Thanks to the incredible response to our Cascade User Conference call for speakers, this year’s event promises an exceptional lineup of over 20 sessions tailored for both Cascade CMS newcomers and advanced users.
Attendees can also look forward to an array of strategic presentations led by some of the most respected thought leaders in education marketing.
To celebrate and showcase the individuals who make this conference possible, we’re excited to introduce our Meet the Speakers Spotlight series.
Over the next few weeks, we’ll highlight the speakers behind our workshops and technical and strategic track presentations, giving you a sneak peek into their expertise and the value they’ll bring to the event.
VISIT THE CONFERENCE PAGE TO LEARN MORE ABOUT CUC25
Speaker
Andy Crestodina is a co-founder and Chief Marketing Officer at Orbit Media, an award-winning 50-person digital agency in Chicago.
Over the past 24 years, Andy has provided guidance to over 1000 businesses. He’s written hundreds of articles on content strategy, SEO, GA4, AI and visitor psychology. He’s also the author of Content Chemistry: The Illustrated Handbook for Content Marketing.
His work has earned him recognitions, such as:
Topic
High-Performance for Higher-Ed Websites: Using AI and GA4 for Insights and Action
Your university has a website, but it’s not obvious what’s working well…and what isn’t.
In this session, you’ll learn to use AI and GA4 to discover your best opportunities for website improvement, from the first SEO keyphrase to the final “thanks for applying” page.
After 10+ years working with higher education institutions, Andy and his team have learned what’s working now for colleges and universities. The research and experience has led to proven methods and prompts.
Orbit Media has handled 1000+ website redesign projects over the last 22 years. Working with those clients, it’s become obvious that higher-ed websites are different. Colleges and universities have multiple goals (applications, donations, events, visits, etc.) and multiple audiences (prospective students, parents, donors, alumni, faculty, etc.), making them way more interesting than a typical lead generation website.
In this session:
BONUS! This session will also include a live review of websites on a first-come-first-serve basis. Let us know if you’d like to volunteer your site.
When: February 19, 2025, 10:05 a.m. (EST)
Speaker
Sara Kelzer is a results-driven professional with a deep passion for transforming higher education’s digital presence. With nearly a decade of experience—seven years at Siteimprove and two years at Cludo—she has partnered with institutions to elevate their websites using cutting-edge tools that enhance accessibility, usability, and search functionality.
Her expertise lies in leveraging AI-driven site search to bring higher education websites into the modern digital era. By delivering faster, more accurate, and personalized search experiences, Sara helps institutions meet the expectations of today’s digital-first students and faculty.
Outside of work, Sara is a proud mom to a kindergartener, a dedicated cat parent, and a hopeful future goat mom (fingers crossed). Whether she’s skydiving in Switzerland, tackling home renovation projects, or diving into Throne of Glass, Sara approaches everything with curiosity, creativity, and an unstoppable love for learning—both personally and professionally.
Topic
Modernizing Higher Education Websites with AI-Driven Site Search
In a world where students and faculty expect instant access to information, it's crucial for higher education institutions to prioritize digital transformation.
This session explores how AI-driven site search brings a modern approach to higher-ed websites, enabling faster, more accurate, and personalized search results that meet the needs of today’s digital-first users.
When: February 19, 2025, 11:00 a.m. (EST)
Speakers
Allison Turcio, Ed.D., is Assistant VP for Enrollment and Marketing at Siena College, a marketing professor, consultant, host of The Application Podcast, and publisher of the Higher Education Marketer's Digest.
Allison frequently presents at industry conferences and serves on the Editorial Board for the Journal of Education Advancement & Marketing. She has led her team to win several accolades, including AMA's 2023 Emerging Marketer in Higher Education Award.
Allison has been selected for Albany Business Review’s 40 Under 40 and Siena’s Excellence in Administration award. She holds a doctorate degree in higher education leadership from Northeastern University.
Grant De Roo is the Founder and Principal of ADV Market Research & Consulting, a higher education research and strategy firm.
Grant conducts market research for colleges and universities around the country. In addition to frequent presentations for boards, cabinets, and faculty & staff groups, Grant also shares his knowledge at industry conferences, including AMA. Grant was previously the Director of Research & Strategy at a higher education marketing agency.
Topic
Clear Signals: How Well-Understood Brand Stories Drive Enrollment
“We need to tell our story better." That's a statement so common in higher education it’s become cliche.
But should we tell the story better or tell a better story? This session delves into elements of brand stories and their impacts on enrollment.
Allison and Grant will present original research on how students understand brand stories and whether perceptions differ by student segment and institution type. You’ll learn actionable insights on fine-tuning your storytelling approach, ensuring your institution's story stands out and connects with your audience.
Expect to gain a fresh perspective on articulating your brand story in a way that captivates and convinces.
