboot our brand for the benefit of the organization as a whole.

In the fourth quarter of 2014, West’s marketing teams and our executive leadership set out on a path to evolve our brand. We took this process very seriously and considered the insight and opinions of many of our key stakeholders, including the perspectives of our customers, analysts, our subsidiaries and beyond. The most important part of our review was to look at the people who represent our brand and live it on a daily basis – our employees. As an employee, you are empowered to use your voice and vision to define the West brand with every interaction.

As the first phase of our brand launch is nearing completion, we are excited to let you know where we have advanced and refined our West brand. What you are reading today is our brand playbook. The brand playbook was designed to set a framework and foundation for migrating our brands to a centralized brand model focused on West.

In the simplest terms, our goal for the brand is to build clarity, consistency and continuity as to who we are and aspire to be in the marketplace. This is a monumental task, and will take the efforts of all of us coming together as “One West.”

The version you are receiving today is considered a 1.0. This version primarily focuses on the tenets of solid brand strategy, brand architecture, standards and design. With the help of our employees and market feedback, our teams will continue to evolve and update on a quarterly basis. Due to the nuances and complexities of each line of business, it is important to start creating change where we can, early and often. Our playbook is a strong first step. After feedback from our key stakeholders, version 2.0 will focus on a deeper dive in areas such as:

• Voice, style and tone for writing

• Channel partners and standards for co-branding

• Detailed decision tree for M&A standards and integration

• Social media content and policy

We invite you to familiarize yourself with this framework and think of it as a reminder of how to navigate our brand, incorporating its principles and standards into your daily lives here at West. In the coming months your marketing leadership will communicate the details of their transition plan, answer your questions and solicit feedback on how we can make the brand playbook and our West brand better.

Thank you in advance for embracing this change and helping to be part of this exciting initiative. If you have any questions regarding our brand reboot after reading the full Playbook, please contact your line of business marketing leaders first, or our team at [email protected]

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Our brand is looking for advocates, and we want you.

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WEST BRAND PLAYBOOK 2016

Documents

Transcript of WEST BRAND PLAYBOOK 2016