Professionals from external affairs, development, marketing and communications, and alumni relations.

Keynote Speakers

Larry D. Lauer
Vice Chancellor
Marketing and Communication
Texas Christian University

Dubbed an “integrated marketing guru,” Larry D. Lauer has spoken at international conferences, counseled with associations, and worked with schools in more than 15 countries on integrated marketing initiatives. He is a bestselling author and has written more than 30 articles and book chapters on institutional marketing and communications. Lauer is the only person to receive CASE’s Alice L. Beeman Award for Research in Communication twice, in 2003 and in 2007.

In his session, Lauer discusses marketing as a way of thinking: how our marketplace is changing very fast, why this field must be adapted to the academy, why branding is so critical to success, how a business school’s marketing is affected by its institution’s marketing, implications for university advancement, and how all this must work amid yet another communication revolution.

Shelby Kloures Radcliffe
Executive Director of Campaign Administration
Bucknell University

Shelby Kloures Radcliffe oversees advancement services and research, and coordinates the many aspects of campaigns. She is a former APRA (Association of Professional Researchers for Advancement) and PREP (Prospect Researchers of Eastern Pennsylvania)/APRA board member, and the founder of MARC (the Mid-Atlantic Researchers Conference, now in its tenth year). Radcliffe now serves as a Connections columnist and APRA-MARC Liaison.  In 2008, Radcliffe received the APRA Distinguished Service to the Profession Award.

Her session provides an overview of strategic planning and campaign implementation. One message no longer works for all alumni—constituents are savvy consumers who expect a sophisticated communications strategy from their business school. However, it is often hard to get communications and development to work in sync. Radcliffe demonstrates where knowledge management can have the best impact through examples that you can use at your school.

Learning Outcomes

• Cultivate relationships with your major donors and reach out to new supporters
• Develop strategies to engage alumni and strengthen your fundraising initiatives
• Create synergy between communications and development efforts
• Utilize new technology and applications to take your school to market
• Maximize your message with innovations in communications, advertising, and media

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