The Catholic University of America

Marketing/Advertising Policy

Archived 5/17/16

I.    Introduction

The purposes of the advertising policy are a) to ensure a consistent public image for Catholic University that reflects its mission and promotes its key marketing messages and b) to maximize the impact of Catholic University advertising resources. The Office of Public Affairs has the responsibility to ensure that consistent University design and copy standards are met, and that the University's mission and marketing messages are appropriately conveyed.

II.     Definitions

A. Advertising: Any form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor.

B. Marketing Manager: The individual at the University who is responsible for the planning, coordinating, and implementing of advertising sponsored by Catholic University.

III.    General Policies

All advertising desired by all schools, departments, and offices of Catholic University must be coordinated with the Production and Advertising Specialist. This includes all forms of paid and free advertising, including print (newspaper, magazine, etc.), broadcast (radio and television), Web, billboards, and signage. No advertising commitment may be executed without consulting the marketing manager. Advertising space reservations and delivery of ads are handled by the Production and Advertising Specialist.

The Office of Public Affairs (of which the Office of Publications is a part) offers writing, editing, photography, design, and strategic consultation at no cost to schools or departments. CUA has no centralized advertising budget; clients are responsible for paying for advertisement placements.

All advertisements must be produced by CUA's publications office, either using in-house staff or the services of an approved outside design firm or freelance professional, at the discretion of the publications office.

IV.    Exclusions

Employment advertising placed by Catholic University's Office of Human Resources is exempt from this policy. However, advertisements must comply with University logo and style guidelines.

Posters, signs, notices, flyers, and banners intended exclusively for on-campus audiences also are excluded from this policy. Please consult the Posting Policy managed by Student Life, http://policies.cua.edu/studentlife/organizations/posting.cfm

Free advertising because of in-kind trades is not exempt from this policy.