Number: COMM-040
Effective: February 13, 2020
Last Reviewed: June 29, 2023
Department: Marketing
Last Revision: June 29, 2023


To promote engagement in the community by CWI, provide guidance, and ensure proper coordination occurs as the College associates with specific activities and organizations. It is also important to recognize that, as a public institution, the College’s reputation and brand must be protected. The College has the right to manage investments in community engagement while safeguarding the integrity of the College. All requests for community engagement activities will route through the Marketing Department for approval.


Applies to CWI Administration, faculty, and staff



  • Incoming Sponsorship is a direct or implied approval or support (such as financial, materials, services, or gift-in-kind) provided by any outside individual or organization to the College.
  • External sponsorship is an expenditure by CWI to a third party for community related events and/or activities for the purpose of engaging with event patrons and obtaining visibility to CWI through brand awareness. External Sponsorship must demonstrate a mutually beneficial exchange of knowledge and resources, which reinforces the mission of CWI and complements outreach efforts.

Partnership: A long-term, mutually beneficial engagement with a community partner, which is typically formalized with a Memorandum of Understanding or other formal engagement. A Community Partnership is not to be confused with a legal “partnership” where two or more persons or entities agree to carry on as co-owners of a business for profit. The characteristics of a partnership may include (1) an agreement to share knowledge and/or resources to achieve results that benefit both CWI and the community partner; (2) enhancement of scholarship, learning, and professional development at CWI; and (3) the development of experiential learning to connect instruction to community and careers.

Community Service: Engagement in volunteer activities that focus on providing services needed by different sectors of the community, including nonprofit, public, and community-based organizations, to improve the quality of life for local residents. When CWI employees participate in Community Service outside the scope of employment, they do not act as representatives of CWI.

Endorsement: Any statement, publication, visual representation, or activity included in marketing or promotional materials that expresses an opinion, value judgment, or association that can be reasonably construed to contain or imply a preference by CWI, or by any of its units or employees speaking or acting as representatives of CWI, for any external service. Endorsements do not include pedagogical discussions regarding educational services and products, or evaluative feedback sought by third parties regarding the use of services or products by CWI employees.

Advertising: Outside entities requesting to advertise on or in the College’s assets and communication materials.


CWI is committed to supporting community engagement activities dedicated to enhancing and strengthening the communities in which its employees and students work and live in line with the mission of the College. These opportunities for community engagement may come in the form of sponsorships, partnerships, and/or community service. The overriding principal surrounding such activities is to engage in ways that enhance, support, or progress the College’s mission.



  1. College departments, programs, and employees acting in their professional capacity may not participate in Community Engagement Activities or Partnerships with, nor endorse or accept sponsorships or advertising, from any external entity whose products, services, programs, images, activities, mission, purpose, goods, and/or services:
  1. may harm the reputation of the College or are inconsistent with the College’s mission and values;
  2. violate CWI’s policies or practices and/or applicable local, State, and federal laws and regulations;
  3. discriminate or imply discrimination against any persons or groups based on age, ancestry, belief, color, creed, disability, national origin, race, religion, sex, sexual orientation, or veteran status, or in any other way that conflicts with College standards;
  4. the College deems to be racist, sexist, hateful, or demeaning;
  5. circumvent purchasing policies;
  6. are inherently dangerous or present an unacceptable risk of liability, including knives, firearms, weapons, and explosives;
  7. are considered to contain obscene, indecent, or profane material;
  8. promote the illegal use of alcohol or alcohol-related products or the illicit use of drugs;
  9. constitute a personal attack on individuals in either the public or private sphere; or
  10. creates an actual or apparent conflict of interest.
  1. College Divisions and Departments may not accept advertising or sponsorships in or on print or electronic materials, websites, or other College assets that students are required to access to complete their studies, such as the web registration system or websites containing academic coursework, or that prospective students are required to access when seeking admission to CWI, such as application and financial aid forms.
  2. Any individual or entity seeking to use the College name, logo, symbol, or mark must receive prior written approval from the Communications & Marketing Department, per COMM policy 010.
  3. Terms and conditions of all preapproved sponsorship, partnership, and advertising agreements must be expressed in writing and executed by a College official who has been delegated signatory authority; see ADMIN 150 Authorized Signature Policy. The contract/agreement must follow all appropriate steps outlined in ADMIN 000 Contract Administration and Management policy.
  4. According to the United States Internal Revenue Code, revenue generated by endorsements (when permitted), sponsorships, and advertising may be subject to Unrelated Business Income Tax (UBIT).
  1. College units must consult with the Comptroller to executing an agreement of the type covered by this policy to determine whether there are any tax consequences generated by this revenue.
  2. UBIT may be imposed when the revenue results from an activity that is unrelated to the core educational mission of the College.
  3. UBIT is imposed at the same tax rates applicable to for-profit corporations.
  1. Any CWI school, unit, or office wishing to act as a sponsor of a third-party, non-profit, or for-profit entity’s activity, event, or program must follow the same General Rules outlined in Section A - 4 of this policy.



