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University Marketing and Communications

Marketing and Communications Resources

Trust us: we know there's a lot involved in the successful creation and distribution of a marketing or communications piece, and we want to provide you with the right resources to make the process painless.

Whether you are looking for tips on planning and launching your marketing plan, need strategy suggestions, are seeking support to design your marketing piece, or want to increase your digital marketing knowledge, you can find answers here.

Marketing Toolkit

Whether you're launching a new academic program, recruiting students to an existing program, hosting an event or promoting a particular activity or program, this checklist can serve as a guide for your marketing and communication efforts.

Initial Planning

Determine Goals/Objectives

Envision what success looks like for this event or program; determine your goal(s) for this marketing campaign. Is it to raise awareness, generate a certain number of inquiries, applications, RSVPs, etc.? How will you measure progress and success?

Build a Persona

A persona is a fictional representation of your target audience. Why is this important? By knowing your target audience, you can craft effective messages and place them in the right channels, at the right times. Think about your target audience: What are their interests, abilities, strengths? What is a typical day like for them? Where do they go for information? Why should they attend this event, program or activity? 

Develop Value Statements

What sets your event or program apart; what makes it distinctive? In addition to uncovering the unique features of the program, it’s important to describe how they benefit the audience. (Think about your persona; how can your program help them achieve their goals?)

Plan Your Budget

There is no "magic" number to spend on marketing your event or program. Some of this decision depends on how much competition is in the marketplace, how long you plan to promote the event or program, how far (geographically) you want to promote it, etc. If you would like budgeting advice or estimated spend, please contact University Marketing.


Build or Update Website

In today's connected world, your web presence is more important and more complicated than ever. Many people will find your site organically (through online searches), and the materials you develop will also drive your audience to your website to learn more. Thus, it’s critical that you have an informative, user-friendly site that makes a good impression.

Having a good website involves intuitive navigation and helpful and engaging content. In addition, you need to keep SEO (search engine optimization) in mind — using relevant keywords, tags and visual elements that help search engines find your site (and rank it highly!). 

Data from Google Analytics can provide invaluable insight into how people are using your site, so you can optimize content to serve your audience's needs.

Create a Content Calendar

To be successful, it's critical to implement a holistic marketing plan. This allows you to create strategic communications that complement each other and all support your overall goal. It also allows you to be as effective and efficient as possible.

Develop a yearlong content calendar that highlights all communications you plan to use to promote your program. The calendar helps you visualize how content is distributed throughout the year, allowing you to see where you may have too much or too little communication — and adjust accordingly.

Your calendar should be considered a fluid document or guide — so you can (and should!) make adjustments based on performance, questions you receive from your audience, new information you have to share, etc.

Determine Channels and Tactics

When considering what channels (print, direct mail, digital ads, social media, etc.) to use to share your message, more is not always better.

Consider your persona — where (and when) are they likely to be viewing information? Focus on those channels and avoid ones that may not be a good fit.

You should also consider how you will measure success of your overall campaign and each individual tactic. 

Call to Action

The ultimate goal of any marketing campaign is to inspire action. What action do you want the audience to take to help you achieve your marketing goal? For example, perhaps you want them to request information, submit an application, register for an event or visit your website to learn more. Each message you create should have a clear call to action to drive your audience to take action. 


Build and Nurture Relationships

Once someone takes action and connects with your office (whether through a comment on a social media post, an email, an event registration, etc.), it’s important that you build a relationship with them through personalized communication. For example, respond to questions in a timely manner, follow up with incomplete applicants, congratulate accepted students on their admission, provide a registration confirmation for events, etc.

Monitor Performance

Use metrics to monitor the performance of your campaign — and compare with your initial goals/objectives. As needed, make adjustments to your content calendar, messages and/or channels to improve performance.

Once you have created your marketing plan, you will need to create the materials on your content calendar. It's important to think holistically about your marketing efforts and consider how each piece will help reach the goal or objective you set for the campaign. Also consider how you will measure progress and success.

Several resources are available to help you create your marketing materials.

