14-15 JUNE 2018 LONDON, UK · 2018-09-20 · 14-15 JUNE 2018 ⦙ LONDON, UK Making Your Content...

CONTENT»ED 1

@ContentEdLive #ContentEd18


14-15 JUNE 2018 ⦙ LONDON, UK

Making Your Content Work Harder + Smarter

CONTENT»ED 3


WELCOME » from the Conference Chairs Welcome to ContentEd 2018, Europe’s only content strategy conference for the education sector.

When ContentEd launched to a sell-out audience last year, it was clear that there was an emerging drive from the education sector to discuss and share best practice in how we plan, manage, create and maintain engaging and effective content for our audiences. And so, here we are again, with a bigger and better line up for 2018.

In a sector as complex as education we face unique challenges. While we can and should learn from outside the world of education, over the next two days you’ll experience a safe and understanding space in which to discuss challenges unique to our sector and your role.

While you listen to, learn from, and question our excellent speakers, we also encourage you to share your own stories and challenges. Everyone attending ContentEd has experiences that others can learn from, irrespective of whether you’re a speaker. So, be sure to use the many networking slots to tell your stories, share your frustrations and listen to others.

We look forward to learning with you over the next two days and beyond.

Rachel SandisonExecutive Director of External Relations, University of Glasgow

Richard ProwseHead of Digital, University of Bath

Wi-Fi Network

30EustonSquare

Need any help?Our ContentEd volunteers are here to help – if you have any problems, talk to a member of the team in a conference t-shirt or visit the Registration desk in the Capital Exhibition Hall.

THURSDAY»

4 CONTENT»ED CONTENT»ED 5

@ContentEdLive #ContentEd18contentedlive.com

But in a large and complex organisation, a focus on people is just as important as a focus on content.

Content is a living, breathing thing. It will only maintain freshness and clarity if the central content strategy and web knowledge is disseminated across the organisation and when colleagues feel like they have been involved in content design instead of just being told what to do by the communications team. This means deeply involving non-communications and web professionals throughout, and being smart and adaptable in how you communicate your content strategy to and with them.

In this session we’ll explore how to really embed content strategy as a discipline amongst colleagues who are anything but content strategists.

➜ The Auditorium, Lower Ground Floor

12:50PM REFRESHMENTS.

Lunch➜ Exhibition Hall, Lower Ground Floor

1:50PM BREAKOUT SESSION 2.

Designing an Effective Content Measurement Strategy• Mike Powers, Executive Director of Marketing and

Communications, Indiana University of Pennsylvania

You have access to more data than ever before, but is it making your content better? Unless you have a content measurement strategy in place, probably not! This session will walk you through the creation of an effective measurement strategy that supports your existing content strategy. Starting from your goals, we’ll look at techniques you can apply throughout the content lifecycle: » Developing key performance indicators that match your

organisational goals and user needs » Using analytics and site search data to supplement your user

profiles and stories » Using keyword research to build search-engine optimisation

into your content from the get-go » Using post-publication behaviour data to understand the ROI

of your content » Developing a sustainable data collection strategy » Creating a reporting system that allows people in your

organisation to make better content decisions.

Integrating analytics and other measurements into your content strategy practice can both create better content and help you justify your content strategy efforts to your boss and colleagues.


Telling the Birkbeck Story: How Customer Journey Mapping Helped us Develop our New Approach to Content• Marcus Lillington, Consultant, Headscape • Jane Van De Ban, Web Content Manager, Birkbeck,

University of London

The quality of prospective student experiences can have wide-ranging impacts, most obviously on recruitment but also more widely on reputation and retention. In an age where digital pervades everything, the challenge of ensuring great experiences is more important, and more complex, than ever. Universities therefore need to be able to analyse and shape student experiences.

9:15AM REFRESHMENTS.

Registration and Coffee

➜ Exhibition Hall, Lower Ground Floor

10:00AM OPENING. Welcome and Introductions• Richard Prowse, Head of Digital, University of Bath• Rachel Sandison, Executive Director of External Relations,

University of Glasgow


10:10AM KEYNOTE. Small Bets, Big Payoffs: How to Create Change Through Experimentation• Mike Petroff, Director of Content Strategy,

Harvard University

It’s often difficult to create change and get buy-in from all levels of a complex organisation. But, as communicators and content strategists, we have an amazing set of tools that empower us to resolve nagging issues and find pioneering, creative solutions. But, where do you start?

In his keynote presentation, Mike will describe how making small bets can lead to big payoffs. Through sharing examples of projects and ideas that led to major organisational change, he’ll provide a framework for starting small but thinking big.


