Monday, October 26, 2020
8:00 – 8:30 a.m. Registration & Continental Breakfast
8:30 – 8:45 a.m. Welcome & Opening Remarks from the Chair
Jane Cockton, Director, Marketing and Brand Strategy, Sheridan
8:45 – 9:45 a.m National Trends in Post-Secondary Branding
Julie Peters, VP Research, Academica Group
Sean Williams, Postsecondary Brand and Marketing Strategist, Academica Group
Why is institutional branding important? What is happening in the PSE sector when it comes to branding and institutional success? What does a University or College brand have to do with recruiting quality students, facilitating their success, and ensuring graduates are engaged years after they leave?
In this session, the team from Academica Group will speak to the relevancy of branding an institution, the pressures many face finding a unique brand positioning, the challenges around engaging internal departments, as well as strategies to consistently communicating the brand story across multiple touchpoints. Since this process is very different than marketing a consumer product, unique approaches are needed to understand, guide and celebrate an institution’s brand. Drawing on our branding research with Canadian post secondary institutions big and small, this presentation will highlight the biggest trends in PSE branding happening across the country and will offer key learnings that can be applied at any Canadian institution.
9:45 – 10:00 a.m. NETWORKING REFRESHMENT BREAK
10:00 – 11:00 a.m Get out. Hide. Fight.
Emily MacIntosh, Manager, Communications, Administration and Operations, Ryerson University
To enhance emergency preparedness on campus among students, faculty and staff, Ryerson University launched Get out. Hide. Fight., a program designed to inform and train people on what response options are available to them in the rare case they face an active shooter on campus.
Ryerson’s Administration and Operations Communications team will share how they were involved in the project from inception to launch all while fulfilling and employing universal design principles and best practices in accessibility.
This session will cover:
- what strategies we employed in order to build trust with the client and be granted a seat at the table
- the unique value-add and importance of having communications professionals fully integrated into project teams
- how we designed and created the program around robust user consultation and input
- how we advocated for the university values and goals in order to customize the active shooter training so it was relevant to the Ryerson community
- the importance of committing to best practices in accessibility right from the start
- the challenges that we faced and steps we took to overcome them
- learnings to apply for future projects
11:00 – 12:00 p.m. The Art of a Creative Brainstorm
Carley McDougall, Special Projects Coordinator, Campus Manitoba
Do you ever feel stuck for a good idea? Is it hard for you to find time to get your colleagues together for an excellent creative brainstorming session? Are your marketing campaigns on repeat year after year and in need of a good shake-up?
Throughout this interactive session, Carley McDougall will discuss the importance of finding time to innovate and engage in out-of-the-box thinking. Attendees will have the opportunity to brainstorm new ideas for their upcoming marketing campaigns and walk away with brainstorming activities that can be used with their teams.
12:00 – 1:00 p.m. NETWORKING LUNCHEON
1:00 – 2:00 p.m. Survey Says…Results and Lessons Learned from A Student Communications Survey
Lisa Brakenridge, Manager, Marketing and Communications, Student Success Office, University of Waterloo
The University of Waterloo just finished a report based on a Student Communications Survey completed in Winter 2019. The results provided insight into communications preferences of Waterloo students including:
- Where students want to receive information from the University (i.e. which channels)
- What kind of information they want to receive in each channel (e.g. events via social media)
- Who they consider to be an important source of information on campus
- What has changed since the last survey in 2015
Attendees will learn they key highlights from the survey results and how the results influence student communications on campus. Delegates will also hear tips for running a Student Communications Survey on your campus and lessons learned in the process.
2:00 – 3:00 p.m. Integrated Content Strategy: Using strategic storytelling to improve UBC’s reputation
Cindy Connor, Online Producer, Brand and Marketing, The University of British Columbia
It is critical that post-secondary institutions differentiate themselves to create a unique value proposition through their storytelling. To do so requires a strategic approach to content creation and distribution. UBC’s Cindy Connor will walk you through how the Communications team created an integrated content strategy that utilized content and resource deployment to serve the strategic purpose of highlighting the university’s strategic plan and brand proposition.
What attendees will learn:
- The challenges of breaking down content silos and taking a phased approach
- How to create a topic model to guide the university’s strategic storytelling
- How we identified target audiences, channels and KPIs
- The people, process and tools required for this content strategy work
- Wins, losses and lessons – evaluation and lessons we learned along the way
3:00 – 3:15 p.m. REFRESHMENT BREAK
3:15 – 4:15 p.m. GR Meets PR – How Humber College Integrates Government Relations and Communications
Emily Milic, Manager of PR and Communications, Humber College
Andrew Leopold, Director of Communications, Humber College
In 2019 Humber formally merged Government Relations, Communications (and PR) and Marketing into one department. With a renewed emphasis on building their government relations portfolio, they apply a communications approach to advocacy outreach and initiatives, while ensuring there’s a GR lens on PR activities. From dignitary visits to strategically integrated announcements, events and campaigns they use their “Educate, Advocate, Advance,” approach to showcase Humber and postsecondary education in ways beyond traditional government relations efforts.
Participants will learn about applying brand journalism techniques to amplify government relations and advocacy efforts; how to consider government relations opportunities and implications in communications activities and about the subtle yet significant role of social media in joint advocacy-PR outreach.
Hear specific case studies from Prime Minister Justin Trudeau, Premier Kathleen Wynne and Premier Doug Ford’s visits as well as others government officials.
4:15 -4:45pm Developing A Tagline for Your Institution
Joanne Saunders, Executive Director, Marketing and Recruitment, Kwantlen Polytechnic University
There is a lot more to developing a tagline for your institution than coming up with a few catchy words.
Whether you are developing a new tagline or your first tagline, the great work you put into it will help ensure you choose the most relevant and useful tagline that will last for years.
From reviewing the institutions reputation, brand model and brand strategy to determining mood boards and visual language, fitting all the pieces into a few meaningful words is much more detailed than it seems.
Attendees of this session will take away a good plan for all the necessary steps in creating the best tagline for your institution.
4:45 p.m. Conference Concludes for Day