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Brand Approvals Procedure

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Section 1 - Purpose

(1) The University name, UOW logo, and official UOW communications are tools for promoting the University’s competitive position and presenting a strong brand identity.

(2) This Procedure:

  1. gives effect to the Brand and Reputation Policy;
  2. supports UOW’s ability to protect and enhance its brand and reputation;
  3. supports UOW to adhere to legislative requirements; and
  4. prescribes the process for approving:
    1. use of the University name (by the University or third parties);
    2. use of the UOW logo (by the University or third parties);
    3. official UOW communications;
    4. brand partnerships; and
    5. requests for new UOW social media presences.
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Section 2 - Scope

(3) Words and phrases used in this Procedure and not otherwise defined have the meanings they have in the Brand and Reputation Policy.

(4) To comply with the Education Services for Overseas Students (ESOS) Framework, this Procedure also applies to UOW Global Enterprises (UOWGE), if recruitment activity requires the production of official UOW communications.

(5) The use of the University name in conjunction with approved scholarships, prizes and awards is excluded from the scope of this Procedure.

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Section 3 - University name

Advice and Assistance

(6) Advice and assistance on the appropriate use of the University name can be obtained from:

  1. for commercial activities by third parties: The Office of the Chief Operating Officer and Vice-President Operations (COO);
  2. for commercial research matters: Innovation and Commercial Research Unit (ICRU);
  3. for promotional, sponsorship, fundraising and student recruitment materials: The Advancement and Communications Division

(7) If there is concern about any request from an external party to use the University name, the matter should be referred to the Vice-Chancellor and President or the Chief Operating Officer and Vice-President Operations via an Executive Dean, Chief Officer or Director of the University.

(8) Staff should report any suspected unauthorised use of the University name to the relevant faculty or divisional leader or to the Chief Operating Officer and Vice-President Operations.

Approval for use in Public statements (where the University is communicating)

(9) The Use of the University name in Public Statements Policy sets out the requirements for issuing public statements.

(10) Wholly owned controlled entities of the University are permitted to use the University name.

Approval for Third Party use (often in conjunction with commercial activities)

(11) Affiliated associations of the University, such as student associations, clubs and societies are third parties for the purpose of this Procedure and need to seek approval accordingly.

(12) All significant commercial activities undertaken by the University must be approved in accordance with the University of Wollongong Act 1989 (NSW), the Delegations of Authority Policy and with the Commercial Activities Guidelines, in addition to the requirements of this Procedure, the use of the University name in relation to commercial research activities must be in accordance with the University’s Commercial Research Policy and associated guidelines.

(13) If research or partial research results are being published, researchers should ensure they comply with the relevant policy documents, before using the University name in such publications, including:

  1. UOW Commercial Research Policy;
  2. Intellectual Property Policy; and
  3. Code of Practice – Responsible Conduct of Research.

(14) All requests from third parties to use the University name must be directed to the Chief Operating Officer and Vice-President Operations via an Executive Dean, Chief Officer or Director of the University after discussions with the third party.

(15) All requests from third parties to use the University name will be evaluated to assess:

  1. the type and duration of use;
  2. the commercial value to the third party of the usage;
  3. an assessment of risks to the University;
  4. benefits to the University;
  5. reputational risk from association with a third party.

(16) Following assessment a determination will be made to confirm:

  1. if authorisation should be granted;
  2. the fee, if any, that should be charged by the University;
  3. any other conditions that should be imposed.

(17) Requests from a third party for use of the University name will only be approved if there is a clearly defined benefit to the University.

(18) The University name must not be used or displayed by any external party without the prior approval of the Vice-Chancellor and President or the Chief Operating Officer and Vice-President Operations.

(19) Approval may be granted for a single time use or for a fixed term but may not be approved for perpetual use.

(20) All authorisations of the University name for use by third parties under this Procedure shall be reported to the Risk, Audit and Compliance Committee in the regular Commercial Activities report.

(21) The University reserves the right to take legal action against any party who uses the University name without authorisation or in a manner which is inconsistent with an authorisation.

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Section 4 - UOW logo

(22) The Advancement and Communications Division maintains a register of requests and approvals for use of the UOW logo/s. Approval to use a UOW logo falls into three categories, as outlined below.

