Doing more with lessDistrict 3 Conference

October 28-30 • Toledo, OH

Welcome to Toledo

Area Attraction InformationDowntown Toledo has a variety of family-friendly, educational, and fun things to do within walking distance and even more within a 15 minute drive.

The Toledo Museum of Art is free and is home to several collections and a glass-blowing demonstration. Other museums include the National Museum of the Great Lakes, Imagination Station, Toledo Firefighters Museum, and the Blair Museum of Lithophanes (located on the grounds of the Toledo Botanical Garden). The Toledo Zoo and Aquarium is a short drive and is home to more than 10,000 individual animals representing 720 species.

In October, there are many fall-themed events including a fall color cruise along the Maumee River and haunted brew tours. For more ideas, visit www.visittoledo.org.

Hotel Reservation Information Park Inn by Radisson 101 North Summit Street Toledo, OH 43604 419.241.3000 or 800.670.7275Use the following code (1810NCMPRD) www.parkinn.com/toledooh

• Hotel Room Rate: $ 94 per night standard king non-smoking (not including applicable state or local tax)

• NCMPR has blocked a limited number of rooms at the special group rate. This guarantees the rate but not availability. Make your reservation EARLY!

• Cut-off date: The hotel block will be reserved until October 14, 2018.

Toledo is enjoying a bit of a renaissance, with a revitalized downtown, nationally-ranked minor league ballpark, top-ranked zoo, and lots of great places to eat. Known as the “Glass City” for its roots in the glass-making industry, Toledo offers a relatively low cost of living compared to the national average with a mix of family-friendly activities and outdoor recreation.

This year’s NCMPR conference theme “You Will Do Better” comes from the marketing slogan introduced in 1913 (which made a comeback in 2014) highlighting the positive attitude residents had at the time. We think this is the perfect thing for the community college marketing and communications areas.

We hope this conference will inspire you to have a positive outlook as community colleges face national and regional challenges of declining budgets and enrollment and we are all asked to do more with less. We Will Do Better while we continue to fulfill our mission to provide affordable, open-access education to all!

Conference RegistrationAll attendees must register online whether paying by check or credit card. To register for the conference, visit https://www.ncmpr.org/events/detail/2018-district-3-conference.

Conference FeesMembers

• $199 Early Bird (on or before October 1)

• $249 (after October 1)

Non-members

You must join NCMPR before registering for the conference. Visit www.ncmpr.org/become-a-member to learn more about membership and to join.

Guest tickets

Guests are welcome to attend the welcome reception, awards breakfast, Maumee river excursion, and the Medallion awards luncheon for a nominal cost.

• $50 Welcome Reception

• $30 Awards breakfast

• $20 Maumee river excursion

• $50 Medallion awards luncheon

For payment information, contact Debra Halsey, NCMPR Executive Director, 505.349.0500 or dhalsey@ncmpr.org.

Travel InformationPlease access the hotel’s service website at www.parkinn.com/toledooh/services for information about parking and other hotel services like a complimentary shuttle.

CancellationsCancellation and refund requests must be made in writing on or before October 7, 2018. NCMPR will issue a refund of the conference fee, minus a $75 administrative fee. Email requests to apochatko01@terra.edu. NO REFUNDS will be granted for requests made after the deadline. Substitutions are gladly accepted.

QuestionsAmanda Pochatko, NCMPR District Director and Conference ChairTerra State Community College419.559.2205apochatko01@terra.edu

Conference Registration• 1:00 p.m. – 5:00 p.m.

Conference Kick-off Reception• 6:00 p.m. – 8:00 p.m.

at Fifth Third Field

Who doesn’t love baseball? We will open the conference with a dinner at Fifth Third Field, home to the Toledo Mud Hens, a professional Minor League Baseball team based in Toledo, Ohio.

