Roanoke College (Summer 2016)

Wednesday, June 15, 2016 — Pre-conference

2-5 pm

Analytics Therapy (Pre-Conference Workshop)

Do you feel hopeless or helpless when you think about Analytics? Has your appetite for data changed lately? Have you lost interest in measurement activities you used to enjoy? If you answered "yes" to any of these questions, you may be suffering from a serious but benign syndrome: PTHAD - Pre-Traumatic Higher Ed Analytics Disorder.

While there is no miracle pill (or metric) to treat PTHAD, it can be cured with the right approach. In this pre-conference, Karine Joly of Higher Ed Experts will address the root causes of PTHAD, share inspiring success stories from survivors and will help you define the best key performance indicators to measure progress towards your communication or marketing goals. You'll leave with a deeper understanding of what analytics can do to help you inform your strategy, but also with your own checklist to kick off or improve your measurement practice. We will wrap-up this Analytics Therapy workshop by hosting a live virtual "Ask Me Anything" session with Joshua Dodson and Dr. Liz Gross, both members of the analytics faculty at Higher Ed Experts. You'll be able to ask them questions about your challenges and struggles with social media and web analytics.

Pickle (inside the Colket Center)

Karine Joly oversees the development of the professional development curriculum at Higher Ed Experts, an online school for digital marketing professionals working in higher education she founded in 2007. She teaches the 8-week professional certificate online course on Social Media Marketing for Higher Ed and has done extensive research on the use of analytics in higher education since 2010. She has shared her insights about digital, web and social media trends on, a popular and independent blog, and in her Internet Technologies column for University Business for the past decade. Karine has been invited to present keynotes and sessions on digital marketing trends, web analytics and social media marketing at leading higher education conferences: American Marketing Association Symposium for Higher Ed, CASE, eduWeb, EduComm, UB Tech, CUPRAP, HighEdWeb and PSEWeb in Canada.

Joshua Dodson has been teaching 3 different courses on Web Analytics for Higher Ed for the past 5 years. He is the SEO Director of Southern New Hampshire University. He is a Google Analytics Qualified Web expert who has worked with numerous colleges and universities to improve their Web presence and better understand their user trends. His extensive back-end Web knowledge is equally matched with an understanding of the importance of driving results on the front end—and proving return on investment. His in-depth SEO experience ties campaigns to results to show true impact. Before joining SNHU, Joshua worked as a Web Analytics Strategist and a Web Developer for Eastern Kentucky University and Lincoln Memorial University in Harrogate, TN.

Dr. Liz Gross has been teaching Higher Ed Experts' professional certificate course on Social Media Measurement for Higher Ed since January 2015. Dr. Liz Gross is a Social Media and Market Research Strategist for a federal student loan servicer. She was responsible for launching the company's social media presence, and now manages the social media program in addition to all measurement of the company's cross-channel marketing and communication. Liz received her Ph.D. in Leadership for the Advancement of Learning and Service in Higher Education from Cardinal Stritch University. Her dissertation research examined the relationship between communication methods and the frequency and content of college student interactions with faculty.

Thursday, June 16, 2016 — Conference

8 am

Registration and Continental Breakfast

9 am

Keynote: Freedom of Expression: Keeping Free Speech From Becoming a Crisis

Barry Meek, associate general counsel for the University of Virginia, will help us navigate issues like the divestiture movement, controversial speakers, the appearance of derogatory words scribbled on campus, and more.

Wortmann Ballroom

Download slides (6.1 MB PPTX)

For more than eleven years, Barry T. Meek has served as Associate General Counsel at the University of Virginia. His portfolio includes advice and representation of the University's Athletics, Student Affairs, Police, Title IX, and Emergency Preparedness operations. Mr. Meek routinely provides counsel to University leaders responding to a variety of crises, protests, and allegations of misconduct. He also teaches a course on Law and Higher Education at the University. Mr. Meek formerly was in private practice where he advised clients on employment and intellectual property matters and represented them before state and federal courts. Mr. Meek received his law degree from the University of Richmond and his B.A. from Roanoke College. He formerly was a police officer for the City of Roanoke Police Department.

10:30 am

Networking and snack break

Wortmann Ballroom

10:45 am

Concurrent Sessions
Map Your Way to Message Discipline

Marian Anderfuren, associate vice president for Interactive Communications at Tidewater Community College, explains the magic of message mapping and will walk you through developing a message map for your institution.

