Goldsmiths - University of London

The College’s Advertising Policy seeks to ensure that:

• Goldsmiths promotes itself positively and effectively, making the best possible use of resources through strategic planning.
• Advertisements are appropriately targeted to reach an appropriate audience and maximise effect.
• Duplication of programme advertisements is minimised - both inter-departmentally and between corporate and departmental advertising.
• Quality mechanisms are in place to monitor a) content to ensure compliance with College policy, and ASA Codes of Practice; and b) design to ensure that it conforms to the College's house style.

All College advertising must be placed via the appropriate office (see below), through the College’s advertising agency. This enables us to benefit from VAT exemption whereever possible, and to comply with the financial regulations.

All departments and individuals are expected to work within the guidelines, in accordance with College policies and procedures. Departments should therefore not advertise outside these guidelines.

Responsibilities: advertising

Responsibilities are delineated as follows:

• Pro-Warden (Academic) is responsible for giving permission to promote new programmes.
• Communications and Publicity handles all corporate and departmental student recruitment advertisements (Home/EU), which are paid for through a central budget. We source outlets, advise on content, and provide a centralised quality control mechanism to ensure all student recruitment advertisements conform with College house style in terms of layout and wording.
• Heads of Academic Departments [or their representatives] are responsible for deciding where, when and how to advertise programmes, for ensuring that the content of all their promotional materials (including advertisements) is factually accurate, and for liaising with the Head of Communications and Publicity, in advance, to ensure strategic planning can take place.
• The International Office advises on overseas [non-EU] recruitment; departments should seek advice from them.
• Personnel handle all staff recruitment advertising.

Communications and Publicity also provides advice about advertising for conferences. We can arrange for advertisements to be handled through the advertising agency, on behalf of departments. In these instances, departments are expected to cover the costs of such adverts.

Checklist

New programme?
Do you have permission from the Pro-Warden (Academic) to promote your new programme? We cannot book any advertisements or undertake any publicity or promotion for a new degree, unless we have received written permission first.

What materials need to be produced, in advance, to send to enquirers? We cannot advertise or promote any new programmes unless we have a clear idea as to what materials can be produced to send to enquirers.

Conference?
Again, we can source advertising outlets and costings for you, providing you give us sufficient notice – at least a month in advance, depending on the medium you are targeting. We are happy to place adverts for you through the College’s advertising agency, on the understanding that you will reimburse us promptly.

Consider different approaches
How do you know that advertising is the best way to reach your target audience? Have you considered other options including mailing alumni, using e-mail lists, targeting open days, using distribution networks, or targeting people who have already expressed an interest in your subject area?

Would you have been interested in a particular publication if you had not had a call from a sales person? How do you know that it is relevant for your target audience? Feedback shows that the majority of advertisements do not work; often some universities are cajoled into advertising by aggressive sales individuals.