Advertising and Event Promotion - PDF
Section: Communication Guidebook
Subject: Advertising and Event Promotion
Approved by: Cabinet
Applies to: Faculty, staff, students, volunteers
Effective date: Nov. 9, 2004
Approved Review Date: June 11, 2019
COLLEGE POLICY
LaGrange College’s communications to external audiences play a crucial role in shaping the image of the institution among various constituency groups, including prospective students and their parents, alumni and donors. As a result, communications in the form of advertising and event promotion must enhance the college’s image and help to achieve institutional goals.
To facilitate these objectives, LaGrange College places conditions and guidelines on advertising and event promotion. These guidelines aim to facilitate the placement of such communications, while promoting a consistent, distinctive and unified image of the college.
The LaGrange College Communications and Marketing (CM) Department is responsible for setting and administering these conditions and guidelines.
PROCEDURE
Advertising encompasses a wide range of media. From broadcast and cable TV, radio, Web and social media to periodicals, outdoor signage and cross promotions, all fee-based advertising is encompassed by this policy.
To accomplish the policy objectives outlined above, the content, placement and timing of all such advertising must be approved in advance by the Communications and Marketing Office (CM). For advertising that is funded through the CM budget, requests for new advertising should be made to CM at least one month prior to the first run date of the advertising. If extensive creative work will be required, as in the case of television advertising, more lead time is required. For placement of an existing advertisement, contact the CM office at least two weeks prior to the desired placement deadline. CM will provide creative assistance and purchase media on the requesting person’s behalf, always working to strategically promote the college in the most cost-effective manner.
For advertising not budgeted through Communications and Marketing, the requesting department must indicate along with the request how the advertising will be funded. In such cases, the requesting group is advised to contact CM during the creative phase of the advertising production. Regardless, please allow at least two weeks for CM to sign off on the content, placement and timing of the advertising.
Requests for advertising/approval should be made in writing, preferably via e-mail, to the CM Director. In all instances, CM has the final determination on all issues relating to brand and visual identity.
Classified job advertisements may be placed directly with the college Human Resources Office. Print or digital display job advertisements should be coordinated with CM to ensure that Visual Identity guidelines are followed.
- Position descriptions and recruitment notices must provide notification that LaGrange College is an equal employment opportunity employer. As such, the following language is to be placed at the end of any position description, announcement or recruitment notice:
Long version:
All qualified applicants will receive equal consideration for employment and admissions without regard to race, color, national origin, religion, sex, pregnancy, marital status, sexual orientation, gender identity, age, physical or mental disability, or covered veteran status.
Short version: (for use where space is limited by cost)
LaGrange College is an equal opportunity employer. - Also, position descriptions and recruitment notices must provide notification that final candidates will be subject to a background check. As such, the following language is to be placed at the end of any position description, announcement or recruiting notice:
Long version:
LaGrange College is committed to providing a safe and productive learning and living community. To achieve that goal, we conduct background investigations for all final candidates being considered for employment. Background checks may include, but are not limited to, criminal history, national sex offender search and motor vehicle history.
Short version:
If space is limited due to cost, the first two sentences above can be used.
NOTE that in admission materials, the following language has been approved by Human Resources:
All qualified applicants will receive equal consideration without regard to race, color, national origin, religion, sex, pregnancy, marital status, sexual orientation, gender identity, age, physical or mental disability, or covered veteran status.
Event Promotion: The Communications and Marketing Office wishes to support college activities that aim to advance the entire institution. If you would like information about an event released to the media, you must work with the CM staff for a release to be created. All press/news releases for LaGrange College are sent ONLY through Communications and Marketing.
To request a release, contact the CM News and Feature Writer at least three weeks prior to the activity.
Upon review, the CM staff will determine whether a release about the event or activity will likely be published and whether there is sufficient staff time to complete a release. The event contact will be notified of the decision. If a release is to be created, the contact will be asked to supply additional information.
Please keep in mind that CM cannot control what news outlets release or when. However, if lead time is sufficient and the information is of interest to the public, the information generally will receive placement.
