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.
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.
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.
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 email@example.com any time. We all look forward to collaborating
with you on this effort.
AVP, University Marketing
P.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
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
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.
offered several recommendations for how to craft your pitch:
stories around people. Human-centered
features connect better with audiences and are more likely to be picked up
by the media.
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.
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 firstname.lastname@example.org.
W Day Toolkit
W 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
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
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.
Sundays at 9 p.m. on UWTV, channel 27.
Questions? Contact Harry Hayward at email@example.com.
Question of the Month
Q: 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 fonts.com 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
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
A Window into the Facebook News
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
Simple Swaps to Make Tweets More
For 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”
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.
University of San Francisco
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
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 UWTV.org 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
- The 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
- Center for
Sensorimotor Neural Engineering (CSNE): Marketing & Communications
Specialist, Req. #99862 (Open until filled)
Centered Design & Engineering: Communications Manager, Req. #99645 (Open
Resources: Designer, Req. #100348 (Open until filled)
Resources: Social Media Specialist for The Whole U, Req. #100346 (Open until
for Learning & Brain Sciences: Public Information Specialist, Req. #100015
(Open until filled)
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.
Question of the Month
Social Media Tips
Did You Know?
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.”
placed the UW among the top 25 LGBT-Friendly Colleges and
Universities in the
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.
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, firstname.lastname@example.org
Welcome, Kelly Huffman!
Copywriter, Advancement Communications, email@example.com
Welcome, Sydney Mito!
Designer, University Marketing, firstname.lastname@example.org
Welcome, Bradley Santos!
Designer, University Marketing, email@example.com
Welcome, Jon Swanson!
Web Developer, University Marketing, firstname.lastname@example.org
Alex Credgington is now Marketing Manager at the Office of Sustainability.
Leigh Tucker is now Marketing & Communications Manager at Student Life.
ESPN College GameDay
4 a.m.–9 a.m., Red Square
4 p.m., Meany Hall
11 a.m.–2:30 p.m., Red Square
Veterans Appreciation Week
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