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Dear Colleague,

As marketing and communications professionals, we all love data. We create and measure our plans based on as much information as we can. And since one of our key measures of success at UW Marketing is to be a helpful resource to all of you, we conducted a survey in the summer to measure how we’re doing.

We are very grateful for your responses. You can download the complete survey results from the UW Marketing website, but here are a few of the things you said you’d like to see more of:

  • Provide more learning opportunities, such as webinars and Q&As with experts.
  • Make toolkits, templates and other marketing resources easier to find.
  • Facilitate even more collaboration and information sharing.
  • Showcase what peer institutions are doing.
  • Provide more information about current UW Marketing projects, services and people.

Thanks again for your feedback. Please keep it coming! And we’ll do all we can to incorporate it into what we do, beginning with new content in this e-newsletter.

Enjoy!

Tricia Thompson's signature

Tricia Thompson
Associate Vice President, UW Marketing


Best Practices

Featured Unit: UWAA

Blog Down to Washington graphicChallenge: In its role promoting and marketing alumni events, UWAA realized a gap existed in establishing deeper connections with alumni. “Our website was helpful in promoting events and membership, but we weren’t telling the whole story,” says UWAA Communications Specialist Derek Belt. “We needed to finish the sentence — like telling people what happened at those events and who attended them.” Although the UWAA Facebook page has a strong following, it relied heavily on linking to existing UW stories, not necessarily original content.

Solution: Blog Down to Washington — a relevant and casual online medium for alumni that provides stories, quick hits of news and relevant messages from UWAA leaders and staff. “We’re in the perfect position to take collective news about the University and redistribute it through this channel to this target audience,” says Belt. The numbers are already speaking volumes about what’s resonating among followers: unique articles (like this one about graffiti in the U District), background on powerful Columns stories (like this one about Jake Locker) and links to past articles relevant to today’s headlines.

Next Steps: The blog team hopes to leverage the platform’s successful launch and collaborate more with units through cross-promotion, guest blogs and unit success stories to further showcase the value of the UW community (like this post highlighting the College of Education). Belt notes, “Ultimately, we want the units to see this as an outlet for pooling our collective resources for powerful storytelling and for engaging people with the bigger UW story.”

Have questions about Blog Down to Washington? Contact Derek Belt at beltd@uw.edu or x15978.


UW Marketing Projects and People

Photo of Nicole Morry DierksMeet Nicole Morry Dierks
Senior Manager, Community Outreach, Strategy and New Media

Some projects she’s working on now:

  • Paws-on Science 2011, an annual event at Pacific Science Center.
  • In her role as UW Marketing's liaison to Husky Athletics, she's conducting market research that will inform their Husky Stadium renovation marketing plans.
  • Ongoing improvements to the UW experience at Husky Central.
  • Evaluating other community partnership opportunities for the UW.

How she partners with units:

  • Helps promote units to the downtown Seattle community via Husky Central. In fact, she’s always looking for printed material for the brochure rack or content for display on one of Husky Central’s seven video screens located throughout the store.
  • Helps units with developing or improving community partnerships.

How you can reach her: morryn@uw.edu or x50284

Update! Great Wall of Us
The Great Wall of Us is now complete! It even made an appearance in these folks’ Halloween costume! This webpage provides links to updates, Sound Transit information (including a web cam of the site to watch the construction progress).

Marketing Makeover
The new UW Marketing webpage features improved access to University brand information, contacts, and toolkits and resources for producing effective publications, websites, advertising, events and other strategic initiatives. Thanks to all of you for providing the feedback and contributions that helped make this updated site as effective and useful as possible.

Marking the UW’s 150th Anniversary
Beginning with the 2011 Freshmen Convocation and ending with the 2012 Commencement, the UW will be observing the 150th anniversary (aka sesquicentennial) of its founding. Plans are in development for how to mark this milestone, including the development of a visual identity system. Future issues of Marketing Matters will include updates on these plans and ways your unit can participate. Meanwhile, if you have questions about the overall project, contact Key Nuttall at keyn@uw.edu or x56410.


Now Available

Videographers
The Daily employs two student videographers who are available to help you create marketing videos. Here’s an example of their work. To find out more, contact Director of the Office of Student Publications Kristin Millis at millis@uw.edu.


Peer Review

25 College Presidents to Follow On Twitter
While Twitter is a great tool for connecting with people and sharing information, it can be challenging to keep a Twitter account fresh, given its lightning-fast pace. Still some college presidents have ventured successfully into the Twitter universe. This blog posting from BachelorsDegree.org suggests 25 of the most interesting ones to follow.


Question of the Month

Q: How do I get my unit featured on the news magazine show “UW 360”?

UW 360 logoA: On October 6, the premiere episode of “UW 360” aired on UWTV. This new half-hour magazine-style show airs all month long, with new episodes debuting the first week of the month. It offers a mix of stories from around campus and lets viewers take a closer look at the people and discoveries that best represent the UW. The show aims to deliver stories about UW people and discoveries in a fresh, approachable and fun way.

Each show segment runs 3 to 5 minutes and is produced by UWTV. This provides an incredible opportunity for departments campuswide to see their faculty and work featured as part of the show. UWTV is able to fully produce segments or use existing footage from departments as part of "UW 360." If you have story ideas or video available to use in the show, please contact Director of Electronic Media and Special Programs Harry Hayward at hhayward@uw.edu or x52647.

Here are segments from the premiere episode:

Got a question for next month? Send it to mktg@uw.edu.


