Conferences & Training
Program - Summer Institute in Communications & Marketing

 


Day 1
Day 2
Day 3
Day 4
Day 5

Day 1, Monday, July 23

NOON-2:00 PM
Residence Hall Registration/Check-in

12:30-2:00
Institute Registration

2:15-3:15
Welcome and Faculty Quiz Show

3:15-4:15
Facilitated Peer Group Discussion
What baggage did you bring with you to SICM? Our faculty will help you unpack your biggest questions and issues.

4:45-5:45
Cultivating Creativity in Your Communication
The media we use to communicate on behalf of our institutions and organizations hold unprecedented opportunity for creativity and innovation. What's more, the audiences we aim to reach are craving engaging, original outreach. Amma Marfo loves empowering people to solve problems, try new things, and recognize the capacity they already have to be creative. Join her for an energizing talk that will have you drawing, writing, talking and learning more about your ability to create—and what it can do for your work.

6:00-7:30
Welcome Reception

7:30
Institute Adjourns for the Day

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Day 2, Tuesday, July 24

7:30-8:45 AM
Breakfast
George Sherman Union

9:00-9:15
Morning Challenge and Announcements

9:15-10:30
Which Way Are We Going? Using Research to Guide Your Marketing Initiatives
"I don't have the time." "I don't have the money." "I wouldn't know where to start." The concept of marketing research can seem daunting and exhausting. Learn how to seize opportunities large and small to improve your marketing through research—no matter your budget, deadlines or shop size.

10:45 AM-NOON
Elective Workshops (choose one)
NOTE: Pre-registration for workshops is required. The Communications Track Series is available to all attendees not attending a workshop.

  • Magazine Workshop: Session I
    Explore the essentials of magazine writing, editing, design and production using examples from the best magazines in the field.
  • Marketing Plan Workshop: Session I
    This workshop offers a basic foundation for creating a marketing plan that you can polish and promote back home.
  • Web Strategy Workshop: Session I
    This workshop is for attendees who want to learn more about website basics. We'll start with what it takes to create and maintain great web content. You'll learn how to get your content in front of your audiences through email and social media campaigns. Plus, we'll cover Google Analytics best practices for tracking and measuring success. This workshop will help you position your website at the center of your communication and marketing initiatives.
  • Social Media Strategy Workshop: Session I
    Are you tasked with developing and managing a social media program for your department or campus? In this workshop, Liz Gross guides you through the key pillars of a successful social media strategy. We'll cover how to align your strategies and tactics with goals, how to develop a content strategy and editorial process, must-have guidelines and policies, sources of ongoing professional development, and how to measure your effectiveness. You'll leave with a draft of a social media playbook you can start using as soon as you return to campus!
  • Communications Track Series: Lighten Up and Get Real
    Our institutions have high missions. And one of the more effective ways to communicate importance of purpose is by being conversational. Counterintuitive? Pretty logical, actually. Risky? Pshaw. A hard sell to the boss? Sure it is. So let's talk about how to make progress. The rewards are so worth the effort, measured in the engagement of our constituents and their trust in the institution.

NOON-1:15 PM
Lunch
George Sherman Union

1:15-2:30
Branding: The Promise, the Process, the Pay-Off
Branding has now become part of the daily lexicon at most postsecondary education institutions. It is integral to the development and execution of our institution's strategic plans—increasing the number of active alumni, donors and partners, and fundamental to planning and achieving strategic enrollment management goals. Talk about what branding is, and discuss how it is developed and communicated through an integrated marketing approach.

2:45-4:00
Elective Sessions (choose one)

  • Writing the Feature
    In this workshop, we will deconstruct a magazine feature story, revealing the essential elements of feature writing. From there, we construct a writer's toolbox full of instruction and inspiration for you to use on your next feature assignment.
  • Feed the Beast: Social Media Advertising and Advocacy
    When consuming social media, you aren't searching for content, you're being spoon fed. Platforms like Facebook and Twitter are selecting news feed content for you. Sophisticated algorithms rank content based on user behaviors, post-performance, media types and recency. Now more than ever before, brands are relying on clever marketing, advertising dollars and ambassadors. Learn how to meet your audiences where they are on the social web and cut through the noise. We'll cover the ins-and-outs of social news feeds, how to create winning social content, and how to get the most bang for your advertising bucks.
  • Divine Inspiration: Where to Find Inspiring Ideas and How to Put Them to Work
    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, a hard-core "recycler" confesses her sins. We'll track innovative and award-winning projects back to their sources 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.

