Shenandoah University (Fall 2014)

Thursday, November 6, 2014

1-4 p.m.

Pre-Conference Workshop: Media Training

Ferrari Room

Candace Smith, The George Washington University
Emily Burner, Shenandoah University

5 p.m.

Informal Gathering

Union Jack Restaurant and Pub, 101 N. Loudoun St.

Friday, November 7, 2014

8 a.m.

Registration and Continental Breakfast

Outside the Ferrari Room

9-10:15 a.m.

General Session & Keynote
Five Steps to Developing an Integrated Content Strategy

Content marketing is all about the creation of good content that attracts and engages with a target group across a multitude of digital touch points. A good content strategy should deliver a distinct experience by channel, yet still consistently deliver upon the brand promise. In this session, Carolyn Kent and Matt Yuskewich of the Columbus, Ohio-based content marketing firm Ologie will guide you through five essential steps to define a process for the planning, development, management and measurement of content in your organization.


Carolyn Kent is a seasoned strategist with extensive experience in social media and mobile marketing. At Ologie, she focuses on their digital portfolio, bringing her energy and insight to a wide range of clients. Her background includes marketing positions at Express, Nationwide, and JPMorgan Chase. She holds a B.A. in media computing from Mount Union College and an MBA from the Fisher College of Business at The Ohio State University.

Matt Yuskewich has helped define the tactical messaging and creative content for Purdue University, Kenyon College, Capital University, and Vanderbilt's Owen Graduate School of Management, as well as Nationwide Insurance, J.P. Morgan, and others. He directs teams of writers, designers, and developers on projects that run the gamut of the agency's expertise. He previously was a copywriter at Resource Interactive for clients like Scotts Miracle-Gro, Procter & Gamble, and Coca-Cola.

10:30-11:45 a.m.

Concurrent Sessions

As Easy as Herding Squirrels: Managing Social Media on Your Campus

Social media accounts are created every day by student organizations, academic departments, programs and countless other units across your campus. How do you support and coordinate all of these accounts when they're managed by dozens (or hundreds) of people scattered throughout your institution? We will explore the tools and methods that William & Mary uses to tackle this challenge, from guidelines for starting a social media account, to the best ways to keep track of existing accounts, to how to create and sustain a social media users group (SMUG), and learn how you can bring those ideas back to your campus.

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Tiffany Broadbent Beker is the social media coordinator for the College of William & Mary and a web developer with the Office of Creative Services. Her duties range from developing for the university's web presence to managing W&M's Facebook page and leading W&M's Social Media Users Group (SMUG). She was the technical lead in William & Mary's responsive website redesign and has created sites ranging from an aggregator and directory for W&M's social media communities to an interactive viewbook for incoming students with the W&M Ampersandbox.

The Art of Directing from Photo Shoot to Final Layout

Functionally an art director's role is to lead a creative team successfully through a project by having a thorough understanding of the objective or intended outcome. But the art of directing a team is so much more than timelines, budgets, inputs, and deliverables. It's the art of being able to inspire without smothering, manage without micromanaging, and produce great creative without producing chaos. Join colleagues from American University and George Mason University as they explore the role of the art director.

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Elliott de Luca, George Mason University

Being Strategic About Faculty Research: How to Secure Top-Tier Media Coverage

Join Teresa Mannix from Georgetown University's McDonough School of Business and Chryssa Zizos from Live Wire Media Relations as they discuss how to strategically collect, distill, and disseminate faculty research to top-tier media outlets. Over the past year, their efforts have resulted in articles and faculty bylines in the Financial Times, the New York Times, Forbes, and the BBC, among others.


Teresa Mannix is assistant dean for communications at Georgetown University's McDonough School of Business, where she is responsible for media relations and rankings. She previously was the director of news and public information at the University of Mary Washington, where she also oversaw web communications and served as university spokesperson. In a previous life, she was a journalist at The Washington Times and the Northern Virginia Journal. She holds a B.A. from Mary Washington and an M.A. from George Mason.

Chryssa Zizos is president and founder of Live Wire Media Relations, LLC, which serves diverse business organizations, Fortune 100, executives, and elected officials. Her business acumen also reaches into client board rooms, where she facilitates and participates in strategic planning with clients like The Carlyle Group, Raytheon, and Georgetown McDonough. She has been at the epicenter of such recognizable PR campaigns as the merger of MCI-WorldCom; Girl Power, the national award-winning education campaign to raise young girls' self-esteem; and the launch of the Princeton Project on National Security under former Secretary of State Hillary Clinton.

11:45 a.m.-1 p.m.

Lunch and Networking


1-2 p.m.

Concurrent Sessions

Working with Young Writers

They're young. They're smart. They're eager to commit daring acts of communication. But they have no experience and no training. This primer in getting the best from young writers working in a school with no journalism program will show how to introduce student writers and interns to the journalistic idiom and how to make the whole experience productive and reasonably stress-free. (For you, at least.)

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Joseph McClain filed his first science story in 1975, a piece for his college newspaper which predicted that, within a decade, every North American home would be equipped with a windmill generating free electricity. (Hope yours is working well.) He worked in newspapers for several years before becoming university editor at Case Western Reserve University. He came to William & Mary in 2004 and started Ideation magazine, which won two CASE Circle of Excellence awards. McClain has worked with young writers for most of his higher-education career and has been a yearbook, college newspaper, and student research magazine advisor.

