INTRODUCTION
Advertising includes, but is not limited to, newspaper, radio, television,
billboard, and other promotional notifications – paid or free.
All departments participating in advertising must contact University Communications for coordination with current advertising campaigns. Frequently departments will need to employ freelance creative services for ad campaigns but University Communications must approve of the firm and work in partnership with them. Various regional publications are gang-bid across department lines for cost efficiency and advertising consistency.
The University’s Logo and Nameplate must appear in all advertising efforts to promote the institution. This includes magazine and newspaper advertising, posters, banners, and billboards. The University's website should be included in all advertisements and phone numbers and addresses should be provided when appropriate.
All recruitment and PR advertisements must have the Logo and Nameplate. When advertising is used to promote an event, the logotype must be used prominently, but sizing should reflect the relative roles of the event, the sponsoring unit, and the University.
GUARANTEES
Publications cannot make any academic or degree guarantees to potential
or current students.
For example, programs do not prepare students for careers – programs can help prepare students for careers. Students can learn basic skills; not students will learn basic skills.
This alleviates liability on the part of the University should a student feel that he or she did not "learn" or receive the "preparation" he or she had been guaranteed.
POSITION AVAILABLE ADS
Generally, when advertising is used for personnel hiring notices, space
is limited. Graphic elements may be omitted entirely for word-only position advertisements but both are required for designed print ads. As a side note, all positions available should be posted online by mailing the advertisement information and revised job description to the webmaster.
ADVERTISING CAMPAIGNS
Several departments coordinate with University Communications in a unified campaign. It is required
that all advertising be coordinated with the Director of University Communications. Print campaigns
are graphically and stylistically similar while still being portable enough
for program or location independence. University Communications coordinates such campaigns through
the use of in-house and freelance designers and newspaper sales representatives.
For more information, contact University Communications.
PROCEDURES
Advertisements outside of the University Communications ad campaign need to be fashioned as
closely as possible with the current campaign design and use appropriate
graphic elements. Even if University Communications is not managing your advertising, all ads
must be approved by University Communications prior to final proof and publication. The following
is a general procedure outline:
- Identify audience
- Determine message and desired response
- Determine vehicle for market penetration
- Research costs, obtain approved PO
- Write copy, layout ad
- Seek University Communications approval
- Send to ad vehicle (newspaper, radio station, etc.)
- Send tear sheets to University Communications and place in department files
- Evaluate ad effectiveness; note changes for next ad
- Report ad effectiveness to University Communications
