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Policies and Forms
Marketing and Communications works within client budgets to meet print, production, media, and other associated needs. All services are free of charge. The following procedures and guidelines will help you take advantage of the services we offer. Please read them carefully and contact your department liaison or a marketing account director for further assistance.
Text for your projects should accompany the form in a Word document. The language must always reflect SJU’s brand as an academic, engaging and forward-thinking institution. Please review the University’s Brand Guidelines for complete Editorial Guidelines.
Electronic campus signs (digital signage) promote University activities, events, deadlines, and educational opportunities by providing information to internal audiences. The goal is to increase awareness and attendance, along with overall support for the University’s brand.
There are 15 e-boards available for posting on the Queens campus, three on the Staten Island campus, and three on the Manhattan campus.
The e-boards measure 1920 pixels high by 1080 pixels wide. Images should be 72 dpi. Orientation is horizontal.
Each announcement will appear on the screen for eight seconds.
Please allow three to five days for design and posting. Please include the date range during which you want the post to run and on which e-board the post should appear (i.e., Queens only, Staten Island only, Manhattan only, or all three). Time-sensitive events may receive priority posting.
The Department of Student Life handles the e-boards in the D’Angelo Center. Please contact Diana Lopez for more information.
Best practices for e-boards include the following:
Simple – Messages should be clear and direct and follow University editorial and brand guidelines.
Succinct --Too much text and too many images will decrease readability. Remember, the slide is only visible for eight seconds at a time. Only include relevant details.
Timely -- E-board messages are posted for a maximum of two weeks prior to an event (exceptions may apply at times).
Submit a Request
To submit a request, please provide information to the marketing liaison designated for your office or college. The liaison will contact the appropriate account director in Marketing and Communications. Marketing and Communications makes the final decisions about what content is posted on the e-boards.
HubSpot is an inbound marketing software platform that can help the University—and individual programs— attract prospective students, collect leads, and drive them to apply.
The HubSpot platform offers a complete digital marketing “solution” including these features:
- a content management system (CMS) for creating/managing web pages, forms, e-mails, and blogs, etc.
- sophisticated e-mail automation that you can customize based on lead data
- a flexible customer relationship management system that collects and manages lead data for automated communications and tracking/reporting
- campaign management, analysis, and reporting tools that help track and monitor performance
Marketing and Communication offers this service to individual departments according to the guidelines below.
Preparing for HubSpot
Before contacting Marketing and Communications, please make sure you have the following:
Campaigns should run for a minimum of three months. Depending on the target audience and the scope of the search, be prepared to allocate a minimum of $5,000. These elements of your campaign may vary based on the program and demand for keywords.
A Completed Client HubSpot Project Form
This helps our team to better understand your campaign’s audience, goals, and objectives, allowing us to offer the best Hubspot recommendations and use of advertising dollars.
A Dedicated HubSpot Staff Member in Your College/Department
You will need at least one person who is responsible for following up on ALL inquiries and leads.
Once these components are in place, please reach out to your Account Director to set up a launch meeting for a more detailed discussion.
On average, our production team needs four to six weeks to produce a HubSpot campaign once we receive the required information. Some projects may require more time, depending on their complexity. At times, a University project may take precedence, delaying a campaign.
Since HubSpot is labor intensive, clients will be limited to two campaigns per academic year. Please work with your Account Director to prioritize programs that are most in need of this service.
Results will be provided approximately one month after the campaign launches. Your office can then request results bi-weekly. It will take our office two-three days to pull those results.
The Office of Marketing and Communications is responsible for sending internal communications to the St. John’s University community. To ensure that internal communications are effective and efficient, the University must be strategic regarding both the content and frequency.
- Submit requests directly to your account director via the college/department marketing liaison or the dean/vice president.
- All copy is subject to review and editing by the Office of Marketing and Communications.
- When multiple requests for internal communications are received concurrently, order and time of release is determined by MarComm.
