Tag Archives: Eastern Washington University

2025 EWU Holiday Video: Teamwork

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To watch the 2025 #EWU Holiday Video, tap here.

The thing about creating something that is memorable and well-received is the pressure to replicate it. After our 2024 holiday video was released, it didn’t take long before the EWU community was asking, “How do you plan to top that?”

It was a question that packed plenty of stress. How could we surpass a highly-viewed video that was lauded for its creativity, student-involvement, and on-brand messaging?

My answer for rivaling last year’s video was simple: Let my team shine.

Thinking about how we would top the 2024 holiday video had me grabbing my head like the student in the middle (source: 2024 EWU holiday video thumbnail)

An Idea Is Born

In 2024, we had a direction. Our holiday video needed to reflect our newly-launched brand positioning (“The Region’s Polytechnic”). In 2025, the directive was more wide open. Because of this freedom, I decided to hold a pitch session.

The 2025 holiday video odyssey started in September. I summoned a small team to our meeting room. We went around the table and we each pitched two ideas. We listened as each person presented and then asked questions. The meeting went well-beyond its allotted hour but by the time we left the room, we had eight possible directions for the video.

Our 2025 EWU holiday video crew consisted of Amy Bradberry (social media manager), Luke Kenneally (multimedia specialist), Ginny Baxter (digital marketing supervisor), Swoop (mascot…but not a crew member), and me.

The Future Is Bright

Eric Limburg, our associate vice president of University Relations, took our ideas to EWU President Shari McMahan. She chose her two favorites and told our team to develop them more. Our crew returned to the meeting room and fleshed out each idea with a full script. Eric then took the built-out concepts to President McMahan for a final decision.

You can probably imagine that the four of us waited with great anticipation for President McMahan’s choice. When Eric relayed her decision to us, we were excited and ready to get to work. Our president selected a concept titled “The Future is Bright.” Originally pitched by our social media manager, Amy Bradberry, the script detailed a quest by Swoop to create an ornament using inspiration and collaboration from all four EWU academic colleges.

After a pretty intense process to identify a theme for our holiday video, President Shari McMahan chose an idea pitched by Amy Bradberry called “The Future Is Bright.”

Refinement

Reflecting on the evolution of the idea is fascinating. Over the course of different script workshops, we refined the story and made some significant changes. For example, the ornament changed to a tree topper, the opening scene changed locations from the Eagle Store to the Arevalo Student Mall, and the assembly morphed from the foundry to the robotics lab—just to name a few.

We also added enhancements that we originally didn’t specify in the script. Fun extras like a map overlay to show Swoop’s campus movements, the incorporation of CGI, and even some Easter eggs were added in the hope of keeping viewers engaged.

But even with those changes, the overall theme pitched by Amy stayed true to its original intent of Swoop uniting the colleges to create some seriously BRIGHT holiday cheer. With the script bolstered and the theme intact, it was time to throw caution to the wind and actually film this son of a nutcracker…

The filming of the holiday video would have our crew doing a lot of running around. Ginny Baxter and I carry the all-important tree with Amy Bradberry walking behind to pick up any ornaments that might fall off (photo courtesy of EWU/Luke Kenneally).

Lights! Camera! Action!

Filming took place over two days in mid-November. After checking the weather each day starting two weeks out, our fears of rain went unfounded. We had calm conditions for both days, a relief for our entire production team—including Josue Schneegans and Tony Thompson from Dryland Media. We brought on Josue and Tony midway through script development for their creative assistance with bringing our idea to life.

As a producer, you can only hope the work you put forth prior to shoot day pays off once the filming begins. Although we had a chaotic moment or two, filming for the most part went very smoothly. However, that isn’t as much to my credit as it is to EWU and the professionalism of Josue—but more on that in just a bit.

We filmed at seven different locations over the course of the two days. The first day wrapped after 8 p.m. but it was well worth it. We needed the darkness to film the final scene when Swoop revealed the illuminated tree topper to President McMahan and the 20+ students who volunteered to make cameos. In exchange for the positive vibes brought by the students, we reciprocated by serving them plenty of hot coco and cookies to maintain their high energy levels.  What a great way to end the day!

Josue Schneegans gives direction to President McMahan during the filming of the final scene that we shot on Wednesday, Nov. 12. It may have been late but this part of the shoot was a lot of fun as the students brought a lot of energy. (photo courtesy of EWU/Luke Kenneally).

The Talent

As evidenced by my description of the final scene, we had many people appear in front of the camera. However, the participation just didn’t extend to that one scene but rather the entire video. We were fortunate to have many students volunteer their time by representing their academic college in the scenes where Swoop picked up tree topper items.

President McMahan once again delivered a strong performance. She was a good sport and devoted an entire Wednesday evening to hanging out with our crew. Even with multiple takes and the chilly temperatures she was nothing but supportive and helpful. As always, she was in her complete element surrounded by the students.

