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2018 TACCM CONFERENCE SCHEDULE


Click sessions below for more information.

Schedule subject to change. Please check regularly.

Monday, June 25
   
Rooms
Times Dining Room
7th Floor
Pre-function Area Synergy 1 Synergy 2 Synergy 3
8:00a - 12:00p
Conference
Check-in



8:30a - 11:30a


Pre-conference Workshop: How to Graduate to the Next Level with Social Media Marketing
11:30p - 12:00p

Welcome Lunch

12:00p - 12:15p

Conference Welcome
(housekeeping, door prizes)


12:15p - 1:15p

Keynote: Carlos Sanchez (Texas Monthly)

1:30p - 2:30p

You Are Not Your User Roadmap to Accessibility What Every Marketer Needs to Know About Creating Brand Champions
2:40p - 3:40p

Financial Phobia 101 Writing Tips for Non-Writers Get the Team You Want with the Staff You Have
3:40p - 4:00p
Snack Break/
Vendor Visit/
Work Break



4:00p - 5:00p

How to Build Campaigns That Sell Themselves, Even To the Toughest Critics Who Blew Up My Website? Relationship Management: Are We in THAT Business?
6:00p - 7:30p Opening Reception
Boots-n-Bling




7:30p - 12:00a Enjoy dinner on your own in Fort Worth!
Tuesday, June 26

Rooms
Times Dining Room
7th Floor
Pre-function Area Synergy 1 Synergy 2 Synergy 3
8:30a - 9:30a Breakfast



9:40a - 9:50a

Welcome
(housekeeping, door prizes)


9:50a - 10:50a

Keynote: Elise Mitchell (Mitchell Communications Group & Denstu Aegis PR Network)

11:00a - 12:00p

Email Marketing Best Practices Writing Tips for Non-Writers Becoming Your Own Media Channel
12:00p - 12:50p

Lunch
(door prizes)


1:00p - 2:00p

Wrangling Your Marketing Herd So You Want to Launch a Mobile App What Every Marketer Needs to Know About Creating Brand Champions
2:10p - 3:10p

Smashing Student Stereotypes Get the Team You Want with the Staff You Have How To Make Your Print Marketing Pop and Paper School
3:10p - 3:30p
Snack Break/
Vendor Visit/
Work Break



3:30p - 4:30p

You Are Not Your User Relationship Management: Are We in THAT Business? Mobile, Digital, and Beyond
4:40p - 5:40

Crisis Communication Panel Discussion

6:00p - 12:00a Enjoy dinner on your own in Fort Worth!
Wednesday, June 27

Rooms
Times Dining Room
7th Floor
Pre-function Area Synergy 1 Synergy 2 Synergy 3
8:30a - 9:30a Breakfast



9:40a - 9:50a

Housekeeping
(housekeeping, door prizes)


9:50a - 10:50a

Keynote: Evan Smith
(Texas Tribune)


10:55a - 11:30a

TACC/Legislative Update

11:30a- 11:55a

TACCM Business Meeting

11:55a - 12:00p

Grab-n-Go Lunch/
Closing Remarks




BREAKOUT SESSIONS


BECOMING YOUR OWN MEDIA CHANNEL

Melinda Eddleman Headshot Tom Gubbins headshot 
Melinda Eddleman
Associate Director of
Media Relations

Del Mar College 
Daniel Ramirez
Director of Public Relations
and Marketing

South Texas College 
Tom Gubbins
Sales Director for
North America

PressPage 

It isn’t that the media world is shrinking… it has already shrunk. However the need for content has only increased with the tidal wave that is social media. Since the number of media outlets and working journalists have shrunk, it’s harder than ever before to get your news out there. In this session, former newspaper reporter turned online newsroom enthusiast Tom Gubbins with PressPage will share best practices and tips for becoming your own news outlet. Tom will look at ways to tell your school’s story in a manner that not only drives traffic to your website and social channels, but does so in a way that makes you an even more valuable asset to your local media partners.

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CRISIS COMMUNICATION PANEL

 Amanda Fenwick s  Jessica Vess s
Amanda Fenwick
Vice President,
Marketing and Public Relations

San Jacinto College
Jessica Vess
Associate Director of
Communications

Austin Community College 

Hurricane Harvey was one of the most devastating storms to hit the Texas Gulf Coast. Hear how San Jacinto College communicated with their entire student population, faculty and staff, and community before, during and after such an event including successes and challenges the College faced.

In spring 2018, the City of Austin was faced a serial bomber. Learn how Austin Community College used strategic methods to keep the college community aware during a community wide crisis, responding to media requests for expert insight, and managing local, state, national, and international media following the identification of the bomber as a former student.

