Goals of Advertising
Advertising should be designed and written to attract attention, elicit a positive response, and educate the community in ways that will increase enrollment and support of Lane.
Review and Approval by Marketing and Public Relations
Lane requires that all advertising (other than classified ads by Human Resources or College Finance) be reviewed and approved by the Marketing and Public Relations department. Approval is required for display and classified advertising in newspapers and other print publications, and for advertising on radio, television, and other venues. Marketing evaluates advertising for accuracy, clarity, correct use of grammar and punctuation, quality of design and photography, consistency with Lane Logo & Graphic Standards and procedures, and compliance with federal laws.
The procedures below cover advertising for print. If you are planning radio or television advertising, consult Marketing and Public Relations.
Logo, Equal Opportunity Statement and Contact Information
These items are required in Lane ads:
- Ads must contain contact information, such as department name and phone number. A web address may be used in addition to or instead of a phone number.
- Recruitment ads need to have the Lane logo and equal opportunity statement: an equal opportunity/affirmative action institution. The logo and affirmative action statement are usually placed at the bottom of ads. The Lane logo needs to be used according to the official Lane Logo & Graphic Standards.
Marketing and Public Relations has photographs of students and campus for use by Lane departments in their printed publications and web pages.
If publishing photographs where students will be identifiable, Lane's photo release form must be used.
Creating and Placing Print Advertising:
Determine whom you want to reach with your ad, when and where you want it published, and approximately how much money you have to spend.
Get approval for the ad from your department head.
Contact the marketing coordinator in Marketing and Public Relations for information on the cost of advertising space in local newspapers.
Contact the publication to find out the deadline for receiving ad files for the date and size of ad you plan to run. Complete a purchase order for advertising space in the publication.
Write a draft of the ad text, being as concise as possible.
The graphic artist in Printing/Graphics (P/G) will work with the department running the ad to complete the design and layout for the ad.
Marketing must review the ad, recommend and oversee changes as necessary, and approve the finished ad. The department running the ad approves the ad and P/G then delivers the ad to the publication.