10:50AM KEYNOTE. The Art of Inspiration and Persuasion: What We Can Learn from the Power of a Great Speech• Sarada Peri, Speechwriter and Communications Strategist

What makes a speech moving, memorable and meaningful? Former presidential speechwriter Sarada Peri offers a behind-the-scenes look at how President Obama used oratory to lead — and how the right message can persuade and inspire audiences.



Coffee Break➜ Exhibition Hall, Lower Ground Floor

12:00PM BREAKOUT SESSION 1.

How to Find Your Frodo• Cameron Pegg, Executive Adviser (Engagement),

Griffith University

Your institution has a unique story, so why are you telling it in the same way as everyone else? Many schools and universities suffer from “Same Same Syndrome” to produce messaging and collateral that fails to land with parents, donors, alumni, and prospective students. This presentation will journey to Middle Earth and back again to share the how, what, why and who of epic educational storytelling.

➜ G1, Ground Floor

Under the Influence: Making Social Media Communities Part of Your Content Strategy • Robert Perry, Head of Research, Pickle Jar

Communications

Creating an effective content strategy requires us to know as much as possible about our target audiences. Identifying the influential members of an online community can help us decide what to talk about, how to talk about it, and how to get much wider exposure – but how do we know we’re reaching the right people?

This session will explore an analytical way of finding influencers, look at how these people behave online, and use this to develop an evidence-based approach to developing community outreach for content strategy.

➜ G4.5, Ground Floor

Slay the Snail: Innovate in an Innovation-Unfriendly Environment• Tim Senft, Digital Communications Director, College of

Agriculture and Life Sciences, Cornell University

Whether it’s design-by-committee or wait-until-next-year’s-budget, keeping up with the rapidly changing digital landscape is difficult. When a team in flux was asked to produce a brand new thing-with-many-parts quickly, the project could have been devoured by the snail of higher education. Luckily, Tim run Dungeons and Dragons games. Learn the methods, process, and strategy used to defend against and appease the terrible beast and not split up the party.

The ILR School at Cornell University is part of an Ivy League research university with a global reputation and the desire to be viewed as a thought leader and trailblazer. This can create a level of cognitive dissonance in web, marketing, and communications staff tasked to battle the slow-paced system. Learn helpful ideas to innovate quickly in a culturally and technically (Drupal) complex ecosystem.


Developing an Effective Content Strategy in Large Organisations• Georgina Brooke, Project Manager and Content Creator,

Gardens, Libraries and Museums of Oxford University

In Content Strategy for the Web, Kristina Halvorson and Melissa Rach identified four components of developing a content strategy: substance, structure, workflow and governance. Our tendency in developing content strategies is to dive head first into the content components (substance and structure), and address the people components after, if at all.

In this presentation, we will unpack our use of customer journey mapping (CJM) and show how this translated into the new content design of Birkbeck University of London. We’ll review some of the benefits that can be expected from CJM and discuss how to optimise application of the technique. We will also review some of the common pitfalls and how to avoid them.


Content-First Design: What Does it Really Mean and How Can it Enhance the Audience Experience?• Joel Goodman, Principal, Bravery Media

The great communicators and designers of the world start their projects in the proper place: content first, always. This thinking tends to make content strategists happy, but rarely are they included in the design process. Content-first design demands the inclusion of those content strategists and creators from the start. Imagine a university website rebuilt with narrative as its guiding light. Consider the new audience engagement opportunities created when content strategists are considered as creative partners. But how do those responsible for content and storytelling ensure that they’re not just relegated to filling in boxes that a designer has determined for them?

In this session, we will examine a content-first approach in other high-engagement business sectors and look at how focusing on content before any technical or design considerations are made can help improve our digital communications in higher education. You will leave this session with new ideas and a solid path forward to making content strategy crucial to design projects at your institutions.


Planning Content that Can’t be Planned: Embracing and Embedding Reactive Approaches in your Content Strategy• Emma Gilmartin, Head of Social Media, University of

Glasgow• Daniel Marrable, Senior Social and Digital Media Officer,


Content and communication strategies force us to plan, schedule and look ahead. But how do we plan for the content opportunities that we, in fact, can’t plan for? The topical trends, the breaking news moments, or the super-special moments of direct interaction with our audiences? It’s equally important to ensure that we plan time and resource for creating reactive and interactive content.

Through this session we will share case studies of how the social team in particular at the University of Glasgow have allocated resource and planned to creating meaningful content for individuals within the University’s global online community. We’ll share our experiences, what works and what doesn’t, and how we measure and understand tangible results of a reactive element to our content strategy and editorial planning. We’ll also consider how to use direct online engagements to inform our understanding of audiences on a whole different level.




