UCR Marketing & Communications Conference 2022
Don’t miss UC Riverside’s first-ever Marketing & Communications Conference, April 12–13, 2022, on the 3rd floor of the HUB.
At this exclusive staff event, you can learn from and interact with marketing and communications experts from across the campus and outside industries. Immerse yourself in branding, storytelling, digital marketing, strategic events planning, and more.
Best of all, the conference is free for qualifying UCR employees and includes free continental breakfast and lunch daily, plus vendor exhibitions and networking opportunities!
Kyra Gilbert, '94
Senior Marketing Manager at PepsiCo
Keynote Day One
Have you ever wondered how are great brands are created, what is the process that drives innovation, and what various roles do marketers play? Join us for an insightful session on how PepsiCo continues to innovate in the beverage world using a real life case study to explain how new ideas are fostered, the process to bring innovation to market, and the tactics that drive consumer adoption.
UCR is excited to welcome back alumna, Kyra Gilbert, '94 a marketing professional with over 15 years of experience in Consumer Packaged Goods (CPG) brand building and developing customer marketing solutions. She’ll be sharing a brand-centric case study focusing on youth-centric marketing. Learn More.
HUB 302 South
Lee Goldman, '95
Senior Director, Product Marketing & Global Transformation Marketing Leader
Keynote Day Two
UCR is thrilled to welcome alumnus Lee Goldman, an accomplished B2B marketing and strategy leader. His session will focus on the marketing and communications aspects of the Equifax transformation, including steps taken to regain trust from stakeholders, the migration to the cloud, and fulfilling the promise of helping people live their financial best. Learn More.
HUB 302 South
April 13, 2022
9:30–10 a.m. | Registration and Continental Breakfast
HUB Lobby and 302 South
Registration & Continental Breakfast
Please register at the tables located in the 3rd Floor lobby, then proceed to HUB 302 South to enjoy a breakfast of assorted petite muffins, Danish pastries, and fresh cut fruit accompanied by orange juice and coffee.
10–10:45 a.m. | Keynote Address: The Equifax Transformation
HUB 302 South
Keynote Speaker: Lee Goldman '95, Senior Director, Product Markeing & Global Transformation Marketing Leader
Equifax is completing a US$1.5B security and technology transformation. This session will focus on the marketing and communications aspects of the transformation, including steps taken to regain trust from stakeholders, the migration to the cloud, and fulfilling the promise of helping people live their financial best.
11–11:45 a.m. | Morning Sessions
What the Media Wants
Journalists from the L.A. Times, Press-Enterprise, and other Southern California media join us to discuss what makes news, and how they want to receive it.
Teresa Watanabe, Los Angeles Times
Mark Acosta, Southern California News Group
Rob McMillan, ABC7 Los Angeles
John Warren, Director of News and Content, UC Riverside
This session will help you discover what makes your department unique and includes exercises to discover what that is why it matters.
Presenter: Lisa Thomas, Main Street Marketing Partners
How To Create Click-worthy Emails
Each of us (easily) receives over one hundred emails each day. With all of this competition, how can you ensure your communication is cutting through the noise and getting in front of your readers? In this session, you’ll see email examples from Cornell University’s advancement communications team, which boasts unique open rates of 46.4% and unique click rates reaching 11%. Learn how to curate quality content for your newsletter and boost engagement for each of your constituent emails.
Presenter: Ashley Budd, Director Of Marketing Operations, Cornell University
Watch Zoom Presentation
(starts at 9 minute mark)
12–12:45 p.m. | Lunch and Vendor Tradeshow
Lunch and Vendor Tradeshow
Enjoy a complimentary lunch with fresh sandwich and side dish options and meet local printers, sign makers, T-shirt and giveaway producers, and more.
1–1:45 p.m. | Afternoon Sessions: Series I
On-Camera Techniques: Tips and Tricks for Being Your Best
Whether you’re presenting in a Zoom meeting or the subject of an interview, you can represent yourself, your department and UCR at its best by in this three-step workshop.
