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RSCC Policy GA-15-02; Marketing and Communications

Roane State Community College
Policy Number: GA-15-02
Subject: Marketing and Communications
  1. Purpose
    Effective marketing and communication is crucial to Roane State Community College’s capacity to attract and retain exceptional students, faculty, and staff, to secure resources for its fundamental mission, and to preserve the support and backing of vital stakeholders such as students, faculty, staff, alumni, donors, legislators, and the general public. This policy is intended to be an overarching marketing and communication policy and seeks to align marketing and communication efforts with the college’s utmost standards in quality.
  2. Definitions
    1. College – For the purpose of this policy, “college” refers to Roane State Community College (RSCC) and its organizational units, programs, and initiatives.
    2. Chief Marketing Officer (CMO) – The college president shall appoint the Chief Marketing Officer (CMO) as the responsible authority for directing the formulation, implementation, and management of RSCC's marketing, advertising, and public relations strategies and efforts. To ensure alignment with the college's vision and policies, the president reserves the right to require that the CMO seek approval or provide consultation on specific strategic decisions or policy matters as delineated herein.
    3. System Chief Marketing Officer (SCMO) – Chief Marketing Officer of TBR.
    4. Spokesperson - The college president designates the college spokesperson who oversees official public and news media communications. This duty may be assigned to the CMO or an appropriate designee.
  3. Policy
    1. Marketing and Communications
      1. The CMO shall be a member of the Council of Marketers and Communicators, a non-binding advisory council led by the SCMO at TBR.
      2. The CMO shall advance marketing initiatives at the college and recommend procedures related to the following:
        1. Marketing and communications related policies.
        2. Development of consistent and coordinated initiatives and procedures to enhance public awareness of higher education and RSCC.
        3. Any matters referred by the president or members of president’s cabinet.
        4. Shared resources among various divisions and departments to foster cooperation and cost savings efficiencies.
  4. Marketing
    1. Roane State’s president shall appoint a CMO, regardless of official college titles.
    2. Roane State shall comply with all marketing and communications related policies.
    3. The CMO or designee must review and approve materials intended for external audiences as outlined in all RSCC marketing and communications policies (GA-15-03 Branding and Trademarks, GA-15-04 Publications, GA-15-05 Advertising, GA-18-04 Web Publishing, and GA-15-01 Mass Communications. Access the complete RSCC policies at roanestate.edu/policies.)
    4. External marketing and communications consultants or contracts for marketing and communications related services, including advertising, may be retained only with the prior approval of the CMO, and must work through the CMO’s office, regardless of funding source.
  5. Endorsements
    1. Direct or indirect, implied or inferred institutional endorsement of a product, service, or company is prohibited.
      1. Their identification of an individual's relationship to the college is permitted.
      2. Companies and/or products that support the college or offer discounts offered to students, faculty, staff, or the campus community may be listed, provided such listing does not state or imply endorsement.
    2. Businesses selling officially licensed college products may use those products in their advertising. There must be no implication that the college endorses the business beyond having the ability to sell officially licensed products. A statement such as "selling officially licensed Roane State Community College products" may be used.
  6. Communications and Public Relations
    1. The college president shall appoint an official college spokesperson and backup, regardless of the official college titles. The spokesperson and the CMO may be a single position.
    2. The college president, spokesperson, and their designee(s) are the only persons authorized to initiate communications with or respond to news media on behalf of RSCC, including media releases, public notices, and interviews.
    3. RSCC should have a crisis communications plan, including providing appropriate and timely notice to TBR System Office personnel during potential crises. The plan should be reviewed and updated annually.
  7. Exceptions and Exemptions to Marketing and Communications Policies
    1. At the direction of the president, the CMO may appoint an employee to act as a designee of the CMO for athletic-related marketing and public relations. The designee(s) would act as CMO and spokesperson for athletics and is expected to comply with all policies, including reporting requirements.
    2. Marketing and communications policies do not apply to instructional materials, student newspapers, yearbooks, research-related publications, research reports, work processing forms, job postings, and auxiliary operations. Still, they are expected to comply with the intent of the policies in representing the college's established marketing, branding, and communications guidelines.
    3. The CMO and/or spokesperson must approve all other exceptions on a case-by-case basis.
    4. The CMO and/or spokesperson may delegate authority outlined in any marketing and communications policy to a subordinate.
  8. 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: 9.01.00.00
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

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