Thanks, WSU

A couple days after accepting EWU’s offer to become its next marketing director, Sidney and I found ourselves engaged in an honest conversation. She told me she felt bittersweet about my next career step. I asked my wife to explain the “bitter” portion of her sentiment. As innocently and honestly as possible, she conveyed that we moved all the way across the country for WSU and that it now seemed weird that I was leaving the place we initially made such a big sacrifice for.

I responded by saying that we indeed made a major sacrifice to join the Coug community. However, the leap of faith we took ended up materializing in an extremely fruitful way that was worth every ounce of our westward sacrifice. Going to work at WSU allowed me to benefit from a once-in-a-lifetime work arrangement (don’t think I will ever get the opportunity to work from home four days a week again!), grow tremendously as a professional, and ultimately ascend the career ladder.

But, best of all, it allowed me to work with and learn from some of the best people.

Although I had my concerns when remote work started, it quickly became apparent that goals could be accomplished and camaraderie developed even if it required Zoom calls and Teams chats. Or perhaps we got s*** done simply because of the caliber of people I had in my corner, work-from-home be damned.

Whatever the reason, despite a global pandemic that disrupted everything, I developed strong working relationships and cherished friendships with my WSU colleagues that matched the relationships built at previous stops in my career.

So today I get to say thank you. I will absolutely embrace the opportunity to extend my gratitude to those who supported, encouraged, and empowered me. As I have mentioned, our University Marketing and Communications team accomplished much during an unprecedented time when everything imaginable was thrown at us. Any contributions I made resulted from the talent, selflessness, and leadership that surrounded me.

It has been such a great experience working with the University Marketing and Communications professionals of WSU and others within the system.

Okay, here we go…

I might be partial to my UMC team but I would be remiss not to mention the many bright, talented, and kind WSU employees throughout the system. Out of all those, I have a few favorites. Erin Carroll and Sarah Page from Student Affairs constantly brightened my week during our Wednesday meeting with their positive attitudes and humor. I respect how much they truly care for the students at WSU and are willing to do whatever it takes to improve the student experience. Over the past couple years, I have worked a lot with Hailey James who serves as the chief of staff for the WSU Pullman Chancellor’s Office. She has a tough and stressful job but I always admired how she would consider the viewpoint of our UMC team even if priorities between her department and ours ever clashed. Then there is Kylie Condosta from the President’s Office who was always so easy and helpful to work with. She was instrumental in assisting me with optimizing President Schulz’s social media presence and always supported the strategy I put forth.

Erin Carroll was a great friend and ally. This is her presenting at the WSU System Marketers and Communicators Conference on the WSU Everett campus

Now for my UMC colleagues…
(a suitcase emoji 🧳 means the person no longer works at WSU. A paw emoji 🐾 means the person still works at WSU but not in UMC)

First, shout out to the patient and helpful administrative/financial officers, managers, and supervisors who helped me with all the budgeting, purchasing, and procedural tasks that are necessary for a social media program to function. Carrie Johnson (🐾), Brenda Campbell (🧳), Amanda Beardslee (🧳), Maria Amorim (🧳), Lael Gray, Kiersten Oliver, and Betty Smith…I don’t know what I would have done without you!

I will always hold a spot in my Coug heart for the news team. When I started at WSU, social media was part of the news unit. For those first several months, I was in a daily check-in meeting with the news staffers. They welcomed me with open arms and never hesitated to cover our prominent social media efforts. I appreciated the friendship of Will Ferguson (never forget late night beers at Red Lobster in Vancouver), the quick turnaround capability of RJ Wolcott, and the sheer brilliance/talent of Sara Zaske to make even the most complex scientific study understandable to a novice like myself. And I always valued the clutch web and HTML email work of Jon Bickelhaupt during major announcements when the pressure was on.

Will and I became friends and even hung out when not working. This was us social distancing during the summer of 2020 at Edgecliff Park in Spokane Valley.

Speaking of friendship, Jenny Walsh (🧳), our former EM marketing director, was my first friend at WSU. We worked closely together and she helped me become acquainted with the WSU landscape. She cared about my success and made me feel comfortable in my role.

Jenny was my first friend at WSU. That’s her with (from l-r) Jon Bickelhaupt, Larry Clark, Jenny, and Eric Limburg.

