• About CASE V
• Awards and Recognition
• Conference
  • Schedule
  • Opening Extravaganza
  • Grand Luncheon
  • Sessions
    • Advancement Services
    • Alumni
    • Communications
    • Development
    • Executives in Advancement
    • Roundtables
    • Two-Year Colleges/Independent Schools
    • Web
  • Pre-Conference Workshops
  • Newcomers Workshop
  • Special Events
  • Resource Center
  • Staff Development Center
  • Sponsors
  • Sponsorship Info
  • Advertising Information
  • Exhibitor Information
  • Volunteer
  • Conference Registration
  • Hotel Registration
  • Directions and Parking
  • Conference Committee
• Resources
• Services and Programs
• Contact District V
• Contact CASE DC Offices
• Home

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.

University Speechwriting: How to Produce a National-Caliber Speech

Michigan A & B

Whether you're developing a speech for your president, for another university leader, or for yourself, understanding the basics about speechwriting can help you inform, persuade and motivate your audience. Presenter Ron McCall is a communications counsel with a recognized expertise in aligning leadership communications with an organization's strategic goals. His clients include some of the most notable companies on Fortune's Global 500. He has also produced conferences and seminars on the topic of speechwriting at Harvard, Emory, the University System of Georgia, and at the annual meetings of the National Association of Independent Colleges and Universities and at the American Association of Community Colleges. In this session, McCall will demonstrate how to write a national-caliber speech, how to take your communications program to the next level, and how speeches can be used as a strategic tool to advance your school's reputation. He will also discuss professional tricks of the trade and demonstrate how to identify topics that resonate. McCall's presentation comes on the heels of his co-chairmanship of the CASE Annual Conference for College and University Speechwriters.

— Elizabeth Patty, Director of Development, Children's Health, Minnesota Medical Foundation

— Jennifer Soderholm, Associate Vice President of Development, Minnesota Medical Foundation

(Communications)

Natural News Service: Faculty Expert Sources

Colorado

Launched in 2004, the "Natural News Service" of Northwestern Health Sciences University (located in the Twin Cities area) distributes four articles per month to about 1,000 community newspapers in the Midwest. The articles employ NHSU's faculty as expert sources on natural approaches to health and wellness. Presenters Jaime Hunt and John Healy will detail results of what they describe as a "wildly successful" program and share tips with session attendees about how they can launch a similar service.

— Jorja Porter, Associate Director of Development, Chicago State University

Sunday 2:15-3:30 p.m.

Emerging Issues in Higher Education: What are They and How Should Your Institution Talk About Them?

Michigan A & B

Rising tuition, access, diversity, campus safety, technology, student loans, institutional research. These are just some of the hot topics confronting higher education today. Join Scott Jaschik, editor and founder of Inside Higher Ed, as he discusses emerging issues facing colleges and universities. Jaschik will also offer tips on how communications professionals and others can address these issues with campus administrators, faculty and staff, prospective students, alumni, and the media.

— Julie Houpt, Vice President, University Resources and Public Affairs, Denison University

— Susan L. Washburn, Principal, Washburn & McGoldrick, Inc.

(Management, Executives in Advancement)

Go for the Gold: Branding on a Shoestring

Superior A & B

Using only internal resources and operating with an extremely limited budget the University of Central Missouri earned a national CASE Circle of Excellence Gold Award in institutional branding. In this fun, fast-paced session, you'll gain insights into creating and executing a research-based branding campaign with university-wide integration.

— Ralph Amos, Assistant Vice Chancellor, Alumni Relations and Executive Director of the UCLA Alumni Association, UCLA Alumni Association

Monday 9:15-10:30 a.m.

Why Print in an e-Age?

Michigan A & B

Instant messaging, Flash, vodcasts, and podcasts. These communications tools have replaced printed materials forever, right? Not necessarily, say two Big Ten communications professionals. Sandra Bate and Judith Malcolm will discuss the impact and value of printed materials in an age of new media. They will use samples from their own institutions and elsewhere to demonstrate advantages of printed materials for certain audiences and messages. The presenters will also share ideas for ways in which traditional media and new media can be combined for an optimal communications strategy.

— Jeremy R. Wells, Vice President for Insitutional Advancement, Augsburg College

— Kim Stone, Director of Alumni and Constituent Relations, Augsburg College

— Mike Worley, Executive Director of Development for Regional Projects, Washington University in St. Louis

The Reality of TV and Film on Campus Today

Superior A & B

Cindy Hall of Penn State University will share tales of Penn State's recent experience "hosting" two reality TV series on its campus. She'll show clips of Penn State "placements" in various non-news broadcast media (think Letterman, etc.), and describe PSU's new venture a university film office.

