14.00-15.30 Breakout session 5 (choose one)

Using the results of benchmarking analysis to change your programme
Benchmarking and market research are central to measuring the effectiveness of our programmes and the setting of targets, but what do the results actually mean for future planning? Come and hear how the team at the University of Liverpool has used the results of surveys and internal benchmarks to refocus activity and maximise resources in a tough financial climate.
Karen Brady, Head of Alumni Relations, University of Liverpool

Cultivating Alumni - An Asian Perspective
Growing an alumni cultivation programme is like growing an orchard. Using this analogy, this session presents an interesting Asian model using the NUS experience. Find out how deeper bonds and better connection between alumni and alma mater are cultivated, how collaborations enhancing alumni experience are enabled, how channels of innovative communication to keep alumni up-to-date are implemented, as well as how alumni contribution to alma mater is encouraged.
Chua Beng Hwee, Deputy Director of Alumni Relations, National University of Singapore

Writing proposals and making the case
This session will be an interactive opportunity to explore the ingredients of successful funding proposals. We will look at a selection of case studies in order to reveal the persuasive power of following a logical structure; how to adapt the style of writing, in order to mix rational and passionate messages; and how to make your key statement stand out.
Bill Bruty, Director, Fundraising Training Ltd

Fundraising Frontiers - the wealth pendulum swings east
There is a strong tradition of philanthropy in the Arab World and increased willingness on the part of Arabs to donate to higher education as well as other charitable causes. There is also renewed interest in the scientific achievements of Arab scholars during the "European Dark Ages." Arab donors have shown a willingness to support educational institutions in their own countries and in others. This panel will discuss the cultural and organisational issues relating to fundraising in the region.
Susie Hills, Director of Development, University of Exeter; Steve Jeffrey, Vice President for Development and External Relations, American University in Beirut and David Jeu, Director, Global Development, University of Alberta, chaired by John Kelly, President, Brakeley

Selling yourself and your story
The session will outline how print and broadcast journalists work, and how to take control in difficult situations. It will outline what makes a good story, how to be an effective interviewee and what to do when it appears to go wrong. There will be a behind the scenes look at a journalist's day and some examples of good stories and how they achieved their headlines.
Severin Carrell, Scotland Correspondent, The Guardian and Jill Cochrane, Managing Director, Vertex Training

Location, Location, Location - how universities and towns can work together to promote themselves
Universities make an essential contribution - financial, social and cultural - to a region, whilst often benefiting from their setting in a destination city. The University of Glasgow works closely with Glasgow's City Marketing Bureau, and the award-winning marketing campaign, "Glasgow: Scotland with style". Utrecht University has made a commitment by co-branding ‘Utrecht Knowledge City', supporting Utrecht in achieving the title of Cultural Capital of Europe, and participating in the celebration of the Peace of Utrecht (2018). Hear how they use strategic collaboration with their locations to enhance the reputations of both institution and city.
Tom Rice, Head of Marketing, Glasgow City Marketing Bureau, Susan Stewart, Director of Corporate Communications, University of Glasgow and Marsha Tatipikalawan, Director of Communications, Utretcht University

The University of Brighton: The practicalities of a strategic positioning assignment
The session will explore the process, implications and communication of an institutional strategic positioning assignment. It will consider the risks and opportunities associated with institutional positioning and why an accurate proposition and positioning is critical for success in the current sector climate. Approaches to achieving stakeholder buy in, communicating outputs and implementing recommendations will be discussed.
Elizabeth Sanz, Head of Marketing and Communications, The University of Brighton and Rosemary Stamp, Director, Stamp Consulting

CRM without the software - improving your conversion rates on the cheap
Don't have a dedicated CRM system? Want to find out how to work with your student data to develop effective relationship marketing campaigns that actually increase conversion? Come find out how we've done it at Birkbeck and delivered big increases in conversion across a range of target groups.
Monica Law, Head of Marketing and Recruitment and Jonah Duffin, Marketing Manager, Birkbeck, University of London

Motivation Management - soft skills in tough times
The session will identify the pace of change, the link to the well-being and provide insight into the actions that managers need to take to be effective in delivering operational requirements while supporting their teams. Both John and Mike have extensive experience of supporting change through tough times across both the public and private sectors in both employed and self-employed capacities.
Mike Crump, Deputy Director of Human Resources, Birmingham City University and John Dooner, Director, Coady Consultants Ltd

"Spark, the creativity workshop"--Using "whole brain" thinking to energise yourself, your team and your organisation
We can all be more creative; we simply have to put the whole of our mind to it. The creative process requires us to have fun, a passion for the subject and to share thoughts with others. This should make for a great place to work. Ideas are the oxygen that pumps life around an organisation. Yet for many of us our day-to-day work patterns fight against this process and actively block out ideas. This engaging and energising session will reveal what makes us think, so we can work out for ourselves the best way of injecting a creative spark into the workplace.
Richard Gillingwater, Managing Director, Accrue Brand Value

