10:00 a.m. – 4:30 p.m.Registration(Heritage Ballroom – Pre-Function Lobby – Third Floor)

11:00 a.m. CUPRAP Board Meeting(Montgomery House – Charter Board Room)

Noon – 1:15 p.m.Lunch/ Scholarship Presentations(Commonwealth Ballroom – Second Floor)

1:30 p.m. – 4:00 p.m. Interactive Workshop

Just Who Do You Think You’re Talking To? (Heritage Ballroom – Salon A-B-C)Robert Smythe, Synergixx/Smarter Voice Media

You’re pretty sure you know who you want to target for your school’s message, but are you using the words and ideas that prospective students/parents/alumni need to hear?

The greatest challenge to marketing today is ensuring that your target audience picks out your message from all the noise that surrounds them. In this 2-1/2-hour workshop, you’ll learn how your marketing message needs to address each of the four Buyer Personas, using the words, ideas, and levers they need to hear before they’ll pay attention to your offer.

Robert Smythe, former Creative Director at Smarter Voice Media, will explain the psychological profiles of each of the four Buyer Personas and how they relate to buying trends. He’ll then lead you through exercises you’ll be able to use later to describe your ideal customer and locate them in a buying characteristic matrix. You’ll then construct sophisticated and extremely detailed profiles, complete with key messaging levers, that can serve as your ongoing messaging reference for everything from email blasts and web copy, to brochure text and effective customer-service training for those working in your institution.

4:15 p.m. – 5:15 p.m.Digital Marketing in the Wake of Cambridge Analytica(Heritage Ballroom – Salon A-B-C)Daniel Beck,Director of Marketing, Rose State College

In the wake of the Facebook/Cambridge Analytica fake news scandal, the topics of personal data collection and targeted advertising are touchy subjects. As marketers, the ability to target relevant audiences is a useful and cost effective tactic, however, the digital landscape is changing. This session will cover the topic of data collection and how Facebook and other digital platforms are changing in response to the Cambridge Analytica scandal, fear of fake news, data breaches and the new General Data Protection Regulation (GDPR).

Noon – 5:00 p.m.Sponsor Exhibits(Heritage Ballroom – Pre-Function Lobby – Third Floor)Please take time during the conference to visit our sponsors and learn more about their services.

5:30 p.m. – 6:30 p.m.Cocktail Reception Sponsored by Cognitive Marketing Inc.(Heritage Ballroom – Pre-Function Lobby – Third Floor)

Dinner on your own Suggestions for restaurants in the area will be provided.

7:00 a.m. – 8:45 a.m. Breakfast Sponsored by Photoshelter(Commonwealth Ballroom – Second Floor)

9:00 a.m. – 10:15 a.m.Audience-First Search Marketing and Digital Strategy(Heritage Ballroom – Salon C)Wil Reynolds, Founder and Director, Seer Interactive

Wil will be discussing the importance of an audience-first search strategy through the lens of the higher education industry. Additionally, he’ll show the impact of using data integration to make informed marketing decisions which range from analyzing thousands of competitors to find content gaps and areas of opportunity, to ensuring media dollars are being spent with utmost efficiency.

10:15 a.m. – 10:30 a.m. Break(Heritage Ballroom – Pre-Function Lobby)

ALL BREAKOUT SESSIONS WILL BE HELD IN THE HERITAGE BALLROOM• Track One – Content Strategy – All Track One

sessions will be held in Salon AB• Track Two – Design and the User Experiende –

All Track Two sessions will be held in Salon C• Track Three – Communications and Marketing –

All Track Three sessions will be held in Salon DE

10:30 a.m. – 11:45 a.m.Track One – Saving Social in Higher Education Nikki Sunstrum, Director of Social Media – University of Michigan Social media has not only altered how we communicate personally, it has reshaped the information we consume and distorted our emotional responses. Many brands – and some schools – have made the choice to embrace sarcasm and savage or shallow online engagement. In this session, Nikki Sunstrum will explain how the University of Michigan has chosen to stay true (and blue!) to its mission. You’ll learn more about Sunstrum’s proactive approach to digital conversations. You’ll get inspired by her call to higher ed social media professionals to go beyond memes and help save social.