2:40PM Change Rooms

2:50PM BREAKOUT SESSION 3. What Students Want: Hear What Works for

Them in a Student-Led Approach• Tom Wright, Director of Digital Student Life,

University of Lincoln

With the proliferation of digital channels the challenge of engagement has never been greater for universities and colleges. But the fear of coming across as the dad dancing at the wedding forever hangs over us. Not to mention the ever-increasing competition for students’ time and attention as the amount of content online doubles every two years. Getting it right means really listening to our students. So that’s exactly what we’re going to do in this session. We’ll listen to a panel of students as they share their digital habits, use of social media and other channels, and discuss what content they really love. Reflecting on the University of Lincoln’s student-led approach to the Student Life Initiative, we will also discuss the students’ role in creating and editing content, and the impact this has had on their own studies, skills and university lives.

Chaired by Tom Wright, Director of Digital Student Life, the session will also give practical tips on how to develop a student-led approach to content along with solutions to issues of governance, quality control and the practical challenges of how you manage and reward students for their work.


VR/AR Brand Experiences• Michael Green, Emerging & Interactive Media,

Texas A&M University

With emerging tech, audiences can now have interactive brand experiences on their own time and in their own homes. On the new digital battlefield, the race is on to see who can integrate immersive storytelling and other new tech into the traditional digital/social marketing mix. From the comfort of their couch or high school counselling office, students around the world can virtually tour labs, dorm rooms, campus hangouts and learn about Texas A&M’s amazing traditions, all on their own phone. Additionally, anyone can be digitally transported to exotic locales to see the direct impact Texas A&M is making around the world through former students, faculty and researchers.

In this session Michael Green will share how Texas A&M University has embedded VR, AR, and other emerging tech into their content strategy to prospective students, into the classroom, and to build brand affinity to the broader world.


How to Get Everyone in Your Organisation Writing Effective Digital Copy (and Enjoying it)• Gabriel Smy, Content Strategist, Zengenti

The opportunity to create and manage great digital content right across our organisations is massive, yet so often we either daren’t trust people to do it, or we can’t get them to deliver. Writing for the web is a skill. That means we can teach it. To people who don’t think they’re writers. To people who are convinced that they are. Even to academics. Teaching web writing as a new and discrete skill empowers everyone in your organisation to make effective content. But what’s the best way to teach it?

This session looks at how to break web writing down so that people understand what works online. We’ll explore what else people need to feel confident to write, and how you can devolve content creation in a way that doesn’t send your online estate straight to the underworld.


Chasing Rainbows? Building a Structured Content Platform• Richard Prowse, Head of Digital, University of Bath

Getting information to the right people, at the right time in the right way without recreating it is a fundamental principle of content strategy. In the last five years, higher education has embraced content strategy; however, few institutions have adopted structured content like other industries.

In this session, you’ll learn what structured content is and how it can help you to keep up with the pace of change, help you to focus on things that matter and prepare you for an omnichannel world.



Coffee Break


4:10PM KEYNOTE. A Fireside Chat with Alex Ayling• Alex Ayling, Head of Digital Studios, BBC Worldwide


5:00PM–7:00PM REFRESHMENTS.

Drinks Reception Join us for a drinks reception and nibbles in the Exhibition Hall. Network and unwind with your fellow delegates and speakers after the first day.

➜ Exhibition Hall, Lower Ground Floor, 30 Euston Square

Overcome the chaos of your institution’s content workflowPlanning, organising and managing content across multiple

CMS' with 100's of stakeholders is chaotic.

Take control of your content operations with GatherContent and deliver high quality content, consistently.

Come say hi at our stand, or visit us at gathercontent.com

Deliver the right content, to the right people, at the right meVisit zengen .com/educa on to see

how our clients lead the way in

delivering relevant, accessible, and well

wri en content every me.

A6 advert-en_gb.indd 1 30/04/2018 14:31:53

FRIDAY»


Morning Coffee


9:45AM OPENING. Welcome Back and Introductions• Richard Prowse, Head of Digital, University of Bath• Rachel Sandison, Executive Director of External Relations,



9:50AM KEYNOTE. Keynote: Business Needs vs User Needs• Sarah Richards, Content Strategist and Digital Consultant

Content Design Centre

Balancing your organisation’s needs and your audience needs can be tricky. What if your audience wants something completely different to what you want to give them? Or what is actually *possible* for them? Drawing on her work as the first Head of Content Design at GOV.UK, setting up a digital team at Citizens Advice and more, Sarah will show you how you can walk that tricky line between what your organisation wants to say and what your audience wants to hear.


10:30AM PANEL.

