conference program

NCMPR District 1 Conference
HERSHEY, PENNSYLVANIA · OCT. 5 – 7, 2015
Welcome, NCMPR District 1!
1 – 4 p.m.
How fitting that we’re gathering in a place affectionately
dubbed “The Sweetest Place on Earth” to indulge in
CREATIVELY SWEET ideas from savvy colleagues and
industry experts in community college marketing and public
relations. Whether you’re an NCMPR newcomer or a more
seasoned member, our conference planning team encourages
you to make the most of this unique opportunity to learn from
those tackling similar challenges as you gather valuable
insights and make invaluable connections.
Sweet regards,
Mary De Luca, NCMPR’s District 1 Director
About NCMPR and District 1
NCMPR is the only organization of its kind that exclusively
represents marketing and PR professionals at community
and technical colleges. As one of the fastest-growing affiliates
of the American Association of Community Colleges, NCMPR
has more than 1,500 members from nearly 600 colleges
across the United States, Canada and other countries.
NCMPR’s District 1 includes Connecticut, Delaware,
District of Columbia, Maine, Maryland, Massachusetts,
New Hampshire, New Jersey, New York, Pennsylvania,
Rhode Island, Vermont, the Canadian Provinces of
New Brunswick, Newfoundland, Nova Scotia,
Prince Edward Island, Quebec, and the United Kingdom.
Follow us on:
Pre-conference Intensive
New
YE
THIS
AR
Empire A
With Pamela Cox-Otto, Ph.D.,
CEO, Interact Communications,
@PamCoxOtto
hands-on workshop where you will be
able to look at your college’s data, find
the hotspots and generate a plan. More
than a lecture, she wants to see what
you’re working with, so prepare to roll up
your sleeves as Dr. Cox-Otto helps you
plan messaging, timing and teamwork –
and shows you how to move the
retention needle.
Ask anyone the biggest challenge facing
their community college, and enrollment
and retention are likely to be right at the
top. Join Dr. Pamela Cox-Otto, one of
NCMPR’s most popular presenters, for a
special pre-conference intensive workshop
that is designed to help you get a firm grip
on your enrollment, with a special focus on
retention.
#D1precon
This won’t be a 30,000-foot theoretical
discussion on retention, says
Dr. Cox-Otto, but an on-the-ground,
Check out this year’s
Medallion awards entries
in our Medallion Viewing
Room, Magnolia B.
Use these hashtags to join the conversation on Twitter:
www.facebook.com/NCMPRDistrict1
1
@ncmpr_district1
ncmprd1
#D1sweet | #D1precon | #D1keynote | #D1breakout | #D1roundtable
2
12 – 1 p.m. and 4 – 5 p.m.
7 – 10 p.m.
7:30 – 8:30 a.m.
Registration Check-in
Opening Night Dinner at The Mill
Registration Check-in
Confection Office
Return transportation by Trolley
Confection Office
The Mill Restaurant is located in what
was once the historic Curry Feed
Mill, a distinctive building in Hershey,
Pennsylvania that dates back to the early
1900’s. The owners took great strides in
preserving the original structure to provide
a unique ambiance and special experience
for guests. The Mill strives to deliver the
best in food, drink and service by acquiring
fresh ingredients from local farms, fresh
fish from day boat watermen along the
mid-Atlantic coast and the highest quality
meats from local markets, such as
Rettland Farms in Gettysburg. Come and
enjoy!
5:30 p.m.
Hershey Trolley Works
History Tour and
Transportation to The Mill
Meet in Chocolate Lobby
All aboard! Come and take a trolley
ride through the town of Hershey. It’s a
sightseeing show that brings the history
of the town and the inspiring story of Mr.
Hershey to life in a uniquely entertaining
way. The trolley will provide transportation
to and from dinner at The Mill.
Erik is currently an Innovation Excellence
leader at The Hershey Company. His
background includes 14-plus years
of brand marketing, consulting and
entrepreneurial experience. Erik takes
an innovative approach to marketing
and business, and has led several new
campaigns and product launches for
popular consumer brands at Johnson &
Johnson. He also previously started his
own company, and consulted for clients of
all sizes, from start-ups to the Fortune 500.
Erik holds both bachelor’s and master’s
degrees from Cornell University.
7:30 – 8:15 a.m.
Breakfast
Crystal A
8:30 a.m. – 9:30 a.m.
Opening Keynote
Empire Rooms
Some of Erik’s thoughts on innovation
were recently featured in the digital
publication Innovation Leader. https://
www.innovationleader.com/the-power-ofdefinition-moving-beyond-innovation-asa-buzzword/
Everyone Can Innovate!
Erik Falck,
innovation excellence
leader at The Hershey
Company,
@erikmfalck
Are you innovative?
Would you like to
be? Our CREATIVELY
SWEET conference
attendees will be treated to an opening
keynote sure to spark fresh thinking.
9:45 – 10 a.m.
Happy and Healthy Energy Break
Confection Lobby
Erik Falck believes that anyone can
innovate - and that innovation must be a
part of everyone’s job, especially those of us
working in marketing and communications.
He will cover what it takes to innovate, from
finding creative inspiration to asking better
questions to conducting more experiments.
He’ll also highlight several steps anyone
can take to encourage more innovation
within their team.
Follow u
s on:
#D1swee
t
#D1keynote
3
4
Engage Your Audience in the
Mobile Space with an Interactive
App for Your College
10 – 11 a.m.
Breakout Sessions
Your Next Crisis: Prepare for the
Worst Before it Happens
Amanda Jennison (@amanda_jennison),
marketing specialist, Bates Creative; Mark
Poulalion, Solution Consultant, Digital
Publishing Suite, Adobe; and Jodi Neal
(@JodiJayhawks), director of Creative
Services, Community College of Baltimore
County (CCBC), MD
M. Pamilla Saylor (@MPamilla), integrated
marketing communications coordinator,
Harrisburg Area Community College;
and Linnie Carter, executive director,
HACC Foundation
Empire A and B
Empire C and D
While none of us wants to be faced with a
crisis involving our institutions, in today’s
world, anything can – and does – happen!