Professional baseball has been played off and on in Toledo since 1883, but the Mud Hens era began in 1896 with the “Swamp Angels”, who played in the Interstate League. They played in Bay View Park, which was outside the Toledo city limits and therefore not covered by the city’s blue laws. The park was located near marshland inhabited by American coots, also known as “mud hens.” For this reason, the local press soon dubbed the team the “Mud Hens”—a nickname that has stuck to Toledo baseball teams for all but a few years since.

Not only will there be fabulous food, we will learn more about the history of the team, it’s impact on Toledo, and how they are able to sell an experience. There may even be a visit from Muddy and Muddonna.

If you are looking for a place to unwind and catch up after dinner, Hensville offers a variety of options. Visit https://hensvilletoledo.com/nightlife to learn more!

DAY 1 • SUNDAY • OCTOBER 28

DAY 2 • MONDAY • OCTOBER 29

Conference Registration• 7:30 a.m. – 8:30 a.m.

Breakfast• 8:00 a.m. – 9:00 a.m.

General Session• 9:00 a.m. – 10:15 a.m.

EDUCATION IN AN ERA OF CHOICEKevin BudelmannPresident/Co-Owner, Peopledesign

“Every two days now we create as much information as we did from the dawn of civilization up until 2003.” (Eric Schidmt, Google, 2010).

Many of our modern institutions are a product of the industrial era. Today, the knowledge era is upon us, challenging institutional orthodoxy. We may not fully understand the impact of this change, but there is evidence for how we will need to think, work, and learn differently.

Community colleges and technical schools need to view how they connect with students, parents, donors, and alumni differently to face the critical issues for many brand builders and communicators today. It may not be new jobs but new skills and practices that will help institutions adapt.

Kevin BudelmannPresident/Co-Owner, Peopledesign

As co-founder and president of Peopledesign, a design strategy firm based in Michigan, Kevin oversees the firm’s strategic direction and helps to manage client relationships as designer, strategist, and change catalyst. His work at Peopledesign includes serving as a strategic partner to a wide variety of organizations including business and on online services, healthcare, education, manufacturing, automotive, finance, design, and consumer products, ranging from startups to Fortune 500 companies.

Kevin’s work has been published in hundreds of books and magazines including Encyclopedia Britannica. His first book, “Brand Identity Essentials,” co-authored with Yang Kim and Curt Wozniak, first published in 2010, has been translated into six languages and is available worldwide. An expanded, interactive version on the Apple iBookstore was released in 2012.

Kevin teaches classes and speaks on design, brand, and innovation and is an adjunct professor at Northwestern University and IIT Institute of Design in Chicago. He has facilitated workshops for various business clubs, colleges, and industry groups such as PRSA and the University of Michigan Ross School of Business Design & Business Club.

Kevin is on the global board for IxDA (Interaction Design Association), served as president of APDF (The Association of Professional Design Firms) and AIGA West Michigan (The Professional Association for Design), which he helped establish. He has served on advisory boards for AIGA, Design West Michigan, Grand Rapids Magazine, NewNorth Center for Design and Innovation, and the Keller Futures Center.

Kevin attended Carnegie Mellon, where he was among the winners of an international design competition sponsored by Apple, and the School for Design in St. Gallen, Switzerland. Kevin’s graduate work includes executive education classes at the Harvard Business School and a Master of Design Methods from the IIT Institute of Design in Chicago.

Breakout Sessions• 10:30 a.m. – 11:45 a.m.

WHO’S JOB IS IT ANYWAY?Andrew WelchExecutive Director of Marketing and Communications, Ivy Tech Community College

Jennifer SimmonsAssistant Director of Admissions, Ivy Tech Community College

With declining enrollments at many community colleges (nationally last year saw a 1.7 percent drop) there is no better time to rethink how marketing and enrollment services can collaborate to reach new students and help retain those already enrolled. Andrew and Jennifer will show how Ivy Tech is strengthening the bond between the two areas by helping teams define roles and responsibilities (and where they overlap) to maximize efforts, develop and execute strategy, and move the needle in the right direction.