Track Two – Using Personalized Video to Enhance RecruitmentCathy Toner,Director of Communication and Marketing, Villanova School of BusinessBill Haley,President, Allied Pixel

The Villanova School of Business is one of the country’s top business schools. But like many colleges and universities today, it faces strong competition for students. During this session, VSB’s recent (December 2018) early action candidate marketing campaign will be deconstructed, focusing on the personalized video campaign, showing how it was conceived, constructed and executed. End result will be discussed as well as performance metrics, ROI, challenges, opportunities and next steps.

Track ThreeSocial Media Firestorms: How to Extinguish and Prevent the Next OneMark R. Weaver, Esq. CEO of Communications Counsel

A continuation of Mark’s successful CUPRAP Fall workshop presentation , this session will identify some dangerous social media traps and outline the steps to keep them from damaging your institution’s brand. Learn the best way to monitor for problems, get campus leaders to take action quickly, and limit the likelihood of another social media crisis. Noon – 1:30 p.m.Lunch Sponsored by Verso CorporationPresentation of Don Hale and Donovan Rising Star Awards

1:45 p.m. – 3:00 p.m.Track OneYou Are Spending Too Much Time Writing Stories Jamie Yates, Executive Director of Communications and Marketing, Gettysburg College Carina Sitkus, Director of Communications and Content Strategy, Gettysburg College It’s 2019 and content strategists and creators are still focusing too much of their attention on writing 500-800 word stories. Storytelling remains important, but there are so many other formats at our fingertips that can be used to tell stories. The Gettysburg team will share takeaways from the evolution of Gettysburg College’s content strategy and provide attendees with a concrete framework they can use to provide focus for every type of content they produce.

Track TwoSmall By Design: How Brand Research Curated Creative and Distinct Pathways for Prospective Students and Their Families Kathy Smyser, Director of Communications, Pennsylvania College of Art & Design; Natalie Lascek, Director of Admissions Marketing & Recruitment, Pennsylvania College of Art & Design; Bob Oxman, Vice President of Creative Services, Paskill Stapleton & Lord

Strong user experience and design is expected of all websites, and collateral. For an art school, these qualities are more paramount to attract aspiring creative professionals. Learn how PCA&D embraced branding research that pinpointed its culture “small by design.” This drove messaging and creative that was big in thinking. From a website with distinct user pathways in a branded experience to a viewbook where student voices and artwork shine due to its scope and format. In this session, attendees will learn key steps for integrating design and user experience and best practices for the utilization of research in the creative process.

Track Three – Navigating Your Career: Recruiting Trends in Higher Education Marketing and CommunicationsTim McGowan, Assistant Vice President of Strategic Donor Engagement at Princeton University, Julie Ried and Tom Jago, Executive Search Consultants at The Ward Group

This session will delve into skills, experiences and personal attributes that colleges and universities seek when recruiting marketing and communications leaders today. Tim will share how his approach to recruiting has evolved through a successful advertising agency career to senior positions at Columbia University, and now at Princeton while Julie and Tom will highlight the influence of digital and content marketing, as well as analytics. What do these trends mean to you and the teams that you are building and leading? Best practices and lessons learned will be shared in this interactive session.

3:00 p.m. – 3:15 p.m.Break(Heritage Ballroom – Pre-Function Lobby)

3:15 p.m. – 4:30 p.m. Social and Traditional Media Relations:Helping Your President Become a More Effective Communicator(Salon AB)Randell J. Kennedy, President and Founder of Academy Communications, Christine Baksi, Director of Media Relations, Dickinson College

The ability to support and help advance your university leader’s effective communications skills is a more important function than ever, as college and university presidents and chancellors are expected to develop and maintain a conspicuous place in the public eye—speaking, writing, tweeting and blogging. This session will explore some of the best ways campus communicators can offer their presidents the best guidance and most effective counsel when opportunities emerge and when challenges arise.

