Institute for Senior Communications and Marketing Professionals

Program & Faculty

April 16 - 18, 2019
The conference will begin at Noon on Tuesday and end at Noon on Thursday.

  • 12:00 pm to 1:00 pm
  • 1:00 pm to 1:30 pm
    Institute Welcome

    Meet your faculty and fellow attendees to discuss the institute format. Learn how to make the most of your time together through discussion and collaboration focusing on three overarching themes: of reach, reputation and resources.

  • 1:30 pm to 2:45 pm
    Globalization of Higher Education and the Changing Face of Leadership

    What is the future of higher education in an increasingly global - and globally competitive - marketplace? And how will the backlash against globalism in recent years affect our institutions? This panel discussion brings together leaders from the U.S., Canada and Scotland.

  • 3:00 pm to 4:15 pm
    Audience-centric Communications

    Call them audiences, customers or stakeholders. Whatever the term, understanding your audiences and your goals for reaching them are essential to your communications and marketing strategy. In this session, we'll discuss an audience-centric approach to reaching your audience.

  • 4:30 pm to 5:30 pm
    Audience-centric Communications
  • 5:30 pm to 6:30 pm
    Networking Reception

    Join conference speakers and colleagues from all three CASE Senior Institutes to network and socialize after the first day of the conference. Drink tickets and hors d'oeuvres will be provided.

  • 6:00 pm
    Institute Adjourns for the Day

    Dinner on your own

  • 8:00 am to 9:00 am
    Continental Breakfast/Roundtables
  • 9:00 am to 10:15 am
    Media Relations
  • 10:30 am to 11:45 am
    Communicating the Value of Higher Education

    Higher education is under greater public scrutiny than ever before, and from all sides. How can we communicate the value of higher education in this atmosphere?

  • 11:45 am to 1:30 pm
    Senior Institutes Luncheon

    Join attendees from the Senior Institutes in Alumni Relations and Advancement Services for a luncheon and facilitated conversation.

  • 1:30 pm to 2:45 pm
    Market Research
  • 3:00 pm to 4:15 pm
    Brand Exploration
  • 4:30 pm to 5:30 pm
    Crisis Management
  • 5:30 pm
    Institute Adjourns for the Day

    Dinner on your own

  • 8:00 am to 9:00 am
    Continental Breakfast/Roundtables
  • 9:00 am to 10:15 am
    Change Management

    Chief communications and marketing officers may not always be the agents of change for a college or university, but they and their teams are an integral part of communicating change, inside and out. In this session, you'll learn some strategies for managing and communicating change at your institution, with your team, and with leadership.

  • 10:30 am to 11:30 am
    Outcomes and ROI
  • 11:30 am to 12:00 pm
    Final Faculty Panel and Q&A
  • 12:00 pm
    Institute Adjourns

Institute Chair

Andrew Careaga

Chief Marketing and Communications Officer, Missouri University of Science and Technology

Andrew Careaga is the chief marketing and communications officer for Missouri University of Science and Technology (Missouri S&T), a STEM-focused public research university in Rolla, Missouri. His department is responsible for managing Missouri S&T's brand identity and coordinating marketing efforts with other divisions and departments on campus.

During the university's name change from the University of Missouri-Rolla to Missouri S&T, Careaga was instrumental in managing communications and branding initiatives. In 2009, he was named International Brand Master of the Year by Educational Marketing Group Inc., primarily in recognition of his role in coordinating Missouri S&T's name change communications effort. More recently, he led a campus-wide market research effort and brand identity update for the university. The resulting "Miners Dig Deeper" campaign received a Gold Award from CASE, District VI, in 2016.

His professional involvement includes service with CASE as a trustee (2016-2018) and formerly as chair of CASE District VI (1998-2000) and a three-year term on the CASE Communications and Marketing Commission (2002-2005). He presents frequently on branding, marketing, social media marketing, crisis communications, change management and related subjects at various conferences and workshops, including events sponsored by the American Marketing Association, CASE, Academic Impressions, Higher Ed Experts, Higher Ed Hero, HighEdWeb Arkansas and AACRAO, among others.

Active in social media, Careaga contributed a chapter on social media's role in crisis communication to the book Social Works, published in February 2013 by EDUniverse Media.