Requests for inclusion of events/activities in the internal @LaGrange newsletter can be made by contacting the News and Feature Writer in Communications and Marketing.
Remember that it is not the responsibility of Communications and Marketing to guarantee an audience for an event. Planners may want to consider paid advertising as a means of attracting an audience for unique or large-scale functions.
CM is not responsible for creating on-campus posters or other display material regarding events. If such materials are used, remember that they must follow the Visual Identity Program and the campus Posting Policy, which is administered by the Dean of Students.
SUMMARY
Advertising and event promotion must enhance the college’s image and help to achieve institutional goals. The content, placement and timing of all advertising must be approved in advance by the Communications and Marketing Office. To promote an event to the media via nonpaid means, request a press release by contacting the News and Feature Writer in Communications and Marketing.
Crisis Communication - PDF
Section: Communication Guidebook
Subject: Crisis Communications
Approved by: Cabinet
Applies to: Faculty, staff, students, volunteers
Effective date: April 29, 2005
Approval date: September 10, 2020
COLLEGE POLICY
The role of the Communications and Marketing Office during and immediately following a crisis is to collect and convey appropriate information to both internal and external constituents. In every crisis, the primary goal of all college employees is the security and well-being of students, faculty and staff.
A crisis situation is defined as any circumstance or event identified by the President as having a real or potential major impact on the campus community as a whole. Examples include explosions, hazardous chemical spills, fire, a hostage or firearm situation, major accidents, violence, unexpected deaths and natural disasters. It does not include minor incidents or isolated crime, which are routinely handled by the Student Engagement Office, Securitas and the LaGrange Police Department.
Crisis communications most frequently occur during the period immediately following a situation that has widespread interest among the local, regional, state and national community, thus generating greater media focus and requiring the college’s full attention for the duration of the situation.
When a crisis occurs, decisions often have to be made without the luxury of examining every aspect of a situation. Surprise, insufficient information and an escalating flow of events should be anticipated.
Each crisis or emergency will require a unique communications response. Two key elements, however, are universal:
- In many cases, the only information the public receives about an emergency is through the media; therefore, media relations is an essential element of any crisis plan.
- A crisis situation is “big news” and is likely to result in more public exposure for the college than hundreds of “good news” stories.
PROCEDURE
General
- If a situation requires immediate police, fire department or ambulance response, college personnel should dial 911 to advise authorities of the situation. Then, they should dial campus extension 8000 to ensure that college administrators are advised of the situation. (After normal business hours, the caller should make every effort to notify college administration of the situation.)
- At the President’s request, the Communications and Marketing Office will set up a Crisis Communications Center on campus. The Crisis Communications Center will remain open 24 hours a day for the duration of the crisis.
- During an emergency, the Director of Communications and Marketing, Vice President for External Relations, President or his/her designee will serve as the college spokesperson with the media. The name and telephone number of the spokesperson will be provided to all staff for referral of media phone calls.
- At the onset of a crisis, key points of contact (switchboard operator, campus emergency response team, etc.) will be reminded to direct reporters’ calls to the Communications and Marketing Office. They should not comment on the incident, but get the reporter’s name, media outlet he/she represents, phone number and questions, and report the inquiry immediately to Communications and Marketing.
Phases of Communications Response
- Immediate: In consultation with the campus emergency response team, the President, Vice President for External Relations and the Director of Communications and Marketing will determine if an official statement or fact sheet should be prepared and released. If warranted, they also will develop answers to specific questions that may be asked by the media. Once approved by the President, these materials will form the basis of the college’s response to the media.
In cases of significant crisis, a press conference may be called. In such situations, the President, Vice President for External Relations or highest ranking representative available will convey the college’s response and address public concern. The recommended site is the Dickson Assembly Room at a time no later than 3:30 p.m.
In cases involving employee or student injuries or deaths, families will be notified by appropriate personnel before information is released to the public.
Internal college audiences must also be included in the communications response to a crisis. The college website, e-mail and emergency notification systems will be used to convey accurate and timely information to faculty, staff and students.
