April 12, 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 Magic of Marketing – A PepsiCo Case Study

  HUB 302 South
  Keynote Speaker: The Magic of Marketing – A PepsiCo Case Study
  Have you ever wondered how are great brands created, what is the process that drives innovation and what various roles do marketers play? Join us for an insightful session 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.

• 11–11:45 a.m. | Morning Sessions

  HUB 355 Roundtable: Level up your marketing with a CRM UCR marketing specialists discuss how they use a CRM to generate leads, communicate with prospective students throughout their journey, and influence conversions in this lively roundtable. You’ll hear what works, what doesn’t, and the challenges and opportunities that exist to take the UCR user experience and marketing to the next level. Moderated by Julie Porter, Director of Marketing, School of Education. Panelists: Jason Daily, Head of Global Engagement, University Extension; Christine Jo, Communications and Events Manager, Undergraduate Admissions; Cristina Sanford, Associate Director, Strategic Marketing, University Extension; Melbert Sebayan, Enrollment Marketing Manager, University Communications. View Presentation

  HUB 367 Writing for Impact Learn the 9 essential ingredients to writing compelling copy, and the “secret sauce” for unlocking the awesome power of marketing. Presenter: Jeff Girod, CHASS Director of Marketing and Communications, UCR  View Presentation

  HUB 379 Media Relations: Stories That Stand Out Hear from a former investigative journalist and successful media relations professional on the university stories that will stand out to news organizations near and far. Also learn about the communicator’s role in engaging faculty and administration well to ensure they understand what will and will not get covered. Presenter: Emily Gersema, Assistant Director of Media Relations, USC   View Presentation

• 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

  HUB 355 The Role of Monitoring in Public Relations Effective public relations in a university environment is not only about engaging our publics, but also about trying to predict the future. This session will address how to stay top of trends and identify issues before they become major concerns through active and passive monitoring, assessment, and relationship management. Presenter: La Monica Everett-Haynes, Associate Vice President and Chief Communications Officer, San Diego State University View Presentation

  HUB 367 Why the UC Riverside Brand Matters UC Riverside is in a multi-year journey to refine and advance its brand to reflect our position as an emerging national force in public higher education. This session will dive deeper into the UCR brand identity and reinforce how our brand journey can and must extend far beyond the marketing and communications space. Presenters: Johnny Cruz, UCR Interim Vice Chancellor for University Advancement Ken Pasternak, President and Chief Creative Officer, Two by Four View Presentation

  HUB 379 Search Engine Optimization for your Drupal Website You now have this shiny new website but you're still faced with the same old problem: How will people find you? In this session, you'll learn how to update your Drupal website with some common SEO best practices to make sure your site can be properly indexed by the major search engines. We will also take a quick look at how to decipher your Google Analytics data and use Google Search Console to fine-tune your keyword usage. Presenter: Ruben Mislang, M4 Interactive   View Presentation

• 2–2:45 p.m. | Afternoon Sessions: Series II

  HUB 355 Emergency Communications Panel When an emergency strikes the campus, communicators need to quickly activate a rapid-response, multi-channel approach to engaging with internal and external stakeholders. This panel discussion addresses the need to engage on-campus constituents (students and employees), digital communities (social media followers), independent observers (news media), and campus leaders. Panelists: La Monica Everett-Haynes, Associate Vice President and Chief Communications Officer, San Diego State University Emily Gersema, Assistant Director of Media Relations, USC Kelly McGrail, Director of Digital Marketing and Analytics, UC Riverside Moderator: Johnny Cruz, Interim Vice Chancellor for University Advancement, UC Riverside

  HUB 367 Brand Creative Testing Session Join representatives from Two by Four, UCR’s creative partner in developing the creative that will be used for future UCR promotions and ad campaigns. In this session, participants will have the opportunity to review and react to a draft of the university’s new brand creative concept before it’s deployed publicly.

  HUB 379 Planning On-Campus Events with the HUB Planning an on-campus or virtual event can be challenging, but HUB Scheduling is here to help. Meet Nick, Jonathan, and Lisa as they provide an overview of the HUB's planning and organizing services to make your event successful. Presenters: Nick Olivarria, Sr. Events Manager Jonathan Perez, Events Specialist Lisa Walke, Sr. Events Manager

• 3–3:45 p.m. | Afternoon Sessions: Series III

  HUB 355 Brand Creative Testing Session Join representatives from Two by Four, UCR’s creative partner in developing the creative that will be used for future UCR promotions and ad campaigns. In this session, participants will have the opportunity to review and react to a draft of the university’s new brand creative concept before it’s deployed publicly.

  HUB 367 How to create and optimize content for social media Social media has revolutionized internet marketing and become an essential communication tool between brands and audience. Hear from UCR social media manager Gina Muscato on how to create and optimize great content and stay updated on the latest trends – including how some major brands have made headlines with their social media strategies. Presenter: Gina Muscato, Social Media Manager, UC Riverside View Presentation

  HUB 379 How to Write With a UCR Voice University Communications’ news and content team employs a hybrid of journalistic and advocacy writing in its storytelling. We’ll share with you our rules and our tools so you can make sure that what ever you write, it looks and sounds like UCR. Presenter: John Warren, Director of News and Content, UC Riverside View Presentation