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The Art of Working Strategically
CURRENTS Article From 2012 to 2016, Reggie Bustinza and Joe Volin were tasked with tracking engagement for the nearly 37,000 alumni at Lewis University in Illinois. They got big results, and their system continues to live on after their time at the institution. Here they share their secrets for taking alumni metrics to the next level.

Now You’re Speaking My Language
CURRENTS Article The International Prospect Research Vocabulary site, created in 2013 specifically for international fundraisers, includes translations for fundraising terms in 11 languages.

President's Perspective: Mind Your Langauge
CURRENTS Article I advocate looking at our work through different lenses—and no lens is more important than language in the context of culture and respect. When I worked in Wales, for example, I did my best to learn Welsh out of a respect and desire to engage with the community. As our work recruiting students, engaging alumni, and cultivating private philanthropy increasingly transcends borders, we have an opportunity to expand our personal horizons and knowledge of other languages and cultures. It not only will make us more effective (and marketable) as individuals; it will also help us build important bridges and show respect and genuine interest—key to relationship-building.

What’s the Idea?
CURRENTS Article To change things up at Ohio University, staff of the College of Health Sciences and Professions produced a news program for the January 2016 State of the College address. Two broadcast journalism students recorded the speech as a newscast, to be played at the annual faculty and staff meeting in lieu of the usual PowerPoint presentation.

License to Fly
CURRENTS Article Drones can result in gorgeous shots of campus—and big fines if you fly them illegally. Governments around the world are strengthening regulations on commercial use for drones, which includes university publicity, marketing, and research. While laws vary from country to country, aviation authorities in the U.S., the U.K., and Australia require you to register your drone and obtain certificates or licenses for commercial use. And with drone laws changing rapidly, educational institutions must be vigilant about regulations and safety when using unmanned aircrafts.

Odds and Ends: Attention Stealer
CURRENTS Article Apollo Robbins is a master of sleight of hand. The theatrical pickpocket has been wowing crowds in Las Vegas for years. But his performances do more than entertain. Robbins uses diversion and trust to demonstrate flaws in people's perception and provide insights on human behavior.

Odds and Ends: Forget Amazing. Be Useful.
CURRENTS Article Jay Baer's latest book, Youtility, discusses marketing that customers want—"massively useful information, provided for free, that creates long-term trust and kinship." Give people the information they want and need, and they will reward you with their loyalty.

Communication Revolution
CURRENTS Article This article highlights findings from CASE's first survey on communications and marketing trends, which was conducted in February and March 2013. The senior-most communications and marketing professionals at CASE member institutions responded to the survey, which is slated to be conducted every two years in order to track trends over time.

Pocket-Size Portfolio
CURRENTS Article Griffith University's experimentation with business cards containing integrated USB flash drives has promoted portability of documents and presentations and increased the usage of electronic communications, saving printing and production costs in the process. While not in wide use across the Australian university, administrators and personnel who travel frequently and for extended periods of time have migrated to them. Some departments have adopted them for other uses as well, including the film school and the advancement office, which gave special 40th anniversary versions to alumni who returned to campus celebrations.

United by Goals
CURRENTS Article This article looks at the importance of communications and marketing being an integral part of the integrated advancement team and the benefits that can result from such an arrangement.

Professing Pride
CURRENTS Article Canada's University of Windsor devises a handy way to make the university community aware of its strategic priorities and encourages members of the community to share why they're proud of the university and what it's done for them. As a result, the public affairs and communications office has a supply of examples that demonstrate the institution's strategic priorities put into practice and communicates them through every available outlet, building awareness and pride along the way.

Odds and Ends: Eyes on the Hill
CURRENTS Article In this interview, Brian Lamb, the founder and CEO of the cable public affairs television network C-SPAN, discusses the renaming of Purdue University's college of communication after him, why he doesn't use social media, and why he prefers nonfiction over fiction.

Past and Circumstance
CURRENTS Article This article looks at efforts in California to award honorary degrees to U.S. students of Japanese descent who were forced to leave the state's colleges and universities as a result of Executive Order 9066, signed soon after the December 1941 attack on Pearl Harbor. Santa Ana College is looking for these former students to honor them in the campus's 2011 commencement ceremony. Meanwhile, the California State University system is working on a project to educate people about what happened using video footage and interviews of its 2010 commencement ceremonies at six CSU campuses.

Inside Moves
CURRENTS Article This article looks at the way communications and marketing offices are changing how they work and realigning their staff in light of technological advances, the increased use of mobile communications and social media, the strategic importance of online communications and marketing, and how these changes have affected campus relationships, such as the role of admissions marketing.

