Guidelines for Purchasing Advertising

If you need assistance with purchasing advertising, please contact the Office of Strategic Marketing and Communications at marcomm@unomaha.edu.

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Policy for Purchasing Advertising

All image advertisements—purchases of time/space in electronic, broadcast (TV/Radio), print media, and other paid promotions—paid for with institutional funds and/or displaying the university name/logo, must be approved by MarComm.

MarComm's involvement ensures that:

1. Messaging, graphics, and call-to-action are consistent with overall university brand standards policies
2. All reasonable attempts are made to leverage best-possible pricing
3. UNO ad duplication is avoided in publications and sponsorships

This policy applies to advertisements placed by university units and to joint advertising with other universities, institutes, community organizations, or entities.

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Procedures for Purchasing Advertising

Please follow this procedure when purchasing advertising.

All colleges, departments, and programs that intend to purchase advertising should collaborate with MarComm prior to committing to/purchasing advertising space and finalizing editorial content, images, and graphic design

Step 1: Commitments to Advertising

University units should present a written proposal to MarComm, describing the following parameters:

1. Advertising budget
2. Audience
3. Call to action/purpose

Please provide this proposal with as much time as possible ahead of your desired publication date to allow ample time for collaboration.

Step 2: Editorial Content, Images, and Graphic Design

All advertising in newspapers, programs, radio, television, and the internet must be submitted to MarComm for brand review at brandreview@unomaha.edu.

Please allow a minimum of three (3) business days for a standard advertisement, and seven (7) to 10 business days for a multifaceted campaign. If edits are requested, the ad must be sent back through the brand review process until the final ad is approved.

The university does not accept paid advertisements of any kind on its:

• Publications
• Website
• Other electronic communications
• University letterhead
• Business cards, envelopes
• Any other materials

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Sponsorships and Acknowledgment

Prior to accepting a sponsorship, making an acknowledgment, or accepting partnership advertising of a non-UNO entity, a campus unit must determine that the sponsorship, acknowledgment, or advertising aligns with the strategic goals, reputation, and image of the University of Nebraska at Omaha.

If you need assistance with sponsorships, partnership advertising, or acknowledgments, contact the Office of Strategic Marketing and Communications at marcomm@unomaha.edu.

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Sponsorships

There are several organizations and programs that share UNO’s values and contribute greatly to the greater Omaha community and beyond and who seek university sponsorships and partnerships.

With limited resources that come to UNO, participation in sponsorship agreements with reputable external entities by university units is limited to those that:

• Directly align with UNO’s strategic goals and advance the university’s mission
• Produce true advertising value in reaching key university audiences – return on investment – as measured by a calculation of tangible assets (media impressions, audience exposure) in relation to monetary and in-kind costs, and/or;
• Provide a tangible, direct benefit to the university, such as fundraising for student scholarships, student internships, research grants, and/or;
• Involve a UNO or UNO-affiliated entity, or an entity with an official university partnership

UNO sponsorship acknowledgments must be made in accordance with the following conditions:

• They clearly identify UNO (or a UNO unit) as a sponsor within university brand standards.
• Any sponsorship announcement or news release prepared by a university entity or sponsored organization must be shared with MarComm for review before it is released to the external media.

UNO sponsorships may not:

• Involve the sponsorship of individuals. The university cannot sponsor employees or other individuals for their individual participation in a fundraising activity or event.
• Incorporate symbols and copyrights not owned by the university unless written permission is obtained from the owner of the symbol or copyright.
• Contain obscene, indecent, or profane material.
• Promote goods, services, or activities that may constitute a violation of the UNO Code of Conduct or other UNO policy.

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Advertising Terminology

Acknowledgment
Displaying the name and/or logo of a non-UNO entity in recognition of goods, services, and/or financial support provided by that entity. Acknowledgment does not imply endorsement.

Advertising
Paid, in-kind, unpaid, or otherwise compensated marketing of promotional information by university entities through mass communication channels.

Endorsement
UNO statement of support to promote a product or service.

Gift-in-kind
Charitable giving in which goods or services are given instead of money.

Partnership
A relationship between a UNO entity and another non-UNO entity established through contract or government affiliation for the purpose of advancing mutual interests such as scholarship, research or economic development.

Sponsorship
All outgoing sponsorship provided by the university to another organization. Specifically, it is the negotiated provision of money, goods, or services by a university unit in support of another organization’s activities, events or programs. The UNO sponsor may be provided an acknowledgment of the sponsorship, including advertising and publicity, or other tangible return benefits including event tickets, food, or beverages. Sponsorship does not imply endorsement.