Another UMC employee who helped with our enrollment marketing efforts (and helped me) was Chris Falgiani. Many of our promo items were housed in another building on campus that I had limited access to. Whenever I needed to replenish our supply, Chris would happily haul the items from the building straight to my office. But I will most remember Chris for the countless discussions we would have about reality TV and MMA.

Our photography unit never held anything back from our social team. Bob Hubner, Shelly Hanks, and Dean Hare provided us with beautiful images that routinely became some of our top social media posts each year. I had the privilege of organizing and accompanying Bob and Shelly on several photo shoots and they were always so professional, technical, and efficient.

I can’t thank our video team enough. Jason Refsland and Kara Billington have contributed so much to UMC whether it be through brand videos, EM videos, or social videos. If not for Jason and Kara, our YouTube transformation would not have been possible (because you need the content) and my #1 WSU moment would not have occurred. This duo humored my ideas and brought many to life. Additionally, I also always enjoyed working with their top intern, Rhynne Lee, who brought a student perspective and genuine enthusiasm to every project she worked on.

Our video team is superb. Kara Billington is on the left, Rhynne Lee is on the right, and Jason Refsland is kneeling down.

While I am on the topic of interns, it is my pleasure to thank the ones who have worked for our social team over the past four years. Thank you to Kendall Hoy (🧳), Rachel Lutovsky (🧳), Chloe Houser (🧳), Dani Paramo (🧳), Fiona Scanlan (🧳), Ryan Hiller (🧳), Serena Hofdahl (🧳), Amy Rooney (🧳), Jessica Willis (🧳), Taylor Megaw (🧳), Shannon Whiting, and Claire Fruehauf. These 12 former and current WSU students brought creativity and ingenuity to the job each day. It is no wonder why many of these individuals entered immediately into incredible careers.

There probably isn’t anyone prouder of those interns than Matt Haugen, our social media manager. When I came to work at WSU I was impressed by Matt’s passion for the university and his job. Thanks to his 14 years of service to his alma matter, Matt constantly offered valuable institutional knowledge that helped our social program. He also knew how to plan one heck of a social media April Fools’ joke!

When you think of highly intelligent people with large brain capacity—at least in the context of marketing and communication in higher ed—the web director will always come to mind. I don’t like stereotypes, but in this instance I must say that Danial Bleile fits it, because in my mind he is a genius. Danial, our web development director, assisted me tremendously. Whether it was aiding me with Google Analytics, providing me access to manage the social feeds on wsu.edu, or placing the myriad of tracking pixels I asked him to install, Danial always came through. We also bonded over our nerdy fandom of Weird Al Yankovic.

If you need an example of someone who epitomizes integrity, look up Larry Clark. Our alumni magazine editor/content development associate director, Larry always puts others before himself. He will fight for, advocate on behalf of, and celebrate those around him. I worked closely with Larry as we both served on the UMC leadership team and I always valued the perspective he brought. There are two things I will always fondly remember about him: when I came to Pullman for my interview, Larry gave me the best campus tour imaginable (when he probably had a thousand other things to do) and he traveled all the way from Pullman to Spokane this week just so he could attend my farewell lunch. What a guy!

Larry Clark is sitting across from me in the middle. Both him and Jackson Price (to my left) traveled to Spokane on Wednesday to eat lunch with me at The Onion. Cara Hoag organized the lunch and Dave Wasson (end of booth opposite of me) also attended.

The next two people I am want to thank devoted their own talents and the resources of their team to WSU Social Media. Eric Limburg (🧳) and Jackson Price, who both served as creative director, spared nothing to advance the social media needs of our department. They greenlit any graphic that needed designing, video that needed shooting, or photo that needed capturing and made sure it got done. But you know what says even more about Eric and Jackson? Many times they would do the work themselves. I can’t count all the times we made a request and these guys decided to do the creating themselves—whether that meant they designed a holiday graphic, created a GIF, or made a social media profile frame. And their contribution to social is just a drop in the bucket of all they do for WSU and the creativity they bring to the table. Lucky for me, Eric and I will get the chance to work together again very soon 😉. Thank you to our talented designers for their attention to detail and willingness to experiment. I appreciate you Annie Patterson, Charles Dillon, and Valerie Boydo.

Of course the creative directors would win the office pumpkin carving contest! Eric Limburg (left) actually hired Jackson Price (right) to be our art director. When Eric left for Eastern Washington University, Jackson was promoted to creative director.

