FundraisingandBranding

UnderstandtheLUCOMbrand.Planforafundraiser.ApplicabletoStudent-DoctorOrganizations.

ContactInformation

1. ChristopherBreedlove,DirectorofMarketing,PublicRelationsandWeb-Operationscrbreedlove@liberty.edu

2. AsaKeimig,MarketingandPublicRelationsCoordinatorakeimig@liberty.edu

3. LUCOM-MarketingLUCOMMarketing@liberty.edu

MissionAsaprofessionalgraduateschool,LibertyUniversityCollegeofOsteopathicMedicine(LUCOM)hasauniqueprivilegeinthatanofficeofmarketing(LUCOM-Marketing)isincludedwithintheadministrativefunctionsofthecollegeandlocatedinsidetheCenterforMedicalandHealthSciences.LUCOM-Marketingiscommittedtoensurethatfundraising/promotionaleffortsbythecollegeanditsstudent-doctororganizationsareconsistentwithLibertyUniversityguidelinesanditsmainofficeofmarketing(University-Marketing).ByfollowingthedirectionandestablishedpoliciesoftheUniversity,theadministrationofLUCOMcanhelpmaintaintheoverallmissionof“TrainingChampionsforChrist.”PurposeThepurposeofthisdocumentistoguidestudent-doctororganizationsontheirattemptsforasuccessfulfundraising/promotionaleffortwhileutilizingLibertyUniversitybrandedelementsthatcomplywithpoliciesandproceduressetforthbytheUniversityallowingsuchuseoftrademarkedimages.Examplesoffundraisingitemsare,butnotlimitedto:apparel,backpacksandbags,drinkware,keytagsandlanyards,etc.LUCOM-MarketingAllquestionsand/orconcernswithstudent-doctororganizationfundraisingthatincludesLibertyUniversitybrandedelementsshouldstartandendwithLUCOM-Marketing.Itistheresponsibilityofthisofficetohelpmakethefundraising/promotionalitemarealitybycreatingandapprovingart,approvingandconnectingwithnecessaryinternalandexternalofficesforadditionalapprovals,andconnectingwithaLibertyUniversity-approvedvendortoproduce.Uponreceivingallnecessaryapprovals,LUCOM-MarketingwillsendmasterartfilestoaselectedLiberty-approvedvendor.Thevendorwillthensendaninvoiceincludingcostofgoods,setupcharges,shipping,andtaxtoLUCOM-Marketing.Allstudent-organizationshavespecificLibertyUniversitybudgetcodes;LUCOM-Marketingwillpayfortheorderandreconcileonbehalfofthestudent-organization,fundswillbewithdrawnfromtheorgaccountwithin30-daysofreconciliation.NecessarypaperworkwillbeforwardedtotheOfficeofStudentAccounts.

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BrandingElementsandGuidelinesLUCOMisaprofessionalgraduateschoolconnectedtoLibertyUniversity.Firstandforemost,LUCOMisLibertyUniversityCollegeofOsteopathicMedicineandshouldnotbeperceivedastheCollegeofOsteopathicMedicineatLibertyUniversity.LUCOMhasadistinctacademicsealthatreflectsthehistoryanddirectionoftheUniversity.Additionally,LUCOMhasbeenprovidedwithaspecificwordmark,whichmaybepresentedinahorizontalorvertical-centeredalignment.Ifastudent-doctororganizationchoosestohaveafundraisingitembranded,theitemisrequiredtoincludeboththeLUCOMacademicsealandthewordmark.Dependingonthelayoutofthefundraisingitem,thetwoartelementsarenotrequiredtobeside-by-side,butmustbepresentedintheirentiretysomewhereonthepiece.AsaLU/LUCOMpolicy,student-doctorsandstudent-organizationswillnothaveaccesstobrandingelements,theaccessforuseandapprovalforuseliessolelywithLUCOM-Marketing.

ImproperUseTheLUCOMacademicsealandwordmark,inconsistencywithLibertyUniversitybranding,mustbeusedinitsentiretyandmaynotbemanipulated,transformedordistortedinanywayforanyfundraisingitem,project,and/orrequest.Asapolicy,thebrandingelementsmustbeusedtogetherandmayonlybeusedinLibertyred,Libertyblue,orwhitecolors.Anyrequesttohavetheartalteredand/ormanipulatedinanywaywillbedenied.Noexceptions.The“LU”and“LUCOM”AcronymsTheacronyms“LU”and“LUCOM”arenotexcludedfromtheapprovalprocess.ThelettersareidentifiabletothepublicandtiesLUCOMtotheUniversity.Iftheacronymisrequestedforuseonafundraising/promotionalitem,asapolicy,itmustaccompanytheLUCOMacademicsealandwordmark.Theacronymmaynotbeusedasasolopieceofart.University-Bookstore(BarnesandNoble)LibertyUniversity’sbrandingpolicystatesthatanyfundraising/promotionalitemthatcontainsacopyrighted/trademarkedelementoftheUniversityisrequiredtohaveanapprovalbytheUniversity-Bookstore(BarnesandNoble)priortoUniversity-Marketing.PeraUniversitycontractwithBarnesandNoble,anyitemcontaininguniversitybranding,suchas,butnotlimitedto,theLUCOMacademicseal,wordmark,and/oracronym,isstrictlyreservedforthebookstoretouseonitemstosell.LUCOMhasbeenapprovedforanexceptiontothispolicyinthatastudent-doctororganizationrequestingabrandeditemmustalsocontainanadditionalartelementthatwouldplacetheiteminacategorythatthebookstorewouldnotnormallysell,suchasincludingthenameofthestudentorganization,theclassname,aphraseormissionstatement,etc.MaintainingcommunicationwithLUCOM-Marketingisessentialtohelpstudent-doctororganizationsunderstandandplanappropriately.Asapolicy,LUCOM-MarketingwillcommunicatewiththeUniversity-BookstoreandUniversity-Marketing;studentsshouldnotcommunicatewiththoseoffices.