Approval for use where UOW is communicating on a pre-approved basis

(23) Approved branded templates in the Office Kit, developed by the Advancement and Communications Division are available for staff, students and affiliates to use when developing official UOW communications for an internal audience. In the instances below, the use of a UOW logo in an approved branded template is pre-approved:

  1. lecture materials developed by staff for dissemination to students;
  2. conference presentations developed by staff;
  3. event invitations, when UOW is hosting the event for an internal audience;
  4. official stationery ordered through UOW Print and Distribution Services, in accordance with the Stationery Standard;
  5. approved UOW email signatures developed in accordance with the Email Signature Procedure;
  6. official UOW communications developed by a third party, where a signed agreement exists between UOW and the third party (for example an offshore education partner) and that agreement sets out brand usage parameters, including outlining the types of communications the UOW logo and UOW Name will be used for the duration of the agreement;
  7. staff research papers; and
  8. student research papers, where the research is conducted as a requirement to complete the course.

Approval for use where UOW is communicating to any audiences 

(24) Requests to use a UOW logo in official UOW communications must be submitted as a request to approve a UOW communication (see Section 5).

Approval for third party use of the UOW logo 

(25) Affiliated associations of the University, such as student associations, clubs and societies are third parties for the purpose of this Procedure and must seek approval accordingly.

(26) All requests from third parties to use the UOW logo must be directed to the Chief Advancement and Communications Officer. Requests are made via the UOW Brand Identity website and require a Dean or Director/Chief Officer to endorse prior to submitting to the Chief Advancement and Communications Officer for approval. Requests by a third party (including UOW student clubs, societies and sporting groups, registered with Pulse) must be approved by the Chief Advancement and Communications Officer.

(27) All requests from third parties to use the UOW logo will be subject to an evaluation which includes an assessment of:

  1. the type and duration of use;
  2. the commercial value to the third party of the usage;
  3. any risks to the University;
  4. the benefits to the University; and
  5. reputational risk from association with a third party.

(28) Following the evaluation, a determination will be made to confirm:

  1. if authorisation should be granted;
  2. the fee, if any, that should be charged by the University;
  3. any other conditions that should be imposed; and
  4. the parameters for use of the UOW logo.

(29) Requests from third parties for use of the UOW logo will not be approved unless there is a clearly defined benefit to the University.

(30) The UOW logo may not be used or displayed by any external party without the prior approval of the Vice-Chancellor and President, the Chief Advancement and Communications Officer, or the Chief Operating Officer and Vice-President Operations.

(31) Approval may be granted for a single time use or for a fixed term but may not be approved for perpetual use.

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Section 5 - UOW Official Communications

(32) The University of Wollongong (UOW) seeks to maintain UOW’s Brand Identity, in a sustained and disciplined way to build and maximise the trust and high regard that audiences have of UOW.

(33) Official UOW communications are required to be accurate and relevant for the target audience, and to correctly and professionally apply the UOW Brand Identity.

(34) UOW is subject to government regulation that covers specific communication activity. Official UOW communications must comply with relevant legislation, and be reviewed and approved before release.

(35) Official UOW communications available to current and prospective international students must adhere to the requirements of the ESOS National Code- see Appendix 1.

(36) All UOW official communications must display the following general disclaimer:

  1. The University of Wollongong attempts to ensure that the information contained in this publication is correct at the time of production (insert month & year), however, information may be amended without notice by the University in response to changing circumstances or for any other reason. Check with the University for updated information; 
  2. The University TEQSA Provider ID: PRV12062; and
  3. The University CRICOS Provider No: 00102E.

Advice and Assistance 

(37) The Advancement and Communications Division provides advice and execution of marketing communications, and the application of the UOW brand and visual identity. UOW staff should consult with the Advancement and Communications Division (brand-uow@uow.edu.au) in the early stages of planning any official UOW communications.

Review Requirements 

(38) If reviewing any official UOW communications, the UOW Content Approver must check the accuracy of content.

