Training and tools
Summer Camp 2021
Recapping last year’s Summer Camp
In 2021, Marketing Academy Summer Camp was a huge success. The community explored sessions on a wide range of topics, including brand guide updates, virtual reality, giving and digital giving, project management, SEO, data and insights and more.
Need a refresher or interested in past camp topics? All session recordings from 2021 and earlier are available in Career Edge and the most recent presentation decks are linked below.
Keynote
ASU Women's Basketball Coach Charli Turner Thorne joins us for a discussion on motivation, inspiration and resiliency – at home, in the office and on the court.
Presenter: Coach Charli Turner-Thorne
The Hub welcomes the ASU marketing community with an update on the university brand, including its strengths, attributes and evolution.
Presenter: Jill Andrews, Interim CMO
Join Executive Coach and Entrepreneur May Busch in a discussion for what she sees in the changing landscape of careers, work and communication. She will cover how the different generations in the workforce right now might think about their journeys differently and how managers and employees both might approach their shared work in this new phase.
Presenter: May Busch
What was fast, useful, or empathetic two years ago in digital media is simply commonplace today. Gaining or keeping customers with content marketing, social media, digital, and customer experience is harder than ever, for two reasons. First, ever-changing technology renders obsolete most plans and strategies that are older than just a few months. Second, the expectations of customers and prospects are ever-escalating. Jay Baer’s firm, Convince & Convert, works with the most iconic brands in the world to help solve marketing and customer experience problems. He will share his thoughts on what has changed in the past year in technology and human behavior as we all prepare for the year to come.
Presenter: Jay Baer
Brand strategy and updates
In this session, we'll dive into the What's next brand campaign for a 360 degree view, including rationale, research, campaign targets, creative, results and how they tie into the brand. We'll look at recommended ideas that all communicators can implement to build on the brand awareness generated by the campaign.
Presenters:
- Adam Pierno, Associate Vice President, Marketing Strategy
- Chris Hagan, Senior Director, Advertising and Campaign Creative
A small media buy can still be impactful. We'll catch up with three units around campus that have done focused digital advertising buys in the past year and discuss their strategy, creative approach and results.
Presenters:
- Ryan Mores, Program Coordinator Senior
- Stefanie Contreras, Director of Marketing and Communications
- Renee Beauchamp, Director, Transfer Operations
- Paige Marsin, Marketing Manager, Alumni Success
We live and breathe the ASU brand every day. Some of us are very familiar with the brand, others are new and just starting to dive into it. The strength behind our brand comes through the alignment of the entire university working together. Brandguide.asu.edu is your go-to resource for everything ASU brand related which is why we have spent the past few months rebuilding the site from scratch. Not only have we rebuilt on the latest Drupal 9 and Webspark 2 platform, but the entire site architecture has been reframed for the best experience yet. Not to mention, all 200+ pages have been reviewed and updated to house the latest and greatest content. Learn more about the new ASU Brand Guide in this session.
Presenters:
- Sarah Hough, Senior Director of Digital Creative
- Chris Halkovic, Senior Manager, Brand and Creative Production
Founded in 2012 by Matt Michalowski, ASU Class of 2009, PXL provides innovative creative solutions for the world’s largest brands, including social media campaigns, AR effects, games, and websites. Netflix, NBCUniversal, Viacom, Disney, the City of Santa Monica, and the LA Kings are a few of the many entities that have worked with PXL over the last year.
In 2020, in response to the pandemic and the resulting cancelation of in-person events, PXL created the VX Platform, an immersive web-based virtual event platform which allows event attendees to socialize and view presentation content in a 3D digital environment. Paramount Pictures was the first to develop a virtual recreation of their studio lot to be used for press events, followed soon after by Arizona State University with the creation of the ASU Virtual Campus, which debuted for Spring 2021 conferment ceremonies.
During this demonstration, you will have the opportunity to experience the VX Platform and learn more about how you can utilize it for your upcoming events.
