1. business and industrial
2. advertising and marketing
3. marketing

June 9-11, 2015 | Shaw Centre, Ottawa
MARCOM Professional Development
Program @ February 19, 2015
See www.marcom.ca for the latest updates
Tuesday, June 9 – Intensive Workshops
8:30 - 9:00
9:00 - 4:00
Registration and Continental Breakfast
Marketing 101
Modern marketing is all about identifying and meeting human and social
needs. This one-day Marketing 101 Workshop is designed to inform and
inspire, using research-based insights to get you thinking about solving
customer (stakeholder, member, donor, client) problems in new ways and
delivering greater value.
Mike Mulvey, Assistant
Professor, Telfer School
of Business
Level 1
Room TBA
There are eternal truths in marketing that still hold and haven’t changed for
decades. By attending to the fundamentals and ignoring the fads, we can
focus more closely on what you need to know and how it plays an essential
role in public sector and not-for-profit sector marketing. You will learn how to
spot opportunities, avoid pitfalls, and incorporate new perspectives into your
plan. Throughout this process, you will become familiar with the language of
marketing and the diverse tactical tools used to create and deliver value.
Who Should Attend?
This workshop is for thinkers and doers – open-minded directors, managers
and officers who want to implement and drive innovation at work. You will
benefit from this workshop if you:
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Are new to the marketing profession
Have recently been promoted and need to interact with marketers
Have taken on marketing responsibilities
Need marketing skills for career advancement
Want to brush-up on your marketing knowledge
Topics
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Marketing Overview: History of marketing and the marketing
concept
Context: The unique challenges faced by public sector and not-forprofit marketers
Target Marketing: Segmentation, targeting and positioning
Developing Deep Customer Insight: Understanding value from the
customer perspective
Marketing Mix: Product development, branding, packaging, pricing,
distribution, advertising, public relations, personal selling and sales
promotions
Marketing Metrics: Measuring the direct and indirect impact of
marketing efforts
New Marketing Trends: Social media, event and cause-related
marketing
www.marcom.ca
Questions: [email protected]
June 9-11, 2015 | Shaw Centre, Ottawa
MARCOM Professional Development
Program @ February 19, 2015
See www.marcom.ca for the latest updates
9:00 – 4:00
Marketing in a Municipal Environment
Of all levels of the government, municipalities likely have the most to gain
from using a strategic marketing approach because they touch the lives of
citizens on a daily basis through the various programs and services they
deliver. There are many facets of marketing in a municipal environment,
among them:
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Increasing citizen use of programs, services and facilities;
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Changing societal behaviours around environmental or public health
issues,
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Adopting a “customer-centric culture”,
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Increasing compliance for a new policy,
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Generating new revenue; and
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Branding a municipality to attract new residents, tourists and
businesses.
Bernie Colterman,
Managing Partner,
CEPSM
TBA
This workshop will explore the many facets of marketing in the municipal
sector with a special focus on the marketing of facilities, programs, services
and civic initiatives, and provide a framework for adopting marketing
principles in the challenging municipal environment.
Who Should Attend?
The workshop is ideal for anyone who makes strategic decisions related to the
delivery of community programs and services, is concerned about “doing
more for less” and/or wants to adopt a more business-like approach towards
its operations.
Key topics will include:
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Overview of marketing in a municipal environment
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Self-Quiz – Are You a Marketing Oriented Organization?
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The municipal marketing process
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Strategies for increasing take-up on municipal programs and
services
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The key elements of municipal branding and delivering a consistent
“promise” to your customers
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Low-cost market research techniques;
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Marketing tools that support evidence-based decisions
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Steps to developing an integrated marketing communications (IMC)
plan
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The role of partnerships to achieve marketing objectives
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Marketing performance measurement
At the conclusion of the workshop, participants will have a clear
understanding of marketing principles and how they can use various
marketing processes and tools to make more strategic decisions and leverage
their resources more effectively.
Page | 2
www.marcom.ca
Questions: [email protected]
June 9-11, 2015 | Shaw Centre, Ottawa
MARCOM Professional Development
Program @ February 19, 2015
See www.marcom.ca for the latest updates
9:00 – 4:00
Strategic Social Media Engagement
The modern era of social media/web 2.0 is having a major impact on what and
how organizations communicate and engage with key audiences. The world of
one-way communication, of one source to many readers, viewers or listeners
– is rapidly changing into a multi-faceted communications universe, where
mass customization and increased relevancy are made possible. To take
advantage of the opportunities and deal with the challenges presented by this
new universe, public sector and non-profit organizations need to employ a
strategic approach to enhancing and opening up communication channels
with target audiences through the use of contextually relevant social media
tools and applications. Organizational leaders need to realize that the true
foundation beneath all the tools is composed of a powerful paradigm shift,
led by a culture change embracing and expecting participation, collaboration
and transparency.
Mike Kujawski,
Managing Partner,
CEPSM
TBA
The following proposed 1-day workshop will be conducted by Mike Kujawski.
It has been designed to provide participants with a practical, strategic
approach to engaging on social media channels within the constraints of the
public and non-profit sectors. During the morning, Mike will be providing an
overview of the current state of social media engagement around the globe
and right here in Canada. More importantly, Mike will be separating fact from
fiction and demonstrating how and why social media monitoring and
engagement need to become a part of your organization’s strategic plans. The
afternoon will involve strategic social media engagement planning exercises
including demonstrations of some free monitoring tools that you can use right
away to gain valuable business intelligence.
Goal of the Workshop
To provide you with a structured, strategic framework for engaging in the
modern digital space and the social media channels within it.
What will you learn?
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An understanding of the foundational elements of web 2.0 and
social media
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An understanding the crucial organizational culture changes that are
required for internal adoption
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How to set realistic digital engagement goals and objectives that are
aligned with your organizational strategy
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How to monitor social media channels to provide you with crucial
business intelligence
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How to drastically build up your web presence/digital footprint (i.e.
dominate search results)
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How to establish relations with influential online content creators in
your industry
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How to measure performance of your specific digital engagement
activities
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How to work within existing privacy, communication and ethics
guidelines imposed by your organization
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How to effectively change organizational structures to support
Page | 3
www.marcom.ca
Questions: [email protected]
June 9-11, 2015 | Shaw Centre, Ottawa
MARCOM Professional Development
Program @ February 19, 2015
See www.marcom.ca for the latest updates

