STANDARD OPERATING PROCEDURES

Office of Communications and Media

1

....................... 11 2 ... 07 PUBLISHING .................. 04............ 03..CONTENTS 01................................................................... 09 MARKETING COMMUNICATIONS ................................ 06....................... 05............................................................................... 03 PROMO ITEMS ................................ 02............................ ADVERTISING ...................................................................... 05 MEDIA COVERAGE ................................................................................. 06 PRINTING ........................................................

Required document: E-mail or written request. he has to develop several designs to come up with the right one. Adobe Photoshop etc. Attention. b. Creative copy is provided by the copywriter in support of the concept/ central theme or idea developed for the advertisement. How should the ad be presented to the target audience? This involves the use of appropriate visuals / graphics in support of the concept of the advertisement. frequency of ads by Head OCM in consultation with the In-charge.e. Design and layout of advertisement by Graphic Designer. The first step in the development of an ad is conceptualization. 3 . the principles of AIDA are kept in mind. Responsibility: Copywriter/ Asst. Interest. idea etc.). The final design is selected by the Creative Head. Responsibility: Copywriter. Proof reading Proofreading is done to eliminate all language errors by copywriter and double checked by the Assistant Editor/ Content Writer and formatting errors are checked by the In charge Advertisement and Printing. proper selection of visuals (photographic images or linework) and arranging these (layout) in a manner so as to make the ad appealing and eyecatching. Designer creates the design and layout of the ad using graphic software (Corel. concept. Most of the advertisements are about programs being offered by the schools.I: ADVERTISING Many steps are involved from the stage of receiving a request from a school/ department to the development of the ad to its final release to a publication. Responsibility: Creative Head. At times. Copy/text of the advertisement by the copywriter. Sometimes visuals along communicate more effectively than words can. Required document: None. theme. A good copy should incorporate these key elements to make it effective. the use of visuals are employed. scheduling of ads. 02: Conceptualization of advertisement by Creative Head i. It is said: “A picture is worth a thousand words.” The Graphic Designer gets briefing from the Creative Head regarding the concept of the advertisement. While developing the copy.e. or announcement ads for events etc.e. To support the caption/ copy. The work involves effective use of graphic tools to create effects. Desire and Action. and/or ads for hiring of employees by HR Dept. Visuals make ads more impactful. 01: Request is received from School/Department for preparation and release of advertisement in print media.. Editor and/ or Content Writer 03: Media Plan i. c. What is the ad about? It’s theme or central idea. Advertisement and Media. i. Responsibility: Visualizer/ Graphic Designer. selection of publications. This includes the main caption which has to be catchy and supported by a few lines making-up the body copy of the ad. a.

The final advertisement and the artwork are sent to the concerned school/department for approval and a signed copy is obtained before releasing the ad to the publication. Submission of bill to Accounts Department. Required document: Artwork of advertisement. supported by copy of RO. Bill is checked by In-charge Advertisement and Printing and submitted for approval to the Head OCM. Verification / Approval of bill. This process can continue for more than one time. After approval the bill along with supporting documents is forwarded to the Accounts Dept. sometimes up to several times. Invariably. A schedule is prepared that covers the number and frequency of ads given to the print media. and page requested. The RO is issued to the ad agency to confirm the placement of the ad(s) in a given publication(s). 4 . by In-charge Advertisements and Printing for settlement of payment.All advertisements are released to newspapers/ magazines according to a Media Plan. Approving authority: Head of school/ department. Approving authority: HoD OCM b. the Media Plan is subject to frequent changes and ads have to be rescheduled accordingly. Required document: Release Order (RO). c. A copy of the bill is kept at OCM for its own records. a Release Order (RO) is prepared that details the following: date on which to appear. sample of printed material. Submission of bills Ad agency submits advertisement bill to In-charge Advertisements and Printing along with samples of printed material. The decision to give ads to newspapers is taken on the basis of a careful analysis of their circulation. size of ad. A CD containing the final design/ artwork is delivered to the ad agency along with the RO. Responsibility: HoD OCM (in consultation with HoD OAD and head school/ department. In case of any further changes required by the school/ department. CD to ad agency After approval of ad by concerned school/ department head. Following procedure is followed for the processing of advertisement bills in OCM: a. target audience and feedback from students. Required document: Ad agency bill. copy of RO. name of publication. before finally being approved by the concerned school/ department. 04: Advertisement artwork for approval by concerned school/department. It is pertinent to mention here that only the head of a school/ department is considered to be the final authority for the final approval of an ad. 05. Approving authority: HoD OCM 06: Advertisements billing process. Required document: Media Plan. The Media Plan is discussed with Head of Admissions as well as the concerned school/ department head before finalization. color of ad (black and white or 4-color). Release of ad to newspaper/ magazine. the artwork is returned to the Head OCM for incorporating the same in the artwork.

