CUPRAP 2022: A Confluence of Hope

After two years on Zoom, we reflect on how the return of an in-person conference format brought forth hope for the future.

By: Joseph Master
featured-image

If you are looking for a standard, step-by-step conference recap, look elsewhere. After two years leading on Zoom, CUPRAP board member Joseph Master reflects on what made CUPRAP 2022 so special—and how the future looks just a little brighter in its wake.


I want to talk about hope and how hope can lead to healing.

Recall the gratitude you felt when sun touched your skin on the first warm day after those endless winter doldrums. Or the anticipation of the first snowfall after months of summer heat. Your senses were heightened. You noticed the beauty of the horizon—the same one you’d forgotten to look at for months.

And. You. Smiled.

That’s how I felt for the entirety of the 2022 CUPRAP Spring Professional Development Conference, held March 16-18 in Lancaster, Pa. For so many of us, our last professional development experience—perhaps our last experience in a large gathering of any kind—was the 2020 CUPRAP Spring Conference, which ended March 6, 2020, the week before our world stopped spinning. We went home to figure out how to engage at a distance, behind masks, boxed in on screens that made us feel more self-conscious and withdrawn than we ever thought possible. Some of us had to lead teams and agonized over how to inspire others despite struggling with the same ennui. Some of us looked for strong leadership that never developed or institutional vision to correct our shared astigmatism. We all have been forced to look ourselves in the eye on Zoom, while simultaneously trying to look at each other, and it has been painful.

That’s exactly what our institutions did, too. They looked painfully inward, while needing to look outward at the same time. They formed task forces and hired consultants to help us address issues internally. And they knew that every other institution was following the same exercise. That aching self-reflection picked the scab of historic and systemic wounds that we had been scratching in near solitude for two years. Because the horizon for our colleges and universities became a picture on our walls, rather than a goal for our future. And we stopped feeling as empowered by those historic tethers of mission that used to bind us.

So, as we all walked hesitantly into the conference hall at the Lancaster County Convention Center, wondering what to do with our masks and how to navigate our handshakes, we wanted so badly for it to work. We wanted our colleagues to accept us with the nonverbal cues we used to master so well. We longed to make eye contact, to hug, to share our stories. We wanted to feel comfortable with each other after 740 days being uncomfortable in solitude.

It was beautiful.

The CUPRAP Spring Conference was a success, because we willed it to be a success. We put away our insecurities about ourselves, our fears of the unknown, our worry about stepping backwards in time to a world we doubted could exist again. And, for three days, we truly connected.

We asked Jeff Selingo during the opening keynote how to heal societal wounds through the power of higher education, and he spoke truth about our shared challenges. But his words didn’t cut painfully like a sword. No, it was something different.

Because wise words don’t cut. They help us heal.

In each subsequent session, we shared something that you cannot bottle or commoditize. We talked about the way forward. For the first time in two years, we shared our grand vision for our shared horizon. None of my conversations with colleagues were transactional interchanges or platitudes. It was all about our future, the future of higher education, and what we can do to make it better across institutional, state and international lines.

And something changed—at least in me. I felt that beautiful confluence of belief and expectation, of endorphins and enkephalins, those invisible and mystical transmitters of something I have wanted to feel for a very long time.

Hope.

Joseph Master

Joseph Master

Joseph Master is the assistant vice president of marketing & digital strategy at Drexel University, where he works on a collaborative team to push Drexel’s brand forward. His work has appeared in newspapers, magazines, television commercials, and on tiny screens across the nation. He also serves on the board of directors for CUPRAP (College and University Public Relations and Associated Professionals), an organization devoted to advancing higher-ed marketing and communications through professional development.

Newsletter Sign up!

Stay current in digital strategy, brand amplification, design thinking and more.

This field is for validation purposes and should be left unchanged.
Private equity is playing for control in higher ed marketing article image. A close-up of a Monopoly board featuring a silver horse and rider game piece near a red house. The board includes spaces labeled "Columbia University" and "University of California," with a large red question mark nearby.

Private equity is playing for control in higher ed marketing.

Fund managers are betting private companies will take over university marketing—one property at a time—as schools tighten budgets.

Marketing & Branding /
By: Chris Kudialis
Can generative AI video be used in higher ed marketing? article image. Split image: On the left, a close-up of hands typing on a keyboard, overlaid with lines of programming code. On the right, three diverse students sitting together in a library, engaged in collaborative learning, with an overlay resembling a video timeline below.

Can generative AI video be used in higher ed marketing? 

Although not yet ready for prime time, generative AI video shows potential to transform recruitment, campus tours and storytelling—if humans lead the way.

Marketing & Branding /
By: John Azoni
"The NIL Top 10: Who are the highest-paid college athletes?" article image displaying a collage of six college athletes across different sports, each wearing their team uniforms and caught in action. The top row includes a basketball player from North Carolina dribbling the ball, a gymnast on the floor mid-performance, and a football player from Colorado gesturing with his hands after a game. The bottom row shows a Duke basketball player preparing to take a shot, another football player from Colorado looking focused, and an Alabama basketball player pointing confidently.

The NIL Top 10: Who are the highest-paid college athletes?

Growing collective contracts and sponsorship deals have university athletes — both men and women — raking in record paydays.

Marketing & Branding /
By: Chris Kudialis
Private equity is playing for control in higher ed marketing article image. A close-up of a Monopoly board featuring a silver horse and rider game piece near a red house. The board includes spaces labeled "Columbia University" and "University of California," with a large red question mark nearby.

Private equity is playing for control in higher ed marketing.

Fund managers are betting private companies will take over university marketing—one property at a time—as schools tighten budgets.

Marketing & Branding /
By: Chris Kudialis
Can generative AI video be used in higher ed marketing? article image. Split image: On the left, a close-up of hands typing on a keyboard, overlaid with lines of programming code. On the right, three diverse students sitting together in a library, engaged in collaborative learning, with an overlay resembling a video timeline below.

Can generative AI video be used in higher ed marketing? 

Although not yet ready for prime time, generative AI video shows potential to transform recruitment, campus tours and storytelling—if humans lead the way.

Marketing & Branding /
By: John Azoni
Grid of iconic college and university logos featuring institutions like Harvard, Tuskegee University, Stanford, SCAD, Michigan State, Temple University, Princeton, University of Florida, RISD, MICA, Notre Dame, and the University of Texas. The logos are displayed on a white grid background.

10 Iconic College Logos: Design, History and Stories That Stick

From crimson crests to Spartan helmets, these college logos do more than look good—they tell unforgettable stories of identity and legacy.

Marketing & Branding /
By: Sean Daly