Standard Operating Procedures for the Coastal Carolina University Office of University Communication
The mission of the Office of University Marketing and Communication (MarComm) is to uphold and strengthen Coastal Carolina University’s brand.
We strategically cultivate and communicate the stories that promote and deepen an understanding of CCU, its people and its value.
The MarComm priorities are projects that focus on fortifying the University’s brand and reputation, promoting student recruitment and growing affinity for CCU.
The operating procedures are designed to expedite University requests for communication and marketing support. These protocols will clarify production timelines and facilitate efficient fulfillment of projects.
For questions about this mission or these operating procedures, please contact Martha Hunn, associate vice president, Office of University Marketing Communication, at firstname.lastname@example.org
University-produced news stories of interest
The Office of University Marketing and Communication conveys the stories of CCU through videos, news releases and articles for the web, Coastal Carolina University Magazine and the Atheneum newsletter, social media channels, and other methods of dissemination.
Stories can feature profiles of faculty, staff, students and alumni or communicate about accomplishments, achievements, research, community service or other newsworthy topics of interest. Please contact Martha Hunn, associate vice president, Office of University Marketing and Communication, at email@example.com or 843-349-2962 to provide information about story ideas or email firstname.lastname@example.org.
“Coastal Now” is the University’s online newsroom located at coastal.edu/coastal-now, providing an array of opportunities for learning about CCU news. The Coastal Now online newsroom displays links to the Coastal Now TV show, official CCU social media, resources for journalists, the CCU Magazine and Atheneum Newsletter, news releases, and CCU in the News (showcasing highlights of news coverage about CCU).
For more information, please contact Martha Hunn at email@example.com or 843-349-2962.
Coastal Carolina University Magazine
Published twice a year, the Coastal Carolina University Magazine features timely and interesting stories on a wide range of topics relating to the people, events and culture of CCU. Stories in the publication are written and designed to inform and engage the University’s primary stakeholders, including alumni, students, faculty, staff, donors and friends of the University, as well as the regional communities served by the institution.
If you know anyone affiliated with our University who has celebrated a significant achievement or has an interesting story, please notify Martha Hunn, associate vice president, Office of University Communication, at firstname.lastname@example.org for possible inclusion in the magazine.
The Atheneum Newsletter
The Atheneum is the digital employee newsletter for Coastal Carolina University. Once a month, an email goes out to all current and retired faculty and staff, directing them to the newsletter at coastal.edu/newsletter. Articles and accompanying photos are written and designed to showcase what is happening across campus. The title page has three features of interest to the CCU community. “Chauncey’s Champions” is a profile of a CCU employee who has been nominated by a peer for being exemplary and going above and beyond his/her duties. There are also pages such as “Something to Talk About,” which includes interesting tidbits — births, weddings, faculty/staff who’ve won awards or have news. “News Shorts” is a roundup of news releases from the month, and the calendar includes upcoming events, meetings, etc. “About U” is a message from the president, and “Works in Progress” updates the campus community on construction projects. For story suggestions, please contact Melanie Smith, internal communication coordinator, at email@example.com or 843-349-2087.
The Office of University Marketing and Communication’s design team is available to assist in the design and production of publications, advertising and most collateral print needs.
To initiate the scheduling of a project, requesters must first complete a Printing Service Requisition form, located at coastal.edu/forms under University Marketing and Communication/Print Services. It is important to have an idea of budget, quantity and content upon submitting a requisition. Even though most requests will be turned around in a timely fashion, it is advised to allow four weeks for the design of most projects, depending on complexity. Projects printed on campus average a one-week turnaround; ones requiring off-campus printing average two to three weeks. Please submit all design requests to firstname.lastname@example.org. For additional information, please contact either Jeanne Caldwell, creative services production manager, at email@example.com or 843-349-4169, or Rob Wyeth, senior director of creative services, at firstname.lastname@example.org or 843-349-2103.
All self-produced collateral must be submitted to email@example.com for review and approval by University Marketing and Communication before printing. Please see Proofing Guidelines below for additional information.
