This schedule is tentative and subject to change as we add events and speakers. Sign up to receive Integrate 2026 announcements.
| 11 a.m. - 1 p.m. | Pre-Conference Workshop Registration |
| 12 p.m. - 4 p.m. |
Pre-Conference Workshop
Crisis Communication Bootcamp: Translating Theory into Rapid Action Dr. Julia Daisy Fraustino As crises can unfold publicly instantly, communication professionals must be prepared to make clear, strategic decisions under pressure. This immersive pre-conference workshop “bootcamp" equips participants with research-based frameworks and hands-on practice to strengthen crisis communication performance. Grounded in foundational and contemporary crisis theories and other evidence-based models, this fast-paced session guides attendees through real-world scenarios, message development, spokesperson skills, and rapid response considerations they can bring home and implement right away (although hopefully won’t need to!). Participants will leave the session better equipped to design, adapt, and deliver effective crisis communication that protects people, preserves trust, and advances organizational and community resilience. |
| 1 p.m. - 3 p.m. |
Pre-Conference Workshop
Bake-Off for a Modern Marketer: Building an AI-Powered Campaign Joe Gura Artificial intelligence is no longer an experimental edge case in marketing — it is a powerful accelerator that can compress weeks of strategic and creative work into a single working session. In this fast-paced, interactive workshop, participants will experience a live “marketing bake-off.” Starting with nothing more than a campaign objective, participants will collaboratively develop strategy, messaging, creative concepts, audience insights, and activation plans using today’s most capable generative AI tools. Grounded in prompting mastery, intelligent tool selection, workflow design, and responsible AI use, this session will demonstrate how marketers can elevate their roles from operators to orchestrators. Participants will learn how to translate ambiguous business goals into actionable AI inputs, test multiple creative paths in real time, and quickly evaluate the outputs for accuracy, brand alignment, and strategic value. By the end of the workshop, participants won’t just understand how AI fits into modern marketing; they will have built a full campaign prototype demonstrating why marketing is at the forefront for organizational AI adoption and the ideal proving ground for experimentation, rapid iteration, and measurable impact. This workshop is limited to 20 participants and requires attendees to bring their own laptops. |
| 2 p.m. - 4 p.m. | Faculty Meeting |
| 3 p.m. - 5 p.m. | Professional Headshots (Optional) |
| 3:15 p.m. - 4:15 p.m. |
Clifton Strengths Coaching Session (for current faculty, staff, and students)
More details and separate registration to come. |
| 5 p.m. - 7 p.m. | Welcome Mixer |
| 7:30 a.m. - 8:30 a.m. | Breakfast |
| 8:30 a.m. - 9:45 a.m. |
Keynote Session
Humanity in the Loop: AI as Creative Collaborator for the Next Generation Megan Smith-Branch As AI capabilities expand, the most valuable professionals won't be those who can prompt the best algorithm—they'll be those who understand when and how to keep humanity in the creative process. This keynote challenges conventional thinking about AI in creative fields, offering a roadmap for professionals and students in marketing communications, game design, and music business programs. We'll deconstruct successful campaigns where digital marketing teams used AI while maintaining brand authenticity, explore game design studios creating AI-enhanced experiences that deepen emotional player engagement, and analyze how music industry professionals leverage AI for discovery and distribution while protecting artistic integrity. Participants will gain actionable strategies for an AI-integrated world where human creativity, cultural intelligence, and ethical judgment become more valuable—not less. |
| 9:45 a.m. - 10 a.m. | Break |
| 10 a.m. - 10:40 a.m. |
Speaker Sessions
Session 1: Cultured: How Brands Can Show Up in Culture Without Crashing Eric Winkfield In today’s polarized, fast-moving cultural landscape, brands are no longer observers of culture—they are active participants, whether they intend to be or not. Consumers increasingly expect brands to show up in culture with clarity, credibility, and purpose, yet missteps are swift, public, and often costly. So how can brands engage culture in ways that feel authentic rather than opportunistic? Drawing on M Booth’s national research study, Cultured: How Brands Can Make Their Mark in Culture—and Why It Matters, this session explores how culture is defined today, what audiences truly expect from brands, and why values alone are no longer enough. The findings reveal a clear shift: people are evaluating brands not just on what they say, but on how they act, lead, and show up consistently over time. Attendees will be introduced to a practical framework for navigating culture that helps organizations identify their appropriate role—from reflecting cultural moments to shaping norms or driving