Marketing and Communications Summit

January 27-28, 2020

McGill Executive Institute
1001 Sherbrooke St W
Montreal, QC

Registration:
Member: $225
Potential Member: $325

REGISTER

Supported by

McGill University

 

Monday, January 27, 2020
8:15 a.m. – 8:55 a.m. Breakfast & Registration
9:00 a.m. – 10:00 a.m. Keynote Speaker: Mitch Joel, Media Hacker and Founder of Six Pixels Group
Supported by McGill University
10:00 a.m. – 10:15 a.m. Break
10:15 a.m. – 11:15 a.m. Secrets to Success on Social
Emma Nguyen - Director, Digital Marketing and Communications, University of Toronto
11:15 a.m. – 11:30 a.m. Break
11:30 a.m. – 12:30 p.m. A horse called Tactics
Nancy Handrigan - Executive Director of Philanthropy and Campaign Director, Office of Advancement, Acadia University
Sherri Turner - Manager, Campaign Communications, Office of Advancement, Acadia University
12:30 p.m. – 1: 15 p.m. Lunch
1:15 p.m. - 2:15 p.m. How the U of A quadrupled the amount of pageviews of its news stories in three years
Michel Proulx - Executive Director, News and Media Relations, University of Alberta
2:15 p.m. - 2:30 p.m. Break
2:30 p.m.- 3:45 p.m. The Value of Integrated Communications: A Panel Discussion
Derek Cassoff - (Moderator) Managing Director, University Advancement Communications, McGill University 
Allison Flynn - Director of Integrated Communications, Office of Communications and External Relations, McGill University
Gabrielle Korn - Managing Director, Alumni Relations and Annual Giving, McGill University
Elana Trager - Associate Director, Communications, McGill University
Taylor Vallee - Associate Director, Digital Strategy, McGill University
3:45 p.m. Day 1 Closes

 

Tuesday, January 28, 2020
8:30 a.m. - 9:15 a.m. Breakfast
9:15 a.m. - 10:15 a.m. A Year in Review: Overcoming the 'Silo Syndrome'
Cristin Christopher - Director of External Relations, Nipissing University
10:15 a.m. - 10:30 a.m. Break
10:30 a.m. - 11:45 a.m. Creativity and You: A 75 Minute Adventure
Brian Kachur - Creative Services Specialist, Marketing and Communications, University of Saskatchewan
11:45 a.m. Boxed lunch on departure

Residence Inn Montreal Downtown
2045 Peel St.
Montreal, Quebec

Book your hotel room at the Residence Inn Montreal Downtown

Rates start at $134 (Canadian Dollars). All guest room rates are quoted exclusive of applicable taxes and fees: currently Lodging tax (3.5% per room, per night), Federal sales tax (5%), Provincial sales tax (9.975%) in effect at time of check-out.

Reserve your room by Thursday, December 26, 2019 to ensure you receive the special CCAE rate.
Please make your reservation directly online using this link.

 

Mitch Joel

Featuring Keynote Speaker:

Mitch Joel, Media Hacker and Founder of Six Pixels Group

"One of North America’s leading visionaries" and the "Rock Star of Digital Marketing"
- Strategy Magazine

Read Mitch's Bio
Keynote Speaker supported by McGill University

 

 

Sessions

Secrets to Success on Social
Emma Nguyen - Director, Digital Marketing and Communications, University of Toronto

Do you need your next campaign to go viral? This session will NOT teach you how to do that. We will look at how to strategically incorporate social media into your communication and marketing strategies. We will look at how to best leverage these channels to support larger campaign and/or organizational goals. Throughout this session we will discuss identifying and reaching target audiences both nationally and internationally, leveraging social as a world-wide communication method. Don’t worry, if you are set on going viral, we will also save time to look at the make up of a viral post.

Learning Objectives
  • The who, what, where and why of social channels
  • How does social fit into your communications strategy?
  • What’s coming down the social pipeline?

