Marketing Policies and procedures

Overview

Our Marketing and Communications Policies and Procedures have guided the company community in its marketing and communications activities since 2012. Recognizing the need to enhance the company image and message, a stronger and more defined relationship was established between the Division of Marketing and Communications and the campus community, including the evolving network of communicators. The goal — to produce consistently high-quality internal and external messages reflecting the company mission, institutional identity (branding), positioning and strategic priorities.

Policies/procedures are in place to:

Ensure all information is consistent with company design and editorial standards
Provide central resources to assist all company divisions, colleges, departments and programs
Integrate efforts between the Division of Marketing and Communications and company communicators to optimize creativity in design and message, as well as to improve information flow, ensuring compliance
Ensure company is efficiently leveraging its marketing and advertising investments at all levels and in all areas
Maximize opportunities to enhance company visibility or stories
Ensure the greatest efficiency and effectiveness in the flow of institutional information
Reduce miscommunication

Marketing and Communications

Purpose
The purpose of the Division of Marketing and Communications’ Policies and Procedures is to establish the lines of responsibility and standards for branding, marketing and communications efforts. The policies and procedures outlined in this document apply to all divisions, colleges, departments, programs, groups and budgetary units.

Background
Effective communication is central to an enterprise’s success. Whether through paid advertising, media relations, brochures and other printed publications, promotional videos, TV commercials, webpages, direct mail, social media or other means, the consistent application of strategies to promote and protect the brand.

Leting strategies and communications efforts cannot evolve from isolated or ad hoc methods, even with the best intentions. As a result, the company community committed to maintaining a competitive edge among its national research university peers and its appropriate identity as Maine’s flagship university. This was accomplished by strategically communicating with a consistent voice, recognizing that it is essential that University of Maine marketing and communications activities be coordinated through one central area, the Division of Marketing and Communications.

Policy
It is our policy that the overall development and application of marketing and communications strategies throughout the our rest primarily with the Division of Marketing and Communications. The Division of Marketing and Communications is charged with oversight for the development of marketing and communications strategies, and for coordinating the external communications activities of the entire university. No marketing consultants, marketing research firms, social media consultants, advertising agencies, graphic design firms or web design firms may be hired without prior Division of Marketing and Communications approval.

All external communications will be coordinated through, and approved by, the Division of Marketing and Communications. These institutional activities include, but are not limited to:

Publications (including print and electronic publications)
Institutional branding, logos and unit graphic identity
Advertising (the term advertising includes traditional media channels — TV, radio, billboard, magazine, newspaper, etc.), as well as marketing communications that utilize new media channels, including websites, email solicitations, product placement and other activities involved in marketing the
Media relations (distribution of press releases, development of external newswires, faculty expert databases and all other activities related to media relations)
Institutional videos
Primary University of Maine webpages
Emergency communications
Institutional social media
Licensing Program management, including a review and approval process for all items bearing UMaine branding.

UMaine Communicators Network
The Division of Marketing and Communications assists all UMaine communicators, including UMaine administrators, faculty, staff and students, helping ensure that the University of Maine image is accurately portrayed in news, promotional materials, activities and events. The Division of Marketing and Communications emphasizes a collaborative approach through the UMaine Communicators Network, guided by UMaine Marketing and Communications Policies and Procedures, the UMaine Brand Standards Style Guide, and periodic meetings and communication to promote a spirit of intellectual and creative collaboration to optimize excellence and creativity in design and messaging, and compliance with policy.

All University of Maine divisions, colleges, departments, programs, and/or budgetary unit employees and/or students responsible for marketing, publications or media relations are invited to participate in the UMaine Communicators Network as organized and facilitated by the Division of Marketing and Communications.

UMaine Marketing
The Division of Marketing and Communications works in partnership with key UMaine administrators and partners who have official responsibilities that include developing and managing marketing and sponsorship agreements, and other contracts between UMaine and external constituencies.

We take a collaborative approach to maximizing UMaine’s messaging, image, financial resources and benefits in management of external marketing and sponsorship agreements and/or contracts. This approach also serves to minimize duplicate solicitations in the UMaine community from external sources and maximize internal UMaine crossmarketing potential by:

Evaluating the significant value to external entities in exposure, affiliation and relationship with UMaine, and then reviewing and recommending sponsorship policies and prices accordingly
Identifying sponsorship opportunities throughout UMaine
Coordinating the review of sponsorship solicitations
Advising on current and potential sponsorship issues and opportunities, including preservation of UMaine’s image and reputation

UMaine Corporate Sponsorship Identification
All sponsorship programs offering corporate identification on University of Maine collateral materials, including print publications, online, video, clothing and other items, must adhere to UMaine’s Brand Standards. University of Maine branding must always be prominent and dominant, with sponsor identification having secondary position, preferably in the form of the corporate sponsor’s name only (no graphics). It is the policy of the UMaine website to list corporate sponsors with a link to the partner’s website (no graphics).

