NOON-2:00 PM 
Residence Hall Check In

12:30-2:00 
Institute Registration

2:00-3:00 
Welcome and Faculty Quiz Show

3:15-4:30 
Content Strategy, Distribution, and Measurement: How to be More Strategic With Your Digital Storytelling
College campuses are full of powerful stories that resonate with prospective students, alumni, and many other audiences. As digital platforms evolve, we as storytellers must rethink our content and distribution strategies to meet the demands of less attentive and more mobile audiences.

In his keynote, Mike Petroff shares how Harvard’s digital, creative, and editorial teams collaborated to produce stories in multiple formats and across multiple platforms like news websites, social media channels, and email newsletters. He talks about approaches to team structure and workflows, measurement and reporting strategies, and ways to start small through experimentation. 

From this session, teams both large and small will learn how to be more intentional and strategic with their digital storytelling efforts.

4:45-5:45 
Cohort Introductory Conversation
Join your cohort group and faculty leader to discuss challenges at your institution and what knowledge you hope to leave with at the end of the week.

6:00-7:30
Welcome Dinner 
Meet and mingle with attendees and staff while enjoying food, drinks and good company.

7:30 
Institute Adjourns for the Day

7:30-8:45 AM 
Breakfast

9:00-9:15 
Morning Challenge and 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
Workshop Tracks
Preregistration for workshops is required. The General Communications Track is available to all attendees not registered for a specific workshop.

• Publications Workshop
  This track is designed for attendees whose responsibility includes either print or digital publications. In a series of hands-on sessions, you'll explore the essentials of feature writing and editing, integrating art and images to tell compelling stories, plus analyze your publications and those of your fellow attendees. You'll get tips for finding inspiration from unexpected sources and explore new synergies between print and multimedia.
• Marketing Plan Workshop
  This track is perfect for those who are struggling to write or overhaul their institution's marketing plan. Bring your institution's marketing plan—if one exists—to use as a starting point as you develop a new direction that is strategic, service-oriented and smart. You will emerge with a firm foundation for an effective multichannel marketing plan.
• Email Strategy Workshop
  Does your leadership insist on sending an institutional newsletter to your entire audience? Do your stakeholders demand that you send an "email blast" about their event? If you can hit send and reach thousands of constituents, this workshop can help you create a thoughtful and effective email marketing plan. Email is the number one way to reach your audience one-on-one and get them to act. We'll break it down into three parts: planning, writing and measuring. Learn what to send and when, how to segment your audience, writing dos and dont's, and how to measure the success of your campaigns.
• Social Media Strategy Workshop
  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. Learn 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.
• General Communications Session: Media Training 101 

  The media can be difficult, rude, demanding, and they want answers NOW! I can say that because I was one of them—serving as an investigative producer/reporter and a medical reporter in a top television market. No matter if you are a senior-level executive or a junior-level employee, you can never be over prepared when it comes to dealing with the media.

  This session offers some very practical training. I have trained everyone from members of the media, teaching them how to be better reporters to seasoned executives…to entry-level staff who are just starting their career journeys.
   
  We will do some role-play scenario training as well as review some best practices and media “tricks of the trade” that the media may not want you to know.   

NOON- 1:15 PM 
Lunch

1:15-2:30 
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.

2:45-4:00
Elective Sessions (choose one; open to attendees across all institutes)

• Feed the Beast: Online Advertising and Advocacy

  When consuming media online, you aren't searching for content. You're being spoon fed. Platforms like Facebook, Twitter, and Instagram are selecting news feed content for you. Google is selecting your search results. 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 online influencers to reach a broad base. Learn how to cut through the noise and meet your audiences where they are online.

• 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.

• Get. Stuff. Done 

  In our jobs, we (rightfully) focus on meeting the needs of our constituents. But things fall apart when we are faced with logistical nightmares, bureaucracy, micromanagement, and miscommunication.

  This session focuses on the basics: scheduling meetings, taking meeting notes, handling document versions, creating documentation, and writing effective emails. Anyone can do these things—but not everyone is doing them right. No matter your role, learn the tips and tools to help you communicate clearly, make your life easier, and get stuff done.

