In Person & Online
9th Annual Marketing & Communications for Post Secondary Conference
EARLY BIRD ENDS APRIL 4
Presented by Swansea Communications + SummersDirect
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.
Join our email list for information about this event.
Hotel Information
Courtyard Toronto Downtown
BOOK BEFORE APRIL 30, 2025
The group rate is $329.00/night + taxes and is available May 25 – May 28th, 2025.
Or call Marriott Reservations and make a booking at 1 (800) 847-5075
Venue
Online via Zoom
In Person
Courtyard Toronto Downtown
475 Yonge St, Toronto, ON M4Y 1X7
Contact Us
Speakers
Elizabeth DiEmanuele, Manager, Marketing and Communications,
McMaster University
Jacquie Hampshire, Director, Marketing, Communications & Community Engagement, McMaster University
Aminah Kandar, Director, Marketing and Communication,
University of Calgary in Qatar
Matisse Hamel-Nelis, Communications and Digital Accessibility Consultant &
PR professor at Durham College
Jennifer Gruden, Web Content Strategist, Marketing & Communications, University of Toronto
Amber Pratt,
Communication Strategist, Communications & Marketing,
Saskatchewan Polytechnic
Humber Polytechnic
Lisa Lighbourn, Creative Producer, UTC,
University of Toronto
Mariam Matti, Staff Reporter, U of T News,
University of Toronto
Emily Kulm, Website UX and Content Lead, Loyalist College
Suzanne Kennedy Dergacheva, Co-founder and Drupal Practice Lead, Evolving Web
Fraser Macdonald, Principal, StrategyCorp.
Kyle Sholes, Manager, Government Relations, StrategyCorp.
John Perenack, Principal, StrategyCorp
Molly Chudnovsky, Vice President, StrategyCorp
Agenda
Monday, May 26, 2025
All times are in Eastern
8:00 - 9:00 am | Breakfast + Registration + Tradeshow
8:50 – 9:00 a.m. | Opening Remarks from the Chair
Sharon Aschaiek, Principal, Higher Ed Communications
9:00 – 10:00 a.m. | Intercultural Communication in Higher Ed Marketing: Bridging Cultural Gaps for Meaningful Engagement
Aminah Kandar, Director, Marketing and Communications, University of Calgary, Qatar
As post-secondary institutions become more globally diverse, effective intercultural communication is essential for fostering engagement, trust, and belonging. Marketing and communications professionals must ensure messaging resonates with students, faculty, and stakeholders from varied cultural backgrounds.
This session explores key challenges in intercultural communication, including language nuances, implicit bias, and cultural misrepresentation. Participants will learn how to craft inclusive and culturally responsive messaging that strengthens institutional reputation and enhances student engagement.
Through case studies and real-world examples, we’ll examine how institutions can avoid common pitfalls in multicultural communication, embrace authentic representation, and foster meaningful cross-cultural connections. Attendees will leave with practical strategies to apply immediately in their marketing efforts.
Delegates will learn how to:
- Identify & Overcome Communication Barriers: Understand how cultural differences impact engagement and how to mitigate misunderstandings in messaging.
- Develop Inclusive & Culturally Responsive Content: Learn strategies for crafting marketing materials that resonate with diverse student populations.
- Enhance Cross-Cultural Engagement: Build trust and stronger connections with international and multicultural audiences.
Aminah Kandar, EMBA, is a seasoned leader with over 15 years of experience in communications, marketing, outreach, training and development, and stakeholder engagement. With a growing focus on AI-driven strategies, she is leveraging innovative tools to enhance communications and advance organizational goals across diverse sectors, with the last seven years in higher education.
10:00 – 10:15 a.m. | NETWORKING BREAK + TRADESHOW
10:15 – 11:15 a.m. | Creating a Vibrant Digital Space: Bold Branding Meets Web Design
Emily Kulms, Website UX and Content Lead, Loyalist College
Suzanne Dergacheva, Cofounder and Drupal Lead, Evolving Web
Launching a new college website involves more than just a fresh coat of paint – it requires a seamless integration of brand identity, user-centric design and technical innovation. In this session, go behind the scenes of Loyalist College’s recent website redesign and redevelopment, a project that reimagined their digital presence with a bold new brand and a technically robust WordPress platform.
Attendees will explore:
- How the project brought the Loyalist brand to life through a fresh visual identity, effective user journeys, streamlined information architecture and a data-driven content strategy.
- Best practices for integrating a new brand while balancing diverse audience needs.
- Ways to leverage WordPress for a flexible, scalable website that supports institutional goals.
Whether you’re planning a redesign or optimizing an existing platform, this session will provide insights and strategies to align bold branding with technical excellence.
