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Building Better Solutions:

A Skills Symposium

April 1, 2011
Rochester Institute of Technology Spectrum
Rochester, New York 2011

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 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

Spectrum is designed for anyone who works in, or

with, the technical communication profession—
writers, editors, trainers, instructional designers,
webmasters, information architects, content de-
velopers, illustrators, engineers, managers, project
leaders, marketing communicators, teachers, students. This program provides the information you need
to plan your day here at Spectrum, and get the most out of your attendance. It includes a floor plan of the
conference area, details of each session, and information about each speaker.

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.

Thank you for attending Spectrum 2011!

The Spectrum 2011 committee
Marilyn Woelk and Jeffrey Mehr – Co-chairs

Chapter website

LinkedIn group
Facebook page
Photograph courtesy of Laura Nelson

Welcome 1

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
Professional Development Workplace Skills Management Methodologies
Room #2140 Room #2120 Room #2130

Hannah Morgan Pamela Kostur Bernard Aschwanden

11:00am -
Using Social Media Treating Content as a Metrics to Document the
to Enhance Your Career Business Asset Cost of Documentation

12:00pm -
Awards Luncheon & Door prizes
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

Lisa Pietrangeli Amy Friend

Donald Dinero John Lukes
2:15pm - Training Within Industry – Bryan Lynn
Developing a Quality
3:15pm Fundamental Skills in Today’s Optimizing Translation Reuse Management System for Your
Workplace in Structured and
Technical Communications
Unstructured Environments
3:15pm -
Afternoon Dessert/Snack Break and Vendor Exhibits

Barrie Byron Neil Perlin

3:45pm - Rich Maggiani Ann Grove Single Sourcing to the Max –
A Virtual Success – Controlling Content
4:45pm The Art of Questioning
Best Practices for Mobile and Other Devices
for Working Remotely

4:45pm - DITA Short Sessions

5:45pm 3 Presenters: Mollye Barrett, Tim Grantham, and Leigh White
5:45pm - Closing and Sponsor/Vendor Raffle
6:00pm - DITA Social Gathering/Dialogue

2 Schedule Building Better Solutions: A Skills Symposium

8:00am -
Registration (Vendor Exhibits from 8:30 AM – 9:00 AM)
9:00am -
Welcome and Opening Remarks
Keynote: Diane Gayeski 9:15am -
Positioning Communications as a Business Asset 10:45am
10:45am -
Morning Break and Vendor Exhibits
Tools and Technologies Innovative Technical Products and Services
Room #2150 Room #2170

Alan Houser Bryan Lynn Harry Porthouse 11:00am -

HTML5 - The Future of the ThirtySix Software Vasont Systems
World Wide Web
11:00 - 11:25 11:25 - 11:50

12:00pm -
Awards Luncheon & Door prizes
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

Neil Perlin Paul Stoecklein 2:15pm -

Hey Rocky, Watch Me Pull a MadCap Software
CMS from my HAT 3:15pm
The Latest, Greatest from Flare 7.0

3:15pm -
Afternoon Dessert/Snack Break and Vendor Exhibits

Nicky Bleiel
Alan Houser
ComponentOne 3:45pm -
Creating Software Simulations
A Realistic Approach to Content Management 4:45pm
Within Adobe Captivate
with Microsoft SharePoint

DITA Short Sessions 4:45pm -

3 Presenters: Mollye Barrett, Tim Grantham, and Leigh White 5:45pm
Closing and Sponsor/Vendor Raffle 5:45pm -
DITA Social Gathering/Dialogue 6:00pm -

Building Better Solutions: A Skills Symposium Schedule 3

STC Rochester has been recognized as a 2010 Community of
Excellence in the Community Achievement Awards program
conducted by the Society for Technical Communication.
Specifically, the committee cited us for conducting Spectrum—a
well-respected event for over 52 years—and continually
supporting technical communication with the Ralph P. Kepner
In addition to Spectrum and the Kepner Award listed above,
the committee also recognized STC Rochester for initiatives and
service provided to our members, including the publications
competition, newly designed website, programs, surveys (and
work with the marketing students at RIT), and the employment
We’re really excited about the award. Rochester is a great
chapter and we’re proud of the efforts put forth by our
2009-2010 and 2010-2011 councils and the membership.
For more information about STC Rochester, visit
For information on joining or renewing your membership to STC,

