Day 2 of Conference

Tracks: CS = Communication Skills; L&S = Leadership & Strategy; M&B = Marketing & Branding; R = Reputation; E = Engagement


8:00 – 9:00 a.m. Breakfast & Keynote Session: The Achiever Fever Cure, Claire Booth, Founder & CEO, Luxe Insights

Best-selling author Claire Booth will share highlights from her book The Achiever Fever Cure: How I Learned to Stop Striving Myself Crazy. The presentation will candidly address the insecurity and self- doubt so many leaders feel but few discuss. Drawing from personal experience and her own survey research of the habits of high-achieving North American professionals, Booth will offer perspectives and tools to create a more joyful and purposeful life, one that is also good for business. This presentation will blend compelling anecdotes, data and practical strategies for confronting the inner critic and self- doubt. Booth’s presentation is a timely wake-up call for our high stress culture, inviting achievers to stop being so caught up in striving and instead lead with presence, authenticity, vulnerability and joy.

9:00 – 10:15 a.m. Concurrent Breakout Sessions

Session 1: Building the Case for an Integrated Digital Experience in Large Organizations: Make Stakeholder Research and Digital Analytics Your Friends (L&S)
Speaker: Adam Brayford, SCMP, Director, Student Experience Communications, Simon Fraser University

The proliferation of tools that engage audiences on web, social, email and apps have democratized tactical communication, making it easier for anyone to share their content. But have we gotten any better at influencing perceptions and behaviour?

Objective: Learn how an organization-wide initiative at Simon Fraser University – aimed at improving student rankings of their SFU experience – created an opportunity to leverage extensive audience research, data and digital analytics to make the case for integrated communication strategy across faculties and departments.

• Building a solid foundation of research and data to strengthen your strategic communication direction
• Rallying diverse stakeholders around shared vision and digital best practices
• Assessing your organization’s digital maturity and implementing governance and training programs to raise capacity around digital skills
• Transforming a fractured collection of digital channels into a comprehensive brand experience

Session 2: It’s Yammer Time! Transforming Culture Through Social Collaboration (CS)
Speaker: Shauna Lowry, ABC, Director, Transformation Communications and Engagement, Suncor Energy

Yammer was Suncor’s first small, but mighty step in shifting its culture, the way it works, and building a community that is open to working and connecting differently. It’s about connecting an entire workforce to the business including non-wired field employees. Within a year, Suncor went from thinking about social collaboration to launching Yammer to its entire employee base around the globe.

Objective: Explore this case study journey from education and awareness to adoption of this social collaboration tool. Hear about both the successes and challenges, the mindsets that needed to shift and the change communications required to bring this to life.

• Build leadership buy-in and support for new employee communications technologies
• Develop and execute the communications strategy for a successful launch including building an active and engaged team of early adopters or Yampions
• Conduct a stakeholder analysis using employee personas to effectively reach and engage our multiple audiences
• Work collaboratively with key internal and external stakeholders to bring it to life including partnering effectively with your Information Technology teams and communications colleagues

Session 3: Who Trusts? Who Doesn’t? And Why it Matters. The Edelman Trust Barometer 2019 (R)
Speaker: Megan Spoore, Deputy General Manager, Edelman Canada

In its 19th year, The Edelman Trust Barometer is the communications marketing agency’s annual trust and credibility survey, the world’s most robust exploration of trust in business, government, NGOs and media. The 2019 online survey sampled more than 33,000 respondents across 27 global markets.

Objective: As Canada prepares for a federal election and the ongoing impact of global political and economic unrest, matters of trust continue to demand our attention. Get familiar with the findings from the 2019 survey which reveal that trust is up for all institutions, but Canadians are more polarized than ever.

• Explore how trust has changed profoundly during the last year, with people shifting their trust to the relationships within their control
• Look at how organizations should be responding to the new trust environment
• Learn what communicators can do to build trust with key stakeholders

10:15 – 10:45 a.m. Networking Refreshment Break

10:45 – 12:00 p.m. Concurrent Breakout Sessions

Session 4: Utilizing Google Algorithms to Work for You (M&B)
Speaker: Sarah Van Dusen, Founder/CEO, Sarah Van Marketing

First, connect with your customers when they search for you on Google.

