As you know,
President Young and Provost Cauce have demonstrated tremendous vision by
committing to the full development of an integrated marketing operating model
and brand strategy for the University of Washington. As we develop this model
and shape a brand marketing campaign, I am thrilled to have the opportunity to
partner with all of you in my new role as chief marketing and communications
working with the UW team—including with many of you—as a consultant over the
past year on the brand strategy and campaign visioning process, I look forward
to diving deeper as we develop a long-term, university-wide communications
continue to work with Hornall Anderson, the marketing and branding firm
that was unanimously selected by a cross-departmental review committee, on the brand and integrated marketing strategy. Many of you have heard Hornall
Anderson describe the “one thing” that characterizes a brand. As we gather
ideas and feedback to create a clear brand promise, unified messaging framework
and a shared strategy, we will also work with Hornall Anderson and all of you
to bring the UW brand to life with one cohesive voice.
also changes from a structural standpoint. University Marketing, Trademarks and
Licensing, and Advancement Communications have joined forces into a single
dynamic organization housed in University Advancement. This new team is called
University Marketing & Communications. While these teams have always worked
closely together, bringing them under the same umbrella in a truly integrated
advancement model will strengthen our ability to tell the UW’s story while
supporting units across our campuses.
thrilled to be joining the UW during this exciting time when we have an
opportunity to share the University’s story with the world in greater and more
Please contact me if you have questions or
concerns. I look forward to working with you.
Chief Marketing & Communications Officer
University Marketing & Communications
Featured Unit: Student Life
The challenge: The results of a survey sent to
the families of UW students in February showed that UW parents were not feeling
as connected to the University as they’d like to be. After identifying this
information gap, President Young tasked the Division of Student Life with
increasing the UW’s engagement with parents and families.
The approach: “The UW has never had anything
like a Parents Program, and there’s never been a Parents Weekend,” notes Leigh
Tucker, marketing and communications manager for Student Life, highlighting the
need for increased communication with parents. As one component of their
overall strategy to engage parents and families, the team developed a monthly
e-newsletter sent out by Parent and Family Programs, a new arm of Student Life.
issue posed a challenge in terms of content. With minimal evidence to help
determine the content that would most appeal to parents, Parent and Family
Programs decided to just jump right in. The inaugural newsletter, which was sent in September,
featured a welcome letter from Dr. Denzil Suite, VP for Student Life, and an
article about the UW from a student’s perspective.
The results: When the metrics came in, the
results were better than expected: The first issue had an open rate of 72%
among the 1,737 parents who received it. Parents also contacted the team
directly, expressing their happiness at the helpfulness and tone of the
newsletter. Despite the challenges of creating a content strategy initially,
Parent and Family Programs is taking full advantage of performance data to
tailor their future e-newsletters.
and Family Programs looks to the future, the team hopes to provide parents with
content they’re interested in and create an ongoing conversation with all UW
information on this project and Parent and Family Programs in general, contact Amanda Lobsinger at email@example.com.
W Day 2013 Results
A huge thanks
to everyone who helped make the third annual W Day such a success! On October
25, Red Square was filled with excited students, faculty, staff, alumni and
community members who showed their purple pride while helping to celebrate
Homecoming and the UW’s 152nd birthday. Check out the short recap video and Tagboard to see some of the highlights.
Here are a few other notable results from the event:
- Love Purple, Raise Gold: During the 48 hours from
Wednesday, October 23, to Friday, October 25, the UW received gifts from 1,253 donors for a total of $165,585.66.
- During Dollars for Dawgs, 1,451 donors gave $2,134.95 to the Husky Pride Fund—a
resource created by students for students.
million impressions through our paid media campaign—raising awareness and Purple
Pride across the whole state.
- 5,000 W
Day T-shirts were
given away in 45 minutes.
people voted in
the W Day online photo contest.
New “UW|360” Episodes
2013 edition of UWTV’s “UW|360” is now available, as are these
Sundays at 9 p.m. on UWTV, channel 27.
Contact Harry Hayward at firstname.lastname@example.org.
Question of the Month
Q: How can I increase the reach of the posts on my unit’s Facebook page?
A: Here’s one
counterintuitive thing to try that seems to work very well: When you post a
link to a website, remove the link preview (image thumbnail and page
description) entirely and just leave the text and URL.
(Click to view larger image)
|...instead of this
(Click to view larger image)
compelling images is still an effective tactic, but doing so works best when
the image is interesting in and of itself and not just as a way to amplify the
text of your post.
