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Track 4 – Marketing

In this learning track, you can engage in a variety of sessions to learn skills on how to effectively communicate and market you non-profit organization.

Check back soon for updates, we are adding new sessions regularly!

  • 9:00 am – “The Power of Persuasion: Storytelling for Impact” (Luiza Campos – Marca Strategy)
  • 9:00 am – “Connecting with your Community in Meaningful Ways, Walking the Digital Walk” (Kimberly Jordon & Ali Macquarrie – The Scoop YYC)
  • 10:45 am – “Creating An Effective Brand, Marketing & Communications Strategy (on a budget!)” (Sam Brown – Glenbow Museum)
  • 1:15 pm – “Engage and Elevate: Non-profit Marketing Strategies and AI Insights” (Linda Luu – Windmill Microlending)
  • 1:15 pm – “Our Non-Profit’s Impact: Defining Value and Measuring Success” (Karen Blewett – Community Development Unit)
  • 3:00 pm – “Marketing Mashup” (Colette Acheson – Federation of Calgary Communities)

“The Power of Persuasion: Storytelling for Impact”

Time: 9:00am – 10:30am

Presenter(s): Luiza Campos, Marca Strategy

Description: “The Power of Persuasion: Storytelling for Impact” is an engaging and dynamic workshop designed to equip participants with the essential skills and techniques needed to craft compelling narratives that drive action. In this workshop, we delve into the art and science of persuasive storytelling, exploring how storytelling can be a powerful tool for inspiring change, and garnering support.

In this workshop, participants will gain a deeper understanding of the power of persuasion through storytelling and will gain the confidence to apply the principles they learned.  They’ll leave equipped with actionable strategies, tools, and techniques to craft compelling narratives that drive engagement, influence perceptions, and create lasting impact.

Whether pitching ideas, advocating for your cause, or seeking to inspire change, participants are empowered to harness the full potential of storytelling for effective communication and meaningful outcomes.

To learn more about Marca Strategy, click on any of the links below.

“Connecting with your Community in Meaningful Ways, Walking the Digital Walk”

Time: 9:00am – 10:30am

Presenter(s): Kimberly Jordan & Ali Macquarrie – The Scoop YYC

Description: Electronic communications to registered members play a pivotal role in bolstering membership sales/enrollment and fostering community engagement in numerous ways. In today’s digitally-driven world, leveraging electronic communication channels effectively is essential for organizations seeking to expand their reach, connect with their audience, and cultivate a sense of belonging among their members.

First and foremost, electronic communications provide a direct and immediate means of reaching registered members. With the prevalence of smartphones, tablets, and computers, individuals have constant access to their email accounts and other communication platforms. By utilizing email newsletters, social media platforms, and instant messaging services, organizations can ensure that their messages reach members promptly, maximizing the likelihood of engagement.

Additionally, electronic communications allow for personalized and targeted messaging, tailoring content to the specific interests and preferences of registered members. By segmenting their audience based on demographic information, past interactions, or expressed preferences, organizations can deliver relevant and compelling content that resonates with members, increasing the likelihood of driving sales or enrollment. For example, a community association could send targeted emails promoting membership benefits to individuals who have previously attended community events or expressed interest in local initiatives.

With electronic communications facilitating ongoing communication and relationship-building beyond initial membership enrollment or sales and maintaining regular contact with registered members through newsletters, updates, and event invitations, organizations can nurture relationships over time, keeping members informed, involved, and engaged. This continuous communication helps to reinforce the value of membership, reminding members of the benefits they receive and encouraging renewal or continued participation.

Electronic communications offer a cost-effective and efficient means of promoting membership sales or enrollment. Compared to traditional print advertising or direct mail campaigns, digital communication channels often have lower overhead costs and allow for more precise targeting, maximizing the return on investment. By leveraging email marketing, social media advertising, and other online promotional strategies, organizations can reach a larger audience at a fraction of the cost, driving sales and enrollment more effectively.

To learn more about The Scoop YYC, click on any of the links below.

“Creating An Effective Brand, Marketing & Communications Strategy (on a budget!)”

Time: 10:45am -12:15pm

Presenter(s): Sam Brown, Glenbow Museum

Description: Effective brand, marketing and communications strategies can help your organization achieve goals and realize your mission. It can be hard with limited staff and resources though. This session will focus on the most impactful areas you should focus on first, how to better understand what your audience needs, and communicating your brand effectively. This includes:

  • Building your organizations communications strategy that supports your mission.
  • Developing a solid non-profit brand to support that strategy.
  • Understanding your audiences and how to best communicate with them.
  • Increasing the profile of your non-profit so people know who you are.
  • Digital channels – how and when to use them and maintaining them effectively.

To learn more about the Glenbow Museum, click on any of the links below.

Engage and Elevate: Non-profit Marketing Strategies and AI Insights

Time: 1:15pm – 2:45pm

Presenter(s): Linda Luu, Windmill Microlending & Jon Lam

Description: Ready to build stronger connections with your audience? This workshop dives into 3 actionable strategies:

  1. Brand Beyond Benefits: Uncover the difference between features and benefits (what you do) and feelings (how you make your audience feel). Discover how a powerful brand builds loyalty and passionate supporters.
  2. Unleash Your Advocates: Leverage the power of social media and brand ambassadors to amplify your mission. Learn to engage supporters and create captivating content that fuels a thriving community.
  3. AI for Non-profits: It’s not as scary as you think. Explore practical marketing applications using AI with special guest, Jon Lam, founder of Together, we’ll create a practical, AI-powered marketing example you can implement immediately.

To learn more about the Windmill Microlending, click on any of the links below.

“Our Non-Profit’s Impact: Defining Value and Measuring Success”

Time: 1:15pm – 2:45pm

Presenter(s): Karen Blewett, Community Development Unit, Alberta Arts, Culture and Status of Women

Description: How do we know if our non-profit is making a difference for the people and communities we serve? Join us in this interactive session to learn more about different strategies for demonstrating a non-profit’s value and how to focus on more compelling ways to showcase your non-profit’s impact.

Key Takeaways:

  • What and Why of Non-Profit Impact
  • Reframing and Communicating our Non-Profit’s Value Proposition
  • Measuring Impact and Success
  • Additional Tips, Tools, and Best Practices

To learn more about the Community Development Unit, click on any of the links below.

“Marketing Mashup”

Time: 3:00pm – 4:30pm

Presenter(s): Colette Acheson, Federation of Calgary Communities

Description: We can offer the best programs and services to our communities, but if no one knows about them, it doesn’t matter how good they are! Marketing is about promoting your organization’s programs and services, including market research and advertising. Join us to learn about marketing plans, what the different elements of marketing plans include, distinctions between marketing and communications, and how to create and implement a marketing plan for your organization.

To learn more about the Federation of Calgary Communities, click on any of the links below.