Lessons Learned from Husky Promise Social Marketing
A key component of the recent campaign to raise awareness of the Husky Promise program was the strategic use of social media to reach students and others.
UW Marketing has been able to monitor perceptions of Husky Promise by seeing what’s being said and responding quickly to questions and concerns. Through this project, the University has taken advantage of two key engagement opportunities that are often overlooked in social marketing: enlisting and organizing supporters to spread the word and informing and courting the blogging community. For example, when Husky Promise students began posting positive comments on Facebook and asking how they could help, we invited them to become guest bloggers on the Husky Promise blog. There are also preliminary plans to organize a "meet-up" of bloggers with an interest in higher education where they can engage directly with Husky Promise students and supporters as well as campus and community leaders.
Here's a snapshot of the results so far for this campaign, which launched in mid-January:
For more details on the social media strategy for Husky Promise, contact Elise Daniel at email@example.com or x68923.
Featured Topic: UWAA’s circulation management strategy
Challenge: How much communication is too much? Who's keeping track of who gets what and when? Is it even possible to keep track? Reaching out and connecting to our audiences is crucial to building and maintaining strong relationships between them and the UW. Last year alone, UW messages (e-newsletters, print publications, phone calls, surveys, social networking outreach and invitations) bombarded alumni and donors between three and six million times. So, imagine each message as a flight into UW airspace. Is anyone watching for collisions to ensure donors and alumni aren't inundated? In other words, is there an air traffic control system?
Solution: For several years, the UWAA has used a circulation database to record details about the outbound communications that result from its marketing plans. Beginning in 2009, the UW Foundation and UW Marketing began listing their outbound communications in the same database. Although plans and dates for various pieces can change, capturing the data can help you identify and avoid potential collisions.
Result: Although the circulation database is not a formal system for resolving potential collisions of messages to donors and alumni, it’s a great start. The goals of the effort are to see all the “flights” headed to a potential donor or audience. It’s no secret the scope of this work could be immense. In the meantime, units are advised to practice “head’s up flying”: take time to plot out your outbound communications and make the effort to see what else is going out. One phone call is all it takes. Have questions about collaborating with or accessing this information? Contact UWAA Associate Marketing Director Bryan Daisley at firstname.lastname@example.org or x30540.
Updated Brand Guidelines
Several brand guidelines were recently updated to reflect feedback from users. Check the University Brand Guidelines site for the latest updates on the Tagline Guidelines, Signature Logo System (including Academic Seal Guidelines) and Mandatory Graphic Elements such as the Patch & Band and Traditional Color Palette. And be sure to check back often for future updates.
Fact Sheet Templates
The UW Fact Sheet templates are now available for UW units to download and customize with their own facts. These Microsoft Word templates incorporate the fonts and colors specified in the University Brand Guidelines.
Storytelling Webinar Recap
The UW's editorial guidelines emphasize that content should always be driven by what’s relevant and meaningful to the audience you're trying to reach. This idea was echoed in a recent CASE webinar on storytelling (“the oldest form of social networking”), in which communications consultant Andy Goodman emphasized the importance of stories over data in making a compelling case for your organization. To help the webinar participants get in a story-telling frame of mind, he asked everyone to think about the top 10 stories they tell people about themselves. After some real-time story sharing among the participants, he suggested that organizations:
Question of the Month
Q: I’ve heard that the UW and Pacific Science Center are partnering on a future event. Can you tell us more about it?
A: It’s true. The Pacific Science Center will turn purple the weekend of April 9–11 for Paws-on Science. UW scientists at stations throughout the Pacific Science Center will share their amazing discoveries with the public and invite them to participate in hands-on demonstrations. Visitors can also attend live workshops and catch an appearance by the Husky Marching Band. UW alumni, students, faculty and staff will enjoy a 20% discount on admission.