A horse called Tactics
Nancy Handrigan - Executive Director of Philanthropy and Campaign Director, Office of Advancement, Acadia University
Sherri Turner - Manager, Campaign Communications, Office of Advancement, Acadia University

Your leadership is waiting for you to produce award- worthy collateral now, but the university's case for support is incomplete, resources are minimal, and your quiet phase is almost over. Your Campaign is galloping away from the barn.

All communications and marketing professionals know that time, planning, staffing, and a realistic budget are the "only" ways to achieve goals. So, how in the world can you win this race? You start with tactics and strategy follows.

That's exactly how a small Advancement team at Acadia University pulled off the launch of its most ambitious fundraising campaign in history, Campaign for Acadia, ahead of schedule.

This session will help you rise to the challenge of building and executing comprehensive fundraising campaigns (or any campaign) quickly and efficiently. You will learn how to save time and money, while getting recognition for your work.

We will discuss the steps needed to develop campaign branding, establish a go-to-market strategy, and prepare for public launch; how to keep momentum; and finally, the importance of communications in stewardship and maintaining the donor base to reach a successful campaign end.

Learning Objectives
  • Rise to the challenges of racing the clock & Implement a strategy out of tactical execution
  • Build a sustainable, philanthropic community
  • Do all of the above for low cost and high impact

How the U of A quadrupled the amount of pageviews of its news stories in three years
Michel Proulx - Executive Director, News and Media Relations, University of Alberta

The presentation will examine the strategy and tactics used to achieve these results. Specifically, I will discuss the following; the ever changing media landscape that has made it increasingly difficult over time to deliver the institution’s story to a wide audience; the opportunity the Internet and social media provide us to reach a much wider audience directly; an overview of our brand journalism program, including the journalistic tactics used; the strategy and tactics used to successfully implement the change management strategy; how we use brand journalism to manage issues and influence the narrative by external media; and the lessons we learned along the way.

Learning Objectives
  • How to make an effective business case for brand journalism
  • The strategies and tactics used to implement the brand journalism model
  • The components that go into a change management strategy to implement this model

The Value of Integrated Communications: A Panel Discussion
Derek Cassoff - (Moderator) Managing Director, University Advancement Communications, McGill University (Moderator)
Allison Flynn - Director, Integrated Communications, McGill University
Gabrielle Korn - Managing Director, Alumni Relations and Annual Giving, McGill University
Elana Trager - Associate Director, Communications, McGill University
Taylor Vallee - Associate Director, Digital Strategy, McGill University

When it comes to marketing and communications, it’s easy to assume that bigger is better. But how do you ensure that things don’t get completely out of control when your university has dozens of units producing thousands of messages and materials every year? Join this group of senior McGill communications leads as they discuss the opportunities and pitfalls of working in such a complex marketing environment and share some of the lessons they learned this year as the university rolled out its new brand platform across two campuses, 11 faculties and dozens of academic units.

Learning Objectives
  • How to get large groups of communicators to follow a common path
  • The importance of getting buy-in from the academy
  • How to build partnerships across campus with clients and program managers

A Year in Review: Overcoming the ‘Silo Syndrome’
Cristin Christopher - Director of External Relations, Nipissing University

Using Nipissing University as a case study, Cristin will review what she’s learned in the first year of overseeing her marketing/communications/advancement portfolio and the steps Nipissing is taking to create an environment for creative and dynamic growth. This session will include tactics on how to shift your department’s role and perception from a service department to a strategic partner, build trust in a changing and high growth environment and be a conduit to facilitating connection and conversation.

Learning Objectives
  • How to shift department perceptions
  • Tactics to build trust within teams
  • Strategies on how to break down silos and ‘walk the talk’

Creativity and You: A 75 Minute Adventure
Brian Kachur - Creative Services Specialist, Marketing and Communications, University of Saskatchewan

From a school in the midst of a rebrand, we’ll take a look at a USask graphic designer’s view on creativity, project management and how to work with creative teams. Stories, examples, seemingly meaningless but totally useful brainstorm activities, and discussion included.

Learning Objectives
  • Bringing campus together through a rebrand
  • Communicating your challenge and goals and working with that weirdo creative department
  • When creativity is the pilot, the passenger, and the pesky backseat driver

 

Presenters