Presenters include a 30-year veteran in higher-education communications who frequently provides college and university presidents and senior campus communicators across the country with guidance and hands-on help and a university media relations director.

Learn about effective tactics and strategies, based on best practices, to help your campus leader embrace the role of confident communicator who engages in thoughtful promotion of their institutional priorities and vision. The panelists will provide timely and helpful insights that you can use immediately, and a Q&A session will follow their presentation.

Landing in the C-Suite(Salon C)Jonathan D. Green, President and CEO, Susquehanna UniversityAaron Martin, VP for Marketing and Communications, Susquehanna UniversityRaymond Betzner, Associate VP for Executive Communications, Temple UniversityRosalee Rush, Senior Associate VP for Marketing, Media Relations and Communications,California State University - Stanislaus

Transitioning from middle management to a leadership-level position in the C-Suite can be daunting, even for the most seasoned professionals. Our panelists will explain what it takes to get to the C-Suite from personal experience. Hear about lessons learned, building your network and the qualifications and skills required.

WEDNESDAYMARCH 13

THURSDAYMARCH 14

FRIDAYMARCH 15

7:00 a.m. – 8:45 a.m.Breakfast on your own Gift cards to Central Market will be included in your packet. We encourage you to enjoy breakfast and explore this charming farmer’s market before the day’s sessions begin.

9:00 a.m. – 10:15 a.m. Houshmand’s Hazardous Hot Sauce – Turning up the Heat/Adding to Student Scholarships(Heritage Ballroom – Salon C)

The University Relations team from Rowan University will spill the secrets on the sauce!

In fall of 2017, Rowan President Ali A. Houshmand launched his signature hot sauce—made from his secret recipe from vegetables grown in his own garden—as a means to raise scholarship funds for Rowan students with emergency needs. Since then, through aggressive marketing, special events, online sales, and media stories, the University Relations team has helped

the president raise more than $24,000 for gap scholarship funds. This session will delve into all of the pieces of the campaign—from the big idea to start the hot sauce to the design work, marketing, PR, packaging and selling of the hot sauce, events (and more). And if you are up to the challenge, some brave CUPRAP members will be recruited to serve as hot sauce tasters during the session. Find out more at rowan.edu/hotsauce.

Presentation of the Arthur Ciervo Award

Break – 10:15 a.m. – 10:30 a.m.(Heritage Ballroom – Pre-Function Lobby)

ALL BREAKOUT SESSIONS WILL BE HELD IN THE HERITAGE BALLROOM• Track One – Content Strategy – All Track One

sessions will be held in Salon AB

• Track Two – Design and the User Experiende – All Track Two sessions will be held in Salon C

• Track Three – Communications and Marketing – All Track Three sessions will be held in Salon DE

M A R C H 1 3 - 1 5 , 2 0 1 9LANCASTER COUNTY CONVENTION CENTER MARRIOTT PENN SQUARE, LANCASTER, PA

COLLEGE AND UNIVERSITY PUBLIC RELATIONS AND ASSOCIATED PROFESSIONALS

Who We Are: CUPRAP is a voluntary organization composed of communications professionals from colleges, universities and independent schools dedicated to advancing the understanding of higher education and enhancing the professional development of its members. CUPRAP members work in public relations, media relations, marketing, publications, sports information, web and graphic design, and more. Members come from private and public colleges and universities, two-year colleges, community colleges, independent schools and other organizations involved in higher education.

Founded in 1980 as the College and University Public Relations Association of Pennsylvania, one of the nation’s first organizations of its kind, CUPRAP now has nearly 350 members representing more than 100 institutions in several states. CUPRAP conferences and workshops continue to offer the best value in professional development for communicators in higher education.

