I hope you
enjoyed some rest and relaxation during the holidays. I’m looking forward
to finding many new and exciting opportunities to collaborate in 2013!
heading off for winter break, we sent the University's annual holiday video greeting to the
UW community. I’m happy to report that the 2012 video was the most highly viewed holiday greeting to date, garnering nearly twice as many views as last year’s video.
your support, the UW’s second annual W Day was a success.
Members of the UW community locally, regionally and internationally showed
their Purple Pride in celebration of the UW’s birthday in November. The calls to
action for this year’s event were “celebrate, participate, share,” which gave
participants a wide range of engagement opportunities.
- All three
campuses hosted activities. In Red Square, we gave away 5,000 T-shirts, 5,000 cupcakes
and 1,000 W flags from UWAA. There was also live music from the Husky Marching
Band, Rainy Dawg Radio and Kore Ionz.
community showed its true Husky spirit by giving back:
University District Food Bank received 310
pounds of food.
- More than 100 volunteers collected 263 pounds of garbage for the Campus
- Nearly 90 people registered to donate to the
Puget Sound Blood Center.
also generated enthusiasm online:
- #WDay hit trending status on Twitter, and @UW’s most
popular W Day tweet had twice the normal reach with 47,343 impressions.
- The UW’s Facebook
page had its biggest week of the year in terms of overall activity and it gained
1,268 new “likes.”
in the Golden Ticket competition found each of the five hidden tickets around
campus within 15 minutes of the
clues being shared via Twitter.
free to contact me with your feedback on this year’s event and ideas for next year.
to our shared W Day success, I’m excited to see units such as the College of
Education showcasing Tomorrow’s
University Today, the
initiative President Young launched during his annual address (see more in Best Practices
below). As a reminder, Tomorrow’s
University Today is not the new tagline for the University; it is a
messaging platform. An internal toolkit with customizable templates and
other resources is available for your use. I also encourage you to continue
sharing the videos available on tomorrow.uw.edu and to keep an eye out for new
videos, which will be created as the initiative continues to evolve.
AVP, University Marketing
Featured Unit: College of Education
The challenge: In early September, as College
of Education Communications and Marketing Manager Mairead Reinhard began to learn
the details of President Young’s new messaging platform, Tomorrow’s University Today, she quickly saw an opportunity
for the College to link its marketing strategy to the President’s efforts—in particular the platform's focus on turning the UW inside out.
were excited to see how well the goals of Tomorrow’s
University Today coincided with our own marketing goals,” says Reinhard.
“So much of what the College does takes place out in the community,
particularly in poverty-impacted urban schools. And the teachers, principals
and superintendents at those schools provide critically important mentorships
and real-world classroom opportunities for the College’s teacher education
The approach: The College’s involvement in
fleshing out key parts of Tomorrow’s
University Today and preparing a complementary marketing strategy began
almost immediately because the President’s annual address, where the platform
would debut, was just a few short weeks away.
the College developed:
points for Dean Tom Stritikus to use in the Turning the UW Inside Out video.
invitation to the address, sent to internal audiences.
to feature on the College’s home page and social media properties.
edition of its Breaking News e-newsletter,
which was sent to 5,000 educators, policymakers, donors and friends right after
the President’s annual address.
Results and next steps: The timeliness of the marketing
campaign and its ties to the President’s platform have resonated well with the
College’s key audiences. In fact, the
Breaking News edition sent out after the annual address had a 10% higher
open rate than previous editions. The College is currently working on
repurposing the raw footage from the annual address videos and developing
language, stories and collateral connected to Tomorrow’s University Today to use in marketing and fundraising
about this project? Contact Mairead
Reinhard, communications and marketing manager at the College of Education,
at email@example.com or x31035.
New “UW|360” episodes
November and December 2012 editions of UWTV’s “UW|360” are now
available, as are these individual segments:
airs Sundays at 9 p.m. on UWTV, channel 27.
