Regent University (Spring 2014)

Monday, April 7, 2014


8 a.m.

Registration and Continental Breakfast

Robertson Hall Lobby


9-10:15 a.m.

General Session & Keynote
Driving your Social Strategy

It is essential to know the fundamentals of social media in order to build a strong foundation for quality interaction among your audience. Organizations that treat social media as just another marketing channel are missing the point. Digital extends across multiple marketing channels and into business functions ranging from R&D to HR. With this reality, restricting "social media" to a silo is like appointing a Director of Electricity. This session will cover the basics of social media use; describe how Owned and Shared Media have become essential across the organization; how to assess the effectiveness of current and planned digital tactics, especially to convert customers into brand advocates; and how social technology drives business by collecting valuable data, reaching new audiences and deepening customer loyalty.

Room 103

Download slides (20.7mb PDF)

Anthony Shop is a digital strategist and co-founder of Social Driver, an award-winning digital innovation agency. Using cutting-edge online strategies and web-based applications, Social Driver works with leading companies, nonprofits and associations to create meaningful connections with their customers and members. Under Anthony's leadership as Chief Strategy Officer, Social Driver was named the 7th fastest growing agency in the United States by The Agency 100 and one of DC's Coolest Companies and Fifty on Fire by InTheCapital. The members of the National Press Club recently elected Shop to the Board of Governors. He founded the "Get It Online" digital media series for the club, which is the world's leading professional organization for journalists and communications professionals. The BBC, Washington Business Journal, and other leading media sources have called upon Shop for his expert opinions on the fast-changing world of digital media.


10:30-11:45 a.m.

Concurrent Sessions (Robertson Hall Classrooms)

Old Dominion University's Impact Campaign

Giovanna Genard, director of marketing and communications at Old Dominion University, and Adam Cook, director of research and development at Pilot Media, will walk you through the steps behind developing a marketing campaign to help foster regional pride and position Old Dominion University as a community advocate in education, leadership, business, research and economic development. They will discuss the goals, rationale, process, and the measures behind this first-of-its-kind campaign. They will also touch base on current lessons and next steps in improving and expanding the campaign.

Room 103

Adam Cook is the Director of Research and Development at Pilot Media. His division oversees the development and implementation of research projects spanning multiple Pilot Media properties and regional businesses throughout Virginia. He has more than 14 years of experience in marketing, communications, and consumer research. Cook's work has earned national and international recognition, and his work and research methods have been published in the worlds leading marketing research magazine, Quirk's Marketing Research Review. His speaking engagements included the keynote session at the 2013 National Corporate Researchers Conference in Dallas.

Giovanna M. Genard is the director of marketing and communications at Old Dominion University in Norfolk, Va., where she leads institutional branding and strategic marketing and communication efforts. She has more than 19 years of experience in the marketing and communication fields. Prior to joining Old Dominion in 2012, Genard was a senior marketing associate at Penn State. In this role, she developed and implemented university-wide branding and marketing strategies for print, television commercials, television shows appearing in the Big Ten Network, online videos, social media, and the web. She launched and managed the universitys first social media campaign, PSU4PA, and co-led a university-wide group responsible for the redesign of Penn State's web presence.


Engage Your Audience in the Mobile Space with an Adobe DPS App

Are you challenged with reaching prospective students? Are you keeping alumni engaged? Are you raising the funds needed for your foundation? Looking for new and innovative ways to engage these audiences? Create a mobile app that can tell your story and connect your constituents using Adobe Digital Publishing Suite (DPS). Adobe DPS is the leading app publishing solution that cutting-edge higher education institutions are leveraging to create and deploy mobile apps. Debbie Bates-Schrott, president of Bates Creative, a premier Adobe DPS agency partner, will share an overview of Adobe DPS and how it can benefit your campus, including admissions, alumni, academic publications, and athletics. During the session she also will explore trends in the industry and a case study on how The Corcoran College of Art + Design created a dynamic and interactive version of their college viewbook complete with video, student work, interviews, links to apply to the school, and much more.

