The IMC program came together for me in a big way this past weekend in Morgantown. It made me realize how far I’ve come in the last two years and how fortunate I’ve been to be part of a first-rate graduate program that is committed to meeting the needs of students by challenging us to reach ever higher.

Faculty and students enjoy the Touchdown Terrace.
Photo: Dan Friend, WVU Photographic Services

FRIDAY NIGHT LIGHTS
It all began Friday evening at the Touchdown Terrace, overlooking the famed WVU football stadium. It was humorous to watch everyone (myself included) scanning nametags, as we know each other better by name than face in our virtual world. One of my former classmates, Ken, who had just graduated in May, made the drive all the way from Ontario, Canada, for the weekend.

After two years of getting acquainted on the forums, I also got to meet Bev from Morgantown, who started the program when I did, and Anne from Pittsburgh, who was the first IMC student blogger. Impressive women!

I soon spotted Todd (South Carolina), whom I’d met at my first IMC Weekend in 2006. He and his wife were chatting with Professor Myers, our current instructor for IMC Campaigns, who had flown in from Wisconsin. We all talked a bit about how the class was progressing, but mostly this evening was about meeting and greeting current students, program graduates, IMC faculty, and prospective students. More than 120 people (including guests) registered for the event.

Over dinner, my husband and I enjoyed renewing acquaintances with Professor Creely (my first instructor in IMC 610). Across the table was a prospective student, who plans to enter the program this fall. In classic small-world fashion, we found ourselves sitting next to another student who lives about 30 miles from us in the Richmond, Va., metro area. It’s a nice touch to welcome spouses and S.O.’s to these events—it makes for great commiseration for everyone.

Maryanne Reed, dean of the P.I. Reed School of Journalism, welcomed us warmly. She reiterated the importance of the IMC program to the journalism school and introduced keynote speaker, Bruce Nelson, vice chairman of the Omnicon Group, whose impressive list of credentials made me sit up straighter in my chair.

Here are a few nuggets I distilled from his talk:

Bruce Nelson
Photo: WVU Photographic Services

• As IMC practitioners, we’re “in the business of condensed storytelling to get people to do something.” The time we have to tell a brand or product story gets shorter and shorter, Nelson said, yet the story must still describe the product and motivate action. “Without the story, we are lost. Without the story we are merely buying media.”

• “You have to dig deeper all the time to learn more about your product. It’s the hardest thing to learn, but you have to keep investigating all of those things you took for granted.” Connecting the obvious with the not-so-obvious leads to a-ha moments.

• The desire for marketing accountability is growing in the industry. The demand for ROI is the “greatest sea change [the industry has experienced] in five or so years.”

SATURDAY SESSIONS
My plans for an early-morning walk on the amazing Monongahela River trail, accessible just steps from our hotel, were rained out by an early morning thunderstorm. I happily settled for a delicious omelet in the cushy Waterplace Hotel restaurant.

New and prospective students started their day with an information session, which segued into two panel discussions-one with IMC faculty, the other with IMC students and recent graduates. It was great to hear faculty members share their perspectives on the strength of WVU’s online program. Their testament to its rigor in relation to other university programs and its relevance to current needs in the marketplace was reassuring, to say the least.

Prof. Gary Myers answers a question.
Photo: Dan Friend, WVU Photographic Services

As a member of the student panel, I somehow managed to share my age live and on camera, as I babbled on about being an older student. You’ll have to catch the video to hear that confession.

Listening to the stories of my fellow students who are moving through the program two classes at a time and, in many cases, with young children at home, I simply stand in awe. Others, like me, have chosen the one-class-at-a-time pace. The beauty of the IMC program is that you can do it either way.

We had our choice of four faculty-led breakout sessions on exciting topics: emerging media, green marketing, PR for nonprofits, and entrepreneurship. I grabbed my box lunch and headed for Professor DeMarco’s session on green marketing Great choice!

DeMarco delved into the evolution, expansion, and ethics of green marketing. Plus, we talked about this rapidly expanding career specialization area for marketers.

Essentially, DeMarco gave us a preview of the green marketing component that will be part of the new IMC 621: Current Topics in IMC elective rolling out this fall. The course will be divided into three-week sections on subjects like healthcare communications, sports marketing, and green marketing. Check it out as you schedule courses this fall.

The IMC Weekend wrapped up with a student and faculty jam session on whatever topics came to mind.

Prof. Chad Mezera
Photo: Dan Friend, WVU Photographic Services

Chad Mezera, IMC program director, moderated, and we all walked away with new bits of information about the IMC degree, its value in the workplace, and the continuing improvements WVU has in the pipeline. Plus, we got a sneak preview of the new IMC web site coming soon. It’s a great showcase for our program-smart and integrated.

As I near completion of the IMC program, I’m confident I’ve made the right choice in degree and school. It all came together in Morgantown.

Founders Hall

P.S. Questions, anyone?
In keeping with the tradition of my predecessor bloggers, the “Ask Virginia” line is always open. If you have a question about IMC weekend, the program in general, or my experience as a student over the past two years, ask away and I’ll get back with you.