Presenter: Matt Michaelowski, Founder and Owner
As members of the marketing and communications community are looking for direction related to diversity in brand materials, this dialogue with experts from within ASU will help to frame a space for this work on the brand. A panel of leaders from across the university will share their insights in a facilitated dialogue with time for the questions from the audience. Subject areas may include – sample diversity do’s and don’ts, not falling into tokenism and things to consider when developing diversity style guidelines.
Presenters:
- Chandra Crudup, Associate Dean for Inclusive Design for Equity and Access
- Suzanne Wilson, Senior Media Relations Officer
- Juan Mundel, Associate Professor, Director of Global Initiatives
- Shay Moser, Managing Editor
- Vanessa Ruiz, Director for Diversity Initiatives and Community Engagement
Giving and Digital giving
If all roads lead to Rome - then everything ASU leads back to the Charter. Discover how ASU's guiding mission will influence fundraising for years to come by aligning donor passions with the purpose of our university. In this session, you'll learn how the ASU Foundation (and you!) will use this newly launched platform to elevate and connect all cases for private support to the universal enterprise mission.
Presenters:
- Anna Consie, Director of Marketing
- Suzanne Rinker, Vice President, Unit Development
- Bill Kavan, Associate Vice President, Engagement and Outreach
A million-dollar gift? That's a big deal… right? Are you sure? In this session you'll learn when and how private support is news ... and when it's not. When the news outlet doesn't care about the million-dollar gift your unit just received ―- then what? How can we show the donor that it really is appreciated and making a difference?
Presenter: Michelle Stermole, Director of Communications
In spring of 2021 the ASU Foundation and the Enterprise Marketing Hub ran a comprehensive fundraising experiment: how does high ASU affinity translate to the likelihood to give? Learn what went well, what needs fine tuning, and what it takes to prime alumni towards giving.
Presenters:
- David Gould, Senior Director Performance Marketing
- Carey Fredlake, Director, Strategic Outreach
Take everything you think you know about fundraising―including those bake sales and car washes―and toss it. What does fundraising at the level of a major research university actually look like? How do we influence giving? Learn what fundraising at ASU looks like, from discovery to giving and how communication and marketing play a major role.
Presenters:
- Debbie Williams, Vice President of Marketing and Chief Operations Officer
- Suzanne Rinker, Vice President, Unit Development
- Bill Kavan, Associate Vice President, Engagement and Outreach
What exactly does the Nike Kapernick ad have to do with fundraising at Arizona State University? A whole lot, it turns out! Learn about cause-based marketing trends in the consumer industry―what's working and what isn't―and how we can apply the best of the best to generate loyal, passionate donors, regardless of what academic unit they graduated from or how they heard about ASU.
Presenter: Anna Consie, Director of Marketing
Build a website and they will give. Yeah, right! It takes a coordinated effort spanning multiple digital channels to influence audience behavior―especially when you want them to give ASU their hard-earned money! We'll cover our Ferrari of an e-commerce platform, driving prospective donors to giving pages, utilizing email and social journeys to create compelling emotional reasons to give and what's worked―and hasn't.
Presenters:
- Anna Consie, Director of Marketing
- Carey Fredlake, Director, Strategic Outreach
The newest tool in the email toolbox is here: Salesforce Marketing Cloud’s integration with Datorama. In this session, you’ll hear from ASU’s Salesforce representatives about the capabilities of the new tool and how to get started in bringing together your email data in beautiful visualizations.
Presenter: Lindsey Plitt, Salesforce Marketing Cloud Specialist
Join your fellow email community members for an informal meet up to highlight and celebrate some innovative examples of executing the ASU brand on the email channel from around the university.
Presenters:
- Aubrey Badger, Associate Director, Performance Marketing
- Tracy Smith, Salesforce Marketing Cloud Administrator
- Lindsey Plitt, Salesforce Marketing Cloud Specialist
Calling all email champions! Bring your laptops and join us for a working session to dig in to all of the features and functionality of the new 2.0 version of the shared university email template. In this session we will:
- Review how to implement the template quickly and efficiently without having to completely rebuild your existing content.
