Printed and Digital Content Procedure - 61.03.01
College Policy Number/Title:
The office of public relations and marketing at Howard Community College provides services and assistance when the need for printed or digital content is identified to complement the college’s public relations, marketing, and enrollment management strategies. The office of public relations and marketing reviews printed and digital content for adherence to established guidelines and best practices in branding, public relations, and marketing communications, as well as consistency in format and quality. Content must be approved before use.
The office of public relations and marketing produces printed and digital content including, but not limited to, college publications, advertising, marketing collateral, promotional giveaways, web content, television and radio programming, videos, graphic design, photography, and social media that promote the college and are intended for internal and/or external audiences.
Exceptions generally include instructional materials, research reports and grant proposals, department annual reports, internal committee reports, and materials for a non-HCC entity or group, such as professional affinity groups or conferences.
The office of public relations and marketing reserves the right to determine the relevance and priority of content requests in relation to available resources, the public relations and marketing strategic plan, and enrollment management plan.
Production Process: Publications (print and digital)
The office of public relations and marketing prioritizes, reviews, and determines approval of content for printed and digital content intended for distribution to ensure compliance with established guidelines, best practices, and brand, as well as consistency in format and quality.
For production assistance, employees must complete a PRM Services Request, which is available on the college portal. Prior to submission, the request must be reviewed by the requestor’s supervisor and follow the internal process set up by the respective vice president or president to determine priority, budget, and approval. The requestor will be considered the subject matter expert and is expected to ensure all content is correct and final, with review and approvals received prior to submission.
After receiving a request, the office of public relations and marketing will consult with the requestor to develop a scope of work, schedule, and priorities for the project following established public relations, marketing, and enrollment management strategies.
Production Process: Web Content
The office of public relations and marketing and the office of web services shares governance of the college website. The development of new web content or changes that require extensive rewriting or restructuring must be requested through the PRM services request form and/or the Technology Service Desk.
PRM regularly reviews content on key web pages and will proactively request content consultations with appropriate subject matter experts as needed to maintain accuracy and currency of content.
PRM and web services work in collaboration to identify industry best practices for web, as well as monitor key web metrics, and will regularly update web pages to improve format, functionality, and navigation, in accordance with the web policies and procedures.
See also: policy 61.11, Web Policies
The office of public relations and marketing manages and maintains the college’s brand and visual identity. In this role, PRM will provide review of graphic design, logo usage, written communications, and other content submitted by other college offices for compliance.
The HCC brand guidelines, which are available on the college website, provide direction for the general use and common application of the institutional and athletics (Dragons) logos and mascot (Duncan). All requests for use of the logos and mascot marks must be approved by the office of public relations and marketing. The office of public relations and marketing will consult with the athletics director on requests for the athletics logo.
Approval to use the logos and mascot marks are given on a per project basis. Requests for use must be made for each new project regardless of prior approvals granted. The office of public relations and marketing will provide, if appropriate, copies of the logo to the requestor, along with any necessary information to ensure strict compliance with the college’s brand.
Effective Date: 11/13/20
President's Office Use: EDPRM