Marketing, Advertising and Publishing Policy


Application


All staff of the University involved with marketing, advertising or with publishing publicly accessible print and online publications.

Purpose


The purpose of the Marketing, Advertising and Publishing Policy is to ensure that the University’s publicly accessible print and online publications and advertisements:

  • project the University in a positive, coherent and consistent manner, and are aligned with the University’s strategic objectives
  • are factually accurate and meet legal and regulatory standards
  • are appropriate to the intended audience

The Marketing, Advertising and Publishing Policy Guidelines provide further explanation and guidance for implementing this policy.

 

Content


  • Authorisations
  • Logos
  • Websites, domain names and social media
  • Style Guide
  • Writing Guide
  • University advertising
  • Media bookings for advertising
  • Promotion of University programmes by a third party
  • Third party advertising
  • Web content approval process
  • Approved designers
  • Photographs, podcasts, webinars and videos
  • Sponsorship
  • Content co-ordination
  • Compliance

Policy


Authorisations

1.    Faculty and Service Division Content Coordinators may directly authorise all publications (print and web) that comply with the University’s Style Guide, and this policy, within their own faculty content (and budget) approval protocols with the exception of the following primary publications which must also be authorised by the University Marketing Manager:

  • the University undergraduate prospectus and equivalent online material
  • the University postgraduate prospectus and equivalent online material
  • faculty undergraduate and postgraduate prospectuses
  • any publication (other than the University Calendar and Current Students’ website) that reproduces admission, enrolment, fee or other regulatory information

2.    Any publication or advertisement (print or online) that does not comply with the published Style Guide, Web Style Guide, Campaign Style, or Writing Guide for Print and Web Publications (Writing Guide) must be jointly authorised by the respective Faculty Communications and Marketing Manager and the University Marketing Manager

Note - For information regarding the current campaign style please contact the University Marketing Manager as this may change from year to year

3.    The University Marketing Manager is responsible for ensuring legal and regulatory compliance for material approved by him/her for publication under this policy

 

Logos

4.    The University logo is an important and valuable symbol and is the central tenet of the University’s visual identity. Use of the logo must comply with the standards outlined in the Style Guide to ensure that the University’s identity is prominently and consistently applied, building long term recognition, prestige and value

5.    The University of Auckland is a single legal entity and its brand must take precedence over any sub-brands. All University organisational units must represent themselves accordingly

6.    Only exceptional circumstances will justify the use of a logo that does not conform to the Style Guide requirements

 

Websites, domain names and social media

7.    The Registrar or delegate must approve the registering of any new domain name, social media, web or electronic collaboration service where a recipient might reasonably believe the information is written or communicated on behalf of the University

8.    All domain names must be kept on a University register for the office of the Registrar to licence annually

 

Style Guide

9.    All publications must be made in accordance with the University’s Style Guide, Web Style Guide, Video Style Guide and Writing Guide

 

University advertising

10. The Marketing office is responsible for planning, developing and executing brand advertising and recruitment campaigns for the University

11. Faculty advertising for the purpose of promoting programmes and courses must conform closely to the brand recruitment campaign. Advertising that does not conform must be jointly approved by the relevant Faculty Communications and Marketing Manager and the University Marketing Manager prior to being published

12. All University advertisements must use one of the templates available in the Style Guide. Where no template exists, for example, for radio or billboard advertising, such advertising must be jointly approved by the relevant Faculty Communications and Marketing Manager and the University Marketing Manager prior to being published

13. All search advertising terms must be coordinated through the University Marketing Manager. A register of New Zealand search is maintained by the Online Coordinator, Marketing team, Student Information and Marketing Services. The register for international search terms will be maintained by the Marketing Officer, International Office

14. Faculty Communications and Marketing Manager and the University Marketing Manager are responsible for authorising all advertising and promotions for the faculty or University marketing

 

Media bookings for advertising

15. All media bookings for advertising must be made by the University’s approved advertising agency with the exception of employment advertising which must be coordinated through Human Resources

16. As well as the standard government discount available to all universities, the University’s advertising agencies negotiate additional discounts by media type. If it is believed that a further discount can be achieved by booking some advertising directly, the University advertising agencies must be given the opportunity to match this price. If they cannot then the University Marketing Manager can give permission for the media to be booked directly, noting that in these instances, the cost of production of the advertising, if any, will be billed separately on a time and materials basis. Note: More information about the University’s approved advertising agencies is available on the Media and Marketing section of the Intranet

17. The University is part of the All of Government contract for Advertising Services and must comply with the conditions of that agreement

 

