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2009 
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NCMPR District 1
Annual Conference
Welcome!
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2009 
Atlantic City has been known as the “Queen of Resorts” since 1854, for
good reason.
The town that inspired the beloved board game, Monopoly, boasts the
country’s first boardwalk, built in 1870; was the home of the Miss America
Pageant for 88 years; hosted the renowned Diving Horses who held forth
at the world famous Steel Pier; and is where the concept of lifeguards was
invented.
Now known as “The World’s Playground,” Atlantic City offers many modern
amenities such as world-class casinos and Boardwalk Hall, which has hosted
everything from world championship boxing matches to Madonna concerts.
No visit to Atlantic City would be complete without a trip to The Walk, a
fabulous collection of 30-plus discount outlet stores ranging from Brooks
Brothers to Jones New York, just steps away from our conference hotel.
There also are cultural and historic attractions. One must-see is the quirky
Lucy the Elephant, the circa 1881 pachyderm structure who’s listed on the
National Historic Register, and makes her home in neighboring Margate.
Then there’s the 1854 Absecon Light House, Atlantic City Aquarium, Atlantic
City Historical Museum and other points of interest.
Not surprisingly, Atlantic City is where some of the greatest minds of
marketing and public relations have plied their trade...so you can bet it’s a
great place for the NCMPR conference!
Agenda
Sunday, Nov. 1
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1:00 – 3:30 p.m. • REGISTRATION
Sheraton Atlantic City Convention Center Hotel
2:00-4:30 p.m. • Atlantic City Trolley Tour
Enjoy colorful narration describing Absecon Island’s past,
present and future as you journey through town on a
Great American Trolley tour. Learn about the Boardwalk,
Miss America, salt water taffy and the plethora of icons
that have made Atlantic City famous. Your tour includes
a stop at the newly restored 1857 Absecon Lighthouse.
Climb 228 steps to the top and enjoy a breathtaking view
of the spectacular coastline. Then visit Historic Gardner’s
Basin where you can explore the Atlantic City Aquarium,
with eight tanks chock full of marine life, a coral reef,
touch tank and fun-filled interactive computer center.
Free for conference registrants; $20 for guests.
5:30 p.m. • Sunday Evening Social
Prepare to be dazzled at Buddakan Atlantic City, the
creation of noted restaurateur Stephen Starr, the master
of ultra-chic dining destinations and sensational interior
design. From the giant golden Buddha who presides over
the dining room, to the stellar modern Asian cuisine, the
restaurant promises a treat for the senses. Buddakan is
located at 1 Atlantic Ocean in The Pier Shops at Caesars.
We’ll travel there by coach from the Sheraton.
Agenda
Monday, Nov. 2
7:45 to 9:00 a.m. • Breakfast
9:00 a.m. • Welcome
Judi Sciple, President, NCMPR
9:30 a.m. • Keynote Address
The Global Grapevine and How it is Changing Your
College and Community (And What you Should Do
About It)
Dr. Pam Cox-Otto
President, Interact Communications
Public Relations and Marketing have changed... duh. What
most colleges (and their leadership) are struggling with is
that the entire link between college and community has
changed and technology is only the beginning. In this
brave new world, every person is a trusted broadcasting
entity, every citizen the source of Op-Ed comments, and
every organization is a potential opinion leader. Dr. Pam
Cox-Otto, our own community college geek, will chart out
what the shift means, what tools you will need, and what
you need to say now to your president and board.
Pamela Cox-Otto, Ph.D. Highly skilled, a brilliant strategist, and with a wild sense of humor,
Pam brings a wealth of experience to meeting
the marketing needs of community colleges.
She has created statewide image and recruitment programs for community colleges, implemented government relations efforts, and recreated the brand of colleges coast-to-coast. She has written
the book on best Web practices for colleges and college
branding (LRP Publications). She’s a founding partner of
Interact Communications and a frequent national keynote
speaker, blending the latest in research with a deep understanding of two-year colleges.
Pam’s current expertise in research, planning and communications began simply, as a television news reporter
in the tiny California town of Eureka, back in 1974. From
there her experience as a reporter developed through covering Salinas/Monterey, the state capitol (Sacramento),
and ended as a reporter in the San Francisco television
market. She maintains a busy schedule, including teaching at Viterbo University in Wisconsin, raising a family, and
writing. Pam’s most recent presentation was as keynote
speaker on Generational Management, before the Orange
County Community Colleges; and she presented a paper
on “A Statewide Advocacy Plan That Worked” before the
American Association of Community Colleges. Her most
recent book is Branding for Two-Year Colleges, In Press, LRP
Publications. Pam’s doctoral work included original research
in Web-based persuasion, interactivity and Web-audience
analysis, focused on community colleges.
