Summer Institute in Communications & Marketing

Faculty

Institute Chair

Tracy Syler-Jones
Vice Chancellor of Marketing and Communication
Texas Christian University

Tracy Syler-Jones is the vice chancellor of marketing and communication at Texas Christian University. She reports to the chancellor and serves as the university's chief marketing and communication strategist. Syler-Jones also serves with other senior administrators on the chancellor's cabinet. As the chief marketing and communication strategist, Syler-Jones oversees the development of integrated marketing and communication plans for the university to advance TCU's reputation and visibility among key audiences.

Syler-Jones and her team use a centralized marketing and communication approach to ensure a clear understanding of TCU in the marketplace. Her team has responsibility for managing the university's image on a daily basis and during crises; developing and implementing a university-wide website, social and mobile media plans; communicating with alumni and donors; supporting admission marketing; developing key publications and advertising campaigns; and overseeing special events, such as commencement.

She is actively involved with CASE, is a regular speaker at CASE conferences and serves on the CASE Commission on Communications and Marketing. She is a member of the American marketing Association, the American Advertising Federation-Fort Worth and the Public Relations Society of America Greater Fort Worth Chapter.

Syler-Jones received her bachelor's degree in journalism with an emphasis in radio/television news from San Diego State University. She began her career in communications as a writer for the CBS news affiliate in San Diego, Calif. Prior to joining TCU, she was the director of communications for the Birmingham, Alabama YMCA. She is a graduate and board member of Leadership Fort Worth. She also serves on the Fort Worth Metropolitan YMCA's marketing subcommittee, Texas Methodist's Kupferle Health Board and Baylor All Saints Women's Health Council.

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Faculty

Carlos Barroso
Director of Marketing and Communications
Saint Andrew's School

Carlos Barroso is the director of marketing and communications at Saint Andrew's School in Boca Raton, Fla. He directs all marketing and communications efforts, engages in school fundraising, teaches as an adjunct faculty member, and serves as a tenth grade adviser.

Barroso's career in education commenced right after college, when he joined Sacred Heart University in Fairfield, Conn., as an assistant director of international admissions. In 1997, he was recruited to Boca Raton to work in the same capacity at Lynn University. Between his time at Sacred Heart and Lynn University, Barroso was fortunate to promote American higher education in over 45 countries, gaining a tremendous track record of recruitment success. In addition, he also worked for Siemens AG in marketing operations and was recognized as "Rookie of the Year" for Siemens ICN Division in 2000-2001.

Barroso graduated from SUNY Maritime College with a business degree and as a Third Officer in the United States Merchant Marine. He received an International MBA from the Thunderbird School of Global Management, and a doctorate in education with a specialty in organizational leadership from the Fischler School of Education and Human Services at Nova Southeastern University. His doctoral dissertation covers the subject area of improving school funding via online philanthropy.

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Lori Croy
Director of Web Communications
University of Missouri-Columbia

Since 1996, Lori Croy, director of web communications at the University of Missouri-Columbia (MU), has been a strong advocate of the web in higher education. Her vision has guided MU's website from a small, underfunded endeavor to a major presence central to the communication and marketing efforts of the university.

Croy manages a complex environment of multiple subsites, contributors and developers. A key part of her work is building collaborative relationships to provide a consistent, standards-compliant, user-centered experience.

She has successfully managed the implementation of a content management system for a largely decentralized environment. In addition, Croy has launched Mizzou Wire, an online news and feature magazine; developed Mizzou's first comprehensive fundraising campaign on the web; and supported @Mizzou, the university's CASE gold-award-winning e-newsletter.

Croy is a frequent speaker at CASE conferences. She brings a wealth of hands-on experience, clear thinking, communication prowess, and a highly-necessary and unfailing sense of humor.

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David J. Gibson
Senior Director of Communications for Resource Development
Massachusetts Institute of Technology

David Gibson joined MIT as the senior director of communications for resource development in 2011. He is a member of the vice president's senior team and campaign strategy group; liaison to the central communications office, Alumni Association, and Annual Fund; and creative director for the marketing and communications department. He also has supervisory responsibility for resource development's events and stewardship offices. He joined MIT after nine years as communications director for development at Dartmouth College, where he and his staff provided communications counsel and produced in-house annual reports, web sites, white papers, speeches, films, institutional identity pieces, brochures, and more. With Dartmouth's senior officers they also produced the themes, messages, and name for a $1.3 billion fundraising campaign.

He was the managing editor of Yankee Magazine from 2000 to 2002, and a key member of the editorial team that brought about the monthly's first major remake since Yankee was founded in 1935. During his tenure, Yankee was nominated for its first ever National Magazine Award, for reporting, alongside the New Yorker, the Atlantic, and Newsweek.

He has been in higher-education communications for twenty-two years and is the former editor and publisher of Cornell Magazine (1996-2000) and Northeastern University Magazine (1989-1996). At Cornell, where he directed a design overhaul and reorganized the business operations, he and his staff won two CASE/Newsweek Magazine of the Year awards in three years and eliminated a longstanding budget deficit. At Northeastern he financed improvements to the bimonthly by creating a profitable commercial advertising department and annual voluntary subscription campaigns.

