Training and tools

Summer Camp

Summer Camp 2025

As we look to the year ahead, ASU is better positioned than any other university in the country to meet this moment. We are built to adapt, to inspire the next generation of learners and to lead with clarity and purpose. But achieving that future depends on our collective ability to learn quickly, plan strategically, adjust rapidly and act boldly.

We’ll explore how to break through the noise with bold, confident stories that build trust, spark belief and demonstrate ASU’s real-world impact. We’ll spend time on brand areas we must elevate to lead with strength in this next chapter.

This work requires both vision and tools — which is why this year’s agenda is built to equip us on both fronts. Whether you're looking to explore emerging technologies like AI, gain insight into shifting market dynamics and how we’re responding or connect with fellow communicators and creators across the university, Summer Camp is designed to meet you where you are and help us move forward — together.

What are the deets?

Summer Camp will be held from July 15 to 17, 2025, with two in-person days and one virtual day.

Tuesday, July 15: Mountain America Stadium, in person
Wednesday, July 16: virtual day
Thursday, July 17: SkySong, in person

Who should attend?

This event is designed for anyone who shapes how ASU shows up in the world — whether you're crafting stories, building campaigns, engaging communities, designing experiences or advancing strategic initiatives.

We welcome:

Marketers and brand strategists
Communicators and media relations professionals
Social media managers and content creators
Designers, videographers and creative teams
Outreach and community engagement specialists
Web, UX and digital experience teams
Event specialists and planners
Enrollment, advancement and recruitment communicators
Technologists who support communications systems
Anyone involved in telling the ASU story — no official communications or marketing title required

Whether you're new to the field or a seasoned pro, this is your opportunity to connect, learn and collaborate with peers across the university.

Thank you to our presenting units:

Academic Enterprise Communications
ASU Alumni Association
ASU Enterprise Partners
ASU Library
College of Integrative Sciences and Arts
College of Liberal Arts and Sciences
EdPlus
Enterprise Brand Strategy and Management
Enterprise Technology
Fulton Schools of Engineering
Global Academic Initiatives
Global Futures Laboratory
Herberger Institute for Design and the Arts
Ira A. Fulton Schools of Engineering
Knowledge Enterprise
Learning Enterprise
Mary Lou Fulton College for Teaching and Learning Innovation
Media Relations and Strategic Communications
Office of University Events and Protocol
Outreach Hub
Sandra Day O’Connor College of Law
Sun Devil Athletics
Thunderbird School of Global Management
University Affairs
University Business Services

Day 1

Tuesday, July 15

In person at Mountain America Stadium

8:00 a.m. – 4:30 p.m.

8:00 a.m. – 8:45 a.m.

Tuesday, July 15: Mountain America Stadium, in person

Breakfast (provided; special dietary options included)

Oatmeal bar
Oatmeal, V+ (140 Cal/8 oz. serving)
Honey, VG (50 Cal/0.5 oz. serving)
Maple syrup, V+ (80 Cal/1 oz. serving)
Dried cranberries, V+ (50 Cal/0.5 oz. serving)
Raisins, V+ (40 Cal/0.5 oz. serving)
Brown sugar, V+ (50 Cal/0.5 oz. serving)
Cinnamon sugar, V+ (30 Cal/0.25 oz. serving)
Walnuts, V+ (90 Cal/0.5 oz. serving)

Breakfast burritos
Meat lovers burrito: Eggs, bacon, sausage and ham (810 Cal each)
Sweet potato burrito, VG: Roasted sweet potatoes, quinoa brown rice, egg white, swiss cheese, spinach and pesto (430 Cal each)

Beverages
Iced water (0 Cal/8 oz. serving)
Starbucks coffee, decaf and hot tea (0 Cal/8 oz. serving)

V+ Vegan
VG Vegetarian

Building: Mountain America Stadium

Room: San Tan Ford Club

9:00 a.m. – 9:50 a.m.

Tuesday, July 15: Mountain America Stadium, in person

Description
We’ll open this year’s gathering with a look at where we are — and where we’re headed. Join Chief Brand Officer Jill Andrews for a conversation on the forces shaping higher education, the bold branding moves ASU is making, and how our shared work continues to drive the university forward.

Speaker
Jill Andrews
Vice president and chief brand officer
Enterprise Brand Strategy and Management

Level: All

Building: Mountain America Stadium

Room: San Tan Ford Club
Overflow room: Dutson Theater, Carson Student Athlete Center building (CSAC), 3rd floor, Room 330

10:00 a.m. – 10:50 a.m.

Tuesday, July 15: Mountain America Stadium, in person

Description
In this session, we will explore the halo effect stemming from the postseason success of the Sun Devil Athletics Football team, and examine its broader impact on engagement across the university.

Speaker(s)
Jonathan Carroll
Senior director, marketing technology
ASU Enterprise Partners

James Hedges
Director, data science
ASU Enterprise Partners

Bishnupriya Pradhan
Data science specialist
ASU Enterprise Partners

Session type: Case Study

Level of session: Foundations

Category: Data and analytics, Alumni/Donors

Building: Mountain America Stadium

Room: Champlife suite

Description
Have you wondered how storytelling happens at ASU? Hint: it is a collaborative effort! The panel will share strategies for collaboration across ASU and with community partners, aligning approaches to Principled Innovation practices. Join the session to add new tools to your storytelling toolkit.

Speaker(s)
Ted Cross
Executive director
Office of University Affairs

Julia Davis
Fellow, principled innovation and social embeddedness
Office of University Affairs

David Rozul
Manager marketing and communications
School of Molecular Sciences

Jennifer Vanos
Associate professor
School of Sustainability

Session type: Panel conversation

Level of session: Foundations

Category: Social media, Project management

Building: Mountain America Stadium

Room: Hobbs club

Description
Figma has revolutionized how teams collaborate on design, but are you using it to its full potential? In this hands-on session, we’ll explore practical ways to supercharge your workflow and become a true Figmaster!

Speaker(s)
Alysia Henriquez
UX/UI designer
Enterprise Brand Strategy and Management

Jeroel Padilla
Lead UX designer
EdPlus at ASU

Session type: Workshop

Level of session: Foundations

Category: Web/UX

Building: Mountain America Stadium

Room: San Tan Ford club

Description
Experiential marketing focuses on creating engaging and memorable experiences to form emotional connections between the brand and the consumer. That sounds great but where do you start?

Speaker(s)
Melissa Goitia
Executive director
Office of University and Protocol

Marcus Jones
Chief of staff
Watts College of Public Service and Community Solutions

Kristin Olafs
Assistant director, special events
Ira A. Fulton Schools of Engineering

Darci Nagy
Special events manager
Office of University Events and Protocol

Session type: Presentation

Level of session: Leveling up

Category: Events, Social media

Building: Mountain America Stadium

Room: Coach's club

Description
Learn how Devil2Devil on Discord is transforming admitted student engagement. We’ll share trends, AI integration and insights from a full cycle — highlighting how bots, structure and community drive connection and momentum before students arrive on campus.

Speaker(s)
Allysson Schellhase
Social media manager
Academic Enterprise Communications

Brain Lee
Student volunteer moderator
Devil2Devil

Samuel Teets
Student volunteer moderator
Devil2Devil

Julie Reyes
Student volunteer moderator
Devil2Devil

Session type: Case study

Level of session: Leveling up

Category: Social media

Building: Mountain America Stadium

Room: Legend's club

11:00 a.m. – 11:50 a.m.

