OCT 19-21, 2014 : PROVIDENCE, RI

REGISTER TODAYiabcheritageconference.com

ChangeEngage

IABC HERITAGE REGION CONFERENCE

It’s the season for CHANGE. Are you ready to ENGAGE and GROW?

The world of business communications is in an ever evolving state of CHANGE. As thought leaders, we are all poised to tackle these changes head on and ENGAGE our customers, our clients, and our employees as we constantly GROW to meet the challenges of our profession.

The 2014 IABC Heritage Region Conference provides a rich opportunity for professional communicators from around the country to gather at the Omni Hotel in Providence, Rhode Island October 19-21 for 21 sessions, five keynote sessions and numerous networking opportunities — all at a price that is less than similar one-day conferences. Join us as we learn together how to change, engage and grow…now and in the future.

Providence: Historic. Vibrant. Eclectic.

A historical city with a very hip vibe, Providence offers the friendliness of a small town with an interesting and very modern cultural scene that makes it the perfect locale for the IABC Heritage Region Conference. Home to the Rhode Island School of Design, Brown University and the state Capitol, the city boasts some of our nation’s oldest buildings while being well known for its vibrant food and arts scene. Providence has embraced change over the last several years, setting the stage for conference attendees to enjoy a wonderful and eclectic visit. For information or help with planning your visit, check out GoProvidence.com.

REGISTRATION AND HOTEL ACCOMMODATIONS

Early Bird Regular Through Sept. 19 Through Oct. 15

Members $529 $599

Non-members $629 $699

Students* $99 $99

Member Non-Member

Sunday, Oct. 19 Welcoming Reception and Dinner Only $85 $85 Student* Conference Sunday Only $20 $20

Monday, Oct. 20 only $349 $449

Tuesday, Oct. 21 only $239 $279

*Full time students and accompanying faculty only.

Extra Guests: $85 for Sunday night Welcoming Reception and Dinner only

CONFERENCE HOTELOmni Providence Hotel 1 West Exchange Street Providence, Rhode Island 02903 Phone: 401-598-8000

• Conference Rate: $169 per night, plus taxes

• Deadline for hotel registration: September 24, 2014

• Register early as rooms at the conference hotel may sell out

Reserve your hotel room at: iabcheritageconference.com

STUDENT PROGRAMMING

Sunday, October 19 Full Conference

$20 Sunday Only Programming $99 Sunday and Full Conference (students and accompanying faculty only)

On Sunday, students have access to keynote speakers in tune with today’s challenge to change, engage and grow as well as the opportunity to delve into educational sessions and meet professionals in various stages of their career. Students are encouraged to stay for the full conference at a discounted fee to meet professionals, attend all sessions, and explore a vast, growing and culturally enriched city.

Check out iabcheritageconference.com for full details on all student programming.

CONFERENCE DETAILS

•21breakoutsessions by 28 experts in the field

•5keynotesessionsby world-renowned speakers

•Sundaywelcomingsession

•Unlimitednetworking opportunities

7a - 4:30p CONFERENCE REGISTRATION – Hotel Third Floor

7:45a - 9:15a BREAKFAST GENERAL SESSION Selling and Influencing to Win Over Your Peers and Your Organization’s Power Brokers Cyrus Mavalwala, ABC and Adrian Cropley, ABC, FRS

9:15a - 9:30a BREAK

9:30a - 10:45a CONFERENCE SESSIONS

M1 – The Story of BuildMYBrand: How Hasbro is Helping Employees Build Their Personal Brands Cheryl Kennedy and Janie Brill, ABC

M2 – If Content is King, Visual Content is Queen: Using Visual Content Strategy to Improve Customer Engagement Andrea Naddaff

M3 – Social Business 101: Everything Communicators Need to Know to Stay Ahead of the Curve John Gerstner, ABC

9:30a - 12:15p IN-DEPTH SESSION M4 - When You are the Headline or About to Be Larry Smith

10:45a - 11a BREAK

11a - 12:15p CONFERENCE SESSIONS

M5 – It’s Not You, It’s Your Intranet Andrew Dixon and Luis Miles

M6 – Design Communication Forum Victor Rodriguez, colleagues from the Rhode Island School of Design, AIGA Boston, Gary Spondike

M7 – 7 Strategies that Get Leaders to Communicate Linda Dulye

12:15p - 2p LUNCH GENERAL SESSION Now Trending: Harnessing the Power of Today’s Social Media Robin Fray Carey and Kent Lewis

2p-2:15p BREAK

11a - 6p CONFERENCE REGISTRATION – Hotel Third Floor

8:30a - 11:30a HERITAGE REGION BOARD MEETING

1p - 5p CHAPTER LEADERS FORUM IABC Chapter Leaders: Get Engaged! Join us for a free pre-conference Leaders Forum.