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EMAIL MARKETING BEST PRACTICES

 Eddie Middlebrook headshot
Eddie Middlebrook
Senior Digital Editor/Writer
Dallas County Community
College District


In this session we will go over the continued importance of email marketing in 2018, and discuss best practices for sending emails to employees, students and the community. We will also go over common mistakes, and how to train your colleagues to use an email marketing platform.

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FINANCIAL PHOBIA 101: UNDERSTANDING STUDENT ENROLLMENT BEHAVIOR AND HOW YOUR MARKETING MESSAGE IMPACTS PROSPECTIVE STUDENTS' DECISIONS

Jennifer Fisher headshot   Heidi Robbe headshot
Jennifer Fischer
Vice President,
Business Development

TWGplus
Heidi Robbe
Director of
Enrollment Marketing

TWGplus



Based on research conducted with a prospective community college audience in the Spring of 2018, their number one concern is college debt. In this session, we'll talk about recent focus groups and research findings that highlight the importance of educating community college marketers on the types of messaging students need to see in order to feel confident in their decision to attend your institution. 

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GET THE TEAM YOU WANT WITH THE STAFF YOU HAVE

 Lana Pigao headshot
Lana Pigao 
Director, Communication
Services

Houston Community College

Many times we inherit our staff when we join an organization. As leaders we need to do with who we have. Staff development, a clear vision, stated expectations, and job ownership go a long way to build the marketing and communications team you want, and need, to be a successful department.

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HOW TO BUILD CAMPAIGNS THAT SELL THEMSELVES, EVEN TO THE TOUGHEST CRITICS

Cheryl Broom headshot 
Cheryl Broom 
President
Interact Communications


Everyone has an opinion when it comes to marketing. From faculty and administration to board members, they all have advice on how to use your precious marketing dollars.  At the end of the day, however, responsibility for the results of your marketing campaigns falls on your shoulders and the decisions you make. When the time comes to defend your marketing plan, you need to be prepared to explain the “why” behind the buy. This presentation will walk you through actual campaigns and strategies that are based off data, the latest marketing trends, and persuasive theory. Learn the “why” behind these campaigns and how you can sell a strategic approach, even to those on your campus who think they know marketing better than you do.

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HOW TO MAKE YOUR PRINT MARKETING POP AND PAPER SCHOOL

 Trey Laverty headshot Lorenzo Salazar headshot 
Trey Laverty
Director of Sales
Development

Slate Group 
Lorenzo Salazar
Account Executive
Slate Group

 


Join Slate Group for an interactive and educational printing experience.  Whether you’re new to the world of printing, looking for some inspiration, or just new to marketing, we’ll guide you through the creative side of print.  We want to empower you as a decision-maker just as much as we want to inspire you with new ideas, paper choices, and ideal techniques that will make your marketing POP and help you better connect with your audience.  Be prepared to be inspired. 


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MOBILE, DIGITAL, AND BEYOND - WHAT'S NEW AND WHAT'S NEXT IN ONLINE MARKETING FOR COMMUNITY COLLEGES

 Kristin Saar headshot  Kathi Swanson headshot  Rob Price headshot
Kristina Saar
Marketing and Advertising Coordinator
Eastfield College, Dallas County
Community College District
Dr. Kathi Swanson
President
CLARUS Corporation 
Rob Price
Digital Manager
CLARUS Corporation
 




The digital marketing landscape continues to change, and new tools, techniques and opportunities are evolving every day…and can help you in targeting potential students! Learn from a successful Texas college marketer and a national expert on digital and mobile.

         
• How to effectively budget for a digital and mobile campaign…formulas and guidelines for community college marketers

          • New trends and developments in the world of digital marketing that will affect YOU, and how to be ready

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PRE-CONFERENCE WORKSHOP: HOW TO GRADUATE TO THE NEXT LEVEL WITH SOCIAL MEDIA MARKETING

 
Bethany Smith
Senior Director of Client
Services & Strategy

Wpromote


If you’ve passed Social Media 101 and can tell your likes from your retweets, but you’re still wondering how to drive an impact with your social media or what’s next, this workshop is for you. In this session we will explore:

  • Paid and Organic Channel Specific Strategies (Facebook, Twitter, Instagram)
  • Advanced Targeting
  • Matching your tactics to KPIs, the marketing funnel and beyond
  • What’s trending in social media marketing
At the end of the session, social media expert Bethany Smith will take time to review attendees' social media on the spot and provide valuable feedback. 

Seats are limited for this pre-conference experience, so don't miss out on this informative and interactive session!

REGISTER NOW

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RELATIONSHIP MANAGEMENT: ARE WE IN THAT BUSINESS?

