College Marketing Materials

 

Purpose

To describe the role of Advancement, Recruitment Marketing, and Institutional Effectiveness in overseeing the college's print and digital marketing materials, and website, and to outline the various categories of materials that fall within this category.

 

Statement

All materials and images that go to the public from Linn-Benton Community College help create an image of the college. An intentional and consistent portrayal of LBCC is important to the success of recruitment, fundraising and partnership efforts.

To ensure that public messages work in concert to enhance the college's marketing effort and reputation, all materials for mass external consumption, (i.e., all except materials used in classrooms or offices) must be created by or approved by Advancement and Recruitment Marketing. In addition, Advancement and Recruitment Marketing are responsible for coordinating any paid advertising by the college, excluding public notices and job openings.

Advancement, Recruitment Marketing, and Institutional Effectiveness work with users to plan and produce print and electronic publications and materials in accordance with college brand guidelines and will prioritize external marketing projects.

These fall into several categories:

1. "Official" college publications include the catalog, program guides, class schedules, and any materials used for general student or public information. It is the responsibility of Advancement, Recruitment Marketing, and Institutional
   Effectiveness to coordinate publication of these documents with other appropriate college offices.
2. "Official" college materials, including business cards, letterhead, and envelopes.
3. Program-specific marketing, including materials for the Foundation or division events and programs, term promotions, special projects and initiatives, and commercial advertisements. The departments will coordinate with College
   Advancement and Recruitment Marketing for design and placement.
4. The presentation of text, photography, video and rich media on the college website for promotional or public relations purposes.
5. Look, feel and messaging of official LBCC social media channels for promotional and public relations purposes.
6. Management of the logo and defining college symbols as well as general college brand guidelines.
7. Ensuring the inclusion and update of all currently required statements, including affirmative action and disability accommodation. Statements will periodically be updated as new requirements and best practices emerge. Please refer to AR 8025-04.

 

 

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