Approved by: The President
History: Issued              -- March 9, 2007
Revised            -- May 17, 2016
Last Reviewed -- July 30, 2019
Related Policies:
Additional References:
Responsible Official: Vice President for University Communications, tel. (202) 319-5600


I. Policy Statement


The purposes of the marketing and advertising policy are: a) to ensure a consistent public image for The Catholic University of America that reflects its mission and promotes its key marketing messages; and b) to maximize the impact of University advertising resources. The Division of University Communications has the responsibility to ensure that consistent University design and copy standards are met, and that the University's mission and marketing messages are appropriately conveyed.

II. Definitions


A. Advertising means any form of non-personal communication intended to promote an organization, product, service, or idea by an identified sponsor to external audiences.

B. Production and Advertising Specialist refers to the individual at the University who is responsible for the planning, coordinating, designing, and implementing of advertising sponsored by the University.

III. General Requirements


All advertising desired by all schools, departments, programs, and offices of the University must be coordinated with the Marketing Manager. This includes all forms of paid and free advertising, including print (newspaper, magazine, etc.), radio and television (national and local), digital (web banners and buttons), billboards (transit, metro, outdoor), and signage, intended for external audiences. No advertising commitment may be executed without consulting the Marketing Manager.

Advertising space reservations and delivery of ads are handled by the Marketing Manager.

The Division of University Communications (of which the Office of Creative Services is a part) offers writing, editing, photography, design, and strategic consultation at no cost to schools or departments. The University has no centralized advertising budget; clients are responsible for paying for advertisement placements.

All advertisements must be produced by the University's Division of University Communications, either using in-house staff or the services of an approved outside design firm or freelance professional, at the discretion of the Division of University Communications.

IV. Exclusions


Employment advertising placed by the University's Office of Human Resources is exempt from this policy. However, advertisements must comply with University Requirements for Wordmarks and Logos. Posters, signs, notices, flyers, and banners intended exclusively for on-campus audiences also are excluded from this policy. Please consult the University's Posting Policy.

Free advertising because of in-kind trades is not exempt from this policy.