RSCC Policy GA-15-05; Advertising

Roane State Community College

Policy Number: GA-15-05

Subject: Advertising

Purpose
This policy governs the procurement of external media advertising by Roane State Community College (RSCC). To maintain brand integrity and consistency, all advertisements must incorporate established graphic identity, embody key strategic messages, and strictly adhere to comprehensive guidelines and standards. Advertising should enhance the college’s visibility while ensuring a unified and professional representation of Roane State in all advertising endeavors.
Definitions
1. Advertising - Advertising refers to the paid or unpaid placement of messages promoting Roane State in various media platforms. This includes, but is not limited to, print or electronic publications, websites, radio, television, social media platforms, video, or other means of electronic distribution (such as podcasts); and on public media such as banners, billboards, kiosks, and other signage.
2. Definitions included in the overarching RSCC policy GA-15-02 Marketing and Communications apply. Access the complete RSCC policy at roanestate.edu/policies.
Placement
1. Purchasing of advertising is permitted in external media to enhance the perception of the college among its various constituencies; to provide accurate and timely information about college programs, events, and services; to provide legal notice where required by law; and to inform the public of employment opportunities; and for other purposes consistent with the college’s mission.
  1. Advertising for the recruitment of students shall be designed to increase enrollment in the service delivery area as the first priority for advertising.
  2. Advertising also informs citizens of the opportunities available through Roane State, thus improving the local and regional workforce.
  3. Roane State will strive to maintain an appreciation of the efforts of all post-secondary institutions to provide educational services to students. In this sense, advertising for Roane State should not be designed in a manner that has the impact of being detrimental with regard to the educational services provided by another college.
2. The Chief Marketing Officer (CMO) must oversee and approve the content, placement, and purchase of all college advertising. The CMO maintains the authority to remove any advertising from distribution.
3. All advertising must be designed to meet professional quality standards in design and content as determined by the CMO.
4. All advertising must be purchased in compliance with all applicable local, state, and federal laws, and TBR and college policies, guidelines, and procedures.
Reporting
1. CMOs shall evaluate paid advertising annually to determine if the return on investment justifies continued use of the advertising.
2. A report should be given to the SCMO on previous fiscal year advertising expenditures by August 1 each year.
Truthfulness and Substantiation
1. All advertising must follow local, state, and federal laws regarding truth in advertising and other consumer protection laws.
2. The Federal Trade Commission Act and the Isakson and Roe Act dictate that advertising must be truthful, not misleading, and, when appropriate, backed by scientific evidence, regardless of the placement of the advertisement.
3. All advertising must follow RSCC policy GA-15-04 Publications in reporting advertising materials as publications. Access the complete RSCC policy at roanestate.edu/policies.
4. Privacy and Data Collection
  All advertising should follow applicable local, state, and federal data privacy laws, as well as applicable privacy policies, specifically including, but not limited to those relating to student education records and personally identifiable information.
Advertising on College Websites and Publications
1. Use of college resources to promote or advertise activities or entities unrelated to the college is prohibited unless such use is consistent with the mission of the college and results in substantial benefit to Roane State as determined by the CMO.
2. The sale of advertising in student publications, auxiliary operations, and athletics related programs are expressly permitted.
Advertising of Non-Credit Publications
1. Advertising of non-credit programs is subject to TBR and RSCC marketing policies.
2. When RSCC advertises or offers a non-credit course or program that will not result in a credential issued by Roane State, the website, brochure, or other description of the course or program material must make clear that the course will not result in a credential awarded by RSCC. E.g., This [BOOTCAMP/CLASS/PROGRAM/COURSE OF STUDY] is delivered and promoted by [PROVIDER] in partnership with RSCC. Any credential upon completion will be awarded by [PROVIDED], and not RSCC.”
Exemptions and Exceptions
Exemptions and exceptions outlined in the overarching RSCC policy GA-15-02 Marketing and Communications apply. Access the complete RSCC policy at roanestate.edu/policies.
Responsibility
The CMO shall be responsible for development and maintenance of this policy for issuance by the VP of Institutional Effectiveness, Planning and Student Success Initiatives.

TBR Policy Reference: 4.06.00.00

Original Date Effective: 04/28/2025

Original Approval By: Christopher L. Whaley, President

Office Responsible: Vice President for Institutional Effectiveness, Planning and Student Success Initiatives

Roane State Community College

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