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social media engagement
How to improve the efficiency of your internal processes by using
collaborative tools
How to stay well ahead of the curve at all times through
participation in online communities
Understand how similar organizations are working around and/or
within various policies and acts
The latest examples of effective social media adoption in the
public/non-profit sector (including health and education)
organizations around the world
How to develop a strategic framework for your next social media
engagement initiative
At the end of this process, workshop participants will have a solid social media
engagement framework that will allow them to move forward with their
initiative. A major advantage of using social media channels to engage with
target audiences (and existing clients) is the fact that most tools and
applications are free. As a result, tremendous cost-savings can be achieved.
9:00 – 4:00
Introduction to Social Marketing Planning
Jim Mintz, Managing
Partner, CEPSM
TBA
Awareness, awareness, awareness. Are you getting tired of hearing that
word? Don’t you want to move to something more substantial like changing
people’s attitudes and behaviours? Surely it is time to move from public
education and awareness campaigns to motivate people to get engaged and
take action.
The brutal fact is awareness alone does not lead people to change their
attitudes or behaviours. If you want a target audience to adopt a specific
lifestyle or support your program or cause, you have to go beyond making
people aware. You need to start using components of behavioural psychology
and strategic social marketing to stimulate attitude and behaviour change.
This workshop has been designed for leaders involved in communications and
outreach strategies. It will be very relevant if you are influencing attitudes and
behaviours to improve health, prevent injuries, protect the environment,
prepare citizens for emergencies, or any other current critical issues.
By attending this workshop, you will save countless hours of planning
time and learn proven techniques for launching a successful campaign to
change attitudes and behaviours. You will learn how you can develop a social
marketing strategy on your own, all in one day!
You will learn:
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Page | 4
How to use a step-by-step, structured approach to prepare a social
marketing plan that is actionable, has maximum impact, and leads
to successful implementation;
How to present and “sell” your social marketing strategy to
management;
How to implement a social marketing program on a very tight
www.marcom.ca
Questions: [email protected]
June 9-11, 2015 | Shaw Centre, Ottawa
MARCOM Professional Development
Program @ February 19, 2015
See www.marcom.ca for the latest updates


