Policies and Procedures

TITLE: ONLINE AND PRINT COMMUNICATIONS AND

POLICY NO: 4-18 EFFECTIVE DATE: 02/18/14

VCCS POLICY NO: N/A REVISED DATE: 02/06/18

I. Purpose:

To provide guidance for the creation and use of online and print communications and marketing collateral, channels, and tools for consistency.

II. Definitions:

Channels: the means by which organizations attempt to inform, persuade, and remind consumers directly or indirectly about the products and services they offer.

Collateral: a collection of media used to support the and of a product or service.

Social media: a form of online communication or publication that allows for multi-directional interaction, and which includes blogs, wikis, podcasts, social networks, photograph and video hosting websites, crowdsourcing, and new technologies as they evolve.

III. Policy:

To assure that all communications and marketing collateral provides accurate information and brand consistency, the Office of Marketing and Office of Communications shall be used as resources. The Reynolds Brand Identity Guidelines shall serve as additional resources.

“J. Sargeant Reynolds Community College” is the formal, legal, and first usage name of the college.

For marketing purposes “Reynolds” or “Reynolds Community College” shall be used as the shortened version.

In written and online communications, the first reference to the college in body copy shall be “J. Sargeant Reynolds Community College.” In subsequent references or in headlines, the more informal “Reynolds” shall be used.

The use of initials such as JSR, JSRCC, RCC, or RC or a shortened version such as “J. Sarge”, shall not be used for marketing purposes or in internal or external communications. “JSRCC” is acceptable for use in data tags, form names, and other situations where a parallel abbreviation to other colleges or state agencies is needed.

TITLE: ONLINE AND PRINT COMMUNICATIONS AND MARKETING

POLICY NO: 4-18 EFFECTIVE DATE: 02/18/14

VCCS POLICY NO: N/A REVISED DATE: 02/06/18

The use of RCC or RC is never to be used in any marketing or communications collateral, channels, or tools. RCC is reserved solely for use by Rappahannock Community College within the VCCS.

In accordance with the Reynolds Brand Identity Guidelines, the integrity of the graphic elements (logos, typeface, etc.) must be maintained in publications and on websites, including social media sites. No changes may be made to their design, proportion, typeface or other attributes.

IV. Procedures:

Creation of collateral such as brochures, flyers, posters, and presentations:

A. Templates provided by the Office of Marketing will be used in the creation of collateral. Exceptions must be approved by the Office of Marketing.

B. Before printing such collateral, the Office of Marketing must review and approve a proof of the collateral.

C. Online communications such as blogs, Facebook pages, Twitter accounts, and other social media services will adhere strictly to the parameters outlined in this policy and in the Reynolds Brand Identity Guidelines. The Office of Communications will serve as a resource for social media activities. The owners of any planned social media accounts that use any college name or logo, or represent any college group, committee, class, etc., must consult with the Office of Communications prior to initial launch.

D. The Office of Communications will create and maintain a database of all online communications accounts used by employees and groups of the college to advance the mission of the college. Existing account owners will work with the Office of Communications to populate the above database and inform the Office of Communications of any changes to their accounts.

E. Employees are encouraged to read the Department of Human Resource Management (DHRM) Policy 1.75, concerning the use of electronic communications and social media by state employees.

V. Other Information:

Department of Human Resource Management (DHRM) Policy 1.75, Use of Electronic Communications and Social Media

Reynolds Brand Identity Guidelines

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