- Brand Launch Strategy vs. Budget Reality: How to Bridge Both Without Losing Your Mind
- Is it worth your time to Tweet?
- We Are the Media: You and the Emerging New Journalism
- 10 Worthwhile Things You Can Do With Video
- Unlocking the truths behind community relations
- There’s an app for that: Going mobile with campus communications
- Bridging a Turbulent Economy: Marketing Successfully in a Long, Jobless Recovery
Brand Launch Strategy vs. Budget Reality: How to Bridge Both Without Losing Your Mind
Session 1: Thursday, Feb. 18, 9:15-10:30 a.m.
Detail: How do you plan, create and roll out an institutional brand in tough economic times? Learn from two who've done it: Melody Oldfield, director of Marketing at Oregon State University, and Lucille Gnanasihamany, director of Marketing at Mount Royal University.
- why buy-in must begin months before creative is started,
- what research has to do with it,
- how to get out-of-the-ballpark results from in-house creative teams and
- secrets of a smooth rollout.
Melody Oldfield, Director of Marketing, Oregon State University has over twenty years of marketing communications experience. She has been at Oregon State University since 1999 and is the University's Director of Marketing. At OSU she has launched a new Integrated Marketing Communications plan for the entire University and a new brand identity system. She also manages the University's Licensing Program. Prior to joining Oregon State, Melody spent eight years with Wachovia Bank in their community relations department assisting with the 1996 Olympics volunteer program and client promotions. Early in her career, Melody worked in an Atlanta-based advertising agency. She holds a BA from the University of North Carolina at Wilmington.
Lucille Gnanasihamany, Director of Marketing for Mount Royal University in Calgary, Alberta has worked in marketing and communications for 20+ years. She has worked as a copywriter, then creative director, at agencies across Canada, winning awards for her work on Scotiabank, Kodak and Coca-Cola among others. Her move to Aon Consulting coincided with a move west. She served as Senior Marketing Consultant for eight markets, playing a key role in the Canadian re-branding of the multinational firm. Since joining Mount Royal in 2006, Lucille has led two major institutional initiatives: the launch of a new brand and MRU's transition from a college to a university. She is a graduate of the University of Alberta, where she earned her BA in English.
Is it worth your time to Tweet?
Session 2: Thursday, Feb. 18, 11:00-12:15 a.m.
Detail: Twitter is the latest “shiny new wrench” in the social media toolkit, but is it worth your time to Tweet? It can be, if you have a clear purpose and build a consistent and interactive presence.
This introduction to Twitter, highlighted by a case study with the @WSUSpokane account, will give communicators the basic how-to for usage, ideas for measuring outcomes, using Twitter to increase website traffic, and a sense of the Twitter culture. Many of the lessons apply to other social networks as well. Session content will be adjusted to the experience level of participants. Takeaways from this session will include:
- Tools for managing Twitter and tracking results without using too much of your time.
- Recommended Twitter accounts and blogs to follow for higher ed communications/social media content.
Barb Chamberlain leads integrated communications efforts for Washington State University-Spokane, where she has served as Director of Communications and Public Affairs since 1998. Her use of Twitter won the Society for New Communications Research 2009 Excellence in New Communications Award in the Academic Microblogging category, and she has presented workshops on Twitter for the Spokane Regional MarComm Association, PRSA Spokane chapter and LaunchPadINW. She holds a Master’s in Public Administration from Eastern Washington University, where her research emphasized public communications and engagement. She previously served in the Idaho state legislature in both the House and Senate and on the elected Board of Trustees of North Idaho College. She was recently named a Senior Fellow of the Society for New Communications Research.
We Are the Media: You and the Emerging New Journalism
Session 3: Thursday, Feb. 18, 2:00-3:15 p.m.
Detail: With the contraction of print and broadcast newsrooms, the media professionals we relied on for higher education coverage have started to disappear and so has their beat. Are their opportunities to become our own media with access and cost efficiency of the blogosphere, Twitter and other social media? As the digital revolution continues to reshape the journalism landscape, how is this changing the way we do our jobs? What trends and emerging journalism efforts can we expect to turn into mainstays of tomorrow’s journalism world? Learn how all of this is playing out in Portland and other areas from a pro who has worked as both a magazine journalist and editor as well as a digital journalism pioneer.
