Creating Advertising
Goals
of Advertising
Advertising should be designed and written to attract attention, elicit a positive response, and educate the public in ways that will increase enrollment and support of the college.
Review and Approval by Marketing and Public Relations
The college requires that all advertising (other than classified ads by Human Resources or College Finance) be reviewed and approved by the Marketing and Public Relations department. Approval is required for display and classified advertising in newspapers and other print publications, and for advertising on radio, television, and other venues. Marketing evaluates advertising for accuracy, clarity, correct use of English, quality of design and photography, consistency with college graphic standards and college procedures, and compliance with federal laws. The procedures below cover advertising for print—if planning to do radio or television advertising, consult Marketing and Public Relations.
Logo, Equal Opportunity Statement and Contact Information
These items are required in college ads:
- Ads must contain contact information such as department name and phone number. A web address can be used in addition to or instead of a phone number.
- Recruitment ads need to have the college logo and equal opportunity statement: an equal opportunity/affirmative action institution. The logo and affirmative action statement are usually placed at the bottom of ads. The Lane logo needs to be used without alterations, and no item should be closer to the logo than the height of the letter “C” in the logo.
Photography
Marketing has quality images of main campus, Lane students and programs, and stock photography that are available for use by other departments. If using a photograph, it should be of good technical quality and show subjects and the college in a positive light. For ads, it is best to use photographs that are strikingly simple, clean and uncluttered. A signed model release form usually must be obtained from students before their recognizable image or testimonial statement can be used to market the college. To access downloadable college photographs and release forms, click on the Photography link to the left.
Steps in Creating and Placing Print Advertising:
- Determine whom you want to reach with your ad, when and where you want it published, and approximately how much money you have to spend. For information on the cost of advertising space in local newspapers, contact the marketing coordinator in Marketing and PR. Do a draft of the ad text, and be as concise as possible. Get approval for ad from your department head.
- Let the publication know you are planning to run an ad, the dates and size, and ask their deadline for receiving the ad. Do a purchase order for advertising space in the publication.
- The graphic artist in Printing/Graphics will work with the department to complete the design and layout for the ad.
- Marketing reviews the ad, recommends and oversees changes as necessary, approves the finished ad, the department running the ad approves the ad, and Printing/Graphics e-mails the ad to the newspaper or other publication.
