EDM-PR-001: Advertising and Sponsorship

• A New Tax System (Goods and Services) Act 1999 (Cwlth) 1999 http://www.austlii.edu.au/au/legis/cth/consol_act/antsasta1999402/
• Public Sector Ethics Act 1994 (Qld) (new window) 1994 http://www.legislation.qld.gov.au/LEGISLTN/CURRENT/P/PublicSecEthA94.pdf
• Trade Practices Act 1974 (Cwlth) 1974 http://www.austlii.edu.au/au/legis/cth/consol_act/tpa1974149/

• Queensland Government Sponsorship Framework http://premiers.govnet.qld.gov.au/events/sponsorship/index.htm
• Crime and Misconduct Commission: Sponsorship management http://www.cmc.qld.gov.au/asp/index.asp?pgid=10855&cid=5476&id=569
• Queensland Government State Procurement Policy http://www.qgm.qld.gov.au/02_policy/spp.htm
• National Competition Policy http://www.treasury.qld.gov.au/office/services/regulatory-reform/competition-policy.shtml
• Guide to Queensland Government Advertising (new window) http://premiers.govnet.qld.gov.au/policies/downloads/CurrentGuidetoAdvertising8.pdf
• Healthy Food and Drink Supply Strategy for Queensland Schools http://education.qld.gov.au/schools/healthy/food-drink-strategy.html
• Queensland Government Events Policy (new window) http://premiers.govnet.qld.gov.au/policies/downloads/qld_events_policy.pdf

• IFM-PR-008: Records Management in Schools and Non-School Offices /strategic/eppr/information/ifmpr008/
• FNM-PR-020: Commercial Activities and Charging Practices in Schools and Other Education Centres /strategic/eppr/finance/fnmpr020/
• LGS-PR-005: Trade Practices /strategic/eppr/legal/lgspr005/
• SCM-PR-001: Naming of State Schools and State School Built Assets /strategic/eppr/schools/scmpr001/

Statement of intent

State schools, TAFE institutions and other educational facilities are important educational, social and cultural resources for communities throughout Queensland. By engaging with local businesses and community organisations, many institutions have created innovative programs that are tailored to local needs and provide enhanced benefits for students.

In this context, advertising and sponsorship are important components of the operations of state schools, TAFE institutions, and other units of the department.

While appropriate advertising and sponsorship activity can generate significant benefits for all parties, inappropriate activity can do irreparable damage to the department's brand and public image.

This policy explains the key principles of advertising and sponsorship and provides examples of acceptable and unacceptable arrangements.

A sponsorship framework is provided to help guide outgoing sponsorship activities undertaken by departmental units.

A checklist is also provided as a step-by-step guide to advertising and sponsorship arrangements for schools and Parents and Citizens' Associations.

Corporate Communication and Marketing provides advice and guidance to all departmental units wishing to engage in advertising and / or sponsorship activity. The key principles underpinning sponsorship and advertising advice are based on:

• Integrity of State Government funding to Education (core funding)
• Alignment with departmental and State Government priorities
• Appropriate acknowledgment
• Appropriate activity
• Appropriate association
• Appropriate authorisation
• Ethical behaviour and fair dealing
• Open and effective competition
• Effective management and reporting
• Value for money

Responsibilities

• Refer all advertising and sponsorshiop approval to your Principal.

• Ensure familiarity and compliance with Advertising and Sponsorship Key Principles.
  An Advertising and Sponsorship Checklist for Schools and Parents and Citizens' Associations (new window) 21k has been developed to guide decision making.
• Consult and seek approval from school community (including P&C Association and School Councils) before arrangements are progressed in any detail with potential sponsors.
• Consult Regional Executive Director or Executive Director Schools who will seek endorsement from Executive Director, Corporate Communication and Marketing for all proposals that:
  • exceed value of $5000 (net) over life of agreement (maximum five years); or
  • have potential to be controversial; or
  • despite having a value of less than $5000, involve activities that may be high risk; or
  • involve naming rights; or
  • are first of their kind for department; or
  • involve significant events; or
  • have statewide implications.
• Consult with Information Management Services Branch if computer equipment and/or services are a major element of sponsorship.
• Complete Sponsorship Offer Form (new window) 239k for sponsorships less than $5000 and store this locally for audit purposes. Note: If the sponsorship is less than $5000 and meet one of the categories mentioned above, then this must be referred to Corporate Communication and Marketing.
• Ensure behaviour or any final arrangement would withstand critical public scrutiny when negotiating advertising and sponsorship.
• When seeking sponsorship, do not rely solely on unsolicited offers. Publicise sponsorship or advertising opportunities so as to be fair to all potential sponsors or advertisers, to obtain a reasonable price and to promote public confidence. This requires notifying all known organisations who may be able to provide sponsorship and can be achieved by calling for expressions of interest or sending a letter to known competitors. Provide pre-determined sponsor selection criteria to organisations expressing interest in an advertised sponsorship opportunity. In situations where there are a limited number of potential sponsors, approach all directly, rather than advertise.
  It may not be necessary to publicise opportunities if:
• • There is only one individual or firm with necessary skills or goods (sole supplier situation).
  • Calling for expressions of interest is likely to threaten viability of first offer or lead to a lesser result.
  • There is reason to believe that no other competitor could provide better value for money.
• Document how decision was made, authorise appropriately, and file locally.

