Download Marketing and Advertising Procedure

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1.
Administrative
Marketing and Advertising
ADMIN-219.2
Chief Administrative Officer
Durham College Leadership Team (DCLT)
January 2014
January 2017
Introduction
1.1. Promoting the Durham College brand through advertising and marketing is
essential to the college’s success in attracting and influencing prospective
students and key stakeholders including donors, business leaders, community
partners and educators.
1.2. The Communications and Marketing department develops, executes and
maintains marketing plans designed to promote college programs, services and
offerings in consultation with Admissions and Recruitment, service area
departments and the academic schools.
2.
Definitions
2.1. Advertising
Advertising refers to the paid promotion of Durham College and its offerings to its
target audiences.
2.2. Marketing
Marketing refers to the logical planning, implementation and control of a mix of
activities designed to promote Durham College to its target audiences.
3.
Procedure
3.1. Requests
3.1.1. All requests for advertising and/or marketing materials must be made to
the executive director, Communications and Marketing.
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3.1.2. Depending on the scope of materials required, the Communications and
Marketing department may meet in person with the individual,
department or school making the request to discuss their needs and
determine a plan and timeline moving forward.
3.1.3. Once a request is reviewed and approved, the executive director,
Communications and Marketing will assign the appropriate person to
manage the project, a communications officer to draft any required
content and a graphic designer and/or web specialist to manage any
design/website requirements.
3.2. Approvals
3.2.1. The communications officer will ensure all written content is approved by
the appropriate individual, department or school and forward it to design
or web for layout. Once the work is complete it will then be sent back to
the appropriate individual, department or school for final approval.
3.2.2. Once the final advertising/marketing piece is approved by the client, it will
then be approved by the executive director, Communications and
Marketing and placed in publication, printed and/or posted to the website.
4.
Roles and responsibilities
4.1. The executive director, Communications and Marketing is responsible for
overseeing all advertising and marketing related to Durham College. The
manager, Communications is responsible for approving all content written by the
communications officers related to advertising/marketing materials for the
college.
4.2. All staff members in the department are required to uphold the confidentiality of
any and all information pertaining to Durham College.
5.
Related policies, procedures and directives


Durham College External Communications Policy ADMIN-219
Durham College Commercial Electronic Messaging Policy - pending
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