Noon - 4:30p STUDENT PROGRAMMING Keynoters, educational sessions and networking with professionals.

6p -9p WELCOMING RECEPTION AND DINNER GENERAL SESSION CEO Confidential: Communication Secrets from the Top Dana Rubin and Mark Schumann, ABC, IABC Fellow

MONDAY OCTOBER 20, 2014

SUNDAY OCTOBER 19, 2014

SCHEDULE at a GLANCE

M8 – Engaging Employees to Thrive Through “Liquid” Change Michelle Mahony and Rhonda Gass

M9 – The Art and Science of Communications Appraisal Diane Gayeski, Ph.D. and Evan D. Williams

M 10 – Case Study: Bayer Health-Care East Coast Site Consolidation Mary Lou Panzano

2:15p - 5p IN-DEPTH SESSION M11 – Design Thinking: The Secret to Changing the World Tim Smith and Kacha Azéma

3:30p - 3:45p BREAK

3:45p - 5p CONFERENCE SESSIONS

M12 – Top 10 Internal Communi-cation Practices of 2014 Jen Shatwell

M13 – It’s Not About the “Stuff”: Secrets to Being a Strategic Communication Pro Darcy Eikenberg, ACC

M14 – Getting Leaders to Listen! Dave Seifert, ABC

5p - 6p NETWORKING RECEPTION

6:15p DINE AROUND

7:30a - 9:30a CONFERENCE REGISTRATION - Hotel Third Floor

7:45a - 9:15a BREAKFAST GENERAL SESSION The Boston Marathon Bombing: Police, Provider and Personal Perspectives Neva Coakley-Grice, Brooke Hynes, Manya Chylinski, Larry C. Kerpelman, Ph.D.

9:15a - 9:30a BREAK

9:30a - 10:45a CONFERENCE SESSIONS

T1 – Igniting Performance Through Strategic Employee Communications Angelo Ioffreda

T2 – Search and Social – Turning Blah, Blah, Blah Into Cha-Ching Brian Bluff and Eddie Bluff

T3 – Power to Your People: How to Create a Dynamic Employee Ambassador Program Jill Vitiello

9:30 a - 12:15p IN-DEPTH SESSION T4 – How 5 Communication Leaders Elevated Their Work and Careers by Changing Their Roles Jim Shaffer, IABC Fellow

10:45a - 11a BREAK

11a - 12:15p CONFERENCE SESSIONS

T5 - Leading a Culture of Engage-ment: Internal Communications and Compelling Collaboration Lisa Gick

T6 - LGBT Sales and Marketing: Best Practices, Research and Case Studies Thomas Roth

T7 – Creating Magnetic Content: 27 Proven Strategies to Make Your Brand a Digital Marketing Success Jerry Allocca

12:15p - 2p LUNCH GENERAL SESSION Compel and Persuade: Building Successful CSR Programs & Corporate Partnerships John Deveney, ABC, APR, IABC Fellow, PRSA Fellow

TUESDAY OCTOBER 21, 2014

2:15p - 3:30p CONFERENCE SESSIONS

D I N N E R K E Y N O T E CEO Confidential: Communication Secrets from the Top

Dana Rubin Principal, Rubin & Company

D. Mark Schumann, ABC, IABC Fellow Senior Vice President and National Practice Leader The Segal Group

Join us for cocktails, networking, dinner and a thought provoking interactive session as we kick off the Heritage Region Conference on Sunday, October 19. The evening begins at 6 p.m. in the conference hotel.

SUNDAY WELCOMING RECEPTION and DINNER

What happens behind closed doors when CEOs need to communicate? What do they fear? What do they demand? What do they learn? How do they connect?

