2012 CUPRAP Spring Professional Development Conference 03/14/2012
03/16/2012
America/New York
Registration Price: $0.00 per person Year after year, members tell me one of the most valuable benefits of belonging to CUPRAP is the great experience at the annual professional development conference in Hershey. The event combines quality presentations and the opportunity to network with leaders in the higher education communication profession with a nearly endless supply of chocolate! Once again, CUPRAP, the Association of Communicators in Education, has put together a stellar program, full of information members can use to help their institutions effectively tell their stories. More details on the speakers, panels, interactive sessions and the popular CUPPIE awards ceremony are included on this page as well as conference and hotel registration details. I look forward to seeing you in Hershey, Ray Betzner, CUPRAP president Step 1. Register for the conferencePAYING VIA CHECK -Print, complete and mail the registration form (see link below) and mail the form with a check (no credit cards) to Kathy Ettinger, CUPRAP, Calder Square, P.O. Box 10034, State College, PA 16805-0034. -OR- PAYING VIA PAYPAL/CREDIT CARD - Print, complete and fax the registration form (see link below) to Kathy Ettinger, 814-865-0248, AND click on the PayPal/Credit Card link (below) to pay the amount owed (the total amount from the registration form or forms). In order for CUPRAP to match faxed registration forms with PayPal/Credit Card payments, please include the name of your institution in the "Institution" box and the name of of all registrants who are a part of this transaction. Please note: you can pay with debit or credit card via the PayPal link. Step 2. Reserve hotel roomClick on the Hotel Hershey Passkey link below to reserve your hotel rooms. For more information on Hotel Hershey room rates access the PDF file below. Hotel Hershey room rates: The Hotel Hershey Reservation Information (PDF) Hotel Hershey Passkey link to make reservations: https://resweb.passkey.com/Resweb.do?mode=welcome_ei_new&eventID=8120032 Conference detailsCUPRAP Spring Professional Development Conference WEDNESDAY, MARCH 1411 a.m.–4:30 p.m. 11:30 a.m. 1:30–4:15 p.m. Speakers: Don Hale, Principal, DonHalePR; Dick Jones, Senior Consultant, Dick Jones Communications; and Roland King, Vice President for Public Affairs, National Association of Independent Colleges and Universities The world of higher education PR is in flux due to the growing influence of marketing priorities, the advent of social networking and the decline of mainstream media. The role of the public relations professional is becoming more challenging and unclear. Even though PRSA claims to see an “explosion of growth in public relations’ recognition as a vital business service,” it has mounted a national campaign to modernize the definition of PR. Our speakers, all highly respected leaders in the field, will provide their insights on the current and future landscape and make practical recommendations for how we can navigate it. What big issues are on the horizon for our institutions’ leadership, and therefore us as communicators? As budgets get thinner and marketing takes a larger role, how do we set priorities and convince the CEO of our value? And, in this fast-changing field, what skills do you need to adapt, grow and stay relevant throughout your career? A thought-provoking keynote address by Don Hale will launch the workshop, leading into a conversation and interactive Q&A with our panel of experts. 1–5 p.m. Please take time during the conference to visit sponsors’ exhibits. 5:45 p.m. 6:30 p.m.
