"Listen Before You Write"
Andy Schadwinkel UNL Director of Strategic Marketing
Knowing your audience is key to framing your stories in a way that matters. Andy Schadwinkel will present new, original research findings about the communications habits and preferences of college students. Andy Schadwinkel has served as UNL’s Director of Strategic Marketing since 2008. Previously, he served in UNL’s Office of Admissions as Marketing Director. Before joining the UNL team, he served as a copywriter at Lawrence & Schiller and interned in London. He holds bachelor’s and master’s degrees from UNL, studying in the advertising and marketing programs, respectively. Andy has been involved in leading audience research at UNL since his arrival, has organized many high-visibility communications including UNL24, and knows and coaches great writing based on audience preferences.
"What Makes a Great Story"
Jody Koenig Kellas Associate Professor of Communication Studies
Engaging people in good stories requires communication competence. Some stories paint vivid pictures, are memorable, enjoyable, and ones you can’t wait to retell. Knowing what sets a great story apart from an ordinary one is a key to stronger audience engagement. But, storytelling to market the university means thinking about not only the story we put out, but also the way we listen to our students’ stories and incorporate their perspectives into how their story at UNL matters. This presentation will draw you into an understanding of the arc of a story and highlight the importance of working together to construct student stories that matter.
Jody Kellas, Ph.D., is an expert in storytelling and memorable messages. Her area of specialty is in the links between storytelling and well-being. Her research has been published in journals such as Communication Monographs, Human Communication Research, Journal of Social and Personal Relationships, Health Communication and Journal of Family Communication.
"Strong Story, Strong Brand"
Caleb Jensen Creative Director, Wieden+Kennedy, New York, UNL Alumnus
The big, central story of any brand must be clear and relevant in order to be successful. Caleb Jensen will talk about building a strong brand story.
Caleb Jensen has served as creative director in the New York office of Wieden+Kennedy since 2013. He previously served as Executive Creative Director of the Tokyo office of W+K, and as a copywriter in the Portland office from 2005-2011. A Lincoln native, he is a 2001 graduate of the Advertising program at the University of Nebraska–Lincoln. Jensen has worked with some the world’s biggest brands, including Nike.
"Great Storytelling Brings Brands to Life"
Jonathan Woytek Creative Director, Pereira O'Dell, San Francisco
Successful brands have a strong image in the minds of consumers. Like great people, great brands have a story to tell—one that’s compelling and even inspiring. But those stories don’t just happen by accident.
Jonathan Woytek has served as creative director at Pereira & O’Dell in San Francisco since 2010. He previously served as Senior Vice President and Director of User Experience at MRM Worldwide, Vice President and Director of User Experience at McCann Worldgroup, Vice President and Associate Creative Director for Interaction Design at Modem Media/Digitas.
Marketing and Advertising Agency Pereira & O’Dell was recently named by Fast Company as one of the world’s top 10 most innovative companies in advertising. Fast Company says Pereira & O’Dell has provided a creative roadmap for how to deftly combine brand, social participation and sophisticated storytelling, adding a layer of the unexpected to all the work it does.
Woytek’s roster of current and past clients includes Skype, LEGO, adidas, Corona, HBO, Samsung and many other brands that are household names.