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Dear Colleagues:

Photo of Michael YoungNow that Michael Young is well into his first academic year as president of the UW, it’s a good time to remind ourselves of a few key things:

  • If you want to include the president in an event, you must complete the Presidential Attendance Request Form.
  • Be clear about the strategic reasons for having him attend that event.
  • The President is still quite new to the University (unlike his most recent predecessors). So, if you are preparing briefing materials for him, remember to provide the history, context and an overall message for the audience he’ll be addressing.
  • New protocols and processes for this president are still developing, so there are likely to be some changes during this academic year.

We hope you’ve all had a successful start to the year and are as excited as we are that the 150th anniversary year is under way.

Cheryl Nations & Key Nuttall
Co-Interim Associate Vice Presidents, UW Marketing

P.S. As most of you already know, Tricia Thompson, who helped create and lead UW Marketing for the past five years, has left the UW to be a stay-at-home mom. We wish her all the best and thank her for the amazing contributions she’s made to this University.


Best Practices

Featured Unit: Office of Admissions

Screen shot of Admissions home pageChallenge: The Office of Admissions knew its website needed updating. Its last redesign was six years ago — an eternity in Web years, especially given the explosion of social networks during that time. “Our old site was set up only to deliver information. It didn’t allow us to interact with students, parents and counselors,” says Paula Shields, Admissions’ communications manager. “It was very much Web 1.0.”

Findings: To inform their site redesign planning, Admissions focused on determining the wants and needs of its primary target audiences. Here’s what they learned:

  • Prospective students want easy access to basic facts, information on how to visit, guidance on how to apply and reassurance that they will fit in.
  • Counselors need quick access to commonly asked questions and content that could help them distinguish the UW from other schools.

Through the site redesign process, Admissions determined that they need to:

  • Appeal to Millennials by providing unfiltered information, not sales pitches.
  • Engage prospective students with the same philosophy, core values and service they will experience as UW students.
  • Create opportunities for long-term engagement with prospective students and better relationships with high-school counselors.
  • Activate the voice of the UW community.

Solutions: Here are just a few of the changes that came with the total redesign of their website:

“We hope you'll try out the new site, and tell us what you think, so you, too, can help us improve the experience and make it an exciting part of UW communications,” says Shields.

Questions about this project? Contact Paula Shields at pshields@uw.edu or x63428.

UW Marketing People and Projects

Photo of Taryn EchertMeet Taryn Echert
Events Coordinator

Some projects she’s working on now:

How she partners with units:

How you can reach her: echert@uw.edu or x68160

Projects

E-communications Toolkit
The UW Marketing website now features an updated toolkit for e-newsletters and other e-communications. In it you’ll find updated templates, header graphic files, guidelines, best practices and more. Questions? Contact Elise Daniel at eperdan@uw.edu or x68923.

Drawing of HuskyFest pavilionHuskyFest, April 2012
Plans for this multi-day free event on the Seattle campus are firming up. Scheduled for mid-April 2012, it will celebrate and highlight the UW’s role in shaping the community and the world. Events include:

  • A pavilion on Red Square with live music, radio broadcasts, performances, 150th-themed exhibits, academic showcases, sponsor displays and more.
  • A Red Square “street fair” with food and display booths.
  • Unit and department open houses, displays, booths and activities that feature the UW’s work and people.

If your unit is interested in participating in HuskyFest or if you have questions about the event, contact Ann Fillingham, at annmck@uw.edu or x17087.


Question of the Month

Q: What are some good resources for staying current on email marketing best practices?

A: Elise Daniel, UW Marketing’s senior e-communications marketing manager, recommends the sites listed below. If you know of others sites that would be useful to UW marketers, please let Elise know at eperdan@uw.edu and we’ll include them in a future issue of Marketing Matters.

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


Peer Review

Social Media & Commencement

Plans are currently under way to determine how incorporate social media into the UW’s commencement ceremony, scheduled for June 9, 2012, at CenturyLink Field. Several schools have developed and implemented comprehensive and creative plans in recent years.

  • UCLA incorporated Facebook and Twitter widgets and a photo submission button on its commencement home page, among several other well-integrated tactics. Read more.
  • Stanford developed a mobile app graduates could use to follow their friends and earn a graduation gift by checking in to various commencement events. They also invited their Facebook fans to post questions for the commencement speaker and later posted a video with the answers. Read more.
  • Arizona State hosted trivia and photo contests for its Facebook fans and Twitter followers. An example from Twitter: “The most creative response to our NEXT tweet will win an ASU prize bag! … What song do you think best captures the emotion and excitement of graduation and why?” Read more.

If you have ideas for what the UW should do or good examples from other universities, please share them with Elise Daniel at eperdan@uw.edu.


Social Media Tips and Trends

Screen shot from Facebook

Why posting directly on Facebook pages can be preferable
An EdgeRank Checker’s study reveals that Facebook posts generated through third-party posting applications such as HootSuite and TweetDeck attract about 70% fewer likes and comments. Also, as the blog Inside Facebook points out, “If a user’s news feed contains multiple posts from a single [third-party app], whether from a single author or several different Pages and friends, the posts are collapsed and must be unfolded to be seen.” (See the image above for an example.) So, while using apps to post is more convenient, Facebook page admins who have a particularly important message to convey should consider posting it directly their Facebook page to increase its chances of being seen.