In the course of a year, HACC, Central
Pennsylvania’s Community College,
faced six major crises – including a
student abduction, on-campus domestic
dispute, embezzlement by a high-level
administrator and an accreditation
warning. Any one of these occurrences
could have been a huge nightmare for
the college, its reputation, employees,
students and even the community at large.
Instead, find out how HACC was able to
manage these difficult situations as the
presenters walk through the facts of
each crisis and resulting media coverage,
and share elements of an effective crisis
communications plan.
Are you challenged with reaching
prospective students? Are you keeping
alumni engaged? Are you raising the
funds needed for your school? Looking
for new and innovative ways to engage
these audiences? Create a mobile app that
can tell your college’s story and connect
your constituents using Adobe Digital
Publishing Solution (DPS). Adobe DPS
is the leading app publishing platform
that higher education institutions are
leveraging to create and deploy mobile
apps. This session will cover industry
trends, an overview of Adobe DPS and will
also explore a DPS app example created
for CCBC. Learn how Adobe DPS apps can
benefit your college across departments,
including marketing, admissions, alumni
and academic publications.
11 – 11:15 a.m.
Chips and Chocolate Break
Confection Lobby
Print and Digital Publications
for Today’s Audience:
Integrated Content Strategies
11:15 – 12:15 p.m.
Breakout Sessions
Bringing in the Closer:
Solving a Brand Identity Crisis
Angela Miles, graphic designer, and
Jason Stein, website manager and
information architect, Community
College of Philadelphia, PA
Patrick Stone, associate director,
Marketing, and Andrew Nasser,
publications specialist, Bristol Community
College, MA
Empire C and D
Print and web are rivals no more! Most
colleges print an institutional magazine
– how can you take yours to the next
level? With current technology and
strategic development, you can create
a complementary digital publication
with enhanced, share-ready content that
supports – not replaces – the printed
version. This presentation will cover
conceptualizing editorial and visual
content from the story-boarding to final
publishing phases, as well as how to
re-imagine a college publication and the
multiple benefits of digital publishing.
The Community College of Philadelphia
will also show how its award-winning
magazine, Pathways, translates from
a biannual printed publication to a
sophisticated digital platform.
Empire A and B
What do you do when your students, staff,
and faculty revolt against one of your
college’s brands? This is a problem Bristol
Community College in Massachusetts
faced for years as students, coaches,
players, and yes – even administrators –
rallied against one of the college’s most
predominant brands: Athletics.
The “Bristol Bees,” as they were known,
lived with a serious identity crisis that left
a significant area of student engagement in
branding purgatory. An entire population
of students and faculty members were
unsure of what to call themselves… worse
yet, student-athletes and coaches hid
from the brand out of embarrassment.
With enrollment numbers reeling, BCC’s
College Communications team jumped in
to solve the problem, repair the brand, and
heal old wounds. For nearly two years, a
new brand was crafted through intensive
focus groups, data gathering, research,
and good old-fashioned conversations with
the various audiences. The end result? A
rejuvenated identity for the whole college
to rally behind.
12:30 – 1:30 p.m.
Awards Luncheon
Crystal A
Celebrate our NCMPR District 1
Pacesetter, Communicator and Rising Star
award winners!
This presentation will provide a case study
for what to do when one of your brands
falls into an identity crisis, and what one
college did to turn a weakness into a
recruitment and retention strength.
#D1breakout
5
6
Beyond the Name Field: Developing
a Highly Personalized Viewbook
1:45 – 3:30 p.m.
Creative Solutions Roundtables
Empire Rooms | Select 3
Lisa Jones, graphic designer,
College of Southern Maryland, MD
PR and Media Relations
in a Campus Crisis
Discover just how the College of Southern
Maryland used data collected through
its customer relationship management
system to replace two static printed
viewbooks with one highly personalized
direct mail piece. Focusing on the variable
data print (VDP) field selection and
design process, this session will address
which text and photo variables offered
the most benefits while demonstrating
how a complex multivariable data string
drove the selection of photos and text
to match a prospect’s profile. By using
the VDP approach, the college created a
truly individualized piece that has great
appeal to millennials and led to reductions
in production costs, mailing fees and
inventory.
Laurie Maker, executive director of
College Communications, Massasoit
Community College, MA
Massasoit Community College was
faced with two reports of sexual assault
on campus in five days - find out how
the college marshaled its response to a
mounting crisis. Learn the initial stages
of mobilizing the College Crisis Team,
including: who is on the crisis team; the
general strategy for response; and the
overall communication strategy. This
involves establishing a chain of command
to manage communication, issuing timely
warnings, developing core messaging
and finalizing consistency of messaging.
This session will also explore who else to
notify, keeping a timeline, social media
in a crisis, working with the media and
the importance of having a strong crisis
communication plan.
How to Turn Social Media
Information into Social Intelligence
with Social Media Monitoring
Creating an Effective Website
That Visually Communicates
YOUR Message
Pete Schauer (@Pete_Schauer),
digital marketing manager, and
Alison Milone, digital media specialist,
SEMGeeks, NJ
Jenn Boyd, integrated marketing
communications coordinator, HACC,
Central Pennsylvania’s Community College;
Linnie Carter, Ph.D., APR, vice president
of College Advancement, HACC, Central
Pennsylvania’s Community College
As social media continues to play an even
bigger role in our everyday lives, the need
to monitor and measure what’s being said
on your campus is critical. This session
will highlight the importance of social
media monitoring and provide tips and best
practices for social media engagement
and monitoring. The presenters will also
introduce a social monitoring platform that
gathers valuable social media information
from students. They have found that
social media posts on networks like
Twitter, Instagram, Yik Yak and YouTube
can be observed, saved and analyzed for
threat assessment or tracing mentions of
on-campus events such as open houses.
