Tag Archives: American Marketing Association

2023: WE HERE

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In November, Sidney and I had the opportunity to go to Pullman to watch the Washington State University football team host Coach Prime and the University of Colorado. When we walked on campus, we couldn’t help but notice the Colorado equipment truck parked near the fieldhouse. The back of the vehicle featured an image of Deion Sanders with his arms crossed in his signature shades with the phrase “WE COMING” written boldly across it.

The Cougars pummeled the Buffaloes that night. WSU was confident, prepared, and protective of their home turf. As we passed the truck on the way out of the stadium, Sidney and I couldn’t help but say “WE HERE.”

Ironically enough, even though we quipped that phrase on behalf of Cougar Nation, there might not be two better words that explain the Resers in 2023.

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The year 2023 will be remembered as the period in which we embraced our community, made a big commitment, and laid down roots. Surprisingly enough, for such a big year, things started out pretty quiet.

What a year it was for our family in 2023.

After such a tumultuous beginning to 2022, it was a smooth (and kind of boring) start to 2023. We threw my dad a retirement party in early January and then coasted through those first couple months. Probably the most exciting thing we did was upgrade from a queen bed to a king bed 😂. When spring arrived, the tempo started to pick up, beyond just my Bloomsday PR. We had our hearts set on a purchase even bigger than a new mattress. For the first time, we were seriously looking to buy a new house. So in between watching Sloan play t-ball and testing out the latest TikTok hacks, we were looking at homes. Thankfully we found something we liked.

My dad stands with the trophy that his employees presented to him at his retirement party.

Summer arrived and things heated up both figuratively and literally. While winter was laid back, summer was insanely busy. We attended multiple weddings, hosted Sidney’s parents, went on vacation, didn’t have a free weekend, and—oh yeah—closed on and moved into a new house. Autumn was also slammed. Both our children started at the same school, we traveled to Missoula for a Griz football weekend, Sloan played soccer, work was chaotic with the implosion of the PAC-12, I presented in Chicago at the AMAs, and we visited Myrtle Beach to spend Thanksgiving with Sidney’s family.

We had a ton of fun on our family vacation to Seabrook.

Of course there was much more to the year than that two paragraph rundown but I think that at least gives you an idea of the past 12 months, right?

When I truly reflect on 2023, I think of two unique themes. The first one is satisfaction. I know the popular adage is to never be satisfied, but I think we allowed ourselves in the second half of the year to be just that. With a home of our own, jobs we are fortunate to have, and both kids attending the same outstanding school, we permitted ourselves to be content. We have more goals and much to improve upon, but we took time to just be thankful.

We bought a house in 2023. During the second half of the year, we tried to be satisfied.

The second theme for us is unity. Sidney and I touch on this a lot with the engaged couples we mentor, but we specifically heeded it ourselves in 2023. The decision to purchase a home was part of other future plans that required Sid and I to be committed and united. We also had the blessing to take on some projects as a couple that required steadfast unity and teamwork. We are a force and so happy to be on the same team!

Unity was key for Sid and I in 2023.

In addition to those two unique themes of 2023, the same three values I highlight every year continued to be key for the Resers…

I start with family where it all begins with our Reser quartet. The four of us had a great collective year as we played, read, prayed, worshipped, ate, watched, and traveled together. A highlight was going on a vacation that necessitated we spend a lot of time in the car together. Driving to the other side of Washington and back gave us a lot of time to bond while the actual vacation on the beach was filled with memories. Speaking of driving, we made a road trip to Oregon for my cousin’s wedding that essentially doubled as an extended Reser family reunion. Before and after the nuptials, we stayed in a hotel where we shared a wing of rooms with my parents, my sister’s family, and my brother and his wife. When we weren’t spending time together in a random out-of-state hotel, you could usually find us all at my mom and dad’s house enjoying cookouts, celebrating holidays, and watching games. Hosting Sid’s parents in June was so nice and then flying to Myrtle Beach to spend time with Sid’s sisters and their families sure was a treat, especially after two years. Whether nuclear or extended family, we valued every moment we had together.

I thank my family for another great year.