9:00 – 4:00
budget;
How to monitor and evaluate your inputs/outputs, outcomes and
impacts;
How social marketing gives you a single approach: for mobilizing
communities; influencing the media; activating key stakeholders;
and building strategic alliances with business.
Public Engagement – the Evolution of Practices, Technology and
Expectations
The issues of the world today have become extremely complex and
interdependent. Stakeholder communications, engagement and
consultation methodologies have also evolved in response to this changing
landscape. From a technology perspective, social media have paradoxically
created a platform for social engagement where the old social paradigm;
people talking to people in the “here and now”, has been largely erased and
replaced with a technical capacity to meet virtually “any time, any
place”. This presents new challenges for engaging and consulting with
stakeholders (citizens, clients, employees, members, board members, etc.) in
a meaningful way. A well-structured approach, starting with documented
objectives and identified target audience(s), along with the alignment
of process, methodology and tools are critical to the success of any
engagement project. Understanding how to use social media effectively in
combination with web 2.0 tools (business media) can take the fear out of
online engagement and consultation and help you to achieve results in a costeffective way.
Marc Valois, Senior
Consultant, Facilitator
and Trainer, Intersol
Group Ltd.
TBA
This one-day workshop is designed to be practical, with a focus on developing
individual knowledge and skills. The workshop will provide you with an
overview of social media tools and online consultation tools (business media),
and demonstrate how they can be used in a complementary way to achieve
effective and efficient consultation and engagement objectives while
managing risk.
The workshop will focus on:
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Current trends and realities of consulting and engaging with your
clients, members and stakeholders in Canada
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Online consultation/engagement tools available today
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Consultation and engagement principles – similarities and
differences as they apply to the online world
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Choosing appropriate consultation mechanisms supported by online
tools
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Developing an understanding of the multitude of considerations for
the online world (content, people, recruitment, complexity,
synchronous vs. asynchronous, etc.)
At the conclusion of the workshop, you will:
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Understand how social media and online consultation tools can be
used in complementary ways to achieve engagement objectives
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Understand how to use online tools effectively across the full
Page | 5
www.marcom.ca
Questions: [email protected]
June 9-11, 2015 | Shaw Centre, Ottawa
MARCOM Professional Development
Program @ February 19, 2015
See www.marcom.ca for the latest updates

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engagement continuum; from communications
and information sharing to joint decision-making
Have been exposed to useful simulations to apply tools and
concepts in a hands-on way
Learn a structured process to develop an engagement program for
diverse audiences
Wednesday, June 10
8:15
8:50
9:00
Shaw Centre, Level 2, Gatineau Salons
Registration and Continental Breakfast
Opening Remarks
Keynote:
The Marketer’s Code
From machines that can learn to self -driving cars, as technology advances, it
creates a world straight from the pages of science fiction. With each new device,
each new line of code, our world becomes increasingly more personalized and
immersive. As marketers, we must take note, for it is this reality that is becoming
the standard by which our consumers measure all experiences, even the quality of
our advertising.
Fab Dolan, Head of Large
Advertiser and Agency
Marketing, Google
Canada
205
208
208
Even with these heightened expectations, marketers should feel confident about
their future. Around the world, advertisers are using software and hardware to
create magical consumer moments, by delivering both personalized and
immersive advertising.
In this talk, Fab Dolan, marketer and storyteller, and the head of Google Canada’s
large advertiser marketing, shares the key trends that are emerging as technology
and marketing combine, and his vision for how marketers should behave in this
new digital age of advertising.
10:00
10:45
Visit the Supplier Solutions Forum
Descriptions to come for
each.
205/207
Session 1: Cutting Through the Crowd – Practical Applications for Social Network
Analysis in Marketing
Mike Kujawski, Managing
Partner, CEPSM
Josh Gilmore, Associate,
CEPSM
TBA
Over the past decade there has been a growing public fascination with the
complex connectedness of modern society. This has been driven in large part by
the wide availability of public digital data produced through our daily interactions
on the modern social web. This data can now easily be mined and analyzed to
produce valuable and actionable business insights leading to better decision
making in nearly every field of practice, especially marketing. In this session,
Joshua and Mike will introduce the basics of social network analysis and some of
the privacy related challenges that this rapidly growing space brings with it. Items
covered will include:
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Visually mapping the digital crowd and the different approaches you can take
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Choosing the right place to look and interpreting the map properly for the
Page | 6
www.marcom.ca
Questions: [email protected]
June 9-11, 2015 | Shaw Centre, Ottawa
MARCOM Professional Development
Program @ February 19, 2015
See www.marcom.ca for the latest updates