— Paul Clifford, Associate Vice Chancellor for Alumni Relations, East Carolina University Alumni Association

Monday 11 a.m.-12:15 p.m.

Generation Digital: Photography, University Marketing, and Young People Who Know Everything When it Comes to Pictures

Michigan A & B

Back by popular demand, photographer Jason Jones will build upon his exciting and captivating 2006 appearance. Today's college-bound high school students are members of Generation Digital. They've created award-winning MySpace sites. The four-minute video they shot for YouTube has just passed the 3,500-hit mark. What makes you think your university's Web site--with it's quaint references to "Making a Gift" and "Parent Resources"--is going to get their attention, for even a nanosecond? Prospective college and university students are not just sophisticated when it comes to Web and print-based communications. They are defining the genre. Put something in front of them that you think the head of marketing will find pretty acceptable and these students are likely to have some real fun at your expense. And nowhere is this more true than in the photographic images these bright and innovative kids deal with every day. In this highly energized, fast-moving presentation, Jason Jones will use music, humor, and more than 500 photos to emphasize the importance of edgy, relevant photographic material in anything you send to Generation Digital.

— Barbara Todd, Executive Director of Internal Campaigns, Illinois State University

Right Brain/Left Brain: Working with the Creative Staff

Superior A & B

Talk about herding cats. What happens when a left-brain scientist supervises a group of right-brain creatives. The Office of University Marketing and Communications at Eastern Illinois University is staffed by a team of highly creative professionals. Their backgrounds in journalism, graphic design and photography are very much right-brain dominant. Their vice president, however, does not know how to add color to Word documents. Find out how to bridge the gap and bring creativity together with the documented outcomes that make a scientist smile.

— Donald MacKenzie, Principal, MacKenzie Consultants

— Amber MacKenzie, Former VP for Development

50 Marketing Mistakes and How to Avoid Them on Your Campus

Sheraton Ballroom II

Hear about some of the most common mistakes made in marketing and communications on college campuses. It also provides suggested solutions. Join Xavier University marketing professor Tom Hayes for this fun, interative and all-too-real session. Time will be provided for questions and to share stories about what you have seen gone wrong.

— Elizabeth Patty , Director of Development, Children's Health Minnesota Medical Foundation

Monday 2-3:15 p.m.

(Management, Executives in Advancement)

Differentiate to Thrive: Effective Positioning Statements

Michigan A & B

This case-study session will look at how Ohio Northern University (ONU) found the positioning statement that differentiates the university's uniquely authentic value. ONU searched for a simple statement that could describe its unique culture and the special value delivered to its motivated students. Through a systematic approach of appreciative dialogue, ONU found a positioning statement consistent with its history, culture, strategic competencies and passion for inspiring individual students. This case study will explain how ONU found a positioning statement that is more than just another brand: it is a way of life.

— Jorja Porter, Associate Director of Development, Chicago State University

(Development, Management, Executives in Advancement)

The Communicator and the Gift Officer Should be Friends: A Model for Partnership

Superior A & B

What is the role of development communications in major gift fundraising? When do the lines between effectively communicating with major gift prospects and the work of a gift officer begin to blur, or even vanish? How can major gift officers best take advantage of professional development communications resources available to them? How can a collaborative, cooperative, collegial  and productive partnership be forged between gift officers and communicators? Development veterans from these closley related realms at the University of Iowa Foundation will share their experiences in extraordinary teamwork on an $80 million major gifts campaign with global health implications.

— Lisa Chico, Director of Advancement Administration, Dominican University

— Paul Kressin, Systems Analyst, Loyola University of Chicago

Monday 3:45-5 p.m.

Developing, Implementing, and Testing a Campus Crisis Communications Plan

Michigan A & B

While you can't predict when a crisis will impact your campus, you can be prepared. Christopher Simpson is a nationally recognized crisis communications expert in higher education. He is also the author of the new CASE book, "Weathering the Storm: Protecting Your Brand in the Worst of Times." Join Simpson as he talks you through the design, implementation, and evaluation of a campus or system-wide crisis communications plan, including how to build your image in advance of a crisis, how to build a crisis team, and how to talk to the media. Siimpson will also present case studies from Duke University and Virginia Tech, leading to a discussion of what these institutions did well, where they failed, and what you can learn from their experience.

— Thomas Hammond, Associate Director, Volunteer Services, Penn State Alumni Association

— Cheryl Stringer, Regional Director, Volunteer Services, Penn State Alumni Association

(Development)

Tried and True: Testing and Evaluating Your Campaign Communications

Superior A & B

The private sector and many nonprofits use a wide range of tools to ensure that their campaigns are successful. Alice Kaderlan, a CASE national conference presenter, will show you how you can use those tools--from focus groups and online surveys to e-communications--to develop messages and vehicles that will resonate with donors and support the fundraising process from cultivation through recognition. Now with the YMCA of Greater Seattle, Kaderlan previously was with Pyramid Communications of Seattle and Portland.

