March 24-26, 2019 Texas Hill Country- San Antonio

annual Conference March 24-26, 2019 Texas Hill Country- San Antonio

1 For NCMPR’s 2019 national conference, it’s all about branding (and we don’t mean cattle). We’re heading to Texas Hill Country, sprinkled with rolling hills, wildflowers and breathtaking vistas, to inspire BIG IDEAS for branding two-year community and technical colleges. Learn Whether you prefer outdoor recreation or big-city culture, you’ll find something to love Relax about Texas Hill Country. This part of the Lone Star State is known for its rolling hills, Re-energize scenic rivers and lakes, and unique small towns that have their own stories to tell. in Perched on its southern edge is San Antonio, a major city in south-central Texas with a rich Texas Hill colonial heritage. It’s home to the Alamo, an Country 18th-century Spanish mission preserved as a museum and the site of an infamous 1836 battle for Texan independence from Mexico. It’s also known for its famed River Walk, a March 24-26, 2019 miles-long pedestrian promenade lined with cafés and shops.

Conference headquarters is the Hyatt Regency Hill Country. Nestled on 300 acres of historic ranch land and located just 20 minutes from the San Antonio airport and River Walk, it offers a unique blend of countryside relaxation, casual elegance and Texas-sized hospitality.

Mark the dates on your calendar and make plans to attend NCMPR’s biggest professional development event of the year. This year’s conference program and setting is all about learning, relaxing and getting re-energized!

2 kers ea Opening p

Keynote

Wyman Meinzer S

Official Photographer e

for the State of Texas t

o n k y During his 12 years e as adjunct instructor in communications at his alma mater, Texas Tech University, Wyman Meinzer collaborated on 27 knowing your brand often told his large-format books, and knowing your Wyman Meinzer students, “Your eyes and his images have customer. At H-E-B, may be better than graced the covers of Prosper Nirenberg mine, but I can see more than 250 leads a team charged better than you.” magazines, including with helping guide Seeing through the Smithsonian, National the development of eye of a lens is what Geographic Books, H-E-B’s strategic Meinzer does best. Natural History, vision. Previously, He is the only official Ebony, Time, she worked in state photographer of Newsweek, U.S. News planning and Texas, an honor he and World Report, research in the still holds today after and Field and Stream. advertising arena, being named so in which has given her 1997 by the Texas Closing insights across many State Legislature and Keynote industries and then-Gov. George W. clients, including Bush. He was raised Erika Prosper Anheuser-Busch, Erika Prosper Nirenberg on the League Ranch, Nirenberg Audi, New York Life a 27,000-acre ranch in Director of Customer Insurance, Minute the rolling plains of Insights, H-E-B Maid, Simon Malls, Texas. Since then, he First Lady of San Antonio the Hispanic has traveled to every As director of Scholarship Fund, and corner of the state customer insights at the Las Vegas and points beyond in H-E-B – a Texas-sized Convention and search of the first and supermarket chain Visitor Authority. She last rays of sunlight. based in San Antonio is also San Antonio’s Meinzer has – Erika Prosper First Lady (her photographed and/or Nirenberg husband is San understands the Antonio Mayor Ron importance of Nirenberg), currently serves as chairwoman of the San Antonio Hispanic Chamber of

3 Commerce, and is Monday actively involved in FEATURE PRESENTATION efforts to improve quality of life among underserved James McCoy working at the populations through Associate age of 15 after her arts education and Vice President for mother’s devastating literacy. Her personal Academic Affairs accident, and a student who was a story is inspirational Charlene Gibson sexual assault victim in and of itself. She Professor and Faculty as a child. In this grew up in a migrant Initiatives Coordinator family working in the special presentation, fields of West Texas College of McCoy, associate and the Rio Grande Southern Nevada vice president for James McCoy Valley, and went on academic affairs at “No Greater Odds” to earn a master’s CSN, and Gibson, a Documentary Project degree in tenured professor in communication from James McCoy and the department of the University of Charlene Gibson communication at Pennsylvania from the College of CSN, will discuss how Annenberg School Southern Nevada are the film – screened and two bachelor’s the producers and in nearly 45 states degrees, one in co-creators of the – has re-engaged liberal arts and the Emmy-nominated faculty and staff, other in advertising, documentary, increased community from the University of “No Greater Odds,” support, changed the Texas at Austin. which captures the conversation about raw and unfiltered community colleges stories of five in the context of Charlene Gibson community college higher education, students, including and created partner- a single mom who ships that put the never finished community back in high school, a first- community college. generation student, This three-hour an immigrant student, presentation features a student who started opening remarks, lunch, a screening of the film and a Q&A session with students from the Alamo Colleges system.

