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Best Practices

Featured Topic: Foster School's innovative approach to online publications

Image of Foster Business magazineChallenge: As many of its publications moved online, the Foster School of Business wanted to engage more directly with readers to determine which information was most valuable and compelling. “As we developed our brand and updated our Web site, we wanted to distinguish ourselves among business schools and give users an outstanding experience as they learned about us,” said L.A. Smith, the Foster School’s director of online marketing.

Solution: They gave Zmags a test drive, and they liked what they saw. Designed to help marketers digitize all types of printed materials, Zmags automatically converts PDFs to page-flip magazines and embeds interactive features such as video, reader polls and "forward to a friend" capability. It also measures how readers engage with content.

Result: Smith offers these thoughts on how a tool like Zmags can enhance marketing efforts:

  • Digitized publications can be easily shared via social networking sites such as Facebook.
  • Advanced analytics allow you to find out what content resonates most with readers, which can help fuel your overall online marketing strategy. Zmags' analytics include length of viewing session, page flips per visit and pop-up surveys. One of the many things the data showed is that people spend substantially more time with the Foster School's Zmags-enhanced content — such as the Evening MBA Program viewbook — than with similar content elsewhere on their site.
  • These tools can be cost-effective and immediate. For example, compared to paying a developer to build a Flash application, Zmags can provide a more robust interactive experience than Flash for a reasonable cost (about $500 per issue) and a low investment of staff time.

Smith adds this advice for units looking to try this kind of technology: “Look at demos, get quotes, examine pricing and consider how much product support the company provides.” She also encourages everyone to explore the Foster School's Zmags-enhanced content, including their Foster Business magazine and Executive MBA brochure.

To learn more about their project, contact L.A. Smith at or x62397.

Now Available

Holiday/Year-End Video Toolkit
Screen shot of videoHopefully you've all had a chance to view the year-end video that we promoted in President Emmert's holiday e-card. If you'd like to promote or embed the video on your Web site, visit our video toolkit to get Web tiles, HTML code and other information you might need.

University Brand Training Presentation Kit
This toolkit is specifically for University marketing and communications staff to use to update their team, leadership and/or extended organization on the University’s new brand direction. It includes this PowerPoint presentation that describes the University's objectives, the Reputation Building Initiative, and the outcomes of our research and brand development. It also includes suggested talking points and speaker notes. We will make periodic updates to the presentation, so be sure to check the UW Marketing Web site for the most updated version before you use it. If you have questions or comments on the presentation content (feedback is welcome!), contact Cheryl Nations at or x17041.

Viewbook Update!
Thanks to everyone who placed orders for the soon-to-be-released UW Viewbook. The viewbooks should arrive to mailing services by the first week of January, and you can expect your order to be delivered to you approximately a week later. We will send another update if there are changes in the delivery dates. We will also be providing copies to deans, chairs, and directors in January. Need to place a new or updated order? Fill out this online order form or contact Sabriena Simon at or x50280.

Question of the Month

Photo of graduating students

Q: In the Sept./Oct. issue of Marketing Matters, you mentioned that there would be increased marketing of the Husky Promise. Could you tell us more about these plans?

A: Yes. In late January 2010, we will begin implementing these marketing tactics:

  • Visits by current Husky Promise students and UW leaders (including President Emmert) with students in various Washington high schools.
  • TV and radio ads placed statewide and print ads in regional newspapers.
  • Brochures, posters, and a fact sheet (which will also be translated into Spanish) for middle and high school students, parents, principals, guidance counselors and elected officials.
  • Outreach via social media.
  • Updated Husky Promise Web site.

If you have questions or want more information, contact Dawn Weyant at or x57060.

Got a question for next month? Send it to

Social Media Tips and Trends

These days all UW communicators are expected to know something about social media. But it's a rapidly changing world where control is primarily in the hands of the readers, not the messengers/marketers. So it can be difficult to manage expectations and make decisions about how best to use this exciting and dynamic platform. That's why we've decided to add this new section specifically focused on trends and best practices in social media. You can also check our Best Practices blog to see more frequent updates.

foursquare logoThe Next Big Thing in Social Networking?
While no one can predict for certain what the next big thing will be, some people are paying close attention to a site called foursquare, which gives people a way to share their whereabouts with their friends. The company describes it this way: "You'll find that as your friends use foursquare to check in, you'll start learning more about the places they frequent. Not only is it a great way to meet up with nearby friends, but you'll also start to learn about their favorite spots and the new places they discover. … Think of foursquare as an 'urban mix tape.'"