When: February 19, 2025, 11:55 a.m. (EST)
Speaker
Ross Simmonds is the founder of Distribution.ai and Foundation Marketing. He's an Amazon best-selling author of the book Create Once Distribute Forever and has worked with organizations all over the world, ranging from some of the fastest-growing startups to well-known higher education institutions and global Fortune 500 brands.
Ross and his team have launched marketing initiatives that reach millions of people on channels like Instagram, Slideshare, Facebook, Twitter, YouTube, and more.
Topic
The Role of Content Marketing Amidst Algorithms & AI
Is it all over? Is the world as we knew it a wrap?
With the rise of AI, is it realistic to assume that the world of SEO and content will stay the same?
Or should we all start dusting off our resumes to try something new?
In this presentation, Ross is going to share a blend of both the realities of how AI can be incorporated into our work (maybe to give us additional runway) and answer the question as to whether or not AI is actually coming for our jobs and what we can do to ensure that we're ahead of the curve when it comes to using these tools, embracing the technology, and finding edges amidst rapid change.
Learn about proven content marketing strategies that are taking hold in higher education in 2025. This conference session aims to answer the above and provide a set of recommendations for developing higher-performing program pages on your institution's website.
In this session, you’ll gain:
When: February 19, 2025, 1:45 p.m. (EST)
Speaker
Mark Lee, Director of Web User Experience & Digital Strategy at Colorado College, is a higher-ed web technologist, digital builder, and a lifelong learner who is currently obsessed with learning everything he can about AI and how it intersects with the future of the Web.
He's worked in higher-ed web since the early 2000s, starting as a full-stack developer and moving slowly over the years more towards user experience, though he still loves to write code.
Topic
Enhancing Website Search with AI
Have you ever gotten lost in a maze of web pages, desperately trying to find a specific piece of information?
Most likely, some of your website's users have, and while traditional web search can help, it's often limited and frustrating. This isn't another AI hype talk—it's a practical roadmap for making web search more helpful to your website users.
Drawing from hands-on experience, Mark will break down how Large Language Models can help turn frustrating keyword hunts into smarter, more intuitive information discovery. Attendees will dig into the real-world techniques that make AI-powered search work, including Retrieval-Augmented Generation (RAG).
You'll learn how to enhance your existing search tools, not replace them, and see how the right approach can make finding information feel almost magical. Filled with examples and strategies, along with a few hard-learned lessons, this session is for anyone who is ready to give their users more than the classic "10 blue links."
When: February 19, 2025, 2:40 p.m. (EST)
Speakers
April McIntosh is the Web Development Manager at Reynolds Community College.
With over seven years of experience in higher education web management, April has a proven track record of delivering innovative and accessible web solutions. She began her career at a research university in Richmond, VA, where she honed her skills in web development and design. Subsequently, she transitioned to an education marketing firm, specializing in adult learner recruitment.
Prior to her current role, April contributed to the development of Adobe's Creative Cloud for Education pages. A passionate advocate for accessibility and usability, April is committed to enhancing the overall student experience at Reynolds.
Karie Stewart, a passionate advocate for public education. She is a graduate of Reynolds Community College with degrees in Information Systems Technology. She now serves as Web Coordinator at Reynolds, leveraging her technical skills and creativity to enhance the college's online presence.
Additionally, Karie is an adjunct professor of Web Design at Brightpoint Community College. She takes great pride in inspiring future IT professionals while contributing to the success of the Virginia Community College System.
Topic
From Concept to Conversion: Crafting a Program Finder that Drives Student Inquiries
Learn how Reynolds Community College significantly enhanced program discovery by developing a dynamic, user-friendly Program Finder that increased student inquiries by 70%.
April and Karie will walk you through their journey from recognizing the limitations of traditional online course catalogs to implementing an improved program solution, developed in partnership with the Cascade CMS team, that integrates career data, enhances student engagement, and effectively boosts conversions.
When: February 19, 2025, 3:40 p.m. (EST)
Speaker
Carrie Phillips, Ed.D, is the Chief Communications & Marketing Officer at UA Little Rock.
She is part creative, part analyst, but fully curious to solve higher education challenges. She began her career as an assistant director and moved to leading a team of creatives, to managing both a marketing and communications team at a university in the state’s capital city.
Her leadership philosophy focuses on creating brand and departmental culture, and her teams have won both national and global awards as a result.
She earned her doctorate from Texas Tech, studying how universities are using marketing to mitigate the enrollment cliff. After finishing her doctorate, she is now carrying on about higher education and leadership on her website andcarrieon.com.
Topic
The Cliff is Coming: Strategies to Prepare
We’ve heard about the enrollment cliff and its likely impact on higher education.
