UCDA Design Summit
Reinvigorate your inner designer at the 2017 UCDA Design Summit. The speakers this year were carefully selected to help stimulate your creativity, improve your social media presence, and assist navigating the sometimes challenging environment that is higher education. With a downtown area that ranks among America’s best, Greenville, South Carolina, is the perfect location for the UCDA Design Summit. Galleries, boutiques, hiking, sporting events, breweries, and an emerging culinary scene all contribute to Greenville being one of the hottest emerging travel destinations.
Correction: The dates listed in the printed Call for Registration are off by one day. The UCDA Design Summit starts on Thursday, March 30 and ends on Saturday, April 1. We apologize for the error and any confusion that it may have caused.
SHARE YOUR IDEAS
Literature Exchange—Share examples of your work with your colleagues and gather new ideas to bring back to your institution. Bring samples with you, or mail them to yourself at the hotel to arrive when you do.
Networking Reception—Enjoy light appetizers and a cash bar as you meet and greet your fellow UCDA Design Summit attendees and visit with reception sponsors.
GREENVILLE, SOUTH CAROLINA
Nestled into the foothills of the Blue Ridge Mountains, Greenville, South Carolina has combined traditional southern charm, stunning natural beauty and an unexpected contemporary cool to create one of America's hottest emerging destinations and fastest growing cities. From a revitalized downtown ranked among "America's Ten Best" by Forbes Magazine to downtown Greenville's one-of-a-kind Liberty Bridge, quaint shops, boutiques, and fabulous restaurants to a world-class collection of museums, galleries, and theaters to some of the most beautiful lakes, rivers and mountains in the world, Greenville, South Carolina is a perfect location for the UCDA Design Summit.
Praise for Greenville
Ten Underrated Cities for Art Lovers (US News and World Report)
The 25 Best US Small Cities to Spend the Weekend (Thrillist)
The Ten Best Emerging Destinations (USA Today)
The 11 Best BBQ Cities in America (The Huffington Post)
Award-winning Charleston Restaurant Coming to Greenville
Top 15 Most Scenic Destinations on the East Coast of the U.S. (TripAdvisor)
LOCATION AND LODGING
The summit will be held at the historic Westin Poinsett Greenville, located in the heart of downtown Greenville. Nestled into the foothills of the Blue Ridge Mountains, Greenville, South Carolina has combined traditional southern charm, stunning natural beauty and an unexpected contemporary cool to create one of America’s hottest emerging destinations and fastest growing cities. From a revitalized downtown ranked among “America’s Ten Best” by Forbes Magazine to downtown Greenville’s one-of-a-kind Liberty Bridge, quaint shops, boutiques, and fabulous restaurants to a world-class collection of museums, galleries, and theaters to some of the most beautiful lakes, rivers and mountains in the world, Greenville, South Carolina is a perfect location for the UCDA Design Summit.
Discounted Hotel Rates
Book your room by calling the Westin Poinsett Greenville at 1-800-WESTIN1 (800-937-8461). Mention that you are attending the UCDA Design Summit to receive the discounted rate of $169 + tax (traditional king or double room). You may also book online at tinyurl.com/ucda-westin-sc. Room block is available until February 10, 2017, subject to availability.
Take advantage of this rates and extend your stay before or after the UCDA Design Summit. The reduced rate will be honored three days prior and three days after, subject to availability.
The Westin Poinsett
120 South Main Street
Greenville, SC 29601
The hotel stay is not included in the conference registration fees. You are responsible for making your own hotel reservations. Room blocks may fill before the hotel deadline and have sold out the last few years, so please make your reservation immediately to ensure the discounted rate and availability.
FOUR WAYS TO REGISTER
Early Registration/Hotel Cutoff: February 10, 2017
1. CALL 615-459-4559 with your registration information and your credit card number.
2. FAX 615-459-5229 your completed registration form and payment information (purchase order or credit card numbers).
3. MAIL your completed registration form with payment to:
UCDA Design Summit
199 Enon Springs Road West, Suite 400
Smyrna, Tennessee 37167
4. REGISTER ONLINE
A confirmation letter will be sent to you after registration is received and processed. Occasionally conferences fill to capacity before the registration cut-off date, so please register early.
