Masthead image

Dear Colleagues:

We’re all proud to be part of one of the nation’s leading public research institutions, and we all know how important it is to share the story of the University of Washington’s impact with the public. To better tell our story—and tell it to more people—we are developing an integrated marketing campaign that will formally launch in early 2014.

Building on our brand’s foundation, the integrated campaign is being developed to raise the UW’s profile and stature nationally in order to:

  • Grow public and private support.
  • Support unit marketing initiatives.
  • Continue to attract the best students (both from Washington state and out of state).
  • Continue to attract and retain world-class faculty and researchers.

President Young has chartered University Marketing, in collaboration with Advancement and units across all three of our campuses, to develop and execute the campaign.

We will engage several agency partners to work with us on this effort. An RFP for creative and integrated marketing plan development has been issued, and a cross-unit team is involved in the selection process. An RFP for creative testing and measurement, as well as one for public relations, will be issued in the coming months.

As we start to build the campaign, there will be ongoing opportunities for you to provide input. These will include advisory group meetings, the Marketing Roundtable and an online feedback tool. 

We look forward to working with you on this effort, and we’re eager to spread awareness of the UW’s work, achievements and impact to a broader audience.

Sincerely,

Nicole Dierks
Director, Strategy
University Marketing


Best Practices

Featured Unit: Admissions

The challenge: President Young recently challenged the Office of Admissions to redouble its efforts to recruit the most highly accomplished high school seniors in Washington state and across the country. Paula Shields, communications manager for Admissions, knew she had to come up with something special to stand out among the stacks of recruiting material competing for these coveted students’ attention.

The approach: She settled on the idea of letting our highest-achieving students tell the UW’s story in their own words. The results were a perfect-bound booklet—called This is us. Is this you?—filled with quotes from current students and a complementary website that will give prospective Huskies the opportunity to connect with them.

Cover of Admissions brochure

Back and front covers of Admissions’ “This is us” booklet
Click image to enlarge.

The quotes in the booklet came from a Catalyst survey that asked students to remark on questions such as: What surprised you about the UW once you began attending? And what makes the UW distinctive?

“I wanted to let them lead what the themes of the booklet would be,” Shields says. “One of those was that the UW is a high-powered school where they get to do amazing things but that, culturally, it has this soft side where people want to help you succeed.”

The quotes were edited only for spelling in order to maximize authenticity, a quality apparent throughout the booklet. Here’s an example:

“UW students are fun and determined. Some of us get a little anxious at times, but it’s because we’re all dreaming of the high achievements modeled for us by faculty, alumni, and other students. But when it’s time to relax, we go nuts,” says a student named Laura.

Next steps: The booklets will be mailed out to prospective students nationwide, starting October 1. Meanwhile, Shields’s team will continue to beef up the website. Reactions from the UW students who participated have been very positive.

UW sophomore Austin Wright-Pettibone says, “The true success of the booklet lies not in the design elements—refined though they are—but in the content and how it’s used to evoke the prestige and community of the UW. In asking students to tell their stories and share their perspectives, the Admissions staff has created stronger bonds between themselves and current students and simultaneously opened a space where current and prospective students can meet to discuss the merits of studying at Washington's premier research university.”

If you have questions about this project or would like a copy of the booklet, contact Paula Shields, Admissions communications manager, at pshields@uw.edu.


Now Available

2013–2014 Tuition Fact Sheet

After many years of declining state support, state lawmakers made a substantial reinvestment in higher education in the 2013–2015 state operating budget. As a result, the University is able to provide more affordable tuition rates for Washington’s students and their families. A fact sheet with more information on 2013–2014 tuition is now available.

New Mobile Banner Reservation Website

Photo of a mobile bannerHosting an event where you need a high-impact display? Mobile banners are easy to check out through the new mobile banner reservation website. Browse banners by design, by calendar view or by a specific date range, and make your reservation online. You’ll also receive automatic reminder emails to let you know when your banners are available for pick up and when they’re due back.

New “UW|360” Episodes

UW 360 logoThe June edition of UWTV’s “UW|360” is now available, as are these individual segments:

June 2013:

UWTV airs Sundays at 9 p.m. on UWTV, channel 27.

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

Graduation Goes Social

Photo of graduation post on TagboardFor Commencement 2013, the Office of Ceremonies and University Marketing worked together to use social media to share the graduates’ special moments and best wishes from their family and friends. In partnership with Tagboard, a local company co-founded by a UW alumnus, they gathered social media postings using the hashtag “uwgrad13” onto a website and also broadcast the best of those posts onto the large video screens in CenturyLink Field during Graduation. As graduates and their friends and families started seeing their posts on the screens, they wanted to see if they could get their own posts to show up. At the peak of activity, there were more than 40 #uwgrad13 posts being created per minute. By the end of the day, there had been nearly 2,000 uses of the hashtag, causing it to hit local trending status on Twitter. Though the event itself is over, the uwgrad13 website will remain live as a virtual memory book from that day.