On T-shirts and other garment tops, one of UMaine’s primary logos (the University of Maine full crest logo or the MAINE bear logo) must be placed on the front left chest area of the garment OR one of these two logos may be centered on the front of the garment above other marks or graphics. Corporate logos and other graphics may be placed on the back, sleeve or lower front (below the UMaine full crest logo).

The Senior Director of Public Relations and Operations in the Division of Marketing and Communications is the contact person for inquiries related to corporate sponsorship, 207.581.3745.

University of Maine Advertising Approval

Purpose
The purpose of this policy and procedure is to designate approval procedures for all University of Maine advertising.

Policy
All University of Maine advertising (other than for personnel recruitment) placed on behalf of the University of Maine, and any entity therein, in any publication or electronic medium must be approved by the Division of Marketing and Communications before being processed. The Senior Director of Public Relations and Operations is UMaine’s point of contact for all advertising vendors.

Paid Advertising
All advertising purchased by any division, college, department, program and/or budgetary unit within the University of Maine, excluding personnel classified advertising, must be approved by the Senior Director of Public Relations and Operations. This ensures:

Quality control, appropriateness and consistency of University of Maine messaging and image
UMaine receives the most competitive rates possible for all University of Maine advertising purchases
UMaine internal communication and appropriate notice regarding messaging has occurred among all relevant parties

External Advertising/Marketing/Creative Agencies
When necessary, the University of Maine appoints external advertising agencies to provide professional advice and creative services for University of Maine branding campaigns and other key projects. Any University of Maine area considering engagement with an advertising or marketing agency should first consult with the Senior Director of Public Relations and Operations.

University of Maine Name, Seal and Logos

Purpose
The purpose of this policy and procedure is to delineate the acceptable uses of the University of Maine seal and logos as defined in the UMaine Brand Standards Style Guide.

Policy
It is the University of Maine’s policy that the development and application of University of Maine brand standards is determined by the Division of Marketing and Communications as approved by the Office of the President. All University of Maine community members are required to use University of Maine logos, publication guidelines and graphic standards as outlined in the UMaine Brand Standards Style Guide.

The University of Maine’s name, seal and logo are the official emblems and registered trademarks of UMaine and may only be used for official University of Maine purposes. The University of Maine seal is reserved for use by the President’s Office and is to appear only on official documents, high-end merchandise and other communications at the discretion of the President or the President’s designee.

The University of Maine logos, along with accepted variations, are the primary graphic marks for the University of Maine. The logos are designed to promote the University of Maine’s brand and must be used on all internal and external printed and electronic materials representing the University of Maine. While the logos must be used by all University of Maine divisions, colleges, departments and programs, on all internal and external printed and electronic materials representing the University of Maine (including letterhead, business cards, reports, magazines, newsletters, presentations, webpages, and temporary and permanent signage), the logos are not to be modified by changing the font, proportions, color or other design alteration. University of Maine logo use is not permitted in publications and displays that are not under the auspices or official sponsorship of the University of Maine. Questions regarding use of the University of Maine logos in publications or displays should be addressed to the Manager of Creative Services in the Division of Marketing and Communications.

Licensing
Commercial use of the University of Maine name, seal or logos is prohibited except in those instances expressly authorized by the University of Maine’s Office of Licensing and Trademarks within the Creative Services unit of the Division of Marketing and Communication. Parties interested in becoming licensed vendors are asked to visit learfieldlicensing.com for information about the program’s process and enrollment. Additional questions may be directed to the Manager of Creative Services in the Division of Marketing and Communications.

All branded University of Maine items that are being sold must be ordered through a licensed vendor. Licensed vendors have access to UMaine’s official art files and a streamlined online approval process to ensure that the product has been reviewed and approved. Royalty collection is handled by the licensed vendor and Learfield Licensing.
A list of University of Maine licensed vendors can be found online
Written approval from the Division of Marketing and Communications is required for ordering free items (giveaways) from unlicensed vendors. An approved proof is required prior to production by an unlicensed vendor. It is strongly recommended that orders be placed by licensed vendors because of their familiarity with UMaine’s brand standards, access to official art files and the streamlined proofing process.