Tuesday, July 15: Mountain America Stadium, in person

Description
Smart content doesn’t stop working once it's published. This session highlights how ASU teams are planning ahead, producing with purpose and getting more life from their creative assets through shared libraries and cross-unit collaboration. Learn how to build content once and extend its reach over time — saving effort, increasing quality and connecting with more audiences.

Speaker(s)
Lindsay Kinkade
Managing director, creative strategy
Enterprise Brand Strategy and Management

Pamela Zager-Maya
Director, creative strategy and branding
ASU Outreach Hub

Session type: Presentation

Level of session: Leveling up

Category: Visual creative

Building: Mountain America Stadium

Room: San Tan Ford club

Description
Discover how ASU Online empowers students to share their journeys — stories of resilience that fuel connection, engagement and brand growth. Learn how authentic storytelling turns students into ambassadors and builds a brand rooted in care and belonging.

Speaker(s)
Charrie Larkin
Social media manager
EdPlus at ASU

Session type: Presentation

Level of session: Leveling up

Category: Social media

Building: Mountain America Stadium

Room: Legend's club

Description
Learn about high-performing messages the Brand team is testing that units can implement across their unit's branding assets. Discover strategies for applying these messages to boost engagement, drive results and build the ASU brand.

Speaker(s)
Abby Losinski
Brand manager
Enterprise Brand Strategy and Management

Cheyenne Carolin
Associate director of market research and insights
Enterprise Brand Strategy and Management

Session type: Presentation

Level of session: Foundations

Category: Data and analytics, Marketing strategy

Building: Mountain America Stadium

Room: Champlife suite

Description
Considering your audience is a classic writing tip, but are you doing enough to consider their entire journey? Discover UX writing tips to create engaging and useful content for all contexts, from web to blogs and more. You’ll learn how to write user-centered copy and gain insights from examples.

Speaker(s)
Stephanie Morse
Senior manager, content design
EdPlus at ASU

Jesse Milard
Senior UX writer
EdPlus at ASU

Session type: Presentation

Level of session: Foundations

Category: Web/UX

Building: Mountain America Stadium

Room: Hobbs club

11:00 a.m. – 12:30 p.m.

Tuesday, July 15: Mountain America Stadium, in person

Description
Human creativity can feel like a diminishing resource in a time when artificial intelligence is infiltrating every industry. Taking an interdisciplinary approach, this interactive presentation will focus on the possibility of AI as a way to augment human creativity, rather than replace it.

Speaker(s)
Sasha Anaya
Marketing copy writer
Mary Lou Fulton College for Teaching and Learning Innovation

Session type: Interactive presentation

Level of session: Foundations

Category: Marketing strategy, Professional development

Building: Mountain America Stadium

Room: Coach's suite

Description
The ASU Outreach Hub has partnered to collect over 20,000 alumni stories each with unique connections to ASU. Join us to hear how alumni engagement met data science and the use of AI, with new analysis to inform how we can engage with our alumni and how stories can be an asset for the enterprise.

Speaker(s)
James Hedges
Director, data science
ASU Enterprise Partners

Andrew Carey
Assistant vice president, alumni engagement
ASU Outreach Hub

Session type: Presentation

Level of session: All

Category: Data and analytics, Marketing strategy

Building: Mountain America Stadium

Room: TBD

Noon – 1:30 p.m.

Tuesday, July 15: Mountain America Stadium, in person

Lunch (provided; special dietary options included)

Classic pizza
Traditional New York-style cheese pizza slices, VG (250 Cal/slice)
Meat lover's pizza slices (460 Cal/slice)
Garden Vegetable Pizza Slices, VG (370 Cal/slice)
Sides
Traditional garden salad with fresh seasonal vegetables and balsamic vinaigrette and ranch, VG (45 Cal/3.5 oz. serving)
Home-style kettle chips (190 Cal/1.25 oz. each)
Dessert
Assorted Craveworthy® cookies, VG (210-230 Cal each)
Bakery-fresh brownies, VG (250 Cal each)

Classic sandwich
Roast beef with tarragon horseradish spread on wheatberry bread (450 Cal each)
California turkey ciabatta with avocado, spinach, cucumber, tomato and ranch dressing (470 Cal each)
Veggie ciabatta with chickpeas, tomato, spinach, radish, carrot, feta, dill and white bean hummus, VG (510 Cal each)

Yucatan bowl
Romaine lettuce salad, V+ (5 Cal/0.5 oz. serving)
Avocado ranch dressing, VG (90 Cal/1 oz. serving)
Cilantro lime brown rice, V+ (140 Cal/3.5 oz. serving)
Charro beans, V+ (80 Cal/3 oz. serving)
Guacamole, V+ (35 Cal/1 oz. serving)
Protein options
Shredded chicken (170 Cal/3 oz. serving)
Roasted portobello mushrooms, V+ (20 Cal/2.25 oz. serving)
Vegan chorizo, V+ (240 Cal/4 oz. serving)
Salsa options
Pico de gallo, V+ (5 Cal/1 oz. serving)
Salsa roja, V+ (20 Cal/1 oz. serving)
Dessert
Dulce de leche brownie, VG (220 Cal each)

V+ Vegan
VG Vegetarian

1:30 p.m. – 2:20 p.m.

Tuesday, July 15: Mountain America Stadium, in person

Description
In this session, we’ll walk through best practices for boosting posts on platforms like Instagram, Facebook and LinkedIn – including how to choose what to boost, target strategically, and avoid common pitfalls. You’ll leave with practical tips, examples from Flagship, and a better understanding of how paid amplification supports your broader social goals. This session is great for communicators, content creators and anyone managing ASU-affiliated social accounts.

Speaker(s)
David Murray
Paid social media specialist
Enterprise Brand Strategy and Management

Danielle Swanberg
Social media director
Enterprise Brand Strategy and Management

Session type: Presentation

Level of session: Leveling up

Category: Social media, Marketing strategy

Building: Mountain America Stadium

Room: San Tan Ford club

Description
Learn how to use Siteimprove to optimize your site’s content quality, SEO and accessibility through a series of live demonstrations. Step-by-step, you’ll learn how easy Siteimprove makes it to catch and fix errors right when they happen.

Speaker(s)
Zoe Jirgens-Smalla
Quality assurance analyst, user experience
Enterprise Brand Strategy and Management

Madelaine Beitzel
Technical web project coordinator
Enterprise Technology

Session type: Presentation

Level of session: Foundations

Category: Web/UX, Standards and management

Building: Mountain America Stadium

Room: Hobbs club

Description
Explore how the ASU Alumni Association manages 135+ global alumni chapters and networks, supporting volunteers as community leaders and brand ambassadors to engage Sun Devils worldwide and extend ASU’s reach far beyond campus.

Speaker(s)
Trish Thiele-Keating
Assistant vice president
ASU Alumni Association

Session type: Presentation

Level of session: Foundations

Category: Alumni/Donors, Strategy

Building: Mountain America Stadium

Room: Legend's club

Description
No high-profile agency. No extravagant budget. Just a village of 125 students, 40-plus staff collaborators and a scrappy in-house creative team. In this session, we’ll dive into the journey of ASU’s most recent charter video — from concept and filming to the final cut. Hear key insights, lessons learned and strategies for tapping into local talent across your academic community.

