Message header graphic

Dear Colleagues:

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:

  • KEXP broadcasting from Red Square from 6 a.m. – 6 p.m. KEXP will host Hood-to-Hood, featuring live music performances throughout the day in Red Square plus evening showcases throughout the U-District.
  • Earth Day kick-off, including the popular Trashion Fashion Show, the presentation of the Husky Green Awards and opportunities to volunteer.
  • Various exhibitions and activities in Red Square from 10 a.m. – 2 p.m., including a free T-shirt giveaway at 11:30 a.m. and ice cream at 12:30 p.m.
  • Additional activities and after-hours events, including free admission to the Burke Museum and the Henry Art Gallery.

HuskyFest promotional graphic

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.

Sincerely,

Key Nuttall
AVP, University Marketing


Best Practices

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.

Arts Dawgs promotional graphic

The approach: After conducting market research, Arts & Sciences realized the untapped potential of one particular audience segment: alumni.

Teaming up 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.

“We wanted 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 adds.

To promote 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.

Megan 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.

Given the 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 gilshire@uw.edu or x68955.


Now Available

Paws-on Science toolkit 

Bring the 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 toolkit

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

UW 360 logoThe March 2013 edition of UWTV’s “UW|360” is now available, as are these individual segments:

“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.

Questions? Contact Tory Hernandez at toryh@uw.edu.


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.

Email response graphic


Social Media Tips and Trends

Facebook metrics confusion

Facebook logoWere you 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?

Pinterest logoCurious 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

Twitter bird logoDid 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.


Peer Review

Monsters University

Monsters University logo

So maybe 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.  

There are 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 education landscape.


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!) image.
  • 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!

You-W in Bloom cover photo


Job Opportunities

  • College of Arts & Sciences: Marketing Communications Specialist, Req. #93774 (Open until filled)
  • Educational Outreach: Content Strategist, Req. #93403 (Open until filled)
  • Educational 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)
  • Student Life: Marketing and Communications Manager, Req. #92575 (Closes on 4/12/13)
  • University 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.


April 2013

Table of Contents

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


Pride Points

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.


Events to Promote

April 5–7
Paws-on Science, Pacific Science Center

April 11–13
World Dance Series: Trey McIntyre Project

April 19
HuskyFest, UW Seattle campus

May 5
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 Contacts

University Marketing
Key Nuttall, x56410, keyn@uw.edu

Brand Styles & Standards
Gerald McRobbie, x30828, mcrobbie@uw.edu

E-communications & Social Media
Elise Daniel, x68923, eperdan@uw.edu

Web Communications
Gina Hills, x32561, ghills@uw.edu

Other Topics
Contact mktg@uw.edu


Key Links