Self-Service Templates

Self-service templates allow you to create professional, branded brochures, handouts, postcards and posters— without any special software, fonts or design knowledge. There is no cost to create the piece, but you are responsible for any printing and/or mailing costs.

The PDF downloads from the self-service site are intended for printing and should not be used for electronic distribution (email or web) unless converted into a format that's accessible to people with disabilities. SensusAccess is one tool that can be used to convert PDFs into an accessible format, and additional information for creating accessible PDFs can be found on the webAIM website.


Freelancers can develop an original, branded piece that meets your needs. You will be responsible for paying the freelancer's contracted rate, plus any printing and/or mailing costs.

Before contacting a freelancer, it is highly advantageous to create a roadmap or overview of the project. Having this document will ensure you and the freelancer are on the same page regarding your needs and expectations. This step will also save you time and money, as it eliminates confusion, clarifying conversations and extra rounds of revision — all of which equate to billable hours saved.

When you contact a freelancer, share your project overview, as well as your deadline, budget parameters and required deliverables (e.g., Do you need a printed piece or a digital one? Is a certain size required? Do you need a certain file format?). Most freelancers charge on an hourly basis, so it's helpful to ask for their hourly rate — and an estimate of how many hours it will take to complete the project.

Even when working with a brand-approved freelancer, it is your responsibility to ensure the University Marketing and Communications policy is met. If you plan to print the finished piece, the freelancer will provide you with design files that can be shared with a print vendor of your choice. If you plan to distribute the piece electronically (digital or web), make sure to confirm that the freelancer provided an accessible file.

Brand-Approved Freelancers


Note: To comply with Section 504, a civil rights law, the University is committed to ensuring individuals with disabilities can acquire information and perform tasks online. Content owners are responsible for ensuring any materials — including PDFs, Word documents or PowerPoint presentations — posted online or distributed electronically are accessible.

Before printing any pieces, it is important to ask whether printing is necessary. For some communications — and some audiences — other communication channels are more effective, efficient and budget-friendly. Consider the needs and preferences of your target audience when making this decision. Digital communication options include the website (including blogs), social media, email (including the University’s e-newsletter), Porches, etc.

Per the financial stewardship practices, print communications should not be developed when employees are the sole target audience.

Choosing a Printer

The Dayton area has many high-quality printers. Each has varying specialties, and prices may vary depending on the size and type of piece, quantity, etc. To receive the best price, you can request quotes from multiple vendors. While this list is not comprehensive, it can be used as a guide for selecting the right printer for your project.

Promotional Items

OmniSource is the University's exclusive supplier of custom branded logo items. No other vendors should be utilized. 

High-end Projects

These projects typically involve original designs and special treatments (e.g., die cuts, foil, varnish/gloss, complicated folds). Please note: Not all vendors have identical capabilities and specialties, and costs can vary based on this. We recommend getting quotes from multiple vendors to make an informed decision.

Progressive Printers
Contact: Allen Haverkos 

Promotional Spring
Contact: Wayne Funk

Think Patented
Contact: Dale Lunce 

Westendorf Printing
Contact: Jim Westendorf 

Standard Projects

These printers are best for traditional print pieces (e.g., postcards, posters, handouts, brochures, invitations) without any extra bells and whistles. Note: The vendors listed in the high-end projects section can also complete standard projects.

Creative Impressions
Contact: Ed Carter

Globus Printing
419-628-2381 or 800-968-0797
Contact: Larry Luebke

Meyers Printing & Design
Contact: Greg Meyers

Oregon Printing
Contact: Mike Green

UD Print and Copy Services
Contact: Tommy Kettlehake

Specialty Projects

These printers specialize in large or unique pieces, like lamppost banners, large banners and signs, and vehicle wraps. For other specialty projects, please contact Doug Stone in University Marketing and Communications for a printer recommendation.

To be effective and see the most return on investment, digital marketing efforts should be part of a comprehensive marketing strategy vs. a one-off tactic. Digital ads typically offer detailed analytics that measure reach and engagement; this information can help measure the impact of your campaign.