meaningful impact. Through research insights and real-world examples, this session offers guardrails for avoiding performative engagement, assessing cultural risk, and building relevance rooted in action. Designed for communicators, marketers, and leaders responsible for brand trust and reputation, this session equips attendees to engage culture with intention, confidence, and long-term impact. Session 2: Building Communication Strategies Through Universal Design Kelly Greathouse Communication strategies built through universal design foster stronger connection with an audience and facilitate greater understanding across channels. Small adjustments in messaging and delivery can have an outsized impact on engagement, trust, and performance. This session will explore practical strategies to ensure communications resonate with everyone. Participants will hear insights on language choices and communication practices that foster understanding, belonging, and alignment for everyone listening to their messages. |
| 10:40 a.m. - 11:50 a.m. |
Workshops
Workshop 1: Authentic or Artificial? Personal Branding and LinkedIn Optimization in the AI Era Dr. Amy Alyson Teller and Dr. Beth Michalec Personal brand is more than a listing of experiences and accomplishments; it is the narrative that communicates the unique value one offers to others and that also shapes how others perceive them. In an era where AI can generate professional content in seconds, the need and value of authenticity has never been greater. If everyone can produce a polished headline or generic professional narrative, how do they stand out without sounding artificial? This interactive workshop will guide participants in developing and expressing an authentic personal brand by clearly articulating their unique value proposition and professional story. The session will also include a demonstration to translate that narrative into an authentic LinkedIn presence. Rather than letting AI dilute individuality, participants will learn how to leverage AI as a tool to elevate and enhance their personal brand, story, and search visibility. Participants will engage in short exercises, profile audits, and live feedback opportunities designed to help them refine their professional online presence in real time. Attendees will leave with an actionable framework for building a personal brand through intentional profile design, authentic engagement, and ethical use of AI tools to enhance visibility, credibility, and professional impact. Workshop 2: Post. Share. Rank. Why Your Next SEO Win Starts Beyond the Hashtag Bob Bentz and Jonathan Bentz Social media might not be an official Google ranking factor—but it absolutely influences what ranks. In this fast-paced and entertaining session, WVU IMC adjunct professor and Alexia Vanides Outstanding Instructor Bob Bentz joins his talented nephew Jonathan “Bentz” Bentz as they break down the surprising ways your posts, videos, and engagement signals shape search visibility in 2026’s AI-driven landscape. You’ll discover why Google AI Overviews, Answer Engine Optimization, and Generative Engine Optimization have changed the rules for creators, brands, and agencies. We’ll show how your content is being interpreted, summarized, and surfaced by AI tools—and how you can engineer your posts to earn visibility far beyond the hashtag. Using real research, fresh 2025-26 data, and examples from Instagram, TikTok, YouTube, Reddit, and more, we’ll reveal how social content indirectly boosts search rankings through increased traffic, stronger brand authority, higher dwell times, and faster indexing. You’ll also learn platform-specific playbooks to get your social content discovered in Google search results. If you want to turn everyday posts into SEO wins, get more traction for creators and clients, and stay ahead of the AI content curve, this is the session you can’t afford to skip. Get ready to rethink how you create, distribute, and optimize content—and leave with practical strategies you can implement immediately. |
| 11:50 a.m. - 12:30 p.m. |
Speaker Session
IRL vs. AI: Why Real Experiences Still Matter in an Increasingly Artificial World Dan Dipiazzo Artificial intelligence is reshaping the way we communicate, presenting new opportunities for brands and creators to reach audiences. But amid this AI tsunami, people are desperately seeking real experiences, trusted sources and community connections. In this lively session, participants will learn how to balance emerging technology with high-touch encounters and discover that the most exclusive experiences will be those that feel the most human. |
| 12:30 p.m. - 1:30 p.m. | Networking Lunch |
| 1 p.m. - 1:30 p.m. | Professional Headshots (Optional) |
| 1:30 p.m. - 2:10 p.m. |
Speaker Sessions
