Since joining the
University of Washington in April as Associate Director of Brand &
Creative on the University Marketing team, I've had the pleasure of
meeting and working with many of you. Thank you for the warm welcome and
introduction to the UW. And for those of you I haven't had a chance to
collaborate with yet, I hope to meet you soon.
As our 150th
anniversary celebrations draw to a close, we are beginning to formally
transition out of our 150th campaign and return to the foundations of our
brand. This means that throughout our web properties we are returning to the
block W in place of the 150th mark. We aim to complete this transition by the
end of August. Ideally we
would like to have all the 150th messaging and brand graphics phased
out across the University before the first day of instruction on September 24.
Replacement graphics and branded
elements are now available. For those who use the UW header/footer wizard
for your webpages, the Block W version is available. To update your
webpage, please go through the steps on the header/footer wizard and select the
Block W version.
If your email
signature includes the 150th mark, the brand version is now available. Directions for updating your signature are posted on the University Marketing website.
Assets are also
available in the University Logo Art Pack, located on the University Marketing site under University Brand in the upper-right corner. And of course, please feel free to
reach out to me directly at any time with questions.
In the coming
months, we are looking forward to rolling out new enhancements that we hope will
refresh the brand as we go beyond the UW's first 150 years and look to the
future. In the meantime, our brand
guidelines are available on the University Marketing site for your
Again, I look
forward to the opportunity to work with all of you.
Associate Brand & Creative Director
Featured Unit: UW Alumni Association
The challenge: The UW Alumni Association wanted
to augment existing communications to its 53,000 members by delivering distinct
messages that would capture members’ attention and provide them with unique
value specific to their membership.
The solution: After gathering feedback from
members and surveying membership programs from both nonprofit and for-profit
organizations, UWAA launched MemberGrams.
A modern take on the telegram, MemberGram
email messages contain a concise (50–100 words), specific topic with a clear and
immediate call to action, like this one about a Fran’s Chocolates offer.
Examples include updates on new member benefits, information on exclusive
events or offers, and special access to local cultural venues.
The UWAA also
has used MemberGrams to highlight other
units—such as the Graduate School and its public lecture series—and share
information on both on- and off-campus events. While the UWAA sometimes uses geographic
segmentation to provide members with localized offerings, many of the MemberGrams feature content relevant to
all Alumni Association members.
The results: In addition to engaging current UWAA
members, increasing members’ sense of connection to the UW and promoting brand
awareness, the UWAA also earned the Silver Award from CASE for Alumni Relations Programs in
the category of Marketing and Branding.
about this project? Contact John
Burkhardt, the UWAA’s director of marketing and communications, at firstname.lastname@example.org or x59272.
Dawgs in London
Various UW units have been using social media to present
a Husky-eye view of the summer Olympics in London. Athletics has devoted a section of its website
to the Olympics and posted a list of Twitter accounts belonging to Husky athletes participating in
the Games. University Marketing and UWAA have been sharing
photos and observations from Husky fans who have traveled to London to
experience all the Olympics activity in person. The official Twitter hashtag to continue using for the final days of the Games is #dawgsinlondon.
“UW|360” June episode
edition of UWTV’s “UW|360” is now available,
as are these individual segments:
Recently released on DVD
The 2012 Commencement Ceremony DVD is available through the
University Book Store.
Greatest Moments at Husky Stadium, a special DVD collection
recognizing the defining moments of Husky football history, is available at the
University Book Store, Costco and Bartell Drugs.
Questions? Contact John Haslam at email@example.com.
Question of the Month
Q: My unit would like to use the UW’s
preferred brand font, Frutiger. How can we get it? Are there acceptable
alternatives to Frutiger?
A: Frutiger is the recommended
san serif brand font. If your unit is interested in using Frutiger, the font
can be purchased from fonts.com. We do not have a
university-wide license at this time.
both Arial and Helvetica are acceptable sans serif fonts to use if Frutiger is
information, view the typography
the University Marketing site.
Social Media Tips and Trends
Why isn’t all of your Facebook page content visible to all of your fans?
of content or interaction on Facebook is referred to as an “edge.” Facebook
uses an algorithm called EdgeRank (similar to Google’s Page Rank) to determine
the most relevant content for each user. The highest-ranked content shows up at
the top of a user’s Newsfeed. Three factors determine EdgeRank:
- Affinity measures the strength of the
relationship between users and their connections (friends, pages, groups,
etc.). The more users interact with a connection, the greater the affinity
- Time decay or recency refers to the “freshness” of the post. Newer content is more
likely to appear on a user’s Newsfeed than older content.
