5th Annual Saskatchewan Communications Forum – Saskatoon

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About the Forum

April 9 & 10, 2018

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Swansea Communications: We are a dynamic marketing and communications firm with a myriad of experience and skills which combine to provide clients unparalleled service. Communication is at the root of who we are as a species; it is what sets us apart from all other creatures in this world and is the force that carries us from moment to moment.

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. Please call 1.855.688.0189 or email us at info@swanseacommunications.com. You can also find out more about us at www.swanseacommunications.com.

Sponsors

IABC Saskatoon

IABC-Saskatoon-logo-col_BB_DG_mod_IABCYXE_purple
The Saskatoon Chapter of IABC is a local organization serving more than 100 business communication professionals located in Saskatoon and the surrounding areas. IABC Saskatoon provides members with a range of local services, including regular professional development luncheons, award programs, job placement, and networking opportunities.

The 2017-2018 year is the IABC Saskatoon Chapter’s 35th anniversary. The chapter continues to advocate on behalf of members, support networking and provide professional development opportunities.


Venue and Reservations


Delta Bessborough, 601 Spadina Crescent E, Saskatoon, SK

Reservations will be made by individual attendees directly by calling Toll Free Room Reservations:(306) 244-5521
On or offsite $15/day (plus applicable taxes)
Valet Parking $20/day (plus applicable taxes)

April 9: FORUM Program

2018 SASKATCHEWAN COMMUNICATIONS FORUM + Workshops • April 9 & 10, 2018

  • 8:00 AM: Registration


  • 8:45 AM: Welcome & Opening Remarks from the Chair

  • 9:00 AM : Hard Truths: Communicating while recovering from the 2016 Horse River Wildfire


    In the aftermath of the wildfire that forced the evacuation of 88,000 residents and destroyed more than 2, 500 homes, communication was often considered to be the most significant risk to building public trust and achieving operational objectives. This candid examination of third-party reviews and first-hand experiences aims to demonstrate the value of communication and stakeholder engagement in a recovery environment and provide forward looking insights on the role of communications in emergency management.

    Jordan Redshaw

    Jordan Redshaw

    Communications Strategist, Regional Municipality of Wood Buffalo
    Jordan Redshaw has worked in communications for three municipalities and provided support to emergency management staff at all three. As a Press Secretary with the Regional Municipality of Wood Buffalo, he led communications during the May 3 evacuation of Fort McMurray and later served as the Communications Manager for the Recovery Task Force. He studied Political Science at Carleton University and Corporate Communications at Seneca College.

  • 10:00 AM : Networking & Refreshment Break

  • 10:15 AM: Power of Diversity & Inclusion in Modern Communications and Marketing Practices

    Today’s organizations understand the important role diversity and inclusion plays in organizational success—how it positively contributes to organizational culture, marketplace competitiveness, brand positioning, and social responsibility. This 50-minute interactive session will outline the strategic business and communications significance of diversity and inclusion with an opportunity for attendees to share examples of how diversity and inclusion is strategically managed within their communications and stakeholder engagement practices.

    Elise Ahenkorah

    Elise Ahenkorah

    Owner, Alliance PR and Strategy

    Elise is a community builder, strategist, and diversity advocate.

    Elise is educated in Law and Justice, International Relations, and is currently pursuing her MBA.

    She has 13 years of experience working in both public and private sectors within progressively senior communications, marketing, fund development, and stakeholder engagement roles.

    Elise is the owner of Alliance PR & Strategy – a strategic planning firm designed for NPOs to meet their marketing, communications, funding, and stakeholder engagement needs. She is deeply involved with various local and global causes, serving as Vice President for Calgary Pride and a member with the Alberta Hate Crimes Committee and United Nations – Calgary Branch. In addition to this, she is the founder of Innovate for Change – a charity dedicated to using technology to challenge poverty in Ghana, West Africa.

    Her experience as a community builder and speaker in North America and internationally has shaped her unwavering commitment to advancing equality, inclusion, and diversity.


