Marketing & Communications Summit
Single Session: $55 (access to the session of your choice)
Single Session: $75 (access to the session of your choice)
Get the most out of the discussion:
Stephanie MacDougall, Development Communications Specialist, Cape Breton University
Scott Thomas, Human Rights and Diversity Officer, Cape Breton University
Your Institutions’ family is changing, communities, staff and alumni are more diverse than ever before. This diversity comes with its own set of challenges and professionals are examining with how this change impacts messaging and actions.
This presentation will review the experience the CBU Alumni office had with an Alumna who expressed her disappointment in the reaction to the death of George Floyd and the resulting protests. Scott and Stephanie will recount this experience, review the actions and steps it sparked and provide advice on how Alumni offices should be thinking about diversity and inclusion in communications, storytelling, and fundraising.
- Explore the subtle differences between Institutional vs. Alumni Messaging
- Discover ways to be authentic in your actions and wow to spark real change
- Recognizing how the western approach to giving is impacting your diverse Alumni family
Kim Anderson, Content Specialist, Thompson Rivers University
Sam Egan, Digital Content Specialist, Thompson Rivers University
Lindsey Norris, Content Manager, Thompson Rivers University
Thompson Rivers University launched an Instagram Stories takeover program in January 2020 to generate content, grow audience engagement and ultimately, recruit and retain students. When most students and staff began working and learning from home in March 2020, we had to look at how to maintain the program’s momentum and shift our approach to meet our new social strategies. Watch this session to gain tips and ideas on how to run your own takeovers, or do more with your current program.
- Generate ideas on how to run a social media takeover program within your existing strategy and resources
- Learn the key steps for launching a takeover, from participant selection to account security
- Strategize on ways to expand your takeover program (even during a pandemic!) and get more out of the time you invest in content creation
Derek Cassoff, Managing Director, Communications, McGill University
Kara Johnston, Assistant Director of Alumni Relations, Florida Gulf Coast University
Ray Satterthwaite, President Engagement Analysis inc.
Kimberly Wallace, Director of Alumni Relations, Florida Gulf Coast University
Research is consistently showing that alumni of different generations & backgrounds expect different things, delivered in different ways. The common thread is personalization and control – they want; no, expect you to know who they are and be able to curate the communications. That’s what they are getting everywhere else.
- Learn about what data is behind alumni communications (print, email, web, social media) any why it is evolving so quickly.
- Recognize how robust data capture and artificial intelligence are becoming an important part of the communications strategy.
- Hear about two approaches to communications. One where existing data is used to target communications strategies one where data is actively captured and funnelled through AI systems.
Teresa Scalzo, Director of Creative Strategy and Editor, Carleton College Voice, Carleton College
Great work sprouts from a great idea. But when work is piling up and clients are grumbling, who's got time to seek inspiration? In this session, a hard-core "recycler" confesses her sins. We'll track innovative and award-winning projects back to their sources of inspiration. You'll learn where to find inspiration, how to reshape and reinterpret a great piece, and how to rekindle the creative spark in your office.
Paul Lacap, Director, Digital Strategy and Engagement, University of Manitoba
In fall 2017, the University of Manitoba discussed our vision of a new umanitoba.ca – a website that would bring us up to speed, continually evolve and establish UM as a leader in accessibility and digital communication. Over the last year, more than 1,000 students, staff and faculty participated in workshops to explore website features, information architecture, wireframes, intranet and content lifecycle. Close to 700 provided further feedback through extensive online testing.
- Understand how principles of design thinking, lean and agile approaches were used to move an institute wide initiative forward
- Examine how global project management and change management practices were used throughout the initial build
- How design thinking, lean and agile were used to frame the project and how project and change management practices improved the odds of success
Sunny Tsang, Associate Director, Marketing, Perimeter Institute for Theoretical Physics
We all struggle with figuring out which data to track, how to collect it and then to present it in a way that influences teams to make course corrections. This session will provide the framework that Perimeter Institute uses to make strategic marketing & communications decisions on an annual, quarterly and campaign basis to affect positive outcomes. The content will focus mainly on digital marcom activities with a small portion on direct mail campaigns.
- How to pick which data best supports your strategy
- How to make sure you are tracking and reporting on the right types of data
- How to better use data in strategies and marketing/communication plans