- Weight is the value
of a story. Generally, videos, photos and links are more highly weighted than a
text-only status update. “Likes” and comments on a story will also increase its
What can you do to increase your
There is no
one-size-fits-all solution for increasing EdgeRank. But knowing what we know
about how Facebook’s algorithm ranks content, here are some best practices to
guide your Facebook marketing efforts:
- Do all you
can to increase interaction with
your fans. For example, prompt comments by directly asking users to share their
- Go for variety. Supplement traditional status
updates with photos, videos and links when relevant.
when your fans are most active and post
during that timeframe to increase the odds of users commenting, liking and
sharing your content.
Here are a
few good articles, if you’d like to learn more:
University of Sheffield
comes to engaging students—or any audience for that matter—authenticity and
transparency are paramount. The University of Sheffield in England achieves
both (with a dash of personality to boot) through its YouTube channel. With playlists such as Why Sheffield, What our undergraduate students think and short clips sharing recent
grads’ stories, Sheffield shares a variety of perspectives while shedding light
on different facets of the university, its people and the surrounding area.
Did You Know?
- You can
promote your message to a targeted audience during prime business hours by
advertising on the UW’s hybrid/electric trucks. Reserve your space by
contacting Mailing Services in Creative Communications at firstname.lastname@example.org or x62633 or x69011. Need help
with the design? Designers at Creative Communications are available to bring
your idea to life.
- We received more than 400 entries for the
You-W photo contest, hosted in
June. Promoted primarily via social media (including this catchy video with
crowd-sourced images), the contest encouraged the UW community to share their
view of the University by submitting photos on the UW’s Facebook page. The winning photos will soon be flying high as new
street pole banners around campus, replacing the 150th anniversary banners. And
what about those 150th banners? To extend their value while upholding the UW’s commitment
to sustainability, the 150th banners will be “upcycled” into iconic and
one-of-a-kind branded merchandise, including tote bags, backpacks and iPad
cases. Questions? Contact Gerald
McRobbie at email@example.com.
- As 150th anniversary celebrations draw to a
close, the UW turns its full attention toward the future. During the next
few months, University Marketing will roll out a campaign called Beyond 150. We will use social media
channels to gather input from the UW community about what they would like to
see the UW achieve in the next century and a half. In addition to engaging our
community in creating our shared future, Beyond
150 will give the President and Provost valuable feedback.
- Office of
Research Information Services: Digital
Communications Manager, Req. # 84494 (Open until filled)
- School of
Environmental and Forest Sciences: Director
of Communications, Req. # 86621 (Open
Marketing: Director of Corporate
Sponsorships, Req. # 85215 (Open until filled)
- UW Educational Outreach: Program Marketing Manager, Req. # 84033
(Open until filled)
Search the UW staff jobs database.
Question of the Month
Social Media Tips
Did You Know?
Ranked #25 in the Times Higher Education World University Rankings for 2011-2012.
Raised $154,116 in 48 hours during the Love Purple, Raise Gold online giving event in June.
#3 in the Pac-12 in the amount of royalty dollars
collected from the sales of UW licensed products.
Let's give a warm Husky welcome to folks who've recently joined our ranks.
Welcome, Cathy Britt! Digital Communications
Specialist, Burke Museum, firstname.lastname@example.org
Welcome, Elizabeth Hunter! Media Relations Manager, UW Medicine, email@example.com
Welcome, Ron Klamert! Director, Production,
Welcome, Julie Lauderbaugh! Editorial Manager,
Advancement Communications, firstname.lastname@example.org
Welcome, Kerry MacDonald! Associate Director,
Marketing & Communications, UWAA/Alumni & Constituent Relations, email@example.com
Welcome, John Meyer! Communications Content
Specialist, College of the Environment, firstname.lastname@example.org
Welcome, Matt Wastradowski! Communications & Media Editor, UWAA/Alumni & Constituent Relations, email@example.com
Record Appreciation with Matthew Green, part of a series of listening parties inspired by the exhibition The Record: Contemporary Art and Vinyl, 6–8 p.m., Henry Art Gallery
Huskies vs. San Diego State Aztecs,
7:30 p.m., CenturyLink Field
September 7 & 10
Dependable Strengths Workshop for Alumni, 8:15 a.m.–5 p.m., UW Career Center (Discount for UWAA members)
Husky Union Building (HUB) Opening
Dawg Dash, 27th annual 10K run and 5K run/walk, 9:30 a.m.
For a full list of upcoming events, visit the UWAA events page and the UW Events and Calendars page.
Brand Styles & Standards
Gerald McRobbie, x30828, firstname.lastname@example.org
E-communications & New Media
Elise Daniel, x68923, email@example.com
David Doxtater, x60348, firstname.lastname@example.org
Key Nuttall, x56410, email@example.com
Gina Hills, x32561, firstname.lastname@example.org