District 1 Conference October 12-14 National Harbor, Maryland
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District 1 Conference
2014
October 12-14
National Harbor, Maryland
It’s
at its FINEST!
e N a t ional
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n i t y —
c o
D i s t r i ct 1
e o p p ortu R e l a t i ons t ’s 350
e on t h l i c r . I
p i t a l i z e t i n g Pub n a l H arbo i v e ly to
Ca r k t i o l u s
n c i l f or Ma Gaylord Na dicated exc . It’s
Cou ce at t h e
cres d e fas h i o n
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e r f r o n t a
h a i r. I t ’s a n d fuel
c a r wat t ’s fres i n atio n
a c u l r y . I m a g
spect f d i s c ove e d y o ur i
irit o co. F e nce.
the sp fun a l f r e s
r ’s co n f e r e
. I t ’s y e a
food o n a t this g u es
a s s i l le a ate
your p yo u r c o
col la b o r
Join rate and
ce leb a style!
as we American
National Harbor, Maryland
NCMPR District 1 Conference Program
Day 1
Eye can’t beat that! Enjoy the sites of the U.S.
Capitol, Pentagon, Arlington Cemetery, Navy
Yard, and the Washington Monument.
SUNday, October 12 For NCMPR Capital Creativity conference
attendees, pick up your ticket at the booth
when you show your conference badge!
1-3:00 p.m. Gondolas hold six to eight people.
Registration in the Gaylord lobby D.C. Shuttle Service
AFTERNOON ACTIVITIES from Gaylord National
It’s easy to visit capital area attractions
For Free with daily shuttle services and tours
Smithsonian Museums and National Zoo from Gaylord National’s front doors.
Go to www.ncmpr.org/districts/district1 to register!
All of the following museums and the zoo are free Downtown DC Shuttle Services
and open daily from 10 a.m. to 5:30 p.m. provide continuous service to:
• National Air and Space Museum • Old Post Office
• National Museum of African Art (1100 Pennsylvania Avenue NW)
• Air and Space Museum Udvar-Hazy Center • Union Station (H Street and 2nd Street
• American Art Museum NE)Departs 7 days a week from Capit
• American Indian Museum Gaylord National’s main entrance, every al Wh
• Freer Gallery of Art 90 minutes from 9:00 AM - 7:30 PM. eel
• Hirshhorn Museum and Sculpture Garden
Shuttle locations and times:
• National Zoo
• Gaylord National Resort (Main Lobby)
• Natural History
Departs: 9:00 AM., 10:30 AM., 12:00 noon,
• S. Dillon Ripley Center
1:30 PM, 3:00 PM, 4:30 PM., 6:00 PM., 7:30 PM.
(includes the Discovery Theater)
• Bus Terminal/Parking Garage
• Arthur M. Sackler Gallery of Asian Art
Departs: 9:30 AM, 11:00 AM, 12:30 PM,
For directions and metro stops: www.si.edu/Visit/Maps 2:00 PM, 3:30 PM, 5:00 PM, 6:30 PM, 8:00 PM.
• Ronald Reagan Building (14th Street, between
Tanger Outlets Constitution Ave. and Pennsylvania Ave.)
It’s free to get there, but we can’t promise Departs: 10:00 AM, 11:30 AM, 1:00 PM,
it’s free after you arrive! 2:30 PM, 4:00 PM, 5:30 PM, 7:00 PM, 8:30 PM.
Shuttles depart from the Gaylord every 30 minutes Cost:
from 4 to 9 p.m. Pick up is on the side of the hotel • (Adults) One Way, $13/ Round Trip,
next to the pineapple water fountain to H&M at the $20/ Three-Day Pass, $49
Tanger Outlets. • (Children) Ages 3-12: One-Way,
For $5, you can get a car service to take you to $7/Round-Trip, $10/ 3-day Pass, $23.
Tanger Outlets any time you choose. Simply call • Ages 3 and under: no charge
the hotel to reserve the car.
Capital Wheel 6:30 p.m.
Free FOR NCMPR MEMBERS ONLY
The views from the Capital Wheel will leave you
Opening Night Dinner
speechless. Soaring 17 stories into the air and going FREE FOR NCMPR MEMBERS ONLY
1.5 rotations per minute, you can see across two (Details to be announced soon!)
states and the District of Columbia. Even the London
BREAKOUT SESSIONS
Day 2 10-11:00 a.m.