Her all-time favorite speaker’s review came from a college
president at an AACC presentation. “If Robin Williams were
a woman, he would be Pam.”
10:30 a.m. • Coffee Break with Vendors
10:45 a.m. • Breakout Sessions
Pulling Out All the Stops: A Case Study Using
Traditional and New Media
Patrick M. Early, APR
VP of Public Relations & Marketing
Harrisburg Area Community College
When faced with an economy that was souring
quickly, HACC, Central Pennsylvania’s Community
College, looked for the best way to respond. In
the past, the college had done a fairly simple tuition waiver
program in economic downturns. However, this situation was
more serious and required a more comprehensive solution. It
also required a fast-moving and comprehensive communications program – one that used everything from traditional
press placements to new media like Twitter and Facebook
along with innovations such as print-on-demand brochures
and an outside call center to sustain the program. And, by
having a seat at the table during program development, the
public relations staff helped shape the response and create a
communications program that continues to yield benefits for
the college and the community.
The Stealth Campaign:
Marketing in Social Media and Search Engines
Dr. Stephen Nacco
Executive Director of College Relations
Brookdale Community College
Whether you’ve experienced successes or faced
challenges using the Web to market your institution, Web 2.0 social media (including MySpace,
Facebook, Twitter, and dozens of other sites) and search
engines like Google and Yahoo have become powerful tools
institutions are utilizing to reach potential, current and former students. This session will examine the process of creating banner ads for social media that target specific demographics and track responses to the minute and enable a
college to manage budgets to the penny. In addition, this
session will look at using sponsored links on search engines
and how to connect prospective students or event attendees to landing pages on the institutional Web site.
Noon • Lunch
Networking and District 1
Pacesetter and Communicator Awards
awards
Monday agenda, continued 
Agenda
Monday, cont’d
1:45-3:00 p.m. • Roundtables (Select Two)
When Passive Marketing Isn’t Working Anymore
Susan Kirtland, President
Propeller Communications LLC
Discover why broad stroke “passive” marketing isn’t as effective anymore and learn how to “personalize” communications
to prospective and current students in productive and costefficient ways.
Have You Ever Considered an Infomercial?
Connie Herrera, Director, Marketing Communications
Monroe Community College
Ever think that maybe you could tell YOUR college’s story
with as much persuasive power? Purchasing half-hour infomercial time on TV is generally very inexpensive, and though
it may run at 2 a.m. weekdays or 7 a.m. Sunday morning, your
audience (especially adults) may be watching.
Cutting Edge Web
Print and Online Schedules that Serve Your
Audiences and Make Economic Sense
Sandra Golden, President,
Sandra Golden & Associates
Mary De Luca, Senior Director of Public Relations
Community College of Baltimore County
For many years, the schedule book has been the most widely distributed piece, often to a full community mailing. As budgets are
cut and the Web grows in importance, a new question becomes
do we even need a printed schedule? This will give pros and cons
for a schedule book that is printed vs. online vs. both.
Public Relations and Marketing Contributions
to the Accreditation Process
Richard Pokrass
Director for Communications and Public Relations
Middle States Commission on Higher Education
Joe D’Agostino
Sr. Manager, Web Systems & Marketing
Atlantic Cape Community College
Periodically, community colleges go through the re-accreditation process, which can be stressful to the college community.
In this roundtable, learn what roles your department can play
to help the college through the re-accreditation process.
Award-winning webmaster will share best practices and new
applications to keep your Web site fresh.
10 Things to Tell Your Luddites
Smart Branding for Higher Education
Paul Fahey, COO, Zone 5
Ray Witkowski, Vice President, Zone 5
Branding, when done right, will engage both your internal
and external stakeholders and separate you from your competitors. This roundtable offers a fresh, honest perspective on
how to think about your own institution, your audience’s needs
and wants, and how to stand out from your competition.
Getting the Most From Your Photography Budget
Donna Connor, Donna Connor Photography
Award-winning former AP and magazine photojournalist will
explain how she works with clients and how you can maximize your photography $$.
E-Mail Marketing with Constant Contact
Sherwood Taylor, Director, Institute for Service
Excellence and Continuing Education Marketing
Atlantic Cape Community College
E-mail marketing is an effective method of reaching target
audiences. Constant Contact provides an affordable, measurable product to help you deliver your e-mail campaigns.
