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Communications and Web 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 12:30-1:30 p.m.

(Development)

Ethics, Social Networking and Technology

Sheraton Ballroom II

Discover more about the convergence of ethics in fundraising and how it relates to today's popular social networking sites such as Facebook, Twitter and LinkedIn. With the advent of social media, special ethical challenges have surfaced in the way fundraisers interact with prospects and donors. We'll discuss how to interpret and protect donor and prospect information gathered from social networking sites, as well as how information gleaned from photos and videos accessed on the Web may be used. We'll also discuss what information from social networking sites shouldn't be included in official prospect or donors records for your institution. Takeaways: Understand the primary ethical standards and guidelines that apply to fundraisers; gain guidance to make ethical decisions as they relate to prospect/donor information; and create a platform for the proper use of social media/networking sites as part of cultivation.

— Tricia Ambler, Manager of Customer Service, WealthEngine

— Kim Montroy, Director of Strategic Partnerships, Lincoln Park Zoo

Acting Like a Student, Thinking Like a Marketer: Collaborating with Students on Strategic Communications

Chicago Ballroom VIII

Explore best practices and common pitfalls in using student-driven communications in admissions, alumni relations, and fundraising. We will discuss how institutions are using different platforms to engage external audiences and share advice on helping students produce quality content. Amy Estersohn is assistant director of admissions at the University of Chicago. She has written over 170 posts for the University of Chicago's undergraduate admissions blog and is currently developing a website for high school students across Chicago Public Schools.

— Amy Estersohn, Assistant Director of Admissions, University of Chicago

Sunday 2:00-3:30 p.m.

Iterative Website Redesign: Micro Goals in Action

Chicago Ballroom VIII

Complete website redesigns are a thing of the past, it's time to think beyond the launch it and leave it mentality. Learn how to discover the pain points of your website and successfully correct them. This interactive talk will walk you through your site as an end user. Learn about A/B and multivariate testing mechanisms, how to create effective tests, and how to publish results to build credibility and authority. This talk will leave you with the ability to take away a process to build upon. Nick DeNardis is the associate director of Web Communications at Wayne State University. As host of the video blog, EDU Checkup, he reviews higher education websites from the point of view of a first-time visitor, while critiquing the design, information architecture and code of the sites. He is a staff writer at .eduGuru, a higher education marketing and web development blog.

— Nick DeNardis, Associate Director of Web Communications , Wayne State University

The Social Media Field Guide: Navigating the Social Media Landscape

Sheraton Ballroom II

Social media is far more than just Twitter and Facebook - it includes a wide variety of tools and technologies. To get results in social media marketing it is vital to have a clear and solid plan, as well as an understanding of the entire landscape of social media tools that are available for businesses. This session will begin by covering a strategic planning process for social media. Next, we'll cover the Social Media Field Guide, which takes you through the entire social media landscape covering over 20 social media tools. Krista Neher is a bestselling author, international speaker and consultant on social media and mobile marketing. She is also the Managing Director of the Institute for Social Media at Cincinnati State.

— Krista Neher, Managing Director and Instructor, Institute for Social Media, Cincinnati State University

Monday 9:00-10:00 a.m.

(Communications and Web)

Build, Engage and Integrate: Using Social Media to Strengthen Your Brand

Sheraton Ballroom II

No one knows the story of your institution better than those who have lived it, and no one will tell it in a more authentic way. Social media gives colleges and universities a platform to leverage the experiences of current students and alumni to deliver a message like never before. Your voice is that of the people who are your brand. Are you letting it be heard? Eric Page has been at The University of Iowa since 2010. There, he writes marketing content for and coordinates the production of publications for admissions recruitment, and coordinates the planning and implementation of social media strategy for the UI's central platforms. You can follow him on Twitter at @highedcm or on his blog, www.highedcm.com.

— Eric Page, Assistant Director, Creative Services, University of Iowa

A New Look for View Books

Chicago Ballroom VIII

Remember when view books had to describe every program and activity a school had to offer? Today, most kids start their college searches online, but once they've narrowed their list, they still want to see publications from their top choices. Carleton College recently gave its admissions package a major overhaul with this new generation in mind. In this session, Carleton's creative director discloses what her team learned in conversations with current and prospective students and their parents, and how they created a view book that meets students' and staff members' needs. You'll see before-and-after shots from Carleton's admissions publications, as well as hits and misses from other schools.

