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Marketing, Advertising, and Promotional Materials Policy

Policy Number: Communications UR - 2
Effective Date: April 1, 2005
Revisions: July 2008, January 2010, February 2012 
Responsible Officer: Executive Director of Marketing & Communications

 

I. PURPOSE

This policy establishes Drexel University College of Medicine’s mandatory rules and policies with respect to advertising, marketing, and promotional materials. For the purpose of this policy, advertising, marketing and promotional materials encompasses all written, printed, electronic, or graphic representations utilizing the Drexel University College of Medicine names, trademarks, service marks, URLs, and logos or referring to any program, project, service, or operation of the Drexel University College of Medicine (“Marketing Materials”). For avoidance of doubt, Marketing Materials includes any letterhead or print publication, as well as Internet sites or postings, including on social media sites, that publicize Drexel University College of Medicine in any way. Marketing Materials includes Internet sites or postings publicizing patient care, community programs, social programs or academic programs.

The Drexel University College of Medicine Marketing & Communications Department is responsible for enforcement of this Policy and acts as a resource to the Drexel University College of Medicine community for production and design of Marketing Materials. Individuals are encouraged to contact the Marketing & Communications Department early in the planning process for advice on compliance with this Policy. Additionally, because all visual and verbal communications utilizing the Drexel University College of Medicine name, marks, and/or other indicia of origin must be consistent with uniformly high professional standards in content and appearance, the Marketing & Communications Department has published a Brand Identity Manual and Web Style Guide, both of which are available on the Drexel University College of Medicine website, and should be referred to before any Marketing Materials are prepared.

Drexel University College of Medicine should be consistently and clearly identified in all Marketing Materials. It is particularly important that there be no confusion by patients, the general public, or the academic community that medical care is provided by Drexel University College of Medicine and not Drexel University. Accordingly, despite the close relationship between Drexel University College of Medicine and Drexel University, all Marketing Materials must identify Drexel University College of Medicine as a separate not-for-profit subsidiary of Drexel University.

 

II. APPLICABILITY

This policy applies to all Drexel University College of Medicine faculty, employees, contractors, and agents; to all organizational units of the College of Medicine, including departments, institutes, centers, programs; and to all officially recognized student organizations. In addition, for avoidance of doubt, it applies to any Marketing Materials paid for in whole or in part using funds from any restricted or unrestricted gift to the University and/or the College of Medicine; to any Marketing Materials paid for in whole or in part using College of Medicine funds or paid for in whole or in part using funds from public or private grants awarded to the University and distributed to the College of Medicine; and to any Marketing Materials related to pro bono programs in which the College of Medicine is involved.

 

