Communications Sessions
Secondary emphases are indicated in parentheses.
Please confirm the session times and locations in the program book you will receive when you arrive at the conference.
Sunday 12:30-1:45 p.m.
Interest at First Glance: Grabbing (and Keeping) Your Reader's Attention in Print and Online
Erie
It can be hard to keep readers from hitting delete or using the circular file before even giving your work a chance. Join veteran communicators Cheryl Reitan and Martha Coventry as they tackle the question of how to stop a reader on a page. Session topics include audience consideration, great writing, eye-catching headlines, excellent graphics, new media and clutter control. The presenters will also share knowledge and insights gained while designing the University of Minnesota's new home page and alumni publication, as well as the results from several readability studies.
— W. David Lasater, Director of Advancement for Student Services, Purdue University
— T. W. Hudson Akin, Philanthropic Advisor, Dallas, TX
(Alumni)
Utilizing Advanced Research to Develop and Enhance STAT/Young Alumni programs
—
Increased Competition Calls for Corporate Communication Strategies
Ontario
Do you struggle with differentiating your marketing messages from other universities? Are you ready to increase your market share as the cohort of college bound high school students shrinks? What strategies work to utilize all resources at your disposal to maximize the impact of a marketing campaign? Learn from the experiences of a Fortune 500 company public relations executive who made the move to higher education, incorporating corporate communication strategies to advance the university's brand.
— Renee Walker, Associate Vice President of Public Relations and Marketing, Central Michigan University
(Alumni, Development)
Recent/Young Alumni Programs: Measuring the Impact
Michigan AB
Advancement programs of all sizes have been chasing this elusive market as young alumni, G.O.L.D. or recent alumni. Many programs have seen no change in giving participation or involvement despite the resources being deployed. Join this discussion to evaluate what are the distinguishing factors of programs that are engaging this crucial demographic. Explore how you can create a sense of urgency in these alumni and make them feel a call to action. Look at a range of programs that focuses on alumni relations and its impact on giving.
— Mark J. Marshall, Senior Associate, Bentz Whaley Flessner
— Andrew P. Kitslaar, Assistant Director of Annual Giving, Gettysburg College
— Lucette Wildt, Director of Annual Giving, Minnesota State University Mankato
Sunday 2:15-3:30 p.m.
All Together Now: Effective Messaging in the Campaign
Michigan AB
Effective messaging is the core of compelling communications. Discover how to develop core messages that excite donors. Elizabeth Smith will also demonstrate how the segmentation of messages for audiences, campaign themes, and campaign priorities can help create customized, relevant, and meaningful communications for donors at all levels.
— Doug Gapinski, Creative Director, mStoner
— Patrick DiMichele, Senior Strategist, mStoner
— Tim O'Connor, Designer, Agency ND, University of Notre Dame
The Four P's of Effective Crisis Management for Universities
Ontario
Bad things happen on university campuses every day. You remember the headlines: dormitory fires, rapes, parents suing because of a student suicide, epithets published in campus newspapers, binge drinking parties, and a crazed gunman on campus. What would you do if you were the communications professional expected to guide your administration through these difficult times? Join Judith C. Hoffman, author of "Keeping Cool on the Hot Seat: Dealing Effectively with the Media in Times of Crisis" as she leads you through "The Four P's" of effective crisis management: predict, plan, prepare and practice. Leave with a template of a crisis communications plan and a plan for future action to help prepare you and your university for the day bad news puts you in the glare of the media spotlight.
— Judith C. Hoffman , Principal of JCH Enterprises
With Champagne Wishes and Caviar Dreams, How Do Communications Professionals Do More With Less?
Erie
Doing more with less is the coined catch phrase among communications professionals in a day and age when it seems it's not only the budget that shrinks but the number of hands to keep the wagon moving forward are also in short supply. In keeping up with the demand, communications teams have had to self-analyze and determine internal strengths and best practices for getting the job done. With a road map in hand and forging a road that's not necessarily less travelled, the goal is to not only make progress but keep the wheels on the wagon as the inevitable pothole or two along the way threatens a breakdown. Join this discussion to hear about how a small communications team came together with a variety of strengths to form a well-oiled machine that thrives by using such tools as the campus news beat system and an e-mail notification system to regularly share university news. Learn how staff use an editorial priorities team to swap ideas, share work and brainstorm news stories of the moment, as well as how the team turns to the Web as its main source of sharing campus news with faculty, staff and students.
— Leah Nixon, Assistant Director of News Services, Ferris State University
Monday 9:15-10:30 a.m.
With Neighbors Like These, who Needs Enemies?
