Agenda for 2018 Spring Professional Development Conference announced

We are pleased to announce the agenda for the 2018 CUPRAP Spring Professional Development Conference from March 14-16, 2018, at the Lancaster County Convention Center and Marriott Penn Square in Lancaster, PA. Click here to register.

Wednesday, March 14

10 a.m. to 4:30 p.m.


(Heritage Ballroom – Pre-Function Lobby – Third Floor)

11:30 a.m.

CUPRAP Board Meeting

Montgomery House – Charter Board Room

Noon – 1:15 p.m.

Lunch/Scholarship Presentations

Lunch is included in the conference this year.

(Commonwealth Ballroom – Second Floor)

1:30- 4:15 p.m.

(Heritage Ballroom – Salon A-B-C)

Stefan Mumaw

Becoming an Idea Wizard: How to Summon Creativity on Demand

We live in an on-demand world. Microwaves cook 4-course meals in 30 seconds. We can call space from our pockets. Even flu shots have drive-thru lanes. As creatives, we’re expected to pull mind-blowing ideas out of thin air at the drop of a hat and we’re asked to do it every day. It’s impossible, right? What if it wasn’t. Creative Director and Creative Boot Camp author Stefan Mumaw will show you how. He’ll whimsically illustrate each line of the three-part spell for generating quality ideas quickly and provide the blueprint to repeatable idea harvesting. From comedy improv rituals to problem design remedies, attendees will leave with a storehouse of lightning bolt ideas, minds spinning and briefcases brimming with all the tools necessary to become an idea wizard and your institution’s superhero.

1:00 – 5:00 p.m.

Sponsor Exhibits

(Heritage Ballroom – Pre-Function Lobby – Third Floor)

Please take time during the conference to visit our sponsors and learn more about their services.

5:30-6:30 p.m.

CUPRAP Cocktail Reception

(Heritage Ballroom – Pre-Function Lobby – Third Floor)

Dinner on your own – Suggestions for restaurants in the area will be provided.


Thursday, March 15

7:00-8:45 a.m.


(Commonwealth Ballroom – Second Floor)

9:00 – 10:15 a.m.

(Heritage Ballroom – Salon C)

Oli Gardner, co-founder of Unbounce

The Landing Page Lessons: Ending Marketing Mediocrity with Data-Informed Design

Over 90% of paid ad traffic sends visitors to generic, untargeted, and un-personalized landing experiences. The impact of this goes far beyond wasted ad spend. It hurts our brands, it disappoints our customers, and ultimately sends them straight into the hands of our competitors.

That’s the bad news. The good news is it’s really easy to fix when you combine conversion-centered design principles, with a process for data discovery and observation.

In this entertaining and highly actionable session Oli will show you:

  • 7 essential conversion principles
  • How to improve the clarity of your value proposition
  • And a new optimization process that will improve the performance of your marketing teams, and every campaign you create.

10:15-10:30 a.m.


Heritage Ballroom – Pre Function Lobby



Track One – Content Strategy

Carnegie & Google’s Student Online Behavior Insights
Christine Kramer, Regional Director and Mark Cunningham, Executive VP, Client Solutions and Strategy,

Carnegie Communications

Gregory Potter, Executive Director of University Relations

Widener University

Let’s go straight to the source. Understanding the online behaviors and preferences of students and parents is critical for developing short- and
long-term strategies for recruitment and admissions. And as a Google Premier Partner, there is no better source than the warehouses of data Google has to offer. This presentation will go beyond surveys and tap into the most comprehensive sets of behavioral data available to answer the key questions about prospective students’ online behaviors, preferences, and journeys. Topics covered include search, mobile, social, video, your website, creative/messaging, and more.

Track Two – Design and the User Experience

Achieving the “Aha” Moment: What Gen Z and Millennials Need from EDU Video

Hayley Warack, VP of Digital Strategy and Brittney Dunkins, Director of Content Strategy, Converge Consulting

The new 2018-19 fiscal year is just around the corner and many schools are building in budgets for video. In theory, anyone can make a video—86% of colleges and universities have a presence on YouTube. But in a sea of campus tours, student testimonials and flash mobs, how do you craft high-impact video that stands out and engages your unique audience? During this presentation, examples from some of the coolest video campaigns in the education space will be shared. You’ll walk away with insights on how to effectively integrate video storytelling to engage prospective and current students, alumni and more.

Track Three – Communications and Marketing

How To Create A Measurable Marketing Funnel | Why Higher Education Needs To Take A Cue from SAAS Products

Jon Vogel ,Founder and Partner, 215 Marketing

In this information-packed session you’ll learn how the many components of the marketing ecosystem should work together with higher education.  Topics covered will include how to group your audience into categories based on their browsing habits, how people search/research/evaluate higher education institutions online, and how our institutions should be measuring and evaluating the success of their marketing efforts.