Personalisation Panel• Charlotte Renwick, Associate Director (Student Marketing

and Recruitment), Leeds Beckett University • Dana Rock, Marketing and Communications Manager,

Oxford Brookes University • Martin Sickafoose, Vice President, Digital Strategy,

Purdue University Alumni Association

A panel discussion on the topic of informing and implementing personalised content. In this session delegates will hear from three sector experts on their approach to personalisation, ending with an opportunity for the audience to pick the brains of the panellists in a facilitated Q&A.



Coffee Break


12:00PM BREAKOUT SESSION 4 Creativity in Content Marketing: Connecting

with Equality and LGBTQ Communities in China• Rachel Weiner, Project Manager, Study in Sweden

China represents the largest student recruitment market for European universities and yet also remains a mystery to many of us who must create engaging content for the market. In turn, there’s a tendency to play safe and play traditional. But in a country that celebrates a reputation for equality and inclusivity, the Swedish Institute spotted a gap ripe for a more creative approach to content marketing in China.

In this case study session, Rachel Weiner from the Study in Sweden team will tell the story of how they developed a content-driven campaign about women’s equality and LGBTQ student life in this conservative (in more ways than one) digital space. Rachel will take you through the campaign from its inception to execution and evaluation, sharing ideas and lessons learned along the way.


Expertise in Your Ears: A Rough Guide to Podcasting• Dave Musson, Editor (The Native) and Lead Social Media

Strategist, Net Natives

While people are falling over themselves to get excited about video, there’s another content vehicle taking the online world by storm; podcasting. And, despite being 15 years old, the medium continues to flourish. In fact, more Americans listen to podcasts on a weekly basis than go to the movies. The average listener subscribes to six shows and 85% of listeners take in the whole show – the kind of low drop-off rate you’ll never get with video.

But, when it comes to higher education, the sector still seems somewhat hesitant to get involved, despite being blessed with some of the best stories to tell, and the most informed storytellers to tell them. Higher education podcasting has the potential to vastly improve research dissemination, public engagement, career support and even student recruitment, yet there aren’t that many examples to hold up as good practice. Join Dave, a presenter of three podcasts and subscriber to many more, to understand why podcasting should be on your agenda. You’ll get some inspiration to start your own show, guidance on how to make something brilliant without the need for a big budget and we’ll even have a go at creating some audio right there and then!


Embedding Content Strategy in Your University• Octavia Reeve, Head of Content Strategy, Royal College of Art

How do you get your organisation on a journey towards embedding content strategy as a defined and controlled discipline? In this session Octavia Reeve, Head of Content Strategy at the Royal College of the Arts, will share experiences of becoming the College’s first lead for content strategy, how she’s established a team, how she’s defined content strategy for the College, and what challenges remain. She’ll share how has it involved the remodelling of the Marketing and Communications Directorate, as well as the implications for recruitment and upskilling of staff. Finally, she will explore how they have had to re-educate senior leaders, administrative colleagues and academic staff to understand a data-driven and cross-platform approach to engaging audiences.


Working with Developers to Activate your Content Strategy• Georgy Cohen, Associate Creative Director, Digital Strategy,

OHO Interactive

When we’re talking about digital work, sometimes we divide that work into two buckets: the “creative” work (completed by visionary unicorns) and the “technical” work (completed by heads-down colleagues who just want to be left alone to code in peace). But this is inaccurate. The creative and technical aspects of digital work need to be aligned in order to create effective experiences. This is particularly true when we are talking about content strategy.

In this talk, we will discuss how to practically achieve successful collaboration between creative and technical teams, yielding both an effective content strategy and deeper cross-disciplinary understanding.


12:50pm REFRESHMENTS.

Lunch


1:40PM CHALLENGE.

Challenge Session: Put it to PracticeBy this stage in the conference you’ll have learned so much and be bursting with ideas. So, let’s take time to put it to the test. Working in groups, you’ll all be assigned a content challenge aligned to a theme of your choosing (choice of themes to be revealed on the first day of the conference).

You’ll work together to pool and share your own experiences along with what you’ve all learned over the past two days to develop a new approach or solution. Challenges will feel so familiar to your everyday experiences, that you’ll come away with real ideas and inspiration from each other that you can apply in your organisation.




Precedent. Make it human.

Humans are humans, always.

In an era of great change, we understand the constant:

Two decades helping universities

across the globe transform the

student experience through

human-centred design.


