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Best Practices

Cover of the PCE catalogFeatured Unit: UW Professional & Continuing Education

Challenge: UW Extension has grown immensely since its founding in 1912. It now serves more than 27,000 students annually. All that growth hasn't occurred without complications, however. Over time, the 35 degree programs administered by UW Education Outreach were marketed independently by academic partners, and prospective students were receiving a variety of competing messages about courses.

Solution: In a process that paralleled the University's broader Reputation Building Initiative, UW Extension re-evaluated how it markets itself and its offerings and emerged as UW Professional & Continuing Education—PCE, for short. The new name provides a more accurate picture of the breadth of what’s available to adult learners and allows for streamlined marketing of its programs. PCE's new brand is reflected in its redesigned quarterly catalog, new Web site and e-mail domain name:

Result: Access to various sites is now under one umbrella. The new streamlined look for print and Web materials reflects a professional and distinguished style, and provides a better experience for potential students. “This centralized place for professional education ultimately helps students easily and quickly find a program that fits their needs,” says Educational Outreach Senior Director of Marketing Steve O’Brian. Have questions about PCE’s effort? Contact Steve O’Brian at or x56446.

Now Available

Photo of Husky CentralHusky Central Expansion
Husky Central, the UW's downtown Seattle location for all things Husky, will soon expand its current space at 4th and University. A promotional event on Friday, June 11, featuring a live broadcast on KJR-AM and appearances by the Husky band and cheerleaders, among others, will give the general public a fun opportunity to get familiar with all that Husky Central offers. This includes a branch of the University Book Store, an information center, and a facility for hosting special events. Stay tuned for details on how you can take advantage of the space and multimedia opportunities at Husky Central. Meanwhile, if you have questions about Husky Central, contact Nicole Morry Dierks at or x50284.

Know Someone Who Might Want to Get Marketing Matters?
UW marketers' and communicators' responsibilities are constantly evolving. This reality is what initially inspired us to create Marketing Matters as a way for campus professionals share and stay up to date on best practices in our industry. Are your colleagues on the mailing list? If you know UW staff members or interns who might find this e-newsletter helpful, encourage them to subscribe by sending a request to

Also if you have something you’d like to share with Marketing Matters readers—like an event you need help promoting, a successful project you’ve completed or even an article you think they would find helpful—let us know so we can consider including it. Just contact Elise Daniel at or x68923.

Question of the Month

Q: What's the most effective way to incorporate the UW's new editorial guidelines into our content?

A: Though your content will, of course, be driven by what’s relevant to your audience, there are three main guidelines that can help all of us—no matter what unit we serve—ensure the stories we tell are consistent and reflect the UW’s distinctive identity:

  • When at all possible, make students a relevant part of your story.
  • Always lead with a shared human concern for an important challenge (environmental sustainability, a health issue, etc.)—then follow up with what UW students, faculty and staff are doing to address it.
  • Reinforce the connections the University has, and the impact its making, throughout the region.

Check out University Advancement’s recent Report to Contributors to see how they executed the brand through first-person vignettes. You can find more details on this topic on our Editorial Guidelines page.

Got a question for next month? Send it to

Social Media Tips and Trends

Screen shot of UW Graduate School Twitter page

Maximizing your Twitter background
Consider adding your various social networking links to your Twitter background. This gives your followers yet another easy way to engage with your unit. Check out how the UW Graduate School is already doing this.

MySpace logoOne way to use MySpace
As MySpace loses more users to Facebook and becomes even more tightly focused on delivering entertainment, many wonder whether it's worth having a presence on MySpace. Generally speaking, not really, however UW Bothell has found a low-maintenance way of keeping an official presence on MySpace. UW Bothell’s Director of Public Relations and Communications Elizabeth Fischtziur explains that, “We primarily use it as an advertisement for our more active presences on Facebook, LinkedIn, Twitter and YouTube. This allows us to maintain an official presence on MySpace without expending a lot of resources.”

Did You Know?

  • Nearly 9,000 visitors attended the inaugural Paws-on Science event at Pacific Science Center in early April. Thanks for helping get the word out through your e-newsletters, Web sites and social media!
  • You can follow the UW Pride Points database and the marketing best practices blog through an RSS feed. Not using an RSS reader currently? Try Google Reader or visit CNet’s download center to find other free readers.
  • One Wisconsin university has found a unique way to cut costs: By switching the default font on its e-mail system from Arial to Century Gothic, it is now saving significant money on printer ink. You could do the same simply by changing black font colors to gray on documents you need to print, like meeting agendas. We've even lightened the font in Marketing Matters. Of course, printing less will do the trick too.
  • The Washington State Legislature recently mandated that all state agencies use 100% recycled paper and implement paper-reduction practices. UW copy centers and printers are already in compliance. Have questions about how these guidelines will affect your print projects? Contact Creative+Communications Assistant Director Katy Folk-Way at or x33481.

Job Opportunities

  • Educational Outreach: Assistant Marketing Director, Req. #62830 (Open until filled)
  • News & Information: Public Information Officer, Req. #63750 (Closes on 05/09/2010)
  • Student Life: Web Project Manager (temporary), Req. #61266 (Open until filled)
  • UW Marketing: Events Manager, Req. #63893 (Apply by 05/13/2010)

Search the UW staff jobs database.

Vol. 2, Issue 4

Table of Contents

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

Pride Points

Among research institutions that produced the most 2009–2010 U.S. Fulbright Fellows, the UW ranks 11th.

The UW was recently named to the 2009 President's Higher Education Community Service Honor Roll, the highest federal recognition a college or university can receive for its commitment to volunteering, service-learning and civic engagement.

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, Nicole Morry Dierks!
Senior Manager, Community Outreach, UW Marketing

Welcome, Michelle Ackermann!
Director of Marketing and Communications, College of the Environment

Welcome, Debbie Woo!
Marketing Officer, Center for Commercialization, x69540,

Other marketing colleagues recently have stepped into new roles:

Andre Tan is now UWTV’s creative services team lead. He partners with internal groups as well as external ad agencies to brainstorm and execute new promotional campaigns for UWTV and its clients.

Elizabeth Lowry is now director of marketing and communications for the UW Graduate School.

Upcoming Events

May 15
UW Bothell 20th-year celebration, 12 p.m.–4 p.m., UW Bothell Campus.

May 20
Last Word presentation. As a gift to the Class of 2010, UWAA hosts the professor, lecturer or TA with the most votes, 6 p.m.–7 p.m., Kane Hall.

May 21
13th Annual Undergraduate Research Symposium, 12 p.m.–5 p.m., Mary Gates Hall.

June 11, 12 & 13
Commencement Ceremonies at the Seattle, Tacoma, and Bothell campuses.

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

Upcoming Meetings

May 20
Web Council, Odegaard 220, 9 a.m.–10:30 a.m.

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

Key Contacts

UW Marketing:
Tricia Thompson, Associate Vice President, x67738,

Brand Styles & Standards
Cheryl Nations, x17041,

David Doxtater, x60348,

Marketing & Brand Strategy
Key Nuttall, x56410,

Web Communications
Gina Hills, x32561,

E-communications & New Media
Elise Daniel, x68923,


Key Links