Instead of duplicating efforts or even worse having contrary messages, your college can work together to gain and retain students while embracing the idea of “Wildly Important Goals” (WIG) and developing leading indicators to create a cadence of accountability. They will also show how to map out communication efforts with a system and campus level, discuss event management and promotions, and how to use your customer relationship management (CRM) software to help both teams be more effective now and in the future!

MOBILE, DIGITAL, AND BEYOND – WHAT’S WORKING, WHAT’S NEW, AND WHAT’S NEXTEric GreeneDirector of Public Information and Marketing, Kellogg Community College

Simon ThalmannDigital Marketer, Kellogg Community College

Kathi SwansonPresident, CLARUS Corporation

Sarah PaulsonDigital Manager, CLARUS Corporation

With a fragmented media market, tighter budgets, and the pressure to show return on investment (ROI), highly targeted strategies are more important than ever. With an integrated marketing plan that includes digital advertising, colleges like Kellogg Community College are reaching the right audiences with the right messages – and “doing better.” Eric, Simon, Kathi, and Sarah will discuss how layering multiple digital marketing tactics, such as precision geofencing, keyword search, event capture, and behavioral targeting provides the right mix to successfully reach potential students.

And the best part of digital is being able to present ROI; this session will share tips on how to calculate ROI and have your Administrative Leadership praising your Marketing team! Finally, learn what is coming in 2019 and beyond for digital marketing – new tools and techniques to take your campaigns to the next level!

DAY 2 • MONDAY • OCTOBER 29

SOCIAL MEDIA STRATEGY FOR OVERWHELMED MARKETERSDel BelcherSocial Media Specialist and Videographer, Jackson College

Your institution has a social media presence, but you know you aren’t using platforms like Facebook, Instagram, Twitter, Snapchat to their fullest. Time, resources, and other demands often push a robust social marketing strategy to the back burner. But fear not! This session will teach you how to turn your institution’s social media presence into a powerful and engaging marketing platform! Attendees will learn some helpful tips, tricks, and resources that will help save your time, develop social content, and build a dynamic social media strategy.

Breakout Sessions• 2:00 p.m. – 3:15 p.m.

BE YOUR OWN CAMPUS REPORTEREric JacobsonPublic Relations Specialist, Western Technical College

Have you ever wondered how you can engage more people with your communications? The key is to be a storyteller! We have all heard that humans are wired to love stories and that they help us experience information rather than just consume it.

Join Eric, a seasoned TV news reporter and journalist, to learn how he used his experience to create an online newsroom that tells the stories of Western Technical College staff and students. This communications hub brings together feeds from news releases, social media, and event calendars and combines them with weekly feature stories. From faculty and student profiles to athletic highlights, learn how an online newsroom can engage internal audiences, as well as media and legislators, by sharing the best of what your college has to offer!

YOURS, MINE AND OURS: DESIGNING TO MAKE (MOSTLY) EVERYONE HAPPY.Eric WheelerDirector, Creative Services, Cuyahoga Community College

Is everyone on your campus a design expert? How do you manage to bring their thoughts to life while staying in control of the creative process? In this session, Eric will navigate us through the sometimes rough waters of making others happy while keeping true to your creative design. Join him on this journey of learning to incorporate the input of others while maintaining control of the creative process.

PRESERVING YOUR MESSAGE IN THE FACE OF CHANGING SOCIAL MEDIA GUIDELINESSheila LeburgExecutive Vice President, Academic Marketing Services

Kathleen CarrDirector of Outreach, Academic Marketing Services

Social media has completely changed the way marketing professionals reach our audiences and navigating these platforms can be challenging, especially in the age of increased Internet advertising responsibility.

Constantly evolving interfaces and rule-changing can alter the results of our campaigns, sometimes before we even realize what’s happening. So, how do you maintain your target audiences while keeping all the guidelines straight? Academic Marketing Services will share strategies to help your social media ads perform better while complying with the complicated—and sometimes confusing—world of social media guidelines, while not losing the heart of your message.