Time to say a few words about our vice president. To put it simply, I don’t know how Phil Weiler does it. If I ever felt flustered with any of the situations we dealt with over the past four years, I would just tell myself imagine what Phil is going through. As WSU’s spokesperson, you simply won’t find a more composed, even-keeled professional. When I traveled to Pullman for my interview, I had a short 1-on-1 session with Phil. He told me his leadership philosophy was to allow the experts in their area to shine without interference from him. Phil was true to his word.

Phil Weiler presents during the WSU System Marketers and Communicators Conference in Vancouver in Oct. 2022

Okay, Dave Wasson is up next. This guy was the very first WSU face I saw when he picked me up at the Spokane airport on a dark and cold December evening. He was also the person who hired me and initially supervised me. I joke with him that I accepted the job only because he gave me delicious Cosmic Crisp apples to take back to South Carolina. Of course that’s not why I actually took the job (well, at least it wasn’t the only reason), but holy moly those apples were good! In all seriousness, I appreciate Dave more than he knows. Our voyage to Pullman after he picked me up for my interview in December 2019 wasn’t the only time we would make that drive together. Knowing that we were just a one-car family for my first couple years of employment, Dave (who also lives in Spokane) would go completely out of his way to drive me to/from Pullman on the days both of us worked on campus. I sincerely appreciated his generosity and sacrifice while also relishing the chance to get to know him on a personal level during those car trips.

Dave Wasson (the one in blue taking the photo) was instrumental in me coming to WSU.

In January 2022, I didn’t make the best first impression with a UMC key hire during our 1-on-1 introductory call. I had come down with COVID and while my cough game was strong my ability to speak actual words was not. Thankfully, Cara Hoag, our EM marketing director, didn’t hold it against me. Her understanding would pave the way for an effective work relationship and a valued friendship. We navigated WSU’s partnership with a major vendor, introduced creative digital strategies to attract new Cougs, and totally transformed our university’s YouTube channel. The work we did on that last item sent us to Chicago where we presented on higher ed marketing’s biggest stage, an experience that I count as my proudest moment working for WSU. As we worked together on a professional level, we also clicked on a less formal level. For all the passion we have to advance the goals of the university we work for, at the end of the day both Cara and I are family-oriented people. We connected over this and respected each other for our shared values. Cara became a major cheerleader for my spouse and children while I did the same for her family. There is no doubt about it, our friendship will endure beyond my last day at WSU.

I am really going to miss Cara! This is us when we drove together to the WSU System Marketers and Communicators Conference in Everett in June 2023.

And now I conclude this “thank you” post by recognizing the single-most influential person during my time at Washington State University. What a transformational experience it was working for Holly Sitzmann. Her organized, pro-active, strategic leadership style has resulted in massive success within our department and provided me the guidance and opportunity to grow. It can’t be overlooked how much Holly does. She lives in Washington D.C. and works early east coast hours while finishing the day working late west coast hours. I have seen her rare vacations completely derailed by crises at WSU. I have watched as she dealt with personal tragedy after personal tragedy only to still stay on top of work and make sure her team was taken care of. Although Holly puts in long hours no matter the situation, it has always been her top priority to secure a positive work/life balance for those who work for her. She always allowed me to put my family first, pursue my quirky interests, and perform my WSU duties according to my preferred work arrangement. I have learned so much from Holly about marketing and communication but I have learned even more from her about leadership and what it means to be a good human.

I owe so much to Holly Sitzmann. Can’t believe we didn’t get a photo together over the past four years.

——————–

It is time to finally (and sadly) make my WSU exit. Holly reminded me of a blog post I penned just a couple weeks before I started here. I wrote: I have no greater motivation than to show my new bosses and co-workers that they made the right decision in hiring me. I hope I was able to achieve that objective. It would be quite the shame to come up short when all the people I mentioned above did everything possible to help me thrive.

So let me just say it one more time: THANK YOU!

What a pleasure it has been to serve Washington State University, I will always be a Coug at heart. Don’t Blink.

Engaging in Everett

After the successful and educational WSU System Communicators Conference last October in Vancouver, it didn’t take long for us to do it again. Today we wrapped up our 2023 conference in Everett. Once again, marketers and communicators from across the WSU system came together to discuss our work, learn from each other, and look ahead to the future. This time we got to do it on the WSU Everett campus!

Our latest WSU System Communicators Conference took place on the WSU Everett campus (image courtesy of WSU Photo Services).

