Policy 34
Approved Administrative Committee 1606.2MARKETING AND COMMUNICATIONS ACTIVITIES
OBJECTIVE
1. The purpose of this policy is to ensure that the University's corporate image is projected in a positive, coherent and consistent manner, whether by traditional methods or by new media such as the Web. To meet this objective, University services and faculties, including institutes, chairs, and centres must align their marketing and communications activities upon the corporate strategy developed annually by Marketing and Communications Services (MCS).
PRINCIPLES
2. Faculties and services shall assign the management of marketing and communications activities to a single staff position, namely a Marketing and Communications Officer (MCO), along with a back-up person who has the knowledge and authority to replace the MCO during an absence.
Where the marketing and communications activities of a unit do not warrant a full-time position, the responsibilities shall nevertheless be assigned to a single position within the unit. If the responsibility has not been assigned to a specific position, the responsibility for the management of marketing and communications activities is assumed by the chief administrative officer of the unit.
3. Academic, administrative and support staff who require marketing and communications services shall consult their MCO, who will in turn, interact with MCS, using the project management tools that are available on the MCS Web site (restricted access).
4. The MCO shall prepare and submit an annual marketing and communications plan to MCS. MCS will identify the activities in the plan that are aligned with the corporate strategy, then integrate them in the annual comprehensive plan submitted to the Steering Committee for Marketing and Communications for approval.
5. The MCO shall contact MCS to obtain professional creative and editorial services for the realization of approved activities. These services include graphic design, writing, editing, proofreading and translation.
6. The MCO shall contact MCS to obtain professional communication services for the realization of approved activities. These services include community relations, media outreach, organization and control of media events, preparation of news releases and media advisories, media training, management of crisis communications, and assistance with the organization of major University events.
7. MCS has a photographer on staff to create and maintain a photographic record of activities and events that are of lasting significance to the University. In such cases, members of the University community may contact the MCS photographer directly to request service. Information about the photographs is recorded and the original images are stored at the University Archives.
8. MCO's shall contact MCS for expert consultation and quality control of image and language for all external marketing and communications activities, even if the activities have not been approved by MCS for inclusion in the annual corporate strategy.
9. There is no charge for services provided by MCS staff for approved projects. However, costs for ad placements, printing and other costs are the responsibility of the faculty or service.
10. MCS recognizes that it is not possible to anticipate all marketing and communications activities and to document them in advance in an annual plan. Should unexpected opportunities that might contribute to the desired corporate image present themselves to faculties and services, the MCO shall consult with MCS prior to initiating the activity. MCS will evaluate the options to determine the most effective and efficient response to the opportunity (e.g. ad placements, sponsorship, advertising, commercial activities).
Ad Placement
11. The corporate image suffers if several units unknowingly place an ad in the same newspaper or magazine on the same day, particularly if it is unplanned or if each ad has a different design. To avoid a negative impact, the MCO shall consult with MCS prior to arranging an ad placement. Possible solutions might be: to use a design template; to consider purchasing a larger, single space; to reschedule the placement date; to select another publication with a similar readership.
Sponsorship
12. MCS will coordinate the University's sponsorship efforts, and will develop a policy specifying the guidelines and criteria regarding appropriate opportunities for sponsorship of external activities.
Advertising and Commercial Activities
13. Faculties and Services shall consult MCS prior to entering into agreements to allow advertising or commercial activities by external organizations in University publications (printed or electronic) or on University property.
13.1 MCS will develop a policy specifying the guidelines and criteria regarding appropriate opportunities for advertising and commercial activities by external organizations.
RESPONSIBILITIES
14. The Steering Committee for Marketing and Communications provides corporate guidelines to MCS and feedback about the detailed plans that MCS has developed with the Network of Marketing and Communications Officers.
15. Members of faculties and services shall consult their Marketing and Communications Officer prior to initiating an activity with an external marketing or communications objective.
16. MCS participates in any University committee that touches on University marketing and communications activities.
17. MCS chairs the Graphic Standards Committee.
18. MCS will be an active participant in the new policy governing the direction and management of the University Web site.
19. Marketing and Communications Officers are required to participate in activities organized by the Network of Marketing and Communications Officers, including attendance at monthly meetings. Because of its matrix organization, MCS shall participate in the creation/revision of the Marketing and Communications Officer's job description and may provide input on their performance evaluation.
DEFINITIONS
20. Corporate Image: the corporate image is the way the University is perceived by its stakeholders and the general public via traditional methods and/or new media such as the Web.
21. External Communication: dissemination of information to the University community, its stakeholders and the world at large.
22. Marketing Activities: activities that are designed to promote the image of the University through the use of various vehicles, such as printed materials, radio, television and transit ads.
23. Advertising: advertising is the communication of a message that is created and displayed for the sole purpose of promoting a corporation or its product.
24. Sponsorship: sponsorship is corporate support received or given for a project, program or event, which is publicly acknowledged.
25. Commercial Activity: commercial activity refers to any revenue generating or fund raising activity on campus by an outside business or organization.
EXCEPTION
26. No exception may be made to this policy without the written consent of the Administrative Committee.
Published May 2, 2001
(Marketing and Communications Services)