Ben Woelk
STC Rochester

4 Recognition

Diane Gayeski, Ph.D. is Dean of the Roy H. Park School

of Communications at Ithaca College where she has
been on the faculty of strategic communication since
1979. She also leads Gayeski Analytics, through which
she works with clients such as the US Navy, General
Electric, Fiat, Bank of Montreal, and the Metropolitan
Library Council, helping them to assess and adopt
new models for managing communication and

Diane Gayeski Do you add value as a communication

professional? How do you know? How much?
Positioning Communications as a And how do you prove it to your clients,
Business Asset sponsors, and employers? For over 30 years,
Diane Gayeski has been internationally
recognized for her forward‐looking research,
consulting, and teaching in organizational
communication and learning. In 1993, she
predicted in her book, Corporate Commu-
nications Management: The Renaissance
Communicator in Information‐age Organi-
zations, that the future of our profession
would be multi‐platform, multi‐media,
and oriented to managing user‐generated
content, reducing information overload, and
improving organizational performance. This
presentation is the result of research for
her 14 books and scores of articles, having
led over 350 projects for clients worldwide,
as well as preparing the best and brightest
young talent to enter into our exciting

Keynote 5
Plan to implement DITA?

Write Less. Write Better.

Content Management, Conversion,
TRUST Publishing Smarter DITA, Training, Support Services

SOLUTIONS We wrote the book

Learn by using our STC Award
winning books and tutorials on
either FrameMaker or XMetaL.
Self-paced learning materials
or instructor-led classes.

Follow the DITA leaders

So how do you pick the right partner to work with?
We’d like to suggest you look to what others have
done. We’ve worked with leading DITA tool vendors to
develop DITA support in tools like Adobe FrameMaker.

TRUST We’ve built partnerships with content management

system (CMS) vendors like Vasont. Our client “A” list
includes Adobe, Microsoft, General Dynamics, Cisco,
Carestream Health, Language Intelligence, Gleason,
FedEx, Ortho-Clinical, AGFA Heathcare, and Xerox.

Read more from our clients:

"We have hired Bernard for multiple "Moving from an unstructured authoring environment to managing DITA content in a
content conversion projects and have CMS is a huge undertaking even for those who already understand the technologies
always been happy with the excellent and tools. Without Bernard's expertise, we would still be struggling up the steepest
results. An in-depth knowledge of DITA part of the learning curve. Instead, we have now finished converting almost all of
and FrameMaker makes him the go-to our legacy Word materials to DITA and are well-acclimated to our new environment.
person on any of our conversion projects." We are able to author in structured Frame, perform basic CMS administration, and
Robin Dube, Manager: IIBU Knowledge publish content in multiple formats."
Management at AGFA Healthcare Kelsey Lambert and Amy Metzger, Writers, T2 Systems
Peace of mind
from quote to finish.

All of the services you need. All in one place.

Your documentation will be in the hands of a team of professional linguists
and publishing specialists, all quality controlled by experienced project
managers. From terminology management to complex Madcap Flare™
integration, we handle all the details and manage the whole process so
you can worry less and get back to what you do best: authoring.

We are your technical translation department.

Advanced Language
And we are only a phone call away: 1.800.218.9024
Or visit Translation Inc.

ISO 9001:2008 Certified Localization Company • STC member since 1996

Session One 11:00am - 12:00pm

Hannah Morgan Using Social Media to Enhance Your Career

Professional Development The landscape of employment has changed dramatically over the past
Room #2140 several years. It isn’t enough to be a good individual contributor. People
have to know what you can do. Whether you are employed, unemployed,
looking for contracting assignments or just graduating, you will need to
market yourself. Each one of us is responsible for managing our personal
reputation and luckily there are tools today that make this easier than

This presentation will address:

• Understanding the importance of having the right online presence and
how to get started.
• Learning which social media tools are best for distributing your
• Developing goals to purposefully grow your network by using LinkedIn,
Twitter, Facebook and blogs.