Social Media Tips and Trends

Get More Subscribers with Embedded Retweets
This very good tip from blogger John Haydon is worth a try for those of you responsible for both an e-newsletter and a Twitter account. In a short video, he explains how to implement it.

Tweet Alarm logoWhat That Little (Twitter) Bird Is Telling People
An important role many of us play these days is to monitor conversations about our units that are happening in social networks. Twitter, with its 24/7 chatter can be a difficult network to stay on top of. Thankfully there are some free tools, such as TweetAlarm, that can monitor specific terms (like “U of Washington”) or people (like “Phyllis Wise”) that are being discussed by tweeters, even those you aren’t following. This Mashable.com article describes five tools that are particularly effective for this very task.


Did You Know?

  • Admission is free to the public at the Henry Art Gallery and the Burke Museum, on the first Thursday of each month.
  • The Evans School recently launched the Electronic Hallway website. The Hallway is an internationally prominent resource for thousands of professors that is also a great example of how to successfully incorporate the UW’s visual brand guidelines.
  • Colleen Fukui-Sketchley ('94) recently became president of the UW Alumni Association and is the first Asian-American woman and youngest person to serve in this position.
  • "Green Magazine Television," a series about global sustainability, will feature the UW when it debuts its 2010–11 season this month. It will be aired as paid programming on Thurs., Nov. 18, at 8:30 a.m. on the Discovery Channel; Sat., Nov. 20, at 10 a.m. on CNBC; and on Sun., Nov. 21, at 7:30 a.m. on the Learning Channel.

Job Opportunities

  • Henry Art Gallery: Deputy Director of External Relations: Req #65595 (Open until filled)
  • Educational Outreach: Web Manager – Marketing: Req #64624 (Open until filled)
  • Engineering: Special Events Manager: Req #69289 (Apply by Nov. 14)
  • Engineering DO-IT: Publications Coordinator: Req #68693 (Apply by Nov. 12)
  • Health Metrics & Evaluation: Communications Officer: Req #68223 (Open until filled)
  • Health Metrics & Evaluation: Documentation Specialist: Req #67483 (Open until filled)
  • UW Bothell: Associate Director of Advancement Communications: Req #68907 (Apply by Nov. 19)

Search the UW staff jobs database.

Vol. 2, Issue 6

Table of Contents

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


Pride Points

The University of Washington was ranked fourth best among American public universities and 23rd best in the world according to the Times [of London] Higher Education Rankings.

The UW regularly offers instruction in more than 50 world languages.

Estella Leopold, UW professor emeritus, received the 2010 International Cosmos Prize — a prize claimed by world-renowned conservationists — for her work and research that have helped ensure the harmonious coexistence between nature and mankind.

In fall 2010, the Daily won the Associated Collegiate Press’ Pacemaker award, considered by many to be the “Pulitzer Prize” of college journalism, in addition to six other awards. The Society of Professional Journalism has also named the Daily as the Best Overall Newspaper in Region 10 since 2007.


New to the U

Let's give a warm Husky welcome to folks who've recently joined our ranks.

Tiffany Buckner
Web Content & eCommunications Specialist, School of Law
x59002, tlb3@uw.edu

Mike Dommer
Assistant Director for Web & Online Services, UW Medicine Advancement
x35430, mdommer@uw.edu

Heather Engelbrecht
Marketing Manager, Foster School
x62691, heaae@uw.edu

Thom Feild
Creative Production Manager, UW Marketing
x50280, thomf@uw.edu

Tory Hernandez
Public Information & Marketing Specialist, UWTV
x38907, toryrh@uw.edu

Chelsea Hixon
Assistant Director of Marketing & Communications, College of Arts & Sciences
x62045, chelseah@uw.edu

Teri Mumme
Director of Marketing & Public Relations, UW World Series
x50995, tmumme@uw.edu

Kristin Voss
Membership Associate, Burke Museum
x66057, kevoss@uw.edu

Other marketing colleagues recently have stepped into new roles:

Shari L. Ireton is now the Assistant Director of Marketing with UW Educational Outreach.

Sophia K. Agtarap is now the Marketing & Communications Specialist at the Graduate School.


Upcoming Events

Multiple Tuesdays this fall
Food: Eating Your Environment, the UW's premier lecture series providing a variety of expertise exploring the most personal yet public resource relevant in our world: food.

Nov. 17
Law School Career Fair, Mary Gates Hall Commons, 10 a.m.–2 p.m.

Jan. 12
iSchool Employer Connections Fair, Mary Gates Hall Commons, 1:30–4:30 p.m.

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


Upcoming Meetings & Training

Nov. 18
Web Council, Odegaard 220, 9 a.m.–10:30 a.m.

Dec. 7
E-marketing Working Group, Gerberding 142, 2:30–4 p.m.

Date TBD
Academic Impressions Webinar: Crafting an Effective Institutional Social Media Policy
Contact Elise Daniel for details: eperdan@uw.edu, x68923


Key Contacts

UW Marketing:
Tricia Thompson, Associate Vice President, x67738, tt3@uw.edu

Brand Styles & Standards
Cheryl Nations, x17041, cnations@uw.edu

Events
David Doxtater, x60348, dox@uw.edu

Marketing & Brand Strategy
Key Nuttall, x56410, keyn@uw.edu

Web Communications
Gina Hills, x32561, ghills@uw.edu

E-communications & New Media
Elise Daniel, x68923, eperdan@uw.edu

Questions?
Contact mktg@uw.edu


Key Links