4 PROGRAM AT A GLANCE

SUNDAY, March 24 MONDAY, 8 a.m.- 4 p.m. March 25 Registration/ 7:30 a.m.- Conference 5 p.m. Concierge Registration/ 9 a.m.-12 noon Conference Pre-Conference Concierge Intensives 7:30-8:30 a.m. 1-2:15 p.m. Breakfast Welcome and Opening Keynote 8:30-9:30 a.m. Concurrent 2:30-3:30 p.m. Welcome Reception Breakout Sessions and Mixer 9:30-10:30 a.m. 4-8 p.m. Exhibitor Hour Free Time/District 10:45-11:45 a.m. Dinners Concurrent Breakout Sessions Sunday, March 24 12 noon-3 p.m. Feature 8 a.m.-4 p.m. Presentation: Registration/Conference Concierge "No Greater Odds" (Remarks, Pre-Conference Lunch, Film, Intensives Student Panel) 9 a.m.-12 noon 3:15-5 p.m. Roundtables PRE-CONFERENCE A 5-6:30 p.m. Can They Really Say That? Community Free Time Colleges and the First Amendment 6:30-9:30 p.m. This interactive presentation examines Paragon Reception, current approaches to First Amendment Dinner, Awards issues on college campuses in the United States. It explores the problematic portions of TUESDAY, March 26 many community college policies, the latest 8-9:15 a.m. tactics of groups seeking to test weaknesses Awards Breakfast in those policies, recent federal court cases 9:30-10:30 a.m. and best practices for protecting the rights of Concurrent individuals as well as institutions. The Breakout Sessions presentation also highlights how Kellogg 10:45-11:45 a.m. Community College successfully navigated Concurrent through a First Amendment lawsuit in 2017 Breakout Sessions while maintaining effective strategies for 12 noon-1:30 p.m. public relations, media relations, brand Lunch/Closing management, crisis communications and Keynote social media commentary. (Level: Intermediate) 1:30 p.m. Conference Eric Greene, Director of Public Information and Adjourns Marketing, Kellogg Community College, MI, and Saundra Schuster, Marketing Partner, The NCHER Group, OH

5 PRE-CONFERENCE B went from a 5 percent increase to a 4 percent Adobe Creative Cloud and Spark in decrease. The college first focused on keeping Your College Social Media Workflow students informed during the eye of the storm Bring your own device (PC, MAC or mobile and then mobilized quickly afterward to help device for Spark) and learn how the new students and employees return to campus. products from Adobe can make the social Next up, learn how the Dallas County media workflow easier for your college’s Community College District responded when marketing department. In this three-hour, a shooter in downtown Dallas shot 12 Dallas hands-on session, you’ll learn how to create police officers, killing five. During the content using the Adobe Creative cloud, rampage, the shooter forced his way into the including Photoshop and After Effects, that district’s El Centro College in downtown you can bring into Adobe Spark. With Adobe Dallas, beginning a four-hour standoff that Spark, no design experience is needed to ended when Dallas police sent in a robot create stunning social media graphics and armed with explosives. And finally, learn how videos. Pick from beautiful customizable Orange Coast College responded when the templates that you can easily make your own, college brand was attacked over political then resize them for any social platform in comments by instructors and students after just one click. One lucky attendee will receive a the 2016 presidential election. Differing views one-year subscription to the Adobe Creative Cloud by campus groups made a unified response (a $599 value). (Level: Intermediate) impossible and gave the story extended life. Learn how the college defended and then Sean Glumace, Adobe Education Leader/ rebuilt its brand after a perfect storm of Education Systems Consultant, 2CPR Group, CA criticism. (Level: Advanced) PRE-CONFERENCE C Claudia Jackson, Executive Director of Crisis Communication From Strategic Communication and Government Three Perspectives Relations, Del Mar College, TX; Ann Hatch, This pre-conference session looks at crisis Director of Media Relations, Dallas County communication from three perspectives – a Community College District, TX; and Juan natural disaster, a shooter on campus and an Gutierrez, Director of Marketing and Public attack on a college’s brand. First, learn how Relations, Orange Coast College, CA Del Mar College on the Gulf Coast of Texas responded when Hurricane Harvey hit, Note knocking out cell towers, closing down roads and leaving some students without homes, The pre-conference vehicles or other basic necessities. In less intensives require than a week, the college’s fall enrollment separate registration and an additional registration fee.

6 Opening Keynote Monday, March 25

1-2:15 p.m. 7:30 a.m.-5 p.m. Welcome Registration/Conference Concierge Behind the Lens 7:30-8:30 a.m. Wyman Meinzer Breakfast Official Photographer for the State of Texas In this opening keynote, Wyman Meinzer Concurrent discusses what happens “Behind the Lens” Breakout Sessions (choose one) and chronicles his creative journey as a professional photographer who started his 8:30-9:30 a.m. career as a predator hunter on the big Creating Campaigns That are Technically ranches of the rolling plains of Texas, living Strategic and Still Have Heart out of a half dugout on the Pitchford Creating an effective, compelling community Ranch and perfecting his photographic skills. Over the past 40 years, Meinzer has college marketing campaign takes several photographed and/or collaborated on 27 steps. First, you have to get in the head of large-format books. His images have also your target markets to identify their hopes graced the covers of more than 250 and dreams, as well as their fears. Then you magazines, including Smithsonian, have to come up with creative ways to break National Geographic Books, Natural History, into that inner dialogue to convince potential Ebony, Time, Newsweek, U.S. News and students to go to college. Here’s where it gets World Report, and Field and Stream. tricky – one size doesn’t fit all. This is where 2:30-3:30 p.m. digital market segmentation comes in. Do this Welcome Reception and Mixer right, and the technical and the emotional will fit together like peanut butter and chocolate. 4-8 p.m. (Level: Advanced) Free Time/District Dinners Warren Epstein, Executive Director of NCMPR’s seven districts are planning off-site Marketing and Communication, Pikes Peak dinners on San Antonio’s famous River Walk. Community College, CO The dinners are optional and are hosted by the districts. Details will be provided by your How Research Leads to Effective Marketing district director. With a stagnant rate of enrollment for first- time-in-college students, Palo Alto College’s PR team created a three-year targeted