— Teresa Scalzo, Director of Publications, Carleton College

Monday 10:30-Noon

Small Shops Doing Big Things Online

Sheraton Ballroom II

Expectations are always rising, but your time and resources keep dwindling. How do you manage your time efficiently and use the best tools you can on your budget to do the same things that larger schools are doing, but in a small-shop world? Learn how to manage an engaging website, social media strategy, blogs, videos, photos, mobile apps, SEO and more. Explore ways to integrate your communications to save you time and increase engagement for your audiences. Share case studies of independent schools and small shops who are innovative and creative with their online strategies. Cassie Dull is the online communications specialist at Park Tudor School, an independent K-12 school in Indianapolis. She writes a blog about online communication in schools at RethinkEdComm.com and is a contributor for the CASE Social Media Blog and edSocialMedia. She has written for CASE CURRENTS magazine and serves on the CASE Indiana Board of Directors.

— Cassie Dull, Online Communications Specialist, Park Tudor School

From Lady Gaga to Gatorade: Cross Category Marketing Lessons

Michigan A and B

There's an inherent distrust of "business types" by educators and a commonly held belief among "business types" that educators live in a world of theory, not practice. Words like brand, marketing, and positioning are still considered business words (read: dirty words) on most college campuses, where faculty, deans and staffers question marketers' intentions. Their fears: advertising dominates college Internet sites, buildings are wrapped in the latest ad campaign, and ROI is hottest addition to campus acronym directory. NOT! When marketers establish base camp in the C-suite-like their business/industry counterparts-the best marketers will manage the brand with an eye-to-building equity and delivering a consistent experience. They'll help use metrics to apply limited resources against competing priorities. They'll help build business cases to determine courses of action. And, they'll educate all on the benefit of tracking results and measuring the effectiveness of all outreach activities, so a culture of best practice develops.

— Suzanne Shaw, Assistant Vice President of Strategic Marketing, Purdue University

Monday 1:30- 2:30 p.m.

Social Media and the P Word

Chicago Ballroom VIII

Policy. What's the point? This interactive session will take the social media discussion one step further than Social Media 101. Walk away with a better understanding of ways to manage social media, factors to consider when implementing a social media policy and how to evaluate the effectiveness of it all. Discover how to determine what type of policy works for you and your institution. Come prepared to discuss how you're currently using social media to further your institution's goals. Carrie Harris Phillips, Director of New Media at Arkansas Tech University, is a member of the CASE IV Board of Directors. Phillips says she feels fortunate be involved with an organization and in a profession that allow her to impact the lives of students daily. Brent Passmore is the director of Web Development at the University of Central Arkansas. Passmore coordinates the overall Web and new media presence at UCA. As a member of the CASE IV Board of Directors, Passmore is continually working to create synergy with all advancement efforts on campus and within the community.

— Carrie Harris Phillips, Director of New Media, Arkansas Tech University

— Brent Passmore, Director of Web Development, University of Central Arkansas

(Development)

Client Service Model: More Effective, More Fun

Sheraton Ballroom II

Client service. It's not just for retail any more. In fact, thinking in terms of client service simultaneously flushes out fascinating and timely campus stories and avoids that "help me get people to my event, it's on Friday" mini-crisis. A plus: you make more friends across campus, and who wouldn't rather work with friends? Over the past 18 months, our department has switched from strictly publications team/web team/media team to an integrated client service model based on 1) having assigned clients, 2) a story database that is constantly updated, and 3) a weekly editorial meeting where we discuss what stories are happening, what channels are appropriate for telling them, and who's going to make it happen. Building stronger relationships with academic departments and offices on campus means you're more likely to be in front of events, rather than playing catch-up.

— David Warch , Director of Communications and Public Relations, Macalester College

— Jan Shaw-Flamm, Writer/Editor/Account Manager, Communications and Public Relations, Macalester College

Monday 3:00-4:00 p.m.

You're Probably Spamming and Don't Even Know It (Emails that respect the law and your constituents)

Chicago Ballroom VIII

Email is an effective and growing channel for communicating with various audiences. And while there are many benefits, it's also deceptively easy. By looking at best practices within and outside higher ed, this interactive session will help you understand why our institutions should care about effective email communication and how to put best practices to use. The case study of Bethel's system for managing email preferences provides practical steps for meeting legal requirements and respecting your constituents. You'll come away with a good understanding of current spam laws, why they matter, and how to craft emails that not only adhere to best practices, but are also effective and useful for your recipients.

