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Introduction - SUNY Cobleskill

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Introduction - SUNY Cobleskill Powered By Docstoc
					Communications
   Guide
  Policies and procedures
 for consistent high quality
       communication




Office of Communications and Marketing




             August 2010
                                                                2

                                      Table of Contents
Introduction                                               3

The Office of Communications and Marketing                 4

Media Policy                                               5

When a Reporter Calls                                      6

Privacy Policies                                           7

Government Relations/Government Officials Contact Policy   8

Media Coverage                                             9

Internal Communications                                    12

Route 7 Electronic Sign                                    12

Event Signage                                              12

Logo Use Policy                                            13

Print Shop                                                 14

Publications                                               15

Advertising Policy                                         18

Photography                                                19

Editorial Style Guide                                      20

Official Web Site Policy, Principles and Guidelines        30

Marketing Matrix                                           36

Department Forms                                           42
                                                                                                       3
                                            Introduction

Institutional image is the sum total of all information and experiences that stakeholders have with an
institution. Every contact between institution and stakeholder builds that image, for better or for worse,
and will influence stakeholder willingness to either provide or withhold support for the institution—as a
prospective student; a prospective employee; a donor; a regulatory agency; a legislator, etc.

It has been said that perception drives reality. The reputation of SUNY Cobleskill depends upon how the
College is perceived, so it is critical that the College‟s identity be consistently communicated to all
stakeholders and constituents in such a way that they develop and maintain an informed and favorable
view of the institution. Toward that end, the SUNY Cobleskill Office of Communications and Marketing
is charged with:

      assisting the campus community with the process of providing information,
      influencing opinion and promoting understanding of the mission and programs of the College,
      promoting the SUNY Cobleskill brand by consistently and effectively implementing
       communications strategies, and
      providing creative services.

In order to enhance SUNY Cobleskill‟s reputation and image in the community, the Office of
Communications and Marketing is responsible for assuring consistency of image and quality in all
College communications. The office works for the entire College, functioning much like an agency for
various clients. The office‟s goal is to assist constituents in communicating their messages to their
intended audiences in the most professional and cost-effective way, on time and within budget.
                                                                                                        4
                        Communications and Marketing Staff
Mr. Scott Silversten, Director
       Responsible for oversight of College‟s marketing, public information, communications, printing
       and graphics, Website management and press relations.
       phone: 518-255-5631
       e-mail: silvers@cobleskill.edu
       fax: 518-255-5833

Ms. Kate Birchenough, assistant director for media relations; campus web content manager
      Responsible for story research, drafting press text for press releases, feature stories and
      marketing publications, and coordination of photography.
      phone: 518-255-5641
      e-mail: bircheka@cobleskill.edu
      fax: (518) 255-5672

Ms. Sona Ahuja, publications and graphic designer
      Responsible for graphic design and coordination of publications and photo library
      phone: 518-255-5619
      e-mail: ahujas@cobleskill.edu
      fax: 518-255-5672

Ms. Beverly Romain
      Responsible for pricing, purchasing, and fielding inquiries on printing services.
      phone: 518-255-5443
      e-mail: romainbj@cobleskill.edu
      fax: 518-255-5833

Mrs. Winnie Stedge, print shop agency program aide
      Responsible for coordination of print shop workflow, updating annual publications and
      typesetting for simple publications
      phone: 518-255-5633
      fax: 518-255-5672

Ms. Mickie Shannon, senior offset print machine operator
      Responsible for in-house printing, paper inventory and fielding inquiries on services
      phone: 518-255-5607
      e-mail: shannom@cobleskill.edu
      fax: 518-255-5672


Web Site

In January 2009, SUNY Cobleskill launched a content-managed Web site, decentralizing oversight of
page content. Individual College departments are responsible for the content of their Web pages.
Assistance with technical issues on Web pages is provided through the Office of Information Technology
Services. Questions related to Web content can be directed to Kate Birchenough, assistant director of
media relations.
                                                                                                             5
                                    Media Contact Policy

All matters involving promotion of SUNY Cobleskill to external audiences must be reviewed first with
the Office of Communications and Marketing. This holds true for publicity being prepared for outside
dissemination to the media and key external audiences and for queries to the campus from print and
electronic media reporters, producers, etc.

Plans for external promotion should be presented first to the Office of Communications and Marketing for
review. Queries from outside media contacts should be directed first to the Office of Communications and
Marketing for handling.

These procedures are necessary to assure that the institution is fully aware of any and all such
communications (in either direction), and that the information, graphics and the messages we convey are
consistent, clear, accurate, professional, and wherever necessary, properly reviewed at appropriate levels
by senior management.

The College encourages initiatives to help promote SUNY Cobleskill, its people and programs, and stand
ready to assist in such efforts.

In order to best facilitate consistent, clear and effective media communication, only authorized
spokespersons for SUNY Cobleskill are permitted to speak on behalf of the organization or authorize
others to do so.

Should a member of the media contact an employee and ask to speak about SUNY Cobleskill or anything
pertaining to the manner in which SUNY Cobleskill has, plans to, or currently conducts its business, the
employee shall refer him/her to the Office of Communications and Marketing or an authorized
spokesperson. The authorized spokespersons for SUNY Cobleskill are:

Dr. Donald Zingale or designee
President
518-255-5111

Mr. Scott Silversten or designee
Director of Communications and Marketing
Work: 518-255-5443
Mobile: 518-657-9097
                                                                                                              6
                                    When a Reporter Calls
In accordance with SUNY Cobleskill‟s media contact policy, all calls from print or broadcast media
should be referred to the Office of Communications and Marketing at 518-255-5443. Follow the
instructions below for transferring media calls.

Before transferring the call, document the following information:
    Name of the caller (ask for the correct spelling)
    Name of the media outlet
    Telephone number, should there be any difficulty in transferring the call.

Attempt to transfer the call. If you reach voicemail, do not complete the transfer. Take the call back and:
     Ask and record the subject of the call.
     Ask for and record their deadline, to ensure that someone gets back to them within the necessary
      time frame
     Tell the caller you will have someone return their call promptly.
     Contact the Office of Communications and Marketing immediately.
     Do not leave messages regarding media calls on voicemail. If you are unable to reach the office,
      contact the director at mobile phone number 518-657-9097

Remember:
   Any time you are talking to a reporter you are being interviewed and you are on the record.
     There is no such thing as “off the record.”
   Stay calm
   Be patiently firm. Do Not Answer Questions.
   Don‟t volunteer information or speculate on answers.
   Do not use the phrase “no comment,” as it often has a negative connotation. Rather, repeat as
     necessary, “I‟m unable to answer your question. I‟m going to make sure that your message
     reaches the right person and have someone get back to you promptly.”
                                                                                                             7
                                        Privacy Policies
The manner in which the College responds to inquiries is often predicated by a wide variety of federal and
state regulations, including the Family Educational Rights and Privacy Act of 1974 (FERPA) and Health
Insurance Portability and Accountability Act of 1996 (HIPAA) Privacy Rule. For complete information on
FERPA, visit the U.S. Education Department Web site at www.ed.gov. For complete information on the
HIPAA Privacy Rule, visit the U.S. Department of Health and Human Services Web site at
www.hhs.gov/ocr/hipaa/.

The SUNY Cobleskill Registrar‟s Office is responsible for the dissemination and proper implementation
of FERPA regulations.

Disclosure of information from a student‟s education records is strictly limited by this law and by College
policies put in place as part of compliance with the law. Information may be given to a school official
who has legitimate educational interest in the records and to some outside agencies as designated by the
law. All other access is limited to directory information.

Directory information at SUNY Cobleskill includes the following information only:
    student‟s full name                                    date(s) of graduation
    home address                                           degrees(s) awarded
    campus or local address                                full-time/part-time status
    local telephone number                                 birth date
    major                                                  e-mail address
    department                                             awards
    dates of attendance

A student may withhold even this information or may chose to allow limited or unlimited disclosure to
select individuals upon completion of the proper form provided by the Registrar‟s Office.

Disclosure of information, therefore, is severely limited by the law. No employee should provide any
information concerning a student other than what is listed above. Two specific examples of “things not
to do” include:

       release any information to the parent of a student other than directory information
       post or distribute information connected to any portion of the student‟s social security number or
        SUNY Cobleskill generated identification number (as this is personally identifiable information)

Also, printed transcript information should not be released, even to the student, except through the
Registrar‟s Office.

New York State legislation has further limited the use of social security numbers for identification and
record-keeping purposes effective July 2001.
                                                                                                       8

                                   Government Relations

The Office of Communications and Marketing advocates for SUNY Cobleskill, works to build and
strengthen relationships with elected and appointed state, federal and local officials, and provides
information to decision makers to assist them in setting policies that affect the College and higher
education in general.

Activities include:
             Representing and advocating on behalf of the College for funding and policy initiatives to
                federal, state and municipal government and agencies.
             Informing SUNY Cobleskill personnel about issues coming before the legislature
                affecting the College.
             Developing and responding to funding and policy initiatives.
             Assisting College personnel with interactions and events involving elected officials.
             Planning and coordinating educational experiences for students, faculty and staff
                interacting with legislators.
             Assisting legislative offices with student issues as appropriate.

The Office of Communications and Marketing is available to assist staff in preparing for any meetings
with elected or appointed government officials, and appreciates advanced notice of any visit by such
officials to campus.