But the true MVP of the video was Swoop. It is a big request to ask an intercollegiate mascot to be available for two hours—we asked Swoop to be available for TWO DAYS. That is a lot of time to be in the suit, especially for something as demanding as a video shoot. But no matter what we asked Swoop to do or how many times we asked him to do it, he always gave 100%. Swoop was professional and coachable from the beginning to the end.

I have so much gratitude and respect for the role Swoop played for us (photo courtesy of EWU/Luke Kenneally).

Post-Production/Launch

The collaboration continued after the filming ended. With each draft we inched closer and closer to where we needed to be. Nothing was more exciting than when the CGI was added that revealed the tree topper in its full glory. At that point, I simply couldn’t wait until the release date.

That day came yesterday. After more than two months of planning and collaborating, my team executed our distribution strategy and launched the 2025 EWU Holiday Video. As the positive feedback rolled in, I visited Amy, Luke, and Ginny in their offices to congratulate them and thank them for their commitment to the project.

Senior graphic designer Emily Ausere designed the YouTube thumbnail. If that isn’t clickbait I don’t know what is…

Gratitude

Speaking of thanks, any higher ed marketing director will tell you that gratitude is abundant with any successful holiday video. As I mentioned earlier, everyone at EWU was so accommodating. From faculty members providing students/classroom space to Dining Services catering meals to Facilities graciously halting their leaf blowers during outdoor scenes, my team was given every opportunity to succeed. Special thanks to the President’s Office for their support and to our Risk Management team for allowing us to do things I wasn’t sure they would.

Much appreciation also to Dryland Media. We have worked with those guys before and they always keep us sane with their talent and humor. On the first day we found ourselves in a couple tight spots and Josue, who directed the video, was so professional and quick on his feet. They did all they could to help us achieve our vision.

And last, but certainly not least, BIG thanks to our own department—University Relations. This year, I offered shifts during each scene of the video for our marketing and communications staffers to hang out on set and assist. We had nearly full participation as everyone contributed in unique ways. Special thanks to Eric Limburg for his support and guidance throughout the project and to Emily Ausere, our senior graphic designer, who is an honorary member of our crew. Emily created the YouTube/social media thumbnails, designed external pieces that promoted the video, drew the picture that Swoop references on-screen, and assisted during the actual shoot.

Ginny Baxter, Emily Ausere, and student intern Aaron Weer working behind the scenes of the 2025 EWU holiday video. It was a lot of fun to have so many of our University Relations staffers assist on the shoot days. In this photo, Emily is actually drawing the picture that Swoop holds up throughout the video (photo courtesy of EWU/Luke Kenneally).

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After all those notes of gratitude, I hope to not appall you with one more “thank you” but here it goes: Ginny Baxter, Amy Bradberry, and Luke Kenneally…what a pleasure it was! Thanks for the creativity and positivity you brought to this entire process. As I noted earlier, watching an idea come to fruition that evolved greatly but still maintained its initial integrity was the most rewarding of all.

The future truly is bright…because I don’t have to worry about another holiday video for at least 9.5 more months. Don’t Blink.

Speaking To Students On My Turf

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I have worked in higher education my entire career for multiple reasons. However, at the top of the list is the chance to serve college students. Most of the time, this service takes place behind the scenes and doesn’t involve me engaging with students face-to-face. However, every now and then that opportunity does present itself.

Last week, I spent time with an Intro to PR class here at Eastern Washington University. The course’s instructor, Jessica Boyer, asked if I could give the students a glimpse at what it is like to lead a university marketing team.

This opportunity was more intimate and involved than the presentations I have given at past career stops. Instead of just dropping by their classroom, I invited the students to Hargreaves Hall, the building that I actually work in. I reserved the President’s Conference Room so we could meet in a space where decisions are made.

Instead of lecturing in an EWU classroom, I met with students from Jessica Boyer’s Intro to PR class inside the President’s Conference Room within Hargreaves Hall, the building I work in (photo courtesy of Aaron Weer)

After asking the students to introduce themselves, I spoke for about 20 minutes regarding our department’s structure, the work we do, and current projects we are tackling. I then took the opportunity to stress the importance of internships and pitch the openings that we are hiring for. 

I then opened the floor to questions. As hands went up and thoughtful questions were asked, I figured my presentation was riveting and they were intrigued by me. Nah. Jessica simply had the students write questions ahead of time to prevent awkward silence during the Q&A period.

But nonetheless—pre-written or not—the questions were good. They asked about different marketing tactics, the motivation that drives my work, the skills they should develop, and much more. And surprise, there was a question about where I stood regarding AI. I gave them my typical answer: AI is awesome at the beginning and end of projects—the perfect brainstormer and a trusted verifier. However, using AI to carry a project from start to finish will result in a creativity-stripped and overcomplicated output.

I then learned something from the students. AI isn’t the best friend of Gen Z like we might all assume. There is actually plenty of cynicism from college students when it comes to artificial intelligence. Many view generative AI as a hodgepodge of ripped off ideas and a job snatcher.

