MARKETING TOOLKIT WEBSITE

AT A GLANCE

The College of Arts & Sciences is the largest College at the University of Washington. Brand and marketing efforts across 39 Arts and Sciences academic units were decentralized and inconsistent due to lack of internal communication, design resources and understanding of the benefits of brand alignment. Outreach and promotional efforts centered around student audiences produced by departmental faculty and staff were at times off brand and eclipsed the efforts of the College's marketing team. A solution was needed to centralize marketing and branding efforts. A central location for branded assets and templates resources was introduced as a way to bolster brand adoption by staff.

GOALS & OBJECTIVES

• Develop a central resource of tools for marketing and outreach that can be easily accessible and used by faculty and staff. 

• Increase the awareness of the value of brand alignment with the College and UW overall brand. 

• Help support faculty and staff in keeping student targeted outreach messages consistent and on brand.
   
• Establish a platform for sharing resources and fostering collaboration between the College marketing team and departments and internal stakeholders.
   

OUTCOMES

The toolkit website now in it's third iteration, was developed and launched by the College's marketing team. The tools on the website proved to be an invaluable resource to staff. The website is managed by the College's marketing team and regularly updated twice a year. In addition to providing free resources provided by our marketing team, we link to other resources and introduced a project inquiry intake form for staff to submit requests for marketing assistance. We have now introduced a suite of websites to foster brand adoption. 

ROLE & RESPONSIBILITIES

I lead the content development and creative direction of the toolkit website. I directed and delegated our design team in producing graphic templates and logos for the toolkit. I leveraged assistance from student design interns in production of the comprehensive templates. Once launched, I focused efforts on unit outreach by presenting at marketing roundtables and onboarding new department staff to the website.