College faculty, staff and students who meet with elected or appointed officials as independent citizens,
should not represent themselves as stating official positions of the College. Those wishing to assist the
College by advocating during a personal visit with a government official should consult with the Office
of Communications and Marketing for assistance with preparation and clarification of College positions.


                       Government Officials Contact Policy
Coordination of messages to federal, state and municipal government representatives is key to effective
government relations. No College employee may directly contact an office holder for the purpose of
conducting College business, representing College policy or inviting an office holder to a campus event
without prior consultation with the Office of Communications and Markieting. Inquires from
government officials and their representatives should be referred directly to the Office of
Communications and Marketing.
                                                                                                           9

                                        Media Coverage

                          Getting Publicity Before an Event

The Office of Communications and Marketing is responsible for bringing the College, its people and
events to the attention of the media and the public and reserves the right to determine what constitutes
emerging news.

There are several key principles in the practice of media relations:

      The media needs interesting stories and news.
      The media decides what is newsworthy.
      The media needs time to develop a story idea that interests them.
      Media coverage is not advertising.

Individuals submitting story ideas have little or no control over what or when the media finally prints or
broadcasts.

Routing all contact with the media through the Office of Communications and Marketing is official
College policy and helps to assure that correct and institutionally-approved information is released and
made available to the proper sources.

DO NOT contact the media without prior consultation with the Office of Communications and
Marketing and refer stories of interest and inquires from the media to the Office of
Communications and Marketing (see Media Contact Policy).

News Releases
Each year the Office of Communications and Marketing distributes hundreds of news releases to
targeted media. Each release may generate stories in media outlets resulting in countless opportunities
for the public to learn from newspapers, television and radio about the many significant events taking
place at SUNY Cobleskill. When writing a press release the Office of Communications and Marketing
follows the Associated Press Style Guide to create a consistent end product. This style differs from
regular grammatical rules, as it pertains to the media in all its forms.

The Office of Communications and Marketing prepares news releases based on information provided by
College representatives and packages this information for placement. To begin the publicity process, a
press release request with all pertinent information should be submitted to the Director of
Communications and Marketing at least 4-6 weeks before an event is scheduled. Departments may draft
their own releases or provide all necessary information. Any previous press releases on the same or
similar topics are helpful. Drafts may be edited to conform to appropriate style guidelines. Plan the
release of information to reach the media approximately 3-4 weeks before an event. Weekly newspapers
have copy deadlines that are usually about five days before dates of publication.

Press releases should answer the basic questions: Who? What? When? Where? Why? How? For
events, include time and date, cost, location, tickets availability, registration information, phone numbers
to call, etc. If writing about students, provide students‟ hometowns and majors whenever possible. When
referring to faculty and staff provide full titles and appropriate prefixes and suffixes, such as Dr., the
Rev., Ph.D., CEC, etc.
                                                                                                       10

Photography
The College does not have a staff photographer. State-of-the-art photography equipment is available for
use by faculty and staff. The equipment can be signed out via the Office of Communications and
Marketing and must be returned within 24 hours. Any individual signing out the equipment will be
responsible for any damage incurred, including equipment replacement if necessary.

Please refer to information on how to take photos for use in print, which appears on page 19. Event
planners should ensure that any necessary professional photography services are budgeted for when
planning.

Television Coverage
Television news directors look for visually exciting stories that can be quickly comprehended. If you
have an upcoming event that may interest television stations, please let us know so we can initiate the
kind of contact that could result in coverage. The Office of Communications and Marketing is available
to consult with event planners to assist in the creation of events that may garner television media
interest.




                           Getting Publicity After an Event

Get the Information Out Quickly
When publicizing a scholarship, award or other honor for a student or member of the faculty or staff,
distribution to media should take place no later than two weeks after an event. Be aware of deadlines for
trade publications or organization newsletters and supply the Office of Communications and Marketing
with adequate contact information to ensure that information is distributed to special media outlets
quickly.

Supply Good Photos
Many photos taken with digital cameras look wonderful on a computer screen but are unfit for use in
print because they have been taken in low resolution. Photos taken from web sites are unfit for print.
Follow the guidelines on page ?? of this publication for taking and supplying photographs and send
prints or electronic photos with your request. You may be able to arrange for “headshots” of honorees to
be taken prior to an event to save time and ensure a good photograph. If there is more than one honoree
at an event, be sure to take a photo of each honoree separately, and one of all honorees as a group.
                                                                                                       11

SUNY Cobleskill press releases are regularly distributed to the following media outlets based on the
release content and targeted audience. Any additional outlet, trade publication or other organization can
be added upon request:

PRINT                                                       RADIO
Altamont Enterprise                                         WAMC Northeast Public Radio
Amsterdam Recorder                                          WGDJ Talk 1300
Catskill Mountain News
Country Folks                                               BLOGS
Farmshine                                                   All Over Albany
Herkimer Telegram                                           518 Living
(Gloversville) Leader Herald
Metroland                                                   HIGHER EDUCATION
Richfield Springs Mercury                                   AASCU
Spotlight News                                              Chronicle of Higher Education
The Business Review                                         Inside Higher Education
The (Schenectady) Daily Gazette                             University Business Daily/Magazine
The (Oneonta) Daily Star
The Freeman‟s Journal                                       BUSINESS
The Mountain Eagle                                          NYS Small Business Development Center
The Saratogian
The Schoharie Tattler                                       CHAMBERS OF COMMERCE
The (Albany) Times Union                                    Albany-Colonie
The Weekly Marketplace                                      Schoharie
Troy Record
                                                            SUNY
TELEVISION                                                  Campus News
Capital News 9
WTEN Channel 10 (ABC)                                       UNIONS
WNYT Channel 13 (NBC)                                       CSEA
WRGB Channel 6 (CBS)                                        UUP
WXXA Channel 23 (FOX)


SUNY COBLESKILL
Library
                                                                                                      12

                             Internal Campus Communications
SharePoint serves as a bulletin board for the campus. Messages may be posted for faculty and staff only
on the employee SharePoint, while messages for students may be posted on the Student Sharepoint.
Messages may be posted by current students, staff or faculty members. Please be sure to post messages
to the appropriate section of either SharePoint.
Bulletin boards - Student Life Center 518-255-5300
Campus closed circuit television channel - Office of the Vice President for Student Development and
Collegiate Life 518- 255-5214



             Route 7 Electronic Sign Policies and Procedures
The electronic message center located at the main campus entrance will be used to welcome visitors to
campus (for example, “Welcome Gloria Steinem,” or “Welcome Accepted Students”), publicize events
which are open to the public (concerts, gallery shows, special events, Homecoming Weekend, etc.), and
provide brief instructions to those arriving for events (for example “New students check in at your
dormitory”). The sign may only be used for publicizing college-related events.

The Office of the Vice President for Student Development and Collegiate Life is responsible for editing
requests and placing announcements on the sign. Requests should be submitted by e-mailing the
“Electronic Message Request” form available on Coby Form to that office at least seven days prior to
the dates on which the message will run. Please provide all information about the event you wish to
promote on the form.

Format and phrasing of the message will be determined by the Office of the Vice President for Student
Development and Collegiate Life. Use of animation must be limited due to memory restrictions and will,
therefore, be determined by the Office of the Vice President for Student Development and Collegiate
Life. Not all requests can be honored. When there are conflicting requests, the Office of the Vice
President for Student Development and Collegiate Life will determine postings.



                                        Event Signage
The staff in the Office of Communications and Marketing can assist you in preparing signage for special
events. Requests should be submitted to the Office of Communications and Marketing at least three
weeks prior to posting. Generic event signs can be signed out through the Office of Extended Learning.



                                        Signage Policy
Event organizers are responsible for posting event signage and must remove signage within 24 hours
following an event. Signs should be self supporting and never attached to existing signage. Signs posted
off campus should be posted in accordance with municipal regulations and vehicle and traffic laws.
Signs for College related events must be prepared by the print shop or be created in accordance with
standards defined by the Office of Communications and Marketing.
                                                                                                               13

                                        Logo Use Policy
The SUNY Cobleskill logo is registered with the State of New York. Consistent use of the logo is vital
to the establishment and maintenance of a strong visual identity. As such, it should appear in all College
publications and marketing materials, and should always appear in one of the forms indicated below.




The College colors are black and orange, as are the logo colors. When using these colors in publications,
the correct ink colors are Process Black and PMS 021 (Pantone Orange). The block-shaped symbol
should be orange, the text black. In a one-color process, the logo should appear in solid black or solid
orange. Printing the logo in any colors other than black and/or orange should be avoided whenever
possible. If it is necessary to use the logo in a one- or two-color process that does not include black or
orange ink, the logo should be printed in one color only, and its colors should never be transposed (the
background should always be dark; the hills and rows below should always be light).

The logo should always appear in one of these forms, with the text to the right or below the block-
shaped symbol. The text font is Palladium, Palatino or Palm Springs. The word “SUNY” should always
be in caps and bold text. The word “Cobleskill” should always be in upper and lower case and in bold,
italicized text. The word “SUNY” should be the same width as the block of the logo, and the word
“Cobleskill” should be approximately three times the length of “SUNY” (a 1:3 size ratio). This should
be accomplished by increasing the point size in the word “Cobleskill” rather than stretching the text.

Any variations on the use of the SUNY Cobleskill logo must be approved by the Office of
Communications and Marketing and may require executive approval.

On certain areas of the Web site, only when the above logos cannot be used feasibly, a special Web-
only logo can be used with approval from the Communications and Marketing office, or the campus
Web coordinator. This logo appears below.




