Longwood University (June 5-6, 2017)

Monday, June 5, 2017 — Preconference


2:30 pm

Preconference Workshop: How to be a Noisebreaker, Not a Noisemaker

Ms. Dalton has spoken to executives, entrepreneurs, and CEOs on how to develop messaging and a reputation strategy that positions them more effectively as influencers. Developing a personal brand is a critical investment that most people forget to think about in their day to day work. In this interactive session, Ms. Dalton will outline three key reasons why a personal brand is important. She will work with attendees on figuring out their own personal brand and what makes each of them unique. Once attendees have identified how they are different, Ms. Dalton will share insights on how to build your reputation and then how to leverage it.

Location TBD

Jen Dalton has 15 years' experience in brand strategy. In 2012, she launched BrandMirror, becoming a certified master personal brand strategist. In 2016, Jen published The Intentional Entrepreneur, a bestselling book that shares her process for building your personal brand to grow your impact and business. She has spoken to and coached thousands of individuals and entrepreneurs about how to stand out. She is an international speaker, working with the Navy, the State Department, GE, IBM, Capital One, 1776, and more.

5:30 pm

Informal Gathering

Join us for drinks and dinner before the conference!

Location TBD


Tuesday, June 6, 2017 — Conference


8 am

Registration and Continental Breakfast

Location TBD


9 am

Keynote: From Rescue to Revival: Reframing the Story of Sweet Briar College

In March 2015, the role of Sweet Briar's communications office became messenger for the college closing. Then, as alumnae battled to save their college, the staff had to continue to advocate for the closing even as they rooted for Saving Sweet Briar to prevail. When the college was saved six weeks before classes started and the new administration received keys to a mostly shuttered institution, the communications imperative suddenly changed.

Location TBD

Joelle Ziemian brought to Sweet Briar nearly 30 years of strategic communications experience in the corporate, nonprofit, international development, and government sectors.

She spent seven years at Lipman Hearne, a full-service communications firm serving the nonprofit space. There she partnered with colleges, universities, and foundations to deepen brand awareness and attract media attention. International clients included Qatar's Supreme Education Council and the Supreme Council of Information, Communication and Technology. She led a U.S. State Department communications project for the Iraqi Ministry of Electricity and a USAID effort for Mongolia's Ministry of Fuel and Energy.

Joelle began her career as a TV reporter in York, PA before moving to the Pennsylvania Senate as a press secretary. A press secretary role for a Pennsylvania Member of Congress took her to Washington, DC. She later moved to the U.S. Department of Energy and then to the private sector where she lobbied and served public affairs clients. She also worked for one year in Romania helping NGOs get their message out in what was then a new democracy.


10:30 am

Networking and snack break

Location TBD


10:45 am

Concurrent Sessions
Branding in Higher Ed

Location TBD

Greg Weatherford, State Council of Higher Education for Virginia (SCHEV)


Campaign Communications That Work!

Your institution has a great story to tell, but how do you tell it in such a way that entices donors to take out their checkbooks? We will hear from panelists from the University of Virginia Alumni Association, the College of William & Mary and Blue Ridge Community College about their successful campaign communications, and lessons learned.

Location TBD

T.J. Zepp, a Clemson University Class of 2012 graduate, started his career working for marketing communications companies in the Washington D.C Metro Area. Primarily, he worked to create and execute strategic marketing campaigns while maintaining and developing key relationships with the numerous association clients in the area. In 2014, T.J. transitioned into the higher education marketing space. After accepting the position of Associate Director of Marketing at the University of Virginia Alumni Association, he now resides in Charlottesville, VA. T.J. has expertise in communications, marketing, sales, development, design, and social media.

Sally Jane Conner has more than 20 years' experience in philanthropy, specializing in all aspects of fundraising for the annual campaign as well as special events. Most recently she was involved in the successful completion of BRCC's third major gifts campaign. She is past president and current treasurer of the Shenandoah Chapter of the Association of Fundraising Professionals. Sally Jane holds an MBA from Eastern Mennonite University and a bachelor's degree from Bridgewater College.

Jake Perez joined William & Mary in September 2013 and is leading university-wide marketing efforts focused on brand engagement by delivering coordinated, compelling content to target audiences. Prior to joining William & Mary, Jake served as a vice president and account director for The Martin Agency, where he led a multi-partner technology special projects program focused on loyalty, customer conversion and behavior change for Walmart. Jake holds a B.S. in mass communications from James Madison University. He is the father of two daughters and serves on the boards of Here For The Girls, Inc., a Williamsburg-based breast cancer nonprofit that supports young women diagnosed with breast cancer, and the William & Mary Chapter of Camp Kesem, a national nonprofit that supports children of parents affected by cancer.


Communicating Research

Location TBD

Lisa Van Pay, Director of Research Communication, The George Washington University

Dana Cruikshank, communications director for international research, education, and development, Virginia Tech


11:45 am

Lunch and networking

Location TBD


1:15 pm

Concurrent Sessions
Tips from the Inside: How to Get Your Pitches Picked Up

What's the first thing you should ask when you get asked to pitch some news? Will a catchy subject line make reporters more likely to open your email? What do they do all day? Should I ever use the phone? What should I do if they pass on my boss's key initiative? Learn tips and hear the inside scoop from a PR person embedded in the newsroom of The Chronicle of Higher Education.

Location TBD

Ginnie Titterton is the senior public relations manager at The Chronicle of Higher Education, where she is responsible for external media relations, corporate PR strategy and internal communications. Prior to joining The Chronicle in 2014, Ginnie served in the public affairs office of the American Council on Education. She holds a bachelor's degree from the College of William & Mary and an MPA from George Mason University.


Student Takeovers of Social Media

Location TBD

Megan Schmidt currently serves as a Social Media Coordinator for Virginia Commonwealth University. Megan plans and creates content for the university-level social media sites, obsesses over social analytics, consults on university marketing projects and acts as a community strategist. She routinely offers guidance and training for the numerous social media administrators across the university and its academic medical center. As a self-identified "Early Millennial," her favorite platforms to manage are Snapchat and Instagram. Megan received her bachelor's degree in Public Relations from VCU in 2012. She is a member of the Public Relations Society of America.

Jane Gregorski, Tidewater Community College

Daniel Lomask, Georgetown University


2:15 pm

Networking and snack break

Location TBD


2:30 pm

Concurrent Sessions
Writing/Editing/Proofing for the Web

Location TBD

Agatha Rule develops, writes, edits, and manages content for the Longwood University website. She earned a Bachelor of Arts in Communication Studies and a minor in Women's Studies from Hollins University, and a Master of Science in Corporate and Professional Communication from Radford University. Agatha joined Longwood's Marketing & Communications staff in 2016 after spending nearly a decade teaching multimedia journalism and public relations at a private college in Central Virginia.

Carolyn Conlon, HR Communications Strategist, Virginia Commonwealth University


Increasing Yield Through Customized Web Content

Location TBD

Jason Smith, OHO Interactive