7 campaign with a goal to increase that student more than 566.4K views in six months using segment from 1,400 to 1,540 (10 percent). At free Snapchat community geo-filters and the very beginning, the PR team focused first on-demand geo-filters for special events. Also on gathering data, using focus group included in the discussion: how to tie feedback, institutional research already on Snapchat in your college’s marketing mix; hand, and other key data. That all led to a analytics and best practices; social media multichannel, integrated marketing campaign posting strategies on other platforms; and the that in the first year netted a 22 percent importance of having high-quality imagery. increase in first-time college students. Key (Level: Intermediate) takeaways from this session include: how a Cynthia Breck, Web Applications Manager, “situational analysis” can help you mine for College of Southern Maryland, MD the best “impact opportunities”; how research can help you create an engaging message; and the importance of understanding LEADERSHIP TRACK where your target audiences are, literally and So You Want to be a Community figuratively. (Level: Intermediate) College President? Natalie Barajas, Public Information Director, The American Association of Community Jerry Arellano, Director of Public Relations, Colleges projects that more than 50 percent of and Erica Meza, Coordinator of sitting presidents are expected to retire or “turn over” in the next five years. On top of Communications, Palo Alto College, TX that, the average tenure of a college CEO is less than four years. Indeed, a new wave of Rebooting Your College’s Brand for presidents is coming to the corner office, and the Digital Age they come with a wide variety of skills and How does your institutional brand translate to few resources for support and guidance. This the digital world? Do you need a brand session by a first-time president who has just reboot? This session presents real-world best completed his first five years in office – and practices from a team of community college who came up through the ranks of marketing professionals who will provide actionable and development – outlines the steps strategies for blending the best of proven, necessary to develop a set of skills that will more conventional marketing techniques with not only position you for that first presidency new approaches to fully use the digital but will also help make your transition and landscape. Topics incude: how to harness the first year a success. (Level: Advanced) power of earned, owned and paid media; how Dr. John Rainone, President, Dabney S. to create online buzz for your brand; ways to Lancaster Community College, VA carve out your place on social media and determine which platforms may work best for your brand; and clearing up the hype about Exhibitor Hour artificial intelligence and machine learning, and how your college can use these 9:30-10:30 a.m. technologies to increase your brand’s Take this time to visit with our conference awareness with potential students. exhibitors and sponsors and thank them for (Level: Intermediate) supporting NCMPR. Get a special game card Barb Dreger, Director of College Marketing, marked by each exhibitor, turn it in at the Fox Valley Technical College, WI, Mike registration desk, and you’ll have a chance to Barzacchini, Director of Marketing Services, win a prize! The drawing will take place at Harper College, IL, and Kathi Swanson, Ph.D., Tuesday’s closing session. (You’ll have to be President, CLARUS Corporation, NE present to win.)

Revamping Your Social Media Presence With Snapchat Concurrent After discovering that Facebook and Breakout Sessions (choose one) Instagram were considered “old” by 10:45-11:45 a.m. students, the College of Southern Maryland The 8-Second Rule: Where Psychology, Data revamped its social media presence with an and Creativity Collide emphasis on immediacy. This session focuses on the college’s use of multiple social media The average person’s attention span is 8 seconds. Gone are the days of lengthy TV platforms, including Instagram and Facebook commercials and 3- to 5-minute videos that (still), but with a heavier emphasis on talk at you instead of to you. Using Snapchat. Learn how the college generated

