8:30-9 am | Registration and Networking
9-9:15 am | Welcome
9:15-10 am | Keynote Address
Keynote speaker Joan Blades, co-founder of MoveOn.org
10-10:45 am | UC Berkeley Brand Stewardship
10:45-11:05 am | Stretch Break
11:05 am-12:00 pm | Communicating Through Culture
Mary Keegan, Executive Director, University Relations Marketing & Communications
Richard Kurovsky, Executive Director, Marketing & Communications, Haas School of Business
Berkeley’s unique culture — encompassing everything from academic excellence to student activism — is one of its greatest assets as well as one of its greatest challenges. By strategically leveraging our culture, we can differentiate Berkeley in the competitive market place and at the same time unite our diverse community. This session will focus on how marketing and communications objectives can be achieved by setting clear objectives, getting stakeholder buy-in, advocating for resources, and measuring impact through two case studies:
- The Campaign for Berkeley has embraced the diversity of the campus to build a stronger culture of pride and gratitude.
- The Haas School of Business codified defining principles that are being used to define and communicate the school’s mission and culture.
12:00-12:50 pm | Lunch + Stretch Break
12:50-1:35 pm | Network Café Roundtables
- Campaigns on a Shoestring
- Kim LaPean, Communications Manager, University Health Services
- Doing more with less is a reality in higher education, so it’s no surprise our campus is brimming with examples of great campaign promotion on small budgets. Kim LaPean opens up the session showcasing how a little went a long way for the campuswide effort to promote the I Heart Tap Water. Participants will spend the remainder of the session sharing their best strategies and ideas to get the most return on limited marketing communications efforts.
- DIY Video
- Jon Schainker, Senior Producer, ETS
- Videos are a critical tool for today’s communicators. Everyone wants videos, but not everyone feels confident about how to pull it together. Jon Schainker will share some grounding principles of creating videos, whether you are doing it yourself or working with others, and then provide hands-on tips for creating your own video, with plenty of time for questions.
- Web Development (CMS)
- Steve McConnell, Web Managing Editor, Public Affairs (WordPress)
- Kathleen Lu, Principal Designer, IST-Application Services (Drupal)
- Experts agree that Content Management Systems (CMS) are the web platform of the future. Steve McConnell and Kathleen Lu share their experiences on campus transforming static sites into the two most popular CMS platforms at UC Berkeley: WordPress and Drupal. Steve and Kathleen will give a brief overview of their experiences and open up the discussion to answer questions and share experiences from others who have or will soon be migrating to a CMS.
- Branding 101
- Claire Holmes, Associate Vice Chancellor, Office of Communications and Public Affairs
- Judy Hopelain, Brand, Marketing & Innovation Strategist and Adjunct Faculty, Haas School of Business
- In this session, we will review brand management fundamentals. We start with the definition of a brand and examine the new rules for brand building. You will learn a structured approach to building an inspiring brand and designing coherent brand experiences to move people from being brand-aware to becoming brand evangelists.
1:35-1:45 pm | Walk back to main venue
1:45-2:30 pm | Social Media Keynote
2:30-3:45 pm | Social Media Panel Discussion: Promote, Defend, Engage
3:45-4 pm | Closing remarks, tools, prizes
4-5 pm | Mingling Time