Advertising at TCU

Advertising plays an important role in raising awareness of TCU’s programs, events and initiatives. Because advertising often reaches audiences beyond campus, it also serves as a highly visible representation of the TCU brand.

These guidelines are intended to help colleges, departments and units plan and place advertising that reflects the university’s values, maintains brand consistency and makes the most effective use of marketing resources.

Advertising Review & Coordination

Central oversight of advertising is managed by the Division of Marketing & Communication (MarComm). Colleges and units planning to purchase paid media should submit proposed media plans for review to marketing@tcu.edu before committing funds, allowing up to 15 business days for review. Certain areas of the university, such as Athletics or the Neeley School of Business, may maintain decentralized advertising functions as determined by MarComm.

Brand Alignment

All advertising should comply with the TCU Brand Standards, including approved logos, color palette and messaging guidelines. Advertising creative is typically produced by MarComm. When advertising is developed through an external vendor or agency, the process should be managed in coordination with MarComm, and creative should be reviewed prior to placement.

Accuracy & Integrity

All advertising should present factual, verifiable information consistent with official university data and policies. Comparative claims or rankings should be current and sourced from recognized authorities. Testimonials should be authentic and used with documented consent.

Ethical & Legal Compliance

Advertising should comply with applicable federal and state laws, including truth-in-advertising, accessibility, copyright and privacy regulations. Advertising that could be construed as deceptive, discriminatory or inconsistent with institutional values should be avoided.

Media Buying & Placement

Media buying should prioritize reputable vendors and align with institutional objectives and budget efficiency. Digital placements should comply with university data privacy and security policies.

Campaign Recordkeeping

Units are encouraged to maintain records of advertising campaigns, including creative assets, media plans, proofs of performance and analytics, to support future planning and evaluation.