UNC Asheville Web Governance Policy

The primary audience for UNC Asheville’s homepage and top-level pages is prospective students. These pages are designed to highlight what makes UNC Asheville distinctive and to inspire potential students to apply. A customer-first approach guides site design, aligning navigation and content with user needs to keep unca.edu approachable and intuitive. Pages deeper within the site may serve additional audiences.

Primary audiences for our web presence include:

• Current and prospective students 
• Families and other influencers
• Donors

Secondary audiences for our web presence include:

• Transfer students
• Faculty and staff
• Alumni and friends
• Elected officials
• Athletic organizations and governing bodies, tournament directors
• UNC System colleagues and University stakeholders
• Prospective employees
• Community partners, such as Osher Lifelong Learning Institute (OLLI) students, and the general public
• Members of the media
• Research organizations

For every page and feature, we must ask and answer:

1. Who is the primary audience?
2. What is the desired call to action or outcome?

Our audience strategy is grounded in web analytics and refining content and navigation based on real‑world usage data. Through a user-centric approach, we ensure each interaction on unca.edu serves our audiences effectively and drives institutional goals.

The website unca.edu is the sole property of the University of North Carolina Asheville. While select faculty and staff will receive access to edit, update, create, and remove content on select web pages, the site and all sub-sites remain the property of UNC Asheville.

Governance for the University website falls under the auspices of the Communication & Marketing Department (hereafter referred to as ‘the Department’). The Chief Communication & Marketing Officer manages UNC Asheville’s Content Management System (CMS) and the University’s digital presence. These responsibilities include strategic planning, maintaining digital brand consistency, ensuring accessibility and user-centered design, and deploying timely content updates and changes across unca.edu, executed by the Communication & Marketing web team.

The Department holds decision-making authority over implementing new features or templates, troubleshooting technical issues, ensuring optimal site performance, and providing training and access to the University CMS (WordPress).

To ensure a cohesive, user-centered design and consistent user experience, strategic oversight and management of UNC Asheville’s branded digital properties extend to maintaining:

• Top-level and marketing-critical webpages 
• Site-wide branding and visual consistency
• Compliance with accessibility standards
• Site navigation and user experience
• Search engine optimization (SEO) best practices
• Core integrations with the content management system

While faculty, staff, and students may create content hosted within and outside the unca.edu domain (e.g., via third-party platforms), to preserve UNC Asheville’s digital brand integrity and site performance, the following policies apply:

• All official university resources, programs, and services must be developed and maintained within the unca.edu framework or through approved, linked third-party vendors.
• No software products, plug-ins, embedded scripts, or third-party services may be installed or integrated into unca.edu websites without prior consultation, approval, and oversight from the Chief Communication & Marketing Officer and web team.

See sections on Web Content Classifications, Websites Outside the CMS, and Editorial Control and Page Creation for more information.

Web Governance Advisory Committee

Composed of a cross-functional group of UNC Asheville stakeholders who advise on website strategy, features, and prioritization, the Web Governance Advisory Committee meets once each semester to review and propose new features, templates, or integrations of unca.edu. The committee provides a forum to share concerns related to navigation, performance, accessibility, and overall user experience. It advises on site structure, branding, and design updates, and recommends training topics and support needs to ensure consistency across the University’s web presence. The committee also plays a role in determining the level of website editing access and control delegated to various user groups, balancing flexibility for departments with the need to safeguard brand standards, technical integrity, and accessibility compliance. In all cases, the committee’s purpose is to ensure that web governance policies remain consistent, realistic, and relevant, supporting both the University’s strategic goals and the needs of its diverse audiences. 

Current Committee 2025–26:

*Permanent member

^Rotating member (two-year term)

• *Crissa Sinkovic, Director of University Marketing (Communication & Marketing)
• *David Bradham, Web Designer (Communication & Marketing)
• *Kimberly Cramer, Chancellor’s Office / House Manager (Chancellor’s Office)
• *Olivia Grunert, Director of Communication and Strategic Initiatives (Student Affairs)
• *Brandon Penland, IT Systems Administrator (Student Affairs)
• *Brandy Bourne, University Librarian (Ramsey Library)
• *Mary Culbertson, Chief Information Officer (Information Technology Services)
• *Heather Lindkvist, Assistant Vice Chancellor, Office for Institutional Integrity & Access (Accessibility)
• ^Sonya DiPalma, Representative (Academic Affairs) – 2025-27
• ^Jake Miller, Representative (Athletics) – 2025-27

Information Technology Services

Information Technology Services (ITS) leads and performs UNC Asheville’s web‑server operations, managing all server environments that host the CMS and related applications. ITS responsibilities include:

• Upgrading and maintaining web server software
• Managing vendor relationships regarding server performance, web infrastructure, server administration, server maintenance, and compliance with industry standards
• Reviewing and enforcing security measures, such as firewalls, certificate authority, and authentication protocols
• Collaborating with Communication & Marketing and the Office for Institutional Integrity and Access to review web pages to determine accessibility compliance or security risks

Communication & Marketing retains editorial access across the unca.edu domain and reserves the right to revise or edit content for clarity, grammar, style, branding, accessibility, and compliance with University standards. All content must adhere to UNC Asheville’s visual identity, editorial style, and voice.