Who is actually using QR codes?
In June 2011 alone, 14 million Americans scanned QR codes with their smart phones. According to a study by comScore, those doing the scanning are most likely to be male, young to middle age and upper income. See a full demographic breakdown on comScore’s site.

Do your social housekeeping!
It takes work to moderate the comments and responses on your blog, Facebook or LinkedIn group, but your followers will take it as a sign of a good host. Also make sure you’re keeping up with all your social media channels individually, and don’t use one to update the other (for example, people don’t like seeing hashtags in Facebook posts). These are just a few of the tips on Radian6’s list of 10 essential social media etiquette practices.

Can tweets be libelous?
As with other methods of communication, it is important to be mindful of the kinds of statements you’re making when posting on Twitter. If you tweet a libelous remark that is associated with your work, your organization can be held responsible for what you say. Read more on AllTwitter.


Did You Know?

  • The UW Alumni Association is seeking nominees for its Alumnus Summa Laude Dignatus Award, given to an outstanding alumnus or alumna for service and achievement over a period of years since graduation (such as these past winners). The deadline for submissions for the 2012 award is Jan. 31. Questions? Contact Kyle Funakoshi at kyfu@uw.edu or x65415.
  • UWAA will host member-only tours of the King Tut exhibit at the Pacific Science Center on June 21 and 22. Member registration opens on Jan. 17 at 11 a.m. at UWalum.com. Space limited. Questions? Contact Bryan Daisley at bdaisley@uw.edu or x59275.
  • On Dec. 7, 2011, the annual holiday e-card will be sent to all faculty, staff, students, alumni and donors. If you have questions about this year’s video, contact Thom Feild at thomf@uw.edu or x50280.
  • The deadline for submitting entries for the CASE VIII Communications Awards is Dec. 2, 2011.
  • UW Marketing has partnered with Hanover Research to provide custom research for individual units at the UW. For details, such as how to submit a project request, visit the UW Marketing website.

Job Opportunities

  • Educational Outreach: Market Research Consultant, Req. #: 79511 (Open until filled)
  • Foster School: Senior Manager, Executive Education Marketing & Business Development, Req. #: 77903 (Open until filled)
  • Henry Art Gallery: Deputy Director of External Relations, Req. #: 77888 (Open until filled)
  • iSchool: Web Producer, Req. #: 79206 (Apply by 11/27/2011)
  • UW Bothell, Center on Reinventing Public Education (South Lake Union location): Web & Marketing Specialist (part time, temporary), Req. #: 79142 (Open until filled)
  • UW Medicine: Media Relations Manager, Req. #: 79499 (Open until filled)
  • UW Medicine, Dept. of Anesthesiology: Public Information Manager, Req. #: 79557 (Closes 11/29/2011)
  • UW Medicine, IT Services: Communications Management Lead, Req. #: 79296 (Open until filled)
  • UW Tacoma: Director of the KeyBank Professional Development Center, Req. #: 79841 (Open until filled)

Search the UW staff jobs database.


Vol. 3, Issue 3

Table of Contents

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


New to the U

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

Welcome, Lori Dugdale!
Director of Communications, iSchool, ldugdale@uw.edu

Welcome, Steve Goll!
Communications Manager, Center for Educational Leadership, sgoll@uw.edu

Welcome, Don Porter!
Senior Communications Consultant, Applied Physics Lab, dporter@apl.washington.edu

Welcome, Brian Rasmussen!
Publications Manager, Applied Physics Lab, brianr@apl.washington.edu

Welcome, Chelsea Schlievert!
Communications and External Affairs Specialist, Simpson Center for the Humanities, cschliev@uw.edu

Welcome, Catherine Shen!
Director of Communications, School of Public Health, cshen489@uw.edu

Welcome, Alaina Smith!
Director of External Affairs, Burke Museum, smitham@uw.edu

Welcome, Katherine B. Turner!
Multimedia Producer, Undergraduate Admissions, kbt3@uw.edu

Other marketing colleagues recently have stepped into new roles:

Andrea Fleming is now Events & Constituent Relations Manager at the College of the Environment.

Eleanor Lee is now Communications Specialist at the Graduate School.

Eric Tognetti is now Web Content Strategist at the Graduate School.

Karin Yukish is now Event Specialist at UW Marketing.


Events to Promote

Jan. 12
Creative Minds Do Not Think Alike, by Amy Tan, Meany Hall, 6:30 p.m.

Jan. 18
Demographic Forces Shaping Trend Reversals in the 21st Century City, by Dowell Myers,
Kane Hall 120, 6:30 p.m.

Feb. 1
Feeding the World, While Sustaining the Planet, by Jonathan Foley, Kane Hall 120, 6:30 p.m.

March 30–April 1
Paws-on Science, Pacific Science Center

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


Upcoming Meetings

Nov. 29
E-marketing Working Group, Gerberding 142, 9:30–11 a.m.

Dec. 15
Web Council, Odegaard 220, 9–10:30 a.m.


Key Contacts

Advancement Marketing
Cheryl Nations, x17041, cnations@uw.edu

Brand Styles & Standards
Alanya Cannon, x65535, alcan@uw.edu

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

Questions?
Contact mktg@uw.edu


Key Links