— Tim Hammer, Web Communication Analyst, Bethel University

Not Only for Brides and Babies: An Online Housewarming Registry for a New Multi-Use University Facility

Sheraton Ballroom II

Roosevelt University has a 32-story multi-use building under construction, set to open in spring 2012. In November 2010 using Touchnet Marketplace software, the university went live with an online "housewarming" site, basically a registry of furniture, fixtures, and equipment (FFE) needed for the new building, which donors can browse and select to donate to RU. Presenters will describe the inception of the project, milestones and challenges in its implementation and promotion, and results so far.

— Kim Gibson-Harman, Campaign Director, Roosevelt University

— Susan Muldowney, Web Developer, Roosevelt University

— Patrick M. Woods, Vice President for Institutional Advancement, Roosevelt University

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

It's the People, Stupid!

Chicago Ballroom VIII

Here's the good news: You really are an expert. And that's exactly why you can't expect others to grasp communications and marketing strategies as easily as you do. A little educating, hand-holding and just general information sharing can go quite a long way. Hear how one under-resourced department reinvigorated their institution's brand and marketing/communication program (a CASE DVI Sweepstakes winner in 2011) by remembering that it all starts with the people. Walk away with ideas on how to better manage that next project kick-off meeting, provide proactive resources, facilitate positive discussion, solicit feedback instead of orders and run training programs that build buy-in. If you want to stop sighing with frustration, looking at your website in dismay or dreading that next meeting with the provost, then attend this session. People are the key to your success.

— Linda Hirsch, Assistant Vice President, Communications and Marketing, St. Ambrose University

— Karen Buck, Vice President, Zehno Cross Media Communications

— Ted Stephens III, Principal, The Numad Group

Who Needs a Portal?

Sheraton Ballroom II

Community news. Campus event calendar. Classifieds. Digital billboard. Room scheduling. A blast from the past each Friday with information about the history of our institution. And one lead story offered each day, highlighting prominent events and announcements on campus. We've created an internal, portal-like experience, without the price tag of a portal. Find out how we made it happen. On the technical side, a demonstration illustrating how the flexibility of the Reason CMS, developed by Carleton College, made it possible and information about how we're using Google Calendar to meet our scheduling needs.From our marketing staff, an overview of how content generation has been kept sustainable for daily, frequent updates that are so engaging they draw our users back for more each day. The content team will also discuss how their Terrarium work is benefiting other communications work-prompting a full-scale story, and seeding several news articles, in the latest campus magazine, while also serving as a media pitching platform (with local reporters reading along). Discover "Who needs a portal?"

— Melissa Dix, New Media Director , Beloit College

— Lynn Vollbrecht , Assistant Editor and Web Content Coordinator, Beloit College

— Nathan White, Web Application Developer, Carleton College

Tuesday 10:45-12:15 p.m.

Making the Most of the Mobile Revolution

Sheraton Ballroom II

The world is mobile. Calls, texts, emails, social media, photos, appointments for a rapidly growing number of people, smartphones have become a clearinghouse for daily contact with the world. Join us for discussion on how best to harness the power of smartphones to further alumni, development, student recruitment and communication goals. This panel will touch on using mobile apps to connect with prospective students and alumni, creating engaging mobile messaging, and even the basics of how to make the most of your own phone in your professional life.

— Doug Burgett, Creative Director, University of Illinois at Urbana-Champaign

— Carrie Harris Phillips, Director of New Media, Arkansas Tech University

— Brent Passmore , Director of Web Development , University of Central Arkansas

— Scott Westerman, Associate Vice President for Alumni Relations/Executive Director, Michigan State University

— Jesse Vickey , President, Cap & Compass

— Michelle Rice, Editor, University of Illinois at Urbana-Champaign

Keeping Cool in a Content Crisis

Chicago Ballroom VIII

Who's got an awesome crisis-communications plan? One that you've prepared in advance, had approved by senior leaders at your institution, deployed in at least one real-life emergency, and tuned up through effective post-mortem discussions with both staff and constituents? Congratulations: this session is not for you. But for the rest of us, this session provides an opportunity to think through the elements, procedures, and mindset for an effective and practical plan for communicating in a crisis. We'll share some real-world stories about different kinds of crises that you may encounter, and talk about what you can learn from how they were handled. Part presentation, part discussion, this session will provide the chance to learn from an institutions' experience (failures no less than successes). Bring your own fears and horror stories, and we'll all try to help you not just feel better but truly be more ready when the moment comes.

— Jon Boyd, Director of Enrollment Communications, North Park

— John Brooks, Director of Media Relations and News, North Park University