NOON–12:30 PM Registration
Collect your conference badge and materials from the registration desk, grab a tea or coffee, and meet your fellow delegates.
12:30–12:50 Welcome and Kick-off from the Chair Conference Chair: Beth Elzer, Elzer Design Lab
12:50–1:15 Create, Share, Inspire—A Creative Twist on the Icebreaker
How much does a polar bear weigh? Enough to break the ice. Sail past the usual “where are you from/what do you do” intros and start a fun conversation by showcasing a project you are proud of.
This warm-up activity will have each person share their work with their table. Each group will go round and each person will tell a quick bit about one project. In the end, each person will “give away” their publication and you’ll leave with a new sample from a new friend. Please bring at least one printed sample that will be shared.
We are actively encouraging people to bring a variety of printed publications, so think invites, posters, fundraising appeals, viewbooks, recruitment material, annual reports, donor reports, newsletters, advertisements, books, certificates, brochures, specialty items, etc. No project is too small! Pick one and bring it along.
1:15–2:00 Lightning Talks — Great Ideas in a Flash! Fehraad de Nicker, Marketing Coordinator, Graduate School of Business, University of Cape Town, South Africa; Amy Juhnke, Director of Communications, College of Liberal Arts and Sciences, Iowa State University; and Susan Kirby-Smith, Writer and Editor, University Communications, UNC Greensboro
Join us for a cross-section of quick and energetic presentations by multiple speakers on different topics. This visually driven and fast slam session will see our each of our speakers be given a short window of time to share innovative ideas, unexpected solutions, or interested case studies. This lively and varied session will cover a lot of information — inspiration is sure to strike!
2:15–3:00 Elective Sessions (choose one)
“Thank You for 30”: A Review of a Campaign That Broke All the Rules Mallory Driggers, Director of Development and Annual Giving, University of Texas-El Paso
How do you honor 30 years of leadership and service by the longest-serving female president ever at a single four-year public university? Come hear how UTEP leveraged the retirement of their much-beloved president (and her iconic “bun” hairstyle) into a campaign to honor her service. From campus graphics and merchandise to a fundraising campaign for endowed scholarships and programs — the “Thank you for 30” campaign raised awareness and participation in a celebratory, inclusive and reflective way. Come for candid insights about this CASE Gold award-winning campaign.
—2019 CASE Circle of Excellence Gold, Fundraising Programs | Principal or Major Giving Programs
Dialing It Up — Massive Events as a Student Attraction and Branding Strategy José Antonio Gear Guinovart, Director de Nuevo Ingreso y Promoción (Director of New Entry and Promotion), Universidad Anáhuac México; and Eduardo ”Lalo””Aire Torres, Graphic Designer, Universidad Anáhuac México
With annual participation of 7,000 students and 250 high schools, the Vocational Guidance Day of Anáhuac University in Mexico City is the kick-off event of the year-round promotional student recruitment campaign. The annual event encourages high school students to learn more about the different programs offered by our 18 Faculties and Schools. Workshops, tours, meet and greets, and more were all part of the day-long event.
We will present the marketing strategy and visual graphic direction behind this CASE Platinum award-winning campaign.
Come learn how the team:
• Engaged with key stakeholders by defining a clear purpose and implementing targeted strategies
• Generated a solid prospect database for developing contact
• Used social media to expand their messages reach and engage with students
• Developed fresh graphic branding that was robust and flexibly applied across channels.
Jose and Eduardo will share the most important the lessons learned along the way so you can return home with tips and advice for your own events.
—2018 CASE Platinum Awards, Best Practices in Communications and Marketing | Finalist
3:00–3:30 The Big Snack Break
You have 30 minutes to grab a yummy snack and get to your next session.
