The 2017 UA One Conference was a huge success! (#OneUA).
Thank you to all attendees, presenters, volunteers and vendors who made this year's event possible. So far, some have said:
I thought I was at a San Diego conference.
Bringing us all together and unifying us, in vision, is paramount to our collective success.
I think we've taken a giant step forward to unify our marketing and communications teams across the university.
Please download the conference presentations below.
We will focus our efforts on telling our great stories and implement our branding tools to make a bigger impact today as we continue to work together on the strategic plan and brand strategy over the next year.
Reach out to any of the marketing and communications groups for feedback on your projects and to contribute to the brand strategy directly.
If you have any questions or concerns, please contact us at firstname.lastname@example.org.
Breakout session presentations and descriptions
Breakfast Keynote 8:45 to 9:45 a.m.
With 30 years of expertise atop global industry giants The Interpublic Group and McCann Ericson, including highlights like the “Priceless” campaign for MasterCard, three industry turnarounds, and bringing in over $1 billion in revenues, Kevin now consults and develops business growth programs for global companies and lectures at Cannes Lions, Columbia University, Harvard, Miami Ad School, Queen Mary University and Regents University London.
Developing a Marketing Plan on any Budget with any Amount of Research (breakout session 1 and 2)
Create a strategic marketing plan with your current budget. Learn how to utilize any research you currently have, how to make strategic ad investments, leverage an ad agency and gather actionable results.
— John Denker, Senior Director of Marketing, Marketing & Brand Management and Cindy Valdez, Marketing-Communication Coordinator, CAPLA
Writing for the Web: From Content Creation to OptimizationRincon
Write digital content that your audience can find and will want to read. We'll follow a piece of content from start to finish, beginning with writing techniques for news or marketing and ending with copy optimization for the web and social media. Then, get ready to put what you learned to the test!
— Scott Miller, Content Strategist and Copywriter, UA Online and Sabre Sarnataro, Associate Director of Content Strategy, Student Affairs & Enrollment Management
Full Funnel Digital Strategies for Admissions & EnrollmentCatalina
It's no surprise that higher education is changing. As a digital agency for education, we have partnered with more than 200 institutions to help them find best-fit students using our expertise in digital advertising, website design, content strategy, SEO, brand strategy and more.
— Brittney Dunkins, Director of Content Strategy and Josh Irons, Chief Operating Officer, Converge Consulting
Creative Briefs: They Cover Your ButtSanta Rita
Kick off the creative process long before you deliver a video, brochure or postcard. We'll discuss how to write and effectively use a creative brief that includes key items beyond form and message, such as metrics, data and the brand promise to inform the creative process. See how to create informed concepts through research collaboration and present a visual aid to clients.
— Clarissa Becerril, Graphic Designer, UA Foundation, Jenny Isaacs, Visual Designer, Student Affairs & Enrollment Management and Liz Warren-Pederson, AVP Marketing & Communications, UA Foundation
Think before you shoot (video) (this is a two-part session spanning 110 minutes)North Ballroom Demonstration
Know how it's done and when to break the rules. Learn from resources on campus, and down the street, the secrets behind the scope and planning needed to create polished and professional work within budget. Then, demo the gear.
— Jason Ryder, Videographer, Student Affairs & Enrollment Management, Monsoon Productions and OSCR Gear-to-Go
Breakout Session 2 11:00 to 11:50 a.m.
Storytelling with Video: Editing for ImpactRincon
Learn and practice the basics of impactful video storytelling, editing and storyboarding. Understand your audience and learn how to combine your assets in a way that can transform any video into a compelling story.
— Anna Augustowska, Multimedia Design Specialist, College of Social & Behavioral Sciences and Erica Rankin, Videographer/Producer, AHS BioCommunications
Direct Hit: Strategic Content Distribution in the Digital AgeCatalina
Context, not content, is now king. Know the difference between passive and active digital platforms, learn how to grab attention with relevant content in a way our audiences want to receive it, see examples of successful engagement on UA channels and hear which UA stories the rest of the world is talking about.
— Alexis Blue, Media Relations/Communications Assistant Director, University Communications, Kimberly Davis, Social Media Manager, Marketing & Brand Management, Nick Prevenas, Senior News Writer, University Communications, and Sabre Sarnataro, Associate Director of Content Strategy, Student Affairs & Enrollment Management
UA, So Hot Right NowSanta Rita
Come see our simpler photo-driven brand approach with improved graphic elements and color palette.