  • 11:15 AM : You have to pay to play: how PR must adapt to new media tactics or risk becoming irrelevant

    Today’s media landscape is the result of a rapidly shifting market that dictates the state of news and therefore publicity. Public relations practitioners have long believed that earned media is the crown jewel of marketing communications. However, a new reality where dollars – not content – is king is putting that belief to the test. As newsrooms continue to shrink and platforms such as Facebook and Google control an unprecedented share of advertising dollars and reach, PR needs to think beyond the traditional publicity paradigm.
    In this presentation, Doug Lacombe, president and founder of Communicatto, will demonstrate how combining paid with earned, social and owned media is now required to reach audiences. Attendees will learn how to integrate paid tools such as promoted social posts and influencer programs into campaigns for success without compromising the integrity of earned media.

    Doug Lacombe

    Doug Lacombe

    President/Founder, Communicatto Inc.
    Doug Lacombe is President and Founder of Communicatto Inc. Drawing on over 27 years of experience in media, web publishing and technology; Doug and his team work with businesses and associations to integrate traditional and digital communications, with a focus on content marketing and social media.

  • 12:15 PM : Networking Lunch Break

  • 1:00 PM : Integrating Strategic Communication as a Business Basic

    Understanding and managing each step of the strategic communication planning process is key in helping your organization meet its business objectives and deliver measurable results for both the internal and external audiences. This interactive session will review the importance of strategic communication planning while taking a deeper dive into why some efforts succeed, and others do not.

    Anna Marie Willey, ABC, MC, IABC Fellow

    Anna Marie Willey, ABC, MC, IABC Fellow

    President, Total Communications Services Ltd.

    Anna Marie Willey, ABC, MC, IABC Fellow, President, Total Communications Services Ltd., is a senior-level communication professional with more than four decades of experience in numerous organizations. Her career is rooted by executive communication leadership roles while her experience includes managing hundreds of strategic communication planning efforts. She believes in the importance of aligning the communication function within a business to help deliver results.


  • 2:00 PM: Crafting Killer Content Strategy

    Brands that succeed in marketing lead with content.

    Kevin Hayes, Director of Digital & Media Strategy with the Phoenix Group, will talk about the evolution of marketing and what brands need to focus on today when trying to compete in the online space. Whether a brand is on a shoe-string budget, is B2B, or is overwhelmed by all the organic and paid media options, all organizations can deliver content to their audience that will positively affect their bottom line. Kevin will go through real life examples from organizations right here in Saskatchewan and show how they have leveraged content marketing to achieve their marketing objectives. Be prepared to walk away with knowledge, frameworks and actionable items that you can implement immediately after you leave this session.

    Tweet all questions ahead of time to @kevinhayesca with hashtag #skcommsforum.

    Kevin Hayes

    Kevin Hayes

    Director Digital & Media Strategy, The Phoenix Group

    Kevin is a grandmaster of digital communication, having managed all aspects of digital strategy development for national and international brands during his career. He uses the tracking skills of a bloodhound to make sure digital strategy equals desired results. As an entertaining and in-demand speaker at conferences and events, digital communication is Kevin’s bread and butter, but he also enjoys pizza by the slice.

  • 3:00 PM : Networking & Refreshment Break

  • 3:15 PM : The Legalization of Cannabis – what your organization needs to communicate

    As the legalization of cannabis approaches, organizations are trying to understand the policy changes and what it means for their business. In this session, hear from experts in cannabis policy on the issues and answers you will need to communicate to your customers and your staff.

    Kathleen Thompson, PhD, MSW, RSW, BA (Hons), Cannabis Regulatory Research Group, Lindsay Blackett, President, Canadian Cannabis Chamber & Rachna Saini, MSc., MEd., Senior Consultant, Cannabis Compliance Inc.