3:30–4:15 Elective Sessions (choose one)
Beauty and Brilliance: Elevating the Research Magazine
Kelly Hochbein, Manager, Editorial Services, Lehigh University; and Kurt Hansen, Design Director, Lehigh University
What happens when a designer and editor are given the freedom to develop a new and different kind of university research publication? In Fall 2015, Lehigh University’s Kurt Hansen and Kelly Hochbein were tasked with developing a university-wide research magazine to help bolster Lehigh’s reputation as a premier research institution. The two jumped at the chance to create something different, and the result was the Lehigh Research Review, an annual publication that showcases Lehigh research and creative expression through words and art—a 64-page print piece that is a work of art in its own right. Kurt and Kelly will share the story of the magazine and the creative process that leads to its print and digital publication each spring, how they work together to elevate featured research—and, along the way, the Lehigh brand—through high-quality content and design, and the hits and misses they’ve experienced along the way. They’ll leave you with tips for communicating research in an engaging and creative way without detracting from the seriousness and importance of the work.
#TeamUofG: Standing out from the Crowd with Tattoos and Socks!
Emma Gilmartin, Head of Social Media and Student Communications, University of Glasgow
Universities are always looking for new ways to stand out and attract students to their institutions, and ultimately ensure they feel part of their university communities. In 2017, the University of Glasgow launched an onboarding campaign, #TeamUofG, to welcome new students (domestic and international) to UofG and to make them feel like they are part of Glasgow before they arrive on campus—all using a transfer tattoo, which then morphed into socks in 2019, yes socks.
This session covers the why, what and how of the #TeamUofG campaign and our multi-channel approach: social, digital, print, video and web. Plus, how a robust internal communications and brand advocacy plan helped make it such a sock-cess.
Learn how #TeamUofG has had a far greater legacy than the tattoo and socks.
—2018 The Times Higher Education Leadership and Management Awards, Outstanding Marketing/Communications Team
4:30–5:15 Elective Sessions (choose one)
Stories from Behind the Scenes: Building Dedications—Perceptions and Truths!
Cathy Swick, Senior Designer, Purdue Research Foundation, Purdue University
VIP invitations, specially branded swag, printed collateral, visual decor, and more all go into pulling off successfully branded university events. This session will examine the design and creative thinking behind building dedication ceremonies. These high-profile affairs are a valuable opportunity for universities to visibly express appreciation for transformational gifts from their donors while advancing the mission of the institution. Effectively creating these ceremonies requires action, decision and coordination from multiple personnel across campus, sometimes on extremely short notice—what could possibly go awry? We’ll turn the marketing and branding process inside out and explore the successes and challenges of creating original, engaging, and meaningful events.
The Impact of Illustration: Pushing the Boundaries of Your Brand Beth Elzer, Elzer Design Lab
Location: Highland IV-V
From complex and layered to simple and direct, illustrations can bring a fresh visual voice and new dimensions to your work. Learn how to mashup affordable stock art in an innovative and resourceful manner. Gain insights into how to identify and collaborate with amazing external illustrators. Hear how to scour the global marketplace and tap different cultural landscapes for major inspiration in all levels of projects (from big magazine pieces to small campaigns and everything in between). See how the right illustrations can push yourself--and your team--into producing smart, fun and engaging work.
5:30–6:30 Networking Reception
Meet other in-house creatives and mingle with our speakers at the happy hour networking reception. You’ll get the chance to talk shop and swop advice over drinks and hors d’oeuvres.
8:00–9:00 AM Networking Breakfast Buffet
Get your day off to a great start by joining attendees for a networking breakfast. Or grab a bite and sign-up for one of our optional mini-sessions.
OPTIONAL BREAKFAST MINI-SESSIONS:
From Expansion to Expression — A Letterform Workshop (limited availability • sign-up on site) Eduardo Aire Torres, Graphic Designer, Universidad Anáhuac México
Join Eduardo as he leads us through brush pen calligraphy to understand the basic concepts of expansion letterforms. We’re going to begin practicing an alphabet based on an Italic ductus (cancelleresca) and then we’re going to experiment with more freedom to get more expression and an artistic feeling on our handwriting. Curious to give it a try? Whether you are a total newbie or have done hand lettering before...don’t worry, you’ve got this.