Chicago VIII
Imagine your surprise: just when you need it most, the town-and-gown relationship you've taken for granted isn't as strong as you thought it was. This was the case at the University of Wisconsin-Stevens Point recently when the Campus Master Plan, the university's biggest initiative in more than 40 years, faced rejection from the city amid the outcries of opposing neighbors. Presenter Stephen Ward will take you through the scenario, sharing what his campus did to keep the initiative on track, win over the city council, and most importantly, establish new and lasting friendships with the citizens of Stevens Point.
— Christina Pulawski, Principal,, Christina Pulawski Consulting
The Viewbook Meets the Office
Chicago IX
Putting together a viewbook can be both challenging and rewarding. But what if the experience has become more of a challenge and less of a reward? Join the marketing staff from the University of Toledo as they share the insights they gained while building a new-and-improved viewbook, a process that included focus groups, planning, writing, photography and design. If that isn't enough to pique your interest, they'll do it with fun-filled references to "The Office." Dunder Mifflin Paper Co. staffers work at your institution too, so come and learn how to work with the Dwight's and Jim's of your workplace.
— Chandra Dennis, Director of Development, School of Fine & Performing Arts, Columbia College Chicago
(Web)
Telling Students What They Need to Know: Once is Never Enough
Erie
Purdue University needed to educate its students about the variety of information technology resources available to them. But how? Join Jennifer Kapp and Mindy Welks as they overview the 'Computing & You at Purdue' campaign. This creative communication vehicle blends marketing communication and publishing functions to release materials and messages through a variety of channels. Learn how information gathered from dozens of sources was integrated and presented in print and digital formats to accommodate the needs of students with different learning style and communication preferences. In addition, find out how Purdue measured and proved the effectiveness of its campaign through survey data and Web statistics.
— Jennifer Kapp, Manager of Communications, Office of the Vice President for Information Technology, Purdue University
— Mindy Welks, Graphic Designer, Office of the Vice President for Information Technology, Purdue University
(Management)
Building Rapport with Reporters: A Crash Course for Administrators
Chicago X
This session will be targeted to administrators and department heads with little or no experience in working with the media, or those who wish to hone their skills. Three key points will frame this discussion: The rights and responsibilities of the reporter, the source's rights and responsibilities, tips on building rapport with reporters and how to make the journalist's job easier.
— Cary Heyer, Director of University Relations, University of Wisconsin-La Crosse
— Kate Schott, City Editor, Daily Chronicle
Monday 11 a.m.-12:15 p.m.
Budget, What Budget?: Communicating Through a Budget Crisis
Chicago VII
As the result of a budget stalemate, the Wisconsin legislature froze all funding for state institutions. The University of Wisconsin-Oshkosh found itself facing a multitude of problems that come with operating without a budget. Everything from students not receiving financial aid checks to rumors that the semester would be cancelled. The session's presenters managed the public relations aspects of the situation. They ultimately leveraged the media and other key constituents to work toward a positive outcome for higher education in the state.
— Jaime Hunt, Associate Director, News and Public Information, Integrated Marketing and Communications, University of Wisconsin-Oshkosh
— Jeanette DeDiemar, Executive Director, Ingegrated Marketing and Communications, University of Wisconsin-Oshkosh
Getting Past the Predictable with Alumni Magazines
Chicago IX
Weary of the same old campus stories? Tired of doing just another issue? Wish your alumni magazine were different from all the others? Kerry Temple, editor of Notre Dame Magazine, will talk about the ways and means of going beyond the expected, getting out of the ruts, thinking bigger, and having more fun.
— Kerry Temple, Editor, Notre Dame Magazine, University of Notre Dame
Quantum Quantifications
Chicago X
Why should you quantify your work? What are the current trends in public relations measurement, and how do you start an evaluation program from scratch? This distinguished panel of industry experts has helped clients find the right balance. Learn the efforts they have found to be well worth your time and financial investment through case studies you can apply immediately to your own shop.
— Andy Reeher, President, Reeher Group
Marketing Colleges and Universities in a Service Economy: What the Textbooks Got Wrong
Chicago VIII
Join Professor Tom Hayes as he explains the difference between marketing a service (think your school) and marketing a product (think Coca-Cola). Most marketing courses and books focus on marketing products, which is of little use to you and your institution. In this session, you will learn what quality service is, how it applies to a university setting, and where it typically breaks down on a college campus. We are in a service economy this session will help you successfully compete it in.
— Tom Hayes, Professor of Marketing, Xavier University, and Vice President and Partner, SimpsonScarborough
Monday 2-3:15 p.m.
