7th Annual Marketing & Communications for Post Secondary Conference

In Person (Toronto) or Online

May
29 - 31
2023

For over a decade, SummersDirect Conference & Events and Swansea Communications have been bringing together communication professionals from across Canada for quality conference programming. This partnership is the only in Canada that has provided both national and regional conferences for the communications field .

Our goal is to offer a conference experience that will educate and inspire professional communicators from various industries through an environment of professional networking to benefit both delegates and speakers alike. You will walk away with tools and techniques you can take away and use, case studies you can relate to and most of all VALUE.

About

Venue

Online & In Person (Courtyard by Marriott Toronto Downtown, 475 Yonge St)

Courtyard Toronto Downtown for $279 CAD per night

 Book your group rate for Summers Direct 7th Annual Marketing & Communications for Post-secondary Conference

Alternatively, attendees can call Marriott Reservations to make a booking at 1 (800) 847-5075

Sponsored by:

Academica Group is Canada’s largest marketing research and consulting agency devoted entirely to the post secondary sector. Through its expert staff and cross-country network of consultants, Academica works to support and inspire higher ed institutions through research & consulting, digital content, and career advertising. Every year, Academica works with over 100 higher ed institutions. The Academica Top Ten news digest and digital content platform currently reaches over 29K higher ed professionals daily.

                 

INTERESTED IN SPONSORSHIP?
Contact us

Cancellation & Refund Policy

Substitution of delegates is permissible without prior notification. Refunds will be given for cancellations received in writing no later than 15 days prior to the conference date subject to an administration fee of $250 plus $32.50 for HST (in person) or $12.50 for GST (online). After this time, you are liable for the full registration fee even if you do not attend the conference. If you register during this 15 day period, you are also liable for the full fee. SummersDirect Inc. reserves the right to change program date, meeting place or content without further notice and assumes no liability for these changes.

Conference Day 1

Monday, May 29, 2023

All times in Eastern

8:00 – 9:00 a.m.  Welcome and Tradeshow Open
9:00 – 9:15 a.m.   Opening Remarks from the Chair

Sharon Aschaiek, Principal, Higher Ed Communications

 9:15 – 10:15 a.m.

Karen Benner, Associate Director, University Communications, Toronto Metropolitan University

Derek Flack, Assistant Director, Content Strategy, Toronto Metropolitan University

Becoming TMU; renaming an institution on the journey toward reconciliation

Following the murder of George Floyd in May 2020, a worldwide anti-racism movement increased pressure on business, governments and institutions to acknowledge and act on their colonial and racist histories. This included calls for the removal of statues, name changes and other forms of commemoration tied to figures from history with a connection to slavery, colonialism and the residential school system.

In August 2021, Ryerson University committed to changing its name in response to recommendations put forward from a presidentially-appointed internal Task Force.

In April 2022, Ryerson University was the first PSE institution in North America to write a new chapter and launch a brand new name.

Participants who attend this session will learn about the university’s journey to a new name, how the community was engaged and how the MarCom teams communicated the transition to Toronto Metropolitan University and the world at large.

10:15 – 10:30 a.m. NETWORKING BREAK + TRADESHOW
10:30 – 11:30 a.m.

Daphne Simone, Manager, Social Media / Digital Engagement, Sheridan College

Revolutionizing Communication: Exploring the Power of AI Generative Technology for Digital Engagement in Higher Education

Generative AI technologies like ChatGPT, Midjourney, Lambda, and others, are creating headlines in media and heated moral discourse in academic spaces. And for good reason. AI tools are set to revolutionize the way we interact and engage with one another. As the digital communications, marketing, and social media landscapes evolve, and higher education institutions strive to stay ahead of the curve, one thing is clear – AI is here to stay and represents a new frontier of possibility.

In this session we will:

  1. Explore the controversy surrounding the use of AI generative technology.
  2. Unpack how (and when) AI tools can responsibly be leveraged to empower and expand next-gen digital engagement with students and community.
  3. Be mind-blown by what’s possible
11:30 – 12:30 p.m. Brian Lambie, President
Redbrick Communications
Successful Strategies for Social Media Moderating

Becoming a successful social media moderator takes skill and planning. You have to tend the garden well before an issue, large or small, becomes the focus of Facebook group discussions. False claims and misinformation sprout like weeds and take over the story.
Drawn from decades of communications experience, this session will offer practical advice on how to manage social media to maintain a positive reputation and come out ahead. Participants will learn how to anticipate what may blow up on social media and plan, including ways to cultivate allies, bust myths and tell your story.

