AB Communications Forum

2016-AB-commsforum

About the Forum

logo-swansea

 

Our goal is to offer a conference experience that will educate, inspire and enable professional communicators from various industries through an environment of professional networking to benefit both delegates and speakers alike.
We are excited to have you join us and hope you return year after year. Questions? please call 1.855.688.0189 or email info@swanseacommunications.com. You can also find out more about us at www.swanseacommunications.com.

Sponsors

IABC YYC new

We are a Calgary-based organization of professional communicators who work toward advancing careers of individual members as well as advancing the communications field as a whole. Membership with IABC/Calgary includes access to a network of over 700 local members, professional development workshops, meet-ups, webinars and more. All are welcome!

 

logo-marketwiredMarketwired™ is a social communications leader offering best-in-class news distribution and reporting and state-of-the-art social media monitoring and analytics. Founded in 1983, Marketwired has always been a company of firsts- first to deliver news releases automatically to registered recipients and first to provide a multi-featured desktop client interface. We put the power of influence to work for our clients—integrating search engine insight and social media intelligence into press release distribution on one convenient social communications platform.

March 7: FORUM Program

2016 ALBERTA COMMUNICATIONS FORUM + Workshops • March 7 & 8, 2016

8:00 AM: Registration & Networking Breakfast

9:00 AM: The Engaged Organization

It’s not enough to communicate a brand—you have to live it. That’s why the people organizations most need to engage aren’t customers, but employees. Employees bring the brand to life in every part of the operation. If they don’t, you’ve lost trust—and credibility. That can undermine your growth and impact. But here’s the bad news: some eighty-­seven percent of employees are disengaged—increasing hiring and recruitment cost, and reducing productivity and profitability.

Eduarda Hodgins

Joni Avram

Joni Avram began Cause & Effect Marketing over nine years ago to support leaders who are driving change in their industries and communities by helping them understand the unique and often conflicting needs of their markets, supply chains, and employees. She is an award-winning brand and engagement consultant, who has worked with some of the country’s best known and well-respected people and organizations, helping them be even greater forces for good, and get others to join them on the path to growth and longevity. 

10:00 AM: Networking & Refreshment Break

10:15 AM: Strategic Media Relations Planning in a Changing Media Landscape

How do you stay strategic and on plan in a media landscape that’s forever changing? What is the current pulse of the media landscape? How should you approach this landscape from your industry? Through experiential exercises & key learnings through her public relations career Cassandra McAuley will provide you with what you need to survive this media jungle all while keeping your spokespeople and strategic plan in line.

Eduarda Hodgins

Cassandra McAuley

As an experienced communications professional, with a Master of Arts degree in leadership studies, Cassandra has more than a decade of experience in media relations, crisis management, internal and corporate communications, organizational change and stakeholder relations.

Cassandra is Director of Corporate Communications and Strategy Development for Tourism Calgary, where she is responsible for all aspects of corporate communication, corporate brand, identity and culture. She stewards the process of organizational strategic planning, guides and manages stakeholder and government relation strategies, manages the corporate media relations strategy, develops and oversees corporate content and collateral and ensures the corporate face of Tourism Calgary meets strategic goals.

Prior to joining Tourism Calgary, Cassandra held positions as Communications Supervisor with the Calgary Real Estate Board, Communications Strategist for the Calgary Fire Department and Public Safety Communications (Calgary’s 9-1-1 centre) and as Media Relations Manager with TELUS World of Science. Other organizations Cassandra has worked with include the Calgary Police Service, Calgary Stampede and Bell.

Cassandra is an active member of the 2016 JUNO Awards marketing and communications committee, and has twice served on the IABC/Calgary board of directors.

11:15 AM: Metrics that Matter to You and Your Boss

What’s the value of web publishing and social media? Can Google see your site, or are you invisible? Are you reaching anyone with your content? Or simply publishing to the void? Are you talking to yourself or are you engaging your targets? Can you prove how your efforts are helping your business? This one hour session will go beyond the basics of Google Analytics, diving into search engine optimization, audience behaviour, social media performance metrics, channel benchmarks, and conversion tracking. Learn how the pros define and track success online.

Andrew

Doug Lacombe

Doug remembers when there was no web. He was at a newspaper, The StarPhoenix, which, for you kids, was the thing before the web. He didn’t realize hand coding the SP’s site in 1995 would eventually lead to the demise of all mainstream media. Oops. A MBA and a couple of world tours later, plus stints in the telco and newswire industries, make Doug a class A certified Internet nerd and an experienced digital strategist. If you want good corporate digital strategy that syncs with old media, you need Doug and his crew on your team. For the record, he’s still really sorry he broke newspapers.