Noon – 1:30 p.m.


Presentation of Don Hale and Donovan Rising Star Awards

(Commonwealth Ballroom)

1:45 – 3:00 p.m.

Track One – Content Strategy

Communicating Across Multiple Platforms
(Session title and presenter(s) TBD)

Track Two – Design and the User Experience

A Website Design Process that Works

Greg Hoy, Principal and Michael (MJ) Johnson, Design Director, Happy Cog

Great higher education websites don’t create themselves, but you probably wish they could. Truth be told, successful digital projects require a solid, shared understanding of scope and a well-defined process to successfully execute the tasks to complete them. With nearly twenty years of experience designing web experiences in higher education and beyond, Happy Cog will share their process for taking on complex design and development projects from start to finish: from scoping, to research, to content strategy, to conceptual and system design, to front-end and back-end development. They’ll share insights into what works, what doesn’t, and what can lead to painful conversations downstream. In the end, you’ll have a blueprint you can use to assemble your RFP or use within your institution to complete projects on time, on budget, with minimal friction.

Track Three – Communications and Marketing

Five Lessons Learned on Engaging with National/International Media in a Crisis. 

Scott Willyerd, President, Dick Jones Communications

In this session, several case studies will be examined, detailing how institutions responded to national/international situations and the lessons that we can learned from those situations. You will hear about instances like what can go wrong when your president goes off script to what happens when an influential international newspaper writes an untrue story about your institution. In each case study, you will hear about lessons learned and how institutions navigated these sometimes-murky waters.

3:00-3:15 p.m.


Heritage Ballroom – Pre Function Lobby

3:15 – 4:30

(Heritage Ballroom – Salon C)

Producing an internal communications plan for your institution

Kim DiBacco, Senior Account Supervisor

Oxford Communications

This topic was one of the most talked about on the CUPRAP listserv. Many schools have no formal written plan or policy for internal communications.  You will leave this session with the knowledge to craft a plan to include best methods for gathering information (events, happenings, etc.) from various campus departments, and then best methods for distributing to the appropriate internal audiences through your available channels.

5:30- 6:30 p.m.

Cocktail Reception

(Commonwealth – Pre Function Lobby – Second Floor)


Awards Dinner

(Commonwealth Ballroom – Second Floor)

Presentation of CUPPIE and Art Ceirvo Awards


Friday, March 16

Breakfast on your own –  Gift cards to Central Market will be included in your packet.  We encourage you to enjoy breakfast and explore this charming farmer’s market before the day’s sessions begin.

8:30-8:50 a.m.

Annual Meeting

(Hickory Room – Third Floor)

9:00-10:15 a.m.

Journey Mapping: A New Way of Thinking and Doing

Vivienne Dobbs, Director of Strategic Marketing and Communications and the team at the Web Collaboration Center at Temple University

Temple University uses user-centered design thinking methods in a workshop-style setting to align constituents as well as create an environment where new and wild ideas and contributions are not only accepted but celebrated. They’ve implemented this technique successfully several times with various stakeholders and it is one of their favorite tools to use for discovery, strategy and relationship-building across boundaries. In this session, they will share: their experiences and case examples for this method, activities and artifacts that develop as a result, the benefits of investing in this way of thinking and doing.  The team will ask attendees for input and collect data during the conference to use as part of a live demonstration during this presentation.



Heritage Ballroom – Pre Function Lobby



Track One – Content Strategy

Snapchat, Instagram and Pinterest.  How Colleges and Universities Can Engage with their Students on Every Major Social Media Platform

Liza Viana, Content and Social Media Strategist, CMK Marketing

Track Two –Design and the User Experience

Brand Strategy for Designers

Ryan Smoker, Partner and Creative Director, Infantree

This session will detail Infantree’s brand strategy theory and demonstrate their processes, all designed to equip the creative team with the tools and information they need to do great work.

Track Three – Communications and Marketing

Building the Powerhouse Communications Team

Christine Hutchens, Associate Vice President and Chief Communications Officer, San Diego State University (Formerly Vice President for Communications, Mount Holyoke College)

Christine transformed the Office of Communications and Marketing at Mount Holyoke from silo-centric units into a truly integrated marketing and communications powerhouse. She applied more than 20 years of marketing, communications, sales and development experience to lead the charge for change on campus. From Deutsche Bank to the National Center for Missing & Exploited Children to marketing for Stanford athletics, Christine leveraged the best practices she picked up along the way to develop a high performing team of marketers.



(Commonwealth Ballroom – Second Floor)

CUPRAP Board Meeting

Montgomery House – Charter Board Room

Conference Ends