Pamela Kostur Treating Content as a Business Asset

Workplace Skills Businesses create vast amounts of content to support their products,
Room #2120 services, and business processes. Content is the face that businesses
present to their markets, and to all those they do business with, internally
and externally. Content reflects on your business and should be considered
a valuable asset.

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.

Attendees will learn:

• Why content is a business asset and why this is important.
• Techniques for positioning technical communication as a revenue cen-
ter, including:
1. Planning a strategy for your content and the processes required to
produce and manage it.
2. Relinquishing ownership of your content.
3. Reusing content.
4. Calculating the cost to create content.
5. Reducing the cost to create content while increasing its value.

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.

Alan Houser HTML5 - The Future of the World Wide Web

Tools and Technologies The current popular version of the language of the World Wide Web is more
Room #2150 than 10 years old. In the time since HTML 4 was originally designed, Web text
and graphics have been supplemented by multimedia, Web applications,
and rich interactivity.

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.

Bryan Lynn ThirtySix Software (11:00 - 11:25)

ThirtySix Software Our authoring solution SmartDocs integrates advanced content reuse
Innovative Technical Products capabilities into Microsoft Word; capabilities typically only seen in high-end,
and Services structured XML authoring solutions. SmartDocs features—which include
Room #2170 conditional text, reusable snippets, reusable variables, and automated
document assembly—make up a powerful content reuse platform designed
to streamline document creation. Now, within Microsoft Word’s familiar
authoring environment, writers have the ability to quickly create, store,
track, and reuse content with SmartDocs.

Harry Porthouse Vasont Systems (11:25 - 11:50)

Vasont Systems Are you concerned that the power and size of a content management
Innovative Technical Products system means that it will be hard to use? Vasont Systems focuses on the
and Services user experience. Harry Porthouse will demonstrate several features that
Room #2170 make the Vasont CMS easy to learn and use for quickly finding, accessing,
and editing the right content when you need it. He will cover Vasont’s
Drag-N-Drop Wizard, Quick Search and Saved Search features, On-screen
Previewing, Workspaces, and Context Sensitive Help. Harry will also show
how the Vasont Text Editor allows many Vasont clients to eliminate the
need for an external editing package.

Sessions 9
Session Two 1:15pm - 2:15pm

Judith Shenouda 12 Steps to Creating a Successful Work Life

Professional Development Yes, you can! Yes, we can! Layoffs. Unemployment. Underemployment.
Room #2140 Plant closings. Corporate mergers. Buyouts. Outsourcing. Off-shoring. Social
upheavals. Ouch! Although the times are tumultuous, there are individuals
who manage to find or create fulfillment from doing work they love. There
is no better time than now for technical communicators—with so many
talents and capabilities—to explore ways to recreate their work, moving
their career in promising, fulfilling directions.

In this session, you will:

• Learn the 12 steps that the presenter is taking to achieve her next
career goals.
• Participate in an activity in which you take steps to further your career

Kristi Leach Grassroots Documentation Testing

Workplace Skills We will practice writing scenarios to test user assistance on co-workers,
Room #2120 followed by a brainstorming session to share success stories and discuss
solutions for the most critical challenges to do-it-yourself documentation
testing. Kristi Leach adapted Steve Krug’s do-it-yourself website testing
method (described in Don’t Make Me Think) to test documentation at her
job as a technical writer. She tested on co-workers. It was an important
variable. The resulting benefits were unexpected, and the challenges
were not the same ones covered in Krug’s book. This workshop provides
a forum to supplement the expert resources with grassroots collaboration.
As a group, we will work through an exercise to demonstrate some of the
challenges, then discuss solutions for the most severe issues; a debriefing
à la Krug!

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.

Karl Heinz Kremer PDF Collaboration (Adobe Acrobat)

Tools and Technologies Document reviews with Adobe Acrobat: This presentation will give you
Room #2150 an overview of what is possible with Adobe Acrobat and the free Adobe
Reader in the world of document reviews. You will learn how to create
email based and shared reviews, and how to collect the review feedback
and incorporate the comments back into your Word document with just a
few mouse clicks.