This policy assures that St. John's internal community is notified of significant events and situations in a timely fashion. Other campus activities, although important to promote, are better suited for the University EDU Events calendar and newsfeeds and Today@SJU. We appreciate your understanding and cooperation.
Required E-Mail Content to Submit with your Request:
From: Name and title of the person. For e-mails to all employees, this must be a vice president, academic dean, or higher.
To/Audience: State which group should receive the e-mail: administrators, staff, faculty, full-time faculty, adjuncts, or all. Groups can also be segmented by campus. For e-mail to students, please contact Scott A. Wallick, Content Manager, Division of Student Affairs, at email@example.com.
Subject: Should summarize the e-mail clearly in 50 or less characters.
Body: Provided in a Word document.
Photos: Optional and should be relevant to the e-mail content.
The Office of Marketing and Communications disseminates external communications to share important and/or critical information to those who do not have University e-mail addresses.
Required E-Mail Content to Submit with your Request:
From: A name and e-mail address.
Reply-to: A name and e-mail address. This is where the e-mail will be sent if someone replies. This can be the same or different than the name and e-mail address listed in the “From” line.
To/Audience: Must be provided in Excel format in columns. If personalizing the e-mail (“Dear John,”), names must be in the adjacent column. For e-mail to alumni, please contact Scott VanDeusen, Director of Development, at firstname.lastname@example.org.
Subject: Should summarize the e-mail clearly and be fewer than 50 characters.
Header image: Marketing will determine how to proceed based on the type of e-mail being sent (newsletter vs. event). Must be 700px wide.
Body: Provide in a Word document.
Photos: Should be relevant to the e-mail content. They are optional but recommended.
If a registration form is required, please provide the necessary fields (first name, last name, e-mail address, phone number, etc.). Web forms cannot accept online payments.
General E-mail Best Practices
To ensure recipients continue to read e-mails and avoid issues related to spam:
- Individuals should receive a maximum of one e-mail per week from the same recipient.
- E-mail resends should be sent no more than once every two weeks.
- An identical e-mail can only be sent twice, after which the e-mail must be redesigned with updated text, message, and/or images.
- If the e-mail involves registration, the mailing list must have previously registered users removed for the next mailing.
Timing: The optimal time to send an e-mail is Monday through Thursday from 9 a.m. to 3 p.m. and Friday from 9 a.m. to 1 p.m. to ensure prompt viewing.
Distribution List: Your e-mail is only as good as your list. Scrub lists for incomplete addresses, unsubscribed users, misspellings, etc. Always add your own e-mail address to the list so you have a copy of what people received.
Content: Avoid using excessive exclamation points and all capital letters.
The e-mail must include text to ensure recipients can still read it if images don’t load.
Keep your e-mail short, as many people now access it on their phone. You can always link back to stjohns.edu for additional information.
Changes to the preview e-mail must be included in an e-mail or Word document. Please do not modify the HTML file.
Tracking: E-mails sent to external e-mail addresses will be tracked for the number of opened e-mails, unsubscribes, bounce backs, and links clicked. This information can be used to strengthen your future e-mail content and distribution strategy.
Mass e-mail software is used to send e-mails to mailing lists that can include a handful, or thousands, of e-mail addresses.
E-mail providers (AOL, Gmail, Microsoft, Yahoo, and others) monitor user e-mail accounts for spam triggers, which automatically move e-mails into recipients’ junk/spam folder. They also tally the number of e-mails users manually mark as junk/spam.
If enough people mark an e-mail as spam, providers will automatically move messages to other recipients into their spam folder. For future e-mails, the e-mail provider will automatically move additional e-mails coming from the same mail system straight into recipients’ spam folders.
Having one department’s e-mail marked as spam one week will negatively affect the mailing for another department in the following week. Content, e-mail list, and sending frequency determine whether an e-mail is labeled as spam.