(39) For course information, comparison and checking should be undertaken against the approved master source (COSMOS/Course Handbook) to ensure the accuracy of course information. This is a requirement under the Education Services for Overseas Students (ESOS) Framework, ensuring information is correct and consistent across University touchpoints. Examples of course information that must be accurate:

  1. CRICOS course codes and UAC codes (where relevant);
  2. entry requirements (e.g. ATAR, IB, IELTS);
  3. comparisons with other courses;
  4. claims of association and accreditation;
  5. contact details, including URLs;
  6. compulsory work placement hours ;
  7. accreditation and professional recognition information.

(40) The Advancement and Communications Division (or other UOW Business Unit undertaking material production) is required to conduct professional proofreading and to ensure preapproval checks are complete (Appendix 2).

(41) The following criteria will be used by the Chief Advancement and Communications Officer to determine if the UOW Official Communications should be progressed to the relevant Senior Executive portfolio owner for approval:

  1. status of content and course information approval;
  2. potential audience reach and impact on UOW's Brand and reputation;
  3. strategic importance and alignment, and monetary value of associated activity; and
  4. potential overlap with other official UOW communications.

Approval Requirements 

(42) The Pre-approval Checklist (Appendix 2) should be used by the UOW Content Approver.

(43) Prior to finalisation or publication, draft UOW official communications must be forwarded to the Brand Marketing and Communications Team for review and approval via brand-uow@uow.edu.au.

(44) The request for approval must include the initial creative brief (Appendix 3), and allow 3 working days for processing.

(45) A completed Pre-approval Checklist (Appendix 2) must also be provided when seeking approval.

(46) The Advancement and Communications Division will conduct checks and facilitate delegated approval where necessary.

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Section 6 - Brand Partnerships

(47) Prior to committing to a brand partnership, staff must contact the Advancement and Communications Division to discuss the strategic benefits of the association and the approvals process.

(48) The Chief Advancement and Communications Officer will evaluate brand partnership proposals according to the below criteria, if accepted the endorsed proposal will be forwarded to the Chief Operating Officer and Vice-President Operations for approval.

(49) Brand partnership evaluation will include:

  1. the commercial value to the third party of the partnership;
  2. an assessment of risks to the University;
  3. benefits to the University; and
  4. reputational risk from association with a third party.

(50) Following the evaluation, a determination will be made:

  1. whether authorisation should be granted, and under what terms and duration;
  2. a schedule of items being exchanged under the agreement (including, for example, permission to use UOW logo) including a recognition of fair value; and
  3. other conditions for partnership.

(51) Brand partnerships will not be approved unless there is a clearly defined benefit to the University.

(52) Brand partnerships must be endorsed by the Chief Advancement and Communications Officer, then approved by the Chief Operating Officer and Vice-President Operations in accordance with the Delegations of Authority Policy.

(53) Community sponsorships are facilitated through the Government and Community Relations Division. The Government and Community Relations Division will review for their endorsement, as appropriate.

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Section 7 - Social Media Channels

Requesting a UOW social media presence 

(54) To request a UOW associated social media account, staff must:

  1. Contact the Advancement and Communications Division to discuss the communication requirements for the new account including to: 
    1. assess your current situation: what are your existing social platforms and methods of communication?
    2. develop your goals: what are you trying to achieve? Do you need a new platform or are there existing UOW social channels you can tap into?
    3. who is the audience: who are you trying to engage with? What are their media and social media habits? What do you intend your channel to provide your audience with? What’s valuable to them?
    4. measurement: how will you know if your social strategy is successful?
    5. content: how will you sustain the community with content over time (style, frequency, objective, moderation)? Do you have enough engaging content and resources?
    6. how will you manage risk?
    7. reputation management and social listening and service escalation, including how will you escalate or manage customer service issues or negative comments?
  2. Once your representative has agreed to move forward with the request, seek written approval from your relevant divisional Director, Executive Dean or Faculty Executive Manager.
  3. Social media request forms can be obtained from acd-digital@uow.edu.au. Completed forms should be submitted to the Advancement and Communications Division. Allow one week for the team to respond. 
  4. The submission will be assessed by the Chief Advancement and Communications Officer. Where clarification is required for alignment with UOW’s strategy and/or brand and reputation management requests may be escalated to the relevant Senior Executive.
  5. If approved, the Advancement and Communications Division will run through roles and responsibilities and assist with the creation of the account or page.