4:15-5:30
Is Social Listening Your Missing Ingredient?
Like great chefs, effective campus leaders have a vision they seek to achieve through a team of talented professionals using the best tools and materials. Regardless of the menu, some ingredients are absolutely necessary to the success of almost all dishes (think salt, fat or acid). In a world where online conversation influences reputation, decision-making, and the news cycle, social listening is a necessary ingredient for campus—not just social media—strategy. Learn how campuses are using social listening insights to drive strategic impact across campus.

5:30
Institute Adjourns for the Day

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Day 3, Wednesday, July 25

7:30-8:45 AM
Breakfast
George Sherman Union

9:00-9:15
Morning Challenge/Announcements

9:15-10:30
Bedrock
Are there a few principles we should keep top of mind before we make a move? Before we produce that case for support, admissions view book, media pitch, dean's speech, annual fund appeal, lecture poster, all-campus announcement, grant proposal, event invitation, campus-store t-shirt ... refrigerator magnet? There are. And you probably know them already or follow them intuitively. But let's name them. Discuss them. And ensure we're reaching our constituents, both head and heart.

10:45 AM-NOON 
Elective Workshops (choose one)
NOTE: Pre-registration for workshops is required. The Communications Track Series is available to all attendees not attending a workshop.

  • Magazine Workshop: Session II
  • Marketing Workshop: Session II
  • Web Strategy Workshop Session II
  • Social Media Strategy Session II
  • Communications Track Series: Think—and Work—Like a Consultant
    Ready to elevate your status as a go-to problem solver? Abandon life as a busy "doer" and assume the role of a valued strategist. In this session, a former in-house manager shows you how to adopt a consulting mindset to tackle your institution's marketing challenges. Learn how to ask questions like an outsider, define a clear strategy using key messages to drive your communications, and produce vivid creative content that always maps back to the strategy.

NOON-1:30 PM
Lunch
George Sherman Union Terrace

1:30-2:45
The Importance of Advancement During Changing Times
Education transforms lives and society. Those of us in advancement professions work daily to enable our colleagues on campus to do their best work: teaching students, conducting consequential research, serving the community. We amplify and share their achievements, connect them to philanthropic support, invigorate their relationships with alumni. There may be no better job in education than the roles we hold: we are at the intersection between our institutions and the communities in which they reside; building bridges, facilitating partnerships, making connections. In an environment where the very purpose of educational institutions is being questioned, we are needed now more than ever. This session will look at the changing environment for education and what that means for our work, and what newcomers to the profession can do to be the best difference-makers yet.

3:00-4:15
Elective Sessions (choose one)

  • Magazines 101
    Everything you need to know to produce a magazine that meets your institution's goals, makes your president happy, and is still welcomed and read by your readers. Learn how to make the case for more resources, create an effective and time-saving editorial plan, and develop a successful relationship with your designer. Scalzo shares tools of the trade—from mission statements to schedules—and guides participants from concept through production.
  • Editors and Fundraisers
    Fundraisers and communications staffers have more in common with each other than we think, or 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 how to put them behind us-so we can better serve our institutions and the constituents who believe in them.
  • Can I Ask You a Question?
    Interviewing a source or a subject for a story is more than just asking questions and recording the answers. If you are to unearth and gather the information that will prove vital to any story, you need to embrace both the science and the art of the process. This session offers up a basketful of helpful tips and advice on how to conduct the perfect interview.

4:30-5:45
#Crisis: Urgent Communications During Difficult Times
Crisis: you know it when you see it, but it can be challenging to plan for, especially in our social media-driven world. We will provide tips on how best to prepare an integrated communications plan that takes into account everything from Twitter to your homepage to a letter from your president's desk. Via examples from our campus and within our city, we'll advise on how, when, and where to share information and describe how we've communicated during difficult times in ways that informed and engaged our full community.

5:45
Institute Adjourns for the Day

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Day 4, Thursday, July 26

7:30-8:45 AM
Breakfast
George Sherman Union

9:00-9:15
Morning Challenge/Announcements

9:15-10:30
What's the Big Idea?
Whether for big-scale branding or targeted campaigns, the most vibrant communications always stem from a killer concept. This session shows how great concepts are generated, given life through creative content, and applied across tools (admissions materials, websites, magazines, everything).

10:45 AM-NOON 
Elective Workshops (choose one)
NOTE: Pre-registration for workshops is required. The Communications Track Series is available to all attendees not attending a workshop.