See UCDA Cancellation Policies
THURSDAY, MARCH 30
Welcome, Continental Breakfast and
Session 1: Shut Your Monkey: How to Control Your Inner Critic and Get More Done
You know that pesky voice in your head that prevents you from expressing yourself creatively? It whispers in your ear and derails your career plans, sabotages your work before it's completed, makes you overreact and misbehave. It’s time to shut that monkey down! In this talk and his recent book, bestselling author Danny Gregory explore the impact that voice has on your work, your life, and your happiness. Danny will explain where it comes from and give you concrete strategies to not only quiet the voice but liberate yourself so you can do the work you were born to do—the work that will define your life and help the world. Funny, moving, and potentially life-changing, Shut Your Monkey is based on Danny’s decades of experience as an executive creative director and the input of hundreds of other people whose lives have been impacted by the monkey in their heads.
10:45 a.m.-12 noon
Session 2: Video and Story Telling
How can video influence design and creative direction across education marketing? Whether prospective students, parents, or alumni, your audiences respond to authentic imagery and emotive, humanistic story telling. This session will include a breakdown and analysis of video’s role in the current media landscape in regards to both the education industry, and other industries using innovative marketing and design tactics.
The session will include: what makes for a great story; finding the right subjects, choosing the best format, how to extend a video campaign, capture photos and video simultaneously, what is a video-first approach, and why use it; the power of emotive student vignettes, and how to find everyday examples of students and educational success that create engaging campaigns.
Nicholas will showcase unique elements that we believe create successful education marketing campaigns, by focusing on what makes a great story.
12 noon-2 p.m.
Lunch on Your Own
Session 3: Social Media: You’re Doing it Wrong
A strong presence on social media is considered a “must have” by most institutions today looking to connect with prospective students. From attracting “friends” on Facebook to building a large list of twitter followers, schools everywhere are investing ever increasing amounts of time and money trying to engage prospects while simultaneously trying to keep up with the ever expanding Social Media landscape.
Unfortunately they may just be wasting their time and throwing away lots of money.
While prospective undergrads and their parents don’t seem to be slowing down their use of social media, recent research shows that they might not be using it in the way we thought they were. This session will focus on the role of social media in the search process and how it’s changing. You’ll learn tactics you can begin to use immediately to get the most out of your social media efforts by engaging prospects and their influencers in new ways by becoming part of their ongoing conversations. If you’ve been looking for a fresh perspective on social media, you’ll find it here.
Session 4: Blow Up Your Brand. Consistently.
With an overly restrictive adherence to identity standards, solutions can become repetitive, force alignment across very different stakeholders, and create confusion, or worse, boredom for audiences.
Prior to joining Wake Forest University in 2011, Hayes Henderson spent nearly 20 years as a founding partner and principal of Henderson Bromstead Art, developing broad-based design solutions for a variety of clients and products. In this session, Hayes will share ideas about the traditional definition of brand and how his perspective has evolved in his current in-house role. He’ll challenge the importance of consistency versus vibrancy, identity versus essence, and how each should be considered in capturing the life of your university or institution.
Enjoy light appetizers and a cash bar as you meet and greet your fellow UCDA Design Summit attendees and visit with reception sponsors.
FRIDAY, MARCH 31
Breakfast on Your Own
Session 5: Everyday Matters. The Art of the Illustrated Journal
When was the last time you drew every day? In art school? In high school? In pre-school? What if you could get back into that habit, filling sketchbooks with ideas and observations, expressing yourself, stifling your inner critic, having fun, making stuff?
Danny Gregory will inspire you with his own story of creative discovery—how he began drawing again in his mid-thirties, keeping an illustrated journal of his day-to-day life, and how this practice opened him up to all sorts of new experiences and discoveries. His example, his books, and his website have inspired many thousands of people around the world to rediscover their own creative spark. His first illustrated memoir Everyday Matters lent its name to a movement that now includes professional and amateur artists around the world who document and share their lives through drawing and writing.
11:30 a.m..-1:15 p.m.
Session 6: Photography for Art Directors
The image is everything and great branding requires great photography. How can art directors and designers help establish a consistent photographic style across collateral and media types while fully representing their institutions? What are the elements of a compelling photograph? And what skills are needed for photo direction, photo editing, and designing with photographs? In this session Ben Bilow will share examples of shot lists, photo direction for campaigns, and finished examples in print and digital that offer practical ideas for ensuring amazing images from your photographers. With one quarter of the human brain involved in visual processing, photography is the key to engaging your audiences.