I wanted to share some highlights and themes from our time in the Puget Sound…

Travel Partner – I traveled with my colleague and friend Cara Hoag. We were supposed to take a motor pool car but a scheduling mistake meant that we had to take my personal vehicle at the last minute. Cara, our enrollment management marketing director, took it all in stride as we had smooth travel, lively conversation, and plenty of caffeine to/from Everett.

Cara and I spent a lot of time in the car together. She made the travel time go by quick!

Special Visitor – How do you make a WSU conference stand out? You have the top university leader make an appearance! Kirk Schulz, our WSU president, made the trip to Everett to talk to our group. He thanked us for our work, expressed his goals for our marketing efforts, and even fielded questions. It was really cool to have him in-person in such an intimate setting.

It was a privilege to listen to WSU President Kirk Schulz speak to our group.

Brains Behind the Agency – The leadership team I am part of within University Marketing and Communications is working with a newly hired and highly touted marketing agency called BVK. This agency is going to help us do BIG things. We were fortunate that Vince Kalt, BVK’s senior vice president, underscored this enthusiasm by presenting to all the marketers and communicators at the conference. In a series of three different talks, Vince gave an introduction to BVK’s services/philosophies and shared some research that his agency has already completed regarding WSU. The sky is the limit for us!

Vince Kalt flew to Everett to share how BVK will greatly benefit WSU.

Updates From Phil – Our University Marketing and Communications vice president, Phil Weiler, was the glue throughout the conference. Not only did he serve as the emcee and keep the itinerary on track but he presented as well. Phil gave updates on the work our department is doing, discussed a specific communication model, and even hosted an icebreaker event on the first night.

Thanks to Phil for keeping the conference on track and for presenting!

Campus Tour – After lunch on Tuesday, we were treated to an in-depth tour of the WSU Everett campus. WSU program coordinator Brandon Buckingham took us around the main campus building as he showed us the innovative labs, impressive classrooms, creative art, and student-focused features that define the campus. After seeing so many photos and videos of WSU Everett over the past three years, it was nice to actually view it all in-person.

Brandon Buckingham was a superb tour guide. It was nice to finally visit the WSU Everett campus.

Work Project – Tuesday also allowed us to complete the filming of a video project. My social team and our video team are working on a “Best-Kept Summer Secrets” video that includes all WSU campuses. WSU Everett was the last campus we needed to film so my colleague Kara Billington (videographer) and I worked with a couple students to highlight their student center. It was enjoyable to take a break from the presentation grind and engage with a couple of enthusiastic and high-energy WSU Everett students.

Kara Billington and I were able to film with WSU Everett students for a system video project we are working on.

Communication and Mental Health – We were so fortunate that Erin Carroll, the marketing and communications director of Student Affairs, presented on a topic that many of us feel nervous and unworthy to champion within our jobs. You see, the tendency is easy to either neglect communicating about mental health entirely OR to address it in a stigmatizing, out of touch way. Erin’s expertise was much needed and appreciated as she encouraged us to normalize the topic. My favorite part of her presentation was her challenge to be more thoughtful about the images we use within stories and social media posts that relate to mental health. Erin sure was impressive!

Erin Carroll provided us with invaluable knowledge and knocked it out of the park during her presentation about communication and mental health.

The Fun Breakout 😉 – During the afternoon on Tuesday, three breakout sessions were offered. I naturally attended the one about social media. Matt Haugen, our social media manager within University Marketing and Communications, presented on content development and the hierarchy/ecosystem of social media at WSU. I was proud that Matt represented our team and I enjoyed listening to others in the session talk about their triumphs/successes with social.

Thanks to Matt Haugen for representing our University Marketing and Communications social media team!

Debrief – This morning we had the opportunity to bring it all together. We broke into small groups and chatted about what we had learned at the conference and how we can apply it moving forward. We also shared the tools we are using to make us more efficient at our jobs. The honest discussion made me feel so proud to be part of our central strategic communications team as the progress we have made under the leadership of Holly Sitzmann was highlighted.

Chantell Cosner provided a recommendation of Asana, a work management platform, to our group.

Community – At a conference like this, you can learn a lot and grow professionally. However, I prioritize the opportunities to build and solidify relationships. You can’t put a value on going out to dinner with a fun group, connecting with a new employee, or sitting down in-person with a colleague you have only interacted with via Zoom. I feel lucky to have had these experiences during my three days in Everett.

When you are visiting a beautiful city like Everett, it makes connecting with colleagues even more fulfilling. I took this photo of an Everett sunset on Tuesday night.