Abraham Hyatt is an editor at the technology news site ReadWriteWeb.
It's one of the top 20 largest blogs in the world, and is currently syndicated by the New York Times. He's an award-winning editor and journalist who has worked for Oregon Business Magazine, the San Luis Obispo Tribune and other print outlets. Hyatt most recently created Digital Journalism Portland and organized its first Digital Journalism Camp with support from the University of Oregon School of Journalism, The Oregonian and more than 140 participants. "Over the past 10 years I've watched as the business model for traditional journalism imploded.
The solutions required for a new foundation will vary from market to market, and neighborhood to neighborhood," Hyatt writes. "Whatever those solutions are, continual innovation is now a basic tenet of our jobs."
10 Worthwhile Things You Can Do With Video
Session 4: Thursday, Feb. 18, 3:45-5:00 p.m.
Detail: The days of Public Service Announcements on TV are long gone. Social media networking, user-generated media and viral videos are in. Video in academia can be used in more ways than just recording a lecture or classroom lesson. Learn 10 things you can do to bridge the gap with students, spread the word and raise money using video. Can you Tweet a video? iTunesU, YouTube.edu, TEDD, ChannelN, UCTV, Academic Earth – which to use, what to do? Webcasting, streaming or downloads? This session will give you practical information that you can use today.
Timothy Lorang has more than 30 years of experience in television production and is the founder of Image Media Partners which is involved in all aspects of on-line and digital media. Lorang is formerly production manager for UWTV at the University of Washington and Director of Production and Membership for the ResearchChannel. He is an accredited member of the Communications Media Managers Association (CMMA). This last fall he won the Lowell Thomas Travel Journalism Gold Award for Broadcast for the Public Television program, “Richard Bangs’ Adventures with Purpose/Norway: Quest for the Viking Spirit.”
Unlocking the Truths Behind Community Relations
Session 5: Friday, Feb. 19, 9:15-10:30 a.m.
Detail: A Spring 2009 CASE survey of community relations practices in educational institutions revealed much that was previously unknown, and assigned numbers to what had been largely anecdotal. The survey showed significant differences in how community relations is practiced in public and in private institutions. This data will be shared as a starting point for a conversation about community relations, its close relationship to successful advancement programs and how those responsibilities play out at your college or university.
Mark Kemball currently serves as Manager of Communications and Community Relations for the School of Medicine at Oregon Health & Science University (OHSU) in Portland, Oregon. He served for almost 10 years on the board of two neighborhood associations bordering the OHSU Marquam Hill campus, and on the Citizen Advisory Committee established around the construction of the Portland Aerial Tram. In conjunction with staff at CASE-DC he helped design a Spring 2009 survey of community relations professionals. The resulting data provided the first numerical insight for many years on how community relations programs engage the public, who runs them, and how they approach creating advocates for the institutional mission.
There’s an App For That: Going Mobile with Campus Communications
Session 6: Friday, Feb. 19, 11:00 a.m. -12:15 p.m.
Detail: With hand-held mobile devices quickly emerging as the focus for media and other communicators, the pressure is on to create applications and websites tailored to this hardware. University of Saskatchewan instructor Chad Jones noticed that early on, and worked with a team of colleagues in the Dept. of Computer Science to create the iUSASK application that makes just about everything a student might want available through a single, elegant suite. The app is the first of its kind for a Canadian university. How does this fundamental shift in information delivery affect you? Learn from Saskatchewan’s process and hear where this technology is headed for the future.
Chad Jones, University of Saskatchewan is a programmer/developer holding degrees in Science and Engineering. After working for Apple for three years in Silicon Valley, Chad joined the University of Saskatchewan’s Department of Computer Science. When Stanford became the first university to create an iPhone application for its students and some 20,000 individuals downloaded the device in its first year, he and fellow developers at Saskatchewan decided to follow suit. Their work has been so successful that Chad and his co-developers have created a spin-off company to make similar software for others and are teaching iPhone application creation to Saskatchewan students.
Bridging a Turbulent Economy: Marketing Successfully in a Long, Jobless Recovery (Panel Discussion)
Session 7: Friday, Feb. 19, 2:00-3:15 p.m.
