7th Annual Marketing & Communications for Post Secondary Conference

Sharon Aschaiek, Principal, Higher Ed Communications

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

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

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.

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

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.

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

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

Sarah Robertson, Strategy and Research Advisor, Borealis Creative

Jane Cockton
Director, Marketing and Brand Strategy
Sheridan College

Katherine Bundy

Digital Analyst, Evolving Web

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

Sharon Aschaiek, Principal, Higher Ed Communications

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

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

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

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.

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.

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

(until April 7, 2023)

(after April 7)

(until April 7, 2023)

(after April 7)