Coffee Break


3:20PM KEYNOTE. Keynote: Ready, Steady, Go! Getting To Where We Need To Be• Tracy Playle, CEO & Chief Content Strategist,

Pickle Jar Communications

Buzzing with ideas, and raring to go, let’s take a moment to take stock of your next steps in embedding a winning content strategy in your organisation. In this session, ContentEd Founder and Chief Content Strategist at Pickle Jar Communications, Tracy Playle, will draw on her experience of working with over 160 education organisations on their content challenges to help you to consider: » How ready you and your organisation are in order to make

strides forward with your content strategy » How to gain a steady and cohesive position to really make

your content strategy work for you » How to get going from here and identify your priorities

and next steps.

Through the session we’ll explore Tracy’s 10 pillars of excellent content strategy practice, and ask some of the big questions that we need to grasp and meet head-on. It’s time to use content strategy to usher cultural and organisational change not just great communications, and we’ll consider how.


4:00PM PANEL.

Closing Panel DiscussionA select number of speakers will be invited back onto the main stage one last time to address important themes uncovered throughout ContentEd 2018. Get your final questions at the ready!


4:30PMConference Close

CONTENT»ED 11

contentedlive.com @ContentEdLive #ContentEd18

10 CONTENT»ED

contentedlive.com

Alex AylingHead of Digital Studios, BBC Worldwide@alexjayling

Alex is Head of Digital Studios at BBC Worldwide. His team focuses on the creation and commissioning of original content for the

web – any shape, any size, any platform. His remit includes the management of online communities for BBC Worldwide’s biggest brands, including Top Gear, Doctor Who, BBC Earth and Sherlock (with a combined 62m fans) as well as the BBC Worldwide YouTube Network that encompasses 15 channels and currently stands at over 10m subscribers and 1bn views per year.

Prior to BBC Worldwide, Alex worked as a multiplatform commissioner and producer at broadcasters and independent production companies, creating shortform series about power, the paranormal, parenting and the Paralympics as well as some things that didn’t begin with P.

Jane Van de BanWeb Content Manager, Birkbeck, University of London

Jane Van de Ban is Web Content Manager for Birkbeck, University of London, where she leads a digital content team responsible for redeveloping

the website, alongside Birkbeck’s expert technical web team.

With more than 20 years’ experience working for the University of London, first in print publications and then in web, Jane has particular expertise in how to deliver content that meets student needs. An active networker, Jane has also introduced successful collaborative methods of working both to improve efficiency and transparency for Birkbeck. Plus she has provided numerous presentations and training sessions to both staff and students.

In her spare time, she likes to make clothes from vintage sewing patterns.

Georgina BrookeProject Manager and Content Creator, Gardens, Libraries and Museums of Oxford University@GeorginaBrooke

Georgina is working on a two-year project to move the Gardens, Libraries and Museums of Oxford University onto a new web platform. Her role in this project is to conduct user research and – from that – develop a new content strategy including navigation, content design and in developing workflow and governance policies and training so that staff can begin to monitor, develop and own content in their sections in line with the stylistic principles of the site as a whole.

Speaker Profiles Georgy CohenAssociate Creative Director, Digital Strategy, OHO Interactive@radiofreegeorgy

Georgy Cohen has spent more than a decade wrangling content for universities. She is

Associate Creative Director, Digital Strategy, at OHO Interactive, a digital agency near Boston, Massachusetts. Georgy previously worked at Tufts University and Suffolk University, in addition to running her own independent consultancy to higher education. She speaks frequently, including keynote addresses at HighEdWeb Pittsburgh 2014 and HighEdWeb Arkansas 2011. Georgy’s background is in journalism, including a three-year stint working in the fast-paced online newsroom of The Boston Globe. She also co-founded Meet Content, a blog and resource empowering higher education to create and sustain web content that works.

Emma GilmartinHead of Social Media, University of Glasgow@embrooksy8

Since joining the University of Glasgow in 2013, Emma has revolutionised the way the University approaches social media, putting its students and

staff at the forefront of its activity. As head of the award-winning team, she oversees its strategic vision and digital content planning. She has unified the University’s online presence and led an overhaul of Glasgow’s social output – using emerging channels and live platforms to tell the UofG story, breaking world-changing news and research and growing community engagement. Emma was responsible for directing the social campaign for the University’s 2016 Gravitational Waves Discovery that saw record levels of engagement and resulted in awards from CIPR, HEIST & PRIDE and has built the University’s successful ‘UofG’ social brand. Before life at UofG, Emma successfully established social media at the University of Aberdeen and Netball Australia with the Australian national netball team, the Aussie Diamonds, in Melbourne.