After the presentation and questions, I had the honor of doing something pretty cool. We left the conference room and I took the students on a tour of our University Relations offices. I showed them where the work is done but more importantly I introduced them to the people who do it. It was fun to see my colleagues embrace their chance to address the class and deliver impassioned guidance to the students. Toward the end of the tour, the class officially ended. However, despite given the option, no one left. Instead, everyone stuck around until it concluded.

It was an honor to present to this class. After the tour, we gathered around for this photo in the Hargreaves Hall lobby (photo courtesy of Aaron Weer).

In fact, the students didn’t just stick around until the end of the tour, they stuck around until the very bitter end so the student photographer could take a group shot. As those in Jessica Boyer’s class shook my hand upon exiting the building, my top reason for working in higher ed was once again re-affirmed. Don’t Blink.

An Autumn 2025 Visit From Sid’s Parents

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We said goodbye to Sidney’s parents today after another awesome visit. They last traveled to Spokane in July 2024 when the days were sunny and hot. This time around, the abundant sunshine was still present but the weather was crisper. However, the cooler temperatures were a fair trade for the beautiful autumn colors that dominated the Inland Northwest landscape. But sunny or not, hot or crisp, muted colors or vibrant colors, one thing remained the same—it sure was nice to spend the past week with them.

We had a really nice visit from my in-laws. October is a great time to visit in Spokane! This is us on the Eastern Washington University campus when Sid, her parents, and my kids came to visit.

This visit was unique in a major way: we broke up their stay with a trip to Missoula. My in-laws had never set foot in Montana before so it was fun to take them to The Treasure State. Driving through the mountains was a neat experience and once we arrived in Missoula we had quite the adventure. We stayed in the C’Mon Inn, a rustic-type wilderness-themed hotel that gave us a couple nights to really spend quality time together.

We stayed at the C’Mon Inn during our time in Missoula. But it didn’t matter how cool the hotel was just as long as Beau got to ride on the luggage cart.

The full day of our excursion was devoted to attending a University of Montana football game. After tailgating, we entered a sun-drenched Washington-Grizzly Stadium where we watched the Griz win in probably the best football weather you could imagine. Once the game concluded we went down on the field and let the kids expend some energy.

It was a joy to watch a football game with Sid’s parents in Washington-Grizzly Stadium. After the Griz won, we went down on the field.

Besides the football game, we scoped out campus, ate at a couple restaurants, and enjoyed the amenities of the hotel that included a pool and numerous hot tubs (including a jacuzzi in our room).

Us “guys” hanging out at MacKenzie River in Missoula.

But on the front and back ends of our time in Montana, we had the pleasure of simply taking it easy with Sidney and Brenda Mathis in Spokane. We spent time in the house relaxing, laughing at Saturday Night Live, watching Jeopardy, playing games, and working on school projects.

One of the games that we played was chess. Sloan got to test her skills against “Dada.”

Speaking of school, Sid’s parents did more than just help the kids with their homework. They dropped off the kids at St. Mary in the morning, bought them tasty school lunch items, and even attended the school’s fun run last Thursday. Sloan felt such honor introducing her classmates to “Gami and Dada.”

My in-laws helped out a lot with the kids over the past week. With so much activity, it was nice for them to just sit down and snuggle up with the kids at the end of the day.

I was also humbled that my in-laws came out to campus to visit me. They saw my office, browsed the Eagle Store, and saw Eastern Washington University in its full glory during leaf color-changing time. They also met some of my colleagues, including my boss.

Sid, her parents, and the kids visited me at work on Thursday. It was a great time to walk on the campus of Eastern Washington University with beautiful autumn colors in full display.

Another signature moment of this latest visit was Sunday dinner at my parents’ house. My mom and dad cooked lasagna and the men got to watch some of the Mariners game. However, to be honest, my dad and father-in-law were more interested in talking to each other than seeing whether Seattle could advance to the World Series or not (we know how that turned out). Each time we got those four together, we try to casually impart on our kids how special it is.

On Sunday night, all four grandparents got together as my parents hosted us for a lasagna dinner. These photos are priceless.

On the last night here, Sid’s dad had the opportunity to watch our mini Lebron James play some basketball 😂. He attended Beau’s first basketball practice with Sidney and got to experience the organized chaos (or was it just plain chaos?) that it entailed. However, the practice wasn’t the only “first” they observed of Beau during their stay—they also witnessed their grandson losing his first tooth.

Mr. Sid attended Beau’s first basketball practice that took place outside due to it being an optional, kickoff practice.

Most satisfying to me, however, was that my wife got to spend plenty of time with her mom and dad. Sid took time off work and had the privilege of hanging with her parents while I was at EWU and the kids were at school. She deserved that.

This is probably my favorite photo of the visit. You can see the happiness on Sid’s face that she is with her parents.

It never gets easier saying goodbye to Sid’s parents. However, I feel blessed that we continue to make memories with them. If not sooner, we will see them again during the summer and we are already counting down the days. Don’t Blink.