The logo should never be used to imply endorsement of a product or service not provided by SUNY
Cobleskill, or incorporated into another logo, without prior approval by the President.
                                                                             Adopted March 1993, Amended August 2008
                                                                                                            14

                                            Print Shop
The College’s print shop provides the following services:

     Two-color printing (example: business cards, brochures and campus letterhead)

     Wide format printing, up to 42 inches in width. Please note this ink is not weather resistant and
      will fade, even if it is laminated. Printing is available on canvas, photo gloss, high gloss, heavy
      weight paper and scrim.

     Laminating up to 22 inches in width

     Scanning

     High volume copying

     Foam core mounting

     Drilling/Hole Punch

     Binding

     Folding

     Perforating

     Collating and stapling
                                                                                                        15
                                           Publications
To ensure consistency of image, accuracy and quality of presentation, all advertisements,
brochures, official Web page structures, handbooks, printed schedules, public event programs,
invitations, promotional videos or other communications distributed to the public or potential
students must be approved and/or produced by the Office of Communications and Marketing.
Departments planning such projects should consult with the Office of Communications and
Marketing at the beginning of the planning process to ensure that all requirements are met.


                 Publication of Non-Discrimination Statement
Federal and state law require that colleges and universities receiving federal funding of any kind include
a non-discrimination statement in “each announcement, bulletin, catalogue or application form which it
makes available…or which is otherwise used in connection with the recruitment of students or
employees.” All College publications distributed to prospective or current students, employees, alumni,
vendors and donors must include a form of the required non-discrimination statement.

For printed or electronic publications regarding employment, i.e. booklets, large brochures, magazines,
newsletters, job postings and large advertisements:

The State University of New York College of Agriculture and Technology at Cobleskill is an affirmative
action/equal opportunity institution that subscribes to all federal, state and SUNY legal requirements
and does not discriminate against applicants, students or employees on the basis of race, sex, ethnicity,
national origin, sexual orientation, age, disability or marital or veteran status.

For small printed or electronic publications regarding employment when space is limited, i.e. stationery,
small advertisements, one-page brochures, fliers, etc.:

SUNY Cobleskill is an equal opportunity/affirmative action institution.

For advertisements and bulletins regarding events sponsored by the College, the following line should
be added to the one of the above statements:

SUNY Cobleskill provides reasonable accommodations for the disabled with adequate notice. Please
contact (add name and number) at least (insert number) days prior to the program date.
                                                                                                         16
                                    Creating Publications
Producing a publication involves planning. The Office of Communications and Marketing will work
closely with you throughout the process. After a draft is submitted, it must be edited and then approved
by the requester. The next steps include design, layout, proofreading, printing, delivery and distribution.
In some cases, it is necessary to contract for photography, design or printing services.

In general, publications may require 4-10 weeks from submittal of final draft copy until the printed piece
is delivered. Publications may be designed internally or by outside graphic design vendors, depending
upon the work volume and required delivery date. ALL WORK WITH OUTSIDE VENDORS MUST
FIRST BE APPROVED BY THE DIRECTOR OF COMMUNICATIONS AND MARKETING In-
house design can take 2-6 weeks, depending upon the complexity of the project.

Projects to be printed off campus may require vendor selection through processes coordinated with the
College purchasing agent. That process may require several additional weeks, so large printing projects
should be planned several months in advance. Outside mailing services such as stuffing, labeling and
stamping, and postal bulk-rate handling are not included in this timeline and are not handled by the
Office of Communications and Marketing.

Generally, the following timetable applies for in-house production. This timetable includes editorial and
graphic services, two proofs, final review and printing:

       Invitation: at least four weeks before distribution date, which should precede the event
        by at least four weeks.
       Brochure/newsletter: at least six weeks before distribution date
       Two-color press work: at least four weeks depending on project size

Starting the Publications Process
First, make an appointment with the Office of Communications and Marketing. Prior to the
appointment, determine the answers to the following questions:
     Who is the audience?
     What is the best way to communicate this idea to that audience?
     When does the information need to reach your audience?
     What is the approved budget?
     How many copies of the publication are needed?
     Will the publication be mailed in volume?
     Who is responsible for overseeing the project? The Office of Communications and Public
        Marketing will work with that person.
     Is there a current SUNY Cobleskill publication that covers the topic?

The staff in the Office of Communications and Marketing will work with the requesting department and
the answers to these questions to select the most cost-effective options to meet stated needs.
                                                                                                   17
Preparing Copy
If prepared initial copy is available, submit it on a disk or via e-mail to the Office of Communications
and Marketing for review and editing. Suggestions for improvement or rewrite may be made. Copy will
be returned to the submitter for review and approval.

Final copy must be reviewed very carefully. Every word, number and piece of information should be
exactly as it is meant to appear on the printed piece. Copy changes made later can lead to unnecessary
expense and delay the completion of a project. The SUNY Cobleskill Editorial Style Guide can help in
preparing the copy. Following review of final copy, submit a hard copy and the final electronic file to
the graphic designer.

Preparing an Electronic File for the Designer
To expedite the design process, electronic file needs to be as simple and clean as possible. Follow these
steps for preparation:
     Use only one font.
     Keep text in one column.
     Follow guidelines for capitalization, titles, building names, etc. in the SUNY Cobleskill Editorial
        Style Guide.
     Do not use text boxes or tables in Word files.
     Leave only one space after periods.
     Tab only once (it does not need to line up on the screen or hard copy at this point).
     Delete extra hard returns.
     Remove any boxes around type.
     Left align all text.
     Tables included in a text document will not import with any degree of logic. Call for details on
        how to set up that type of data.
     Remove graphic images from copy.
     Remove any headers or footers.
     Include graphic images on the same CD with your text file, but only in their original form (i.e.,
        .*.wmf; *.jpg; *.tif; *.eps). Call for details if necessary.
     Photos taken from Web sites cannot be used for print purposes.

Design and Printing
The Office of Communications and Marketing will help you determine the size, shape and design for
your project. A short meeting may help ensure your goals. Following final approvals, the designer
submits your complete project to the selected printer.

After the design stage has been completed, it will take 2-3 weeks for a publication to be printed, dried,
folded and delivered. Changes can be made on preliminary press proofs, but are expensive and
discouraged unless absolutely necessary. Changes will delay production of your piece and can be cost
prohibitive.

NOTE: Timely response in approving each stage of the process is critical to completion of projects
on time and on budget.
                                                                                                       18
                          Advertising Policy and Procedure

All advertisements for SUNY Cobleskill, its programs and events must be coordinated with and
approved by the Office of Communications and Marketing. Departments or individuals placing
advertisements are responsible for working directly with publications to reserve space and process
payment. Final submission of the advertisement will be done by the Director of Communications and
Marketing in conjunction with the requesting department or individual.

To begin the advertising process, a Request for Advertisement form must be completed and submitted to
the Office of Communications and Marketing. If necessary, a follow-up meeting will take place to
discuss the advertisement‟s copy, images and content.

Advertisements will be based on templates created by the Office of Communications and Marketing that
are consistent with the College‟s image and graphic standards. If a standard template does not fit the ad,
a new one consistent with the graphic standards will be created. The department placing the ad, in
conjunction with the Director of Communications and Marketing, is responsible for proofreading and
final approval before it is submitted.
                                                                                                           19
              How to Take Digital Pictures for Print or Framing
Digital photos that will be used in print must be taken at a high resolution—between 200 and 300 dpi.
DPI is short for the printing term “dots per inch;” as opposed to the cameras or computers use: ppi, or
pixels per inch.

Digital cameras have two settings to pay attention to: photo size and resolution. The larger the photos
size setting, the lower resolution can be set, and vice versa. Generally speaking, the best resolution for
pictures for print is a camera setting of 1200 x 1800 pixels per inch, which would result in a photo in
300 dpi. A minimum of 150 dpi is necessary for good prints from a color printer. For a 4 x 6 picture,
that would translate to a setting of 600 x 900 pixels—a good size that does not require a great deal of
memory.

If the final print size is known in advance, the camera can be preset for the best resolution for that size.
The formula is simple: multiply the number of inches in the intended photo size by the best resolution
for its use to determine the resolution setting.

Sample equations:

       Photos for print production (300 dpi)
       300 ppi x 4 inches
       300 ppi x 6 inches = Camera setting at 1200 x 1800 pixels per inch for a 4 x 6 photo

       Photos for production by a color printer (150-200 dpi)
       150 x 4
       150 x 6 = Camera setting at 600 x 900 pixels for a 4 x 6 photo
               If you want to produce 5 x 7s or 8 x 10s, go higher

       Photos for viewing on a computer only (Web sites and emails 72 dpi)
       72 x 8
       72 x 10 = 576 x 720 pixels for 8 x 10 (not a real setting, but you get the “picture!”)

If a camera is set for 8 x 10 photos, the equation changes and the resolution can be as low as 150 and
still be appropriate for print:

       150 x 8
       150 x 10 = 1200 x 1800 pixels
                                                                                                          20
                          SUNY Cobleskill Editorial Style Guide
These stylistic guidelines should be used to achieve an institutional standard in all materials published
under the auspices of SUNY Cobleskill and to serve as an aid to writers preparing documents pertaining
to or distributed by the College. Please use this guide as a reference tool when submitting written
manuscripts to the Office of Communications and Marketing or to outside entities.

