A year ago
this month, HuskyFest debuted as a three-day community-wide celebration during the UW’s
150th anniversary. This year, the tradition lives on with a one-day, block
party–style event on Friday, April 19.
This year’s event features:
Thank you to
everyone who’s been involved in creating exciting ways to engage the campus
community during HuskyFest. We’d appreciate your help with promoting it too,
using the graphics and messaging in this toolkit. I look forward to seeing you
all in Red Square.
Before HuskyFest rolls around, the UW’s
outstanding researchers and scientists will be out in the community this weekend for Paws-on Science: Husky Weekend at
Pacific Science Center. Now in its fourth year, Paws-on Science is a fun opportunity for the
whole family to check out the UW’s research, explore a range of hands-on
activities and interact with the folks behind our discoveries and innovations.
AVP, University Marketing
Featured Unit: College of Arts & Sciences
The challenge: The College of Arts &
Sciences and ArtsUW wanted to increase
awareness of arts events on campus and encourage attendance. Recognizing that
the arts can be intimidating to newcomers, they also wanted to make the events more welcoming.
The approach: After conducting market research,
Arts & Sciences realized the untapped potential of one particular audience
with the UW Alumni Association, ArtsUW launched Arts Dawgs. This program offers UWAA
members a package deal with reduced-rate tickets to six arts events and access
to pre-show wine receptions.
to mirror the idea of tailgating for athletic events,” says Candice Douglass,
director of marketing and communications for the College. At the receptions, attendees
get a behind-the-scenes glimpse from knowledgeable artists and faculty. Plus,
the receptions build a sense of community. “People are starting to recognize
each other at the pre-events, and there’s a really conversational dynamic,” Douglass
the Arts Dawgs package, the College leveraged UWAA’s existing outreach
channels, including e-newsletters, Membergrams, social media and the UWAA blog. They also used Web ads, Facebook ads,
printed postcards and department e-newsletters to spread the word.
Results and next steps: In less than one month, ArtsUW
sold 36 packages, exceeding their goal of 20. Events have averaged 40–50 Arts
Dawgs attendees, and individual event ticket sales have steadily increased.
Gilshire, who manages communications for ArtsUW, adds, “It’s been a great way
to raise the visibility of the arts and support units across the College to
make sure their events are successful.” Gilshire added that the Arts Dawgs
program has also helped reinforce ArtsUW's brand identity as the hub for
information about all arts events on campus.
program’s initial success, the Arts & Sciences team plans to continue collaborating
with UWAA and possibly expand the ticket offerings to include fall and spring
season packages for next year.
Questions about this project? Contact Megan Gilshire at firstname.lastname@example.org or x68955.
Paws-on Science toolkit
whole family and join UW researchers at the fourth annual Paws-on Science:
Husky Weekend at Pacific Science Center, April 5–7. A toolkit including graphics and sample
copy is now available.
HuskyFest, the UW’s annual spring celebration, is
Friday, April 19. Please leverage the graphics and sample copy in the toolkit to help promote this fun on-campus event.
New “UW|360” Episodes
2013 edition of UWTV’s “UW|360” is now available, as are these
“UW|360” airs Sundays at 9 p.m. on UWTV, channel
27. It will also air for 13 weeks on KOMO4, beginning April 6 at 4:30 p.m.
Contact Tory Hernandez at email@example.com.
Question of the Month
Q: What’s the best time of day to send email?
A: In many ways, email
optimization is more of an art than an exact science. But this
handy infographic from Adverblog shows that messages sent in the morning and
early afternoon receive the highest open rates. Since more messages land in
inboxes in the morning, those sent in the afternoon typically have higher open
and click-through rates, according to research by GetResponse.
Social Media Tips and Trends
Facebook metrics confusion
stumped in February when it looked like your Facebook page’s reach
dramatically—and suddenly—plummeted? If so, you weren’t alone. Turns out
several bugs caused this key metric to be underreported. According to early
data and graphs from EdgeRank Checker, the median page’s analytics showed it reached 14.39%
fewer people than it
actually did. Facebook got to work addressing the issues once they were
discovered, though to the dismay of many baffled page administrators Facebook
did not disclose the problems while they worked on them. Before the bugs were
publicly reported, many social media marketers scrambled to change strategies
or purchase ads to compensate for the apparent loss in reach. Facebook’s blog
now has a post explaining the issue.