Emily is the website UX and content lead at Loyalist College, a vibrant, community-centred institution that uses its small size to create meaningful connections and big opportunities. Passionate about storytelling and design, she is proud to be part of an innovative team that brings Loyalist’s brand to life across print, digital platforms and the college website.
Suzanne is the co-founder of Evolving Web, a digital agency that helps organizations that make a big impact in the world. She helps organizations translate their goals and user needs into a tangible digital strategy, often bridging the gap between technology and user experience design. Suzanne is also the Drupal CMS Marketing lead and has been contributing to and teaching Drupal for over a decade.
11:15 – 12:15 p.m. | Delegate Favourite! Roundtable Talks
Attendees will break into groups and share best practices and thoughts on timely topics selected by vote. This is an opportunity for discussion with your colleagues from across the country.
12:15- 1:15 p.m. | NETWORKING/LUNCH BREAK/TRADESHOW
1:15– 2:15 p.m. | Create & Launch a Multimedia Series in Higher Education
Lisa Lightbourn, Creative Producer, University of Toronto
Mariam Matti, Staff Reporter, U of T News, University of Toronto
At the University of Toronto, we explore innovative ways to tell stories that align strategically with our Defy Gravity brand. The brand strategy serves as a foundation for fresh ideas and informs the creative development and distribution of all multimedia, including – campaigns, video series, articles and podcasts. In an increasingly competitive landscape, capturing audience attention requires a thoughtful and dynamic cross-team collaborative approach.
This session will explore how U of T develops award-winning multimedia series that not only support the university’s brand but also drive engagement, increase subscribers and reach new audiences.
Mariam Matti – With a background spanning ten years in journalism and three years in communications writing within higher education, Mariam Matti specializes in crafting compelling narratives and creating engaging multimedia content. At the University of Toronto, she plays a key role in writing and producing multimedia content, including co-producing an AI podcast and developing social media videos for the main channels.
Lisa Lightbourn – Lisa is a visionary, multi-award-winning creative leader with a proven record of driving strategic brand storytelling, innovative campaigns, and results-oriented multimedia initiatives. Her expertise spans multimedia production, live and episodic television, documentary storytelling, and podcast creation. Lisa is a creative producer with the University of Toronto Communications team.
2:15 – 2:30 p.m. | NETWORKING BREAK + TRADESHOW
2:30– 3:30 p.m. | Elevating Convocation: Strategic Communication & Marketing for Enhanced Engagement
Amber Pratt Communication Strategist, Saskatchewan Polytechnic
Convocation ceremonies celebrate academic achievements and foster lifelong connections with graduates, aiding their transition to engaged alumni. Hear how Saskatchewan Polytechnic revamped its convocation experience for graduates using strategic communications and marketing to significantly boost participation and satisfaction rates.
Attendees will:
- Learn how to effectively engage your audience with a comprehensive communication strategy, combining various channels and branding efforts.
- Discover the importance of understanding your audience’s needs and preferences and how to gain those insights.
- Identify strategies to overcome challenges like resource allocation, budget constraints and coordination across multiple campuses.
Amber Pratt is an award-winning professional with 15 years experience in communications, marketing, event management, leadership and strategic planning. She is passionate about building authentic relationships, creating engaging content and driving organizational growth. Leveraging her extensive experience, Amber provides strategic communication advice and support across various areas within Saskatchewan Polytechnic.
3:30– 4:30 p.m. | To be Announced
4:30 p.m. | Conference Concludes for Day
6:00 p.m. | Delegate Dine Out
Tuesday, May 27, 2025
All times are in Eastern
8:00 - 9:00 am | Breakfast + Registration + Tradeshow
9:00 a.m. | Opening Remarks from Chair
Sharon Aschaiek, Principal, Higher Ed Communications
9:00 – 10:00 a.m. | Case Studies in Gen Z Engagement: Strategies for Success
Jacquie Hampshire, Director, Marketing, Communications & Community Engagement, McMaster University
Elizabeth DiEmanuele, Manager, Marketing and Communications, McMaster University
Engaging Gen Z in a rapidly evolving educational landscape isn’t just about keeping up with trends; it’s about understanding the profound shifts in how they communicate, connect, and interact with the world. Drawing on comprehensive research and real-world examples from Student Affairs at McMaster University, this session will demonstrate how data-driven strategies have enhanced student engagement.
In this session you will learn:
- Gen Z Research and Practical Insights: Explore key trends to gain a comprehensive understanding of Gen Z’s unique characteristics, behaviours and preferences.
- Case Examples at McMaster University: Discover innovative approaches that resonate with this generation through case study examples.
- Applicable Takeaways: Gain practical tips for implementing these strategies in your own work.
Join us to explore a decade’s worth of insights into student engagement. If you’re committed to student success and eager to learn high-impact strategies for building authentic connections with Gen Z, this session is for you.