4:15-5:30 
How Social Listening Drives Communications and Marketing Strategy
Fifty percent of word-of-mouth conversation occurs online. The ubiquity of this conversation on social media and online forums has essentially created a real-time, searchable archive of human thought. Learn how your campus can leverage intelligence from online conversations to inform communication strategy in the areas of public perception, alumni engagement, crisis awareness, recruitment, and more.

5:30
Institute Adjourns for the Day
Free evening to explore Boston, dinner on your own

7:30-8:45 AM 
Breakfast

9:00-9:15 
Morning Challenge and Announcements

9:15-10:30 
The Art and Science of Collaboration 
The more siloed the campus, the more common the problem: When there is a change in strategy, you have to get all stakeholders to agree. You need buy-in. You need to turn nay-sayers into advocates. How do you get everyone to agree that change is right?

In this session, you will hear about two significant shifts in content strategy: One from admissions at Penn State and the other from development at Cornell. You will leave with an understanding of a proven method to get large, decentralized groups to agree on a shared strategy and become the champions of its implementation. You'll learn: how to prepare and present a strategy proposal, which stakeholders to involve at what times when proposing change, and how to use data or visualizations to help you make irrefutable arguments.

10:45 AM-NOON 
Workshop Tracks 
Preregistration for workshops is required. The General Communications Track is available to all attendees not registered for a specific workshop.

• Publications Workshop
• Marketing Plan Workshop
• Email Strategy Workshop
• Social Media Strategy Workshop
• General Communications Workshop: We Figured Out Who We Were, Here’s How We Put It to Work

  Universities and colleges go through the branding exercise, figure out the brand voice, have fresh ideas, and images that now describe the institution more accurately. Congratulations. Now get back to work.

  We’ll show you that there is a method to the madness of a brand roll out through our efforts. Any successful reputation initiative has some similar ingredients, creative production, news feed, and social media, even in Chinese. It’s been more than a decade since we started this work and we will be graduating to the next iteration very soon, but we’ll give you the road map to now.

NOON-1:15 PM 
Lunch

1:30-2:30 
Career Candyland: All Institutes Joint Session
As a new advancement professional, you have found a career that offers tremendous opportunity for growth, but along the way, you may not find the time or the right coaching to strategically set yourself up for success. As you begin your career journey, you need to think about what you should be doing, and importantly, what you should not be doing, to arrive in the right place. Amy and Alexis have counseled and advised hundreds of advancement professionals on this topic. Using a fun concept, they’re going to illustrate the important steps you must take to advance your career, as well as the obstacles to avoid which can derail you. You’ll come away with some tips, insights and ideas to achieve success as your own journey evolves.

2:45-4:00 
Elective Sessions (choose one; open to attendees across all institutes)

• 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 will offer up a basketful of helpful tips and advice on how to conduct the perfect interview.
• Media Training 101

4:30-5:30
Cohort Group Conversations

5:30 
All Institute Happy Hour 
 

7:30-8:45 AM 
Breakfast

9:00-9:15 
Morning Challenge and Announcements

9:15-10:30  
Crisis Communication: Are You Ready When the Spotlight Gets Turned On?
Crisis is inevitable. Every campus will face an issue that requires quick action and clear communication. Does your institution have a crisis plan?  If not, it should. Find out how you can help lead that effort. Review some best practices in crisis communication strategy and media interview techniques and discuss the challenges that “new-media” presents to businesses today. 

10:45 AM-NOON
Workshop Tracks
Preregistration for workshops is required. The General Communications Track is available to all attendees not registered for a specific workshop.

• Publications Workshop
• Marketing Plan Workshop
• Email Strategy Workshop
• Social Media Strategy Workshop
• General Communications Session: 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.

NOON-1:15 PM 
Lunch

1:15-2:30 
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.

2:45-4:00
Elective Sessions (choose one; open to attendees across all institutes)

• 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 strategies and trends. Explore geofencing, beacons, chatbots, voice, VR and branding in the digital age. 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.
•  Putting On the Right Jacket for the Occasion

  In the world of video for higher education, there are students, faculty, classes, clubs, staff, and alums about whom content producers are regularly tapped to tell stories. Along with the vast categories of subject matter, there is an equally sizable variety of scope, duration, scene work, and potential for storytelling that each prospective video project can take on.