Joel GoodmanPrincipal, Bravery Media@joelgoodman

Joel Goodman is a digital strategist, designer, and front-end developer, and the principal founder of Bravery Media. He spent

six years working in higher education web marketing at two institutions driving web marketing, branding and strategy aimed at increasing both student enrolment and alumni engagement before starting Bravery in Austin, Texas. Joel holds a Master of Arts degree in media studies from The New School for Public Engagement in New York City where he researched transnational media messaging and semiotics in digital media.


contentedlive.com @ContentEdLive #ContentEd18contentedlive.com @ContentEdLive #contented18

Michael GreenEmerging & Interactive Media, Texas A&M University@JMG_III

Michael is passionate about telling the Texas A&M University story in innovative and disruptive ways

through emerging technologies and well-designed brand experiences. Growing up in Aggieland, he has worked as a student tour guide, was part of the team who revamped admissions marketing, and now works for the Division of Marketing & Communications doing whatever crazy ideas he can get away with. When he isn’t at his desk, he is travelling and writing about flag design.

Marcus LillingtonConsultant, Headscape@marcus67

Marcus Lillington is a consultant at, and founder of, digital agency Headscape. He has over 20 years experience helping clients to do the right thing

with their websites and other digital assets. Headscape’s work with over thirty higher education institutions has led to a deep understanding of the characteristics and complexities of the sector. Marcus has co-hosted the long-running, award-winning Boagworld web design podcast for nearly fifteen years with over 400 episodes.

Daniel MarrableSenior Social and Digital Media Officer, University of Glasgow@TerribleM86

Daniel oversees UofG’s social media channels which reach over 1 million people each week.

Joining the University of Glasgow in 2015, Daniel has put much of his efforts into creating engaging and varying digital content that appeals to UofG’s audience locally and abroad. In 2016 Daniel was part of the team that won CIPR, HEIST & PRIDE awards: Best Use of Social Media for the promotion of UofG’s Gravitational Waves Discovery. If he’s not running around the University with his mobile phone Steadicam; you can find Daniel brainstorming projects and mentoring his Social Media Student Officers, or providing training and advice for the university community in his ever-growing University Social Media Roundtable.

Dave MussonEditor (The Native) and Lead Social Media Strategist, Net Natives@davemusson

Dave is Lead Social Media Strategist at Net Natives, the leading education-specialist digital

marketing agency. His colleagues sometimes call him a social media ‘guru’, but he gets embarrassed when they do. Before joining Net Natives, Dave led on social media at the University of Warwick and – prior to that – worked in the communications office at Solihull Council. He also spent two years as co-chair of the CASE Europe Social Media and Community Conference. Outside of work, Dave has more hobbies than you would expect him to realistically have time for; he’s one half of the heavy rock duo WAVE, he runs an Instagram account where he’s trying to photograph every dog in his hometown and he hosts not one, not two, but three podcasts.

Cameron PeggExecutive Adviser (Engagement), Griffith University@ghostwhowrites

Cameron is Executive Adviser (Engagement) at Griffith University in Brisbane, Australia. He was

previously the editor of corporate publications at the University of Queensland, where he also taught on the journalism and creative writing programs for 10 years. Cameron is a feature writer for the The Australian newspaper, and an editorial board member for the Journal of Educational Advancement and Marketing. He speaks regularly at CASE and Educate Plus conferences, and has given webinars on best practice publications and digital communications for universities around the world.

Sarada PeriSpeechwriter and Communications Strategist@SaradaPeri

Sarada Peri is a speechwriter and communications strategist who has helped top leaders and thinkers – from Fortune 50 CEOs to the President

of the United States – inspire and persuade audiences. She was Special Assistant to the President and Senior Speechwriter for President Barack Obama. Prior to joining the White House, she was a Principal at West Wing Writers.

A recovering policy wonk, Sarada worked on Capitol Hill as an education and health care policy advisor. She started her career as a high school English teacher in New Orleans through Teach for America.

Robert PerryHead of Research, Pickle Jar Communications@pez_sez

Robert is Head of Research at UK-based content strategy consultancy Pickle Jar Communications. He primarily works on behalf of clients in the

education and charity sectors, where he is responsible for all aspects of information-gathering, audience research, user testing, and general data geekery. Clients who have benefited from Robert’s expertise include UCL, Goldsmith’s, University of London, the Open University, and Bocconi University in Milan. Before joining Pickle Jar, Robert worked on content creation and digital communications in the aviation industry. He doesn’t have any spare time because he’s got twin babies and a toddler, but if he did he’d spend it playing jazz on the trombone and building Lego.

Mike PetroffDirector of Content Strategy, Harvard University@mikepetroff

Mike Petroff is Director of Content Strategy at Harvard University, where he works to connect stories, data, and action through the University’s

digital and social channels. His role is focused on finding innovative and effective ways to bring Harvard stories to the world through digital platforms.