Detail: The difficult factor for meeting our campuses’ marketing needs – from enrollment in professional programs to attendance at athletics and cultural events to membership in special societies – has grown substantially over the past year with the national economic downturn. What strategies are effective at keeping awareness high, appreciation strong and revenue coming in during tough times? What can higher education marketers do to keep their brand top of mind for individuals and target audiences experiencing their own fair share of economic pain? A panel of marketing experts, each of whom provides marketing services for very different needs, will share thoughts on best practices and innovative strategies. The panel will be moderated by Todd Simmons, a marketing expert in his own right.
Moderator: Todd Simmons, Asst. VP, University Advancement and Director, News & Communications Services, Oregon State University
Presenters Presently Scheduled: Christine Coffin, Russell Yost and Joselyn Zivin
Christine Coffin is Director of Communications & Outreach, Oregon State University - Cascades Campus, the Oregon University System's first branch campus. The campus provides 11 degree programs, with 20 options, for the nearly 800 students either currently enrolled or already committed to OSU-Cascades through its degree partnership with Central Oregon Community College . The campus has conferred more than 1,400 degrees since opening its doors in 2001.
Prior to joining OSU-Cascades, Coffin spent 10 years as director of communications and marketing for Chief Executives Organization, an international association based in Bethesda, Md., that provides executive education, cultural travel programs and peer networking for current and former CEOs. Coffin also worked as assistant director of the London Town Foundation, a non-profit organization in Edgewater , Md. , that oversees a 26-acre historic site that includes the archaeological remains of an 18th-century town.
Russell Yost is the Director of Marketing for Willamette University’s Atkinson Graduate School of Management. He is based at Willamette’s new Portland Center, coordinating all public relations, marketing and advertising efforts for the school, as well as writing articles and designing and updating the School’s website.
Russell previously served as an Account Manager for the Statesman Journal, Gannett, Inc.’s subsidiary in Salem and was a Legislative Assistant in both the Oregon House of Representatives and the Oregon Senate. He has also worked at a number of public relations firms in Oregon and Washington. He currently serves on the Board of the Public Relations Society of America (PRSA) Oregon Capital Chapter (Secretary and President-Elect) and the Board of the American Marketing Association (AMA) – Oregon Chapter (Professional Development Co-Chair). He completed the Leadership Portland program in 2007 and serves as a co-chair for the “Cultural Arts and Creative Economy” program day. He is also serves as the Publicity Chair for the American Cancer Society’s Relay For Life of Portland and volunteers for Loaves and Fishes, the local Meals on Wheels program.
Russell spent a semester studying international business and global marketing in Copenhagen, Denmark. He has received two Public Relations Spotlight Awards for his campaigns designed for the Willamette MBA. He also received a “Gold Award” from the Admissions Marketing Report for the “Get a Real MBA” campaign in 2008-2009. He was recognized as the Atkinson Graduate School’s Administrator of the Year in 2008.
Joselyn Zivin directs major institutional branding accounts at Lipman Hearne, primarily in the higher education sector. She is responsible for leading client teams through all stages of such engagements, from market analysis and research, to strategy formulation, to marketing planning and execution.
Joselyn has worked with a variety of college and university clients, including the Georgia Institute of Technology, Lewis & Clark College, University of Notre Dame, Purdue University College of Engineering, Queen's University (Kingston, Ontario), Rush University Medical Center, Rutgers University, Trinity University, the University of California, Santa Cruz, the University of Chicago, the University of Illinois, the University of Iowa, and the University of North Carolina at Chapel Hill. She has also served major association and arts and culture organizations including the Association of Junior Leagues International, the Chicago Council on Foreign Relations, the Corporation for Public Broadcasting, Lions Clubs International, and the Museum of Science and Industry in Chicago .
Joselyn has presented at national conferences including the American Marketing Association Non-Profit Symposium, the annual meeting of the American Society of Association Executives, the CASE Institute for Senior Communications and Marketing Professionals, and CASE V. She has led numerous workshops on nonprofit branding and marketing. Joselyn has been designated a Faculty Star by CASE for her knowledge of subject matter, presentation skills, and ability to respond to questions.
Joselyn holds a B.A. from the University of Chicago and earned her M.A. and Ph.D. in history from Duke University . She was a member of the history faculty at Drake University . She still loves to teach and learn together with her clients.