University Marketing should be consulted before you develop or implement display ads (geotargeting, IP targeting, retargeting, etc.) or a paid search campaign. This is to ensure any ads placed comply with brand security protocols and are coordinated with other campaigns that may be running.

Social media ads can be developed on your own, or you can work with University Marketing to implement other digital marketing tactics, such as IP targeting, geotargeting and retargeting.

Facebook Ads

On Facebook, you have two options for generating awareness and driving engagement.

The first is to “boost” an existing post from your social media account. Boosted posts appear higher in the Facebook News Feed and on Instagram, increasing the likelihood that your audience will see them.

The second option is to create a traditional digital ad. Facebook offers ad placement within the Mobile News Feed, Desktop News Feed, Right Column and on Instagram. Each ad has slightly different requirements for text and imagery.

When placing an ad, you have two options for identifying your target audience. You can use your own customized list — or you can use Facebook’s targeting tool to select users based on their behavioral and demographic traits. Typically, your ads will drive viewers to your website, so you want to make sure your website is optimized for ad traffic (e.g., make sure visitors can easily find the information they’re looking for). 

LinkedIn Ads

LinkedIn offers a variety of advertising options. Sponsored content, which is typically effective in raising awareness and generating engagement, can be targeted based on demographic traits available to LinkedIn. Popular traits include city, education level and career. 


Social media is one of the most direct ways to engage, inform and interact with users and audiences. At the University of Dayton, social media allows units to engage in ongoing, digital conversations with our students, faculty, parents, alumni, colleagues, community leaders, fans and friends. Such conversations must be responsible, thoughtful and respectful, and uphold the standards of our Catholic, Marianist University.

To be successful on social media, you must first understand how social media fits into your overall communication strategy. It's also critical that you leverage the right social channels for your audience — and have the resources to manage the channels effectively. 

By keeping the brand strategy top-of-mind when writing copy, choosing media assets and publishing content, communicators will help contribute to creating a strong, cohesive voice.

Social Media Guidelines and Best Practices

The social media guidelines outline the requirements for account creation and ownership, content creation, photography usage, engaging with user comments and more. A best practice guide and social media playbooks may be obtained by contacting Jen Clark, social media strategist.

Social Media Managers Meeting

During these monthly meetings, social media managers on campus share upcoming campaigns, discuss best practices, share new trends, etc. To join the meetings, contact Jen Clark, social media strategist.

Content Amplification

To request a post (or share/retweet) on the main UD social media accounts, contact

Social Media Consultation

Thinking about starting social media accounts for your department? Interested in optimizing your current accounts? Simply request a social media consultation.

Videos can be an effective way to engage audiences and communicate information. However, a video is not effective if nobody watches it. Many videos produced by universities get very few views, and simply putting a video on a website is not enough to ensure audiences find it - or watch it.

Because of the time and resources required to create a video, it is essential that videos about the University of Dayton get a return on their investment. Prior to creating a video consider the following:

  • Is the video the right fit for your project? Other communication channels may be more effective, efficient and budget-friendly in reaching your goal. Consider your target audience, your desired outcome, your budget and your resources for promoting the video.
  • Have you consulted the communication coordinator for your unit (if applicable)? They can help you determine if video is the best fit for your project. If so, they can also help you refine your message and develop a plan for sharing your video.
  • How will you promote the completed video? Determine which tactics  (email, social media, ads, etc.) will be used to share the video your audience. Think about your audience when determining what to post and where to post it. What are their interests? What would they want to see and hear? If appropriate, consider sharing behind-the-scenes clips, teasing the video with a social media post, profile the students featured in the video, etc.
  • What budget is available? In addition to paying for the filming and production of the video, you'll need budget to support its promotion.
  • How can you maximize the content? Consider if there are ways to utilize the video content beyond the finished product. For example, can you use short segments from the video on social media as a way to "tease" the full-length piece? Could the video be divided into bite-sized chunks that can be shared and consumed easily on social media? Could video clips be repurposed in a blog about the topic, or to support another project?

A video promotion plan can be obtained by contacting Mike Kurtz, executive director of Media Productions.

The University of Dayton's website is intended to be a tool to communicate UD's story to external audiences.