Question of the Month

Q: How can I get a version of the new UW calendar for my unit’s website?

A: To request a calendar for your unit, you need to fill out and submit this WebQ. If you have other questions about the UW’s new calendaring system, Trumba, check this thorough FAQ page on the IT Connect website.


Social Media Tips and Trends

What Drives People to “Like” a Facebook Page?

When people were asked by the research firm Syncapse why they “liked” a page, nearly half answered that it was to support a brand they like. For marketers, this means your time is better spent cultivating people with an existing affinity for your brand than trying to attract people with demographics similar to those of your fans.

Battle of the Video Apps

Instagram logoVine logo

In the showdown of Vine vs. Instagram, who’s winning? Turns out we don’t know yet. Mike Isaac of All Things D disproved the rumor that Instagram is putting an end to Vine. When app giant Instagram rolled out its new 15-second video feature to compete with Vine’s 6-second clips, there was a drop in Vine downloads. But Isaac argues that Instagram’s sheer size accounted for some of those numbers, noting that the drop was not solely due to the new Instavids. While Instagram’s larger user base might throw Vine for a loop in the short term, for now there is no clear victor in this space.

Social Media Design Blueprints

We all know that visuals are key to having a successful social media presence, but trying to keep up with what dimensions are required by which sites can be frustrating. This very thorough guide to social media image sizes covers image and text dimensions for Facebook, Twitter, Pinterest, Instagram, YouTube and others in an easy-to-read infographic.

Infographic of Facebook image dimensions


Peer Review

American University

With its American Wonks campaign, American University (AU) took rebranding to a whole new level. The school rolled out a website featuring quizzes that to test your “wonk” knowledge on subjects from fitness to Shakespeare, as well as videos and an interactive map. The map not only showcases alumni and students, but also gives prospective students the chance to put themselves on the AU map. American Wonks has done a great job of engaging people and has gained nationwide recognition. Last year Bill Clinton even accepted the award for Wonk of the Year.

Despite the campaign’s external success, AU committed one major error: not consulting the student body before rolling it out. After the campaign kicked off, students loudly expressed their dislike for “American Wonks,” in part because many—including the student body president—were still in the dark about its goals. This is a good reminder to gather student input on major campaigns before they’re launched.

Ad from American University Wonk campaign


Did You Know?

  • Last year, Seattle ABC affiliate KOMO TV (channel 4) began airing episodes of “UW|360,” UWTV’s monthly magazine-style show; the station will continue running “UW|360” in syndication through the summer. UWTV is also partnering with KOMO TV to produce a one-hour show featuring the Husky Stadium renovation, which will air on Saturday, August 24, at 9 p.m. You’ll also continue to see stories about the UW on KOMO TV throughout the week. Already, KOMO has covered Sam Wasser from the Center for Conservation Biology and his Conservation Canines as well as undergraduate rower Eleni Englert, who is legally blind.
  • The UW is partnering with Rio Salado Community College in Arizona as well as four community colleges in the Seattle area to help students earn the credits they need to qualify for admission to the new UW Undergraduate Online Degree Completion program in Early Childhood & Family Studies (ECFS).

Job Opportunities

  • Athletics: Asst. Dir. of Athletics Communications, Req. # 97618 (Open until filled)
  • Educational Outreach: Content Strategist, Req. # 93403 (Open until filled)
  • Foster School: Marcomm Specialist, Req. #96974 (Open until filled)
  • Foster School: Web Content Producer, Req. # 96972 (Open until filled)
  • University Marketing: Designer, Req. #92234 (Open until filled)
  • UW Medicine: Web Copywriter, Req. #97514 (Open until filled)
  • UW Medicine: Web Project Manager, Req. #97521 (Open until filled)

Search the UW staff jobs database.


July 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 Evans School of Public Affairs ranks #19 among the Top 25 most social media–friendly public administration schools in the country.

A Buzzfeed list of most breathtaking libraries in the world has placed Suzzallo Library at #10.

The UW has launched 17 new startups in the past 12 months, putting us among the top 5 schools nationally for commercialization.


New to the U

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

Welcome, Tara Cunningham!
Marketing & Communications Specialist, College of Arts & Sciences, tarac112@uw.edu


Events to Promote

August 10
Drive for Dawgs Golf Tournament, Willows Run Golf Course

September 22
UW Convocation, Hec Edmundson Pavilion, Alaska Airlines Arena

September 24
UW Bothell Convocation, Mobius Hall

September 27
UW Tacoma Convocation, UW Tacoma campus

September 27
Up Your Ave, University Way NE, 3-6 p.m.

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 Perachio, x68923, eperdan@uw.edu

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

Other Topics
Contact mktg@uw.edu


Key Links