Speaker(s)
Safwat Saleem
Senior creative director
Media Relations and Strategic Communications

Amy Chou
Director of operations,
Media Relations and Strategic Communications

Joshua Belveal
Videographer
Media Relations and Strategic Communications

Session type: Presentation

Level of session: All

Category: Media relations, Visual creative

Building: Mountain America Stadium

Room: Dutson theatre

Description
Attendees will discover how integrating sustainability into marketing, events and purchases strengthens brand affinity. This interactive session explores ASU sustainability goals, audience persona-based planning, and tools to strengthen your strategy with ASU’s commitment to a sustainable future.

Speaker(s)
Molly Longton
Program manager
FDM FM Zero Waste

Paige Strickland
Program manager
Sustainability Practices

Madeline Dolgin
Sustainability and inclusive program coordinator
UBS Sustainable and Inclusive Procurement

Danielle Van Vleet
Assistant director of sustainable and inclusive procurement
UBS Procurement Strategy

Session type: Interactive presentation

Level of session: Foundations

Category: Events, Strategy

Room: Coach's club

2:30 p.m. – 3:20 p.m.

Tuesday, July 15: Mountain America Stadium, in person

Description
Join us to learn how our team tracks campaign success — from planning to post-launch. We’ll share a practical approach using naming conventions, tags and reporting tools, plus how we align strategy and tracking to measure impact across the full campaign life cycle.

Speaker(s)
Ty Seibel
Director of student communications
EdPlus at ASU

Lauren Hanneman
Communications coordinator
EdPlus at ASU

Session type: Presentation

Level of session: Foundations

Category: Marketing strategy, Professional development

Building: Mountain America Stadium

Room: Dutson theatre

Description
Milestones shape the future. How can marketing turn anniversaries into brand-building moments?

Speaker(s)
Julie Russ
Assistant director (retired)
Institute of Human Origins

Julie Kurth
Assistant director, marketing and communications
Knowledge Enterprise Strategic Marketing and Communications

Session type: Case study

Level of session: Foundations

Category: Events, Marketing strategy

Building: Mountain America Stadium

Room: Legend's club

Description
Every message you send — by email, through text or on Slack — has the potential to be featured in a headline. This session is about staying connected but also being smart and thinking ahead in your written communications. Learn how to strike the right tone with transparency, professionalism and foresight.

Speaker(s)
Christopher Fiscus
Vice president
Media Relations and Strategic Communications

Kimberly Demarchi
Vice president, legal affairs and deputy general counsel
Office of General Counsel

Session type: Presentation

Level of session: Leveling up

Category: Media Relations, Communications

Building: Mountain America Stadium

Room: TBD

2:30 p.m. – 4:00 p.m.

Tuesday, July 15: Mountain America Stadium, in person

Description
The entire ASU ecosystem is designed to serve everyone, but who explicitly is your unit trying to attract, retrain or engage? Join The College of Liberal Arts and Sciences and the Brand team for a workshop straight from the Brand Portfolio Working Group. Through guided activities and discussion, we'll deep-dive into your core constituents and how they should think, feel and act regarding your offerings.

Please note that participants are encouraged to attend with an in-unit colleague. A complimentary session will be offered on Thursday, July 17.

Speaker(s)
Adam Pierno
Managing director, brand strategy
Enterprise Brand Strategy and Management

Casey Francis
Senior director, community, culture and projects
Enterprise Brand Strategy and Management

Allison Connell
Senior director, marketing and communications
The College of Liberal Arts and Sciences

Abby Losinski
Brand manager
Enterprise Brand Strategy and Management

Session type: Presentation

Level of session: Leveling up

Category: Social media, Marketing strategy

Building: Mountain America Stadium

Room: Hobbs club

Description
A workshop for anyone who’s ever been asked to “make it pop” with five logos, zero budget and 24 hours' notice.

Join fellow designers and communicators for a hands-on collaborative session where limitations become launchpads. We’ll explore how creative constraints — those tight budgets, brand rules and inbox surprises — can actually fuel innovation, not block it. You’ll work together on delightfully ridiculous higher ed challenges designed to stretch your thinking, spark new ideas and prove that even inside the box, there’s plenty of room for magic.

Speaker(s)
Rik Boberg
Assistant director, design
Academic Enterprise Communications

Candy Choi
Design director
Enterprise Brand Strategy and Management

Andrea Hodges
Assistant design director
Enterprise Brand Strategy and Management

Session type: Workshop

Level of session: All

Category: Visual Creative

Building: Mountain America Stadium

Room: San Tan Ford club

Day 1 | Mountain America Stadium directions and parking

Mountain America Stadium is located at 500 E Veterans Way, Tempe, AZ 85287.
Find more information about getting to Mountain America Stadium. Parking is available at both the South Packard Drive Garage and Lot 59. Cross parking is allowed in Lot 59 with a valid ASU permit at any time, so if you have an ASU parking permit for any other location you can park for free in Lot 59 for this event. Please work with your individual units to cover parking costs. Attendees can also take the Light Rail and hop off just west of the stadium at the Veterans Way/College Ave station.

Parking for guests displaying a state-issued disability placard or license plate is available in the disabled lot, the first level South Packard Drive Parking Structure (Structure 7), or Stadium Structure (Structure 5) based on availability. Disability parking is available on a first-come, first-served basis.

Day 2

Wednesday, July 16

Virtual

8:30 a.m. – 4:00 p.m.

9:00 a.m. – 9:50 a.m.

Wednesday, July 16: virtual day

More to come - check back for details!

10:00 a.m. – 10:50 a.m.

Wednesday, July 16: virtual day

Description
In this session, we'll explore how attribution for varied conversions helps organizations achieve strategic goals. We'll discuss GA4 data insights, our approach to leveraging them and examples of actionable recommendations. Finally, we'll cover automating and distributing these insights.

Speakers(s)
James Hedges
Director, data science
ASU Enterprise Partners

Daniel Shin
Data science specialist
ASU Enterprise Partners

Rahul Deshmukh
Student Assistant
ASU Enterprise Partners

Jonathan Carroll
Senior director, marketing technology
ASU Enterprise Partners

Session type: Presentation

Level of session: Leveling up

Category: Data and analytics

Zoom link: TBD

Description
Discover how the Herberger Institute strips back the subject matter and the brand tools to their elements in order to build a system that represents each unique internal unit within the larger ASU brand.

Speaker(s)
Adam Hunt
Creative designer
Herberger Institute for Design and the Arts

Sarah McCarty
Manager communications
Herberger Institute for Design and the Arts

Deborah Sussman
Senior director of marketing and communications
Herberger Institute for Design and the Arts

Session type: Case study

Level of session: Leveling up

Category: Visual creative

Zoom link: TBD

Description
AI is reshaping higher ed marketing — enhancing content creation, engagement and workflows. How can institutions harness its power ethically and effectively? Join industry leaders as they explore real-world applications, best practices and strategies to maximize efficiency while maintaining trust.

Speaker(s)
Tina Miller
Executive director, creative and communications
Enterprise Technology

Erin Callihan
Assistant vice president, strategic marketing and campaign communications
New York University

Austin Boyer
Associate director of marketing and communications
Boston University

Maria Kuntz
Director, content marketing strategy and communications
University of Colorado Boulder

Session type: Panel conversation

Level of session: Leveling up

Category: Marketing strategy, Artificial intelligence

Zoom link: TBD

Description
Join us behind the scenes of a Master of Legal Studies campaign by ASU Law and the Outreach Hub. We’ll break down key strategies — from creative to media buying. Learn to craft compelling visuals, optimize messaging and leverage data for targeting graduate students to achieve impactful results.