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

Donald Dinero Training Within Industry – Fundamental Skills in Today’s

Professional Development Workplace
Room #2140 The Training Within Industry (TWI) Programs have been called “the most
underrated achievement of 20th Century Industry.” They are “underrated”
because most Americans do not know about them. They are an
“achievement” because they helped America and its allies win WWII. They
involve fundamental skills that every person should master and use on a
daily basis. As such, they are necessary for all members of any organization
to use to be as successful as they can be.

This presentation explains why these programs, developed almost 70 years

ago, are still not only relevant but also necessary in today’s workplace.
They not only produce the classically required results of improving quality,
cost, productivity and safety, but they also improve morale, teamwork,
and communication, which are also of great concern in today’s workplace.
Moreover, they do this without coercion but by building an intrinsic
motivation in employees.

Lisa Pietrangeli Optimizing Translation Reuse in Structured and Unstructured

Bryan Lynn Environments
Workplace Skills This session will present two individual case studies. One will address trans-
Room #2120 lation management strategies in a structured authoring environment, the
other in an unstructured authoring environment. The combined stories of
the two speakers bring together translation and technology.

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

Neil Perlin Hey Rocky, Watch Me Pull a CMS from my HAT

Tools and Technologies If your documentation group is moving to a CMS, you may find that
Room #2150 workflow, training, and cultural hurdles can derail implementation, and
waste a lot of money since even simple commercial CMSs are an order of
magnitude more expensive than help authoring tools.

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.

Paul Stoecklein The Latest, Greatest from Flare 7.0

MadCap Software This presentation focuses on the latest offerings from MadCap Software in
Innovative Technical Products Flare 7.0, including the following:
and Services • QR (Quick Response) Codes, which let you bridge the gap between
Room #2170 static print documentation and interactive mobile output.
• Microsoft SharePoint integration, which improves team collaboration
by allowing you to access and edit files on a SharePoint server.
• Accessibility enhancements, ensuring your documentation is fully
accessible to those with visual and hearing impairments.
• Equation support, enabling you to embed virtually any kind of
mathematical equation using Mathematical Markup Language
• And much more…

Sessions 13
Session Four 3:45pm - 4:45pm

Rich Maggiani The Art of Questioning

Professional Development Questions are the foundation of excellent research and interviews. Learn
Room #2140 the power of questions and what they can engender. The session covers
the purposes of questions; ten ways that questions enlighten; ten types
of questions and their characteristics, as well as how to sequence them
to obtain the information you need; how to write good questions; and a
number of tips for successful questioning.

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.

Barrie Byron A Virtual Success – Best Practices for Working Remotely

Ann Grove Many of us work from home, at least some of the time. However, as remote
Workplace Skills workers, we face unfamiliar challenges for which we are not prepared. Learn
Room #2120 about the tools, the strategies, and the best practices to stay productive,
enhance your career, and earn trust to succeed as a virtual worker. Thanks
to technology and globalization, more business teams are working together
across time zones and international borders. After you attend this session,
you will be able to:
• Assess the skill sets that you need to succeed as a remote worker.
• Adapt your technical communication skills to earn high visibility, even
when you are not present.
• Build trust with your colleagues.
• Create and protect a dedicated work area.

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.

In this session, we’ll briefly look at mobile architecture options in general,

nd the mobile outputs created by RoboHelp and Flare. We’ll then focus
on how to create and control content so that it can be single sourced to
anything from big-screen devices like PCs or laptops, to tiny-screen devices
like smartphones or eBook readers. Specifically, we’ll look at the single
sourcing features that provide this control, with a focus on relative settings
in CSSs, conditionality, and mediums.

Alan Houser Creating Software Simulations Within Adobe Captivate

Tools and Technologies Most people use Adobe Captivate to create demonstrations and
Room #2150 assessments. An overlooked and powerful feature of Captivate is its ability
to create software simulations in which the user interacts with a realistic
simulation of the software interface. Software simulations can be valuable
for training, for testing, or even for rapid-prototyping of user interaction.

