Summer Institute in Communications & Marketing

Program

Resource Exchange Tables

Looking for ideas to update your campus mailings? Searching for new program ideas? Want to see how other schools appeal to their alumni? Bring pamphlets, magazines, invitations and other marketing pieces to the Summer Institute to swap and share. The Resource Exchange Tables will be open for the duration of the institute.

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Day 1

Day 2

Day 3

Day 4

Day 5

 

Day 1, Sunday, July 15

NOON-3:30 PM   
Registration

3:30-4:00
Faculty Introductions/Ice Breaker

4:00-5:15
The Changing State of Education (and What It Means for You)
Our schools, colleges and universities are in a period of retrenchment. What does this mean for those of us who work on their behalf? As our institutions face greater competition for resources and demands for accountability, many of us are being asked to do more with less and demonstrate the value of our work—even as we deal with changing constituents and a proliferation of new tools. Take a look at the state of education and our profession, the challenges and opportunities ahead, and learn how you can position yourself for success. Kick-off your Summer Institute experience with a session that will provide context for your discussions throughout the week. Don't miss it!
Presenter: Rae Goldsmith, Vice President of Advancement Resources, CASE

5:30-6:00
Affinity Group Sessions
Meet with faculty and peers from similar institutions and learn how to maximize your learning opportunities at the institute.

• Magazine Workshop participants
  Led by: Teresa Scalzo, Director of Publications, Carleton College

• Marketing Plan Workshop participants
  Led by: Susan Mesheau, Executive Director, U First: Recruitment & Retention, University of New Brunswick

• Web Workshop participants
  Led by: Lori Croy, Director of Web Communications, University of Missouri-Columbia

• Independent schools
  Led by: Carlos Barroso, Director of Marketing and Communications, Saint Andrew's School

• Private colleges
  Led by: David Gibson, Senior Director of Communications for Resource Development, Massachusetts Institute of Technology

• Public colleges and community colleges
  Led by: Shane Shanks, Senior Communications Strategist, Zehno Cross Media Communications

5:45
Shuttles to Aquarium begin 

6:30-8:30
Networking Reception at the Aquarium
ECHO Lake Aquarium & Science Center
Enjoy food, drinks and good company at the ECHO Lake Aquarium & Science Center, located next to Lake Champlain. Find out more about ECHO at http://www.echovermont.org.

8:00-8:45
Shuttles return to residence halls

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Day 2, Monday, July 16

7:30-8:30 AM
Breakfast

8:30-8:45
Morning Challenge and Announcements

8:45-10:00
There is No Marketing Without Market Research
Most people are under the mistaken notion that marketing is based in promotions such as advertising or sales (think viewbooks or enrollment services on campus). In reality, marketing is based in market research, and without it you are shooting in the dark. This session focuses on establishing the need for research (you are not your market), what types of research you should use, how you can use it and how to win the argument for the funds necessary.
Presenter: Carlos Barroso, Director of Marketing and Communications, Saint Andrew's School

10:15-11:30
Elective Workshops
NOTE: You must have previously signed up for the workshops to participate in the sessions. Pre-registration is not required for the Open Track Series.

• Magazine Workshop: Session I
  Explore the essentials of magazine writing, editing, design and production using examples from the best magazines in the field.
  Presenter: Teresa Scalzo, Director of Publications, Carleton College

• Marketing Plan Workshop: Session I
  This workshop will offer a basic foundation for creating a marketing plan that you can polish and promote back home.
  Presenters: Carlos Barroso, Director of Marketing and Communications, St. Andrew's School; and Susan Mesheau, Executive Director, U First: Recruitment & Retention, University of New Brunswick

• Web Workshop: Session I
  Learn how to organize your web projects, hire and manage the right personnel, navigate campus partnerships and use website analytics to track and report your success.
  Presenter: Lori Croy, Director of Web Communications, University of Missouri-Columbia

• Open Track Series: Are Viewbooks the Next Dodo Birds? Recruitment Campaigns Revisited
  In budget-slashing times, some people predict that the classic viewbook is headed for extinction. Whether these predictions prove to be correct or crazy, there's no denying that recruitment campaigns are evolving. Come learn about the new basics of a cross-media campaign, explore content and design strategies that get your message across, and look at recruitment publications that that ooze creativity— and connect with prospective students.
  Presenter: Shane Shanks, Senior Communications Strategist, Zehno Cross Media Communications

