Media Kit & Press Resources

JP Guilbault, ALICE Training’s CEO, is typically available for interviews.

To arrange for an interview, please contact Victoria Shaw at [email protected] or call 330.661.0106 ext. 5.

Materials for editorial publishing can be found in our Media Kit below.

Our Mission: To Improve Chances of Survival

The threat of an active shooter attack is rare but very real. We aim to eradicate the “It can’t happen to me” mentality and change the way people in schools, universities, businesses, hospitals and places of worship respond to armed intruders. At the ALICE Training, we believe that individuals should be authorized and empowered to make their own life-saving decisions. Once empowered to make their own life-saving decisions, individuals must be trained in proactive response options, rather than a passive, mandated, one size fits all response. We want all Americans to have the knowledge and skills to survive when shots are fired. We can achieve this by training as many people as possible and implementing training in drill form. We have seen the successful results of fire drills. It’s time to start anticipating manmade disasters.

Our Name

ALICE Training Institute is three words.  ALICE should always spelled with all capital letters along with the “T” and “I”. ALICE does not require the period between each letter.

  • correct: ALICE Training

  • incorrect: Alice Training Institute

  • incorrect: ALICE training Institute

  • incorrect: A.L.I.C.E. Training Institute

  • incorrect: ALiCE Training Institute

Our Logo

Our logo is the most visible component of the ALICE brand. Please follow the design requirements included with each file download carefully when applying the logo.  Remember the ® is part of the logo and must always be used.

Brand & Trademark Use

This policy explains how you may use our logos, trademarks and other brand assets, as well as how you may reference the ALICE Training and our products and services in text and pictures.

You may use our brand assets in accordance with the rules below. If you wish to use any brand asset in a manner not provided for or authorized by this policy, please call Victoria Shaw at 330.661.0106 ext 1010.

This policy is composed of the Use Rules below and the Design Requirements above (which detail how you must visually present our brand assets). Copies of our brand assets can be downloaded from this brand assets page.

Warning! This policy is subject to revision by the ALICE Training at any time.

Use Rules

You may use our brand assets for non-commercial purposes, including in connection with academic research. For commercial uses, such as including our brand assets in a product for sale, please request our permission. We may require you to stop using our brand assets if we believe that your use falls outside these rules or the scope of any permission we give you.  General use requirements include:

  • Do not imply an association that doesn’t exist. Don’t use our brand assets in a manner that suggests any type of association, affiliation, partnership, sponsorship, or endorsement by the ALICE Training, or in a way that can be reasonably interpreted to suggest editorial content has been authorized by, or represents the views or opinions of the ALICE Training or its personnel. We suggest that you include a disclaimer of association or endorsement where appropriate. (E.g. “ALICE Training is not associated with, nor does it endorse or sponsor this website.”)
  • Keep it clean. Don’t use our brand assets in conjunction with any content associated with gambling, pornography, or illegal activities.
  • Use our brand assets civilly. Subject to fair use exceptions, don’t use our brand assets in a way that disparages the ALICE Training or its business, or in a way that is deceptive, harmful, obscene, unfair, defamatory, infringing, or otherwise objectionable.
  • Do not combine our name with yours. Don’t combine our name or brand assets with your name, marks, or names of products and surveys.
  • No names in titles. Don’t use our name as part of the title of your blog, book, or website.
  • No confusingly similar uses. You must not attempt to obtain ownership rights in our brand assets, or any confusingly similar approximations, whether by trademark registration, domain name registration (including second-level domain names), or otherwise.
  • Display our trademark symbol. Please display any ALICE Training logo with an accompanying ™ or ® symbol.

Merchandise / Manufactured Goods

  • We do not permit the use of our brand assets on physical goods.


  • Where appropriate, include an attribution statement in your trademark and copyright notices when using our trademarks.
  • ALICE Training’s trademarks are owned by the ALICE Training, LLC and its affiliates in the United States and other countries.