They will showcase the importance of
having a process in place for social media
monitoring and provide examples of
how robust software can help you avoid
security and cyber-bullying issues while
measuring engagement and student
attitudes.
Are you making it easy for your donors?
Does your website inspire others? The
HACC Foundation recently unveiled its new
website and logo. Learn about a “one-stop
shop,” visually telling YOUR story, and why
visually connecting your foundation to your
college is a must.
Write Once, Publish Everywhere:
Creating and Multi-Purposing
Content
Sally Chapman Cameron, vice president,
College Communications, Bristol
Community College, MA
How do you create, track and manage
content on many different platforms?
It starts with a strategic messaging
framework and a creative approach to
what you’re already producing. Yes, you
can write once – and publish everywhere!
#D1roundtable
7
8
Develop Your Social Content
Strategy in 3 Easy Steps
Going to Where Future Students Are:
In the Communities
Kani Bassey (@MC_KaniPR), marketing
and social media manager, Montgomery
College, MD
How can you use best practices to
integrate social media campaigns into your
overall marketing strategy? By focusing on
quality over quantity, high-impact content
and tools for management, you can be
highly successful with your campaigns!
Roll Your Own Digital Asset
Management System
Jason Stein, website manager and
information architect, Community College
of Philadelphia, PA
With the increasing use and rapid
proliferation of multimedia and rich
media content, such as photos, videos,
audio files, animations and music clips,
more organizations are amassing large
stockpiles of digital information assets.
Keeping track of all that content and
ensuring it’s accessible to all who need
it is becoming a bigger challenge. Digital
asset management systems are designed
to address that very challenge – and they
don’t have to be expensive. Find out how
the Community College of Philadelphia
put in a digital asset management system
for free, and how their creative team
leverages the system. Learn how you can
put in your own free system, and find out
about some of the other free and paid
options.
One Message, Many Formats:
Designing Beyond Print
Megan Hoose (@MKurtz82), integrated
marketing communications coordinator
for student recruitment, HACC, Central
Pennsylvania’s Community College
Ben Pierce, graphic designer, and Susan
Gumula (@susangumula), digital marketing
coordinator, Anne Arundel Community
College, MD
Often, we as college marketers encourage
future students to visit our campuses to
learn more about what we offer. HACC,
Central Pennsylvania’s Community College,
changed things up and began “Takin’ it to
the Streets.” Now in its second year, HACC
continues to give future students a taste
of college life on the road by visiting public
festivals, fairs and local organizations to
better tell their story. At the events, HACC
offers future students the chance to win
up to $1,000 for tuition and fees. Find out
how to get your prospects to attend, and
why interacting with them in their own
communities is so important. The session
will also cover who from your college to ask
to represent so recruiters don’t get burned
out.
We’re all well aware that effective,
integrated marketing communications
is much more than traditional print
these days. But how do designers and
marketers determine which channels
and formats to use? How can you make
a single, consistent design work across
multiple delivery methods? The short
answer is collaboration! We’ll discuss
developing strong working relationships
to develop ideas and concepts that achieve
project goals. We’ll also cover tips specific
to online advertising, social media and
environmental promotions.
Adapting Your Media Plan to
Stay Relevant in an Evolving
Media World
Megan Olson, VP, Media Works, Ltd. and
Colleen Winterling, Media Planner/Buyer,
Media Works, Ltd., MD
Feeling overwhelmed by a variety of
media options? Wondering how changes
in traditional and social media may
affect your marketing plan? As the
media landscape continues to evolve, it’s
important to stay on top of trends, new
advertising options and relevant media
research to ensure that your advertising
schedule reaches your target audience
effectively. Learn how to adapt your
current plan to reach potential students by
including a combination of media options
that inform and engage. We’ll discuss
trends, changes to legacy media, new
media vehicles and education-targeted
research.
How to Reach Your Non-Traditional
Potential Students (Based on REAL,
BIG DATA)
Pamela Cox-Otto, Ph.D. (@PamCoxOtto),
CEO, Interact Communications, WI
If you love charts, graphs and information,
you can walk away with the tools to make
your FY2016 marketing better and easier.
Find out which media are working, which
are waning - and the hidden opportunities!
#D1roundtable
9
10
3:30 p.m.
7:30 – 8:30 a.m.
Free Afternoon
your market and certificate and degree
completion data for your competitors.
Case studies with sample reporting will be
provided.
Breakfast
Hershey Area Attractions
Chocolate World:
You’ll never run out of things to do in
Hershey. From the splendor of Hershey
Gardens to the World of Chocolate, you’ll
find endless fun and attractions here in
Hershey—The Sweetest Place On Earth!
Admission is free to Hershey’s Chocolate
World attraction. There you can create
your own candy bar, take a free chocolatemaking ride, and enjoy the Really Big 4D
Show, which brings Hershey’s characters
to life.
To get to any of these locations, simply stop
at the Hershey Lodge Concierge desk to
inquire about transportation.
The Museum on Chocolate Avenue:
The Hershey story is nestled in the heart
of Chocolate Town, U.S.A. This museum
brings Milton S. Hershey’s legacy as an
innovator, businessman, and philanthropist
to life.
Hershey Gardens:
NCMPR members receive FREE admission
to the Hershey Gardens. This 23-acre
botanical gem features 11 distinct theme
gardens, including the Historic Hershey
Rose Garden with a brilliant assortment
of 5,600 roses, and the Children’s Garden,
where you can walk among 300 butterflies
in the popular Butterfly house.
