Advertising, Marketing, and Sponsorships (policy)

Office of Origin: Marketing and Communications
Responsibility: Executive Director, Marketing and Communications
Original Date Adopted 6-18-24
Dates Reviewed: 6-18-24
Last Date Board Approved: 6-18-24

This policy applies to all advertising, marketing, and promotional activities undertaken by Lake Michigan College (the College) across all media channels. It is designed to that College advertising practices are legal, ethical, and consistent with the College’s brand values.

This policy ensure applies to all employees, contractors, and partners involved in the creation, planning, and execution of advertisements on behalf of the College.

All advertising materials must:

  • Be truthful and non-deceptive.
  • Comply with all relevant laws and regulations.
  • Respect privacy and intellectual property rights.
  • Maintain consistency with the overall brand identity (i.e., accurately reflect the values and messaging strategy the College.)

Approval Process

All advertising and marketing content must be created in software licensed by the Marketing and Communications department or reviewed and approved by the Executive Director of Marketing and Communications or designee. Any revisions to approved content must undergo a subsequent review.

Exceptions

Due to the unique operations of auxiliary and ancillary units, approval for advertising and marketing materials for Athletics, The Mendel Center, and the Fab Lab is delegated to the supervising Cabinet member. Additionally, the LMC letterhead and PowerPoint templates available on the marketing and communications SharePoint page are available to be used by current employees.

Sponsorships

Sponsorships involve providing funding, goods, or services in support of an external organization’s activities, events, or programs; in return, the sponsor is acknowledged in the program or other promotion materials, and/or may receive tangible benefits (e.g., event tickets, food, beverages). All sponsorship requests must be reviewed and pre-approved by the Executive Director of Marketing and Communications.     

Sponsorship may be considered for requests that meet at least 2 of the following:

  1. Strategic Alignment: supports the College mission or strategic goals.
  2. Individual Recognition: honors a College leader, donor, or donor prospect.
  3. Community Relations: develop or furthers a partnership with the communities served by the College.
  4. Collaborative Relationships: supporting organizations that have collaborative relationships with the College.
  5. Marketing: meets the College’s promotional needs. In this case, the College must receive recognition of sponsorship through the approved use of its logo in advertisements and other materials such as banners, t-shirts, online acknowledgements, etc.

Due to the number of requests and limited availability of funds, a request may be denied even if it meets the selection criteria.

The College will not support the following:

  • Requests that do not comply with federal and state laws and regulations
  • Political candidates, campaigns or organizations
  • Requests that benefit individuals with funds for their private use regardless of the intent or need
  • Religious activities
  • Memorials, scholarships or endowments
  • Events or organizations outside the College’s service areas or markets
  • Requests from organizations to support field trips or tours

 

References: Advertising on College Property, Brand Identity policy, Bartering policy