Professional Documents
Culture Documents
A Skills Symposium
April 1, 2011
Rochester Institute of Technology Spectrum
Rochester, New York 2011
Contents
Welcome 1
Schedule 2
Recognition 4
Keynote Speaker 5
Session Descriptions 8
Session One 11:00am - 12:00pm 8
Session Two 1:15pm - 2:15pm 10
Session Three 2:15pm - 3:15pm 12
Session Four 3:45pm - 4:45pm 14
DITA Short Sessions 4:45pm - 5:45pm 16
Vendor Tables 18
Speakers 20
Summit Awards 28
Rochester Chapter Leaders 30
Conference Supporters 31
RIT Campus Map 32
RIT CIMS Building Map 33
Acknowledgments 39
Welcome
Welcome to Spectrum, the 52nd annual conference
of the Rochester chapter of the Society for
Technical Communication. Spectrum is the longest-
running educational conference for technical
communicators in New York. This year we have
partnered with the Department of Communication
at RIT to highlight our commitment to higher
education and continuing improvement in our
profession.
In addition to the keynote and presentation sessions, you’ll be able to enjoy demonstrations and talk with
vendors about tools and technologies that can help you in your work. You’ll have the opportunity to provide
feedback about the presentations, as well as about the conference itself. Please take a few moments to
complete a session evaluation form after each presentation you attend, and use the conference evaluation
form to tell us how Spectrum worked for you today.
Our hope is that you’ll leave Spectrum with new ideas, new skills, new contacts, and new options that
can enhance your career and your knowledge of our profession. Committee members will be available
throughout the day to answer any questions you have.
We would like to thank our Partner, the RIT Department of Communication, and our many sponsors for
contributing their support to Spectrum this year. Supporters are listed in the back of this program—please
take advantage of their expertise today.
Welcome 1
Schedule
8:00am -
9:00am Registration (Vendor Exhibits from 8:30 AM – 9:00 AM)
9:00am -
9:15am Welcome and Opening Remarks
9:15am - Keynote: Diane Gayeski
10:45am Positioning Communications as a Business Asset
10:45am -
Morning Break and Vendor Exhibits
11:00am
Professional Development Workplace Skills Management Methodologies
Room #2140 Room #2120 Room #2130
12:00pm -
Awards Luncheon & Door prizes
1:15pm
Judith Shenouda Marilyn Woelk
1:15pm - Kristi Leach
Planning Your
12 Steps to Creating Grassroots Documentation
2:15pm Communications to Reach
a Successful Work Life Testing
the Goal of ROI
12:00pm -
Awards Luncheon & Door prizes
1:15pm
Bernard Aschwanden
Karl Heinz Kremer
Adobe Systems 1:15pm -
PDF Collaboration
Around the World in 80 Days: The Case Study of the 2:15pm
(Adobe Acrobat)
Adobe FrameMaker 10 Reviewer’s Guide
3:15pm -
Afternoon Dessert/Snack Break and Vendor Exhibits
3:45pm
Nicky Bleiel
Alan Houser
ComponentOne 3:45pm -
Creating Software Simulations
A Realistic Approach to Content Management 4:45pm
Within Adobe Captivate
with Microsoft SharePoint
Ben Woelk
President
STC Rochester
4 Recognition
Keynote
Keynote 5
Plan to implement DITA?
PLAN TO DO IT RIGHT!
www.publishingsmarter.com
Unless you leverage your company’s investment in the content you produce,
technical communication will remain a cost center. This presentation
examines content in a new light.
8 Sessions
Bernard Aschwanden Metrics to Document the Cost of Documentation
Management Methodologies Metrics help identify the time, money, and resources of any project.
Room #2130 Documentation metrics provide clear and unbiased data to quantify costs.
Learn to calculate metrics, and identify where they can be reused. Define
metrics for writing (including traditional chapter based and reusable topics)
and present them in various ways beyond just a per page model. Know your
costs and be in control of requests for new resources, updates to procedure,
changes in software tools, and much more. Present from a position of
authority knowing the time, money, and resources your changes will save.