The Communications and Marketing Director will decide whether photographers/videographers need to be assigned to document the scene. He/she also will determine whether it is appropriate to allow location shooting by TV and newspaper photographers and will decide who should accompany them. - Ongoing: As a crisis or emergency situation unfolds, the Communications and Marketing Office will keep the public and constituents up to date with factual information and appropriate response measures.
- Recovery period: As long as necessary, the Communications and Marketing Office will issue updates, then will scale back activities as warranted. At the end of the crisis situation, the Director will schedule a meeting of all key communications players to review actions taken and lessons learned. These will be included in a report to be forwarded to the Cabinet.
Aspects of responding to a crisis or emergency not directly related to communications are addressed in the Emergency Preparedness Plan available on PantherNet.
SUMMARY
A crisis situation can result in more public exposure for the college than countless “good news” stories. In such situations, only the Director of Communications and Marketing, the Vice President for External Relations, the President or his/her designee can serve as the college spokesperson. Reporters’ calls or invitations for comment should be reported immediately to the Communications and Marketing Office.
Media Relations - PDF
Section: Communication Guidebook
Subject: Media Relations
Approved by: Cabinet
Applies to: Faculty, staff, students, volunteers
Effective date: April 25, 2005
Review date: July 9, 2020
COLLEGE POLICY
A main objective of the Communications and Marketing Office is to enhance LaGrange College’s reputation. Media relations, which includes press contacts ranging from a simple inquiry to a news conference, represents a significant opportunity to help achieve that goal. The media’s influence on college stakeholders—including current and potential students and donors, alumni, community members, faculty and staff—points to media relations’ importance.
The Communications and Marketing Office is responsible for LaGrange College media relations and directs the college’s contact with the media to ensure that such interaction does, indeed, enhance the college’s image and move it toward its vision. This responsibility includes both proactive and reactive involvement.
Proactive media relations takes place when the college reaches out to the media to convey its own messages, often promoting college milestones, innovative programs and achievements. Reactive media relations takes place when the college is contacted to respond to a media inquiry.
In either instance, it is vital that honest and accurate information—that aligns with the college’s objectives—is provided.
PROCEDURE
Proactive Media Relations
Communications and Marketing is the direct link to the media, and all media contact flows through Communications and Marketing. Press/news releases for LaGrange College are sent only through Communications and Marketing.
If you become aware of information that you think should be released to the media, let the Communications staff know. The News and Feature Writer should be your first point of contact.
If you would like a release created about an event, make your request at least three weeks prior to the date. (More information about event promotion can be found in the Advertising and Event Promotion policy found at www.lagrange.edu/communications.)
The Communications staff will determine whether a release on a given subject has merit and whether it will likely be published. Please keep in mind that Communications cannot control what news outlets publish or when, or what broadcast media air or when.
Oftentimes, the wide range of expertise of college faculty and staff can benefit the media and present the college in a favorable light. The Communications and Marketing Office regularly attempts to place college representatives in media stories or in civic settings.
Reactive Media Relations
(What to do when a reporter calls)
The media contact LaGrange College for a number of reasons. If the area of inquiry involves an administrative topic, a Cabinet-level spokesperson will likely be the appropriate contact. If, however, the inquiry involves a specific academic discipline, a faculty member will often be the best contact point.
If you are approached by a reporter and the subject matter involves an administrative or collegewide issue, refer the reporter to the Communications and Marketing office. If the inquiry involves your personal area of expertise or “expert” opinion, you are free to set a tentative time to be interviewed (at least two hours away) and then call Communications and Marketing to inform the office of the inquiry.
For collegewide issues, Communications will determine the appropriate campus person to address the subject, and will work with the resource to gather information and create talking points on the topic. For “expert” inquiries, the office will confirm that the subject should be addressed, and will brief the person on media interviews, possible talking points and potential pitfalls.
Communication during a crisis situation is covered in the Crisis Communications policy found at www.lagrange.edu/communications.
Awareness Leads to Preparedness
Advance notice of a topic that may provoke media interest is extremely helpful. If you become aware of such subject matter, please pass it along to Communications and Marketing so that the groundwork for a response can be laid. The college’s chances of being portrayed favorably are much greater if there is time for adequate preparation.