Shopping:
The Hershey Resorts offer an array of
shopping choices, including Hershey’s
products and apparel at Sweet Memories
Gift Shop at Hershey Lodge and a
collection of seven boutiques at The Shops
at The Hotel Hershey. The Lodge is also
within 5 minutes of the Tanger Outlets.
6:45 p.m.
Medallions Reception
Cocoa Terrace and Patio
7:30 p.m.
Dinner and Medallion Awards
Crystal A
11
Crystal A
From Audience to Offerings:
Overcoming the Challenges of
a Community College Website
Redesign
8:45 – 9:45 a.m.
Breakout Sessions
How to Use Market Research to
Effectively Position and Promote
Your Community College
Dana Edwards, vice president and partner,
SimpsonScarborough
Tony Poillucci (@ahatony), vice president,
lead strategist and creative director,
VisionPoint Marketing; and Kristen
Titsworth, Web Services Director, College
of Southern Maryland
Empire A and B
Empire C and D
Are you tired of making marketing
decisions based on anecdotes shared by
college administrators? Are you longing
for data that will help support and shape
your marketing strategies? In this session,
you will learn what decisions can and
should be data driven. You’ll also learn how
market research can help determine what
certifications and degree programs your
prospective students want, what workforce
training your local employers are looking
for, and how to compare your market share
to your competitors.
We’re all more than familiar with the
challenges that come with marketing
for community colleges – wide range of
offerings, even broader target audience.
As any higher education marketer knows,
this makes it extremely difficult to deliver
a consistent and engaging message. But
as the perception of community colleges
has evolved, so has the marketing of these
institutions across the country. It’s not just
about what you do, but who you are as an
institution and the experience you offer to
prospective students.
Topics will include determining your
market research needs, developing a
sound market research study, identifying
short-term and long-term metrics,
and turning results into actionable
recommendations. The range of costs
associated with various components
of a third party research study will be
presented in addition to options that can
be completed “in-house” with minimal to
no investment. You will also learn where
to access relevant secondary information
including job projection statistics for
For the College of Southern Maryland, this
marketing challenge was most evident on
their website. From outdated technology
and way too much content to confusing
nomenclature and conflicting ideas on how
to position the institution and its offerings,
key stakeholders were left feeling
frustrated and overwhelmed. It was time
for a change!
With VisionPoint Marketing’s help, CSM
embraced a full website redesign. While
such an exciting process opens the door
12
10 – 11 a.m.
for endless opportunities, such extreme
change also attracts a fair amount of
challenges. Join CSM and VisionPoint as
they walk you through the process and
challenges of redesigning a website to
create a marketing platform that is user
friendly, delivers a consistent message
about your institution’s identity, and clearly
communicates a variety of offerings and
opportunities to prospective students.
Closing Keynote
Empire Rooms
Your Ad Won’t Make Me Buy
a Couch!
How Simplifying the Changing
Media Landscape Can Help You Create
Powerful Ad Campaigns
9:45 a.m. – 10 a.m.
With Amy Bobchek,
director of local sales,
Comcast Spotlight,
@Amy_Bobchek,
“I need an ad so
everyone knows about
my fancy new class!”
How many times
have we heard that
from clients around our campuses? If we
advertise about it, students will naturally
come.
Happy and Healthy Energy Break
Confection Lobby
When it comes to making decisions about
advertising, media expert Amy Bobchek
says most clients are more caught up with
which media they want to buy vs. finding
their right target audience. It doesn’t help
that they also tend to let their personal
habits, biases and beliefs guide their
decision making (over using data and
research), or that they think advertising
can actually change or cause behavior.
and answer questions about the online
media mix. And, she’ll talk about
Relational Media as well as Transactional
Media – while revealing how to efficiently
incorporate both into your advertising plan
to best maximize results!
With more than 20 years of media sales
leadership experience, Amy is described
as a “high energy, driven leader.” She is the
director of local sales for the Washington,
D.C.-based Comcast Spotlight, which is the
advertising sales division of Comcast, the
nation’s largest cable television provider
and strategic sales partner to providers
like Verizon FiOS and Cox Communications.
Amy began her career on-air, hosting local
television shows, and holds a degree in
psychology from the University of Virginia.
Her first career was in the psychiatric
healthcare business, where she began in a
clinical position as a psychiatric technician
and experiential therapist before ultimately
moving into a marketing role. As a
healthcare marketer, Amy began building
a professional network that led to her
first job in television. She likes to say that
moving from a psychiatric hospital after
seven years to the TV business was not
that big of a leap!
11 a.m. – noon
Conference Wrap-up
and Prize Patrol
Empire Rooms
Join us for scholarship awards, door
prizes and awarding of the $550 stipend
to the March 2016 NCMPR Conference
in St. Louis, Missouri. You must be in
attendance to win giveaways. Plus,
Ron Taber, NCMPR past president, and
Mary De Luca, NCMPR District 1 director,
will share news and updates on the
national and district fronts.
In this presentation, Amy will explore
the evolution of today’s media landscape.
She’ll cover just how much advertising
has changed – and how you can leverage
consumer behaviors and patterns to help
meet your institution’s goals. She’ll also
explore media consumption developments
#D1keynote
#D1breakout
13
14
Congrats to Our NCMPR D1 Award Winners
Pacesetter of the Year
Communicator of the Year
Dr. Mark T. Brainard
President
Delaware Technical Community College | Dover, Delaware
The Pacesetter of the Year award recognizes a
community college CEO who has demonstrated
an outstanding commitment to marketing
and communications and strong personal
leadership for college outreach endeavors.
Dr. Mark T. Brainard, a proud graduate of
Delaware Technical Community College,
became the college’s fifth president after a
25-year career spanning higher education,
business and government. He believes in the
power of partnerships and works tirelessly
to collaborate, communicate and listen in
ways that develop strong relationships and
college support.