HTML5 updates the language of the Web to more fully support the Web’s
current and future capabilities, and maintains the vision of a standards-
based Web. This session will tell the story of how HTML5 development
began, and will provide an overview of HTML5 features in six major
categories: structure, semantics, interactivity, graphics, video, and Web
application support.
Sessions 9
Session Two 1:15pm - 2:15pm
10 Sessions
Marilyn Woelk Planning Your Communications to Reach the Goal of ROI
Management Methodologies Learn how to create effective communications to address business
Room #2130 issues. This session will review case studies related to creating positive
ROI. We will examine the initial client project requests, the research and
analysis conducted related to the feasibility of those requests, how the
communications solution expanded or changed the client request, and
other factors contributing to the success of the projects. We will answer
questions about 1) evaluating the types of communications needed
(marketing, training for a measurable skill or process, documentation,
etc.), 2) identifying whether the underlying issues have been adequately
assessed, 3) determining whether the deliverable is in the right medium to
address the issue, and 4) if the right people were involved in the solution.
We will also determine the measurable goal for the communications,
and identify steps that were taken to create positive results (ROI) for the
communications dollars spent.
Bernard Aschwanden Around the World in 80 Days: The Case Study of the Adobe
Adobe Systems FrameMaker 10 Reviewer’s Guide
Innovative Technical Products From corporate offices in India and San Jose, to meetings at a conference
and Services in San Diego, to a home office north of Toronto, and even to the beaches
Room #2170 of Hawaii! For documentation? Join Bernard Aschwanden as he details
a 3 month project that spanned the globe and resulted in the Adobe
FrameMaker 10 Reviewer’s Guide. This case study explores and explains how
an interactive multimedia PDF document with video, audio, detailed tasks,
and multiple deliverables was created. From a draft and outline to a finished
set of files managed with the Adobe Technical Communications Suite, this
session explores what goes into documenting one of the most popular tools
used by STC members. Find out how the project was conceived, planned,
managed, implemented, and delivered in a truly global fashion.
Sessions 11
Session Three 2:15pm - 3:15pm
We’ll answer the questions: How does technology affect translation and
vice versa? What technical options are available for writing teams work-
ing in these two unique environments? What’s the best way to maximize
translation reuse? How do I help make sure that my company’s brand and
message are consistent worldwide? How do I determine ROI and present
the idea to my company?
We will examine the challenges that our clients faced, solutions that were
considered, decisions that were made, tested, and altered, the final solu-
tion and the results. The examples will be relevant to all who would like to
find ways to reduce translation costs and turnaround time while improving
quality and consistency.
12 Sessions
Amy Friend Developing a Quality Management System for Your Technical
John Lukes Communications
Management Methodologies One of the aspects that helps professional technical communicators stand
Room #2130 above others is the pride we take in delivering high quality documentation
and training. There are several approaches that we can employ in our
development process to ensure that quality is built in. This presentation
will look at elements of the Cost of Quality and where we can build them in
to our processes to ensure our deliverables are of high quality. This session
will be interactive. Come prepared to share how you built quality into your
work!
Help authoring tools (HATs) like Flare and RoboHelp seem unrelated to
CMSs, but HATs have gone far beyond their help authoring roots. They offer,
or are moving toward offering, features like repositories, version control,
review management, content customization using conditionality and
variables, and more. HATs are effectively lightweight CMSs. Which means?
If you’re moving to a CMS, you can use your HAT to build simulated CMSs to
spot problems before buying the “real” CMS. You might even be able to use
your HAT as a CMS, thus reducing disruption and saving money. This session
looks at how HATs might be used as content management systems.
Sessions 13
Session Four 3:45pm - 4:45pm
See questions in action too: there are examples of each type of question
(contrasted with “bad” ways to ask), and a final summation of a sample
interview that incorporates all questions so that you can see how they can
be put together to obtain the information you need.
14 Sessions
Neil Perlin Single Sourcing to the Max – Controlling Content for Mobile
Management Methodologies and Other Devices
Room #2130 The growth of the iPhone, iPad, Android, and similar devices and standards
is giving new life to the mobile content space. However, several factors may
make you hesitate before plunging into mobile development.