Speaker(s)
Michael Bartley
Director of marketing
Sandra Day O'Connor College of Law

Glenn Fuller
Digital media strategist
ASU Outreach Hub

Ava Hansen
Interaction designer
Sandra Day O'Connor College of Law

Allison Otu
Executive director, marketing and strategic communications
Sandra Day O'Connor College of Law

Session type: Case study

Level of session: Leveling up

Category: Visual creative, Social media

Zoom link: TBD

Description
You’ve written the story and sent it off to ASU News. Done, right? Not quite. Gone are the days of publishing and hoping readers find it. Consumer habits have changed, and so should our approach. As we work to grow ASU News readership and subscribers, we need your help getting more eyes on these stories. This is a brainstorming session, not a lecture. We’ll share tactics we’re testing and invite you to share what’s working — whether it’s a newsletter strategy, social boost or the pitch that landed a podcast feature. Let’s engage and inspire with ideas on how to help drive more eyes — and subscribers — to the stories we are telling together.

Speaker(s)
Penny Walker
Director, news and strategic communications,
Media Relations and Strategic Communications

Session type: Interactive presentation

Level of session: Foundations

Category: Marketing strategy

Zoom link: TBD

11:00 a.m. – 11:50 a.m.

Wednesday, July 16: virtual day

Description
We'll describe developing a pLTV model for prospective students, informing ad decisions. We'll cover data and model pipelines across Salesforce, GA4 and more, using Google's Crystalvalue. We'll also discuss combining predictions for a broader value representation.

Speaker(s)
James Hedges
Director, data science
ASU Enterprise Partners

Claire Slattery
Director, marketing data analytics
ASU Outreach Hub

Adrienne Rigg
Principal Data Engineer
ASU Enterprise Partners

Jonathan Carroll
Senior director, marketing technology
ASU Enterprise Partners

Session type: Presentation

Level of session: Leveling up

Category: Data and analytics

Zoom link: TBD

Description
Discover how Sun Devil 100 connects ASU units with successful alumni, showcases impactful stories and drives data on alumni-led economic impact. Learn how this program can support engagement, relationships and fundraising across the university.

Speaker(s)
Jory Butters
Director, events and programs
Alumni Association

Eric Espeland
Assistant director of development, CISA
ASU Foundation

Session type: Presentation

Level of session: Foundations

Category: Events, Data and analytics

Zoom link: TBD

Description
Learn how the CollegeVine AI technology was integrated into ASU recruitment communications. From nurturing leads to enrollment yield, how can AI enhance chat, text, email and voice to provide targeted and relevant communications.

Speaker(s)
Robert Lyman
Senior director, digital engagement strategy
Academic Enterprise Communications

Laura Vreeland
Senior director, recruitment communications
Academic Enterprise Communications

Session type: Presentation

Level of session: Foundations

Category: Email, Marketing strategy

Zoom link: TBD

Description
Join the recipients of a miniature Principled Innovation® Project Grant to learn more about principled innovation practices, the grant process, lessons learned and the website enhancements that took place after incorporating the data collected.

Speaker(s)
Sasha Anaya
Marketing copy writer
Mary Lou Fulton College for Teaching and Learning Innovation

Denise Doran
Marketing director
Mary Lou Fulton College for Teaching and Learning Innovation

Sara Barber
Web site specialist
Mary Lou Fulton College for Teaching and Learning Innovation

Angela Stephens
Front end web developer,
Mary Lou Fulton College for Teaching and Learning Innovation

Session type: Workshop

Level of session: Foundations

Category: Professional development

Zoom link: TBD

Description
ASU and Cintana share expert insights on tailoring messaging for diverse international audiences. Using real-world examples from across the ASU-Cintana Alliance, you’ll gain a deeper understanding of what truly influences international students’ decisions.

Speaker(s)
Terence Cher
Director of brand international
Enterprise Brand Strategy and Management

Anna Keegan Berry
Senior director of marketing
Cintana Education

Samantha Talavera
Director and head of global marketing and executive communications
Global Academic Initiatives

Session type: Interactive presentation

Level of session: Foundations

Category: Recruiting and admissions, Marketing strategy

Zoom link: TBD

Noon – 12:50 p.m.

Wednesday, July 16: virtual day

Description
Back by popular demand, join us for this lunch celebration of this year's Best of Brand! We'll take a deep dive into the creative and what about it makes it strong. Come curious and leave inspired by your peers.

Speaker(s)
Lindsay Kinkade
Managing director, creative strategy,
Enterprise Brand Strategy and Management

Sarah Hough
Executive director, digital creative
Enterprise Brand Strategy and Management

Session type: Presentation

Level of session: All

Category: Visual creative

Zoom link: TBD

Description
Changing Futures is more than a fundraising campaign; it's ASU's opportunity to rally a global community in support of a brighter future. Learn about the campaign launch, including performance, impact and lessons learned, and explore how you can activate the campaign from wherever you sit.

Speaker(s)
Julie Krell
Associate vice president, marketing solutions
ASU Outreach Hub

Stacy Bertinelli
Senior marketing manager
ASU Outreach Hub

Session type: Panel conversation

Level of session: Foundations

Category: Alumni/Donors, Marketing strategy

Building: Mountain America Stadium

Room: TBD

1:00 p.m. – 1:50 p.m.

Wednesday, July 16: virtual day

Description
This session describes our adoption of the agile software development life cycle and its application to applied data science and analytics. Additionally, we will explore how Outreach Hub and Applied Data Science and Analytics are leveraging Wrike to manage and track their work.

Speaker(s)
James Hedges
Director, data science
ASU Enterprise Partners

Bailey Smith
Project management specialist
ASU Enterprise Partners

Session type: Presentation

Level of session: All

Category: Data and analytics, Project management

Zoom: TBD

Description
The behind-the-scenes of our breakout social series, "Carpool Convos." This series showcases technological advancements, highlighting ASU's executive talent and technology industry guests.

Speaker(s)
Corinna Busciglio
Co-director, creative and communications
Enterprise Technology

Annie Davis
Co-director, creative and communications
Enterprise Technology

Session type: Presentation

Level of session: Leveling up

Category: Visual creative, Social media

Zoom: TBD

Description
This session explores how to effectively create and capture demand using an omni-channel media strategy. We’ll dive into the balance between brand awareness and performance marketing, leveraging data-driven insights to optimize campaign media channels.

Speaker(s)
Carolyn Wood
Senior director, media services
ASU Outreach Hub

Glenn Fuller
Digital media specialist
ASU Outreach Hub

Lynae Berryhill
Paid media coordinator
ASU Outreach Hub

Session type: Presentation

Level of session: Foundations

Category: Marketing strategy

Zoom: TBD

Description
Fulton Engineering offers its faculty or staff the ability to create small "lab" websites to assist with organizing research groups. This session will explore the value created from this service offering, best practices for maintenance and the role these sites can play in recruitment and retention.

Speaker(s)
Steve Ryan
Senior web developer
Ira A. Fulton Schools of Engineering

Session type: Presentation

Level of session: Foundations

Category: Web/UX, Recruiting and admissions

Zoom: TBD

Description
You’ve finished your work and submitted your draft … brace for edits. Let's dive into the receiving end of the feedback loop. We'll do a quick refresher on the COAST method for giving feedback teams love, then explore how to use feedback effectively — and when to push back, respectfully.

