Tuesday, November 7, 2017
8:00 – 8:50 a.m.
REGISTRATION AND CONTINENTAL BREAKFAST
8:50 – 9:00 a.m.
OPENING REMARKS FROM CHAIR
Brian Lambie, Redbrick Communications &
Media Contact, Associations of Municipalities of Ontario
9:00 – 10:00 a.m.
Communicators as Change Makers
Caroline Kealy, Founder & Principal
The opportunity for today’s communications professional is to go beyond information dissemination, and step up to become an indispensable agent of change. Association communicators are uniquely positioned to drive change and enable the transformation agendas of their organizations. This is becoming the essential skillset, and mindset for our profession.
This presentation will put the spotlight on the opportunity you face as an association communicator to be a transformative agent of change, and illuminate the path forward for you to fulfill this elevated role. Participants will learn practical skills and techniques for shaping communications approaches and messages in support of change management. You’ll come away with new insights and renewed confidence to unlock your full potential and impact as a change maker.
10:00 – 10:15 a.m.
NETWORKING REFRESHMENT BREAK
10:15 – 11:15 a.m.
From PT Barnum to Red Bull — What is experiential marketing and how can it help associations?
Christian Garceau, Founder & Chief Planner
A Social Affair Event Management Inc.
Read a blog post or magazine article in 2017 and you’re sure to come across the term “experiential marketing.” While not a new concept, it’s getting plenty of recent attention and many associations are questioning what it really means, what advantages it might have, and how it can be done on a budget.
Join Christian to discover how an association can leverage experiential marketing to increase brand awareness, foster new relationships, increase membership, and develop a strong feedback loop with key stakeholders. It will be an “experience” you don’t want to miss!
11:15 – 12:15 p.m.
Everything on the Internet is free, right?
Heather Martin, Copyright Officer
University of Guelph
Ever wonder if that meme you’re sharing could get you in legal trouble? Worry that your social media intern is sharing copyrighted images or videos? If you’ve answered yes to either of these questions, this session is for you. We’ll give you a crash course on the top things you need to know/understand about digital copyright.
Topics covered will include:
- Top 10 – Golden nuggets of digital copyright wisdom
- Social Media- Misconceptions about creating cartoons, memes, videos etc.
- Case Studies – Top copyright mistakes content managers make & how to avoid them
- Creative Commons- Pros and cons of using CC licensed content photos
- Content that is free to use- Stock images – Where to get them / understanding the implications
- Digital content- What apps help you create gorgeous content without worrying about copyright
12:15 – 1:15 p.m.
1:15 – 2:15 p.m.
Socializing the association – using social/digital media to fulfill your mission and support your members
Doug Lacombe, President
How do associations stay relevant in the digital age? In this session, Doug Lacombe, President of Communicatto Inc., will illustrate how association communicators can use social and digital platforms to attract, retain and advocate for their members. Doug will dive deep into why digital and will provide attendees with easy steps to get started on digital today.
2:15 – 3:15 p.m.
Stop talking about video and do it already!
Warren Weeks, Weeks Media
If your organization is still sitting on the sidelines when it comes to creating and sharing video content, you’re missing out on one of the single most effective communication platforms available. Consider this:
- Visual content is more than 40 times likely to get shared on social media than other types of content
- 51% of marketing professionals say video is the type of content with the best ROI (Digital Marketing Blog – April 2015)
Video is where the eyeballs are. Even so, most associations have failed to make it part of their content strategy. In this session, we’ll debunk some of the more common barriers and provide a practical overview of equipment, dos and don’ts, tips for shooting, framing, lighting and sound, keys to visual storytelling, simple editing techniques and best practices for getting maximum engagement with your videos. Participants will also be treated to case studies, examples using more than a dozen short videos and a Q&A session.
3:15 – 3:30 p.m.
NETWORKING REFRESHMENT BREAK
3:30 – 4:30 p.m.
Business communications as a fundamental component of organizational re-design
Rob Henderson, BioTalent Canada
Bernie Forestell, Consumer Health Products Canada
What happens when your association has to re-invent itself to survive? What are the communications advantages and pitfalls and how can you leverage them to communicate your metamorphosis? Organizational re-designs are communications minefields, and associations must use all assets at their disposal in order to re-brand and re-group. Join a session that will uncover the relatively hidden communication trends and foibles of Canada’s biotechnology industry and how they and new and traditional communications tools and tactics were used to re-engage alienated stakeholders in a national non-profit association’s overhaul of its entire operation.
CHAIR’S CLOSING REMARKS AND CONFERENCE CONCLUDES