Agenda 2016

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

Effectively communicating to diverse communities – Pat Sanders
Pat Sanders brings a wealth of experience as a journalist and academic whose work has focused on communicating with and about diverse audiences. At a time of increased attention to issues of equity, diversity, and campus climate in higher education, her insights are timely and urgent.

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.
  • 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.

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.
  • 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.
  • 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).

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.
  • 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.
  • 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.

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.
  • 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.
  • 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.

3:05 p.m. | Break

3:10 p.m. | Closing Keynote – Pauley Ballroom West

Using the science of emotions to enhance storytelling – Jeremy Adam Smith
Jeremy Adam Smith of the UC Berkeley Greater Good Science Center closes out the day by breaking down the latest research on the science of emotions and how we can apply this knowledge to enhance storytelling.

4:00 p.m. | Recap and Closing – Pauley Ballroom West

State of Communications on Campus
Claire Holmes, Associate Vice Chancellor for Public Affairs
Campus news is moving at a furious pace this spring — from the rollout of the Strategic Planning Framework to controversial issues that have presented unique challenges to campus communications. Associate Vice Chancellor for Public Affairs Claire Holmes brings forth key takeaways from today’s BC2 conference and frames the challenges and opportunities for campus communicators.

4:20 p.m. | Happy hour social – Pauley Ballroom West Deck