If there are
great comments, be sure to like them—or even reply to them (as your page) with
a comment of your own; if there are questions in the comments, answer them as
soon as possible.
asking questions can be effective but the questions need to be very timely or
something that allows people to show their expertise or unique perspective. And
the questions ideally should have some relevance to what your unit focuses on.
A couple of examples of questions from the main UW Facebook page that have
worked well are:
- “Hey Husky
fans: Tomorrow is our first Pac-12 matchup of the season. What are your
- “Unscientific poll: What do you guys think of
the use of hashtags on Facebook? Do you think it makes posts more annoying,
more interesting or something else?”
Social Media Tips and Trends
The Most Retweetable Words
engaging tweet may seem like an art form, but Dan Zarella of HubSpot has broken it down into a
science. By examining the 10,000 most retweeted tweets to date, Zarella was
able to compile a list of the 20 most retweetable words. It includes such words as “you,”
“post,” “blog,” “media,” “10” and “top.”
So what can
we take away from this list? Don’t be afraid to ask for retweets or clicks to
your content, but make sure that you do so selectively and without sounding
desperate. Also, create a conversation with your followers by including the
word “you” in your tweets so they feel more personal.
The Ultimate Guide to “Twetiquette”
In the world
of Twitter, there’s a set of unspoken rules. The team at Mashable recently put together a handy
list of these silent guidelines for maintaining etiquette on Twitter, or as it
is popularly referred to, “Twetiquette.” The guide includes advice on how
frequently you should tweet, the many ways to attribute a tweet to another
user, appropriate interaction with followers and more. Check out the complete guide to “Twetiquette” for more Twitter tips.
Handling Negative Comments
With social media such a prominent part of
marketing strategies these days, the wall between company and consumer is
virtually nonexistent. While direct communication with the public has opened
many positive doors, it’s also made criticizing a company, organization or
brand in front of a large audience much easier. While these highly critical
users are usually few and far between, it’s important to be prepared to handle
negative comments. To help guide organizations, Addvocate outlines several steps to deal with negative
know, just in case…
University of British Columbia
Should I go
back to school? How would I do it? Where would I go? These were the questions
facing the admissions team at the University of British Columbia (UBC) as they
sought to increase awareness for their continuing education program. The answer
they found was simple: Let the program’s participants speak for themselves.
The key part of their plan was a website
re-launch, which included a new interactive feature called “Continue Your Story,” starring current and past Continuing Studies
students. As website users select a story, they’re taken through highlights of
that student’s journey, beginning with the decision to go back to school. Each
feature includes short text, photos and videos that highlight how UBC changed
the student’s personal life as well as his/her professional life. By putting
people’s stories at the forefront, “Continue Your Story” is genuine, engaging
and inspiring while appealing to a variety of prospective students.
Did You Know?
- Each year,
the University sends a year-end message to the UW family. This year, you have
the opportunity to be a part of that message! We’re asking all Huskies to share
their best moment from 2013 in a video of 10 seconds or less. A selection of
the submitted videos will be featured in the UW’s year-end message. There is a toolkit on the marketing website with
social media graphics and messaging to help promote #UWBestOf13. Help spread
the word and send in your own video by November 30.
- The new
all-purple UW license plate will be available at any Washington State
Department of Licensing office beginning next Monday,
November 25. $28 from each plate goes to support the UW General
Scholarship Fund for UW students—just like the old W license plates did,
which generated $1.2 million in donations. Stay tuned for some
communications tools to help your unit share the word!
- The Office of Planning and Budgeting and UW
Information Technology Enterprise Data & Analytics recently unveiled UW Profiles, a data visualization tool to help users access
and understand basic university statistics. Dashboards allow users to aggregate
and explore data at any level of the organization, from entire colleges to
individual departments. The ultimate goal of UW Profiles is informing UW staff
and encouraging further data analysis. Get more details at uwprofiles.uw.edu (UW NetID required).
Question of the Month
Social Media Tips
Did You Know?
Education ranked the
UW 25th best university
in the world.
along with partners Berkeley and NYU, received a $37.8 million grant to accelerate
the growth of data-intensive discovery.
professors were honored by the NIH for their innovative biomedical
At the Green
Washington Awards, the UW received the Silver Award in the Academia
The UW was ranked by the 2013 University
Business Incubators Global Index as one of the world’s top business
November 23–March 9
Elwha: A River Reborn (exhibit), Burke Museum
November 26 & December 3
SAL U lecture series with Cliff
“Reading the Northwest Sky: Understanding Our Weather and Climate” 7–8 p.m.,
Kane Hall, Room 120
CarolFest, 7:30 p.m., Meany Hall
For a full list of upcoming events, visit the UWAA events page and the UW Events and Calendars page.
University Marketing & Communications
Mary Gresch, 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