Home2018 Conference Schedule

2018 TACCM CONFERENCE SCHEDULE

Click sessions below for more information.

Schedule subject to change. Please check regularly.

Monday, June 25
	Rooms
Times	Dining Room 7th Floor	Pre-function Area	Synergy 1	Synergy 2	Synergy 3
8:00a - 12:00p		Conference Check-in
8:30a - 11:30a				Pre-conference Workshop: How to Graduate to the Next Level with Social Media Marketing
11:30p - 12:00p			Welcome Lunch
12:00p - 12:15p			Conference Welcome (housekeeping, door prizes)
12:15p - 1:15p			Keynote: Carlos Sanchez (Texas Monthly)
1:30p - 2:30p			You Are Not Your User	Roadmap to Accessibility	What Every Marketer Needs to Know About Creating Brand Champions
2:40p - 3:40p			Financial Phobia 101	Writing Tips for Non-Writers	Get the Team You Want with the Staff You Have
3:40p - 4:00p		Snack Break/ Vendor Visit/ Work Break
4:00p - 5:00p			How to Build Campaigns That Sell Themselves, Even To the Toughest Critics	Who Blew Up My Website?	Relationship Management: Are We in THAT Business?
6:00p - 7:30p	Opening Reception Boots-n-Bling
7:30p - 12:00a	Enjoy dinner on your own in Fort Worth!
Tuesday, June 26
	Rooms
Times	Dining Room 7th Floor	Pre-function Area	Synergy 1	Synergy 2	Synergy 3
8:30a - 9:30a	Breakfast
9:40a - 9:50a			Welcome (housekeeping, door prizes)
9:50a - 10:50a			Keynote: Elise Mitchell (Mitchell Communications Group & Denstu Aegis PR Network)
11:00a - 12:00p			Email Marketing Best Practices	Writing Tips for Non-Writers	Becoming Your Own Media Channel
12:00p - 12:50p			Lunch (door prizes)
1:00p - 2:00p			Wrangling Your Marketing Herd	So You Want to Launch a Mobile App	What Every Marketer Needs to Know About Creating Brand Champions
2:10p - 3:10p			Smashing Student Stereotypes	Get the Team You Want with the Staff You Have	How To Make Your Print Marketing Pop and Paper School
3:10p - 3:30p		Snack Break/ Vendor Visit/ Work Break
3:30p - 4:30p			You Are Not Your User	Relationship Management: Are We in THAT Business?	Mobile, Digital, and Beyond
4:40p - 5:40			Crisis Communication Panel Discussion
6:00p - 12:00a	Enjoy dinner on your own in Fort Worth!
Wednesday, June 27
	Rooms
Times	Dining Room 7th Floor	Pre-function Area	Synergy 1	Synergy 2	Synergy 3
8:30a - 9:30a	Breakfast
9:40a - 9:50a			Housekeeping (housekeeping, door prizes)
9:50a - 10:50a			Keynote: Evan Smith (Texas Tribune)
10:55a - 11:30a			TACC/Legislative Update
11:30a- 11:55a			TACCM Business Meeting
11:55a - 12:00p			Grab-n-Go Lunch/ Closing Remarks

BREAKOUT SESSIONS

BECOMING YOUR OWN MEDIA CHANNEL


Melinda Eddleman Associate Director of Media Relations Del Mar College	Daniel Ramirez Director of Public Relations and Marketing South Texas College	Tom Gubbins Sales Director for North America PressPage

It isn’t that the media world is shrinking… it has already shrunk. However the need for content has only increased with the tidal wave that is social media. Since the number of media outlets and working journalists have shrunk, it’s harder than ever before to get your news out there. In this session, former newspaper reporter turned online newsroom enthusiast Tom Gubbins with PressPage will share best practices and tips for becoming your own news outlet. Tom will look at ways to tell your school’s story in a manner that not only drives traffic to your website and social channels, but does so in a way that makes you an even more valuable asset to your local media partners.

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CRISIS COMMUNICATION PANEL


Amanda Fenwick Vice President, Marketing and Public Relations San Jacinto College	Jessica Vess Associate Director of Communications Austin Community College

Hurricane Harvey was one of the most devastating storms to hit the Texas Gulf Coast. Hear how San Jacinto College communicated with their entire student population, faculty and staff, and community before, during and after such an event including successes and challenges the College faced.

