University-level marketing and communications activities are the responsibility of the University Communications and Marketing (UCM) division, in consultation with senior university leadership. The campus community’s (e.g., units, departments, colleges, divisions, auxiliaries and support organizations) marketing and communications activities must conform to UCM’s approved overall strategy and adhere to themes and standards established and overseen by UCM.
740.1 Marketing
UCM shall oversee Cal Poly’s university-level marketing strategy, brand marketing and trademark licensing program. Collaborating with campus leadership, divisions, departments and units, UCM guides campus marketing strategies to achieve institutional marketing goals.
740.1.1 - Branding:
UCM shall oversee consistent use of tangible and intangible brand assets for the university. The approved university brand identity and architecture are detailed in the Cal Poly visual identity guide and the Policy on Use of University Names and Marks (CAP 145).
UCM shall ensure the consistent use of Cal Poly’s names and marks, including but not limited to the university’s name, graphic, and visual identities, in accordance with the Policy on Use of University Names and Marks (CAP 145).
740.1.2 - Graphic Identity:
UCM shall approve all representations of Cal Poly’s graphic identity, including the name or any abbreviation of the name, logo, symbols, design, drawing, picture, graphic or wording that is clearly related to or representative of the university. The development of a graphic for any individual unit within the university is a special project that requires review and approval by UCM.
740.1.3 - University Web Design:
Working in partnership with Information Technology Services (ITS), UCM shall set standards and primary design protocol that all university units must follow for their websites. All areas shall keep content on sites updated and use the most current version of the official university web template(s).
740.1.4 - Placement of Advertisements:
Prior approval from UCM shall be required for purchased, free or donated advertising that publicizes an academic or administrative unit within the university and which will be seen or heard on any form of media including but not limited to television, radio, print publications, billboards, websites, social media, mobile apps, or other online channels. Approval is also required prior to utilizing individual brand identity elements including logos or taglines representing academic and administrative units, or any other organization (e.g., student clubs, centers and institutes, etc.) affiliated with the university.
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740.2 Communications
UCM shall establish and maintain editorial standards and enforce graphic standards for print, electronic and broadcast communications. The Cal Poly Campus Style Guide, created and maintained by UCM, shall apply to all Cal Poly communications channels.
740.2.1 - Publications involving the Cal Poly Name or Logos:
All proposed non-scholarly publications intended for distribution outside Cal Poly, whether print or electronic, are official communications and must conform to university standards and requirements. All non-scholarly materials produced anywhere within the university for external print or electronic distribution shall be approved by UCM prior to dissemination. UCM shall communicate an approval process and timeline in their published departmental procedures. All communications written and designed by non-university personnel shall be submitted to UCM for review to ensure adherence to university standards and proper ownership and shall be produced by a print partner approved by Contract and Procurement Services.
All Cal Poly external publications shall require the inclusion of an appropriate nondiscrimination/affirmative action statement as provided by UCM.
740.2.2 - Mass Electronic Messaging:
Mass electronic messaging is unsolicited email or texts sent quickly in large quantities to facilitate communication of urgent, time-critical or other essential university information to the entire campus community or segments therein.
740.2.2.1 - Mass Email Approval:
Offices throughout campus may use mass email messaging to reach the entire campus community or identified subsets, when granted access by Information Technology Services (ITS) and using ITS-maintained mass email lists.
All mass email messages must be submitted to the assistant vice president for communications and media relations for scheduling and review/approval before being deployed and must be approved by UCM leadership before distribution.
Mass email messages must meet established mass mail criteria in accordance with ITS policy, and the sender must comply with all ITS policies regarding use of electronic mail and information technology resources. Inappropriate mass electronic messaging may be considered an abuse of university information technology resources.
Mass electronic messages for Cal Poly alumni or donors shall be approved by the vice president for University Development and Alumni Engagement or designee and must be submitted to UCM’s communications team for review and approval before deployment.
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740.3 Media Relations
Media relations is the primary source for developing and disseminating news about Cal Poly to the general public via print, broadcast, electronic and online channels. UCM is responsible for determining the newsworthiness of significant events, activities and occurrences in all academic and administrative programs; accomplishments of students, faculty or staff; and all other campus matters.
740.3.1 - Athletics Programs:
The release of information about University Athletic programs is a responsibility of the Athletics marketing and communications department. Athletics marketing and communications staff shall consult with UCM on matters involving Athletics personnel changes and other issues of campuswide concern and impact.
740.3.2 - University Spokesperson:
The designation of official university spokesperson(s) is under the purview of UCM. The University President or designee may serve as the official spokesperson for the university regarding significant matters of policy and public interest. Depending on specific issues, an appropriate executive or administrator may be designated as campus spokesperson.
740.3.3 - Campus Events:
Cal Poly-sponsored cultural events (arts, music, theatre, lectures) and student-sponsored events open to the public are publicized in coordination with UCM, working with a designated person within each area. Other affiliated organizations shall coordinate with UCM as appropriate to promote and market their events.
740.3.4 - Media and Crisis Response:
At the direction of the vice president of UCM and in coordination with the Office of the President, the assistant vice president for communications and media relations is responsible for the university’s response to media reports, ranging from rumors to crisis communications, and including coordination of information flows, drafting of public statements, and ensuring that public information is accurate and timely. In the event of a crisis or serious incident, the Vice President of UCM and the assistant vice president for communications and media relations will coordinate media liaison duties with the university’s crisis management team and the Office of the President.
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