For the past 25 years, Dana Rubin and Mark Schumann have provided communication support for more than 100 CEOs from organizations such as Southwest Airlines, Martha Stewart, Enron, Kimberly Clark, Exxon and the New York Police Department. Now they bring their behind-the-scenes lessons to open the IABC Heritage Region Conference. Ask yourself:

• How do high-profile CEOs perceive their communication roles, skills, strengths and weaknesses?

• How do they protect the personas they carefully build?

• How far can the communicator go before the leader’s ego gets in the way?

• And what’s the secret to helping a leader become a natural communicator?

In this thought-provoking evening, Dana and Mark will discuss the communication fears, priorities, obstacles and secrets of high-profile leaders who have become more comfortable and effective with their communication roles thanks to excellent executive counseling.

Dana and Mark will share the good, bad, ugly and lessons learned from their years of work with well-known CEOs. You will be invited to guess the CEOs who inspired anecdotes, examples and results shared – then vote on your choice using interactive polling. Everyone will see in real time how other participants voted in this fun and fast paced evening that will keep you on the edge of your seat.

At the end of the evening, you will leave with essential lessons to use in your organization as you coach your leaders to authentically connect through outstanding communications.

Included with the cost of your full conference registration. Extra dinner tickets for Sunday evening only: $85 per person.

BREAKFAST GENERAL SESSION Selling and Influencing to Win Over Your Peers and Your Organization’s Power Brokers

Cyrus Mavalwala, ABC, Founder, Advantis CommunicationsAdrian Cropley, ABC, FRS, Founder, Cropley Communication

SESSION DESCRIPTIONS

MONDAY OCTOBER 20, 2014

You have inspiring ideas, but as a communi- cator how do you sell your professional worth to the people in power? Selling your concepts across the business benefits you, your team and your organization. Top communicators from opposite sides of the globe will share how to sell and influ-ence to achieve long-term, sustainable results. Learn about yourself and acquire new skills you can apply today that will: •Dramatically improve your ability to influence others (pre-sales)

•Turn the “dirty deed” of selling into a systematic approach that generates positive results (sales)•Deliver on your brand promise and strengthen your relationships (post-sales)These are critical skills that every communicator needs in order to gain credibility and be seen as adding value to their organization as they come to the realization that the “s” in service really stands for “selling”.

Cyrus Mavalwala

Adrian Cropley

M1: The Story of BuildMYBrand: How Hasbro is Helping Employees Build Their Personal Brands

Cheryl Kennedy, Senior Vice President of Talent and Rewards, Hasbro Inc.Janie Brill, ABC, Owner and Senior Consultant, Linx Consulting Hasbro is a branded play company that has been nationally recognized as a great place to work. While the company talks a lot about its brands – Monopoly, Mr. Potato Head, and My Little Pony – one of its greatest assets is its people. Starting in 2011, the company’s goal was to create value and articulate a clear and compelling employee value proposition that needed to say what it means to work at Hasbro and show how every employee is important in helping the organization achieve its goals. This case study will share how Hasbro:•Created the BuildMYBrand blueprint•Gained leadership input and support•Provided managers with a toolkit to help communicate •Successfully launched BuildMYBrand globally across Hasbro

M2: If Content is King, Visual Content is Queen: Using Visual Content Strategy to Improve Customer Engagement

Andrea Naddaff, Partner, Corey McPherson NashIt’s no secret. Content is king in the world of branding. But we are also in a time in which digital brands compete with Twitter, Instagram and Vine for online user engagement. The key to competing effectively for the hearts and minds of users is visual content. Images and video have the power to capture and hold the attention of your audience, generate mindshare, and support and enhance brand messaging. Kitten videos are not the answer. This highly interactive session will focus on the essential elements of winning visual content strategies and feature examples of strategies that have engaged users, devel-oped new customers, and advanced brands.

