In this section
Approved by the Registrar and Secretary, July 2012
As competition for students and funding intensifies, the presentation of the College externally is of ever-increasing importance. Promotional and recruitment materials (advertisements, publications, web and digital content) play a major part in the student decision-making process; potentially any of these could form the basis of a contract between student and the College, and there is an increasing need to develop and maintain quality control mechanisms. The College’s academic standing and self-esteem are reflected in high standards of content and presentation.
This Policy aims to ensure that:
- the College presents and promotes itself to external audiences positively and effectively, making the best possible use of resources through strategic planning
- all promotional and recruitment materials, including web and digital content, represent and reflect the College’s brand, culture and ethos in a coherent and consistent way. They should be accurate, up-to-date and representative; accessible and user-friendly; and effectively address the needs of potential applicants
- the highest possible standards of design and production are achieved within existing financial constraints
- the standard and content of academic publications appearing under the Goldsmiths imprint is consistent with the College’s high academic standards
- appropriate expertise and resources within the College are made available to academic and administrative departments in the preparation of student recruitment publications and publicity materials
- any external requirements placed on the College regarding publications and publicity are observed; these include statutory requirements, such as those relating to the needs of people with a disability.
The Policy has been approved by the Registrar and Secretary. All departments are expected to work within the guidelines.
2.1 Research and Enterprise Committee
The Research and Enterprise Committee is responsible for advising the Pro-Warden (Research and Enterprise) on matters relating to College academic publications.
2.2 Marketing, Recruitment and Communications
Marketing, Recruitment and Communications are responsible for:
- overseeing, providing advice on, and implementing approved policy with regard to the content and production of student recruitment and corporate materials. These include prospectuses and other print materials, website content, digital content (including film), advertisements, signage, exhibition materials
- handling all corporate and departmental student recruitment advertising
- overseeing the production of academic publications produced under the Goldsmiths imprint, including submission of proof copies to the Pro-Warden (Research and Business Enterprise), checking branding, issue of Goldsmiths ISBN/ISSNs, oversight of production, and distribution to copyright agencies
- supplying information regarding the College and its programmes for external websites, directories and guides
- co-ordinating PR and media relations and acting as the College’s official spokesperson
- overseeing, monitoring and implementing approved policy on branding and corporate identity
- advising on the use of external printers, designers, film companies, and other related suppliers, and ensuring that work produced by suppliers complies with College policies.
2.3 Design and Print Services (IT Services)
Design and Print Services are responsible for:
- advising on, monitoring and implementing approved policy on branding and corporate identity; supplying logo files and user guidelines to internal and external users
- liaising with Marketing, Recruitment and Communications to advise on and implement approved policy with regard to student recruitment materials
- advising on the use of external printers, designers and other related suppliers, and ensuring that work produced by suppliers complies with College policies
- implementing agreed arrangements for the design and printing of academic publications produced under the College’s imprint, in conjunction with Marketing, Recruitment and Communications.
2.4 Web Services (IT Services)
Web Services are responsible for:
- managing the technical and design aspects of the website in accordance with policies approved by the Registrar and Secretary
- approving new web projects
- providing advice on, and assistance with, contributions for the College’s website
- ensuring that the website conforms to the College’s branding and corporate identity.
2.5 Estates and Facilities
Estates and Facilities are responsible for producing external and internal signage for buildings, and for ensuring that these comply with the College’s corporate identity.
All departments and individual members of staff are expected to work within this Policy and framework and to ensure that all material intended for external distribution is produced in accordance with College policies and procedures.
4 Promoting new programmes
Under the terms of the Policy, new or proposed programmes cannot be advertised or promoted without the prior agreement of the Learning, Teaching and Quality Committee. Once written approval is given, such programmes can be promoted through Marketing, Recruitment and Communications, but must be marked as subject to validation unless they have completed the approval process.
5 Withdrawal of unsuitable materials
Under the terms of the Policy, the Director of Marketing, Recruitment and Communications, Head of Publications and Publicity, Design and Print Services Manager or Web Team Co-ordinator, as appropriate, are authorised to query items which appear to contravene approved style or which fail to meet an adequate standard of presentation for the intended purpose.
Under certain circumstances, the Director of Marketing, Recruitment and Communications, Head of Publications and Publicity, Design and Print Services Manager, or Web Team Co-ordinator, as appropriate, are also authorised to require that materials which do not meet the College’s high standards are withdrawn from use. Examples may include potentially litigious or inaccurate content, statements made which cannot be supported by documentary evidence, badly designed or produced materials which fail to meet requirements laid down by the Policy, or materials which violate, or appear to violate, registered trademarks.
Online material is subject to the Web Publishing Policy, which imposes certain technical standards and approval procedures. Material which breaches the Web Publishing Policy may be removed by the Web Team Co-ordinator or the Web and Digital Editor.
In such cases, the Director of Marketing, Recruitment and Communications, Head of Publications and Publicity, Design and Print Services Manager, or Web Team Co-ordinator, as appropriate, will write to the head of the relevant department.