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.
Go Ahead ... Use the Media
Michigan A & B
When former journalist Kelly Shannon was hired as vice president of marketing and communications at Loyola University of Chicago, she was given an explicit charge: Make some noise and get us noticed. With a very small budget, Shannon began an in-house advertising and public relations campaign that included creative development, brand standards and media buying. The end result increased alumni affinity, supported enrollment efforts, and raised the profile of Loyola.
— Kelly Shannon, Vice President of Marketing and Communications, Loyola University Chicago
(Development)
Stat! Lessons for Fundraising Communicators, From Your Local Hospital
Ontario
Advocate Health Care is the largest health care provider in Illinois and also is recognized as one of the top 25 integrated health care systems in the country. Its philanthropic arm, Advocate Charitable Foundation, works to inspire charitable giving by individuals, foundations, corporations and organizations. How does Advocate go about raising money for its programs? What can your medical school foundation and development office learn from them? Join Advocate's vice president of campaign strategy and communications, Doug Diefenbach, as he discusses some of the clear and effective communication strategies that have been at the heart of Advocates fundraising campaigns. There is a lot to learn by comparing ourselves and our fundraising communication efforts to our peers in higher education. Perhaps there's even more to learn from those outside!
— Doug Diefenbach, Vice President of Campaign Strategy and Communications, Advocate Charitable Foundation
Sunday 2:15-3:30 p.m.
(Web)
Using Creative Strategies to Drive Results on the Web
Superior A & B
Web sites do more than provide information. They distinguish colleges and universities in the marketplace and reflect the personality of the institution. Join designers from mStoner and the University of Notre Dame as they review the redesign process at several insitutions. See concepts left on the cutting room floor and how each institution chose the design that best fit their personality. The panelists will also review outcomes using Web analytics, admissions statistics and general feedback.
— Doug Gapinski, Creative Director, mStoner
— Patrick DiMichele, Senior Strategist, mStoner
— Tim O'Connor, Designer, Agency ND, University of Notre Dame
Picture This
Michigan A & B
Yes, it's a cliché, but there is truth to the adage that a picture is worth a thousand words. When a photographer, editor and art director collaborate effectively, the resulting images are as much a part of the story as the text. All too often though, we see photos that are disconnected from or even compete with, rather than complement, the story. Come away from this session with a notebook full of tips: from how to art direct from a distance to troubleshooting those really tricky environments.
— Max Gerber, Photographer
"Leaking in Several Places, the Scouts Abandoned Their Tents" and Other Grammatical and Stylistic Lessons for Higher Education Communicators
Huron
As higher education professionals, we know there are ways to communicate elegantly and repercussions when we fail to do so. At best, style guides can help writers achieve cohesive communication and foster aesthetic unity. At worst, style guides can seem arbitrary and often leave gaps in rules that are hard for writers to make sense of without assistance. In this session, Cydney Alexis, J.D., writer/editor for the University of WisconsinMadison Office of Admissions, and Nicholas Purdy, recent UWMadison graduate in English and communications intern with the Office of Admissions, will discuss the nitty-gritty of higher education communication, focusing on style and grammar. Topics will include a review of university style guides as they relate to both Chicago and Associate press style, examples of how style guides are utilized in publication writing and proofing, and even hands-on grammar and style exercises. Join us as we consider the implications of following stylistic and grammatical rules, as well as the tools for doing so.
— Cydney Alexis, Writer/Editor, Office of Admissions, University of Wisconsin-Madison
— Nicholas Purdy, Writer, University of Wisconsin-Madison
Monday 9:15-10:30 a.m.
(Advancement Services)
What Makes These Viewbooks Different From all the Others?
Michigan A & B
Student recruitment publications require institutions to tell their stories in unique and compelling ways. Philographica uses elegant typography, custom photography and an integrated sense of narrative as the hallmarks of the work they have created for schools as varied as Middlebury College, College of the Holy Cross, Harvard Business School and Simmons College. Together with Ann McDermott, director of Admissions at College of the Holy Cross in Worcester, Mass., they will share insights about how they arrived at the distinctive solutions for each of their clients. "Good design must produce results, not just look good," says David Horton, Philographica's principal. Horton, along with Susan Trevithick will share their creative process.