Two general references guide the “official” style to be used: The Associated Press Stylebook
(AP) and Webster‘s New World Dictionary. Since it is not possible or practical to recreate these
texts in their entirety the most common corrections and questions noted by the College‟s
Communications and Marketing s staff have been excerpted here.

      Remember that an audience is made up of individuals and that individuals want to know the
       writer thinks they‟re important. Writing should friendly, courteous and lively in tone.
      Get to the point. A reader‟s time is precious. State the case succinctly.
      Avoid jargon.
      Simplify wherever possible: use rather than utilize; lives rather than resides; died rather than
       passed away; she will rather than she is going to.
      After drafting a document, go back and delete the word “that” wherever possible without
       handicapping grammar, style or meaning.
      Rely on active vs. passive voice in verb usage. Active verbs are always preferred: he covered the
       topic, instead of the topic was covered by him. We decided, instead of It was decided that.
      Avoid type enhancements such as ALL CAPITAL LETTERS or !!!!!!
      Consider how you would state your message if you were speaking to just one person. Write it in
       essentially that way, with attention to spelling, grammar and punctuation. In other words, write
       the way you speak. If “flummox” isn‟t in your personal lexicon, don‟t use it when you write.
       (Thesauruses are wonderful things, but be certain you know the meaning and proper use of the
       word you choose.)
      Always check, double-check and triple-check figures, sources, dates and the spelling of proper
       names. There is no excuse for misspelling a person‟s most prized possession: his or her name.
      Remember that every communication creates an image or an impression in the mind of the
       receiver. Errors in spelling, grammar and punctuation impact negatively not only on the writer
       but also on the department and the College. Proofread for sense and accuracy, for rhythm and
       grammar, and for typographical errors. Have a staff member proofread a draft again before it is
       distributed.
      “Proofread” photos and captions as closely as text.


The name of the College is State University of New York College of Agriculture and Technology at
Cobleskill. SUNY Cobleskill is the only acceptable abbreviation. At no time should the college be
referred to as “Cobleskill” or “Cobleskill College.”
                                                                                                        21
ABBREVIATIONS:
    Before a name: Abbreviate the following titles when used before a full name outside direct
    quotations: Dr., Gov., Lt. Gov., Mr., Mrs., Ms., Rep., the Rev., Sen. Spell out all except Dr., Mr.
    and Mrs. when they are used before a name in direct quotations.

       After a name: Abbreviate junior (Jr.) or senior (Sr.) after an individual‟s name. Abbreviate
       company (Co.), corporation (Corp.), incorporated (Inc.) and limited (Ltd.) when used after the
       name of a corporate entity. Do not precede by a comma.

       With dates or numerals: Use the abbreviation A.D., B.C., a.m., p.m. when used with the day or
       the month (note upper- and lowercases, as well as inclusion of periods). The abbreviations are
       correct only with figures. In 450 B.C.; at 9:30 a.m.; in room No. 6; on Sept. 16.

       Months: Capitalize the names of months in all uses. When a month is used with a specific date,
       abbreviate only Jan., Feb., Aug., Sept., Oct., Nov. and Dec. Spell out when using alone, or with a
       year alone.

       Addresses: Abbreviate avenue (Ave.), boulevard (Blvd.) and street (St.) in numbered addresses.
       He lives on Pennsylvania Avenue. He lives at 1600 Pennsylvania Ave. Always use numerical
       figures for an address number (ex. 9 Morningside Circle). Spell out and capitalize First through
       Ninth when used as street names.

ACADEMIC DEGREES
    If mention of a degree is necessary to establish someone’s credentials, the preferred
    form is to avoid an abbreviation and use instead a phrase such as: John Jones, who has a
    doctorate in psychology.

       The standard college usage for reference to degrees will be: associate degree, bachelor’s
       degree, master’s degree or doctoral degree. There is no possessive in Bachelor of Arts or
       Master of Science. Use such abbreviations as A.A., B.A., M.A., Ph.D. and LL.D. only when
       reference would make the preferred form cumbersome. Use these abbreviations only after a full
       name - never after only a last name. When writing out a degree title use initial caps:

       When used after a name, an academic abbreviation is set off by commas:
       Anne Myers, Ph.D., spoke.

       Do not precede and follow a name with a courtesy title for an academic degree. Using both
       Dr. and Ph.D. is redundant.
       Correct: Dr. Sam Jones, a chemist Incorrect: Dr. Sam Jones, Ph.D.

ACADEMIC TITLES
Capitalize and spell out formal titles such as professor, dean, president, chancellor and chairman when
they precede a name. Lowercase elsewhere. Donald Zingale, president of SUNY Cobleskill; President
Donald Zingale

ACADEMIC DEPARTMENTS
Use lowercase except for words that are proper nouns or adjectives; the department of history, the
history department, the department of English, the English department, or when department is part of
the official and formal name: SUNY Cobleskill Department of Plant Science.
                                                                                            22
ALUMNUS, ALUMNA, ALUMNI, ALUMNAE
   Use alumnus when referring to a man who has attended a school (alumni is the plural).
   Use alumna for similar references to a woman (alumnae is the plural).
   Alumni is used when referring to a group of men and women.
   John Smith ‟75
   The class of ‟75

AMPERSAND (&)
    Use the ampersand when it is part of a formal name: Baltimore & Ohio Railroad. The
    ampersand should not otherwise be used in place of and.

BUILDINGS

                                First                         Second
                             Reference                       Reference
                   Alumni Hall
                   Beard Wellness Center          wellness center
                   Bouck Hall
                   Walton A. Brown                Brown Presidential Atrium
                   Presidential Atrium
                   Iorio Gymnasium
                   Bouck Auditorium
                   Bouck Ballroom
                   Brickyard Point                BYP
                   Champlin Dining Hall
                   Cobleskill College             child care center
                   Child Care Center
                   Crittenden Athletic Fields     athletic fields
                   Curtis Mott Hall
                   Dairy Complex
                   Dow Agricultural Complex
                   Foundation Equestrian Center
                   Frederic R. Bennett            the ski lodge
                   Recreation Area & Ski Lodge
                   Frisbie Hall
                   Hodder Hall
                   Holmes Hall
                   Home Economics
                   Knapp Hall
                   Neal Robbins Field House       field house
                   Old Gym
                   Prentice Dining Hall
                   Ryder Hall
                   Warner Hall
                   Wheeler Hall
                                                                                                      23
       CAPITALIZATION

       In general, avoid unnecessary capitals. Use a capital letter only if you can justify it by
       one of the principles listed here. When in doubt, consult Webster.

       Proper Names: John, Mary, Boston, General Electric.

       Proper Nouns: Capitalize common nouns such as party, river, street when they are an integral
       part of the full name for a person, place or thing: Delaware River, Main Street, the Democratic
       Party.

       Lowercase the common noun elements of names in all plural uses: the Democratic and
       Republican parties, the Schuylkill and Delaware rivers, Montgomery and City Line avenues,
       Delaware and Chester counties.

       Derivatives: Capitalize words that are derived from a proper noun and still depend on it for their
       meaning: American, English, Shakespearean.

       Lowercase words that are derived from a proper noun but no longer depend on it for their
       meaning: french fries, herculean, venetian blind.
       Do not capitalize the words association, building, center, club, conference, college, committee,
       department, division, office, hall, board, trustees, etc. when used alone to refer to a specific
       place or group. The college is nearing its 100th anniversary.

       The word “College” should only be capitalized when referring specifically to SUNY
       Cobleskill or when part of another institution’s official name (example: Boston College).

CITIES AND STATES

Cities – The following domestic cities stand alone (do not need to be accompanied by a state) in
datelines and basic copy:
               Atlanta              Milwaukee
               Baltimore            Minneapolis
               Boston               New Orleans
               Chicago              New York
               Cincinnati           Oklahoma City
               Cleveland            Philadelphia
               Dallas               Phoenix
               Denver               Pittsburgh
               Detroit              St. Louis
               Honolulu             Salt Lake City
               Houston              San Antonio
               Indianapolis         San Diego
               Las Vegas            San Francisco
               Los Angeles          Seattle
               Miami                Washington
                                                                                                           24
States – The following are the state abbreviations to be used in general copy (zip code
abbreviations in parentheses):
                Ala. (AL)             Md. (MD)                N.D. (ND)
                Ariz. (AZ)            Mass. (MA)              Okla. (OK)
                Ark. (AR)             Mich. (MI)              Ore. (OR)
                Calif. (CA)           Minn. (MN)              Pa. (PA)
                Colo. (CO)            Miss. (MS)              R.I. (RI)
                Conn. (CT)            Mo. (MO)                S.C. (SC)
                De. (DE)              Mont. (MT)              S.D. (SD)
                Fla. (FL)             Neb. (NE)               Tenn. (TN)
                Ga. (GA)              Nev. (NV)               Vt. (VT)
                Ill. (IL)             N.H. (NH)               Va. (VA)
                Ind. (IN)             N.J. (NJ)               Wash. (WA)
                Kan. (KS)             N.M. (NM)               W. Va. (WV)
                Ky. (KY)              N.Y. (NY)               Wis. (WI)
                La. (LA)              N.C. (NC)               Wyo. (WY)
Eight state are not abbreviated in copy or datelines: Alaska (AK); Hawaii (HI); Idaho (ID); Iowa (IA);
Maine (ME); Ohio (OH); Texas (TX); Utah (UT)

COMMAS

       In a series: Use commas to separate elements in a series, but do not put a comma before
       the conjunction in a simple series, unless one is critical to clarity: The flag is red, white and blue.
       He would nominate Tom, Dick or Harry.