Big thanks to our University Marketing and Communications staff, especially Amanda Beardslee and Maria Anguiano, who organized many of the logistics for this conference. Much gratitude to Corrie Wilder, the WSU Everett marketing and communications director, for hosting us. Finally, kudos to the planning committee and presenters who made sure we had a content-rich conference. I look forward to our next all-system in-person meeting in May when we will all converge in Pullman. Don’t Blink.

Building Internal Relationships

To be honest, I didn’t know what to expect. I had never attended an internal conference before. Would it be more of a glorified retreat or would it have elements of a big deal, networking-optimized industry conference? After all, I was speaking at it, so how prestigious of an event could it actually be?

I didn’t know exactly what to expect from the conference or how much of a “conference” it would actually be. But the official name tags definitely helped add to the conference-feel.

Those thoughts ran through my mind as I rode the bus across the state of Washington on Wednesday afternoon. As I had mentioned in a blog post that evening, communicators and marketers across the Washington State University system were convening on the WSU Vancouver campus for a gathering a few years in the making (thanks, COVID).

The conference took place on the beautiful WSU Vancouver campus (photo courtesy of WSU Photo Services).

The WSU MarComm Conference drew 75 professionals from our six campuses for a couple days of team building, presentations, and discussions. As noted by Phil Weiler, our vice president of University Marketing and Communications, the opportunity was as much about breaking bread with our colleagues as it was about learning from them. That was something I could get behind!

In answer to my first question, it quickly became evident that the experience was much more of a conference event than a general meeting. Phil and several other of my central marcomm colleagues brought in some external firepower to fill the agenda.

Joe Master, a well-known player in the higher ed marketing world, had us all sitting on the edge of our seats. The man did innovative work at Temple and Drexel and now works for a respected agency called Ologie. His reputation obviously preceded him but he still blew us away with his engaging presentation about considerations and mindsets for a post-pandemic higher ed world.

Joe Master is a prolific higher ed marketer. It was great to spend some time with him while he was in Vancouver.

We were also treated to, and I can’t characterize it in any other way, “the experience” of Aaron Draplin. A larger than life designer with a very non-designer vibe, he had the whole WSU Vancouver conference room howling in laughter but also marveling at the amazing work he has done in his career. Whether he was working for high profile clients (i.e. Chris Stapleton, U.S. Post Office, etc) or donating his talents to worthy causes, the designs he showed us were unique and spectacularly on-brand with his personality.

The guy at the lectern wearing the trucker hat and sporting the bushy beard is Aaron Draplin. He gave a presentation like no other.

From the feedback I gathered from my colleagues, the external presentations were complemented very well by the internal ones. Phil presented important updates that were of interest to most everyone in attendance. Communicators from our Office of Strategy, Planning, and Analysis also gave a presentation and offered a cool way to engage with them in real time.

During the afternoon, I had the honor of presenting. Phil was gracious enough to extend the speaking opportunity to me as a “dry run” for an American Marketing Association presentation I will be delivering next month with a couple of my Pac-12 colleagues in Baltimore. With that said, the presentation was very much customized for my internal audience and it was an awesome experience that was followed by an engaging dialogue with everyone in the room.

A shot of me speaking during the conference (photo courtesy of Sara Zaske).

The presentations were broken up with campus tours, meals, and work breaks. There was even an opportunity to visit with Aaron and purchase his merchandise after his presentation—all which sold out!

I mentioned how Joe Master is an industry leader. It meant a lot that he tweeted this out after my presentation concluded.

But my favorite part of our time in Vancouver—and this hearkens right back to one of Phil’s main reasons for having the conference—were the dinners we shared back at the hotel. When we sat down to break bread at the end of the day everyone was so relaxed and casual. Every table seemed to be filled with people from different campuses, colleges, and departments. Conversations flowed easily and laughter was abundant. Many people stayed at the tables long after dessert was served. To sit down with many people we had only seen on Zoom was rewarding and worth the long trip to Vancouver in and of itself.

I extend my gratitude to Phil Weiler, Maria Anguiano, Amanda Beardslee, and the many other people who organized this conference and made it a reality. Special thanks to Brenda Alling and her team for hosting us at WSU Vancouver. Going out of state for a ritzy conference is fun, but it is important to solidify relationships internally as well. I appreciated the opportunity to network with my fellow WSU communicators and marketers and I can’t wait to do it again at WSU Everett. Don’t Blink.