Day 1 of Conference

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


6:45 a.m. Morning Running Group
Join CWR Board Director Lydia Tay for a run around Banff!  For those who like to rise and shine early, this will be a great way to get out and explore the neighbourhood.
Meet in the lobby for 6:45 am departure.

8:00 – 8:45 a.m. Registration & Breakfast

8:45 – 9:00 a.m. Opening Remarks

9:00 – 10:00 a.m. Opening Keynote: Diggin’ on Data: Driving strategy with data-informed insights, creative intuition and egoless agility

The sheer volume of available data in today’s hyper-connected communications landscape can be daunting, or even dull. But it doesn’t have to be.

Kelly Steward of Swoop Airlines shares an applied perspective on putting data to work in your MarComm strategy, informing business decisions, understanding audiences and course correcting when things don’t go according to plan.

Speaker: Kelly Steward, Leader, Marketing, Swoop Inc.

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, Island Health

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 – 12:30 p.m. Lunch

12:30 – 1:15 p.m. Birds of a Feather Networking (Optional)

Birds of a Feather Networking is an easy way for attendees to connect with their peers around specific communication or business topics, sectors, geographic issues, leadership challenges – or whatever is top of mind for you. Grab your lunch and simply join a topic table. There’s also the option of taking your discussion outside for a casual stroll around the village for some fresh air and fresh ideas. Topic/table moderators provided.


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 Canada

Design 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 Solutions

Communication 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.

2:30 – 3:00 p.m.   Networking Refreshment Break + Dine Around sign up closes

3:00 – 4:00 p.m. Keynote: Tomorrow’s Career Transition Starts Today: A Life-long Career in Communications is Unrealistic

According to a Workopolis survey, 73% of Canadian don’t believe they’ll stay in the same vocation for their entire career. In fact, based on the current trend, we can expect to hold up to 15 jobs over our careers. So, will your next career transition happen to you or be intentionally planned by you? As a former professional communicator and now a leadership consultant and coach, Eileen will lead this interactive session that is all about you: taking stock of your career trajectory, assessing which ‘non-communication’ skills you need to add to your repertoire now, soul-searching about what’s holding you back from making a change, and the purposeful steps you can take now – whether your next career shift is one or ten years away. Come with questions, experiences and perspectives and be prepared to engage with Eileen and fellow participants in a fun and likely humorous end-of-day session.

Speaker: Eileen Dooley, Principal and Executive Coach in the Leadership Practice at Odgers Berndtson

4:15 – 5:15 p.m.   Bonus Session: Increase the value and effectiveness of Business Communication with GCCC’s CMP and SCMP Professional Communication Certification, Bart Goemans, SCMP

6:00 – 8:30 p.m.   Dine Around sign up by 3:00 p.m. at the registration desk + meet in the lobby at 6pm

8:30 – late      Wild Bill’s Legendary Saloon – line dance event, Sponsored by Smart, Savvy & Associates

8:00 p.m. Banff Ghost Tour – Hallowe’en in Banff (departs from Good Earth Coffeehouse, 333 Banff Ave)

Banff is full of histories. And with Halloween around the corner, you may not want to miss some spooky history stories about the famous Fairmont Banff Springs hotel in an exclusive heritage ghost tour.

You will get to discover the ghostly past of the Bow Valley on an evening stroll through the paranormal with stories of some legendary ghosts who inhabit the site, unsolved mysteries and terrifying encounters at hotels. Say hi to the “ghost bride” who can be seen mourning her ill-fated wedding day in the Cascade Ballroom and Same the bellman who some say stills helps guest find their way around the hotel to this day.

Hear some of the most spine-tingling stories as we stroll along the historic streets, led by a knowledgeable interpretive guide.

Who knows, you may even meet a ghost yourself!

In case you need to run, wear comfortable walking shoes and dress for the weather!

The tour is 1.5 to 2 hours in length and you will be required to be able to walk for the duration of the tour. Click here to learn more about the tour and register!

Continue to Day 2 Info