DAY 1
REGISTRATION AND CONTINENTAL BREAKFAST
8:00 AM - 9:00 AM
UKROP GALLERY
KEYNOTE: KEEPING BALANCE AND HUMOR AMIDST (HURRICANE-STRENGTH) WINDS OF CHANGE
9:00 AM - 10:15 AM
ROBINS PAVILION
CHUCK HANSEN
Technology, communications, the economy, globalization, diversification, increasing workloads, decreasing security, vanishing work-life balance, loss of perspective, the pace of change, the pace of business, the pace of life… In these hurricane-strength winds of change, keeping up is challenging; keeping balanced is next to impossible. In his relaxed and humorous manner, award-winning speaker, author, and humorist Chuck Hansen mines his own acres of hilarious business and life experiences and misadventures to present a funny take on change, perspective, and modern life.
ROUNDTABLE DISCUSSIONS
10:15 AM - 10:45 AM
ROBINS PAVILION
NINE WAYS TO NAVIGATE TOUGH SUBJECTS
11:00 AM - 12:00 PM
ROSENBAUM ROOM
JENNIFER CARMEAN, COREY BYERS
Protests, sexual assault, and public safety are all issues central to a college audience – and very commonly of interest to the media. Communicators at Virginia Commonwealth University identified nine ways in which public relations professionals can address these topics head on to internal and external audiences in a transparent way, without compromising an organization’s reputation or public safety efforts. Learn how to effectively communicate how your organization prepares for, and responds to, high-profile incidents and how those communications build trust and buy-in from students, staff, and the media.
MEDIA PANEL
11:00 AM - 12:00 PM
ROBINS PAVILION
JAMAL WATSON, JUSTIN MATTINGLY, MARK TENIA
Join us for a discussion with Justin Mattingly from the Richmond Times-Dispatch, Mark Tenia from WRIC, and Jamal Watson from DIVERSE Issues in Higher Education to learn more about how they seek out sources from higher ed and how we can work together.
EFFECTIVE SOCIAL MEDIA FOR FUNDRAISING AND FRIENDRAISING
11:00 AM - 12:00 PM
QUIGG ROOM
SARAH MILSTON
Sarah Milston, CEO of SparkMill, will discuss tools and tactics for using social media to fundraise and friendraise, particularly as they apply to higher education foundations. Here’s a tip: If you think the tools and tactics for fundraising and friendraising are the same, you should come to this session.
LUNCH
12:00 PM - 1:15 PM
MANAGING THE AD CAMPAIGN MEDIA MIX
1:15 PM-2:15 PM
ROBINS PAVILION
CHRISTIAN MUNSON, JOEL ERB
Whether a large school or small, with a big budget or virtually none, paid media options are available to college marketers like never before. In this presentation, Joel Erb and Christian Munson, Richmond-based marketing pros from Padilla, a national agency, will review the changing advertising landscape, paying particular attention to the digital front. They will explore the trends shaping college marketing decisions in 2018 and, using case studies and examples, will discuss the key to getting the biggest bang for any paid advertising investment.
TAKE STOCK — AND DITCH IT: HOW TO ACHIEVE AUTHENTICITY WITH CAMPUS PHOTOS
1:15 PM - 2:15 PM
ROSENBAUM ROOM
MARIA SCHULTZ, LISA CHINN MARVASHTI
Who needs stock photography when you can use your own students as subject matter? We’ll outline ways to get the most bang for your buck from photo shoots.
ACCESSIBILITY: WHAT IT MEANS FOR COMMUNICATORS
1:15 PM - 2:15 PM
QUIGG ROOM
GEORGE WEBSTER, CATHERINE SPEARS
FACEBOOK LIVE: OPPORTUNITIES BEYOND POINT AND SHOOT
2:30 PM - 3:30 PM
QUIGG ROOM
KEITH KAUFELT, ANNE DREYFUSS
When Facebook Live launched, communications professionals were handed a new tool to capture authentic moments in real time for their audience. As the platform becomes more widely utilized, how do we go beyond merely recording live events to creating live content? In this session, Anne Dreyfuss and Keith Kaufelt will share the best practices they developed in their journey from passive user to live content producer.
In this session, you’ll learn how to:
Develop programming specific to the live-streaming platform
Leverage Facebook Live to engage more fully with your target audience
Analyze case studies from other organizations to guide your specific marketing objectives
Capitalize on Facebook Live’s functionality to increase brand equity
Utilize low-to-high tech equipment for a variety of broadcasting formats
A CAMPUS IN CRISIS: TIPS AND STRATEGIES FOR LEVERAGING SOCIAL MEDIA IN YOUR CRISIS COMMS PLAN
2:30 PM - 3:30 PM
ROSENBAUM ROOM
KELSEY LEAVEY, SEAN RYAN
Learn about the latest social media tools and how you can utilize them for crisis communications from Sean Ryan and Kelsey Leavey of The Hodges Partnership.
LIGHTNING TALKS: “ONE WEIRD TRICK”
2:30 PM - 3:30 PM
ROBINS PAVILION
Do you have a favorite productivity tool that you want to recommend to your CCA colleagues? How about an exercise that your team uses to generate creative ideas? Come to this session to share and learn about tips/tricks with your fellow communicators! Volunteers will describe the tip or trick in three minutes or less, and all contributions will be collected in a shared Google Doc.