Data from Google Analytics can provide invaluable insight into how people are using your site, so you can optimize content to serve your audience's needs. It is recommended that sites be reviewed regularly to remove ROT: content that is redundant, outdated or trivial. 

CMS User Guide

The CMS user guide contains information on how to:

  • Request a new UD website
  • Gain access to edit blogs, calendar entries, directory profiles or webpages
  • Build and update webpages (including page layout and content module options)

Digital Content and Publishing Guidelines

All web managers and contributors are expected to follow the digital content and publishing guidelines.


To comply with Section 504, a civil rights law, the University is committed to ensuring individuals with disabilities can acquire information and perform tasks online.

The website interface (design and navigation) was built to comply with WCAG 2.1 AA standards. The web management and advisory team (webMAT) also regularly reviews the site to identify and fix accessibility issues.

Additional accessibility tips can be found in the brand guide.


However, individual content owners are responsible for ensuring any content added to the website is accessible. For example, adding alternative (ALT) text for images is a key element of web accessibility. In general, ALT text should be contextual, succinct and accurate. Tips about alternative text can be found on the WebAIM website.

Documents and Materials (.pdf, .doc, .ppt, etc.)

In addition, content owners must ensure any materials — including PDFs, Word documents or PowerPoint presentations — posted online or distributed electronically are accessible. There are many online resources to guide you in creating documents that are accessible for online use, including:

UDit-Supported Web Tools

Depending on your audience and goals, other web-based resources may be useful in supporting your marketing efforts. View the list of UDit-supported web tools to explore the options available.


To ensure our print and digital executions are accessible — and clearly and effectively convey information to our audience — certain considerations should be made in the creative process. Accessibility tips can be found in the brand guide.

The website interface (design and navigation) was built to comply with WCAG 2.1 AA standards. The web management and advisory team (webMAT) also regularly reviews the site to identify and fix accessibility issues.

Content owners are responsible for ensuring any materials — including PDFs, Word documents or PowerPoint presentations — posted online or distributed electronically are accessible.

To comply with Section 504, a civil rights law, the University is committed to ensuring individuals with disabilities can acquire information and perform tasks online.

Diversity, equity and inclusion are among our core values, and we aim to accurately and intentionally cover and represent all forms of diversity in our marketing and communications.

To support campus communicators, University Marketing and Communications has compiled best practices for creating inclusive communications.

To protect the University from liability and adhere to copyright laws, it is important that you follow certain guidelines when selecting and using photos, graphics and other art for your marketing and communications pieces. These guidelines apply whether the piece is print or digital — and whether it’s intended for an internal or external audience.

Representation of diversity in photography should feel contemporary and have a strong alignment with the brand. Across materials, photos should represent diversity at an appropriately aspirational level, and diversity among people of color should be highlighted, as well.

University Photo Library

University Marketing and Communications maintains a photo library, which is available to all UD employees. Authorized users may request to download any of the images in the library, as long as they are used for non-commercial University purposes. This is the safest method for obtaining and using photos, as we have clear rights to use them.

Refer to the photo library user guide (.pdf) for instructions on searching for and requesting images.

Department Images

If your office or program hosts a University-sponsored event, you may use images taken by a staff member or student as long as you obtain his/her written permission (email is fine). You should also pay attention to the image quality (lighting, composition, file size, etc.), as photos obtained from these sources may not be high enough quality to use in certain publications.

When possible, the photos you take should represent the natural diversity of your event and be authentic to the people served by your area. Consider composition to ensure diversity is not only represented but also prominently featured, as appropriate.

Stock Images

Stock imagery should be avoided if possible, as these images can be seen as cheesy, unprofessional and fake — not the perception we want to convey. In addition, stock photography often depicts gender or racial stereotypes. If there is a case where you need to use a stock image, it should only be purchased through a reputable site, and  you should critically evaluate the photo from multiple perspectives to avoid using images that perpetuate stereotypes. In addition, you must diligently follow the limits of the license you purchase. Terms of the license will be found on the photo website, and breaching the licensing terms can make you liable for damages in federal court.