Objective: Learn how to set up your business listing on Google and verify your ownership. Make updates from your Google My Business dashboard. Optimize your website for search engine optimization (SEO) so your website shows up when your customers search for products and services like yours.

• You can create proprietary data content piece with SEO in mind
• SEO and keyword research can help support organic traffic growth
• Proprietary data campaigns drive ROI and real business results…so you can properly sell this strategy to management
• To use content marketing to reach your target audience
• To make your social media entertaining and engaging
• You can receive ROI that is measurable on your brand across a variety of touchpoints

Session 5: Winnipeg Jets Whiteout Street Parties

Speaker: Rob Wozny, Vice President, Communications & Content, True North Sports + Entertainment

For the second time in as many years, the Winnipeg Jets secured a spot in the Stanley Cup Playoffs, and with it, the opportunity to activate their famous #WPGWhiteout Street Parties.

For the city of Winnipeg – and beyond – it was a proud community building experience that showcased the celebration of Manitoba’s capital and a demonstration of how the spirit of hockey can unite hockey fans from all backgrounds, galvanized with that epic shot of thousands of fans on Donald Street, beamed across television networks around the world.

Objective: Learn how the communications team at True North partnered with multiple stakeholders to plan, resource, and host one of the largest outdoor series of public gatherings in Winnipeg’s history.


·         how these street parties fit into the team’s overall pubic engagement strategy;

·         what communications tools were used to manage the story,

·         the unexpected – and expected – issues they dealt with;

·         how they measured the impact of the engagement;

·         how they managed hundreds of media outlets from all over North America inside and outside Bell MTS Place; and

·         lessons learned for the next Stanley Cup run.


Session 6: Using Research to Reach Multicultural Communities: A Case Study (L&S)
Speaker: Jackie Cox, Leader, Channel Management, City of Calgary

How to use Statistics Canada and other research data to reach targeted publics?

Objective: This Gold Quill Award of Excellence in Communication Research case study highlights the City of Calgary’s use of Statistics Canada data, and primary and secondary research to identify and understand the needs of Calgary’s top immigrant and multicultural communities to develop a comprehensive strategy for multicultural communications, marketing and engagement.

• Be inspired to use data and research to identify your city’s top multicultural demographic groups
and understand their cultural values.
• Understand how cultural values should shape your communications, including when to use translation and interpretation, and why it matters to the audience.
• And, where and how to connect with your top three multicultural communities – it may not be where you think!

12:00 – 1:30 p.m. Lunch Break & Master Communicator Awards

1:30 – 2:30 p.m. Concurrent Breakout Sessions

Session 7: Video Strategy Masterclass: Strategy and Tactics That Deliver a 10:1 ROI (CS)
Speaker: Stephanie O’Brien, President & Founder – Carmella Consulting

Videos are hard to create – and it shows. The internet is populated with far too many slideshows and photos set to music, that are masquerading as videos.

Objective: Do you run a 5-star business, but struggle with creating and curating quality video for advertising? Are you unsure about how video can drive potential clients to the correct sales funnel? In this session learn to craft a video strategy for your business and measure your effectiveness.

· How to better position video in your company to deliver ROI
· How to better interpret video content metrics

Plus, tips and tricks for creating great video content using an iPhone, a DSLR camera or a 360 camera.

Session 8: Employee Net Promoter Score – The Simple Engagement Tool Leaders Love (E)
Speaker: Lydia Tay, Manager, Employee Engagement & Development, Purdys Chocolatier

As bulky annual employee engagement surveys increasingly fall out of favour, how can you continue to measure engagement in a way that is nimble, cost effective and executive-friendly?

Objective: In this practical case study session, learn the fundamentals of the Employee Net Promoter Score (eNPS), how it was planned and deployed 1,400 staff at Purdys Chocolatier and leave with a roadmap of how to apply it in your own workplace. Tactical best practices that will benefit internal communicators with an interest in using the survey, and strategic insights from the resulting business impact relevant to champions of employee engagement will be highlights.

• What is eNPS, how is it measured, and why should we use it
• How to plan and deliver the eNPS survey; potential pitfalls should practitioners be aware of
• How you should deliver eNPS results to employees, managers and executives in order to add the greatest value

Session 9: HOT TOPIC: To Be Announced

2:30 – 3:00 p.m. Networking Refreshment Break

3:00 – 4:00 p.m. Closing Keynote – to be announced!