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10:45
platform
Identifying the main actors by where they are in the crowd
Fingerprinting communities – determining why people talk more to each
other than others
Reducing complexity to make sense from the data deluge
Enriching your information to further inform metrics and geo-data
Making engagement calls by planting ideas where you want your idea to
spread
Understanding and working within privacy regulations
Session 2: Getting to Yes: How to Amass a Loyal Following and Keep Them
Engaged
Craig Gauthier, Vice
President, Hill + Knowlton
Strategies
TBA
Steve Buehl, Technical
Advisor – Accessibility,
Employment and Social
Development Canada
TBA
The power has shifted to the crowd. Our ability to engage with organizations,
brands and government is at an all-time high. This has opened the door to many
opportunities. However, it has also presented a new series of challenges – the
most prevalent being loyalty. In this highly interactive session participants will
learn new and authentic ways of building customer and client loyalty. They will
learn how to create engaging and meaningful experiences to keep their followers
coming back for more. They will also learn how to use the collective intelligence
of the crowd to gain insight into the future and predict choices. After the session
is complete, participants will leave with actionable steps on ‘Getting to Yes’ that
will help them prove their business objectives and outcomes.
10:45
Session 3: Expand Your Reach: Accessibility and Online Engagement
Everyone wants their message reach the broadest possible audience. Making your
communications accessible to more people can do just that. Modern
communications technologies have opened doors for people with disabilities in
the online world. What you do can open the door a little wider or push it closed a
little more.
This session will highlight some of the access issues in communications products,
who they impact and how they can be resolved. Included will be a Q&A period, so
bring your questions!
11:45
12:45
Lunch
Session 1: Cloud Chasing
So do you think you’re keeping pace with your constituents, stakeholders, clients
or prospects by sending those emails, newsletters or snail mail? Do you think that
having a Facebook page means that you are in touch and reachable by your
audiences?
Stacey Diffin-Lafleur, The
Good Jester, Jester
Creative
205/207
TBA
Think again. There are a broad range of places where people can congregate in
the ‘cloud’ and be talking about you, your programs, products and services, or
your brand. If you are not there, you are invisible. Your clients will make their
platform choices by age and profession, whether they are self-employed or
working in an office, and where their friends and trusted networks are. They will
be using a wide variety of communication platforms, many of which will be
Page | 7
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Questions: [email protected]
June 9-11, 2015 | Shaw Centre, Ottawa
MARCOM Professional Development
Program @ February 19, 2015
See www.marcom.ca for the latest updates
behind a firewall, or incompatible with how you are trying to talk to them.
Some of you may already be losing ground or become too comfortable on a single
channel. It’s a big digital world stretching and growing in leaps and bounds,
keeping pace will be critical to your personal and professional brands.
12:45
Session 2: Cover-Up: Why good people make bad communication choices during
high risk situations
John Rainford, Director,
The Warning Project
TBA
Lisa Watkins, Solutions
Consultant, Adobe
Systems
TBA
Organizational leaders invariably take their commitment to their citizens, their
stakeholders, their clients, very seriously. That commitment is seen as particularly
crucial in warning those affected and involved in a serious threat to their health
and safety. The evidence suggests these managers want to do the right thing, but
that same evidence underscores that most do anything but. This presentation
considers the basic question: why?
Drawing from research and case study record in the fields of emergency
management, political science, physiology, psychology and risk communication,
this presentation argues that — despite best intentions — a series of personal,
organizational, partner, economic, and political pressures combine to explain why
senior management make choices that threaten not only the stability of their
organizations, but the health and welfare of the very people they most want to
serve.
The practical takeaway:

