This online version is for convenience; the official version of this policy is housed in the University Secretariat. In case of discrepancy between the online version and the official version held by the Secretariat, the official version shall prevail.
Approving Authority: Vice-President, Advancement and External Relations
Original Approval Date: August 9, 2021
Date of Most Recent Review/Revision: N/A
Administrative Responsibility: External Relations
Parent Policy: 13.3 Advertising and Sponsorship
1.1. The purpose of this document is to reinforce Policy 13.3 Advertising and Sponsorship by defining the procedures related to internal and external advertising initiatives at Wilfrid Laurier University. These procedures maintain positive relations between Wilfrid Laurier University and external organizations with regard to advertising, while also encouraging collaboration and information sharing among University groups.
2.1 Spaces administered by Affiliated Organizations and co-owned or leased premises are exempt from this procedure.
3.1 Advertising Space: Any physical or digital property owned or managed by Laurier.
3.2 External Organization: Any third party, external organization and/or business.
3.3 Paid Advertising: Paid-for promotion of products or services by external community through advertising space on University property, or at events in conjunction with a University program. Rates are determined or agreed to by the University. In some cases, the sale will be coordinated by a third party outside agency likely retained or under contract to the university. With external agencies, the University maintains the rights for approval of the potential advertiser and all related materials. Similarly, in-kind arrangement must follow the policy.
3.4 Publications: Any product in print or other media, produced by or for Wilfrid Laurier University.
3.5 Total Value: Value of advertising contract as agreed to between both parties for the term of the agreement, including any optional or automatic renewal periods.
4.1 There shall be a Committee on Advertising, whose primary responsibility is to monitor activity related to advertising, and to respond to complaints and concerns of officially recognized campus organizations. The committee will ensure compliance with Policy 13.3 Advertising and Sponsorship, and make recommendations regarding the interpretation and application of this policy by members of groups facilitating advertising on behalf of the University. The committee will report to the Vice-President: Advancement and External Relations.
4.2 Decisions made by the committee may be appealed to the Vice-President: Advancement and External Relations, as follows:
4.2.1 Appeals must be received in writing, to the Vice President: Advancement and External Relations, within five (5) business days of receiving the decision from the committee.
4.2.2 The Vice President: Advancement and External Relations will consider the appeal, liaise with any necessary stakeholders as they deem appropriate, and respond with a final decision within a (two) 2 week period.
4.3 For further information on the committee, see the Terms of Reference: Committee on Advertising.
5.1 The following elements should be considered when arranging advertisements with an external vendor to ensure the relationship is mutually beneficial:
5.1.1 The submission has been reviewed to ensure it meets the standards outlined in Policy 13.3 Advertising and Sponsorship.
5.1.2 The appropriate contracts and schedules/terms are in place, and stored in accordance with Policy 10.4 Records Management and related retention schedules.
5.1.3 Revenues generated from advertising must be captured in the ‘advertising’ account code of the University.
5.1.4 When setting pricing for advertising, one will consider market value, reach, comparable University opportunities, as well as the value of the arrangement with the advertiser and any costs associated with servicing the commitments in the arrangement.
5.1.5 No organization may distribute publications/materials on campus with similar content or utility to those produced by Laurier affiliated groups without the permission of the Committee on Advertising.
5.2 New advertising arrangements with external organizations should be reviewed by the appropriate business leaders to ensure the protection of the University’s existing relationships and reputation.
5.2.1 New advertising partnerships with external organizations should be shared with the Director of Advancement Services (Advancement and External Relations) to ensure relationships with prospects are managed appropriately. Generally, a list of potential advertisers to be approached, and the solicitation materials or other description of the opportunity/ies should be provided to the Director.
5.2.2 New advertising arrangements with external organizations should also be reviewed by the Director of Marketing and/or the Director of Issues Management (Advancement and External Relations) to verify the advertising plans avoid any potential reputational issues or brand conflicts.
5.2.3 Final advertising arrangements must be approved by the applicable directors of non-academic departments or the academic deans of the faculty prior to finalizing the advertising agreement.
5.2.4 For physical or digital properties, additional authorization is required as defined in section 6.0. of these procedures.
5.3 The Committee on Advertising has the right to remove any advertisements that are found to be in violation of any part of Policy 13.3 Advertising and Sponsorship.
6.1 Responsibility for ensuring compliance for advertising of University physical and digital owned properties, as outlined in Laurier Policy 13.3 Advertising and Sponsorship, is vested with the following University officers, in addition to any signatories or approvals required under 5.7 Signing Authority Policy, and procedures:
6.1.1 Waterloo Campus – University Administered Physical Space: AVP, External Relations and AVP, Facilities and Asset Management
6.1.2 Brantford Campus – University Administered Physical Space: AVP, External Relations and AVP, Facilities and Asset Management
6.1.3 Digital Properties: AVP, External Relations and Chief Information Officer
6.1.4 Waterloo Campus – Student Union Administered Space: AVP, Student and Ancillary Services
6.1.5 Brantford Campus – Student Union Administered Space: AVP, Student and Ancillary Services
6.2 The Committee on Advertising will be the appeal mechanism on issues that cannot be resolved by the designate identified in Section 6.1 above.
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