In 2015, Dr. Brainard launched a Community
College Infrastructure Fund (CCIF)
campaign to educate the community about
the college’s priority to identify a longterm capital financing solution for over
$153 million in deferred maintenance and
expansion needs. He promotes the value
and importance of a community college
education at every opportunity and launched
a celebration last year to showcase the 10year anniversary of the Student Excellence
Equals Degree (SEED) Scholarship program,
which provides free tuition for high school
graduates to attend Delaware Tech. At a
time when the nation was just starting the
free community college discussion, Dr.
Brainard received national media coverage
on the success of the SEED program and its
graduates.
Dr. Brainard is a consummate
communicator who “gets” the importance
of marketing and public relations. In
15
2014, he authorized an independent,
comprehensive study to identify Delaware
Tech’s current market share of student
population segments, determine baselines
for future ROI measurements and develop
a communication plan that connects
with defined target markets, enhances
awareness and meets the college’s
recruitment goals. The results of the
study then formed the basis for one of
three presidential priorities last year – the
development and implementation of an
aggressive marketing campaign that helps
the institution tell its story of excellence in
new and creative ways.
Dr. Brainard’s passion, vision and leadership
in meeting the varied needs of Delaware
students and businesses are evidenced
by several key initiatives. Last year, he
commissioned a Blueprint for the Future:
Keeping Students First task force to study
national reports and best practices and
develop recommendations to increase
student success and college effectiveness.
In partnership with the Delaware
Manufacturing Association, he implemented
an innovative two-year dual enrollment
initiative to prepare high school students for
a career in advanced manufacturing while
they earn their high school diploma. And
an initiative, of which Dr. Brainard is most
proud, is Delaware Tech’s status as a 2015
Military Friendly® School, a designation
awarded to the top 15 percent of colleges,
universities and trade schools in the country
that embrace military students and commit
to their success.
Sally Chapman Cameron
Vice President, College Communications
Bristol Community College | Fall River, Massachusetts
From new campuses, buildings, programs,
and more, Sally built BCC’s sterling
reputation from the ground up, turning
the college into a beacon of positivity in
the south coast of Massachusetts. With
enrollment and technology booming,
Sally stands at the forefront of innovation,
supporting and creating campaigns and
advertising strategies that keep Bristol
modern and exciting.
One of the most prestigious NCMPR awards,
the Communicator of the Year recognizes
an NCMPR member for excellence and
innovation in leading the communications
efforts of his or her community college, as
well as advancing the marketing and public
relations profession as a whole.
Sally Chapman Cameron isn’t just the
voice of Bristol Community College in
Massachusetts… she’s the only voice
it’s ever really had. Cameron, the vice
president for College Communications
at BCC, recently celebrated her 30th
anniversary as a community college
communicator – all of them at Bristol. For
three decades, she has been a steady
hand, confidently guiding and crafting
the college’s mission (she wrote it), its
public image (she crafted it), and its
dedication to excellent, community-driven
service (she champions it every day). Her
colleagues know her as an expert problem
solver, a voice of reason, an unparalleled
communicator, and an administrator with
unrivaled dedication.
Her staff follows her lead – because
how can you not? Sally’s excitement and
passion for her job is downright contagious.
Her fellow vice president, and good friend,
Jo-Ann Pelletier, put it best, noting that her
friend Sally has transcended just being
a person: she’s now a verb. That verb
is “Sally-fied,” or the act of transforming
prose into professional communications
that convey content with precise tone and
create instant appeal (example: Has this
document been Sallyfied?). Simply put:
Sally is a legend in the field of community
college marketing.
BCC’s current campaign is called
“Because Bristol.” BCC’s tremendous
growth, especially during the last 10 years?
That’s “Because Sally.”
16
Congrats to our NCMPR D1 Scholarship Winners
Rising Star:
Patrick Stone
Associate Director for Marketing and Communications
Bristol Community College | Fall River, Massachusetts
The Rising Star of the Year award recognizes
an up-and-coming NCMPR member, who has
demonstrated special creativity or ability in
college marketing and public relations and
shows evidence of a promising future in the
communications field.
at this conference. Patrick worked with
BCC’s designer to create a modern athletic
identity. He demonstrated his masterful
ability to engage stakeholders, building
college-wide buy-in and enthusiasm for
the well-received new mascot – the Bristol
Bayhawks – unveiled at the first event of
the 50th anniversary. He also worked with
campuses and with facilities to create
brand-centric signage at each campus
and develop and promote publications
standards at all sites.
Patrick Stone is Bristol Community
College’s brand champion. Promoted early
in 2015 to associate director for Marketing
and Communications, he oversees the
day-to-day messaging for recruitment
and retention for both credit and noncredit
programs. In his new role, he supervises
the web and publications and provides
project management for all marketing
campaigns.
Patrick works closely with both Enrollment
Services and the Corporate and
Community Education division to integrate
marketing messages, and he has reined in
the cowboys on the noncredit side to bring
them into the brand fold and to be happy
about it! In the four years since he joined
the college, he has been called by people
at all levels of the institution, from campus
police to the president, “a real pro,” and
he has built a reputation as a creative,
even-handed content developer who brings
disparate opinions together to get to the
win with a pitch-perfect message that
speaks to students.
Appointed last year to the Massachusetts
Community College Leadership Academy
by the college’s president, he made brand
experience his year-long project, taking
on a comprehensive effort to create a
consistent brand experience at all four
campuses. Part of his project included
solving a brand crisis with athletics and
creating a new college mascot, which
he is sharing with NCMPR District 1
colleagues during his breakout session
Justin Bendis
Wendy Humphrey
Manager for Multimedia Design
Harford Community College, MD
Public Relations Associate Manager
Mercer County Community College, NJ
Marika Taylor
Mandee McCullough
Interactive Media Coordinator
College of Southern Maryland, MD
Social Media Specialist
Atlantic Cape Community College, NJ
Sarah Yunits
Communications Specialist
Massasoit Community College, MA
17
18
So
lut
ion
sf
or
Yo
u
&Y
our
Tw
o
- Ye
ar C
olle
ge f
ro m
the P
eople
Thanks to our SWEET D1 Sponsors
Who
Rea lly
Underst
Program Review
Graduation/Retention
Community Needs/
Image Assessment
Student Retention
Communication Review
Competitor Review
a n d Yo u r I s s
ues
NCMPR’s District I Conference is made possible with the generous support
of these key sponsors. Please help us thank them for their support!
