Masthead image

Dear Colleagues:

At the beginning of the year, the Office of External Affairs, which University Marketing is a part of, conducted a survey to gauge what services are of most value to campus partners and improve our ability to meet your unit’s needs. Thanks to all of you who provided input on your experiences working with University Marketing. Based on your responses, we’ve identified several action items. We plan to:

  • Refresh the marketing website and toolkits.
  • Raise awareness of University Marketing services.
  • Improve training tools for new marketing and communications staff.
  • Increase training offerings, including hosting webcasts.
  • Keep in touch with units’ activities and needs through regular proactive communications.
  • Continue to survey campus partners regularly to gather feedback.
  • Update the Marketing Roundtable meeting format.

For more on the outcomes of the survey, download this presentation. And, as always, feel free to contact me with your questions, comments and suggestions—including topics you'd like to see covered in this e-newsletter—at keyn@uw.edu.

Instagram photo collage from HuskyFest

I’d also like to thank everyone who helped make the UW’s second annual HuskyFest a success. There was plenty of Husky spirit on display throughout the day—even in the pouring rain! Catch some of the highlights in this recap video and check out footage of how the community came together down on the UW Farm. You can also go to tagboard.com/huskyfest to get a taste of the social media buzz from fans and followers.

Sincerely,

Key Nuttall
AVP, University Marketing


Best Practices

Featured Unit: Foster School of Business

LinkedIn logoThe challenge: Graduates of the Foster School understand the importance of professional networking, so it’s no surprise that many of them have found each other on LinkedIn, a social network that was invented for that purpose. The challenge? Foster alumni were so eager to connect with each other that they’d created multiple LinkedIn groups, many of which were redundant or would quickly go dormant because there wasn’t an ongoing commitment to keeping them fresh.

Screen shot of Foster School LinkedIn Group

The approach: The Foster School and its associate director of alumni engagement, Krista Peterson, saw this enthusiastic but somewhat disjointed community as a wonderful opportunity to create deeper connections with and among its alumni—and to get up-to-date biographical information. So Peterson set about marketing two official LinkedIn groups: one for all Foster School alumni and one for just the MBA alumni, a subgroup which had a desire and willingness to connect independently of the overall alumni group. To ensure the legitimacy of the groups, they are set to private so that members can only join after Peterson confirms that they are Foster alumni.

The results: There are still some “rogue” Foster School groups on LinkedIn, but the Foster School found that establishing official groups and encouraging engagement has helped corral and connect their alumni in a meaningful way.

If you are considering establishing a LinkedIn group for your unit or are looking to make existing ones more successful, Peterson suggests the following tactics:

  • Promote your group on your website, email signature, Facebook, Twitter and other official communications channels.
  • Add a relevant news feed to automatically create content.
  • Take advantage of one free announcement per week.
  • Manage actively:
    • Approve members and send them a personalized welcome message.
    • Invite likely members or groups of people (e.g., faculty, recent grads).
    • Post information regularly and encourage members who do.
    • Start discussions or create polls to sustain an interactive community.

Questions about the Foster School’s LinkedIn strategy? Contact Krista Peterson, associate director of alumni engagement, at kristap@uw.edu


Now Available

Sustainability Brand Guidelines and Toolkit

Environmental stewardship and sustainability is an important part of the UW’s mission, so the office of Environmental Stewardship & Sustainability and University Marketing teamed up to bring the sustainability brand to life. The new sustainability brand, which is designed to work in conjunction with the overall UW brand, aims to support and promote the UW’s campus-wide environmental efforts while establishing a uniquely identifiable look and feel.

Sustainability Brand Guidelines image

Key elements of the sustainability brand include:

  • A new tagline for sustainability-related content: Sustainability: It’s in our nature.
  • A color palette that builds on the institutional brand while establishing a recognizable sub-brand.
  • A textured band (in lieu of the solid band) that provides an immediate visual cue to sustainability-related content.

Visit the University Marketing site to download the sustainability toolkit (a .zip file listed under the University Brand sidebar). The toolkit includes the brand guidelines as well as assets and templates that can be incorporated into your unit’s communications when addressing sustainability-related topics.

Questions? Contact the UW Environmental Stewardship & Sustainability office: Elise Glassman at elised2@uw.edu or Jennifer Perkins at jperky12@uw.edu.

New “UW|360” Episodes

UW 360 logo

The April and May editions of UWTV’s “UW|360” are now available, as are these individual segments:

April 2013:

May 2013:

“UW|360” airs Sundays at 9 p.m. on UWTV, channel 27.

Questions? Contact Tory Hernandez at toryh@uw.edu.


Question of the Month

Q: Are there guidelines for student groups when it comes to using the UW logo and other marks?