       Put a comma before the concluding conjunction in a series, however, if an integral element
       of the series requires a conjunction: I had orange juice, ham and eggs, and toast for breakfast.

       Use a comma also before the concluding conjunction in a complex series of phrases:
       The main points to consider are whether the athletes are skillful enough to compete,
       whether they have the stamina to endure the training, and whether they have the proper
       mental attitude.

       With equal adjectives: Use commas to separate a series of adjectives equal in rank. If the
       commas could be replaced by the word and without changing the sense, the adjectives are equal:
       a thoughtful, precise manner; a dark, dangerous street.

       Use no comma when the last adjective before a noun outranks its predecessors because it is
       an integral element of a noun phrase, which is the equivalent of a single noun: a cheap fur
       coat (the noun phrase is fur coat); the old oaken bucket; a new, blue spring bonnet.

       With introductory clauses and phrases: A comma normally is used to separate an introductory
       clause or phrase from a main clause: When he grew tired of the mad pace of New York, he moved
       to Philadelphia.

       The comma may be omitted after short introductory phrases if no ambiguity would
       result: During the night he heard many noises. But use the comma if its omission would
       slow comprehension: On the street below, the curious gathered.
                                                                                                        25
       Introducing direct quotes: Use a comma to introduce a complete, one-sentence quotation
       within a paragraph: Catherine said, ―She spent six weeks in Italy and came back speaking
       English with an Italian accent.‖

       Do not use a comma at the start of an indirect or partial quotation: He said his victory put
       him ―firmly on the road to a new season record.‖

       With hometowns and ages: Use a comma to set off an individual‟s hometown when it is
       placed in apposition to a name: Mary Richards, Minneapolis, and Rhoda Morganstern, New
       York, were there. However, the use of the word “of” without a comma between the individual‟s
       name and the city name generally is preferred: Mary Richards of Minneapolis and Rhoda
       Morganstern of New York were there.

       If an individual’s age is used, set it off by commas: Mary Richards, 48, Minneapolis, was
       present. Again, the use of the word “of” will eliminate the need for some of these commas.

       With Yes and No: Yes, I will be there.
       Confused? Consult the “”Guide to Pronunciation section in the back of Webster‘s New World
       Dictionary.

       In Large Figures: use a comma for most figures greater than 999. The major exceptions are
       street addresses [1234 Main St.], broadcast frequencies [1600 kilohertz], room numbers, serial
       numbers, telephone numbers, and years [1916].

COMMITTEES
    In the United States, a committee is an “it,” not a “they.” Committee members, on the other hand,
    are “people on a committee” or “they.” The same applies to a board, a department, an office.
    Therefore, ―The committee gave its recommendation.‖ ―Committee members recommend.‖
    Capitalize the names of committees.

COURTESY TITLES
    In general, do not use the courtesy titles Miss, Mr., Mrs., or Ms. on first reference.
    Instead, use the first and last names of the person: Hillary Rodham Clinton, George Bush.

       Do not use Mr. in any reference to couples unless it is combined with Mrs.: Mr. and
       Mrs. John Doe. If you are unaware of the marital status of a woman, fall back on Ms. rather than
       Mrs., always try to use a woman‟s first name: John and Jane Dow is preferable to Mr. and Mrs.
       John Doe.

CURRICULUM
    Capitalize the name of a course, but not a generic field of study:
    He is taking Real World Mathematics.
    A student needs a strong background in mathematics to become a physician.

DASH
       Denote by typing two hyphens with a space on either side in all uses except the start of a
       paragraph. Follow these guidelines:
                                                                                                        26
       Abrupt Change: Use dashes to denote an abrupt change in thought in a sentence for an
       emphatic pause: We will fly to Paris in June — if I get a raise. Smith offered a plan — it
       was unprecedented — to raise revenues.

       Series Within a Phrase: When a phrase that otherwise would be set off by commas contains a
       series of words that must be separated by commas, use dashes to set off the full phrase: He listed
       the qualities — intelligence, charm, beauty, independence — that he liked in women.

       Attribution: “Who steals my purse steals trash.” —Shakespeare

DATES AND TIME
    Always use Arabic figures for dates, without st, nd, rd or th: Nov. 1, 1998.
    Use figures for times except for noon and midnight. Use a colon to separate hours from
    minutes. It isn‟t necessary to indicate a time “on the hour” by typing :00. Avoid redundancies
    like 12 noon; 10 p.m. tonight.

       If the current year is implied, it isn’t necessary to write it out. Use the year in text if it
       refers to past or future years. Our January 2000 meeting. Our December 20 party.

       Lowercase a.m. and p.m., with periods: 9:30 a.m., 1 p.m., noon.

       Spaces between the hyphens with times: 9:30 a.m. – 3 p.m.

DAYS OF THE WEEK
     Capitalize them. Do not abbreviate, except when needed in a tabular format: Sun,
     Mon, Tue, Wed, Thu, Fri, Sat (three letters, without periods, in tabular composition).

DOLLARS AND CENTS
    Use numerals and the word cents (all lowercase) for amounts less than a dollar:
    5 cents, 12 cents.
    Use the $ sign and decimal for larger amounts: $1.25 million, $2.55.
    For whole dollar amounts, drop the decimals: $2, $15, $155.
    For dollar figures greater than 999 a comma should be used: $12,000; $500,000.

ELLIPSIS (…)
     Use an ellipsis to indicate the deletion of one or more words in condensing quotes, texts and
     documents. Be especially careful to avoid deletions that would distort the meaning. In general,
     treat an ellipsis as a three-letter word, constructed with three periods and two spaces as …

       Punctuation guidelines: If the words that precede an ellipsis constitute a grammatically
       complete sentence, either in the original or in the condensation, place a period at the end of the
       last word before the ellipsis. Follow it with a regular space and an ellipsis: ―I no longer have a
       strong enough political base. …‖ (NOTE: There should be a period and then an ellipsis.)

       When the grammatical sense calls for a question mark, exclamation point, comma or colon, the
       sequence is word, punctuation mark, regular space, ellipsis: Will you come?…
                                                                                                         27
EXCLAMATION POINTS
    One is enough to make your point! And use them sparingly, please. Overuse of
    exclamation points indicates an inability to be descriptive.

FACULTY
    The word faculty pertains to a group of people, not one person. One person should be
    referred to as a faculty member.

HYPHENS
    Hyphens are joiners. Use them to avoid ambiguity or to form a single idea from two or
    more words.

       Avoid Ambiguity: Use a hyphen whenever ambiguity would result if it were omitted. He
       recovered his health. He re-covered the leaky roof.

       Compound Modifiers: Use hyphens to link all the words in the compound except the
       adverb very and all adverbs that end in ly: a full-time job, a part-time student, a better-qualified
       applicant, a know-it-all attitude, a very good time, an easily remembered rule. A fulltime student
       but the student attends full time.

       Compound Proper Nouns and Adjectives: Italian-American, Mexican-American. No
       hyphen, however, for Latin American or French Canadian. Be very judicious in the use
       of these types of phrases. Defer to the Associated Press Style Book.

       Avoid duplicated vowels, tripled consonants: anti-intellectual, pre-empt, shell-like, coop.

       Listings of Multiple Hyphenated Terms: He received a 10- to 20-year prison sentence.
       With the prefix “non,” hyphenate all except the following words, which have specific
       meanings of their own: nonchalance; nonsense; nonchalant; nonsensical; nondescript.
       Other words and proper names preceded by non should be hyphenated:
       non-traditional; non-credit; non-German

INITIALS
      Use periods and no space when an individual uses initials instead of a first name: H.L.
      Mencken.

INTERNET REFERENCES
     The words Internet, Web and World Wide Web should always be capitalized in every
     reference.
     Web site and home page are always two words.
     Home page is only capitalized when it is the first word in a sentence.

JUNIOR/SENIOR
     Abbreviate as Jr. and Sr. only with full names of persons. Do not precede by a comma:
     John F. Kennedy Jr.

NAMES
    People are entitled to be known however they want to be known, as long as their identities are
    clear. A nickname should be used in place of a person‟s given name only when it is the way
    the individual prefers to be known: Bill Clinton, Magic Johnson, etc.
                                                                                                     28
NUMERALS
    In general, spell out whole numbers below 10, use figures for 10 and above: He has a
    fleet of 10 station wagons and two buses. They had 10 dogs, six cats and 97 hamsters.
    Spell out a numeral at the beginning of a sentence. If necessary, recast the sentence.
    Wrong: 993 freshmen entered the college last year.
    Right: Last year, 993 freshmen entered the college.

PHONE NUMBERS
    In general, the College will be looking to achieve consistency with the following format:
    518-255-5638. Always include an area code.

POSSESSIVES
     The AP Stylebook offers two full pages of guidelines for treating possessives. A few of the more
     common rules follow.
     Plural nouns not ending in s: Add ‘s: the alumni‘s contributions, women‘s rights.
     Plural nouns ending in s: Add only an apostrophe: the churches‘ needs, the girls‘ toys, the
     horses‘ food.

       Singular nouns not ending in s: Add ‘s: the girl‘s toy, the horse‘s food.

       Singular common nouns ending in s: Add ‘s unless the next word begins with s: the hostess‘s
       invitation, the hostess‘ seat; the witness‘s answer, the witness‘ story.

