CSU Bakersfield
Stockdale Highway Marquee
Messaging standards and operations

Purpose:

The CSUB electronic marquee is an integral part of the university's communications and marketing efforts, and is used to announce and promote key university messages and activities to a broad external audience. Communication with external audiences strengthens community engagement efforts, a key component of the university's vision, as well as generates additional revenue through sponsor recognition opportunities.

Management:

The University Advancement division will manage the Stockdale Highway marquee, with sign content approved and implemented by the department of public affairs and communications and the office of university advancement events.

Message priorities:

• Information displayed on the electronic message sign will be targeted toward a broad external audience.
• Messages that are seasonal or occur with less frequency are given priority over events that occur on a regular basis.
• The sign will be used foremost to advance key messages that support the university's vision. This includes, but is not limited to:
  • major university, faculty, staff, student and alumni accomplishments
  • major donations, gifts or grants to the university of at least $1 million that would have broad public understanding
  • faculty, staff, student, alumni and donor profiles
  • major athletics accomplishments, such as team championships
  • announcement of university public events, such as commencement
  • announcement of university information for general public, such as campus closure or first day of classes
  • acknowledgment of Academic Corporate Circle members
  • major university-sponsored cultural, athletics and academic events that have broad appeal and recognition and will thereby attract a large external general public audience, such as Celebrate CSUB!, Jazz Festival, Party in the Park, and athletics revenue generating sporting and special events
  • university-sponsored cultural, athletics and academic events that have a more limited appeal and recognition and will thereby attract a smaller external general public audience, such as blood drives, concerts and lectures
  • campus emergency messaging will be written and posted by the director of public affairs and communication
  • Student specific events will be placed on the student union message board

Message request guidelines:

• Messages may originate only from CSUB administrators, faculty, staff
• Requests for a message that meets the established priorities should be submitted at least three weeks in advance of the preferred run date using the online submission form, including appropriate approval. Exceptions may be made only for unexpected announcements or events.
• Message text must be very brief and concise. Longer messages may look appealing, but will not be effective.
• Requests are not guaranteed to run. Message usage will be evaluated using the priority guidelines balanced with the available space.
• Color photos and graphics that meet university standards may be displayed when appropriate.
• The requestor will be held responsible for the accuracy of the information placed in the message.
• Once a message has been approved for display, the requestor will be notified by e-mail.

Message duration:

• The display duration will vary by message. Broad university announcements and major fundraising events may have longer durations than general event-specific messages.
• Messages that are not date specific will be displayed for a maximum of 14 days.
• As space permits, general event-specific messages will normally begin about five days prior to the event and end on the event date.

Message operations:

• Messages will rotate no faster than one message every six seconds.
• The display rotation will not exceed more than eight to 10 messages at any given time.
• Message illumination will remain constant (i.e. no flashing or video).
• The electronic message sign will display messages from 5 a.m. to 11 p.m., seven days a week.
• Pending viewing the sign in operation, it may be necessary to turn off the display during special events in the amphitheater.