02.530 University Advertisements

Chancellor

Updated May 2019; Updated February 20, 2003; Effective November 23, 1999; supersedes former policy UR 1.60

 UNC Code 502

UNCW Brand Identity Guide

University Relations

Policy Details:

1. Purpose

   Explains university policies and procedures concerning university advertisements.

2. Scope

   1. This policy governs all university advertisements including, but not limited to, print, broadcast and electronic media and other display marketing venues. Communications excluded from this policy include employment advertisements for EHRA and SHRA vacancies (governed by Policies 08.111 and 08.110) and requests or invitations for bids, quotes, or proposals for university purchasing or construction services (governed by Policy 05.152, Appendix B) (hereinafter ”Exempt Advertisements”).

   2. The UNCW Brand Identity Guide applies to all university advertisements.

   3. Requests for exceptions to this Policy must be submitted in writing to the university’s chief communications officer or the creative director in the Office of University Relations.

3. Policy

   1. The following provisions are excerpted from the UNCW Brand Identity Guide (BIG), which was approved for usage in August 2013. BIG is the official source for information concerning the brand standards for university advertisements and other official materials and is available at www.uncw.edu/BIG. For UNCW Athletics brand standards, see BIG and the “Proper Use of Athletic Logos” available at:

      https://uncw.edu/licensing/athleticlogos.html. Advertisements purchased by the Division of Athletics must adhere to BIG but do not require OUR approval.

   2. Advance approval requirements:

      1. In advance of publication, the Office of University Relations must approve paid, in- kind and no-cost advertising (print, broadcast, radio, electronic, display and billboard). OUR must receive the ads for approval seven (7) business days prior to publication.

      2. Purchasing Services must receive notice of approval from OUR before a purchase order can be issued to a vendor for university advertisements (except Exempt Advertisements).

      3. All student recruitment advertisements, social media campaigns, promotions, etc. developed for Admissions, the Graduate School, special academic programs (i.e., Honors College, International Programs, etc.) and online and distance learning programs (including those offered in collaboration with external vendors) must be approved by OUR in advance.

      4. Recognized student organizations that want to utilize university marks (i.e., house logo, athletics logo and UNCW letters in design) must have their promotions approved by Campus Activities and Involvement Center staff. CAIC staff will submit the final draft to OUR for approval via our@uncw.edu.

      5. Any use of the university’s name or affiliation in conjunction with any commercial venture, such as an advertisement or article about a vendor whose product is used by the university, requires approval from UNCW’s chief communications officer.

      6. Any advertisement using the name of a university employee, when his or her relationship to the university is mentioned, or any other use of the university’s name that appears to convey endorsement of a product, requires approval from the university’s chief communications officer.

4. Procedure

   1. For paid, in-kind and no-cost advertisements designed by OUR, departments are responsible for the following:

      1. Determining the ad venue/outlet.

      2. Determining available budget, negotiating costs and contracting with the vendor(s).

      3. Obtaining the following information from the vendor:

         1. Ad size in linear inches (not column inches), width x height;

         2. Location in publication;

         3. Run dates;

         4. Submission deadlines;

         5. Color, or black and white;

         6. Trim bleed or border; and

         7. File format (PDF, JPEG, EPS, vector, etc.).

         8. Processing a requisition, along with OUR’s ad approval (via email), with UNCW’s Purchasing Department (Policy 05.152, Appendix B).

         9. Submitting final artwork to the vendor after a high-resolution version is provided to the department by OUR.

      4. Because of the high volume of projects coming through its office, OUR will ensure the workflow is as efficient as possible and keep the number of revisions to a minimum. The proofing process will be limited to a maximum of three iterations of revisions after the initial design is submitted to OUR.

      5. To improve efficiencies during the design and approval stage, if several people in a unit plan to review or approve pieces, information initially sent to OUR should be as accurate as possible and reviewed and approved by the final authority in the unit area before that approval is conveyed to OUR. Approval conveyed to OUR by the project lead is considered final.

      6. When OUR sends an initial proof, it must be routed to everyone who needs to review it. Once all changes are collected, they should be compiled into one document and returned to OUR. Approval conveyed to OUR by the project lead is considered final.

      7. With department approval, OUR will finalize the design, save the file in a high- resolution format and send the file back to the department for submission to the vendor. OUR is not responsible for any department/unit edits requested after the final, approved design is submitted to a vendor. If a vendor makes edits following OUR approval, a revised proof should be sent to OUR for updated review.

   2. For paid, in-kind and no-cost advertisements not designed by OUR staff:

      Email a PDF file of the advertisement to our@uncw.edu for approval with 7 business days’ notice. Include “For Approval” in the email subject line. All changes related to the university’s brand identity standards as identified by the UNCW Brand Identity Guide must be implemented, unless discussed in advance with OUR’s creative director.

   3. Upon OUR’s approval, a department must submit a purchase requisition, along with the emailed approval, to Purchasing Services (see Policy 05.152). Purchasing will not process requisitions for commercial advertisements without OUR’s approval.