You’ll gain an understanding of the typical pressures decision makers
experience during emergency or crisis events that allow the
communications professional to better anticipate, prepare for, and
effectively manage communication decision making when it really
matters.
12:45
Session 3: Using the Creative Workflow to Drive More Meaningful Dialogue and
Communication Results
Shaped by their interactions with commercial enterprise, citizens have come to
expect a certain level of customer experience. Yet, the rapidly changing
technology landscape has challenged public sector and non-profit organizations to
keep up. To provide the same modernized, customer-focused experiences
individuals encounter when they bank, shop or interact, these organizations must
transform the way they deliver services and how they communicate. The good
news is that mobile apps, smart technology and the cloud have made it easy and
cost effective to deliver personalized, relevant digital experiences with every
interaction.
Attend this session to learn, through Adobe customer examples, how the public
and not-for-profit sectors can foster a new creative workflow to drive better
customer experiences and communication results.
1:45
Page | 8
Break
205/207
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Questions: [email protected]
June 9-11, 2015 | Shaw Centre, Ottawa
MARCOM Professional Development
Program @ February 19, 2015
See www.marcom.ca for the latest updates
2:00
Mini-Workshop 1: Facilitating Change in an Ever-Changing Environment
2:00
Mini-Workshop 2: Lights, Camera, Action! Learn how to light, shoot and direct a
video interview
Alain Rabeau, Senior
Consultant, Facilitator
and Trainer, Intersol
Group Ltd.
Mark Campbell, Founding
Partner and CEO, VMG
Cinematic
No matter what equipment you have, this session will cover the basics of
capturing compelling and professional interviews to help better tell your
organization’s story.
Lights, camera, action! will be hosted by Mark Campbell of VMG Cinematic. Mark
has directed more than 500 brand films and has interviewed dozens of celebrities,
top executives and even a few billionaires.
2:00
Mini-Workshop 3: Social Marketing Case Study and working session – The
Collateral Damage Project
Scott Chisholm, CEO and
Founder, Collateral
Damage Project
TBA
Rupen Seoni, Environics
Analytics
Doug Norris, Environics
Analytics
Tony Coulson, Environics
Research
TBA
Imagine putting the words breast and prostate on a billboard 30 years ago?
The Collateral Damage Project is a story of social change, engagement and
empowerment, one story at a time. One person wanted to share his story of loss
to suicide and invite others to do the same. The Collateral Damage Project is a
story and case study of breaking stigma and taboos and in the process creating an
organization and cause that creates social change. Founder of the Collateral
Damage Project, Scott Chisholm, will walk you through the steps he took, the
successes and lessons learned and open your eyes to new ways to lead change.
This mini-workshop will discuss and help you understand:

The six year history the Collateral Damage Project,

How to engage survivors of suicide, artists, athletes and celebrities in
creating change,

How one compelling story can lead to changing curriculum, policy and
legislation,
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How to draw parallels from other effective social marketing
movements,
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Learn about the ‘first follower’ tactic and how it can cement the power
of your message and movement in social change.
2:00
Mini-Workshop 4: MarCom on Trend: Keeping Pace with Changing Canadians
This is a must-attend session for those eager to understand the trends affecting
Canadian society and how they’ll impact public sector and NFP marketing and
communications. The three presenters—all experts in different disciplines—will
cover the trends from many perspectives by bringing together data from a range
of sources: demographic projections, annual wealth estimates, multicultural data,
media research, social values insights and surveys that gathered Canadians’ views
on current issues. The session will also highlight new information on changing
Canadian neighbourhoods. Implications for marketing and communications
practitioners will be addressed, including audience segmentation, channel
selection and message customization. And opportunities for audience
participation will ensure attendees leave with a practical understanding of how
Page | 9
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Questions: [email protected]
June 9-11, 2015 | Shaw Centre, Ottawa
MARCOM Professional Development
Program @ February 19, 2015
See www.marcom.ca for the latest updates
these trends will affect their own organizations. The session is guaranteed to
provide attendees with new tools and information to understand and respond to
the changing Canadian landscape.
3:30
MARCOM Community Social – it’s all about connecting
Sponsored by Environics
Analytics
Atrium
You can’t underestimate the power of sharing stories and connecting with others
in your field.
End your day of learning with some casual conversation catching up with peers
and colleagues from across Canada as the MARCOM community comes together.
Share perspectives and plan the remaining time left. You’ll enjoy your choice of
beverage and some tasty hors d’oeuvres.
Don’t forget to plan dinner after the reception and leverage your time in
downtown Ottawa whether you’re native or visiting; some of the best culinary
delights await you.
4:45
Close
Thursday, June 11
8:15
8:45
Shaw Centre, Level 2, Gatineau Salons
Registration and Continental Breakfast
205/207
Mini-Workshop 1: Learn How the Pros Do It – 5 Marketing Planning Tools that Every
Marketer Should Have in their Toolbox
A critical part of marketing is making informed decisions using a logical thought process
and evidence-based analysis. Unfortunately, many marketers rely too much on “instincts”
and while this works in many instances, it is not very defensible and often, can lead to
marketing disaster.
This workshop will show participants how they can shift from an anecdotal approach to a
structured, quantitative process that supports your marketing decisions using time-proven
metrics in key areas:

How to conduct a competitive analysis that could impact your marketing efforts

How to segment audiences to determine which target groups will likely get you
the best results

How to identify and prioritize potential partners so you can focus on those that
best align with your marketing objectives

How to develop a situation and environmental analysis so that your strategy
begins moving in the right direction

How to structure an Integrated Marketing Communications plan to achieve
maximum results

Worksheets will be provided so you can apply each marketing tool to your own
environment.
Page | 10
www.marcom.ca
Bernie
Colterman,
Managing
Partner, and Jim
Mintz,
Managing
Partner, CEPSM
TBA
Questions: [email protected]
June 9-11, 2015 | Shaw Centre, Ottawa
MARCOM Professional Development
Program @ February 19, 2015
See www.marcom.ca for the latest updates
8:45
Mini-Workshop 2: The Building Blocks of Brand
We all know that brand isn’t about logos and colours, but rather it’s about consistently
fulfilling a promise that people care about. Smart public sector and not-for-profit groups
also know that their brand is not simply an external message, but an internal guidepost for
everything the organization does.
But many organizations have no idea to where to start with the brand process. This special
2-hour session of lecture, discussion and exercises will explore how to engineer a brand,
including how to:

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Corien Kershey,
Founder and
Partner, Brand
Clarity and
Sandra Markus,
Partner, Brand
Clarity
Build a business case for branding,
“Sell” the need to senior leadership and the Board,
Integrate branding and strategic planning,
Establish a steering committee,
Conduct research to gain insights,
Engage stakeholders in the process,
Define and express differentiation,
Define the audiences that really matter,
Build a brand framework,
Win internal champions and buy-in,
Integrate brand into your organization’s decisions,
Communicate the brand internally and externally.
You’ll leave this session understanding the brand building blocks, along with tools you can
use immediately in your organization to start engineering your brand.
8:45
Mini-Workshop 3: Partnering for Success – combining social responsibility and
communications expertise with retail, non-profit and media partners to promote healthy
life choices
Health Canada has an illustrious history of developing innovative partnerships with
industry, non-governmental organizations, the private sector, media, and other levels of
government to raise awareness and increase knowledge of important health issues and
motivate Canadians to adopt healthy behaviours.
Three unique partnership models – retail, non-profit, and media – will be explored and will
highlight the breadth and reach of collaborations and how mutually-beneficial relationships
help sustain positive outcomes and influence healthy behaviours.
Karine GoneauLessard,
Director,
Marketing and
Creative
Services, Health
Canada
TBA
The Safe Food Handling campaign targeting pregnant women is a successful partnership
with the leading maternity retailer in Canada, Thyme Maternity. Collaboration on in-store,
web, and social media activities has brought attention to the importance of food safety to
expectant mothers and helped to engage them on ways to stay healthy – and protect their
unborn child.
The successful partnership between Health Canada and the Canadian Cancer Society on
the Break It Off tobacco cessation campaign targeting young adults shows how working
together can revive and extend the life of a campaign, build on successes, and capitalize on
each other’s strengths.
Partnering with media giants – Corus, Bell Media, Transcontinental and AOL – has proven
to be a successful model for Health Canada’s Eat Well campaign. Engaging millions of
Page | 11
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Questions: [email protected]
June 9-11, 2015 | Shaw Centre, Ottawa
MARCOM Professional Development
Program @ February 19, 2015
See www.marcom.ca for the latest updates
Canadians with inspiring content about healthy eating through television, magazines, web
and social media has been a sustained effort between partners, and results have been
beneficial for all parties.
Attendee Take-aways:

