NOON–1:00 PM Registration Welcome to St. Petersburg! Stop by the registration desk between 12:00 pm and 12:45 pm to check in and pick up your conference materials. The conference will start at 1:00 pm.
1:00–1:30 Institute Welcome
Meet your faculty and fellow attendees to discuss the Institute format and how to make the most of your time together.
1:30–2:45 Evolving Role of the Chief Marketing Officer / Marketing Leader in Higher Ed
Marketing is still somewhat new as a strategic function and senior leadership role across higher education. Models, reporting lines, and budgets vary widely. A changing higher education landscape has brought new challenges and increasing pressures to colleges and universities. During these shifting times, expectations are especially high for CMOs to generate revenue, enhance reputation, and help drive strategic outcomes for their institutions. This session will explore current trends and future directions of the CMO role, providing important context for the discussions and topics to follow.
3:00–4:15 Driving Institutional Change
It seems the defining higher ed narrative of the past year has been about nothing but the enormous challenges facing our sector. While the demise of “college as we know it” is more than likely overblown, the need for institutions to adapt to changing market preferences is as great as it has ever been. In this session, we will explore how marketers can—and should—play a lead role in helping drive institutional change through a deep understanding of the market, by fostering key partners (across and outside of campus), and most importantly, identifying institutional risks and creating new opportunities.
4:30–5:30 Roundtables – Biggest Challenges Your Facing Today
Join your colleagues for an in-depth discussion of the common challenges we face and to learn what has and hasn’t worked for others facing similar circumstances. These conversations, facilitated by the faculty, will provide fresh perspectives on familiar problems and provide new resources to help solve them.
5:30–6:30 Networking Reception
Join conference speakers and colleagues from all four CASE Senior Institutes to network and socialize after the first day of the conference. Drink tickets and hors d'oeuvres will be provided.
6:30 Conference Adjourns for the Day
Dinner on your own
8:00–9:00 AM Continental Breakfast and Roundtable Discussions
9:00–10:15 Inspiring Creativity in Your Office
10:30–11:45 All Institutes Conversation with the Currall’s
In this cross institute joint session, we will explore the relationship between advancement and the president from a variety of angles. In a moderated conversation, Steven Currall, president of the University of South Florida, and Cheyenne Currall will discuss the president's expectations of his senior alumni relations, development, and marketing and communications officers, including what he looks for in hiring, what he needs from them as members of his executive team, and what he expects from them and their teams in their individual areas. We will also look at advancement and the presidency from the perspective of the president’s spouse.
11:45 AM–1:30 PM Senior Institutes Luncheon
1:45–2:45 Developing and Implementing an Integrated Marketing/Communications Strategy
This session will provide tips, tools and an easy-to-implement approach for developing and executing an integrated marketing communications strategy that starts with and delivers your brand. Whether your institution is in need of a complete brand and marketing overhaul or just a quick tune-up, this session has you covered.
3:00–4:15 Strategic Communications in a Politicized/Crisis-Driven Environment
Institutions and their leaders are being asked to comment on hot-button topics and political issues more than ever before. When it comes to sensitive topics what you say – or don’t say – can cast a spotlight on the institution. This session will help you prepare for the unexpected in a political landscape that is only expected to heat up during this election year.
4:15–5:00 Q&A with Faculty – Recap Last Two Days
Reflect on the content covered over the past two days and identify opportunities for additional exploration in the final sessions.
5:00 Conference Adjourns for the Day
8:00–8:45 AM Breakfast and Facilitated Discussion with CASE President and CEO, Sue Cunningham
9:00–10:15 Building a High Performing Team
While the concept of team-building is not a new one, the definition of team continues to expand amidst the integrated, cross-functional environment that characterizes many higher ed marketing shops today. This session will explore the many dimensions of team - direct reports, the broader marketing organization, and campus partners - and how to inspire, influence, and empower those teams for maximum impact.