This will be implemented from now on. The invoice is approved by the Head OCM before submission to Accounts for payment. are also suggested to the vendor. Sampling process can take up to many weeks because usually it involves customization. 05. it is realized that that even verbal ordering should be backed-up by proper PO. 04. a. However.II: 01. Required document: None. Approving authority: HoD OCM. However. Responsibility: HoD OCM or any person assigned by him. Delivery/ checking of merchandise supplied by vendor. A selection is made according to our needs and requirements. There are many types of promotional items (souvenirs/ gift items) to select from. Required document: Delivery Note from supplier/ vendor. Required document: Suppliers/ vendors quotation. Required document: Invoice (Original). Approving authority: HoD OCM. Responsibility: HoD OCM. Only those vendors are selected who are reliable and have good craftsmanship so that the end-quality of their products is of high finish. and this is based on mutual trust and confidence between vendor and OCM. 5 . Responsibility: HoD OCM or any person assigned by him. Purchase Order to vendor Approved items are ordered from the vendor through a Purchase Order (PO) duly signed by the Head OCM. b. Supplier delivers merchandise to OCM along with invoice. 03. 02: Getting samples made. This is done to quicken the process of ordering and delivery of the merchandise. Any modifications that mat be required. Rates are also negotiated with the vendor and are always based on quantity of the order. the practice is also to place order verbally or through e-mail. these can be ordered and delivered within a shorter period of time. Required document: Purchase Order (PO). However. Approval of invoice for submission to Accounts. PROMOTIONAL ITEMS Sourcing of vendors Promotional items are supplied by vendors who are approached after careful market research. where ready made samples are available. Merchandise is checked for verification of quantity and quality to ensure that each piece is according to the specified requirements. The vendor is asked to provide samples of the promotional items for final approval.

Required document: E-mail/ written request from school/ dept requesting media coverage. special invitations are sent out to both print and electronic media representatives. Required document: News clippings. personal calls are made to ensure coverage at very short notice. to inform them about the upcoming event and request them for media coverage. 04. The press/ news releases are faxed to the media.III: 01. hard copies of the press release and accompanying pictures are personally delivered by the Media Coordinator to the newspaper representatives. Required document: Press/ News Release. Sometimes. As an alternative. Responsibility: Media Coordinator. Prepare press release. Responsibility: Media Coordinator. Required document: None. Both the Urdu and English press/ news releases are prepared. but there are instances when OCM is informed only a day before or a few hours before the event which results in great difficulties for the Media Coordinator as well for the media reps to arrange the coverage in so short a time. Required document: None. Photographic coverage is provided by the official university photographer and also by the media photographers if they are present. 03. 06. 02. 05. Photography. In case pictures are involved. MEDIA COVERAGE Request from school/department for media coverage. Newspaper clippings are kept in a separate file for OCM record. national conference or seminar. Responsibility: Official photographer. photocopies of the clippings are also sent to the concerned people. Invitation to media for coverage. Usually. or news release to the media. Required document: Press/ News Release. Responsibility: Media Coordinator. Distribute press release/pictures to media. the media reps ask for 48 hours advance intimation. 6 . Clipping of news item for record. such as a convocation. Responsibility: Assistant Editor or Content Writer/ Media Coordinator. On receipt of an e-mail requesting media coverage of an event and detailing the date. Newspapers are checked daily to check for coverage of the university events/news. In the case of an important event. which is fair. Responsibility: HoD OCM/ Media Coordinator. In-house coverage is also provided in the university’s newsletter. OCM provides photographic services and sends the pictures with appropriate captions. time and venue of the particular event. When required. the Head OCM instructs the Media Coordinator to contact media reps in various newspapers etc.