12:30- 1:30 p.m. NETWORKING/LUNCH BREAK/TRADESHOW
1:30 – 2:45 p.m.

Julia Oosterman, Executive Director Marketing & Communications, University of Toronto Scarborough

Jane Stirling, Executive Director Marketing & Communications, University of Toronto, Mississiaga

Catherine Riddell, AVP Communications, University of Toronto

Plays Well with Others: A tri-campus university on collaboration

Explore the University of Toronto as a case study for collaborative communications in a decentralized model. With three distinct campuses staffed with various communication departments, as well as centralized communications team, maintaining a consistent voice and university brand can be challenging. Integration and collaboration are daily necessities. Participants will examine a project based on a recent campaign. Together they’ll discuss how to engage the voices and skills of multiple communicators and key external partners to achieve consistent messaging and successfully reach a wide variety of audiences. Participants will receive practical tools and strategies to use in a multi-stakeholder environment; specific ‘next steps” to consider using the next day in their home locations; practical check lists to use and support better collaboration

2:45 –3:00 p.m. NETWORKING BREAK + TRADESHOW
3:00– 4:00 p.m.

Sarah Robertson, Strategy and Research Advisor, Borealis Creative

Jane Cockton
Director, Marketing and Brand Strategy
Sheridan College

Bold, Awake and Listening

Research has revealed today’s student prospects are more jaded, more skeptical, and more expectant than ever before. With a mandate to graduate more evolved learners, graduates empowered to not only succeed in the career of their choosing but thrive beyond, with the skills to navigate an unpredictable, possibility-filled world with hope and confidence, Sheridan has evolved their approach to marketing. In this session, we’ll review the research methodology and pivotal psychographic insights that defined a more meaningful ‘better’.

4:00– 5:00 p.m.

Katherine Bundy

Digital Analyst, Evolving Web

User Experience Thinking for Content Teams

Content Editors are expected to wear many hats in order to create, manage, and maintain content. From writing to formatting to accessibility, user experience (UX) must always be at the forefront.

How do content editors lean into UX thinking while dealing with different kinds of content?

At the end of this session, attendees will be able to

  1. Apply UX writing tips to their web content in Drupal
  2. Plan their next usability test for their website
  3. Integrate accessibility practices into their existing and future content
4:45 p.m. Conference Concludes for Day

Go to Day 2

REGISTER TO ATTEND IN PERSON

REGISTER TO ATTEND ONLINE

Cancellation & Refund Policy

Substitution of delegates is permissible without prior notification. Refunds will be given for cancellations received in writing no later than 15 days prior to the conference date subject to an administration fee of $250 plus $32.50 for HST (in person) or $12.50 for GST (online). After this time, you are liable for the full registration fee even if you do not attend the conference. If you register during this 15 day period, you are also liable for the full fee. SummersDirect Inc. reserves the right to change program date, meeting place or content without further notice and assumes no liability for these changes.

Conference Day 2

Tuesday, May 30, 2023

All times are in Eastern

8:00 – 9:00 a.m. Tradeshow Open
9:00 – 9:15 a.m.   Opening Remarks from Chair

Sharon Aschaiek, Principal, Higher Ed Communications

9:15 – 10:15 a.m.

Chris Boutet, Director of Digital Content and Engagement, University of Toronto

Life After Twitter? How U of T is adapting its social media strategy for a post-Twitter world

For years, Twitter has been an integral part of the University of Toronto’s central communications and marketing strategies, providing a platform for real-time engagement and interaction with our internal and external audiences. However, since its change in ownership, Twitter has become increasingly volatile as a platform and its future is uncertain. The social media landscape is changing, and with it comes an exciting opportunity for exploration and experimentation.