Foursquare users who have been to a place more often than others can become its "mayor" which sometimes gives them access to discounts or freebies. Consumer-oriented businesses are already using foursquare as a way to attract customers who will then virally generate interest in those businesses among their friends. There isn't much of a higher education presence on foursquare yet, aside from Columbia University's ticket office, but we'll keep an eye on it.

Image of chartFacebook Facts
For any reluctant Facebook participants still out there, here are a few impressive statistics that might change their minds:

  • Facebook currently attracts more than 25% of the world's Internet traffic.
  • Between August and October 2009 alone, its traffic increased more than 24%.
  • 70% of Facebook users are outside the U.S.
  • The average Facebook user has 130 friends.
  • 18- to 24-year-olds are still the largest Facebook population at 17 million, but 35- to 54-year-olds are the fastest-growing age demographic, increasing by 276% between June ’08 and Jan ’09.
  • 65 million active users access it via a mobile device.
  • Mobile users are 50% more active on Facebook than non-mobile users.

Sources:, iStrategy Labs and Facebook

December 2009

Table of Contents

Pride Points

The UW is ranked 2nd in Sierra Magazine's college rankings of the most eco-enlightened universities in the nation.

The UW ranks 4th nationally for the number of students participating in study abroad programs that last one academic year.

The UW was ranked 11th among research institutions for producing the most 2009-2010 U.S. Fulbright Fellows. Twelve students — three current undergraduates, eight graduate students and one new alum — won Fulbright awards for 2009-10.

Did You Know?

The UW's home page will get a makeover in the new year. Follow the UW Marketing Web team's progress on its UW Web Redesign blog.

The Henry Art Gallery's Twitter profile currently ranks in the top 25 on’s most influential in Seattle.

The iPhone version of m.UW has been downloaded in 33 countries. Watch Apple's video about m.UW to learn more about how this app is being used.

Events to Promote

Jan. 13: Dawgs On Wall Street, the UW's highly acclaimed lecture series for alumni, will feature Bill Kerr, '63, chairman of the Meredith Corporation, New York, NY.

Jan 14: 4th Annual Science & Technology Showcase, HUB 200ABC, 5-7:30 p.m.

Jan 18: Martin Luther King Jr. Day of Service

Jan 20: NEXT CITY: Sustainable Urbanization Lecture Series: "Jane Jacobs and Rachel Carson: The Death and Life of Nature and the City" by Robert Fishman, Kane Hall 120, 6:30 p.m.

Jan 26: Walker Ames Lecture: "The Science of Optics; The History of Art" by Charles Falco, Kane Hall 120, 6:30 p.m.

For a full list of upcoming events, visit the UWAA events page and the UW Events and Calendars page.

Upcoming Meetings

Jan 13: E-marketing Working Group, Gerberding Room 142, 12:30-2 p.m.

Jan 21: Web Council, Odegaard 220, 9-10:30 a.m.

Key Contacts

UW Marketing:
Key Nuttall
Acting Associate Vice President, Marketing

Note: UW Marketing Associate VP Tricia Thompson will be on parental leave through Feb. 2010. Director of Strategy and New Media Key Nuttall will be filling in for her.

Brand Styles & Standards:
Cheryl Nations

David Doxtater

Marketing & Brand Strategy:
Key Nuttall

Web Communications:
Gina Hills

E-communications & New Media:
Elise Daniel

Questions? Contact

Marketing Councils

Lead: Eric Nobis

Arts UW:
Lead: Laura Biggers

Lead: David Doxtater

Logos & Colors:
Lead: Cheryl Nations

3-Campus Marketing & Communications:
Lead: Mike Wark

"W" License Plate Marketing:
Lead: Kathy Hoggan

Web Council Working Groups

Lead: Rick Ells

Content Management Systems:
Lead: Ann Whitney

Digital Media:
Lead: Andre Tan

Lead: Elise Daniel

Web Analytics and Metrics:
Lead: Mark Stewart

Key Links