Session 7: The Selfish Act of Collaboration
Creating something new can breed insecurity in those unaccustomed and accustomed alike. This can make collaboration between different disciplines as well as campus partners maddening. How you structure the magnificent mess of making things while involving others can be the biggest, best variable in your work’s success.
In advance of the university’s most ambitious capital campaign ever, Wake Forest took an inspired approach to building an internal communications group. After a bit of friction and a fair amount of growing pains, the internal team today is energized by (mostly) a lack of politics or silos, continued process refinement, and the realization that being in-house affords access and collaboration rarely experienced in the agency world.
Hayes will philosophize about finding ways to embrace this immersion and how deep collaboration might be the superpower of in-house creative teams.
Session 8: Feeding the Beast: Developing Practical, Sustainable Content Strategies
When it comes to content marketing, high hopes and good intentions aren’t enough. While anyone can start a content marketing program, actually sustaining it over the long term is a different story. Once the excitement wears off, many well-intentioned content marketing initiatives end up fizzling out, drowned under competing demands for time, shifting priorities, changes in personnel, or just sheer boredom. The result is a lot of wasted effort on your part and negative impressions in the minds of the people you were trying to reach.
“Let’s start a blog!” isn’t a content marketing strategy. Creating content marketing programs that work requires more than a great idea: it requires the strategy, structures, and processes that can sustain a program over the long haul. In this session you’ll learn how to move from strategy to sustainable execution and how to use analytics and user feedback to fine-tune your program over time.
SATURDAY, APRIL 1
Continental Breakfast and
Session 9: Visual Design for Digital Stories
How does strong visual design support storytelling? In this session, we’ll explore principles for creating visual interfaces that encourage reading, exploration, and interaction. Expect to learn about current practices and emerging trends in visual design and practical techniques for creating a cohesive visual experience that drives action.
Designers have the power to influence audiences like no other professional and more than ever design skills are being tapped for enhancing and defining experiences across customer touch points. Let's start with great digital stories.
Ben Bilow, Senior Creative Director; mStoner
Nicholas Briggs, Lead Creative and Founder; Global Business People
Sean Carton, Chief Strategist; idfive
Danny Gregory, Artist, Author, Creative Director, Blogger, Teacher, Speaker, Podcaster, Film Maker
Hayes Henderson, Assistant Vice President of Creative Communications; Wake Forest University
See bios below.
Ben Bilow is a graphic designer and creative director living and working in Chicago. Ben is senior creative director for mStoner, a digital first agency specializing in strategy and design for higher education. Prior to joining mStoner he was a designer and art director for Columbia College Chicago's award winning in-house creative office designing everything from way-finding and viewbooks to environments, websites, and advertising campaigns.
Today, Ben leads the Design and User Experience team at mStoner, working with institutions big and small to reveal great stories that drive discovery and enrollment. His clients include Brandies University, Rush University, University of Rochester, The Colburn School, Mills College, Austin Peay State University, Saint Louis University, and the Drexel University Law School.
For Ben, design is a process that starts with getting to know your audience. Figuring out what matters most to them and learning to anticipate their needs.
Nicholas Briggs, lead creative and founder of Global Business People, has spent the last six years working as a global creative consultant, photographer, and videographer.
Blending an education in Journalism and Mass Communications, and a career in branded advertising and marketing across a myriad of industries, Nicholas has built a global and niche design studio that focuses on telling authentic stories, while highlighting stories with purpose.
He has also worked for, and been published in, numerous publications in Bhutan, including Yeewong magazine, Bhutan's first ever women's and lifestyle magazine. He has also won the 2015 Applied Arts
Photojournalism Award - Canada's premier visual communications publication - for his work throughout the remote areas of Bhutan.
Nicholas has produced campaigns across nine countries, most recently for an educational study abroad client in July 2016. The campaign took him around Mongolia and China. From nomadic settlements across the Himalayas, to busy streets of high tech Asia, Nicholas has participated, documented, branded, produced, and led multiple educational experiences.
