Tag Archives: Washngton State University Department of University Marketing and Communications

My Third Year at WSU: Progress

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When are you not new anymore? From the perspective of a new job, especially in higher education, I believe it is the one-year mark. You need those first 365 days to understand the academic calendar, recruitment cycle, and days of significance. It takes time to learn an institution’s culture, assess challenges, and build relationships with people inside/outside your department.

But the “one-year” benchmark is for normal times. A pandemic can delay things a bit…

After a debut year spent at Washington State University reacting to the daily twists and turns of COVID-19, my second year as the social media strategist within WSU’s University Marketing and Communications was more of what I envisioned my first year would be. I actually worked from the office, tackled projects, set strategy, and built relationships. By the end of that 24th month, I didn’t feel new anymore. 

And with that, I was perfectly set up for my third year at WSU.

Today I celebrate three years as a Coug. My dad drew this to commemorate the anniversary.

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My third year as a Coug can be characterized by progress. If the first year was reacting and the second year was building, then the third year was activating. By the time March 16, 2022, rolled around, a strategy was in place, content avenues were established, and roles within our department relating to social media were defined. It was beautiful.

I started work at WSU on March 16, 2020, so I naturally had to wear the same thing on my 3rd anniversary of employment.

But even if you have a process that is spelled out, you won’t get anywhere if you don’t have buy-in. We have it within our department. From our designers to our photographers to our videographers to our writers to our web experts, no one thinks twice about devoting their talents to help our social media efforts. I can’t thank my colleagues enough.

Another theme from my third stanza at WSU was emergence. I crept from behind the anonymity of the screen to the front of conference rooms. I had the opportunity to do a lot of speaking this year. I spoke in Vancouver at our WSU Communicators Conference, presented with my fellow PAC-12 peers at the American Marketing Association Higher Ed Symposium, gave a flash talk to a senior group of Association of Public and Land-grant Universities (APLU) communicators, served on an APLU-sponsored panel, and gave numerous private presentations. Although not a natural speaker by any means, I did appreciate the chance to share the cool things WSU is doing to audiences comprised of professionals from across the nation.

I had numerous speaking engagements during my third year with WSU, but none more important than my presentation with colleagues at the American Marketing Association’s Symposium for the Marketing of Higher Ed.

As adrenaline-inducing an activity like public speaking can be, I much prefer keeping quiet and contributing to team projects. This year, I worked with a core group of my UMC colleagues on some high-profile integrated campaigns. The portfolio includes a major effort to celebrate a record-setting gift from Schweitzer Engineering Laboratories (SEL) and an initiative to highlight a nearly 60-year partnership with Boeing. After closing out the calendar year by promoting how WSU is leading the quest for cleaner air travel, we launched our #GoCougsMeans brand marketing campaign at the beginning of 2023. This campaign uses powerful storytelling to share the innovative ways that WSU is positively impacting the state. To say I am grateful to have the opportunity to run point on the social strategy for all these important WSU campaigns is an understatement. No outsourcing here!

Working at WSU doesn’t mean I must stick in my digital marketing lane. During this third year, I worked with two colleagues on our CARE team to foster unity within our department as we organized events and outreach. I sat on multiple search committees that allowed me to meet people in other areas and help hire new Cougs. I wrote award submissions on behalf of the amazing work our team is doing and was elated when one of those entries was presented the CASE Circle of Excellence gold award, the organization’s highest honor. To be empowered to contribute in other ways beyond what it says on my position description makes my job even more fulfilling.

A shot of me speaking during the WSU Communicators Conference.

This third year wasn’t without its challenges. My team responded to various negative developments, nothing more jarring than a former WSU student’s involvement in the tragic University of Idaho murders. I will always remember where I was on December 30 when the news broke and the morale-crushing work that ensued that day.

With that said, there was never a time when my co-workers and bosses ceased to support one another and persevere through the challenging times. There really is something to be said about that one-of-a-kind Coug Spirit.

As I wrap this up, I have a couple people I must recognize by name. First, I couldn’t ask for a better boss. Holly Sitzmann has supported me and allowed me to grow. Whether it be her attending my AMA presentation or accommodating my family schedule or just her overall leadership, I am grateful and so lucky. I also would like to give a big shoutout to Matt Haugen, our social media manager. Our department is fortunate to have someone so passionate and knowledgeable about WSU. His contributions to our social media program are immense and are reflected in many ways, including the ascension of WSU Pullman in the respected Rival IQ Rankings. This year, our social program ranked #23 out of 300+ colleges/universities.