Speaker(s)
Renae Hintze
Marketing content specialist
ASU Outreach Hub

Melissa Bordow
Senior content manager
ASU Outreach Hub

Amy Noonan
Art director
ASU Outreach Hub

Andrea Hodges
Graphic designer, principal
Enterprise Brand Strategy and Management

Leigh Farr
Senior editor
Enterprise Brand Strategy and Management

Session type: Presentation

Level of session: Foundations

Category: Writing, Strategy, Visual creative

Zoom: TBD

Description
ASU’s experts database is a key tool for promoting our world-class faculty and elevating their voices in the media. In this session, we’ll walk through how the database works, why it matters and how you can contribute. You'll learn how this resource supports journalists while amplifying ASU’s research and creating new storytelling opportunities. Whether you’re in marketing or communications, take advantage of this opportunity to connect your faculty to the spotlight and to help shape how the world sees ASU.

Speaker(s)
Veronica Sanchez
Director, media relations
Media Relations and Strategic Communications

Skip Derra
Director
Media Relations and Strategic Communications

Olivia Dow
Communications coordinator
Media Relations and Strategic Communications

Session type: Presentation

Level of session: Foundations

Category: Marketing strategy

Zoom: TBD

2:00 p.m. – 2:50 p.m.

Wednesday, July 16: virtual day

Description
Explore how Wrike’s custom fields, integrations and dashboards enhance project management, collaboration, and efficiency. See how ASU Outreach Hub streamlines communication with Google Drive, SharePoint and Teams. Learn to optimize workflows, reporting and insights for better outcomes.

Speaker(s)
Sarah Wasson
Project manager
ASU Outreach Hub

Session type: Presentation

Level of session: Expert

Category: Project management

Zoom: TBD

Description
Learn about new functionalities and upgrades in the ASU Events system, giving you the tools and capabilities you need to create and publish your best events. Stay ahead with innovative tools designed to take your event publishing experience to the next level.

Speaker(s)
Leigh Farr
Senior editor
Enterprise Brand Strategy and Management

Terry Kaiser Borning
Senior web site development engineer
Enterprise Technology

Session type: Presentation

Level of session: Leveling up

Category: Events

Zoom: TBD

Description
Gen Z and Gen Alpha want marketing that feels real, creative and fun, without trying too hard. How can we grab their attention on platforms like Discord, YouTube, SMS and email, and use humor and bold ideas without missing the mark? We’ll share simple ways to connect with these audiences in 2025.

Speaker(s)
Kerstin Gallardo
Assistant director, digital engagement
Academic Enterprise Communications

Alexis Juarez
Digital communications lead
Academic Enterprise Communications

Allysson Schellhase
Social media manager
Academic Enterprise Communications

Session type: Interactive presentation

Level of session: Foundations

Category: Visual creative, Data and analytics

Zoom: TBD

Description
Discover the importance of clear, straightforward science communication and how to incorporate these strategies into your work without having a traditional science or comms background. Contributors include staff from around the university who share ASU’s complex research topics with broad audiences.

Speaker(s)
Jake Swanson
Project manager
Global Futures Laboratory

Laura Randall
Communications specialist
College of Global Futures

Shireen Dooling
Project manager
Interplanetary Initiative

Faith Kearns
Director of research communications
Arizona Water Innovation Initiative

Luke Ramsey
Graduate teaching assistant
School of Sustainability

Dana Peters
Communications specialist
Global Futures Laboratory

Session type: Panel conversation

Level of session: Foundations

Category: Communications, Professional devlopment

Zoom: TBD

Description
Learn how global education can set ASU and your programs apart—especially for ASU Online students. Walk away with messaging strategies and a plug-and-play toolkit to help you integrate global learning into your communications.

Speaker(s)
Lindsay Lohr
Senior marketing coordinator
Global Education Office

Session type: Presentation

Level of session: Foundations

Category: Email, Social media

Zoom: TBD

Description
ASU is a university with one of the largest veteran and military-affiliated student populations in the country. This distinct group is sometimes traversing school while still on active duty or transitioning to being a student and then out into the civilian world after serving our country. Communications are just as distinct as they are - citing current or previous ranks, referencing organizations that help with their transition to university life. With this session, Retired Colonel Wanda Wright, Peter M. and Michelle H. Wilver Director of the Office for Veteran and Military Academic Engagement, will give insight into ASU's military-affiliated population, language, support organizations, data and more.

Speaker(s)
Wanda Wright
Director, Office for Veteran and Military Academic Engagement
College of Integrative Sciences and Arts

Session type: Presentation

Level of session: Foundations

Category: Communications

Zoom: TBD

3:00 p.m. – 3:50 p.m.

Wednesday, July 16: virtual day

Description
Learn how media strategy defines creative communication for ASU Online's 350+ programs. After a successful implementation of “A Degree Better” campaign in FY25, we will unveil our plans for expansion in FY26. Plus, we'll share what we learned from the FY25 media strategy and how we will apply the learnings in FY26.

Speaker(s)
Claire Slattery
Director, marketing data analytics
ASU Outreach Hub

Pamela Zager-Maya
Director, creative strategy and branding
ASU Outreach Hub

Session type: Presentation

Level of session: Foundations

Category: Visual creative, Data and analytics

Zoom: TBD

Description
Explore ASU’s evolving approach to global alumni outreach, featuring practical digital strategies, regional insights and a spotlight on Thunderbird’s globally informed engagement model. Learn how content, platforms and data are being used to build stronger international alumni connections.

Speaker(s)
Jennifer (Danchen) Zhou
Assistant director, global alumni engagement
ASU Outreach Hub

Alejandra Molina
Assistant director of alumni engagement
Thunderbird School of Global Management

Session type: Presentation

Level of session: Leveling up

Category: Marketing strategy

Zoom: TBD

Description
Explore leveraging AI and LLMs for text data insights. Review examples like projecting funds, classifying queries and alumni interviews. Discuss prompt engineering, APIs, NLP integration and QA for stakeholder confidence. This is a powerful opportunity for our organization.

Speaker(s)
Daniel Shin
Data science specialist
ASU Enterprise Partners

Nishtha Wagh
Student assistant
ASU Enterprise Partners

Jonathan Carroll
Senior director, marketing technology
ASU Enterprise Partners

Session type: Presentation

Level of session: Foundations

Category: Data and analytics

Zoom: TBD

Description
Learn to create an interactive style guide using Figma Slides. This hands-on session covers how to organize and present design guidelines, brand standards or handbooks. Whether you're new to Figma or looking to streamline documentation, you'll gain practical skills to build and share style guides.

Speaker(s)
Brianna Jurado
UX designer associate
EdPlus at ASU

Alysia Henriquez
UX/UI designer
Enterprise Brand Strategy and Management

Session type: Interactive presentation

Level of session: Foundations

Category: Visual creative

Zoom: TBD

Description
Learn how we’re using infographics and interactive visuals to simplify complex topics and enhance student understanding, from tuition to the ASU Online experience. See how thoughtful design and data-driven storytelling are transforming the way students engage with key information.

Speaker(s)
Cristin Duerinckx
Product manager, ASU Online
EdPlus at ASU

Megan Reniewicki
Senior UX designer
EdPlus at ASU

Jordan Roberts
Associate UX writer
EdPlus at ASU

Session type: Presentation

Level of session: Foundations

Category: Visual creative, Web/UX

Zoom: TBD

Description
Study Hall is reaching people that traditional college marketing misses — and some of them are now choosing ASU. This session explores what’s resonating, what we’re learning and how it reframes the role of marketing in higher ed.