To maintain a streamlined and intuitive user experience, the authority to create new top-level, marketing-critical, or high-traffic web pages is limited to the web team in consultation with appropriate campus stakeholders. Page creation requests are evaluated based on impact, strategy, and alignment with institutional goals.

Offices and departments at UNC Asheville are responsible for maintaining their own web content. It is the responsibility of each office lead or department chair to identify at least two individuals who will be responsible for maintaining an office or department’s respective web content to maintain updates and ensure content accuracy

Communication & Marketing will provide ongoing support and training for designated office and department web editors and will serve as a back-up for web edits but should not be relied on for day-to-day web maintenance.

To request support from Communication & Marketing, please complete a Web Edits Request Form.

Academic Department Responsibilities

Academic departments are expected to keep their program-related web content accurate and aligned with the official University Catalog and approved curriculum. This includes program descriptions, learning outcomes, curriculum structure, course sequences, and faculty listings. 

Ultimately, the department chair or their designee is responsible for verifying the academic accuracy and integrity of all posted content.

Web Editor Directory and Check-Ins

To ensure that all departments and offices maintain accurate, accessible, and up-to-date web content, the Web Designer in Communication & Marketing will maintain a directory of all designated web editors. Office leads and department chairs are responsible for submitting the names and contact information of their web editors each academic year, or when changes occur.

At the start of each fall semester, the Web Designer will send a reminder email to all listed web editors that includes:

• A request to review and update the assigned pages
• Deadlines for submitting edits via the Web Edits Request Form
• Any policy or CMS updates relevant to content maintenance
• A link to required refresher training or best practices documentation
  

Failure to respond or complete updates may result in the temporary removal of CMS access until responsibilities are confirmed and up-to-date.

This process helps support timely content review, reduces outdated or redundant information, and reinforces shared accountability for maintaining a high-quality digital presence.

The web team will provide support services to campus offices and departments on a case-by-case basis. Services include:

• Editing and updating existing web pages on unca.edu
• Assisting in the planning and development of new pages or sections
• Archiving, deleting, or redirecting outdated content to minimize broken links
• Advising and supporting the creation of accessible web content
• Providing photography and videography services for web pages

To request web support, submit an official inquiry through Communication & Marketing’s Web Edits Request Form.

Roles and Permissions

Campus web contributors may be assigned the following roles:

• Web contributor: This entry-level role is designed for new contributors. Web contributors can make text edits to existing content, but will not have the ability to create new content or publish changes to the live site. Web contributors are required to complete basic CMS training and stay current with all CMS access requirements. 
• Web editor: Web editors are the designated individuals responsible for maintaining and publishing web content on their respective webpages. Web editors are required to complete additional CMS training and stay current with all CMS access requirements. 
• Web approver: This role is reserved for those with top-level access in a division and will have the ability to approve edits submitted by contributors. Web approvers are also responsible for coordinating content review cycles and ongoing web updates and maintenance with web editors and subject matter experts. Web approvers are required to complete additional CMS training and stay current with all CMS access requirements.

Content Management System (CMS) access is available to UNC Asheville employees who have been designated as a web editor. Web editors should be full-time, continuing employees of the University.

Student employees or term employees may have CMS access at the web contributor level, with the permission of their department head and the Communication & Marketing web team. Each unit with a web contributor must also have at least one web editor or web approver. 

Web editors should have the following skill sets:

• Strong writing skills: attention to grammar, punctuation, tone, and style.
• Basic knowledge of working with multimedia: the ability to select and optimize photographs and work with video files.
• Basic understanding of web accessibility guidelines for content editors. 
• Understanding of the UNC Asheville brand guidelines.
• The ability to devote approximately 10-15 hours a month to web content maintenance and a commitment to spend at least two years as a web editor. 

To request access to UNC Asheville’s CMS website, fill out a Web Edits Request Form

Required Training

Before gaining access to the CMS website, web editors at all levels must complete a training program that provides a strong foundation for managing web content. This training will be provided by Communication & Marketing’s Web Designer and supported by online resources and documentation provided by the Communication & Marketing department.

