CASE District I Conference live blogging: March 10, day 2

Below is part 2 of Studio-e's CASE conference live-blogging series.

8:00 a.m.: Lynn arrives to man the booth once the Exhibit Hall opens. Liz and Julie owe her something nice.

9:00 a.m.: Julie arrives to keep Lynn company. They do a little twittering in the hotel lobby.

10:15 a.m.: Lynn heads back to the studio to work.

10:30 a.m.–11:15 a.m.: Julie attends the keynote address: “All Hands on Deck: The Humorous Side to Advancement Work,” presented by comedian Tom Cotter. He doesn't talk a whole lot about advancement, but he does make us laugh. A lot. Which is necessary in “these tough economic times.”

11:30 a.m.: Liz arrives to man the booth.

11:45 a.m.–1:00 p.m.: Julie attends a session, "Managing Your Institutional Brand Experience One Touchpoint at a Time," presented by Paul Zastrow at Stamats. He gives a great talk and outlines the steps necessary to identify and enhance an institution's brand attributes and brand promise.

1:30 p.m.–2:00 p.m.: Julie finally posts to the blog, then returns to the booth to check in with Liz.

2:30 p.m.–3:45 p.m.: Julie mans the booth. Two people stop by. The Exhibit Hall is dead. Our neighbors entertain themselves with music on their iPhone. Getting jiggy with it.

2:30 p.m.–3:45 p.m.: Liz attends a session, “Marketing Colleges and Universities in a Service Economy: What the Textbooks Got Wrong,” presented by Tom Hayes, vice president of SimpsonScarborough and professor of marketing at Xavier University. He pulled from his book, Marketing Colleges and Universities: A Service Approach, to frame the talk, and explained that while traditional marketing models have been based on products, colleges and universities must market a service. How do you market the intangible?  What defines quality in the service world? Hayes outlined a set of seven “Ps” of service: product, price, place, promotion, physical evidence, process and participant; he then went on to define quality service, citing a list of 10 characteristics: reliability, responsiveness, competence, access, courtesy, communication, credibility, security, understanding/recognizing and tangibles.