9702 - ADVERTISING ADMINISTRATIVE PROCEDURES
This administrative procedure provides guidelines for school administrators and others when requests to advertise are made from outside entities or when a school or department desires to raise funds through direct solicitation of non-Board entities for the purpose of advertising. All individuals seeking to advertise or approve advertising in or on District facilities, in District publications, or in or on any medium associated with the school or District must review Board Policy 9702 to assure all non-school District advertising is in line with policy.
The District may enter into advertising agreements with outside non-Board entities or commercial advertising agencies for the purpose of advertising or soliciting advertisements for other not-for-profit or for-profit entities. All schools and departments must abide by any requirement of any contract made at the District level. The dollars generated from District level advertising agreements fall under the control of the Superintendent and can be utilized for any school or District purpose s/he deems appropriate. The Office of District Community Relations is responsible for the negotiation and administration of all District level advertising contracts. These contracts are to be approved by the Superintendent and may at his/her discretion be submitted to the Board for final approval.
Agreements for advertising that involve two (2) or more District schools and/or are in excess of, expected to be in excess of, or has a history of revenue in excess of $10,000 will be negotiated by the school’s Area Superintendent or the Superintendent that supervises the department director in the same manner as described in C. 1. of this procedure. The Board must approve all contracts with advertising revenue expected to be in excess of, anticipated to be in excess of, or has a history of revenue in excess of $25,000. All funds generated in this manner will be distributed equitably to the internal funds of the schools involved in the contract.
School principals or district department directors can enter into advertising agreements so long as these agreements are limited to their school, department location, or area of responsibility. The dollars generated from school or department level advertising agreements fall under the control of the Principal or Director and can be utilized for any school or department level purpose s/he deems appropriate. These agreements are subject to the following:
The Principal or Director may sign advertising contracts with outside entities so long as these contracts are limited to one (1) fiscal year and must end on June 30th each year. These contracts must:
not contain any financial or indemnification language obligating the Board in any way;
include language giving the District the right to terminate the contract for any reason;
clearly describe the school’s obligation(s) and anticipated or definitive revenue;
clearly describe expected cost(s) to the school if any;
not be in conflict with any contract or agreement developed and agreed upon at the District level;
not limit advertising of a competitor’s product at or on the school or department site;
not ask for, require, or solicit the school or a Board employee to endorse their product as part of the advertising or in exchange for advertising the outside entities product;
must be signed/approved by the building principal or District department director;
may not contract with third party agencies/companies who will solicit advertising on behalf of the school/department without providing the District the opportunity to provide these same services first.
The Principal or District department director has the authority to sign individual advertising contracts with revenue or expected revenues of $5,000 or less. Any contract with a specific entity that anticipates advertising revenue in excess of $5,000 or has a history of exceeding $5,000 in advertising revenue from a previous year must be approved by the Board.
School principals or District department directors that desire to sign multi-year advertising contracts with non-Board entities must develop a contract with the outside entity that is compliant with C. 1. and 2. of the procedure with the exception of the one (1) fiscal year limitation and submit the contract to the Board for approval.
The Principal or District department director has the authority upon acceptance of a gift (in-kind or cash) under $15,000 in value (allocated to the school/department by an outside entity via the Board’s foundation or other) to display the donor's name on school site property with prior approval by the Superintendent (or designee) for up to one (1) year. Display of such name/logo shall not be in conflict with any District level advertising initiative.
All appropriate Board accounting procedures shall be followed. All advertising revenue collected, earned, or advertising revenue dollars disbursed by school personnel shall be recorded and handled in the school's internal funds as required in Board Policy 6610. Advertising contracts must have a signed/dated contract associated with any acceptance of funds.
The Office of District Community Relations will provide to schools/departments a standardized insertion order to utilize in the sale and management of school-based/departmental advertising campaigns, which should be utilized with every advertising agreement that generates revenue and maintained at the school/department level for the purposes of auditing.No school official, employee, nor the District shall endorse or recommend that school employees or students purchase items advertised by outside entities on District property or in any medium maintained or operated by the District.
Donations or gifts (in-kind or cash) in excess of $15,000 (allocated to the school/department by an outside entity via the Board’s foundation or other) must be presented to and acknowledged by the Board. These donations or gifts may be advertised as determined by the Superintendent, Principal, or department director.
To cooperatively generate the highest revenue on behalf of the District and ultimately, the schools/departments, the Office of District Community Relations will retain jurisdiction over advertising campaigns that provide the greatest benefit to the District. Schools/Departments should not circumvent these programs and work collaboratively with the District to create a dynamic program to benefit students.
Parameters would include:
The District retains the right to advertise exclusively with/through: District and building level web pages, District purchased hardware/software, areas attached to District property, District communications, social and digital media, District facilities, constructed signage, facility naming rights, any royalty or revenue share agreements, and publications sent to students and staff from more than one (1) school/department.
Schools should focus their advertising campaigns to their currently established practices that include: fund-raising events, athletic banner displays, building/department produced/distributed publications (year books, school newsletters). When at all possible, coordination between schools for larger advertising campaigns should be facilitated by District Community Relations. In all circumstances, the Office of District Community Relations will collaborate with schools/departments to enhance advertising campaigns began prior to the District established program (prior to July, 2012).
To maximize revenue generation while maintaining the highest level of business practice efficiency, it is necessary that the office of District Community Relations operate with flexibility to develop ad rates, while maintaining continuity for all clients. In addition, to maximize business efficiencies, a set protocol for collecting payment is necessary. To establish consistent protocols, the below guidelines should be followed:
Rate Cards: For each product line offered, a rate card will be developed and published annually that will include all that are applicable: product line, cost, sizing, frequency, run dates, and duration. Rates will be established based on these considerations: current economic landscape, what the market will bear, past practices, imprints/impressions, and a review of similar rates offered by competitors.
Discounts: to increase business practice efficiencies, reduce blank/or white space, promote new product lines, and maximize client ad budgets to be spent on District products, discounts may be implemented. Any contracts negotiated outside established rate discounts will be authorized by the Superintendent.
Quantity Discounts: Multiple issues within a product line increases overall sales of the product line. In addition, business practice efficiencies are gained through quantity sales (one contract developed, one (1) ad developed....). While District Community Relations will seek to obtain the highest level of revenue for each ad contract negotiated, those contracts that include multiple ads in the same product line may receive up to a fifty percent (50%) discount. This figure aligns with local industry standard.
Bundled Package: Advertisers may receive up to fifty percent (50%) off established rate card pricing on packages that include multiple product lines (newsletter, web, signs...).
Collections: Each campaign contract will reflect payment due dates, payment routing, method of payment, product line negotiated, and any imposed sanctions for late payment.
Revised 6/22/15
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