03. concept. Editor/ Content Writer . Responsibility: HoD OCM (who also fills the role of creative head). quantity etc. Send design for final approval to concerned school/department.IV: 01. 02. b. New design ideas are conceptualized when required. The final proofreading is done by Assistant Editor /In-charge Printing and Advertisement Spelling and formatting mistakes are corrected and all changes are checked again. Required document: Text for printed matter from school/ dept. Required document: E-mail or written request from school/ dept. 7 . Conceptualization of design by creative head i. Receipt text from school/department and preparation of layout/ design. All Program Brochures follow a pre-determined pattern. 04. idea.e. Approval of design of material for printing (final dummy). designing and printing. Any changes recommended by the school/department are incorporated in the document and approval is taken again. The school/department provides soft copies of the text of the program brochure to In-charge Printing & Advertisements who checks it before forwarding to Asst. Approving authority: HoD OCM. Required document: Dummy of print matter. Required document: Dummy of print matter. b. a. PRINTING Request from School/Department for preparation. The approved design is sent to the concerned school/department for their final approval before it is sent for printing. Required document: None. Editor for editing purposes. Printing requests are made by the concerned school/department to the Head OCM. Required document: Final dummy of print matter. Approving authority: HoD OCM. Most of these requests relate to printed stationery or admission material. Approval of the design for print matter is accorded by HoD OCM. Final proofreading. number of pages. 06. Responsibility: In-charge Printing & Advertisements/ Astt. HoD OCM approves the dummy or suggests changes in the design. Responsibility: Assistant Editor. 05. and from there it is goes to the Graphic Designer for incorporating the final text in to the design of the brochure. b. Approving authority: Concerned school/ dept. and In-charge Printing and Advertisement. color scheme. size. theme. a. a. These changes are incorporated in the design.

Responsibility: In-charge Printing and Advertisement. or directly to OCM. a. Approving authority: HoD OCM. CD of final dummy is handed over for printing along with the Print Order. 12. Upon delivery of the printed matter to Store Dept. a. Required document: Print Order. Approval of printing bill. Approving authority: HoD OCM. Rates. accounts bill submission form with the printing bill. Print Order on prescribed form is prepared accordingly. Required document: Bill/ Invoice with all supporting documents mentioned in 11 above. Required document: GRN. Responsibility: In-charge Printing and Advertisement. All printing jobs must be commissioned through the prescribed Print Order and have the approval of HoD OCM. Obtain GRN from Store Dept. Billing process for printed material. 10. Required document: Delivery Note from printer. accounts bill submission form. printed samples. verification exercise is carried out for ensuring that the delivered material is in conformity with the requirements laid out in the Print Order. 09. 8 . Required document: Print Order. Responsibility: HoD OCM/ In-charge Printing and Advertisement. Receive bills from printer. Responsibility: Graphic Designer. Attach printed sample. Approval of Print Order. Delivery of printed matter and verification of quantity/ quality. After verifying that the final dummy is error free. and checking and verify bills. 11.07. b. b. the final dummy is saved on CD for handing over to the printer for printing. Approval of the bill is accorded by HoD OCM. delivery period. Preparation of Print Order (PO). Handing over of final design for printing. Required document: None. printing specifications are negotiated and finalized with the printer before handing over printing job. 08. invoice (original). Negotiation of rates/ terms and conditions with the printer. c.

d) Content for program brochures is provided by the concerned academic departments. b) Staff moderator e-mails that are circulated to all UMT staff. a. PUBLISHING Collection of material.e. d. the text and accompanying graphics are finalized by HoD OCM/Assistant Editor. b. and Content Writer. Responsibility: Assistant Editor. All selected content is edited. For UMT News. All text goes through a process of final editing by the Editor before being passed on to the designer for making layout and formatting.. Text / picture placement. the layout of a program brochure will be different from an introduction brochure of the University. Information is checked for accuracy. 02. Selection of editorial content and pictures. Responsibility: Graphic Designer. Required document: None. For other publications such as program brochures or university introduction brochures. Content for university publications come from various sources.V: 01. Final editing. c) Articles and fillers for use in the newsletter are reproduced from the Internet or other publications with due acknowledgement of source. c. events etc. For other publications. The designer has to be guided in the placement of text and pictures by Editor/ Assistant Editor. Sub-editing. Responsibility: Editor. Required document: None. All content is analyzed for relevance. In the case of UMT News. Similarly. the layout of the University newsletter also follows a set pattern. content is also developed at OCM. These include: a) Reports sent by concerned school/department regarding events held at UMT. newsletter etc. These mails have information regarding official appointments. grammatical errors etc. 9 . Design layout The designer makes a layout that is appropriate to the type of the publication. Responsibility: Assistant Editor/ Graphic Designer. the designer comes up with his own ideas about graphics or (s)he is briefed about using some particular ones. Responsibility: Editor/ Assistant Editor. brochure. a. (s)he has to be briefed where particular news items and pictures are to be placed on each page. Preparation of a document for printing. acceptance of research papers. i. For example. Where required. rewritten (when required) and proofread by Assistant Editor. b. this requires selection of news and accompanying pictures and determining their placement on the pages by Assistant Editor. 03. Responsibility: Assistant Editor.