       Singular proper names ending in s: Use only an apostrophe: Achilles‘ heel, Agnes‘ book,
       Xerxes‘ armies.

       Special Expressions: The following exceptions to the general rule for words not ending in s
       apply to words that end in an s sound and are followed by a word that begins with s: for
       appearance‘ sake. Use ‘s otherwise: the appearance‘s cost, my conscience‘s voice.

       Joint Possession, Individual Possession: Use a possessive form after only the last word if
       ownership is joint: Fred and Sylvia‘s apartment, Fred and Sylvia‘s stocks.
       Use a possessive form after both words if the objects are individually owned: Fred‘s and
       Sylvia‘s books.

       Descriptive Phrases: Do not add an apostrophe to a word ending in s when it is used primarily
       in a descriptive sense: citizens band radio, a teachers college, a writers guide, our speakers
       bureau.

       An ’s is required, however, when a term involves a plural word that does not end in s: a
       children‘s hospital, a people‘s republic.

       Quasi Possessives: Follow the rules above in composing the possessive form of words that occur
       in such phrases as a day‘s pay, two weeks‘ vacation, three days‘ work, your money‘s worth.
       Frequently, a hyphenated form is clearer: two-week vacation, a three-day job.
                                                                                                           29
QUOTATION MARKS
    Probably the area of greatest confusion concerns the placement of quotation marks with
    other punctuation.

       Follow these long-established rules: The period and the comma always go within the quotation
       marks. The dash, semicolon, question mark and exclamation point go within the quotation marks
       when they apply to the quoted matter only. They go outside when they apply to the whole
       sentence.
       He said, ―I am shocked and horrified by the incident.‖
       He said he was ―shocked and horrified by the incident.‖
       ―I do not object,‖ he said, ―to the tenor of the report.‖

       Quotation within Quotation: Alternate between double quotation marks (“or”) and single
       marks („or‟): She said, ―I quote from his letter, ‗I agree with Kipling that ―the female of the
       species is more deadly than the male,‖ but the phenomenon is not an unchangeable law of
       nature,‘ a remark he did not explain.‖

       Use three marks together if two quoted elements end at the same time: She said, ―He
       told me, ‗I love you.‘‖

THAT WHICH WHO WHOM
        Use who and whom when referring to persons and animals with a name.
        Use that and which when referring to inanimate objects and to animals without a name.

       Use in essential (restrictive) and non-essential (non-restrictive) clauses: Both types of
       clauses provide additional information about a word or phrase. The difference between
       them is that the essential clause cannot be eliminated without changing the meaning of the
       sentence — it so “restricts” the meaning of the word or phrase that its absence would lead to a
       substantially different interpretation of what the author meant.

       The non-essential clause, however, can be eliminated without altering the basic meaning of the
       sentence — it does not “restrict” the meaning so significantly that its absence would radically
       alter the author‟s thought.

       An essential clause must not be set off from the rest of the sentence by commas; a
       nonessential clause must be set off by commas.
        Reporters who do not read the stylebook should not criticize their editors. (The writer is
          saying that only one class of reporters, those who do not read the stylebook, should not
          criticize their editors.)
        Reporters, who do not read the stylebook, should not criticize their editors. (The writer is
          saying that no reporters read the stylebook and none should criticize their editors.

       That is the preferred pronoun to introduce essential clauses that refer to an inanimate object or
       animal without a name.

       Which is the only acceptable pronoun to introduce a non-essential clause that refers to an
       inanimate object or an animal without a name. Of course, there are always a few exceptions.
                                                                                                         30
WOMEN AND MINORITIES
   Women should receive the same treatment as men in all areas of writing. Physical
   descriptions, sexist references, demeaning stereotypes and condescending phrases should not be
   used.

       Copy should not assume maleness when both sexes are involved, as in ―Jackson told
       newsmen‖ when it easily can be said ―Jackson told reporters.‖ Copy should not express surprise
       that an attractive woman can be professionally accomplished. And copy should not gratuitously
       mention family relationships when there is no relevance to the subject.

       In short, treatment of the sexes should be evenhanded and free of assumptions and
       stereotypes. The same philosophies apply to minorities.


             Official Web Site Policy, Principles and Guidelines
The primary purpose of the SUNY Cobleskill Web site is to be used as a marketing tool for the
College‟s key target markets, including potential students and parents. Secondary targets may include
people seeking information on events, media outlets, etc. The homepage (www.cobleskill.edu) is to
guide people to an area where they may find the information they are seeking. CobyNet was created to
serve as a gateway to Web tools for current students, faculty, staff and others with existing relationships
with the College.

SUNY Cobleskill‟s Web site is a content-management system. The software allows for better
management by putting the individuals responsible for content in direct control of their area of the Web
site. Additionally, the software helps to streamline the update process, leading to faster turnarounds
when making changes.

1. Content Management
SUNY Cobleskill has purchased content management software to aid in the development and
maintenance of its Web pages. This software helps with accessibility, maintaining the College‘s identity,
and usability. The software chosen by SUNY Cobleskill is OmniUpdate.

Certain people on campus may be designated as the site or page administrators for their departments,
schools, or areas. These designations are made by the Web Advisory Committee based on
recommendations from administrators. SUNY Cobleskill has purchased a sufficient number of licenses
for these people to create and maintain the college Web sites.

If you or your department feels you need a license of your own, or an additional license, please contact
the Office of Communications and Marketing. Each license costs $100 per year.

2. Accessibility
College Web site administrators and designers should create Web content to prevailing standards that
provide for universal access and display on various devices. All pages and content must comply with
NYS Mandatory Technology Standard S04-001.

The College should aspire to produce electronic and information-technology products that are accessible
to people with disabilities. While this is especially true of personal computers, an effort should be made
to test products on other devices, including those using emerging technologies
                                                                                                        31
As a New York State institution, this College is required to follow NYS Mandatory Technology
Standard S04-001, Accessibility of State Agency Web-based Intranet and Internet Information and
Applications. Another good resource is the World Wide Web Consortium (W3C), internationally
recognized as the authority on developing Web standards. Site designers should stay abreast of their
work, particularly the Web Accessibility Initiative. In addition, the Mobile Web Initiative concerns the
increasingly relevant question of delivering content to handheld devices.

Additionally, when designing and creating content for pages, make sure to consider cross-browser
compatibility. There are a variety of Web browsers available. The look of a page should remain
consistent across multiple operating systems, Web browsers, and screen resolutions. It is recommended
that pages be tested in Microsoft Internet Explorer version 6.0, Microsoft Internet Explorer version 7.0,
the latest version of Mozilla Firefox, and the latest version of Apple Safari.
Use of OmniUpdate and the provided templates will assist with compliance of all state regulations and
accessibility standards.

Resources
Accessibility of state agency Web-based Intranet and Internet Information and Applications
http://www.oft.state.ny.us/policy/s04-001/index.htm
W3C Web Accessibility Initiative (WAI)
http://www.w3.org/WAI/
W3C Mobile Web Initiative
http://www.w3.org/Mobile/
WebXACT accessibility test
http://Webxact.watchfire.com/ScanForm.aspx

3. Timeliness and accuracy of information
Web sites are most useful if information is accurate and up-to-date. Out-of-date information should be
removed in a timely manner. Whenever a page is removed or a URL (address) is changed, take steps to
ensure that users will find the new page. If a page is found to be out-of-date, or the information is no
longer valid, and it is not removed in a timely manner, the Office of Communications and Marketing will
remove the page from the Web site until it is corrected.

Outdated information on Web pages results in confusion, misunderstanding, and even raises possible
legal issues. For example, if a Web page states a tuition or program fee that is no longer accurate, the
College may be expected to honor the stated amount. To guard against this, the College recommends
that at least every other week site administrators review their pages for accuracy, with particular
attention to the following types of information:
     Announcements and news
     Contact information
     Faculty and staff lists
     Fees structures
     Course listings
     Programs not fully developed
     Issues of newsletter or journals
     Links to other sites
     Curriculum requirements
Every SUNY Cobleskill Web page, with the exception of the homepage, and any portal pages are
required to have a “last updated” date listed in the footer of the Web page. This will help to monitor the
timeliness of all information posted on the Web site.
                                                                                                     32
If you change the URL of a Web page or remove key pages, be sure to set up a redirect so that users who
have bookmarked the site or type in the old URL will be taken to the most current page. In addition,
notify colleagues that link to your site.

4. Use of primary sources of information
Redundancy, duplication of effort, out-of-date information, and even piracy can be avoided by linking to
the responsible unit‘s Webpage. Avoid recreating data in multiple locations. If you must recreate some
of the information, confirm its accuracy with the appropriate source and comply with copyright laws.

Linking to another
department‟s Web site is
often the best way to
provide accurate
information on programs
or events that you do not
manage. When linking to other Web sites, consider ways to make the transition as seamless as possible
for the user. For example, treat links to other sites differently from links in your main navigation by
putting them under the heading “Related Links.” You may also provide introductory copy to let users
know they will be going to another site or place a graphical icon beside a link indicating it will take the
user to an external site (see figure 1).

Copying and pasting the same content on multiple pages increases the chances of one page missing an
update and therefore being wrong.

If you must repurpose information originally published by another source, first confirm its accuracy with
the source—and reconfirm at least four times a semester. Ensure compliance with copyright laws by
linking to or referencing appropriate sources and by including copyrighted information only with
appropriate permissions or consistent with the principle of fair use.