President's Dining Room 210

Marian Anderfuren is one of the many former journalists who took a right turn into higher education. After more than 30 years in the newspaper business, mostly at The Virginian-Pilot, she joined the University of Virginia's Office of Public Affairs in 2008 as Director of Media Relations. Just when she thought she had the hang of the job—and had even learned the Good Old Song—the turbulent leadership situation at the university in 2012 sent her back down I-64 toward Hampton Roads. Fortunately, Tidewater Community College was seeking an AVP for Interactive Communications to manage not only public relations, but also web, social media and (as they say) other duties as assigned. Marian has a bachelor's in journalism from Northern Illinois University and a master's in English from Old Dominion University.

Relationships with Reporters

Join a panel of experts from George Mason and William & Mary on the importance of building relationships with reporters, especially when it is time to have challenging and difficult conversations. Learn when and if to go off the record, how to manage a highly sensitive story, and how to get ahead of something to make sure a small story doesn't become a big one.

Kime 232

Suzanne Seurattan's 15-year career at William & Mary has been focused on the university's national media presence. She serves both a spokesperson for the university and as a PIO for the William & Mary Police Department. As director of news and media, Suzanne oversees the team within W&M's University Communications that is responsible for media relations and the William & Mary News.

Michael Sandler is the director of strategic communications at George Mason University. He oversees a team that handles news, media relations, internal communications and crisis communications for Virginia's largest public university. Prior to joining Mason in 2014, Sandler spent nearly two decades as a reporter and editor in Washington, D.C. and Florida. He served as the deputy economy editor in the Associated Press's Washington bureau, where he planned the day-to-day coverage of the U.S. economy, the job market, and monetary policy during the recovery from the Great Recession and Financial Crisis.

Mark Owczarski is currently assistant vice president for university relations at Virginia Tech and provides leadership for the university's media relations, college and other unit-based communications, crisis communications, and internal communications programs. During his 13 years at Virginia Tech, he has led university efforts to move communications products to digital platforms. A native of Cheshire, Conn., Owczarski received his bachelor's degree and master's degree from Syracuse University. Owczarski and his wife, Dawn, have two children.

The Psychology of Design: It's More Than Cool Fonts and Pretty Colors

From magazines to websites to social media, good design will help you create connections with more people. But good design is more than just something that looks pretty. To be truly effective, you need to apply psychological principles to maximize impact. Here's how to get started (whether you are a designer or not).

Garrett 230

Download slides (3.2 MB PPTX)

Carrie Cousins is a designer, writer and content marketing professional with more than 15 years of experience in the media industry. She is the Director of Communications for the Roanoke Regional Partnership and person behind popular social media accounts, Get2KnowNoke and Roanoke Region, among others. She's also a freelance writer and graphic designer, contributing to some of the most read design publications online—Design Shack, The Next Web, Webdesigner Depot and Fast Company Design. Connect on Twitter (@carriecousins) or check out her design portfolio at

11:45 am

Lunch and networking

Wortmann Ballroom

1:15 pm

Concurrent Sessions
Make [ _____ ] real.

VCU will share the strategy and execution of their multi-faceted institutional marketing campaign for 2015/16. The objective was to create a deeper connection with prospective undergraduates by leveraging the equity of their brand promise and asks, "What do you make real?" Targeted digital media drove traffic to a custom website where visitors shared their "real" in words and visuals. Social and traditional media encouraged engagement with students, faculty and alumni. These stories allowed the community to convey what's important to them within the context of VCU. The campaign exceeded media objectives and inspired schools to adopt the theme for their communications.

Garrett 230

Download slides (9.7 MB PDF)

Tom Klug, Associate Vice President of University Marketing, is accountable for directing VCU's strategic marketing communications and institutional branding. His team also provides editorial, design and video/photo services across digital, print and paid media communications for the schools and administrative divisions. Previously, Tom managed Capital One's in-house creative department servicing the retail bank and credit card product lines. He has also owned and operated a marketing agency and a consulting service over the span of a 30-year career.

Tristana Nesvig Trani, Assistant Director of Integrated Media Strategy, directs social media strategy and integration at Virginia Commonwealth University. She plans and creates content for the main VCU social media sites, consults on university branding projects and acts as a social media community strategist—offering guidance and training for the numerous social media administrators across the university and its academic medical center. She received her master's degree in strategic planning from the VCU Brandcenter and previously worked in strategy at The Martin Agency.

Media Relations Roundtable

Join seasoned media relations colleagues for roundtable discussions on topics including gaining national publicity for your school, crisis communications, working with student press, getting faculty buy-in, and more.