10 . Responsibility: Incharge Advertisements and Printing. a signature of approval is obtained on the copy that has been sent to the concerned department for approval. Required document: Delivery Note (DN)/ Goods Receipt Note (GRN). Delivery of printed material to Store. Responsibility: Store department. b. Delivery date of printed material. It is checked for quality and quantity and timely delivery by Incharge Advertisement and Printing. 07. The designer prepares the final dummy of the document. Approving authority: HoD OCM. The CD is finally handed over to the printer. quantity and quality are also specified. If changes are recommended. Printed material is then sent to the Store Department. Responsibility: Incharge Advertisements and Printing. Submission of bill to accounts After approval. the bill is submitted to the Accounts Department for settlement of payment and a copy is kept at OCM for its own records. 06. 09. Required document: Printer’s/ Vendor’s bill. the document is copied on a CD by the Graphic Designer. Proof reading. The document is finally proofread to eliminate all language or formatting errors by Assistant Editor/Incharge Advertisements and Printing. a. then they are incorporated and approval is obtained. Submission of bill. Rates are negotiated with the printer. Handing over of material for printing. 08. Responsibility: Assistant Editor/ Incharge Advertisements and Printing 04. The bill with the appropriate GRN number is sent to OCM by Store. Required document: Printer’s/ Vendor’s bill with GRN and sample of print matter. All printed material sent to the Store is properly received there and a Goods Receipt Note (GRN) Number is issued on the bill. It is initially checked by the Head OCM and then sent to the concerned school/department for their final approval.e. Approving authority: Concerned school/ department head. Responsibility: Incharge Advertisements and Printing. Verification / Approval of bill. If no changes are required. 05. Bill is checked by Incharge Advertisements and Printing and verified/ approved by Head OCM. All printed material accompanied by the bill is delivered to OCM by the printer. After final approval. Final approval of dummy of document.

• In-house presentations require other arrangements i. b. Responsibility: Marketing Communications Officer. 02. Responsibility: Marketing Communications Officer. in case required to do so. collect their printed brochures etc. and observe their display with a view to analyzing how UMT can bring about improvements in its display at such exhibitions in the future. a. tour of the UMT campus (library. Outreach visit planner: To plan visits for introductory session of university (UMT). 03. Follow-up letters are sent to the respective school head thanking him/her for their cooperation during our visit to their campus. MARKETING COMMUNICATIONS Outreach.VI: 01. laboratories. Responsibility: Office Assistant. or their visit to our campus.e. Visit to educational institutions to introduce UMT with the aim of increasing student intake. Promo items. Comments may also be added to the CR by the said person. • • • 11 . Presentation to students of other educational institutions: To give presentations to introduce UMT to students and staff of a particular school/college. proper reception of the visiting group. Exhibitions. standees. • Make arrangements for provision of promotional material. Responsibility: Marketing Communications Officer. c. Responsibility: Marketing Communications Officer. banners. facilities etc. Required document: Contact Report (CR). To meet exhibitors from other educational institutes. • • Routine dealing with vendors for sampling/ supply of promo items. Make calls to obtain appointments. Responsibility: Marketing Communications Officer. Also. To interact with media for gaining exposure for UMT. • • • Obtain updated comment details. brochures etc to the UMT representatives at the exhibition venue. Visit educational exhibitions with UMT promotional material. and souvenirs to the visitors and/ or the accompanying faculty members.). refreshments. to assist UMT reps at the exhibition venue. Contact Report: • Contact Report (CR) is signed by the Principal/Coordinator or any other relevant official of the educational institution visited as confirmation of the visit. talk by some of our faculty members. • Deal with organizers regarding participation in exhibitions. Stock-keeping of promo material (souvenirs and give-away items) on Stock Register.

12 .

Sign up to vote on this title
UsefulNot useful