Jacquie Hampshire is the director of marketing, communications, and community engagement in Student Affairs. She holds a Master’s in Education and has a successful track record in managing programs that engage target audiences across the private and higher education sectors. Jacquie and her team’s impactful work supports McMaster students in fostering their sense of belonging.
Elizabeth DiEmanuele is the manager of marketing and communications in Student Affairs at McMaster University. With over a decade of experience, she specializes in enhancing engagement through content, data insights, and storytelling. Elizabeth is an EdD candidate, passionate about leadership, accessibility, mental health, and student success.
10:00 – 10:15 a.m. | NETWORKING BREAK + TRADESHOW
10:15 – 11:15 a.m. | Understanding Your Audience; Engaging Government Effectively
Fraser Macdonald, Principal, StrategyCorp.
Kyle Sholes, Manager, Government Relations, StrategyCorp.
Changes to the political and policy landscape in Canada over the last year remind us of how critical strong government relationships are for post-secondary institutions. This session unpacks how government thinks, what drives decision-making (and what doesn’t), and how colleges and universities can advance their objectives with government through communications centred on trust, influence, and impact.
Kyle is a government relations consultant with nearly a decade of experience in public policy and public affairs. He specializes in post-secondary education, workforce development, and municipal relations, helping organizations navigate government decision-making and advocacy. He previously held senior roles in the Ontario government, shaping key policies and initiatives.
11:15 a.m. – 12:15 p.m. | 4 Big Ideas to Drive Your Website Strategy
Suzanne Dergacheva, Cofounder and Drupal Lead, Evolving Web
What drives investment in your website? For some institutions, a small group of stakeholders sets the priorities. Others conduct user research. Sometimes, we’re simply influenced by design trends and what everyone else is doing.
In this session, we’ll explore strategies in UX and content strategy, that you can consider. We’ll discuss what each means for your website and help you decide whether it’s worth jumping on the bandwagon:
- Organic search is not a guaranteed source of leads. It’s time to prioritize making your website a destination that draws visitors in and keeps them engaged
- Adopting digital storytelling techniques used by large media brands to build credibility and connect with your audience in meaningful ways
- Creating a design systems to ensure consistent brand application across all websites and digital channels
- Simplifying your navigation by minimizing menu options to make it easier for visitors to find what they need
What you’ll learn by the end of the session:
- Critically assess trends like digital storytelling and design systems
- Make big information architecture decisions for your website with the user in mind
- Diversify your perspective when mapping our how students and other key audiences engage with your institution online
Suzanne is the co-founder of Evolving Web, a digital agency that helps organizations that make a big impact in the world. She helps organizations translate their goals and user needs into a tangible digital strategy, often bridging the gap between technology and user experience design. Suzanne is also the Drupal CMS Marketing lead and has been contributing to and teaching Drupal for over a decade.
12:15– 1:15 p.m. | NETWORKING/LUNCH BREAK/TRADESHOW
1:15 – 2:15 p.m. | Program pages: It’s about engagement
Jennifer Gruden, Web Content Strategist, Marketing & Communications, University of Toronto
Stuck on pageviews as a measure of success? We identified a critical part of our admissions user journey where we had tens of thousands of sessions, but very little user engagement. Our marketing, web and recruitment teams all collaborated to change that
What you’ll learn
- Why you need to meet your user where they are
- How we used analytics to identify opportunities on our websites
- How user testing and competitive analysis helped us with a quick fix
- Why user research is the way forward
Jenn Gruden (she/her) is the web content strategist for the University of Toronto Scarborough. She has driven data-driven, user-centric, strategic storytelling and design at 50Plus (EverythingZoomer), More Magazine, Canadian Living, and The Royal Conservatory. Fun facts: she’s managed a martial arts academy and is finishing a first novel.
2:15 – 3:15 p.m. | Making accessibility a cornerstone of post-secondary communications
Matisse Hamel-Nelis, ADS, CPACC, Founder and Principal, Matisse Nelis Consulting
Communication accessibility isn’t just about meeting legal standards; it’s about creating meaningful connections. Students today are driven by digital engagement, so ensuring your messaging is accessible isn’t an afterthought; it’s a necessity. But being accessible doesn’t mean you have to sacrifice creativity or impact. Instead, every message should be designed to reach and resonate with everyone; this includes everything from recruitment campaigns to campus updates, social media content, and student services. This session won’t just focus on compliance and legislation; instead, it will expand into practical ways you can integrate accessibility into your marketing and communications strategy. Because at the end of the day, when your content is inclusive, your institution becomes a place where all students, staff, and stakeholders feel seen, heard, and valued.
Attendees will learn:
- Gain insight into the key accessibility principles beyond compliance, ensuring content is clear, engaging, and inclusive for all audiences.
- Learn actionable techniques for making recruitment materials, social media, campus updates, and student services communications accessible without compromising creativity or impact.
