Monday, November 19, 2018
8:00 – 8:30 a.m.
REGISTRATION AND CONTINENTAL BREAKFAST
8:30 – 8:45 a.m.
WELCOME AND OPENING REMARKS FROM THE CHAIR
Director of Digital Marketing
8:45 – 9:45 a.m.
Digital Marketing Legal Issues For Associations
Steve Szentesi Toronto-based competition and advertising lawyer & Richard Elliott Toronto-based competition and regulatory lawyer
Digital Marketing: Legal Issues & Best Practices
In this session we will discuss key digital marketing legal trends and issues that associations and their members should be aware of and best practices for compliance.
We’ll include key current digital marketing law issues, enforcement priorities of Canadian enforcement bodies and tips to minimize legal risks.
More specific topics will include general misleading advertising, price claims, online disclaimers, endorsements/testimonials and online and social media contests. We’ll also include essential CASL (Canadian anti-spam law) tips for common types of digital marketing campaigns.
This session will be practical and interactive and focused on current digital marketing legal trends relating to mobile, Internet and social media marketing.
9:45 – 10:00 a.m.
NETWORKING REFRESHMENT BREAK
10:00 – 11:00 a.m.
The impact of measurement on reputation and engagement
Association of Alberta Sexual Assault Services (AASAS)
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 our progress helped to drive the success of the campaign, allowed AASAS to amplify their campaign budget by engaging media partners, and helped them attract significant new funding from the provincial government in 2018.
In this session participants will learn how to use measurement tools and data to help understand audiences and build credibility with stakeholders. An overview of qualitative and quantitative research methods will help plan more effective strategies that are embraced and championed by internal and external audience. Hear a case study of Alberta’s #IBelieveYou campaign to showcase how research can inform a strategy, build credibility with internal and external audiences, and lead to exponential growth of an association.
11:00a.m. – 12:00 p.m.
Adventures in Podcasting
Michael Grant & Cathy Bouwers
Canadian Society for Medical Laboratory Science
Are you looking to enhance engagement and build a greater sense of community? If so, you might consider adding podcasting to your member engagement toolbox. Learn from one association’s adventure into the world of podcasting. This presentation will give you a frank and honest look at what it took to bring a podcast series to life, the unexpected challenges encountered, and lessons learned along the way. Podcasting might be the secret to a more personal and intimate relationship with your members, or a giant sucking hole of time and energy that will make your communications team stress-eat far too much cake. Come find out which one.
12:00 – 1:00 p.m.
1:00 – 2:00 p.m.
Listening Leads to Stronger Communications that Build Better Relationships
Kyla Best, Account Director, Consumer Practice
Ashley O’Connor, Director, Digital Communications
Argyle Public Relationships
Learn how ongoing listening to Ontario’s pet owners informed the evolution of the Ontario Veterinary Medical Association’s (OVMA) communication strategy. Over the course of three years, earned and social media efforts improved not only relationship between the association and its pet owner audience, but also strengthened the relationships between pet and owner.
2:00 – 2:15 p.m.
2:15 – 3:15 p.m.
INTERACTIVE DISCUSSION GROUPS
Delegates will break into small groups and share their own experiences in what works and what doesn’t work in communications. Delegates will walk away with numerous case studies and a best practice list.
3:15 – 4:15 p.m.
Branding from the Inside Out
Priya Bates, ABC, MC, CMP, IABC Fellow, Inner Strength Communication
In an environment with increasing competition and decreasing in memberships, many associations are rebranding in an effort to both retain and recruit members.
Priya Bates recently led the rebranding of the International Association of Business Communicators with tremendous success. In this session, she’ll share her methodology to branding done right. You will learn:
- To brand or not to brand – Is rebranding necessary for your association?
- The methodology used to create a brand that sticks
- How stakeholder engagement and change readiness gained buy-in from nay-sayers and inspired brand users
The benefit of thinking beyond the logo, and develop a brand that represents who you are and how you deliver.
4:15 pm CONFERENCE CONCLUDES FOR THE DAY