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HARTFORDBUSINESS.COM | | MAY 15, 2023 15 Cordero said every college can promote and market graduation speakers, even if they aren't nation- ally known figures. It starts with garnering public and media attention before the ceremony, and then recording the speech and promoting it on social media and other channels. "Capture the moment and market it," Cordero said. "Putting (the speech) on the school website, social media handles and in email campaigns are a must. Put it on YouTube for a duration of time, as sometimes speeches like Steve Jobs' go viral and get tons of views. Anyone in the world can see it, and sometimes, just sometimes, they will go viral." Alumni connection University of Hartford commu- nications professor Sarah Miner said there is no better marketing campaign for the school than bringing in a successful alum. This year, 1999 alum Nicole Hughey, senior vice president and head of diversity, equity and inclusion at satellite radio giant SiriusXM, was one of two speakers at UHart's May 14 graduation ceremony held at the XL Center in downtown Hartford. Greg Barats, CEO and president of HSB Group, parent company of equipment-breakdown insurer Hartford Steam Boiler, addressed graduate students. "When you hear from an alum, and they are successful, it highlights the fact that you can come to the univer- sity, study and go on to do incredible things," Miner said. "Other univer- sities might have really big names but, to me, somebody who is really rooted in the community and has success in their industry, and who has ties to the university, really brings it all full circle. That's not full circle just for the students, but also for the families who are going to be in attendance and supporting these graduates." University of St. Joseph Pres- ident Rhona Free said her West Hartford school uses commencement speakers to motivate and inspire students, while also using them as a marketing tool. "The commencement speaker is a way of providing a model for students of what we hope their lives will be," Free said. "The marketing aspect of it is really conveying to a broader audi- ence — family members, students, employers, potential students, poten- tial employers and just the community in general — the type of outcome we want for all of our students." Free said she has the final say on all USJ commencement speakers, and personally signed off on this year's choice: Bruce Mandell, co-founder and chairman of the Hartford Athletic soccer team, and owner of Newington-based direct- mail company Data-Mail Inc. "He is a good example of someone you want representing your univer- sity," Free said. "He is working hard to develop the southern part of Hart- ford, his family has done well in busi- ness, and he is very philanthropic." Free said USJ posts information on its commencement addresses on social media before and after the event, and in its semi-annual alumni magazine, "Outlook." She said some speakers, such as U.S. Rep. Jahana Hayes (D-CT), who addressed USJ students in 2022, continue to get positive feed- back on social media. Hartford's Trinity College has a track record of recruiting big-name graduation speakers, including former President Jimmy Carter in 1998. PHOTO | CONTRIBUTED Sarah Miner Rhona Free ORTHOPEDIC & SPINE HEALTH Targeted Care That Moves You You can count on our expert team to provide individualized treatment options to solve your orthopedic problems - both surgical and non-surgical. We offer the best in sports medicine, joint replacement, arthroscopic surgery, spine health, pain management, physiatry and rehabilitation, podiatry, hand and fracture care, and general orthopedics right here in the heart of your community. Take the first step in geing back to what you love. Schedule your appointment today! 833.4BHDOCS | bristolhealth.org/ortho HIP ELBOW FOOT KNEE SPINE chelseagroton.com/growthatbusiness or call 860-448-4295 NMLS #402928 *Subject to credit approval. It's more than just a place of business… It's where you'll grow your future. We'll help you meet the right people, get a loan, * and share all you need to know along the way.