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It Starts with Content Strategy


10:50–11:10 a.m.

Hosted by

Office of Communications and Marketing with support from Finance and Administration, College of Education, Health, and Human Sciences, and College of Arts and Sciences


At the heart of effective digital content is good strategy. It has been nine months since we first introduced the idea of campus-wide digital communication transformation, which is grounded in content strategy principles. This session will include a brief update on the progress on the Dx project and a facilitated panel discussion with three campus communicators who have been knee-deep in content auditing and planning. Their perspectives will provide valuable insights and lessons learned for everyone undertaking work as part of this important initiative.


Alicia Calderón
Communications Specialist
Finance and Administration

Alicia Calderón is new to Knoxville as well as higher education and has robust experience working for a municipal government. She is a seasoned professional with a background in communications, event operations, and business management. She is adept at coordinating logistics, managing budgets, and ensuring seamless execution of highly attended public events. She thrives in collaborative environments, enjoys building strong relationships with colleagues and stakeholders, and is excited to learn more about campus culture. With her comprehensive still set, a master’s in business, and a desire to be in the know, she plans to deliver impactful results in her new role at UT.

Doug Edlund
Director of Marketing and Communications
College of Education, Health, and Human Sciences

Doug Edlund’s areas of expertise include video production, marketing, media relations, emerging technology, social media strategy, and podcast production. He joined the College of Education, Health, and Human Sciences in 2021 after 22 years with the UT Institute of Agriculture. Before joining UT, he worked at WBIR-TV in Knoxville. Edlund is active in the Association for Communications Excellence, where he has served in a number of leadership roles, including president, and made presentations on communications best practices in the US and Canada. He has a BS and MS in communications, both from UT.

Kayla Lang
Digital Communications Manager
College of Arts and Sciences

A Knoxville native, Kayla Lang has always felt the Volunteer spirit and is committed to contributing to the success of both the university and her community. She has a BA in communications from UT and has been a university employee since 2018. As digital communications manager for the College of Arts and Sciences, she oversees more than 100 websites under the college umbrella and provides expertise in digital content and design, data analytics, and website development. She works with department representatives to provide strategic direction and implementation of the college’s digital transformation.

Jacob Rudolph
Associate Vice Chancellor
Office of Communications and Marketing

As a member of the Office of Communications and Marketing’s leadership team, Jacob Rudolph works most closely with the creative, digital, marketing, and video production staff while leading campus-wide strategic initiatives that advance the reputation of the university. A proud UT alumnus, he graduated from the College of Communication and Information in 2000, received a film degree from the University of North Carolina Wilmington, and earned his master’s degree at Appalachian State University.