- Showcase the new features of the 2.0 template, including new module components and easier drag and drop functionality.
- Hear how one unit has been able to save time, simplify and streamline their communications by implementing the template and the modular component design system.
- There will be working time at the end of the session for one-on-one assistance to implement the template in your business unit’s emails.
Presenters:
- Aubrey Badger, Associate Director, Performance Marketing
- Tracy Smith, Salesforce Marketing Cloud Administrator
- Lindsey Plitt, Salesforce Marketing Cloud Specialist
- Abby Zufelt, Digital Marketing Manager
Networking
Inspired by innovative thinking and enterprising research goals, the Drone Studio is a premier testbed for drone research collaboration and learning. From studying integrated communications systems for autonomous vehicles to biomechanics and human motion, the instrumented space is a hub for highly collaborative and interdisciplinary research of advanced drone technologies.
Learn more
Take this opportunity to explore the Print and Imaging Lab on the Polytechnic Campus and how you can utilize them for all your printing and design needs. They are a unique lab dedicated to delivering hands-on, educational experiences for Arizona State University students, faculty and staff that provide the foundation for a successful professional career. They serve as a fee-based self-sustaining revenue model that prepare and manufacture high-quality commercial print and marketing collateral for the ASU community.
The Gary K. Herberger Young Scholars Academy is a learning environment designed for highly gifted students in grades 7-12 located on the Arizona State University West campus. Funded in part by an endowment from the Herberger Family and supported by ASU, the Gary K. Herberger Young Scholars Academy was founded to address the needs of academically and intellectually gifted students in the Phoenix area. Join us for a tour of the campus and learn more about how this school is making an impact.
In Downtown Phoenix, we'll tour the new Wexford Phoenix Biomedical Campus Building 1. The building features 240,000 square feet of wet and dry labs, office and retail space, and is LEED Gold certified. Its design was inspired by the saguaro cactus. “This building is the beginning of a new kind of energy in downtown Phoenix. (One where) private sector companies are clustering around scientists, around nurses, around physicians, around students, around dreamers, engineers, creative people, entrepreneurial people, innovative people,” says Michael Crow.
Grab your favorite ASU t-shirt or other spirit gear, or wear virtual branded gear by using Zoom filters and come for some social time and insights-sharing at the end of camp.
Project management and operations
We’ll provide the best-ish practices for creating and sustaining a small-but-mighty creative agency-style team within your organization. Leveraging the fresh-off-the-ground experience of the Creative and Communications team of the University Technology Office, we will go over lessons learned. Learn how a scrappy team rose to the challenge of servicing a 600 +-person unit as well as the entire ASU IT community (and beyond).
Presenters:
- Samantha Becker, Executive Director, Creative and Communications
- Annie Davis, Storytelling and PR Manager
- Erin Morrow, Events Manager
- Corinna Busciglio Kamilli, Strategic Communications Manager
- Stephanie Pierotti, Director, ShapingEDU
Does your unit struggle to churn out consistent, compelling content? Are you understaffed when it comes to UX and great web design? Are you a small team with big aspirations for generating great digital, print and social media content? Join this session to find out not only how to build the case for investing in student workers (hint: it won’t break your budget) but also how EdPlus and Educational Outreach and Student Services has been successful in hiring, training and retaining a thriving student staff that not only meets marketing needs but also provides an invaluable professional experience for students.
Presenters:
- Hannah Belec, Digital Marketing Manager
- Amanda Gulley, Director of User Experience
Many university teams utilize Wrike as their project management solution. With more teams being onboarded across ASU, we wanted to bring those users together for a birds of a feather discussion to see how these teams at the university are utilizing the software. This is meant to be an informal conversation where we can share best practices, tips and trick and anything else the group would like to discuss! Whether you are just starting out in Wrike or have been using it for a while, we welcome everyone to join us.