Purple block W logoA: Yes. These guidelines can be found on the Trademarks and Licensing website. They cover:

  • Use of the University’s name.
  • Use of University marks.
  • Royalty exemptions.
  • Assignment of trademark rights.
  • Use of sponsors on RSO merchandise.

Social Media Tips and Trends

The College Search Goes Social

When you think about the audience for your social media properties, are you thinking about engaging prospective students as well as current students and alumni? According to a recent survey by the companies Inigral and Zinch, 75% of students in the class of 2013 use social media as a resource when deciding what college to attend, and—not surprisingly—Facebook tops the list. This survey infographic shows who students want to interact with on college social media sites, what content they’re interested in and more.  

Infographic 

Posting on Instagram? #HashtagIt

Instagram logoSecond-guessing whether that photo you just filter-ized and Instagrammed really needs a hashtag? Turns out it does. Dan Zarrella of HubSpot looked at data from more than 1 million Instagram photos and found that posts with hashtags result in a much higher like-to-follower ratio. He also found that the hashtags that emphasized reciprocity—such as #followforfollow and #likeforlike—had the most positive effect on like-to-follower ratio.

New on Facebook: Replies and Threaded Comments

In late March, Facebook rolled out two more features for Pages: replies and threaded comments. Both features—which only apply to Facebook on desktops, not mobile devices—aim to increase the amount of time users spend on the Page. One potential way for Pages to leverage the feature is by running Q&A sessions. You can see replies and threaded comments in action on the UW Facebook page, and read more about the updates on TechCrunch.


Peer Review

University of California, Berkeley

For UC Berkeley, the location-based social networking website Foursquare isn’t simply a one-way street where users share information about where they’re hanging out. Berkeley is leveraging the platform to encourage conversation, promote the campus and create a highly trafficked online community.

UC Berkeley Foursquare header graphic

Their Foursquare page, which has more than 25,000 likes, invites users to learn more about campus and add their own tips and suggestions. Featured lists, such as “Things you must do before you leave campus,” “Bear Walk” and “Show your family the campus,” target different groups of people while sharing information about the campus in a fun, informal way.

Using a casual, friendly tone, the page serves as a guide for where to go, what to see, where to eat and more. As a result, it successfully appeals to a broad range of users—from prospective and current students to alumni and community members.


Did You Know?


Job Opportunities

  • C4C (Center for Commercialization): Marketing Officer, Req. #95254 (Open until filled)
  • Office of the President: Writer, Req. #95185 (Open until filled)
  • School of Drama: Constituent Relations Officer, Req. #95665 (Open until filled)
  • University Marketing: Designer, Req. #92234 (Closes on 6/2/13)
  • University Marketing: Web Developer, Req. #95872 (Closes on 6/19/13)
  • UW Educational Outreach: Content Strategist, Req. #93403 (Open until filled)

Search the UW staff jobs database.


May 2013

Table of Contents

Best Practices
Now Available
Question of the Month
Social Media Tips
Peer Review
Did You Know?
Job Opportunities


Pride Points

The UW ranks No. 6 in the U.S. (No. 8 in the world) for academic quality, according to the University Ranking of Academic Performance.

32 students will attend the UW this fall as part of the new Washington State Academic Redshirt in Engineering Program (STARS).

Around 30% of incoming freshmen are the first in their families to attend college.


New to the U

Let's give a warm Husky welcome to some folks who've recently joined our ranks.

Welcome, Steve Brantzeg!
Sponsorship Manager, University Marketing, brantzeg@uw.edu

Welcome, Isaiah Brookshire!
Marketing & Communications Specialist for the Social Sciences, College of Arts & Sciences, isaiahb@uw.edu


Events to Promote

June 14
UW Tacoma Commencement, Tacoma Dome

June 15
UW Commencement, CenturyLink Field

June 16
UW Bothell Commencement, Hec Edmundson Pavilion, Alaska Airlines Arena

June 22
The Sarah Simonds Green Conservatory Grand Opening, UW Bothell campus

July 12
UWAA hosts UW Night with the Mariners, Safeco Field, 7:10 p.m.

July 20–21
Empowering Women Artisan Market, Burke Museum

For a full list of upcoming events, visit the UWAA events page and the UW Events and Calendars page.


Key Contacts

University Marketing
Key Nuttall, x56410, keyn@uw.edu

Brand Styles & Standards
Gerald McRobbie, x30828, mcrobbie@uw.edu

E-communications & Social Media
Elise Daniel, x68923, eperdan@uw.edu

Web Communications
Gina Hills, x32561, ghills@uw.edu

Other Topics
Contact mktg@uw.edu


Key Links