For her dissertation, Dr. Carrie Phillips researched how marketing strategies might help mitigate this cliff. This session shares findings from visiting with chief marketing officers about how they’re preparing.
The session will begin with a high-level overview of the enrollment cliff followed by a deep dive into how marketing strategies might lessen the impact. You’ll hear about the challenges participants face, strategies they’re exploring and best practices to consider.
As you’re looking to navigate change at your institution, this session is a great place to start.
When: February 19, 2025, 4:35 p.m. (EST)
Speakers
Kat Liendgens is Hannon Hill's Chief Executive Officer.
Before joining Hannon Hill in 2009, Kat gained extensive experience in the higher education and government sectors, holding positions such as Associate Dean and IT Director. She has frequently spoken at conferences and podcasts about topics such as content strategy, web governance, web personalization and content marketing.
Kat strives to make Hannon Hill the place with the happiest employees and the happiest customers. To that end, she often holds one-on-one feedback sessions with customers in order to understand their needs optimally.
Learn more about Kat in her CEO Spotlight.
Bradley Wagner is the VP of Engineering at Hannon Hill.
Bradley is the brains and strategic vision behind Cascade CMS and Clive. A graduate of Rice University, Bradley has been with Hannon Hill for 20 years and has seen the product through many iterations.
He always keeps clients' best interests in mind when it comes to deciding which features will be implemented in future versions of the product. Bradley's main goal is to ensure that Cascade CMS is a great product for technical users and strategic users alike.
Learn more about Bradley in his spotlight.
Topic
Cascade CMS & Clive Roadmap
The Product Roadmap has been one of the most anticipated sessions for many years. Hannon Hill’s CEO, Kat Liendgens, and VP of Product, Bradley Wagner, will share Hannon Hill's product philosophy and themes, provide a quick summary of recently released features, and give attendees a sneak peek into what’s on the horizon for Cascade CMS and Clive.
When: February 20, 2025, 10:00 a.m. (EST)
Speaker
Graham Lewis is an Account Executive at Hannon Hill, where he plays a pivotal role in enhancing the sales team's effectiveness. His expertise lies in designing and developing essential tools, including websites and slide decks, to demonstrate the benefits of products like Cascade CMS and Clive to potential clients. Graham's journey in graphic design began at Jacksonville State University (JSU), Alabama.
His career path took a significant turn while working as a Webmaster at JSU, a client of Hannon Hill. This experience, coupled with his admiration for Hannon Hill’s culture, led him to seize a career opportunity with the company nearly a decade ago. Today, Graham’s driving force is his commitment to client success, a passion that emerged from his early challenges and triumphs in web development at JSU.
Learn more about Graham in his spotlight.
Topic
Recent Releases
Join Graham as he will walk you through recently-released features, polishes, and fixes in Cascade CMS and Clive.
When: February 20, 2025, 11:30 a.m. (EST)
Speaker
Sandra Fancher is the Chief Innovation Officer at Stamats.
With more than 25 years of experience in digital strategy and account management, Sandra provides strategic guidance in strategy, innovation, and digital planning to colleges and universities, medical health centers, and national healthcare clients.
Tatum Hubbard is the Chief of Staff and Vice President of Communications & Marketing at The University of Texas Permian Basin, where she oversees branding, marketing, and communications. She has led key initiatives such as a presidential investiture, a website launch, and campus-wide branding efforts.
A lifelong West Texan, Tatum spent 18 years as a CBS 7 news anchor, earning numerous awards, including Best Anchor by the Texas Associated Press Broadcasters. She was also Miss Texas in 1998 and competed in the Miss America Pageant. Tatum and her husband Brad have two daughters.
Topic
Lunch and Learn
The most common complaint from prospective students at the University of Texas Permian Basin was confusion over tuition pricing. To resolve this, Stamats and UTPB created an interactive tuition estimator.
This tool, built using Cascade, uses a series of simple, multi-page questions to help students arrive at a personalized estimate, followed by a summary page. With over 75% of new site visitors engaging with the tool, it has been a major success. Learn about its development, see a live demo, and explore its achievements in the first year.
Join Sandra Fancher and Tatum Hubbard for a 30-minute lunch and learn session to learn about its development, see a live demo, and explore its achievements in the first year.
When: February 20, 2025, 12:35 p.m. (EST)
Speaker
Brian Piper is the Director of Content Strategy and Assessment for the University of Rochester Department of Communications. Brian has been doing SEO and web content optimization since 1996. He has created online training programs for hundreds of companies including Xerox, Carestream, Kodak, and Volvo. He has spent the last eight years focusing on data analytics, digital marketing, and content strategy.
He is the author of Epic Content Marketing for Higher Education, co-author of the second edition of Epic Content Marketing and host of the AI for U podcast. When he's not creating data visualizations, he teaches wingsuit skydiving and spends time with his wife and six children.