Sending e-mails that result in spam can lead to blacklisting of our shared e-mail communication tools. That is why it is imperative that these best practices be followed.
Marketing and Communications is staffed with two on-campus photographers reserved for office needs and activities. Their primary focus is to build out the office’s portfolio, support brand awareness, and provide imagery for stories deemed priorities by the office.
Marketing and Communications does not have the capacity to fulfill every request for photographers. There is a University photo gallery with photographs available to University clients. At times, however, we may be able to accommodate some requests. Please view these photography options:
Requesting Photography Services
To submit a request, please contact the marketing liaison designated for your college or office. The liaison will contact the appropriate account director in the Office of Marketing and Communications. Please note: due to the volume of queries, requests should be submitted as far in advance as possible. Please include the following information:
Please complete and submit the Photographer Request Form to the marketing liaison designated for your college or office.
*Please allow three business days for the Office to review your request.
If the office photographers are unavailable, please consider having the department or college take the photographs (see below for photo tips) or hire a freelance photographer. A list of freelance photographers is available upon request.
When taking your own photographs, consider the following suggestions:
- Think about ways to illustrate the idea with a single photo
- Shoot multiple times so you can choose the best one
- Shoot close-up, middle distance and overview
- Plain background is preferred if possible
- Do not put subject in front of window
- Do not place subject against a wall, but at least a foot or two away
- Shoot in the highest resolution
Before contacting Marketing and Communications, please make sure you have a general sense of your project’s scope, including these parameters:
What format will best meet your objectives—brochure, postcard, flyer, or other?
What is your overall budget?
What is your target delivery date?
Prior to the design phase, all text you submit for your projects is reviewed for content, appropriateness, grammar, and University style. The Office of Marketing and Communications reserves the right to edit all text in line with the University’s editorial style. Marketing and Communications will not make factual changes or check factual information. It is the client’s responsibility to supply accurate text and check facts.
View the University’s Brand Guidelines for complete Editorial Guidelines.
Design and Production
The Office of Marketing and Communications manages more than 1,000 projects per year for departments and colleges throughout the University. Our success—and yours—is made possible by a clearly defined production process.
Expect to receive a first proof within five to seven days after submitting your text and completed forms. Depending on the scope of the project, more time may need to be allotted. For the target delivery date to be met, this proof must be reviewed, signed, and returned to an Account Director within two to three days. Any changes to the design and text should be clearly indicated. Please review your proof carefully, checking the content for accuracy and placement of artwork.
Within five days of submitting your changes to the first proof, a second and final proof is sent to you for your approval and sign off. This is your last opportunity to make revisions before the project is sent to print. The final proof should be reviewed, signed, and returned to your Account Director within two days. If you require extensive changes at this stage, you must submit revised text. Your project will lose priority status and the delivery date of your publication will be impacted. The Office of Marketing and Communications will provide a maximum of two proofs for review on any given project. Although we provide proofreading support, the ultimate responsibility for proofreading at each stage of design belongs to the client.
Before beginning a project, Marketing and Communications can seek unofficial printing quotes at the client’s request. We are unable to provide a more precise estimate until the actual item has been designed and the printing specifications have been established.
Please note: If you must add elements after receiving the initial estimate, costs may change substantially. Therefore, in order to obtain an accurate estimate, please provide specifics as early as possible.
Printing costs are often high and unpredictable. Paper is expensive, and small details of seemingly little consequence can add significantly to the price of a project. The quality of the paper as well as the number of colors, method of reproduction, format, timing and quantity each have a substantial impact on printing costs.
After all corrections are proofed and the design is finalized, allow approximately 10 working days to print, on average. For projects with complex design formats or high quantities, printing can take longer. Marketing and Communications supervises the printing and delivery of any project requiring the services of an off-campus printer.
Delivery and Mailing
Completed projects are delivered to your area or according to the delivery instructions you provide at the start of the project. If pieces need to be labeled and mailed, please contact Printing and Distribution Services directly.