This session will focus on Adobe Captivate features for creating simulations.
After a brief introduction to Adobe Captivate, including user interface and
concepts, we will create and modify software simulations. We will create
both training and assessment simulations. Finally, we will discuss how to set
up Adobe Captivate projects so that you can easily publish demonstrations,
training simulations, or assessment simulations from the same project.
Sessions 15
DITA Short Sessions 4:45pm - 5:45pm
16 Sessions
Leigh White Yes, You CAN Get Attractive PDFs from the DITA Open Toolkit!
DITA, the DITA Open Tookit and the Apache FOP PDF renderer are all free
and would seem perfect for groups wanting to adopt DITA on a small
budget. A significant barrier to adoption, though, is the perception that
you can’t produce attractive PDFs from the Open Toolkit without a Content
Management System and a lot of expensive customization. While the OT
might seem intimidating and difficult to work with, the truth is that there
are a few simple customizations you can do to make your PDFs attractive
enough for prime time. This presentation will demonstrate some common
customizations you can make to title pages, TOCs, page layouts and headers/
footers to greatly improve the appearance of PDFs generated using the
Open Toolkit and Apache FOP.
Sessions 17
Vendor Tables
18 Vendors
Speakers
Nicky Bleiel Nicky Bleiel is the Lead Information Developer for Doc-To-Help. She has
16 years of experience in technical communication; writing and designing
information for software products in the documentation, media, industrial
automation, simulation, and pharmaceutical industries. She is a Director-At-
Large of the Society for Technical Communication and has presented talks
at the STC Summit, WritersUA, tcworld, LavaCon, and DocTrain on many
topics, including embedded help, tools and technologies, user assistance
design, single sourcing, wikis, Web 2.0, and convergence technical
communication.
Barrie Byron Barrie Byron is a technical writer with more than 25 years of professional
experience, with a long history of STC membership. She is an STC Associate
Fellow, a frequent presenter at STC meetings including the Summit,
and an experienced public speaker. Barrie is currently the Philadelphia
Metro Chapter competition manager, and is Past President of Princeton
Toastmasters. Barrie is passionate about learning and sharing knowledge.
With more than four years as a remote worker, Barrie has a track record
of developing technical information that is accurate and on time. She has
earned the privilege of remotely working in home offices in New Jersey and
south Florida.
20 Speakers
Donald Dinero Donald A. Dinero, PE, CPIM, is the principal of TWI Learning Partnership,
Rochester, NY. His BSME is from the University of Rochester, and his MBA
and MS (Career and HR Development) degrees are from RIT. His clients
include IBM, Toyoda Gosei Corporation, and the Irish Centre for Business
Excellence. He has over 40 years of experience in manufacturing in positions
in management and engineering.
Amy Friend Amy Friend has worked in the field of technical communications for more than
15 years. Her team is in the process of establishing a Tech Communication
Quality Management System so that it aligns with the company. Amy is a
Certified Black Belt.
Tim Grantham Tim Grantham, Front Runner Training’s DITA Program Manager, has been an
award-winning professional writer, documentation manager, and publishing
automation consultant for twenty-three years. He has designed and
implemented DITA-based publishing systems for small software companies
and large government organizations. A senior member of the STC, he is also
an active, contributing member of the OASIS DITA Technical Committee,
helping to make DITA easier to apply to the development and publishing of
mainstream business content.
Ann Grove Ann Grove is a 12-year work-at-home professional, and the president of and
lead consultant for a technical communications company, Logical Writing
Solutions, Inc. She is a senior member of STC who is currently serving on the
Globalization Audit Committee, having filled various leadership positions at
the chapter level for the last 10 years. Her favorite presentation topics are
successful consulting, and the strategic use of social media.
Alan Houser Alan Houser is a distinguished consultant and trainer in the fields of XML,
XML technologies, publishing workflows, and authoring and publishing tools.