First Thursday Rundown as a 39-Year-Old

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Trying to shake that birthday cake hangover as I compose myself for my first Thursday Rundown as a 39-year-old! Okay, I think I am ready to go. Here are tonight’s five topics…

Baja Blast Halloween – I thought this was appropriate since I wrote about Taco Bell earlier this week. I also thought it fit because I have offered my opinion on unattended trick-or-treat options before. But mostly, I wanted to include this because I thought it was hilarious! Could you imagine? If someone did leave out a bucket of beverage for tween trick-or-treaters, I can’t honestly think of anything better to fill it with than Baja Blast. Thanks to my friend, Geoff, for this meme!

Could you imagine if someone actually pulled this off? That Baja Blast would be gone by the sixth trick-or-treater.

Cake – I talked about that birthday cake hangover at the beginning of this post so I thought I would show you the culprit. This is Sid’s infamous candy bar shake that she has made for me since we started dating. Chocolate cake, Hershey candy bar bits, cream cheese frosting, and lots of love make this the best birthday treat ever. Soooo good!

Another delicious candy bar birthday cake made by Sid.

Muffin Party – From cake to muffins! It is common for donuts to be brought into the office for birthdays. Of course, I always enjoy this because I have never encountered a donut I didn’t like. However, I have a special love for muffins. For my birthday yesterday, instead of the couple boxes of Yoke’s donuts that usually cover the counter of our open space, there were multiple containers of Costco muffins. Yes, I was saddened when Costco downsized my favorite sweet treat in the world, but I still find them absolutely delicious and satisfying. Thank you to my team for marking my birthday in such a personalized way.

My University Relations team at Eastern Washington University celebrated my birthday with a muffin breakfast.

Dollar Tree Price Hikes/Shrinkflation – Going to Dollar Tree is great for greeting cards, movie theater candy, and bath soap. It used to be good for facial/tissue paper, too. As recently as five years ago, you could purchase a regular box of 148 tissues for $1. When the terrible quarter increase went into effect, you could still get the same box for $1.25. However, things have take an even greater turn for the worse. Now at Dollar Tree, you can’t even get a full box of tissues. Sadly, they have decreased to cube-size. But that’s not it: each box now comes with less than 100 tissues and it sells for $1.50!

What you pay for at Dollar Tree for tissue paper isn’t even a bargain anymore.

Ramblings – On this date 11 years ago, I wrote a blog post titled “The Random Ramblings of a 28-Year-Old.” The post is significant because it was the first time that Sid baked the same candy bar cake I mentioned above for my birthday. I also wrote about trying candy corn M&Ms for the first (and last) time, making a weekend trip to Clemson, and how South Carolina only required a license plate on the back of a vehicle so I got to choose something fancy for the front. Anyway, I thought you would enjoy the throwback below.

Sidney and I with the Candy Bar Birthday Cake she made me in 2014.

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That will wrap things up for tonight. Thanks for sticking with me even as I become an old man 😉. Please pray for Sid and me as we are off to lead a retreat for engaged couples this weekend. Don’t Blink.

Candy Dog Thursday Rundown

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Late September days in the Inland Northwest can be so beautiful. After a cool day on Sunday, we have enjoyed temperatures in the upper 70s/low 80s throughout the week. Let’s keep the good vibes going with the latest Thursday Rundown…

Candy Hot Dog – I am almost embarrassed to share this because it does reflect on me as a parent but let’s celebrate transparency! On Friday night, I took the kids to a pep rally-type event at Gonzaga Prep. At the function they served free hot dogs and also passed out free candy. Those two items were supposed to be mutually exclusive. However, Beau used the candy as a condiment 🤦🏻‍♂️. I told him his hot dog/candy combo would be a one-time thing.

Beau’s candy hot dog. He would later sprinkle Nerds on it too.

Classes at EWU Begin – Eastern Washington University is on the quarter system so classes always start a month later than institutions on a semester system. Thus, the academic year kicked off this past Wednesday. I had the pleasure of serving as a “wayfinder.” I was stationed at a spot on campus and directed students to the buildings their classes were in. The day prior, we welcomed all new students with our “Pass Through the Pillars” tradition. EWU faculty/staff, returning students, and community members form a pathway for new Eags to walk down after entering campus through the historic pillars. When these students graduate, they will ceremoniously walk through the pillars once again, this time exiting campus by going through the opposite way.

EWU cheerleaders walk by during Tuesday’s Pass Through The Pillars tradition. Classes are now in session at Eastern Washington University.

Double Decker Buses Are Here – Back in April, I wrote about double decker buses joining the Spokane Transit Authority (STA) fleet. These machines…I mean vehicles…started hauling passengers this week. These buses are impressive and the view from the top deck is much higher and more scenic than one might expect. As someone who rides the bus to work and considers my free pass one of the greatest perks I have received at a college, I have already logged quite a few miles on the double deckers over the past several days.

A photo I took from my seat on one of the STA double decker buses.

ValleyFest – Each September, an event called ValleyFest is held in (you guessed it!) Spokane Valley. The annual gathering is so packed with vendors, entertainment, activities, and food that we never have enough time to do it all. Just a couple highlights from this year’s event: Beau held a ferret and he also tried aerial straps for the first time. With the latter, he liked it so much that after his time was up he ran right back to the end of the line to wait for another turn.