Room 201

As President of Bates Creative, Debbie Bates-Schrott brings deep understanding of leading-edge digital publishing strategies and brand initiatives across marketing platforms to clients and partners. Her visionary thinking about brands and her engagement in partnerships has attracted a national clientele, including Fortune 100 companies, leading associations, higher education institutions, and government agencies. Bates-Schrott's energy and passion for rallying brands has made her a highly sought after speaker who regularly contributes to media and marketing events around the country. A natural entrepreneur and trailblazer, she founded her own agency, Bates Creative Group, which celebrated its 10-year anniversary in 2013. She has successfully led the agency from a print to a digital world, contributing to year-over-year growth. Prior to launching Bates Creative, she co-founded a graphic design agency before the age of 30.


Old School Design

During the past year, Virginia's oldest college has been on a tear to implement responsive design, one of the web's newest technologies. William & Mary launched a fully responsive university website in 2013 and revamped its Law School and School of Education sites in 2014. Now, the Office of Creative Services has the two remaining graduate schools in its crosshairs for this spring. Along their journey, W&M's designers and developers learned a trick or two and abandoned the old school design of...yesterday. Get inspired by W&M's successes and laugh with them at their failures as they explore a technology that requires you to be as adaptive and responsive as it is.

Room 205

Download slides (10.2mb PDF)

Tiffany Broadbent Beker is a Web Developer with the Office of Creative Services and Social Media Coordinator for William & Mary. 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).

Justin Schoonmaker is Associate Director of Design in William & Mary's Office of Creative Services. He manages the office's design team and serves as the university's primary web designer. He also chairs a subcommittee of designers from across the university that are responsible for the development of William & Mary's new logo and style guide, coming in fall 2014.


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

Lunch and Networking

The Ordinary in the Student Center


1-2 p.m.

Concurrent Sessions (Robertson Hall Classrooms)

Do's and Don'ts of FOIA

A primer on how public universities can best navigate public records requests under the Freedom of Information Act. If you are responsible—or might be responsible one day—for responding to requests under FOIA, this is the session for you. At public institutions, what is considered an open record? How best to get the necessary buy-in from colleagues across campus to respond? What are some strategies to managing and being responsive to complicated and time-consuming records requests? Panelists will give an overview of FOIA laws and share tips and background on how to make sure your institution is complying with open records laws.

Room 113

Megan Rhyne has worked at the Virginia Coalition for Open Government since 1998 and became its executive director in 2008. Before that, she served as an opinions editor for Texas Lawyer in Dallas, as a freelance writer and reporter for Androvett Legal Media in Dallas and the National Law Journal in New York, and as an adjunct professor of media law at Hampton University's journalism school. She first became interested in open government as an FOI intern at the Reporters Committee for Freedom of the Press in 1991. Her law degree is from the University of Colorado-Boulder, and she was a radio, television and motion pictures major at the University of North Carolina-Chapel Hill.

Phil Hunt has been on staff at George Mason University since 2007 in a variety of capacities. Currently, Phil serves as the inaugural Director of Development for Access Initiatives and serves as the university's FOIA Compliance Officer. Prior to taken on his current role, Phil was the Associate Registrar for Certification and the university's FERPA/FOIA Compliance Officer. Having earned a JD from the Univesity of New Hampshire School of Law, Phil's passion has always been in higher education. Phil has extensive experience working with universities, law firms, and various associations which has exposed him to the wide range of issues and challenges faced by large and small organizations. Phil also earned both a BS and MA from the University of Connecticut where he competed in football and track.

Lilian Stevens is the Assistant to the Vice President of Strategic Initiatives at William & Mary. With over two decades invested in W&M, she is the senior operations officer for the department that includes Creative Services, Economic Development, Government Relations and University Relations. Since 2010, Lillian has also served as the university's FOIA Officer and is a liaison staff writer for the William & Mary News and Ideation (W&M's research and scholarship magazine). Prior to her work in Strategic Initiatives, Lillian served on the academic side of the house, as assistant to the dean of W&M's business school. Before that, she worked in several progressive capacities at Virginia's Department of Human Resources Management in Richmond, Virginia, as well as the Office of the Attorney General and the Virginia Department of Occupational and Professional Regulation.