Other Images

You should not use photos you find elsewhere on the internet (e.g., through a Google Images search), as all images on the web are copyrighted, and usage can put the University at risk. If you find an image you want to use, you must obtain written permission from the original author/creator to use or reproduce it. (This rule applies even if you want to use an image of a movie cover, book, etc., that is the topic of an event.) Be aware that while some sites offer "free" licenses, this only means they are free of cost — not free of obligation — and may come with lengthy terms of use. Use of such photos requires careful adherence to the stated terms, and you should diligently keep records that support your compliance.

Photography Disclaimer

The following photography disclaimer appears on the University Marketing and Communications website and in the Student Handbook:

Any photographs or video taken under the direction of the Division of University Marketing and Communications, or any other University sponsored program, may be used in news stories, on the web or in University publications. Photos may be used in publicly disseminated promotional materials. Your name will not be listed in the caption or accompanying text without your permission. If you prefer not to be photographed, simply inform the photographer at the time photos are taken.

Photo Library

The chapel logo is the official institutional logo of the University of Dayton. Consistently using the University of Dayton logos strengthens our national recognition and allows all programs and departments to benefit from the University's established reputation.

Individual offices, programs and departments should not maintain logos or marks outside the updated chapel logo. Units can personalize the logo for their area by using a secondary or tertiary lockup.

Logo Requests

To request the main chapel logo, or a secondary or tertiary lockup, complete the logo request form.

Logo Guidelines

Once a logo request is approved, usage must meet both the logo usage guidelines and logo design guidelines.

University trademarks may not be altered in any way. This includes, but is not limited to, changing the fonts, changing the colors, stretching/skewing the logo, changing the fonts, or using the wordmark (text) on its own. See the logo design guidelines for additional information.

Logo Colors

There are three main logo formats, with four approved color variations: full color (red/blue), single color (blue), black and knockout (white). The logo should never appear in all red — or any other color combination.

Across all versions of the logo, the chapel and cross remain white. This is because the chapel is our guiding light — and it should never be in the shadows. Because of this intentional design choice, the white version of the logo is not an inverse of the black logo. It is critical that you always confirm the chapel and cross appear white when using the logo. Also make sure you review vendor proofs carefully, as there have been a few instances were vendors erroneously inverted the logo to the wrong version.

Chapel Icon

The official logo contains both the chapel icon and the text "University of Dayton." The stylized text should never appear on its own without the chapel icon.

However, in specific situations and with prior approval, the chapel icon may be used separately. Any usage of the icon in this manner must first be approved by University Marketing.

Logo Guidelines

The University of Dayton brand is more than a logo and school colors. It's what the general public — from high school students to Fortune 500 CEOs — thinks, feels and responds to when they encounter anything and everything UD.

By being consistent and cohesive in our messaging, people will clearly understand who the University is and what we stand for. To support this effort, all marketing and communications, print and digital, must adhere to University-approved branding guidelines and the University Marketing and Communications Policy.

Per the financial stewardship practices, print communications should not be developed when employees are the sole target audience. However, a variety of other resources are available to help promote campus events and initiatives.

All marketing and communications, print and digital, must adhere to University-approved branding guidelines and the University Marketing and Communications Policy.


To request promotion on Porches, complete the story request form

KU Digital Screens

To have your event displayed on the KU digital signage, complete the digital signage request form.

Light Pole Banners

To reserve space to display banners on campus light poles, follow the steps on the pole banner website.

Flyer News

To contact Flyer News, the student-run newspaper, about advertising, contact For all other inquiries (e.g., possible story coverage or opinion column), contact

Social Media

Social media is not intended as an internal communication tool. If you are communicating a message to internal audiences (e.g., current students, faculty or staff), another tactic would be more appropriate. If you have messages to communicate to an external audience, contact to request a post, share or retweet from the main UD social media accounts.

External News/Media

To request external press releases or news coverage (if appropriate), contact Shawn Robinson, associate director of news and communications.

Please note that a request for inclusion on a particular marketing/communications channel does not guarantee placement.


University Marketing

Albert Emanuel Hall
300 College Park
Dayton, Ohio 45469 - 1323