Recognizing the importance of social network sites such as Facebook, Twitter, LinkedIn, Instagram and Snapchat, #CCUSocialMedia serves as the content provider and monitor/engager of all social interactions for Coastal Carolina University’s official social media platforms.
It is the responsibility of #CCUSocialMedia to provide a consistent voice and updated presence that maintains the University’s values while promoting the stories of the University. Through #CCUSocialMedia, the stories of faculty, staff, students, alumni and the entire CCU community are featured.
For a full list of CCU’s official social sites, to view the social media policy, and to learn best practices in social media, visit coastal.edu/coastal-now/ccusocialmedia or contact Brent Reser, social media and online marketing coordinator, at firstname.lastname@example.org.
Marketing campaigns and marketing/advertising placement
It is vital to the success of the University to ensure that consistent messages are communicated when promoting or advertising University assets and programs. The marketing division of MarComm serves as the clearinghouse for all marketing and advertising projects activated by campus divisions, both academic and auxiliary.
Consistent with University policy, all advertising requests and marketing support must flow through Marcomm. This procedure is more efficient for dealing with advertising vendors and eliminates costly duplication. In addition, the MarComm staff can provide in-house consultation to ensure that University resources are maximized and target audiences are effectively reached.
To launch an effective marketing campaign or place advertising, a minimum of four to six weeks is required from job origination to delivery. (Note: Delivery time could be shortened if the job entails a one-time advertisement or short-run advertising.)
1. Marketing staff will consult with requester and determine scope, focus and budget of the project. An appropriate strategy and supporting media elements (print, broadcast, web, etc.) will be developed. Copy points, photos and any other supporting materials will be provided by the requester.
2.If applicable, contract agreements and purchase orders will be prepared and routed. Creative aspects of the advertising will be routed to design team for creative design and editor for proofing. Execution of graphic design or broadcast production will be subject to projects already in the queue. Proofs of creative elements will be sent to the requester for review, editing and approval.
3. MarComm staff will send materials to vendor(s).
4. MarComm staff will monitor advertising once activated and provide analytics and return on investment measurements, if available. MarComm will also process payment to vendor(s).
For more information, contact Lindsi Glass, associate vice president for marketing & branding, at email@example.com or 843-349-2809, or Trenny Neff, coordinator of advertising and trademark management, at firstname.lastname@example.org or 843-349-2102.
Video Production Services
The Department of Video Production Services (VPS) provides the faculty, staff and administration with high-quality, well-produced video and television productions to help tell the stories of CCU. We also maintain campus closed-circuit cable television. The Department of Video Production Services is located in Hampton Hall at 108 Tom Trout Drive on campus. Call 843-349-2890 or visit https://www.coastal.edu/universitycommunication/videoproductionservices/.
The mission of the Video Production Services team is to:
1. Provide video needs for telling the stories of CCU.
2. Provide video service that increases the value of CCU, reflecting the positive image of CCU.
3. Provide other video production requests directly related to (or that are beneficial to) CCU. These services will be performed as requested by faculty or staff when feasible.
1. University academic and administrative clients using University-appropriated funds will be charged for the cost of materials used, travel and other directly related project expenses, excluding labor. Additional charges will be assessed for after-hour production services.
2. Non-University projects, grant projects, and civic and governmental projects must be approved by the vice president of UCOMM. Clients will pay for all costs incurred, including labor.
1. For complex media, engineering, audio, video and television production projects, contact the director of media services (David Russell, 843-349-2516, email@example.com). Any request about campus cable should be directed to Pat Parker (firstname.lastname@example.org or 843-349-2892). When requesting a video production, clients must provide storyboard, scripting, and basic information about purpose and audience. Some projects may require assistance from other departments and groups (example: scriptwriting and graphics from MarComm staff).
2. All products for external or widespread internal use must be approved by MarComm. Video Production Services will not reproduce copyrighted material without permission from the copyright holder.