In spring 2018, the City of Austin was faced a serial bomber. Learn how Austin Community College used strategic methods to keep the college community aware during a community wide crisis, responding to media requests for expert insight, and managing local, state, national, and international media following the identification of the bomber as a former student.

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EMAIL MARKETING BEST PRACTICES

Eddie Middlebrook
Senior Digital Editor/Writer
Dallas County Community
College District

In this session we will go over the continued importance of email marketing in 2018, and discuss best practices for sending emails to employees, students and the community. We will also go over common mistakes, and how to train your colleagues to use an email marketing platform.

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FINANCIAL PHOBIA 101: UNDERSTANDING STUDENT ENROLLMENT BEHAVIOR AND HOW YOUR MARKETING MESSAGE IMPACTS PROSPECTIVE STUDENTS' DECISIONS


Jennifer Fischer Vice President, Business Development TWGplus	Heidi Robbe Director of Enrollment Marketing TWGplus

Based on research conducted with a prospective community college audience in the Spring of 2018, their number one concern is college debt. In this session, we'll talk about recent focus groups and research findings that highlight the importance of educating community college marketers on the types of messaging students need to see in order to feel confident in their decision to attend your institution.

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GET THE TEAM YOU WANT WITH THE STAFF YOU HAVE

Lana Pigao
Director, Communication
Services
Houston Community College

Many times we inherit our staff when we join an organization. As leaders we need to do with who we have. Staff development, a clear vision, stated expectations, and job ownership go a long way to build the marketing and communications team you want, and need, to be a successful department.

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HOW TO BUILD CAMPAIGNS THAT SELL THEMSELVES, EVEN TO THE TOUGHEST CRITICS

Cheryl Broom
President
Interact Communications

Everyone has an opinion when it comes to marketing. From faculty and administration to board members, they all have advice on how to use your precious marketing dollars. At the end of the day, however, responsibility for the results of your marketing campaigns falls on your shoulders and the decisions you make. When the time comes to defend your marketing plan, you need to be prepared to explain the “why” behind the buy. This presentation will walk you through actual campaigns and strategies that are based off data, the latest marketing trends, and persuasive theory. Learn the “why” behind these campaigns and how you can sell a strategic approach, even to those on your campus who think they know marketing better than you do.

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HOW TO MAKE YOUR PRINT MARKETING POP AND PAPER SCHOOL


Trey Laverty Director of Sales Development Slate Group	Lorenzo Salazar Account Executive Slate Group

Join Slate Group for an interactive and educational printing experience. Whether you’re new to the world of printing, looking for some inspiration, or just new to marketing, we’ll guide you through the creative side of print. We want to empower you as a decision-maker just as much as we want to inspire you with new ideas, paper choices, and ideal techniques that will make your marketing POP and help you better connect with your audience. Be prepared to be inspired.

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MOBILE, DIGITAL, AND BEYOND - WHAT'S NEW AND WHAT'S NEXT IN ONLINE MARKETING FOR COMMUNITY COLLEGES


Kristina Saar Marketing and Advertising Coordinator Eastfield College, Dallas County Community College District	Dr. Kathi Swanson President CLARUS Corporation	Rob Price Digital Manager CLARUS Corporation

The digital marketing landscape continues to change, and new tools, techniques and opportunities are evolving every day…and can help you in targeting potential students! Learn from a successful Texas college marketer and a national expert on digital and mobile.

• How to effectively budget for a digital and mobile campaign…formulas and guidelines for community college marketers

• New trends and developments in the world of digital marketing that will affect YOU, and how to be ready

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PRE-CONFERENCE WORKSHOP: HOW TO GRADUATE TO THE NEXT LEVEL WITH SOCIAL MEDIA MARKETING

Bethany Smith
Senior Director of Client
Services & Strategy
Wpromote

If you’ve passed Social Media 101 and can tell your likes from your retweets, but you’re still wondering how to drive an impact with your social media or what’s next, this workshop is for you. In this session we will explore:

Paid and Organic Channel Specific Strategies (Facebook, Twitter, Instagram)
Advanced Targeting
Matching your tactics to KPIs, the marketing funnel and beyond
What’s trending in social media marketing

At the end of the session, social media expert Bethany Smith will take time to review attendees' social media on the spot and provide valuable feedback.

Seats are limited for this pre-conference experience, so don't miss out on this informative and interactive session!

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RELATIONSHIP MANAGEMENT: ARE WE IN THAT BUSINESS?