DAY 2 • MONDAY • OCTOBER 29

Break and Exhibitor Time• 11:45 a.m. – 12:15 p.m.

Medallion Awards Luncheon• 12:15 p.m. – 1:45 p.m.

The 2018 Medallion winners will be announced, and we will celebrate the best work from District 3 members during the past year.

Breakout Sessions• 3:30 p.m. – 4:45 p.m.

USING SNAPCHAT TO ENGAGE AND RECRUITAmy ReevesSocial Media Specialist, Terra State Community College

As the desire for authentic messaging and communication continues to grow, the question for marketers and communicators is how and where to we meet this need? We all know social media is continually growing for millennials and Gen Z, but did you know Snapchat has emerged as the largest social media platform for people ages 18-24? With that same demographic using the platform for at least 40 minutes per day, it sounds like the perfect place to engage high school students.

In this session, Amy will discuss the benefits and difficulties of using Snapchat as a marketing tool including the basics of what Snapchat is and how to use it. You will learn how to generally measure your return on investment (ROI) on Snapchat and the tools you can use to help you with that. One Snapchat management and analytics tool we will focus on is Mish Guru - Amy will cover her experience with it, whether it was worth the investment, and open the floor up for questions and comments.

BRANDS ON THE BRAINAngela CarolloDirector of Communications, Interact Communications, Inc.

What do love and branding have in common? They’re both hard to explain and even more difficult to measure. In this session, Angela will explain branding in plain English. She’ll give advice on how to track your brand’s success and how to make your college’s overall messaging more consistent.

DAY 2 • MONDAY • OCTOBER 29

BIG MESSAGE, LITTLE SPACEMelanie Dunn, OwnerCuttlefish Graphics

As marketers attempt to reach people where they are, designers also have to rethink how to get the message out in those places. When we think digitally, some of us think about unlimited space – enough to give as much information as we want without the high cost of print. BUT how can designers take these big messages and make them fit into the tiny space of mobile phones and social media? Trying to convey your brand and get someone’s attention in a 200 by 50 pixel area is not easy. And what about those Facebook ad regulations on amounts of text?! Join Melanie as she discusses design on a budget – a space budget. There will be plenty of time for questions and sharing so be ready to share your experiences with getting heard in the digital realm.

Sunset on the Maumee River• 6:00 p.m. – 8:00 p.m.

Join us for a beautiful sunset trip along the Maumee River on the Sandpiper, a 100-passenger cruise vessel.

The Sandpiper was built in 1984 in Maumee, Ohio. She has spent her entire career plying the waters of the Maumee River, however she has paid a visit to Monroe, Michigan, and many Detroit River locations. Constructed of welded steel, The Sandpiper is inspected annually by the U.S. Coast Guard.

The Maumee River begins in Ft. Wayne, Indiana then past Defiance, Ohio and Maumee Bay in Toledo, Ohio. The Independence and Providence dams also guide the flow of the Maumee River.

The river consists of 130 river miles and mainly runs through Ohio before ending in Lake Erie.

Light refreshments will be served. Drinks are allowed but they are BYO.

Networking at The Heights (or Free Time)• 8:30 p.m. – 10:00 p.m.

Relax and network at a one-of-a-kind rooftop bar that offers stunning 360 sweeping skyline views, impressive design and unique hand-crafted cocktails and cuisine. All food and beverages are on your own.

For more information visit www.theheightstoledo.com.

DAY 2 • MONDAY • OCTOBER 29

State Meetings• 5:00 p.m. – 5:30 p.m.

Please meet with your state representative for quick updates on state events and initiatives. This is a wonderful time for new members to meet others in your state and for anyone interested in getting more involved with NCMPR to learn more about those opportunities.

Breakout Session• 10:45 a.m. – 12:00 p.m.

