The information and resources on this page are provided by the Marketing Committee in order to aid project planners and content producers in understanding the requirements and recommendations of the Policy for Official Video and the SUNY Cortland Communication Guide.
Accessibility considerations should be included in the planning and production stages of promotional video content.
Captions should be available for all video content that includes synchronized audio. In addition to describing speech, captions should be used to indicate when music is playing and when sound effects provide meaningful information.
SUNY Cortland was once again
ranked as a national "Best Value".
For generic music:
[Upbeat pop music playing]
For a specific song, include the title and artist if time permits:
["Good Vibrations" playing,
by the Beach Boys]
♪ I'm pickin' up good vibrations ♪
[Birds chirping and leaves rustling]
Welcome class of 2020!
[Enthusiastic cheering and clapping]
Whenever possible, meaningful visual information should be described in the audio track. An alternate descriptive audio track may be used if including descriptive audio in the normal audio track is not preferable.
A descriptive transcript may be used as an accessible alternative for some content types.
SUNY Cortland requires that faculty, staff, alumni and visitors to campus who participate in photo shoots, videos and audio productions sign the SUNY Cortland Release Agreement. Parents/guardians of participants ages 17 and under also must sign the release form.
Consult FERPA and HIPAA regulations before publishing content with sensitive information or personally identifiable information. Be mindful of these regulations when recording video in SUNY Cortland offices or clinics that handle this type of information.
Use official SUNY Cortland colors where appropriate.
For assistance with graphic elements and templates for video, such as lower thirds and title slides, please contact Casey Hickey, senior web and digital marketing specialist.
The SUNY Cortland brand is much more than our logo, tagline, graphic designs, publications, etc. Our brand is our story, our reputation and all the associations that everyone makes with our College. The production quality of content published by SUNY Cortland is an integral part of the perception of the SUNY Cortland brand.
Audio Quality: Clear, understandable audio is critical when recording a live speaker or group. Whenever possible, audio should be captured through a microphone such as a lapel or podium-mounted microphone. Audio that includes significant ambient noise or is too quiet will present an obstacle for many listeners, and makes the creation of captions difficult.
Video Quality: Plan ahead for the optimal location for the camera and be mindful of changing environmental conditions. Changes in lighting, traffic, audience, weather and other considerations may lead to a difficult recording environment.
Language is a powerful tool in communicating the SUNY Cortland message, particularly in our print and online communications.
By consistently incorporating messages that support the College’s initiatives and brand attributes, we reinforce to our audiences what we are doing and how they will benefit from a SUNY Cortland education and experience.
The tone or “voice” of all communication materials should be consistent. The tone can be serious, contemplative and inspirational so that the reader is encouraged to reflect on his or her life while considering how SUNY Cortland will change and enhance it.