5. Copyright and ownership information
Copyright laws that apply to print material and music also apply to online publishing; for example,
contributors may not scan or use images from electronic or printed publications or music samples
without obtaining prior permission from the copyright holder(s). Publishing information on the World
Wide Web may not be used in any manner prohibited by law or disallowed by licenses, contracts,
copyrights, copyrighted material, or college policies. Groups or individuals are responsible for the
information they publish. In cases where there is a violation of copyright laws, the Web Advisory
Committee may remove the site from the network until the issue is resolved.

Owners of information should be identified and recognized as the authoritative source of their data.
These information owners have the responsibility to ensure that their data is correct and that their part
of the site adheres to college network-use policies and applicable federal laws on data transmission and
privacy. If anything posted to the college Web site is found to be in violation of college polices, or
applicable copyright and attribution laws, it will be immediately removed.

The simplest way to identify the source of information on a Web site is to maintain an “About” or
“Contact” page. This page should include the department or unit sponsoring the site, the name of the
person responsible for its content (e.g., an administrator or faculty member), and a contact for Web-
related queries (e.g., a departmental administrator). This information can also be included
at the bottom of the each page. It is best to include a departmental phone number and generic e-mail so
that contact information survives staff changes.
                                                                                                         33
If the information on a Web site appears inaccurate or outdated and the designated owner cannot be
reached, the Office of Communications and Marketing retains the right to temporarily remove Web
pages.

6. SUNY Cobleskill College Visual identity
Logos, typeface, and colors are used to promote a shared identity. This standard must be used
consistently. Page templates must be used as part of a content management system to build Web pages.
This will facilitate in maintaining a standard visual identity across all official college Web pages. For
more information about proper logo, typeface and color use, consult the Logo Use Policy on page 10.

By using OmniUpdate and the provided templates, Web site administrators can be assured that their
pages will maintain the College identity.


7. Usability
Web sites should apply best-practices usability principles when designing sites. This includes using
consistent graphics, editorial style, and treatment of links to promote a user-friendly interface and
intuitive navigation.

The key to a useful Web site is planning. The College has outlined the steps below to help you build a
quality site.

Consider your audience. Think about who will be looking for information on your site and what type of
information they will be seeking. Once you develop a picture of your target users, keep those users in
mind throughout every phase of the project.

Organize your content. Take an inventory of what information you need to present on your Web site and
figure out who within your organization is responsible for that content. Next create an outline and/or
“wireframe” that shows the major sections you are proposing for the site and indicates what information
would go within each section. (see figure 2).




FIGURE 2

Design your interface. Once you know what will go on your site and how it will be organized, you can
choose a template that will give your site its look. If you feel a provided template does not accurately
reflect your area, you may request a new template be developed with your feedback. Plan to keep the top
level of navigation available to users as they move through the site - or at least provide them with a
clearly marked “Home” link.
                                                                                                         34
Build your site. Only after your internal constituents have approved the content, structure, and visual
design of the site should you invest time and effort in producing all the graphics, building the pages, and
writing the content. Remember to include links to any software plug-ins that users might need to view
your site, such as Acrobat Reader for PDFs, FlashPlayer for Flash animation, etc. When using external
technologies such as these, keep in mind accessibility requirements, and how use of these technologies
can affect accessibility.

Check it. Proofread the text. Test all links. Expect that your users do not have the same internet
bandwidth and speed, aim to make your site as accessible as possible.
Resources
    Top Ten Mistakes in Web Design (Jakob Nielsen) - http://www.useit.com/alertbox/9605.html

8. Confidential data
Confidential information should not be displayed on a public Web site. When users view or enter a page
displaying confidential data, a secure Web site and browser interface is required. When collecting
confidential information, the Web pages will need to use our secure server utilizing the SSL protocol.
The following are examples of confidential information:
     Birth date, place of birth, ethnicity, home address, personal phone numbers
     Education information (e.g., grades, academic status), immigration status, social security
       number, credit card numbers
     Personal health information (PHI)

Some departments may require that confidential information be transmitted by and stored on College
servers. Proper encryption and security measures have been established to ensure the confidentiality of
employee and student information. If a school, department, or organization within the college needs to
collect and store information of this nature, they should contact ITS and arrange for assistance in using
the secure server and the SSL certificate.

The following rules apply to all areas of the College:
    Confidential information must not be displayed on public Web sites. A public Web site is
       defined as any Web site that is generally accessible without authentication.
    Certain confidential information may be displayed on a secure, authenticated Web site, and
       requires consent of the individual and authorized users.
    Information such as social security number, grades, medical information, educational
       information, etc., must not be captured or displayed unless the site has been authorized by the
       college to do so (e.g. scholarship applications).
    Departmental or school sites may display faculty and staff information (name, office location,
       work phone number, work e-mail) in accordance with college policies. It is recommended that
       faculty and staff include a photograph, but this is not required.
    Confidential information must never be sent by e-mail. E-mail is not secured or encrypted; any
       information transmitted in an e-mail can be easily intercepted.

9. Leverage existing technology and services
Whenever possible, use SUNY Cobleskill's existing technology and services. This promotes consistency
and cost-effectiveness across the College. If existing technology and services are not sufficient, external
services and technology may be used. Any external services used must adhere to the same standards and
policies as set forth by this document, and approved by the Office of Communications and Marketing.

Below are examples of technology and services supported by the college:
                                                                                                     35
Search: The College uses Google Custom Site Search to provide search capabilities on all the college‟s
Web pages.
OmniUpdate: A content management system (CMS) for Web sites. It provides the ability for individuals
with limited technical knowledge to create, manage, and update Web pages. Training is available for
new users.
Databases: The College maintains industry-standard databases that are stable, secure, and backed up
regularly. Qualified staff may be able to use these systems; otherwise, the college's ITS staff can help to
implement specific projects.
                             SUNY COBLESKILL
                            MARKETING MATRIX

    SUNY
  Cobleskill                                                  Local    Regional
                      Students   Faculty   Staff   Alumni
  Marketing                                                 Community Community
   Matrix
     E-mails
     Social
 Media/Twitter &
   Facebook
Sharepoint Posting
 SUNY Cobleskill
  E-Newsetter
 Coby Connection

  Press Release

    Web Site
Electronic Bulletin
      Board
Main Entrance Sign
Web Site Calendar
   of Events
  Posters/Flyers
      Print
 Advertisements
   Newspaper
  Community
    Calendars
    Chamber
  Community
   Calendars
    SCHOPEG
  Local Business
    Marquees
E-MAILS                                                                                              37
Appropriate College-wide e-mails to faculty, staff and students can be sent by the Office of
Communications and Marketing or any designated campus individual with designated permissions.

SOCIAL MEDIA – TWITTER/FACEBOOK
Requests for information to be posted to Twitter or Facebook can be made via the Office of
Communications and Marketing. Please contact either Scott Silversten, director of communications and
marketing, at silvers@cobleskill.edu or 518-255-5631, or Kate Birchenough, assistant director for media
relations, at bircheka@cobleskill.edu or 518=255-5641.

SHAREPOINT
SharePoint Posting Policy Notice
SUNY Cobleskill’s Employee Sharepoint is to be used exclusively for the posting of College-related
events, activities, programs and news sponsored by academic or administrative departments. Any
potential posting deemed questionable should first be brought to the attention of either the
Information Technology Services or Communications and Marketing offices for approval. Access to the
Employee Sharepoint and other electronic resources of SUNY Cobleskill is contingent on the use being
in accordance with the policies of the College. Failure to adhere to the stated policy may result in
access being denied in the future.

SUNY COBLESKILL E-NEWSLETTER
The SUNY Cobleskill e-newsletter is distributed to the College’s faculty, staff and students, as well as
approximately 5,800 alumni email addresses, around the first of each month. Potential stories or
information should be submitted to Scott Silversten, director of communications and marketing, by the
20th of each month prior to publication of the next issue. The Office of Communications and Marketing
will review any content submitted for consideration, but reserves editorial decision-making.

COBYCONNECTION
www.CobyConnection.org is the online social network for alumni and friends of SUNY Cobleskill.
Requests to post information should be submitted to the Office of Institutional Advancement’s Kate
Weaver at
weaverkm@cobleskill.edu or 518-255-5524.

PRESS RELEASES
Requests for press releases should be submitted to Scott Silversten, director of communications and
marketing, at least 4-6 weeks prior to needed distribution. Once approved, the Office of
Communications and Marketing will handle distribution to appropriate media outlets based on release
content. A full list of potential media outlets receiving SUNY Cobleskill press releases is as follows:

SUNY Cobleskill – Press Release Distribution List
PRINT                                                      Television
Altamont Enterprise                                 Capital News 9
Amsterdam Recorder                                  WTEN Channel 10 (ABC)
Catskill Mountain News                              WNYT Channel 13 (NBC)
Country Folks                                       WRGB Channel 6 (CBS)
Farmshine                                           WXXA Channel 23 (FOX)
Herkimer Telegram
(Gloversville) Leader Herald                        Radio
Metroland                                             WAMC Northeast Public Radio                       38
Richfield Springs Mercury                             WGDJ Talk 1300
The Business Review
The (Schenectady) Daily Gazette                       Blogs
The (Oneonta) Daily Star                              All Over Albany
The Freeman‟s Journal                                 518 Living
The Mountain Eagle
The Saratogian                                        Higher Education
The Schoharie Tattler                                 AASCU
Spotlight News                                        Chronicle of Higher Education
The (Albany) Times Union                              University Business Daily/Magazine
The Weekly Marketplace                                Insider Higher Education
Troy Record
                                                      SUNY
Business                                              Campus News
NYS Small Business Development Center
                                                      Unions
Local Chambers of Commerce                            UUP
Albany-Colonie                                        CSEA
Renssalaer County
Schoharie County                                      SUNY Cobleskill
                                                      Library

WEB SITE
All SUNY Cobleskill press releases are posted to the Web site. Event pages can be created on behalf of
the various departments by respective content managers. For assistance, contact Kate Birchenough,
assistant director of media relations, at bircheka@cobleskill.edu or 518=255-5641.