12:15 PM: Networking Lunch

1:15 PM: Building Culture through Leadership Communications

In 2014, Suncor was shaken by the tragic loss of three employees and two contractors at its oil sands operations north of Fort McMurray. In response, a Safety Step Change Task Force was created to address the cultural changes required to improve safety performance. Communications and leadership were identified as critical to making this shift. Through the process, we learned how leadership and communications, when working together, can drive cultural change beyond safety across an organization. Through this presentation, you will understand lessons learned and best practices from an incident response perspective, you will see how communications – and leadership – were recognized and elevated as critical drivers for shifting culture, and, you will learn about key changes that were implemented to improve leadership communications including some tools and templates you can take back to your own organization.

Maureen

Shauna Lowry

A seasoned professional, Shauna has a diverse communications background with generalist and leadership roles spanning many industries. Over the course of her career, she has led both internal and external communications, built a corporate communications department from scratch, initiated stakeholder relations programs and managed complex issues including reclamation projects, large-scale financial restructurings and safety communications.
Shauna’s contributions to the Communications profession include serving as president of the International Association of Business Communicators’ (IABC) Calgary chapter and serving as chair of the IABC Canada West Region. Shauna has been a guest speaker at chapter events and instructed a Writing for the Web course through SAIT’s continuing education faculty.

2:15 PM: Measure Twice, Cut Once

Discover the importance of intelligent, well-formulated market research to serve as the foundation for communications projects. This case study will focus on the Canadian Association of Petroleum Producer’s (CAPP’s) custom publication, Context, a magazine that was strategized and incepted by Blunt Strategic in 2012.

Now in its third year of publication, the intense market research that formed the backbone of Context and speak to the critical nature of proving up investments in communications vehicles via market research, especially during tough economic climates will be reviewed. During this session, participants will learn about what went into the inception of Context and the continued efforts undertaken by CAPP—including biannual product reviews that include reader surveys, focus groups, competitive scanning and internal stakeholder interviews—to ensure the product continues to be relevant to its audience. Through regular and recurring measurement, Context is not only maintaining but growing its readership while meeting CAPP’s objectives for member engagement, education, and industry advocacy.

Agnes

Agnes Zalewski

Agnes Zalewski Seaman is the principal of Blunt Strategic. A seasoned marketing, communications and publishing specialist, Agnes launched Blunt in 2012, venturing on her own after a successful corporate career. Blunt is a boutique marketing and communications firm based in Calgary, Alberta, and caters to a broad cross section of clients.

During her time in publishing, Agnes served as the Group Publisher for JuneWarren-Nickle’s Energy Group (2006-2011), where she rejuvenated titles such as Oilweek and Oil and Gas Inquirer, and published the only Canadian magazine solely focused on the oilsands industry, Oilsands Review. Agnes was also the inaugural editor-in-chief for Alberta Oil (2004-2006), setting the strategic and editorial vision for that publication. Alberta Oil and Oilsands Review boast the only two successful oil and gas publishing launches in the Canadian landscape in the last decade. Agnes has also sat on the board of the Alberta Magazine Publisher’s Association, serving terms as both president and vice-president.

Agnes has an MBA in Marketing and Finance from Dalhousie University as well as a Bachelor of Commerce from the University of Alberta. A disciplined marketer and communicator in both theory and practice, Agnes has experience in public and media relations, corporate communications, marketing strategy and research, branding and advertising, as well as social and online media.

3:15 PM: Networking & Refreshment Break

3:30 PM: Working with Influencers to Create Content

There are influencers who have larger audiences that television networks and it has been proven that they have bigger influence in purchasing decision than movie and music celebrities.
In this session you will learn how to identify the right digital influencers and how to work with them to share your brand story. Filled with practical examples of what to do and what to avoid, this session will cover everything from the criteria you should consider and how to collaborate on projects.

Nancy

Nancy Smith

Nancy Smith is a marketer, teacher and speaker who is really passionate about social media. Nancy has spent 20 years in tourism marketing and has evolved with the constant changing landscape of marketing from traditional to digital. Her pet peeve is anyone who says they are an “expert” as she is rooted in the belief that we must always continue learning. Her sessions are packed with relevant examples and insights you can apply to your own business. Nancy is an instructor with Mount Royal University and the Canadian Marketing Association.

March 8: Workshops

2016 ALBERTA COMMUNICATIONS FORUM + Workshops • MARCH 7 & 8, 2016

9:00 AM – 12:00 PM: Step up –Take your Rightful Place at the Strategic Table

Whether you’re working as an internal communications or public relations professional or providing consulting services, you are helping a business achieve its strategic business outcomes. You are a business partner rather than merely a business process step that needs to be checked off. Improving the impact of communication planning requires you to step up to the table and take your rightful place. If you are part of a change team, communications are critical in stakeholder engagement and in implementing the change. When people adopt the change and use new skills in their work, results and outcomes are achieved. You can contribute by effectively using the 4 R’s:
1. Right sender – improve open & read rates by having message sent from right stakeholder/sponsor/leader
2. Right message – craft messages relevant for each stakeholder group using best practices for corporate communications
3. Right timeline – drip communications to build acceptance and overcome resistance
4. Right channel – select an appropriate channel to communicate the message
This session builds communications competencies outlined by the Corporate Executive Board (CEC):
Strategic agility; Interpersonal influence; Foresight; Audience understanding; Channel management; Project management

