Alumni Relations
	Communications
	Fundraising
	Marketing
	Strategy

11.30 Registration Opens for Main Conference and Welcome Lunch

13.30 Opening Plenary - A new higher education
As English higher education undergoes fundamental change, this panel discussion will explore the consequences for individuals, their families, alumni, institutions, employers and wider society. With financial responsibility moving from the state to the student, how are institutions responding: what is the culture change required to be fit for purpose in the new higher education? Our professions have growing strategic significance in price setting, understanding and communicating reputation, providing transparent information, generating further independent income and scholarship support. Are we ready? What is the ripple effect for neighbours in the rest of Europe and the other side of the world?
Eric Thomas, president and vice-chancellor, University of Bristol; Nancy Rothwell, president and vice-chancellor, University of Manchester; Will Hutton, executive vice chair, The Work Foundation and Thomas Estermann, head of unit governance, Autonomy and Funding European University Association (EUA)

5 Ways to capitalise, capture and connect during the conference
Attending a conference like this is an investment of both time and money—precious resources you can ill afford to waste. This short, sharp and snappy session gives you simple 5 things you can do to ensure you get the most out of the CASE Conference.
Michael Tipper, Business Thinking, learning and memory development specialist

15.00 - 16.30 Track Plenaries (choose one)

The Value of 'We'--Building a Case for Alumni Relations Partnerships
Alumni Relations aims to be strategic, efficient, and necessary to the lifeblood of your institution. Our relationships should be value-added at all levels:

• Institutionally - How do you translate core values into meaningful messages to alumni? How do these partnerships help achieve our values and aims?
• Programmatically - What new partnerships are created by our invitations to alumni, parents and select students? What makes the 'institution' buy in? Systematically - When and how do you know alumni relations is effective and valued? Who do we involve in setting new standards?
• Professionally - How one's own professional development (the 'Me') can be achieved without sacrificing 'We.' Increased partnerships will help build more value, and strengthen relationships across our campus and our constituents.
  Gretchen Dobson, senior associate director, Domestic and International Programmes Tufts University, USA
  

  What Role Can Communications Play in Widening Participation to Universities?
  Widening participation is a challenge for all higher education systems. Whether working class families, cultural minorities, older learners or marginalized genders, exclusion from higher education limits social mobility and opportunity. Policies and practices play a key role in enabling widening participation. We know little about what determines the perceptions, aspirations and choices of potential learners from marginalized groups. Policies often assume rational choices and perfect market conditions, but some studies suggest that these factors are of little importance. Social media are also transforming communication, attitudes and access to information. The advancement disciplines have a central role in widening participation, in reaching and supporting new learners, and in developing a network of role models that will break old and exclusionary stereotypes.
  Martin Hall, vice-chancellor, University of Salford
  
  With Great Philanthropy Comes Great Responsibility. A Debate About the Ethics and Legitimacy of Higher Education Fundraising
  With the professionalisation of fundraising in the higher education sector, more and more fundraising offices are now rightfully seen as a viable stream of income that can play a deciding role in guaranteeing a financially sound future. But increased prominence and success goes hand-in-hand with increased scrutiny. If we accept that fundraising has really come-of-age in the UK and Europe, what are the inherent responsibilities and obligations for each of us who considers our role integral to the fundraising process...?
  Roger Makanjuola, former past vice-chancellor, Obafemi Awolowo University; Gemma Peters, executive director, King's College London and Eric Thomas, president and vice-chancellor, University of Bristol. Chaired by Joanna Motion, vice president for international operations, CASE

  The Future of Marketing in Higher Education
  As the higher education sector undergoes significant changes and challenges, this panel discussion will explore the implications for marketing professionals. Increasing pressure on public funds, greater emphasis on student choice and more competition will alter the role of marketers within our institutions. Are we ready for the future and our place at the top table? Greater diversity of providers, understanding customer needs, market intelligence, pricing strategies and increasingly tailored communications with prospective students and stakeholders are just a few of the key strategic issues that are facing marketers today. Do we have the skills, partnerships, relationships and technologies to enable us to meet the challenges ahead?
  John Brooks, vice-chancellor, Manchester Metropolitan University; Betheny Reid, associate vice-chancellor and foundation president, Dallas County Community Colleges, USA; Peter Slee, deputy vice-chancellor, University of Huddersfield and Kelvin Everest, pro-vice-chancellor for the student experience, University of Liverpool. Chaired by Tracey Lancaster, director of external relations, University of Birmingham
  

  16.30 - 17.00 Refreshment and Networking Break
  
  17.00 - 18.00 Breakout Session 1 (choose one)
  
