2016 UA Marketing Symposium

2nd Annual University of Arizona Marketing Symposium

Thursday, July 28, 2016
8 a.m.–5:30 p.m.
Student Union Memorial Center, North Ballroom

Sponsored by UA Marketing & Brand Management

The UA Marketing Symposium is the largest, most comprehensive gathering of the University of Arizona’s marketing professionals. It provides an opportunity to learn about and become engaged in the University’s vision for marketing and branding, to share personal expertise and learn from colleagues, and to work on tough marketing challenges with expert help.

If you have any questions or concerns, please contact us at brand@email.arizona.edu or 520-621-1575.

Final Schedule

8 a.m.
Diamond Atrium

Registration/Check-In

All Day
Grand Ballroom

Trade Show, Gallery of Work, and UA Creative Feedback

8:30 a.m.
Grand Ballroom

Breakfast

9 a.m.

Dream Up. Bear Down.
Tony Proudfoot, Associate Vice President, Marketing & Brand Management

10 a.m.

Networking Break

10:20 a.m.

Breakout Session 1
Choose one of four sessions focused on specific topics. Breakout Session descriptions can be found at the bottom of this page.

11:10 a.m.

Networking Break

11:30 a.m.

Breakout Session 2
Choose one of four sessions focused on specific topics. Breakout Session descriptions can be found at the bottom of this page.

12:20 p.m.

Break

12:30 p.m.

1 p.m.

Lunch
Provided compliments of Marketing & Brand Management

Bear Down. Get Going.
Tony Proudfoot, Associate Vice President, Marketing & Brand Management

2 p.m.

Networking Break

2:20 p.m.

Breakout Session 3
Choose one of four sessions focused on specific topics. Breakout Session descriptions can be found at the bottom of this page.

3:10 p.m.

Networking Break 

3:30 p.m.

Breakout Session 4
Choose one of three sessions focused on specific topics. Breakout Session descriptions can be found at the bottom of this page.

4:20 p.m.

Networking Break

4:40 p.m.

Breakout Session 5
Choose one of four sessions focused on specific topics. Breakout Session descriptions can be found at the bottom of this page.

5:30 p.m.

Closing Remarks and Reception
Provided compliments of Marketing & Brand Management

 

Breakout session times and locations

 
Session Times and LocationBreakout
Session 1:
10:20–
11:10 a.m.

 
Breakout
Session 2:
11:30 a.m–12:20 p.m.

 
Breakout
Session 3:
2:20–
3:10 p.m.

 
Breakout
Session 4:
3:30–4:20 p.m.

Breakout
Session 5:
4:40–5:30 p.m.

 
RinconThe Power of the Latino Marketplace: Who We Are, Where We Are, and Why We Are
What’s coming in the New Adobe Asset Management System
From “Positioning” to “Collateral” and Everything in Between
From “Positioning” to “Collateral” and Everything in Between
Shared Web Assets: Solving Common Challenges With Ready-to-go Solutions
TucsonCopyright Issues for Marketing 101
UA Global: Marketing International Activity
Unleashing the power of the "Block A": Legally

100% Engagement: Our Undergraduate Differentiator
Catalina2016 Tools for Marketers

Start. Stop. Continue.
A Case Study in Digital and Social Media Campaign Success and Lessons Learned
Marketing & Digital Metrics: Available Resources & Avoiding Mistakes
Six Easy Steps to Amazing Photography
Santa RitaA Fresh Look at Freshman Marketing
Optimizing Your Digital Strategy: The Future of Content Creation, Distribution, and MeasurementPositioning Strategy You Can UsePositioning Strategy You Can UseRevelations of Recruitment Research

Breakout session descriptions

Breakout Session 1, 10:20 to 11:10 a.m.

A Fresh Look at Freshman Marketing
Santa Rita

How do we stand out among fierce competition? We reimagine higher ed marketing. See how research and collaboration fostered inventive marketing to resonate with prospective Wildcats, in this year’s creative debut!
—Rebecca Bailey, Associate Director and Jessica Estrella, Visual Designer, Student Affairs & Enrollment Management/Academic Initiatives & Student Success

The Power of the Latino Marketplace: Who We Are, Where We Are, and Why We Are
Rincon

Explore national and local trends of the Latino consumer power, how to communicate effectively in English and Spanish, and strategies you can use to resonate with the soul of the Latino community. 
—Raul Aguirre, President/CEO, REA Media Group 

2016 Tools for Marketers
Catalina

Updated from 2015: Know the broad array of tools for effective marketing that are available to you at little to no cost. Then, take a peek at what is in development.
—Misha Harrison, Director, Creative Services + Brand Management

Copyright issues for marketing 101
Tucson

Get a brief primer on copyright law and discuss how copyright applies when we hire outside design professionals, take photos of UA employees and students, and use marketing content on social media
—Stephanie Cunningham, Senior Project Manager, Marketing & Brand Management, Kimberly Davis, Social Media Manager, Marketing & Brand Management, and Anne Stratman, Associate General Counsel, Office of the General Counsel

Breakout Session 2, 11:30 a.m. to 12:20 p.m.