Using Search Engine Marketing (SEM)
to Promote Niche Programs
Dr. Pam Cox-Otto, President, Interact Communications
The older we get, the less quickly we adopt new technology.
And that means our colleges with their wealth of 40+ faculty
and staff are struggling with the adoption of everything from
your new portal, online learning software, distance learning
tech, and social networking software. This presentation gives
you 10 things to tell your Luddites so they will, if not embrace
new technology, at least stop running quite so fast.
Recognizing and Embracing Opportunities
for Advancement
Judi Sciple, Assistant to the Campus Director
Delaware Technical & Community College
Many community colleges are seeing mass retirements of
their top leaders as a result of the aging workforce. These
retirements often translate into department reorganizations
as well as advancement opportunities. The presenter will discuss how to thrive when your college promotes you, your job
responsibilities drastically change, and you are faced with a
new set of daily challenges. The discussion will include how
to prepare for advancement opportunities and capitalize on
your experience and knowledge as a marketing and public
relations professional.
3:00 p.m. • Free Afternoon
Steve Bacher, Director, e-Marketing
Bucks County Community College
6:15 p.m. • Reception
This presentation explains what SEM is, how it works, and
gives a step-by-step look at its use in promoting selected college programs, right through calculating ROI.
7:00 p.m. • Dinner & Medallion Awards
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Geoffrey Pettifer, Director of College Marketing
Atlantic Cape Community College, Emcee
Our ceremony will honor the highest achievements in
marketing and PR among entrants from across
NCMPR’s District 1.
Come dressed in casual attire (flip-flops OK!) for this
beach-themed party hosted by the Medallion Awards
Committee.
Agenda
Tuesday, Nov. 3
7:45 – 8:30 a.m. • Breakfast
8:30 a.m. • District 1 Business Meeting
9:00 a.m. • Breakout Sessions
How to Raise a Brand You Want to Keep
Lynette Brown-Sow
VP for Marketing and Government Relations
Community College of Philadelphia
Dr. Kathi Swanson
President, CLARUS Corporation
As marketers, we are the proud parents of our
brand. As a newborn baby and in its infancy, the
most important thing you can do as a brand parent is stick to the basics, nurture it, feed it and
show it off to everyone. As a toddler, it is your
responsibility to teach your child to grow into a brand you
can be proud of. You teach it to walk and guide the development of its personality. As your brand matures, it is imperative
that you stay attentive to its needs, cultivate the growth of
your brand, shape its personality by adding layers of depth,
breathing new life into it and taking it to the next level. If you
don’t raise your brand properly, all too soon and much like a
child, it will be stealing the keys to the car, going on joyrides
with its friends and staying out past curfew. However, if you
raise your brand right, it will make a proud marketing parent
out of you.
A Hands-on Look at
Social Network Marketing Tools
Geoffrey Pettifer
Director of College Marketing
Atlantic Cape Community College
Jessica Dandoy
Assistant Director of Communications & Marketing
Butler County Community College
Nicole Murray
Media Specialist
Bristol Community College
Blogs, social networking sites, digital newspaper sites and
e-mail are now the marketing methods of choice for community colleges seeking efficient, cost-effective strategies to
communicate their messages to the local, regional and global
community. Instead of relying solely on local publicity and
costly forms of advertising to attract interest in your school,
learn to employ the power and popularity of the Internet to
effectively communicate your message. This session explores
the basics of establishing, managing and tracking a presence
on social networking Web sites such as Facebook, Twitter and
YouTube. Representatives from three community colleges will
share their best practices, and some troubleshooting tips for
issues that may arise.
10:15 a.m. • Coffee Break
10:30 a.m. • Plenary Session
Gaining Attention for Your College
In a Changing Media Market
Diane D’Amico
Education Reporter, The Press of Atlantic City
Matthew Dembicki, Editor, Community College Times
Ted Greenberg
Jersey Shore Bureau Reporter, NBC-10 News
Victoria Monaghan (Moderator), Director of College
Relations & Publications, Burlington County College
Chris Pesotski, Creator, Another Delco Guy in South
Jersey and Director of the Office of Student Financial
Services, University of the Arts, Philadelphia
In the not-too-distant past, media relations involved
phoned-in story pitches and faxed media advisories and
news releases. That has changed with the emergence of
new technologies that have altered the way people get their
news as well as how public relations professionals interact with members of the media. Join our esteemed panel
of journalists and our own Vikki Monaghan of Burlington
County College, a former newspaper reporter and editor, as
they discuss this issue and take your questions on ways you
can gain coverage in today’s changing media market.