8 psychology, data and a little leap of faith, the Marketing’s Role in the “Big Gift” Community College of Baltimore County College marketing departments are often partnered with a creative agency to take a associated with efforts to recruit students and bold and decidedly in-your-face approach to a new advertising campaign. This session increase enrollment, but they’re also vital to shows how the college worked with the creating a positive institutional image, which, creative agency to plan and execute new TV, in turn, is essential when reaching out to radio and program spots while leaving room potential donors. In 2018, Lincoln Land for the college to do some of the work in- Community College was the beneficiary of an house and take the concept one step further $18 million gift directed to its agriculture by incorporating it into bus stop shelters, program. Learn how the college’s public elevator wraps and campus banners. relations and marketing office worked closely (Level: Intermediate) with the LLCC Foundation and president in Jodi Neal, Director of Creative Services, Nate their confidential, behind-the-scenes, multi- Brigham, Multimedia Designer, and year cultivation of the gift; how the gift was Christopher Mihavetz, Director of Marketing, announced for maximum PR exposure; and Community College of Baltimore County, MD, how the donation is being used now with the and Dan Hack, CEO and Creative Director, goal of doubling enrollment in the college’s Hack/Stone Film Group, MD agriculture program and leveraging future Conquering Digital Marketing With Data donations. (Level: Intermediate) Learn how to drive a common-sense, effective Lynn Whalen, Executive Director, Public digital marketing campaign using data, Relations and Marketing, and Karen Sanders, especially predictive analytics, based on the Executive Director, College Foundation, experience of Lone Star College-Montgomery, Lincoln Land Community College, IL which has managed multiple targeted campaigns to successfully drive student LEADERSHIP TRACK retention and recruitment. This session shows how data and social media platforms Branding Your New President in can be used together to boost student Challenging Times recruitment and retention; provides results Bristol Community College’s fourth president from previous and ongoing social media came in during one of the college’s most marketing campaigns by Lone Star College- challenging times. The college had just lost a Montgomery; and offers low-cost tools to monitor online conversations about your $2.5 million lawsuit for a sexual harassment brand. (Level: Intermediate) case. There was a no-confidence vote on the outgoing president. Morale was low, and the Brandy Beucler, Marketing Coordinator, Lone college faculty and staff were split by heavy Star College-Montgomery, TX union activity. The new president needed to A Multifaceted Approach to Recruitment, show she was dedicated to working with Retention and Outreach everyone to foster an inclusive, richly diverse As enrollment numbers are projected to environment. Six months before the new continue to decrease nationwide, Cuyahoga president’s arrival, the college’s vice president Community College (Tri-C) has responded by of communications worked directly with her developing a multifaceted marketing to plan a strategic rollout that began with the approach to reach prospective students, #BCCConnect Tour – a whirlwind grassroots, retain existing students and build influencer social media blitz that would take place over audiences. This session provides an overview the first six months of her presidency. It was a of Tri-C’s tactics, including general branding huge success. This presentation provides an and awareness; marketing specific program overview of the rollout, emphasizing the areas; focusing on “applied not registered” importance of having your president on social and “stop-out” lists; creating look-a-like audiences; sharing student success stories; media and how to “flip the switch” the day creating short, ingestible video content; the new president arrives. (Level: Beginning) developing a year-long communication Joyce Brennan, Vice President of College schedule to aid in retention; print, social and Communications, Bristol Community digital/geo-location strategies; and website content updates and analytics review. College, MA (Level: Intermediate) Lisa Dobransky, Collegewide Director of Strategic Communications, and Krista Broka, Director of Marketing Integration, Cuyahoga Community College, OH 9 SPECIAL FEATURE Roundtables PRESENTATION 3:15-5 p.m. 12 noon-2 p.m. Roundtables are 30-minute, small-group discussions that give presenters time to hit the General Session/Lunch/Screening of Film, highlights and participants a chance to share their “No Greater Odds” own ideas, all in a more informal setting. There’s James McCoy and Charlene Gibson from the time to attend three. College of Southern Nevada discuss the power of narrative when telling the Adobe Q&A Session community college story. They are the 1 Answers questions about the Adobe producers and co-creators of the Emmy- Creative Cloud and how it can be integrated nominated documentary, “No Greater Odds,” into your workflow. (Level: Intermediate) which captures the raw and unfiltered stories Sean Glumace, Adobe Education Leader/ of five community college students, including Education Systems Consultant, 2CPR Group, CA a single mom who never finished high school, a first-generation student, an immigrant student, a student who started working at Back to Basics: Message, Audience, the age of 15 after her mother’s devastating 2 Channel for Communication Clarity accident, and a student who was a sexual Shares tactics for distilling the job of assault victim as a child. In this special communicator down to basic principles of presentation, McCoy, associate vice president message, audience and channel so that you for academic affairs at CSN, and Gibson, a stay focused on desired outcomes. tenured professor in the department of (Level: Beginning) communication at CSN, will discuss how the Lori Stofft, Vice President of Advancement, film – screened in nearly 45 states – has Arizona Western College, AZ re-engaged faculty and staff, increased community support, changed the conversation about community colleges in the Planning Strategies Across Campus context of higher education, and created 3 for a WIN in Accreditation partnerships that put the community back in Offers collaborative strategies that the community college. After their presentation, marketing and PR office can use to support the film will be shown over lunch, and then the campus community and ensure a McCoy and Gibson will facilitate a Q&A successful accreditation visit, particularly in session with a panel of students from the light of increasing emphasis on assessment Alamo Colleges system. and learning outcomes by state and federal goverments. (Level: Beginning) 2-3 p.m. Christy Keirn, Director of Communications Student Panel and Institutional Advancement, and Martin Students from the Alamo Colleges in Eggensperger, Vice Chancellor of Academic San Antonio will take part in a panel Affairs, Arkansas State University- Mountain Home, AR discussion to examine the various themes in the film and take questions from the audience.

