MARKETING FORUM AGENDA

APRIL 13, 2021

All times are in Eastern Time.

Fireside chat with Joshua Bloom, GM of Global Business Solutions, TikTok Canada

We all know social media is where it’s at. We have our accounts, our strategies and our content calendars. We can create and we can pay for social media but how do you take it to the next level? How do you inspire organic posts? Hear from companies that have learned how to use the top platforms to drives organic social content that lead to successful business results.

Daryl Louie, Co-founder and CEO, Antisocial Solutions

Vinod Varma, Co-Founder and CEO of Creator creator.co

In this session hear from industry experts on the trends and tools for effective websites. What are the foundational elements of a great website? What are the new trends for content and add-ons? What are users loving and hating? Walk away with ideas on how to improve your site and the user experience.

 

Anne De Aragon, Vice President & Country Manager, GoDaddy Canada

Shawn Johnston (he, him, his), Principal and Lead Strategist, Forge and Smith

Marjorie R. Asturias | Director of Growth R&D, Automattic Inc., parent company of WordPress.com, WooCommerce, Jetpack, Tumblr

In this session Ad Standards will present their research report that examines new reach on influcencer marketing, advertising trends and levels of consumer trust.

 

Jani Yates, President & CEO, Ad Standards, Ad Standards 2019 Consumer Research

Allen Davidov, Senior Vice President & Practice Leader of the not-for-profit, energy, transportation, and public sector at Environics Analytics

Using your firm’s data is the key to a sustainable competitive advantage and your loyalty program is a way to tie all your data siloes together, as long as you provide value back to the customer.  In this session, you will learn
  • Why we need to leverage data
  • What kind of data brands collect
  • How not to lose customer trust and protect their data and privacy
  • What you can do with data
  • How a loyalty program connects all the data and drives results
  • How loyalty data enable you to personalize your marketing communications

Lia Grimberg, formerly Senior Director of Loyalty and Analytics at Loblaw Companies Limited

Get an inside look at integrated marketing – what it is, why teams of all size can benefit, and straightforward tips to get started. Attendees will learn:

  • Why brands should consider integrating their marketing channels
  • How to shift current team structures and silos to an integrated marketing strategy
  • Practical tips to make the leap to an integrated approach
  • The value of an nimble, integrated approach in uncertain and ever-changing times (read: COVID)

 

Kate Gagnon, Associate Director of Brand Marketing, OXO

In this session, hear from companies that have turned their YouTube presence into profit. Walk away with ideas you can implement immediately for your organization.

Bernadette Butler, Founder and CEO, StoryTap

Jeff Pelletier, CEO, Basetwo Media Inc.

COMMUNICATION FORUM

APRIL 14, 2021

All times are in Eastern Time.

While Sheridan had taught glassblowing for 50 years, our program was experiencing declining enrolment. To boost our visibility and renown and reach new markets, we partnered with marblemedia, a television production company, both behind the scenes and in front of the camera, to create a first-of-its-kind, competition-based TV series about glassblowing. Our affiliation with the series Blown Away that aired globally on Netflix, dramatically expanded our reach and generated significant excitement with prospective students. This session shares our integrated marketing and communications blueprint for a novel approach to demonstrating academic reputation and enhancing traditional program marketing efforts.

We will share:

  • How the partnership came to be, why our faculty expertise was the difference-maker in bringing the unique production to life where other prior attempts have failed, and how we convinced our executive that we should invest and participate
  • The communications principles, best practices, research and contract negotiations (including product placement opportunities on the show) that underpinned our decisions and informed our strategy
  • What our audience analysis determined and how this helped to shape our key messages and the assets we created including short videos of students on the show, glassblowing glossary, social posts/contests, media demonstrations and our backstory for pitches.

 

Christine Szustaczek, MCM, APR, Vice President, External Relations, Sheridan College

Jane Cockton, Director, Brand Strategy at Sheridan College

Hear from communications leaders across Canada about their COVID Comms strategies as cities and businesses relaunch and try and balance COVID response with regular business operations. Hear tips, tricks, and lessons learned.

This is a session you don’t want to miss!

Megan Spoore, General Manager (Calgary), Edelman

Felicia Wiltshire, Director, Customer Service & Communications, City of Winnipeg

Nicole Woodall, Manager, Public Relations & Social Media, Sheridan College

Pivot, new normal and challenging times have now become part of our daily messaging. We have moved from reacting to a pandemic to living with it. In this panel, hear from communications firms on the strategies, trends and tactics that are crucial now as businesses move forward, including five trends expected to continue post pandemic in communications..

John Larsen, ABC, MC, Executive Vice President, Edelman Canada

Rohini Mukherji, Vice President, Integrated Communications, APEX PR (Toronto)

Luc Levasseur, Vice President and Practice Lead, National Public Relations (Toronto)

Diversity and inclusion is not just a “nice-to-have” but a must-have if an organization is to enjoy the highest standard of recruitment, performance and retention for viable, sustainable growth. BREAKFAST CULTURE’s Diversity and Inclusion Audit is a comprehensive measurement and analysis process to understand where your organization lies and how to move it along the DEI (Diversity, Equity & Inclusion) Continuum*.

This is one of the first steps towards cultivating a diverse, inclusive and equitable workplace culture. In this session you will learn about the DEI Continuum* and how Breakfast Culture uses current tools, including leading edge Employee Engagement Enterprise software and/or Global Diversity & Inclusion Benchmarks (GDIB) to analyze where your organization currently resides on the DEI Continuum*.

*The Human Equity Advantage: Beyond Diversity to Talent Optimization, Wilson 2013

Jefferson Darrell, Founder, Breakfast Culture

Hear from today’s media experts on what works and doesn’t work for getting your story heard. What makes a good story and what doesn’t. How/when to connect with newsrooms. You won’t want to miss this session!

Jasmine Girn (she/her), Managing Editor, Narcity Media

Sean Stanleigh, Head of Globe Content Studio, The Globe & Mail

Darcy Matheson, Editor in Chief, Daily Hive

There are five critical components at the heart of every team’s social media success. How do we know? We’ve conducted social media audits for associations, not-for-profits, corporations and government departments across North America. This session explores the Social Media Success Framework which was developed based on insight gleaned from data collected during consulting and audit engagements.

What are these essential elements and the accompanying strategies and tactics that you can implement immediately? Learn from the research and from an IABC Canada Master Communicator. Fuel up with key digital strategies and tactics at this high-octane session and become an innovator who makes an impact in your organization.

Cyrus Mavalwala, MC, Founding Partner, Advantiscomm