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Agenda 2012

8:30-9 am | Registration and Networking

9-9:15 am | Welcome

Claire Holmes, Kim LaPean, Sybil Wartenberg

9:15-10 am | Keynote Address

From the Globe to the Living Room: Changing Conversations in Today’s Complex Environment
Keynote speaker Joan Blades, co-founder of
As social media and citizen journalism have quickly reshaped the way that people communicate and influence wider audiences, communicators have more options than ever to engage and inspire action. Joan Blades, co-founder of MoveOn, takes us through her efforts to change conversations about important and complex issues. At MoveOn, an email to 100 friends evolved to a global movement; at Custom-Fit Workplace, how integrating a more flexible work environment can help business and the earth; and Living Room Conversations bringing opposing groups together for intimate and difficult conversations.

10-10:45 am | UC Berkeley Brand Stewardship

Claire Holmes, Associate Vice Chancellor, Office of Communications and Public Affairs
In this session, we will review the ongoing process to express the essence of UC Berkeley to our external audiences, starting with a quick summary of research about the way that key stakeholders perceive Berkeley and what is most likely to make an emotional connection. Discussion will focus on the next steps in our work, and how to identify the common themes in our diverse work and the ways in which we can make use of new and traditional communications to leverage and protect UC Berkeley’s image and reputation.

10:45-11:05 am | Stretch Break

11:05 am-12:00 pm | Communicating Through Culture

Moderated by Sybil Kelly Wartenberg
Mary Keegan, Executive Director, University Relations Marketing & Communications
Richard KurovskyExecutive 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:

  1. The Campaign for Berkeley has embraced the diversity of the campus to build a stronger culture of pride and gratitude.
  2. 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 HopelainBrand, 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

The World Has Changed
George Gallate, Global Chairman Euro RSCG 4D
We thought digital changed everything — and then came social!  Hear how some of the most successful marketers in the world from IBM to Evian and their Rollerbabies, to Dos Equis and ‘the Most Interesting Man in the World,’ have captured the opportunities social media gives to create relationships and build businesses in real time.

2:30-3:45 pm | Social Media Panel Discussion: Promote, Defend, Engage

Moderated by Ram KapoorExecutive Director, Marketing & Digital Communications, Public Affairs
This session will provide an overview of social media tools and show how they can be used to effectively create connections, as well as how to evaluate new platforms to see how they can help you to promote and defend your brand or build your community.
  • Promote
    • Louis Gray, Cal Alum, Prominent tech blogger, Google+ evangelist
  • Defend
  • Engage
  • Also on panel
    • George Gallate, Global Chairman, Euro RSCG 4D

3:45-4 pm | Closing remarks, tools, prizes

4-5 pm | Mingling Time