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College Advancement & Public Relations

10:04:03 Advertising
  1. Purpose
    1. This policy governs the procurement of external media advertising by ChattState. To maintain brand integrity and consistency, all advertisements must incorporate established graphic identity, embody key strategic messages, and strictly adhere to comprehensive guidelines and standards. Advertising should enhance the College’s visibility while ensuring a unified and professional representation of the College in all advertising endeavors.
  2. Definitions
    1. Advertising - Advertising refers to the paid or unpaid placement of messages promoting the College in various media platforms. This includes, but is not limited to, print or electronic publications, websites, radio, television, social media platforms, video, or other means of electronic distribution (such as podcasts); and on public media such as banners, billboards, kiosks, and other signage.
    2. Definitions included in the overarching Marketing and Communications Policy (10:04:00) apply.
  3. Policy/Guideline
    1. Placement
      1. Purchasing of advertising is permitted in external media to enhance the perception of the College among its various constituencies; to provide accurate and timely information about College programs, events, and services; to provide legal notice where required by law; and to inform the public of employment opportunities; and for other purposes consistent with the College’s mission.
        1. Advertising for the recruitment of students shall be designed to increase enrollments in the service delivery area as the first priority for advertising.
        2. Any advertising for ChattState in regional publications shall be restricted to zoned editions.
        3. Any advertising for ChattState should be within their assigned service areas.
        4. Advertising expenditures should result in a citizenry which is better informed and thus more likely to support state higher education through both private giving and more effective advocacy.
        5. Advertising also informs citizens of the opportunities available through the college’s higher education institutions, thus improving ChattState’s workforce and competitive position in the economy.
        6. ChattState appreciates the efforts of all post-secondary institutions to provide educational services to students. In this sense, advertising for ChattState will not be designed in a manner that has the impact of being detrimental about the educational services provided by another college.
      2. The Director of Marketing and Communications (DMC) must oversee and approve the content, placement, and purchase of all College advertising. The DMC maintains the authority to remove any advertising from distribution.
        1. Programs and Divisions may request advertising placement through the Marketing and Communications work request system. All advertising requests will be evaluated in alignment with the strategic plan of the Marketing and Communications department and the overall goals of the College.
        2. This includes, but is not limited to, print or electronic publications, websites, radio, television, social media platforms, video, or other means of electronic distribution (such as podcasts); and on public media such as banners, billboards, kiosks, and other signage.
      3. All advertising must be designed to meet professional quality standards in design and content as determined by the DMC.
      4. All advertising must be purchased in compliance with all applicable local, state, and federal laws, and TBR and College policies, guidelines, and procedures.
      5. ChattState uses System-wide contracts for advertising if available. Exception requests will be submitted to the System Chief Marketing Officer (SCMO), who will consult with the Office of Business and Finance and the Office of General Counsel.
      6. All advertising must align with the pre-established marketing, brand book and editorial style guide, and communications guidelines and applicable policies to ensure key messages are disseminated in a manner that maintains consistency.
    2. Reporting
      1. The DMC shall evaluate paid advertising annually to determine if the return on investment justifies continued use of the advertising. A “cost to benefit” analysis of paid advertising should be a significant factor in the determination of whether to continue the advertising campaign, along with other factors deemed appropriate by the Vice President of College Advancement and PR (VPCAPR).
      2. A report should be given to the SCMO and VPCAPR on previous fiscal year advertising expenditures by August 1 each year.
    3. Truthfulness and Substantiation
      1. All advertising must follow local, state, and federal laws regarding truth in advertising and other consumer protection laws.
      2. The Federal Trade Commission Act and the Isakson and Roe Act dictate that advertising must be truthful, not misleading, and, when appropriate, backed by scientific evidence, regardless of the placement of the advertisement.
      3. All advertising must follow the ChattState Policy, Marketing and Communications, Publications 10.04.04 in reporting advertising materials as publications to maintain compliance with Section III.B.
    4. Privacy and Data Collection
      1. All advertising should follow applicable local, state, and federal data privacy laws, as well as applicable privacy policies, specifically including, but not limited to those relating to student education records and personally identifiable information.
    5. Advertising on College Websites and Publications
      1. Use of the College’s resources to promote or advertise activities or entities unrelated to the College is prohibited unless such use is consistent with the mission of the College and results in substantial benefit to the College as determined by the DMC.
      2. The sale of advertising in student publications, auxiliary operations, and athletics- related programs is expressly permitted.
    6. Exemptions and Exceptions
      1. Exemptions and exceptions outlined in the overarching ChattState Policy, Marketing and Communications 10.04.00 apply.

Sources

TBR Policy, Marketing and Communications, Advertising 9.0.06.00

 

New policy submitted to Policy Review Committee on February 28, 2025

New policy submitted to Policy Review Board on April 11, 2025

Policy approved by Policy Review Board on May 7, 2025