151  Expenditure of State Funds for Paid Advertising

Approved by President
Effective Date: June 5, 2017
Responsible Division: Marketing and Communications
Responsible Office:  Marketing and Communications
Responsible Officer: Vice President for Marketing and Communications

I. Purpose

This policy provides parameters within which Middle Tennessee State University (MTSU or University) shall use state funds for advertising.

II. Applicability

This policy excludes advertising for position vacancies, costs associated with publication expenditures (see Policy 154 Publications), and event-specific advertising for auxiliary operations or athletic events and programs.

III. Definition

Advertising. For the purposes of this policy, advertising refers to expenditures to recruit students or promote the University by media purchases through television, radio, newspapers, billboards, social media, emerging media, and communication technology, etc., as well as sponsorship in community events, trade and industry shows, and professional conferences.

IV. General

A.  Advertising for the recruitment of students shall be designed to increase enrollments; enhancing the reputation and standing of the University shall be the first priority for advertising.

B.  Advertising expenditures should result in a citizenry that is better informed, and thus more likely to support the University through undergraduate and graduate admissions, attendance at events, alumni support, private giving, and more effective advocacy.

The University shall advertise in a manner that is designed to foster awareness and enrollment by showcasing academic program offerings; achievement by students, faculty, and alumni; quality of the institution; and its service to the region, state, and nation.

C.  The Division of Marketing and Communications shall review advertising covered by this policy, prior to purchase and publication, to ensure the content and objectives are aligned with the University‚Äôs policies.

D.  The Division of Marketing and Communication shall evaluate paid advertising on a regular basis to determine if the original estimates of probable returns on investment are realized.

A "cost to benefit" analysis of paid advertising should be a significant factor in the determination whether to continue the advertising campaign, along with other factors deemed appropriate by the President and the Vice President for Marketing and Communications.

V. Exceptions

Any exceptions to this policy may be approved by the President.

Forms: none.

Revisions: none.

Last Reviewed: June 2017.

References: Policy 154 Publications.