Black Bear Sports Properties:
The University of Maine partners with Black Bear Sports Properties (BBSP) in an exclusive multimedia rights contract agreement. BBSP, UMaine’s sports marketing partner, has exclusive sales, marketing and sponsorship rights to University of Maine Athletics programs. These exclusive rights include, but are not limited to, use of all UMaine Athletics logos, including the MAINE Bear logo, in print media, advertising, signage, TV, radio and other promotional rights.

Requests for more information and guidelines regarding this exclusive partnership or any additional questions may be directed to the General Manager of Black Bear Sports Properties.

UMaine Design — Publication of Promotional Materials

Purpose
The purpose of this policy and procedure is to ensure high quality, visual consistency and a strong connection to the University of Maine brand across all promotional materials representing the University of Maine. The goals are to:

Ensure the consistent application of strategies to promote and protect UMaine’s brand
Ensure that UMaine properly communicates with a consistent voice
Ensure all information follows UMaine design and editorial standards
Provide centralized expertise and available resources to assist the UMaine community
Combine efforts of all UMaine communicators and improve information flow and efficiency
Ensure that UMaine is efficiently leveraging its marketing and advertising investments
Reduce internal and external miscommunication

Policy
All University of Maine image publications and external audience communications, including all student recruitment and fundraising publications, must be designed and produced and/or pre-approved (prior to production) by the Division of Marketing and Communications. University of Maine divisions, colleges, departments and programs preparing publications (newsletters, magazines, booklets, flyers, program brochures, posters, signs, etc.), advertisements (electronic and print), photographs, webpages and/or audio-visual presentations intended for an external audience should first contact the Division of Marketing and Communications for guidance and assistance to ensure compliance with policy and procedure, and efficiency in the production process.

Project Production
The Division of Marketing and Communications will review and authorize each design project in one of the following three ways:

Insert the project in the Creative Services production calendar and produce the design in-house
Outsource the design project to an approved off-campus vendor for editorial, graphic and/or printing production
Work closely with UMaine communicators to complete the design project within UMaine Brand Standards as determined by the Division of Marketing and Communications

Please note: The Division of Marketing and Communications has responsibility for final approval of all text, messages, design, photographs, webpage content and design, graphic representations and artwork for work it prepares, and for vendor-assigned work.

Templates:
UMaine communicators are encouraged to use Division of Marketing and Communications design template that are available online in the branding toolbox. Unique designs can be used, but must be approved by Creative Services in the Division of Marketing and Communications to ensure consistency with UMaine Brand Standards.

UMaine Brand Standards
The University of Maine logo must be prominently displayed on all materials that represent UMaine. Please refer to the UMaine Brand Standards Style Guide to ensure compliance.

Department logos must be in the UMaine branded template consisting of the full crest logo, an underline and the department name either flush left or centered below the line in Adobe Garamond Semibold. All department names are set in the same size to maintain consistency. Contact the Creative Services unit in the Division of Marketing and Communications to request departmental logos.
Some entities wish to use a graphic identity along with the official UMaine logos on their collateral materials. Graphic identities may be used as a secondary visual element, but may not contain “University of Maine” within the graphic mark. Graphic marks used to represent University of Maine entities must be designed or approved by Marketing and Communications prior to use.

Nondiscrimination Notices
The University of Maine is required to include a nondiscrimination notice in a wide variety of its publications to comply with federal regulations. Any department or unit that publishes and distributes or posts bulletins, announcements, publications, catalogs, application forms, other recruitment materials or other publications that are made available to students, employees, applicants or participants must include the following nondiscrimination notice in the publication.

The University of Maine is an EEO/AA employer, and does not discriminate on the grounds of race, color, religion, sex, sexual orientation, transgender status, gender expression, national origin, citizenship status, age, disability, genetic information or veteran’s status in employment, education, and all other programs and activities. The following person has been designated to handle inquiries regarding non-discrimination policies: Director of Equal Opportunity, 101 North Stevens Hall, University of Maine, Orono, ME 04469-5754, 207.581.1226, TTY 711 (Maine Relay System).

Postcards and one-page flyers for display:
If the document being distributed satisfies U.S. Postal Service requirements for being classified as a postcard or if the document is a one-page promotional flier intended for display (excluding flyers not intended for display purposes or flyers intended for student recruitment efforts), the following nondiscrimination notice may be used:

The University of Maine is an equal opportunity/affirmative action institution.

