8:00 – 8:30 a.m.
REGISTRATION AND CONTINENTAL BREAKFAST
8:30 – 8:45 a.m.
WELCOME AND OPENING REMARKS FROM THE CHAIR
8:45 – 9:45 a.m.
HOW THE UNIVERSITY OF WATERLOO TELLS ITS STORY TO THE WORLD
Carleen Carroll – Associate Vice-President Communications, University of Waterloo
Dawn Charlton – Associate Director, Marketing & Communications, University of Waterloo
Beth Gallagher – Manager, Communications, University of Waterloo
The University of Waterloo was designed to be different. A strategic integration of teaching and academic excellence, co-operative and experiential education, entrepreneurial spirit and curiosity, and impact driven research has created a university like no other. So how does such an innovative university use its brand strategy to connect emotionally and intellectually with its audiences to tell its story to the world?
- Hear how the University consulted to create an authentic approach to our communications and brand campaign
- Learn some key insights when building storytelling video– including practical tips on what to include and what to avoid
- See how Waterloo’s shift to more digital engagement increased the effectiveness of our integrated brand communications
9:45 – 10:00 a.m.
NETWORKING REFRESHMENT BREAK
10:00 – 11:00 a.m.
BUILDING CONTENT UNICORNS: HOW TO TRANSFORM TRADITIONAL COMMUNICATION ROLES INTO CONTENT HYBRIDS
Stephanie McGrath – Director of Content Strategy, NATIONAL Public Relations
Ellie Bramah – Creative Consultant, NATIONAL Public Relations
If all the world is content, then how do we turn traditional communicators into players? How do you identify content talent? How do you work with your current team, your existing resources and apply the transformation needed to make content work for your business? How do you break down silos, inspire and find new ways to work and collaborate? In this talk, we’ll focus entirely on practical ways communicators can respond to the changing landscape to become content superstars and how content leaders can apply real tactics to help bring their teams along for the ride.
11:00 – 12:00 p.m.
FROM BEST KEPT SECRET TO CANADA’S CELEBRATED HOTBED FOR MUSICAL THEATRE DEVELOPMENT: COMMUNICATING A REPUTATION FOR EXCELLENCE BY PROMOTING OUR CONNECTION TO A HIT NEW SHOW
Jane Cockton – Director Brand Strategy, Sheridan College
Jennifer Deighton, Med Director of Alumni and Annual Giving, Sheridan College
Christine Szustaczek, MCM, APR – Director of Corporate Communications and External Relations, Sheridan College
What do you do when you’re tired of being known as the best kept secret around? You dig high and low to find the one thing that really sets your organization apart and you make a commitment to sharing your passion. Sheridan College, in the suburban Town of Oakville, Ontario is where the hit, new, Broadway-bound musical Come From Away has its roots. In this talk, we’ll discuss how we carefully capitalized on our connection to the show to insert Sheridan’s name into the national conversation about Come From Away and elevate our reputation for excellence in musical theatre development. In this session Sheridan College will:
- Share the key drivers of reputation and establish that leading brands are building connections with their audiences based on shared values
- Discuss how communicating one’s passion and purpose affects people’s ability to believe in and support your cause
- Explain the importance of trust, relationship building, and respecting your boundaries to galvanize the will and support of key players who need to be involved
- Highlight the steps we took to work within existing constraints (time and money), and plan an integrated campaign (paid, earned, social, owned media and events) to help achieve our goals
- Point to the outcomes we achieved as proof of our success
- Provide a model that can be replicated by other institutions looking to launch a reputation raising campaign of their own
12:00 – 1:00 p.m.
1:00 – 2:00 p.m.
CONNECTING WITH MILLENNIALS: ON & OFF CAMPUS
Fiona Munro – Sponsor Account Manager, Calgary Stampede
It’s all about how you make them feel. In a departure from traditional advertising, consumer brands are now cultivating customer loyalty by creating meaningful experiences that could only be brought to life by that brand. In this new focus, consumer brands are now purchasing less advertising, and investing more of their marketing funds into creating one-on-one, once in a lifetime experiences that cultivate a personal relationship between an individual and that brand. Think: finding your name on a bottle of Coca-Cola, receiving a personalized name plate on the back of your season’s ticket seat, or winning a dining experience featuring your favourite foods tracked on your grocery points card. Mass consumption is out, personalization is in and it’s helping brands completely revamp their approach to millennial marketing.
What if post-secondary institutions did the same? In a thought provoking and crowd engaging discussion, “Connecting with Millennials: On & Off Campus” will explore the ways consumer brands successfully build brand loyalty and how those same approaches can be applied to recruiting, graduating and cultivating millennials as your future, valuable, alumni.
2:00 – 3:00 p.m.
#1BELIEVEYOU—ENGAGING POST-SECONDARY INSTITUTIONS IN SEXUAL ASSAULT PREVENTION
Deb Tomlinson – Chief Executive Officer, Association of Alberta Sexual Assault Services
Joni Avram – Cause & Effect Marketing
Sexual assault is a community issue that too often surfaces on university campuses. You only have to read media reports on any given day to know this to be true. Sexual assault is a big issue that puts post-secondary institutions at risk individually and collectively. Most want to deal with it proactively and collaboratively. The #IBelieveYou campaign gives them the perfect platform to do so.
In 2015, the Association of Sexual Assault Services engaged 23 of Alberta’s 26 post-secondary institutions to participate in a campaign about responding to someone who’s been sexually assaulted. The presentation will provide an overview of the strategy of student engagement behind Alberta’s hugely successful province-wide #IBelieveYou campaign including:
- Why and how we engaged students
- The value of listening first—understanding the audience and their connection to the issue
- Building slowly – how to create a groundswell of support
- The tricks and tools of engagement—modeling, content sharing, on-the-ground collateral, digital
- The results we achieved
- What we’re planning for this year
- How other post-secondary institutions can access the campaign content
- The power of measuring and reporting outcomes
3:00 – 3:15 p.m.
NETWORKING REFRESHMENT BREAK
3:15 – 4:15 p.m.
GAMIFICATION: THE NEW TOOL FOR RECRUITMENT
Lee Taal – Founder, ChatterHigh
Today’s teen is adept at mentally blocking at your ads and is not actively browsing through your best asset, your website. How do you prospect and build awareness of your programs in high schools in a meaningful and measurable way? ChatterHigh Founder Lee Taal demonstrates an awareness-building gamified communication channel used in career education classes as an activity.
Learn how it works and hear from post-secondary institutions about their success. This edu-game is used free in high schools and is the platform for “Canada’s Most Informed School” and “Most Informed Student” competitions to promote active exploration of post-secondary and career options. Called by one BC institute in 2014 the “most effective portal for directly engaging with the BC high school community, bar none,” has grown across Canada, in both languages, and in a growing number of States.
CONFERENCE CONCLUDES FOR THE DAY