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
- 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 email@example.com.
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.
AVP, University Marketing
Featured Unit: Foster School of Business
The 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.
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
- Add a
relevant news feed to automatically create content.
advantage of one free announcement per week.
members and send them a personalized welcome message.
likely members or groups of people (e.g., faculty, recent grads).
information regularly and encourage members who do.
discussions or create polls to sustain an interactive community.
about the Foster School’s LinkedIn strategy? Contact Krista Peterson, associate director of alumni engagement, at firstname.lastname@example.org.
Sustainability Brand Guidelines
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.
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
- A textured
band (in lieu of the solid band) that provides an immediate visual cue to
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 email@example.com or Jennifer
Perkins at firstname.lastname@example.org.
New “UW|360” Episodes
The April and
May editions of UWTV’s “UW|360” are now available, as are these
“UW|360” airs Sundays at 9 p.m. on UWTV, channel
Contact Tory Hernandez at email@example.com.
Question of the Month
Q: Are there guidelines for student groups when it comes to using the UW logo and other marks?
A: Yes. These guidelines can be found on the Trademarks
and Licensing website. They cover:
- Use of the
- Use of
of trademark rights.
- Use of sponsors on RSO merchandise.
Social Media Tips and Trends
The College Search Goes Social
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.
Posting on Instagram? #HashtagIt
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
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
University of California, Berkeley
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.
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?
- 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)
Marketing: Designer, Req. #92234 (Closes on 6/2/13)
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.
Question of the Month
Social Media Tips
Did You Know?
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.
Let's give a warm Husky welcome to some folks who've recently joined our ranks.
Welcome, Steve Brantzeg!
Manager, University Marketing, firstname.lastname@example.org
Welcome, Isaiah Brookshire!
Marketing & Communications Specialist for
the Social Sciences, College of Arts & Sciences, email@example.com
UW Tacoma Commencement, Tacoma Dome
UW Commencement, CenturyLink Field
UW Bothell Commencement, Hec Edmundson Pavilion, Alaska Airlines Arena
Sarah Simonds Green Conservatory Grand Opening, UW Bothell campus
hosts UW Night with the Mariners, Safeco Field, 7:10 p.m.
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 Nuttall, x56410, firstname.lastname@example.org
Brand Styles & Standards
Gerald McRobbie, x30828, email@example.com
E-communications & Social Media
Elise Daniel, x68923, firstname.lastname@example.org
Gina Hills, x32561, email@example.com