III. POLICIES

  1. Review and Approval of Marketing Materials
    No Marketing Materials may be published or disclosed to any party for the purposes of printing or publication including internet publication without the written approval of the Marketing & Communications Department. All Marketing Materials except recruitment ads formulated by the Human Resources Department must be forwarded to the Marketing & Communications Department for review and approval not less than three full business days in advance of disclosure to any party for the purposes of design, printing or publication, including internet publication. No entity or individual covered by this Policy may engage or seek advice from any external individual or business, including public relations, advertising, marketing, or design firms without first obtaining the prior written consent of the Marketing & Communications Department pursuant to the terms of this Policy. Moreover, all contracts for public relations, advertising, marketing, design, or related services (“Marketing Contracts”) must be submitted to the Marketing & Communications Department for review and approval, allowing not less than seven full business days for the review. The Executive Director of Marketing & Communications or his or her designee shall review all Marketing Contracts and Marketing Materials for compliance with the College of Medicine’s brand identity guidelines and other applicable policies. The Marketing & Communications Department reserves the sole and exclusive right to approve or reject Marketing Contracts and Marketing Materials. If the proposed Marketing Contracts and/or Marketing Materials are approved, the submitter will be notified in writing by the Marketing & Communications Department that the Marketing Contract has been approved for signature and/or the Marketing Materials have been approved for use. If the proposed contracts or materials are rejected, in whole or in part, the submitter may not enter into the contract in the case of a Marketing Contract, or disclose or publish the material in the case of Marketing Materials. The submitter will be responsible to have required revisions made at his, her, or its expense. Additionally, any revised contract or materials must again be submitted for timely review pursuant to the terms of this Policy. Accordingly, it is desirable for submitters to proactively work with the Marketing & Communications Department early in the process.
  2. Use of Drexel Names, Marks, and Logo
    Any proposed use of the Drexel names, marks, or logos must be approved in writing by the Marketing & Communications Department pursuant to the terms of this Policy. Please note: The College of Medicine is licensed by Drexel University to use the Drexel name and dragon symbol. This authorization for use resides in the Marketing & Communications Department and the Executive Director of Marketing & Communications.
  3. Use of Copyrighted Material
    Marketing Materials must adhere to these guidelines for use of copyrighted materials: Copyrighted materials may only be reproduced or used with the prior written permission of the copyright owners. If copyrighted materials are included in Marketing Materials, the written permission of the copyright owner must be submitted to the Marketing & Communications Department when the Marketing Materials are submitted for review and approval. This policy applies to periodical articles, books and other printed material, artwork, photographs, video, website captures, and music. The payment of royalty fees for the use of copyrighted material is the sole responsibility of the department or individual using or reproducing the copyrighted material.
  4. Use of Photographs and Personal Statements of Individuals
    With reference to photographs and/or personal statements of individuals to be used in Marketing Materials, appropriate consent from the subject must be obtained utilizing approved consent forms obtained from the Marketing & Communications Department, unless the subject has previously provided a blanket written consent. Employees and students must sign a release if they have not already done so. Patients may not be photographed or interviewed for use in Marketing Materials without prior consultation and approval from the Marketing & Communications Department pursuant to this Policy. With respect to photographs of minors, all such photographs require the prior written consent of a parent or legal guardian. Moreover, any patient subjects must sign a valid HIPAA release. All signed consents and/or releases must be submitted for review and approval along with the applicable Marketing Material. Appropriate forms may be obtained from the Marketing & Communications Department.
  5. Logos & Trademarks
    Any proposed logo, trademark, service mark, tradename, or URL is deemed to be a Marketing Material. Accordingly, all such devices must be reviewed and approved by the Marketing & Communications Department pursuant to the terms of this Policy. If a department or individual wishes to apply for trademark rights in any Marketing Material, including logos, slogans, and words, the submitter must first obtain the prior written approval of the Marketing & Communications Department. The submitter by making the submission agrees to be responsible for all costs and fees in connection with the application and in connection with the maintenance of any resulting registration. All applications for protection of trademarks will be made through the Marketing & Communications Department, which will be responsible for determining whether such trademark is available for use and registration. If the Marketing & Communications Department determines that the trademark is either not subject to registration or that making application for registration would not be in the best interest of the College of Medicine, no application will be filed. All such trademark applications and rights shall be owned exclusively by Drexel University College of Medicine.
  6. Websites
    Any website of or pertaining to Drexel University College of Medicine, including without limitation, any research program, academic program, social program, community program or patient-care program must be approved in writing by the Marketing & Communications Department prior to establishment and publication pursuant to the terms of this Policy. All such websites must be hosted on the Drexel University College of Medicine’s main website from the effective date of this Policy onward. With respect to existing websites, such sites must be submitted to the Marketing & Communications Department within sixty (60) days of the publication of this Policy for review and approval. Any such site must be migrated to the main Drexel University College of Medicine website within thirty (30) days of approval. The Marketing & Communications Department has the authority under this Policy to require that any website not in compliance with this Policy be taken down.

 

IV. ENFORCEMENT

Failure to comply with this Policy will be considered actionable misconduct by senior management and could result in disciplinary action.

Additional information: Inquiries regarding this policy can be directed to the Marketing & Communications Department at 215-255-7330.