- Explore ways to embed accessibility into your communications strategy, creating an environment where inclusivity is not just a requirement but a core value.
Matisse Hamel-Nelis is an award-winning Métis communications and digital accessibility consultant based in Toronto. With extensive public relations and communications experience, Matisse is the founder and principal of Matisse Nelis Consulting and a part-time professor at Durham College, where she developed and now leads the Public Relations Graduate Certificate program.
She is the founder and host of PR & Lattes, a podcast and blog that provides a platform for communications professionals to share insights and ideas on public relations, marketing, and accessibility. Matisse is deeply committed to creating inclusivity and accessibility in all her roles. Certified as an Accessible Documents Specialist (ADS) and a Certified Professional in Accessibility Core Competencies (CPACC) through the International Association of Accessibility Professionals, Matisse is a respected authority on accessibility in digital communications.
3:15 – 3:30 p.m. | NETWORKING BREAK/TRADESHOW
3:30 – 4:30 p.m. | To be Announced
4:30 p.m. | CHAIR’S CLOSING REMARKS & CONFERENCE CONCLUDES
Post Conference Workshops
Wednesday May 28, 2025
All times are in Eastern
Workshops are in person attendance only
9:00 a.m. – 12:00 p.m. | Workshop A: Storytelling with AI: Tools for Post-Secondary Communicators
Ryan Patterson, Multimedia Video Producer, Government Relations, Marketing and Communications
Humber Polytechnic
In this hands-on workshop, we’ll explore the transformative role of AI in storytelling for post-secondary professionals, revealing how advanced tools are reshaping the ways we communicate and connect with our audiences. From film and advertising to digital marketing and social media, AI-powered tools are not only enhancing the creativity behind storytelling but also making it more accessible and impactful.
Join us as we dive into some of the most innovative AI tools available today—tools designed to assist with content generation, visual storytelling, video production, and even emotional resonance. Discover how platforms like ChatGPT (for creating engaging narratives), Midjourney and Runway (for stunning AI-generated visuals), and HeyGen (for lifelike avatars and voices) are opening new doors for post-secondary marketers and communicators alike. We’ll discuss best practices, show real-world examples, and provide insights on integrating these technologies effectively to bring your stories to life.
Whether you’re in post-secondary advertising, marketing, communications or simply interested in the future of digital media, this presentation will equip you with the knowledge and inspiration to leverage AI for storytelling success.
Ryan Patterson is a video producer and award-winning AI filmmaker based in Toronto. He has over a decade of video production experience in marketing and communications at Humber Polytechnic and is the founder of Queen One Studios, an AI-powered production company that specializes in original storytelling through film and advertising, in addition to educational opportunities
1:00 p.m. – 4:00 p.m. | Workshop B: Building Crisis-Ready Communications: Planning, Messaging, and Media Strategies
John Perenack, Principal, and Molly Chudnovsky, Vice President, StrategyCorp Inc.
In this interactive workshop, John Perenack and Molly Chudnovsky will lead participants through the essentials of developing resilient crisis communications plans, crafting effective messages, and managing media interactions under pressure. Using real-world examples, they will demonstrate best practices and guide attendees through a crisis scenario.
The workshop will be structured into three key sections:
Part 1: The Importance of Crisis Preparedness
John and Molly will highlight the value of a proactive crisis communications strategy and the need to prepare for multiple scenarios. They will share practical tactics for ensuring clear, timely communication with key stakeholders when unexpected challenges arise.
Part 2: How to Communicate with Media Under Pressure
This session will cover strategies for managing media interviews, avoiding common pitfalls, and maintaining composure during high-stress situations. Participants will also explore how transparency and credibility impact public trust and reputation management in a crisis.
Part 3: Crisis Simulation Exercise
John and Molly will lead participants through a crisis scenario, demonstrating how to develop clear, concise, and consistent messaging. Attendees will then break into small groups, where they will be tasked with crafting a reactive media statement. Following this, participants will be invited to practice their media skills with mock interviews.
This hands-on session will equip participants with the tools and confidence to navigate crisis communications effectively.
John Perenack: John is a Principal at StrategyCorp and leads the firm’s Communications Practice. John is a strategic communications and public affairs expert who has been providing guidance and counsel on reputation and how to talk with government, media, communities, and other stakeholders for over 25 years.
Molly Chudnovsky: Molly is a Vice President at StrategyCorp where she focuses on promoting and protecting the reputations of leading organizations and brands. Molly leads a team that delivers smart, integrated, and insightful thinking that helps clients achieve their objectives, navigate issues and reputational challenges, and build trust.
Sponsored By
Presenting Sponsor
Gold Sponsor
Interested in Sponsorship? Please contact us by emailing andrea@swanseacommunications.com.
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.