Session Description: The Five-Step Persuasive Process is an advertising technique. In this session, we will explore how these steps may be instrumental in school leadership, management, and communication. This interactive session will explore ways in which we can best use this method to reach employees and constituents, examine desired outcomes of messaging, define the target audience, and determine when we will know if or when we have succeeded in reaching our objective.

Session Description: Creativity isn’t just for creative professionals or artists. Creative thinking is one of the most sought-after skills companies (and CEOs) look for. And yet, 75% of people think they're not living up to their creative potential. How, exactly, do you get more creative? In this session, you will: Learn the mechanics of creativity; Experience a mini-Creative Friday, an outrageous day of silliness used by the ASU Outreach Hub to increase creative thinking, teamwork, and professional development; Have some fun (without forced socialization); Leave with some creative thinking exercises you can do, anywhere and at any time.

Session Description: Recruiting excellent talent during the Great Resignation and Quiet Quitting era has left even the most experienced recruiters and leaders on a roller coaster ride. Candidates have the upper hand and we oftentimes find ourselves vying for that Final Rose! Flexibility, higher pay, and a dynamic culture are just a few of the demands. Come join Caltech’s talent management team and AVP of Advancement Services to learn some tricks we have learned along the way from how to market a role and attract a diverse candidate pool, develop the candidate experience, and take home the final rose!

Session Description: Videos have become an even more powerful form of communication in higher education marketing. Especially during the pandemic. University of Utah Marketing and Communication leaders, Brian Rasmussen and Jeff Bagley, will discuss how they create their award-winning videos that drive the university brand. They will share their creative brief form that anchors their work in a solid strategy. They will discuss different styles of videos, production processes, gear and how to build a great production team. All along the way they will show examples of their videos and answer your questions. It should be an informative and entertaining discussion.

After producing a 30-minute episode about Southern Utah University with Amazon Prime's The College Tour, we turned that one video into 9 blog posts, 5 video ads, 14 print ads, 20 digital ads and dozens of social media posts. Repurposing marketing assets using a content scaling strategy saved time, resources, and put our brand in front of new audiences, in new ways, at different stages of the marketing funnel. In this session, you will learn how to build evergreen content and extend the life of existing projects, all while infusing storytelling into your marketing efforts.

Session Description: With the shifting demographics in the US, it is imperative that marketing and advancement teams know how to develop relevant messaging to the new "multicultural mainstream". In this session, participants will learn how to effectively communicate with all segments of the population based on both demographic and psychographic segments.