 Elizabeth Garza Darin Kazmir headshot 
Elizabeth Garza
Relationship Management
Coordinator

Victoria College 
Dan Kazmir
Director of Marketing
& Communications

Victoria College



Your ability to recruit and retain students is only as good as the relationships you build with them. Victoria College has developed successful relationship management strategies that involve sending automated, personalized emails and text messages to students at pivotal points along their educational journey. The presenters will share tips for effective relationship management, discuss CRM system implementation, and highlight communication plans, best practices, results, and lessons learned.

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ROADMAP TO ACCESSIBILITY

 Jennifer Aries headshot  Elizabeth Pack headshot
Jennifer Aries 
President

25th Hour Communications, Inc 
Elizabeth Pack
Web Technologies
25th Hour Communications, Inc 



Are you struggling to understand web accessibility? Why is ADA/Section 508 compliance so important?  Where do you - as marketing professionals - fit into the web accessibility scheme? This informational presentation will help you understand the roadmap to accessibility, whatever your current location to your ultimate destination. We'll cover what compliance is, why it's important to marketing your institution and how to achieve and maintain accessibility.

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SMASHING STUDENT STEREOTYPES

 Tisha Sternadel headshot  Sherri Pall headshot
Tisha Sternadel
Marketing & Communications
Assistant Director

Victoria College
Sherri Pall
Workforce & Continuing
Education Director

Victoria College



Learn all the details on how Women in Industry and Men in Healthcare became successful recruiting events for non-traditional students at Victoria College. We will explain the ins and outs of coordinating/marketing the events using Perkins funds and will share student testimonials.

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SO YOU WANT TO LAUNCH A MOBILE APP

 Jahmal Clemons headshot
Jahmal Clemons 
San Jacinto College


During the 2017-2018 school year, San Jacinto College launched a mobile app to help address student complaints that we were communicating with them too much via email. I will go over challenges, successes, and takeaways we discovered trying to balance our student's desires with the institution's goals.

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WHAT EVERY MARKETER NEEDS TO KNOW ABOUT CREATING BRAND CHAMPIONS

 Janet Cowey headshot  Salem Al-Ayyadhi headshot
Janet Cowey 
Director of Marketing
San Jacinto College
Salem Al-Ayyadhi
Graphic Designer
San Jacinto College

How often does your campus community go off-brand? As marketers, we know our brand, but our college employees don’t always know how to fully support it. If this sounds familiar, then join us and gain insights on how to create an authentic, dynamic brand ambassador program. You’ll learn step-by-step how to empower employees to keep your college’s brand cohesiveness intact. We'll share lessons learned and provide the tools needed to develop your program.

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WHO BLEW UP MY WEBSITE?

 Claudia Jackson headshot
Jessica Montalvo-Cummings headshot
 Jimmy Knioum headshot  Jonathan Blundell headshot
Claudia Jackson 
Executive Director,
Strategic Communication
& Government Relations

Del Mar College 
Jessica Montalvo-Cummings
Director of Web Services
Del Mar College
Jay Knioum
Associate Director of
College Relations

Del Mar College 
Jonathan Blundell 
Manager, Rich Media
Dallas County Community
College District

Dallas County Community College District and Del Mar College recently underwent a website redesign and launched a brand new web platform. In this session you’ll hear an overview of the project and walk away with a list of do’s and don’ts when you’re planning your next web redesign.

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WRANGLING YOUR MARKETING HERD

 Lisa Elliot headshot Jennifer Norman headshot  Torie de Jong headshot 
Lisa Elliot
Director of Marketing
& Communications
McLennan Community College 
Jennifer Norman
Associate Director of
Marketing & Communications

McLennan Community College 
Harrison Brennan
Account Executive
Workzone

As you manage tens or hundreds of projects from all across your campus community, prioritizing and tracking them all can be challenging. See how Workzone, a project management software, has helped one community college team wrangle their herd to be more productive and efficient.

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WRITING TIPS FOR NON-WRITERS

 Montrose Cunningham headshot
Montrose Cunningham 
Coordinator of
Community Outreach
Houston Community College 


With shrinking budgets and marketing departments, staff members have to wear many hats. As a result, staff members who may have little or no writing experience are called upon to write press releases, media alerts, public service announcements, and social media posts. Here are some very basic tips and guidelines, for people who aren’t writers, who may end up becoming the writer in their department.

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YOU ARE NOT YOUR USER

 Luis R Merino headshot
Luis Merino 
Rich Media Developer/
Producer
Dallas County Community
College District


Usability Testing allows designers and webmasters not only to observe how users engage websites, but also understand their thought patterns and needs. This feedback gives focused direction on how to make websites easier to use and it doesn’t have to cost a dime. In this session you will learn why testing is important, how to prepare and conduct testing sessions and how to use test results to inform crucial website design and content decisions  – all without a budget.

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