Marketing Communications Resource Center

Overview

How others perceive Tarleton State University should be of interest and importance to anyone associated with one of Texas’ oldest and finest state institutions of higher learning. Initial contact with Tarleton often occurs through printed materials such as letters, brochures, advertising and the Internet. For these reasons, it is important that Tarleton’s visual materials project a clear, consistent image which reflects the character and quality of the institution.

For the most part, a visual identity system or, as some call it, a graphic or family look, relates to the message. Its focus is the development and maintenance of a comprehensive look. Historically, this look has been graphic in nature and impacted most directly on the way Tarleton’s logo was to be used in publications and other printed material, such as stationery and business cards.

Today’s visual identity systems are much more comprehensive and address not only use of a logo in publications and stationery, but also in advertising, the Internet presence, signage, and so forth. Today’s visual identity systems are concerned with the creation and maintenance of a succinct, coordinated look.

Few would debate the importance of effective integrated marketing communication on campus. Even a cursory list of the benefits of an effective communication strategy would include:

• a stronger, more consistent institutional image;
  
• increased coordination and stewardship of marketing dollars;
  
• increased support from such funding publics as legislatures;
  
• satisfied alumni;
  
• efficient use of recruiting dollars;
  
• a general public that is more aware of our accomplishments, value, and needs;
  
• the ability to attract and retain better administrators, faculty and staff; and
  
• greater employee satisfaction, including an increased sense of pride and loyalty.

Generated by the Office of Public Information in conjunction with Web Services, this Marketing Communications Resource Center was created to better coordinate an integrated marketing communications plan for the University and its parts. The success of this integrated program, which includes everything from advertising and publications to stationery, business cards, Web sites, press releases, and so on, depends on faithful adherence by Tarleton employees.

A consistent presentation of the University is an integral part of creating Tarleton’s “brand” in the marketplace. It helps build name recognition and advances our mission.

A strong visual identity unifies and strengthens all facets of the University, projecting a consistent image of excellence and cohesiveness. All colleges, departments, divisions, institutes and centers recognized as official units of Tarleton must adhere to these standards for use of the logo except for the following: the W.K. Gordon Center for Industrial History of Texas, the Dora Lee Langdon Cultural and Educational Center and Tarleton—Central Texas. Unique logos for these off-site locations have been approved by the vice president for institutional advancement.

This document delineates the standards for coordination of the University’s printed materials and other elements associated with the visual and other communicative representation of the University.
The Office of Public Information has a twofold purpose: to keep the campus and greater community informed and engaged and to promote the image of the University.

This is accomplished through institutional publications, advertising, media relations, and through helping departments with these projects and their special events. The public information office is available to provide strategic communication leadership, image management and high quality creative services to support departmental and university visions, goals and missions.

An institutional image is the sum of many parts and, for the purpose of this guide, is broken down into the following categories:

• Publications Policies, Procedures and Graphic Standards
  
• University News Policies and Procedures
  
• Advertising Policies and Procedures
  
• Guidelines and Information about Tarleton

In today’s competitive environment, Tarleton must tell its story clearly, consistently and effectively. We must promote a positive, accurate image to our core audiences.

The responsibility for interpreting and implementing these guidelines has been assigned to the Division of Institutional Advancement through the Office of Public Information. This guide has been approved by the president and the president’s executive council.