7th Annual Marketing & Communications for Post Secondary Conference
In Person (Toronto) or Online
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.
Venue
Online & In Person (Courtyard by Marriott Toronto Downtown, 475 Yonge St)
Courtyard Toronto Downtown (the group rate has ended)
Book online for the best current rate at www.Marriott.com
Alternatively, attendees can call Marriott Reservations to make a booking at 1 (800) 847-5075
Other Nearby Hotels:
Holiday Inn Toronto Downtown Centre, book online here. (approximately 1 block away)
Marriott Downtown at CF Toronto Eaton Centre, book online here. (approximately 1.1km or 14 mins walk)
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.
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 |
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| 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. |
Dan Browne, Media Creator and Communications Specialist, University of Toronto’s Schwartz Reisman Institute for Technology and Society |
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:
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| 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. |
| 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 |
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 p.m. |
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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.
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 |
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| 9:15 – 10:15 a.m. |
Krista Boniface — Senior Social Media Strategist, University of Toronto Communications Shauna Rempel — Senior Social Media Strategist, University of Toronto Mississauga Haley Overland — Digital Communications Coordinator, University of Toronto Student Life Steven Southon — Digital Communications and Social Media Specialist, University of Toronto‘s Leslie Dan Faculty of Pharmacy |
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 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 panel discussion, learn how U of T social media managers from across the institution have responded to changes that have already occurred and how they are adapting and evolving their strategies for the possibility of a post-Twitter world. Attendees will learn:
Moderated by Chris Boutet, Director, Digital Content & Engagement, U of T Communications |
| 10:15 – 10:30 a.m. |
NETWORKING BREAK + TRADESHOW
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| 10:30 – 11:30 a.m. |
Adrienne Smith Evolving Web |
User-centric Content Design
Content managers are expected to wear many hats in order to create, publish, and maintain content. But do we always know why & who we’re doing it for?From backstage to front of house, learn principles of user-centric content design & how to apply them throughout the lifecycle, from:
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| 11:30 – 12:30 a.m. | John Reid President, Glacier |
The Gen Z Journey to Enrolment Although similar in age, Gen Z and Millennials are very different. The rapid advancement of technology has led to Gen Z being the most tech savvy and diverse generation we have ever seen and getting the attention of Gen Z in a highly digitized world can be challenging. This session will examine the Gen Z Journey to Enrolment, from a student first hearing about your institution all the way through to submitting an application. Learn about the platforms Gen Z spends time on, the importance of first-party data, emerging trends such as Gaming and Digital Out Of Home, creating engaging form fills and the information and branding Gen Z is most interested in. We’ll cover the A – Gen Z of student enrolment! |
| 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.
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| 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.
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| 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.
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.
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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. |
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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.
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.