Rich Red Velvet Sponsor
Interact Communications
Interact Communications welcomes you to this year’s conference as
our main sponsor. Interact Communications, Inc. is a marketing and
communications company that focuses on two-year colleges.
Strategic Planning
Advertising
Branding
Bond
Image
Legislative
Recruitment/Retention
Social Media
Raspberry Truffle Sponsor
Mount Royal Printing and Communications
r ke
tin
gC
om
mu
ni
Name badges for all attendees, copies of the conference program,
wayfinding signs and the social media backdrop are produced and
provided by Mount Royal Printing & Communications, a full service
print, mail and communications company.
ca
tio
ns
Mount Royal
Printing & Communications
f
or
Video
Web
Social
Mobile
Print
Media Buys
Ma
Tw
oa
Ye
rC
ol
leg
es
interactcom.com
608.781.8495 • [email protected]
20
Welcome
Conference Exhibitors
Adobe Systems, Inc.
Lisa Deakes
8205 Amasia Cove
Austin, TX 78729
512-918-2060
[email protected]
adobe.com/education
Supporting education initiatives across
the country, Adobe Systems, Inc. enables
a new way of teaching and learning by
providing digital creation, communication
and collaboration tools for classroom and
campus-wide use. By offering industry
leading products at accessible prices,
free online curriculum and resources for
educators, Adobe is ensuring that teachers
and students have access to the latest
technology they need to be successful in
and out of the classroom. Adobe continues
to care and support the education market.
A to Z Communications
Erin Stinner
960 Penn Ave.
Pittsburgh, PA 15222
703-447-8669
[email protected]
atozcommunications.com
A to Z Communications is a full-service
branding and marketing agency
specializing in higher education. They will
collaborate with you on a results-oriented
strategy and take you every step of the
way. With over 25 years of experience,
A to Z has an impressive showcase of
proven work but is sure to stay ahead of
the curve with automated marketing and
tracking trending teenagers. A to Z creates
award-winning recruitment and visibility
campaigns that grow student enrollments
in the undergraduate, graduate, adult,
and international areas. A to Z develops
fresh and focused creative that drives
high-quality leads through a strategic
and targeted system of online and print
advertising, marketing collateral, and
direct mail for college and university
clients – the numbers prove it. Creative
that works!
Catalyst Education Partners
Interact Communications, Inc.
Joe Scott
1910 Marie Circle
Bloomfield Hills, MI 48302
800-995-6571
[email protected]
catalystedupartners.com
Catalyst Education Partners is a team
of veteran higher education marketing
leaders and seasoned creative
professionals who partner exclusively
with community colleges to deliver
turnkey, information-rich content in fresh,
progressive print and digital custom
magazine solutions. Our measurable
solutions leverage targeted custom content
engaging and educating your stakeholders
to positively change perceptions, modify
behaviors and take desired action while
also elevating your College’s brand
and achieving your enrollment, student
success and community support goals and
objectives.
Trish Lamantia
N5553 State Rd. 35
Onalaska, WI 54650
608-781-8495
[email protected]
interactcom.com
Interact is a full-service marketing and
communications company, focused
exclusively on two-year community and
technical colleges. We provide research,
branding, creative, and political services
for individual colleges, as well as statewide
systems. We provide custom research and
original media for community and technical
college clients, offering fresh solutions
based on our wealth of two-year college
experience. Interact was founded by Dr.
Pamela Cox-Otto (CEO) and Kevin Cram
(Creative Director) in Onalaska, WI in 1996.
Since then, they have served more than
100 colleges in 34 states. All of Interact’s
employees worked for or provided
leadership for community or technical
colleges. As a result, we understand
the challenges in serving diverse and
multigenerational communities. We have
become the experts and have a 17-year
track record of success to prove it.
CampusCast
Jay Baxter
2100 River Haven Drive
Birmingham, AL 35244
205-305-5377
[email protected]
campuscast.org
CampusCast Engage is a web-based
communication system that enables
you to improve student enrollment and
engagement through targeted interactive
texting, advanced email analytics, quick
capture lead collection, group phone
messaging and more.
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Graphic Imaging
Marc Goldner
6310 Easton Rd.
Pipersville, PA 18947
215-733-7927
[email protected]
graphicimaging.com
Graphic Imaging is your single source
supplier for all things visual. The company
specializes in large format printing, signs,
banners, trade show exhibits, and fine art
reproduction.
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Marketo
Mount Royal Printing &
Communications
Vyoma Kapur
901 Mariners Island Blvd., Suite 200
San Mateo, CA 94404
510-717-5107
[email protected]
marketo.com
Marketo provides the leading marketing
software designed for digital marketing
professionals. Marketo’s platform
powers breakthrough applications to help
marketers tackle all aspects of marketing
from the orchestration of activities to
the delivery of personalized interactions.
Marketo serves as a strategic partner
to over 3,750 enterprises and small
companies across several industries.
Kevin Brittingham & Brian Greer
6310 Blair Hill Lane
Towson, MD 21209
410-296-1117
[email protected]
mtroyalprinting.com
Mount Royal Printing & Communications
is a full service print, mail and
communications company located in
Baltimore, Maryland. Mount Royal is very
unique as they are able to offer more
in-house services than most of your
standard printing companies. From digital
and offset HUV printing, to full service
bindery including die-cutting and a mailing
department as well. The company recently
opened a new division, which is their wide
format printing division allowing Mount
Royal to provide such items as banners,
posters and even convention materials
such as trade show displays.
