ONE Conference 2019 | Character
This year's conference on August 8, 2019, was all about ownership, growth and the evolution of the University of Arizona brand. Together, we worked to cast a vision of what success looks like and how we'll get there.
The 2019 ONE Conference was a huge success! Thank you for all who attended and contributed.
Please find the keynote and session presentations below.
Use these as a reference throughout the year as we express our core purpose and values across our University, better understand and engage with our key audiences and tell our great stories through meaningful marketing and communications efforts.
Keynote: The University of Arizona Purpose & Values | Haley Rushing, Co-Founder & Chief Purposologist, The Purpose Institute
Explore the University of Arizona’s recent work to discover our core purpose — our North Star — and the values that make us who we are as an institution.
Breakout Session: Bringing Purpose to Life - Marketers | Haley Rushing, The Purpose Institute
An interactive session to help you look at your work through the lens of our core purpose. This session is specifically designed with a focus on marketing activities.
Breakout Session: Bringing Purpose to Life - All Hands | John Denker, The University of Arizona
An interactive session to help you look at your work through the lens of our core purpose. This session is designed to explore how each one of us — in whatever role we’re in — can contribute to the fulfillment of our purpose.
Breakout Session: Living Our Values | Cindy Rupp Valdez, The University of Arizona
Living our values requires that we communicate, cultivate and celebrate them in consistent and inspiring ways. In this interactive session we explore how to fully live our values in order to create a vibrant culture that can become an essential driver of our brand.
Keynote: 2019 Youth Outlook: Preparing for a Centennial Future | Lindsay Kunkle, Director, Head of Youth Consulting, Kantar Consulting
Centennials are redefining the youth lifestage as we know it. No longer a stopping point filled with fun and freedom, this is a time to prepare for adulthood and plan for tomorrow. To know how to connect with these consumers, we need to first understand the needs and values that drive this group — and how these differ from the generations before them. This outlook will uncover today’s Centennial mindsets around key topics like higher education, responsibility, media, stress, mental health, and inclusivity, and will explore the emerging opportunities for marketers to connect with this group.
Keynote: Wonder Makes Us | Harry Skourtis, Creative Director & Sarah Tjoa, Account Director, 160over90
Through collaboration with the University of Arizona, 160over90 has developed a new brand campaign concept to represent the institution to the state and the world. This presentation will provide an overview of the process to arrive at this idea and showcase the scale and reach of the idea — demonstrating how wonder makes us all the University of Arizona.
Breakout Session: Using Technology to Create a Human Connection | Harry Skourtis, 160over90
Wonder fuels us to think about the impossible, the improbable. And, when wonder allows us to think about unique ways to leverage the power of technology and combine this with creative ideation, we’re able to create new and innovative ways to connect with and inspire our audiences. During this session, 160over90 will showcase examples of this phenomena and facilitate a discussion on how this thought process can be implemented across the University.
Breakout Session: Storytelling Today | Sarah Tjoa, 160over90
Storytelling is an age-old practice — one we’ve been using in marketing to help humanize products. How can marketers identify compelling and brand-relevant stories to accomplish their goals — especially given today’s content-saturated landscape? In this session, we’ll begin to scratch the surface of what makes a good story and what makes a wondrous one.
Trellis: Transforming Personalized, Digital Experiences with Marketing Cloud | John Denker & Darcy Van Patten, The University of Arizona
Trellis, the University of Arizona’s Enterprise Constituent Relationship Management (CRM) program, was funded out of the University's Strategic Plan to support the community in optimizing relationships with important constituents such as students, alumni, and industry partners. The Salesforce suite of products, including Marketing Cloud, was selected to serve as the technology backbone for the effort. In this session, you’ll learn about Trellis and our early work toward enabling the University’s marketing community with improved information technology, and also see a demonstration of Salesforce Marketing Cloud in action.
Bringing It All Together | John Denker, The University of Arizona
After a full day spent discussing our purpose and values, key audiences and our new brand campaign, it’s important to connect the dots, define what success looks like and how we’ll get there. This presentation includes the campaign we’ll soon launch that targets national key markets and why.