6. General Operational Procedures
Purpose
To provide clarity, flexibility, and support for faculty who require marketing assets for performances while ensuring brand consistency across the School of Music.
Scope
This policy applies to all marketing assets for performances, including posters, digital graphics, social content and more.
If Marketing Creates the Asset
- Marketing will design the promotional assets using approved Baylor SOM branded templates.
- Faculty will receive revision opportunities within established rounds.
- Marketing will not create one-off faculty assets not aligned to Campaign or Campaign-Cluster frameworks. DIY pathways will remain available.
DIY Faculty-Created Options
Faculty are encouraged to develop their own promotional materials for studio events, competitions, recitals, etc. Adobe Creative Suite is Baylor University's preferred software for creative asset development, and Adobe Express is the School of Music Marketing Team's preferred app because of its user-friendly functionality. All faculty and staff have unlimited access to all Adobe tools using their Baylor ID, and students have free but limited access with their student ID. The following resources will assist you in creating assets such as social media graphics and flyers. If you are not sure if an asset you've created meets university brand standards, please send to music_marketing@baylor.edu for review and approval before posting or printing.
*All assets promoting university programs and events must include the School of Music logo.*
Brand Resources
- School of Music Logos (Brandmarks)
- Baylor University Brand Standards (including official colors, fonts, etc.)
Adobe Express Templates
General Templates Folder – Includes the following:
If you'd like to branch out from our provided template styles, explore all that Adobe Express has to offer and watch tutorials here to learn how best to create assets from scratch.
2.5 Digital Distribution Expectations
- Faculty must share assets first on their personal or studio social channels.
- The SOM official channels will amplify and reshare selected content to increase reach.
- Marketing reserves the right to decline sharing assets that do not meet brand standards.
Marketing Campaign Assets & Prioritization Policy
Purpose
To clarify how the Marketing & Communications team prioritizes, creates, and deploys school-wide campaign assets in alignment with Baylor University strategic initiatives, while maintaining flexibility to adjust based on institutional priorities.
Scope
This policy applies to school-wide campaigns and high-visibility promotional initiatives.
Guiding Principles
Campaign prioritization will be based on alignment with:
- University-wide initiatives and cultural moments
- Big Baylor Marketing + Provost Office priorities
- Dean’s strategic goals and School of Music mission advancement
- Opportunities for elevated visibility and impact for the School as a whole
This ensures major marketing lifts benefit the entire School, not only individual events.
Campaign & Campaign-Cluster Assets
- High-visibility campaigns and campaign clusters will include elevated asset support, branding, and amplification to targeted audiences.
- Events may be grouped or themed for greater relevance, visibility, and reach.
Discretion of Marketing Leadership
- The Director of Marketing & Communications (or designee) will determine the level of marketing support allocated to performances.
- Factors considered may include:
- Audience growth potential
- Strategic storytelling value
- Cross-School or cross-University relevance
- Advancement, recruitment, or donor impact
Performance Programs
Performance programs are a core audience-facing element of the Baylor School of Music and reflect the quality, care, and professionalism of the School of Music and are expected to meet consistent standards across all performances. They provide essential information for audiences, support accessibility and engagement.
To ensure consistency, clarity, and alignment with Baylor University and School of Music branding, the creation, formatting, and submission of performance programs follow established standards and timelines. These standards include the use of Chicago Style as a reference for grammar and formatting, consistent repertoire and personnel listings, and approved visual layouts.
Faculty are responsible for the accuracy, completeness, and editorial quality of all program content. The Marketing and Communications Office is responsible for applying approved formatting and branding standards and coordinating printing through the Baylor University Copy Center.
Detailed requirements, templates, timelines, and submission procedures are outlined in the Baylor School of Music Performance Program Style Guide, which serves as the official reference document for all program-related matters.
Faculty should consult the Program Style Guide prior to preparing or submitting program materials.
Faculty & Staff Expectations
Faculty and staff agree to:
- Provide complete event information early to enable appropriate planning
- Support unified school-wide brand voice, story, and visual identity
- Participate collaboratively with campaign direction and strategy
Partnership Statement
The marketing team serves as a supportive partner to faculty, not a gatekeeper. The goal of all campaign work is to elevate the collective School of Music brand, maximize visibility, and strengthen belonging across audiences.
School of Music Account
The Baylor School of Music is active on Instagram (@baylormusic) and Facebook (/BaylorMusic). This account exists as a sub-account of Baylor University and is managed by School of Music staff. Accounts abide by Baylor University brand standards.
Purpose
The purpose of these accounts is to celebrate, create and build awareness of and engagement with the School of Music. Our posts are outward facing, catering to both internal and external audiences.
Primary Audiences
Current students, current and retired faculty/staff, alumni, current families, prospective students and families, and Baylor/Waco-area audiences.
Overview of Posts Created
Event Promotions
Regular marketing of major funded/sponsored/endowed events (e.g. School of Music Signature Events, Lyceum Series, Hearn Innovators Series, Northcutt Lecture); weekly roundup of all events (“Music This Week”); ensemble and major events. Human interest stories—student, faculty, and alumni accomplishments; slices of life. Opportunities (e.g., Summer Camp promotions.)
Types of Posts Reshared
Marketing for concerts, events, and faculty recitals (excluding student recitals); behind-the-scenes and life-at-a-glance posts; videos of excerpts; other content at social media manager’s discretion. Please tag Baylor Music if you would like your post to be considered for sharing.
Accounts do not necessarily reshare all content we are tagged in; create a standalone post for each concert and event; post/monitor on weekends, holidays, or outside of regular work hours.
