Tuesday, October 27, 2020
All times are in Eastern
9:00 – 9:30 a.m. Tradeshow Open
9:30 – 9:40 a.m. Opening Remarks
Jane Cockton, Director, Marketing and Brand Strategy Communications, Public Affairs and Marketing, Sheridan
9:40 – 10:20 a.m. What If — Digital-first Consultation that Works
Grant Hamilton, Director, Marketing & Communications, Brandon University
Developing Brandon University’s new strategic plan required extensive consultation on campus. We knew that traditional town halls, surveys, and focus groups would tie up resources and still might not be enough. So, we developed a simple template and a weekly email strategy to put us in touch with more people, more often, and to prompt meaningful conversations about our university’s future. We will outline our flexible approach, share how well it worked, and show how you can use the same approach to hear from your audiences as well.
10:20 – 11:00 a.m. Expanding Our Communications Toolkit: A Case Study on Creating A College Podcast
Shawne McKeown, Senior Digital Content Editor, George Brown College
In 2019 George Brown College launched a podcast about the future of work called Work Shift. A communications vehicle – not a promotional marketing project. The goal was to insert themselves into a greater conversation about the fast-changing work force. Shawne will discuss the range of factors changing the work force, including AI, automation and climate change, that this podcast aims to address.
Delegates will gain insights into how they started their podcast on a modest budget, what they’ve learned along the way and what they know they can do better in the future.
11:00 – 11:20 a.m. NETWORKING BREAK + TRADESHOW
11:20 – 12:00 p.m. Yeet, Yeet! How Well Do You Know Gen Z?
Jacqueline Hampshire, Manager, Marketing and Communications
Elizabeth DiEmanuele, Social Media and Digital Content Coordinator
Student Success Centre, McMaster University
In a highly digital world, Gen Z students desire one-on-one communications and real connections. As student affairs and communications professionals, we have experienced a change in student behaviours and needs within the past five years.
To adapt to changing needs, the Student Success Centre at McMaster University has used insights research, analytics, and direct student feedback to rethink our approach to student support. We have already observed how applying this knowledge of Gen Z preferences can enhance success and reach with students.
This session will provide an overview of Gen Z motivations, communication preferences, and decision-making in areas such as careers and academics. Attendees can use this information to enhance service delivery, gain communication strategies, and develop a community of support.
12:00 – 12:40 p.m. 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.
12:40 – 1:10 p.m. NETWORKING/LUNCH BREAK/TRADESHOW
1:10 – 2:00 p.m. Rebranding SFU: A Step-by-step Guide to Managing Brand in Higher Ed
Adriana Linoh, Senior Director, Marketing and Brand Management
Kristin Linklater, Executive Director, Communications & Marketing
Simon Fraser University
How your university’s strategic plan and brand can work together to identify your differentiator, bring diverse stakeholders together, reduce daily workload and reach those business outcomes.
You will learn:
- Suggested steps in the rebrand process
- How to structure internal stakeholder input and approvals governance
- How to bring decentralized communicators along on the rebrand journey
- Choosing and working with the right vendors
- The magic of an institutional narrative
- Turning logo soup into a refined logo architecture – and helping stakeholders let go of their logo obsession
- How tools and templates can benefit your stakeholders and improve team efficiency
2:00 – 2:40 p.m. Improving Experiences By Combining User Experience (UX) Research and Strong Content Strategy
Suzanne Dergacheva, Co-founder and Drupal Practice Lead, Evolving Web
You might think that you don’t have time to do user testing. You’re scared what you’ll see if you watch people use your website, think you already know how your users behave based on analytics, or believe that you don’t have time for UX research. In fact, there are lots of easy ways to use UX techniques to improve your digital experience and the user journey.
In this presentation, Suzanna will guide you through a toolbox of lean UX research techniques: Identifying personas, user testing, mapping user journeys. Real-life case studies will be used from their work with Princeton University and McGill University to show you how they mapped out how students select their top school and pick the program that’s right for them. You’ll also learn how user research can guide how your approach to personalization.
2:40 p.m. CHAIR’S CLOSING REMARKS
2:45 – 3:15 p.m. NETWORKING REFRESHMENT BREAK
3:15 p.m. CONFERENCE CONCLUDES