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Dear Colleague,

With another successful Commencement behind us and summer ahead of us (though we’re still waiting for that summer weather!), it’s the time of year when much of the University takes a bit of a breather. However, that’s almost never the case for those of us with marketing and communications responsibilities. And with President Emmert’s departure this fall to head the NCAA, some of us will be even busier than usual.

As many of you know firsthand, the UW has successfully weathered many presidential transitions, and changes like these can open up exciting new possibilities. Still, to minimize confusion and concern among the UW’s many constituents, it is important for us to be consistent in how we communicate about the transition.

To help us do that, the Office of External Affairs has crafted answers to some commonly asked questions about the transition. Also we’ve created a Presidential Transition website to provide timely updates about the presidential search.

As much as I wish we weren’t losing a leader as savvy as Mark Emmert is about marketing and communications, I am thankful for the many talented people who are doing this work in all corners of the UW. Your strengths and skills will help the UW continue to thrive and maintain its reputation as one of the top universities in the world.


Tricia Thompson's signature

Tricia Thompson
Associate Vice President, UW Marketing

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P.S. If you haven’t had a chance to fill out the survey we sent you last week, I encourage you to do so. Your feedback is very important to us. It will be open until July 9, 2010. Also, if you use Internet Explorer 8 and have trouble accessing the survey, try pasting the following survey URL in a different browser, such as Firefox.

Best Practices

Featured Topic: Arts & Sciences’ use of social media to promote Perspectives

Challenge: When its flagship publication, Perspectives, moved completely online, the College of Arts & Science Marketing and Communications Team knew it would need to find new ways to drive readership since it would no longer be circulating a print version to more than 50,000 students, staff, faculty, donors and alumni. So they brainstormed ways to share their stories via social media and their website. “Through these new venues, we needed to replicate the behaviors readers had with a print publication — that ability to pick up Perspectives at a later time and keep reading,” says Candice Douglass, director of marketing and communications at Arts & Sciences.

Photo collage of Perspectives promotions

Solution: During production of each issue of Perspectives, the Arts & Science marketing and communications team meets to evaluate options for repurposing the main stories and maps out a schedule for keeping the content fresh on their home page as well as on Twitter and Facebook. The team uses tactics such as segmenting e-newsletters by audience (e.g. donors and non-donors), periodically promoting stories from past issues of Perspectives, linking to stories that have ties to current events and highlighting outside media coverage. “We make a lot of assumptions about print material, but delving into social media and collecting data and metrics about stories gives us solid measurements,” says Douglass. “Ideally, the interests of our various audiences help drive our content and story choices.”

Result: Tools such as Convio and Google Analytics provide the team the hard performance data needed to make decisions about audience interests, content and ideal venues and timing for repurposing news stories. “This isn’t an exact science yet,” says Jacob Lambert, Arts & Sciences’ new media specialist. “We’re still trying new things and testing what Twitter and Facebook messages work best. We do know that we’re giving our content as long a life as possible. When we see people reading these stories and sharing them with others, that’s when we know we’re having success — that’s when we’re on to something.”

Questions? Contact Jacob Lambert, new media specialist at the College of Arts & Sciences, at or x64943.

Now Available

Graphic showing Washington's 3 largest employersPreliminary findings released on the UW's economic impact
Preliminary findings of a University-commissioned economic impact study demonstrate that the UW is an economic powerhouse for the state, directly and indirectly affecting every Washington resident. The Economic and Societal Impact of the University of Washington report includes the following initial findings:

  • The UW generates $9.1 billion annually in overall economic impact for Washington.
  • The UW is the 3rd largest employer in the Puget Sound area.
  • 71,876 jobs are supported by the UW.

The full report is expected to be released next month. In a future issue of Marketing Matters, we’ll provide details about how these findings will be shared and suggestions for how you might incorporate them into your communications.

Consider Husky Central for future events
Husky Central celebrated its grand opening June 11. The event featured a live broadcast by KJR 950 AM and appearances by the UW band, cheer squad and Husky coaches and athletes. Watch a video from the event. The store, located downtown at 4th and University, offers athletic apparel and other UW-related merchandise and information kiosks where visitors can find details about admissions, events on campus, tours, tickets and more. Husky Central’s second-floor classroom and small lobby are available for units to reserve for events. To find out more, contact Nicole Morry Dierks at or x50284.