Book your room at the Gaylord by Sept. 26 to enjoy conference rate.
How a Simple Website Redesign
Monday, October 13 Sparked a Cultural Shift at a Top
Business School
7:30-8:30 a.m. Registration Tony Poillucci, vice president, Strategy, VisionPoint;
and Alissa Arford, creative director, Online Strategy,
7:30-8:15 a.m. Breakfast University of Maryland Robert H. Smith School
of Business
8:30-9:30 a.m. The Robert H. Smith School of Business at the University
of Maryland thought they were embarking on a simple
website redesign. When it became clear what the
KEYNOTE SPEAKER school lacked was not just a great website, but a true
sense of identity, the project took on a whole new life.
In this session, you’ll learn all about that process and
Integrated Marketing: how understanding your brand – and what you stand
Advertising’s Super Power for – can positively influence your website’s navigation,
design and content.
Dave Marinaccio
Chief Creative Officer, LMO Advertising
The President Whisperer:
When career “ad man” Dave Marinaccio got his start The Pivotal Role a PR Team Plays
in advertising in 1977, the “Mad Men” era was not too
far behind him. Today, as Chief Creative Officer of LMO
in Guiding Leadership
Steve Simon, vice president, Van Eperen & Company,
Advertising in Arlington, VA., Dave says that while the
Rockville, MD
vehicles to deliver our messages may have changed,
the core principles remain the same. Community college presidents are the primary voice
of their college for the media and the community,
In this keynote address, Dave will examine these principles which means college PR teams should play a pivotal
in a new light amidst today’s fractured media landscape. role in helping the president effectively find their voice
By using his agency’s work on the Army National Guard’s and firmly position the college itself as an anchor for
sponsorship of the movie “Man of Steel” as a case study, positive change within the community. In this session,
he will explore how we, as marketers, can use diverse you’ll learn the importance of developing an effective
media to our advantage through consistent and coherent presidential communications strategy and a trusting
messaging. relationship with your president so that you can help
to ensure your president’s success and, ultimately,
Throughout his career, Dave has worked on a wide
that of your college.
variety of accounts, including Avis, Chevy Chase Bank,
Big Brothers/Big Sisters National Capital Area, College
Parents of America, Pizza Hut, Oscar Mayer, Gillette,
Sunkist, 7-Up and McDonald’s. In addition to
11-11:15 a.m.
advertising, he has been a student at Second City
in Chicago and written a best-selling book,
All-American Break
All I Really Need to Know I Learned Sponsored by VISIONPOINT
From Watching Star Trek.
The Gaylord National Harbor
11:15 a.m.-12:15 p.m. 12:30-1:30 p.m.
Leveraging Social Media
During a Crisis
Awards Luncheon
Mike Scrivner, communications manager, Celebrate our District 1 Pacesetter,
Howard Community College, MD Communicator and Rising Star
On January 25, 2014, an armed teenager walked into award winners!
The Mall in Columbia and opened fire, killing two
employees, sending shoppers into a panic, and drawing
media attention from across the country. Less than a CREATIVE SOLUTIONS
mile away, Howard Community College officials quickly
turned to social media, text messaging, email and other
CHOOSE 3 ROUNDTABLES
communications to notify the college community during
and after the crisis. In this case study, HCC’s crisis 1:45-3:30 p.m
communications manager shares the lessons learned How a Self-Serve Marketing
from this emergency event. Toolkit Helped One College
Improve Productivity
Using Communication and Psychology Briana Nobrega, coordinator of College Graphics,
to Move Any Audience Mount Wachusett Community College, MA
Pam Cox-Otto, Ph.D., president and CEO, Find out how Mount Wachusett’s ready-made marketing
Interact Communications, WI toolkit allowing internal clients to create their own
Communication is all about persuasion. Using cognitive attractive, properly branded collateral vastly improved
psychology and everything we know about persuasion productivity with this easy, self-serve solution.
and decision making, this session looks at never-fail
methods to move people - in groups or one at a time, Moving Your Communications
sometimes without them knowing what you’ve done. from Static to Electric!
Marcia Amaimo, director of Outreach Communications,
Community College of Baltimore County, MD
By integrating Hobsons’ solutions for marketing,
recruitment and communications, CCBC transformed
its communications from static to a multi-channeled
system. Discover how this college’s Admissions office
took to the recruitment streets with iPad technology,
utilizing a cleverly designed search piece and poster that
integrated Connect and Answer through a QR portal.