3. Instructional video service for academic purposes is very limited, requiring a minimum of one-week lead time to ensure staff and equipment availability. Video cameras can be checked out at Kimbel Library to facilitate the taping of a class. Also, lecture capture units can be requested through ITS.
4. Promotional video requires extensive planning and consultation. Promotional productions require, at a minimum, a three-month lead time with script. Requesters are responsible for providing both the rough lead-time schedule and first draft of the script. If students are to appear in the video, the requester will select students, help prepare the students, and assist with communication and coordination of students to ensure they show up for scheduled appointments. Video production staff will assist in training the students for their roles and will work with requester to refine the production schedule and script. To request a video, please put in a work order with MySchoolBuilding.com or email David Russell (email@example.com), director for Video Production Services.
*Please note: Making a request does not guarantee that VPS will be able to accept the request. It will depend on priority of projects as well as resources available to handle the project.
5. Video Production Services no longer handles audio/visual equipment checkout or support.
- A/V equipment for events, call 843-349-2668 or 843-283-1155.
- A/V equipment for academics, call ITS at 843-349-5000.
Faculty/Staff assistance contact ITS at 843-349-5000.
Student/Alumni assistance contact SCS at 843-349-2220.
News coverage and news interviews
The spontaneous, evolving nature of news ensures that virtually anyone on our campus has the potential to become a newsmaker or news source for breaking stories. The Office of University Marketing and Communication works to monitor all media interviews of University personnel. If you are contacted by a media outlet for an interview in your capacity as a representative of Coastal Carolina University, please notify MarComm at ext. 2962.
1. If you feel you need assistance in crafting your message, or if you think you would benefit from a coaching session on speaking to the media, contact Martha Hunn at ext. 2962 or firstname.lastname@example.org. Interview preparation ensures the best possible articulation of your message.
2. If you are an expert on topics under current and repeated discussion, please contact MarComm as soon as possible so that we can offer your expertise to news outlets. Your appearance on the internet, TV or in print enhances the credibility and image of the University. Furthermore, if you have received or are about to receive a major award, publish a significant work or conduct research that may be of interest to the general public, please provide as much advance notice as possible so that we may work strategically with you to achieve the best possible news coverage. Please call or send an email about newsworthy activities to email@example.com, with a copy to firstname.lastname@example.org and email@example.com.
3. If you are asked to participate in a “person-on-the-street” type interview during a campus event and are not officially expressing opinions or policy of the University, an advance call to MarComm is unnecessary.
University Marketing and Communication regularly sends news releases to local, regional and sometimes national media to publicize CCU stories and events that are newsworthy or to invite community participation. One of the strategies of the CCU 2016-2021 Strategic Plan is to tell the CCU story to targeted audiences. News releases are a means to effectively communicate the goals, successes contributions and needs of our University, students, faculty, staff and alumni.
Anyone in the University community who has or knows of stories that advance CCU’s mission by highlighting the achievements of students, faculty or staff members are invited to share them with our office. Contact firstname.lastname@example.org.
If you are seeking publicity for a specific event, the procedure for publicity is outlined below:
Examples: visiting speakers, events, notable achievements, etc.
• At least three weeks before the event, send details to Caroline or Martha (who, what, where, when, why, how), name of the sponsor, contact person and telephone numbers. If a speaker is engaged for the event, send biographical information, the title of the talk and a head shot (jpeg) of the speaker. The jpeg should be at least 200 dpi. Note: Most images on the web are not downloadable in a usable format.
• We will write the news release and send it to you for approval. If you send us your own news release, we will proof/edit it to conform to Associated Press style and our news release format.
• Upon your approval, we will send the release out to the appropriate media list. If you fail to provide approval within 24 hours and timing is vital to ensure coverage, the news release may be distributed without additional consultation.
• When appropriate, the release is placed on the Coastal Now Online Newsroom page.
Concerts or performances
A month in advance, notify Caroline P. Smith or Martha Hunn about your upcoming event to get it on our internal calendar.