The whole debacle
serves as a reminder not to put too much emphasis on one single metric on
Facebook. Keep an eye on overall engagement with your page, and if your numbers
suddenly go askew, take it with a grain of salt.
Are you being pinned?
about what pages on your site are being pinned by people on Pinterest? You can
find out by going to pinterest.com/source/yoursite.edu, replacing
“yoursite.edu” with the actual URL for your website. For example, you can see
what people are pinning from Athletics at pinterest.com/source/gohuskies.com/
or from the UW’s main site at pinterest.com/source/washington.edu/.
Note: If your URL contains washington.edu,
use that extension rather than uw.edu in order to see more results.
Increase engagement on Twitter
Did you know that Twitter engagement rates for
brands are 17% higher on the weekend? Or that Tweets containing fewer than 100
characters receive 17% higher engagement than longer Tweets? Find out more with
this cheat sheet to increase brand engagement on Twitter.
Monsters University isn’t a real university,
but their marketing sure is clever. To promote its upcoming film Monsters University, Pixar parodied
college recruitment with an advertising spot, Imagine You at MU, that ran during the Rose Bowl
telecast. But they didn’t stop there. They also created monstersuniversity.com/edu, featuring portals for students,
faculty/staff and alumni.
some real gems on the website, like this statement from the About MU section: “Monsters
University continues a tradition of academic excellence, ground-breaking
research, development of the next generation of leadership, and the relentless
pursuit of monster potential.”
While the spot and the website are entertaining,
they also serve as a reminder to us about just how important it is to avoid
clichés and to work on understanding your unit’s unique value in the higher
Did You Know?
- In late
March, the UW announced a new undergraduate online degree completion program in Early
Childhood and Family Studies. The new degree comes at a time when more universities are
offering flexible online degree programs for busy adults, and as early-learning
initiatives increasingly become a national priority. For more information, see
the press release and the undergraduate online degree completion website.
- Google+ cover photo dimensions changed in early March. At 2120 pixels x 1192 pixels, the new cover
photo size is significantly larger, offering a great opportunity for you to
engage your Google+ page visitors with a compelling (and high resolution!)
- Facebook is in the midst of rolling out a redesign of its news feed that will, among other things, give users more
control over what does and doesn’t show up for them.
- The “You-W in
Bloom” Facebook photo contest just
wrapped up after receiving an astonishing 500+ entries. The contest invited
people to share their perspective of cherry blossom season on campus, similar
to the You-W banner photo contest held last summer. Voting is
currently under way and runs through April 5. Thanks for your support promoting
the contest; there will be some great photos to share soon!
- College of
Arts & Sciences: Marketing
Communications Specialist, Req. #93774 (Open until filled)
Outreach: Content Strategist, Req. #93403
(Open until filled)
Outreach: Content Marketing Specialist, Req.
#92517 (Open until filled)
- School of
Social Work, Partners for Our Children: Communications
Manager (75% – 100% FTE), Req. #91625 (Open until filled)
Life: Marketing and Communications
Manager, Req. #92575 (Closes on 4/12/13)
of Washington Press: Publicity Manager, Req.
#92708 (Open until filled)
- UW Information Technology: Senior Communications Specialist, Req. #92055 (Open until filled)
Search the UW staff jobs database.
Question of the Month
Social Media Tips
Did You Know?
The UW ranks
no. 1 among large universities for alumni currently serving in the Peace Corps.
Whereas 54.1% of U.S. college students who enrolled in fall 2006
graduated within six years, 79% of UW
freshmen graduate within six years.
KEXP tops the list of the 25 best college radio stations.
Paws-on Science, Pacific Science Center
World Dance Series: Trey McIntyre
HuskyFest, UW Seattle campus
Graduate School Public Lecture Series: Colin Phillips
Linguistics professor at the University of
Maryland discusses how language influences our understanding of the world, Kane
Hall, Room 120
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