Katherine Caywood is the digital marketing manager at the University of Wisconsin-Platteville, a newly created position in the Marketing department. Caywood ’10 is an alumna of UW-Platteville and credits her degree in fine arts with leading her to the marketing field.
Outside of campus, Caywood and her husband have two small children. In her free time Caywood does hand-lettering, watches murder mystery documentaries or “The Office” and enjoys all that Platteville has to offer for families.
What does a typical work day look like for you?
A lot of what I do requires very diligent review and management to make sure campaigns are running and dollars are being spent as efficiently as possible. I focus on overarching goals and priorities then align my time to support those. There are days or weeks when unexpected things happen and divert your attention, but being disciplined on other days helps me have the flexibility to meet immediate needs when necessary. I’m also working continually to make sure I’m aligning budget and resources with the strategic plan and enrollment goals.
As the Digital Marketing Manager, you determine and implement the design and placement of digital media, social media advertising and manage ad campaign landing pages. What are the challenges and rewards of creating digital marketing strategies?
One of the best things about digital marketing is that it’s always changing. It’s really important to me and the success of what I do that I never rest on information that’s more than a year old. The performance, value and opportunities for digital advertising change rapidly. For example, last year a marketing agency ran ads for UW-Platteville on Spotify. They didn’t perform very well, but as of Oct. 1 Spotify now offers postal code targeting—so a change in their platform may make streaming ads worth revisiting.
How did your interest in the marketing field begin?
It really felt like a natural progression that was built upon my graphic design education through the Fine Arts department here at UW-Platteville. The program really gave me a foundation and insight into both the technical and creative side of how to convey a message to an intended audience. It also cultivated an appreciation for unique approaches to solving a problem. I’ve taken every opportunity possible to learn the technical side of marketing since I started working more in communications, but I apply what I learned as a graphic design student every day.
When I started working in Prospective Student Services in 2011, I got the chance to do more email marketing, communications and CRM management and analysis. I’m so grateful to have the perspective of an alumni, experience in undergraduate admissions and recruitment as well as experience with the Division of Professional Studies.
What do you wish more people knew about the Marketing Department?
We’re just a department, standing in front of a university, asking it to love them.
What is one of your proudest accomplishments during your time at UW-Platteville?
I’m really proud to be part of a university with leaders who are so willing to give people opportunities that lets them build upon their interests and skills. I feel so grateful for the support I’ve gotten from people I’ve worked with including Cyndi Reuter, David Nevins, Kelly Jo Hadfield, Tricia Pothour, Kim Finkenbinder, Heidi Tuescher-Gille and Karen Adams.
Interview conducted by Ruth Wendlandt, Communications. To nominate someone for the Pioneer Spotlight, email pr@uwplatt.edu.