The Catholic University of America

Marketing/Advertising Policy

Approved by:  
History: Issued    -- March 9, 2007
  Revised  -- May 17, 2016
  Additional History
Related Policies:  
Additional References:  
Responsible Official: Associate Vice President for Marketing and Communications, tel. (202) 319-5600

I.    Policy Statement

 

The purposes of the advertising policy are a) to ensure a consistent public image for The Catholic University of America that reflects its mission and promotes its key marketing messages and b) to maximize the impact of University advertising resources. The Office of Marketing and Communications 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 non-personal communication intended to promote an organization, product, service, or idea by an identified sponsor to external audiences.

 

B. Production and Advertising Specialist: The individual at the University who is responsible for the planning, coordinating, designing, and implementing of advertising sponsored by the University.

 

III.    General Policies

 

All advertising desired by all schools, departments, programs, and offices of the University must be coordinated with the Production and Advertising Specialist. This includes all forms of paid and free advertising, including print (newspaper, magazine, etc.), radio and television (national and local), digital (web banners and buttons), billboards (transit, metro, outdoor), and signage, intended for external audiences. No advertising commitment may be executed without consulting the Production and Advertising Specialist.

 

Advertising space reservations and delivery of ads are handled by the Production and Advertising Specialist.

 

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

 

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

 

IV.    Exclusions

 

Employment advertising placed by the University's Office of Human Resources is exempt from this policy. However, advertisements must comply with University Requirements for Wordmarks and Logos. 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.