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Policy 1501
University Advertising

Date of Current Revision: December 2013
Primary Responsible Officer: Vice President for University Advancement

1. PURPOSE

The purpose of this policy is to maintain and enhance the consistency of James Madison University's public image presented in media advertisements, ensure a consistent usage of James Madison University's visual brand and messaging, maximize the impact of James Madison University's advertising expenditures by coordinating advertising procurement, and deliver measurable results.

2. AUTHORITY

The Board of Visitors has been authorized by the Commonwealth of Virginia to govern James Madison University. See Code of Virginia section 23-164.6; 23-9.2:3. The Board has delegated the authority to manage the university to the president.

3. DEFINITIONS

General University Advertising:
Paid or earned space in third party media (examples: Daily News-Record, WHSV) featuring JMU as a whole and not specific to any unit, school or program.

Unit or Event-Specific Advertising:
Advertising to promote university units, programs and special events.

External Advertising (Non-JMU Advertising):
Advertising that depicts or represents the university for the purposes of promoting an outside organization (Example: An advertisement for a car dealership using JMU property and/or images).

Other Advertising:
Typically includes employee recruitment efforts and employment opportunity announcements.

4. APPLICABILITY

This policy applies to all James Madison University employees and other non-university personnel and/or vendors who prepare official university advertising.

This policy applies to all paid and free advertising, including print, broadcast, web, social media and signage. If there are questions about advertising submissions, please contact the community affairs manager within the Office of Public Affairs.

Free advertising is covered by this policy if the market value is greater than $100.

5. POLICY

All General University Advertising must be submitted through the university's advertising portal at http://www.jmu.edu/advertising for approval by the Office of Public Affairs.

All agreements for External Advertising must be submitted to the Community Affairs Manager for approval.

All university advertising, including General University Advertising, Unit or Event-specific Advertising, and Other Advertising, must comply with all James Madison University Identity System standards as outlined in Policy 1502, as well as all procurement regulations as outlined in Policy 4201.

6. PROCEDURES

6.1. All proposed General University Advertising and accompanying materials, cost and placement information must be submitted to the Office of Public Affairs via the university's advertising portal (http://www.jmu.edu/advertising) a minimum of two weeks in advance of specified submission deadline. Unit or Event-specific Advertising must be submitted to the Office of Public Affairs via the university's advertising portal two weeks in advance of the specified submission deadline, unless this is unrealistic.

6.2. General University Advertising is managed through the Office of Public Affairs. All proposals for general advertising must be submitted to the Community Affairs Manager via the university's advertising portal for review and approval.

6.3. Unit or Event-specific Advertising may be managed by the originating unit, program or event. Units are required under this policy to confer with the Office of Public Affairs. The Office of Public Affairs must coordinate all advertising to ensure consistency and accuracy of messages, maximization of institutional brand awareness and cost-effectiveness to the university.

6.4. Other Advertising may be managed through the originating unit or program and must adhere to JMU's visual identity standards. Communications and Marketing has established standards for typical, reoccurring advertisements such as employment opportunities, accessible online at http://www.jmu.edu/identity/index.shtml.

6.5. External Advertising agreements are managed by the Office of Public Affairs.

6.6. Information regarding all university advertising via newspaper, radio, television and any alternative media forums will be maintained and updated by Procurement Services. Procurement Services will provide periodic advertising purchase reports to the Community Affairs Manager in the Office of Public Affairs.

7. RESPONSIBILITIES

The Community Affairs Manager is responsible for ensuring that consistent university design and copy standards, along with all procurement agreements, are met.

It is the responsibility of the head of a unit to ensure that the information contained in an official university advertisement is accurate and current, and that all new official advertisements for that unit comply with James Madison University Identity System editorial and graphic standards.

8. SANCTIONS

Sanctions will be commensurate with the severity and/or frequency of the offense and may include termination of employment.

Advertisements that do not conform to this policy can be restricted or terminated.

9. EXCLUSIONS

Advertisements placed by the Office of Human Resources for employment-related activities are excluded from the provisions of this policy.

Advertising with a cost of less than $100 per placement are exempt from the provisions of this policy. Free advertising is exempt from this policy if the market value is less than $100.

Advertisements placed in campus media are excluded from the provisions of this policy.

Advertisements specifically for the athletics department are excluded from the provisions of this policy.

Advertising excluded from this policy must still comply with all of the university's visual identity standards and brand messaging.

10. INTERPRETATION

The authority to interpret this policy rests with the president and is generally delegated to the Senior Vice President for University Advancement.

Previous Version: September, 2010
Approved by the President: December, 2013

Index Terms

Advertising
Promotion
Free advertising