UA Little Rock’s Carrie Phillips Receives CASE Crystal Apple Award for Years of Outstanding Service

Carrie Phillips, the University of Arkansas at Little Rock’s chief communications and marketing officer, has been recognized by her peers in the field of educational advancement for her long and distinguished efforts in that arena. 

At the Council for Advancement and Support of Education (CASE) annual Marketing and Branding Conference on June 22, Phillips received the CASE Crystal Apple Award. Phillips, who chaired this year’s conference, earned the recognition after receiving outstanding evaluations as a speaker at 10 CASE conferences.

While Phillips knew a Crystal Apple could eventually be in her future based on her contributions, she thought it was years away, so receiving it now “was a total surprise,” so much so that she was rendered speechless. 

“I’m usually very good at speaking extemporaneously, but I didn’t know what to say,” said Phillips, who concluded her term as chair of CASE District IV June 30 — a role she held since 2024 after serving as chair-elect beginning in 2022 — but she will continue to serve in an advisory role as past chair. CASE was her first professional development conference, her first time as a speaker at a professional development conference, and her earliest volunteer service in the profession, so “CASE has been a through line in my career,” which made the recognition all the more special.

“This community has challenged me, encouraged me, introduced me to lifelong friends, and given me opportunities I never imagined” when she began attending CASE conferences nearly 20 years prior, added Phillips, whose CASE district conference scores put her over the top toward Crystal Apple recognition.

“Within our profession, the CASE Crystal Apple Award is synonymous with the very highest standards of excellence — it recognizes leaders who elevate not only their own institutions but the profession itself — Carrie embodies those qualities every day through her vision, her integrity, and her unwavering commitment to telling the story of UA Little Rock,” said Christian O’Neal, UA Little Rock’s vice president of advancement. “While this honor celebrates her individual achievements, it also reflects the remarkable team she has built and the culture of excellence she inspires.”

CASE, a global professional organization composed of colleges, universities, independent schools, and nonprofit institutions, supports professionals in fundraising, alumni relations, communications and marketing, and provides strategy and tools to strengthen enrollment, engagement, and long-term sustainability.

“As a fellow CASE Crystal Apple recipient, I thank you for your dedication and the extraordinary talent you have given to CASE programs over the years,” Sue Cunningham, CASE president and CEO, wrote in a letter to Phillips. “Without teachers like you, who give time and expertise so willingly, CASE could not provide the high-quality education for which it is known throughout the world. For setting such high professional standards, and for giving of yourself in service to the profession, we are all in your debt.”  

Phillips “is one of the most dynamic member practitioners in the entire community of over 88,000 professionals,” according to Chase Moore, CASE executive director. “Through her prolific writing and shared expertise through presentations, Carrie has inspired thousands of people. She has contributed to the professional knowledge that shapes educational advancement and (marketing-communications) best practice across the globe.” 

Phillips spearheaded the revitalization of CASE District IV programming, driving engagement to 216% of goal and earning the opportunity to present before the international CASE Board of Trustees. Framework she helped design for District IV — which spans Arkansas, Louisiana, New Mexico, Oklahoma, and Texas — has since been adopted by all seven other CASE districts. 

That systems-focused leadership mirrors her work at UA Little Rock, a metropolitan research institution committed to expanding access to education and preparing career-ready graduates for the workforce. Through her involvement with CASE, Phillips has connected UA Little Rock with national best practices and peer institutions addressing similar priorities in enrollment, communications, and institutional positioning.

“CASE has been a great access point for us to align (UA Little Rock) with best-in-class” protocols, but “we’ve also been leading the way, (and UA Little Rock) has seen the value of CASE for our institution and our professionals here,” Phillips said. O’Neal and Chancellor Christina S. Drale “have been very supportive of my involvement in CASE, recognizing the opportunities it creates for us at UA Little Rock — without that support, this wouldn’t have happened — and it speaks to a culture here of wanting to be the best version we can be for our students.”  

As O’Neal engages “with advancement and communications leaders across the country, I see firsthand the respect they have for the work being done at UA Little Rock and for Carrie’s leadership,” he said. “Under her direction, we’ve built a Communications and Marketing team within University Advancement that stands alongside the very best in higher education. Our colleagues recognize the creativity, strategy, and results our team consistently delivers, and they often point to the work happening at UA Little Rock as an example of excellence.”

Phillips remains active in the Public Relations Society of America’s Counselors to Higher Education, presents regularly for the American Marketing Association, and mentors emerging professionals across the country. She’s also been named an Arkansas Money and Politics Future Icon, a three-time Top 10 Higher Ed Marketer to Follow, and a CASE Circle of Excellence Grand Gold Award recipient.

“Carrie is one of the most talented communications professionals I’ve had the privilege to work with, a trusted colleague, an exceptional leader, and someone who genuinely cares about the people and mission of UA Little Rock,” said O’Neal. “Every day, she challenges all of us to think more strategically about how we tell our story and how we connect with the audiences we serve.”