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.

Nicky Bleiel A Realistic Approach to Content Management with Microsoft

ComponentOne SharePoint
Innovative Technical Products Managing content ensures efficiency in your work and accuracy in your
and Services documentation. The problem is that most content management systems
Room #2170 are very expensive and have a steep learning curve. In fact, many
implementations fail because of complexity. Why not use Microsoft®
SharePoint®? SharePoint has built-in document management features
that you can begin using immediately without worrying about a costly
implementation and learning cycle. SharePoint can provide most of what
you need for content management right out of the box. And acquiring and
implementing SharePoint is not a hard sell because most organizations
already have it and, if not, there are free versions of SharePoint available. For
these reasons, SharePoint is becoming the gold standard for many business
activities, including content management. This session will discuss why you
should use SharePoint, the features in SharePoint 2010, and whether or not
SharePoint is the right content management tool for you.

Sessions 15
DITA Short Sessions 4:45pm - 5:45pm

Mollye Barrett Managing Translations in FrameMaker DITA without a CMS

Because of its popularity in the technical writing community and its robust
GUI environment, many technical publications teams choose Adobe
FrameMaker as their DITA editor. FrameMaker DITA presents unique
challenges in many respects, one of which is translation. This case study
describes the solution developed for one team authoring DITA in FrameMaker
for translation into 20+ languages. While the solution included development
of multiple FrameMaker templates and EDDs as well as content analysis and
document conversion, this presentation focuses on the translation aspect.
The solution included the development of a detailed file structure (in lieu
of a Content Management System), variable handling in multiple languages
and incorporating application code strings (in multiple languages) into DITA
topics and SVGs. Although the solution was FrameMaker-based in the short
term, all decisions were made with an eye to the future implementation of
a CMS, and could not be specific to FrameMaker.

Tim Grantham Seven Simple Steps to Smart Content

Join Tim Grantham, Front Runner Training’s DITA Program Manager, as he
shows you how to get all the benefits of DITA—higher quality, lower costs,
faster time to market—without the pain. Like most organizations, your
company is probably still using Microsoft® Word® for documentation—
and paying for it in extra costs as writers struggle with Microsoft® Word®
“features,” editors re-work what the writers have managed to complete,
and Website managers and translators re-format for new channels and
other languages. DITA—the open, international standard for technical
and business communications—promises to strip all of that waste away.
But DITA seems so complicated: XML, schemas, specializations, content
management systems… how to get there from here? Tim shows you where
to start, how to make every step pay off, and how to know when you have
arrived… and all in plain language, without jargon or tech-speak.

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

Andrew Pulcino Language Intelligence

Would you like to learn how you can make content and translation reviews
easier and more valuable? With Language Intelligence’s innovative review
tool, intellireview™, content and translation reviewers are more willing
to conduct reviews, feedback is dramatically easier to collect, and your
project’s review will take significantly less time. Intellireview™ allows you to
review content in its final format, capture and track feedback, and instantly
update your content in any language. Come to our demonstration to learn
how intellireview™ can help you streamline your content and translation
review processes.

Scott Bass, President Advanced Language Translation (ALT)

What’s the best approach to having your Flare content localized? Is there
only one right way? Do you need to have Flare and Lingo? Advanced
Language Translation’s president, Scott Bass, will offer a crash course in
tackling translation of your Flare content. Scott’s presentation will look at
three different production pathways, comparing pros and cons of each.

Tim Grantham Front Runner

Tim Grantham, Front Runner Training’s DITA Program Manager, will show you
how to get all the benefits of DITA—higher quality, lower costs, faster time
to market—without the pain. Like many companies, your company may still
be using Microsoft® Word® for documentation—and paying for it in extra
costs due to writers struggling with Microsoft® Word® “features,” editors
re-working content, and Web site managers and translators re-formating for
new channels and other languages. DITA—the open, international standard
for technical and business communications—promises to strip all of that
waste away. But DITA seems so complicated: XML, schemas, specializations,
content management systems… how to get there from here? Tim shows
you where to start, how to make every step pay off, and how to know when
you have arrived.

