Guideline UL-ADG14 Marketing Communications (University Park)

Main Policy Content

Contents:

  • Objective
  • Procedures and Review
  • Guideline for Foster Auditorium Program Promotion
  • Important Links
  • Cross Reference

OBJECTIVE:

The University Libraries Marketing Communications Policy (UL-AD29 Marketing Communications (University Park)) establishes the lines of responsibility for the Libraries’ branding, marketing, and communications efforts at University Park, and the following guidelines are intended to clarify the process for accurate and timely promotion of collections, programs, services, and personnel. The Libraries’ Public Relations and Marketing Department (PRaM) is responsible for adherence to this University Policy, and PRaM’s manager serves as the University Editor Representative for Penn State University Park libraries. Campuses beyond University Park have access to assistance from their local University Relations Offices, which act as their University Editor Representatives.

PROCEDURES:

Marketing communications can take many forms and PRaM fulfills many of these needs for the Libraries. It can include a simple one-time bookmark, poster, or press release or a complex media campaign that includes a combination of ads, brochures, postcards, invitations, posters, newsletter, newswire placement, media announcements, carousel images, digital signage, social media, and more.

Marketing communication does not include teaching materials, such as instructional guides. For permanent signage (affixed to the walls), contact the Facilities Department.

What Constitutes a Job or Project—Just about any intitiative to interest Libraries patrons or staff in collections, services, or programs can be considered a marketing commmunication project. Rather than thinking about the promotional materials needed (brochure, poster, etc.), it is more effective to first consider, “Who should hear the message, what is the message, and why would they be interested.” Using this vantage point, PRaM will discuss the project with you and oftentimes will find unexpected ideas and outlets to gain your audience’s attention.

How to Initiate a Job/Project—Contact the Public Relations and Marketing Department (PRaM) to discuss any promotional initiative at UL-PUBLIC-RELATIONS@psu.edu or submit a “Start a Marketing Project” form.

A member of PRaM will respond to the request within 2 working days. (If you do not hear back, please resend the request to safeguard against system glitches.) This request sets in motion a fuller discussion of the project—an email, phone call or a meeting—that defines a plan of action.

Identifying the audience and the desired action at the beginning of the project will influence the success of the initiative.

Deliverables for promotion may include: press release, poster, sandwich board exterior sign, flyer, half-sheet card, Collegian ad, digital signage, carousel image of homepage, and social media.

For the weekly Library News Blog that focuses on internal staff news, use the form. Simulataneously submit longer articles and images directly to UL-Public-Relations@LISTS.PSU.EDU.

Timeline for Success—Initiate a job request once you know the details of your program, event or service. More lead time produces more no-cost outlets and more opportunities to cross promote with other programs.

What Is a U.Ed. Number—All printed items, excluding stationary and instructional materials, are required by the University to have a U.Ed number that is assigned by the University Editor Representative, the manager of PRaM. The number functions as an inventory system to identify the unit and year a publication is printed, and it signifies review for adherence to the Universitys’s editorial and visual standards. Formerly called the University Editor Representative system, the name is now the MarCom Network, and it is charged with ensuring the integrity of the University’s brand strategy.

Budget Development—Each April, PRaM solicits input from all Libraries’ departments to develop the following year’s projected marketing needs and budget. (This includes some give away items and copies of the Guide to the Libraries for the campuses.) In May and June, materials are purchased from the preceding year’s budget for the upcoming fall and spring school year needs.

A sample check list includes:

  1. Guide to the Libraries quantity:
  2. Undergraduate brochures quantity:
  3. Graduate Student brochures quantity:
  4. Faculty brochures quantity:
  5. Jump drives quantity:
  6. Poster stands (11 x 17) quantity:
  7. Water bottles quantity (in addition to Open House):
  8. Table Cover imprinted with Penn State and University Libraries
  9. Sharpie quantity:
  10. Highlighter quantity:
  11. Mugs, if available, quantity:
  12. Table cover with Penn State and University Libraries word mark, approximate size:
  13. Collegian or Centre Daily Times ad:
  14. Special project posters or postcards needing more than 50 copies:
  15. Brochures:
  16. Bookmarks:
  17. Special event planned:
  18. Other:

PROMOTION GUIDELINES FOR FOSTER AUDITORUM PROGRAMS:

Guideline UL-ADG03 Use of Foster Auditorium at (https://www.libraries.psu.edu/policies/ul-adg03)

There are 3 basic categories of use of Foster.

  1. Libraries events are automatically supported and promoted through Public Relations and Marketing (PRaM). Simply fill in a “Start a Marketing Project” form found at https://staff.libraries.psu.edu/public-relations-and-marketing/start-mar....
     
  2. Co-sponsored Libraries Events: These are events where a library person works closely with another University department. The library contact will decide if the Libraries or the other unit will take the lead on promotion. If PRaM is to do the promotion, submit a “Start a Marketing Project” form, and the program will be promoted with items described in number 1, noted above. If the non-library department creates the promotional materials and wants to place posters in Pattee and Paterno, the following standards are required and 4 printed copies of the poster can be sent to PRaM, 515 Paterno Library. Prior to creation of the poster, PRaM will be happy to send a sample poster for reference.

    Requirements: Trim size is 11 (wide) x 17 (high) inches; proper use of PS mark and Libraries word mark (our identifying graphic); ADA** statement with contact name; complete U.Ed. number; and for more information contact person name, email, and phone number.

  • Posters failing to meet the above requirements will not be displayed.

    (** Promotional poster should include the ADA statement to read: The Pennsylvania State University encourages qualified persons with disabilities to participate in its programs and activities. If you anticipate needing any type of accommodation or have questions about the physical access provided, please contact NAME at email@psu.edu or 814-phone.)
     

  • Exterior sandwich board sign holders. Only items designed by PRaM or items produced by PRaM working with another department and that include the University Libraries wordmark graphic and meet the poster requirements outlined in #2 can be placed in the sandwich board holders and the Libraries’ homepage carousel image to promote an event.
  1. Events in Foster with no Libraries sponsorship: one 11 x 17 poster may be placed in the stand outside Foster Auditorium up to 2 hours before event, if there is no other event occurring at that time. Otherwise a poster can be placed into the stand just before the program.

    Other outlets for promotion of programs:

  • Information formatted in a word document can be sent to PRaM (https://staff.libraries.psu.edu/public-relations-and-marketing/library-n...) for inclusion in the Library Blog sent out every Monday—deadline is noon, the previous Thursday.
     
  • The Libraries also have public bulletin boards in Paterno Library, floor one hallway, and the Knowledge Commons, Pattee Library. Size permitted is no bigger than 8 1/2 x 11.

NOTE—Per Facilities Departmentsigns found taped on doors or elsewhere will be immediately removed.

RELATED LINKS:

CROSS REFERENCES:

Effective Date: February 16, 2015

Date Approved: February 16, 2015 (Dean's Library Council and Library Management Council)