BEING PREPARED: TIPS AND IDEAS TO REFRESH YOUR CRISIS COMMUNICATIONS PLANJeff JulianExecutive Director of Communications, Harper College

The old saying “Hope for the best but prepare for the worst” is something all communicators know. While no one wants to have a crisis on their campus, we must be prepared to handle a variety of situations from small to large. Join Jeff for this information session where you will share tips and ideas on how you can tighten up your crisis communications plan and process, as well as suggestions for engaging leadership, identifying internal and external collaborators, and testing your plan.

REACHING DIFFERENT AUDIENCES THROUGH SOCIAL MEDIAAlexa PoulinEVP, Marketing & Digital Operations, Carnegie Dartlet

Marie TooheyClient Solutions Manager, Carnegie Dartlet

Community colleges face the challenge of communicating with multiple audiences who behave very differently online; therefore, they must promote and engage with each audience with a different effort and focus. Between high school students, parents, career changers, adult learners, and workforce training audiences, etc. there is a lot of ground to cover when strategizing and executing an effective social media campaign. In this session, we will discuss how Social Media is a great platform to reach and engage with all these audiences and accomplish a variety of different goals. We will break down the many social platforms, audience behaviors, capabilities within social networks, and best practices for social media marketing. Let’s talk social!

DAY 3 • TUESDAY • OCTOBER 30

Student Panel – Reach them where they are• 9:30 a.m. – 10:35 a.m.

In today’s overstimulating world, how do we help our schools stand out in the noise? In this roundtable discussion, you will hear from students of all ages and backgrounds on how they want to be communicated with and where. There will also be talk on what types of ads work and spur potential students to action. There will be plenty of times for questions.

Awards Breakfast• 8:00 a.m. – 9:15 a.m.

Pacesetter of the Year, Communicator of the Year, Rising Star, and Scholarship Awards will be presented.

THE MAKING OF A MASCOT Amanda PochatkoManager of Marketing, Terra State Community College

Michael MetzgerSenior Graphic and Digital Designer, Terra State Community College

It can be very difficult to get community college students to engage with their school. Most campuses are commuter campuses where students come to take their classes and then go home to work and family. After several student surveys, the marketing team at Terra State Community College realized our campus had many family-style connections but they were all within departments. There was no shared experience amongst on-campus constituents.

Join Amanda and Mike as we share how our college tackled the problem of creating a mascot. We will show the steps we went through, the things we learned, and how we hope the new college mascot will engage our students, faculty, staff, and community members to create a shared experience.

DAY 3 • TUESDAY • OCTOBER 30

Closing Luncheon• 12:15 p.m. – 1:45 p.m.

Chef Scott BowmanOwner, Fowl and Fodder

“A menu seems like a simple thing at first. It’s a list of dishes available in a restaurant. Some exotic, some plain, with usually a little something for everyone. Just like a menu, life is full of these dishes too. And every day we ask: Which one should I choose? Which will be the best, the tastiest, the most fulfilling? What am I craving right now?”

Unlike a meal, college students face larger choices – What should I study? Where should I go? How will I pay for it? And it’s our job as marketers and communicators to help them answer those questions.

Learn how Scott Bowman, chef at Fowl and Fodder, dropped the “steady dish” for something off the menu. Risk and passion are essential if we want to change to turn the tables for our colleges and Scott is serving up his plate of inspiration as we adjourn.

Fowl and Fodder is a unique dining experience in Toledo. Produce grown with organic practices, grass-fed beef, pastured livestock, artisan cheese and fresh baked bread all sourced right here in Northwest Ohio. Fowl and Fodder features a scratch made menu and a fresh juice bar. We strive to deliver farm-to-table service utilizing the best ingredients Ohio has to offer. Our fast, casual concept makes healthy, gourmet fare easily accessible to everyone in the Toledo area. In our restaurant you’ll know where your food came from, how it was produced, and the story behind its local label.

Conference Adjourns• 2 p.m.

District 3 ConferenceOctober 28-30 • Toledo, OH