Alan holds an M.A. in Professional Writing and a B.S. in Electrical Engineering
from Carnegie Mellon University. Alan is a Fellow of the Society for Technical
Communication, a member of the OASIS DITA Technical Committee, and
a popular presenter at technical communication conferences around the
globe. Alan is currently serving the STC as conference manager for the 2011
STC Summit, and is a candidate for STC vice president, 2011-2012.
Speakers 21
Pamela Kostur Pamela Kostur is a partner in Parallax Communications in Toronto, ON,
Canada. Pamela’s expertise is in aligning content with users’ needs and
business requirements. She focuses on content reuse, content management
strategies, usability, structured writing, and content development. Her
goal is always consistently structured content for optimum usability and
optimum value to the organization.
Pamela has been writing professionally for over 20 years and has
authored several articles, taught workshops, and presented on topics
such as miscommunication, usability, content management, information
architecture, writing for reuse, and structured writing. Pamela also
coauthored Managing Enterprise Content: A Unified Content Strategy (New
Riders, 2002).
Karl Heinz Kremer Karl Heinz Kremer is the owner of KHKonsulting LLC and is performing PDF
Acrobatics Without a Net on a daily basis by helping customers get the most
out of Adobe Acrobat and PDF. This is done by either providing training
or custom software development services. Karl Heinz has 15 years of
experience working in the PDF environment for companies large and small.
He is an Adobe Certified Expert (ACE) for Acrobat.
Kristi Leach Kristi Leach is a contract technical communicator in Chicago with experience
documenting complex software and conducting grassroots customer
research. She served as Vice President and President of the Suncoast Chapter
when she lived in Florida. Kristi blogs about her professional epiphanies at
WhyTechComm.com.
John Lukes John Lukes has worked in technical communications since before doing
graduate studies in Communications Design. John holds a certificate in
Quality Systems and Team Training from the University of California. As a
member of the technical training department at Sun Microsystems, John
established and facilitated crossfunctional process improvement teams in
manufacturing which saved the company millions over a three year period.
John joined a subsidiary of Kodak Health Imaging in early 2000, and was
relocated to the Rochester area in 2004.
Bryan Lynn Bryan Lynn is co-founder and lead technologist with ThirtySix Software,
a software solutions provider that specializes in delivering content
management solutions on the Microsoft platform. ThirtySix Software, based
in Indianapolis, Indiana, helps organizations to more efficiently manage their
content by maximizing their existing investment in Microsoft technologies.
22 Speakers
Rich Maggiani Rich Maggiani (rich.maggiani@solari.net) is a Communication Consultant,
an STC Fellow, and an STC Board Director. He is the founder of Solari Com-
munication (http://www.solari.net), a full-service corporate communica-
tion agency. Rich writes the Social Media Insights column for Intercom;
the Toward Humanity blog (http://www.solari.net/toward-humanity/); and
articles and position papers on communication topics. He presents regu-
larly at professional conferences, including PCOC, ASTD, IEEE, WritersUA,
and the STC Summit. Philosophically, Rich views the world as metaphor, as
that enables clarity in an otherwise noisy world. Rich applies the resultant
simple, clear communication to enlighten and bring people together toward
a common goal.
Hannah Morgan Hannah Morgan is a career strategist and founder of CareerSherpa.net. She
is an energetic, compassionate conveyer of no-nonsense career advice. Her
mission is to educate and motivate people to manage their careers. Hannah
has delivered presentations and workshops to thousands of people and
truly enjoys the opportunity to get people thinking. Hannah has over 10
years of experience inspiring all levels of employees to be proactive in their
careers and in their pursuit of new careers.
Neil Perlin Neil Perlin has 32 years of experience in technical communication, with 25
in training, consulting, and development for various types of online formats
and tools including WinHelp, HTML Help, CE Help, RoboHelp, ForeHelp,
Flare, and more. Neil is a columnist and a frequent speaker for STC and
other groups, the creator and manager of the Beyond the Bleeding Edge
stem at the STC summit, and an STC Fellow.
Neil is a Madcap Certified Instructor for Flare and Mimic, and an Adobe-
Certified Instructor for RoboHelp and Captivate. He provides training,
consulting, and development for online help and documentation, Flare,
RoboHelp, Mimic, Captivate, XML, single sourcing, and structured authoring
through Hyper/Word Services of Tewksbury, MA.
