Tuesday, November 20, 2018
8:00 – 8:50 a.m.
REGISTRATION AND CONTINENTAL BREAKFAST
8:50 – 9:00 a.m.
OPENING REMARKS FROM CHAIR
Brian Lambie, Redbrick Communications &
Media Contact, Associations of Municipalities of Ontario
9:00 – 10:00 a.m.
Convincing with Content – Winning Hearts and Minds by Publishing with Purpose
Doug Lacombe, President
Associations sell ideas, not products – the idea is to persuade not drive to purchase. Which makes standing out from all the online noise all the more difficult. The key is to publish with a purpose. Creating content that wins hearts and minds is a discipline that can be learned, but it requires distribution, tracking, and scientific experimentation. Learn the tools and techniques of successful content marketing from Doug Lacombe, principal of Communicatto, the agency for associations. Lacombe will blend art and science, theory and case studies to make the point that good content doesn’t just happen. And without a thorough distribution strategy, that content will never reach its intended audience.
10:00 – 10:15 a.m.
NETWORKING REFRESHMENT BREAK
10:15 – 11:15 a.m.
Winning Year-End Fundraising Through Digital Transformation & Integration
Ryan Baillargeon, CEO, Grassriots
Jennifer Nebesky, CMO, Cystic Fibrosis Canada
Facing a changing donor landscape, CF Canada needed to seriously address its revenue challenges in 2017. Previously relying on silo’d traditional marketing methods such as telemarketing, direct mail and peer-to-peer events for the bulk of their revenue, they came to Grassriots with a need to create new revenue streams and improve existing one. The solution was to implement CF Canada’s first-ever multi-channel, fully-integrated campaign featuring real families affected by CF during the peak giving season of the year: Giving Tuesday to December 31st. The results broke organizational records for CF Canada, who continue to reap the rewards well into 2018.
Join Ryan and Jennifer as they share their hugely successful fundraising campaign, 31 Reasons to Give. The session will cover:
- How Grassriots found the answers to CF Canada’s revenue and donor engagement challenges
- Why a fully-integrated approach made sense, and what it looked like
- How the campaign was executed with an extended funnel and optimized in real-time
- The ways CF Canada is building on its success to improve year-round giving and engagement
11:15 a.m. – 12:15 p.m.
Why Media Monitoring Matters
Cam Steed, CEO & Founder, Smashed Abacus
When it comes to media monitoring, “Success” is a somewhat ambiguous concept. In a similar way that there’s no standard definition for what constitutes a successful career, the lack of industry standardization makes assessing success within earned media mentions is entirely dependent on your own strategic objectives and measurement techniques.
In this session, we’ll explore media monitoring best practices and the (not so well known) brands that have championed them. We’ll also explore how earned media can be effectively measured and some of the most popular KPIs (Key Performance Indicators) that should be tracked by practically every business.
This session will help you understand:
1) How to identify and determine specific media monitoring objectives that are right for your business
2) How those objectives influence what you measure
3) What are the monitoring “KPIs” that most brands should be aware
12:15 – 1:15 p.m.
1:15 – 2:15 p.m.
Branding from the Inside Out
Priya Bates, ABC, MC, CMP, IABC Fellow, Inner Strength Communication
In an environment with increasing competition and decreasing in memberships, many associations are rebranding in an effort to both retain and recruit members.
Priya Bates recently led the rebranding of the International Association of Business Communicators with tremendous success. In this session, she’ll share her methodology to branding done right. You will learn:
- To brand or not to brand – Is rebranding necessary for your association?
- The methodology used to create a brand that sticks
- How stakeholder engagement and change readiness gained buy-in from nay-sayers and inspired brand users
The benefit of thinking beyond the logo, and develop a brand that represents who you are and how you deliver.
2:15 – 3:15 p.m.
INTERACTIVE DISCUSSION GROUPS
delegates will break into small groups and share their own experiences in what works and what doesn’t work in communications. Delegates will walk away with numerous case studies and a best practice list.
3:15 – 3:30 p.m.
NETWORKING REFRESHMENT BREAK
3:30 – 4:30 p.m.
Digital Advocacy – The New Lobbying
Richard Clark, Digital Director,
Advocacy is changing. The era of lobbyists influencing government in smoke-filled backrooms is over. To have influence today, you must build a community you can mobilize in support of your advocacy agenda. This session will teach participants how to transition from old fashioned lobbying to digital advocacy.
CHAIR’S CLOSING REMARKS AND CONFERENCE CONCLUDES