Beau with a ferret and using aerial straps at ValleyFest.

Donna Lenseigne – I mentioned earlier that we attended a pep rally at Gonzaga Prep and then followed it up by watching the football game. While taking a break from the bleachers, my son started playing on a rock. When I went over to take a closer look, I realized the rock was inscribed with a tribute to Donna Lenseigne, a longtime tennis coach and staff member at Gonzaga Prep. What made this discovery so special was that Donna and her family lived across the street from us growing up. In fact, Donna and her husband, Dale, were my parents’ best friends. Sadly, after Donna’s sudden and much-too-soon death in 2010, Dale would pass away in 2019.

It was quite the surprise when I went to check on Beau and he was in front of a rock with Donna Lenseigne’s name on it.

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That will wrap things up for me tonight. Be kind to others and have a wonderful weekend. Don’t Blink.

Officer Beau Thursday Rundown

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These summer weeks sure go by fast! I hope everyone is enjoying their August now that we are already in the middle of the month. I have a Thursday Rundown to present so let’s get to my latest five topics…

Summer Wedding – This past Saturday, my niece got married. Zella and her high school sweetheart, Thomas, tied the knot at Belle Gardens in Deer Park, Washington. I admire so much that Zella and Thomas have always just had each other—very few people can say that. The wedding was beautiful and I wish them a lifetime of happiness!

My family poses with Zella and Thomas at their wedding reception.

Officer Beau – Over the weekend. we attended an event where the Spokane Police had a presence. In addition to chatting with us and giving Beau a badge sticker, the police officer helped him get inside the squad car. As one of my friends said, it was better that he was in the front instead of the back.

Beau hanging out in a Spokane Police car.

Dick’s – I had the distinct pleasure of taking Sloan and Beau to Dick’s in downtown Spokane on Friday night. This drive-in is simply a Spokane institution that is frequented by all walks of life. As a freshman in high school, we had to do a report and a presentation on a historical place in Spokane…I chose Dick’s. It was such a gorgeous night to sit at one of the picnic tables and enjoy not just the greasy food but also the scenery.

Dick’s in Spokane is an infamous place. I took the kids there for the first time recently.

AI Training – Yesterday, EWU hosted one of our institution’s Staff In-Service opportunities. The topic? Empowering Staff Through AI. Travis Masingale, a design professor and AI expert, served as the keynote speaker at the event. He challenged us not to use AI platforms as a “vending machine” that we use to throw in a single coin (prompt) for a quick “snack.” Rather, we need to use services like ChatGPT and Gemini in a more nurturing and strategic way to obtain results that are generated by strategic and thorough prompting. At the end of the day, AI is only as good as the instructions we give it.

I had a front row seat at EWU’s Staff In-Service training that focused on AI. Travis Masingale delivered an awesome keynote on how AI is an incredible tool but that it still needs human to drive it.

Walk Off – It has been a wonderful summer at the ballpark with Sloan and Beau. Last night, we attended what might be our final outing to Avista Stadium this season and what a way to go out! It was Rosauers Family Feast Night which meant hot dogs, bottled sodas, and ice cream sandwiches were all $2. Yes, we took advantage. The kids also played with their cousins who came to the game and then ran the bases with them afterwards. An evening that started out a little windy calmed down as the game went along. I really appreciate all that the Spokane Indians organization does to offer a wonderful fan experience.

It was Family Feast Night at the Spokane Indians game last night and we definitely feasted! This is us with our $2 ice cream sandwiches.

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Add another tally to my Thursday Rundown column! Thanks for continuing to read Don’t Blink, I hope you have a wonderful evening. Don’t Blink.

One Year An Eag

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When I reported for my first day of work at Eastern Washington University, something was waiting for me inside my office. Upon walking through the door on August 1, 2024, I immediately noticed the half case of Dr. Pepper on my desk. The soda was a “welcome” gift from my boss, Eric Limburg, who knew my preference for the soft drink from our days at WSU.

Just moments before I drove to Cheney for my first day of work at EWU, Sid took this photo of me. You better believe I am wearing the same polo today.

Throughout my first year as an Eagle, I used that Dr. Pepper as my creative fuel. If I needed to truly focus on a major priority or assignment, I would crack open a can and get to work. Whether it was the 23 flavors working magic on my brain, a jolt from the caffeine, or simply a placebo effect, that Dr. Pepper ushered me through my initial 365 days as EWU’s marketing director.

I had a warm welcome awaiting me when I strolled into my office on Aug. 1, 2024. The 12-pack of Dr. Pepper helped me make it through the first year.

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Meaningful Work

As I reflect on the past 12 months, the work my team tackled is a source of pride. From the moment I walked on campus, our brand evolution was the focus. Thanks to my rockstar squad, we were already in great position to become the region’s polytechnic. But that didn’t stop my colleagues from collaboratively allowing me to contribute (or “try” to contribute 😂) as we made the sprint to launch day on September 24.

