Promotional Video Policy


Depending on the content and intended audience, videos posted to official SUNY Cortland webpages and/or social media channels should follow instructions described in this policy.

  • Promotional content should be produced in collaboration with the marketing committee.
  • All official content needs to be approved for publishing, unless the faculty/staff member posting the content has been certified to post without approval.
  • Other content may need to adhere to certain standards, such as accessibility guidelines and legal requirements.
  • More information is available in the Promotional Video Guide.


This policy establishes procedures for video and audio content published to any webpage or to any official SUNY Cortland social media channel.

This policy is intended to ensure that video production efforts:

  • coordinate with existing College-wide marketing and communications efforts.
  • contribute positively to the SUNY Cortland brand.
  • prevent redundant promotional efforts.
  • meet SUNY Cortland’s standards for production quality.
  • adhere to accessibility guidelines.


This policy applies only to audio/video, video or audio content published by any SUNY Cortland entity.

This policy does not apply to:

  • content produced by student(s) for a class, club or personal use.
  • content used by or produced for faculty for classroom use.
  • content that is neither produced by or for SUNY Cortland, unless it is being shared or published by an official SUNY Cortland entity.

Procedures and Publishing Requirements

Minimum Publishing Requirements

Any video published to a public-facing webpage must follow the guidelines described in the Accessibility section and Privacy section of the Promotional Video Guide. This requirement applies even if the content was not produced by or for SUNY Cortland.

For this requirement, a video is considered published to a page if the video player is embedded in the webpage.

Official Content

Official content includes content that meets both of the following criteria:

  • is produced by or for an official SUNY Cortland entity
  • will be posted to any public-facing webpage, or to any official SUNY Cortland social media channel

Official Content Publishing Requirements

In addition to meeting the Minimum Publishing Requirements, official content should meet or exceed the Quality specifications of the Promotional Video Guide. The Visual Style section of the guide is also recommended for official content. Please submit a Promotional Video Project Request if feedback from the Marketing Committee is desired.

Publishing Official Content

  • SUNY Cortland faculty/staff who have been trained and certified by the Marketing Committee may publish official content autonomously. Learn more in the Training and Certification section below.
  • SUNY Cortland faculty/staff who have not been trained and certified by the Marketing Committee must submit official content for approval before it can be published.

Promotional Content

Promotional content includes content that meets any of the following criteria:

  • will be used to recruit students to SUNY Cortland.
  • serves as fundraising and/or stewardship vehicle.
  • promotes SUNY Cortland to a large, public audience.

Promotional content must follow all guidelines presented in the Promotional Video Guide. Before producing promotional content, a Promotional Video Project Request must be submitted to the Marketing Committee.

Linked/Shared Content and Social Media

This section applies to content that meets either of the following criteria:

  • is shared by an official SUNY Cortland social media channel.
  • is linked to on a forward-facing SUNY Cortland webpage.

Content that has been linked to or shared from outside of SUNY Cortland is not required to meet any part of the promotional video guide, though sharing accessible content is always preferred. When sharing video content that does not contain closed captions, a message should be sent to the owner of the content encouraging the addition of captions. A sample message is provided below. You may use this template or compose a different message. When using the template, be sure to replace (video title) with the actual title.

We’re reaching out to notify you that SUNY Cortland has shared your video (video title) with our community and to thank you for making it available. We’d also like to encourage you to add closed captions to this video. We strive to make all of our content as accessible as possible to our broadest audience, and appreciate it when others share the same goal.
Thank you, once again.

Discretion may be used to determine if contacting the content owner is necessary. If previous messages to the same content owner have been ignored, or if the actual content creator/owner is difficult to reach, sending a message will not likely be effective.

Training and Certification

SUNY Cortland Faculty/Staff who have been trained by a representative of the Marketing Committee may publish official content autonomously. The training session covers fundamental accessibility concepts, style, legal considerations and best practices for producing video content. For departments with many content contributors/producers, trained representatives of the department may be authorized to guide and approve official content for their department.

Schedule a training session.

Correction of Issues

Internally Identified Accessibility Issues

Accessibility issues such as video content that is not captioned should be corrected within ten business days. If accessibility issues cannot be resolved within ten days, the content should be unpublished until the corrections are made.

Accessibility Requests

If a request for an accessible version of content is received for any content this policy applies to, an accessible, equally effective version of the content must be supplied within ten business days. If an equally effective alternative is not logistically possible, a reasonable best-effort must be made to provide a more accessible option.

Other Issues

Style, tone and quality concerns for official and promotional content should be resolved in collaboration with the Marketing Office.

Repeated Violations

SUNY Cortland faculty/staff or departments who repeatedly or negligently violate this policy may have their permission to autonomously publish content revoked.