He has used design, storytelling, and creative solutions to leverage the experiences into extended campaign narratives. He's used design to connect with people around the world, from traditional yak herders in Ladakh, students around the world, to leaders of industry in finance and biotechnology.
Nicholas was a panel speaker this past June titled "Storytelling and Your Agency," hosted by MAB Managing an Agency Business.This past January, 2016, Nicholas was invited to lecture and lead a workshop at Carnegie Communications, an annual marketing conference for educational institutions. The presentation was centered around authentic branding and the power of video utilized to tell an engaging story.
Sean Carton, DCD, is Chief Strategist at idfive, LLC. He helps clients understand the constantly changing intersections of design, marketing, communication, and technology through creative ideas and beautiful solutions.
Sean has over 20 years of experience designing, developing, planning, and executing interactive media. He founded of one of Baltimore's first Web development firms in 1995, was appointed the founding Dean of the School of Design and Media at Philadelphia University, and served as the founding Director of the Center for Digital Communication, Commerce, and Culture at the University of Baltimore before coming back to idfive full-time in 2015.
Sean has published 8 books about the Internet, technology, business, and video games including co-authoring the first book about the Web (The Mosaic Quick Tour series) in 1993. He has written regular columns for ClickZ.com and Publish.com as well as contributing to magazines such as Wired, Revolution, Stim, and POV. Sean is a sought after public speaker on issues of marketing, technology, and the Internet and has delivered keynote addresses to organizations in the US, Italy, France, and the UK.
Sean has undergraduate degrees in English and Psychology from UMBC, an M.A. in English Literature from the University of Maryland College Park, and a Doctorate in Communications Design from the University of Baltimore.
Danny Gregory was born in London, grew up in Pakistan, Australia, and Israel, and graduated summa cum laude from Princeton University. He spent three decades as one of New York’s leading advertising creative directors and has created award-winning, global campaigns for clients like Chase, JPMorgan, American Express, IBM, Burger King, Ford, Chevron and many others.
Through his books (Shut Your Monkey, Art Before Breakfast, Everyday Matters, The Creative License, etc.) and in the several large online communities he oversees, Danny has shown thousands of people how to ignite their inner artists, embrace their creativity, and tell the stories of their lives. From Boston to Beijing, people who haven’t drawn since grade school have picked up the creative habit and have gone on to publish books of their own and show and sell their artwork.
Danny is a co-founder of Sketchbook Skool, a video-based art school designed to inspire creative storytelling through illustrated journaling. Sketchbook Skool encourages its global community of over 15,000 students to draw and keep a sketchbook regardless of skill level.
Here’s the main thing he wants you to know about him: “I love making things and helping other people to find their way to doing the same. I hope you will join me.”
Hayes Henderson first served as designer and later art director for Long, Haymes, & Carr—now Mullen Advertising—developing print communications for Hanes, Wachovia, Planters-Lifesavers, and Nabisco.
He left the agency in 1991 to pursue a career in illustration. Work included cover art for Newsweek, Utne Reader, Business Week, various other promotions and publications such as David Carson’s Beach Culture and Raygun magazines, as well as corporate clients including CNN, American Express, Lufthansa, and Coca Cola.
In 1994 Henderson, along with Troy Tyner, launched Henderson Tyner Art. In 2001 he partnered with Brad Bromstead to form Henderson Bromstead Art. HBA’s work included campaigns for Levi Strauss, Lowe's Home Improvement, Red Hat, Hanes Brands, Champion Apparel, Krispy Kreme, Microsoft, Wake Forest University, Habitat For Humanity, United Way, and Triad Health Project.
In 2011 Hayes became executive creative director and later assistant vice president of Creative Communications at Wake Forest University after he and his studio’s team were recruited to become the university’s Creative Communications team. Since joining WFU, his group has developed initiatives in support of admissions and recruitment, advancement and donor experience, university publications, and development of the university’s current $600M capital campaign.
In addition to HBA’s nearly 200 design awards and inclusion in over 20 books on graphic design, Henderson has served as lecturer and juror for a variety of organizations including UCDA, AIGA, The Art Directors Club of California, ADDY Awards, CASE Awards, the Art Director's Club of Washington, and the 2003 Communication Arts Design Annual.
Hayes lives in Winston-Salem with his wife Elizabeth and their children, Pierce and Livi.