Stronger understanding of the types and variety of partnership opportunities that
can be leveraged to bring attention, expertise, breadth and credibility to a heath
campaign or program initiative,

Concrete examples of retail, non-profit and media partnerships and the types of
collaborative elements that these partnerships can encompass,

Insight into three unique partnerships that span small, medium and larger
budgets.
10:45
Health Break and Assemble for Keynote
11:00
Keynote: The Soul of Marketing
208
The world of marketing is changing rapidly and dramatically. All the hype on new marketing
technologies makes it easy to forget “the medium is NOT the message”. Governments no
longer have captive audiences and forced compliance; non-profits facing cutbacks have to
differentiate themselves to remain relevant; associations with younger members and new
expectations are having to re-think their value proposition.
Ken Wong,
Marketing and
Strategic
Planning Expert
208
Join Ken Wong as he navigates past strategy and tactics to the soul of marketing and
models to address your most pressing issues for today and tomorrow.
12:00
1:00
Networking Lunch
Ask the Experts Peer-2-Peer Roundtables
Content Marketing – Susan Murphy, Jester Creative
Social Measurement and Analysis – Kelly Rusk, Banfield
More topics to come.
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206/208
2:00
Health Break
TBA
2:15
Session 1: 9 Ways to Create Contagious Content: #4 Will Surprise You
The public sector is now on Facebook and Twitter, after several drafts of its social media
and accountability policies. Congratulations. Now, how can it compete for eyeballs in the
loud, cluttered arena of Buzzfeed and viral videos?
It is no longer a matter of simply having an online presence; you are now competing to
make content more “shareable” and “clickable”.
Ryan Kennery,
Director of
Communications
and Operations,
Office of Mayor
Jim Watson
This session will review the latest content marketing tactics to give attendees an
understanding of where to direct their energy and how to better engage their audiences.
Attendees will also learn new ways to create better content.
Learn:

How to ensure more people see – and share – your content

How to integrate a solid content strategy into your communications plan

How to engage supporters and turn them into champions for your message
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www.marcom.ca
Questions: [email protected]
June 9-11, 2015 | Shaw Centre, Ottawa
MARCOM Professional Development
Program @ February 19, 2015
See www.marcom.ca for the latest updates
2:15
Session 2: From #SafeSex to #SunSafety: One Public Health Unit’s Foray into Social Media
The Thunder Bay District Health Unit launched its social channels in early 2014 and has
seen success early on. This presentation will focus on practical steps taken in the first 12
months. Examples will be provided that highlight effective engagement as well as internal
challenges (culture, policy, knowledge, staff buy-in, etc.) and external challenges (public
health as a topic; changes to Facebook algorithm, etc.) and how these have been
overcome. Presentation will also address evaluation metrics and next steps for the
TBDHU.
Steven Bill,
Coordinator
Communications
and New Media,
Thunder Bay
District Health
Unit
TBA
Walk away with:

How to deal with internal and external communication challenges,

How to effectively deploy a social media strategy within a health care context,

Practical steps and resources to increase engagement in a health context,

How to evaluate social media efforts within the health care field.
2:15
3:20
Session 3: TBA
TBA
Keynote: Marketing through the Power of Storytelling
We live in a time where people are starting to open up and talk about tough subjects. In
recent years, mental illness and suicide have taken centre stage. Social marketing aims to
change attitudes and behaviours, but we know this takes time and perseverance, but most
of all an ability to capture attention and touch people emotionally in meaningful ways.
Enter the power of storytelling.
Scott Chisholm,
CEO and
Founder,
Collateral
Damage Project
208
The Collateral Damage Project is a story of social change, engagement and empowerment,
one story at a time. Scott Chisholm wanted to share his story of loss to suicide and invite
others to do the same. By sharing his story, a movement was created. The Collateral
Damage Project works to break the stigma around suicide and support those left behind.
Scott will engage you in stories that will empower you as a professional but more
importantly as a human being.
4:00
Closing Remarks and Forum Close
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208
www.marcom.ca
Questions: [email protected]