He has been a healthcare reporter on Capitol Hill and a small-town weekly newspaper editor. This is his fifteenth year as a faculty member of CASE's Summer Institute in Communications and Marketing.

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Rae Goldsmith
Vice President of Advancement Resources
Council for Advancement and Support of Education

Rae Goldsmith serves as the vice president for advancement resources at the Council for Advancement and Support of Education. She oversees the development and delivery of advancement content through the offices of communications (including media relations and online initiatives), books publishing, CURRENTS magazine, the CASE InfoCenter and research.

Goldsmith joined the CASE staff in 2005 after 22 years in educational communications and marketing, overseeing public and media relations, issues management, marketing, advertising, branding, development and health sciences communications, publications and online communications. She was the associate vice president for communications and marketing at the University of Louisville, where she led a nationally recognized integrated marketing program. She was also the associate vice president for public relations and marketing at Central Michigan University and the director of public information services at Ball State University, where she earned a bachelor's degree in English and a master's degree in public relations.

An active CASE volunteer before joining the staff, Goldsmith chaired the Annual Assembly, now the Summit for Advancement Leaders, and the conference for senior public relations professionals, served on the Commission on Communications and Marketing and the District III board, and was a CURRENTS author and frequent conference speaker. She has been recognized with the CASE Crystal Apple Award for outstanding teaching at CASE conferences.

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Susan Mesheau
Executive Director, U First: Recruitment & Retention
University of New Brunswick

Susan Mesheau joined the University of New Brunswick (Fredericton) in 2001 as its first director of student recruitment and integrated marketing.

Throughout her 35-year career in marketing, Mesheau has directed numerous marketing campaigns within the New Brunswick provincial government, which resulted in significant growth in provincial revenues. She brought her expertise to UNB to raise awareness of and investment in the university through the integration and coordination of university marketing and student recruitment efforts. Her breadth of knowledge covers branding, strategic marketing program development, implementation and measurement, market research, marketing consultation, public-private sector partnerships, public relations and product development.

Under her leadership, undergraduate student enrollment at UNB increased by more than 12 percent in the first three years; a university branding initiative was developed, from which several bold, successful integrated marketing programs have been launched, positively affecting significant outcomes such as marketplace perceptions, increased research revenue, government funding increases, growth in first-time donors, active alumni and media attention.

Mesheau assumed the position of executive director of U First: Integrated Recruitment & Retention at UNB Fredericton, with responsibility for all levels of recruitment, recruitment marketing and retention. Bringing the integrated marketing way of strategic thinking into enrollment management and academic planning, her team spearheads the generation of over one-third of the operating revenue of the institution through the development and implementation of targeted and integrated recruitment and retention strategies built upon solid market research and performance measurement to achieve specific enrollment objectives.

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Teresa Scalzo
Director of Publications, Editor of the Carleton College Voice
Carleton College

Teresa Scalzo has been a magazine editor for more than 23 years, including serving nine years as editor of Minnesota, the bimonthly magazine for the University of Minnesota Alumni Association, and 14 years as editor of the Carleton College Voice, the quarterly alumni magazine for Carleton College.

Named the Robert J. Sibley Magazine of the Year in 2001 by the editors of Newsweek, the Carleton College Voice has received numerous awards for its editorial content and design from the Council for Advancement and Support of Education, University and College Designers Association, Folio and the Minnesota Magazine Publishers Association.

In addition, since 2001 Scalzo has served as Carleton's director of publications, supervising a staff of two designers, three writers and one production assistant. The publications staff produces approximately 400 publications each year for clients that include admissions, development, alumni affairs, Carleton's Art Gallery, athletics and others.

Scalzo has received CASE Circle of Excellence Grand Gold medals for her development of the admissions package and capital campaign case statement at Carleton College, and for her development and oversight of the Memorial Stadium Brick Project at the University of Minnesota.

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Shane Shanks
Senior Communications Strategist
Zehno Cross Media Communications

Shane Shanks is the senior communications strategist for Zehno Cross Media Communications. Shanks previously served as the editorial director/associate director of university publications at Kansas State University. His work has won more than 100 national and regional awards from CASE, UCDA and other professional organizations.

In 2005 and 2008 K-State's recruitment website helped the university win the CASE District VI sweepstakes award for large institutions. His strategic tips have been featured in the Higher Ed Marketing Report, Designer magazine, and CURRENTS. He has presented at numerous CASE and UCDA conferences and he won the CASE Crystal Apple for teaching excellence in 2005. As a faculty member at CASE Summer Institutes, he's coached hundreds of institutions on how to improve their publications, websites and marketing strategies.

Shanks is a graduate of Baker University and the University of Wales, where he studied on a Rotary Foundation scholarship. His freelance work includes covering Sarah Palin's hometown for the Times of London, writing celebrity gossip for Britain's #1 teen magazine and editing a state bar association magazine.

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CASE Crystal Apple award winner for excellence in teaching.