Digital Publications and Design

As technology advances, publications evolve. With mobile technology like tablets and smartphones, people increasingly want their information on the go. And, it needs to be interesting, interactive, and creative to hold their attention against all of the other messages they receive on a daily basis. And, it's not as simple as just moving a print piece to the web. Colleagues from George Mason University and the University of Virginia published digitally designed president's reports last year and will share their experiences.

Room 201

Download slides (3.7mb PPTM)

Charity Boudouris is assistant director in Advancement Communications at the University of Virginia, where she helps manage a team responsible for producing fundraising materials. She has served as the editor of U.Va.'s President's Report and Financial Report since 2007 and has worked on both reports since she joined the University of Virginia in October 2000. Boudouris came to Charlottesville from Seattle, where she was assistant director of community outreach at the Virginia Mason Medical Center Foundation. Before taking that position, she was associate director of communications in medical development at Northwestern University. A graduate of the University of Florida, Charity holds a master's degree in English from Columbia University and has completed coursework and examinations for her Ph.D. in English at New York University.

Colleen Kearney Rich is the editorial director in the Office of Communications and Marketing at George Mason University. In this capacity, she serves as managing editor of the Mason Spirit and Mason Research magazines and helped create the CASE award-winning M magazine. She has a bachelor of science in mass communication from Virginia Commonwealth University and a master of fine arts in creative writing from George Mason.

Sarah Seeberg, director of creative services, George Mason University


Open Session on Social Media

Whether you are new to the world of social media and want tips and tricks from seasoned experts, or you have an issue to bring up among your peers, join us for a small, informal discussion among colleagues on how to navigate the world of social media.

Room 101

Moderated by Rob Pongsajapan, assistant director of web projects at the Center for New Designs in Learning & Scholarship, Georgetown University.


2-2:30 p.m.

Networking and Snack Break
  • Robertson Hall Lobby

2:30-3:30 p.m.

Concurrent Sessions (Robertson Hall Classrooms)

How to Prepare for a Smooth Presidential Transition

Today's college presidents are serving shorter tenures. According to a 2011 American Council on Education survey, the average length of a college presidency is about seven years, so it is likely that you have experienced a presidential transition or will do so soon. What are the best practices for bringing a new president onboard? What media opportunities are available for a new president? How can you leverage the introduction of a new president to enhance your university's brand? What is an inauguration and why do colleges spend tons of money and hours of staff time planning and hosting one? Three CCA colleagues will discuss their experiences introducing a new president to the campus, community and media.

Room 113

Anna Billingsley spent most of her professional life as a daily newspaper journalist, covering everything from religion to politics to health and science—and she wrote a few obituaries and took a few night police calls along the way. When she began teaching news writing at the university level, she got a taste of nirvana. That led to a full-fledged career in higher education—first as an alumni magazine editor, then as a director of university publications. For the past three years, Billingsley has held her current position: associate vice president for university relations at the University of Mary Washington. A native of South Carolina, she received her undergraduate degree from the College of William and Mary and her master's degree from American University.

James Toscano is Tidewater Community College's vice president for institutional advancement, responsible for marketing, government relations, interactive and visual communications, publications, college events and alumni relations. Before TCC, Toscano was vice president of public affairs & communications and chief communications officer at Hampton Roads Transit. At HRT, he directed the public outreach activities of The Tide light rail system construction—one of the largest public works projects in the history of the region—and directed the safety awareness marketing and communications campaigns. He holds a bachelor's degree in communication from ODU and a master's in public policy and management from the University of London. He is pursuing a doctorate in law and policy from Northeastern University in Boston.

