The Alchemy of Communications: Agenda at a Glance
Two keynotes and a full day of hands-on workshops and sessions spanning everything from video to social media and metrics to “speed networking” — bringing you in touch with the elements, both tangible and intangible, of effective communications and marketing in today’s campus environment.
8:00 a.m. | Registration, Refreshments
8:45 a.m. | Opening remarks – Pauley Ballroom West
9:00 a.m. | Morning Keynote
9:45 a.m. | Break
10:00 a.m. | Concurrent workshops and sessions 1
- Workshop – Pauley Ballroom East
- Metrics
Kriselle Laran - This workshop provides an introduction to using metrics in communication and marketing and how analytics can help us with our work. Kriselle Laran will review how she has guided the Public Affairs team at UC Berkeley in understanding and asking questions about data.
- Metrics
- Session A – Madrone Room
- Chats in a Snap
- Meet and greet your peers in a fast-paced quick-chats session. Bring your business cards and make new friends.
- Session B – Stephens Room
- Creating Infographics & Data Visualization
Marti Hearst, Professor, School of Information and College of Engineering Department of Electrical Engineering & Computer Sciences
Hulda Nelson, Designer, Communications and Public Affairs
Indu Tandon, Analytics Program Manager, Human Resources
Todd Trumbull, Visual Journalist and Infographics Specialist, San Francisco Chronicle and SFGate.com - Hulda Nelson hosts a discussion on using infographics and data visualization to tell your story. Learn how to take your ideas to print and web with some tips for telling your visual story from conception to implementation.
- Creating Infographics & Data Visualization
10:45 a.m. | Break
11:00 a.m. | Concurrent workshops and sessions 2
- Workshop – Pauley Ballroom East
- Video Strategy Workshop
Benjamin Packard - In this hands-on workshop, we’ll cover the basics of video production and video marketing using your mobile phone. We’ll review ways to create an emotionally compelling marketing, news or PR video using your own smartphone. Designed for people with no experience in video production, the workshop covers the essentials of: filming, lighting, sound, music, editing, distribution, and online marketing.
Note: Bring your charged cell phone to be ready for the hands-on sections of this workshop.
- Video Strategy Workshop
- Session A – Madrone Room
- Looking back, looking forward: The journey of the Berkeley Brand
Ram Kapoor, Chief Marketing Officer, Communications and Public Affairs - Attend this session to get a refresher on the brand platform – why it was created, how it has been adopted and where it is headed in the future. Targeted largely at newer communicators, this session will share tips and resources that can help you do your job better/faster/synergistically. The session will include an overview of the new web templates and a brand architecture study that has just been completed.
- Looking back, looking forward: The journey of the Berkeley Brand
- Session B – Stephens Room
- Making Your News Matter
Richard Gonzales, National Public Radio
Jana Katsuyama, KTVU Fox 2 News
Katy Murphy, San Jose Mercury News and East Bay Times - Hear insights on the ingredients of compelling stories, how best to build relationships with reporters and line up an effective pitch to media, as well as share some of the ineffective things that PR and other campus folks have done to get attention (and why that rarely — if ever — works).
- Making Your News Matter
11:45 a.m. | Lunch – Tilden Room and Decks and Pauley Ballroom West Deck
12:45 p.m. | Awards and Recognition – Pauley Ballroom West
1:15 p.m. | Break
1:20 p.m. | Concurrent workshops and sessions 3
- Workshop – Pauley Ballroom East
- Metrics
Kriselle Laran - This workshop provides an introduction to using metrics in communication and marketing and how analytics can help us with our work. Kriselle Laran will review how she has guided the Public Affairs team at UC Berkeley in understanding and asking questions about data.
- Metrics
- Session A – Madrone Room
- Trends in Social Media
Kathryn Bader, Social Media Director, Communications and Public Affairs - Social media is an important element in every communicator’s toolkit. In this session, you’ll hear the latest tips, tricks, and trends designed to help you manage your area’s social media presence.
- Trends in Social Media
- Session B: – Stephens Room
- When Crisis Comes Calling
Andrea Estrada, Acting Director of News and Media Relations, UC Santa Barbara - A crisis — campuswide or area-specific — can challenge even the most prepared communicator. This panel will offer insights into lessons learned for campuswide emergencies as well as smaller challenges that create great impact on a specific community.
- When Crisis Comes Calling
2:20 p.m. | Breakout workshops and sessions 4
- Workshop – Pauley Ballroom East
- Video Strategy Workshop
Benjamin Packard - In this 90-minute hands-on workshop, we’ll cover the basics of video production and video marketing using your mobile phone. We’ll review ways to create an emotionally compelling marketing, news or PR video using your own smartphone. Designed for people with no experience in video production, the workshop covers the essentials of: filming, lighting, sound, music, editing, distribution, and online marketing.
Note: Bring your charged cell phone to be ready for the hands-on sections of this workshop.
- Video Strategy Workshop
- Session A – Madrone Room
- Creating Voice
Ellen Topp, Director of Communications, Student Affairs
Kim Jarboe LaPean, Communications Manager, University Health Services, Tang Center
- Join Ellen Topp of Student Affairs and Kim Jarboe LaPean of the Tang Center as they talk about how they create tone to speak to their audiences and keep that personality across their marketing while aligning with the Berkeley brand. Follow two case studies showcasing change management and messaging techniques, and leave with implementation tools.
- Creating Voice
- Session B – Stephens Room
- Making a Campaign
LaDawn Duvall, Executive Director, Visitor and Parent Services
Stefanie Kalem, Principal Online Editor, University Development and Alumni Relations
Peter Cavagnaro, Media Relations Manager, Berkeley Art Museum and Pacific Film Archive - Join Cal Day, Big Give and BAMPFA communicator strategists as they discuss the planning and decisions that go into staging and marketing a milestone event, including developing consistent materials across all of your platforms and with your partners from inception to execution and measures of success.
- Making a Campaign
3:05 p.m. | Break
3:10 p.m. | Closing Keynote – Pauley Ballroom West
4:00 p.m. | Recap and Closing – Pauley Ballroom West
4:20 p.m. | Happy hour social – Pauley Ballroom West Deck