Message header graphic

Dear Colleagues:

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!

Before 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.

Photo of students at W Day 2012

Thanks to 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.
  • The community showed its true Husky spirit by giving back:
    • The University District Food Bank received 310 pounds of food.
    • More than 100 volunteers collected 263 pounds of garbage for the Campus Cleanup.
    • Nearly 90 people registered to donate to the Puget Sound Blood Center.

The event 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.”
  • Participants in the Golden Ticket competition found each of the five hidden tickets around campus within 15 minutes of the clues being shared via Twitter.

Please feel free to contact me with your feedback on this year’s event and ideas for next year.

In addition 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 and to keep an eye out for new videos, which will be created as the initiative continues to evolve.


Key Nuttall
AVP, University Marketing

Best Practices

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.

“We 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 programs.”

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.

Specifically, the College developed:

  • Talking points for Dean Tom Stritikus to use in the Turning the UW Inside Out video.
  • An invitation to the address, sent to internal audiences.
  • Promotions to feature on the College’s home page and social media properties.
  • An 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.

Breaking News header graphic

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 efforts.

Questions about this project? Contact Mairead Reinhard, communications and marketing manager at the College of Education, at or x31035.

Now Available

New “UW|360” episodes

UW 360 logoThe October, November and December 2012 editions of UWTV’s “UW|360” are now available, as are these individual segments:




“UW|360” airs Sundays at 9 p.m. on UWTV, channel 27.

Questions? Contact Tory Hernandez at

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 Success

People in 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.

Engagement rate graphic

Maximizing Your Tweets

Image of a Twitter-type birdKnowing 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.

Peer Review

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, 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.

Screen shot of University of Oregon video

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 & Sustainability.

Job Opportunities

  • External Affairs, News & Information: Public Information Officer, Req. #91124 (Open until filled)
  • Institute for Health Metrics and Evaluation: Senior Communications Officer, Req. #90813 (Open until filled)
  • UW Medicine Marketing and Communications: Online Strategy Director, Req. #76632 (Open until filled)
  • Washington National Primate Research Center: Information Operations Specialist, Req. #90924 (Open until filled)

Search the UW staff jobs database.

January 2013

Table of Contents

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

Pride Points

Ranked #4 among world universities, according to National Taiwan University (based on research performance).

Gold sustainability rating from STARS—strongest performer in the Pac-12.

11 researchers named as fellows of the American Association for the Advancement of Science.

New to the U

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

Welcome, Craig Ball!
Business Development Manager, UWTV,

Welcome, Patrick Bell!
Associate Director, Office of State Relations,

Welcome, Steven Bell!
Director of Corporate Sponsorship, University Marketing,

Welcome, John Naumann!
Assistant Director, Business Development, UWAA,

Welcome, Karl Wirsing!
Communications Director, School of Environmental and Forest Sciences,

Events to Promote

January 21
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

January 24
Provost Town Hall, 4 p.m., Kane Hall, Room 210

February 12
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

April 5–7
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 Contacts

University Marketing
Key Nuttall, x56410,

Brand Styles & Standards
Gerald McRobbie, x30828,

E-communications & Social Media
Elise Daniel, x68923,

Web Communications
Gina Hills, x32561,

Other Topics

Key Links