Speaker(s)
Michael Duah
Senior product manager
EdPlus at ASU

Kelsey Villacorte
UX researcher
EdPlus at ASU

Session type: Presentation

Level of session: Foundations

Category: Web/UX, Data and analytics

Zoom: TBD

Day 3

Thursday, July 17

In person at SkySong

8:00 a.m. – 4:30 p.m.

8:00 a.m. – 8:45 a.m.

Thursday, July 17: SkySong, in person

Breakfast (provided; special dietary options included)

Quick start
Assorted muffins, VG (380-550 Cal each)
Assorted bagels, VG (290-450 Cal each)
Buttery croissants, VG (370 Cal each)
Seasonal fresh fruit platter, V+ (35 Cal/2.5 oz. serving)

Beverages
Iced water (0 Cal/8 oz. serving)
Starbucks coffee, decaf and hot tea (0 Cal/8 oz. serving)
Orange juice (100 Cal/8 oz. serving)

V+ Vegan
VG Vegetarian

9:00 a.m. – 9:50 a.m.

Thursday, July 17: SkySong, in person

Description
Greater Phoenix has transformed from its roots as a frontier town and retirement haven into a dynamic hub of innovation and opportunity. Today, it's home to cutting-edge research centers, over $2 billion in annual venture capital and economic growth that consistently outpaces the national average.

What’s driving the next phase of this evolution? What priorities are shaping the region’s future? What role does ASU play? And how can we more powerfully tell the story of Greater Phoenix as the premier place to live, learn, work and thrive?

Panelists

Chris Camacho
President and chief executive officer
Greater Phoenix Economic Council

John Lewis
President and chief executive officer
PHX East Valley Partnership

Sintra Hoffman
President and chief executive officer
WESTMARC

Moderator

Katie Paquet
Executive director of advancement
Arizona State University

Level: All

Building: SkySong

Room: Building 3, Synergy I, Room 130

10:00 a.m. – 10:50 a.m.

Thursday, July 17: SkySong, in person

Description
So … what are you going to do with that? It’s a common myth that a degree in history, English or sociology doesn’t get you a real job. That’s why we spent the last year building out a comprehensive communications strategy on outcomes and careers for degrees in the liberal arts and sciences.

Speaker(s)
Allison Connell
Senior director, marketing and communications
The College of Liberal Arts and Sciences

Lauren Whitby
Assistant director, communications
The College of Liberal Arts and Sciences and sciences.

Session type: Presentation

Level of session: All

Category: Recruiting and admissions, Marketing strategy

Building: SkySong

Room: Building 3, Synergy II, Room 135

Description
To improve data quality, optimize performance and ensure compliance, Learning Enterprise implemented a unified event-tracking framework across its digital properties. Learn how we used Google Tag Manager, data layer standards and server-side tag management to achieve our goals.

Speaker(s)
Kyle Rassel
Senior director, marketing operations
Learning Enterprise

Jonathan Carroll
Senior director, marketing technology
ASU Enterprise Partners

Session type: Presentation

Level of session: Leveling up

Category: Data and analytics, Marketing strategy

Building: SkySong

Room: TBD

Description
How do you tell an authentic story that is moving, impactful and succinct? What are the techniques you can use with your team to create moving imagery that demonstrates the value of your unit? What is the most important part of crafting a video with high-production value?

Speaker(s)
Robert Ewing
Director of client solutions
ASU Outreach Hub

Joel Farias Godinez Jr
Video producer
ASU Outreach Hub

Session type: Interactive presentation

Level of session: Foundations

Category: Alumni/Donors, Recruiting and admissions

Building: SkySong

Room: TBD

Description
Your friendly neighborhood Print Lab has a laser and wants to give you inspiration on things you can do with it. From awards and trophies to engraving and keychains there are so many new possibilities to make our messaging soar.

Speaker(s)
Kyle Pendley
Director
Print and Imaging Lab

Session type: Presentation

Level of session: Leveling up

Category: Visual creative, Events

Building: SkySong

Room: TBD

Description
This session explores how the Communications and Web Services team at ASU Library uses design thinking to foster creativity, collaboration and connection. Through the evolution of the New Year card, we’ll show how empathy, iteration and experimentation shape our approach, maximizing impact in both major projects and daily initiatives.

Speaker(s)
Amy Watson
Design strategist
ASU Library

Marilyn Murphy
Communications specialist
ASU Library

Jordyn Kush
UX designer
ASU Library

Carson Brit
Graphic design specialist
ASU Library

Session type: Presentation

Level of session: Foundations

Category: Visual creative

Building: SkySong

Room: TBD

Description
AI can help you improve any campaign. But you might wonder, “How do I actually use this?” We’ll show you how Gen AI can assist with campaigns from brainstorming to reporting with practical examples. Whether you’re an early adopter or a cautious skeptic, you'll find ways to integrate AI in your work and keep the human touch.

Speaker(s)
Renae Hintze
Marketing content specialist
ASU Outreach Hub

Genevieve Leach
Digital content specialist
ASU Outreach Hub

Session type: Panel conversation

Level of session: Foundations

Category: Email, Social media

Building: SkySong

Room: Building 3, Synergy II, Room 135

11:00 a.m. – 11:50 a.m.

Thursday, July 17: SkySong, in person

Description
How do we understand a campaign's effectiveness? In this session you will learn basic checks that should be performed before launching a campaign and how to use Google Analytics to understand general engagement and key events from the campaign.

Speaker(s)
Jonathan Carroll
Senior director, marketing technology
ASU Enterprise Partners

Rob Ewing
Director of client solutions
ASU Outreach Hub

Session type: Presentation

Level of session: All

Category: Data and analytics, Marketing strategy

Building: SkySong

Room: Building 1, Global, Room 201

Description
DegreeMe is an AI-powered tool that matches students with degrees based on their interests and goals. It personalizes degree exploration, supports smarter choices and turns uncertainty into confidence — transforming how students discover the right degree.

Speaker(s)
Carine Chang
UX designer
EdPlus at ASU

Cristin Duerinckx
Product manager, ASU online
EdPlus at ASU

Jordan Hendrickson
Product manager
EdPlus at ASU

Andy Nicolas
AI evaluation engineer
EdPlus at ASU

Session type: Presentation

Level of session: Foundations

Category: Visual creative, Web/UX

Building: SkySong

Room: TBD

Description
This session covers how the Universidad Autónoma de Guadalajara has shaped a strong, recognizable brand over the last 90 years, including details on the 2025 campaign. Content includes the key insights, creative decisions and how we built a messaging system around impactful phrases that truly resonate.

Speaker(s)
Ramón Arroyo
Chief marketing officer
Universidad Autónoma de Guadalajara

Luis Alfonso Arjona Panduro
Omnichannel marketing manager
Universidad Autónoma de Guadalajara

Alejandro Jiménez
Creative development and Production manager
Universidad Autónoma de Guadalajara

Session type: Interactive presentation

Level of session: Leveling up

Category: Standards and management

Building: SkySong

Room: TBD

Description
Influencers are reshaping how people discover, trust, and engage with brands — and higher education is no exception. In this session, we’ll explore how ASU can leverage influencer and brand ambassador marketing to reach new audiences, shift perception, and amplify our stories.

Speaker(s)
Kristin Hersant
Global marketing officer
Learning Enterprise

Allison Brown
Manager, social media and learner advocacy
Learning Enterprise

Danielle Swanberg
Social media director
Enterprise Brand Strategy and Management

Session type: Interactive presentation

Level of session: Leveling up

Category: Social media, Marketing strategy

Building: SkySong

Room: Building 3, Synergy I, Room 130

Description
In this fast-paced, hands-on workshop, the VisLab team invites you to explore, critique, remix, and reimagine brand visuals using creative materials, strategic thinking, and a little friendly competition.