  How much is enough? When does it feel okay to go the extra mile? Or to pull back? Do you go for the unexpected, or give them what they want? Hear about how a team of video producers at Boston University employs a thoughtful approach to the in-take process. From 45 seconds to 14 minutes, and from scripted to dialogue-free, see some examples of the many shapes and sizes that can tell that story in the most effective (and often efficient) way possible.  

4:00 
Institute Adjourns for the Day

5:00-5:30 
Buses Leave from 10 Buick Street Residence Hall for the Boston Waterfront

6:30-10:00 
Boston Harbor Dinner Cruise

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

7:30-8:45 AM 
Breakfast

9:00-9:15 
Morning Challenge and Announcements

9:15-10:15 
Finding Your Voice
Each one of our institutions has a distinct voice, a personality that your constituents can recognize immediately. This session helps you identify your school's voice and shows how you can bring that voice alive in the pages of your periodicals and multimedia efforts.

10:30-11:45
Institute Insights and Commencement 
Join conference faculty for an interactive closing session designed to help you reflect on your institute experience, discuss next steps to consider as you return to campus, and close out our time together in Boston. 

NOON 
Institute Adjourns

Residence hall life is an integral part of the CASE Summer Institute experience. To collaborate and network with your colleagues, CASE strongly recommends staying on campus in order to get the most of your time at the institute.

Residence hall accommodations at Boston University are included in your conference registration. Accommodations include a private room in an air-conditioned four bedroom, two bathroom suite. Please indicate when you register if you require any accommodations due to special circumstances or medical issues.

The residence halls will NOT be available before 10:00 AM on the first day of the institute or after 2:00 PM on the last day. If you plan on arriving earlier or later, you are responsible for arranging your own accommodations.

You will receive a suggested list of what to bring with you prior to your arrival but many amenities are included, such as linens, towels, a full size refrigerator and a microwave.

Residence hall accommodations on campus are included in your conference registration but if you choose to stay off campus you are responsible for making your own hotel reservation. Any hotel expenses are not included in your conference registration fee.

If you extend your visit, or prefer to stay off campus, you will need to arrange your own accommodations. Please see a list of nearby hotels below.

Hyatt Regency Cambridge
575 Memorial Dr
Cambridge, MA
617-492-1234

Hilton Boston Back Bay
40 Dalton St.
Boston, MA
617-236-1100

Hotel Commonwealth
500 Commonwealth Ave.
Boston, MA
617-933-5000

Eliot Hotel
370 Commonwealth Avenue
Boston, MA
617- 267-1607

Mandarin Oriental, Boston 
776 Boylston St.
Boston, MA
617-535-8888

Residence Inn by Marriott Boston Back Bay/Fenway
125 Brookline Ave.
Boston, MA
617-236-8787

Sheraton Boston Hotel
39 Dalton St.
Boston, MA
617-236-2000

Westin Copley Place Boston
10 Huntington Ave.
Boston, MA
617-262-9600

Both residence hall check in and conference registration will take place on the Boston University campus; to plan your travel appropriately, see information below and consult the institute program for exact arrival and start times. Early check in will not be available. A light lunch will be provided at check in when you pick up your institute materials.

Travel by plane
It is recommended you fly into Logan International Airport (BOS). You are responsible for your own transportation to and from the airport. A cab ride from the airport to the residence halls is approximately 20 minutes.

Travel by car
If you're planning to travel to Boston by car, parking is available on the Boston University campus for an additional fee. Both daily and weekly overnight passes can be added to your institute registration during checkout. More information about picking up your overnight or daily parking passes will be shared with you in advance of your arrival.

Travel by Train 
The Amtrak train station closest to Boston University is Back Bay, located at 145 Dartmouth Street. The closest T Stations are St. Paul Street and Boston University West on the Green Line.

Public Transportation
Once you arrive at Boston University the BU Shuttle at T Subway are a great ways to get around campus and explore Boston.