Before joining Harvard University, Mike led web marketing and content development for the Admissions Office and online recruitment efforts for Emerson College. He also led the College’s first social media strategy implementation.

Tracy PlayleCEO & Chief Content Strategist, Pickle Jar Communications@tracyplayle

Tracy Playle is a content strategist with a specialist focus on the education sector.

Prior to founding Pickle Jar Communications, Tracy worked as the Head of Research-TV, an innovative broadcast and digital PR service based at the University of Warwick. Since making the move to consultancy in 2007, Tracy has worked with over 160 schools, colleges and universities in more than 20 countries, helping them to develop their content and digital communication strategies.

As CEO of Pickle Jar Communications, Tracy is responsible for leading a team of content strategists and content creators working on behalf of a range of education sector clients. She also spends her time contributing to thought leadership on the emerging discipline of content strategy in the education sector by blogging, contributing to books and publications, and speaking at conferences.

She is well known for her energetic and passionate presentations, and is invited to speak at conferences around the world about content strategy and emerging communication trends. In 2014 she became the first digital communications specialist in Europe to be awarded the CASE Crystal Apple Teaching Award for her contributions to CASE conferences and workshops in Europe, Asia and Australia. At the time, only 20 other advancement professionals in Europe had received the award in a 20 year history.

Mike PowersExecutive Director of Marketing and Communications, Indiana University of Pennsylvania@mjpowers

Mike is Executive Director of Marketing and Communications at Indiana University of Pennsylvania. He used to be an English professor and wrote about people like James Joyce and Gertrude Stein. Mike has worked for IUP since 1999, and started managing its main website in 2007. Since then, he has overseen IUP’s transition to a content management system and then to a responsive site, put IUP on social media, worked on IUP’s smartphone app and student portal, and managed many other projects. He has been using the term content strategy to describe much of what he does since sometime in 2010. Mike has presented at eduWeb, at the Penn State Web Conference, online for Higher Ed Experts, and at several varieties of Confab. He designed the Higher Ed Experts course “Web Writing for Higher Ed,” a four-week course on web writing for higher education. He’s also a dad, a musician, and a co-founder of Westsylvania Jazz and Blues Festival in Indiana, Pennsylvania.

Richard ProwseHead of Digital, University of Bath@RichProwse

Rich is Co-Chair of the conference. Rich is Head of Digital at the University of Bath where he leads a multi-disciplinary team of editors, designers

and developers responsible for bath.ac.uk. For the past ten years, he has led on digital content efforts at top-ranking English universities. Most recently he has led an ambitious programme to transform the University’s digital marketing and communications platforms. Co-founder of Bath’s first content meet up, Rich regularly talks about his experience of adopting an Agile approach to content development, content strategy and user experience design. Rich loves Lego and cats.

Octavia ReeveHead of Content Strategy, Royal College of Art@octavia_reeve

Octavia Reeve is an experienced content strategist with over 20 years’ experience in print and digital content creation and publishing.

As Head of Content Strategy at the Royal College of Art, she leads on strategic direction, working with colleagues to commission and produce multimedia content that supports institutional objectives and delivers behaviour change – including illustrated books, academic publications, corporate marketing materials, content marketing through website, social media and paid channels. She heads up a content production team of writers, editors, designers, production and technical support staff.

Her professional experience combines a deep understanding of all aspects of digital media with editorial expertise, and a thorough knowledge of print design and production. She is currently completing a Master’s degree in Digital Media Culture.

Charlotte RenwickAssociate Director (Student Marketing and Recruitment), Leeds Beckett University

Charlotte worked agency-side for eight years delivering PR and digital marketing for clients such as the BBC, Department of Health, Yorkshire

Building Society, Arla Foods and Welcome to Yorkshire. She moved into HE in 2009 where she initially led communications and alumni & development at the University of Bradford, before becoming Head of Marketing and Communications. She moved to Leeds Beckett in 2014, where she is responsible for UK student recruitment, access and widening participation, market intelligence, student marketing and digital experience and engagement.

She has implemented market segmentation and website personalisation across all markets. In 2015 Leeds Beckett won ‘Best Website’ at the HEIST awards and over the last year, Beckett has won five awards for their use of paid search and digital personalisation. In 2017 Leeds Beckett developed a chatbot which helped increase Clearing enrolments by 18% and technology continues to be at the heart of their strategy.

Sarah RichardsContent Strategist and Digital Consultant, Content Design Centre@escmum

Sarah spent 10 years working in digital government, ending as Head of Content

Design for the UK Government Digital Service. There she created and developed content design as a discipline for GOV.UK. Sarah now runs the Content Design Centre, training and consulting in content strategy and content design for organisations and governments around the world.