Likewise, if you see news vans, reporters or photographers on campus, please notify Communications immediately. If the News and Feature Writer is unavailable, contact the Director of Communications and Marketing. If he/she is unavailable, contact the Development Communications Specialist, who also is trained in media relations.
SUMMARY
The college’s Communications and Marketing Office is the institution’s direct link to the media, and all media contact flows through it. Press/news releases for LaGrange College are sent only through this office. If you become aware of information that you think should be released to the media let the Communications staff know. If you are approached by a reporter and the subject matter involves an administrative or collegewide issue, refer the reporter to the Communications and Marketing office. If the inquiry involves your personal area of expertise or “expert” opinion, you are free to set a tentative time to be interviewed (at least two hours away) and then call Communications and Marketing to inform the office of the inquiry. If you see news vans, reporters or photographers on campus, please notify Communications immediately.
Tips for Media Interviews
Before the Interview:
- Know who the reporter is, what media outlet he or she works for, and what specific subject will be discussed.
- Develop the key points that you want to be sure to communicate. Consider the worst or most difficult question you may be asked.
- Remember: Appearance is important, especially if it’s a television interview.
During the Interview:
- Don’t relax too much. Jokes, gossip and cynical or silly remarks are out of place in an interview.
- Keep your answers clear and concise. When dealing with technical or complex information, make sure the reporter understands what you are talking about.
- Don’t let the reporter put words in your mouth.
- If you don’t know the answer to a question, say so and offer to find out and provide the information later.
- Avoid being defensive.
- Don’t say “no comment.” Simply say, “I don’t want to talk about that right now,” or explain why you can’t address a specific topic (e.g. “We won’t know for sure until an internal investigation is completed.”). Turn the interview to what your key messages are.
- Assume everything you say will be quoted. Don’t speak “off the record.”
- Don’t hesitate to state your main point or key messages more than once.
After the Interview:
- Let the reporter know you will be available to confirm facts or details. Contact them with late-breaking information, if appropriate.
- Don’t expect to see the story before it is released. Most reporters do not let sources review stories.
Publications and Printing - PDF
Section: Communication Guidebook
Subject: Publications and Printing
Approved by: Cabinet
Applies to: Faculty, staff, students, volunteers
Effective date: Jan. 11, 2005
Review date: May 4, 2017
COLLEGE POLICY
LaGrange College’s publications are among the most popular means of creating and shaping the image of the institution. Because of this vital role, it is essential that such publications reflect the institution's brand and high standards in writing, photography and design.
Publications include magazines, brochures, newsletters, flyers, posters, programs, invitations, catalogs, cards, post cards and other miscellaneous materials such as tickets, folders, table tents and certificates.
Likewise, the use of the college’s official trademarks in these publications must also reflect the high standards of the institution. The college’s logos and seal are valuable visual assets that must be used carefully and consistently.
To ensure that publications and the official symbols reproduced within them reinforce our institutional brand and identity, LaGrange College places conditions and guidelines on them. The LaGrange College Communications and Marketing Office is responsible for setting and administering these conditions and guidelines.
PROCEDURE
Style Guide
To assist those preparing college publications in providing a consistent message to the wide range of college audiences, a style guide has been prepared. It provides direction for written communication and also helpful facts about the institution. The guide can be found at http://www.lagrange.edu/communications and is linked from this web page.
Visual Identity Program (Official Marks)
The college’s wordmark and logo, seal and athletics logo are essential components of its institutional identity. Proper and consistent use of each is vital to the institution’s branding and marketing efforts.
College wordmark and logo
Proper use of the college wordmark and logo is described in detail in the Visual Identity Program guidebook found here. Examples of correct usage can be found there as well as answers to frequently asked questions.
Licensing
LaGrange College’s name is registered through the U.S Patent and Trademark office and the state of Georgia and is a legally owned trademark. Accordingly, the college is required by law to control the use of its name or risk losing ownership of it. To accomplish this, a centralized graphic review policy has been developed.