— Susan Trevithick, Principal, Philographica
— David Horton, Principal, Philographica
— Ann McDermott, Director of Admissions, College of the Holy Cross
(Development)
Trends in Campaign Communications
Ontario
Communicating with donors during a down economy is critical. Do donors want to hear about major gift announcements? How do you communicate alternative giving methods? What role do communicators play in stewarding donors? And, what are your options as print budgets shrink and more emphasis is placed on electronic communications? Come hear some innovative ideas on creative collaborations that will help you reach out to donors whether you are in campaign mode or not.
— Jason H. Peevy, Executive Director, Development Communications, Emory University
— Heather Putnam, Graphic Designer, Emory University
Monday 11 a.m.-12:15 p.m.
Using Design (and Designers) Effectively: Some Practical and Strategic Recommendations
Michigan A & B
Twenty-seven years after designing his first admissions search piece, Rick Landesberg still has good ideas about using design to expressively reinforce strategic objectives in higher education. Designers, editors, and publications directors will learn strategies to invigorate communications, even on a small budget.
— Rick Landesberg, Principal, Landesberg Design
(Development)
Using Video to Inspire People ... Especially Donors
Colorado
Never before has video had such a transformative voice in our society. New media has launched video into the forefront of the communications landscape. Academia is embracing this technology because videos offer a host of options for reaching out to donors, alumni, students and the community with target-specific messages that motivate action like nothing else can. This session is an opportunity for marketing and advancement professionals from institutions of all sizes to discover the benefits of video communications and how to best develop, produce, use and reuse content. The presenters include management professionals from a creative communications agency and advancement and marketing representatives from both a large urban university (Loyola University Chicago) and a small rural school (Ferris State University).
— Jon Gaunt, Managing Partner/Executive Producer, Walking Shadows Productions, Inc.
— Kirk Sanders, Creative Director, Walking Shadows Productions, Inc.
— Carla Beecher, Director of Advancement Communications, Loyola University Chicago
— Brendan Keating, Manager of Advancement Communications, Loyola University Chicago
— Shelly Armstrong, Associate Vice President, Marketing and Communications, University Advancement and Marketing, Ferris State University
Monday 2-3:15 p.m.
The Art of Testing Creative Strategies
Huron
To address the quality of its creative work, the Marketing Group at the Indiana University Foundation began testing proposed creative concepts with online focus groups. How did it go? Get an overview of the foundation's experience with online focus group testing. Join Sandra Bate and Sherri Knieriem as they explain why they moved to online groups, the software and equipment necessary for effective focus groups, and the results of projects that have been tested online.
— Sandra Bate, Executive Director, Marketing, Indiana University Foundation
— Sherri Knieriem, Manager, Market Research and Services, Indiana University Foundation
New Trends, New Stories: How to Change Your Approach to Media Relations for Today's News World
Michigan A & B
As newsrooms get smaller and the media changes, so must we as higher education communicators. In today's media world, there is greater potential for colleges to gain recognition through smaller news items, but shrinking opportunities for the longer (and more coveted) feature story. Join Lipman Hearnes' Elizabeth Farrell as she helps you learn how to tailor your approach to gain coverage in the new media environment. Farrell, who spent seven years covering admissions and financial aid for The Chronicle of Higher Education, will also share her top-10 list of the most overly pitched story ideas to avoid.
— Elizabeth Farrell, Client Development Manager, Lipman Hearne
(Development)
Redesign: One Magazine's Experience
Ontario
Redesigning a magazine involves more than giving it a new look. It's a process that can make your magazine "work" better, not just look better. Join the editors of "Medicine at Michigan" as they share how they prepared for their redesign and measured the success. "Medicine at Michigan" won three Awards of Excellence from The University and College Designers Association and a gold medal from CASE V in the category of best specialized magazine.
— Rick Krupinski, Editor, University of Michigan Medical School
— Marie Frost, Associate/Photo Editor, University of Michigan Medical School
Monday 3:45-5 p.m.
(Alumni)
The Best of the Best: Secrets from Award-Winning Alumni Magazines
Michigan A & B
Each year, CASE honors the country's best alumni magazines with Circle of Excellence Awards. And each year, Carleton, Dartmouth, Kenyon, and Stanford seem to be on the list. But not just among the best on the list, the actual best, the gold winners, and even better, the Sibley Award-winners. CASE V will present the editors of four of the country's best alumni magazines, together in one room, joining forces to help elevate your own alumni magazines to gold-medal caliber. Join Teresa Scalzo from Carleton, Sean Plottner from Dartmouth, Shawn Presley from Kenyon, and Kevin Cool from Stanford as they share their trade secrets and tips for success. They will tell you how their publications and staffs run, and offer their best advice in insights.