Speaker(s)
Megan Joyce
Creative Director, VisLab
The College of Liberal Arts and Sciences

John Blair
Graphic Designer Principal, VisLab
The College of Liberal Arts and Sciences

Session type: Interactive presentation

Level of session: Foundations

Category: Visual creative

Building: SkySong

Room: Building 3, Synergy II, Room 135

Noon – 1:30 p.m.

Thursday, July 17: SkySong, in person

Lunch (provided; special dietary options included)

BBQ nation
Smoked Beef Brisket (170-210 Cal/3 oz. serving)
BBQ Spiced Shredded Chicken (160 Cal/3 oz. serving)
Sides
Potato salad, VG (240 Cal/4.25 oz. serving)
Corn muffin, VG (220 Cal each)
Macaroni and cheese, VG (210 Cal/4.25 oz. serving)
Bacon and onion green beans (90 Cal/4 oz. serving)
Bakery-fresh dinner roll for sandwiches, VG (160 Cal each)
Sauces
Nashville BBQ sauce (70 Cal/1 oz. serving)
Carolina BBQ sauce, V+ (20 Cal/1 oz. serving)
Dessert
Assorted Craveworthy® cookies, VG (210-230 Cal each)

Soup and salad buffet
Garden fresh mixed greens, V+ (5 Cal/3 oz. serving)
Sliced red onions, V+ (10 Cal/1 oz. serving)
Tomatoes, V+ (5 Cal/1 oz. serving)
Cucumbers, V+ (5 Cal/1 oz. serving)
Shredded carrots, V+ (10 Cal/1 oz. serving)
Shredded cheese, VG (120 Cal/1 oz. serving)
Roasted chickpea, V+ (260 Cal/2 oz. serving)
Sliced grilled chicken (160 Cal/3 oz. serving)
Diced ham (70 Cal/2 oz. serving)
Dressing
Ranch dressing, VG (210 Cal/2 oz. serving)
Italian dressing, V+ (80 Cal/2 oz. serving)
Croutons, VG (60 Cal/0.5 oz. serving)
Bakery-fresh rolls with butter, VG (160 Cal each)
Soup
Soup du jour, VG (140-240 Cal/8 oz. serving)
Dessert
Assorted Craveworthy® cookies, VG (210-230 Cal each)

V+ Vegan
VG Vegetarian

1:30 p.m. – 2:20 p.m.

Thursday, July 17: SkySong, in person

Description

Is your marketing team finding your department ignoring branding? Learn to use Adobe Express to build a free brand kit that keeps teams aligned. We’ll also cover web accessibility, brand audits and how to create a content template library to fix inconsistencies and keep the ASU brand cohesive and strong.

Speaker(s)

Alexander Barouch
Web application developer
Sandra Day O'Connor College of Law

Ava Hansen
Interaction designer
Sandra Day O'Connor College of Law

Nathan Stetson
Web content editor
Sandra Day O'Connor College of Law

Session type: Workshop

Level of session: Foundations

Category: Visual creative, Web/UX

Building: SkySong

Room: TBD

Description
This is ASU’s first proprietary brand research in international priority markets, investigating how our brand platform translates in India and China. We wanted to identify and understand key perceptual differences among constituents in the U.S. and our largest international markets, China and India.

Speaker(s)
Terence Cher
Director of brand, international
Enterprise Brand Strategy and Management

Adam Pierno
Managing director, brand strategy
Enterprise Brand Strategy and Management

Cheyenne Carolin
Associate director of market research and insights
Enterprise Brand Strategy and Management

Session type: Interactive presentation

Level of session: Leveling up

Category: Data and analytics, Marketing strategy

Building: SkySong

Room: TBD

Description
Learn how to use market research to build internal and external buy-in for academic programs. This session covers strategies to engage faculty, align leadership and connect with prospective students — turning insights into practical action at every stage.

Speaker(s)
Madison Woodward
Marketing services manager
EdPlus at ASU

Session type: Presentation

Level of session: Foundations

Category: Data and analytics, Marketing strategy

Building: SkySong

Room: TBD

Description
Discover why parents are key decision-makers in the college journey. Using parents as a case study, learn how to build actionable personas using various data tools and research methods, and leverage them to craft more effective, targeted communications.

Speaker(s)
Tanya Amos
Director
Academic Enterprise Communications

Kerstin Gallardo
Assistant director, digital engagement
Academic Enterprise Communications

Session type: Case study

Level of session: Leveling up

Category: Data and analytics, Recruiting and admissions

Building: SkySong

Room: TBD

Description
University research is in the news, and research storytelling is more important than ever. In this session, we’ll unpack how ASU’s “Research Matters” initiative amplifies work from across the university by meeting audiences where they are. Through thoughtful segmentation and storytelling across every channel, we aim to make research resonate with not only science reporters, but your next-door neighbor. This is your invitation to help shape a more cohesive, collective voice for research. Come be part of a university-wide movement to amplify the importance of university research — for everyone.

Speaker(s)
Oliver Dean
Manager, marketing and communications
Knowledge Enterprise

Kate Howells
Executive director, strategic marketing and communications
Knowledge Enterprise

Lisa Robbins
Assistant director ASU news
Media Relations and Strategic Communications

Jay Thorne
Associate vice president
Media Relations and Strategic Communications

Session type: Interactive presentation

Level of session: Foundations

Category: Project management, Marketing strategy

Building: SkySong

Room: Building 3, Synergy I, Room 130

Description
Turn up the heat with testing techniques, personalization tactics, deeper data insights, and AI in Optimizely.

Speaker(s)
Dan Rathke
Value and adoption advisor
Optimizely

Danny Cox
Enterprise account executive
Optimizely

Session type: Workshop

Level of session: Leveling up

Category: Marketing strategy

Building: SkySong

Room: TBD

2:30 p.m. – 3:20 p.m.

Thursday, July 17: SkySong, in person

Description
From rethinking our newsroom to rebuilding our newsletter and reimagining social media content, our award-winning team aligned message and modality to drive measurable results. This session explores how strategy, intentional content planning and execution turned a strategic vision into sustained engagement and impact.

Speaker(s)
Kourtney Kelley
Assistant director of communications
Sandra Day O'Connor College of Law

Andrea Estrada
Social media specialist
Sandra Day O'Connor College of Law

Crystal Jimenez
Communications specialist
Sandra Day O'Connor College of Law

Elise Llamas
Email marketing coordinator
Sandra Day O'Connor College of Law

Session type: Presentation

Level of session: Leveling up

Category: Email, Social media

Building: SkySong

Room: TBD

Description
Learn how the ASU Alumni Association builds meaningful, personalized alumni experiences — like Sparky-signed birthday cards and custom reunion name badges with headshots from college — that help each Sun Devil feel seen, valued and celebrated, even in a network of 690,000+ strong.

Speaker(s)
Ellyse Crow
Director, affinity programs
ASU Alumni Association

Preston Swan
Director, marketing and communications
ASU Alumni Association

Session type: TBD

Level of session: All

Category: Alumni/Donors, Events

Building: SkySong

Room: Building 1, Ingenuity, Room 301

Description
Don't wait for media to come to you. If you want to have media reach out to you, you must reach out to them, acquainting them with what makes ASU world famous. Learn best practices for working with an ever-changing list of journalists.

