College Procedure

PROCEDURE TYPE: Administrative

PROCEDURE TITLE: Marketing and Advertising
PROCEDURE NO.: ADMIN-219.2
RESPONSIBILITY: Chief Administrative Officer
APPROVED BY: Durham College Leadership Team (DCLT)
EFFECTIVE DATE: January 2014
REVISED DATE(S):
REVIEW DATE: January 2017

1. Introduction

1.1. Promoting the Durham College brand through advertising and marketing is
essential to the colleges 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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