Kime 232

Crowdsourcing Student Content

Transformational moments happen in real time, and students can be there to capture them when staffers just can't. From embedded photographers on international trips to social media posts about academic programs to capturing student life on video, students can help us create great content. In this session, colleagues from Roanoke College will show us how to manage student creators as well as how to use the content in social media, website, and video productions.

President's Dining Room 210

Download slides (59.6 MB PPSX)

Whitney Anderson is the Internet Communications Manager at Roanoke College. She manages web content and all of the college's main social media accounts. Her least favorite word is pedagogy and a good Snapchat take-over makes her day. Prior to Roanoke, Whitney did web design, SEO and graphic design. When not at work, she can be found wrangling her twin two-year-olds.

Jenny Boone writes news and information and assists with social media, media relations and student interns as a public relations specialist for Roanoke College's Public Relations Office. Previously, Jenny was a business reporter, columnist and blogger at The Roanoke Times. She holds a master's degree in journalism from Northwestern University and a bachelor's degree in English from Roanoke College. Aside from her day job, Jenny teaches journalism courses as an adjunct college instructor.

2:15 pm

Networking and snack break

Wortmann Ballroom

2:30 pm

Concurrent Sessions
Movin' On Up in Higher Ed

This session is for anyone looking for advice on how to transition to the next phase of their career. Crista Cabe and Teresa Mannix will discuss lessons from their own careers and advice from leading academics to help CCA members continue to advance within higher ed.

Kime 232

Teresa Mannix is responsible for media relations, rankings, editorial services, and Dean's Office communications at Georgetown's McDonough School of Business. She joined Georgetown in 2009 as the director of media relations for the business school, previously serving as both assistant director and director of news and information services at the University of Mary Washington, where she supervised media relations, sports information, and web communications. Mannix holds a B.A. in journalism from Mary Washington, an M.A. in communications from George Mason, and a marketing certificate from Georgetown.

As vice president for communication, marketing, and public affairs at Mary Baldwin College (soon to be Mary Baldwin University), Crista Cabe serves on the executive staff, provides leadership for all aspects of strategic communication, and is the college's official spokeswoman. She conducted the research that convinced the trustees to change the institution's name; developed the communication strategy to garner buy-in from alumni, faculty, and students; and is leading the transition effort. A past president of the CCA, she has also coordinated judging for CASE III communication awards and served on the steering committee for the AMA's National Symposium on the Marketing of Higher Education.

Pitching Creative Work to Internal Clients

When it comes to marketing and branding on university campuses, getting internal buy-in is a must if you plan to have success with a broader roll out. Join creative professionals as they discuss the importance of shuttle diplomacy and how to work with departments, units, and senior leadership when they all have different needs, priorities, and requests.

President's Dining Room 210

Sarah Marshall Elliott is an accomplished brand strategist and marketing and publishing executive. Her career began at USA Today, where she worked in marketing, advertising, licensing, new media, and business development. She launched and served as vice president of advertising/marketing for a spin-off company, USA Today SkyRadio. Before joining Virginia Tech in 2015, Sarah owned a brand consultancy and served as director of marketing and brand strategy for Virginia Farm Bureau. As Virginia Tech's assistant vice president of marketing, she leads the university's centralized creative services department, which includes institutional branding, photography/videography, licensing, and publishing areas.

Justin Schoonmaker is Associate Director of Design in University Communications at William & Mary. He leads a team of design professionals who have executed hundreds of projects over the past several years, including the web design of and branding and print communications packages for dozens of departments, offices, and programs. Justin chaired the team that designed William & Mary's new logo in 2014 and served as the primary author of the university style guide. After publicly releasing William & Mary's core visual brand assets, Justin worked with many campus units to adopt the new guidelines while helping them preserve their sense of identity and unit-level brand equity.

Sarah Seeberg is the director of Creative Services at George Mason University. She oversees the in-house team responsible for creative production of the university's top level communications such as the quarterly Mason Spirit magazine and the annual President's Report, as well as hundreds of yearly design and communication projects for academic units. She is the university lead on the visual identity and photo style components of Mason's brand profile. She has been with Creative Services since 1984 and with the university since 1978.

Social Media ROI and Beyond

Learn how to leverage digital advertising tactics across multiple social networks and their millions of users. You will discover who is using social media and which networks appeal to which demographics. Get an overview of the importance of leveraging the various targeting capabilities such as location, age, gender, Retargeting, and social media advertising and how they can help you meet admission goals. We'll also go beyond social media to talk about other digital marketing techniques you may not have considered.

Garrett 230

Download slides (3.4 MB PDF)

Jaime Oleksik, Regional Director at Carnegie Communications

Alexa Poulin, EVP of Marketing and Digital Operations at Carnegie Communications