Topic
Supercharge Your Content with AI and Data
We all need to create incredible content, put it out on the right channels, and monitor it to make it as effective as possible.
Come get practical examples of how generative AI can help with every part of this process. Learn why content marketing should be a key strategy for your brand and how you can leverage generative AI and data to increase the efficiency and effectiveness of your content marketing in the creation, distribution, and optimization phases.
Takeaways:
When: February 20, 2025, 1:15 p.m. (EST)
Speaker
Maya Demishkevich is a digital strategist with a passion for creative efficiency and results-driven solutions. She serves as Chief Marketing Officer at Carroll Community College in Maryland and brings over 15 years of experience across public, private, for-profit, traditional, and online education sectors.
As the founder of College Crusader, Maya provides strategic marketing and social media consulting, helping institutions connect meaningfully with students through digital storytelling and influencer marketing.
An award-winning marketer, she also hosts The Hidden Gem podcast, where she shares actionable strategies to amplify community college success.
Maya holds a Doctor of Business Administration, is a certified yoga instructor, and is trained as a mind-body skills group facilitator, blending mindfulness and personal growth into her leadership approach. Known for her innovative strategies and disciplined execution, Maya is dedicated to driving meaningful engagement and supporting educational institutions in achieving their goals.
Topic
Strategies for Recruiting and Promoting Continuing Education Programs
In this session, Maya will dive into practical strategies to enhance the visibility and recruitment for your continuing education programs. Learn how Carroll Community College (CCC) used a recent website redesign to improve presentation and discovery of programs and courses on its website.
Find out how CCC harness pop-ups and use analytics insights to drive web traffic to key pages. Maya will also explore how to design dynamic marketing campaigns that resonate with your audience and engage your campus community in content creation, ensuring your programs not only attract attention but also drive enrollment.
When: February 20, 2025, 2:10 p.m. (EST)
Speakers
Sandra Fancher is the Chief Innovation Officer at Stamats.
With more than 25 years of experience in digital strategy and account management, Sandra provides strategic guidance in strategy, innovation, and digital planning to colleges and universities, medical health centers, and national healthcare clients.
Meghan Keen, Director of Marketing & Public Relations, has over 15 years of expertise in design and marketing, including nine years in higher education, and leads Mid Michigan College's Strategic Communications team. She excels in strategic planning, enhancing efficiency, and driving impactful results across diverse projects and communication channels.
Topic
Creating Meaningful Pathways
Like many other two-year colleges, Mid Michigan College (Mid) clusters academic and career programs into guided pathways—interest areas designed to help students explore.
In planning and building a new website, Mid was challenged to:
Using content strategy and behind-the-scenes tagging to cross-reference related programs Stamats knows most prospective students come to college websites with this question in mind: “Do you have my major/program?”
While guided pathways can help users unsure what they want to study, they can frustrate users who come to a college site with specific interests. Working together, Mid and Stamats developed site structure and content to serve both kinds of users and advance the pathways model.
We created:
When: February 20, 2025, 3:10 p.m. (EST)
Speakers
Day Kibilds is the vice president of strategy at Ologie, the marketing and branding agency for education. For over a decade, Day has been leading innovative marketing work with universities worldwide, pushing institutions to use their communications as tools for equity and access.
She is an international keynote speaker on enrollment marketing, email strategy, productivity, and stakeholder management.
Day hosts Enrollify's Talking Tactics podcast and co-authored Mailed It!: A Guide to Crafting Emails that Build Relationships and Get Results.
Kat Liendgens is the CEO of Hannon Hill. Before joining Hannon Hill in 2009, Kat gained extensive experience in the higher education and government sectors, holding positions such as Associate Dean and IT Director. She frequently speaks at conferences about topics such as content strategy and content marketing. Kat strives to make Hannon Hill the place with the happiest employees and the happiest customers. To that end, she often holds one on one feedback sessions with our customers in order to optimally understand their needs.
Learn more about Kat in our CEO Spotlight.
Topic
How to Attract and Convert International Students Through Your Website
Join Day Kibilds and Kat Liendgens as both share actionable strategies to elevate your university’s digital presence and better connect with prospective international students.
This session will explore how to craft personalized content that resonates with global audiences while improving your website’s SEO to ensure international students can find you.
You’ll also learn how to create an intuitive and engaging user experience that makes your website welcoming and easy to navigate, using clear, accessible language.
Discover how to showcase the return on investment your institution offers while highlighting the support, community, and sense of belonging students can expect when they choose your university.
This keynote is perfect for higher education marketing professionals, admissions officers, website content managers, and international recruitment teams looking to strengthen their global reach.
When: February 20, 2025, 4:10 p.m. (EST)
Last Updated: Jan 9, 2025 11:00 AM