If you're not familiar with Wrike, Wrike is a Software-as-a-Service (SaaS) product that enables its users to manage and track projects, deadlines, schedules, and other workflow processes. Depending on your need, Wrike supports workflows for marketing teams, IT teams, business operations teams, professional services teams, traditional project management teams, product management teams and more.
Presenters:
- Alina Grigorians, Director, Production Management
- Chris Halkovic, Senior Manager, Brand and Creative Production
Agile has allowed the UTO Web Platforms Development team to unstick a product stalled under the weight of an overwhelming re-platform challenge. Learn how agile practices allowed a lean development team to deliver a reimagined enterprise web experience under a time crunch.
Presenter: Michael Samuelson, Systems Analyst Senior
Are you using Jira? Would you like to know more about filters, epics, and the roadmap feature? Do you have some tips and tricks you want to share with fellow Jira users? In this collaborative session we will discuss some of the different ways you can leverage the features built into Jira to help your teams succeed. This is meant to be an informal conversation where we can share best practices, tips and trick and anything else the group would like to discuss! Whether you are just starting out in Wrike or have been using it for a while, we welcome everyone to join us.
Presenters:
- Jennifer Jones, Senior Project Manager
- Melodee Gates, Assistant Director, Recruitment Experience and Communications
- Edwin Amador, Systems Analyst Associate
- John Wilson, Systems Analyst Principal
- Radley Masinelli, Project Manager Senior, IT
In the fall of 2020, ASU was approached by several Hollywood producers to be one of the first episodes of a new TV series on Amazon Prime called The College Tour. In our experience working with these producers and with the ASU community, we learned valuable lessons about authentic storytelling, experience design, distribution strategies and collaboration. Join us as we share our lessons learned, as well as the results we are experiencing in the market.
Presenter: Cindi Farmer, Director Strategic Communications
Research, analytics and insights
Increased focus on consumer privacy along with regulation, ad blocking and new devices are changing the ways major technology and media platforms measure and report on traffic. In 2021, we've already seen shifts in policies and approaches from the largest players in the industry. What impact will this have on digital content, media analytics and reporting? In this presentation, we look at what has changed, and how Lavidge and ASU are moving forward.
Presenters: Stephen Heitz, Chief Innovation Officer; Melanee Arnett, Associate Digital Media Director
You've created your campaign and now you need to report on it for your team and your leadership. Where is the data and what can you do with it? In this session, presenters will share ways to pull and sort your data for multichannel campaign reporting. They will share quick, better and best options.
Presenter: Jonathan Caroll, Director of Learner Insights and Opportunities
In this session, presenters will review data collection techniques that all units can use. They will share a case study utilizing a data> insights> strategy> creative workflow to create a marketing campaign, including a review of its performance to fuel future efforts.
Presenters:
- Aniket Majumdar, Director of Data Science
- Christine Carvalho, Managing Director, Branding and Marketing
- Chris Hagan, Senior Director, Advertising and Campaign Creative
Having our own internal data for alumni will be more important than ever in the years to come. What can we all do to support a strong database of information to support our audiences? How can this data strengthen your efforts to communicate in timely and relevant ways?
Presenters:
- Aniket Majumdar, Director of Data Science
- Nicholas Sefiddashti, Director, Marketing Data and Systems
Social media
As online public-facing brand managers, social media communicators continually strive to put forth our work as an integral and intentional piece of the overall ASU brand marketing mix. Panel members will share how they assess if specific marketing material is okay to be posted on social (paid and/or organically), how to follow up if it isn’t and how to provide an alternative solution.
Presenters:
- Vincent Orleck, Social Media Manager, Marketing and Communications
- Casey Thomas, Associate Director, Digital Engagement and Public Relations
- Charrie Larkin, Social Media Specialist
Moderator: Monica Ballesteros, Senior Manager, Social Media
Working ahead on events and initiatives that we know in advance, this panel conversation will share steps and methods we use when we work together on social media. Panelists will share their experience creating toolkits – shared assets, critical assets – for predictable timelines.
