Download 4-18 - J. Sargeant Reynolds

Policies and Procedures
TITLE: ONLINE AND PRINT COMMUNICATIONS AND MARKETING
POLICY NO: 4-18
VCCS POLICY NO: N/A
I.
EFFECTIVE DATE: 02/18/14
REVISED DATE: 04/15/15
Purpose:
To provide guidance for the creation and use of online and print communications and marketing
collateral, channels, and tools for brand consistency.
II.
Definitions:
Channels: the means by which organizations attempt to inform, persuade, and remind consumers
directly or indirectly about the products and services they offer.
Collateral: a collection of media used to support the sales and promotion of a product or service.
Social media: a form of online communication or publication that allows for multi-directional
interaction, and which includes blogs, wikis, podcasts, social networks, photograph and video
hosting websites, crowdsourcing, and new technologies as they evolve.
III.
Policy:
To assure that all communications and marketing collateral provides accurate information and
brand consistency, the Office of Marketing and Office of Communications shall be used as
resources. The Reynolds Brand Identity Guidelines and the Reynolds Brand Toolkit shall serve as
additional resources.
“J. Sargeant Reynolds Community College” is the formal, legal, and first usage name of the
college.
For marketing purposes “Reynolds” or “Reynolds Community College” shall be used as the
shortened version.
In written and online communications, the first reference to the college in body copy shall be “J.
Sargeant Reynolds Community College.” In subsequent references or in headlines, the more
informal “Reynolds” shall be used.
The use of initials such as JSR, JSRCC, RCC, or RC or a shortened version such as “J. Sarge”,
shall not be used for marketing purposes or in internal or external communications. “JSRCC” is
acceptable for use in data tags, form names, and other situations where a parallel abbreviation to
other colleges or state agencies is needed.
TITLE: ONLINE AND PRINT COMMUNICATIONS AND MARKETING
POLICY NO: 4-18
EFFECTIVE DATE: 02/18/14
VCCS POLICY NO: N/A
REVISED DATE: 04/15/15
The use of RCC or RC is never to be used in any marketing or communications collateral,
channels, or tools. RCC is reserved solely for use by Rappahannock Community College
within the VCCS.
In accordance with the Reynolds Brand Identity Guidelines, the integrity of the graphic elements
(logos, typeface, etc.) must be maintained in publications and on websites, including social media
sites. No changes may be made to their design, proportion, typeface or other attributes.
IV.
Procedures:
Creation of collateral such as brochures, flyers, posters, and presentations:
V.
A.
Templates provided by the Office of Marketing will be used in the creation of collateral.
Exceptions must be approved by the Office of Marketing.
B.
Before printing such collateral, the Office of Marketing must review and approve a proof of
the collateral.
C.
Online communications such as blogs, Facebook pages, Twitter accounts, and other social
media services will adhere strictly to the parameters outlined in this policy and in the
Reynolds Brand Identity Guidelines. The Office of Communications will serve as a
resource for social media activities. The owners of any planned social media accounts that
use any college name or logo, or represent any college group, committee, class, etc., must
consult with the Office of Communications prior to initial launch.
D.
The Office of Communications will create and maintain a database of all online
communications accounts used by employees and groups of the college to advance the
mission of the college. Existing account owners will work with the Office of
Communications to populate the above database and inform the Office of Communications
of any changes to their accounts.
E.
Employees are encouraged to read the Department of Human Resource Management
(DHRM) Policy 1.75, concerning the use of electronic communications and social media
by state employees.
Other Information:
Department of Human Resource Management (DHRM) Policy 1.75, Use of Electronic
Communications and Social Media
Reynolds Brand Identity Guidelines
Reynolds Brand Toolkit
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