Diane D’Amico is The Press of Atlantic City’s
senior writer specializing in education, including
pre-K to 12 and higher education issues. Since joining The Press in 1974, Diane has served as a feature
writer, lifestyle editor, special projects editor, and
the Cumberland County bureau chief. She has been
recognized by the Education Writers Association
for her features and breaking news stories, and was
awarded the New Jersey Press Association’s Innovation Award for
her work on the Education Page.
Matthew Dembicki is editor of the Community
College Times, a post he has held since 2005.
Previously, he was an associate editor at Kiplinger’s
Washington Editors and a senior reporter at Education
Daily. He also served as an editor for the Association
for Career and Technical Education. He began his
career in journalism as a town beat reporter for the
Journal Inquirer in Manchester, Conn., in 1990.
Ted Greenberg joined NBC 10 News in June 2003
as the Jersey Shore Bureau reporter, focusing on news
from Atlantic, Cape May, Cumberland and Ocean
counties. In both 2008 and 2007, the Associated
Press honored him with its award for best coverage
by a New Jersey-based correspondent. Ted takes
great pride in covering the region in which he grew
up. In 2007, he was named by Atlantic City Weekly
as one of its Top 40 Under 40, which honors the region’s best and
brightest young leaders.
Victoria Monaghan is Director of College Rela-
tions and Publications at Burlington County College.
Monaghan brings more than 25 years of journalism
experience to the position. She worked for 16 years
as an editor at The Times of Trenton, N.J. She also
served as managing editor of the Philadelphia Business
Journal, editor of the Hartford Business Journal and
began her career covering sports for the Camden Courier Post.
Chris Pesotski is a veteran of more than 15 years
in higher education, where he has worked in financial aid, athletics and enrollment management. He
also manages Another Delco Guy in South Jersey
(http://cavalier92.typepad.com), a popular Delaware
Valley news blog. He holds an MA in education from
Widener University and a BA in English and communications from Cabrini College. Chris won a Jasper
award from the Jersey Shore PRAA for co-creating a segmented
marketing plan to implement the NJ STARS scholarship program.
11:45 a.m. • Conference Adjourns
Getting Here
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Atlantic City, New Jersey
We Are Here
Reservations
Located in the heart of the northeast and within easy
driving distance of a third of the population of the United
States, Atlantic City is convenient to get to whether you
ride a bus, take a train, drive or fly. The seaside resort is
readily accessible by air through two nearby International
Airports or by car and bus along three major highways.
The Sheraton Atlantic City Convention Center Hotel is
located right in the heart of the city, just a stroll from the
famous Boardwalk, casinos, a myriad of restaurants and
within minutes of train and bus stations and the Atlantic
City Expressway. “The Walk,” with more than 100 retail
outlet shops, is just next door.
By Land
From the North, major interstate highways connect with
the Garden State Parkway South, to the Atlantic City
Expressway.
From the South, I-95 to Delaware Memorial Bridge to
Route 40 to Route 322. Or via Lewes, Delaware, take
the Cape May-Lewes Ferry to the Garden State Parkway
North to the Atlantic City Expressway.
From the West, via Philadelphia, Walt Whitman Bridge to
North-South Freeway (Rt. 42) to Atlantic City Expressway.
By Rail
The Atlantic City rail station adjoins the Convention
Center, which is across the street from the hotel.
NJ Transit Rail runs direct from Philadelphia’s 30th Street
Station. For more information, call 1-973-275-5555 or visit
www.njtransit.com.
New service from NY to AC is available. For more information, call 1-877-326-7428 or visit www.acestrain.com.
By Air
The Atlantic City International Airport is located just minutes from Atlantic City and offers shuttle, taxi and rental
car transportation. Airtran, Spirit and West Jet all fly into
ACY. New service is available from Boston.
Philadelphia International Airport is a quick 60-minute
drive via the Atlantic City Expressway.
By Bus
There is frequent motorcoach service from New York City,
Philadelphia and Washington, DC via all major carriers.
www.academybus.com
www.njtransit.com
www.greyhound.com
The Sheraton Atlantic City Convention Center Hotel
Two Convention Boulevard
Atlantic City, New Jersey 08401
United States
Phone: (888) 627-7212
Fax: (609) 441-2999
Hotel reservation cutoff is 5 p.m., Thurs., Oct. 8.
Room Rates
Double-Double,
non-smoking
Sat.