We launched EWU’s evolved brand positioning in September 2024. I am proud of the fact that we are able to differentiate ourselves from other universities and that “the region’s polytechnic” has turned skeptics into believers.

That exhilarating moment was just the beginning. Another major endeavor—the public phase of a comprehensive fundraising campaign—was our next priority. As our brand and fundraising marketing took hold, we embraced the task of producing the EWU holiday video. By this time, our team was knee-deep assisting with enrollment, event, and program-specific marketing efforts. As these technical marketing activations reached key EWU audiences, more public-facing PR strategies were transpiring as our sponsorship committee negotiated and executed 29 different community partnerships.

A celebratory photo of our crew after holiday video filming wrapped on November 6 (L-R: Luke Kenneally, Sean Nelms, Me, Ginny Baxter).

Even though I am a digital-first guy, the magic of implementing traditional advertising wasn’t lost on me. Thanks to my talented team creating eye-catching assets, we strategically represented EWU through billboards, newspaper placements, and television spots. Our team also marketed the return of EWU’s commencement ceremonies to Cheney, totally refreshed our multimedia library, brought student-workers back to the office, and shifted the spotlight on the Eagle community with profile features.

The marketing team I oversee is talented and it has been a joy working with them. This was a photoshoot we did for a front page ad in the Spokesman-Review. Luke Kenneally, our multimedia specialist, worked his magic to get some awesome shots of EWU grad student Isabelle Tague.

In The Flesh

Making the work we accomplished even more rewarding was that we completed it in-person. This was a change from my time at WSU where I worked mostly remote. Don’t get me wrong, I really appreciated the privilege of working from home, but my first year at Eastern Washington University made me remember how awesome it is to work on a college campus and engage face-to-face with my team and students.

Working from home was great but I now work in-person. My office is located in the Hargreaves Building on the Eastern Washington University campus.

But the return to in-person wasn’t confined just to campus. I found myself representing EWU beyond Cheney. My role overseeing sponsorships allowed me to march in the Junior Lilac Parade and help prepare our booth at Hoopfest. Our partnership with USL Spokane resulted in an event we co-hosted called Students in the Stadium. On a random Tuesday in April, we welcomed Spokane high school students to ONE Stadium to learn from both USL Spokane professionals and our own EWU staff about careers in athletics.

I walked shoulder-to-shoulder (or wing-to-wing?) with Swoop for most of the Jr. Lilac Parade. Getting out in the community this first year was a lot of fun.

Other highlights included decorating downtown Cheney sidewalks in chalk art, watching an EWU football game from the Endzone Club Suites, conducting a photoshoot at Turnbull National Wildlife Refuge, attending the Red Tie Gala, and cheering on some accomplished Eagle grads at the EWU Alumni Awards. However, my favorite moment from my first year came during the Eagle Summit at Northern Quest when I had the honor of addressing our Alumni Board, EWU deans/vice presidents, and President McMahan about the progress achieved with our new brand positioning. Thankfully, the speech went off without a hitch and at that moment I had never felt more like an Eag.

A selfie with members of my team and a student after we completed our Turnbull National Refute shoot.

My EWU People

What more could I ask for with rewarding work and vibrant forums to accomplish it in? Well, let me tell you: an awesome team!

For EWU’s New Year party, all of us in University Advancement dressed in 1960s attire. I work with some great people!

Lucky for me, I hit the jackpot. Upon day one, I was immediately accepted by those within EWU University Relations. My boss empowered me, the other two directors pledged their support, and those within the marketing unit gave me their all. Despite my past history with the bitter rival University of Montana, my team saw beyond that (well, except for maybe Kelsey 😉) and did everything they could to help me succeed. It didn’t take long for rapport to develop and a year later I just don’t have talented colleagues, I have some great friends.

Our University Relations holiday party was so much fun. I consider several of the people in this photo as friends.

But my acceptance and support wasn’t just siloed within marketing and communications. I quickly realized that I had strong allies in enrollment services, athletics, and the President’s Office—three areas that sometimes clash with central MarCom units at other institutions. Speaking of the President’s Office, EWU has a superb leader in Dr. Shari McMahan. This is my first higher ed stop where the president actually knows me on a first-name basis. I truly appreciate that President McMahan not only champions what I do as a professional but recognizes me as an individual. And I also appreciate all the other units and departments that have made these first 365 days at Eastern so enjoyable.

President McMahan is refreshingly not like your typical university president. I appreciate the kindness she treats me with and her “whatever it takes” attitude. I took this behind-the-scenes photo during our holiday video shoot. President McMahan was nothing but patient and accommodating when we filmed her parts.

Growth

At the end of the day, I am thankful to work at EWU and serve in the role that I do. Moving into a director spot has allowed me to lead more people, develop a positive culture within my unit, make decisions, and embrace more responsibility. Quite simply, it has helped me grow as a professional.

Sid and me at the EWU Alumni Awards at the end of April 2025. Thankful for a supportive wife who has encouraged me to grow professionally.

