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 Guidelines provide further explanation and guidance for implementing this policy. 

Content


  • Authorisations
  • Logos
  • Websites and domain names
  • Style Guide
  • Writing Guide
  • University advertising
  • Media bookings for advertising
  • Social Media
  • 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 Associate Director, Marketing:

  • 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, Campaign Style Guide, or Writing Guide for Print and Web Publications (Writing Guide) must be jointly authorised by the respective Faculty Communications and Marketing Manager and the Associate Director, Marketing.

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

3.    The Associate Director, Marketing 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 and domain names

7.    The Registrar or delegate must approve the registering of any new domain name, 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

9.    Site names and domain names must not conflict with those that are currently in use by the University and should align with the University’s guidelines.

Style Guide

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

University advertising

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

12.    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 Associate Director, Marketing prior to being published

13.     All University advertisements must use one of the templates available in the Campaign 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 Associate Director, Marketing prior to being published

14.    All search advertising terms must be coordinated through the University Brand Manager. The register of search terms is maintained by the Brand Manager, University Marketing.

Faculty Communications and Marketing Manager and the Associate Director, Marketing are responsible for authorising all advertising and promotions for the faculty or University marketing

Media bookings for advertising

15.    All media and creative bookings for advertising must be made by the University’s approved media and creative agencies respectively, and must be made in accordance with the All of Government Advertising Services Order. The exception is employment advertising which must be coordinated through Human Resources.  For additional information, contact the Associate Director, Marketing.

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 Associate Director, Marketing 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

Social Media

17.    This Policy also applies to University advertising on social media platforms. For additional information please contact the Associate Director, Marketing. [Policy and Guidelines currently being developed].

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 and/or from 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 creative agency or to an approved outsource designer as listed on the media and marketing pages of the intranet

27.    Approved designers can only be assigned by the Associate Director, Marketing

Photographs, podcasts, webinars and videos

28.    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: The form is available at staff intranet/central services/media and marketing/designers, printers and photographers/photographers

29.    Music used in any form of creative must comply with copyright law

30.    Where practicable, when a photographer or film crew will be on campus, notices must be put up so that participants will be made aware prior to filming and 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 e.g., 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

31.    Sponsorship is the payment of monetary value, or the provision of services, rights or any type of property including goods and real estate, to the University where the payer or provider receives a consideration for such payment or provision in the form of advertising, logo use, publicity, naming or such similar rights but is not intended to mean or include normal day to day commercial transactions in which the University, in the ordinary course of business, purchases or otherwise acquires goods and services from another party.

32.    For further information and to view the correct procedures for sponsorships, refer to the Sponsorship Policy and Sponsorship Guidelines.

Web 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 Digital Engagement 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 Associate Director, Marketing 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 Associate Director, Marketing 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 Associate Director, Marketing. 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 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: Associate Director, Marketing

Owned by: Deputy Vice-Chancellor (Operations) and Registrar

Approved by:  Vice Chancellor

Date approved: July 2019

Review Date: July 2021