Any intended use of the LaGrange College name or logo on merchandise, whether it is to be sold or given away, must be approved by the Communications and Marketing Office. This policy applies to all college departments, alumni and student groups. Approval artwork may be e-mailed, faxed or personally delivered to the Assistant Director for Digital Media and Design in Smith Hall. Call 706-880-8247 or e-mail sjackson@lagrange.edu.
The Assistant Director for Digital Media and Design also is the custodian of the LaGrange College logo library and will share artwork as needed with the college community and constituents.
All merchandise imprinted with a LaGrange College logo must feature a registered trademark emblem (R) below and slightly to the right of the logo. Contact the Assistant Director for more information regarding trademark symbol placement.
College seal
The current college seal first appeared in the 1916-17 catalog. Translated from Latin, the motto encircling the globe reads, “Greater than the body are the pleasures of the mind.”
The LaGrange College seal should be reserved for use on official documents (such as diplomas) and on documents originating in the President’s and Registrar’s offices. The seal should not be used as the primary identifier in other publications.
Athletics logo
The LaGrange College Panther logo and companion marks are the proper identifiers for the college’s athletics programs. Guidelines for proper use of the Panther and accompanying marks are described in detail in the Athletics Visual Identity Program guidebook found here.
Creative Services
Ideally, the Communications and Marketing Office would provide editorial, design and photographic services to meet all campus needs. Staffing and workload, however, make that impossible. As a result, the following guidelines are used to prioritize projects undertaken by the office.
The External Relations Division, the Office of College Access and Admissions and the President's Office are the primary clients of the Communications and Marketing Office. Projects for other campus groups will be evaluated on a case-by-case basis, and a decision to undertake them will be made based on current workload and the strategic benefit to the institution.
If printed materials are developed by outside vendors, they must follow the guidelines outlined below.
Printing, Copy/Mail Center (Panther Prints) and Outside Printing Vendors
Any printed items mailed off campus (except those on stationery) or those handed out to an external audience (not faculty, staff or students) must be approved by Communications and Marketing before printing. Submit a final proof before printing to the Assistant Director of Digital Media and Design (e-mail sjackson@lagrange.edu). Approval will be given within 48 hours (business days) of submission.
Such approval will pertain to the College Visual Identity Program and style guide and will not imply sanctioning of all content.
The Copy/Mail Center is the only approved source for college stationery, business cards, name tags and shipping labels. The center also can provide college note cards, labels and related supplies. Contact Copy/Mail at 706-880-8765 or PantherPrints@lagrange.edu to request such items.
The Copy/Mail Center also provides production/assembly of simple printed materials.
If printed materials must be designed by outside firms, it is the responsibility of the college employee contracting the work to ensure that Visual Identity Program guidelines are followed. Contact Communications and Marketing for a copy of program guidelines to provide to vendors.
If a college employee repeatedly submits materials that violate guidelines to outside vendors, the Business Office will rescind the individual's ordering privileges with the associated vendor(s). Both the individual and the vendor will be notified in writing, and future invoices for goods ordered by the employee will not be paid.
For more information on the guidelines outlined above, contact the Communications and Marketing Office.
SUMMARY
Since they are among the most popular means of creating and shaping the brand and image of the institution, college publications must reflect high standards in writing, photography and design. The Communications and Marketing Office maintains a Style Guide (written communication) and Visual Identity Program (official marks) to help accomplish that goal. They can be found online at www.lagrange.edu/communications. The Copy/Mail Center (Panther Prints) is the only approved source for college stationery, business cards, name tags and shipping labels. Other printed items to be mailed or given to an external audience must be approved by Communications and Marketing before printing. All official publications of the college, such as admission materials, bulletins, advancement materials and similar items must be reviewed prior to publication by the Senior Director of Communications and Marketing or his designee for consistency in design and appearance.