Sustaining social media channels 

(55) All activities undertaken on official UOW social media channels must be in accordance with this Procedure and be attached to UOW's group or business manager accounts.

(56) The Advancement and Communications Division regularly undertakes audits of UOW social media accounts to ensure all UOW pages are in accordance with the Social Media Policy and are being supported to ensure regular content and social listening needs are maintained.

(57) Social media pages that don't comply with the Social Media Policy may harm UOW's reputation and damage the University’s social presence, through lack of posting, lack of responding to comments, or lack of engagement. In these cases, the Advancement and Communications Division will ask page owners to close pages down. In this circumstance, page owners may build a case to retain the channel, by requesting a UOW social media presence in accordance with this Procedure.

(58) Each social media platform has its own rules and regulations for use, which must be adhered to in addition to this Procedure and the UOW Social Media House Rules (Appendix 1). Users of official UOW social media must ensure that they are aware of relevant rules, regulations, guidelines and policies prior to use.

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Section 8 - Roles and Responsibilities

(59) The Advancement and Communications Division is responsible for:

  1. developing, managing and maintaining all UOW logos and the UOW Brand Identity;
  2. maintaining communication sources for rankings and ratings;
  3. providing advice on strategic marketing and communication activities, and using the UOW brand, including UOW logo and assets;
  4. working to ensure there is a consistent and aligned approach to the management of brand partnerships across UOW;
  5. approving the appropriate application of the UOW brand; and
  6. facilitating approvals processes, where approval is required by the relevant Senior Executive portfolio owner.

(60) The Transnational Education Unit is responsible for review and endorsement of recruitment materials intended for consumption by future students for offshore partner campuses.

(61) The Outreach and Future Students Division is responsible for reviewing and endorsing student recruitment materials intended for consumption by all future students for onshore campuses and current students.

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Section 9 - Definitions

Word/Term Definition (with examples if required)
Brand Partnership Where the University enters into a partnership with a third party to derive mutual benefit in an agreed exchange of value, for the purpose of building brand awareness or recognition.
UOW Content Approver Relevant approver, as defined in Section 49 of the Delegations of Authority Policy.
University name Defined in the Brand and Reputation Policy.
Commercial Activities Any activity engaged in by or on behalf of a company or person for commercial purposes, and any other activity comprising the promotion of, establishment of or participation in any partnership, trust, company or other incorporated body, or joint venture, by or on behalf of the University, that is for the time being declared by the Commercial Activity Guidelines to be a commercial activity.
Community Sponsorship Where UOW provides an individual, group or organisation with financial or other assistance towards the production of goods, services, activities or events, in order to champion social, cultural, environmental and economic developments within its community.
Third parties Individuals who are not current staff or students of the University. 
Entities that are not formally associated with the University, including incorporated entities within and external to the University. 
University of Wollongong controlled entities are considered to be Third Parties for the purpose of this Procedure. 
Affiliated associations are Third Parties for the purpose of this Procedure.
UOW General Disclaimer The general disclaimer that must be displayed on Official UOW Official Communications.
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Section 10 -  Appendix 1: Legislative Requirements for Marketing to International Students 

(62) All promotional communications designed for the recruitment of international students, both onshore and offshore, who will be in Australia on a student visa must adhere to the National Code of Practice for Providers of Education and Training to Overseas Students 2018 (The National Code) and the Education Services for Overseas Students Act 2000.

(63) The National Code and ESOS Act apply to all registered providers of education and training services to students from overseas who are studying in Australia.

(64) Regardless of whether the student is currently studying at an overseas or Australian campus, the National Code is to be used as a minimum standard in any promotion, marketing or student recruitment for the University.

(65) All promotional material must include content that complies with the National Code, Standard 1, Section 1.1 and following, which stipulates that:

“...The registered provider must ensure the marketing of its education and training services is undertaken in a professional manner and maintains the integrity and reputation of the industry and registered providers.” 

(66) All Promotional Communications in which UOW’s name appears must carry UOW’s institutional CRICOS code.