Start. Stop. Continue.
Catalina

What should we do more of? Less of? What should we start, and what is no longer useful? Gain insights from Steve Lynn, who is helping the UA assess its marketing and communications capacity.
—Steve Lynn, Chief Strategy Officer, Strongpoint Marketing

Optimizing Your Digital Strategy: The Future of Content Creation, Distribution, and Measurement
Santa Rita

How do you make the most of your online budget with ever-increasing options for digital engagement? UA marketers provide future strategies to nurture storytelling content, hack the distribution channels, and quantify results.
—Pete Brown, Director of Communications, College of Engineering, Jana Hayhurst, Marketing Manager, UA Online, and Trish Winter-Hunt, Marketing Manager, Karl Eller Grad School of Management

What’s Coming in the New Adobe Asset Management System
Rincon

Are you looking for better ways to store, search, and share UA photography? It’s here, and launching across campus in 2017.
—Stephanie Cunningham, Senior Project Manager, Marketing & Brand Management, and Misha Harrison, Director, Creative Services + Brand Management

UA Global: Marketing International Activity
Tucson

Do you know the best way to reach international students? Learn how you can support global activity abound on our campus, from study abroad to research, international students to International Education Week.
—Frank Camp, Director, Marketing & Communications, Office of Global Initiatives

Breakout Session 3, 2:20 p.m. to 3:10 p.m.

Positioning Strategy You Can Use
Santa Rita

How will you leverage the University’s positioning to ignite your strategic work? Explore the positioning-development process, aligned with our master brand, and how to use it to drive your unit’s business goals.
—Robert Casler, Director, College Marketing/Communications & Brand Management, College of Agriculture & Life Sciences, Tracy Mueller, Assistant Dean, External Communications and Marketing, College of Law, and Tony Proudfoot, Associate Vice President, Marketing & Brand Management

From "Positioning" to "Collateral" and Everything in Between
Rincon

How do you make the most of your online budget with ever-increasing options for digital engagement? UA marketers provide future strategies to nurture storytelling content, hack the distribution channels, and quantify results.
—Adrienne Barela, Copywriter/Content Manager, Marketing & Brand Management, Misha Harrison, Director, Creative Services + Brand Management, Evi Loveres, Art Director, Student Affairs and Enrollment Management, and Jenn Yamnitz, Director, Marketing Communications, Social & Behavioral Sciences

A Case Study in Digital and Social Media Campaign Success and Lessons Learned
Catalina

Hear how the “Ask Me!” social media and digital campaign to engage prospective students successfully generated inquiries while redefining our understanding of the response/decision-making process.
—Ed Roskowski, Director of Marketing, UA South and Julie Davey, Owner, Dark Horse Media 

Unleashing the Power of the "Block A": Legally
Tucson

Learn how effective product licensing and trademarks enforcement increase the brand equity of the Block A and make marketing efforts meaningful.
—Alixe Holcomb Gustafson, Director of Trademarks & Licensing, Marketing & Brand Management and Anne Stratman, Associate General Counsel, Office of the General Counsel

Breakout Session 4, 3:30 p.m. to 4:20 p.m.

From "Positioning" to "Collateral" and Everything in Between
Rincon

How do you make the most of your online budget with ever-increasing options for digital engagement? UA marketers provide future strategies to nurture storytelling content, hack the distribution channels, and quantify results.
—Adrienne Barela, Copywriter/Content Manager, Marketing & Brand Management, Misha Harrison, Director, Creative Services + Brand Management, Evi Loveres, Art Director, Student Affairs and Enrollment Management, and Jenn Yamnitz, Director, Marketing Communications, Social & Behavioral Sciences

Positioning Strategy You Can Use
Santa Rita

How will you leverage the University’s positioning to ignite your strategic work? Explore the positioning-development process, aligned with our master brand, and how to use it to drive your unit’s business goals.
—Robert Casler, Director, College Marketing/Communications & Brand Management, College of Agriculture & Life Sciences, Tracy Mueller, Assistant Dean, External Communications and Marketing, College of Law, and Tony Proudfoot, Associate Vice President, Marketing & Brand Management

Marketing & Digital Metrics: Available Resources & Avoiding Mistakes
Catalina

Explore resources that will help you conduct useful marketing research and better interpret your digital analytics while avoiding common mistakes. 
—John Denker, Senior Director of Marketing, Marketing & Brand Management, Frankie Reynoso, Graphic Designer, UITS, and Cindy Valdez, Coordinator, Marketing Communications, College of Architecture, Planning, & Landscape Architecture

Breakout Session 5, 4:40 p.m. to 5:30 p.m.

Revelations of Recruitment Research
Santa Rita

What does the competitive landscape look like? What do students and potential students think of it? And what can you do with this information to target your marketing efforts in a landscape of higher ed marketing noise?
—John Denker, Senior Director of Marketing, Marketing & Brand Management

Shared Web Assets: Solving Common Challenges With Ready-to-Go Solutions
Rincon

Make your next web project easier. See the tools that UA Digital, the group of cross-campus Drupal developers who teamed up to resolve common pain points, has built for UA marketers.
—Barrett Baffert, Director, Digital Marketing, Marketing & Brand Management

Six Easy Steps to Amazing Photography
Catalina

Develop on-point photography with a well-executed plan. UA experts share their “go-to” steps to get breathtaking images that reinforce our brand.
—Stephanie Cunningham, Senior Project Manager, Marketing & Brand Management, Misha Harrison, Director, Creative Services + Brand Management, Evi Loveres, Art Director, Student Affairs and Enrollment Management, and Steven Meckler, Owner, Steven Meckler Photography

100% Engagement: Our Undergraduate Differentiator
Tucson

Hear how Student Affairs Marketing, the Office of Student Engagement, and Marketing & Brand Management assembled a skillful team to develop the 100% Engagement message platform, and how you can communicate powerfully about this transformational program.
 —Abra McAndrew, Assistant Vice Provost, Engagement and Tony Proudfoot, Associate Vice President, Marketing & Brand Management