Tag Archives: EWU

Back In The Office (literally)

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I have now worked at Eastern Washington University for two months. Over the past 60 days, many differences have become apparent between my new gig at EWU and previous higher ed jobs I have held. Duties, structure, and procedures are all examples of this contrast. But perhaps there is one glaring difference between working at EWU and my last stop at WSU…

I am now working entirely in the office vs. mostly remote. Returning to five days on-site has definitely been an adjustment, but not in an overall negative sense. But you want to know one thing that has not changed? My attire. Throughout four years of working primarily at home, I always dressed as if I was working at the office. My wife told me I was crazy but it helped me to take my job more seriously.

However, while my wardrobe didn’t change (except from replacing crimson with red), lots of other things did. Here are five adjustments I have made since returning to the office full time…

I am back in the office!

Packing A Lunch – When I worked from home, I would take a break around noon and stroll into the kitchen. I would pull out some leftovers from the previous evening or heat up some chicken nuggets and sit down to watch Netflix. Ha! Not anymore. I am back to making peanut butter sandwiches the night before. However, it all works out because I also prepare sack lunches for my kids, so I am able to knock out midday meals for the three of us all at once.

Meeting Time – Of course a major dynamic shift is that most of my meetings are now in-person. Speaking with people face-to-face is definitely more enriching than over Zoom but the biggest adjustment I have had to make is just taking care to be punctual. I became so used to Zoom calls and the convenience of hopping on the meeting right when it started (i.e. if a meeting was at 9 a.m. I would log on right at 9 a.m) that at first I didn’t provide myself extra time to walk to the meeting site once I started at EWU. I know it sounds weird but it is true. And even though most of my meetings take place in a conference room inside the building I work in, it still takes a couple minutes to leave my office and walk up the stairs.*Sigh* Remote work to in-person problems.

Commute – Perhaps the biggest adjustment of all has been driving to/from work each day. While employed at WSU, I worked from home four days per week and the only driving I did on those days was taking my kids to/from school. Over the past two months, I have driven to Cheney (and back) each day, about a 36-minute commute in average traffic. Having that daily time in my vehicle to just chill/think is nice but so was walking out of my at-home office into our living room at 5 p.m.

Co-Worker Interaction – When I worked remotely, I never felt a disconnect with my colleagues. Even through Zoom, we developed genuine relationships—both personal and professional. But now that I am back in the actual office, that same relationship development and the opportunity for social interaction is so much more enhanced. I don’t have to wait for a Zoom meeting to chat with someone…people are literally just a few feet outside my door. You greet people when filling up your water bottle, mingle with co-workers at lunch, and join the occasional gatherings that take place in the lobby area of our offices. Work is truly social again.

What My Job Is All About – When it all comes down to it, working in the office is so great because it has brought me back to campus full time. What’s so great about campus? Well, besides the beauty, squirrels, and dining options there is one other big thing…STUDENTS. Most of us who work in higher education do it for the students and when I was working primarily from home, I didn’t get to be around them much. Now, on a daily basis, I get to be inspired again by the enthusiasm, youth, and intelligence of the population that makes it possible for me to even have a job.

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I know it is a good thing that I have returned to the office. I always said that the WFH arrangement I had at WSU probably wouldn’t last forever. Making the switch on my own via a job change was better than having it one day taken away from me. However, soon enough, I will have the chance to work one day from home per week. I am looking forward to having that brief taste of working remotely. But you better believe I will still be dressing up in my EWU polo and khakis once those days start 😂. Don’t Blink.

Feeling On-Brand At EWU

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Fitting In

I definitely feel like an Eagle now. A major project championed by our University Relations Department flew into market last week. Its reveal proved a perfect way to mark my two-month anniversary at Eastern Washington University.

Last Tuesday, we officially launched EWU’s evolved brand positioning as the region’s polytechnic. Our university is owning our time-honored commitment to applied learning while continuing to invest in additional opportunities for all students across all disciplines to engage in hands-on experiences. By allowing students to do their craft while at EWU, we equip them for more opportunities once they enter the workforce. After all, there is a reason why 75% of our graduates find jobs related to their major.

We launched EWU’s evolved brand positioning last week. We are now the region’s polytechnic.