18 Vendors

Bernard Aschwanden Bernard Aschwanden is a publishing technologies expert and author. A

certified trainer, he teaches XML, DITA, CMS technology, and structured
authoring. He works with clients to analyze and convert legacy
documentation, review workflow, plan for and implement minimalist
documentation, and identify best practices in technical communications.

Mollye Barrett Mollye Barrett is a veteran content management and technical

communication consultant at ClearPath, where she develops strategies for
optimizing content, improving the authoring environment, and planning
for business continuity. In her work with technical publication groups to
implement XML-based content management systems, Mollye presents
vendor-neutral content management options that focus on business case,
document and workflow analysis, single-source writing, and translation.

Mollye has implemented XML-based content management systems for both

print and online delivery and is a long-time FrameMaker user. Non-profit
roles include Marketing Communication Director CM Pros, Editor-In-Chief
TC BoK, STC Wisconsin Chapter President, and chapter mentoring program

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

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.

His book Training Within Industry - The Foundation of Lean, published

by Productivity Press 2005, won a Shingo Prize for research in 2006. His
book TWI Case Studies - Standard Work, Continuous Improvement, and
Teamwork, will be published in April 2011.

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

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 ( is a Communication Consultant,
an STC Fellow, and an STC Board Director. He is the founder of Solari Com-
munication (, a full-service corporate communica-
tion agency. Rich writes the Social Media Insights column for Intercom;
the Toward Humanity blog (; 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 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.

Hannah shares information on the latest career management and job

search trends on her blog,, and several other sites such as
HerRochester; Career Collective, a community of nationally known expert
career advisors and resume writing professionals; and Brand-Yourself.
com. When Hannah isn’t writing, you can find her delivering workshops or
presentations designed to be a reality check for anyone working today.

Hannah is active on Twitter (@careersherpa), LinkedIn, and Facebook. Her

use and understanding of social media have helped her grow her brand and
has benefitted many of her clients.

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.

Neil can be reached at and

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

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.

Leigh is a devotee of structured documentation and believes that DITA might

just save the world. Her other professional interests include FrameMaker
template/EDD design and DITA Open Toolkit customization.

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.

Marilyn is experienced in developing marketing and technical communica-

tions for highly complex subjects, such as IT, digital imaging, and chemical

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!

Award Volunteers Competition Manager Pam Greenfield

Judging Coordinator Jan Peartree

Judges Katie Atkinson

Doug Eaton
Amy Friend
Pam Greenfield
Pat Jones
Bob Krentsa
Elaine Lanni
Anne McNelis
Jan Peartree
Lisa Pietrangeli
Roger Ribert
Kait Schuh
Chris Sloyer
Debra Taylor
Ben Woelk

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

28 Publications Competition
Distinguished Technical Communication Award
Entry Company Category Submitter Contributor(s)

Xerox® Color 800/1000 Presses Promotional Xerox Creative Communications

Xerox Corporation --------
Brochure Group

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

Vital Signs Monitor 6000 -------- Bobbi Werner

Welch Allyn, Inc. User Support
Series Quick Reference Card Corrie Baum

Merit Awards
Entry Company Category Submitter Contributor(s)

Customizing Line Circuit

REDCOM Laboratories User Support -------- Technical Publications Team

RIT Center for

Tom Moran
Engineers Can Write! Multidisciplinary Informational --------
Georgia Stelluto (IEEE-USA)
MarkView 6.5 System Upgrade
Guide for Oracle E-Business Kofax, Inc User Support -------- Deborah Holmes

MarkView AP Advisor Informational -------- Anna Pratt

Kofax, Inc
Operation and Administration Taryn Light

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

Xerox® Color 800/1000

Presses Clear Dry Ink Xerox Corporation User Support -------- Maryann Fuhrmann
Design Guide