• At least three weeks before the event, send details to Caroline or Martha (who, what, where, when, why, how), name of sponsor, contact name and telephone numbers. For cultural events, indicate the title of the event, the content of the program, names of performers (identify students and faculty as such). For plays, include a brief synopsis and cast list.
• Send a promotional photo of the cast or arrange for one to be taken by calling Judy Johns, campus photographer, at ext. 2923, or email@example.com. We receive better (and bigger) publicity when a photo is used.
Other stories not tied to an event
Examples: faculty grants, awards or book publications, alumni achievements, students involved in noteworthy or unusual projects, etc.
• Send detailed information (and photos, if available) by email to Caroline P. Smith or Martha Hunn.
• Provide information as early as possible.
Digital monitors (eboards)
The TVs you see around campus have messages produced by staff in the buildings the TVs are in (right side) and messages of interest to the CCU community (left side). We do not promote events or activities that occur off campus or that are not CCU-sponsored. Political and religious messages are not permitted. If you have something you’d like promoted campuswide (left side) on an eboard, send the information to firstname.lastname@example.org for editing and then to Melanie Smith at email@example.com or call 843-349-2087.
One week’s lead time is necessary for studio and indoor photo shoots for promotional purposes—those that require careful planning and attention to lighting detail. Three days’ lead time is requested for outdoor promotional work. For promotional photos that include students, faculty, staff or members of the general public, the requester is responsible for obtaining photo releases in advance. Photo releases are mandatory and are available at coastal.edu/universitycommunication/ccumarketing.
Electronic copies of pictures on file may be accessible within one day or even within a few hours. If you anticipate using requested images in social media and need faster receipt, please let the photographer know before the event. Photography staff is also available to provide images for and assist with printing of large copies of campus photos for your office walls, but time required for this request depends upon technician availability.
To request photography services, please email University photographer Judy Johns at firstname.lastname@example.org. For event photography, please include Martha Hunn (email@example.com), associate vice president for University Marketing and Communication, in your request if your photography needs are related to an event or happening that may be appropriate for media notification.
Printing services are available for the production of (but not limited to) posters, flyers, invitations, forms, class manuals and other reproduction needs. Print operations are located at 450-B Century Circle, across U.S. 501 from the main campus.
To initiate a print request, a Printing Service Request form must be completed. The form is available online at coastal.edu/forms under University Marketing and Communication/Print Services. Print requests may be submitted to firstname.lastname@example.org or sent via interoffice mail. All requests designed outside of the Office of University Marketing and Communication MUST have first been sent to email@example.com for approval (see Proofing Guidelines section). For more information, please contact David Ridenour, print manager, at firstname.lastname@example.org or 843-349-2921.
Copyrighted materials can only be reproduced with written permission from the publisher. Services are not provided for jobs outside of University needs.
Requests may be submitted as hard copies, but digital PDFs are preferred. Other formats such as Word, Publisher and Excel can be accepted. Please contact Printing Services to inquire on other formats.
Printing Services offers in-house duplication, binding, trimming, laminating, hole-punching and packaging. Assistance with the coordination of off-set (traditional) printing is also available. An array of stocked paper choices is available. Additional paper options may be ordered as needed. Paper is limited to a size no larger than 12 by 18 inches and no heavier than 12 point or 100-pound card stock. Please contact Printing Services for more information at 843-349-2921.
To ensure consistency and accuracy across all university communication and to promote and protect the image and brand of CCU, any communication that has high visibility and/or is distributed to external audiences on behalf of the University must be proofed through the Office of University Marketing and Communication. This includes, but is not limited to, media notices, posters, printed invitations, printed programs, electronic invitations, products that use University marks, emails and mailings that are published by or for the University, regardless of funding sources. Personal correspondence, classroom materials and research are exempt; however, proofing is a service provided by MarComm to the University community. In addition, all campus signage must be proofed and approved through MarComm.