My Butler Life: Creating a Board Game to Recruit Students
Missouri
Looking for a new way to recruit students and showcase your university or program? If so, you might want to take a page from Butler University's game book. Butler's College of Business Administration created an interactive board game to help it meet its recruitment goals, as well as enliven its on-campus visit program. The game, called "My Butler Life," is similar to the popular DVD game "Scene It." It provides students with a virtual experience of their four years at Butler. Prospective students play the game while visiting, admitted students play the game during the Butler Business Scholars spring scholarship and recruiting event. Now, you can play the game too.
— Amy Westgard, Director of Development Research, Indiana State University Foundation
— Megan McAndrews, Associate Director of Stewardship, Indiana State University Foundation
Mandate: Alert Your Campus in 30 Minutes or Less
Ontario
With recent campus violence incidents, two conditions have changed in crisis communications. First, technology advancement allows fast and coordinated message delivery. Second, key campus constituencies now expect administrators to provide nearly instantaneous information and updates. This session will guide you through the process of selecting an emergency notification system provider, promoting your messaging system, establishing usage protocols, integrating the capabilities into your crisis communications plan, and developing pre-planned text for the e-mail, text, and voice messages in 16 likely campus scenarios.
— Kirk R. White, Director of Community Relations, Coordinator of Critical Incident Communications Team, Office of the Vice President for Public Affairs and Government Relations, Indiana University
— Marge Abels, Business Continuity Program Manager, Information and Infrastructure Assurance, Office of the Vice President for Information Technology, Indiana University
Social Media and the University Web Site
Erie
The Ohio State University's New Media unit recently jumped into social media with both feet, and the results are surprising and very encouraging. Ted Hattemer, director of new media, will discuss how his staff manages the flow of content onto Facebook, YouTube, Google Maps, Del.icio.us, and other social outlets. Through trial and error they've learned how to engage their varied audiences, provide opportunities for two-way communication, and position the university in a positive, professional way to a complex audience. This session will discuss content gathering, posting, monitoring, and keeping up with social media opportunities for a university presence.
— Ted Hattemer, Director, New Media - University Relations, The Ohio State University
— Kristen Convery, Web Editor, The Ohio State University
— Jake Housh, Video Manager, The Ohio State University
Monday 3:45-5 p.m.
Boldly Stretch Your Dollars and Visibility Through Grassroots Marketing
Erie
Supplement traditional advertising models through direct no- and low-cost grassroots marketing efforts. Deliver key messages to targeted audiences where they live, work, play and dine. Leverage peer-to-peer relationships. And increase brand loyalty, value and awareness.
— Theodore G. Coutilish, Associate Vice President, Eastern Michigan University
— Meghan Britton, Grassroots Marketing Manager, Eastern Michigan University
Meet the Reporters
Ontario
Learn how to get national media exposure for your institution from the top-tier reporters who cover higher education. Walt Ulbricht of Rosalind Franklin University of Medicine and Science will moderate this highly popular session with reporters from media outlets like CNN, New York Times, USA Today and the Wall Street Journal.
— Walt Ulbricht, Executive Director Office of Marketing and Communications, Rosalind Franklin University of Medicine and Science
— Paula Bonner, CEO & President, Wisconsin Alumni Association
— Cheryl Porior-Mayhew, Vice President, Marketing & Communications, Wisconsin Alumni Association
(Executives in Advancement)
The Value of Branding to Your University
Missouri
There are so many messages in the marketplace about products, about people, and about institutions. Higher education is a part of that communications marketplace. The challenge for university administrators is to develop and implement a strategy that makes your institution stand out. You need to have a distinctive message that attracts students, alumni, donors, and members of your community. President Joanne Glasser has been part of comprehensive branding exercises at two institutions, and she is undertaking a third branding initiative at Bradley University, where she is the first woman president in its 110 years. President Glasser will explain the benefits and the pitfalls of a university-wide branding initiative. She will also lead a discussion about her previous branding-related initiatives and what you can learn from her experiences.
— Joanne Glasser, President, Bradley University
— Shelley Epstein, Assistant Vice President, Communications, Bradley University
Everything You Wanted to Know About Digital Imaging...But Were Afraid to Ask
Chicago IX
Everyone on campus has a digital camera these days, but the technology and techniques of digital photography can be quite confusing--especially if you're new to photography or design. Join Frank Fortune, the director of photographic services at Georgia Southern University, as he helps unravel some of the mysteries of digital imaging. How will you know a megapixel when you see one? Do you know at what resolution you should be shooting? Can you explain what interpolation means, or the difference between RGB and CMYK? When you leave this interactive session, you'll know the answers to these questions and more. You'll also have been introduced to several cataloging methods you and your unit can use to manage your digital images, and have a few Photoshop secrets you can use in your everyday work.