M3: Social Business 101: Everything Communicators Need to Know to Stay Ahead of the Curve

John Gerstner, ABC, Senior Consultant, Enterprise Communication, Florida BlueThe same technology that is driving Facebook and its cousins has leaped the firewall. Enterprise Collaboration Networks (ECNs) are quickly becoming intranet add-ons that allow employees, customers and suppliers to easily connect, communicate and collaborate like never before. These shiny new tools allow individuals and teams to self-organize and affect meaningful change on their own, which makes this a game changer for the hierarchical organizational structure. This session will provide a brief, simplified overview of the technology and explain why getting an ECN successfully launched and adopted has little to do with the technology; what’s scaring many executives and some communicators; problems and solutions; and how the change affects the role of the communicator. Learn how to deploy an ECN successfully by setting a vision and realistic goals, connecting influencers and sponsors, and methodically helping change your organization’s culture to one of working publicly rather than privately.

I N - D E P T H S E S S I O N

M4: When You are the Headline or About to Be

Larry Smith, Senior Consultant, Institute for Crisis CommunicationsThe first Twitter reports of the Boston Marathon bombing went out while the smoke was still rising and the first video of the explosions appeared in six-second bursts on VINE. Crisis planning and crisis prevention hasn’t changed. Identifying key audiences is still mandatory. Communicating the appropriate information/messages to those key audiences is critical to successful crisis management and recovery. However, the one thing that has changed is how quick you must be prepared to react and respond and the best tools to use. This session will

SESSION DESCRIPTIONS

LUNCH GENERAL SESSION Social Media Today: Harnessing the Power of Today’s Social Media

Robin Fray Carey, CEO, Social Media TodayKent Lewis, Founder and President, Anvil Media Ready for a valuable and responsive experience? Then get ready to plug in and be social. Join us for an in-depth discussion with Robin Fray Carey of Social Media Today in a one-on-one interview led by Kent Lewis of Anvil Media. Social Media Today is the leader in delivering information on trends and best practices in social media. They have their hands on the pulse of the world’s best thinkers on the topics of communications, business and policy. Current trending topics include: •How to Do Outbound the Inbound Way •How to Overcome Social Media’s Most Frustrating Challenges •Collaboration: Not Just for Humans AnymoreKent will dive deep into discussing with Robin a variety of hot topics regarding what’s trending along with exploring how social media has impacted the global brand. This isn’t your typical social media conference session as you will walk away with the latest information that you can use on the job immediately.

Robin Fray Carey

Kent Lewis

focus on the basic steps of crisis communication planning, with emphasis on being prepared to respond within minutes, not hours, with the likelihood that many crises will be magnified and advanced on social media. Larry will share some real world case studies that demonstrate why 24-hour social media moni-toring has become critical to businesses and other organizations and how those same social media tools may be the most effec-tive way to respond and regain control of any situation.

M5: It’s Not You, It’s Your Intranet Andrew Dixon, Vice President, Marketing and Operations, Igloo SoftwareLuis Miles, Communications Specialist, Nextel MexicoThe user experience of a product can make or break any new initiative in your business - your intranet is no exception. When you consider your intranet’s role in promoting employee engagement, the stakes are higher in rolling out a solution that people will actually like, and therefore, use. However, rede-signing an intranet can be a significant undertaking. Decisions about content strategy, information architecture, social features, functionality, mobile access and design can all weigh on the process. And if the perceived benefit is not high enough, most people will quickly abandon it and revert to using what they already know: email, conference calls, shared folders, or that fancy new consumer app. If you’re a fast-growing brand or Fortune 500 company running an intranet that was built in-house or on an older version of SharePoint, you will learn from the experts about the successes, failures and key learnings of creating internal solutions that are fun and engaging for employees.

M6: Design Communication Forum

Panelists include: Victor Rodriguez, creative owner of eurie creative along with colleagues from the Rhode Island School of Design (RISD), and the Boston Chapter of AIGA, the professional association for design. Moderated by Gary Spondike, Pitch Black MediaToday’s communicator is tasked with a variety of assignments. Hear from leaders in the design field as they discuss the

importance of design in communication, the philosophy behind design and the value it plays in today’s marketplace. This session will highlight several real-world examples of leveraging design to create effective communications.