On average, our production team requires four to six weeks to produce print collateral. Some projects may require more time, depending on their complexity. Once you have considered these issues, please reach out to your Account Director in Marketing and Communications to discuss the project in more detail.
Sample Time Estimates
- Postcard: four weeks
- Flyer/poster: four weeks
- Application: four–six weeks
- Banner: four–six weeks
- Brochure/booklet: six–eight weeks
- Invitation/program: eight–10 weeks (depending on event and mailing schedules)
- Bulletin/viewbook new text and design: six months
SJU Extensis Photo Gallery
The Extensis Photo Gallery maintained by Marketing and Communications may be a resource for meeting your photography needs. To access the account, go to www.stjohns.edu/extensis and log in as follows:
Please note that the Extensis Photo Gallery can only be accessed on campus or through VPN and requires that the latest version of Flash be installed on your computer. An instructional PDF on Extensis is available.
The primary focus of the digital media department in Marketing and Communications is to expand the office’s video portfolio to support brand awareness and provide video for stories deemed University priorities.
The Office of Marketing and Communications does not have the capacity to fulfill every request for videography. At times, however, we may be able to accommodate targeted video projects.
Requesting Video Services
To submit a request, please provide the Videography Request Form to the marketing liaison designated for your office or college. The liaison will contact the appropriate account director in the Office of Marketing and Communications.
If the office videographers are unavailable, please consider hiring a freelance videographers. A list of freelance photographers is available upon request.
When taking your own videos, consider the following:
Know Your Message – Have a clear understanding of what needs to be communicated. This should be more than “spreading the word.”
Know the Outcome – What do you want your audience members to feel after watching the video?
B-roll – Illustrates the subject matter in order to enhance the audience’s understanding and appreciation of the topic.
Audio Level – Ensure that subjects are clearly audible. Choose environments and position microphones to reduce background noise. Monitor value and quality of sound recording.
Shelf Life – Policies, faculty, and priorities may change. It’s not beneficial to keep outdated videos in circulation.
Dress – Make sure participants are appropriately dressed, if important for presentation.
Today@SJU (formerly Web Digest) is an internal communications vehicle that promotes selected daily St. John’s events, announcements, stories, and media placements, as well as in memoriam posts. Its goal is to foster a strong sense of community among faculty, administrators, and staff, while keeping employees informed about current news.
Each morning, Today@SJU is sent to all employees’ University e-mail accounts. Please be advised that Today@SJU will be published weekly during winter and summer breaks.
The deadline to appear in the next days' Today@SJU is 3 p.m, Monday-Thursday, and 1:30 p.m. on Friday's. The following are guidelines for each component of Today@SJU:
Listing Upcoming Events
Current and upcoming events that appear in Today@SJU are pulled automatically from the EDU website’s calendar stjohns.edu/about/events. Posting your event online will ensure that it is pulled into the Today@SJU e-mail calendar.
Each administrative office and college is responsible for submitting its own event posts online. If you have been trained in the Content Management System (CMS), you can post your events, or you can ask your office liaison to post them for you.
If you want to request training or require assistance with posting an event online, please complete our online form: stjohns.edu/form/new-site-content-request-form
Best practices for event posts include the following:
- An appropriate headline or title
- Descriptions of who, what, when, where, how, and why
- Images, if available, to enhance your post’s visual appearance, RSVP dates, contact information, and a link to RSVP form, if applicable
- Category and tag features in the CMS tool that link the event with a college, department, group, or organization (for example, Category: The School of Education, Office of Graduate Admission)
- Text that meets University editorial and brand guidelines (for example, no use of clip art), as defined in the St. John’s University Brand Identity Guide, and which does not infringe on copyrights
- Copy that has been proofread and approved within your area prior to posting online
Today@SJU Highlights: Feature Stories
The selection of daily stories in the Highlight section is determined by the Office of Marketing and Communications, based on the following criteria:
- Appeal to a broad St. John’s University audience
- Timeliness of content
- Major appointments or policy decisions that impact all employees
- Internal events that draw attendance from across the University community
- Major awards, grants, or research accomplishments
Contact the marketing liaison designated for your college or office, who will contact the appropriate marketing and communications account director. Your request should include the following:
- Your name and department, as well as the name, daytime phone number(s), and e-mail address(es) of people to contact if there are any questions.
