Noon-1:00 PM 
Registration

1:00-2:15
Conference Welcome and Peer Table Review 
Meet conference faculty and fellow attendees and learn how to make the most of your time together. Bring a publications work sample (print or digital) to share with the group. This exchange will highlight new ideas you are excited about, and create an opportunity to receive constructive feedback from your peers.

2:15-3:30
Are You Thinking Like the Head of a Media Company?
A printed periodical—be it a magazine, a viewbook, an impact report—remains an invaluable tool in our editorial and design arsenal. But our work can no longer be defined by products that are defined as words and images printed on paper that is sequenced and bound. Our world is evolving to include digital storytelling and video shorts and podcasts; feature documentaries and social media campaigns and live events. No one can do it all, but each medium should be considered if we want to maximize our storytelling efforts. This session draws on work produced in all of those platforms previously mentioned, work that demonstrates how a "publications office" operating as a media company can have the greatest impact for its institution.

3:45-5:00
Elective Sessions (choose one)

• Cutting Through the Clamor: How Carleton College Rethought, Rebranded and Repositioned Its Recruitment Marketing
  The admissions landscape is a crowded field of all-too-familiar offerings. Two years ago, Carleton College underwent a frank and honest assessment of its recruitment marketing in an effort to identify and promote what made the college unique and memorable to prospective students. By honing in on five key messages, Carleton developed a new strategy to engage its key stakeholders in a targeted and effective way. The presenters discuss how their journey of discovery and creative output resulted in a new and successful package of print and digital materials. Learn where and why they scaled back, how they got people on board, and when taking risks paid off.
• Hatching a Digital Magazine from Scratch 
  Princeton Theological Seminary hired Renee Olson in 2018 to bring a new digital magazine to life in three months (it actually took nearly four). Despite platform issues galore, which Olson will spill, Gather: Princeton Theological Seminary Magazine went live to great acclaim, generating this fab comment from an Old Testament professor: "Holy Mackerel. I found it impeccable." This session covers how they developed its scope, its tone and its content, including multimedia to make the most of being online, and why Olson believes that graduate and professional schools should jump on the bandwagon pronto.

5:00-6:00
Networking Reception

6:00
Conference Adjourns for the Day
Dinner on your own. Group dine-around sign up available at registration desk.

8:00-9:00 AM
Breakfast/Roundtables

9:00-10:15
Out of Curiosity 
Curiosity is valued and promoted in the educational landscape from recruitment materials to new headlines to campaign slogans. We work at institutions in which this trait is supposedly held in the highest esteem—but is it? Do we really encourage all levels of our teams to disrupt the norm and shake up the universe—or are we "out" of curiosity and avoid the extra effort?

Learn to conquer the "why bother" mentality that can creep into our dialogues and be the killjoy at the party. Explore how high-level curiosity is an underused superpower that can create a stronger and deeper connection with our stakeholders in unexpected ways.

10:30-11:45
Elective Sessions (choose one)

• 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. 
• Strategic Storytelling: How Temple University Seized a Moment
  When the official announcement was made that Temple graduate Hazim Hardeman was named the first Rhodes Scholar in the university’s 130-year history, the Strategic Marketing and Communications team came together to execute a data-driven, audience-based strategy and comprehensive multi-channel plan to share his story thoughtfully, quickly and in a way that would connect with a variety of audiences. This session will highlight the lessons learned, and share tactics that you can implement at your own institution to share news both big and small in a more strategic and effective manner. 

11:45 AM-1:15 PM
Lunch on your own

1:15-2:30
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.

2:30-3:45
Elective Sessions (choose one)

• The Power of Casting: How to Develop a Content Pipeline
  Since 2012, Missouri S&T has implemented a Casting Call program for current students, faculty and alumni. This program has solidified into a key tactic for our office to discover the personal stories of our successful community. With a focus on efficiency and maximizing ROI, this approach has allowed our team to quickly identify content for a wide range of our communication vehicles, from in-person speaking events to online videos, from social media "shares" to admissions recruitment publications, and from the alumni magazine to department newsletters. This session will showcase a creative approach on how you can repurpose and repackage key stories with a focus on raising the visibility of your institution.
• You’re Marketing to Students? Good Luck!
  You're marketing to Gen Z students? The current generation of students in college are not millennials, they are Gen Z, and they've had a piece of technology in their hands practically their whole lives. At this session, learn how to speak their language, without using emojis. But you need to know how they think, learn, and what motivates them. Make your communications compelling and authentic and they will resonate with your students. Otherwise, they will swipe left and delete. 

4:00-5:00
Interactive Group Activity

5:00-5:30
Day 2 Wrap-up and Q&A

5:30 
Conference Adjourns for the Day
Dinner on your own. Group dine-around sign up available at registration desk.

8:00-9:00 AM 
Breakfast/Roundtables and Faculty Office Hours

9:00-10:15 
Elective Sessions (choose one)

• Marketing the Money: Personalizing Your FinAid Package to Engage Gen Z
  Undergraduate applicants today expect personalized content, but most institutions are overwhelmed by the amount of variable content a personalized piece can require and outsource these products. The results of these collaborations with outside vendors can vary, and institutions can often be trapped within a rigid template. This session details how Fordham University designed a customized financial aid package in-house, which created an opportunity to move past a one-size-fits-all form and collaborate between departments to make a bigger impact.

10:30-11:30
Revamping Your Outreach Efforts for Equity and Justice
As the demographics of campuses nationwide shift, our outreach efforts to these students must change accordingly. In this interactive and insightful session, speaker, facilitator, and former student affairs professional Amma Marfo will help you to rethink how we authentically portray the experience of marginalized and underrepresented students—be it through marketing materials that draw students to the campus, or through development and advancement efforts that highlight their lasting achievements and impact. The session introduces a framework for creative thinking that could change the way you create campus alliances, identify newsworthy students and initiatives, and share these stories thoughtfully. How can we move beyond ensuring that these students are visible, and toward a philosophy and practice that ensures they're understood and accepted?

11:30 AM-Noon
Conference Wrap-up and Final Questions

Noon
Conference Adjourns

Registration is online only. CASE accepts payment by check or credit card for conference registration fees.

All prices shown above are in U.S. Dollars. If your preferred currency if not USD, the fee will display in your preferred currency at the start of the registration process. CASE accepts USD, CAD, AUD, SGD, EUR & GBP.

The hotel rate is not included in your conference registration fee. You are responsible for making your own hotel reservation.

Register Online and Pay by Credit Card

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For Further Assistance

If you need assistance or to request an invoice, please visit the member support center, M-F, 9 a.m.-5 p.m. ET.

The hotel rate is not included in your conference registration fees. You are responsible for making your own hotel reservation. Book your room online. Occasionally, room blocks fill before the hotel deadline, although hotels may have additional rooms at a higher rate. Please make your reservation immediately to ensure the discounted rate and availability.

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