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Dear Colleague,

As mentioned in our last newsletter, President Young and Provost Cauce have chartered University Marketing, in collaboration with Advancement and units across all three of our campuses, to develop and execute an integrated marketing campaign. The campaign will build on our brand’s foundation to elevate the UW’s profile with key audiences and provide a storytelling framework that can be adapted across the University.

The campaign will encompass two phases: a brand and creative refresh and then a national (including Washington) integrated marketing strategy. As part of the first phase, we issued a request for proposals (RFP) for creative and integrated marketing plan development and assembled a group of marketing and communications professionals representing various UW units to review the RFP responses. I’d like to thank the review committee for both their time and insight during this process.

I’m also pleased to share that the review committee unanimously selected Hornall Anderson, a marketing and branding firm with offices in Seattle and London, as our partner. Hornall Anderson excels at helping organizations identify the "one thing" that inspires people to actively connect and engage.

In August, we kicked off the discovery stage of campaign development. As part of the visioning process, Hornall Anderson has been conducting strategic sessions with UW leaders and groups from all facets of the University. Once key messages are established and tested, we will start developing new creative concepts.

Your input and feedback is vital to the development of the campaign and its long-term success. To help us understand your perceptions, priorities and goals, I invite you to share your thoughts in our online survey by Thursday, October 24. You can also contact the marketing team at any time. We all look forward to collaborating with you on this effort.


Key Nuttall
AVP, University Marketing

ESPN College GameDay logoP.S. This Saturday, ESPN's College GameDay will host its national broadcast on Red Square before the UW football team takes on Oregon at Husky Stadium later that day. It's an exciting opportunity for the UW to show our beautiful campus and Husky spirit on a national stage, and I encourage you to spread the word and join in the fun!

Best Practices

Special Feature: Seattle Media Panel

At the September Marketing Roundtable meeting, members of print, broadcast and digital media outlets participated in a panel discussion led by Jean Hayes, University Marketing's senior manager for public relations. The panel shed light on how UW marketers can improve their odds of gaining media coverage in the ever-changing scene of media in the digital age.

The panel included:

Photo of John Cook Photo of Katherine Long Photo of Sarah Garza

The panel explained that reporters still research and write stories in much the same way as they did before the Internet. But it’s the increased speed of the news cycle that leaves them less time to evaluate pitches. Despite the massive number of pitches these reporters and their peers comb through each day, they still encourage UW units to send in their story ideas. 

The panel offered several recommendations for how to craft your pitch:

  • Center stories around people. Human-centered features connect better with audiences and are more likely to be picked up by the media.
  • Pitch stories that prominently feature students and their achievements.
  • Establish personal connections and working relationships with reporters. Although reporters may still rely on press releases for fact checking, releases are frequently tossed aside, making personal relationships key to gaining media coverage.
  • Writers and producers are often working on very tight deadlines. So make sure you’re fully prepared to help them promptly when they reach out to you.

Looking for other ways to get your unit’s stories out? University Marketing and UW Video are looking for story ideas for “UW|360,” KOMO TV News and the Pac-12 Network. Stories should be unique, visual in nature, and/or demonstrate how the people of the UW are making an impact on our world. Send your ideas to Jean Hayes at

Now Available

W Day Toolkit

W Day promo graphicW Day, which takes place Friday, October 25, is an opportunity for the UW community to show Purple Pride, celebrate the UW’s birthday and keep the purple and gold tradition going strong by giving back. Learn more about the festivities on the W Day website and help promote the event with your key audiences by leveraging the W Day toolkit. The toolkit includes messaging, social media content and graphics that can be adapted for your unit’s use.

Revamped University Marketing Website

Photos of University Marketing team membersCheck out new resources on the revamped University Marketing website, including:

You can also put a (friendly!) face to the University Marketing names with the interactive team profile page. Additional improvements will continue to be made to the site to provide campus marketers with in-demand resources. Stay tuned!

New “UW|360” Episodes

UW 360 logoIn addition to a short feature on Husky Stadium, the July and August editions of UWTV’s “UW|360” are now available, as are these individual segments.

July 2013:

August 2013:

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

Questions? Contact Harry Hayward at

Question of the Month

Frutiger fontQ: How do I obtain the brand font, Frutiger, for my unit?

A: To obtain Frutiger for your unit’s use, you can purchase the font from or a similar site. Unfortunately, the sheer size of the UW makes an institution-wide license cost prohibitive.

Social Media Tips and Trends

News Feed Ads Generate 49 Times More Clicks at 45% Less Cost

Are Facebook News Feed ads worth the investment? A recent study indicates yes. According to a study by AdRoll, News Feed ads saw click-through rates (CTR) 21 times higher than standard Web ads and 49 times higher than Facebook’s right-column ads. Beyond the benefit of more traffic to your site, News Feed ads also cost less; they have a 77% lower cost-per-action compared to Web retargeted ads and 45% lower cost than other Facebook ads. AdRoll attributes the success of the ads to their native nature, as they flow naturally with other posts.