    Kathleen Thompson, PhD, MSW, RSW, BA (Hons), Cannabis Regulatory Research Group, Lindsay Blackett, President, Canadian Cannabis Chamber & Rachna Saini, MSc., MEd., Senior Consultant, Cannabis Compliance Inc.

  • 4:15 PM : Closing Remarks


April 10: Workshops

2018 SASKATCHEWAN COMMUNICATIONS FORUM + Workshops • April 9 + 10, 2018

  • 9:00 AM - 12:00 PM: Storytelling in the Digital Age


    What is digital storytelling and how do we best use it in communications and public relations?

    We’ll answer these questions and more in this Storytelling in the Digital Age workshop.

    We’ll explore the tools and platforms available to connect with our audiences whether you’re in the public, private or non-profit sector.

    We’ll discuss how to tell stories with blogs, social media, apps and all other digital tools.

    And we’ll look at using analytics and common sense to improve your strategies.

    Storytelling in the Digital Age will help you focus on your audiences to improve the conversation.

    Dan Gold & Mary-Lynn Charlton

    Dan Gold & Mary-Lynn Charlton

    Martin Charlton Communications

    Dan Gold, Director of Social Media & Digital Strategy – Bringing global experience from TVC – The Economist Group where he produced television content, internationally syndicated radio and award winning digital platforms. Dan studied Social Media Marketing – UAL and has an Advanced Diploma in Media Law – London School of Journalism. Dan heads Martin Charlton’s Saskatoon office.

    Mary-Lynn Charlton, President & CEO – Mary-Lynn’s journalism background gives her a firm belief in the importance of storytelling. Her goal is ensuring our clients’ stories are told in a convincing and compelling way to target audiences.

    Her career has included working for Alberta weekly newspapers, internships at Manhattan agencies and working for a Saskatchewan cabinet minister before starting her own company – Charlton Communications – in 1988. On March 1, 2010, Charlton Communications merged with Paul Martin Communications – two companies serving Saskatchewan for over 50 years.



  • 1:00 PM – 4:00 PM: Campaign building bootcamp – putting the PESO model into practice

    Every communicator talks a good talk about creating “integrated campaigns” yet we often struggle to quantify the ROI on digital campaigns. Impressions, views, or, heaven forbid, “hits” just don’t cut it. Fear not, help is at hand!

    Bring your laptop and prepare to spend this value-packed half day learning to DIY solid, trackable, digital campaigns. Over the course of the workshop we will cover:

    1. Planning your campaign with the PESO model (paid, earned, social and owned media) and the POST model (people, objectives, strategy, tactics/technology)
    2. Choosing your channels and developing compelling creative
    3. Easy landing page development, including conversion points
    4. Ad booking and optimizing 101 – which channels, which booking interfaces, how to monitor and optimize, conversion rate optimization, tracking and analytics

    By the end of the workshop you should have a solid “template” in place to build your own campaigns. It’s like Build a Bear™ but with much less stuffing and no one pees their pants.

    Doug Lacombe

    Doug Lacombe

    President/Founder, Communicatto Inc.
    Doug Lacombe is President and Founder of Communicatto Inc. Drawing on over 27 years of experience in media, web publishing and technology; Doug and his team work with businesses and associations to integrate traditional and digital communications, with a focus on content marketing and social media.


EARLY BIRD ENDS MARCH 8, 11:59PM

Non Member Rates

Package Early Bird Regular
Communications Forum Only $549 $649
Communications Forum & 2 Workshops $949 $1099
Communications Forum & 1 Workshop $899 $999
1 Workshop Only $349 $449
2 Workshops Only $449 $549

IABC/CPRS Member Rates

Package Early Bird Regular
IABC/CPRS Member Forum Only $499 $599
IABC/CPRS Member Forum & 2 Workshops $899 $999
IABC/CPRS Member Forum & 1 Workshop $799 $849
IABC/CPRS Member 1 Workshop Only $299 $399
IABC/CPRS Member 2 Workshops Only $399 $499

Cancellation and 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.


register now