Hey, I Know About This

I had a really interesting perspective with the development of the evolved brand when I started at EWU. While still at WSU—where we were coincidentally working on debuting a major branding campaign ourselves—it was made public that EWU would embrace the positioning of the region’s polytechnic. Although it was months away from launch, the future of brand marketing at Eastern Washington University was now revealed. From this outside-looking-in vantage point, I paid close attention as the institution provided updates on the work, faculty offered feedback, and the media covered the developments/debate closely.

Yes, there was some controversy about the branding direction EWU was headed. However, it didn’t faze me.

You see, I was well aware of the shift to the region’s polytechnic long before I even applied to EWU. To be honest, I saw promise with the positioning. I firmly believe that the key to successful branding is differentiation. Often, I bring up the example of attending a higher ed marketing conference where a slide was shown with brand tag lines on one side and university logos on the other. The presenter asked if we could draw lines from each marketing tag line to the respective college it belonged to. It was just about impossible. All the tag lines were so generic (i.e. “Driven to Discover,”Here is How,” Creating Bold Futures,” etc.) that you couldn’t differentiate which mantra belonged to which university.

EWU wasn’t going to have an identity issue at all with the region’s polytechnic. At the same time, it wasn’t going to be easy. In addition to the massive amount of work required for any brand evolution, the push back element was  very real.

And here is the actual slide I referenced in the previous paragraph. I couldn’t help but take a photo of it during the 2023 AMA Symposium for Higher Ed.

Joining the Effort

And that’s where I came in. Launching any type of brand is a marathon and I entered the race toward the home stretch. It takes a lot of time to successfully introduce any type of branding campaign—usually at least a year. Research, discovery, platform development, expression, and launch are just some of the major components. With my hire date roughly two months before launch, I entered the picture as we were finalizing our brand platform and building assets.

Basically, I jumped on the band wagon once all the hard work was already completed 😂.

To be fair, the home stretch was grueling and there were still plenty of challenges to navigate. However, the major effort put forth by those on the University Relations team and others across the university prior to me setting foot on campus was significant. I was impressed with what everyone had done.

I was also very humbled by how gracious my team treated me. My UR colleagues truly knew how to make me feel part of the brand squad, even if it could have seemed like the new guy was swooping in at the last minute to snatch glory for himself. My boss and co-workers provided me with in-depth context, valued my opinion, and tolerated my many questions.

Assisting Where I Could

They also allowed me to contribute. Providing input at strategy meetings, participating in calls with our marketing consultants (shout out to idfive!), approving brand assets/resources, and LISTENING were all ways I got my feet wet with the brand evolution.

As the days passed and crunch time drew near, I became very invested in our brand evolution and felt genuine camaraderie with my EWU team. I had the opportunity to build our paid media plan for the brand’s roll out, write brand-related content for the web, develop the SEM strategy, and deal with launch logistics. Again, small contributions compared to what my team had already done—and continued to do—but exciting nonetheless.

Our evolved brand positioning officially launched on Sept. 24, 2024.

Let’s Launch!

The official launch came on Sept. 24 during Convocation, a start-of-the-academic-year event where the EWU president addresses faculty and staff. Toward the end of the program, President McMahan talked about Eastern’s new positioning and then premiered the two-minute brand anthem video. The centerpiece of the brand evolution roll out, our team exerted a lot of effort to perfect it. The video was met with resounding applause and at that moment we went live with our paid and organic plans. We were finally in market.

Although executing the launch took a big weight off our shoulders, the crucial work is now just beginning. Incorporating, explaining, supporting, and feeding EWU’s new positioning is something that our University Relations team and the rest of the institution will focus on each day moving forward.

A successful branding initiative requires differentiation and I think we nailed it. I am proud of my team for their tireless work and grateful that they allowed me to be part of the effort

Set For Success

I believe in the unique way that we are now presenting Eastern Washington University. Positioning ourselves as the region’s polytechnic will deliver us more attention from prospective students and their parents who are looking for colleges that offer hands-on learning and real-life experiences. Even though we aren’t changing who we are, just boldly stating who we are, I think our fresh approach is going to make EWU standout in a very crowded and competitive market.

Once again, much gratitude to my team members who worked so hard on this brand positioning and welcomed me with open arms. Working with Eric Limburg, Ginny Baxter, Amy Bradberry, Melodie Little, and so many others down the stretch was a rewarding experience. But in the end, a change of brand positioning goes way beyond just marketing. I recognize everyone else at EWU who helped us become the region’s polytechnic through their vision, research, planning, support, and time. Cheers to forward-thinking. Don’t Blink.