Question of the Month

Q: Is it true that an interactive online map is in the works to demonstrate the University’s presence and impact around the state? If so, how can I can I submit information about my unit to be incorporated?

A: It’s true. The UW State Relations team is hard at work on a new project called “UW in Your Community” that is slated for launch by the end of summer. The project’s purpose is to highlight great work the University is doing, illustrate its presence and impact on communities throughout the state through an interactive website, and build relationships with community leaders and other external audiences. You can help make this project a success by sharing details about the UW programs and projects from your unit that are making an impact around the state. Just contact any member of the State Relations team.

Got a question for next month? Send it to

Social Media Tips and Trends

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2010 AP Stylebook adds social media guidelines
The Associated Press has unveiled 42 new style guidelines for social media in the 2010 edition of its stylebook. For example, it has re-classified "website" as one word; it had previously suggested "Web site". For the first time, the AP Stylebook contains a social media guidelines section that sets journalistic standards for social-media-specific language and source verification. According to the Associated Press, the 42 new entries refer mostly to networking tools such as Facebook and Twitter, standardizing terms such as app, blogs, click-throughs, friend and unfriend, metadata, RSS, search engine optimization, smart phone, trending, widget and wiki.

Why search engines are losing out to social media
As many of you who work on websites already know, more people find content on your site by using a search engine than by using your carefully thought-out site navigation. But a few kinks are starting to show in the almighty Search’s armor due to the rapid ascent of social networks. That’s because social networks can more accurately and proactively deliver relevant content because of how much people use social networks to share what interests them. Here are two articles explain this trend in more detail:

Did You Know?

  • The UW community submitted more than 1,300 entries in a contest to name the new UW magazine show that will debut on UWTV this fall. The winning entry was UW 360.
  • The UW was nationally recognized at the CASE 2010 Circle of Excellence Awards Program for the following work:
    • Silver: 2009 Medal of Honor Memorial Dedication, Individual Special Events category
    • Silver: UW News & Information, Excellence in Research/Science News Writing
    • Gold: 2009 Recognition Gala, Excellence in Design/Invitations category
  • Construction of Sound Transit’s UW light rail station is under way, and while the station isn’t expected to be complete until 2016, a project to enhance the site’s large construction wall along Montlake Boulevard will be completed soon. In late summer, Sound Transit and the UW will unveil “the Great Wall of Us” with large-scale images of Puget Sound–area residents.

Job Opportunities

  • Dept. of Building Services: Marketing and Communications Specialist (part time), Req #64395 (Closes on 07/08/2010)
  • Dept. of Electrical Engineering: Public Information Specialist, Req #64599 (Open until filled)
  • Division of Student Life: Web Project Manager (temporary), Req. #61266 (Open until filled)
  • School of Law: E-Communications and Web Content Specialist, Req #64414 (Open until filled)

Search the UW staff jobs database.

Vol. 2, Issue 5

Table of Contents

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

Pride Points

This year’s Undergraduate Research Symposium featured 770 students from all across the University.

At the start of the 2009–2010 academic year, more than 3,300 international students from 112 countries were enrolled at the UW. More stats are posted on the International Scholars Office site.

In 2009, over 16,000 visitors took guided campus tours through the Office of Admissions.

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, Ryan Irilli!
Webmaster and Multimedia Specialist, Center for Pediatric Dentistry, x64802,

Welcome, Mary Jean Stephens!
Sr. Events Manager, UW Marketing, x16719,

Another marketing colleague recently stepped into a new role:

Shari Ireton is now the Public Information & Outreach Officer at the School of Law.

Upcoming Events

July 13
Lunch Box Talks: Focus on video editing platforms and campus resources,
12–1 p.m., 102 Chemistry.

July 18
Deadline for UWAA’s button slogan contest. Questions? Contact Derek Belt at or x15978.

July 30
Husky Summer Celebration Night with the Seattle Storm, 7 p.m., Key Arena.

Various Summer Dates
Husky Summer Celebrations are being held around the country.

Sept. 26
Freshman Convocation, 10:30 a.m.–12 p.m., Bank of America Arena at Hec Ed.

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

Upcoming Meetings

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

Aug. 19
Web Council, Odegaard 220, 9 a.m.–10:30 a.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