We weathered some storms during my third year at WSU, but overall it was a positive year for me.

I am so happy to be a Coug! This third year was the best one yet. From the people around me to my hybrid schedule to the work I get to do, I have it made. I look forward to Year #4 and pledge to serve this university with pride and integrity. Go Cougs! Don’t Blink.

My Second Year at WSU: Growth

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I ended the workday today in the exact same spot I started my first workday as a WSU staffer exactly two years ago. On March 16, 2020, I walked into my office in the Information Technology Building (true Cougs just call it “ITB”) and tonight I strolled out of it at a little past 5 p.m. During any other two-year stretch over the past several decades for American workers, those first two sentences wouldn’t hold much significance other than I didn’t screw up too much to get fired. But that was before something called COVID.

This was me during my first day at Washington State University on March 16, 2020.

After that first day of work in March of 2020, I was told to work from home for a couple weeks as we tried to flatten the curve. However, those two weeks turned into nearly 16 months before I would return to the office on a hybrid schedule. During those nearly 500 days out of the physical office I did question whether I would ever be on campus again. So, the fact that I did celebrate my second anniversary with WSU in the same spot I started it is a point of pride for me.

On my second anniversary of working for WSU (March 16, 2022) I found myself in the exact same spot (wearing the exact same shirt) in my office.

Speaking of points of pride, just having the opportunity to work at Washington State University is one. To work on the campus where my dad earned his degree and where I spent many childhood Saturdays cheering on the Cougs were motivating factors when I applied.

In fact, two years later those motivating factors still inspire me. But to be honest, my main inspiration is no longer associated with the past but rather the present. I have an incredible team I get to collaborate with and no shortage of meaningful work I get to perform. It makes getting up in the morning quite easy.

During my second year as a WSU employee, I finally got to attend a university event. Attending a WSU football game with my brother and dad was a blast!

My first year I was thrown right into the fire and I wouldn’t have had it any other way. I wanted to contribute immediately. The pandemic was ramping up and it took us on an insane ride as we navigated and communicated throughout the numerous twists and turns of an unhinged virus. It was filled with constant statements, twice-per-month town halls, COVID-focused campaigns, academic schedule changes, and other pandemic-induced communications. Although I still got to do plenty of the duties listed on my social media strategist job description (paid social ads, analytics reporting, campaign generation, etc.) it was definitely more of a reactive year.

Things changed during this second year. It was less about working on the fly and more about embracing proactivity. I had the opportunity to craft strategy and experiment. I spent more time on content generation and social media platform building. More time planning videos and overseeing the growth of new social channels (looking at you, TikTok). More time diving into analytics and educating campus partners on the benefits of paid social.

Another difference between my second year and first year was that I actually got to work on campus. That’s me the right covering our Drive-Through Graduation Celebration in May 2021 (photo courtesy of WSU Photo Services).

Yes, I spent a lot of time during this sophomore year focusing on the core responsibilities of my job without as heavy of an emphasis on COVID stuff. But what I will really remember this second year for was the opportunity to branch out beyond social media-specific duties. I took on a leading role working with our enrollment management marketing agency. I was appointed to our strategic communications leadership team. I served on a committee with three other co-workers to foster community within our department. I chaired a search committee and served on a couple others. I volunteered to take the charge of submitting some of our department’s best work for national award recognition.

My dad makes has always made me sketches to commemorate birthdays and anniversaries. He sent me a photo of this drawing earlier today.

This growth was made possible by an amazing boss who has confidence in my abilities and my best interests at heart. I am so grateful to work under Holly Sitzmann, our University Marketing and Communications assistant vice president. Her leadership has made me a better professional while putting in perspective that work shouldn’t be all-consuming.

When it comes to my second year at WSU, I will look back on a few highlights. They include educating the WSU community on how to apply our modernized brand on social media, thinking outside the box with my team to implement creative marketing strategies when our football program played in the Sun Bowl, and presenting to the President’s Cabinet just last month. Again, these things wouldn’t happen without the support of my WSU mentors who include Holly, Dave Wasson (my previous supervisor), and more.

Working at WSU is pretty rad. I am so grateful for my hybrid work arrangement, chances to grow, and the talented individuals I get to work with on a daily basis. I am proud to be a Coug and I look forward to the opportunities and challenges that await in Year #3. Don’t Blink.