Panel: Visual Identity Standards

Visual identity standards are an important dimension of brand guidelines. Standards for logos and colors help maintain brand consistency, ensuring cohesive brand expression across all audiences. Documenting and adhering to visual identity standards also help protect trademarks. In this session, creative professionals from Virginia Tech, William & Mary, and George Mason University will share best practices from their institutional experiences of defining, designing, and presenting visual identity standards.


Robin Dowdy earned a BFA in graphic design from West Virginia University. Upon graduation, she worked at a small design and print company, Tech Express, before joining the marketing department of Advance Auto Parts as a graphic designer. In 2011, she joined Virginia Tech and now serves as senior designer, where her portfolio includes serving as art director and designer of Virginia Tech Magazine, re-designing the look of Human Resources, giving Pamplin Business College a refresh to their marketing materials, all TEDxVirginiaTech projects, and the newly designed Virginia Tech Brand Guide.

Justin Schoonmaker is associate director of design at William & Mary. Part of the university's office of Creative Services, he directs a team of award-winning designers that is responsible for hundreds of yearly design and communications projects. He also serves as chair of W&M's Visual Identity Design Subcommittee, a group responsible for William & Mary's graphic standards.

As the director of creative services, Sarah Seeberg oversees the in-house creative team of the Office of Communications and Marketing at George Mason. The team produces the major print and digital publications, websites (design and development), and videos and photography that support the mission of Communications and Marketing. She has been with Creative Services since 1984 and with the university since 1978.

Video Session

Everybody wants a video—major gift officers pitching a new building, facilities managers going before a local planning commission, special events directors hoping to entertain a crowd, alumni officers visiting clubs around the country, a thirty second commercial promoting the institutional image. You can't blame them. Visual productions add power to any communications project. But hiring an outside production company is not only expensive, but also time consumer for the campus communicator who gets to be the producer. Washington and Lee University recently needed two visual presentations to jump-start a major gift project and advance a campus long-range master plan. It used staff and desktop tools to produce two inexpensive and effective (but not slick) productions. Brian Eckert, W&L's executive director of communications and public affairs, will show both, along with some other more imaginative, award-winning and inexpensive videos from other colleges, and explain how they were done. This session is intended for professionals with little or no experience in video production.

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Before entering college communications, Brian Eckert worked as a television news anchor, producer, director, and production manager for New Jersey Public Television and WHSP-TV 65 (Philadelphia-Atlantic City-Vineland). His admission video for Wake Forest University won the Admissions Marketing Report's Gold Award and a CASE national bronze award, and he has written, produced, and hosted two textbook-and-video courses published by Comex Associates. He has more than 20 years' experience in college communications, having served at Wake Forest and University of Richmond before joining W&L last year.

2-2:30 p.m.

Networking and Snack Break
  • Ferrari

2:30-3:30 p.m.

Concurrent Sessions

Prospective Student Panel

Hear from the students themselves on how they decided on a college—and how our marketing efforts fit into their process. What types of communications had the most impact? What did they actually look at? Do colleges all sound the same? And, more. A portion of the discussion will be moderated by Shenandoah University Director of Admissions and Media Recruitment Jean Swartz, with the remainder being open to questions from the audience.

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Jean Swartz is director of admissions for media recruitment at Shenandoah University. She holds a B.S. in management from Purdue University and an M.S. in outdoor recreation administration from Indiana University. After working for Indiana University and the American Camping Association, Swartz switched gears to full-time work in higher education 11 years ago.

Panel: Using LinkedIn to Engage Alumni and Connect Students for Careers

Earlier this year, LinkedIn introduced college-specific profiles called University Pages. Unlike Company Pages, University Pages offer opportunities for personalization and emphasis on the aspects of a school that are most important to administrators. Virginia Tech and Roanoke College will share how they are using LinkedIn as a platform for connecting with prospective students, current students, alumni, and employers.

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John Jackson is director of web communications at Virginia Tech, where he manages the university homepage, top-level sites on the domain, and its social media presence. Jackson previously was online editor for, the website to The Roanoke Times. During his tenure, was recognized as one of the best news sites in the country by Editor and Publisher, the Online News Association, and the Newspaper Association of America. He also worked at and coordinated the site's award-winning coverage of auto shows in Detroit, Chicago, New York, Tokyo, Geneva, Paris, and Frankfurt (though he never went to any of those places).

Toni McLawhorn holds a B.A. in education and a master's degree in vocational education, both from Virginia Tech. She taught marketing education for 15 years with Roanoke City Schools, and for the past 23 years has served as director of career services at Roanoke College. McLawhorn has served in many capacities and board positions with her state and regional professional organizations, having been president of and still actively involved in each. She currently is in the Leadership Advancement Program and on the Career Readiness Task Force for the National Association of Colleges and Employers.

Small Group Discussions

Connect with colleagues who have similar roles from schools around the region in a moderated discussion on current issues facing the profession. Come with questions!

Brandt Student Association Center

3:30 p.m.

Conference Adjourns