Paws-on Science is going to be an annual event. If you want to learn more about the scientists participating this year or share suggestions for next year, contact Kristin Lodge at email@example.com or x16719. Help spread the word by promoting Paws-on Science on your Web sites and in your e-newsletters. You can also download the poster from the UW Marketing site.
Got a question for next month? Send it to firstname.lastname@example.org.
Social Media Tips and Trends
Claim Your Name
Want to know if your name or your unit leader’s name is already associated with an existing social network profile? Want to ensure consistency for your brand? Services like namechk, which scans more than 70 social networks, can tell you if your preferred user name or vanity URL is already being used by someone else.
What's the Buzz About "Buzz"?
In early February, Google debuted a new social network called Google Buzz. Its features are very similar to those of Facebook, though it offers distinct advantages for Gmail users: It makes it very easy to connect with any of your Gmail contacts who are also on Buzz and allows you to post updates from within your Gmail inbox. One major disadvantage for some social network users is that there isn’t a way to connect your Buzz and Facebook accounts. But that doesn’t seem to be affecting initial interest in the service. According to Google, Buzz users made 9 million posts and comments within the first two days of the service going live.
Vol. 2, Issue 2
Table of Contents
UW Medicine cares for nearly 1 million patients a year through Harborview Medical Center, UW Medical Center and seven UW Medicine Neighborhood Clinics. This includes 60% of the hospital charity care in King County and 30% statewide.
The Arbor Day Foundation conferred the title of Tree Campus USA on the UW for its dedication to campus forestry management and environmental stewardship. The Tree Campus USA program engages college students and local citizens to plant trees and create healthier communities.
In 2009, the UW School of Dentistry received the third largest amount of grant funding among dental schools from the National Institute for Dental and Craniofacial Research (NIDCR), and has consistently ranked in the top five.
Did You Know?
On Feb. 5, UWTV debuted this new logo.
The UW recently established the Husky Green Award to celebrate individuals and teams who have contributed to the UW’s leadership and excellence in environmental stewardship. Nominations for this year’s award must be submitted by April 5, 2010. Learn more.
Guess who's got a new name? The UW’s Office of Technology Transfer is now known as the Center for Commercialization—or UWC4C for short.
The UW recently received 12 Council for Advancement and Support of Education (CASE) Communication Awards, including the Grand Gold for Special Event Publications for the 2009 Recognition Gala materials. Click here for a complete list of the CASE District VIII 2010 Communication Awards.
New to the U
Being a newcomer to the UW can be a confusing experience, especially when your role is to communicate about the University. So, in this section, we give a warm welcome to folks who've recently joined our ranks.
Welcome, Erin Rowley!
Public Information Specialist, Office of Minority Affairs & Diversity, x50518, email@example.com
Welcome, Lauren Stanfield!
Events Production Manager, UW Marketing, x69731, firstname.lastname@example.org
College of Built Environments: Webmaster (part time): Req #60562 (Open until filled)
Social Development Research Group: Public Information Editor: Req #61358 (Open until filled)
Events to Promote
April 9–11: Paws-on Science: Huskies Weekend at Pacific Science Center
April 14: Spring Career Fair, HUB Ballrooms, 3–7 p.m.
April 21: UW Bothell Career Fair, North Creek Center, 10:30 a.m.–6:30 p.m.
For a full list of upcoming events, visit the UWAA events page and the UW Events and Calendars page.
Mar. 18: Web Council, Odegaard 220, 9–10:30 a.m.
April 13: E-marketing Working Group, Gerberding Room 142, 12:30–2 p.m.
Associate Vice President
Brand Styles & Standards:
Cheryl Nations, x17041, email@example.com
David Doxtater, x60348, firstname.lastname@example.org
Marketing & Brand Strategy:
Key Nuttall, x56410, email@example.com
Gina Hills, x32561, firstname.lastname@example.org
E-communications & New Media:
Elise Daniel, x68923, email@example.com
Questions? Contact firstname.lastname@example.org