Speaker(s)
Mark Scarp
Media relations officer
Watts College of Public Service and Community Solutions

Stephen Filmer
Manager, media relations and strategic communications
Media Relations and Strategic Communications

Gabriella Kemp
Senior media relations officer
Media Relations and Strategic Communications

Nikki Ripley
Assistant vice president
Media Relations and Strategic Communications

Session type: Panel conversation

Level of session: Foundations

Category: Media relations

Building: SkySong

Room: TBD

Description
This session explores how storytelling using the EdPlus Lookbook as a case study. Learn a 5D framework to discover, define and express your unit’s identity through writing, design and collaboration.

Speaker(s)
Abby Terlecki
Associate director, content strategy
EdPlus at ASU

Megan Reniewicki
Senior UX designer
EdPlus at ASU

Session type: Interactive presentation

Level of session: Foundations

Category: Visual creative, Marketing strategy

Building: SkySong

Room: TBD

Description
Learn how to interpret our sequential testing model and best practices reaching statistical significance.

Speaker(s)
Dan Rathke
Value and adoption advisor
Optimizely

Danny Cox
Enterprise account executive
Optimizely

Session type: Workshop

Level of session: Advanced

Category: Marketing strategy

Building: SkySong

Room: TBD

2:30 p.m. – 4:00 p.m.

Thursday, July 17: SkySong, in person

Description

Career readiness isn’t just a goal — it’s a brand promise. In this session, we’ll explore insights from brand tracking and message testing that show why careers matter in the ASU story.

We’ll hear from leaders from different academic units on how they deliver and communicate unique career experiences — and why that matters. You’ll also learn how diverse departments across the university, from the Sun Devil Athletics to the ASU Print and Imaging Lab, are helping shape the workforce of tomorrow.

Because when we tell the story of careers at ASU, we build more than a message — we build belief.

Speaker(s)

Jill Andrews
Vice president and chief brand officer
Enterprise Brand Strategy and Management

Casey Francis
Senior director, community, culture and projects
Enterprise Brand Strategy and Management

Adam Pierno
Managing director, brand strategy
Enterprise Brand Strategy and Management

Session type: Workshop

Level of session: Foundations

Building: SkySong

Room: TBD

Day 3 | SkySong directions and parking

SkySong is located at 1301 N Scottsdale Rd, Scottsdale, AZ 85257.
Find more information about getting to SkySong and parking. Free parking is available in the uncovered lots north of building 1, south of Building 3 and at the entrance off Innovation Place. 2-hour parking is available on SkySong Boulevard between buildings 1 and 2.

Day of logistics and accommodations

Accommodations and for your comfort

Elevators

Mountain America Stadium: There is elevator access from ground level to the main concourse level on the north side of Mountain America Stadium inside the northeast corner of the Student-Athlete Facility as well as inside the southwest gate. There is also elevator service to the press box, club levels, suites and upper deck on the west side of the stadium located behind section 7. See the Mountain America Stadium map.

SkySong: There is elevator access in Building 1 from the ground level to all floors, directly through the lobby when entering from the building’s south side. Elevators are available in Building 3 with access to all floors, directly through the lobby when entering from the building’s southeast side. See the SkySong Building 1 and Building 3 map.

Bathrooms

Mountain America Stadium: Bathrooms are located within all club room locations. See the Mountain America Stadium map.

SkySong: Bathrooms are located on each floor in every building. See the SkySong Building 1 and Building 3 map.

Water

Mountain America Stadium: Water is available at drinking fountains throughout Mountain America Stadium on every concourse on every level.

SkySong: Drinking fountains are located next to bathrooms on each floor in every building. See the SkySong Building 1 and Building 3 map.

Wellness

Mountain America Stadium: Family restrooms serve as the wellness/lactation rooms at this location and can be found in the San Tan Ford Club and Legend’s Club. See the Mountain America Stadium map.

SkySong: Building 1’s wellness/lactation room (room 255B) is located next to the Confluence conference room (255A) to the west of the elevators on Level 2. Building 3’s wellness/lactation room is located across the hallway for the Synergy II entry doors, the room is not numbered but indicated with a sign. See the SkySong Building 1 and Building 3 map.

On This Page:

Summer Camp 2025

What are the deets?

Who should attend?

Thank you to our presenting units:

Training and Learning

Tuesday, July 15

8:00 a.m. – 8:45 a.m.

Breakfast

Breakfast (provided; special dietary options included)

9:00 a.m. – 9:50 a.m.

Opening keynote: Leading forward

10:00 a.m. – 10:50 a.m.

Halo effects — SDA case study

Collaboration that clicks: Purposeful storytelling through PI

Figma: Work smarter, not harder

Experiential marketing aka events

From DMs to Devils: How Discord is transforming admitted student engagement

11:00 a.m. – 11:50 a.m.

Capture. Collaborate. Repurpose. Repeat.

Authenticity at scale: Storytelling through brand ambassador

Understanding and implementing message testing

UX writing isn’t just for apps: A few tips to empower all your projects

11:00 a.m. – 12:30 p.m.

Human creativity in the age of robots | 90 minutes

Using AI to unlock the power of alumni stories | 90 minutes

Noon – 1:30 p.m.

Lunch

1:30 p.m. – 2:20 p.m.

Best practices for boosting social media

Siteimprove Live: Demos on dashboards, scores and web compliance

Leading from anywhere: Empowering a global network of Sun Devil volunteers

In-sourcing impact: Behind the ASU Charter video

Leveraging sustainability to build brand affinity

2:30 p.m. – 3:20 p.m.

You sent the email … now what? (Spoiler: Most people ignored it.)

Beyond anniversaries: Leveraging milestones for future success

Think before clicking send: Smart habits for communicators

2:30 p.m. – 4:00 p.m.

Who are you trying to reach? Constituents! | 90 minutes

Making magic inside the box, designing with constraints | 90 minutes

Day 1 | Mountain America Stadium directions and parking

Wednesday, July 16

9:00 a.m. – 9:50 a.m.

Keynote | More to come

10:00 a.m. – 10:50 a.m.

Attribution going from reporting to modeling

Designing identity in the brand

Lessons in AI marketing from higher ed leaders

Ads for grads: Developing a successful paid media graduate campaign

Amplify the story: Making the most of ASU News — and ASU newsletters

11:00 a.m. – 11:50 a.m.

Leveraging propensity models for predictive lifetime value

The economic impact of Sun Devil alumni

The role of AI in recruiting — a CollegeVine case study

Incorporating Principled Innovation® into web user experience improvements

Unified messaging for international student engagement

Noon – 12:50 p.m.

Best of brand

Changing Futures: We have lift-off, what's next?

1:00 p.m. – 1:50 p.m.

Agile-ish: how to enable iterative work within ambiguous environments

Carpool Convos' from the driver seat

Demand creation to demand capture: Mastering omni-channel media

Faculty websites, values and best practices

Markups and momentum: thriving through edits

From the classroom to the front page: Fueling media outreach with ASU experts

2:00 p.m. – 2:50 p.m.

Less chaos, more collaboration: Customizing Wrike for your team

Unlock the latest events system enhancements

It’s giving … effective marketing: Reaching Gen Z and Gen Alpha

Science communication strategies

Global Education as a marketing tool

Situation report: Veteran and military-affiliated students at ASU

3:00 p.m. – 3:50 p.m.

ASU Online: What's new in FY26

Navigating the digital landscape: Global strategies for alumni outreach

Leveraging AI to categorize content at scale

Getting hands-on with Figma Slides

Show, don’t tell: Visual storytelling that simplifies the complex