Day 1 of Conference
Tracks: CS = Communication Skills; L&S = Leadership & Strategy; M&B = Marketing & Branding; R = Reputation; E = Engagement
8:00 – 8:45 a.m. Registration & Breakfast
8:45 – 9:00 a.m. Opening Remarks
9:00 – 10:00 a.m. Opening Keynote: ‘Dull’ Data and the Power of Pipeline Activism, Vivian Krause, Researcher & Writer
Think data is dull? Think again. Globalization, technology and demographics have long been key drivers of change. And now there’s a new one: Activism. Vivian Krause, a Vancouver researcher and writer, is known for following the funding of activist groups that campaign against resource-based industries. Her international experience and expertise in the charitable sector enables her to think outside the barrel to expose and explain the anti-pipeline activism that is paralyzing Alberta and threatening to tear Canada apart. Her research has changed the national conversation on activism and shown the power of data to get people’s attention.
10:00 – 10:30 a.m. Networking Break
10:30 – 11:45 a.m. Breakout Sessions
Session 1: Believe in the Impact of Measurement on Reputation and Engagement: A Case Study (R)
Speakers: Deb Tomlinson, Executive Director, Association of Alberta Sexual Assault Services (AASAS) and Joni Avram, Principal, Cause & Effect Marketing
Since 2015, AASAS has led the #IBelieveYou campaign, a campaign to help the public understand how to respond to someone who has been sexually assaulted. Using measurement to establish a baseline and track progress helped to drive the success of the campaign, allowed AASAS to amplify its campaign budget by engaging media partners, and helped it attract significant new funding from the provincial government in 2018.
Objective: Hear a case study that showcases how research can inform a strategy, build credibility with internal and external audiences, and lead to exponential growth of an association.
• Use measurement tools and data to help understand audiences and build credibility with stakeholders; and
• Use both qualitative and quantitative research methods to help plan more effective strategies that are embraced and championed by internal and external audience.
Session 2: Expert Advice: Working with Subject Experts to Create a Data-driven Social Media Campaign (CS)
Speaker: Tracy Tang, Leader Digital Engagement, Vancouver Island Health Authority
Learn how Vancouver Island Health hit a homerun with its Home Health Monitoring program by co- creating a campaign with subject experts.
Objective: How to use data and budget to plan and strategize a social media campaign that meets your program’s needs and how to evaluate and coach others to translate this success to other departments in your organization.
• How to use data to create audience-focused, social media content for a geographically dispersed, information-overloaded audience who know nothing about your service or product
• What types of social media content performs well and leads to higher engagement for your dollar
• How to leverage employees in your organization to amplify your messages’ reach
Session 3: Five Attributes of an Inspiring Communications Leader (L&S)
Speaker: Catherine Ducharme, Director, Smart Savvy Academy
People are likely to leave companies if their bosses are horrible, but according to Harvard Business Review, they are more likely to leave because their job isn’t enjoyable, their strengths aren’t being used, and they aren’t growing in their careers.
Objective: This presentation focuses on five game-changing attributes that leaders need to cultivate to help people learn, grow, engage and inspire their best work. We’ll explain what they are, why they are important, and how you can develop them to go from good to great.
• Understand why knowing yourself and your motivations, strengths, weaknesses, and blind spots leads to better relationships.
• How telling less and listening and asking more empowers and motivates your team
• Appreciate why direct and clear conversations are not only kind but essential to development
• Why leading with confidence and courage creates brave teams
• How to be a role model that creates a ripple effect and builds the next generation of leaders.
11:45 – 1:15 p.m. Lunch & Birds of a Feather Networking
1:15 – 2:30 p.m. Concurrent Breakout Sessions
Session 4: Applying Design Thinking for Marketing Communication (E)
Speaker: Jason Fiske, Manager, Employee Digital Experience, Farm Credit CanadaDesign thinking is rapidly growing in popularity and use in today’s business world. It is mainly considered for use in innovation and ideation.
Objective: Design thinking’s methods and principles can provide significant value and positive results for marketing communication. This presentation will use examples from the speaker’s work at Farm Credit Canada.
• A core understanding of design thinking and methods
• How to apply these methods to Marketing Communication
• The ability to use design thinking to ensure a consistent and integrated message and experience for your audience
Session 5: Table Talk: Strategic Conversations to Keep Your Seat at the Table (L&S)
Speaker: Priya Bates, ABC, SMCP, MC, IABC Fellow, President, Inner Strength Communication Inc.How to embolden and empower communication professionals to have the courageous conversations needed to prove their value and link them to business success.
Objective: Learn about the Inner Strength i5 Approach – implementation, interaction, integration, influence and impact – helping you use it to change conversations that lead to business results.
• Build the credibility of your role and team.
• Identify actions you can take today to advance your career and reputation in your organization.
• Use research and data to build business acumen and the point-of-view needed to be an asset to any team or project.
• Use consulting tips and tricks to ensure you plan your approach and brag about success.
Session 6: Four Game-Changing Questions for Communications Planning (L&S)
Speaker: Dr. Rebecca Sutherns, CEO, Sage SolutionsCommunication planning is an essential tool for ensuring your organization sends a clear, specific message with measurable results. Yet the focus of broader project planning meetings can often be on other elements of the project, with communications as an afterthought.
Objective: Learn how asking targeted, insightful questions during the planning stage, communication professionals can evoke the detail and clarity needed to effectively plan an innovative communications strategy that will resonate for the whole planning team and for other stakeholders.
• Deepen their appreciation for the power of a well-worded, well-timed question;
• Learn four powerful question starters that can be applied to multiple scenarios;
• Practice using these new tools in conversation, in situations grounded in their real experiences.