M7: 7 Strategies that Get Leaders to Communicate

Linda Dulye, President and Founder, Dulye & Co.Are you a frustrated, lone crusader for communication at your organization constrained by sparse resources and staffing? It’s time to shake off those shackles by getting managers in the game as key communicators. In this session, you will learn how to coach leaders to be motivated players with the help of a real game plan. You will receive concrete strategies for engaging managers and leaders to build a spectator-free workplace™ where open, two-way communication with employees thrives. Using practical models and simple tools, this session will focus on how to:•Calibrate leaders on the value of communication using per-formance data that gets their attention•Improve the 3V™ dynamics in a leader’s persona and per-sonal communication that builds trusted relationships •Create a communication rhythm that keeps leaders and their teams united through active dialogues•Sharpen listening and feedback capabilities so that speaking up becomes part of your culture•Track effectiveness without waiting for major surveys•Use data to support momentum and accountability

M8: Engaging Employees to Thrive Through “Liquid” Change

Michelle Mahony, Director, Ketchum ChangeRhonda Gass, Vice President and CIO, Stanley Black & DeckerTransforming into a world-class organization and meeting the increasing demands of a complex business in a constantly changing environment is a challenge. Communicating the transformation to stakeholders and implementing a change management strategy that empowers and engages employees is even harder. However, if your organization is dialed-in, agile, pioneering and transparent, these can be achieved. The Stanley

Black & Decker IT Organization had a vision for restructuring its organization by centralizing four key functions to serve all business units. Ketchum Change was engaged to help them communicate the transformation to stakeholders globally and engage all IT. In this case study, you will hear how a challenging IT Transformation at Stanley Black & Decker was managed by implementing a new process of “Liquid Changesm.”

M9: The Art and Science of Communications Appraisa

Diane Gayeski, Ph.D., Dean, Ithaca CollegeEvan D. Williams, Fine Art Appraiser and ConsultantOne of the most important but least well-developed elements of business communications practice is measurement. Intangi-bles such as corporate culture, resilience, loyalty and reputation are important ingredients of an organization’s overall value, but we have a hard time measuring how communications systems contribute to that valuation. Art appraisers, however, have strict methodologies, ethical principles, and professional accredita-tion for putting a value on even less tangible elements, such as a few splashes of paint on a canvas. This session will stimulate a lively discussion on how communicators can gain more re-sources and credibility if they can use the language and models of business appraisal and accounting. You will leave this session with the ability to more clearly articulate the long-term value of communications as a business asset borrowing methods from a variety of disciplines such as accounting, HR and art appraisal.

M10: Case Study: Bayer HealthCare East Coast Site Consolidation

Mary Lou Panzano, Vice President and Head of Internal Communications, US Bayer HealthCareHow do you move 2,400 skeptical employees from traditional offices in disparate locations into one consolidated campus featuring a 100 percent open floor plan – and make them glad about it? And how do you seize the opportunity of the move to drive employee engagement and culture change that sets the pace for a global company that is growing more rapidly than its competitors? In this case study, you will hear about how Bayer HealthCare’s communications team engaged employees in all aspects of the move, promoted the move as an opportunity to strengthen the company’s presence in the U.S., and trans-formed culture.

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M11: Design Thinking: The Secret to Changing the World

Tim Smith, President, Skidmore StudioKacha Azéma, Strategy Director, Skidmore StudioAre you going to spend your time playing Follow the Leader, creating uninspired solutions that fail to capture attention? Or are you going to get in on the action, make your mark, and change the world? This workshop explores the extraor-dinary Design Thinking problem-solving tool and gives you a hands-on experience that will transform the way you work. Learn about everything from cultivating a more collaborative and innovative work environment to applying the principles of Design Thinking to your own projects. In just one session, you will walk away with three key steps to move people and make an impact that has lasting results.

M12: Top 10 Internal Communication Practices of 2014

Jen Shatwell, Director of Account Management and Advisory Services, MelcrumIn this session, you will get an overview of top best practices in the strategy, design, execution and measurement of world class internal communications. The presentation will include case studies from global organizations, including Shell, Deloitte, Ikea, Unilever and Adidas, that will provide insight, analysis and proven practices in the ever-evolving space of internal communications. There will also be an interactive portion con-sisting of breakout groups that will engage in exercises mapping each best practice on an importance versus performance matrix.

M13: It’s Not About the “Stuff”: Secrets to Being a Strategic Communication Pro

Darcy Eikenberg, ACC, Founder and Chief Creative Officer, Red CapeRevolution.comAre you the go-to person for getting communication work done but infrequently asked what should be done in the first place? Are you seen as a strategic contributor — or just the get-it-done guru?In this interactive session, you will identify the barriers holding you back from being valued for strategic input, not just execution talents. Participants will learn:•How to speak about your work differently – so it matters more•Why leaders overlook your contributions – and how to help them see clearly•How to use tools that move you away from “taking the order” and closer to providing real business value that gets noticed

M14: Getting Leaders to Listen!