10 Creating and Executing a Digital to add value to strategic enrollment 4 Marketing Plan management initiatives. (Level: Advanced) Examines the “sales funnel” within higher education enrollment marketing and Leslie Tennant, Executive Director of Public discusses how to create a digital marketing Relations and Marketing, and Scot Rutledge, Director of Marketing and Media Services, plan using the best channels to reach your niche audiences and keep them engaged Community College of Beaver County, PA through each stage of the funnel. (Level: Beginning) Hitch Up Your Own Brand 8 Discusses transitioning to a new college Joshua Dodson, Vice President for Research or to a new role within the college and and Integrated Marketing, VisionPoint how to develop your new team’s brand for Marketing, MD continuous success, whether you’re a 25-year veteran or a newbie. (Level: Beginning) Advance Your Career With APR Robin DeMott, Director of Communication, Hill 5 Examines the Accreditation in Public College, TX, and Brittany Grimes, Director of Relations (APR) program, with insights from Marketing and PR, Carl Sandburg College, IL NCMPR members who have earned this designation, and shares four steps to help you In Their Own Words: Student Story prepare for the certification process. 9 Video Contest (Level: Advanced) Highlights the Kentucky Community & Anne O’Connell, APR, Director of Public Technical College System’s student story Relations and Marketing, College of Lake video contest, including their communication County, IL, and Kathy Corbalis, APR, Social and outreach plan and how they collected Media Manager, NCMPR video entries, enabled voting and distributed prizes. (Level: Beginning) Developing a Successful Brittany Lippert, Senior Marketing Manager, 6 Data-Driven Marketing Plan Kentucky Community & Technical College Shows how every aspect of a marketing plan System, KY should be informed by data and how insights derived from data can guide the language The Power of Social Media: used in advertisements, determine where and 10 Make Your Event the Talk of the when to market, and uncover the types of Cyber Town interactions that students have with your Shows how Lamar College’s one-person college. (Level: Intermediate) public information office has harnessed the Daniel Ramirez, Director of Public Relations power of social media to successfully reach and Marketing, South Texas College, and decidedly different target audiences and Cheryl Broom, President, Interact promote major events. (Level: Intermediate) Communications, CA Gerry Dickert, Public Information Coordinator, Lamar State College Port Arthur, TX How Micro-Moments Create Big 7 Movements for Admissions Motivating Students to Get Their Talks about micro-moments and how they can 11 Ducks in a Row provide subtle nudges to students in the Shares strategies from Western Technical admissions pipeline. Includes discussion of College’s “Get Your Ducks in a Row” search, geo-fencing, messaging and tracking retention campaign that used instructors, various marketing tools and a small truckload of rubber ducks to urge students to register early for the next term. (Level: Beginning) Julie Lemon, Director of Marketing and Communications, Western Technical College, WI

11 Digital Marketing on a Athletics: Friend or Foe? 12 Shoestring Budget 15 Provides best practices for getting Demonstrates how even the smallest marketing pros a seat at the table with departments can create engaging digital college athletics, not only to foster positive marketing campaigns on a minimal budget relationships but to harness this powerful through cross-department collaboration marketing tool to readily share student- among faculty, students, student affairs and athlete stories. (Level: Beginning) public relations. (Level: Intermediate) Clare Briner, Director of Marketing and Michelle Tran, Executive Director of College Communications, and Maura Vizza, Sports Relations, Mark Curtis-Chavez, Special Information Coordinator, Moraine Valley Assistant to the President, and Ashlie Community College, IL Resendez, Dean of Student Services, Lone Star College-CyFair, TX Enhance Your Outreach Efforts With 16 Student Ambassadors How to Integrate Digital Offers ideas for maximizing the role of 13 Influencer Marketing Into Print student ambassadors within the college’s Media Strategies advancement office, including how to keep Discusses how to incorporate digital social student volunteers motivated, engaged and influencers into print media solutions to invested in the mission of the institution. amplify your message and draw a whole new (Level: Beginning) audience to your school – because students Kelli Dayrit, Community Outreach Specialist, trust the opinions of their peers by as much Lord Fairfax Community College, VA as 92 percent more than they trust what schools say about themselves. (Level: Intermediate) The Brand Police: Choosing Your Deputies and Enforcing Standards Anne McCarthy, Director of Sales, Direct 17 Shows how Northeast Community College Response/Government and Education, David went from little-to-no brand standards to Cesaro, Executive Director of Client Marketing, general brand awareness among faculty, staff and Peter Wright, Director of Client Marketing, and administration and how the college selects Valassis Communications, PA “deputies” on campus to aid in the battle against “brand bandits.” (Level: Intermediate) When the National Media Jeanette Johnson, Publications Coordinator, Comes Calling 14 and Crystal Hollmann, Associate Director of Offers lessons learned from Middlesex Marketing, Northeast Community College, NE Community College when a media giant chose to shine its spotlight on the institution and discusses how to be prepared to meet the Steps to a Smooth Website Redesign around-the-clock demands of the national 18 Shares how Midland College started media when they come calling. its website redesign by first reconsidering its (Level: Beginning) CMS, thus keeping the daunting process of a redesign less overwhelming. (Level: Beginning) Jennifer Aradhya, Dean of Marketing Communications, Middlesex Community Jeremy Rex, Senior Sales Director, College, MA OmniUpdate, CA