One-on-One Speed Advice Clinic (limited availability • sign-up on site)
Advisors: Beth Elzer, Creative Director, Elzer Design Lab Cathy Swick, Senior Designer, Purdue Research Foundation Alma Stone, President, Written in Stone
Struggling with a challenge on a particular project? Want a fresh pair of eyes to look over what you are working on? Wonder if your piece is really hitting the mark as well as it could? Bring your project and pop into Advice Clinic for a 15-minute personal one-on-one session —it’s a great opportunity to receive laser-focused coaching from one of our experts. They’ll take a quick deep dive into your issues and offer up some insights, advice, and ideas to help you over the hurdle. This session will be available for sign-up on-site at the conference and will have limited availability. Please bring 2 hard copies of your project (one for you and one for your advisor) for the discussion.
9:00–10:00 Keynote: The Creative’s Curse (And How to Break It) Kevan Gilbert, Director of Creative Strategy, Domain7
Why don’t people say yes to your ideas? How come people always water down your breakthrough work? Why do random stakeholders from other departments always mess with a good thing? You might be living inside the Creative’s Curse, doomed to a purgatory of disappointment within your bureaucracy — unless you can somehow find a way out. This intriguing, inspiring, interactive talk offers creatives and leaders working within higher ed a new lens through which to see teams, organizations and creative work, helping breaking the spell of the same-old stakeholder stalemates.
10:15–11:15 Elective Sessions (choose one)
Breaking Free — The Reality of Life as a Freelancer
Beth Elzer, Creative Director, Elzer Design Lab; Cathy Swick, Senior Designer, Purdue Research Foundation, Purdue University; and Alma Stone, President, Written in Stone
Wondering what it’s like to do freelance either on the side or full-time? Come hear the behind the scenes scoop from four women who have navigated this pathway in their own careers. Discover the reality of networking, trying to win business, negotiating rates, dramas of getting paid, juggling taxes, setting boundaries, managing expectations and more. This is an eyes-wide-open look into the creative joys, and sometimes agonizing bumps, that come from doing contract work.
Whether you frequently hire freelancers or are wondering if could be useful for overflow work, this session will shine a light on how to get the most from outside assistance. Our expert will share insights on hiring and successfully managing relationships with freelancers for projects on your campus.
Athletics Marketing — Leveraging the Passion
Santino Stancato, Brand Manager, Georgia Tech Athletics; and Stephen App, Business Development Manager, Campus Sonar
Universities and colleges sports are a formidable platform for engaging with a valuable array of stakeholders: potential and current students, alumni, donors, fans, the general public, local and global communities and more. It’s been said that “’sport is a microcosm of society” and on college campuses, this is certainly true. We’ll hear from two schools who are trailblazing their brands across multiple channels in ways that will inspire, and why your university’s needs to break out of a siloed brand mentality.
• Learn how Santino Stancato is helming Georgia Athletics into a powering force of brand and culture that leans into cultural connections and urban vibe.
• Discover how Jasmine Alston’s fresh perspective as a woman leading the charge at Bethune–Cookman University Athletics is re-imagined the look of its brand in innovative and bold ways.
• Connect the dots with Steve App who will show how the athletics conversation can create overall brand alignment and valuable stakeholder connections with your institution.
11:15 AM–1:30 PM Time for a lunch break — plenty of time to grab a bite to eat, relax, and check emails.
1:30–2:30 Elective Sessions (choose one)
Recruiting Parents: Tips for Engaging the Families of Gen Z
Cassie Paizis, Director of Communications, Florida Southern College
There’s no debating whether parents are involved in the college selection process; 6 out of 10 Gen Zers admit their parents help complete applications and schedule visits. Who can blame them? Employment concerns and the high cost of tuition are causing parents to step up their involvement. Don’t fight this trend; learn to embrace these ”helicopter parents” and provide communication streams that foster engagement. This session will help you identify what parents want to know and tips for getting that info in front of them -- turning them into advocates for your institution.