Dave Seifert, ABC, Owner, Seifert CommunicationIn today’s business environment, communicators have to work across the organization and be able to help business leaders use communication effectively. Building those bridges isn’t as simple as creating a project plan and sending messages. In this session, learn more about ways to build effective connections up, down and across an organization — without needing a lot of money. Participants will hear corporate and consulting tips from corporate walk through real-life examples and case studies.

NETWORKING RECEPTION Relax, unwind and catch up with other conference attendees at the annual Networking Reception before heading out for the ever-popular Dine Around.

DINE AROUND

Join us for the Dine Around and experience for yourself the exquisite and diverse restaurant scene that has put Providence on the culinary

map. Join IABC Providence and Boston members as they provide you and other conference goers with a personal dining experience featuring fresh and local cuisine. You can choose from casual to upscale, from authentic ethnic to classic American restaurants. No matter what your tastes, Providence has the perfect restaurant for you.

SESSION DESCRIPTIONS

TUESDAY OCTOBER 21, 2014

BREAKFAST GENERAL SESSION The Boston Marathon Bombing: Police, Provider and Personal Perspectives

Neva Coakley Grice, Police Officer, Boston Police Department Office of Media RelationsBrooke Hynes, Vice President, Public Affairs and Communications, Tufts Medical Center and Floating Hospital for Children

Manya Chylinski President, Alley424 Communications

Panel Moderator: Larry C. Kerpelman, Ph.D. Writer and Editor

The 2013 Boston Marathon bombing rocked the city and the nation. It put Boston area commu-nicators into the center of events in ways they would have found hard to imagine. Three of those communicators will provide their perspectives on the crisis and their roles in it. Officer Neva Coakley Grice of the Boston Police Department Office was involved with the social media aspects of the bombing and will reveal how her office communicated with police, public and press about this terrorist act, and how they should respond. Brooke Tyson Hynes of Tufts Medical Center, one of the major medical centers treating those

physically injured by the bombing, will discuss how she mobilized hospital staff to handle the media blitz that descended on her institution. Manya Chylinski of Alley 424 Communications was in the finish line stands when the first explosion unfolded directly in front of her. Although uninjured physically, she has striven to tell the story of her psychological trauma to help other invisible victims like herself. All of the speakers will share valuable lessons learned that day and in the following months that can help conference participants in their own crisis communication planning.

Neva Coakley Grice

Brooke Hynes

Manya Chylinski

Larry C. Kerpelman

T1: Igniting Performance Through Strategic Employee Communications

Angelo Ioffreda, Chief Engagement Officer and Founder, IO Spark CommunicationsOrganizations everywhere struggle with developing and executing a strategic employee communications program that drives business performance and employee engagement. In this interactive workshop, hear case studies from various organiza-tions about what works and explore how you can leverage your resources and time for maximum impact in your workplace.You will learn:•A framework for developing effective organizational communications •How to build an effective employee communication program appropriate to your organization and busines context•How to demonstrate the business value of an effective communication program•How to write for internal audiences•How to identify the right media mix for your audience, including social media

T2: Search and Social – Turning Blah, Blah, Blah Into Cha-Ching

Brian Bluff, President and Co-Founder, Site-Seeker Inc.Eddie Bluff, Vice President, Key Accounts and Co-Founder, Site-Seeker Inc.Using search marketing and social media to talk about what you had for lunch or push a sales-focused message is not good strategy and will result in you being ignored. But how do you go about creating your message? What should you talk about? This case study based session will provide specific examples of how several brands have implemented a scalable content marketing and social media plan that attracts and retains the right audience. Learn about the power of action and the results that can be achieved when strategy and follow through are combined using SEO, social media (content and advertising), content marketing and lead generation.