Session 1: How AI Is Transforming Branded Content Creation Matty Staudt Artificial intelligence is revolutionizing how brands ideate, produce, and distribute content—and for creators, agencies, and media teams, this shift represents the biggest opportunity since social media. In this session, Matty Staudt will break down how AI tools are streamlining every stage of the branded content process, from research and creative development to scripting, editing, and optimization. Attendees will see how AI can help teams generate smarter concepts faster, repurpose assets across multiple platforms, personalize content for target audiences, and maintain brand voice with consistency and scale. Drawing from decades in broadcasting, podcasting, and digital media leadership, Staudt will share real-world examples of how AI is already reshaping workflows for media companies, agencies, and brands. He will also address common concerns—ethics, authenticity, copyright, and the fear that AI will “replace creativity”—and instead demonstrate how AI enhances human storytelling rather than replacing it. Participants will leave with a clear understanding of how to integrate AI into their content strategy, what tools to start using immediately, and how to future-proof their workflow in a rapidly evolving digital landscape. Session 2: Connected Campaigns: How Data Turns Multi-Channel Marketing into Measurable Growth Victoria Bodkins Modern marketers have more data than ever, but impact comes from knowing which signals to trust and how to act on them. In this hands-on session, attendees will learn how to use data to make smarter, cross-channel marketing decisions. This session will cover how to identify the metrics that truly matter, consolidate insights from multiple channels, and apply analytics to continuously optimize campaigns through practical real-world examples. This session is designed for marketers who want to make data actionable, not just informative, and walk away with clear strategies they can apply to their next campaign, whether they are just beginning to integrate their data or looking to level up their analytics approach. No matter their experience level, they’ll leave with practical tools and frameworks to turn data into smarter decisions across their multichannel campaigns. |
| 2:10 p.m. - 2:50 p.m. |
Speaker Session
The New Brand Voice: Scaling Authenticity from Micro-Influencers to Global Tours Neal Stewart The era of the "top-down" brand message is over. As consumers become increasingly immune to traditional advertising, brands must pivot from being the narrator of their own story to becoming a character in the stories of others. This session explores the seismic shift from traditional media spend to influencer-led storytelling through the lens of a practitioner managing field marketing for the oldest brewery in America. Drawing on real-world experiences from Yuengling Beer, this presentation pulls back the curtain on the entire influencer lifecycle. This presentation will examine the strategic portfolio approach: how to source and vet talent ranging from internationally touring musicians to local micro-influencers. Participants will learn the nuances of high-stakes negotiations, the logistics of executing partnerships in the field, and the "messy" reality of managing creative freedom within a regulated industry. Whether a participant is a student or a seasoned marketing professional, they will walk away with a tactical playbook for identifying the right voices, closing the deal, and leveraging human-led content to drive physical results in a digital world. |
| 2:50 p.m. - 3:05 p.m. | Break |
| 3:05 p.m. - 4:05 p.m. |
Crisis Communication Panel
Dr. Julia Daisy Fraustino (moderator), General James Hoyer (panelist), 2 more panelists TBD |
| 4:05 p.m. - 4:20 p.m. | Break |
| 4:20 p.m. - 5:00 p.m. |
Speaker Session
SPARKED: Rebellious Leadership Beyond the Ordinary Hugo Perez A call for leaders ready to stop managing and start igniting. What does it take to lead and market like a rebel in a world addicted to sameness? SPARKED isn’t another “best practices” talk. It’s a field guide from the trenches by Hugo Pérez, the engine behind Local Boy Co., a sharp, story-obsessed strategic studio that takes brands from forgettable to this anticipated story. Drawing on 20+ years zigzagging through global CPG, entertainment, higher ed, nonprofits, and startups, Pérez finds the thread that matters and pulls it until the whole story clicks. He’s the creative who helped normalize mental-health conversations with an award-winning MTV campaign, and turned a nationwide food-kitchen tour into “brand like → brand love” obsession that helped introduce plant-based pasta to the masses. |
| 6:30 p.m. - 9 p.m. | Awards Dinner |
| 7:30 a.m. - 8:30 a.m. | Breakfast |
| 8:30 a.m. - 9:10 a.m. |
Speaker Session
Building Belonging Through Branding R.J. Thompson Building Belonging Through Branding: How Bellevue Forward is Reimagining Community Identity Bellevue Forward is a nonprofit community development organization revitalizing Bellevue, Pennsylvania—one story, one storefront, one neighbor at a time. In this session, R.J. Thompson, the founding chairperson of Bellevue Forward and Emmiley Stern, 2nd ward Bellevue councilwoman, will explore how Bellevue Forward harnesses creative branding, local storytelling, and placemaking to spark economic growth and deepen community pride. From activating public spaces with engaging design to supporting small businesses with compelling integrated marketing, Bellevue Forward collaborates with local creatives and residents to shape a more vibrant, inclusive, and future-ready borough. Learn how the power of authentic branding can do more than sell a product—it can bring a community together. Walk back home with a playbook on how to transform your community through compelling marketing and design. |