Media Involving Minors
Parents or official guardians of minors must complete a media release form in order for the School of Music to post any photos or videos. Forms should be collected and kept on file.
Sub-Accounts: Ensembles, Divisions, Studios, etc.
Overview
Groups within the School of Music have social media accounts and presences that are run by students, faculty, and respective area staff. These accounts can be more informal than the School of Music account but should reflect overall Baylor and School of Music policies and benefit from following brand standards. The School of Music follows these accounts and shares posts to the main account.
Purpose
To keep followers informed of events; celebrate student/alumni/faculty accomplishments; offer a glimpse into life within this group.
Primary Audiences
Group alumni, current students, group’s specific following.
Tips and Best Practices
Use official University colors and secondary colors; read University digital marketing guidelines; use high-resolution content; utilize Canva when creating graphics; tag School of Music and other collaborators to build engagement; ensure necessary credit is given for media.
Purpose
The Marketing and Communications team at the Baylor School of Music exists to elevate and protect the School’s brand while amplifying the impact of its people, programs, performances, and purpose. This section outlines the shared responsibility of faculty and staff in communicating about events and initiatives, while maintaining alignment with Baylor’s branding standards and strategic goals.
Core Responsibilities
Institutional Branding & Standards
The School of Music adheres to Baylor University's official branding guidelines, which include typefaces, color palette, logos, tone of voice, and Associated Press (AP) style standards.
- Use of official Baylor lockups (logos) is required for all external marketing materials.
- Faculty and staff should refrain from using academic titles such as “Dr.” outside of biographical or body text in promotional items.
All promotional content must maintain the integrity, professionalism, and visual consistency of the Baylor brand and its sub-brand, the School of Music.
Events and Performances
To ensure consistency and visibility, all public events must be entered into the official School of Music scheduling system on time. Once confirmed, events are loaded into the Baylor School of Music Event Calendar and Baylor’s university-wide events calendar.
Key deadlines:
- Minimum lead time and event details must be finalized for marketing support.
- Events submitted after deadline may not receive marketing support.
Department & Division Support
The marketing office partners with division chairs to determine key promotional needs throughout the academic year. Designated faculty or student marketers must collaborate with the marketing team to ensure messaging aligns with Baylor’s voice and values.
Self-Service Tools
Faculty and staff may independently develop marketing assets using official School of Music templates and branding kits [link to DIY marketing kits]
Scope of Services Provided by the Marketing Office
- Graphic design (posters, programs, social graphics)
- Website updates and news features
- Email campaigns
- Social media strategy and content support
- Paid digital advertising (as appropriate)
- Coordination with Baylor University Marketing and Communications
Contact
For all marketing and publicity inquiries, email the Baylor School of Music Marketing & Communications Office:
music_marketing@baylor.edu
Faculty workrooms are available at the following locations:
- Room 125, McCrary Music Building
- Room 104, Waco Hall East
- Room GL014, Waco Hall East
- Room 110, Roxy Grove
Each workroom is equipped with a copier designated for faculty and staff use only. A copy code is required to activate the copiers. Individual copy codes are assigned to faculty and staff members and consist of the last four digits of their Baylor ID number. In addition, each department has been assigned a general copy code for departmental use.
Copy Code Procedures
- Faculty and staff should not share their individual copy codes with students.
- If faculty or staff need a student to complete copying on their behalf, they should provide the student with the appropriate departmental copy code.
Managing Copying Costs
Faculty and staff are asked to assist the School of Music in managing copying expenses by following these guidelines:
- Limit photocopying to official departmental business and instructional purposes only.
- Use the Baylor Copy Center for copy requests exceeding 20 copies. Requests may be submitted online or by email to Copy_Center@baylor.edu. All requests must include the appropriate department account number. Contact the Financial Administrator or Business Officer if assistance is needed in identifying the correct account number for charges.
- Minimize requests for color copies whenever possible to help manage costs.
- The School of Music does not authorize the reproduction of copyrighted materials except when permitted under the Fair Use provisions of the U.S. Copyright Act.
- The copy center provides a pink receipt with a printed batch, please submit the pink sheet to the Business Officer.
Printing and Scanning
Faculty and staff should set up the nearest departmental copier as a network printer to allow convenient and efficient printing directly from their computers. Each copier also includes scanning capabilities, allowing users to scan and email documents at no cost. Scanning is strongly encouraged as the most cost-effective method for distributing materials to students and colleagues.
Student employment opportunities exist to:
- Provide students with meaningful work experiences that complement their academic responsibilities and, when possible, support the development of professional skills aligned with their academic programs.
- Extend and enhance, not replace, the role of faculty, staff, and graduate teaching assistant and intern positions in the supporting the effective operation of the School and advancing its educational and musical endeavors.
Requests for student employee positions that align with these expectations should be submitted as part of the annual budget process. Position requests will be evaluated based on available funding, overlap with existing job responsibilities, alignment with the School’s organizational structure, and overall prioritization among competing needs. The Department Chair will communicate funding availability through regular budget communications processes.
Students must be hired through the Student Employment Office, and as part of the request for the creation of an official job posting the proposed manager will submit a list of requested job postings for approval by the Business Officer, who will verify the position has an appropriate budget allocation and conforms to the stated purpose of the initial request.
Student employee supervisors are responsible for understanding and following all applicable university policies and procedures related to student employment. Supervisors should regularly review student employee timecards to ensure hours worked remain within approved funding limits and that positions continue to meet the intended purpose of the employment request.
Students may not begin working until they have completed the required hiring process and received approval through Student Employment. Student employees must be compensated exclusively through the university’s Student Employment process and may not be paid through any other method.