John Deveney, ABC, APR, Fellow IABC, Fellow PRSA President, Deveney CommunicationAccording to in-depth research of C-level business executives in America, 100% of large companies regularly donate to nonprofits through time, money, resources or volunteers. Join John Deveney, winner of the PR News 2013 Firm of the Year, as he closes the conference with a fascinating, research-based look at the world of Corporate Social Responsibility and the best way to match corporate mission with a social cause. In this insightful keynote session, John will: •Review the latest research on approaches and best practices for establishing productive Corporate Social Responsibility programs. •Discuss how to build your messaging strategy to maximize its power, influence and success. •Show how bedrock research combines with a focused study of persuasive messaging and real-world pragmatic experience to set industry benchmarks and showcase ways to enhance marketing strategies. •Provide rich insights into how to identify and secure the right corporate partnerships or, alternatively, the right social issue, cause or nonprofit.

LUNCH GENERAL SESSION Compel and Persuade: Building Successful CSR Programs & Corporate Partnerships John Deveney

T3: Power to Your People: How to Create a Dynamic Employee Ambassador Program

Jill Vitiello, President, Vitiello Communications GroupThis presentation will provide a step-by-step process to help leaders launch and manage an effective employee ambassa-dor program. It will illustrate how a dynamic, well-executed program contributes to employee engagement and drives adoption of key initiatives and behaviors. Participants will learn how communicators can benefit their organizations through a strong, empowered corps of employees who participate in a robust, sustainable communication program and serve as pas-sionate advocates for the organization, its goals and values. The presentation includes:•Why grassroots is essential to strategic communication•How to gain leadership buy-in•What makes a successful program•How to build an employee ambassador program for your organization

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T4: How 5 Communication Leaders Elevated Their Work and Careers by Changing Their Roles

Jim Shaffer, IABC Fellow, Leader, Jim Shaffer GroupThe communication department needs to change the business it’s in—from a distribution business to a business solutions organization that creates solid, measurable returns on the investments that are made in communication dollars. People who add an acceptable amount of value don’t get cut. Nor do their budgets. In this session, you will hear the stories of five communication professionals who convinced their leaders they needed to change their roles from traditional news and infor-mation distributors to strategic counselors, then produced big time results in safety, quality, sales, on-time delivery, costs and productivity—things business leaders care most about. Learn 10 steps to help you get started today.

T5: Leading a Culture of Engagement: Internal Communi-cations and Compelling Collaboration

Lisa Gick, CEO and Founder, CuriousCreating and growing an employee experience that is engaging and optimal for influencing success requires the collaboration of leaders across business functions. Too frequently, functional responsibilities are compartmentalized, and may not get the fullest leverage. Lisa Gick, vice president of Employee Engage-ment at Macy’s for more than 25 years, will lead this experien-tial session where she will talk about and explore how leaders of communication strategy can drive compelling collaboration, enabling a deeper cultural experience for employee and organi-zational success.

T6: LGBT Sales and Marketing: Best Practices, Research and Case Studies

Thomas Roth, President, Community Marketing and InsightsThis lively, interactive discussion will provide an overview of the LGBT market, focusing on communications best practices to reach this increasingly visible and important segment The presentation is based on over 20 years of LGBT market research

experience, as well as case studies of companies and organiza-tions that have successfully connected with LGBT consumers. During the presentation, participants will hear about the 7th Annual LGBT Community Study findings and insights about LGBT consumers and sub-segments within LGBT. You will gain knowledge of the LGBT Market derived from qualitative and quantitative data including key demographics, purchasing behavior, top motivations, brand preferences, current trends, mobile behavior, media consumption and more.

T7: Creating Magnetic Content: 27 Proven Strategies to Make Your Brand a Digital Marketing Success

Jerry Allocca, Founder and CEO, CORE Interactive MarketingWhat’s the best way to make your brand’s stories magnetic...and make them stick in your audience’s minds? Find out in this exciting interactive session, where you will explore 27 proven ways to develop likable, sharable, valuable content that will gain online visibility for your organization, engage a new audience segment, and help you become your own in-house content marketing expert. Learn the best content marketing success stories and how to apply them to your brand. You will leave the session with a gold mine of ideas that you can implement right away for creating magnetic content that attracts your target audience.

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For more information and to register, visit iabcheritageconference.com

ChangeEngage

IABC HERITAGE REGION CONFERENCE

OCT 19-21, 2014 : PROVIDENCE, RI

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