Maintaining Access

To keep a CMS account in good standing, campus web contributors will need to:

• Log in to the system at least once a year
• Follow our web standards and guidelines in maintaining pages
• Review designated pages each semester to ensure content remains up-to-date
• Attend an annual refresher training session and stay up-to-date with the required video training

Accounts that remain inactive for more than one year will be deactivated by the UNC Asheville web team.

Everyone with access to the unca.edu domain, its subdomains, third-party web applications, or any sites that support official University business must be familiar with and comply with UNC Asheville’s Web Accessibility Standards. All users are responsible for ensuring that web content meets ADA Title II requirements and other applicable accessibility regulations.

Photography and Alt Text

As a public university, UNC Asheville is committed to ensuring that all web content is accessible to every user. When adding photos to the website, you must include “alternate” or “alt” text so that visitors using screen readers or text browsers can understand the information the image conveys.

When writing alt text, imagine describing the page aloud: What would you say about the image to help them understand the content? What key information would be lost if the image were not visible? Keep descriptions concise—generally 5 to 15 words or about 140 characters.

Video Captioning/Audio Description

All videos posted on the UNC Asheville website must include captions and meet ADA accessibility requirements. This applies to both newly produced and previously created videos, including those produced independently by departments or units. Various tools and services are available to assist with captioning, and any costs incurred are the responsibility of the office, department, or center that manages the video. Videos that do not meet captioning and accessibility standards will be removed from the site.

Website Document Accessibility Requirements

UNC Asheville is committed to providing equal access to educational programs, services, activities, and events. Content producers must adhere to the accessibility guidelines for electronic information, communication, and technology.

See UNC Asheville’s Guidelines for Promoting Accessibility

For additional questions regarding accessibility standards, contact Assistant Vice Chancellor for Institutional Integrity and Access, Heather Lindkvist, at oiia@unca.edu.

Branding & Written Content

The UNC Asheville website, in keeping with best practices for writing for the web, embraces a clear and conversational writing style.

Web visitors are task-oriented and tend to skim content, looking for just enough information to move to their next destination. Long blocks of text are difficult to absorb online—instead, use subheads, bulleted or numbered lists, and images to organize and highlight key content effectively.

To convey a consistent and professional message, all content must follow the University’s messaging and style guidelines, which are based on the AP Stylebook, and must use approved visual identifiers (logos).

UNC Asheville’s official branding is the only visual identity permitted on the University’s web platforms. Existing logos and brand elements may not be altered, and no additional or substitute marks may be created. The University has the legal right and obligation to protect its brand materials, and unauthorized use may violate University policy, handbooks, or the official Brand Guidelines. For additional information and direction, please review the University Brand and Messaging Guidelines.

Photography Best Practices

Photography and video that meet a high professional standard play a crucial role in creating a positive and authentic image of UNC Asheville. The imagery used in University communications should align with UNC Asheville’s brand standards and inspire prospective students and other audiences to connect with the University. When capturing or selecting images for the website and other platforms, prioritize documentary-style photography that showcases authentic, vibrant interactions among students, faculty, and staff. Strive for variety in perspectives, details, and angles to evoke emotion and convey creativity.

Communication & Marketing maintains photo galleries from each semester and has the authority to ensure all imagery, photos, and graphics meet brand standards, reflect the professional image of the University, and are of the highest quality. To request past event or campus photography, contact communication@unca.edu. For full details on appropriate use, please review the Photo and Video Guidelines.

Content owners are responsible for ensuring their web pages are reviewed and updated at least once per academic semester. Outdated content should be revised or removed to maintain a timely and accurate user experience. Before deleting directories or entire pages, please consult with the Communication & Marketing web team. All requests to adjust the infrastructure of the webpages, including template block deletions and additions, must be submitted through the Web Edits Request Form, and should include the page URL, the nature of the request, and any relevant deadlines or context.

The Communication & Marketing team reviews site analytics annually to identify pages with unusually low engagement. Pages that no longer serve a meaningful purpose to site visitors may be flagged for review. However, pages that fulfill accreditation, legal, or compliance-related functions are exempt from removal due to low traffic.

Events content will be archived after one year, and news content will be archived within three years, with exceptions made for stories that continue to receive significant traffic or represent important milestones in UNC Asheville’s history. In unique circumstances, news content may be updated with new editorial context or insights to maintain relevance.