CONTENT»ED 15


14 CONTENT»ED

contentedlive.com @ContentEdLive #contented18

Dana RockMarketing and Communications Manager, Oxford Brookes University@dinojrock

A digital communication specialist with a passion for higher education, Dana’s career has

been focused on running communication campaigns in HE and the charity sector. When she’s not cooking up campaigns, she’s running training courses and sharing her love of data, insight and innovation with colleagues.

Rachel SandisonExecutive Director of External Relations, University of Glasgow@RachelSandison

Rachel Sandison is Co-Chair of the conference. Rachel is the Executive Director of External

Relations at the University of Glasgow, where she has responsibility for leading an integrated service covering Marketing, Recruitment & Admissions, International Affairs and Development & Alumni Relations. Rachel is also the University’s Universitas 21 network Senior Leader. Rachel is a Chartered Marketer and Chair of the Glasgow Economic Leadership HE/FE Marketing group and a member of CASE’s US Commission in addition to sitting on a number of sector advisory boards. She is also a member of Faculty at the CASE Europe Strategic Marketing Institute and a current School Governor. Previously, Rachel was the Director of Marketing, Student Recruitment and Alumni Relations at the University of Aberdeen

Tim SenftDigital Communications Director, College of Agriculture and Life Sciences, Cornell University@bozamozam

Tim Senft is a writer and content strategist, currently working for the College of Agriculture

and Life Sciences at Cornell University. For two decades, he has communicated to internal and external audiences for individuals, institutions, and academics in a variety of formats: print, speech, web, and social. He’s an old punk and a nerd. If there is something you’d like to know about comic books, role-playing games, or the history of punk rock, just ask.

Martin SickafooseVice President, Digital Strategy, Purdue University Alumni Association@mar10s

Martin has spent the last 27 plus years working for a variety of design groups, and companies, in several

creative roles. The last 12 years of his career have been with Purdue University focused on enhancing the web, social and mobile presence for the College of Engineering from 2005 to 2009, and the University from 2009 to 2017. Since introducing the latest strategic framework for the university websites in 2014, Purdue has increased its website sessions from 8 million to 37 million, and become the 1,147th most popular website globally (via Alexa rankings). In 2017, Martin joined the Purdue Alumni Association to lead digital strategy for the association. Martin is on the Board of Directors for HighEdWeb, a professional association for digital professionals, and has spoken at several national conferences on topics around social media giving and crisis communications, and using data to improve website user experiences.

Gabriel SmyContent Strategist, Zengenti@gabrielsmy

Gabriel Smy has been working with digital content for over a decade. He is currently at Zengenti, designing and building websites for

higher education and local government organisations, as well as museums, emergency services and the NHS. His role is to keep client content at the heart of every project.

Gabriel’s background is in writing and communications, and he was part of the first ever content strategy forum in London when the discipline was nascent. His experience of content strategy grew at an influential web agency in Cambridge, followed by a role as Head of Content for a software house in Bristol. He understands both the client and agency sides of a web project.

Gabriel lives 40 years ago in a hidden pocket of Somerset where he likes nothing better than collecting footpaths with his dog.

Rachel WeinerProject Manager, Study in Sweden

Rachel Weiner is Project Manager for Study in Sweden at the Swedish Institute. She is originally from the United States, and brings several years’ experience in international student marketing

and communications to her current work at the responsible national agency for promoting Swedish higher education. Rachel has previously worked at Stockholm University and as a freelance communications specialist for universities around the world.

Rachel holds an MA in Cross Cultural Communication and Media from Newcastle University. She has also studied digital strategy at Hyper Island.

Tom WrightDirector of Digital Student Life, University of Lincoln@TomRight

Tom is an experienced digital marketing and communications professional working in

the higher education sector with a particular interest in student collaboration and user-generated content. He recently set up the Student Life initiative at the University of Lincoln, which involves a team of students creating a variety of digital content on behalf of the University. This is designed to improve the student experience and engage the student community whilst also enhancing graduate outcomes by providing valuable work experience and material for their portfolios.

Prior to working at Lincoln, Tom was Head of Digital Marketing and Communications at the University of Nottingham and he has also previously worked for organisations such as Rolls Royce, the NHS and the marketing agency Euro RSCG.

Thank you to our conference sponsors

PICKLEJARcommunications

14-15 JUNE 2018 LONDON, UK · 2018-09-20 · 14-15 JUNE 2018 ⦙ LONDON, UK Making Your Content...

Documents

Transcript of 14-15 JUNE 2018 LONDON, UK · 2018-09-20 · 14-15 JUNE 2018 ⦙ LONDON, UK Making Your Content...