Presenters:
- Ty Fishkind, Assistant Director, Communications
- Monica Ballesteros, Senior Manager, Social Media
- Tabia Harper, Senior Manager, Digital Marketing Strategy
- Sarah Hough, Senior Director of Digital Creative
- Anna Dong, Junior Graphic Designer
- Lauren Mitchell, Associate Director of Strategy & Partnerships
Visual creative
The XD program is primarily for web design, but it's also great for making big batches of digital assets. At the beginning of the session, we'll share 3 files and show 3 very different ways of using this fast design software for digital. (web design — unity design system, social media, mobile app).
Presenters:
- Hanna Norris, Senior Art Director
- Allison Perlis, UX/UI Design Principal
- Mia Ledesma-Galindo, Management Intern
In a busy media landscape, audiences receive thousands of worded messages every day. How can we use images and video to cut through the noise and deliver impactful stories? We'll look at photography and video case studies that show how ASU communicators are bringing stories to life and tell stories without words.
Presenters:
- Lindsay Kinkade, Senior Director, Creative
- Laura Fields, Videographer Senior
- Dana Lewandowski, Multimedia Developer
- Jordan Currier, Multimedia Developer
- Alex Davis, Designer and Communications Specialist
- Deanna Dent, Multimedia Developer
- Josh Belveal, Videographer
Content creators from across the university will share their digital publication solutions and talk through their goals and outcomes. Sample tools used include Vertiqul, ISSUU and Flipsnack.
Presenters:
- Darcy Richardson, Senior Director, Upskilling Implementation
- Shay Moser, Managing Editor
This presentation is all about eXtended Reality. You will learn the differences of augmented, virtual and mixed reality, the benefits of each modality, best practices and ideal use cases for these types of experiences. You will also get to see the current XR projects at the university and walk away with tools that you can use to start using AR technology in your unit.
Presenter: Auryan Ratliff, Lead Design Evangelist, Immersive & Multimedia Experiences
“Help me put together a short pitch for funding / buy-in / prioritization!” The group will discuss tools for lean teams as they work with department contributors. Will include InDesign and Google Docs template files for one-pagers.
Presenters:
- Samantha Becker, Executive Director, Creative and Communications
- Lindsay Kinkade, Senior Director, Creative
Web
This presentation will illustrate some practical tips for preparing your local development environment for doing migration work. Specifically, it will show how Watts College has been using DDEV and PhpStorm to do custom migration work.
Presenter: Travis Butterfield, Website Specialist
Are you looking to continue growing in the field of UX? Join our session and we can walk through all the resources we use to continue to upksill and help scale our daily work as designers, researchers, content writers and strategists. We will share the top blogs, books, tools, inspiration, playbooks and more!
Presenter: Amanda Gulley, Director of User Experience
When it comes to implementing Web Standards via the Unity Design System, you have options — from easy grab-and-go approaches to more more refined nuts-and-and-bolts methods. In this session you’ll get a survey of the options, a crash course in the technologies and tooling involved, and be on your way to crafting beautiful, standards compliant sites and apps in no time.
Presenters:
- Michael Samuelson, Systems Analyst Senior
- Steve Ryan, Web Application Developer
Are you new to using a design system or Adobe XD? Want to more clearly communicate design details and direction to any developers you may be working with? In this session, we'll walk through how to use XD and the Adobe Creative Cloud component library for asu.edu to design the asu.edu pages you're responsible for creating in full alignment with ASU web standards.
Presenters: Allison Perlis, UX/UI Design Principal; Sarah Hough, Senior Director of Digital Creative
View on Career Edge Presentation deck
From embedded metadata to photo sizing, tips and tricks that will drive great SEO and fast-loading pages.
Presenters:
- Sarah Mason, Manager, SEO
- Allison Perlis, UX/UI Design Principal
- Chris Halkovic, Senior Manager, Brand and Creative Production