2019SPRINGCONFERENCEYOU ARE ENCOURAGED TO WEAR YOUR COLLEGE GEAR

TO SHOW YOUR SCHOOL SPIRIT ON THIS CASUAL FRIDAY

3:15 p.m. – 4:30 p.m. Human Connection and Your Prospective Students’ Online Journey(Salon DE)Mark Cunningham, EVP, Client Solutions and Strategy, Carnegie DartletAllison Goodin, Director of Marketing and Communications, Cedar Crest College

We no longer just go online—we live online. In fact, your prospective students have never known life without the internet or smartphones. As a higher education enrollment marketer, it’s essential to not only reach your market across all online channels available but truly understand who your ideal student is on the most personal level. In this session, we will deep dive into how to reach your audience

through digital marketing while exploring the important interplay of psychographics and demographics. You will walk away with new ideas and best practices for your digital efforts for Search Engine Marketing, social media, video, and mobile as well as gain a new understanding of how to connect with prospects in the most personal ways possible.

5:30 p.m. – 6:30 p.m. Cocktail Reception Sponsored by Seer Interactive(Commonwealth Ballroom Pre-Function Lobby – Second Floor)

6:30 p.m. – 9:00 p.m.CUPPIE Awards Dinner Sponsored by eCity InteractivePresentation of the CUPPIE Awards(Commonwealth Ballroom – Second Floor)

9:00 p.m. – midnightCUPRAP Hospitality Suite

digital strategy for all of its target audiences in order to rebuild the flagship website from the ground up. The result was brand-compliant with a sound content strategy and was built on a platform that considers long-term design and development needs, trends, and best practices. Attendees will learn how Johns Hopkins University built a Webby Award-winning flagship website.

Track ThreeThe Strategic Value of Social ListeningLiz Gross, CEO of Campus Sonar, and PA Campus Representative TBD

The ubiquity of social media and online content has essentially created a real-time, searchable archive of human thought. This session will define social listening and demonstrate its strategic value for branding and how campuses can leverage social intelligence from online conversations to impact public perception, alumni engagement, crisis awareness, recruitment, and more.

Noon – Lunch (Commonwealth Ballroom – Second Floor)

CUPRAP Board Meeting(Montgomery House – Charter Board Room)

Conference Ends

THURSDAYMARCH 14

FRIDAYMARCH 15

10:30 a.m. – 11:45 a.m.Track OneAligning Marketing and Advancement to Achieve the Best ResultsMichael Stoner, Co-Founder and Co-Owner, mStoner

Marketing’s importance on campus is on the rise and many institutions have realigned responsibilities between their marketing and advancement divisions. In today’s supercharged fundraising environment, advancement teams struggle with the demands of 24/7 fundraising with increased goals. This presentation will focus on areas where marketing teams can focus their time and attention to leverage their skills and talents in advancing their institution. It is based, in part, on research conducted with CASE on how higher education is adopting various digital tools and more broadly integrating them into advancement. In addition to querying colleges and universities about social and digital media use and other tools in their advancement activities, we asked questions about the reporting relationships of the CMO and CAO, how institutional brands and campaign brands related and which teams were responsible for important activities such as meeting enrollment goals and engaging alumni and donors.

Track TwoCase Study: A look into the redesign of the award-winning flagship website for Johns Hopkins UniversityLauren Custer, Director, Digital Strategy, Office of Communications, Johns Hopkins University

The flagship website for Johns Hopkins University ineffectively communicated to multiple target audiences. Undefined business goals turned the website into link farm, with pages dedicated to unorganized bullet-pointed lists. Plus, there was no defined content strategy; messaging was scattered, visuals and page design were lackluster, SEO was poor, and the infrastructure was not scalable.

The web team in the Office of Communications at JHU took a holistic approach by developing a comprehensible