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Summer Camp

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Summer Camp 2025 recap

Summer Camp is Arizona State University’s annual marketing and communications conference. The most recent event was held over three days, July 15 to 17, 2025, with two in person days and one virtual day.

At 2025’s camp, we explored how to break through the noise with bold, confident stories that build trust, spark belief and demonstrate ASU’s real-world impact. We spent time on brand areas we must elevate to lead with strength in this next chapter.

Select presentations and recordings from both the in person and virtual days will be posted on this page as they become available. 

 

Ready for Summer Camp 2026?

Summer Camp 2026 will be held June 23 to 25, 2026. Check back for more information as planning gets underway! 

Have a session idea already for Summer Camp 2026? Submit before Friday, Feb. 13, 2026.  

 

Submit a session idea   Submit work for 'Best of brand' re-cap video

 

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

Training and Learning

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Day 1

Tuesday, July 15

  In person at Mountain America Stadium

  8:00 a.m. – 4:00 p.m.

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

Request access

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

Level of session: Foundations

Category: Data and analytics, Alumni/Donors

Request access

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

Level of session: Foundations

Category: Social media, Project management

Request access

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

Level of session: Foundations

Category: Web/UX

Request access

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

Level of session: Leveling up

Category: Events, Social media

Request access

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

Brian Lee
Student volunteer moderator
Devil2Devil

Samuel Teets
Student volunteer moderator
Devil2Devil

Julie Reyes
Student volunteer moderator
Devil2Devil

Level of session: Leveling up

Category: Social media

Request access

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

Level of session: Leveling up

Category: Visual creative

Request access

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

Level of session: Leveling up

Category: Social media

Request access

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

Level of session: Foundations

Category: Data and analytics, Marketing strategy

Request access

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

Level of session: Foundations

Category: Web/UX

Request access

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

Level of session: Foundations

Category: Marketing strategy, Professional development

Request access

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

Level of session: All

Category: Data and analytics, Marketing strategy

Request access

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

Level of session: Leveling up

Category: Social media, Marketing strategy

Request access

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

Level of session: Foundations

Category: Web/UX, Standards and management

Request access

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

Level of session: Foundations

Category: Alumni/Donors, Strategy

Request access

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

Level of session: All

Category: Media relations, Visual creative

Request access

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

Level of session: Foundations

Category: Events, Strategy

Request access

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

Level of session: Foundations

Category: Marketing strategy, Professional development

Request access

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

Level of session: Foundations  

Category: Events, Marketing strategy 

Request access

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

Level of session: Leveling up

Category: Media Relations, Communications

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

Level of session: Leveling up

Category: Social media, Marketing strategy

Request access

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

Level of session: All

Category: Visual Creative

Request access

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

Description
Join visionary designer Bruce Mau for a powerful summer camp session exploring his transformative framework: Design your Mind, Design your Life, Design your World. Based on his groundbreaking work with Sandi Chapman (Design Your Brain), you’ll learn how to harness neuroplasticity to intentionally grow your brain for clarity, creativity and expanded cognitive capacity. Then, through the lens of MC24, Mau’s 24 principles for Life-Centered Design, you’ll explore how to shape a meaningful, purpose-driven life — from early learning to lifelong impact. Finally, inspired by Massive Change, discover how design can help you shape a more abundant, equitable and sustainable world — not just for humans, but for all life on Earth.

Speaker
Bruce Mau
Institute professor and professor of practice in graphic design
The Design School

Level of session: All

Category: Visual creative

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 

Level of session: Leveling up

Category: Data and analytics

Request access

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

Level of session: Leveling up

Category: Visual creative

Request access

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

Level of session: Leveling up

Category: Marketing strategy, Artificial intelligence

Request access

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

Level of session: Leveling up

Category: Visual creative, Social media

 Request access

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 

Lisa Robbins
Assistant director ASU news
Media Relations and Strategic Communications