In this session, learn how U of T has responded to changes that have already occurred and how we are adapting and evolving our social media strategy for the possibility of a post-Twitter world. Attendees will learn:

  • What U of T’s social media strategy looks like now
  • How we have adapted our strategy using existing networks
  • What new networks have emerged that are worthy of exploration and experimentation
10:15 – 10:30 a.m. 
NETWORKING BREAK + TRADESHOW
10:30 – 11:30 a.m.      Caroline Kealey, Founder and Principal – Results Map How to add value and stay grounded when the ground keeps moving

This dynamic, interactive session is aimed at supporting communications professionals in adding value and strategic impact during times of disruption. The presentation is anchored in my experience working in the higher education sector for over 20 years, including achieving a global IABC Best of the Best for change communications awarded for a university assignment. This engaging, empowering and energizing session will help build skills and confidence for communications practitioners working in the post-secondary sector. It will outline some of the unique challenges of higher education environments and provide proven tools and strategies for busting through those barriers to thrive. You will learn: – How to use yourself as an instrument of change – Strategies for honing your consultative craft to work effectively with academics and administrators – Top pitfalls and risks, and how to avoid them

11:30 – 12:30 a.m.    Hot topic coming soon!
12:30 – 1:30 p.m.   NETWORKING/LUNCH BREAK/TRADESHOW
1:30 – 2:30 p.m.  Ryan Kelly (He/Him)
Alumni Coordinator, Engagement
External Relations, Sheridan College
The 5 pillars of building a winning social media alumni engagement strategy

This session will focus on the core fundamentals of developing a social media strategy for alumni departments that have their own accounts or who are developing content to be shared on institution-specific accounts. Attendees will learn about the importance of having a dedicated social media strategy that is directly connected to organizational goals, learn the signs of when to change course with specific content, and how to measure effectiveness using both qualitative and quantitative analytics.

  • Chart your course: Have a plan that always ties back to organizational goals.
  • Be agile: understand when to shift course if something isn’t working.
  • Content wears the crown: winning content is winning content regardless of the platform.
  • Don’t chase the shiny ball: Although new and emerging platforms offer opportunities to reach a new audience, it’s better to do a few things really well, than to do a lot of things sort of well.
  • Q vs. Q – understanding the value of both qualitative and quantitative metrics.
2:30 – 3:30 p.m. Julia Harvie-Shemko, APR, CEC, Founder and CEO, Red Thread Connections A Guide to Functional Audits

A review of the marketing and communications function role can help you discover unspoken challenges in partnering with your organization.  A functional audit will consider your department role and mandate and what is working well and what is not working well.

Learn the overall steps, some real life ah ha moments, and why you should consider a functional audit for you and your team.

3:30 – 3:45 p.m. NETWORKING BREAK/TRADESHOW
3:45 – 4:45 p.m.    Clayton Browne, Director of Communications, Marketing and Web Development, Lakehead University Putting the Horse Before the Cart  – The Malleable Communications and Marketing Model

In what was a decentralized model, discover how Lakehead University made a significant move towards a more collaborative and cohesive strategic approach to communications, which ultimately led to better information sharing and alignment of expertise and resources across both university campuses. This work led to the amalgamation of the communications, marketing and web development functions within External Relations, and the development of a new departmental mandate to better serve the needs of the university.

  • Develop strategies to develop more collaborative communications and marketing efforts
  • Utilize internal resources and skillsets to build a team to refocus your departmental mandate to meet the needs of your institution
  • Foster an internal culture of collaboration and resources
4:45 p.m.  CHAIR’S CLOSING REMARKS & CONFERENCE CONCLUDES

Go to Workshops

REGISTER TO ATTEND IN PERSON

REGISTER TO ATTEND ONLINE

Cancellation & Refund Policy

Substitution of delegates is permissible without prior notification. Refunds will be given for cancellations received in writing no later than 15 days prior to the conference date subject to an administration fee of $250 plus $32.50 for HST (in person) or $12.50 for GST (online). After this time, you are liable for the full registration fee even if you do not attend the conference. If you register during this 15 day period, you are also liable for the full fee. SummersDirect Inc. reserves the right to change program date, meeting place or content without further notice and assumes no liability for these changes.

Post Conference Workshops

Wednesday, May 31, 2023

All times are in Eastern

Workshops are in person attendance only

9:00 a.m. – 12:00 p.m. A: Meeting the Highest Need of Your Organization: Functional Audits in Action
1:00 – 4:00 p.m. B: The Whole Story – A different demographic demands a different, more balanced, story

9:00 a.m. – 12:00 p.m.

WORKSHOP A: Meeting the Highest Need of Your Organization: Functional Audits in Action

MEETING THE HIGHEST NEEDS OF YOUR ORGANIZATION: FUNCTIONAL AUDITS IN ACTION

Have you ever wondered if your marketing and communications function is meeting the highest needs of the organization? Does your team feel overwhelmed with workloads but you can’t really pinpoint the reasons and how to move forward more effectively? Do you know there’s a better way but feel stuck?

Functional audit to the rescue.