— Christina Pulawski, Independent Consultant, Christina Pulawski Consulting

(Web)

Vodcasting (Video Podcasting) as a Student Recruitment Tool

Huron

Butler University's College of Business took a unique approach last year to feature their program, the university, their students and their faculty. The goal was to increase admissions to the college and connect with those students admitted to the university, but not yet enrolled. Butler engaged the consulting firm MediaSauce to develop an interactive video podcast series that featured two first-semester freshmen. It followed them through move-in day, their first classes and until the end of the semester when they participated in a business class competition. See what application this powerful tool might have for your institution.

— Laura Brehm, President and CEO, University of Montana Foundation

— Julia Emlen, Principal, Julia S. Emlen Associates

Tuesday 9:15-10:30 a.m.

Trend School

Superior A & B

Come to "Trend School" as we bring to life the trends and interests of today's young generations. Trend School is a complete immersion into the lives of Gen Xers and Ys that takes you beyond talking about what's hot and, instead, brings to life the entertainment, technology, fashion, brands and activities that are shaping today's college students. Trend School professor Amanda Freeman is vice president of The Intelligence Group/Youth Intelligence. She runs a variety of consulting and qualitative research projects and is considered an expert in youth insights and trends. She is also the co-founder of VitalJuiceDaily.com, a health and wellness trends daily e-mail.

— John Gillespie, Vice President for Development & Alumni Affairs - Academic Health Center, University of Cincinnati Foundation

(Management)

Project Management and Tracking Software: Best Practices

Erie

Communications professionals are always looking for the perfect system to track the progress of and keep scores (if not hundreds) of projects moving along to successful and timely completion. What are some of the better project management software prorams available now? Carrie Johnson of marketing services at St. Edward's University in Austin, Texas, will share the ropes of this complicated, but critical function. Johnson has presented on this topic at CASE's design institute and its national conference on campaign communications.

— Christina Pulawski, Independent Consultant, Christina Pulawski Consulting

(Management, Executives in Advancement)

Starting at Home: Internal Communication in Context

Huron

Where does internal communication fit within your overall communications and marketing plan? Whats the difference between internal communication and internal marketing? How do you maintain credibility for internal communication? What are the pros and cons of print and electronic vehicles? How can you best employ internal communication strategies to help manage campus crises? Join this discussion about internal communication, from its strategic role to practical applications.

— Rae Goldsmith, Vice President, Communications and Marketing, Council for Advancement and Support of Education

— Diana Joyce, Director of Market and Institutional Research, Office of Development and Alumni Relations, The University of Chicago

Tuesday 11 a.m.-12:15 p.m.

The Beloit College Mindset List: Cultural Touchstones That Have Shaped the Lives of Today's First-Year Students

Michigan A & B

Every fall, as thousands of students arrive on college campuses across the country, Beloit College releases its Mindset List to help academics understand what freshmen know--and what they don't have a clue about. CASE V is proud to present one of the creators of the list, Ron Nief, who will talk about why and how the Beloit College Mindset List was developed, how it is compiled each year, and what it means to communications professionals and others in higher education.

— W. David Lasater, Director of Advancement for Student Services, Purdue University

— T. W. Hudson Akin, Philanthropic Advisor, Dallas, TX

(Web)

Solving the Digital Divide: Managing Your Photos and Other Digital Assets

Ontario

Looking for that "killer app" to help you manage not only your burgeoning library of digital photos, but also all your other voluminous digital assets (video, audio, etc.) as well? Two experienced publications professionals from two different kinds of institutions share the processes they used to arrive at vendor-based solutions to one of the most vexing challenges in publications today.

— Tom Traynor, Chief Brand Officer, Breehl, Traynor & Zehe

— Angela DelPrete, Marketing Director, Ursuline College

— Rose Sero, Marketing Specialist, Ursuline College

(Management, Executives in Advancement)

When You Suspect It Isn't True: Ethical Issues in Communications and Marketing

Erie

Is it OK to omit key information when talking with a reporter? To alter a picture to make it fit the story? To announce a gift that may not actually be realized? To exchange editorial space for a donation? The answers may not be as obvious as they seem. Explore ethical issues in communications and marketing. Discover what senior communications professionals should know about ethics in fundraising and alumni relations, and bring your ethical questions for discussion during this interactive session.

— Josh Birkholz, Consultant, Bentz Whaley Flessner

— Todd McMahon, Associate Director of Prospect Analysis and Research, Marquette University