Learn to embody your space and be present and gain tips for making an impression in virtual meetings. From placement to framing, eyelines, and gestures — director, instructor, and actor, Sean Cook will guide you to an appealing on-camera presence.
Authentically Expressing Your Brand Within the Institutional Brand
UCR rolled out its new brand positioning and message, culminating with the new visual identity in 2020. As the new assistant dean for marketing and communication at the School of Business in June of that year, the task was to understand the university’s brand, then align and integrate with it the b-school’s brand. Who better to partner with on this journey than UCR’s University Communications team, forging a strong partnership between subject matter experts on both sides. The result? Powerful new design elements and messaging that communicate the brand promise of UCR Business.
Presenter: Kathy Drake, Assistant Dean of Marketing and Communications, UCR School of Business
Bringing Your Brand to Life Through Events
Strategically planned events provide a unique opportunity to immerse constituents in brand attributes in a way that is both powerful and credible. In this session, Dr. KJ Fagan from Pomona College will discuss the role events play in institutional brand-building and how to design events that reinforce key message points of larger marketing and communications strategies.
Presenter: KJ Fagan, Senior Director of Public Programming and Strategic Initiatives, Pomona College
2–2:45 p.m | Afternoon Sessions: Series II
Engaging our Alumni and Insights from the 2020 Roll Call
UCR alumni are a young, vibrant community of more than 130,000 Highlanders. Hear from Assistant Vice Chancellor Jorge Ancona about the programming and communications provided by the Office of Alumni Engagement to help alumni stay connected to their alma mater. Active board members of the Alumni Association will share why they continue to be engaged and give back to the university through service and philanthropic giving. And we'll share what we learned from the Alumni Roll Call and how those findings inform program planning and communications strategy.
Beyond AP Style: Editing for Inclusion
Editorial style guides are an excellent resource for the campus community to stay on brand. But let’s take it one notch further and discuss – inclusive language. While we may be editing for style and grammar, we might not always focus on whether our language is inclusive. Learn the importance of incorporating inclusive language – such as positive/asset-based language – in your content and leave empowered to create an Inclusive Language Guide of your own. We will share our journey of creating an Inclusive Language Guide for our institution, from identifying categories to lessons learned.
Presenter: Stephanie Nguyen-Preciado, Communications Specialist, Fullerton College
Building an Effective Creative Strategy
The key to outstanding marketing communications is an effective creative strategy. Veteran agency creative director Mark Jones will provide valuable insights into how to avoid generic strategies, get around customer barriers, and create messaging that motivates consumer action.
Presenter: Mark Jones has been providing award-winning marketing creative and communication strategies for major brands for 30 years, including Microsoft, Boeing, Starbucks, T-Mobile, PetSmart, Ben Bridge Jewelers, and Seattle Seahawks.
3–4 p.m. | Networking and Mocktail Party
HUB 302 South
Networking and Mocktail Party
Join conference presenters and attendees for refreshing mocktails and delicious appetizers while you make valuable connections with other UCR employees.
Kyra Gilbert, '94
Kyra Gilbert is a career marketer who’s always been passionate about finding creative ways to connect people to brands and products. Currently a Sr. Brand Marketing Manager at PepsiCo, Kyra is responsible for accelerating the Energy portfolio in the West Division through regional and customer specific marketing programs. She has been with PepsiCo for over 19 years in a variety of assignments from Quaker Oats and Tropicana brand marketing, to Foodservice and field marketing featuring the entire PepsiCo portfolio. Prior to joining PepsiCo, Kyra held account management roles at DDB and TBWA\Chiat\Day agencies. She earned an MBA from Indiana University’s Kelley School of Business and is a proud graduate of UC Riverside with a BA in Liberal Studies.
Lee Goldman, '95
Lee Goldman is an accomplished B2B marketing and strategy leader that has been successful throughout his career in building high performing teams and cultures. Lee has a very diverse marketing and communications background in companies of all sizes that includes executing transformations at IBM, Equifax and several entreprenurial projects with smaller companies. He has an undergraduate degree from University of California, Riverside with a degree in Business Administriation and an MBA from the Yale University School of Management.