11:30 AM-1:15 PM
Lunch

1:15-2:30
The Crowd is Building Your Brand
Presenter: Tracy Syler-Jones, Vice Chancellor of Marketing and Communication, Texas Christian University

2:45-4:00
Elective Sessions

• Feature Writing that Sings
  What gets a story read? Learn how to engage your audience through memorable prose, from lead to conclusion, whether it's 400 words or 4,000. Engage your audience and you're on your way to building an informed constituency.
  Presenter: David Gibson, Senior Director of Communications for Resource Development, Massachusetts Institute of Technology

• Marketing Your Institution Online
  The web is an important marketing tool for your institution. This session will help you turn ideas into marketing strategies that can help create drivers to your online information. Learn to integrate the web with your entire communications toolset to create the traffic you need, when and where you need it.
  Presenter: Lori Croy, Director of Web Communications, University of Missouri-Columbia

• Divine Inspiration: Where to Find Inspiring Ideas and Put Them to Work for You
  Great work sprouts from a great idea. But when work is piling up and clients are grumbling, who's got time to seek inspiration? In this session, two hard-core "recyclers" confess their sins. We'll track innovative and award-winning projects back to their source of inspiration. You'll learn where to find inspiration, how to reshape and reinterpret a great piece and how to rekindle the creative spark in your office.
  Presenters: Teresa Scalzo, Director of Publications, Carleton College; and Shane Shanks, Senior Communications Strategist, Zehno Cross Media Communications

4:15-5:30
Group Therapy
Bring your questions, problems and difficult issues to the table. We'll harness the group's brainpower to help you find new solutions.

• Web, Technology and Social Media Issues
  Led by: Lori Croy, Director of Web Communications, University of Missouri-Columbia

• Marketing Issues
  Led by: Carlos Barroso, Director of Marketing and Communications, Saint Andrew's School; and Susan Mesheau, Executive Director, U First: Recruitment & Retention, University of New Brunswick

• Media Issues
  Led by: Rae Goldsmith, Vice President of Advancement Resources, CASE; and Tracy Syler-Jones, Vice Chancellor of Marketing and Communication, Texas Christian University

• Magazine and Publications Issues
  Led by: David Gibson, Senior Director of Communications for Resource Development, Massachusetts Institute of Technology; Teresa Scalzo, Director of Publications, Carleton College; and Shane Shanks, Senior Communications Strategist, Zehno Cross Media Communications

6:00 PM-MIDNIGHT
Shuttles run between residence halls and downtown Burlington

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Day 3, Tuesday, July 17

7:30-8:30 AM
Breakfast

8:30-8:45
Morning Challenge and Announcements

8:45-10:00
All in the Family: Fundraisers and Communications Pros
Fundraising and communications staffers have more in common with each other than we think, and sometimes care to admit. So where's the love? In this highly illustrated session we'll talk about some of the reasons for our historic tensions and discuss how to put them behind us—so we can better serve our constituents and advance the interests of our institutions.
Presenter: David Gibson, Senior Director of Communications for Resource Development, Massachusetts Institute of Technology

10:15-11:30
Elective Workshops
NOTE: You must have previously signed up for the workshops to participate in the sessions. Pre-registration is not required for the Open Track Series.

• Magazine Workshop: Session II
  Presenter: Teresa Scalzo, Director of Publications, Carleton College

• Marketing Plan Workshop: Session II
  Presenters: Carlos Barroso, Director of Marketing and Communications, St. Andrew's School; and Susan Mesheau, Executive Director, U First: Recruitment & Retention, University of New Brunswick

• Web Workshop: Session II
  Presenter: Lori Croy, Director of Web Communications, University of Missouri-Columbia

• Open Track Series: Strategic Communication
  Presenter: Tracy Syler-Jones, Vice Chancellor of Marketing and Communication, Texas Christian University