Speakers 23
Lisa Pietrangeli As Director, Global Client Solutions at Language Intelligence, Lisa Pietrangeli
works with clients to develop internationalization strategies for all stages
of the content development process, including authoring, terminology
management, XML implementation, translation and output finalization.
Harry Porthouse Harry has been Vasont Systems’ Eastern Regional Manager since September,
2007. He covers accounts in the eastern United States and Canada. His
customers include BTI Systems, Elsevier, GE Healthcare, Merck Sharp &
Dohme, Joy Global, Raytheon, and Tekelec. Harry brings 30 years experience
in Technical Documentation to Vasont. He has been working with markup
technologies since the 1980’s, and he began using XML in 1993.
At Vasont, Harry has been dealing with the ever increasing demand for
software-as-a-service (SaaS) hosted systems in addition to the traditional
server and seat licensing sales. He is responsible for helping potential
clients define their content management goals and requirements
through assistance with cost benefit analysis and discussions with senior
management, as well as through presentations and proposals. He also
works with the technical team to associate client needs with Vasont CMS
capabilities.
Harry lives on Long Island with his wife Carole, a former flight attendant.
Judy Shenouda Judy Shenouda is owner of Shenouda Associates Inc., which provides writing
and editorial services, staffing services, and products and presentations to
corporate and business clients. Judy earned a BA degree in English and
Secondary Education from SUNY at Buffalo and an MA degree in Literacy
Journalism from S.I. Newhouse School of Public Communications at
Syracuse University. In her affiliation with Toastmasters International, Judy
has gained recognition as a Competent Communicator (CC), an Advanced
Communicator Bronze (ACB), a Competent Leader (CL), and an Advanced
Leader Bronze (ALB). Judy is a frequent presenter at local, national, and
international conferences.
Paul Stoecklein Paul Stoecklein has over 20 years of experience as a writer, editor, and
documentation specialist. He has worked for a wide range of companies,
including Anheuser-Busch, Edward Jones, and eHelp Corporation, where he
was a member of both the RoboHelp and RoboHelp for FrameMaker teams.
Since the formation of MadCap Software in early 2005, Paul has headed its
technical writing department. He is also the author of three books.
24 Speakers
Leigh White Leigh White is a technical communicator with over 18 years of experience
as a content creator and information architect. She is primarily interested
in helping small technical publication groups leverage existing tools and
improve processes to maximize content reuse, improve efficiency, increase
offerings, and save their sanity. Leigh advocates that effective technical
communicators must be more than writers; they must also be part
programmer, part designer, and part project manager.
Marilyn Woelk Marilyn Woelk is currently Co-VP/Spectrum Co-chair for the Rochester
Chapter of STC, and President of Wingz Creative & Technical Group, Inc. With
her combined experience from this company and her previous company, she
has over 20 years of experience as a writer, editor, instructional designer,
publications manager, and communications consultant for such clients as
the Eastman Kodak Co. (Agency of Record), Xerox Corp. (Preferred Vendor),
Heidelberg LLC, the U.S. Postal Service, EDS, and Fujifilm. She has created
or managed communications that received awards and recognition from
clients, and agencies such as the EPA. Marilyn was the 2008 winner of the
Barbara Knight Most Valuable Member Award for STC Rochester.
Speakers 25
Summit Awards
The 49th annual chapter competition for technical documentation was another success!
We received entries from across the Northeast, which included a broad range of industries.
Thank you to this year’s volunteers!
Special thanks to Ginny Skinner-Linnenberg for coordinating the facilities for us at Nazareth
College for Consensus Judging Day!
Participating in judging the annual competition is a great way to gain exposure to all kinds
of technical documentation, as well as networking and learning!
Award-winning entries are on display in the keynote speaker area, (rooms 2230 and
2240). For more information on the local competition, see stc-rochester.org/category/
local-activities/competitions/.