| 9:10 a.m. - 9:25 a.m. | Break |
| 9:25 a.m. - 10:35 a.m. |
Workshops
Workshop 1: Think First, Prompt Second: How to Use AI Without Losing the Plot Kellie Reinert Vivanco AI is not a strategy. It is a tool that works best when it supports clear thinking, solid research habits, and responsible marketing practice. In this hands-on workshop, participants will learn how to use AI to understand people more deeply, not replace the work of audience insight or ethical decision-making. The workshop will start with what AI does well, where it falls short, and why curiosity, empathy, and human judgment still shape effective engagement. Participants will see real marketing examples where AI weakened the message through generic content, incorrect assumptions, or a clear lack of consumer understanding. These moments will set the foundation for a simple truth: good marketing still depends on how well the marketers understand their audiences. The workshop will then get practical. In small groups, participants will map a customer journey, define what their audience is trying to accomplish, and practice structured prompts that turn customer needs into early insights. They will also run quick ethical checks around privacy, consent, and transparency so their work stays grounded and responsible. Participants will leave with a worksheet they can reuse for any project, along with a checklist for safe prompting and a framework for evaluating the quality of AI outputs. The goal of this session is not to turn participants into AI experts; it is to help them think more clearly, work more ethically, and use AI in a way that strengthens their marketing practice. Workshop 2: Beyond the Like: How to Build Real Engagement Online Kristin Meeks In a digital world driven by algorithms and vanity metrics, it’s easy to confuse likes and follower counts with real success. Beyond the Like: How to Build Real Engagement Online challenges that mindset and redefines engagement as connection, trust, and meaningful action—not just numbers. This session introduces a new way to think about the audience, focusing on relationships instead of reach. Attendees will learn why genuine engagement matters more than impressions or follower growth, and how this shift leads to stronger brand loyalty, clearer messaging, and better results over time. Participants won’t just leave with ideas—they’ll leave with a plan. Attendees will gain practical, time-saving tools and techniques, along with resources for planning, designing, scheduling, and repurposing content efficiently. By the end of the session, participants will feel confident turning everyday content into purposeful engagement that supports long-term goals. |
| 10:35 a.m. - 11:15 a.m. |
Speaker Sessions
Session 1: How to Future Proof Your Marketing Career; Navigating Titles, Skill Gaps, and Tech Fluency Fauna Solomon AThe marketing world is changing fast, and the career paths students expected even a few years ago look completely different today. New job titles appear every semester, employers expect stronger technical skills, and the line between creative and analytical work continues to shift. For many students, that can make the job search feel confusing and overwhelming—especially when they’re trying to figure out which path fits them best. This session breaks down what the future of marketing careers really looks like and how everyone can prepare for it now. Participants will learn which roles are growing, which skills employers value most, and what “tech fluency” actually means for someone starting out. This presentation will discuss the current skill gaps that keep new graduates from landing interviews, how to translate student experience into real-world value, and how to stand out even if the part of marketing the student wants to pursue is still unknown. By the end of the session, participants will have a clearer sense of how to build a career strategy that matches the pace of the industry—using strengths, storytelling, transferable skills, and practical steps that put them ahead of the competition. This session gives participants the insight and confidence to navigate the next decade of marketing with purpose and direction. Session 2: Go For The Gold: How to Bring a Big Idea to Life Nicole Hagy This presentation advises attendees how to take a unique idea and bring it to fruition - no matter if the idea is equivalent to a sprint or a marathon. The example/theme throughout the session will be the presenter’s development of a speaker series in Akron, Ohio, with the main focus concentrating on a September 2025 event featuring Olympic Gold Medalist in Figure Skating, Oksana Baiul. By being confident in one’s ideas, he or she can become influential in their workplace and the community, essentially carrying the torch for future success. In this fun and engaging session, attendees will learn ways to build trust with their organization’s leadership team and/or community stakeholders which will lead to excellent results. Participants will discover how being authentic, believing in themselves and working hard can help them achieve both personal and professional goals. |
