Advertising Expenditures
Procedures Manual 704-A
Category:
Administered by:
First Adopted:
Revision History:
Next Review:
1.
Finance
Director of Education
March 2007
September 2013
2018-2019 School Year
Definitions
1.1
Advertising and Advertising Campaigns
Advertising and advertising campaigns are defined as all forms of
communication, including media advertising (radio, print, television,
electronic), and print materials designed to provide information regarding the
local education system to members of the school community and the general
public.
2.
General
2.1
Advertising will present objective, factual and explanatory information
based on verifiable facts in an unbiased, fair and equitable manner.
2.2
Advertising will be targeted to specific groups that have a demonstrable
need for information.
2.3
Advertising should have specific goals and outcomes that can be
measured for effectiveness based on the target audience, nature and
scope of the advertising.
2.4
Advertising campaigns will be managed in a cost efficient manner and the
outcomes will be measured against the financial expenditures.
2.5
The outcomes of advertising campaigns will be documented as necessary
to ensure fiscal and public accountability.
2.6
When placing advertising, due consideration will be given to the use of
local media based on the target audience, the nature and scope of the
advertising and cost efficiency.
2.7
The use of non-local media will be based on the target audience, the
nature and scope of the advertising, with due regard for cost efficiency.
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ADVERTISING EXPENDITURES
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2.8.
Where appropriate, the Board and schools will use their websites as
vehicles which will help ensure target audiences are reached in a cost
efficient manner. Policy #312 Web Publishing will be applied.
2.9
Advertising campaigns by Board departments and schools may be
individually planned or be part of a wider communications strategy.
2.10
All advertising will be approved by the appropriate department supervisor
or senior administrator.
2.11
The Communications Office will provide advice and assistance in the
development and placement of advertising as requested.
2.12
Policy #302 Purchasing of Goods and Services will apply to ensure that
the appropriate purchasing method is used and competitive pricing is
obtained.
Examples of Appropriate Advertising Expenditures
The following are examples of appropriate advertising expenditures:
4.
•
employment opportunities
•
requests for tenders, RFP’s etc. for goods and services
•
program offerings (such as French Immersion, Kindergarten)
•
school registration
•
extracurricular activities
•
public education (such as school bus safety, public health information,
speakers and workshops, etc.)
•
accountability to the public (such as publishing of annual financial
statements)
•
Director’s Annual Report
•
public meetings and consultations.
Examples of Inappropriate Advertising Expenditures
The following are examples of inappropriate advertising expenditures:

advertising to recruit students from other boards or school

advertising which provides unverifiable or inaccurate information or
comparisons
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ADVERTISING EXPENDITURES
PROCEDURES MANUAL 704-A

communication with parents, students or teachers for the sole purpose of
advocating the government or other educational partners, and

widespread untargeted advertising.
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