Register for the conference by Sept. 12, enjoy EARLY BIRD savings.
Developing New Community College How Great Radio Spots Can Do Great
Markets – Marketing to International Things for Your Marketing Efforts
Students Brian Klam, creative director, Flying Brick Radio
Carrie Oleynik, Continuing Education coordinator With 93 percent of America tuning into radio each
of Marketing, and Jane Sharp, director of Strategic week and the ability to target locally, radio can be
Marketing and Communications, Howard Community the ideal media outlet for community colleges wrestling
College, MD with lean budgets, multiple messages and misperceptions.
Howard Community College’s new digital marketing In this session, you’ll learn about radio’s strengths and
strategies have already made an impact on their efforts what goes into creating a strategic, attention-getting
to recruit international students interested in studying campaign that boosts enrollment while enhancing
in the United States. Find out how you can recruit your brand.
students from across the globe using search engine
marketing, online advertising, social media and more. Igniting Creativity With Ideation
Beth Noel, assistant director, Marketing
Video Shorts to Drive Student Success Communications, Middlesex Community College, MA
Jodi Neal, director of Creative Services, and Nathan Are you out of ideas? Tired of feeling like your designs
Brigham, multimedia designer, Community College of are dull and uninspired? Find out how to get your
Baltimore County, MD creative spark back through ideation - the process of
With the continued focus on completion rates, learn generating, developing and connecting new ideas –
about the Smart Moves video series CCBC launched which is a fun and effective way to bring people and
on YouTube to provide incoming students with helpful, creative concepts together.
accessible advice on topics such as advisement,
testing, placement, and paying for college. Marketing in Their Hands: How Smart-
phone’s Impact Your Marketing Strategy
How to Target and Nurture an Audience Kathi Swanson, president, and Rob Price, software
Using Integrated Marketing Strategies specialist, CLARUS Corporation
Jill Bennett, assistant director of Marketing, and Susan More than ever, today’s students are connecting with
Gumula, Digital Marketing coordinator, Anne Arundel potential colleges through their smartphones. This
Community College, MD session will explore trends in mobile usage, review
When Anne Arundel Community College launched profiles of smartphone users and provide tips on how
its new casino dealer school, the college’s marketing to utilize smartphones in your marketing mix.
department used the challenge as an opportunity to try
new tools and tactics. Learn how this award-winning
integrated, inbound and automated marketing campaign 3:30 p.m. Free Afternoon
using online advertising, customized landing pages,
automated emails, print and social media helped drive
enrollment and satisfy high recruitment goals.
6:45 p.m. Medallions
Reception
7:30 p.m. Dinner &
Medallion Awards
h e Spa
Relâc
Follow NCMPR DISTRICT 1 #capcreate #NCMPRD1
Day 3
The Importance of Branding in
a Hyper-Competitive and Rapidly
Changing Market
TUESday, October 14 Dan Kanak, Director of Marketing and
Communications, Delaware County Community
College, and Gary Watson, Director, Strategic
7:30-8:30 a.m. Breakfast Planning, Koncordia Group
Community colleges have long been perceived as
BREAKOUT SESSIONS being a “good alternative” to the four-year schools of
choice, or worst yet, labeled “the 13th grade.” Using
8:45-9:45 a.m. this college’s award-winning THINK integrated
branding campaign as a case study, the presenters
The New Social Media Mission: will demonstrate the campaign’s effectiveness and
show how to connect the brand with two primary
Creating Social Experiences That
target audiences – traditional-age and adult students
Build Community – in today’s highly fragmented media landscape, all
Jennifer Aradhya, director, Marketing Communications, within budgetary constraints.
and Scott Cahill, graphic designer, Middlesex
Community College, MA; and Linda Brantley, director,
10-11:00 a.m.
Want the latest conference news and updates?
Public Relations and New Media, North Shore
Community College, MA
We all know social media is less about spamming Closing Keynote
our users with marketing messages (that tend to be (Details to be announced soon!)
ignored), and more about creating a genuine social
experience. Learn how these two colleges implemented
fun and innovative social media campaigns to engage
students, build interactivity and boost community. 11:00 a.m.-12:00 p.m.
