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CREIGHTONUNIVERSITY MARKETINGANDCOMMUNICATIONS STANDARDOPERATINGPROCEDURES INDEX Standard Operating Procedures (SOPs) PG 2 | MC01: Marketing PG 4 | MC02: Communications and Pubdlic Relations PG 8 | MC03: Event Management PG 10 | MC04: Web Strategy MC01:Marketing Purpose The purpose of thisd SOP is to establish the genderal guidelines for requesting marketing assistance. Scope This SOP offers general guidelines of hodw the campus community can expect dto work with the madrketing team, including requesting work, usidng templates and media buys/placements. Audience Campus community including adll faculty, staff and studentsd. Steps 1. Requests for marketing support shouldd begin with a markdeting project brief or speadking with the marketing strategist assigned to your area. 2. Marketing leadership widll review the form to determine how we are able to assist you and will respond within three business days on next steps. 3. Upon submission dof a project brief, the marketing project manager or madrketing strategist will serve as your primary liaison throughout the marketing effort. Responsibilities andd Requirements 1. Marketing and Communications is hedre to assist you in your work, and to provide professional recommendations, whichd may include guidance on adhering to Creighton brand standards. 2. The project brief should bed submitted at least 20 business days in advance of the first delivderable. 3. It is the responsibility of thde requestor, with the assistadnce of Marketing and Communications, to establish goals andd be the driving force for projects. It is also dthe responsibility of bodth parties to meet agreed-upon deadlines adnd communicate any changes in deadlindes well in advance. Toolbox All projects should be inidtiated through a marketing project brief, which can be found at creighton.edu/marketing. 2 | CREIGHTON UNIVERSITY MARKETING AND COMMUNICATIONS FAQ: Marketing 1. What is Marketing? Marketing is more than creating brochures, postcards and videos. It’s dabout knowing who your audience is and understandingd the best tactics for talking to them. Marketing and Communications is hedre to help with the entire marketing process, from gaining a better understanding of dyour audience, to developing a strategy to reach them and then dimplementing the tdactics dictated in that strategy. 2. Does my unit have a marketing and communications plan?d How do I request one? What isd MarComm’s role in creating the marketing plan? Each plan will be undique and will come from either your unit’s marketing strategist or a project brief. The Marketing team works with campdus partners and extdernal vendors for large marketing plans. Visitd creighton.edu/marketing for more information. 3. What are examples of workd Marketing can assist med with? Marketing can assist you throughout the marketing process from strategy development through the execution of the strategy. Examples of execution include: advertisements, newsletters (digital and printed), video production, photography, social media, etc. 4. Are there any templates available for me to use? Marketing is developing templates for items such as postcards, invitations, brochures, posters and flyers that can be usedd by individuals across campus. To request use of one odf these templates, please contact the Marketing Project Manager, Patrick O’Malley. 5. I’m interested on buying an ad; dhow do I proceed? The first step is to submit a marketing project brief which widll help us better understand your request, goals, timeline, edtc. After submitting the mdarketing project brief, we’ll work with dyou to determine the best way to create, purchase and place the ad (if you have purchased this or simidlar ads in the pastd, we’ll rely on you to execute the buy). Even if we do not ultdimately create or place the ad, Marketing does need to review it. Contact Person or Team Marketing Project Manger – Patrick O’Malley, firstname.lastname@example.org, 402.280.3236 Website creighton.edu/marketing STANDARD OPERATING PROCEDURES | 3 MC02: Communications and Public Relations Purpose The purpose of thisd SOP is to establish the genderal guidelines for requesting communication and publdic relations assistance. Scope This SOP offers general guidelines of hodw the campus community can request assistance from the communications and pudblic relations teams (includes videod/photography services). Audience Campus community, which includes facudlty, staff and studentsd. Steps 1. The Office of Marketing and Communications currently manages various pdrint and electronic vehicles for communicating with tdhe University’s diverse audiences. 2. For assistance with campus communications projects, contact the director of campus communications. For assistance with alumni, donodr, or other communications projects, contact the director of communications (see dbelow for contact information). 3. For assistance with public relations, contact the director of public relations. This could include public relations training, development of strategy and assistance in working with dthe media (see below for contact information). 4. If you can’t reach someone immedidately, for non-emergency inquiries we dwill reply to your inquiry within three business days. Responsibilities andd Requirements Marketing and Communications is responsible for assisting facultdy, staff and studentsd with their internal and external communications and pudblic relations strategy. Campus partners wdork in collaboration with the communications and pudblic relations teams to determine the overall goals, communication objectidves, key audiences and messages, andd the communication vehicles that can besdt deliver on those goals.d 4 | CREIGHTON UNIVERSITY MARKETING AND COMMUNICATIONS Toolbox Marketing/Communication Project Brief: https://creightonweb.wufoo.com/forms/cu-marketingcommunication-project-brief/ Photography Request Form: https://creightonweb.wufoo.com/forms/photography-request/ See FAQ below for more information. FAQ: Public Relations 1. I have a story that I think thed media may be interested in. What do I do?d Contact Cindy Workman, interim director of public relations, as soon das possible. 