University Marketing & Communications

April 24, 2017

Combating crises using communication

Jane Yang

“Crisis” is usually a scary word. But what does it mean in a professional setting? In short — according to Traci Feller, communications instructor at the University of Washington — a crisis is an unexpected incident that causes disruptive uncertainty and threatens an individual’s, a community’s or an institution’s goals and reputation. Professional crises can…

March 13, 2017

2017-18 Monthly Message Themes

Jack Martin

To help maximize the effectiveness of our marketing and communications, we focus them around the following monthly message themes. Stories and posts that align with these themes are also more likely to be shared using central assets, such as the UW home page and the UW’s social media channels.

January 24, 2017

Advertising on mobile apps: Facebook Canvas

Sasha Im

How important is marketing to smartphone users? Consider these latest findings: People keep their phones nearby in pockets or purses, and they constantly check their devices while waiting in line, working at their desks or sitting in a meeting (ahem). Most smartphone owners (71 percent) sleep with their phones next to them, according to a…

December 9, 2016

How and why to plan for a big social media push


We’ve all been there — multiple team members spend countless hours working on a big story, only to be let down by low traffic and engagement with your audience. Capturing maximum attention from viewers can be tricky. The best strategy? Making a social media plan that spans across multiple days and platforms. Let’s look at…

October 17, 2016

Three tips for using email as a marketing tool


What makes the difference between an email that gets dumped in the junk folder, and one that actually gets your message through? Just like any platform, there are tips and tricks to help you improve your email results. A 2014 study showed that email was 40 percent more effective at acquiring new customers than Facebook…

September 13, 2016

Tips for creating an effective ad


UW ad

What makes a successful ad anyway? There are dozens of theories, rules and guidelines that promise to boost effectiveness, but the basic principles generally stay the same. A good advertisement will: Grab the attention of viewers Encourage them to take action Outline the benefit of doing so In the below examples of print ads, the…

September 9, 2016

Writing for magazines

Julie Lauderbaugh

Columns cover

What are the best practices for magazine writing, and how can you successfully pitch the UWAA’s widely-read magazine, Columns? Lori Suderman, UWAA’s associate director for publications, kindly shared her top tips and tricks at our September Word Nerds meeting. The highlights: Thinking about word counts: Briefs (50 words or fewer) Research pieces (500-750 words) Features…

September 6, 2016

Make the most out of your post


Before you hit that “post” button, look at the clock. Do you know if your audience is currently browsing Twitter? How about Pinterest? You might want to wait a couple of hours — or maybe even a couple of days — because posting to the right place at the right time can make all the…

August 23, 2016

How autoplay is changing social media


In the last few years, Facebook has made changes to its News Feed layout that have had surprisingly large implications for marketers. One of the most prominent is the autoplay video function. Facebook’s algorithm already favors videos, and with this new function, they are incorporated seamlessly into the News Feed, reaching more people than before….

July 8, 2016

Audio 101

Hannah Gilman

A few months ago, I decided it was about time I finally learned video production — a decision that was sparked partially because I had a genuine interest and it was exciting to learn something new, and partially because, well, I felt like I had to have that skill to keep up in today’s storytelling…

Next page