Ryan-Williams

Laura Bechard

Laura Bechard, a certified facilitator, incorporates 30 years as a learning, change management and business professional into her engaging, interactive sessions. Her professional career in post-secondary education began as a faculty member at an Alberta College where she taught communication courses. In leadership roles, Laura led change initiatives collaborating and engaging both internal and external stakeholders using effective communication strategies and activities. She has also consulted in the property management, health, retail, insurance and energy sectors.
Laura’s certifications include Development Dimensions International Facilitator, PROSCI Change Management Specialist and Chartered Professional Accountant. Laura and her husband, Arnie, are entrepreneurs with business interests in agriculture, property management and consulting. She consults internationally as a business coach and as a performance and learning professional.
Laura currently holds leadership roles with Inclusion Calgary and Junior Achievement and volunteers at community events. Originally from Saskatchewan, the Bechards lived in Lloydminster and Fort McMurray before calling Calgary home. Laura and Arnie have 4 adult children living in Calgary region and abroad (Australia).

Ryan-Williams

Delyth (Del) Edwards

Del Edwards has over 25 years in the HR and Organizational Development field in both management roles and as a consultant. This work has been on both sides of the Atlantic and in Europe and has covered a large variety of business sectors including retailing, wholesaling, construction, businesses within the private sector and education. Her career in training and development was kick started when asked to join the training team in a large UK based retailing firm. The rest is history, with a career path that included leadership roles in learning and development in the food industry , 10 years in the vocational training world working with national and international awarding bodies, working with the UK Government ensuring quality of vocational delivery and also working within educaitonal establishments advising them on training provision for industry. Del’s specialized areas of work include instructional design and facilitation, recruitment and performance management, competency design, talent management and managing large HR change initiatives.
Dels’ qualifications and certifications include a post-graduation qualification in learning and development, quality assurance awards and a Masters qualification in Mentoring and coaching. In addition Del is a qualified facilitator for a variety of psychometric tools including Personal Strengths Canada and the Thomas International DISC system.
Del currently holds a position on the leadership advisory committee for Mount Royal University in Calgary and enjoys fundraising for the local school. Originally from the UK Del and her family now live in Cochrane Alberta and are proud Canadian Citizens.

1:00 PM – 4:00 PM: Mastering Online Metrics that Matter

What’s the value of web publishing and social media? Can Google see your site, or are you invisible? Are you reaching anyone with your content? Or simply publishing to the void? Are you talking to yourself or are you engaging your targets? Can you prove how your efforts are helping your business? This fast-paced three-hour workshop will go beyond the basics of Google Analytics, diving deeper into search engine optimization, audience behaviour, social media performance metrics, channel benchmarks, and conversion tracking. To cap it all off we’ll explore how to conduct audits and set up monthly reporting and “quarterly health checks” for your digital properties. You can only manage what you measure. Learn how the pros define and track success online.

Ryan-Williams

Doug Lacombe

Doug remembers when there was no web. He was at a newspaper, The StarPhoenix, which, for you kids, was the thing before the web. He didn’t realize hand coding the SP’s site in 1995 would eventually lead to the demise of all mainstream media. Oops. A MBA and a couple of world tours later, plus stints in the telco and newswire industries, make Doug a class A certified Internet nerd and an experienced digital strategist. If you want good corporate digital strategy that syncs with old media, you need Doug and his crew on your team. For the record, he’s still really sorry he broke newspapers.

Venue & Reservations

Vancouver-Marriott-Pinnacle-Downtown-

Marriott Downtown Calgary

110 9th Ave SE, Calgary, AB

**If you need a hotel room, please contact Andrea for a special rate at the Marriott; andrea@swanseacommunications.com or 250.688.0189**

Reservations will be made by individual attendees directly by calling the hotel Reservations directly: 1.403.266.7331
Valet Parking only at hotel: $40.00 (Sun-Thurs), $20.00 (Friday and Saturday). Garage height clearance 6 feet 6 inches.

Cancellation & Refund Policy

Substitution of delegates is permissible without prior notification. Refunds will be given for cancellations received in writing no later than 10 days prior to the conference date subject to an administration fee of $200 plus $10 for GST. After this time, you are liable for the full registration fee even if you do not attend the conference. If you register during this 10 day period, you are also liable for the full fee. Swansea Communications reserves the right to change program date, meeting place or content without further notice and assumes no liability for these changes.

Registration

Closed for 2016, see you in Edmonton in 2017!

Questions? Need Help?

Contact Andrea at 1.855.688.0189 or andrea@swanseacommunications.com