Our journey to one day reach our heavenly home was hopefully bolstered by this past year. What a big role our faith played in 2023! Sidney and I mentored three engaged couples and continued our work with Engaged Encounter. Sidney organized a retreat for our Young Adult Catholic Group and I retained my involvement with the Knights of Columbus and our Catholic Men’s Group. We became godparents and explored a year-long theme of evangelization. I attended our diocese’s Eucharistic Revival event with Sloan and represented St. Mary at Hoopfest as our team of parishioners reached the championship game of our bracket. We had a blast at many family faith nights and enriched our prayer lives at home. I listened to the entirety of Fr. Mike Schmitz’s Catechism In A Year podcast. Through it all, St. Mary Catholic Church and School continue to be our epicenter for growing closer to God. We extend our gratitude to Fr. Jeff Lewis for his dispensing of the holy sacraments and his unwavering commitment to the St. Mary community.

Sloan and Beau stand outside St. Mary Catholic School on their first day of school on Sept. 5, 2023.

When it comes to career, Sidney definitely deserves to be mentioned first in 2023! She thrived in her first full year with Traveler’s Insurance as she continues to impress her bosses and receive high marks from her customers. She is used by the company as an example of “what to do” when it comes to training new employees. I had a very busy and somewhat tumultuous year. Our small but mighty marketing and communications team dealt with some major issues including the Idaho murder suspect, the implosion of the Pac-12, and college ranking messaging. But when I wasn’t arrow-focused on our comms efforts and was in my element doing marketing, it was another exhilarating 12 months. I ran point on our paid social media strategy for all nine installments of our #GoCougsMeans brand marketing campaign, oversaw an initiative that recognized WSU’s top senior grads, collaborated with the video team on some really cool projects, traveled to Chicago to present at a major higher ed conference, and managed to win our department’s personal trivia challenge at our holiday party this month 😂.

I presented at the American Marketing Association Symposium for the Marketing of Higher Ed in Chicago in Nov. 2023.

But as I said last year, my job is so great because I am allowed to be a father, husband, and child of God before I am a WSU employee. I love being a Coug, but there is a reason why the career portion of this blog post always comes after the family and faith portions. I am extremely thankful to my boss for always making sure that this is the case.

I feel lucky that family and faith come before work (photo courtesy of Ocean Simpson).

Time to send 2023 out with a bang as we savor these last couple days. As I wrap up this blog post, I feel extremely blessed that everyone within our extended families are healthy and that everyone who started 2023 with us will join us in 2024 as well. From just about every vantage point—whether it be from a physical, mental, faith, or foundational standpoint—I feel it is appropriate to exclaim WE HERE!! Thanks be to God for the past 365 days. Don’t Blink.

Crushing It In Chicago: Our 2023 AMA Higher Ed Experience

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The stage was bigger and the pressure a little greater at this year’s American Marketing Association’s Symposium for the Marketing of Higher Education. The AMA organizers didn’t hesitate to point out a couple impressive facts. First, it was the largest AMA Higher Ed Symposium in the history of the event. This year’s conference eclipsed 1,500 people! Second, and perhaps even more daunting, was the acceptance rate for speaking proposals: Just a mere 11% of the proposed sessions submitted for the conference were accepted. And with such a slim acceptance rate, you could imagine that the organizers had no problem reiterating that all sessions would be amazing.

A lot to live up to, right?

On Monday, Cara Hoag and I presented “Not Your Parents’ YouTube” to a 300-person packed conference room in the Sheraton Grand Chicago. We came prepared.

Cara and I presented “Not Your Parents’ YouTube” on November 13, 2023, at 3:45 p.m.

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This AMA speaking opportunity was a little different from my previous two. When it came to this year’s conference, I had both experience under my belt and control over our presentation. In 2019 I was an AMA newcomer and when I presented last year I was collaborating with co-presenters from different states. So to be an AMA vet and to have the luxury of serving as the project manager for this go-around was fantastic.

After submitting our proposal in April and receiving news of our acceptance in June, Cara and I dialed ourselves in from August through November to prepare for our presentation. Over the course of that timespan, the two of us strategically spaced out the selection of content, outline of the presentation, construction of slides, rehearsals, and implementation of feedback. Because of our planning and pacing, we were prepared and confident when our plane touched down in Chicago on Sunday afternoon.