A Window into the Facebook News Feed

Screen shot of Facebook News FeedIn response to concerns about the mystery surrounding Facebook News Feed algorithm updates, Facebook rolled out a new blog to help explain the updates and clear up the confusion. The blog’s inaugural post outlines the latest update, in particular its ability to allow older stories to reappear at the top of a user’s Feed if the post continues to receive likes and comments. So far, this has resulted in a 13% increase in the number of stories users read. For Facebook page managers, this means that your most popular posts have a higher chance of being shown to more Facebook users, even if the posts are a few hours or days old.

Simple Swaps to Make Tweets More Appealing

Image of a Twitter-type birdFor marketers, tweeting early and often has become a standard feature of the marketing toolkit. But there are other simple and easy-to-implement strategies that can result in more engagement—and more followers. HubSpot’s “Tweet This, Not That” post provides tips to make Twitter posts more appealing, such as using simple calls to action, driving cultural relevance and sharing the stage with other relevant Twitter accounts to grow your retweet potential.

Peer Review

University of San Francisco

To connect with the dynamic city surrounding its campus, the University of San Francisco (USF) launched an extensive urban campaign, “Change the World From Here,” which was promoted all across the city—from trolley stops to taxis to buses. With unique, catchy copy that connected the university to its iconic location, USF found a way to convey personality, pay tribute to its roots and communicate an aspirational goal. Some of the campaign slogans may be a bit controversial for some people’s liking, but judging by the irreverent tone, we’d venture to guess that edge is just what USF was going for.

Photo from Change the World from Here campaign

Did You Know?

  • To align with increasing demand for video services across the University, UWTV has been reorganized and re-launched as UW Video. UW Video is equipped to support units’ communications goals by scripting, filming, editing and delivering video content as well as hosting live events via webcast on or other streaming channels. UWTV channel 27—which reaches a statewide audience, including more than 1.2 million homes in the Puget Sound region—will continue to be the 24/7 broadcast outlet for UW stories. Contact General Manager John Haslam to learn more about how UW Video can support your video and broadcast needs for projects of any size or scale. 
  • Photo of an iPhoneThe UW Alumni Association has launched its Member App for iPhone; the app is coming soon for Android and Windows phones. Features include upcoming events, alerts for member opportunities, a member discounts and benefits tracker, and an electronic member card for redeeming benefits on the go. While there is extra functionality for members, non-members can download and use many features of the app, too. 
  •, which advocates for public health student education, ranked the UW’s School of Public Health No. 7 on its list of the 50 Most Social Media Friendly Schools of Public Health for 2013. Congrats, SPH!
  • The Web Marketing Association recognized the iSchool’s website with the Standard of Excellence Award. Entries were judged on design, copywriting, innovation, content, interactivity, navigation and use of technology. Kudos to the iSchool!

Job Opportunities

  • Center for Sensorimotor Neural Engineering (CSNE): Marketing & Communications Specialist, Req. #99862 (Open until filled)
  • Human Centered Design & Engineering: Communications Manager, Req. #99645 (Open until filled)
  • Human Resources: Designer, Req. #100348 (Open until filled)
  • Human Resources: Social Media Specialist for The Whole U, Req. #100346 (Open until filled)
  • Institute for Learning & Brain Sciences: Public Information Specialist, Req. #100015 (Open until filled)
  • University Marketing: Administrative Assistant to Assistant Vice President (temp), Req. #100562 (Open until filled)
  • UW Medicine: Web Program Manager, Req. #100029 (Open until filled)

Search the UW staff jobs database.

October 2013

Table of Contents

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

Pride Points

For the fourth year in a row, the Center for World-Class Universities ranked the UW 16th best university in the world.

Washington Monthly ranked the UW 13th nationally and 9th in “Best Bang for the Buck.”

Campus Pride placed the UW among the top 25 LGBT-Friendly Colleges and Universities in the country.

U.S. News & World Report ranked the UW as the 16th best public university in the nation.

The Washington State Academy of Sciences added 25 new members to its ranks, and 15 of them are from the UW.

New to the U

Let's give a warm Husky welcome to some folks who've recently joined our ranks or moved into new positions within the UW.

Welcome, Ben Erickson
Web Developer, UWAA, 

Welcome, Kelly Huffman!
Copywriter, Advancement Communications,

Welcome, Sydney Mito!
Designer, University Marketing,

Welcome, Bradley Santos!
Designer, University Marketing,

Welcome, Jon Swanson!
Web Developer, University Marketing, 

Alex Credgington is now Marketing Manager at the Office of Sustainability.

Leigh Tucker is now Marketing & Communications Manager at Student Life.

Events to Promote

October 12
ESPN College GameDay
4 a.m.–9 a.m., Red Square

October 17
President’s Annual Address
4 p.m., Meany Hall

October 25
W Day
11 a.m.–2:30 p.m., Red Square

November 5–11
Veterans Appreciation Week

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,

Brand Styles & Standards
Gerald McRobbie, x30828,

E-communications & Social Media
Elise Perachio, x68923,

Web Communications
Gina Hills, x32561,

Other Topics

Key Links