World Wide Web - PDF
Subject: World Wide Web
Approved by: Cabinet
Applies to: Faculty, Staff, Students, Volunteers, Vendors and other web content providers
Effective Date: October 20, 2004
Approved Review Date: January 27, 2021
COLLEGE POLICY
The World Wide Web holds tremendous power as a “window to the world” and as a tool for the exchange of key information and services. LaGrange College supports the use of the Web to share the college’s message with a global audience and to assist college faculty, staff and students in achieving their objectives.
Potential applications and audiences for the Web are diverse, and they are classified and prioritized as meeting one of the following institutional needs:
1) Academic instruction
2) Recruitment of new students
3) Cultivating, soliciting and providing stewardship for donors and potential donors
4) Communicating with alumni and parents
5) Communicating with faculty, staff and students
6) Providing administrative services
7) Providing a tool for scholarship and professional research for faculty, staff and students
8) Providing a forum of personal expression for faculty, staff, students and alumni
To facilitate these applications, LaGrange College places conditions and guidelines on the use of the Web, Web content and Web applications. These guidelines aim to enhance the Web experience for users, to foster good stewardship of institutional assets and to ensure compliance with regulatory guidelines, while promoting a consistent, distinctive and unified image of the college.
The LaGrange College Communications and Marketing Department is responsible for setting and administering these conditions and guidelines.
PROCEDURE
The college encourages freedom of speech and expression and respects academic freedom as a necessary condition for intellectual pursuits. However, the college also recognizes that Web content created by its faculty, staff and students represents LaGrange College to external, as well as internal, audiences.
To provide the necessary direction and safeguards, Web content (whether print, audio or video) is divided into two main categories:
1) Internal: Pages viewable only by internal audiences (faculty, staff and current students).
2) Official: Pages viewable by anyone and a part of the college’s World Wide Web site or linked from the college’s Web site.
Internal pages are established by contacting the college Webmaster. Individuals/groups creating such pages are responsible for the content posted and are responsible for keeping the content current.
The Webmaster will coordinate the design and architecture of the landing page and interior pages with Communications and Marketing (CM) to ensure graphic and message consistency.
Individuals/groups found to have outdated internal content will be notified in writing by CM and asked to update the content within a specified time frame. If modifications are not made within the specified time, the content will be removed. Content may be reinstated upon approval by CM.
Official pages are established by working through Communications and Marketing. CM will have overall responsibility and control over URL assignment and over the look and content of official pages, especially with regard to brand and visual identity.
Individuals/groups wishing to post content will have a designated Web Information Coordinator (WIC). WICs will be responsible for providing Web content to the college Webmaster, housed in CM, or they may be empowered to create content to be approved by the Webmaster in a workflow before it is posted. Content for any group’s Web pages should come to the Webmaster only through the designated WIC.
WICs will be notified once a year that all content under their jurisdiction must be reviewed for accuracy and timeliness. Failure to respond after a second reminder will result in a notification being sent to the appropriate supervisor, department or division head. Further failure to respond will result in a contact with the appropriate Vice President and/or removal of the content. Reinstatement of the content can be accomplished by approval of a written request to the Webmaster.
Other uses: Applications not covered under these types of Web content will be coordinated by CM with assistance, as appropriate, from the Information Technology Department. Such applications and uses will be addressed according to the priorities outlined above.
Webmaster: The Webmaster reports to the Communications and Marketing Director and consults with the IT Department as needed. As the college’s chief Web official, the Webmaster is responsible for communicating and enforcing standards for content and design, and for ensuring that the above procedures are followed.
He/she will make suggestions for changes in Web-related policy to the CM Director and to the President’s Cabinet through the Vice President for External Relations.
Copyright: All content providers are reminded that permission must be obtained before including copyrighted text, photographs, audio, video or other media within Web content. Notification of permission should be retained in permanent files. Where appropriate, also use the registered trademark symbol (®).
SUMMARY
World Wide Web content represents LaGrange College to both external and internal audiences and, therefore, holds tremendous power. Web pages viewable by anyone and a part of the college’s Web site or linked from the college’s Web site are established by working through the Communications and Marketing Department. Communications has overall responsibility and control over URL assignment and over the look and content of official pages, especially with regard to brand and visual identity. For more information about posting or maintaining Web content, contact the college Webmaster.