Faculty
Message From the Chair
Challenges ahead
The education landscape is changing. Competition for students, donors and reputation is increasing. New media and social networking is changing the way people receive their information and challenging institutions’ ability to remain visible with key audiences. Tough economic times and budget cuts demand that marketers and communicators effectively position the value of their work and identify methods to communicate and market their institutions successfully in light of ever increasing budget cuts. Now, more than ever before, colleges, universities and schools must effectively communicate and market their institutions in order to thrive.
If you are seeking insight to better communicate and market your institution, CASE’s Summer Institute in Communications and Marketing is for you. During this intense, five-day institute, you’ll learn from faculty who combined have more than 100 years’ experience in marketing and communication.
Lots of sessions, instant application
There are plenty of elective sessions to choose from that are immediately applicable to your current marketing and communication efforts. Are you getting ready to put a Web team together? Do you need to develop a crisis communication plan? Would you like information on where marketing and communication is heading as a profession? What are the latest publication design trends? If you’re interested in any of the above, this Institute is for you!
Value-added workshops
For more intense learning, sign up ahead of time to participate in a workshop:
- The Magazine Workshop features a faculty expert who will review, critique and ultimately help you enhance your alumni magazine.
- The Marketing Plan Workshop guides participants in developing a marketing plan for their respective institutions.
- The Web Workshop is designed to help those new to managing Web communications learn the ropes.
In your spare time
Along with the intense learning and faculty expertise, you’ll also have the opportunity to meet other marketing and communication professionals from around the world; spend time hanging out in beautiful Burlington, home to quaint shops and Ben & Jerry’s Ice Cream; and enjoy a cool summer getaway!
See you in Burlington!
Tracy Syler-Jones, Institute Chair 
Vice Chancellor of Communications and Marketing
Texas Christian University
 Tracy Syler-Jones was recently appointed Vice Chancellor of Communications and Marketing at Texas Christian University, manages the day-to-day communication efforts regarding TCU’s programs, people and events to both internal and external audiences. She also works with an integrated marketing team to develop communication strategies for each of the university’s schools and colleges to advance and support TCU’s institutional goals. She oversees planning and implementation of university advertising, guides the development and implementation of new media and serves on the university’s administrative cabinet.
Syler-Jones began her career in communications as a journalist writing television news for the CBS affiliate in San Diego. Prior to joining TCU, she was the director of communications for the corporate office of the Birmingham, Ala., YMCA where she managed the marketing and media relations efforts of its corporate office and ten branches. Her duties included overseeing year-round direct mail campaigns, developing collateral materials and maintaining publicity goals. In addition, she developed and implemented a year-round after-school program for inner-city youth.
Syler-Jones received her bachelor’s degree in journalism with an emphasis in radio/television news from San Diego State University. She maintains her community involvement by volunteering with organizations like the Fort Worth YMCA. She is a graduate of Leadership Fort Worth.
Lori Croy
Director of Web Communications
University of Missouri-Columbia
 Since 1996, Lori Croy, director of Web communications at the University of Missouri-Columbia, has been a strong advocate of the Web in higher education. Her vision has guided MU’s Web site 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.
David J. Gibson
Director of Communications for Development
Dartmouth College
 David Gibson is director of communications for development at Dartmouth College, where he directs strategy and product for the college’s fundraising efforts. He and his nine-person editorial/design staff are a resource for colleagues, providing communications counsel and producing in-house annual reports, brochures, white papers, Web sites, speeches, films, institutional identity pieces and more. With Dartmouth’s senior officers they also produced the themes, messages and “jingle” for a $1.3 billion fundraising campaign.
He has been in higher-education publishing for nineteen years, as editor and publisher of Cornell Magazine (1996–2000) and editor of 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 and eliminated a longstanding budget deficit. At Northeasternhe financed improvements to the bimonthly by creating a profitable commercial advertising department and annual voluntary subscription campaigns.
He was a managing editor at Yankee, has been on the faculty of CASE’s Summer Institute in Communications and Marketing for eleven years (two as chairman), and lectures and consults frequently in higher education communications.
Rae Goldsmith
Vice President of Advancement Resources
Council for Advancement and Support of Education
 Rae Goldsmith is vice president of advancement resources at CASE. She came to CASE in February 2005 as the vice president of communications and marketing. She oversees CURRENTS magazine, CASE books and public relations.
Previously, she was associate vice president for communications and marketing at the University of Louisville, where she was responsible for planning and implementing award-winning strategic communications and integrated marketing initiatives tied to the university’s goals. She oversaw advertising, branding, internal communications, issues management, press relations, publications, visitor information, Web development, development communications, health sciences communications and marketing and other areas.
