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UCDA Design Summit
Program Chairs:
Kari McCormick
Christine Prado
Four ways to register:
1. Call the UCDA Home Office at 615-459-4559.
2. Download a registration form (PDF), complete and fax to 615-459-5229.
3. Download a registration form (PDF), complete and mail to UCDA Home Office.
4. Register online at https://ucda.com/event_
registration.lasso.
Pre-Registration Date
December 31, 2011
Early Registration Date
February 13, 2012
Hotel Cutoff
February 13, 2012
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- THURSDAY, MARCH 29
- 8:30 a.m.
Onsite Registration
- 9-10:15 a.m.
1. Opening Keynote: Reality is Subject to Change
- Jerry Takigawa
If design is anything, it is a way of seeing the world with an eye to changing it for the better. We are surrounded by design, but all too often we only become aware of it when it fails. at a time when trust is imperative, system failures within governments, corporations and institutions are creating distrustful audiences. Can 'design thinking' help to reinvent these systems? To paraphrase Einstein: we can't solve problems using the same thinking that created them. As we examine the designer's evolving role in business, it's evident that the act of questioning basic assumptions can be the first step to reinvention and meaningful change.
- 10:45 a.m.-12 noon
2. General Session: Keeping Your Brand Fresh
- Amy Charron and Melody Oldfield
How do you keep a brand fresh, yet be consistent? It's a conundrum, it's an oxymoron, it's a philosophical debate. At Oregon State University, they rolled out their brand identity system two years ago. They got great buy-in from campus communicators, they have an extensive brand tool kit, and the brand is out there. Now where does it go? What's next? How far can they or should they push their visual identity? Hear from a marketer and an art director about their successes, dilemmas and challenges.
- 12 noon-2 p.m.
Lunch on Your Own
2-3:15 p.m.
3. General Session: Making the Case for a Creative Services Department on Your Campus
Susan T. Evans
The communication paradigm continues to shift. Essentially we're all trying to figure out a way to get a bunch of great people with different skills on the same team doing exceptional work telling the story of our college or university. So how do you take separate organizations and merge them into one high-performance engine of creativity? What steps do you take to blend web and publications into a creative services team? We'll talk about an approach where you forget the past, ignore the present, and imagine the future. And, we'll walk through a case study of a prospective student mailing project that demonstrates how a medium-agnostic team can come together to accomplish incredible creative.
- 3:45-5 p.m.
4. General Session: How to Get Your Administrator to Think Like a Designer
Michael Beseda
An experienced senior administrator describes ways designers can help executives and managers use design expertise to solve institutional problems and see the value of 'edgy' and excellent design. Suggestions for working with governing boards, senior executive staff, deans, faculty members, students and alumni will be explored. Examples from working with administrators in technology, enrollment, alumni affairs and fund raising will be described.
- 5:30-7:30 p.m.
Networking Reception
FRIDAY, MARCH 30
- 7-8 a.m.
Continental Breakfast
- 8-9:15 a.m.
5. General Session: Changing roles in communication departments: what's social media got to do with it?
Susan T. Evans
For the best results: everything is connected to everything else. Social media is most effective when it is a part of an integrated brand strategy and tightly linked to other communication initiatives. And these days, Twitter and Facebook are not just the purview of social media strategists. More case study discussion will demonstrate how you incorporate social media channels into key communication projects. And, while you're at it, you might as well use social media for your own renewal and rejuvenation as you meet the challenges of new roles and responsibilities on your campus.
- 9:45 a.m.-11 a.m.
6. General Session: How many ways CAN you use Orange?
Amy Charron and Melody Oldfield
At Oregon State University, they discovered there are many ways to use this vibrant color. The Powered by Orange campaign was the first creative campaign to come out of the university's integrated marketing communications plan and their first effort using the new brand identity system. But those first efforts only lasted so long. As the marketing goals for the campaign expanded, they needed creative solutions that supported those objectives. See where they started and where they are today.
- 11:15 a.m.-12:15 p.m.
Publications Speed Dating (optional activity)
- 12:30-1:30 p.m.
Lunch
- 1:45-3 p.m.
7. General Session: Risky Business: Risk Taking in the Brand Building Process
Marcie Carson and Corey Baim
Join the husband and wife design duo behind IE Design + Communications as they explore the critical importance of risk taking as they review their agency's projects and critical thinking behind the designs. Get insight into what makes a brand resonate with different audience types. Also learn to convince decision makers how much risk is appropriate for their brand. Do not risk missing out on this session!
- 3:30-4:45 p.m.
8. General Session: Merging Content, Web and Design
Michael Beseda
An educational institution's website may be its single most important marketing and communications resource. Yet, most commentators would agree that the design and content of the vast majority of college and university website's are mind numbingly similar and uninspired. This session will describe how Saint Mary's College of California developed a redesigned website that utilized a distinctive design to strategically integrate content and marketing messages. It will also spell out systems it has put in place to ensure that the website continues to evolve and reflect the character of the institution.
- 5-6 p.m.
9. Faculty Firing Line
- SATURDAY, MARCH 31
- 8-9 a.m.
Breakfast on Your Own
- 9-10:15 a.m.
10. General Session: (Risk) Taking it to the Next Level: A Hands-on Workshop
Marcie Carson and Corey Baim
Creativity is often stifled by personnel, process, budget or fear. But not this time! Bring your paper, pencils, thinking caps and creative juices and join IE Design + Communications on a journey through the design process. This hands-on learning adventure is sure to leave you inspired.
- 11 a.m.-12:30 p.m.
Mission Inn Photography Tour (optional activity)
Note: Schedule is subject to change.
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