• Refer proposals and arrangements to your school Principal for approval.
• Use advertising and sponsorship checklist (new window) 21k to help assess suitability of proposal.
• Ensure behaviour or any final arrangement would withstand critical public scrutiny when negotiating advertising and sponsorship.
  

• Refer all proposals and arrangements to your Director for advice.

• Ensure familiarity and compliance with Advertising and Sponsorship Key Principles.
• Refer proposals to Executive Director, Corporate Communication and Marketing for advice if required.
• May authorise incoming sponsorship and advertising proposals, up to $5000.
• Consult Executive Director, Corporate Communication and Marketing for all proposals that:
  • exceed value of $5000 (net) over life of agreement (maximum five years); or
  • have potential to be controversial; or
  • despite having a value of less than $5000, involve activities that may be high risk; or
  • are first of their kind for department; or
  • involve significant events; or
  • have statewide implications.

• Ensure familiarity and compliance with Advertising and Sponsorship Key Principles, Queensland Government Policies and the Queensland Government Sponsorship Framework .
• Refer proposals to Executive Director, Corporate Communication and Marketing for advice if required.
• May authorise incoming sponsorship and advertising proposals, where a non-competitive process has been employed, up to $5000.
• Authorise school-based proposals up to $5000.
• Consult with the Executive Director, Corporate Communication and Marketing, regarding arrangements more than $5000 or where such sponsorships may be high risk or controversial.
  

• Consider and assesses proposals forwarded by Principals, TAFE directors, Central Office Directors and Regional Executive Directors for advice.
• Endorses proposals that meet requirements of this policy and procedure, Queensland Government Policies and the Queensland Government Sponsorship Framework .
• Advises Principals, Central Office Directors or Regional Office Directors and relevant delegates, of outcome of all proposals submitted for advice.
• Authorises any statewide media releases generated by sponsor recipients.
• Endorses and provides advice on statewide arrangements more than $5000 in value.
• Coordinates arrangements with state and national offices of firms, or conducted in conjunction with education portfolios in other jurisdictions.
• Coordinates sponsorship of significant events in accordance with Queensland Government Sponsorship Framework and Queensland Government Events Policy (new window) , which includes referral of all proposals for sponsorship of such events to Events Coordination Unit, Department of the Premier and Cabinet.
• Registers incoming sponsorships exceeding $5000 and all outgoing sponsorship agreements (new window) 23k centrally.
• Provides to Minister for Education and Training an annual report of all new and current sponsorships with a value more than $5000.
• Provides to Minister for Education and Training a report on any sponsorship involving a significant event, for Cabinet consideration.

• Consults with Minister for Education and Training and, as appropriate, other key stakeholders, on proposals that have potential to be controversial or are first of their kind for department, or involve outgoing sponsorship of significant events and/or events requiring Cabinet Budget Review Committee approval.
• May authorise incoming sponsorship and advertising proposals, following consideration of advice provided by Executive Director, Corporate Communication and Marketing, not exceeding $500 000.
• May authorise outgoing sponsorship proposals:
  • that are not new significant events.
  • do not require Cabinet Budget Review Committee approval.
  • do not exceed $500 000.

• When deemed necessary, submits for consideration of Cabinet Budget Review Committee any sponsorship proposals involving naming rights of significant events or facilities, including enduring physical assets.
• Authorises incoming advertising and sponsorship proposals exceeding $500 000.
• Authorises outgoing sponsorship proposals:
  • involving new significant events.
  • requiring Cabinet Budget Review Committee approval.
  • exceeding $500 000.

Forms

• Advertising and Sponsorship Checklist for Schools and Parents and Citizens' Associations (new window) 21k
• Incoming Sponsorship Agreement (new window) 1.0M
• Outgoing Sponsorship Agreement (new window) 1.1M
• Register of incoming sponsorships more than $5000 and all outgoing sponsorships (new window) 23k
• Sponsorship Framework for Department of Education and Training Central Office units, District Offices and TAFE Institutes (new window) 34k
• Sponsorship Offer Form for sponsorships less than $5000 (new window) 239k

Not Applicable

Other relevant documents

• Definitions and guidance on expressions used in this policy/strategic/eppr/marketing/edmpr001/definitions.html
• Advertising and Sponsorship Key Principles/strategic/eppr/marketing/edmpr001/principles.html
• Sponsorship Contract for arrangements worth more than $5000/strategic/eppr/marketing/edmpr001/contract.html

Contacts

For all non-TAFE inquiries, please contact:

For TAFE inquiries, please contact:

• Sponsorship Policy Framework - Version: 1.0