Learn how MCC asked students to showcase their
first 30 days at MCC using Instagram, which led to a
NCMPR District 1
mobile art gallery, and a feature in the college’s
magazine; and hear how NSCC implemented a successful
Business Meeting
Join us for scholarship awards, door prizes and
Commencement Instagram campaign which had over selection of the $500 stipend to the March 2015
500 students, staff, friends and family participating. NCMPR conference in Portland, Oregon. Only those
present will be eligible to win the door prizes and the
Portland conference stipend.
EXHIBITORS
SEMGeeks.com Mount Royal Print & Communications
Welcome District 1! CareerFocus Consortium Interact Communications
CLARUS Corporation
Having served more than 150 colleges and universities across
the U.S., SEMGeeks are specialists in the field of higher education.
SPONSORS
Our comprehensive digital strategies, which include various
NCMPR’s 40th Anniversary Ruby Sponsor
digital marketing tactics, web design/development and mobile
applications as well as our hands-on approach, have allowed us
to stay ahead of the digital curve while implementing new ideas
to drive results. Whether you’re looking to increase enrollment,
market a specific program or increase brand awareness, our EDU Patriot Sponsor
digital team has the experience to guide you. Be on the lookout Interact Communications
for one of our team members to learn more about SEMGeeks and
All-American Sponsor
how we can help your institution!
VisionPoint Marketing
Enjoy the conference and your stay in National Harbor.
Printing Press Sponsor
SEMGeeks.com
Community College of Philadelphia
Room A7-123
1700 Spring Garden Street
Philadelphia, PA 19130
REGISTER TODAY! www.ncmpr.org/districts/district1
Conference Registration DIRECTIONS to National Harbor
Register online at www.ncmpr.org/districts/district1. 201 Waterfront Street, National Harbor, MD 20745
NCMPR MEMBERS
BY AIR
Full Conference
If you are flying into the area, you can choose from three airports:
$275 Early-Bird (Paid on or before Friday, Sept. 12) • Reagan National Airport
$300 Regular (Paid after Sept. 12) (DCA - 9 miles from your destination)
• Dulles International (IAD – 35 miles from your destination)
One-Day (Monday only)
• Baltimore Washington International Airport (BWI - 40 miles)
$200 Early-Bird (Paid on or before Friday, Sept. 12)
Getting to and from the airports
$225 Regular (Paid after Sept. 12) SuperShuttle is Gaylord’s preferred shuttle service to all
NOTE: For nonmembers, you must join NCMPR before registering for local airports.
the conference. Click on the registration button and you will be directed • From Reagan National to Gaylord National, 6:00 AM - 8:00 PM,
to the membership page.
departs every 20 minutes, $18 one way/ $33 per person,
round trip/ $85 for exclusive van service
Gaylord National Resort • From Dulles International Airport to Gaylord National,
and Convention Center $44 per person/$125 exclusive
• From Baltimore/Washington Airport to Gaylord National,
Reserve your room online http://tinyurl.com/m2fs5oz $45 per person/$125 exclusive
Welcome to the Gaylord National Resort! This world-class, four To make your shuttle reservation, call 1-800-660-8000,
diamond Resort Hotel & Convention Center is located on the banks or online at www.supershuttle.com.
of the Potomac River near Washington, DC. Gaylord National features
a 19-story high, glass atrium with lush indoor gardens, award BY CAR
winning restaurants, a full-service luxury spa & salon, and more National Harbor is directly accessible via the Woodrow Wilson
than 470,000 square feet of luxury. Bridge, the Capital Beltway, I-95, I-495 and I-295. To download
directions to National Harbor: nationalharbor.com/getting-here.
The hotel reservation deadline to guarantee our
reduced rate is FRIDAY, SEPTEMBER 26.
Reserve your room online at http://tinyurl.com/m2fs5oz or by Guest tickets for the Capital Wheel,
calling 301-965-4000. Reference “NCMPR” or “National Council Opening Night Dinner, and Medallions
for Marketing and Public Relations” to ensure the conference Dinner will be available for purchase in
room rate of $179/night. advance. Details to be announced via
Room rate includes the Gaylord Resort Fee (includes guest room Internet access; D1 email. Stay tuned!
24-hour access to the fitness center; access to the indoor Junior Olympic-sized
pool; two bottles of Aquafina water per room, per day; daily newspaper at the elevator Rooms at the Gaylord are available at the conference rate from
landing on guest room floors; and coupon booklet with savings at the resort). October 8 -18. Plan to stay a few extra days and enjoy the Capital!
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