12 Using Social Media Federations to How to Create a Remarkable Brand 19 Strengthen Your College’s Brand 23 to Fit All Programs Demonstrates how Pikes Peak Community Shares how Aims Community College College implemented a “federation model” for launched a new brand and taglines with an managing its digital communications, emphasis on concepts that would work for encouraging collaboration across campus to the college as a whole and for individual strengthen its social media presence and, programs. (Level: Intermediate) ultimately, its brand. (Level: Intermediate) Allyson Byerly, Creative Services Specialist, Matt Radcliffe, Digital Strategist, Pikes Peak Aims Community College, CO Community College, CO ADA Compliance in a Digital World The $10,000 Validation: 24 Presents tips, tools and resources to 20 Raising Marketing’s Visibility help you navigate ADA compliance issues and Focuses on how the marketing director at ensure that your college documents and web Sandhills Community College elevated her pages are accessible. (Level: Intermediate) department’s visibility on campus by showing Juan Gutierrez, Director of Marketing and the college administration practically Public Relations, Orange Coast College, CA everything her office produces each year – and how that garnered a $10,000 validation. How to Measure Marketing Success (Level: Beginning) 25 Looks at ways to develop metrics Karen Manning, Director of Marketing and that can assist in measuring marketing Public Relations, Sandhills Community success through concepts like brand recall College, NC and cost per new student acquisition and provides a real-world case study. (Level: Intermediate) Writing Visual Copy 21 Shares tips for writing video stories John King, Executive Director of Digital and that are relevant, to the point and exciting to Marketing Communications, Lone Star College the eyes and ears, whether it’s a 30-second System, TX story for Facebook or a 2-minute story for the local TV station. (Level: Intermediate) Leveraging "No Greater Odds" at Your College René Blatté, General Manager, Maricopa 26 Discusses practical strategies and marketing Colleges Television, Maricopa Community ideas to leverage the documentary, “No College, AZ Greater Odds,” at your own institution. (Level: Intermediate) Logo and Mascot Refresh James McCoy, Associate Vice President for 22 Showcases how Blue Mountain Academic Affairs, and Charlene Gibson, Community College sold a logo and mascot Professor and Faculty Initiatives Coordinator, refresh and new tagline in a tight budget College of Southern Nevada climate and laid the groundwork for future updates. (Level: Intermediate) Anne Livingston, Director of Marketing, and Casey White-Zollman, Vice President of Public Relations, Blue Mountain Community College, OR

13 Branding Born From Battle Scars For years, the headlines didn’t stop. There were stories of a mass murderer who had 5-6:30 p.m. Free Time once attended Pima Community College. There was negative coverage when the Paragon Awards college stopped its open admissions practices. There were allegations of sexual 6:30-9:30 p.m. Reception, Dinner, harassment and intimidation by the Awards Video chancellor. And then the college was placed on probation by its accreditor. Not surprisingly, Pima’s brand crumbled, and enrollment plummeted. The college even cut marketing and student recruiting. Today, things have turned around, but it took three years of intense hard work under a new chancellor to reshape the college into one Tuesday, March 26 that is well on its way to becoming a “premier” institution. New headlines tout 8-9:15 a.m. national awards, student success and thriving Awards Breakfast partnerships. This presentation shows how the college did it by becoming ridiculously Pacesetter, Communicator, Rising Star and transparent, dedicating itself to a culture of Petrizzo Awards continuous improvement, engaging the PR battle head-on, and embarking on building a promising new brand. (Level: Intermediate) Concurrent Breakout Sessions (choose one) Lisa Brosky, Vice Chancellor, External Relations, Pima Community College, AZ 9:30-10:30 a.m. How a Hollywood Casting Call Can Find the Engaging Stakeholders to Right Students to Promote Your College Support Innovation We’ve all been there – hounding faculty and Change is an inevitable part of institutional staff to identify successful, outgoing students progress, but even when it creates positive to feature in the college’s promotional results, people are often resistant. Therefore, materials. It’s always challenging to find the engaging stakeholders, both internal and right mix of students who best represent the external, must be a priority in order to diversity and personality of the college in a successfully implement new initiatives. way that speaks to prospective students, El Paso Community College (EPCC) recently alumni, donors, elected officials, etc. The embarked on a $115 million districtwide Spartanburg Community College marketing campus expansion that included major team has found the answer by issuing an projects at all five campuses. This session uses annual “Casting Call” that has students EPCC’s Campus Transformation Campaign as literally lining up to be part of the experience. a case study for effectively informing the Learn how, even with limited resources, the community, employees and other stakeholders SCC team screens applications and conducts about the project while building strong interviews to ensure that the right students relationships and partnerships. Also included are selected for the right promotions. You’ll are tips for building engagement among even hear about an unexpected bonus that has constituents even in the face of opposition. come about over the years – an archive of (Level: Advanced) amazing students and graduates who now Keri Moe, Associate Vice President of External serve as SCC ambassadors. (Level: Intermediate) Relations, Communication and Development, and Lisa Elliott, Special Projects Assistant, El Cheri Anderson-Hucks, Director of Marketing Paso Community College, TX and Public Relations, Jane Bird, Creative Director, and Pam Sutphin, Marketing Communications Specialist, Spartanburg Community College, SC

14 Branding Pathways and Student Success to encourage and engage students and help Learn how a veteran community college them understand the smoothest way to marketer built a cohesive team of progress through each pathway. This communication professionals to achieve an presentation shows how instruction, ambitious strategic communication plan enrollment services, outreach and public involving a communication audit, the launch relations collaborated to create the maps and of a new website, the creation of a brand and how they went from grand idea to finished style guide, and the development of a tactical product. (Level: Intermediate) marketing plan focusing on career pathways Kelly Green, Chief Communications and and student completion. (Level: Intermediate) Legislative Affairs Officer, Steve Ashpole, Dean Robin DeMott, Director of Communication, of Enrollment Services, Kati Sagawa, Melissa Gibson, Graphic Design Manager, Eric Communications Consultant 3, and Meg Estep Larson, Multimedia Production Manager, and Woolf, Director of Student Recruitment and Kira Zimmerman, Multimedia Manager, Hill Outreach, South Puget Sound Community College, TX College, WA

