Navigating the Content Creation Maze in Higher Ed

Meet the Speakers

Holly Smith

Holly is a freelance marketing and communications consultant. She has over 25 years of marketing experience in industries of higher education and healthcare.

Her first Bachelor’s degree is in Athletic Training from Indiana University followed by a Bachelors in Marketing at the University of Southern Indiana. She also obtained her MBA from the University of Evansville. Her experience is both in-house marketing and agency side. She has worked at Cincinnati Children’s in marketing and strategic planning and at St. Elizabeth Healthcare in Northern Kentucky. Holly also worked at a boutique marketing agency, Ten Adams, who specializes in healthcare marketing and strategy. Three years after, she joined St. Mary’s as the Direct of Marketing, Strategic Planning and Printing Services.

Most recently, Holly was the Senior Director of Marketing and Communications at the University of Evansville. In addition to her position, she has been an adjunct teaching marketing courses since 2016. Holly received the President’s Distinguished Service Award at the University of Evansville in 2021.

Craig Hornberger

Craig Hornberger is the senior creative director for the UK Athletics Department, where he has overseen the Creative Services Office since 2004. His unit is responsible for producing a wide array of dynamic visual messaging for all 23 varsity teams and support units within the department. Hornberger is heavily involved with creating the public facing graphic identity for Kentucky’s men’s basketball and rifle programs.

During Hornberger’s tenure in the UK, the Creative Services Office has been nationally recognized for its publications and graphic design. Hornberger has been honored for his contributions in the layout and design of various athletic department publications. They include the men’s basketball yearbooks and basketball posters. He twice received an American Inhouse Design Award from Graphic Design USA for his layouts of the UK’s Athletic Annual Report.

Prior to coming to UK, Hornberger was the sports publications director at the University of Virginia in Charlottesville, VA. While there, he oversaw the collection and layout of artifacts and imagery for the University of Virginia Football Hall of Fame. He worked as the photo research editor for the book, ‘Hoos ‘N’ Hokies: The Rivalry. He also collaborated with the UVa Development Office in the production of First and Goal, a publication about the school’s football stadium expansion project. The latter publication received an Award of Excellence from the Council for Advancement and Support of Education (CASE).

Hornberger also spent several years as the publications editor for the Virginia Student Aid Foundation, the fund-raising arm for the UVa Athletics Department. During that time, he managed the production of the VSAF’s national award-winning quarterly magazine, Virginia: Inside Cavalier Sports. Before working for VSAF, Hornberger spent one year as sports publications director at West Virginia University.

Jamie Leinauer

Jamie Leinauer is the Creative Director in the Office of Communications and Marketing at McDaniel College in Westminster, MD. Relying on her strengths in strategic thinking and ideation, Jamie brings her passion for quality to the development and implementation of the official visual identity of college communications in multimedia platforms. Maximizing her skills in creative concepts, project management, and an in-depth understanding of the institutional brand, she is involved in strategic decisions that affect the college as a whole.

A Maryland native, she earned her B.F.A. with a dual focus in Graphic Design and Photography from Frostburg State University. She brings years of higher ed experience to the table with previous positions at the University of Kentucky’s Gatton College of Business and Economics, and Transylvania University in Lexington, KY. Jamie is a proud leader of an award-winning creative team that strongly believes in the concept of work-fun infusion.