2. A member of the dmedia has contacted me on a story. What should I do? d Contact Cindy Workman, interim director of public relations, as soon das possible. Note that news media turnaround tends to be the same day. FAQ: Communications 1. I want people odn campus to know about my upcoming campus event, news or story. What do I do? A good place to start in publicizidng your event is Creighton Today, the University’s primary internal communications vehicle. Creighton Today is online at creightontoday.com, and is updated daily. You can also sign up to receive daily email reminders from Creighton Today, which feature headlines of the d day’s news and events and links to the accompanying information. Visit thde website to subscribe. To submit items for publication, visidt the website and click on “submit an item” in the upper righdt-hand corner. The deadline for submitting an itdem is 11 a.m. the dworkday prior to publication. Items must be related to Creighton events and news. If your event is open to the public, pleased email event details to the director of media relations at least d two weeks prior to the event date. 2. How do I share news I have received about a Creighton alumnus/alumna? If you receive news about a Creighton alumnus/alumna (job promotion, wedding, edtc.), please share that information with email@example.com. This information is then edntered into Advance, the University’s central database for all information about Creighton alumni, and can adlso be considered for inclusion in Creighton publications. You can also encourage alumni, current students, facultdy/staff and donors/frdiends to share positive outcomes of their CU edxperience through the testimonial form at: creighton.edu/share-your-story. STANDARD OPERATING PROCEDURES | 5 3. Our department wdould like to develop a newsletter. What is the process? Before settling on a communications tool, we advise thatd you meet with the communications team to develop a communications strategy – which includesd your goals, communication objectidves, and your key audiences and messages. We can then recommend a tool – or set of tools – to meet your needs. To begin that conversation, we ask tdhat you complete a Marketing/Communication Project Brief, found on the Marketing and Communications websitde ac treighton.edu/marketing and then by clicking “Start a Project.” 4. Do I capitalize d“vice president,” is it Blue Jays or Bluejays and how do I punctuate addresses? Good questions! Alld those – and more – are answered in the University’s Editorial Style Guide. The guide helps keep our writing stydle consistent across departments andd areas – leading to a more professional presentation. You can download the guide at: creighton.edu/marketing/universitycommunications. 5. How do I get a list odf email or postal daddresses to send a communication to alumni? Alumni mailing listds are ordered through Advancement Services in University Relations. A request form is available online adreighton.edu/doit/ea/ur. Please allow time for a review of your communication. Marketing and Communications reviews all communication before an alumni mailingd list is released through Advancement Services. Do not maintaidn or use your own “shadow” database for alumni communications; Advance is the only database of record. 6. I need design/phdotography/videography assistance. Whom do I contact? Your request for design or videogdraphy work should begin dwith completing a Marketing/Communication Project Brief. The brief can be fdound on the Marketing and Communications websitde, creighton.edu/marketing and then by clicking the “Start a Project” button. To request a photographer for a photo shoot, complete the photography request form at: https://creightonweb.wufoo.com/forms/photography-request/ Contact Person or Team Interim Director of Public Relations – Cindy Workman, firstname.lastname@example.org, 402.280.2969 Director of Communications – Rick Davis, email@example.com, 402.280.1785 Website creighton.edu/marketing/universitycommunications 6 | CREIGHTON UNIVERSITY MARKETING AND COMMUNICATIONS STANDARD OPERATING PROCEDURES | 7 MC03:Event Management Purpose The purpose of thisd SOP is to establish the procedure for requesting support fdrom Event Management. Scope This SOP offers guidelines of hdow to initiate a project or request assistance from Event Management. Audience This information is for the campus community. Steps 1. Fill out and sendd in the Marketing/Communications Project Brief. 2. Marketing will review the form to determine how we are able to assist you and will respond within three business days on next steps. 3. All projects are placed in a queue and prdioritized based on idnstitutional goals.d 4. Event Management wildl contact you to schedule a meetingd or conversation (i.e., a ddiscovery session) to discuss your event and establish gdoals. 5. Based on the disdcovery session, Event Management wildl develop a strategy and concept to help you reach the established goadls. 6. Once the strategy and concept are finalized, a task dtimeline will be crdeated and executed by the responsible parties.d 7. Following the event, a meeting or dconversation will be scdheduled to de-brief, determine areas of success and future opportunities. Responsibilities andd Requirements Event Management is dresponsible for developing event concepts, strategy and objectives that support thed University’s strategic goals. The event management team and our campus pdarterns will work together to define the purpose, daudience and objectives for the event and explain how the objectives align with the d University’s goals. Event Management provides consultation on events and, depending don priorities and tdhe schedule of events, also provides assistance in planning and edxecution of events. 