28 Publications Competition
Distinguished Technical Communication Award
Entry Company Category Submitter Contributor(s)
Excellence Awards
Entry Company Category Submitter Contributor(s)
Jeff Denmark
Sue Inzero
Fundamentals of Imaging Novatek Dave McClelland
Instructional --------
Technology Communications Patricia Roesch
Debra Stamp
Heather Ferrin-Germani
Quick Reference Guide for Elaine Lanni
Info Directions, Inc. User Support -------- Beth Noble
Worldwide Wireless
Dennis Swarthout
Pam Laycock
Merit Awards
Entry Company Category Submitter Contributor(s)
Jessica Hooper
The Wallace Center’s
Katie McDonald
Supported Technologies Portal RIT User Support --------
James DeWitt
& Wiki Spaces
Randall Church
Brian Laing
Xerox Mobile Print Solution Xerox Corporation User Support --------
Orilee Ireland-Delfs
Publications Competition 29
Rochester Chapter Leaders
Council 2010 - 2011 President Ben Woelk
Co-vice president Jeff Mehr
Co-vice president Marilyn Woelk
Treasurer Rita Cronise
Recording Secretary Heather Ferrin-Germani
Membership Stephany Fuchs
Education Betsy Christiansen
Programs Carmel Priore-Garlock
Publications Competition Pam Greenfield
Employment Melanie Blank
Proof Sheet Editor Kathy Porray
Nominations Stephany Fuchs
Member-at-large Lisa Pietrangeli
Supporters 31
Visitor Information Center
Displays
Lobby
Registration
2140 2120
Professional Workplace
Development Skills
Keynote Room
Keynote Presentation
Restrooms
Awards Luncheon
2170 2150 2130
Summit Award Displays
DITA Short Sessions Innovative Tools & Management
RIT Displays Technical Technolgies Methodologies
Products &
Services
Phones
Breakout Rooms & Displays
NOTE: The entire floor is wheelchair accesible including restrooms, phones, and drinking fountains.
The Display areas include vendors, the STC Rochester information table, and student portfolios.
SCHOOL OF
ENGLISH AND LIBERAL STUDIES
TECHNICAL COMMUNICATION
(GRADUATE CERTIFICATE)
Become an in-demand writer, editor, content provider or documentation
specialist in the rapidly-growing field of professional technical communication.
Seneca’s intensive eight-month, two-semester program involves the
comprehensive study of advanced information development and publishing
technologies relevant to communicating technical material to broad audiences.
Write your way to career success.
Our Program
Code: TECC
Campus: Seneca @ York
Credential Awarded: Ontario College Graduate Certificate
Duration: 1 year (2 semesters + co-op)
Start Date: Fall
www.senecac.on.ca/fulltime/TECC.html
TECHNICAL COMMUNICATION (TECC) GRADUATE CERTIFICATE PROGRAM
In an increasingly complex technological world, the need for clear, concise, and plain language
information is greater than ever. From user instructions to online help, website content and institutional
policy information, Technical Communicators acquire, shape and convey dense technical material in a
way that makes it easy to understand.
CONTACT US
Program Co-ordinator, Beth Agnew
416.491.5050 x3133
Beth.Agnew@senecac.on.ca
www.senecac.on.ca/fulltime/TECC.html
SMARTDOCS
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We also would like to thank those at RIT who helped us plan and promote the conference,
including:
• Lauren Kelly, Associate Director, Conference and Special Events, Government and
Community Affairs, for her help in planning conference details.
• Neil Kromer, Operations Manager, CIMS, for his help in arranging conference
facilities.
• Michelle Cometa, Sr. News Specialist at RIT University News Services, for her help
in promoting Spectrum 2011.
In closing:
Thank you for attending Spectrum 2011! We hope that you enjoyed the conference, and
will participate in STC Rochester activities in the future! Please check out our website for
Rochester chapter meeting and event information at www.stc-rochester.org.
For questions or further information regarding this year’s Spectrum conference, you
can e-mail us at spectrum@stc-rochester.org. We hope to see you again, next year at
Spectrum 2012!
Acknowledgments 39
This program document was printed courtesy of:
Creative and Technical Communications — North America, XEROX CORPORATION