| 11:15 a.m. - 11:30 a.m. | Break |
| 11:30 a.m. - 12:10 p.m. |
Speaker Sessions
Session 1: One Crisis, Many Audiences: Internal & External Communications Lessons from a Cybersecurity Incident Matthew Cummings Within hours, a cybersecurity incident creates one of the most complex communications environments an organization will ever face: one crisis, many audiences, and often none of the tools communicators rely on to do their jobs. This session is led by a corporate spokesperson for a Fortune 500 insurance company who served in that role during a recent cybersecurity incident and who also serves as a long-time integrated marketing communications instructor at West Virginia University. Drawing from firsthand experience, the workshop shares the real story of communicating internally and externally when core systems are unavailable, information is changing by the minute, and pressure from many stakeholders escalates simultaneously. The session examines real-time internal and external communication decisions, including the many trade-offs communicators must make when legal, technical, human, and business realities collide. Rather than offering a theoretical crisis planning session, this workshop emphasizes practical lessons learned: the importance of backup tools, the need to prioritize audiences and align communications team members, and how organizations can learn from and emerge stronger from a crisis. Participants will think through and refine their own incident communications plans and toolkits using realistic scenarios drawn from the incident. The session reinforces a core truth of crisis communications: while no organization is ever fully prepared, intentional planning can meaningfully improve outcomes when an incident strikes. Session 2: AI-Ready: The New Imperative for Marketers Joe Gura Skills, Strategy, and Leadership for the Era of Intelligent Work Artificial intelligence is no longer a futuristic concept—it is the defining skillset for modern marketers and a transformative force across every industry. Yet most professionals still lack the foundation to confidently evaluate AI tools, guide responsible adoption, or advise their organizations on best-fit solutions. This session is designed to equip marketers to lead with clarity, creativity, and responsible innovation. Attendees will walk away understanding what AI is (and what it is not) and how today’s generative models truly work. The session will move beyond buzzwords to focus on the practical capabilities marketers need today: crafting effective prompts that unlock measurable results, navigating the crowded AI solutions landscape, choosing the right tool for the right task, and strengthening an ethical, secure, and future-proofed AI foundation. The session will also explore real-world challenges—organizational resistance, data concerns, and the need to champion a “learn-it-all” (not “know-it-all”) culture—as well as the leadership behaviors that differentiate trusted AI advisors from casual tool users. |
| 12:10 p.m. - 1:10 p.m. | Networking Lunch |
| 12:40 p.m. - 1:10 p.m. | Professional Headshots (Optional) |
| 1:10 p.m. - 1:50 p.m. |
Speaker Session
What Advertising Really Teaches You Justin Hoot Advertising is an incredible first career. It’s creative, fast-paced, and drops you inside real businesses solving real problems. But here’s the truth most people don’t hear early enough: advertising is usually only half of a career. This session reframes advertising not as a destination, but as a training ground. A place to develop instincts around human behavior, storytelling, and strategy — skills that compound long after you’ve stopped writing headlines or pitching decks. When you work in advertising, you’re not just selling products. You’re learning how companies actually operate: how they grow, where they break, and why some brands survive while others disappear. Unlike most professions, advertising gives you rare exposure to multiple industries. Over time, you start recognizing patterns — what earns trust, what feels fake, and when a business truly connects with customers. That inflection point is where marketing really lives. This session also tackles an uncomfortable reality: you will get older, trends will change, and you won’t always be the target audience. That’s not failure — it’s evolution. The goal isn’t to stay “cool.” It’s to become useful. We’ll explore how to transition from executor to thinker, from trend-chaser to pattern-recognizer, and how to intentionally design your second act — whether that’s entrepreneurship, leadership, teaching, or something unexpected. |
| 1:50 p.m. - 2:10 p.m. | Conference Wrap-Up |
| 2:10 p.m. - 2:45 p.m. | Ice Cream Social/Networking Opportunity |