But that’s not to say that I still don’t get nervous. 😊

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Because of preparation, a crowd-pleasing intro video, and rich content our presentation went off without a hitch and was enthusiastically received. We had the pleasure of answering questions that reached the double digits during our allotted session time and then were swarmed at the stage afterwards with more questions. It was gratifying to field inquiries from major institutions like the University of Florida, Clemson, and Oklahoma State about how we managed to transform our YouTube channel from a lifeless communications landing spot into a Gen-Z marketing vehicle.

Cara and I all smiles after we answered the final question that put a cap on our AMA Symposium for the Marketing of Higher Ed presentation.

Cara and I both breathed a sigh of relief that our presentation was scheduled for Monday. Not only did it ensure that more marketers could attend our presentation (attendance tends to dwindle on Tuesday and Wednesday) but it also allowed us to relax for the rest of the conference. Presenting on Monday relieves the presentation burden that no one wants to carry deep into the symposium. Also, presenting early allows other people who attended the presentation to approach us with questions they weren’t able to ask while we were on the stage. And, not going to lie, it is kind of nice to feel like a low-key celebrity.

Being a speaker at a big conference can bring a lot of anxiety. It is preferred to present early so the burden is eased.

Our AMA experience wouldn’t be possible if not for others. Thank you to the AMA Higher Ed committee for choosing us out of so many proposals and to AMA manager Christine Lucenta for helping us with logistics both prior to/during the conference.

Big thank you to our boss Holly Sitzmann for helping us with our proposal and for giving us honest feedback when we rehearsed for her. Much appreciation to our creative director Eric Limburg for creating our Powerpoint template. Our presentation would not have been the same without the intro video produced by Andrew Botterbusch of Peak Visuals. And, most important of all, thanks to our #WSU video team for making the topic of our presentation even possible. If it wasn’t for the talent, effort, and buy-in from Jason Refsland, Kara Billington, Rhynne Lee, and Devon Lockard-Dodd (along with WSU video staffers before them), our YouTube re-launch would not have been possible.

Last but not least, I would like to give a special thank you to Cara Hoag. It was such a pleasure to work with her throughout the entire process. We made a strong team and she did such an incredible job while presenting. There is nothing better than having a partner who is the ultimate team player, dependable, and talented.

What an honor it was to present with Cara Hoag. She made me look good.

I am leaving Chicago happy and fulfilled. It is always good to step outside your comfort zone and show what you know. I think it is safe to say that Cara and I made the most out of our opportunity. Don’t Blink.

In Chicago For AMA Speaking Opportunity

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As I write this, I am about to depart on the first leg of a flight itinerary that will take me to a familiar conference in a new place where I will do something that never gets old.

I am on my way to Chicago where I will present at the American Marketing Association’s Symposium for the Marketing of Higher Education. This will be my second consecutive speaking opportunity at AMA as I presented at the 2022 conference in National Harbor and my third overall as I also presented at the 2019 conference in Las Vegas.

I am thrilled and honored to speak at the 2023 AMA Symposium for the Marketing of Higher Ed.

However, this won’t be a rinse and repeat exercise. After presenting with colleagues from two other Pac-12 schools and TikTok in 2022, I will share the stage on Monday with my very own co-worker and friend, Cara Hoag. The two of us will present about how our WSU University Marketing and Communications team transformed our YouTube channel from a communications platform into a Gen Z-first marketing tool. It has been a lot of fun working with Cara the past few months on this presentation and we are looking forward to delivering it to the brightest minds in our industry.

Can’t wait to present with Cara Hoag on Monday.

The conference is taking place at the Sheraton Grand Chicago Riverwalk as I am psyched to visit one of our country’s largest and most famous cities. It is in this heart of downtown Chicago where I will have the opportunity to learn about the latest trends in higher ed marketing, catch up with friends in the industry, meet new university marketing professionals, and of course leave it all on the stage when Cara and I present on Monday afternoon. I also plan to at least get a peek of what Chicago looks like outside the walls of the Sheraton Grand.

