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Policies and Procedures
Marketing and Communications
Building 8100
(805) 546-3108  fax (805) 546-3921

What We Do

Marketing and Communications, under the umbrella of the Advancement Department, strives to promote Cuesta College as a first-rate, first-choice educational institution and retain and increase student enrollment.  Marketing efforts focus on the recruitment of students and expanding current enrollment, along with the retention of current students. 

Marketing and Communications also strives to increase participation in college activities and business services, cultivate friendships and financial support, and promote understanding and legislative support for Cuesta College.

Objectives

 These are the main Marketing and Communications objectives:

• Retain and Increase Student Enrollment
• Secure Revenue Through Collaboration With College Foundation
• Image-Build College Programs
• Promote Student Success

Priorities
Two factors simultaneously determine the fulfillment of requests:

• Requests that support objectives (listed above) are given top priority, and...
• Source of Requests - who's making them.

Procedures for Publicity and Other Services

Publicity Procedures

Requests for Marketing and Communications Services from all departments/ individuals, excluding President's Office and Foundation, will be done via an online request form or email. Only a select group of individuals will have access to this form, including Division Chairs, Deans, Directors, Vice-Presidents, the President and their respective assistants. This channels requests through the appropriate leader in individual departments.

 Requests will be evaluated based on Marketing and Communications objectives, source of request, Marketing and Communications workload and budget for request.  

Many forms of promotion are available, including news releases, media interviews, public service announcements, publications and public outreach efforts (e.g. Mid-State Fair).

All media have the option to use or not use the information sent to them.  Both print and broadcast journalists use seven major criteria to judge the newsworthiness of a story: impact, timeliness, prominence, proximity, uniqueness, conflict, and currency. Paid advertising is the only guaranteed way to promote your program or event exactly when and where you prefer.

News Release Procedures

News releases concerning College programs, events and key personnel appointments are prepared by the Marketing and Communications Office and are distributed using e-mail and regular mail to area newspapers, radio and TV stations and specialized publications. News releases are also posted on the Marketing and Communications section of the Cuesta website, located at: http://academic.cuesta.edu/pim/pr/index.htm.

To publicize your event, send the information (who, what, where, when, and why) to the Marketing and Communications Office. Printed materials describing more detailed event information, such as biographies for guest performers or lecturers, are also useful in preparing news releases.  Photographs will help promote your event; however, most media will not return them.

Ideally, information should reach us at least two weeks in advance of an event. For optimal coverage, however, you should provide information six to eight weeks prior to the event so Marketing and Communications staff can submit that information to monthly publications, including the local visitors guides, statewide magazines, and national publications.

For News Releases:

 Download Work Request Form

Events Calendar Procedure

The Marketing and Communications Office compiles and maintains a calendar only for campus events that are open to the public.

The events calendar is posted on the Cuesta College web site for access by the media and public, at http://academic.cuesta.edu/pim/calendar/index.htm.

For the calendar:

Advertising Procedures

Advertising is defined as any communication for which the College pays.  The College uses print, radio and television advertising to inform the public of Cuesta College's programs and services.  All advertising is coordinated through the Marketing and Communications Office to ensure maximum impact.

Information must be sent to the Marketing and Communications Office for design, placement, and approval. The office requesting advertising is responsible for funding their respective ads.  Advertising deadlines can be several weeks ahead of publication dates, so planning ahead is recommended.

For Advertising:

Photo Opportunities Procedures

If you have an event that is visually attention-grabbing, i.e., interesting people doing active things, we can offer a photo opportunity. Such an event often makes a good photo in the newspapers or a good visual for the TV cameras. Photography editors are looking for photos that are interesting, informative, and entertaining.

For Photo Services:

Download Work Request Form 

Publications Policy

Publication Procedures

The Marketing and Communications Office is responsible for the quality and production of College publications.  The goal of the publication policy is to establish consistency and accuracy and to provide a positive identity for Cuesta College.

The Marketing and Communications Office reviews the content, design, purpose, budgetary considerations, and printing format of College publications.

Any printed piece that is intended for distribution off campus to a mass audience must be coordinated through the Marketing and Communications Office.