Running on Ice: Developing a Dynamic and Flexible Approach to any Creative Project
Jordan Carson, Digital Communications Associate, Faculty of Medicine & Dentistry, University of Alberta, Canada
Every marketing and creative team knows the pain of projects that take unpredictable paths to completion; adjusting to new information, recognizing strategic considerations and balancing audience and stakeholder feedback along the journey. How can you prepare for the unknown, identify hidden factors and predict audience feedback? Join us for this session as we examine these questions and discuss ways in which your creative team can discover a unique, flexible process and an adaptive mindset that will help you respond to creative challenges at any scale. We will explore several award-winning branding, print, design and illustration case studies, from initialization to the finish line, analyzing what worked, what went sideways (with blooper reel!), and the invaluable lessons learned which influenced the development of an approach that has consistently lead to success.
—2018 CASE District VIII Awards: • Bronze, Photography & Illustration • Silver, Photography & Illustration
—2016 ACUHO-I International Post-Secondary Housing Marketing Awards • 3 First Place: Transit Advertising, Residence Branding
Cutting Through the Clamor: How Carleton College Rethought, Rebranded and Repositioned its Recruitment Marketing
Beth Elzer, Elzer Design Lab
The admissions landscape is a crowded field of similar-looking offerings and all too familiar pieces. Carleton College needed to stand-out from this sea of sameness and promote what made Carleton unique and memorable to potential students. Working with admissions team, Beth helped recraft and reimagine the admissions journey to truly engage with their stakeholders.
Come hear how by scaling back and honing in, they actually surged ahead in a targeted and impactful way. A strong visual direction and snappy editorial resulted in unusual creative outputs. Discover how a stack of homemade cookies inspired unexpected engagement and quirky origami penguins piqued students’ curiosity beyond expectations.
—2019 CASE Circle of Excellence:
• Gold, Marketing | Branding Programs | Department or Unit
• Silver, Publications | Student Recruitment Publications | Individual Publications
• Silver, Design | Posters
• Silver, Strategic Communications | Communications Program Improvement
• Silver, Design | Single-Page Publications
—2019 UCDA Awards:
• Excellence, Recruitment/Other Carleton College Teachers of Carleton
• Excellence, Poster Carleton College Admissions Poster
• Silver, Website – Recruitment Carleton College Admissions Website
• Gold, Campaign Strategy (Successfully using design throughout a campaign to achieve specific results) Carleton College • Admissions Publication Suite
Raise Your Voice, Catch Their Eye, and Make Some Noise in the Audio Landscape Moderator: Stephen App, Business Development Manager, Campus Sonar Julia Lubas, Multimedia Designer and Collage Artist, University of Michigan College of Literature, Science and the Arts
As we spend more time on our phones, were all doing more scrolling and less reading. However, this change in behavior does not mean someone’s capacity for a compelling story has decreased. Instead, our preference for long-form content is shifting to audio, particularly podcasts. No longer just for commuting, people are listening to podcasts while they clean, cook, do laundry, walk the dog, and many other aspects of daily life.
In this session, Jenna will outline how you can reimagine the stories you’re used to telling in print and transform them into podcasts or other on-demand audio, as well as some of the resources you’ll need to make the change happen. Hear lessons learned from her journey making the Democracy Works podcast for McCourtney Institute for Democracy at Penn State.
Creating great content is just part of the challenge of getting your voice heard. Before your words reach the ears of your listeners they have to notice it exists. Julia will take us through her award-winning approach to cover designs, animated graphics, and original social media art that attract audiences to the University of Michigan’s How to Science — a show about the human side of scientists and the beauty of research.
—2018 UCDA Excellence: University of Michigan College of Literature, Science, and the Arts How to Science (Web/Podcast/Magazine)
—2019 CASE Circle of Excellence Bronze, Digital Communications: Podcasts
3:45–4:15 The Big Snack Break
You have 30 minutes to grab a yummy snack and get to your next session.
4:15–5:15 Elective Sessions (choose one)
Getting the Dreaded “Buy In” + Winning the Magazine Redesign War
Melanie Vogel, Director of Advancement Communications, Vanguard University
What do you do when your boss tells you to redesign a magazine, but your boss’s boss says there’s nothing wrong with the current one and it’s now your job to convince all the powers that be that a redesign will solve *all* their problems? You fight the good fight and come up a strategy, concept, design and team to make it happen.