(67) The ESOS Act prescribes penalties for failure to list the CRICOS code. Any course that is available to international students must have a valid CRICOS code before it can be promoted, and the CRICOS code must be published.

(68) A course must have completed the UOW approval process before being publicised. Course approval processes are outlined in the Course and Subject Approval Procedures.

(69) In exceptional circumstances, a course that has not completed the full UOW course approval process, but has been allocated a CRICOS code, may be promoted with a caveat of ‘*subject to final approval’ in promotional communications such as international course guides and on Course Finder. Where a CRICOS code has not been allocated, then the course cannot be promoted.

(70) When including information about programs offered by UOW College, the UOW College CRICOS code, RTO code, qualification code, full qualification name for VET courses and company details must also be displayed.

Correct wording for display of the University’s CRICOS & TEQSA codes 
Communications relating to UOW 
Communications relating to UOW College 
University of Wollongong CRICOS: 00102E 
or 
UOW CRICOS: 00102E 
and 
TEQSA Provider ID: PRV12062 
UOW College is a registered business name of UOWC Ltd (CRICOS: 02723D, RTO 91159) 
Additional wording on all promotional materials (printed and electronic) regarding Foundation Studies: 
This course is a registered University of Wollongong course (CRICOS: 00102E) and is delivered by UOW College (CRICOS: 02723D). UOW College is a registered business name of UOWC Ltd (ABN 14 102 312 329) 
The following additional wording must be included on all promotional materials (printed and electronic) where that course includes a TAFE component: 
This course is a registered University of Wollongong course (CRICOS: 00102E) and is delivered jointly by the University and TAFE NSW (TAFE NSW – Technical and Further Education Commission: 00591E). 
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Section 11 - Appendix 2 – Pre-approval Checklist 

For UOW Content Approvers reviewing UOW Official Communication materials. 

Material Details and Accuracy: 

Does the material have a completed brief attached? 
Does the material meet the objective of the approved, attached brief? 
Is the copy, including course claims, awards, and accolades, up-to-date and accurate? 
Are references to awards or rankings current and correct? 

University Information, contact details and links: 

Does the material include the General University Disclaimer? 
Has the course-related material been approved by Outreach & Future Students Division? 
Are the included contact details correct? 
Are web links included and accurate? 

Comparisons and Claims: 

Does the material contain any false or misleading comparisons with other courses/universities? 
Does the material contain any inaccurate advice regarding acceptance into a course? 
Does the material contain any unfounded claims of association? 

International Audience Specifics (If material is for an International audience): 

Is the CRICOS Code (UOW and/or UOW College) displayed? 
If material includes TAFE components, is the TAFE CRICOS included? 
If course/program is not yet fully approved, does the material include “Subject to final approval”? 
If the course/program is not yet approved but has received CRICOS for international student recruitment, does the material state “Subject to final approval”? 

Domestic Audience Specifics: 

If the course/program is not yet fully approved and is for Domestic students only, does the material mention “Subject to final approval”? 

Other Details: 

If the material promotes UOW College programs, are company details included? 
If talent has been used, has a talent release been obtained? 

Approver's Decision: 

I have reviewed the material in question and: 
I do / do not approve this material for use. The following amendments are required: 
_____________________________________________________________________ 
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Section 12 - Appendix 3: UOW Creative Brief 

Project: 
UOW Client/approver: 
Brand: 
Client unit: 
Brief writer: 
Advancement & Comms Division contact: 
Date completed: 
Date received: 

TARGETING: 

Who are we talking to and what are they like? 
What do they think about the brand today?
What do we want them to think about the brand tomorrow? 

OBJECTIVES: 

What message(s) do we need or want to deliver?
How will we know we’ve achieved it? Are there any measures of success? 
What do you want from the audience? What do you want them to do and think? 

BENEFIT POSITIONING: 

What is/are the key benefit/s? 
What’s the campaign/ad/activity positioning statement? 

CREATIVE CONSIDERATIONS AND CONTENT: 

What are the specifications? 
Do you have draft text? If so, please supply it. 

EXECUTION & SCOPE: 

What’s the budget? 
What channels are available/is this for? 
Is procurement required? E.g. printing. Please outline quantities and specifications. 

TIMINGS: 

Include deadlines and key milestones.