Marketing

Purpose

The purposes of this policy are to:

  • Ensure that all marketing is consistent with University messaging, branding and strategic vision/plans.
  • Establish the lines of responsibility for the University's marketing efforts. 
  • Consolidate marketing activities through one central office. 
  • Coordinate marketing activities across the University for cost savings. 

Scope

This policy applies to all Dominican schools, departments and business units.

University Marketing Policy

It is the policy of Dominican University of California that the development and application of all marketing strategies/activities across the breadth of the University rest with the marketing department within the Office of Advancement.  

Marketing activities include, but are not limited to:

  • Branding
  • Copywriting
  • Direct Mail/List buys
  • Email
  • Market Research 
  • Photography
  • Presentations
  • Publication Design (both print and electronic) 
  • Publications printing 
  • Research
  • Social Media
  • Strategic Plans
  • Videography
  • Web content 
  • Web design/development

External Marketing/Branding/Creative Agencies

When necessary, the University appoints external agencies to provide professional advice and creative services for University branding campaigns and other key projects. All agency contracts are managed through the marketing department. Marketing consultants, marketing research firms, social media consultants, advertising agencies or graphic design firms may not be hired without prior approval from the marketing department.