Renell Wynn brings to George Mason University more than 15 years of substantial executive experience as a communications and marketing professional in higher education. Wynn has experience with creating, planning, and implementing a strategic communication strategy as well as managing a wide range of communication programs. Prior to joining Mason, Wynn served as assistant vice president for development relations at the College of William & Mary. In this role, she developed and implemented marketing plans to enhance the university's image, utilized strategic communication to create initiatives to impact overall goals and objectives, and managed various communication vehicles including advertising, graphic design, public and media relations, and web communications. Prior to joining William and Mary, she served as director of communication services for the Florida State University Foundation and directed public relations offices at Mississippi Valley State University in Itta Bena, Mississippi; Westminster College in Fulton, Missouri; and the Missouri Department of Labor and Industrial Relations in Jefferson City.


What Makes Us Regent University: Communicating a Brand

Regent University recognizes the critical role that its brand plays in delivering on the institution's mission as a leading global Christian university. With its 2013 top 10 ranking by U.S. News & World Report (online bachelor's programs), Regent is earning its place among the top Christian universities. But, as higher education continues to change and competition escalates, solidifying the university's position and strengths matters much. Last fall, a new brand strategy was implemented throughout campus and online to communicate Regent's distinctive identity for both current and future communities. Learn how Regent answered a key question—"What makes us Regent University, and how does that better our students and the world?"—and how the university is communicating its brand.

Room 201

Sherri Miller's marketing and media career spans 17 years and includes positions both at FOX Family Channel and Redbook magazine. Her marketing partnerships have included promotional programs with consumer goods and services including Disney, Nokia, J.C. Penney, Coke, Hershey, Quaker, New Balance, and many other national brands. Likewise, she maintained notable marketing partnerships with major print providers including Better Homes and Gardens, Ladies Home Journal, Woman's Day, and others. Prior to coming to Regent, Miller served as vice president of marketing for FamilyCLICK, an Internet safety software provider.


3,000 Alumni Strong: A multimedia campaign for the Hampden-Sydney Fund

In the middle of fiscal year 2013, the staff at Hampden-Sydney College decided it was time for a game-changer for its annual fund campaign. The result was a fourth quarter giving challenge for alumni, designed to increase the overall alumni giving percentage and engage new and lapsed donors. During the fourth quarter of fiscal year 2013, Hampden-Sydney College launched the 3,000 Alumni Strong Challenge, an aggressive annual fund campaign that aimed to secure gifts from 3,000 alumni in order to obtain a $200,000 challenge gift offered by a group of anonymous donors. Solicitations had to be frequent and urgent as they challenged alumni to reach the goal by the June 30th deadline. Through a coordinated video, email, direct mail, social media, and volunteer effort, the campaign ultimately resulted in a 7% increase in alumni giving percentage over the previous year. Join us for a case study on how Hampden-Sydney utilized the institution's most beloved characters to successfully deliver an innovative, compelling, and aggressive case for support.

Room 101

Download slides (1.2mb PPTX)

Ann Cassell is the Director of Development for Hampden-Sydney College, where she leads the fundraising initiatives of the Hampden-Sydney Fund and oversees Hampden-Sydney College's office of alumni relations. Ann also serves as liaison to the Hampden-Sydney College Parents Council. Before joining the Hampden-Sydney staff in 2012, Ann was the Director of Alumnae Relations at Hollins University. Her development background includes major gift work at both Hollins and Virginia Tech. Ann's experience in alumni relations began at her undergraduate alma mater, the University of Virginia, where she worked for the UVa Alumni Association both in Charlottesville and as Executive Director of the Virginia Club of New York, based in Manhattan.

Spencer Conover is the Assistant Director of Alumni Relations at Hampden-Sydney College. Prior to joining the alumni office in July, 2013, Spencer served as Assistant Director of the Hampden-Sydney Fund for Young Alumni and Student Programs and played an integral role in the 3,000 Alumni Strong Challenge. Spencer is a 2010 graduate of Hampden-Sydney College.


3:30 p.m.

Conference Adjourns