University of Maryland School of Social Work (UMSSW) Programs and Centers have established partnerships with state and local government agencies in which funding is received to develop and manage external websites, social media channels, and other marketing and communications efforts.
Objective
UMSSW will implement review and approval processes and systems that will allow the UMSSW Marketing and Communications Team to proactively engage with and provide guidance to SSW Programs and Centers and external vendors that will help maintain enforcement of brand guidelines.
Why Brand Alignment is Important
- Brand alignment helps the UMSSW convey clear and consistent messaging to internal and external audiences.
- Brand alignment helps the UMSSW increase brand recognition and loyalty among prospective students, community members, partners, funders/donors and other key stakeholders.
- The creation of multiple external brand identities and websites elevates individual Programs and Centers but dilutes the UMSSW brand.
- Multiple websites managed by multiple platforms outside of the established content management system (CMS) and ssw.umaryland.edu domain can create barriers to crisis communication and risk management efforts.
Website Development Guidelines for UMSSW Programs and Centers
Programs receiving grants/funds that require the development of a website should:
- Coordinate with the UMSSW Marketing and Communications team to discuss options for creating and managing the site before contracting with an external vendor and developing the website.
- Provide details about website or marketing related grant deliverables.
- Share the website objective, goals, target audience and budget allocation for the development of the website
- Share information about required partnerships and co-branding
- Identify a T4 champion or website manager to regularly review the website/webpages and make edits.
- View information about creating website content and scheduling T4 training.
Major UMSSW Programs and Centers include*:
- Center for Behavioral Health and Well Being Research (BHWell)
- Center for Restorative Change (CRC)
- Positive Schools Center
- Promise Heights
- Family Connections
- Rise Family Support Center
- B’More for Healthy Babies
- The Institute for Innovation and Implementation
- Child Welfare Academy
- Parent, Infant and Early Childhood (PIEC)
- Maryland Longitudinal Data System Center
- Evidence Based Practices (EVP)
- Financial Social Work Initiative
- Prevention of Adolescent Risks Initiative
- Family Welfare Research Training Group
* There may be other SSW initiatives that do not fall within the above list of Programs and Centers. The set forth guidelines apply to all UMSSW branded initiatives.
Guidelines for External Vendors
External vendors contracted to create websites on behalf of any UMSSW Program, Center or Initiative should:
- Contact Kelli Johnson, UMSSW Director of Marketing and Strategic Communications at kelli.johnson@ssw.umaryland.edu or communications@ssw.umaryland.edu before finalizing the contract terms and web development timeline.
- Provide the UMSSW Marketing and Communications team with a listing of all pre-existing website(s) created on behalf of UMSSW, primary point of contact for the website(s); as well as create and provide alternate login credentials giving the UMSSW Marketing and Communications team full access to make any necessary edits or updates to the website.