To report or discuss general concerns regarding UMaine compliance with nondiscrimination notices, please contact the UMaine Office of Equal Opportunity, 5754 North Stevens Hall, Room 101, University of Maine, Orono, Maine 04469-5754; 207.581.1226.

University of Maine Public Relations and News Media

Purpose
The purpose of this policy and procedure is to help ensure the image of the University of Maine, including its administrators, faculty, staff and students, is portrayed as accurately as possible in the public and news media, and to develop, using mass communications, public understanding of University of Maine programs, activities and events. This policy and procedure describes the University of Maine’s position with respect to interacting with news media representatives. For the purpose of this policy and procedure, news media shall refer to representatives of newspapers, magazines, newsletters, online publications, television and radio.

Policy
The Division of Marketing and Communications provides assistance and counsel for all University of Maine communications and news media needs in support of and consistent with UMaine’s teaching, research and service mission. The Division of Marketing and Communications’ Public Relations/News unit serves both the University of Maine community and the news media as the central resource and primary point of contact for all news media representatives. As the primary liaison between members of the University of Maine community and the media, the editorial team of the Division of Marketing and Communications shall:

Provide the UMaine community with the standards and direction associated with:
- External news
- Major news stories
- News releases
- Protocol in responding to news media inquirie
- Monitoring news media on campus and public information requests (further defined below)
Provide information of public and media interest in a professionally prepared format to the news media and via social media, including: writing University of Maine news releases, UMaine Today magazine stories, University of Maine campus announcements and media advisories regarding significant events and activities that enhance the image of University of Maine, and are of interest to the UMaine community and general public as determined by the Division of Marketing and Communications
Maintain daily updates of the University of Maine News website
Track media mentions
Advise and assist in media issues management, including news releases, media advisories, backgrounders, talking points, news conferences and media strategies
As appropriate, arrange interviews with administrators, faculty, staff and students with representatives of the news media
Assist media representatives in locating sources of information at the University of Maine
Provide media coaching for administrators, faculty, staff and students in preparation for publicity, such as interviews
Maintain current media contact lists
Serve as Public Information Officer (PIO) for the University of Maine

External News
The Division of Marketing and Communications’ editorial team is responsible for disseminating institutional news releases, media advisories and other University of Maine information to media outlets and will otherwise make all media contacts for the University of Maine. Any questions regarding media contacts or coverage should be directed to the Senior Director of Public Relations and Operations in the Division of Marketing and Communications. Written communications with media must conform to Associated Press (AP) style and accepted journalistic standards. The Division of Marketing and Communications’ editorial team will review publications and web content for appropriate news, newsworthiness and/or design standards, and work with appropriate UMaine communicators and community members on revisions or concerns.

Major News Stories
News of major importance must be identified by UMaine community members and planned in conjunction with the Division of Marketing and Communications well in advance (embargoes can be established or confidentiality ensured for sensitive topics or when external partners are involved) so that senior administrators can be included, informed and quoted as needed, and announcements planned for major impact. University of Maine divisions, colleges, departments, programs and budgetary units are asked not to send information or releases separately to media without prior approval of the Senior Director of Public Relations and Operations in the Division of Marketing and Communications, as duplication and confusion, and sometimes outright error, can result. However, the Division of Marketing and Communications will inform the UMaine communicators from specific divisions, colleges, departments, programs and budgetary units of opportunities, and will work with them to coordinate additional news dissemination.

News Releases
All externally targeted news releases (including media advisories and news events) are requested to route through the Division of Marketing and Communications. As the central resource and primary contact with the media, the Division of Marketing and Communications reserves the right to review all news content to determine newsworthiness and to edit news items for style requirements. The editorial team will determine, with input from the involved UMaine communicators and community members, the best and most appropriate approach (whether news release, media advisory or campus announcement) through which UMaine news shall be released to the news media.

The Division of Marketing and Communications issues a news release when a UMaine administrator, faculty member, staff member or student has a major research, funding or other newsworthy announcement that will enhance the University of Maine’s image. News releases are posted on the UMaine website and social media, and sent via email to news media at the discretion of the Division of Marketing and Communications. A weekly UMaine news alert also shares highlights of releases and other information.