LEADERSHIP TRACK Build Your Own Brand Ambassadors Up Your Game With Coaching Tips Your college’s employees can make perfect for Success brand ambassadors if you enable them to take Are you working on projects that are ownership of the brand and help them become confident, credible spokespeople. meaningful to your team and align with Lewis and Clark Community College recently college goals, or do you spend most of your launched its own brand ambassador program day getting chased down a rabbit hole? Learn that blends marketing and professional how Anne Arundel Community College’s development training to turn faculty and staff award-winning “engagement coaching” into superfans who generate buzz for the program is changing the culture of the college college and spread awareness through their – department by department – starting with own personal and professional channels, both the PR and marketing team. Topics include: online and off. Learn how the program works, how to apply the key principles of how it was met with much acclaim at the engagement coaching to daily activities in a culmination of the first year, and how you can way that promotes professional growth, develop a similar program on your own collaboration, teamwork, job satisfaction, campus. (Level: Intermediate) results, and maybe even fun; simple strategies for leading more productive Laura Inlow, Manager of Media Services, and meetings and building stronger relationships Louise Jett, Media Specialist, Lewis and Clark that result in better outcomes; the importance Community College, IL of setting personal, professional and team values; and how to design relationships that Seven Hacks to Help Your College set clear expectations and allow everyone to Embrace New Ideas bring their best self to the table. Ever return to your college with great new (Level: Intermediate) ideas from an NCMPR conference and then – Jill Bennett, Assistant Director of Marketing bam! You run into the “change resisters.” So Research and Strategy, and Carrie Bixler, how can you get your colleagues to embrace Adjunct Instructor, Anne Arundel Community new projects? This presentation shows how College, MD data, humor and even group exercises can make new projects happen. Specifically, it will provide examples from a campus-wide Concurrent implementation of a new student retention initiative at Leeward Community College; Breakout Sessions (choose one) explain key elements of various hands-on 10:45-11:45 a.m. activities that produced positive engagement Cartography for Marketers: Creating and eased new ideas into the campus culture; Meaningful Pathway Maps and present seven proven strategies that you can use at your campus to help deploy new South Puget Sound Community College ideas. (Level: Beginning) recently reorganized 70+ credentials into 10 pathways – a complex and challenging project Kathleen Cabral, Director of Marketing and in and of itself. The next step also presented a Communications, Leeward Community challenge: how to create easy-to-use “maps” College, HI, and Pam Cox-Otto, Ph.D., CEO, Interact Communications, WI 15 How to Create an Institutional Branding Closing Keynote Campaign on a Shoestring Budget San Antonio College’s “I AM SAC Proud” 12 noon-1:30 p.m. campaign provides a case study for creating Lunch and implementing a comprehensive institutional marketing campaign that garners What Is Your 51 Percent? Purpose Over Task. great results on a tight budget. It provides an Erika Prosper Nirenberg overview of the marketing assets that were Director of Customer Insights, H-E-B, TX created, the process used, how the marketing First Lady of San Antonio department collaborated with the student success division in its outreach to students, With shrinking budgets and more demands on and measuring results and return on their time, marketing and PR professionals at investment. (Level: Intermediate) two-year colleges are moving in many different directions, juggling multiple tasks, and trying Vanessa Torres, Director of Public Relations, to maintain their sanity. Through it all, they San Antonio College, TX must remain focused on telling the community college story, positioning their institutions LEADERSHIP TRACK firmly in the public eye, and helping students Bringing Your Strategic Plan to Life apply, enroll and succeed. It’s a tall order, and Crafting an institutional strategic plan is one focusing on “purpose over task” is one of the thing, implementing it is something else most difficult things in communication. So entirely. Hear about one school’s efforts to what’s your 51 percent? In this closing recruit and nurture cross-functional teams, keynote, Erika Prosper Nirenberg discusses harness engagement, encourage how this idea can help you improve your empowerment, and create measurable plans approach to communicating the true intent – all while still getting daily jobs done. Learn behind your messages and how it can benefit some tricks and tools, the bumps and the you as a marketing leader on your campus. spills, and how to celebrate early wins. If your Business Meeting college is contemplating a strategic planning phase, or in the middle of one, you’ll walk Everyone is welcome to attend this brief away with a few new ideas, or at least a business meeting in which you’ll get an renewed sense of “I’m not in this alone!” update on national activities. (Level: Intermediate) 1:30 p.m. Lori Stofft, Vice President of Advancement, Arizona Western College Conference Adjourns

16 NCMPR awards scholarships are all expenses, but online to professional designated for new they go a long way www.ncmpr.org/ development members, seasoned toward making it national- scholarships in the professionals and possible to attend. conference- amount of $400 each those employed at scholarships. For details about to help offset the institutions with The application eligibility guidelines costs of attending restricted travel deadline is Friday, and how to submit the national budgets. The Jan. 25, 2019. your application, go conference. The awards don’t cover Submit yours today!

