1. The purpose of our procedure
This procedure sets out the requirements and responsibilities for marketing and communications activities, including the use of the Adelaide University brand. It applies to all marketing, communications, and promotional activities designed to generate interest in and engagement with Adelaide University.
Please read this procedure in conjunction with the
- Marketing and Communications Policy
- [Public Statement Guidelines]
- Brand Guidelines.
2. Who our procedure applies to
This procedure applies to members of the Adelaide University community.
3. Our marketing and communications procedure
Marketing and communications at Adelaide University include activities such as advertising, media and public relations, social media, publications, digital communications, websites, media liaison, presentation materials (such as displays) and merchandise. They also include any other published promotional communications designed to generate interest in and engagement with Adelaide University.
3.1 How we meet regulatory requirements
For international student marketing and communications, we must display Adelaide University’s full legal name, TEQSA Provider Identification, and CRICOS Provider Number and category on any promotional material that is intended to, or may reasonably be relied upon to, inform a decision to study with Adelaide University:
“Adelaide University / Australian University Provider Number PRV14404 / CRICOS Provider Number 04249J.”
We ensure all digital content aligns with Adelaide University’s brand and complies with recognised usability and accessibility standards, including the Website Content Accessibility Guidelines (WCAG), so that digital experiences are consistent, inclusive and compliant.
3.2 How we use the Adelaide University identity
Adelaide University’s Brand Guidelines set out the requirements for reproducing the University’s name and logo, and the design standards for communications materials for external audiences.
Third parties must not use Adelaide University’s formal name, Adelaide University, marketing activities without prior approval from the Deputy Vice Chancellor, International & External Engagement or the Chief Marketing and Communications Officer (or nominee).
We allow students to reproduce the Adelaide University logo in their work, with appropriate disclaimers or explanation, where approved by relevant academic staff and where the work is used in an individual educational context and does not form part of any commercial activity or representation of a broader Adelaide University partnership or project.
For communications and marketing purposes, we do not use tag lines unless approved by the Chief Marketing and Communications Officer.
Third parties filming or photographing on campus must not use Adelaide University’s name, logo or imagery for commercial purposes or in a way that implies endorsement without prior written approval.
3.3 How we present Adelaide University entities
Adelaide University operates under a single institutional logo across all Academic Colleges and Portfolios. Secondary or sub-logos are not permitted. Where a distinct identifier is required, the Chief Marketing and Communications Officer may approve a nameplate in the standard Adelaide University logo format. Nameplates are exceptional and will not be approved for areas undertaking ongoing core teaching and research activities.
3.4 How we manage advertising and campaigns
We centrally manage the strategy, planning, production, and placement of paid advertising at Adelaide University.
All advertisements are booked through Marketing and Communications (or People and Culture for staff recruitment), using approved media agencies only.
Marketing and Communications approval is required for all campaign materials before printing or public release.
3.5 How we manage digital marketing
Digital solutions must use approved platforms, templates and components wherever possible and be hosted within approved Adelaide University infrastructure in accordance with the Cyber Security Procedure. Standalone or custom solutions may only be pursued where existing capability cannot meet the requirement and where prior approval has been obtained by the Chief Marketing and Communications Officer and the Chief Information Officer.
Digital activities must be measurable using approved analytics and testing tools to support performance monitoring, continuous improvement and evidence-based, human-centred design.
3.6 How we use external suppliers
A panel of agencies is appointed in line with our procurement requirements to deliver marketing and communications services, including content development, graphic design, digital marketing, and media buying. These agencies are the default suppliers for outsourced marketing and communications services.
Marketing and Communications manage the appointment and contracts for these agencies, ensuring responsibilities and approval processes support accurate representation of Adelaide University’s brand.
Where we demonstrably require specialised capability not available on the panel, we may consider appointing another supplier, subject to prior approval from the Chief Marketing and Communications Officer and compliance with the University’s Procurement Policy.
3.7 How we manage public statements and endorsements
We recognise the Vice Chancellor and President as Adelaide University’s principal spokesperson unless authority is delegated.
Follow the [Public Statement Guidelines], which sets out responsibilities when making public comment in professional or academic capacities or as private citizens.
Media releases must be approved by the Vice Chancellor or the relevant Deputy Vice Chancellor prior to distribution.
Staff members must not publicly endorse products or advertising, including the use of Adelaide University research by industry partners, unless approved by the Vice Chancellor and President.
3.8 How we manage customer data
In the normal course of business, areas of Adelaide University may collect individual client information for the purposes of direct communication.
We only collect and use this information (including through approved third parties) with the client’s express permission and in accordance with the Australian Privacy Principles, the Privacy Act 1988 (Cth) and, where applicable, the General Data Protection Regulation (GDPR).
Adelaide University databases must be used only for the purpose for which the data was collected and follow relevant protocols (including SATAC marketing business rules).
Customer databases must be maintained in line with Adelaide University’s Privacy Policy.
3.9 How we use student work for marketing
From time to time, we seek permission from students to use their work for marketing purposes, and we obtain this permission through a formal agreement with the author(s) or creator(s).
4. Who holds a responsibility within this procedure
Refer to the Delegation Policy for all delegations at Adelaide University.
4.1 The Vice Chancellor or relevant Deputy Vice Chancellor is required to:
- approve media releases.
4.2 Deputy Vice Chancellor, International & External Engagement or the Chief Marketing and Communications Officer (or nominee) is required to:
- approve externally facing communications and marketing materials including tag lines.
4.3 The relevant senior academic officer (e.g. DVC, Provost, Dean) or nominee is required to:
- approve academic and research content for accuracy and appropriateness, before the material is finalised and submitted to Marketing and Communications for brand and external release approval.
4.4 Marketing and Communications is required to:
- ensure consistency of marketing and communications material
- maintain compliance with Adelaide University’s Brand Guidelines
- approve marketing and communications material for external release
- ensure content has a clearly defined owner responsible for its ongoing accuracy, review and maintenance.
5. Definitions used in our procedure
Please refer to our Adelaide University glossary for a full list of our definitions.
Adelaide University community refers to a broad range of stakeholders who engage with Adelaide University and includes (but is not limited to) all students, staff, and non-staff members of Adelaide University including alumni, honorary title holders, adjuncts, visiting academics, guest lecturers, volunteers, suppliers and partners who are engaging with and contributing to the work of Adelaide University.
The approved Adelaide University brand is detailed in the Brand Guidelines and covers all representations that identify Adelaide University, including its official title, the logo, trademarks, brand elements, business names and domain names.
Logo is the unique combination of the stylised “AU” monogram and the Adelaide University wordmark.
Nameplates are a logo iteration that includes the name of a university functional area, e.g., Research Institute, Research Centre, Academic Portfolio, or Operational Unit, in the Adelaide University standard logo format
Secondary logo is a specifically designed emblem for an externally focused Adelaide University organisational entity, that is not involved in teaching and research, which is attached to the university logo to aid in communicating key messages for target audiences.
A student is a person enrolled in an Enabling Program, award or non-award coursework study, a research program, or a short course or microcredential at Adelaide University.
Tag line is a slogan used in marketing materials and associated with pre-determined initiatives, to portray a concise message that supports brand positioning.