  • Magazine Workshop: Session III
  • Marketing Workshop: Session III
  • Web Strategy Workshop Session III
  • Social Media Strategy Session III
  • Communications Track Series: We Figured Out Who We Were, Here's How We Put It to Work
    Universities and colleges go through the branding exercise, you figure out your brand voice, you have fresh ideas, and images that now describe who you are as an institution more accurately. Congratulations. Now get back to work. We'll show you that there is a method to the madness of a brand rollout through our efforts. Any successful reputation initiative has some similar ingredients, creative production, news feed, and social media, even in Chinese. It's been 10 years for us and we will be graduating to the next iteration very soon, but we'll give you the road map to now.

NOON-1:00 PM
Lunch
George Sherman Union

1:00-2:15
Elective Sessions (choose one)

  • Campaign Communications: Oy!
    Fundraising campaigns are complex, and so is the blueprint for campaign marketing and communications. We have to reach a variety of constituents for a ton of different reasons over a period of years. And all the while we have to tell a coherent story based in our institution's values, mission and plans. So where to start? What to produce and why? This is doable.
  • Features Workshop: Super-Size Your Storytelling
    Stuck in a storytelling rut? Trapped in a traditional feature mindset? This hands-on session is a "Project Runway" exercise in feature development, storytelling and editorial pizzazz. You'll collaborate with other smart people to conceive a story from multiple angles—and using the latest editorial formats. You'll leave with a fleshed-out feature package that you could refine and run in your magazine or on your website. Be warned: a functioning brain is required!
  • Evolution of an Award-Winning Magazine website: Where  Bostonia Has Been, Where It's Going, and Why It's Headed that Way
    What are the elements of an award-winning story? How can an editor take an OK story and crank it up to excellent? How to present great content online even if resources are limited. This talk answers those questions and others about alumni magazine editing, in print and online.

2:30-3:30
We Came Here to Learn: Web UX and Accessibility
Websites are full of stuff. They share information, tell stories, and provide a platform for meaningful interactions. Good websites accommodate all kinds of content. Good web experiences pay particular attention to visitor entry points and engagement paths. Your website should be at the center of your online communication strategy. This session will help you think about the structure of your website and the behaviors of your visitors. Learn how to ensure the web experience you're providing is effective.

3:45-4:30
Working Across Campus within Advancement
This panel will feature the chair from each of CASE's four summer institutes, and will be a combined session for all summer institute attendees.

5:00-5:30
Buses leave from Residence Halls for the Boston Waterfront
Don't miss the boat! The last bus leaves at 5:30 pm

6:30-10:00
Boston Harbor Dinner Cruise

10:00 - 10:30
Shuttles return to Residence Halls

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Day 5, Friday, July 27

7:30-8:45 AM
Breakfast
George Sherman Union

9:00-9:15
Morning Challenge/Announcements

9:15 -10:15
Elective Sessions (choose one)

  • Going Mobile: Marketing to the Connected Consumer
    It's the end of marketing as we know it and you'll feel fine after this fast, deep dive into emerging mobile and digital marketing strategies and trends. Explore geofencing, beacons, chatbots, voice, and VR. Learn from case studies in and out of education. Brainstorm ideas and opportunities to take back to your institution.
  • Measure What Matters
    Finding data is no longer a problem. We're drowning in it. What metrics actually communicate the outcome of your marketing and the value you provide to your institution? You'll leave this session inspired to create a measurement plan that communicates outcomes, not activities, and supports strategic decision making.
  • Hedging and Scaling to Avoid Failing
    Producing videos for higher education sometimes means encountering a few unique and icky challenges in content creation: finding ways to make your institution look good, making someone who doesn't do well on camera look better, or taking a bad idea and making it look good. Get the idea? So then...how do you put your best foot forward and make a video that you want to make? Hear how, through years of persistence, a team of video producers at Boston University Productions has developed solutions to tell authentic and naturalistic human interest, research, and alumni-focused stories through a variety of approaches and formats. From pitching and workshopping ideas, to scaling and chopping up video presentations, to the power of "no," discover avenues to put yourself in the best position to produce video content that is best suited for the situation.

10:30-11:30
Finding Your Voice
Each one of our institutions has a distinct voice, a personality that your constituents can recognize immediately. This session will help you identify your school's voice and will show how you can bring that voice alive in the pages of your periodicals and multimedia efforts.

11:30 AM-NOON
Commencement Ceremony and Closing

NOON
Institutes Adjourns

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Day 1
Day 2
Day 3
Day 4
Day 5