None of this would be possible without the trust of my boss, Eric Limburg. He provided me an incredible opportunity and has done everything feasible to help me make the most of it. Sometimes people roll their eyes when an administrator hires someone they worked with at a past institution, so I am indebted to Eric for going out on a limb for me. It is an honor to work for him and see the tremendous amount of respect that he has garnered during his short time at EWU (he started just four months before me).

I am grateful to have Eric Limburg and thankful that he took a chance on me. This photo was taken of us with our wives at the 2024 Red Tie Gala.

I feel the best leaders thrive under a little pressure. Now that I have served as marketing director for a year, the time has arrived to shine brighter. We have big goals at EWU and I am “not new” anymore. With the backing of Eric, the talent of my team, and the potential of this university, I am ready for even more growth during Year #2.

Hanging out with Austin Powers….I mean my boss, Eric Limburg, during the EWU New Year party.

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I look forward to cracking open that last Dr. Pepper later this morning. Consider it the “work” equivalent of eating a frozen slice of your wedding cake on that first anniversary. In the same way the cake brings back memories of that blissful day, I bet today’s Dr. Pepper will bring back memories of when I walked into Hargreaves Hall and the entire University Relations team was waiting for me with donuts.

This Dr. Pepper is waiting for me this morning. Cheers!!

No doubt it will also bring back memories of the times I grabbed a can for a creative boost. As I faced work challenges, the carbonated goodness seemed to suggest that I could find solutions. Yep, that last can of Dr. Pepper expired a long time ago but I know it will taste great today. THANKS SO MUCH to my University Relations team and GO EAGS! Don’t Blink.

Censored Thursday Rundown

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Good evening! I love this part of summer. Nothing beats the mix of wedding season, Hoopfest weekend, and the lead up to Fourth of July. Throw in hot temperatures with some cold beer and what a time it is to be alive! And what a time it is to write a Thursday Rundown. I present to you tonight’s five topics…

Michael Jackson – The popular question was always “What were you doing when JFK died?” Although that event was barely before my time (😉), I have other high profile deaths that are etched in my memory. One of those was when Michael Jackson passed away unexpectedly on June 25, 2009. I had just graduated college and was starting off my professional career within the University of Montana athletic department. While all my older colleagues kept up with the news on television, I used a relatively new platform called Twitter to stay ahead of the news. That night I hit the streets of Missoula with friends and was amazed that even in my obscure corner of Montana that Michael Jackson impersonators were out in full force and all the bars were playing the greatest hits from the King of Pop. To learn about other iconic deaths I remember like yesterday, tap here.

My friend Dan and I with a Michael Jackson impersonator in 2012.

Hoopfest Memory – As I mentioned in the intro, Hoopfest weekend is almost here and my social channels are filled with past Hoopfest memories. One particular flashback that came up today was from three years ago. On June 25, 2022, the Reser Puffs made their Hoopfest debut in the family bracket. Despite the best of intentions and a spirited practice, we didn’t win a game. However, playing with my sister, brother, and sister-in-law was a ton of fun. I wrote about that unique experience here.

Although we failed to win a game we sure had fun.

Israel vs. Iran Conflict – Not everyone subscribes to my blog so a way I distribute Don’t Blink content to others is through social media. Earlier this week, I gave my thoughts on America’s involvement in the Israel vs. Iran conflict. It was a totally low key and non-controversial take from the perspective of a father with young kids. However, Meta didn’t like it and removed the posts. If you visit my blog via social media and didn’t see the entry, tap here for my thoughts (and you should probably just subscribe). All I can say right now is that I hope this ceasefire continues to hold.

The Israel vs. Iran conflict and America’s involvement has made me nervous.

Riverfront Park SkyRide – This past Sunday, Riverfront Park held its Kids Day event. Children could ride the Loof Carousel and rent roller skates for free. Another major perk was free admission on the Numerica SkyRide. How could I pass that up for Sloan and Beau? Although we did have to wait in line for a bit, we did eventually get the chance to float over the Spokane Falls in a gondola car. I last rode the attraction nearly 10 years ago during the winter with Sidney so it was cool to see the magnificent Falls during a different season. There were some nerves at first but everyone settled down and enjoyed the ride.

Beau and Sloan relax on the Numerica SkyRide in Riverfront Park.

Oh Deer – Yesterday afternoon, EWU’s executive assistant to the president walked into my office and directed me to open my blinds. Not knowing exactly what I would see, I was relieved that it was just a cute deer eating a late lunch right outside my window. Although I did say “cute,” upon close inspection you could tell that the animal probably wasn’t the healthiest. Despite the fact that it looked a little rough, getting an up close glimpse at EWU wildlife was a nice way to highlight the day.

This deer visited me at the window of my Eastern Washington University office yesterday.

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That’s all I have. Please pray for continued peace in the Middle East and have a wonderful weekend. Don’t Blink.

