From Strategy to Storytelling:
Doing the Work That Matters
*Please note all times listed are Eastern Daylight Time.
Wednesday, May 20
- 4-6 p.m. – Check-in at The Westin
- 6-9 p.m. – Sponsorship Showcase & Networking/Socializing – Alimentari Terrace
- Heavy Hors d’oeuvres & Drinks Included
- Drop-in Event with Casual Networking & Socializing
- Special giveaways and gift cards for members who attend!
Thursday, May 21
- 7-8:30 a.m. – Conference Registration Check-In & Breakfast at The Westin
- 8:30-8:45 a.m. – Welcome & Opening Remarks
- 8:45-9:30 a.m. – Session 1 – From Strategy to Story: Building Content That Serves a Purpose
- Explores how institutions translate strategic priorities into meaningful stories across web, social, email and video. Emphasis on intentional storytelling that supports enrollment, reputation and engagement, not just content volume. Speaker: Dr. Karla Leeper
- 9:30-9:35 a.m. – Sponsor Message
- 9:35-9:45 a.m. – Break
- 9:45-10:30 a.m. – Session 2 – From Policy to Practice: Governing and Using AI-Generated Content in Higher Ed
- Examines how university marcomm teams are governing and using AI while protecting trust and brand integrity. Covers policies, real-world decisions and risks around AI content and imagery. Speaker: Bart Caylor
- 10:30-10:35 a.m. – Sponsor Session
- 10:35-10:45 a.m. – Break
- 10:45 a.m.-11:30 p.m. – Session 3 – Role-Based Roundtables – Connecting with Your Professional Peers
- Attendees will gather in role-based groups (PR, digital, design, leadership, etc.) to discuss shared challenges, strengths and insights to bring back to the afternoon session. Facilitator: Hannah Eden
- 11:30-11:35 a.m. – Sponsor Session
- 11:35-11:45 a.m. – Break
- 11:45 a.m.-1:00 p.m. – Lunch at The Westin
- 1:00-1:30 p.m. – Sponsor Session from Advance Education with Joshua Swindle – The New Rules of Higher Education Marketing: How AI and Shifting Family Priorities are Reshaping Student Recruitment
- 1:30-2:15 p.m. – Session 4 – When Pressure Meets Policy: Legal Guidance on Reputation Management in Higher Education
- Examines how legal risk and communications strategy intersect during high-profile higher-ed controversies, providing guidance on guardrails, risk assessment and effective partnership with counsel. Speaker: Dannelle F. Walker Whiteside
- 2:20-2:30 p.m. – Break
- 2:30-3:45 p.m. – Session 5 – Interactive Workshop – From Silos to Strategy: Collaborative Communications in Action
- Participants will work in cross-functional teams to respond to a real-world communications scenario, developing messaging, audience strategy, visual direction and channel plans. Facilitator: Hannah Eden
- 3:50-4 p.m. – Closing Remarks / Instructions for the evening
- 6-9 p.m. – TCPRA Conference Dinner & Excursion – Spare Time Entertainment Chattanooga
- Meet in front of The Westin for transportation bus at 5:30 p.m.
Friday, May 22
- 8-10:30 a.m. – TCPRA Awards Breakfast at The Westin (awards begin at 9 a.m.)
- 10:30-11 a.m. – Behind the Awards Panel
- 11-Noon – Business Meeting & Swag Swap
- TCPRA Scholarship Presentation
- Voting on items for membership:
- Limiting member institutions to only winning one level of award per category
- Elect new leadership for the Executive Committee
- Other business
- 12:00 p.m. – Conference Adjourns
Session Details
Session 1: “From Strategy to Story: Building Content That Serves a Purpose”
Dr. Karla Leeper
Vice Chancellor for Strategic Communications and Marketing and Chief of Staff to the Chancellor, University of Tennessee Health Science Center
Karla Leeper leads institutional branding, communications, marketing, and media relations across the university’s statewide campuses. Before joining UTHSC, she served as Vice Chancellor for Strategic Communication and Public Affairs at the University of Kansas, where she launched the university’s first brand campaign in 15 years. Her career spans executive communications and operational leadership roles at Augusta University and Augusta University Health, as well as chief of staff positions at both Augusta University and Baylor University, where she also held an endowed professorship in communication studies. Dr. Leeper holds a PhD in communication studies from the University of Kansas and an MBA from Augusta University.
Session 2: “From Policy to Practice: Governing and Using AI-Generated Content in Higher Ed”
Bart Caylor
Founder and President, Caylor Solutions and The Higher Ed Marketer Podast
With a 35-year background in design, marketing, and development with corporate, education, and non-profit clients, Bart now focuses his expertise entirely on marketing for K-12 and higher education. He is an Anderson University graduate and lives with his family in Fishers, Indiana.
Session 3 : Role-Based Roundtables – Connecting with Your Professional Peers
Session 5 : Interactive Workshop – From Silos to Strategy: Collaborative Communications in Action
Hannah Eden
Director of Marketing, Austin Peay State University
Hannah Eden is a passionate communicator, creative strategist, and proud Clarksville resident who currently serves as Director of Marketing at Austin Peay State University. In this role, she leads a talented team focused on telling the university’s story through dynamic branding, digital strategy, and eye-catching content that connects with students, families, and the community.
Session 4: “When Pressure Meets Policy: Legal Guidance on Reputation Management in Higher Education”
Dannelle Whiteside, J.D.
Vice President for Legal Affairs, Austin Peay State University
Dannelle Walker Whiteside serves as Vice President for Legal Affairs and Organizational Strategy at Austin Peay State University, where she is the institution’s Chief Legal Officer and a member of the senior leadership team. She provides legal and strategic counsel on governance, policy, and enterprise risk and previously served as APSU’s Interim President during the COVID-19 pandemic. Prior to joining APSU, she held legal and policy roles with the U.S. Department of Education’s Office for Civil Rights, the Tennessee State Board of Education, and Metro Nashville Public Schools. Whiteside is a TEDx speaker, licensed attorney, and is currently pursuing her Ed.D. in Higher Education Management at the University of Pennsylvania.
Sponsor Session: Advance Education
Joshua Swindle
Vice President of Marketing for Advance Education.
Joshua Dana Swindle is an award-winning senior strategist with more than 15 years of experience known for his analytical expertise and strategic insight. He works closely with teams to analyze campaign data and translate findings into actionable strategies that drive results. With a background in creative design, Swindle brings a strong understanding of visual storytelling and branding to enrollment marketing, ensuring campaigns are both compelling and effective. His data-driven approach, combined with a creative mindset, allows him to optimize performance and maximize return on investment across every stage of the marketing journey.
Topic: The New Rules of Higher Education Marketing: How AI and Shifting Family Priorities are Reshaping Student Recruitment
AI isn’t new. It’s normal. Students and parents alike are increasingly using LLMs for research – for everything from homework help to their best options for higher education. If families already use AI to choose, the question is: how is your institution meeting them there? Our latest whitepaper outlines how to publish AI-readable answers to the most asked questions, making your value legible to both humans and machines.
Conference Sponsors