— Drew Bourland, Principal Photographer, Marketing & Brand Management, Evi Loveres, Creative Director and Dann Niegocki, Associate Creative Director, Student Affairs & Enrollment Management, and Julia Oleskey, Marketing Manager, College of Nursing
Lunch 12:15 to 1:20 p.m.
Lunch Keynote: The Big Picture
We've come a long way in two years and we're about to pick up speed. We'll celebrate where we've been and focus on what to expect in an exciting year to come.
— Tony Proudfoot, Marketing & Brand Management
Breakout Session 3 1:30 to 2:20 p.m.
Convey the UA: Create Headlines that Defy Attention SpansTucson
Attention is the number one currency in society. But how do you grab it in a few words? And what is the difference between a great headline and a great UA headline? We'll dive into our brand voice and writers' tools, then show (and practice) how to use them to write moving headlines that sound like us.
— Cory Aaland, Senior Development Writer, UA Foundation, Adrienne Barela, Copywriter/Content Manager, Marketing & Brand Management, Doug Carroll, Director of Media Relations and Communications, University Communications, Amanda Reyes, Writer/Content Manager, Student Affairs & Enrollment Management, Katy Smith, Senior Writer, UA Foundation, Liz Warren-Pederson, AVP Marketing & Communications, UA Foundation
Don't Throw Sand in the SandboxRincon
Join the UA design community in our feedback loop “The Sandbox” where you'll see the work being created across campus and how we're expressing our brand through our distinct UA look. From effective guidelines to discussing how to get buy in, we'll review best practices for mastering how to give and receive constructive feedback.
— Venessa Ball, Visual Designer, UA Online, Clarissa Becerril, Graphic Designer, UA Foundation, Andrea Martinez, UI/UX Application Design and Developer and Dann Niegocki, Associate Creative Director, Student Affairs & Enrollment Management, and Julia Oleskey, Marketing Manager, College of Nursing
How Higher Ed Successfully Shares Its StoriesCatalina
Translating news from the academic world to the general public isn't easy — especially when dealing with complex concepts. How can academic institutions let people outside their walls know how their research and scholarship are making an impact? Learn how three different universities, including the UA, are doing just that through print and digital marketing efforts.
— Jeff Ficker, Chief Creative Officer and Tina Kelly, Chief Marketing Officer, Casual Astronaut
It's Not Done Until It's FinishedSanta Rita
Speak the language and understand the power of audio mixing and color grading so you can work effectively with video producers. With a little extra time and effort, you can put the finishing touches on every video.
— Bob Demers, Video Communications Manager, University Communications
Flash Session 4 2:30 to 3 p.m.
Accessibility Basics: Making Sure EVERYONE Gets Your MessageTucson
Accessibility is part of all digital content created at the UA. Come to learn more about accessibility tips and resources for making sure everyone has access to UA messaging. Accessible design is easier than you think!
— Dawn Hunziker, IT Accessibility Consultant, Disability Resource Center
Everything you need to get hooked into the UA's marketing tools.
— Magan Alfred, Marketing Director and Rebecca Bailey, Senior Associate Director, Student Affairs & Enrollment Management
Trademarks & LicensingSanta Rita
Working with UA Trademarks & Licensing for fastest approvals and best results.
— Alixe Holcomb, Trademarks-Licensing Director, Marketing & Brand Management
This year's sponsors and exhibitor expertise covered areas from accessibility to advertising and even UA Maps:
Prickly Pear Promotional Products
The One Conference 2017 Sponsor
Make any event shine with creative, cost-effective promotional products and apparel from Prickly Pear. They are local, woman-owned, UA alumni and a licensed UA vendor. Learn more at pricklypearpromos.com.
The One Conference 2017 Sponsor
Solve marketing dilemmas with customized apparel, promotional products and online solutions from these UA Alumni. Learn more at garmentgraphics.net.
Check your conference bag, stop by our table to say hello to Holly and see if you're a winner! Important
Carve a clear path toward ROI with a leading partner for digital strategy. Converge has helped more than 500 undergraduate and graduate programs wow their ideal students with digital advertising, creative campaigns and new & next insights.
Reach more. Impact more. Convert more. With quality content. Casual Astronaut is a content marketing agency that helps organizations create websites, publications and digital marketing programs.
Dawn Hunziker, University of Arizona IT Accessibility Consultant
Get the resources you need to create accessible:
- PDF Documents
- Multimedia Content (Captioning)
- Websites, Emails, and Documents
- Events (access statements and resources)
Campus Maps: A UA Collaboration
Up-to-date UA maps for print and digital are just a few collaborative conversations away. Informative, branded UA maps with the right layers, colors, and fonts can be a part of your next piece. Drop by and see how you can participate in the UA map project.