Definition: College publications are those materials that use the College name or logo, are distributed off campus, and/or are paid for with College funds.  Examples include the College catalog, class schedules, brochures, flyers, invitations, and more.  This does not include student publications, letters, memoranda, or other personally signed communications.

Planning and Production: Call the Marketing and Communications Office early in the planning stages of your publication to arrange a meeting.  Allow sufficient time for writing, editing, typesetting, designing, bidding, and printing of your publication.

Be prepared to discuss the intended audience for your publication, your deadline, your budgeted amount, and your plans for distributing the publication.

Here's what is involved:

Time: While the complexity of jobs varies, most publications require two to six weeks from the time the Marketing and Communications Office receives the original copy until printed copies are delivered.

Cost: Planning, editing, designing, and typesetting are provided free by the Marketing and Communications Office. However, printing costs, binding, and other production services must be paid by the office originating the publication. For publications that must be printed off-campus, we must have your purchase order number before the publication can be delivered to the printer.

Copy: The office or department initiating a printed piece is responsible for providing the original content of the publication.  The Marketing and Communications Office will edit a draft copy for correctness of style, or you may bring in a rough outline and we will produce a copy for your review.  Please proofread the copy carefully, as major changes made after the publication is in production are costly and cause delays.

Approval: Final approval of information rests with the department or office initiating the request.

Schedule: Major publications (catalog, class schedules, etc.) have first priority.  As a rule, departmental publications are logged onto the production schedule on a first-come, first-served basis. Items already on the schedule have priority over rush jobs.

Additional Information

College Name The official name of the college is Cuesta College. (Not Cuesta Community College or other variations)

College Colors

The college logo must appear on every official college document.

For more information or to download print and electronic versions of the college logo go to:

http://academic.cuesta.edu/pim/logos/

 Press Inquiries Procedures

The Superintendent/President and/or the Vice Presidents are the official spokespersons for the college.  The Public Information and Marketing Office will serve as the initial contact point for all press inquiries.

In most cases, a reporter who is writing a story or wants specific information on a particular topic will need to speak to the appropriate faculty or staff member. In these cases, Marketing and Communications will refer the reporter to the appropriate dean who in turn will decide whom within his/her department is best to answer the particular question.

In other cases, a reporter may contact a member of the staff or faculty directly.  In these cases, please notify the Marketing and Communications Office with the name of the media and the reporter along with the nature of the inquiry.

Under no circumstances should staff and faculty members initiate contacts with the press without the prior approval of the Superintendent/Presidents Office of Cuesta College and Marketing and Communications

Media Tips:

If a reporter from a newspaper, radio, or television station calls and asks you to comment on a breaking story, here are some things to remember:

You are never "off the record." Whatever you say is important information to a reporter and he/she can and will use it.

You don't have to talk to them, but don't say, "No comment," as this can be interpreted to mean you know something but won't tell them.  Instead, say something like, "I don't have enough information to talk about that issue" or words to that effect. You can refer them to the Marketing and Communications staff and then let us know who called and what they wanted.

You don't have to talk to them at that moment.  You may say, "I can't address that issue right now, but I will call you back."  Be sure to take down the name, media station and phone number of the caller.  Think about what you want to say.  It's helpful to write down a few key words or phrases to remind you of your points.  Then call the reporter back.  Respect that reporters really are on deadline.  If you respond too late, the reporter will have found another source or another story.

When you talk to a reporter, just answer the question directly.  Don't go on and on, even if the reporter pauses.  This can be a technique to get you to say more than what is necessary.  It is not a good idea to respond to hypothetical questions. Don't simply agree with a reporter's statement, unless it is entirely true. Don't let reporters put words in your mouth. Give your own answer clearly.

Don't be surprised if the story doesn't come out as you intended.  Reporters are supposed to produce a balanced story and will look for someone who will say the opposite of what you say.  This is not intended to make you look inaccurate.  It is intended to be fair reporting.

Crisis Communications Procedures

Download Work Request Form

By filling out the online work request form I understand the Marketing and Communications Policy, Priorities and Procedures.  I also understand that filling out the online work request form is only a request for services and in no way guarantees that my request will be filled by the Marketing and Communications office.