Monday, February 24, 2020
REGISTRATION AND BREAKFAST
WELCOME AND OPENING REMARKS FROM THE CHAIR
Theodora Jean, President, Canadian Public Relations Society (Vancouver)
8:30 – 9:30a.m.
OPENING KEYNOTE: Talk Triggers
Daniel Lemin, co-founder, EatID
Acclaimed global speaker, co-founder & CMO, Selectivor – California
Word of mouth is directly responsible for as much as 50% of all purchases, and influences as much as 90%. Every human on earth relies on word of mouth to make buying decisions. Why is it, then, that even today fewer than 1% of companies have an actual strategy for generating these crucial customer conversations? We can change that. Talk Triggers delivers a clear roadmap that can be put into practice immediately, by any business.
In this exciting session you will discover:
– Proprietary research about why and how customers talk
– Examples from companies that are using talk triggers successfully including Doubletree Hotels by Hilton and The Cheesecake Factory, plus a host of delightful small businesses
– The 4-5-6 learning system (the 4 requirements for a differentiator to be a talk trigger; the 5 types of talk triggers; and the 6-step process for creating talk triggers)
Consumers are wired to discuss what is different, and ignore what is average. Be dared to not only think different, but get the precise formula to do it!
9:30– 9:55 a.m.
NETWORKING REFRESHMENT BREAK
9:55 – 10:55 a.m.
How to Make a Personal Connection Through Storytelling
Cynthia Lockrey, Lockrey Communications
We now have countless technologies and ways to share information. Yet the age-old tool of storytelling is still the best way to make a personal connection so people tune in to what you’re saying. Cynthia will break down the elements of a story, uncover what makes a good story, learn the importance of storytelling as well as how to use it in your social media, presentations, emails, social media and more.
10:55 a.m. – 11:55 a.m.
Stakeholder engagement when the stakes are high
Heather McKenzie-Beck, Senior Manager, Marketing & Communications
Downtown Vancouver Business Improvement Association (DVBIA)
In order for the Downtown Vancouver Business Improvement Association to renew their mandate and continue their work for another ten years, they first had to ensure that all potential emergent member issues were addressed head-on in the early stages of engagement. With a diverse membership of over 7000 property owners and business tenants, a strategic and multi-pronged engagement process was needed to ensure that all bases were covered in advance of an important member vote at their 2019 Annual General Meeting. This session will look at the steps taken—from stakeholder segmentation to tactical implementation— to help mitigate risks at several critical junctions of the mandate renewal process.
11:55 a.m. – 12:55 p.m.
12:55 – 1:55 p.m.
Mastering Integrated Content & Campaigns
Almira Bardai, Communications Consultant
As communicators, we’re all aware that the PR game has changed. No longer just traditional earned media, communicators also play in the social media (organic and paid), paid editorial, influencer and digital spaces. Campaigns must now be integrated, delivered on multiple platforms.
With so many elements and options now available – how do you know what to consider, what the ROI will be, and how to make traditional work with digital?
Learn how to ensure your campaign is fully integrated, maximizing your PR and engagement opportunities.
In this session Almira will cover:
– development of integrated campaigns, including media relations hooks for earned media
– Identifying/tailored stories for all paid media outlets – listicles, etc
– Social media strategy and elements
– Content strategy & creation
– Cross-functionality of content (key messages/Top 5 content for media interviews can be used as social media posts
– Influencers – using them, key insights, free and paid partnerships, events, etc
1:55 – 2:55 p.m.
Flying High at YVR
Brock Penner, Manager, Corporate Communications, Zoë Weber, Communications Specialist, Chris Devauld, Senior Communications Specialist, Tess Messmer, Senior Communications Specialist
VANCOUVER AIRPORT AUTHORITY
On June 20, 2018, Canadian Prime Minister Justin Trudeau announced he would be fulfilling his 2015 campaign promise to legalize cannabis for recreational use. With only 12.5 weeks to prepare before the law took effect, and a complex set of stakeholders to consider, Vancouver Airport Authority knew it would have to lead with a media relations-focused communications campaign. Hear from this Silver Leaf award winning case study from the Corporate Communications Team at the Vancouver Airport Authority.
2:55 – 3:15 p.m.
3:15 – 4:00 p.m.
E.G. Anderson & Tomasz Majek, Director of Operational Excellence at Langara College
Communications is a key component of a growing industry: change management. This talk will focus on what a communications strategy looks like through a change management lens, the different approaches communicating change requires, and notable departures from many best practices followed in traditional communications and marketing. We’ll look at what communications are needed for each phase of a change project and the skills required to be a successful communicator of change.
4:00 – 5:00 pm
Standing Out From The Crowd and Making Email Fun Again
Antoine Bonicalzi, Director of Marketing, Cyberimpact
Tips, tricks and inspiration for sending emails that your audience wants to receive, open and read
Email communication doesn’t have to be boring. You are competing for your subscribers’ attention in their ever more crowded email inbox and to stand a chance, your emails have to be enticing, intriguing and entertaining. In this presentation, we’ll see how you can make your email campaigns more engaging while still being in tune with your brand’s voice and tone. You’ll leave with concrete ideas to test out so you can increase KPIs like email open rate, click through rate and conversion rate.
5:00 pm CONFERENCE CONCLUDES FOR THE DAY