Supporting Promotions for Events, Projects and Programming
Each school, department and area have a “promo ranger,” a point person who works with the Marketing & Communications team to make sure promotions follow the college’s brand guidelines.
Promotional materials for an event, project, or programming (like posters or events calendar listings) might be created by Marketing & Communications, someone from a school or department, or through collaboration.
Organizing Promotions
- Tiers: Promotional materials are grouped into tiers based on impact and audience (see Table 1). The tiers specify how they are made and shared.
- Event Types: Events are sorted by audience type (see Table 2). This decides how promotions are created and shared.
- Templates: The Marketing & Communications team will make some items. Schools or departments will make others using branded templates (see Table 3).
All promotional materials follow a "web-first" strategy──all materials will point back to the website as the main source of information. This makes sure details are accurate and up to date. It helps protect the college’s reputation and ensures people get the right information.
Driving to the website for all paid, earned and owned media also allows for the collection and analysis of data to inform future approaches.
Tiers, Templates and Teamwork
Frequently Asked Questions
Marketing & Communications is adapting workflows to empower schools and departments to promote events, initiatives and programs. Read some frequently asked questions about this process change.
What is changing in the Marketing & Communications process at Selkirk College?
Selkirk College is shifting its marketing and communications workflows to empower schools and departments to promote their own events, projects and programming. The central Marketing & Communications (Marcom) team will provide tools, branded templates and support while focusing on a college-wide marketing plan to ensure consistent, professional messaging and efficient use of resources.
Who is responsible for creating and sharing promotional materials?
Responsibility for promotional materials is shared:
- The Marketing & Communications team will produce high-impact, college-wide materials
- Schools and departments will use branded templates to create their own materials for targeted or lower-impact promotions
- Collaboration is encouraged──a designated point person (“promo ranger”) in each area will liaise with Marketing & Communications to ensure brand alignment
What are the “promo rangers”?
Promo rangers are the designated contacts within each school, department or area who work directly with the Marketing & Communications team. They help ensure all promotions follow the college’s brand guidelines and act as the main point person for their area.
How are promotional materials categorized and managed?
Promotional materials are organized into three tiers based on their impact, required expertise and intended audience:
- Tier 1: High-impact, mass-audience materials produced by Marketing & Communications
- Tier 2: Medium-impact materials created by schools and departments using templates and support
- Tier 3: Low-impact, targeted materials made independently using basic templates
What types of events are supported, and how are they promoted?
Events are grouped by audience and significance:
- Type A: Major, broad-audience events managed by Marketing & Communications (e.g., Open House, Convocation)
- Type B: Targeted recruitment or engagement events promoted by the event owner with support
- Type C: Recurring or student-run events, promoted at the department or club level
What is the “web-first” strategy and why is it important?
All promotional materials will direct audiences to the Selkirk College website as the primary information source. This ensures accuracy, protects the college’s reputation and allows for data collection to improve future marketing efforts.
What support is available to schools and departments?
The Marketing & Communications team provides:
- Branded templates and tools via a “Brand Hub” (coming soon!)
- Regular communities of practice and training
- Guidance and oversight to maintain brand consistency
- Support for high-impact campaigns and events
How does Policy 2500 affect communications and branding?
Policy 2500: Institutional Communications and Brand Stewardship governs all institutional communications and brand stewardship at Selkirk College. It ensures that all messaging aligns with the college’s mission, values and standards, and that the use of the college’s name, logo and brand assets is consistent and authorized.
Who can use the Selkirk College name and logo?
Only authorized employees and students (in collaboration with Marketing & Communications) may use the college’s name, logo and brand assets, and only for approved college activities that follow established guidelines.
What happens if a promotional material or channel doesn’t meet brand standards?
The Marketing & Communications team may audit and require remediation of any content or channel that does not align with standards. Adjustments will be made to ensure alignment with college branding and communication protocols.
How will these changes help the college?
This new framework balances the need for central oversight with the flexibility for schools and departments to act quickly and efficiently. It maintains brand consistency, protects the college’s reputation and ensures that resources are used strategically for maximum impact.
Where can I get templates or branding resources?
Templates and resources will be available through the “Brand Hub” and supported by the Marketing & Communications team. Training and regular updates will be provided through communities of practice.
Who do I contact with questions or for support?
The promo ranger for your area is your first point of contact. For additional support, reach out to the Marketing & Communications team.
How will the "web-first" strategy benefit the college's reputation and data collection?
A "web-first" strategy—where all promotional materials direct audiences to the college website as the primary information source—offers several key benefits for both reputation management and data collection:
- Consistency and control: By centralizing information on the official website, the college ensures that all details are accurate, up-to-date and aligned with brand guidelines. This reduces the risk of outdated or conflicting information circulating, which could harm the institution’s credibility.
- Professionalism and trust: Prospective students, parents and stakeholders increasingly rely on a college’s online presence to form first impressions. A well-maintained, authoritative website builds trust and positions the college as professional and reliable.
- Proactive reputation management: A web-first approach enables the college to shape its narrative, highlight achievements and respond swiftly to emerging issues or crises. This proactive stance helps maintain a positive public image and mitigates reputational risk.
- Informed decision-making: Website analytics provide insights into user behaviour, campaign effectiveness and content engagement. These metrics enable data-driven decisions, allowing the college to refine marketing strategies and allocate resources more effectively.