  When Indiana Jones became Alumni Manager...
  You want a network of enthusiastic and grateful alumni, but where are they? You have an ideal vision but your reality seems like an obstacle race leading nowhere. How would Indiana Jones cope with the task? A beginner's guide for alumni relations and a reminder for everybody else enjoying the adventure.
  Ana De La Varga, head of alumni relations, RWTH Aachen University
  
  How good is your KARMA? Measuring and increasing alumni engagement across your institution
  Engagement metrics can help you to objectively measure the warmth of your membership base and to engage with your members more effectively. This session will cover the processes behind the Knowledge-Activity-Relationship-Matrix-Assessment (KARMA) at Coventry University including defining and calculating scores, and using scores to develop institutional strategy and activities.
  Katharine Beer, Data and Alumni Officer and Kristina Anders, Alumni Relations Officer, Coventry University
  
  Eureka! Making Brilliant Research Simple
  Through case-study examples this session will explore the challenges communications professionals face in making brilliant but often complex research simpler to understand. The speakers will share tips and give examples of how to communicate the impact of university research in an accessible way to the public and the media.
  Alison Denyer, director of public relations, King's College London and Alistair Jarvis, director of communications and marketing, University of Birmingham
  
  Leading by Example: Get your University Blogging and Tweeting
  More and more senior managers and leaders in education institutions are blogging and making themselves available to the wider world on Twitter. Join us in this discussion to learn how our panel of senior managers and leaders in the sector are leading their organisations by example, actively using twitter and blogging to communicate with key stakeholders and assist profile raising and fundraising activities. Learn what made them get involved and how they think it benefits them and their organisation.
  Philip Eijlander, rector magnificus, Tilburg University; Tricia King, pro-vice-master, student experience and director of external relations, Birkbeck, University of London and Ferdinand von Prondzynski, principal and vice-chancellor, Robert Gordon University. Chaired by Tracy Playle, director and communications consultant, Pickle Jar Communications
  
  Beyond CSR: Corporations and HE building Sustainable Partnerships
  The most beneficial relationships between corporations and higher education can extend beyond CSR agendas and embrace broader partnerships that advance both organisations' strategic priorities. Using case studies this session will explore these relationships and the position of philanthropy alongside wider commercial and contractual activities and the opportunities and challenges created.
  Ian Gardner, deputy development director, The University of Nottingham and Gilles Gleyze, director of development, École Centrale Paris
  
  Diamonds in the Mine: Consistently Getting the Best From Your Data
  In this session Adrian will present different low-cost approaches you can take to data-mining. The aim is to help you identify who the people are in your database who are most likely to take the actions you want! And what can you do to help more people follow suit?
  Adrian Salmon, annual fund manager, University of Leeds
  
  Pathway to Prosperity: A Joined up Private HE Provider Approach to Making the Case to Government
  Five competitor education providers with a common cause. This session explores the approach adopted by five competitor providers who came together to lobby against proposed changes to the UK Tier 4 student visa system. It shares the approach adopted to inform government thinking and principles adopted to work effectively as competitor providers.
  Linda Cowan, managing director, Kaplan International Colleges and Tim O'Brien, managing director, INto University Partnership
  
  Staying Relevant with Your Consumers - An FMCG Approach to Marketing Higher Education and Degree Programmes
  In the new complex fees environment, students will play a vital role as consumers and will have to make more informed decisions about their choice of university and course selection. Marketing and communications departments need to take on an increasingly significant strategic role. FMCG companies recognise the need to be market driven and universities must adopt similar approaches to marketing their degree programmes in order to be successful.
  Rachel Bailey, director of corporate marketing and communications, Leeds Metropolitan University
  
  Your Memory is Bad and Is Going To Get Worse...and Other Memory Related Myths
  If you think your memory is on the blink and you are blaming your age then you need to understand why and how your powers of recall can be far better than they are right now. Your natural abilities of memory and recall will astound you once you know how to tap into them.
  Michael Tipper, Business Thinking, learning and memory development specialist
  
  Who drives fundraising? Donor Priorities and Institutional Priorities - Reaching Targets, Understanding Shared Interests and Balancing Objectives
  Tensions can arise between the targets that fundraisers are (rightly) set, the need to identify, agree and communicate the real institutional priorities that philanthropy can help to deliver and the passions or personal goals of donors. Chris and Colin will explore some of these issues through sharing their own experiences and some real examples from their fundraising careers so far.
  Chris Cox, director of development and alumni relations, University of Manchester and Colin McCallum, president, GCU foundation and assistant vice-principal, Glasgow Calendonian University
  
  19.00 Welcome Drinks Reception and Dinner
  Ramada Manchester Piccadilly Hotel
  
  CASE Europe reserves the right to amend the programme at any time.