— Teresa Scalzo, Director of Publications and Editor, Carleton College Voice, Office of College Relations, Carleton College
— Shawn Presley, Director of Public Affairs, Kenyon College
— Kevin Cool, Editor, Stanford Magazine, Stanford University
— Sean Plottner, Editor, Alumni Magazine, Dartmouth College
Reconsidering Recruitment Communications: Integration of Data, Technology, Staff, and Culture
Huron
Enrollment at Hiram College, a small liberal arts college in Ohio, has increased approximately 50 percent in the past five years. The integration of communications, marketing, and admissions has been a key component of the growth. Join Director of College Relations Shawn Brown as he reviews three tools implemented by Hiram College (predictive models, contact management software, and a blog-style news reporting system) and explains how his college uses them to target communications to prospective students based upon segmented academic and extracurricular interests. Brown will also review quantitative assessment data on e-mail campaigns that have been enacted to continuously improve communications.
— Shawn Brown, Director of College Relations, Hiram College
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Making the Case for the Campaign and Fundraising
Erie
When Bowdoin College launched a $250 million campaign, it needed a case statement that would connect alumni to the college's enduring sense of place in Maine. Bowdoin's end result was a stunning printed piece that received a gold medal from CASE. Join the presenters as they talk about the making of the Bowdoin case statement and effective publications for fundraising.
— Scott Hood, Vice President for Communications and Public Affairs, Bowdoin College
— Alison Bennie, Editor, Bowdoin Magazine, Bowdoin College
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Tuesday 9:15-10:30 a.m.
The Concept and Power of Visioning
Sheraton I
Visioning is a concept that explores planning for the future by examining where an individual or organization is currently, looking to where they wish to be, and then thinking about the differences and potential links in order to move forward with ideas and endeavors. It can be as simple as "if you can think it, you can do it," or as complex as data collection and reflection demands. Join Ken Bartels as he demonstrates how to use the power of visioning in your work and office.
— Ken Bartels, Principal, Ken Bartels Consulting
Crisis Communications: Lessons Learned from the Flood...and the President
Erie
We all know we should have our crisis communications plans in place, all tested, evaluated and fine-tuned. But what does it feel like when that plan has to be put into action? Does the plan become a blueprint or is it lost in the shuffle of campus logistics and the media assault. Hear from two men who have been there. Stephen Pradarelli, director of the University of Iowa's news services, will reflect on the floods of 2008, which swamped more than a dozen campus buildings, cancelled summer school courses, and caused more than $250 million in damage. Also, hear from University of Notre Dame spokesman Dennis Brown who faced his own communications challenge after the university's invitation to President Obama to serve as commencement speaker last spring prompted protests from some alumni and outside activists opposed to the president's positions on life issues. It was Brown and his staff who responded for more than two months to opponents of the invitation, as well as media worldwide who covered the controversy at the nation's preeminent Catholic university. The presenters will share their best practices and lessons learned from their recent challenges.
— Dennis Brown, University Spokesman; Assistant Vice President, News and Information, University of Notre Dame
— Stephen J. Pradarelli, Director, University News Services; Assistant Director, Office of University Relations, University of Iowa
Tuesday 11 a.m.-12:15 p.m.
Reality Bites: How UW-Madison Became the Lead Character in a Reality TV Show
Sheraton I
In 2008, the University of Wisconsin-Madison was approached by an alumnus interested in filming a documentary about the student experience on campus. While the university was initially interested in the concept, it ultimately decided not to pursue the project. The alumnus and MTV went on to produce their season-long reality TV show set on campus without the university's partnership. Touting "This is not reality, this is real," College Life promised "a raw and unpolished intimate look at college kids telling their own stories in their own way." How real was it, how did the university handle the filming and fallout, and should you do if reality TV comes to your campus? UW Director of Marketing Tricia Dickinson will share Wisconsin's experience with reality TV and the lessons learned.
— Tricia Dickinson, Director of Marketing, University of Wisconsin-Madison
(Development)
Are we having fun?
Michigan A & B
A colleague recently mused that while most of us would regard our college days as fun, few us of can honestly say that our magazines reflect that. It got us thinking: How can a little bit of creativity make our magazines more fun, thus making our readers' experience more enjoyable? This lively session will offer suggestions for giving your publication (even your annual report) a jolt of attitude and interest toward the goal of increased reader engagement and...fun!
— Ann Wiens, Director of Communications, Columbia College Chicago