Attire: Casual dress is appropriate for the entire institute, including shorts, t‐shirts and sandals. The average July temperature is 85° F and low is 65° F, so please pack accordingly. Note that meeting rooms and residence halls may be chillier than expected, so it is recommended you bring a sweater or a jacket for the day and warm pajamas for evening.

Area restaurants do not require a coat or tie, though you may want to pack business casual attire for the dinner cruise. Remember to bring layers as it may be chilly in the evening, especially for the Dinner Cruise Thursday, August 1 on The Boston Harbor.

Each residence hall suite is equipped with a microwave and a refrigerator.

Recommended items for those staying in the residence halls. These are suggested items to ensure your personal comfort.

• ALL personal toiletries, including soap and shampoo
• Bath towels/bathrobe. Although a towel is provided in your room, you may want your own full-size towel.
• Additional hand soap
• Hair dryer
• Additional linens for twin bed and extra pillow
  Although sheets, blanket, and pillow are provided, you may want to bring your own to ensure your personal comfort.
• Additional blanket
• Warm pajamas
• Sweater
• Rain gear and/or umbrella (walking is required rain or shine)
• Comfortable shoes or sneakers
• Cool and casual/semi‐casual clothing
• Shower shoes (You may be sharing a shower with another attendee)
• Laptop and tablet (not required)
• Chargers for your electronic devices
   

Institute attendees will be staying in either 10 Buick Street or 33 Harry Agganis (South)Residence Halls. 

Forget Something?
Drug Stores and shopping are located in nearby Kenmore Square and Fenway Park neighborhoods.

Residence Hal Check In: Check in is from NOON-1:45 PM on Monday, July 29, at the front desk of your assigned residence hall. You will receive your room key and can drop off your luggage. 
Check out on Friday afternoon is available until 2:00 PM. Plan your travel accordingly; early check in and late check out is not available.

If you purchased overnight parking, park in the loading zone outside your residence hall and run in to get your parking pass with your room key. More information about overnight and daily parking will be shared with you in advance of your arrival.

Institute Registration: Institute registration will run from 12:30-2:00 PM on Monday, July 29.

The conference will begin at 2:15 PM in the School of Law located at 765 Commonwealth Ave. A light lunch will be provided.

If you arrive after 2:15 PM, check into the residence halls and proceed to the School of Law to pick up your conference material and join the institute sessions in progress. 

Travel by plane: You are responsible for your own transportation to and from the airport. A cab ride from the airport is 20 minutes. A taxi and/or rideshare (Lyft or Uber) is the best option when traveling to and from the airport.

Travel by car: 
If you're planning to travel to Boston by car, parking is available on the Boston University campus for an additional fee. Both daily and weekly overnight passes can be added to your institute registration during checkout. More information about picking up your overnight or daily parking passes will be shared with you in advance of your arrival.

Travel by train: Amtrak trains serve the Boston area. The best destination for Boston University is the Boston Back Bay Station (BBY) located at 145 Dartmouth Street.
 
Accommodations in the residence halls will NOT be available before NOON on Monday, July 29, or after 2:00 PM, Friday, Aug. 2. If you plan to arrive in Boston outside of these times, please be sure to make alternate lodging arrangements.

Internet Access: Internet access will be available in the residence halls and meeting rooms. Laptops, tablets, and smartphones are welcome onsite for your personal and professional use but are not required. Attendees will receive a prompt to sign in to the Wi-Fi before the institute begins.

Meals: Institute attendees will receive a prepaid meal card when they check in at registration. Please use this card for your lunches. If this card is lost or you use the total amount provided before Thursday, Aug. 1, you will be responsible for payment for your lunch. Please return card to CASE at the end of the institute. Any attendees who do not return their cards will be assessed a fee.

Breakfast, snacks and coffee breaks will be available throughout the institute. Dinner will be on your own Tuesday and Wednesday evenings.

Highlights and Networking Events: There will be numerous opportunities for you to network with your peers during group meetings, meals and breaks. See the Special Events page for more information. 

Contact your program manager, Rhiana Quick, at [email protected] with any questions.