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New Policy on Marketing Standards and Publications

October 30, 2018

To the UW community:

One of the objectives of our strategic plan under Goal 4 of “Breaking Through: 2017-2022” is labeled “Strengthen Marketing Effectiveness.” Among other things, it calls for a branding, public relations and marketing strategy for the university.

As part of that effort, we have adopted a new standard administrative policy and procedure aimed at maintaining a UW brand that is consistent and creates an enduring message of quality, reliability, effectiveness and leadership. A strong university brand can contribute to sustained support, both public and private; aid in recruitment of prospective students, faculty and staff; and help send a clear message about our impact on the state -- and beyond.

Specifically, the new policy and procedure asks all UW units to follow the university’s Brand Standards Manual, which is maintained by Institutional Marketing. That includes using the official UW institutional logo on all material, print or electronic, published by the university for public consumption. This requirement does not apply to class materials such as course syllabi.

While the new policy provides a method for creating a unit-specific signature, it discourages secondary logos to represent divisions or units of the university. The policy does include a process to request exceptions, but the criteria to qualify for an exception are stringent.

Additionally, the policy requires a review of printed student recruitment and informational materials directed to external audiences by Institutional Marketing. A University Brand Portal is being established to help units adhere to brand standards in creating these types of materials.

To control for quality and contain costs, printed newsletters and magazines at the college/school/center level or higher will be allowed on approved templates provided by Institutional Marketing. Email newsletters will be allowed at any level, with the design approved by Institutional Marketing.

A graphic design team at Institutional Marketing offers free graphic design services. Project requests are handled on a first-come, first-served basis, and turnaround time depends on the team's workload. Those needing design help are asked to fill out the project request form as early as possible. We are encouraging the use of in-house graphic designers to keep costs of hiring freelance designers at a minimum and to adhere to university brand standards. 

These measures follow best practices for marketing employed by our peer institutions and universities across the country. The new policy is part of a broader effort to more effectively communicate UW’s opportunities to prospective students, regional partners and national and global markets -- and to position the university for recognition in all of these contexts.

While we work to implement this new policy, several other changes have been made to enhance marketing. These include creation of marketing/communications specialist positions in each college, with a joint reporting line to Institutional Marketing; migration of UW units’ web pages into the university Content Management System; and the new “The World Needs More Cowboys” marketing campaign.

The marketing campaign, launched in July, is yielding some encouraging early results, generating more than 4,000 prospective student leads from across the country. And applications for the fall 2019 semester are off to a strong start, with noteworthy growth in the numbers of women and students from underrepresented populations. That’s not to mention the overall attention the campaign has received nationally and internationally -- and the overwhelmingly positive response from alumni and the people of Wyoming.

For more information on these issues, please go to Institutional Marketing’s online UW Brand Center, or contact AVP for Marketing and Communications Chad Baldwin at or 766-2929, or Institutional Marketing Creative Services Director Michelle Eberle at or 766-3325.


Laurie Nichols, President 


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