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
- Grow public and private
- Support unit marketing
- 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.
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.
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?
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
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
If you have questions about
this project or would like a copy of the booklet, contact Paula Shields, Admissions communications manager, at firstname.lastname@example.org.
2013–2014 Tuition Fact Sheet
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
tuition is now available.
New Mobile Banner Reservation Website
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
The June edition of UWTV’s “UW|360” is now available, as are these
UWTV airs Sundays at 9 p.m.
on UWTV, channel 27.
Contact Tory Hernandez at email@example.com.
Graduation Goes Social
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?
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
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
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
covers image and text dimensions for Facebook, Twitter, Pinterest, Instagram,
YouTube and others in an easy-to-read infographic.
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
Did You Know?
- 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.
Question of the Month
Social Media Tips
Did You Know?
The Evans School of Public Affairs ranks #19 among the Top
25 most social media–friendly public administration schools in the country.
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.
Let's give a warm Husky welcome to some folks who've recently joined our ranks.
Marketing & Communications Specialist, College of Arts & Sciences, firstname.lastname@example.org
Drive for Dawgs Golf Tournament,
Willows Run Golf Course
UW Convocation, Hec Edmundson
Pavilion, Alaska Airlines Arena
UW Bothell Convocation,
Convocation, UW Tacoma campus
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 Nuttall, x56410, email@example.com
Brand Styles & Standards
Gerald McRobbie, x30828, firstname.lastname@example.org
E-communications & Social Media
Elise Perachio, x68923, email@example.com
Gina Hills, x32561, firstname.lastname@example.org