Bling Thursday Rundown

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Don’t Blink because we are already halfway through May. Dang, after concluding every blog post I have ever written with “Don’t Blink” it was kind of weird to begin a post with my iconic phrase. Okay, let’s get to the rundown…

Ring Bling – It was 10 years ago on this date that I walked into a mall jewelry store and purchased an engagement ring for Sid. Not going to lie, I felt like a boss. You see, I wasn’t sweating whether my future wife would like her rock or not because we had already gone ring shopping. Several years ago, I wrote a post about the intricacies of purchasing an engagement ring and explained why it is wise to have some specific advice from your special someone before making the investment.

This photo is from the night I asked Sid to marry me. Because I asked Sid exactly what she wanted, I didn’t stress over whether she would like the ring or not (instead, I stressed over whether she would say ‘yes’ or ‘no.’).

Banner Bearer – Part of my job as marketing director at EWU is to oversee sponsorships. This past Saturday I found myself in downtown Spokane at the beginning of the route for the Jr. Lilac Parade. EWU served as the title sponsor and we had the honor of leading off the event. I was there to make sure President McMahan, Swoop, and the EWU cheer squad were all taken care of and ready to go. However, right before the parade started, the realization hit that Swoop needed a little help carrying the banner as he naturally wanted to interact with the adoring fans lining the parade route. Thus, I carried the banner for a good portion of the parade. Although I can’t say it was an adrenaline rush, I did feel semi-important.

I walked shoulder-to-shoulder (or wing-to-wing?) with Swoop for most of the parade. When he would go engage with people lining the route, I would carry the banner (photo courtesy of Hawkinson Photography).

Nonnas – It seemed like it had been forever, but Sid and I finally watched a whole movie together last weekend. We opted for “Nonnas,” a Netflix new release featuring Vince Vaughn. Based on a true story, it chronicles the ambitious business plan of a down-on-his-luck mechanic to open a restaurant employed entirely by Italian grandma chefs. For someone of Italian heritage, this film was a lot of fun. The dialogue, music, and FOOD all made “Nonnas” a movie that Sidney and I really enjoyed. If you are looking for something that is relaxing and won’t stress you out, you should give it a watch.

I recommend “Nonnas.”

Party Like a Rockstar – I have mentioned before that I drink Rockstars every now and then. My wife? She drinks them every day! Because of our preference for these caffeine-packed beverages, I can’t help but get excited when they are on sale. The moment I walked through the door at WinCo on Tuesday night, this display greeted me. You better believe that I stocked up and even drank one of them today.

This was the display at WINCO the other night.

Spring Sports Updates – May could possibly be our busiest month of the year. There is something on our calendar every single day with many of those obligations pertaining to Beau’s t-ball season and Sloan’s soccer season. Both kids are doing decent on their teams (although there is room for improvement). The biggest challenge? Trying to figure out if Beau is a left-handed batter or a right-handed batter. It seems like he is opting for a different side of the plate each time he is up to bat. Of course it would be cool if he matures into a switch hitter but I want him to first find a primary side that he prefers. Switching gears from offense to defense, Beau had the opportunity to play catcher last night.

Beau played catcher on Wednesday night.

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And just like that, this May 15th Thursday Rundown has come to an end. Thanks for reading and please pray for Sidney and me as we lead another Engaged Encounter retreat this weekend. Don’t Blink.

Taking It Easy on President’s Day

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Let’s begin with the usual President’s Day business. Eight years ago, I wrote this blog post that recognized my top 10 favorite U.S. Presidents. As someone who used to obsess over presidents, it is mildly surprising that it took me until 2017 to finally write such a post. Anyway, read the post and let me know if we share an affinity for any of our past commander-in-chiefs. Oh yeah, it is a completely non-partisan list.

Alright, let’s shift to new President’s Day business: As an employee of Eastern Washington University, I get today off! When I worked at both Washington State University and Coastal Carolina University, we had to report to work on this day. The institutions decided to substitute President’s Day for a day off during the week between Christmas and New Year’s Day. Going back even earlier in my career, I did get President’s Day “off” when I was at the University of Montana but it didn’t mean much because I worked in intercollegiate athletics and would usually report to work anyway.

Thanks to Eastern Washington University’s holiday schedule, I get today off.

Thus, it has been roughly 16 years—or my entire professional career—since I had President’s Day off.

I wish it didn’t take this long. Call me crazy, but I prefer a Monday off in February versus a state-granted day off in the middle of the Christmas season. The truth is that most universities officially or unofficially (“wink wink”) transition to reduced operations between Christmas and New Year’s Day. This makes it easy for employees to easily (and gladly) use their annual leave to fill the holiday week gap without fear of falling behind or being the only one absent from the office.

Taking a day off in mid-February is a much-appreciated luxury I am going to savor. Without President’s Day, it is a marathon grind between MLK Day and Memorial Day without a state holiday. That’s a long time!

Going to sleep last night with the comforting feeling that I had today off was nice. As much as I love Monday mornings in February (#sarcasm), I am making no qualms about taking it easy today. Thank you, Eastern Washington University! Don’t Blink.