THURSDAY, MARCH 15Breakfast Registration Engaging the Millennials: Social Media in Higher Education Speaker: Mark Greenfield, Director, Office of Web Services, Enrollment & Planning, University of Buffalo The arrival of the millennial generation, combined with the (r)evolution of marketing and public relations, requires us to rethink the basic tenets to recruiting and retaining students. The social Web is here. Mass media is being replaced with my media. Dialogue has replaced monologue. What’s the best way to join the conversation? This session will provide an in-depth look at how higher education institutions can leverage the full power and potential of social media. We will also review results of the 2011 E-Expectations study that examined what students want to find on websites and their attitudes toward different communication mediums. Do they want to be recruited through cell phone calls, text messages, or social media? How important is it to have a mobile-friendly website? Strategies and tactics will be provided to reach institutional objectives and mitigate risk. 10:15–10:30 a.m. 10:30−11:45 a.m. Speaker: Teresa Flannery, Vice President for Communication, American University How did American University in Washington, D.C., come up with a brand strategy known as WONK? It’s a funny name for a serious campaign that is successfully helping AU raise awareness and drive engagement with and support for its major goals. Learn how market research shaped the strategy and informed the internal creation and selection of the concept. Hear more about the processes of institutional decision-making, leadership and phased launch that created buy-in from internal stakeholders. Learn how you can develop, research and create the resources needed to successfully build your institution’s brand. 10:30−11:45 a.m. Speakers: Amy Dmitzak, Assistant Vice President of Communications & Marketing, Millersville University; and Gabriel Welsch, Vice President of Advancement & Marketing, Juniata College With colleges and universities increasingly in perpetual campaign mode, making the case for support often depends on and expands the institution’s brand. Our speakers will share how they plan and execute effective communications plans, focusing on message, delivery, engagement and evaluation. Get some tips, too, on how marketing and advancement professionals can collaborate successfully by understanding and playing on each other’s strengths. Noon 1−1:30 p.m. 1:45−3 p.m. Speakers: Darrell Browning, President, Browning Dudley Corp., and Cathy L. Skitko, Director of Communications, The Hill School Learn how one institution’s credibility and overall communications were strengthened by professional crisis and media communication training. What should you do when (or before) a crisis strikes, and how do you balance your instinct for transparency with conflicting legal concerns? 1:45−3 p.m. Speaker: Rosalee Rush, Director of Marketing and Communications, Bloomsburg University Content and media have changed drastically over the last decade. Learn about some leadership attributes and skill sets that the next-generation CMO may need to help our institutions connect in meaningful ways with target audiences and stakeholders. Our ability to measure marketing outcomes, Web analytics and user-generated content will be discussed along with other critical skills. 3–3:15 p.m. 3:15−4:30 p.m. Speakers: Terry Day, Assistant Director of Public Relations, Mansfield University, and Steve Gibson, Video and New Media Developer, Bucknell University As the demand for engaging content continues to grow, what do you need to ramp up your video story-telling? Find out how two universities use video strategically to deliver messages that support student recruitment, donor relations and overall reputation-building. You’ll learn the basics of producing videos, best practices for deploying them through various channels, and also see samples of their work. 3:15−4:30 p.m. Speaker: Emily Richardson, Dean, University College, Widener University What marketing channels do adult learners prefer when considering professional and continuing education? What online behaviors do they engage in? What information are they looking for? Join us for this presentation which will offer a synopsis taken from research results that will help you better understand what channels current and prospective students trust and prefer. The discussion will look at the role of social media with the adult learners; as well as understanding their needs. 5:30 p.m. 6:30 p.m.
FRIDAY, MARCH 16Breakfast 8:30–9 a.m. 9−10:15 a.m. Speaker: Shelby Thayer, Web Strategist, Penn State Outreach According to a 2011 E-Expectations survey, one in five students said they removed a school from consideration because of a bad experience on an institution’s website. Our websites are the front door to our schools—we need to take them seriously. But how do we know where to begin or what resources to budget? In this session, learn how web analytics can help you prioritize and understand the ROI of marketing campaigns and website projects. 9−10:15 a.m. Speakers: Charlene Domin, Director of Marketing, Millersville University; Vaughn Shinkus, Internal Communications Manager, Temple University; Michele Spotts, Director of Web and Creative Services, Millersville University What’s the right balance between enabling your campus to use digital assets and policing that use? How do you handle the department that still uses the old logo on a brochure they surreptitiously produced? Educating the campus about the importance of graphic identity standards is a never-ending challenge. And maintaining some “control” over institutional messaging in the social media world can feel like herding cats. Come to this session and learn valuable tips to take back to your campus. 10:15−10:30 a.m. 10:30−11:45 a.m. Speakers: Margaret Kiernan, Publications Director, and Renee Olson, University Editor, Drew University What does it take to produce a magazine that draws accolades not only from your own constituencies, but also from your peers? Drew Magazine won the 2011 national CASE gold Excellence in Design award. The team also won a CASE silver award for college and university general interest magazines with circulations under 30,000 in 2011, and in 2010, captured the gold in that category. See what ingredients create a good working relationship for this editor and designer, and how they take the magazine from concept to reality. 10:30−11:45 a.m. Speakers: Tim Goral, Editor-in-Chief, University Business; Katy Hopkins, Education Web Producer, U.S. News & World Report; and third panelist TBA Noon CUPRAP Board Meeting Conference Ends **Session locations subject to change.** |
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2012 CUPRAP Spring Professional Development Conference
Year after year, members tell me one of the most valuable benefits of belonging to CUPRAP is the great experience at the annual... |
CUPRAP | Calder Square, P.O. Box 10034 | State College, PA 16805-0034
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