— Frank Fortune, Photographer/Director of Photo Services, Georgia Southern University
Tuesday 9:15-10:30 a.m.
The Top 10 Things You Need to Know About Branding
Erie
Most colleges don't have a differentiated brand strategy. In many cases, institutions try to 'sell' the sum total of their mission statements, which are typically broad and far-reaching. Positioning statements, on the other hand, should be focused and unique. Using examples from a variety of institutions, session leaders will discuss what a strong brand strategy looks like. Communicators place heavy emphasis on the marketing research required to develop an effective positioning strategy and get their campus to buy into it. The outcome is to clarify what a real brand strategy looks like and the role the brand should have in driving strategic business decisions in addition to marketing communications.
— Jennifer GoodSmith, AVP for Marketing and Communications, North Central College
— Mark Greenfield, Director of Web Services, University of Buffalo
— Ted Hattemer, Director, New Media, The Ohio State University
— Karlyn Morissette, Web Producer, External Information Services, Dartmouth
— Don Kojich, Associate Vice President for Marketing and Communications, University of Illinois Foundation
Building a Better College Brand
Ontario
A brand is built from the inside out. Whether it's a college or a consumer product company, the brand promise must be identified, differentiated and supported from the top and delivered every day. The Ursuline College case study will detail the brand development process that the college initiated. The process included proprietary brand discovery processes, brand essence creation and brand promise identification, and how the college fully embraced both internally and externally the deliverable branding tactics supporting the brand promise to a variety of target audiences...all in a highly competitive secondary education market. Take away the importance of developing a strategy that differentiates a college or university and the steps to achieve that differentiation.
— Tom Traynor, Chief Brand Officer, Breehl, Traynor & Zehe
— Angela DelPrete, Marketing Director, Ursuline College
— Rose Sero, Marketing Specialist, Ursuline College
(Web)
The Shock Heard Round the World
Mayfair
Web 2.0 is changing the face of university relations and many institutions are grappling with how to deal with emerging technologies. Joesph Hice, Jr., from the University of Florida will share a case study of his institutions YouTube/CNN crisis, "Don't tase me, bro," where UF police officers tased a student during a presentation by presidential candidate John Kerry. The incident was caught on video and within 24 hours was news around the world.
— Joe Hice, Associate Vice President Marketing and Public Relations, The University of Florida
Say Less, Convey More
Michigan AB
It is not just what you say, but how you say it. This session will cover both topics, helping you realize the importance of focus and differentiating your message through your tone of voice. Marketing guru and CASE V Grand Luncheon speaker Harry Beckwith will share his experiences and offer tips that you can take back with you to your campus. This session promises not to disappoint.
— Harry Beckwith, Strategic Director, Beckwith Partners
Tuesday 11 a.m.-12:15 p.m.
Rethinking Process: Enhancing Your Communications With the Help of Students
Erie
University communication offices are often asked to do a lot with little staff, time and budget. Under these constraints, the strength and ingenuity of the creative process can make or break the outcome. At the University of Illinois, a communications office of four has found an efficient method to maximize quality output by tapping into the skills of undergraduate students. Find out how the team relies on collaboration to create publications, produce videos, manage blogs, design Web sites, and build photo libraries -- all while keeping its sanity.
— Amanda Chaborek, Director of Communications, Detroit Country Day School
— Michelle Rice, Editor, Office of Communications for Enrollment Shared Services, University of Illinois
How to Build a Publication that Works in Just 33 Days
Mayfair
How do you put together a 100-page viewbook that revitalizes an entire campus community? This session will share how North Central College developed a publication that reinforced its brand, had a great impact on stemming the melt, and was a true collaboration across divisional lines. The resulting publication was so powerful that it impacted recruitment efforts and the college's year-end development campaign. All this in just 33 days!
— Jennifer GoodSmith, Assistant Vice President, Office of Marketing and Communications, North Central College
— James Godo, Director of Marketing, Office of Marketing and Communications, North Central College
— Ed Macko, Director of Educational Marketing, BD&E, Inc.
Rules and Elegant Options: Grammar in Higher Education
Ontario
Much grammatical lore circulates from grade school on; what parts of this lore should we attend to when writing in higher education settings (and beyond)? In this session, we will explore this question, working from Joseph Williams distinction between rules and elegant options. We will consult style manuals and writing textbooks to look at some of the rules that-as education professionals-we must follow; we will also discuss stylistic choices we can, but do not have to, make.
— Cydney Alexis, Writer/Editor, Office of Admissions, University of Wisconsin-Madison