A standard paragraph about the University of Maine and its mission will be added to all external news releases sent to the news media via email or distributed at a news event, such as a news conference and/or announcement
The editorial team will provide assistance in planning events, such as news conferences and/or announcements
The editorial team will send out media announcements in advance of the news conference and/or announcement and prepare, as appropriate, hard copies of news releases and background materials for the event
The Public Relations/News staff will also, as appropriate, send out news releases via email following the news conference and/or announcement
The editorial team will advise in setup and planning for news conferences and/or announcements, but will not be responsible for procuring items, including but not limited to tables, chairs, catering, parking and other directional signs, lecterns and sound systems. To ensure the assistance of the editorial team in setting up an on-campus news event (conference and/or announcement), it is recommended that UMaine community members contact the Marketing and Communications a minimum of one month prior to the scheduled news event. Text and images for supporting materials to be assembled by Creative Services must also be ready a minimum of one month prior to the event

Media Advisories
The Division of Marketing and Communications shall issue a media advisory at the request of a UMaine administrator, faculty, staff or student to announce an upcoming event or happening (including news conferences, conferences, seminars) consistent with UMaine positioning, branding and strategic priorities as determined by the Division of Marketing and Communications. Media advisories are sent via email to the news media and are not generally highlighted on the UMaine website until the appropriate time.

Campus Announcements
The Division of Marketing and Communications shall issue a campus announcement via the UMaine website at the request of a UMaine administrator, faculty, staff or student to announce an event or happening that affects the UMaine community and is generally open to the public (including non-research-related events). Campus announcements are posted on the UMaine News website and are not generally sent to media.

News Media on Campus or on UMaine Property Statewide
While on University of Maine property, news media representatives should, if necessary and appropriate, be accompanied by a Division of Marketing and Communications staff member or UMaine communicator designated by the Division of Marketing and Communications. If not previously contacted, the Division of Marketing and Communications should be notified of news media representatives visiting the UMaine campus by all UMaine employees involved and/or approached by the visiting news media as early as possible.

Public Information/Open Records
The University of Maine complies with all applicable federal and state laws regarding the retention and release of personal and/or educational records of all current employees and students. Please direct all Freedom of Information Act (FOIA) and/or Maine Freedom of Access Act (FOAA) requests to:

University of Maine System requests:
University of Maine System
Office of General Counsel
46 University Drive
Augusta ME 044330
university.counsel@maine.edu

University of Maine requests:
UMaine FOIA/FOAA Officer
Office of the President
5703 Alumni Hall
University of Maine

Responding to Media Inquiries
The Senior Director of Public Relations and Operations serves as the official spokesperson for the University of Maine. In addition, the Senior Director of Public Relations and Operations may designate an official media spokesperson for the University of Maine on a case-by-case basis, as approved by the Office of the President. The Division of Marketing and Communications prefers to arrange media interviews with UMaine administrators, faculty, staff and students through its office due to media deadlines. This ensures the University of Maine not only serves as a valuable source, but also meets media deadlines for stories, delivering excellent service in support of the working press.

Academic Freedom
The University of Maine respects academic freedom and protections afforded to faculty under the First Amendment to the United States Constitution. UMaine recognizes that faculty may respond to media inquiries directly on matters related to their professional duties, the functioning of the university, and/or on matters of public concern subject to the need for courteous, professional and dignified interactions and the responsibility to refrain from interfering with the normal operations of the university and its ability to carry out its mission. Because faculty have a special status in the community, faculty have a responsibility and an obligation to indicate when expressing personal opinions that they are not institutional representatives unless specifically authorized as such. Faculty who respond to media inquiries on matters related to their professional duties, the functioning of the university and/or on matters of public concern, are asked to send, via email or phone call, a brief communication to the Senior Director of Public Relations and Operations since the Division of Marketing and Communications tracks and reports all media coverage of the University of Maine. Should faculty members need assistance or advice in responding to an inquiry, they should immediately contact the Division of Marketing and Communications prior to responding. The Division of Marketing and Communications is pleased to provide assistance in responding to any media inquiry. The University of Maine System Policy Manual on free speech, academic freedom and civility is online. The UMS Policy Manual on institutional authority on political matters also is online.

Professional Public Appearances/Publications
University of Maine faculty and staff involved in professional activities such as an appearance at a conference or as a witness to provide expert testimony, or publication of a professional paper or study, should notify the editorial team as soon as feasible prior to the scheduled professional activity to ensure appropriate and timely release of information to the media.

Incidents or Sensitive Issues
University of Maine incidents or stories that may lead to negative perceptions or publicity must be conveyed to the Division of Marketing and Communications as early as possible so facts can be gathered and timely responses can be made.

Government Relations
The Division of Marketing and Communications can facilitate communication efforts and help with protocol when members of the UMaine community are conveying university-related information to lawmakers, policymakers and business leaders. This includes invitations to — and communication about — university events, programs and tours to ensure the most effective communication possible with these critical constituents.

FAQ