Looking forward to learning and presenting at the Chicago Sheraton.

If you are attending this conference, make sure to check out “Not Your Parents’ YouTube” by Cara Hoag and Brent Reser at 3:45 p.m. on Monday, Nov. 13. If you are a regular Don’t Blink reader and couldn’t care less about higher ed marketing, you can still send good vibes our way 😉. Thanks to Washington State University for this opportunity! Don’t Blink.

Constraint Breeds Creativity

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As I write tonight, I am looking out at the majestic Potomac River on a beautiful sunny evening in National Harbor, Md. It has been a packed day at the American Marketing Association’s Symposium for the Marketing of Higher Ed. I have learned a lot but perhaps the best lesson from today came from the morning’s keynote speaker/bestselling author Andrew Davis.

As I write this, I am looking out my hotel window at the Potomac River.

Perhaps his message resonated with me so much because it doesn’t have to be marketing-specific. Trust me, I am a marketing nerd who enjoys concepts that only people in my field would find remotely interesting. But I also appreciate marketing principles that transcend concepts such as ROI, KPI, and CPC. Truthfully, I have a soft spot for marketing lessons that can be applied to everyday life.

Andrew Davis is brilliant! (photo is courtesy of his Twitter account….@DrewDavisIsHere)

Today, Andrew Davis introduced the Cube of Creativity. Its overlying message was that constraint breeds creativity. In a marketing industry and in a society where unlimited budgets, excess, bells and whistles, complexities, and add-ons run supreme, his message was different…but refreshing.

Davis’ Cube of Creativity was born out of the pandemic but its components might be even more necessary in present day. Whether you want to run a marketing campaign, throw a party, get in shape, beautify your lawn, or start a podcast, his four-step model can help you. It’s tenets are…

1. Stop all non-critical work activities – Eliminate the unnecessary
2. Define the outcome – Which single result defines success?
3. Limit the options – What unreasonable limitations can we apply to whatever project we are working on?
4. Raise the stakes – What will happen if we do not achieve the outcome?

A photo I took this morning of Andrew Davis entering his physical Cube of Creativity.

These four components are meant to cut down on waste and lead to activation. You want to get in shape? Who says you need a year to do it at a fancy gym? Couldn’t you set parameters based on a 6-week program that you do at your home?

Or who says you need to plan out a whole year of content for a podcast and meticulously shop around for the best podcasting platform before you begin? Couldn’t you, um, just give it a shot?

And do you really need a couple weeks to prep and prepare for a dinner party with your neighbors? Couldn’t you just send them an invite on Thursday and host them on Friday?

In life, long-term planning is necessary. However, what if we don’t have the luxury of time? Do we just throw in the towel? No. As Andrew suggests, you might have to kill a couple of current projects if it means achieving the objective that is currently most important. We can’t let our “business as usual” routines prevent us from achieving crucial goals.

Thanks to AMA for inviting Andrew Davis to this year’s symposium. His advice can be practiced both within our jobs and outside of the office. Don’t Blink.

Our Moment in the Sun

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It was an experience that surpassed all expectations.

As I sit on this plane and reflect on the past few days, all I can really say is wow. On Sunday I flew to Las Vegas feeling nervous and excited; tonight I return home feeling relieved and empowered.

It was a great three days wearing this credential.

Lindsi and I made the most of our moment in the spotlight. Vegas was the temporary higher education marketing capital of the world this past week and we made our mark. Not only did we get the chance to network with the more than 1,400 higher professionals who attended the conference, we got to present to a large portion of them.

After earning the right to present via our successful proposal, we spent eight months preparing for our presentation. We were able to build something that adequately described Coastal Carolina University’s creative and innovative Generation Z-optimized Instagram strategy. With many rehearsals under our belts, we also developed the speaking confidence required to supplement our ideas.

We presented “Stop Posting, Start Collaborating: Digital and Gen Z.”

But, just to be sure, you could find the two of us rehearsing our presentation once more in a random hallway of Caesars Palace on Monday morning at 6 a.m. When we concluded, we looked at each other and said we got this. Although still nervous, we knew we had done pretty much all we could do.