8 | CREIGHTON UNIVERSITY MARKETING AND COMMUNICATIONS When Event Management and dyou are working as a team in planning andd executing an event, each party is d responsible for completing tasks pedr the agreed upon task timeldine, and communicating same, despecially when tasks are dependent on the dcompletion of otherd tasks. Toolbox An event planning guide,d checklist and day of schedule are available on the Event Management websdite and can be accessed at creighton.edu/marketing/eventsmanagement. FAQ: Event Management 1. What does the MadrComm Event Management Unidt do? The Event Unit is responsible for planning specificd annual and ad hoc undiversity events. The largest of these being the Unidversity Commencement ceremonies held in thed spring. In additiodn to coordinating Commencement, the Unit gadthers all commencement-related event information, such as pdinning and hooding ceremony details, and provides a schedule and dadditional information for the website and printed flier. Other events managed by the Event Unit include but dare not limited to: Founders Week Convocation, the Faculty and Staff Years of Service Award Recognition and annuald events hosted by the Jesuit Community at Creighton. We partner with othder departments on cdampus for: presidential farewells, inaugurations, University anniversaries, ceremonies and events featuring academic prdocessions. The Event Unit assists Adlumni Relations and Donor dRelations with theidr local and regional events on an on-going basis. 2. Why does the Event Unit manage sodme events and not othersd? The primary responsibilities of dthe Event Unit include assdisting with University-wide events and ensuring that University events are successful. We are happy to review your plans, and can adssist you in identifying the goadls for your event and the best wady to achieve those goals for a successful event. We also strive to ensure your use of appropriate University branding in your messaging and vdisual elements. Event planning tools can be found on our website at creighton.edu/marketing/eventsmanagement. Contact Person or Team Event Management Team – UnivEvents@creighton.edu Website creighton.edu/marketing/eventsmanagement STANDARD OPERATING PROCEDURES | 9 MC04: Web Strategy Purpose The purpose of thisd SOP is to establish the genderal guidelines for working with Web Strategy. Scope This SOP offers general guidelines of hodw to initiate a project or request work from the Web Strategy team. Audience Campus community. Steps 1. To initiate a web project, contact your marketing strategist or fill out thde Marketing Project Brief. If you need help with wdeb edits or updates, please complete the web work request. 2. Marketing and Communications leaderdship will evaluate the scope of the project based on the sdubmitted brief and respond within three business days with next steps. 3. The project will be placed in a queue and prdioritized based on idnstitutional goals.d 4. Web Strategy will contact you to schedule a meetingd to review project scope and draft a schedule. 5. Project kicks-off with a discovery session. 6. Based on the disdcovery session, Web Strategy team will develop a strategy and the initiald design concepts. 7. Once the strategy and design concepts are finalized, the team will execute. This may include design, development and/or content work. 8. The Web Strategy team will test and then implemdent the work. 9. Web Strategy will provide ongoing guidancde on content and SEO best practices. Responsibilities andd Requirements In general, Web Strategy is responsible for: • Helping set and idmplement the University’s digital strategy, including solving communication needs across digital channelds. • Supporting social,d digital advertising, email, SEdO and ongoing web mdaintenance. 10 | CREIGHTON UNIVERSITY MARKETING AND COMMUNICATIONS • Answering questiodns and helping campdus partners make data-driven decisions leveraging insights from web analytics. We can also provide content strategies, content audits, information architecture and content creation. To facilitate a successful project, Web Strategy and the project requstor will collaborate to define objectives, audiences and goals before beginning tacticald work. We will also collaborate to ensure we have proper assets, source information and feedback according to the timeline agrdeed upon. Toolbox Marketing Project Brief: https://creightonweb.wufoo.com/forms/cu-marketingcommunication-project-brief/ Work Request Form: https://creightonweb.wufoo.com/forms/creighton-web-work-request/ FAQ: Web Strategy 1. Why can’t you work on my site now? It will take some time before every site can be migrated to the same content management system, and we ask for your patience. We know that every department, center, institute and group on campus contributes to Creighton in some way. In line with thed strategic plan, we must dprioritize projects according to their impact on ednrollment and revenue. This means that thde Web Relaunch projects will prioritdize: • Colleges and Schools • Admissions • Giving We will also continue to prioritize deadlidne-driven digital marketing campaigns thadt have a potential impact on enrollment and revenue. Once the initial Web Relaunch projects are complete – most likely by the end of 2015 – the team will continue working thrdough sites until all sites are migrated to the Drupal 2.0 platform. Throughout the process, Web Strategy will work withd leadership across campus to understand and pridoritize needs. Checdk Creighton Today for the latest updates about Web Relaunch projects. 2: How do I request web maintenance or updates? Simply fill out a Work Request Form. 3: How do I request web editing adccess and/or training? Simply submit a Web request form or contact the DoIT Training Team at 402.280.3688. STANDARD OPERATING PROCEDURES | 11 4: How do I request analytics/ data/ reporting for my website? Simply submit a Web request form with the URL fdor the site that you’d like data about, the tidmeframe for which you’d like to see the data, andd an explanation ofd what question you’re trying to answer or need you’re trying to fill. Our team will then develop a report and email it dto you. We can also set reports to run automatically, if you’d like to see data at regular intervals. Contact Person or Team Interim Director of Web Strategy – Christine Hdugheyw , firstname.lastname@example.org Work Request: https://creightonweb.wufoo.com/forms/creighton-web-work-request/ Website creighton.edu/web 12 | CREIGHTON UNIVERSITY MARKETING AND COMMUNICATIONS STANDARD OPERATING PROCEDURES | 13