Promotion of University programmes by a third party

18. Where a third party (for example, Manukau Institute of Technology) is authorised, in writing, to promote University programmes, this policy must be adhered to by the third party. The only exception to this is media bookings

 

Third party advertising

19. The University will not generally support third party advertising within its primary publications (for example, advertisements in prospectuses). The Registrar (or delegate) or the Dean (or delegate) can approve:

  • third party requests to link to the University’s website,
  • recognition of sponsors and partners in the form of acknowledgements on websites or in other publications

20. This is to ensure the external party is appropriate and that proper guidelines for the reproduction of the University’s logo are followed

21. The University does not endorse products or services provided by external parties

 

Web content approval process

22. Website (internet) content must follow the Writing Guide for Print and Web Publications (Writing Guide). This applies to all websites hosted through the University of Auckland domain (…auckland.ac.nz)

23. Faculty and service division designated content editors (editors) write content that is then forwarded to a designated Faculty or Service Division Content  Publisher for approval and posting on the website

 

Approved designers

24. All on-campus design work must be undertaken by accredited University designers comprising the design team within the University Marketing team and approved graphic designers located in faculties

25. Accredited University designers must participate in ongoing style guide workshops

26. All outsourced design work must either go through the University’s advertising agency or to an approved outsource designer as listed on the media and marketing pages of the intranet

 

Photographs, podcasts, webinars and videos

27. For marketing and promotional purposes, all students, staff and other individuals who participate in photo shoots, podcasts and videos must sign a model release form to enable the material to be used for marketing purposes.

28. Music beds must comply with copyright law

29. Where practicable, when recording an event, participants will be made aware prior to filming so that they can choose to move away if they don’t want to be included. Note that:

  • the photographs are to be used only on sites related to the place/public function eg, the photo album on the graduation pages for graduation photographs
  • the photographs are NOT to be used in promotional material or anywhere on the website not specifically related to the event
  • the photographs are not to be stored anywhere where they might be mistakenly used in promotional material
  • the photographs are to be displayed for a limited time
  • there must be a mechanism for requesting an image be removed

 

Sponsorship

30. Where the University is being sponsored by an external party the sponsorship may be acknowledged in text on relevant pages of online or printed publications

31. The Registrar (or delegate) can approve external links to a sponsor’s website and inclusion of sponsor’s logos on the University’s website and publications

32. The Dean (or delegate) can approve external links to a sponsor’s website and inclusion of sponsor’s logos on the Faculty’s website and publications (this is to ensure the external party is appropriate and that proper guidelines for the reproduction of the University’s (Faculty’s) logo are followed)

 

Content publishing

33. The Dean/Director may nominate more than one marketing content publisher where warranted and may also institute specific faculty/service division protocols for content approvals in addition to the requirements under this policy. The University Marketing Manager will maintain a register of Marketing Content Publishers for the University along with their specific area of publishing responsibility and will ensure that this is confirmed or updated by faculties and service divisions on an annual basis

 

Compliance

34. In the normal course of business it is anticipated that the University Marketing Manager and the Faculty Communications and Marketing Manager for the faculty or service division concerned will agree and implement an appropriate resolution to identified breaches of this policy within a reasonable timeframe

35. Where the nature of the non-compliance is such as to place the University at serious risk the Registrar shall have the authority to withhold or withdraw the right to publish or to withdraw from circulation any material whatsoever

 

Definitions


The following definitions apply to this policy:

Accredited University designer is a University staff member with appropriate design qualifications (and normally at least 50% engaged in design activities) who has been nominated by the University Marketing Manager and the respective dean/director and attends the annual style guide training

Approved designers are accredited University designers or outsource providers who are appropriately qualified, have attended a style guide workshop who continue to provide work of a good standard and has been approved by the University Marketing Manager. All approved designers must attend the annual style guide training

Content coordinator (web) is the role is to write/edit/upload and maintain web content (in keeping with the Web Style Guide and Writing Guide for Print and Web Publications). Once the content is written, this will be forwarded to the Content (Publisher) for approval and Publishing.

Marketing content publishers are nominated by each faculty and service division to be responsible for authorising all publications (print and online) for the faculty or service division subject to this policy

Publication is the printing and distribution of information which is publicly available and represents the University, its programmes of study, capabilities, activities or interests, whether on the University’s website or in physical print form.

University means the University of Auckland and includes all subsidiaries

Document management and control


Content manager: Director Student Information and Marketing Services

Owned by: Director of Administration

Approved by:  Vice Chancellor

Date approved: February 2015

Review Date: February 2018