At 1:30 p.m. on Monday, Nov. 11, 2019, the stage was ours. For the past 20 minutes we had watched person after person filter into our conference room, taking up every single chair and crowding around the sides and back. The room was overflowing with conference attendees either standing or literally sitting on the floor.

People filled the conference room for our American Marketing Association presentation.

There was no turning back.

We hit the audience with our special intro and then we aced each of our initial speaking moments. It was at this point that the jitters went away and we could simply do our thing. To be on that stage was exhilarating and we couldn’t have asked for a more engaged crowd; they laughed at the appropriate times, asked questions throughout the entire presentation, and stuck around long after we finished to chat with us face-to-face.

Me presenting on Monday.

The 60-minute opportunity allowed Lindsi and I to represent Coastal Carolina University but more importantly to really credit our incredible University Marketing and Communication team for providing the necessary talent and support to implement the tactics of our Instagram strategy. You see, the most repeated question we received during our session and throughout the entire conference was this: How are you able to do so much?

Simple. It is because we have the best team.

After we finished the presentation, Lindsi kept saying Oh my gosh, Brent. Oh my gosh. The adrenaline was still pumping through our veins as we tried to contain our excitement after presenting in front of a capacity crowd made up of the brightest higher ed marketers in the country. We were on Cloud 9.

We wouldn’t step off that cloud for the rest of the conference. As Lindsi described it, it was as if we were celebrities. Throughout the next two days we were stopped not just inside the conference but in the elevators as well. People wanted to compliment our presentation and engage with us about our social media strategy. To develop so many new connections based off our presentation was really cool.

I wouldn’t have wanted to present with anyone more than Lindsi Glass. As our associate vice president for marketing and branding (and my supervisor), she has allowed #CCUSocialMedia to do what we feel is necessary to successfully connect with our audience. As I mentioned before, we make a great team and it was evidenced again this week.

It was an honor to present with Lindsi.

It will be tough to forget this week. We took the ideas we came up with in little Conway, S.C., and presented them in LAS VEGAS at CAESARS PALACE in front of lots of people. I am thankful for this career highlight but even more appreciative to everyone at Coastal Carolina for making it possible. Don’t Blink.

A Career Moment in Las Vegas

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In just a couple hours, I will be hopping on a plane bound for Las Vegas with my supervisor so we can go do something we have worked hard on for the past eight months.

In March, Lindsi Glass, our associate vice president for marketing and branding, asked if I wanted to work on a proposal with her to present at a conference. But it wasn’t just any conference. She wanted to submit to the American Marketing Association in hopes that we would receive an invitation to present at the 2019 AMA Symposium for the Marketing of Higher Education.

Lindsi and I will be presenting at the AMA Symposium for the Marketing of Higher Education on Monday, Nov. 11.

Long shot? Perhaps. But we had a great presentation topic and we drafted an intriguing proposal. A couple months after we submitted, we received word that our proposal had been accepted! We took a day or two to celebrate the achievement and then we started the process of mapping out our presentation. Little by little it started to come together. Lindsi and I are both Type A personalities so we set deadlines and objectives to make sure our prep was productive and that we would be in a position to succeed come tomorrow.

Ah yes, tomorrow. In front of higher education marketing executives and staffers from all across the country, we will take the stage at Caesars Palace to represent Coastal Carolina University the best way we can. We will present “Stop Posting. Start Collaborating. Gen Z and Digital.” Using research and examples from our #CCU social media strategy, we will explain how we optimized our Instagram account (@ccuchanticleers) for Generation Z. We will provide six tactics we used to formulate our strategy and the research that inspired each one.

Monday afternoon will be a career highlight for me. This will be my first time presenting at a national conference and to have it come at one of this stature makes it even sweeter. But this milestone isn’t just about professional growth, it is about personal growth too. I probably took too many trips to Las Vegas in my early and mid-20s simply to have fun. Six years after my last visit to the city, I will return to Vegas not as a young, immature know-it-all but as a higher education professional.

I can’t thank Lindsi enough for allowing me to work with her on this. We make a good team and it has been a pleasure watching everything come together. Cross your fingers that it all pays off tomorrow! Don’t Blink.