Day 1	Day 2	Day 3
Indicates CASE Simulcast

Day 1, Wednesday, Oct. 12

12:30-1:30 PM

Registration

1:30-1:45

Welcome and Introductions

1:45-3:00
Integrated Branding

Almost everyone thinks they're a marketing expert. With this in mind, it is more important than ever to establish a clear and consistent brand. Learn how to harness big ideas about values, tradition and creativity and translate those into brand platforms, statements and initiatives.

3:15-4:15
Managing in an Era of Declining Resources

Money is tight, so you need to know where to focus your limited communication resources. Marketing in a recession-with budget cuts, hiring freezes and purchasing restrictions-can be a nightmare. But savvy managers are discovering a surprising plus side to a negative economy. Electronic media is extremely low cost, as are new methods of video production and photography. Talent-from freelance writers to illustrators and market researchers-is more available and economical. And the powers-that-be are more open to trying new strategies and taking chances.

4:30-6:00
Issues Management in Action

Nothing puts your team to the test more than a crisis and in today's connected world there are just minutes to respond. Issues management—working to prevent or avert a worse crisis—consumes an increasing amount of our time and resources. Learn about coordinating timely messaging, responding under the compressed time frames of the digital era, and strategic planning to avoid crisis escalation.

6:00-7:00

Networking Reception

7:00
Institute Adjourns for the Day
Dinner on your own

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Day 2, Thursday, Oct. 13

8:00-9:00 AM
Continental Breakfast/Roundtables

9:00-10:15
Advances in Admissions Communications

What are teens saying these days? Learn about the methodology of the search in shaping a class and determine which print strategies and social networking tools best communicate your institution's brand.

10:30-11:45
Social Media that Gets Results

Behind the entertainment and socializing that takes place on Twitter, Facebook and YouTube is a powerful engine for driving media relations, constituency relations and branding. Learn what works, what pitfalls to avoid and how to get more bang for the buck with these social media platforms.

NOON-1:15 PM
Luncheon and Keynote Address

1:30-2:45
Media Relations: Storytelling Across Platforms

With the transformation in mainstream media and the explosion in online and social media networks, we need to tell our story across multiple platforms, in a multimedia format, and on a daily-if not hourly-basis. Discuss what today's media realities demand in terms of multimedia, stories and experts ready for primetime and how to take advantage of breaking news to showcase your expertise. Based on the latest research and best practices, this session will guide you in managing content effectively and refining your promotional approach in ways that save time and money and better promote your brand.

3:00-4:15
Institutional Politics: Better Learn to Love It!

Most communication professionals sooner or later find themselves saying, "I love the job but hate the politics." But the reality is that institutional politics is more than half the job, especially in senior positions. So it's absolutely necessary to learn to love them both. This session will be about working with deans and academic departments, the intense competition for scarce resources, working with creative staff, and the widespread misunderstandings about branding and the many other barriers to getting the strategic communication and marketing job done in academic institutions.

4:30-5:45
Campaign Communications

Explore campaign marketing trends, including the use of social media and web 2.0 strategies in development and campaign communications. Learn the role of communications and marketing in shaping your institution's philanthropic culture.

5:45
Institute Adjourns for the Day
Dinner On Your Own

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Day 3, Friday, Oct. 14

8:00-9:00 AM
Continental Breakfast/Roundtables

9:00-10:15
The Impact of Internationalization on Communications and Marketing Professionals

New York Times correspondent Tom Friedman was one of the first to clarify how technology was creating an even playing field for all types of organizations and individuals in all parts of the world. Now anyone working from anywhere in the world, or any organization located anywhere, can become competitive. This reality is bringing a sea change to how many institutions and organizations are planning their future. What organizations in what areas of the world are involved in your work? What kind of international presence will be essential for your future competitiveness, i.e. remote sites, partner organizations, networks of contacts? What are the cultural and language implications of you moving into those parts of the world? What about hidden costs and compromising government regulations? And what are the brand reputation issues you must consider? Even if you determine your future is not international, organizations from overseas are likely to be coming after your customers, members or donors. It's a topic few organizations can avoid addressing in their future planning.

10:30-11:45
Leveraging the New Mobility

Mobile platforms continue to evolve daily, and professionals are trying to understand how best to leverage those applications for higher education. Learn how to create mobile experiences that prompt consistent engagement with your audience.

11:45 AM-NOON
Conference wrap-up

NOON
Institute Adjourns

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