- A Word document containing a brief overview of approximately 400 words. The document should be factually and grammatically correct and should clearly address questions of who, what, where, why, and when. Proofread all content prior to submission; the marketing and communications team will review content ONLY for errors in spelling, grammar, and punctuation. The department/college is responsible for the remainder of the submission.
- The area that requests the highlight is responsible for supplying high-resolution images, which the marketing and communications team will cut to appropriate size.
- A highlight can run for a maximum of two business days. Specific dates should be indicated, but determination of final dates and duration of run is made by the Office of Marketing and Communications based on timeliness as well as number and content of current highlights.
Once a highlight is requested, marketing and communications requires two business days for approval. In certain cases, an additional three business days may be needed to edit the submission.
If the college/office requires writers to develop the story, contact your department or college liason. The editorial team may need up to one month’s notice to produce a story.
As a general rule, highlights post after an event. Pre-event posts are determined on a case-by-case basis.
Colleges or offices can promote their stories as news releases on their section of the website or on their landing page, if applicable.
- Colleges and select offices may also wish to contact MySJU or promote through various social media channels
- If you need assistance with posting news events, contact your liason or submit your request using stjohns.edu/form/new-site-content-request-form.
Announcements are internal and apply to administrators, staff, and faculty. These posts typically do not have a start and end time.
Announcements can be assigned to audience groups such as faculty, employees, and human resources. Examples of announcements include:
- Gate closures
- Tuition reimbursement
- Online faculty training
- “In the Media” links to external SJU media. This section features the University’s significant media placements as determined by the Office of Media Relations. For more information, please contact Elizabeth Reilly, Director of Media Relations, at 718-990-5789 or email@example.com
- In Memoriam posts are included in Today@SJU, but are housed under Announcements.
- Events with a pre-registration deadline (walk-in's are not accepted).
It is recommended that users do not duplicate an announcement more than once a week.
Each administrative office and college is responsible for submitting its own Announcement posts online. If you have been trained in the Content Management System (CMS), you can post your own announcements, or you can ask your office or department liaison to post them for you.
If you would like to request training or require assistance with posting an announcement, please complete our online form: stjohns.edu/form/new-site-content-request-form
Consistent with the compassionate concern for others central to our mission as a Catholic and Vincentian institution, St. John’s regularly publishes notifications of deaths concerning University employees, their families, and students in SJU@Today, as well as in the Announcements site on stjohns.edu. The procedure is as follows:
At the request or with the consent of an employee or an employee’s family, the University community, through the secretary of the university, publishes notification of the death of a full- or part-time employee or a member of the employee’s immediate family. Notifications will also be published for retired employees and emeriti employees. The following information should be provided:
- Name of deceased
- Relation to employee
- Name, address, and phone number of funeral home
- Date(s) and times of wake
- Date and time of funeral Mass or service
- Name and address of church or place of service
- Name and location of person to whom expressions of sympathy may be sent. (Since home addresses are not published, include name of a University person who should receive cards to forward to family.) If services are private, or have already taken place, notices can be published about where to send expressions of sympathy.
Information regarding the death of a student should be forwarded to Campus Ministry (Queens Campus, 718-990-6255; Staten Island Campus, 718-990-4475). That office will forward the information to Fr. Kettelberger.
During the summer, Today@SJU is mailed on Mondays only. If a death notification is received after Monday, the University will override the Monday-only posting policy and include the In Memoriam notification the next day.