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., Distinguished Artist Series, 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 Rehared
- 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.
- Minors
- Parents or official guardians of minors must complete a media release 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 in two primary locations: Room 125 in the McCrary Music Building and Room 104 in Waco Hall East. Both workrooms are equipped with copy machines designated for faculty and staff use only. A copy code is required to activate the copiers. Each faculty and staff member will be issued a unique access code for these machines. Copy codes are used to eliminate photocopying by unauthorized individuals and to enable the distribution of copy costs to the appropriate individuals and areas within the School of Music.
- Faculty and Staff copy codes should never be given out to students. When a faculty member needs to have copying done by a student, the faculty member should request in writing a copy code for the individual student's use for departmental copying.
- Faculty members should assist the School of Music in the management of copying costs by:
- Limiting photocopying to departmental business or instructional purposes only
- Use Baylor Copy Center when more than 20 copies are needed. Copy requests may be submitted online or by email at Copy_Center@baylor.edu. When submitting a request, you must include the appropriate department account number. Please email Angeline_Townsend@baylor.edu for the appropriate account number if you do not already know what it is. If the job is to be charged to an excellence fund or other account, please contact Music_Finance@baylor.edu for the correct department number. Requests for color copies should be kept to a minimum.
- The School of Music does not authorize any reproduction of copyrighted works except that which is in accordance with the Fair Use Provisions of the U. S. Copyright Act.
Computer printers should be used for printing a single copy only. Multiple copies should be duplicated using the departmental copier or the Copy Center. For added convenience and efficiency, faculty are encouraged to set up the departmental copier as a network printer and print directly to it. Additionally, each copier includes scanning capabilities, which allows users to scan and email documents at no cost. Scanning is highly recommended as the most cost-effective way to distribute materials to students or colleagues.
Notice of approved work study budgets will be communicated each June by the Business Officer. Once your budget is confirmed, contact your area’s administrative associate for assistance to begin the hiring process. Please do this BEFORE telling the student they have a job. This includes all types of student workers, including pianists and accompanists, and is not limited to office workers. Each student hired should undergo a personal interview with the sponsoring faculty member as part of the hiring process.
Work Study students are NOT to begin work until they have been approved by the Student Employment Office. This is in violation of Federal Work Study regulations. This is especially important with International students. Federal Work Study students will be placed in work study positions before University Work Study students are eligible unless there are special circumstances.