Contact Tory Hernandez at firstname.lastname@example.org.
Question of the Month
Q: Does the UW have a social media policy?
A: Rather than
a policy, the UW has developed two
sets of guidelines:
Social Media Tips and Trends
An Effective Formula for Measuring Social Media
the business of managing social media properties are always in search of the
best way to measure the return on investment of their time and resources. While
it’s easy to point at figures like fan or follower growth, those don’t tell the
full story. So the social marketing company Socialbakers came up with a formula
that does. Learn about it in this Venture Beat article.
Maximizing Your Tweets
Knowing when your tweets are most likely to grab
the attention of your followers is an elusive but not impossible answer to
find. This infographic, developed by Fusework Studio based on a report by Buddy Media called “Strategies for Effective Tweeting: A
Statistical Review,” provides excellent guidance. But remember, it’s just guidance. It’s
still important to test these assumptions to make sure they apply to your
specific audiences. And don’t just test once and forget about it because
people’s habits may change over time.
University of Oregon
Timeliness is key when it comes to social media
marketing. And sometimes, having a bit of fun is, too. We can’t deny that our
neighbors to the south at the University of Oregon were on to something when, in August, GoDucks.com
posted a video parodying the mega-hit “Gangnam Style” by Korean artist PSY. The Ducks took the
YouTube sensation and infused it with their own personality and school spirit
and, as a result, the video went viral. To date, it has garnered more than 6.5
million views. Even PSY himself
took notice when he rated the top spinoffs.
Did You Know?
- UW Bothell has debuted a newly
redesigned website. It
provides flexibility and ease-of-management for content editors while better
serving the needs of the UW Bothell’s growing audience. The new site also includes
more interactive features such as video and social media integration.
- From smart
meters to rain gardens, sustainability and conservation efforts are all around
us here at the UW. Now, you can learn about many of these efforts all in one
place with the new online directory, Sustainability
Snapshots, from Environmental Stewardship
Affairs, News & Information: Public
Information Officer, Req. #91124 (Open until filled)
for Health Metrics and Evaluation: Senior
Communications Officer, Req. #90813 (Open until filled)
- UW Medicine
Marketing and Communications: Online
Strategy Director, Req. #76632 (Open
- Washington National Primate Research Center: Information
Operations Specialist, Req. #90924 (Open
Search the UW staff jobs database.
Question of the Month
Social Media Tips
Did You Know?
Ranked #4 among world universities,
according to National Taiwan University (based on research performance).
Gold sustainability rating from STARS—strongest performer in the
researchers named as fellows of the American Association for
the Advancement of Science.
Let's give a warm Husky welcome to some folks who've recently joined our ranks.
Welcome, Craig Ball!
Development Manager, UWTV, email@example.com
Welcome, Patrick Bell!
Director, Office of State Relations, firstname.lastname@example.org
Welcome, Steven Bell!
Corporate Sponsorship, University Marketing, email@example.com
Welcome, John Naumann!
Director, Business Development, UWAA, firstname.lastname@example.org
Welcome, Karl Wirsing!
Communications Director, School of Environmental
and Forest Sciences, email@example.com
MLK Day of Service
Jan. 9–March 6
Dance Research Symposium, a five-part lecture series
Jan. 15–Feb. 5
The Good, Bad, & Catastrophic: Lessons from Global & Mideast Crises lecture series, Kane Hall, Room 130
Provost Town Hall, 4 p.m., Kane Hall, Room 210
The Scandal of English Grammar Teaching, Graduate School Public Lecture by University of Edinburgh professor Geoffrey Pullum. 6:30 p.m., Kane Hall, Room 120
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.
Key Nuttall, x56410, firstname.lastname@example.org
Brand Styles & Standards
Gerald McRobbie, x30828, email@example.com
E-communications & Social Media
Elise Daniel, x68923, firstname.lastname@example.org
Gina Hills, x32561, email@example.com