Mount Royal
SEMGeeks.com
WooVue
Alison Milone
602 Main Street
Belmar, NJ 07719
732-223-6700
[email protected]
SEMGeeks.com
Saying that SEMGeeks specializes in
higher education digital strategies is
an understatement. Their extensive
experience in Higher Ed has afforded them
the opportunity to collaborate with more
than 60 institutions across the country.
Their Higher Ed team is well versed in
the market and greatly understands the
thought process of a potential and current
student. SEMGeeks has recently expanded
their EDU Marketing arsenal, working
with more schools and implementing
new tactics, strategies and analysis
to drive the best results. As the digital
marketing realm continues to evolve,
SEMGeeks stays ahead of the curve so
that they can continue delivering the most
comprehensive campaigns to clients.
Pete Schauer
602 Main Street
Belmar, NJ 07719
732-223-6700
[email protected]
woovue.com
WooVue is an industry pioneer in Social
Media Intelligence. Their goal is to provide
institutions with a clear understanding
of the social media environment that lies
within their campuses and beyond in
order to enable these institutions to reach
academic, security and social goals as
well as establish a community presence
and connection. Know what’s happening
directly within and nearby your institution
with their cloud based, real time, location
based social media monitoring platform.
Get beyond the hashtag with a whole
new Vue!
Printing & Communications
Play our Exhibitor Prize Card!
Collect a sticker from each exhibitor and turn it in to be eligible to win during our
“Conference Wrap-up and Prize Patrol” at 11 a.m. Wednesday, Oct. 7.
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24
Great
American Hall
Tower Level
Red Room r
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To ite 1
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White Room Elevator
Lobby
Th Sta
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ay
Bus. Office/
Concierge
by
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Stairs to
Tower Level
Main Lobby
with Fireplace
Gift
Shop
by
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Nigerian
Room
Chocolate Lobby
Down Ramp
Escalator
Tower 3 Great
American Hall
Exit
Stairs
Aztec
Room
Lounge Lounge
Cocoa 2-5 Blue Room
Cocoa 6 Registration
Exit
Stairs
Hershey®
Grill
Loading
Dock
Vestibule
Exhibit Hall
Storage
Bay 1
Bay 2
Drive in
Bay
Size
Storage
C
Crystal
A
B
A
D
B
Empire
C
B
Service Hallway
25
A
A
Prefunction Space
Wild
Rose
Magnolia
D
Confection
Lobby
BC
Confection
Hall Office
700 1,200 850 700 Cocoa
Boardroom
Convention
Services
Office
120’ x 38’ x 10’ Exhibit Exhibit
U-Shape (8 x 10) (10 x 10)
10HL4701
1,180 960 680 X X 1,239 Community
120 80 Lynn 29’ x 44’ x 12’ Holl, Mercer County
30’ x 44’ x 12’ 1,284 120 80 College,
NJ
2,523 250 160 20’ x 40’ x 12’ 800 80 50 Exhibitors
and Sponsors
800 80 College
50 of
Leslie20’ x 40’ x 12’ Tennant, Community
Beaver County, PA
Size
X X College,
1,500 X NJ
500 Idris
40
50
Team
50
15 X X 60 Prince
55 Clay,
500 60 MD 55 College,
700 60 55 100
X 29
George’s
Community
X 30
X 34
Ernie Greenslade,
Northern
500 X X X 10
Community College, MA
Essex
Conference
AllenHollow
Koveler, Columbia-Greene
Square U-Shape
Style
Community
College,
NY
Reception
40 Amy
40 20 16 20
X Kremenek,
Community
20 16 Onondaga
20
College,
X X NJ X 10
X X 10
LaurieX Maker,X Massasoit
28 College, MA
Baltimore
300 80 100 60 100 120 200 60 44 N/A
25 30
Patrick30 Stone,
75 25 Bristol
30
40 College,
75 30 MA
40 Sq. Ft. Theatre Banquet Classroom
County,
MD
60 N/A
of
40 32 30
Scot Rutledge,
Community
College of
40 32 Beaver County, PA 30
60 Social Media
40’ x 26’ 1,040 N/A N/A N/A Susan Gumula, Anne Arundel Community
Confection College, MD
Community
Hollow
Conference
Jodi Neal,
Reception
Square Community
U-Shape
Style College
Community
Marika Taylor, College of Southern
Hollow
Maryland,
MD Conference
Reception Square U-Shape
Style
Cocoa Boardroom Size
68 X
Tara Barnabei, Carroll Community
College, MD
700 4,560 For registration/reception Medallions
Eve Markman,
Community
College of
Size
Sq. Ft. Theatre Banquet Classroom
Philadelphia,
PA
80’x 40’ x 12’ 3,200 380 240 200 59’ x 44’ x 12’ X 160
Hollow
Conference Exhibit
Stacey
Clapp,
Atlantic
Community
Sq. Ft. Theatre Banquet Classroom Reception
Square
U-Shape
Style Cape
(8 x 10)
25.5’ x 29’ x 12’ 740 50 College
40 of
Theresa
Johnson, (formerly)
23.5’ x 29’ x 12’ X Southern
Maryland, 680 MD X 23.5’ x 29’ x 12’ X Conference
Planning
1,400 X X 66 7,092 For registration/reception Logistics and Hospitality
Danielle Size
Gross, Pennsylvania
Commission
Sq. Ft. Theatre Banquet Classroom
for Community
25.5’ x 29’ x 12’ Colleges,
740 PA
50 40 28 N/A Sq. Ft. Theatre Banquet Classroom Reception
N/A N/A 22
Hollow
Square
U-Shape