11:30 AM-1:15 PM
Lunch

1:15-2:30
Branding: The Promise, the Process, the Pay-Off
"I prefer you not use that word." Ten years ago, that was a typical response when one mentioned marketing or branding within a post-secondary education setting. My, how times have changed! Branding and marketing are not only integral to the development and execution of our institution's strategic plans—increasing the number of active alumni, donors, partners and more—they are fundamental to planning and achieving strategic enrollment management goals. This session will talk about what branding is, and how it is developed and communicated through an integrated marketing approach.
Presenter: Susan Mesheau, Executive Director, U First: Recruitment & Retention, University of New Brunswick

2:45-4:00
Elective Sessions

• Starting at Home: Internal Communication in Context
  Where does internal communication fit within your overall communications and marketing plan? What's the difference between internal communication and internal marketing? How do you maintain credibility for internal communication? What are the pros and cons of print and electronic vehicles? How do you integrate social media into internal communications strategies? Join this discussion about internal communication, from its strategic role to practical applications.
  Presenter: Rae Goldsmith, Vice President of Advancement Resources, CASE

• Rethink, Reorder, Recycle, Redesign: It's All about Strategy
  What makes a redesign rock? It's not just creativity, it's strategy. Whether you're planning a magazine redesign, redoing an admissions package or anticipating a radical relaunch for another project, the unglamorous process of planning is an essential first step. This session spotlights great redesigns, ranging from extreme makeovers to editorial nips and tucks. You'll learn about refocusing editorial content, adjusting the communications flow and building a plan to recycle your good work for maximum impact.
  Presenter: Shane Shanks, Senior Communications Strategist, Zehno Cross Media Communications

• Campaign Communications
  Fundraising campaigns are complex, and so is the blueprint for campaign communications. We need to reach a variety of audiences (internal and external) for a variety of reasons over a period of years. And still, we need to tell a coherent story. This session takes a big-picture—but detailed—look at the issues that inform your communications plan, and the specific projects you'll need to produce.
  Presenter: David Gibson, Senior Director of Communications for Resource Development, Massachusetts Institute of Technology

4:15-5:30
Elective Sessions

• How to Write for the Web and Facebook—with Personality
  Fight PowerPoint overload! Roll up your sleeves in this hands-on workshop. Learn how online audiences read and discover how to bring your institution's true voice to your website and Facebook ads.
  Presenter: Shane Shanks, Senior Communications Strategist, Zehno Cross Media Communications

• Marketing to Retain Students: The Art of Backwards Thinking
  This session will focus on how you can put basic marketing and client service principles to work to help retain your students. Marketing is a discipline with specific methodologies—from research to measurement—that can help achieve institutional goals. This strategic way of thinking about product promotion, combined with client service principles (an oxymoron in higher education?), can be put to use throughout the student life cycle with success. Work conducted at the University of New Brunswick will provide an example, however, participants are asked to bring their successes and challenges (there's a prize for the best horror story!) to share and discuss with the group in this interactive session.
  Presenter: Susan Mesheau, Executive Director, U First: Recruitment & Retention, University of New Brunswick

• Lane Press Insiders Tour
  Have you ever wondered what goes on behind the scenes when you send your publication off to print? Take a 90-minute tour of Lane Press, a Burlington-based magazine and catalog printer, and find out more about prepress, the pressroom, bindery and the production office. Note: This tour will last 90 minutes; you will be returned to the residence halls.
  Led by: Teresa Scalzo, Director of Publications, Carleton College

6:00 PM-MIDNIGHT
Shuttles run between residence halls and downtown Burlington

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Day 4, Wednesday, July 18

7:30-8:30 AM
Breakfast

8:30-8:45
Morning Challenge and Announcements

8:45-10:00
Website Design
Presenter: Lori Croy, Director of Web Communications, University of Missouri-Columbia

10:15-11:30
Elective Workshops
NOTE: You must have previously signed up for the workshops to participate in the sessions. Pre-registration is not required for the Open Track Series.

