All Sessions
Summer Institute in Communications and Marketing 2024
Summer Institute in Communications and Marketing 2024
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53 Results Found
10:00 AM - 11:00 AM CT
Face to Face: The Art of Asking Strategic Questions
Strategic and generative conversations are at the heart of our work. Questioning and listening are powerful life skills. First, they will help you create productive donor relationships. What organizations do you support with your philanthropy? Where are we on your list of philanthropies? How do you make your philanthropic decisions? What has been your most meaningful gift? Quality questions elicit amazing information that will guide you in the solicitation process and help you build relationships on campus with your supervisor, peers and faculty members. Learn how to develop questions instead of talking points that will inform your gift strategy, advance relationships, and result in a joyful, generous "Yes" to your request for increased engagement with your institution, a significant gift to one of your priorities or for whatever you were hoping that volunteer or colleague would do to help you achieve your goals.
Speakers: Heidi Hansen McCrory, Vice President of Development, Furman University
10:00 AM - 11:00 AM CT
Mastering Your Craft – Pathways to Peak Performance
Why do some fundraising & advancement professionals thrive where others struggle? What can we learn from individuals who arrive at the highest levels of performance? How might recent studies of expert performers inform our approach to our work? We will explore these questions and review techniques that are essential to our craft. Join us and discover why advancement stars are made and not born.
Speakers: Armin Afsahi, Vice President for Alumni Relations and Development, University of Chicago
10:00 AM - 11:00 AM CT
CASE Insider’s Guide – Utilizing Resources and Getting Involved
Whether you're just starting out or you’re a seasoned professional, join us as we explore our Summer Institute program and your CASE membership. We’ll talk through Institute community features and share tips to enhance your week in Madison. Discover how to leverage CASE's extensive educational opportunities, robust library, and volunteer opportunities to enhance organizational impact and your career.
Speakers: Terrance Smith, Senior Director of Student and Young Alumni Engagement, University of Georgia (UGA) Division of Development and Alumni Relations, Katie Young, Director of Alumni Relations, Greenhill School
10:00 AM - 11:00 AM CT
What You Need to Know about Strategy
Highly sought advancement professionals understand strategy. Whether you’re an early professional, mid-career, or aiming for an executive chair, those who are most valuable to their team understand what their university stands for, who it benefits, and why people should care. These essential but ephemeral ideas are wrapped up in the university’s brand and organizational strategy. In this session we’ll explore how to understand your university’s strategy and how to align your goals, talents and interests with the needs of your institution for the greatest mutual benefit.
Speakers: Tony Proudfoot, Vice President for Marketing and Strategic Communications, Western Michigan University
11:30 AM - 12:30 PM CT
Finding Your Voice
Each one of our institutions has a distinct voice, a personality that your constituents can recognize immediately. This interactive session will help you identify your school's voice and show how to bring that voice alive in the pages of your periodicals and multimedia efforts.
Speakers: Matt Jennings, Editor, Middlebury Magazine and Editorial Director, Communications, Middlebury College
2:00 PM - 3:00 PM CT
Marketing Workshop I: Your Marketing Roadmap
In higher education, you are always in a marketing campaign. You might be building communities, raising awareness, connecting with students, or soliciting donor dollars. Mapping out an audience-centric campaign plan will inform your tactical marketing approach. Learn Ashley’s framework for designing effective campaign plans. She’ll cover tactics to build and organize your audience and make connections, and strategies to increase conversion and retention rates.
Speakers: Ashley Budd, Director of Marketing Operations, Cornell University
2:00 PM - 3:00 PM CT
Communication Workshop I: Brand Positioning
"Top-ranked education. World-class faculty. Small class sizes. Tight-knit community.” – Said every institution ever. How can you stand out above the noise? In this session, we’ll explore ways to effectively differentiate and elevate your institution's brand in a competitive landscape. Learn how to craft a strong positioning essence and statement to make your institution more distinct and memorable, and discover how your messaging can bring your positioning to life through your offerings and stories.
Speakers: Dayana Kibilds, Vice President of Strategy, Ologie
3:30 PM - 4:30 PM CT
Marketing Workshop II: Audience Research and Insights
Your first step in building an effective marketing campaign is understanding your audience. In this session, we’ll explore various methods to gather and analyze qualitative and quantitative audience data, including interviews, focus groups, observational methods, social listening, surveys, and analytics. By integrating these data sources, you’ll learn how to uncover deep audience insights, identify key trends and preferences, and translate this information into actionable strategies to achieve your marketing goals.
Speakers: Dayana Kibilds, Vice President of Strategy, Ologie
3:30 PM - 4:30 PM CT
Communication Workshop II: Tips, Tricks and Strategies for Media Relations Success
You may be asked to assist with or lead media relations efforts for your institution—be prepared to own earned media! This session will prepare you to talk about the importance of earned media, provide necessary context on today’s media landscape, and present you with the tools to prepare yourself, faculty, or administrators for media opportunities. Teresa will share how to assess an inbound media opportunity or pitch a proactive story, outline the information to include in a briefing document, and discuss how to provide resources to those who will be interviewed (including you!) so that the experience is positive, and tips for increasing speakers’ chances of being included in a reporter’s piece. Finally, the session will cover how to report earned media successes.
Speakers: Teresa Valerio Parrot, Principal, TVP Communications
4:45 PM - 5:45 PM CT
Advisory Group Meetings
Attendees will meet daily with advisory groups co-led by expert faculty members to debrief from the day’s learning and problem-solve in real-time.