Conference
Style
47’ x 49’ x 9’ 2,303 250 160 128 250 72 56 30
Wild Rose (A, B) 52.5’ x 36’ x 11’ 1,890 180 120 96 200 64 52 30
Wild Rose A 27.5’ x 36’ x 11’ 990 90 60 48 100 40 32 30
Wild Rose B 25’ x 36’ x 11’ 900 90 60 48 100 40 32 30
Empire (A, B, C, D) 102’ x 36.5’ x11’ 3,723 360 240 192 400 80 60 X
Empire A 27.5’ x 36.5’ x 11’ 1,004 90 60 48 100 40 32 30
30
Empire B - D Sairs to
Main Level
1,400 53’ x 86’ x 18’ 4,558 500 350 280 Programming
53’ x 86’ x 18’ 4,558 500 350 280 Laurie Farrell, Anne Arundel Community
69’ x 86’ x 18’ 5,934 700 480 340 College,
MD
Hall
Sairs to
Main Level
Main Entrance
Hallway
850 Mary De Luca, Community College of
Baltimore County, MD
36’ x 197’ x 12’ Crystal A Confection Hall Level
11,303 1,200 District
1 Director
89’ x 127’ x 22’ 11,303 Cocoa 1 and Terrace Exhibit
Coats
ter
Cen
tion
ven trance
n
o
C
En
Cocoa Ballroom Cocoa Terrace Lounge Lounge
Registration
Service Hallway
Cocoa
Ballroom
Cocoa 1 White Room
Exhibit Hall
Office
Coat
Room
89’ x 127’ x 22’ Tower 4 Stairs to Confection Hall
Chocolate
Ballroom
Trinidad
Room
Tower 2 Red Room
Storage
Tower
Suites
Tower 1 BC
(On Cocoa Lobby Level)
Elevator to
Convention Hall
Hallway
Chocolate Lobby Elevator
Great Lobby
Boardroom
Patio
Telephone
Connecting Link
Cocoa
Boardroom
Restrooms
$
a
co
Co ite 1
Su
BC Business Center
Trinidad Room Exit
Stairs
C ite
coa Su
Co ite 2
Su
Terrace
Patio
Aztec Room The Bears'
DenSM
a
a
co
oco 5
Co lroom coa CSuite
l a Co ite 4
a
B oco 3 Su
KEY
Hollow
Square
252’ x 127’ x 22’ 32,004 3,500 2,400 2,000 4,000 X X 210 Creatively
Sweet
Conference
Leadership
74’ x 127’ x 22’ 9,398 1,000 700 550 1,100 X X 49 Chairs
Chocolate Ballroom Conference
176’ x 86’ x 18’ 15,136 1,700 Nigerian Room Group
Registration Desk
Cocoa
Terrace
Chocolate
Ballroom
Le Leb
bk bi
ich e
er’
s®
$
C
Be ocoa
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®
Elevator to
Tower Level
Great Lobby Lobby
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Of
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Fro
Main Level
Blue Room Ve
sti
bu
le
Fr
on
tD
esk
r
we
To ite 2
Su
Sq. Ft. Theatre Banquet Classroom Reception
Great American Hall r
we
To ite 4
Su
r
we
To ite 3
Su
Size
25’ x 36.5’ x 11’ 913 90 60 48 100 40 32 Magnolia (A, B, C, D) 97’ x 36’ x 11’ 3,492 360 240 192 400 80 60 X
Magnolia A - C 25’ x 36’ x 11’ 900 90 60 48 100 40 32 30
Magnolia D 22’ x 36’ x 11’ 792 90 60 48 100 40 32 30
26
NCMPR District 1 Executive Council
District 1 Director
Mary De Luca, Community College of
Baltimore County, MD
New Jersey State Representatives
Jacob Farbman, M.A., APR, New Jersey
Council of County Colleges
Nicole Torella, Union County College
Connecticut State Representative
Margie Huoppi, Quinebaug Valley
Community College
New York State Representative
Allen Kovler, Columbia Greene
Community College
Delaware State Representative
Tammy Watkins, Delaware Technical &
Community College
Pennsylvania State Representatives
Eve Markman, Community College of
Philadelphia
Leslie Tennant, Community College of
Beaver County
Maryland State Representative
Jodi Neal, Community College of
Baltimore County
Rhode Island State Representative
Kristen Cyr, Community College of Rhode
Island
Massachusetts State Representative
Tracy Callahan, North Shore Community
College
NCMPR’s National Board Member
from District 1
Ron Taber
NCMPR Immediate Past President,
Northern Essex Community College, MA
New Hampshire State Representative
Dawn Kilcrease, Nashua Community
College
Sprinkling extra SWEET thanks to…
Tara Barnabei, Carroll Community College, MD, for designing our conference brochure
and program; Jodi Neal, Community College of Baltimore County, MD, for designing our
CREATIVELY SWEET conference logo; Nate Brigham, Community College of Baltimore
County, for producing this year’s Medallion awards presentation show; Dawn Crump,
Community College of Philadelphia, PA, for help coordinating Medallion entries, managing
payments and fielding inquiries; Kristin Cyr, Community College of Rhode Island, for
coordinating Medallion dinner requests; the Community College of Philadelphia and
Community College of Baltimore County for printing and mailing support; Debbie Halsey,
executive director, NCMPR and the NCMPR national office staff for website, registration
and behind-the-scenes support; Kristin Cyr, Jake Farbman, Jodi Neal, Judi Sciple, Nicole
Torella, and Tammy Watkins for assistance in selecting this year’s NCMPR D1 award
winners and scholarship recipients; and Bonnie Torres, Community College of Baltimore
County, for her endless supply of patience, encouragement and dark chocolates to help our
D1 Director maintain her sanity!
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Program printed compliments of:
Mount Royal
Printing & Communications