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

Spectrum Committee Spectrum Co-chairs Marilyn Woelk

Jeff Mehr
Program Lori Meyer, chair
Rita Cronise
Nita Beck (Proceedings)
Registration Estelle Holloway
Facilities Jeff Mehr
Marilyn Woelk
Tom Moran
Hospitality Jan Peartree, chair
Kathy Porray
Anne McNelis
Printed Program Karyn Lewis
Marilyn Woelk
Publications Competition Pam Greenfield
Facilitators and Evaluation Committee
Education Committee
Public Relations/Graphic Art Kait Schuh
Sponsorship Lisa Pietrangeli

30 Rochester Chapter Leaders

The Spectrum 2011 committee thanks the following businesses and organizations for their
generous contributions, including sponsorship of goodie bags, donations of goodie bag
items, flash drives, and door prizes, participation as vendors in the exhibition area, adver-
tising in our program materials, and sponsorship of the Spectrum printed program.

Rochester Institute of Technology Sponsor

Adobe Systems Sponsor

MadCap Software Sponsor

Seneca College Sponsor

Xerox Corporation Sponsor

Advanced Language Translation Sponsor

Front Runner Training Sponsor

Langauge Intelligence Sponsor

ComponentOne/Doc .To.Help Vendor

ThirtySix Software Vendor

Vasont Systems Vendor

Publishing Smarter Advertiser

Parallax Communications Advertiser

Supporters 31
Visitor Information Center

Displays Breakout Rooms & Displays

2140 2120
Professional Workplace
Development Skills

Keynote Room
Keynote Presentation

Awards Luncheon
2170 2150 2130
Summit Award Displays
DITA Short Sessions Innovative Tools & Management
RIT Displays Technical Technolgies Methodologies
Products &

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.

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
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.


Seneca’s Technical Communication (TECC) program This program is specifically designed for applicants
provides the specialized training required to work as a with a degree or a three-year diploma from a
professional technical communicator in a wide range of recognized post-secondary institution, or documented
fields, including: computer applications and development, relevant work experience including references.
banking and finance, telecommunications, engineering, Applicants will be tested for English proficiency
health and nutrition, aerospace, manufacturing, at the college level and computer literacy.
environment and resources management.
Technical writers and content developers have a direct
A four-month co-op work term provides valuable
impact on making information accessible to people who
on-the-job experience to qualified students. The co-op
need to know how to perform a task, solve a problem, or
term follows the first semester, and students receive
answer a question. They create product-user documents,
additional training for the job application and interview
reference manuals, templates, on-line help files, web
process. We invest heavily in our TECC students.
pages, instructional and procedural documents, and
Therefore, seating is strictly limited.
various marketing and organizational materials.

Semester 1 Subject Name Hrs/Wk

TCN 700 Technical Writing I 3
TCN 701 The Technical Communicator 3
TCN 705 Information Technology 4
TCN 707 Editing and Style 3
TCN 708 Coding for Web Design and for Applications 3
TCN 709* FrameMaker I 3
CPP 100 Co-op Professional Theory 1

Semester 2 Subject Name Hrs/Wk

TCN 800 Technical Writing II 3
TCN 806 Web-Based Training and Multimedia 3
TCN 807 Document Design 3
TCN 808* FrameMaker II 3
TCN 809*
TCN 810*
Employment and Business Practices
Web Design II
TCN 811 Single Sourcing and Modular Writing 2
CPP 200 Co-op Professional Practice 2
or visit the Ontario College Application
* Full credit subjects offered in 7 weeks. Service website at

Program Co-ordinator, Beth Agnew
416.491.5050 x3133
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web: email:

The Rochester Chapter of STC and the Spectrum Committee would like to thank our
conference partners, the RIT Department of Communication, including:
• Bruce Austin, Chairman and Professor, for helping to fund Spectrum 2011.
• Pat Scanlon, Coordinator for Undergraduate Programs and Professor, for helping
us obtain student volunteers and funding for the conference, and for working out
a variety of details to help make the conference successful.
• The student volunteers.

We also would like to thank those at RIT who helped us plan and promote the conference,
• 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
• 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

For questions or further information regarding this year’s Spectrum conference, you
can e-mail us at 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