Oct. 31
Sun., Nov. 1
Mon., Nov. 2
$159
$109
All guest room rates are quoted exclusive of applicable state and local
taxes, currently 14%, as well as the following mandatory charge of $1 for
Resort Fee. Extra person room charge of $20 per night. Club level upgrade
charge $50 per night. Early Departure Fee $75 (guests wishing to avoid this
fee must advise Hotel at or before check-in of any change in the scheduled
length of stay). Check-in time is 3 p.m.; Check-out time is 12 Noon.
Parking: Sheraton overnight guests pay $17 for valet parking and $10 for selfparking per day. These rates are subject to change without notice. All guest
parking rates are quoted exclusive of applicable state and local taxes, currently 7%.
Resources
Atlantic City Convention and Visitors Authority
(www.atlanticcitynj.com)
Things to Do
The Walk Shopping Outlets
Casino Hotels (gaming, shows, spas)
Absecon Lighthouse
Atlantic City Aquarium/Gardner’s Basin
IMAX Theater at Tropicana
AC Historical Museum and Arts Center at Garden Pier
Ripley’s Believe It or Not Museum
The Pier Shops at Caesars (upscale shopping and dining)
Local Transit
Atlantic City’s unique Jitney mini-buses stop at all hotels
and attractions. The city’s famous wicker rolling chairs
provide service up and down the Boardwalk and taxis are
readily available.
ForbesTraveler.com named
Atlantic City’s Boardwalk #1
in its list of 10 Best Boardwalks!
Conference
Registration 2009
NCMPR District 1
Nov. 1-3 • Atlantic City, NJ
To register online, visit www.ncmpr.org
and click on District Connections >> District 1.
Or, complete the form below and mail it along with your check
made payable to NCMPR District 1 to:
Becky Olson
NCMPR Executive Director
P.O. Box 336039
Greeley, CO 80633
(For overnight deliveries)
3257 W. 20th Street
Greeley, CO 80634
Name ______________________________________________________________________________________________
Title _ ______________________________________________________________________________________________
College _____________________________________________________________________________________________
Mailing address _ _____________________________________________________________________________________
City ______________________________________ State___________ ZIP______________________________________
Phone # (_____)_____________________ Email address_____________________________________________________
 Check here if this will be the first NCMPR conference you’ve attended
Registration Fees
The registration fee includes all conference materials and admission to all conference events. The registration fee for
nonmembers includes a one-year membership to NCMPR. The registration deadline is Oct. 19, 2009. Please complete a
separate registration form for each individual from your college who is attending.
NCMPR Member
Additional Registration Options
 Paid on or before Oct. 8, $225
 AC Trolley Tour (for non-registrant guests), Sunday afternoon
$20 per guest:
_____ guests, $__________ total
 Paid after Oct. 8, $250
Non-member
 Paid on or before Oct. 8, $400
 Paid after Oct. 8, $425
 Dinner (for non-registrant guests), Sunday evening
$75 per guest:
_____ guests, $__________ total
 Dinner (for non-registrant guests), Monday evening
$75 per guest
_____ guests, $__________ total
Total enclosed: $_______________
 Monday one-day conference and awards dinner: $150
___________________________________________________________________________________________________
Contact for Payment Information
Becky Olson, NCMPR Executive Director
(970) 330-0771
[email protected]
The National Council for Marketing & Public Relations 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 today has more than 1,500 members from nearly 600 colleges
across the United States, Canada and other countries.
NCMPR District 1 includes Connecticut, Delaware, District of Columbia, Maine, Maryland, Massachusetts, New Hampshire,
New Jersey, New York, Pennsylvania, Rhode Island, Vermont, New Brunswick, Newfoundland, Nova Scotia, Prince Edward
Island, Quebec, Scotland, and the United Arab Emirates.
NCMPR • District 1
c/o Ocean County College
College Drive
Toms River, NJ 08754
Early Bird and
Hotel Reservation
Deadline Oct. 8!
NCMPR District 1
Annual Conference
Sheraton Atlantic City
Convention Center Hotel
Hello Colleague!
With a program full of sessions on the most
pressing topics facing two-year college
communicators, the NCMPR District 1
conference in Atlantic City, N.J., would
be a fantastic value for marketing and PR
practitioners at your college. Participants will
hear from leaders within our own ranks and
experts from outside organizations and mingle
with colleagues from two-year colleges across
the Northeast and beyond. And we’ll do it all
from the beautiful Atlantic City coastline!
You can register online at www.ncmpr.org,
or by completing and returning the form
included in this brochure. I hope you’ll join me
there!
Jan Kirsten
2009 NCMPR District 1 Conference Chair
Greetings from...
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Nov 1-3
DISTRICT
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ATLANTIC CITY, NJ
2009 