17 Refund Policy Cancellation and refund requests must be made in writing on or before Feb. 22. NCMPR FEES will issue a refund of the conference fee, minus a $150 administrative fee. Email EARLY BIRD | REGULAR requests to [email protected]. Early-Bird = Paid On or Before Feb. 22, 2019 NO REFUNDS will be granted for requests Regular = Paid After made after the deadline. Feb. 22, 2019 For SPECIAL CIRCUMSTANCES (family or NCMPR Member medical emergencies) that arise after the deadline, NCMPR will issue a full refund upon Conference Registration $625 | $675 receipt of proper documentation. Includes ALL events on the program, Substitutions are gladly accepted. including the Paragon Awards HOTEL ACCOMMODATIONS Pre-Conference Intensive $90 | $100 NOT included in conference registration fee Conference Headquarters Hyatt Regency Hill Country Community Colleges and the First Amendment 9800 Hyatt Resort Drive Adobe San Antonio, TX 78251 Crisis Communication (210) 647-1234 Room Rate Paragon Awards GUEST Ticket $100 | $100 $189 a night/single or double occupancy (plus Includes reception, dinner and applicable state and local taxes) awards presentation. For guests only. Paragons are included in Reservations the regular conference registration fee. ONLINE: https://bit.ly/2DwV4zT Notes PHONE: Call central reservations at FOR NONMEMBERS, 1-800-233-1234. Mention group code: you must join Registration fees include all NCMU. NCMPR first. Go conference materials and online to www. admission to all conference IMPORTANT! Registration cutoff ncmpr.org and click events as listed on the program. date is Thursday, Feb. 28, 2019. on “Join NCMPR.” Conference registrants are This guarantees the rate but not If you have responsible for their own room availability, so make your questions about the lodging and reservation early! NCMPR has 2019 conference, transportation. blocked a limited number of rooms at including registration the special group rate of $189. If and special dietary NCMPR’s room block sells out before requirements, call the Feb. 28, you may still be able to get a room, national office, but the rate may be higher based on (505) 349-0500. availability. If the hotel has no rooms available, you will have to reserve a room at another nearby property. How to Register Internet and Fitness Center Access To register, go online to www.ncmpr.org/events/detail/2019- For NCMPR conference attendees who are national-conference. staying at the hotel, access to the fitness center and to wireless Internet in your guest Payment may be made by check or credit card. room is FREE. IF PAYING BY CHECK, an invoice will be emailed to you. Submit the invoice to your Hotel Parking business office for processing. Self-parking is complimentary. IF PAYING BY CREDIT CARD, a confirmation receipt will be emailed to you.

18 THE RIVER WALK AIRPORT TRANSPORTATION The San Antonio River winds through the city The Hyatt Regency Hill Country is about center, providing easy access to San Antonio’s 17 miles (20 minutes) from the San Antonio cultural hot spots, historic sites, shops and International Airport. Supershuttle provides riverside dining. Explore the 15 miles of non-stop service for $72 round-trip. sidewalks and paths on foot, by bike or by Uber fares run $20 to $30 one way, river cruise. and cab fares run about $43 one way. THE ALAMO This 18th-century Spanish mission – the ODDS AND ENDS heart of San Antonio and Texas’ most-visited historic landmark – is home to the famous Exhibitors 1836 battle that marked a pivotal turning point in the Texas Revolution and Texan Every year, NCMPR lines up representatives independence from Mexico. It’s open year- from marketing and advertising agencies round, and admission is free. and consulting companies to exhibit their products and services. If you’d like to THE MISSIONS participate as an exhibitor, contact the Five missions established by Spanish priests national office at (505) 349-0500. in the 18th century represent the largest concentration of Spanish colonial missions in Dress Code North America. They have been named a The suggested attire for all conference World Heritage Site by the United Nations events, except for the Paragon Awards, is Educational, Scientific and Cultural business casual. For the Paragons, come in Organization (UNESCO). your best Texas duds to go with the theme, TEXAS HILL COUNTRY “Denim and Diamonds.” San Antonio is perched on the southern edge of Texas Hill Country, settled by Germans and Eastern Europeans and featuring picturesque ABOUT TEXAS HILL small towns and a variety of outdoor COUNTRY-SAN ANTONIO adventures. You’ll find great shopping; some of the best barbecue in Texas; live music at Climate places like Gruene Hall, said to be the oldest Spring is in full swing in the month of March in still-operating dance hall in Texas; more than San Antonio, with low humidity and average 30 regional wineries producing award- temperatures on the rise. Highs typically range winning vintages in a 9 million-acre region between 71 and 76 degrees, with lows ranging that is the second largest in the U.S.; and between 48 and 54 degrees. Dress in layers outdoor activities galore, including hiking, and bring a light coat. biking, rock climbing and cave tours. Things to Do in Texas Hill Country- For more ways to explore Texas Hill Country- San Antonio San Antonio, visit www.visitsanantonio.com. NCMPR’s 2019 national conference is headquartered in Texas Hill County but still near the big-city culture of San Antonio, giving you the best of both worlds – an opportunity to relax and get re-energized on a 300-acre resort and spa, plus the chance to immerse yourself in the Spanish culture of San Antonio. Need to join Ncmpr? If you would like to join NCMPR or need to renew your membership, go online for complete details at www.ncmpr.org or contact the national office at (505) 349-0500.