Alumna Profile: Tricia Dickinson (MA ’98), Marketing Director, UW Communications

By Chelsea Sauerbry, x’05

Forward. Thinking. Maybe you’ve seen the UW-Madison’s tagline in a print ad or on a television commercial during an athletic event. (If you’ve been too busy getting snacks during commercials, you can check out the ads at http://www.uc.wisc.edu/video).

Coming up with two simple words to describe the UW-Madison is no easy task. Developing a campaign to support the tagline presents an even bigger challenge. Fortunately, School of Business alumna Tricia Dickinson, MA ’98, is up the task. As marketing director for University Communications at the UW-Madison, Dickinson is responsible for creating and delivering UW-Madison’s institutional message through various marketing channels. Her responsibilities include institutional marketing research, print and broadcast advertising and special events.

Developing a marketing campaign for an institution like the UW-Madison presents some unique challenges. The university typically receives 20,000 freshman applications for a class size of 5,500, so advertising to acquire new customers at the undergraduate level is not necessary. Instead, the campaign focuses on a much greater need – influencing the opinions of Wisconsin residents. Nearly one quarter of the university’s budget comes from state tax support and budget decisions are greatly influenced by those living in the state.

The UW-Madison’s most recent campaign aims to demonstrate how all state residents – whether they attended the UW-Madison or not – are affected every day by the university.

“Wisconsin residents depend on the doctors, attorneys, teachers, nurses and thousands of other alumni who received their education at the UW-Madison. Research done on campus affects everything from factory production to natural resource conservation,” said Dickinson. “The goal of the campaign is to make UW-Madison more relevant to Wisconsin residents who may feel they otherwise have no connection to the school.” 

Dickinson moved to Madison after earning her undergraduate degree at the University of Notre Dame. She began working at Madison Repertory Theatre, where she became interested in marketing and non-profit management. After earning her MA in Arts Administration from the UW-Madison School of Business she accepted a marketing position with local e-commerce company, GUILD.com. Dickinson was named marketing director for University Communications in 2001, allowing her to pursue her interest in not-for-profit work and marketing. She is also a member of the Wisconsin Business Alumni Board of Advisors.

“It’s a privilege to work at the university that was absolutely crucial in the development of my interests, skills and talents,” said Dickinson.

Chelsea Sauerbry is an undergraduate marketing major in the School of Business currently working in the Alumni Relations office. She expects to graduate in December.