Mara Michael 
Utility editor
Media Relations and Strategic Communications

Level of session: Foundations

Category: Marketing strategy

Request access

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 

Level of session: Leveling up

Category: Data and analytics

Request access

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

Level of session: Foundations

Category: Events, Data and analytics

Request access

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

Level of session: Foundations

Category: Email, Marketing strategy

Request access

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

Level of session: Foundations

Category: Professional development

Request access

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

Level of session: Foundations

Category: Recruiting and admissions, Marketing strategy

Request access

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 

Level of session: All

Category: Visual creative

Request access

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 

Level of session: Foundations

Category: Alumni/Donors, Marketing strategy

Request access

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 

Level of session: All

Category: Data and analytics, Project management

Request access

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 

Level of session: Leveling up

Category: Visual creative, Social media

Request access

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 

Level of session: Foundations

Category: Marketing strategy

Request access

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

Level of session: Foundations

Category: Web/UX, Recruiting and admissions

Request access

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

Level of session: Foundations

Category: Writing, Strategy, Visual creative

Request access

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

Level of session: Foundations

Category: Marketing strategy

Request access

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 

Level of session: Expert

Category: Project management

Request access

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

Level of session: Leveling up

Category: Events

Request acess

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

Level of session: Foundations

Category: Visual creative, Data and analytics

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

Level of session: Foundations

Category: Communications, Professional devlopment

Request access

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

Level of session: Foundations

Category: Email, Social media

Request access

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

Level of session: Foundations

Category: Communications

Request access

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

Level of session: Foundations

Category: Visual creative, Data and analytics

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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

Level of session: Leveling up

Category: Marketing strategy

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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 

Level of session: Foundations

Category: Data and analytics

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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

Level of session: Foundations

Category: Visual creative

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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

Level of session: Foundations

Category: Visual creative, Web/UX

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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

Level of session: Foundations

Category: Web/UX, Data and analytics

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Description
Join us for an inside look at how Sun Devil Athletics is pushing the boundaries of what it means to be an athletic corporate sponsor. During this presentation, the SDA team will share how its view of sponsorship opportunities has changed over time and created new opportunities for Sun Devil athletes who make up our teams and the students sitting in our classrooms.

Speaker(s)
Brett Wallerstedt
Senior associate athletic director
Sun Devils Athletics

Level of session: Foundations

Category: Marketing strategy

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Day 3

Thursday, July 17

   In person at SkySong

   8:00 a.m. – 4:00 p.m.

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

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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.

Level of session: All

Category: Recruiting and admissions, Marketing strategy

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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 

Level of session: Leveling up

Category: Data and analytics, Marketing strategy

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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

Amy Noonan
Art director
ASU Outreach Hub 

Joel Farias Godinez Jr
Video producer 
ASU Outreach Hub

Level of session: Foundations

Category: Alumni/Donors, Recruiting and admissions

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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

Level of session: Leveling up

Category: Visual creative, Events

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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

Level of session: Foundations

Category: Visual creative 

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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

Melissa Bordow
Senior content manager
ASU Outreach Hub 

Level of session: Foundations

Category: Email, Social media

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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

Level of session: All

Category: Data and analytics, Marketing strategy

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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

Level of session: Foundations

Category: Visual creative, Web/UX

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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

Level of session: Leveling up

Category: Standards and management

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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

Level of session: Leveling up

Category: Social media, Marketing strategy 

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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 

Level of session: Foundations

Category: Visual creative

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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

Level of session: Foundations

Category: Visual creative, Web/UX

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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

Level of session: Leveling up

Category: Data and analytics, Marketing strategy

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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

Level of session: Foundations

Category: Data and analytics, Marketing strategy

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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

Level of session: Leveling up

Category: Data and analytics, Recruiting and admissions

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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

Level of session: Foundations

Category: Project management, Marketing strategy

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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 

Level of session: Leveling up

Category: Marketing strategy

2:30 p.m. – 3:20 p.m.

Thursday, July 17: SkySong, in person

Description
As a special opportunity for guests interested in this topic, Adobe has added an additional session to Summer Camp. Part 2 of Adobe’s session, dedicated to a more in-depth and hands-on demonstration of Adobe Express’ brand kit capabilities will take place directly following its "Brand-aid" counterpart session.

Speaker(s)
Ava Hansen
Interaction designer 
Sandra Day O'Connor College of Law

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

Jo Penniston
Professional development project manager
Edge Gain

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

Level of session: Level up

Category: Visual creative, Web/UX

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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

Level of session: Leveling up

Category: Email, Social media

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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

Level of session: All

Category: Alumni/Donors, Events

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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

Level of session: Foundations

Category: Media relations

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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

Level of session: Foundations

Category: Visual creative, Marketing strategy

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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 

Level of session: Advanced

Category: Marketing strategy

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 

Level of session: Foundations

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Enterprise Brand Strategy and Management

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