Elizabeth Garza Relationship Management Coordinator Victoria College	Dan Kazmir Director of Marketing & Communications Victoria College

Your ability to recruit and retain students is only as good as the relationships you build with them. Victoria College has developed successful relationship management strategies that involve sending automated, personalized emails and text messages to students at pivotal points along their educational journey. The presenters will share tips for effective relationship management, discuss CRM system implementation, and highlight communication plans, best practices, results, and lessons learned.

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ROADMAP TO ACCESSIBILITY


Jennifer Aries President 25^th Hour Communications, Inc	Elizabeth Pack Web Technologies 25^th Hour Communications, Inc

Are you struggling to understand web accessibility? Why is ADA/Section 508 compliance so important? Where do you - as marketing professionals - fit into the web accessibility scheme? This informational presentation will help you understand the roadmap to accessibility, whatever your current location to your ultimate destination. We'll cover what compliance is, why it's important to marketing your institution and how to achieve and maintain accessibility.

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SMASHING STUDENT STEREOTYPES


Tisha Sternadel Marketing & Communications Assistant Director Victoria College	Sherri Pall Workforce & Continuing Education Director Victoria College

Learn all the details on how Women in Industry and Men in Healthcare became successful recruiting events for non-traditional students at Victoria College. We will explain the ins and outs of coordinating/marketing the events using Perkins funds and will share student testimonials.

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SO YOU WANT TO LAUNCH A MOBILE APP

Jahmal Clemons
San Jacinto College

During the 2017-2018 school year, San Jacinto College launched a mobile app to help address student complaints that we were communicating with them too much via email. I will go over challenges, successes, and takeaways we discovered trying to balance our student's desires with the institution's goals.

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WHAT EVERY MARKETER NEEDS TO KNOW ABOUT CREATING BRAND CHAMPIONS


Janet Cowey Director of Marketing San Jacinto College	Salem Al-Ayyadhi Graphic Designer San Jacinto College

How often does your campus community go off-brand? As marketers, we know our brand, but our college employees don’t always know how to fully support it. If this sounds familiar, then join us and gain insights on how to create an authentic, dynamic brand ambassador program. You’ll learn step-by-step how to empower employees to keep your college’s brand cohesiveness intact. We'll share lessons learned and provide the tools needed to develop your program.

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Handouts: Syllabus, Design, Public Relations, Social Media, Digital, Publication Services, Marketing Plan Presentation, Events, Marketing Services/Price Sheet, Marketing Plan, PR Team, Get To Know Your Marketing Staff, Graphic Standards Guide, Which File Type Do I Need?, Free Image Sources, Survey

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WHO BLEW UP MY WEBSITE?


Claudia Jackson Executive Director, Strategic Communication & Government Relations Del Mar College	Jessica Montalvo-Cummings Director of Web Services Del Mar College	Jay Knioum Associate Director of College Relations Del Mar College	Jonathan Blundell Manager, Rich Media Dallas County Community College District

Dallas County Community College District and Del Mar College recently underwent a website redesign and launched a brand new web platform. In this session you’ll hear an overview of the project and walk away with a list of do’s and don’ts when you’re planning your next web redesign.

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WRANGLING YOUR MARKETING HERD


Lisa Elliot Director of Marketing & Communications McLennan Community College	Jennifer Norman Associate Director of Marketing & Communications McLennan Community College	Harrison Brennan Account Executive Workzone

As you manage tens or hundreds of projects from all across your campus community, prioritizing and tracking them all can be challenging. See how Workzone, a project management software, has helped one community college team wrangle their herd to be more productive and efficient.

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WRITING TIPS FOR NON-WRITERS

Montrose Cunningham

Houston Community College

With shrinking budgets and marketing departments, staff members have to wear many hats. As a result, staff members who may have little or no writing experience are called upon to write press releases, media alerts, public service announcements, and social media posts. Here are some very basic tips and guidelines, for people who aren’t writers, who may end up becoming the writer in their department.

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YOU ARE NOT YOUR USER

Luis Merino

Dallas County Community
College District

Usability Testing allows designers and webmasters not only to observe how users engage websites, but also understand their thought patterns and needs. This feedback gives focused direction on how to make websites easier to use and it doesn’t have to cost a dime. In this session you will learn why testing is important, how to prepare and conduct testing sessions and how to use test results to inform crucial website design and content decisions – all without a budget.

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