CWI prohibits direct and implied endorsements. The name, logo, or images of the College or any of its campuses or units may not be used in any statement, website, print or electronic communication, or activity to endorse any corporation, business, product, service, or candidate for public office.

  1. College employees acting on behalf of the College may not make endorsements.
  2. A CWI communication that includes comments of an evaluative nature, either positive or negative, is a form of endorsement.
    1. Statements of fact (example: “The computing center uses Product X systems.”) are not considered endorsements. Statements with an expressed opinion (example: “The computing center uses Product X systems because they are the best of their kind.”) are considered endorsements. The purchase of a product by the College does not imply that the College endorses the product.
    2. Images that depict factual situations (example: a photo showing a student with a neutral expression working at a Product X computer) are not considered endorsements. An image depicting a group of students wearing shirts promoting Product X products would be considered an endorsement.
  3. Exceptions to this prohibition on endorsements are unusual and require the written approval of the President.


  1. Incoming: College units may enter into sponsorship agreements, upon approval obtained from Vice President of Marketing or designee, with reputable external entities to advance the mission of the College and to offset the costs of programs, activities, and events that are not directly related to the instruction of CWI students. Acknowledgement of sponsors and execution of sponsorship benefits will be coordinated with the Communications & Marketing Department. Sponsorship agreements may not include the purchase of goods and services from the sponsor.
  2. External:  Upon approval of an external sponsorship the requesting department will work with the Communications & Marketing Department to coordinate and execute benefits included in the sponsorship agreement. When benefits received goes beyond a level of visibility to be considered a sponsorship it becomes a marketing initiative and will then be fully managed by the Communications & Marketing Department. While participating in sponsorship activities and events, CWI employees are acting in their capacity as an employee and representative of CWI. 


  1. Partnerships must first be approved by the head of the administrative unit proposing the partnership agreement. Upon receiving such approval, the proposed partnership must be presented to and approved by the Vice President overseeing such administrative unit. 
  2. Upon receipt of approval by the relevant Vice President, a CWI employee shall be identified as the Contract Manager of the partnership agreement and shall be responsible for serving as the primary contact for the community partner and for ensuring that CWI policies are followed in the administration of the agreement.  See ADMIN 100. 
  3. The Contract Manager for the partnership agreement shall comply with ADMIN 100 in submitting the required paperwork to the Contracts Group and procuring a memorandum of understanding or other partnership agreement. 
  4. The Contracts Manager shall thereafter monitor and evaluate deliverables under the partnership agreement. 
  5. The terms of a partnership agreement may have an option to renew but shall not be automatically renewed on an annual basis.  Renewal is subject to approval by the relevant Vice President and Vice President of Marketing or designee. 
  6. Each partnership agreement shall include a termination clause by CWI at any time and for any reason, though CWI will attempt to provide advance notice whenever feasible. 
  7. Whenever questions arise over the nature and extent of the benefit to CWI under the partnership agreement, or whether the partnership enhances, supports or progresses CWI’s mission, the relevant Vice President shall present the partnership for review and discussion with President’s Cabinet. The President shall have the ultimate authority to decline any partnership at any time. 


CWI encourages members of the CWI community to engage in Community Service for the betterment of the community and to raise the quality of life of local residents. When participating in Community Service, CWI employees shall understand that they are acting as private citizens and not as official representatives of CWI. CWI may nonetheless spotlight the efforts of CWI employees who engage in Community Service for their personal contributions. 


  1. A non-College entity may advertise at or about College events, in or on College communications, or on College property when:
    1. revenue or other benefits will be generated for a College department or program;
    2. the standards and criteria set forth in these and other relevant policies are complied with; and
    3. all other applicable College procurement regulations are followed.
  2. Advertising is not permitted on the College’s websites.
    1. Exceptions to this rule may be considered on a case-by-case basis by submitting a request in writing to the Vice President of Marketing or designee.
    2. Advertising that appears in a printed College publication may be included in the electronic version of that publication when it is posted online.
  3. The Vice President of Marketing or designee will review all advertising agreements prior to approval to ensure compliance.
    1. The College and its departments and units may determine suggested rates for advertising as appropriate to cover costs associated with such advertising, to generate revenue, and based on benefits granted through the advertising agreement.


  1. The Vice President of Marketing or designee must review and approve all sponsorships and advertising agreements.
  2. Under the Vice President’s or designee’s supervision, the Communications & Marketing Department will create and maintain guidelines.
  3. Any dispute about this policy or its application must be referred, in writing, for resolution to the Vice President of Marketing or designee.

Certain decision-making and administrative functions related to this policy may be delegated to other College offices or entities upon approval by the Vice President of Marketing or designee.