When developing web content, authors should take an audience-first approach and aim for longevity. Use evergreen language when possible, avoiding unnecessary specifics that date the page. Time-sensitive content should only be included if there is a plan for regular updates. Photos and spotlight quotes should also be reviewed to maintain accuracy, timeliness, and relevance.

The University CMS

UNC Asheville’s Content Management System is the official platform for hosting web content representing the University’s departments, offices, and other areas essential to our brand and business operations. The CMS supports a cohesive, user-focused digital presence and serves as a primary touchpoint for external audiences, particularly prospective students.

Academic program pages, admissions content, and pages geared toward audiences such as students, families, donors, partners, and community stakeholders must be published within the CMS. These pages should be designed to reflect UNC Asheville’s brand, adhere to accessibility standards, follow SEO best practices, and be free of grammatical and typographical errors. As public-facing content, they should be visually consistent and compelling, aligning with our marketing goals and reinforcing UNC Asheville’s identity.

Duplicate Content Guidelines

To ensure consistency and accuracy across the UNC Asheville website, content published within the CMS should not duplicate information that exists in other official University platforms (such as the academic catalog, the learning management system, or other official University web properties). Instead of copying content, web editors should always link to authoritative content sources, minimizing redundancy and reducing the risk of outdated or conflicting information. 

Content owners should work with Communication & Marketing to resolve any questions about where content should be housed. 

These practices support our broader goals of leveraging the website as a strategic marketing tool, streamlining content ownership and workflows, and maintaining centralized, collaborative oversight of UNC Asheville’s web presence. 

UNC Asheville’s Content Management System (CMS) is the official platform for all public-facing University websites. New websites requested outside the CMS will only be considered when there is a clear and compelling business need that cannot be supported within the CMS. Requests for websites outside the CMS, including those created or hosted by third-party vendors, will only be considered if the required functionality cannot be achieved within the University CMS, the external platform addresses a specific and mission-critical University function, and the site does not replicate or compete with existing unca.edu content.

Approval Process

If you would like to work with a third-party vendor to produce or host an external site, you must first consult with Communication & Marketing and receive written approval before development begins.

Compliance Requirements for External Sites

All contracted or externally hosted sites representing UNC Asheville must:

• Comply with UNC Asheville’s branding guidelines
• Meet federal accessibility requirements
• Include a representative from Communication & Marketing as a site administrator, if applicable
• Include a representative from ITS for security and best practices, if applicable
• Follow best practices for user experience, mobile responsiveness, and SEO
• Display the UNC Asheville logo and standard masthead/footer (unless an exception is approved)

Prohibited Uses of External Websites

External websites may not:

• Duplicate content already housed on unca.edu (such as curriculum, academic program page content, or admissions information)
• Be presented as standalone or competing representations of UNC Asheville or its departments
• Use alternate logos or visual styles inconsistent with the University’s brand identity
• Host any content that contradicts or undermines approved messaging and information found on unca.edu
• Provide a clear connection to the University and include links back to unca.edu

Content Duplication and Integration

Content overlap must be minimized by linking to authoritative sources hosted on unca.edu, not replicating them. An example of an approved external website is one that showcases ongoing student work. Departments seeking external sites must coordinate with Communication & Marketing to clarify content boundaries and ensure cohesion with the University’s web strategy.

Enforcement

The University, supported by the Communication & Marketing team and ITS, may remove or restrict noncompliant sites until they align with university standards.

Subdomains

A subdomain is a separate web address that branches off from the main university website (unca.edu) and typically appears as a prefix, for example, library.unca.edu or oneport.unca.edu. Subdomains are sometimes used when a distinct, stand-alone web experience is needed for a major University initiative, center, or service with its own content structure, functionality, or audience, while still aligning with the broader UNC Asheville brand.

On rare occasions, Communication & Marketing will approve the creation of a subdomain. Subdomains should only be considered if the proposed site:

• Serves a unique and compelling business or academic purpose that cannot be supported within the main unca.edu CMS
• Requires a distinct technical architecture, user experience, or branding approach that aligns with University standards
• Supports a major institutional priority, partnership, or initiative.

To request a subdomain, fill out the Web Edits Request Form.

Vanity URLs

A vanity URL is a shortened, custom web address that’s easy to remember and share. It redirects to a longer URL and keeps links clean, on-brand, and user-friendly. (e.g. unca.edu/owen-hall would be approved for an Owen Hall Day event, leading to a dedicated webpage on the AAH webpage). All vanity URLs require approval from Communication & Marketing, should be limited to two words, and should not include more than one navigation level. Vanity URLs will be maintained for one year. After this period, the requesting department should reevaluate whether the URL is still needed.

To request a vanity URL, use the Web Edits Request Form.