15.30-16.00 Refreshment break

16.00-17.30 Breakout session 6 (choose one)

ICARS: A Benchmarking tool to help you analysis your alumni relations activities
For those with a strategic overview of alumni relations, there are many pressures and many possibilities. This panel session gives feedback from the front line on how benchmarking can help with prioritisation and measuring progress; that may even help justify resources.
Jose Luis de Cea-Naharro, Assistant Director, Alumni Relations, University of Navarra, Spain; Rae Goldsmith, Vice President of Advancement Resources, CASE and Sue Rees, Alumni Relations Manager, University of Ulster and chaired by Alison Coles, Director of Development, University of Kent

Building young alumni affinity through a home-grown online community
Social networking sites like Facebook have an impressive reach within the world of our alumni. But are they as effective for our purposes as they could be? ETH Alumni Association now offers a private social networking platform through its Alumni database. Peter will discuss the perspectives of the two communities and show how they are making the most of the system to benefit their Alumni Relations work.
Peter Brunner, Executive Director, ETH Alumni Association, ETH Zürich, Switzerland

How can technology support fundraising?
We'll look at how internet and mobile technology is helping people raise money for causes. From Facebook, through Twitter to iPhone applications, the technology powering fundraising is constantly evolving and you'll learn how individuals are giving to charity. Plus, you'll find out more about the demographics of individual donors and fundraisers, so you can plan your marketing campaigns and decide which channels are most effective.
Jonathan Waddingham, Digital Strategist, Just Giving

Fundraising in a global village
Where are the next big philanthropists? How do you identify them and approach them in a strategic way? What do you need to change in your operational procedures when fundraising globally? Join CASE book author John McLoughlin and Scott McDonald as they reveal their insights.
Scott McDonald, Tony Blair Faith Foundation and John McLoughlin, Managing Director, Global Philanthropic

What to do when the spotlight's on you
From face-to-face interviews, meetings with colleagues, or giving conference presentations, ensure you make the best of any opportunity and get your points heard. The session will cover all aspects of speaking or answering questions in public, managing nerves and grabbing control when facing any potentially confrontational situation. Jill is well known for inspiring audiences in better communication, while Severin has spent 25 years at various levels of print journalism, with widely varying experiences of dealing with academics and universities on stories.
Severin Carrell, Scotland Correspondent, The Guardian and Jill Cochrane, Managing Director, Vertex Training

Internal communication in a time of structural change: a toolkit
This will be an interactive session, giving attendees a simple model for thinking through the communication issues when there is major structural change such as an internal or external merger. There are different communication challenges and techniques needed at different stages, as people pass through rumours, through bad news to developing infrastructures for the new organisation. This session will help participants think through these different challenges and how best to meet them.
Jenny Davenport, Director, People in Business

Organising for impact - restructuring Marketing at Sheffield Hallam University
Following a major restructure of the marketing department at Sheffield Hallam University, Ivor will discuss lessons learnt. In particular, he will examine the HE environment; the relevance, role and scope of marketing; how they are approaching it at SHU - restructure, vision, a new approach to marketing; and outcomes and benchmarking.
Ivor Lawrence, Director of Marketing, Sheffield Hallam University

The Price is Right
What is the right price to charge for an academic programme? This is an increasingly common question as worldwide our markets open up leaving institutions free to determine their own fee levels. In England, The Browne Review of fees and university finance may recommend a lifting of the fee cap for undergraduate students which could lead to differential pricing between institutions and courses. At the same time institutions are free to set their own ‘academic prices' (ie entrance requirements).
This session will look at how institutions do and should set prices. It will reflect on the marketing concept of price, examine new market research around fees and discuss strategies open to universities for the challenging times ahead. So, fellow CASE Europe delegates, as Leslie Crowther/Bob Barker/Hans Kazan/ Philippe Risoli [delete appropriately based on your country of origin] would say, "Come on Down, the Price is Right!"
Richard Taylor, Director of Marketing and Communications, University of Leicester

Keeping our eye on the ball
We've worked hard to achieve key positions of responsibility within our institutions. But what are the primary elements of success at the leadership level? Join Young Dawkins as he attempts to decipher the basic characteristics of the very best in our business. Please note that this session is intended to be highly interactive, so please come prepared to comment and participate.
Young Dawkins, Vice-Principal for Development, University of Edinburgh

Power, politics and persuasion
Universities (indeed all charities) can be highly political and complex organisations. They can be challenging places for professional staff to work. It's often not hard to work out what needs to be done, but it can be very hard to work out how to do it. This session will give you some thoughts and pointers as you navigate the politics of your organisation, work out where the power sits and discover how to fine tune the gentle art of persuasion
Tricia King, Pro-Vice-Master for Student Experience & Director of External Relations, Birkbeck, University of London; Karen Napier, Associate Dean, Development, London Business School and Eric Thomas, Vice-Chancellor, University of Bristol.

17.35 Exhibitor Reception

19.00 Free evening