Director of Advancement Communications Melanie Vogel will share the peaks and pitfalls of reimagining a university magazine that eventually earned a standing ovation by her institution’s Board of Trustees. Learn about the plan that got the team there and see the magazine referred to as “the most inclusive” and “beautifully curated” with “visual storytelling [that] is engaging, thought-provoking and aesthetically inspiring.”
Boost Your Campaign’s Authentic Personality
Cathy Swick, Senior Designer, Purdue Research Foundation, Purdue University
Using elements and traditions unique to your institution, this session will explore how you can create an emotional connection to current and potential donors while providing longevity for your capital campaign brand. Hear how Ever True: The Campaign for Purdue University successfully created an emotionally engaging campaign that surpassed the ambitious goal of raising $2.019 billion by 2019.
Discover ways to:
• employ intelligent repetition through creative concepts
• create compelling video stories to drive engagement
• develop special donor-centric events
• design bold graphic environmental applications that decorate your campus and
• produce one-of-a-kind productions that resonate with stakeholders.
Whether your budget is healthy or on life support, learn how to turn your campaign into a journey everyone wants to join.
—2017 CASE Circle of ExcellenceBronze, Fundraising Videos – Short
—2018 CASE Circle of Excellence Award Gold,Long Videos
—2015–2018 15 Gold and Silver ADDY Awards
5:15–5:30 End of day wrap up
8:00–8:30 AM Networking Breakfast
Get your day off to a great start by joining attendees for a networking breakfast.
8:30–9:15 Who Runs the World? Leading Women from the University of London
Sandra Elliott, Director of Communications, University of London
In 1868, nine women were admitted to the University of London to enroll for a ‘special examination’ – the first time in the UK that women had gained access to university education. Throughout 2018, the University of London marked the 150th anniversary of this moment with its award-winning Leading Women campaign. Celebrating the stories of 150 remarkable women associated with the University through blog posts, podcasts, art competitions and immersive theatre, staging events from panel discussions to mentoring sessions at the Women of the World Festival, and funding 150 scholarships for the next generation of women students, it aimed to promote and reinforce the role of women in global higher education. Learn how the campaign was constructed, how we engaged with new audiences and what tools we created to support the range of activities.
—2019 The Guardian University Award: The University of London, Marketing and Communications Campaign Award Winner
9.30–10:30 Using an Instagram Story to Address Sexual Assault and Other Big Topics
Jon McBride, Media Relations and Social Media Manager, Brigham Young University
As communicators using social media in 2019, we’re far beyond using our platforms just for pretty pictures of campus and the occasional meme integration. We must use the social influence out institutions have for good and make an impact. See how Brigham Young University has been able to tackle big and challenging topics in a series of Instagram stories. We’ll walk through writing the scripts, involving key stakeholders, filming, editing, getting approvals (barely), editing again, posting the stories, responding to the incredibly important DMs and how the overall visual/aesthetic element of these stories have been crucial. Whatever issues are top of mind on your campus, you’ll leave this session seeing how not shying away from those topics can be so important and rewarding, while also seeing how essential the visual strategy can be.
—2018 District VII CASE Rising Star Award recipient
10:45-11:30 The Power of People and Sensational Storytelling
Gemma Gillespie, Senior Recruitment Marketing Officer, University of Glasgow; and Emma Gilmartin, Head of Social Media and Student Communications, University of Glasgow
The goal of all universities is to nurture the potential of their students. At the University of Glasgow, we celebrate and support the world-changing ambitions of our students by giving them a platform to tell their stories and help them to achieve their goals.
In this session, we’ll walk you through ‘Future World Changers’—our award-winning campaign which underpins and enhances recruitment, brand, reputation management, community engagement and destination marketing.
We’ll introduce you to some of our Future World Changers and show you how we adapt our content to showcase their stories across video, social media, print, digital, media and web.
—2019 Gold Heist Award, Best International Student Recruitment Initiative