A functional audit evaluates the marketing and communications function, overall processes, resources (people and budgets), and strategic and operational impact. This process helps you determine what is working, what isn’t working and why. It helps build the path towards business partnerships.

Learn from real life examples and how functional reviews impacted their strategic positioning, resourcing and relationships.

In this session, learn:

  • When to do your own functional audit
  • Benefits of a functional audit
  • The difference between a functional audit and a tools/channel audit
  • The critical steps to completing a functional audit

In the session, you will identify the need (or not) for your own functional audit, the outcomes you need from a functional audit and the process to complete one.

Julia Harvie-Shemko, APR, CEC, Founder and CEO, Red Thread Connections

Julia is on a mission to help communicators do better and be better. With her company Red Thread Connections, she focuses on moving the communications function towards strategic partnership with clients. With her more than 20 years in communication and 30 in leadership, she knows how to bring clarity, focus and strategy to the communications function.


1:00 – 4:00 p.m.

WORKSHOP B: The Whole Story – A different demographic demands a different, more balanced, story

Mark Hickmott, Partner, Borealis Creative Agency
Sarah Robertson, Strategy & Research Advisor, Borealis Creative Agency

For decades, Post-Secondary institutions have focused on the same primary targets – prospects arriving directly, or recently graduated from, high school. In the past five years, there has been a shift towards seeing more ‘indirect’ or ‘mature students’ apply to Colleges and Universities; in fact, it is expected that more than half of student applicants in the coming years will be over 22 years of age. This dramatic shift away from the Grade 12, 16-year-old typical prospect is forcing a more refined approach to recruitment marketing and communications – one where informed phsychographic insights, rather than straight demographics, drives effective communication. Drawing upon a variety of case studies and work conducted over the years, including our 2020 Syndicated Study targeted at young Ontarians aged 16-30, you will learn: • how adopting a more balanced, less functional approach to marketing can attract a broader, deeper audience • how to undertake successful psychographic research (using case studies) • how to make the most of your research and your marketing spend by understanding what unites prospects, rather than what defines them.

Sarah Robertson has over 25 years of experience in strategic marketing and consults with Borealis Creative Agency in qualitative and quantitative research. Sarah approaches strategy from the dual aspect of research and marketing, developing hypotheses, using primary and secondary research tools, to provide actionable insights to her clients.
Mark Hickmott is a partner in Borealis Creative, a Toronto-based creative agency founded in 2002. Borealis has had the privilege to work with a number of Canadian universities and colleges over the years supporting their marketing needs with thoughtful brand and advertising campaigns founded on strong research.

REGISTER NOW

Cancellation Policy:

Substitution of delegates is permissible without prior notification. Refunds will be given for cancellations received in writing no later than 15 days prior to the conference date subject to an administration fee of $250 plus $32.50 for HST (in person) or $12.50 for GST (online). After this time, you are liable for the full registration fee even if you do not attend the conference. If you register during this 15 day period, you are also liable for the full fee. SummersDirect Inc. reserves the right to change program date, meeting place or content without further notice and assumes no liability for these changes.


Pricing/Register

2023 CONFERENCE PRICING

IN PERSON Registration Type Early Bird

(until April 7, 2023)

Regular Rate

(after April 7)

Best Value – Conference & 2 Workshops $1449.00 $1749.00
Conference & 1 Workshop $1399.00 $1549.00
Conference (Both Days) $1099.00 $1249.00
Conference (One Day) $599.00 $749.00
Conference (One Day) & 1 Workshop $899.00 $1049.00
Two Workshops Only $749.00 $899.00
One Workshop Only $449.00 $549.00

REGISTER TO ATTEND IN PERSON

Groups of 3+ Contact Us for group pricing

ONLINE Registration Type Early Bird

(until April 7, 2023)

Regular Rate

(after April 7)

Conference (Both Days) $825.00 $900.00
Conference (One Day) $450.00 $525.00

REGISTER TO ATTEND ONLINE


Cancellation & Refund Policy

Substitution of delegates is permissible without prior notification. Refunds will be given for cancellations received in writing no later than 15 days prior to the conference date subject to an administration fee of $250 plus $32.50 for HST (in person) or $12.50 for GST (online). After this time, you are liable for the full registration fee even if you do not attend the conference. If you register during this 15 day period, you are also liable for the full fee. SummersDirect Inc. reserves the right to change program date, meeting place or content without further notice and assumes no liability for these changes.