• Magazine Workshop: Session III
  Led by: Teresa Scalzo, Director of Publications, Carleton College

• Marketing Plan Workshop: Session III
  Led by: Carlos Barroso, Director of Marketing and Communications, Saint Andrew's School; and Susan Mesheau, Executive Director, U First: Recruitment & Retention, University of New Brunswick

• Web Workshop: Session III
  Led by: Lori Croy, Director of Web Communications, University of Missouri-Columbia 
•  Open Track Series: Building Buy-in Through Measurement and Assessment
  Why is it important for us to measure the impact of our communications and marketing programs? What are the challenges we face in measuring results of long-term initiatives? How can we translate measurement into better understanding of and support for our work across campus? This session will explore assessment strategies, using measurement to evaluate progress, and communicating results to build campus buy-in.
  Presenter: Rae Goldsmith, Vice President of Advancement Resources, CASE

11:30 AM-1:15 PM
Lunch

1:15-2:30
Crisis Communication
Presenters: Rae Goldsmith, Vice President of Advancement Resources, CASE; and Tracy Syler-Jones, Vice Chancellor of Marketing and Communication, Texas Christian University

2:45-4:00
Elective Sessions

• Media Savvy: Looking Good and Sounding Like a Pro
  Print writers, broadcasters, bloggers-oh my! Understanding the basics of media will help you better prepare your constituents for better communications. Learn the in's and out's of the media interview and how to be an excellent spokesperson.
   
•  Best Practices for New (and Seasoned) Managers
  New to communications and marketing management? Are you a seasoned manager new to education or looking for new tools? Whether you supervise one person or 10, and have responsibility for a single function or the entire operation, take a look at organizational models, compensation trends and best practices for motivating and engaging staff. Bring your greatest management challenges to the discussion!
  Presenter: Rae Goldsmith, Vice President of Advancement Resources, CASE 
• Flip Cams to Feature Films
  You should be in pictures. Actually, you must be in pictures these days to attract the attention and engage the hearts and minds of your audiences. Whether you want to post a two-minute spot to your YouTube channel, add video to direct-marketing solicitations and press releases or produce a feature film to anchor an event, we'll talk about how to get it done. We'll view examples and discuss details like how to conduct on-camera interviews, build a narrative, capture the right sensibility and make budget.
  Presenter: David Gibson, Senior Director of Communications for Resource Development, Massachusetts Institute of Technology

4:15-5:15
Stump the Faculty
Wrap up the day with a fun Q-and-A! Bring your tough questions—about your institution's shrinking budgets, hopeless projects, clueless colleagues and devilish deans—and put our faculty presenters to the test. Who will ring in first? Who will rise to the occasion? Who will go down in flames? Which question will stump them all? You may submit your questions in advance or during the session, anonymously or openly. Prizes to die for!

5:45
Buses leave from residence halls for Spirit of Ethan Allen

6:30-9:00
Lake Champlain Dinner Cruise
Spirit of Ethan Allen
Spend your last evening in Burlington on the famous Spirit of Ethan Allen. Enjoy dinner and dancing during this cruise on Lake Champlain.

9:00-9:30
Shuttles return to residence halls

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Day 5, Thursday, July 19

7:30-8:30 AM
Breakfast 

8:30-8:45
Morning Challenge and Announcements

8:45-10:00
Elective Sessions

• Publications TriplePlay
  Bring three copies of your institution's magazine, viewbook or other publication to this one-hour session and watch our experts practice some instant analysis on your publication and those of the other editors in attendance. It's like speed-dating without the potential stalkers!
  Presenters: Lori Croy, Director of Web Communications, University of Missouri-Columbia; Teresa Scalzo, Director of Publications, Carleton College; and Shane Shanks, Senior Communications Strategist, Zehno Cross Media Communications

• The Art of the Interview
  If you can chat over dinner, you can master an interview. Review ten steps that will give you the material you need to write the stories that last. Plus, the tough questions: Should you ask them? Can you ask them? Let's talk.
  Presenter: David Gibson, Senior Director of Communications for Resource Development, Massachusetts Institute of Technology

• Flip Cam Session: Part II
  Presenter: Carlos Barroso, Director of Marketing and Communications, Saint Andrew's School

10:15-11:30
New Trends in Publications
Does your institution have the vision—and the guts—to look for smart solutions outside higher education? This session spotlights the latest award-winning work from CASE institutions and the latest trends in the outside world.
Presenter: Shane Shanks, Senior Communications Strategist, Zehno Cross Media Communications

11:30 AM-NOON
Commencement Ceremony
Pomp! Circumstance! Inspiration as you head home.

NOON
Institute Adjourns

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Day 1

Day 2

Day 3

Day 4

Day 5