ELECTRONIC BULLETIN BOARD
Requests should be submitted by e-mailing the Office of the Vice President for Student Development
and Collegiate Life and include any flyers, posters, slides, etc., to be posted.


MAIN ENTRANCE SIGN
Requests should be submitted by e-mailing the Office of the Vice President for Student Development
and Collegiate Life by the 15th of the month prior to the dates on which the message will run. Please
submit the following information upon request (with “Electronic Sign” in the subject of the email):

Name of individual submitting request:
Date of request:
Name of event:
Description of event (please write exactly as you wish to see it on the sign):
Date(s) of event:
Requested dates for message:
Specific times for message to run (e.g., 10-11 a.m., continuous, etc.)

WEB SITE CALENDAR OF EVENTS
Requests for posting to the SUNY Cobleskill Web site Calendar of Events should be submitted to the
Office of Extended Learning.
POSTERS/FLYERS                                                                                        39
The Office of Communications and Marketing can assist in the creation and printing of posters, flyers
and other public relations pieces. Please submit requests to Sona Ahuja, graphic designer, at
ahujas@cobleskill.edu or 518-255-5619.

PRINT ADVERTISEMENTS
All SUNY Cobleskill event advertisements must be coordinated with and approved by the Office of
Communications and Marketing. Departments or individuals placing advertisements are responsible
for working directly with publications to reserve space and process payment. Final submission of the
advertisement will be done by the Director of Communications and Marketing in conjunction with the
requesting department or individual.

Advertisements must be consistent with the College’s image and graphic standards. The department
placing the ad, in conjunction with the Director of Communications and Marketing, is responsible for
proofreading and final approval before it is submitted. Please plan 4-6 weeks to date of submission for
advertisement creation.

Any individual or department wishing to place an advertisement that does not highlight a specific
event or on-campus activity, but rather is being done to sell the institution, should contact the Director
of Communications and Marketing to choose the appropriate ad content. The Office of
Communications and Marketing will be launching a college-wide advertising campaign during the
Spring 2011 semester.
Advertisements can be run in any publication deemed appropriate, including the following local media
outlets:

Albany Times Union
Mountain Eagle
My Shopper
Oneonta Daily Star
Saratogian
Schenectady Gazette
Times Journal

NEWSPAPER COMMUNITY CALENDARS
Albany Times Union
http://web.timesunion.com/calendar/

How to submit your events:
   Calendar submissions must be received at least two weeks prior to publication, which usually
      means three weeks prior to the event. Events are published in the newspaper on a space-
      availability basis. All events appear online.
   All fields on the form must be filled out. Remember that the information provided is intended
      for publication, including the phone number and e-mail.
   If you are having problems using the form, you can submit your information via e-mail to
      tucalendar@timesunion.com. For additional help, call The Times Union newsroom at 518-454-
      5420.
The Times Union also published a local Entertainment Guide each Thursday.                      40
    To submit listing information, e-mail bar events to livemusic@timesunion.com and calendar
       items to artcal@timesunion.com.
    Submissions must be received 10 days prior to publication. Events are published in the
       newspaper on a space availability basis.

My Shopper
Good Times Guide – Events
http://www.pennysaveronline.com/display/ads/good-times-guide/

Free Classified Ad

In order for your classified ad to be free, your listing must be 20 words or less and the items you are
advertising must be of a non-commercial nature, selling for $100 or less. Individuals or businesses
advertising a service or their services are considered "commercial", as are items such as hay for sale;
stud services; selling of animals, including farm and domestic; firewood for sale; buying & repairing
items for resale; apartments for rent, etc. Family, yard, and garage sales do not qualify as free ads.
Community groups and organizations may also use this category to advertise meetings or free events.

Paid Private Classified Ad

Use this category to place reader ads advertising items selling for more than $100 that are of a non-
commercial nature. Individuals or businesses advertising a service or their services are considered
"commercial", as are items such as hay for sale; stud services; raising animals with intent to sell;
firewood for sale; buying & repairing items for resale; apartments for rent, etc.

Paid Commercial Classified Ad

Use this category if you are placing a reader ad for a commercial purpose. Individuals or businesses
advertising a service or their services are considered "commercial", as are items such as hay for sale;
stud services; raising animals with intent to sell; firewood for sale; buying & repairing items for resale;
apartments for rent, etc.



Oneonta Daily Star

Free Calendar of Events listings

http://thedailystar.eviesays.com/submit.html

Email: silvers@cobleskill.edu

Password: sunycobleskill

Deadline: none
CHAMBER OF COMMERECE COMMUNITY CALENDARS                                    41

Albany-Colonie

Fulton-Montgomery

Greene

Otsego

Schoharie

SCHOPEG

For information regarding SCOPEG and its broadcasts, call (518) 255-5034.

Local Business Marquees

Respective companies and locations should be contacted individually.
       Department Forms

These forms may also be found in Word on Coby Forms.
                                      Electronic Message Request

Requests should be submitted by e-mailing or faxing this form as an attachment to the Office of the Vice President for
Student Development and Collegiate Life by the 15th of the month prior to the dates on which the message will run.

Name of individual submitting request:

Date of request:

Name of event:

Description of event (please write as exactly as you wish to see it on the sign):

Date(s) of event:

Requested dates for message:

Specific times for message to run (e.g., 10-11 a.m., continuous):
                                                 Student Publicity Information
We ask that you provide us with the following information so that we may share news of your accomplishments at
SUNY Cobleskill. This information will be used to distribute news about such honors as inclusion on the Dean's
List, election to a club office or student government, and other achievements. The photo release will allow us to
distribute photographs of these events, and to, possibly, use candid photos for the purposes of advertising and
marketing the college.
 If you do not complete the entire form and return it, we CANNOT publicize information on your
achievements.
Student Name:

Name of Mother:

Name of Father:

Name of High School:

County in which your home town is located:

Name of Hometown Newspaper:
Address of Hometown Newspaper:

Phone Number of Hometown Newspaper:
E-mail address of Hometown Newspaper:

                                                        PHOTO RELEASE

I grant permission for SUNY Cobleskill to distribute or publish photographs and imagers made of me on
campus and/or during college-associated activities for the purpose of publicity, exhibition and/or
marketing.

Student Signature:                                                                Date:
Parent Signature:                                                                 Date:
(required if student is under 18 years of age)


                                          Please return the completed form to:
                                 SUNY Cobleskill Communications and Public Affairs Office
                                                    Alumni Hall 112
                                                  Cobleskill, NY 12043
                                        Photo Release
Student Name: _________________________________________________________________
Home City, State and Zip: _______________________________________________________

I hereby grant permission for SUNY Cobleskill to distribute or publish photographs and images made of
me on campus and/or during college-associated extracurricular activities for the purpose of publicity,
exhibition and/or marketing.


Student Name: _________________________________________________________________
Home City, State and Zip: _______________________________________________________

I hereby grant permission for SUNY Cobleskill to distribute or publish photographs and images made of
me on campus and/or during college-associated extracurricular activities for the purpose of publicity,
exhibition and/or marketing.


Student Name: _________________________________________________________________
Home City, State and Zip: _______________________________________________________

I hereby grant permission for SUNY Cobleskill to distribute or publish photographs and images made of
me on campus and/or during college-associated extracurricular activities for the purpose of publicity,
exhibition and/or marketing.


Student Name: _________________________________________________________________
Home City, State and Zip: _______________________________________________________

I hereby grant permission for SUNY Cobleskill to distribute or publish photographs and images made of
me on campus and/or during college-associated extracurricular activities for the purpose of publicity,
exhibition and/or marketing.


Student Name: _________________________________________________________________
Home City, State and Zip: _______________________________________________________

I hereby grant permission for SUNY Cobleskill to distribute or publish photographs and images made of
me on campus and/or during college-associated extracurricular activities for the purpose of publicity,
exhibition and/or marketing.
                                        Request for Advertisement
Requested by: __________________________________ Budget number: _______________
Department: ___________________________________ Date requested: ________________
Purchase Requisition Number: ___________________________________________
Budget Holder Signature: _______________________________ Date: _____________
 This signature indicates you have the authority to request this job, and the work has been cleared through the supervisor of this budget
                                                                   code.

                                       ADVERTISEMENT SPECIFICATIONS

Name of publication:__________________________________________________
Contact person at the publication: ________________________________________
Phone: __________________ E-mail: __________________________________
Ad size: ____________________ Date space was reserved: __________________________
Deadline: _______________________________________________________
Color or Black and White: __________ Format (EPS, JPG, PDF, INDD):_______________
Information to be included:______________________________________________
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
__________________________________________
Photos provided:    Yes / No  Method (e-mail, CD, etc.) ______________________
Photo file names:______________________________________________________

				
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