Day 1, Thursday, April 29

8:00 – 9:00 AM
Registration

9:00 – 9:45
Welcome, Introductions, Conference Overview
Campaign Marketing Communications: Strategic Overview
Introduction of conference and speakers; an overview of the state of campaign communications, with an emphasis on campaigns as marketing structures and on their support of integrated brand marketing and reputation development.

9:45 – 10:45
Keynote Address
Marketing University and College Campaigns in the New Economy
Bruce Flessner, Principal, Bentz Whaley Flessner

11:00 AM – NOON
What Are The Most Pressing Topics in Campaign Communications?
Facilitated discussion with all faculty
Faculty will poll audience members for their most pressing topics (in advance via e-mail survey and with finalization in this session) whether strategic, operational, procedural, or somewhere in between. We'll list all the topics and vote collectively on our top four, which will become the topics for brief break out sessions, lunch groups, and for faculty and speakers to address as the conference proceeds over the next two days.

NOON – 1:30 PM
Lunch on your own
Join groups by topics identified in the general session

1:30 – 2:45
Elective Sessions (choose one)

• New to Development Communications? First Time in a Campaign?
  Why campaigns work, how they work, how to plan. A step-by-step guide to basic campaign communications planning, from essential principles to steps for strategy, message development and tactics.
• Getting Started, Building the Team
  Your campaign is a go. The goal and themes have been decided. Now what? Before you build your campaign communications plan, it's important to build out your team and develop an infrastructure that allows for consensus, buy-in, and coordinated implementation. Learn how you can develop a system that utilizes your built-in partners to contribute to and maintain successful communications, especially in a decentralized organization.

3:00 – 4:15
How to Stop Worrying and Learn to Love Social Media
First it was MySpace, then Facebook, then Twitter. What's next? Forget racing to keep up with the next big thing - learn the fundamentals of social media so you'll feel comfortable no matter what the medium. By looking at university research, trend forecasts and case studies, you'll get a big picture perspective on how social media is changing the way audiences are getting information and making decisions, and take away practical, no-nonsense tips on building a social media strategy to support your campaigns.

4:30 – 5:30
Breakout Sessions/Panel Discussion
Topics identified through the General Session, with faculty facilitation.

5:30 – 6:30:
Networking Reception

6:30
Conference Adjourns for the Day
Dinner on your own

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Day 2, Friday, April 30

7:30 – 8:30 AM
Continental Breakfast Roundtables
Topics chosen in the General Session.

8:45 – 10:00
Elective Sessions (choose one)

• Building Your Plan
  Your university's brand and your campaign's brand. Target audiences and messaging. Strategies and tactics. All the basic things to think about when putting your communications plan together. Learn about these general steps - and then ideas on how to customize for your campaign and your institution.
• A Tale of Two Kick-Offs
  The public launch of fundraising campaigns are signature moments for colleges and universities for raising private support and institutional awareness among stakeholders and the general public. Learn from the experiences of two very different institutions, the private and Jesuit Seattle University and national public Oregon State University.

10:15 – 11:30
Elective Sessions (choose one)

• A Cavalcade of Social Media Case Studies
  How are the world's most forward-thinking organizations engaging their audiences online? In an interactive session, we'll dissect social media success stories from corporations, mom-and-pops, huge universities and small colleges. You'll walk away with fresh ideas on how to leverage the incredible power of social media for your development campaign.
• Beginning To Think About the End
  You've launched. Now what? It's never too early to begin plans for closing out your campaign. Not just the tactics, but also the messaging. Tips on being ready to communicate changes in your campaign - from extending the dollar goal to the wrap up celebration.

11:30 – 1:00
Lunch on your own

1:15 – 2:30
Online Focus Groups and Other Trends in Online Market Research
Will They Get the Message? How 10 People and Two Hours Can Improve Your Campaign Results
In a tight economy, effective fundraising strategies are crucial. In this session, you will learn the nuts and bolts of conducting market research to gain insights into what approaches best motivate and engage your alumni and donors. You will learn what in-person and online focus groups can and can't do for your organization and how to effectively conduct these studies. Specifically, we will discuss how to design and conduct online focus groups-a fast an affordable way to get feedback on creative strategy or direction and to hone creative concepts. Obtaining target audience feedback on a new tagline, key message, fundraising appeal or brochure before its printed or launched can have a significant impact on campaign results. If you have conducted a feasibility study, but want to ensure that your communications truly resonate with donors (and speak to their lives, priorities, and reasons for giving), this session will provide you the tools to making communications more relevant and effective.

2:45 – 4:00
Elective Sessions (choose one)
Moderated Discussions/Faculty Firing Line

• Institutional Brand Marketing
  Bring strategy challenges and initiatives - from issues of campaign branding, planning, and institutional integration to comprehensive design and creative executions. We'll brainstorm solutions with your colleagues and peers.
• Integrated Online Marketing
  Bring examples of your electronic marketing efforts for a show-and-tell review by faculty and fellow participants. We'll discuss strong points and areas that could be strengthened for better results.

4:00
Conference Adjourns

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