TheApprovalProcessandTimelinesStudent-Organizationsareencouragedtoreadthisportioncarefully.Planningaheadiscriticalwhenattemptingtocreatefundraising/promotionalmaterialsthatusetheLUCOMacademicseal,wordmark,and/oracronym.LUCOM-Marketingwillnotbeheldresponsibleforrushfeesorpoorqualityitemsduetoinadequatetiming.Thefollowingtimelineshouldbeconsideredwhenplanningafundraiser:

1. DiscussthefundraiseritemandartideainpersontotheLUCOM-MarketingDirector

a. Allowone-weekforinitialdesignandLUCOM-Marketingapproval

i. LUCOM-Marketingwelcomespredesignedgraphics.However,designersmustexpectthattheofficemayormay-notmakemodifications.Ifsubmittinganidea,themasterartfilesarerequired;avoidflattenedPDF’sorJPEG’s.

b. Allowone-weekforvendorcommunicationandquotes

i. StudentsareaskedtomaintainemailcorrespondencewithLUCOM-Marketing

2. CompleteanActionRequestForm,includeartproof(s)providedbyLUCOM-Marketing,andsubmittotheOfficeofStudentServices

a. Allowone-weekforOfficeofStudentServicesapprovalb. Allowone-weekforOfficeoftheDeanapproval(LUCOM-Marketingwillbenotifiedifapproved)

3. LUCOM-MarketingwillsubmittotheUniversity-Bookstore(BarnesandNoble)forbrandingapproval

a. Allowone-weekforapproval

4. LUCOM-MarketingwillsubmittoUniversity-Marketingforfinallayerofapproval

a. Allowtwo-to-threeweeksforapproval

5. LUCOM-MarketingwillcommunicatewithchosenLibertyvendorforcompletionoforder

a. Allowone-to-twoweeksforlicensingapprovalb. Allowthree-to-fourweeksforproductionandshipping/delivery;allitemswillbeshippeddirectly

toLUCOM-Marketingforqualityinspectionc. LUCOM-Marketingwillnotifystudent-organizationswhenreadyforpickup(itemswillnotbe

deliverednorstored;itisuptothestudent-organizationtoretrievewhennotifiedandstoreadequately)

Overall,theapprovalprocessincludingproductionandshippingmaytakeupto14completeweeks.Organizationsareencouragedtoplanaheadaccordingly.

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PlanningAhead(AreastoConsider)Seasons.Vendorsworkwithcountlessbusinessesacrossthecountryduringthesameholiday/seasonscheduleasanyotherbusiness/institution.Avoidrushfeesandthepotentialforlowerqualityitemsbyavoidingthelast-minutefundraiserattemptbeforeaholiday.

• WhenplanningaThanksgivingfundraiser,ordersmustbesubmittedtoavendornolaterthanOct.1.• WhenplanningaChristmasfundraiser,ordersmustbesubmittedtoavendornolaterthanNov.1.• WhenplanningaValentine’sfundraiser,ordersmustbesubmittedtoavendornolaterthanJan1.• WhenplanninganEasterfundraiser,ordersmustbesubmittedtoavendornolaterthanFeb.1.• Whenplanningasummerfundraiser,ordersmustbesubmittedtoavendornolaterthanApril1.• Whenplanninganorientation/fallfundraiser,ordersmustbesubmittedtoavendornolaterthanJune1.

Minimums.Witheveryfundraising/promotionalorder,avendorrequiresaspecificminimumamountforbestpricing.Itisrecommendedthatordersbemadeinbulk(theminimumorhigher)toavoidlowerthanminimumfees($25andup).Pre-salesmayletyouknowtheexactamounttoorderbutpotentiallycomeswithariskofnothittingminimumandpotentiallyincreasesthecost.VendorDeliveryandPaymentUponreceivingallnecessaryapprovals,LUCOM-MarketingwillsendmasterartfilestoaselectedLiberty-approvedvendor.Thevendorwillthensendaninvoiceincludingcostofgoods,setupcharges,shipping,andtaxtoLUCOM-Marketing.Allstudent-organizationshavespecificLibertyUniversitybudgetcodes;LUCOM-Marketingwillpayfortheorderandreconcileonbehalfofthestudent-organization,fundswillbewithdrawnfromtheorgaccountwithin30-daysofreconciliation.NecessarypaperworkwillbeforwardedtotheOfficeofStudentAccounts.BusinessFundraisingAnotherapproachtofundraisingisworkingwithalocalbusiness.Student-OrganizationsshouldcommunicatedirectlywithLUCOM-Marketingbeforeapproachingand/orrelayinginformationtoalocalbusinessinanattempttogathergoods/monetarydonation/serviceasafundraisingapproach.ConclusionAsaprofessionalschool,LUCOMisheldtoahigherstandard.Failuretofollowthepoliciesandproceduresonbrandingandfundraisingpromotionalitems,setforthbyLibertyUniversity,University-Marketing,andLUCOM-Marketingcouldresultinanegativenon-professionalperceptionnotonlyofLUCOMbutthestudent-organizationpursuinghelpwithfundraising/promotionalmaterials.CommunicationwithLUCOM-Marketing,alongwithplanning,canensurethatLibertyUniversityandLibertyUniversityCollegeofOsteopathicMedicineremainpartnersintheirmission.Pleaserelayallquestionsandconcernsviaemailtothedirector:

• ChristopherBreedlove,DirectorofMarketing,PublicRelationsandWeb-Operations

crbreedlove@liberty.edu