- Guidelines and Policies
The purposes of this policy are:
- To help ensure a consistent public image of Saint Louis University
- To secure the best advertising rates and garner value-added programming across the University
- To implement a process that ensure that best practices are exercised
This policy applies to all Saint Louis University units.
All University advertising purchases must be coordinated with the University marketing and communications office. This includes all forms of paid and free advertising, including print (newspaper, magazine, etc.), broadcast (radio and television), web and digital/social media (including but not limited to social media advertising, web/digital retargeting, search engine marketing, content marketing, search engine optimization, paid search, pay-per-click vendors and mobile advertising), billboards, direct mail, movie theater screens and signage. (Download the Request for Digital Advertising Form.)
To ensure effectiveness and aid with the planning of any future purchases, the performance of any digital advertising purchased by the University must be tracked using the appropriate analytics and should be made available to MARCOM staff as needed.
The University marketing and communications office has the sole authority to execute all advertising commitments and contracts and has the responsibility to ensure that consistent University design and copy standards are met, and that the University gets the best possible rates for advertising purchases.
Contact Laura Geiser, associate vice president for marketing and creative services, for more information on University advertising, and Sarah Gladson, director of marketing for SLUCare, School of Medicine or Cancer Center advertising.
The University marketing and communications office is available to assist any unit in the University in developing an integrated marketing communications plan, including advertising design and creative.
Early involvement in this process can save time during execution phases such as advertising. In cases where units seek assistance with advertising design, proposed advertisements and accompanying information should be submitted to the University marketing and communications office as far in advance of the planned advertising as possible. It is strongly suggested that ads are requested at least two weeks before the artwork due date. The University marketing and communications office will attempt to provide faster turnaround when dictated by deadlines.
Under this policy, only professional University staff have the authority to approve paid or unpaid advertising, including digital communication initiatives but not limited to web and digital/social media, social media advertising, web/digital retargeting, search engine marketing, content marketing, search engine optimization, paid search, pay-per-click vendors and mobile advertising), billboards, direct mail, movie theater screens and signage.
Advertising by Outside Companies
All proposed uses of the Saint Louis University name and/or logo in advertising by outside companies should be coordinated with the University marketing and communications department. (Example: Architectural firm wants to use a picture of a SLU building and SLU logo in an advertisement they will place in a trade journal.)
Promotional items (clothing, mugs, golf balls, etc.) imprinted with the University name and/or logo (includes University, Billiken and SLUCare logos) should follow University logo guidelines.
Promotional items intended for resale should be manufactured by a vendor approved by Collegiate Licensing Corporation (CLC). CLC is the entity that coordinates the University's relationship with manufacturers of logo merchandise. Contact Matt Krob, director of University publications and graphic design, for more information on promotional items and CLC.
Print advertisements with a cost of less than $250 annually are exempt from this policy. These advertisements still must comply with University logo and style guidelines. "Free" advertising because of "in-kind" trades is not exempt from this policy unless it is a print ad with a market value less than $250. Advertisements for faculty positions are exempt from the advertisement review process but must adhere to University name, logo, and Affirmative Action/Equal Opportunity guidelines.