The University adheres to Associated Press style guidelines as the basis for proofing materials. Find a cheat sheet of style guidelines here: www.coastal.edu/universitycommunication/brandstandards/. All materials should be thoroughly proofed by the client prior to being sent to the editor for proofing.
Due to the significant volume of materials and projects being processed, MarComm executes a first-in/first-out system. Please deliver or email (email@example.com) the item to the Office of University Communication (450-A Century Circle, Room 105).
One- to three-page documents require a three-day minimum turnaround time. Multi-page documents including detailed brochures, newsletters, calendars, programs, etc., require a one-week minimum. No rushes. Larger documents, including magazines and athletic programs, require a two-week minimum. No rushes. Please note: These are MINIMUM turnaround times.
Without adequate lead time, we cannot guarantee items will be proofed in time to meet your deadline. For more information, call University editor Caroline P. Smith at 843-349-6524.
Trademark Licensing Program
Alumni loyalty to Coastal Carolina University, the respect the University is accorded by the public, and the enthusiasm generated by its athletic program create a demand for official University products among students, alumni and University supporters who want to show their allegiance and pride in the institution. Coastal Carolina University seeks to foster this loyalty, respect and enthusiasm by ensuring that all products bearing its name or other marks are of the highest quality. By ensuring high quality and good taste in these items, Coastal Carolina University’s reputation for educational excellence is enhanced. Proper use of the University’s name also stimulates public awareness and support.
What is licensing?
Licensing is an agreement wherein the owner of a trademark gives another party, in most cases the manufacturer of the goods, the right to use that mark in exchange for payment of a royalty.
What is the Coastal Carolina University licensing program?
The licensing program promotes and protects the commercial use of the University’s name and identifying marks. A major emphasis of Coastal Carolina University’s licensing program is to ensure that all products using the University’s name, marks and symbols are of good taste and quality. Only those companies that meet the standards of the University are licensed to manufacture Coastal Carolina University merchandise. The University’s licensing administrators work with manufacturers who wish to make products that utilize its trademarks and symbols with retailers who wish to sell Coastal Carolina University licensed products, and with University departments, programs and student groups that seek to use the University’s indicia on products. Through the licensing program, campus organizations are assured of locating quality products from approved manufacturers. Also, the sale of licensed goods helps benefit the University through generation of royalty payments. Income generated from royalties paid by licensees is used to support athletics and marketing for the University.
What happens if a University mark is used without a license?
Coastal Carolina University intends to protect its name, marks and symbols from unauthorized or inappropriate use. When an individual and/or organization is identified as producing or distributing products that infringe on our trademarks, the University or its agent will contact them to attempt to stop the infringement, to establish a license and to notify them of potential legal action should they fail to cooperate.
Locating licensed products
The Office of University Marketing and Communication maintains a list of manufacturers licensed with the University and who have permission to produce Coastal Carolina University merchandise. For assistance locating licensed manufacturers of particular products, contact Trenny Neff at firstname.lastname@example.org or 843-349-2102.
How is a license acquired?
All manufacturers of products bearing the trademarks of Coastal Carolina University must enter into a nonexclusive Trademark Licensing Agreement with the University. Learfield Licensing Partners (LLP) administers Coastal Carolina University’s licensing program. Information and an application for licensing are available at the LLP website learfieldlicensing.com or by calling 317-669-0808.
For more information, please contact Lindsi Glass, associate vice president for marketing & branding, at email@example.com or 843-349-2809, Trenny Neff, coordinator of advertising and trademark licensing, at firstname.lastname@example.org or 843-349-2102, or Learfield Licensing Partners, at learfieldlicensing.com or 317-669-0808.
The University utilizes a content management system which allows departments to self-manage their areas within the Coastal website while maintaining a consistent and uniform design. Web design services within the Office of University Communication is limited to the upper tiers of coastal.edu and University marketing. For questions or assistance, please contact email@example.com.
Athletic media relations
For questions related to athletic media relations, please contact Mike Cawood, associate athletic director/media relations, at firstname.lastname@example.org or 843-349-2822.