Marketing & Communications Summit

March 10th – April 21st, 2021
Wednesdays at 2:00 p.m. ET

Supported by:
Engagement Analysis Inc

CCAE brings the same great summit program, to an online format. The 2021 Marketing & Communications Summit program will be delivered once a week, for 7 weeks. Each weeks’ presentation will be live, and attendees will have a chance to pose questions and engage with the presenter and other attendees via a live chat function.

Registration Packages

Full Summit Package: $225 (access to all sessions)
Package of 3 sessions: $120 (access to 3 sessions of your choice)
Single Session: $55 (access to the session of your choice)

Potential member:

Full Summit Package: $335 (access to all sessions)
Package of 3 sessions: $180 (access to 3 sessions of your choice)
Single Session: $75 (access to the session of your choice)


Available Member ONLY Discounts

Top value for your team! 
Take advantage of the CCAE Group Package by registering 5 or more team members from your school and save $50.
To access the group package rate, enter in discount code MC5PLUS.
NOTE: the discount is only applicable to the Full Summit Package & CCAE members only. For questions, contact

CCAE-TDIMM Professional Learning Fund 
This event is eligible for the CCAE-TDIMM Professional Learning Fund. All CCAE Members have access to a $1,000 credit to use on CCAE events until April 30th, 2021. Learn more about the fund here. If you have questions regarding how much remaining credit your institution has contact

Get the most out of the discussion:




Stephanie MacDougall
Stephanie MacDougall

Scott Thomas
Scott Thomas

March 10, 2 p.m. ET 
CBU’s Experience: Diversity and Inclusion and Communicating with Our Diverse Alumni Family

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.

Learning Objectives

  • 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

March 17, 2 p.m. ET 
Launching a student takeover program on Instagram Stories

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.

Learning Objectives

  • 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

Kim Anderson
Kim Anderson

Sam Egan
Sam Egan

Lindsey Norris
Lindsey Norris

March 24, 2 p.m. ET 
Let’s Get Personal!
If Netflix and Facebook can get personal with our alumni, why can’t we?

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.

Learning Objectives

  • 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.

Derek Cassoff
Derek Cassoff

Kara Johnston
Kara Johnston

Ray Satterthwaite
Ray Satterthwaite

Kimberly Wallace
Kimberly Wallace

Teresa Scalzo
Teresa Scalzo

March 31, 2 p.m. ET 
Divine Inspiration: Where to Find Inspiring Ideas and How to Put Them to Work

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
Paul Lacap

April 7, 2 p.m. ET 
University of Manitoba’s Next Generation Website Experience - A Case Study

Paul Lacap, Director, Digital Strategy and Engagement, University of Manitoba

In fall 2017, the University of Manitoba discussed our vision of a new – 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.

Learning Objectives

  • 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

Lara Unsworth
Lara Unsworth

April 14, 2 p.m. ET 
Plan, respond, pivot…and repeat.

Lara Unsworth, Director of Strategic Enrollment Management and Communications, Strathcona-Tweedsmuir School

An institutions’ crisis plan should be evaluated, updated and practiced regularly, but hopefully, is never needed for a real crisis. In March of 2020, with the onset of the COVID-19 pandemic in Canada, communications professionals had to put their crisis plans to the test and adapt practices and teams to respond to a rapidly evolving, sustained crisis that is still ongoing today. Plans that were intended for short-lived situations, have now become part of everyday practice.

No matter how good the plans are, no one could have predicted how long we would be in a sustained crisis mode or how many times we would be forced to pivot during this unprecedented global crisis. After more than a year, its time to reflect on what was learned, what worked, what could be done differently in the future, and celebrate the immensity of what our communications colleagues have been though and accomplished.

Learning Objectives

  • Developing an effective crisis plan that works in an actual crisis.
  • How to meet objectives in a long-term crisis, with constant curve balls.
  • Learning from, collaborating, and celebrating our colleagues after a very long, tumultuous year.

Sunny Tsang
Sunny Tsang

April 21, 2 p.m. ET 
Data is greater than opinion!

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.

Learning Objectives

  • 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