Office Space: Backing the Brand
CURRENTS Article This article discusses the Communicator Certificate Program at Rutgers, The State University of New Jersey. Run by the institution's university relations department, the program is a series of professional development workshops designed for full-time employees who are involved in managing and communicating the Rutgers brand. The program is also open to any full-time or part-time staff member who wants to learn more about the university. A recent assessment of the program found that it is achieving its goals, making for more coordinated and effective campus communication.

Office Space: Asset Management
CURRENTS Article Today's students are naturals when it comes to creating content for the Web and social media. This article discusses how to involve them in telling the story of your institution and things to consider when working with these content creators.

President's Perspective: A Failure to Communicate
CURRENTS Article CASE President John Lippincott shares his list of top 10 mistakes in advancement communications.

Office Space: A New Breed
CURRENTS Article The role of the social media community manager is not just about technology or updating content. It is about engaging various constituencies in thoughtful, strategic ways.

Office Space: Inside the Box
CURRENTS Article Why are we always asked to think outside the box, when sometimes we need guidelines to help along the process?

First in Class
CURRENTS Article This story presents profiles of eight Grand Gold winners of the 2009 Circle of Excellence awards.

Talking About Transparency
CURRENTS Article Institutions must demonstrate accountability and transparency in order to earn the trust of their varied constituencies. Campus communicators play a vital role in this process.

CURRENTS Article 教育促进与支持委员会总裁李彬与您分享教育促进通讯中十个最大的常见错误。

See and Be Seen
CURRENTS Article Information properly tailored for the right audience can help attract minority students, and communications professionals are fine-tuning their traditional delivery tools and adopting new methods to reach multicultural audiences with information. This article, part of the this issue's cover focus on advancement and demographics, focuses on communicating with growing multicultural audiences and explores what evaluating demographic information can do for planning and policy-setting. It outlines strategies for how to communicate with these groups and how to market to them.

AdvanceWork: Best in Snow
CURRENTS Article Give ho-ho-hum holiday cards the heave-ho with these three ideas

Think Strategic
CURRENTS Article In a survey of more than 600 college and university presidents and nearly 300 chief public relations officers, presidents felt that their PR officers would be more effective if they took a more strategic approach. The article explains the difference between tactical and strategic thinking, and then outlines eight steps to improve the PR office’s effectiveness along with the president’s perception of its importance.

AdvanceWork: Pardon Our Dust
CURRENTS Article Our students called it a random act of kindness. I called it a photo op.

Beyond Slogans
CURRENTS Article Use research—not empty phrases—to communicate campus quality

Finding the Perfect Fit
CURRENTS Article Five ways to structure the communications office

Write-Minded: Interview Savvy
CURRENTS Article Keiger, a senior writer for Johns Hopkins Magazine, offers tips on how to interview people about uncomfortable topics. In dealing with someone who may be defensive, phrase critical questions hypothetically. If a question seems too personal or relates to a painful situation, confess your own unease and present yourself as someone who can empathize. When you have to ask a controversial question directly, phrase it to avoid sounding threatening. Establish rapport with your subject before venturing into difficult territory, but don't leave the delicate questions for the very end of the session. If you get a highly negative response, change the subject briefly to reestablish good terms before returning to the topic.

Red-Hot Research
CURRENTS Article The author describes six market research strategies colleges and universities are employeeing to better understand and serve today's campus audiences.

Brand Identity
CURRENTS Article Author, John Lawlor, examines the need for colleges and universities to distinguish themselves from other higher education institutions by creating a brand identity. A school with a brand identity conveys consistency, loyalty, and quality to alumni, students, and the public. Lawlor presents a simple plan for building a brand identity by using the acronym, FACTS. It involves focusing, asking, clarifying, telling and showing, which are the first steps to creating a brand identity for a college or university.

Battling the Smiley-Face Boxer Shorts
CURRENTS Article Offers possible solutions for today’s campus communicators to the five issues listed below. First, how do you contend with the decline of mass media and the rise of info-glut? Second, how can you and your staff cope with and respond to change in the communication field? Third, how does your office combine marketing and public relations for your organization? Fourth, how do you deal with hot-button issues, such as affirmative action and tuition costs? And finally, how do you shy away from the Rodney Dangerfield Syndrome in your own career?

Research: The First Frontier
CURRENTS Article The author discusses a strategy of student recruitment called competitive positioning. The first step in this process is to research where your institution stands at the present time. It is essential to define a target audience and region, determine what positions the target students value, and define your present position. The second step is to plan a competitive positioning program specifically for your institution. Step three is to execute the strategy and hopefully reposition your institution to attract those students in your target audience.

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