Goldsmith also was former associate vice president for public relations and marketing at Central Michigan University, where she introduced the concept of integrated marketing and oversaw issues management, press relations, publications, photography and videography, Web development, marketing and advertising and sports information. She also served as director and associate director of public information services and coordinator of campus communications at Ball State University, where she began her higher education career as a graduate assistant in the university’s publications office.
She has spoken at numerous CASE conferences (receiving recognition as a “stellar speaker”), chaired the CASE Annual Assembly (now the Summit for Advancement Leaders) and Annual Conference for Senior Communications professionals, written several articles for CASE CURRENTS, and served on the CASE Communications and Marketing Commission and the board of District III.
She holds a bachelor’s degree in English and a master’s degree in public relations from Ball State University.
Tina Hay
Editor, The Penn Stater magazine
Penn State Alumni Association
 Tina Hay is editor of The Penn Stater, the bimonthly magazine for the 160,000 members of the Penn State Alumni Association. The Penn Stater won the 2007 Robert Sibley Magazine of the Year Award from CASE and has garnered more than 180 other national awards in the past five years. Hay is a little embarrassed to admit that The Penn Stater doesn't yet have a Web site, but points out that it does have a pretty cool blog: http://pennstatermag.wordpress.com.
Hay is in her second year of teaching the magazine track at the Summer Institute; she also is a frequent presenter at the CASE Editors Forum and has twice co-chaired that conference. She also has spoken at magazine-editing conferences in Michigan, Ohio and Florida; has provided private consultation and critiques to a number of alumni magazines; and has written nearly a dozen articles for CURRENTS magazine.
Hay has been editor of The Penn Stater since 1996; before that, she spent 13 years as external relations coordinator for Penn State's College of Health and Human Development, and earlier in her career she was news and sports director for a pair of radio stations in State College, Pa. A really long time ago, she was the all-night DJ on an FM rock station. For nearly 25 years she also has been the public address announcer for Penn State women's basketball games in the Bryce Jordan Center. In her spare time she sings alto in a choral society, dabbles in photography (check out some of her photos at www.personal.psu.edu/tmh1), and spends way too much time on Facebook.
Tom Hayes
Professor of Marketing
Xavier University
Vice President and partner, SimpsonScarborough
 Tom Hayes is a professor in the Department of Marketing at Xavier University, where he has taught for the last 30 years. He has also served as chair of the department for 13 years and as the director of institutional advancement.
Before taking on the responsibilities of department chair, he served as vice president of research services at Qualitative Associates, Inc., a full-service qualitative research firm in Cincinnati. He is presently vice president and partner of SimpsonScarborough, a full-service marketing consulting agency for institutions of higher education.
He is the founder of the American Marketing Association’s Symposium on the Marketing of Higher Education and is editor of The Journal of Marketing for Higher Education. He had a book entitled Marketing Professional Services, co-authored with Philip Kotler, published in January 2001. He is a nationally recognized expert in services marketing, the marketing of higher education and the development of ideas for new products and services, and he consults in these areas on a national and international basis.
Hayes sat on the board of the Cincinnati Chapter of the American Marketing Association (AMA) for 10 years, including serving as its president in 1989–1990; he was voted Member of the Year for the period of 1991–1992. He served as vice president of the services division of the AMA in 1994 and as vice president of the Marketing Management Council of the AMA in 1997–1998.
He now serves on the faculty of the CASE Summer Institute for Communications and Marketing and sits on CASE’s Commission on Communications and Marketing. He was awarded an ACE Fellowship for the 2004–2005 academic year, which he served at Kenyon College. Most recently, he completed the Society for College and University Planning’s certification program on strategic planning for higher education.
Hayes received a bachelor’s degree in psychology as well as a master’s of business administration degree in marketing at Xavier University. He also received an M.B.A. in organization behavior and a doctorate in marketing from the University of Cincinnati.
Susan Mesheau
Executive Director, U First: Recruitment & Retention
University of New Brunswick
 Susan Mesheau joined the University of New Brunswick in Fredericton in 2001 as its first director of the Office of Student Recruitment & Integrated Marketing. Currently, as the executive director of UFirst: Integrated Recruitment & Retention at UNB Fredericton, she is responsible for all levels of recruitment, recruitment marketing and retention.
Throughout her 30-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 UNB 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 has increased by more than 15 percent; a university branding initiative was developed, from which several bold and 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.
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 Web site (consider.k-state.edu) helped the university win the CASE District VI sweepstakes award for large institutions.
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 (for lawyers, not drunks).
He has presented at several CASE and UCDA conferences, and he won the CASE Crystal Apple for outstanding teaching in 2005.
Guest Speaker
Tatjana Salcedo
Web Strategist
University of Vermont
This faculty member has earned a CASE Crystal Apple award in recognition of excellence in teaching at 10 or more conferences, workshops, and institutes.
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