concurrent & networking meet-up session...

CONCURRENT & NETWORKING MEET-UP SESSION SCHEDULE

Monday – May 15 | 3:00 PM – 4:00 PM Concurrent 1

Community Collaboratives for Early Learning & Media: Lessons & Opportunities with Ready To Learn PACIFIC BALLROOM 16 Under the 2015-20 Ready To Learn grant, CPB and PBS have worked with PBS stations and their partners to foster a new model for community engagement that encourages collaborative partnerships in support of early science and literacy learning, especially in low-income communities: Community Collaboratives for Early Learning & Media (CC-ELM). This session will feature firsthand accounts from CC-ELM stations and partners about how they've developed and strengthened their relationship to better support and engage children, families, and caregivers in early learning. CPB and PBS will also share new RTL content and resources that support these efforts, and discuss funding opportunities for competitive planning grants in 2017-18 to identify the final cohort of CC-ELM in 2018-20. Attendees will learn about:

Key elements of the CC-ELM model and why it is a strong model for community engagement;

Free digital and offline resources that can be used by any station and their local partners to support early learning in science and literacy, especially in low-income communities; and

A new RFP (to be released shortly before Annual Meeting) for CC-ELM planning grants in 2017-18, which will improve stations' capacities to work collaboratively with local partners in early learning and which will help CPB-PBS identify the final cohort of fully-funded CC-ELM projects in 2018-20.

Audience: Community Engagement and Partnerships; Education and LearningMedia; KIDS and Parents

Speakers: Cathy Cook, Manager of Digital Early Learner Projects, WQED, Pittsburgh Devon Steven, Director, Ready To Learn Community Engagement, CPB Susie Grimm, Early Learning Manager, PBS SoCal Jessicka Mears, Principal, Stephen C. Foster Elementary School, Compton Unified School

District Aaron Morris, Senior Manager of Community Engagement Content, PBS KIDS

Digital Download on Station and Series Collaboration Pacific Ballroom 19 “What are you doing in the digital space?” It’s a question we all—big stations, small stations, national series—need to answer. But are we all talking to and learning from each other? How can stations and series share knowledge—both successes and failures? And how can we amplify each other’s work? In this interactive conversation, digital leads and content producers from Nashville Public Television, WPSU Penn State, and WGBH's American Experience share what they are hoping to accomplish across digital platforms, how they are using that space to expand content offerings, engage larger and more diverse audiences, and enhance the relevance of their respective brands. We invite attendees to share their challenges and experiences so that we can all offer ideas on ways to better collaborate and leverage the best and most engaging content from across the system.

Concurrent & Networking Meet-Up Session Schedule

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Key Takeaways:

Learn about the challenges, experiences, and opportunities across national programs, small and large stations. They are more similar than people think.

Get real solutions for challenges brought up during the round table discussion.

Learn the value in content sharing.

Get ideas and strategies for digital content, isolated or related to broadcast.

Grow your network. Meet people at other shops producing content just like you! Audience: Content Marketing; Digital, Social Media and Web; Journalism and Storytelling;

Leadership, Management, Station Strategy and Operations; Local Productions; Programming and Traffic; Public Relations and Communications

Speakers: Lauren Prestileo, Managing Editor, Digital, American Experience, WGBH, Boston Cheraine Stanford, Senior Producer/Director, WPSU Penn State Linda Wei, Director of Digital Strategies, Nashville Public Television

Found Audience: Using Curate to Attract National Attention to Your Local Station – A Workshop PACIFIC BALLROOM 15 Curate, from PBS Digital, is one of the most powerful content tools available to stations. From programming portions of the national PBS.org site to customizing national newsletters, stations can reach new audiences with an investment of only a few minutes a day. This session dives deep into the tool, and participants can get right to work! Please request access at digitalsupport.pbs.org before the session. Key Takeaways:

Get immediate access and instruction to use the Curate tool

Hear from stations having success driving national traffic to their local sites

New ideas for promoting content across platforms Audience: Content Marketing; Digital, Social Media and Web Speakers: Leif Brostrom, PBS Digital & Marketing Leng Caloh, Technology & Innovation Manager, KPBS/San Diego

Leveraging the Passport Experience: How the Programming Pipeline & Product Roadmap Can Increase Station Revenue PACIFIC BALLROOM 18 Content is still king, but how audiences engage with the content will continue to evolve. To meet the growing demands of a younger donor base as a result of Passport, PBS and member stations will need to adapt their practices and strategies to meet the changing behavior. Join us as we review what's performing well in Passport, upcoming promotional opportunities, and how your station can take advantage of new fundraising tools and services to enhance the local giving experience. Key Takeaways:

Stations will receive overview of Passport programming strategy.

Learn how to leverage program-focused promotional materials for Passport.

Hear from fellow Passport stations about what is working in their market. Audience: Content Marketing; Development and Fundraising; Digital, Social Media and Web Speakers: Eric Freeland, Senior Director, Digital Programming, PBS Chas Offutt, Senior Director, Development Services, PBS

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Mastering Major Gifts: Mindset, Methods and Metrics PACIFIC BALLROOM 17 Moving from transactional to relational giving is a hallmark in developing a real Major Giving program. See how two stations used different strategies to increase major giving support and build a fundraising bridge into the future. Using innovation combined with development techniques, Twin Cities PBS more than doubled its major giving results in one year. KPBS stewards donors through a leadership giving club to identify and cultivate major donors resulting in growth year after year. Hear from both stations about their experience, lessons learned, and the importance of leveraging your community networks. Key Takeaways:

Understand how mindset, methods and metrics work together to increase results.

See how a continuum of relationship development makes a difference over time and leads to increased results.

Learn what techniques help develop a Culture of Philanthropy to support the activities and results.

Audience: Development and Fundraising; Leadership, Management, Station Strategy and Operations; Public Relations and Communications

Speakers: Melinda Hoke, Vice President, Philanthropy, Twin Cities PBS Trina Hester, Associate General Manager, Development & Grants, KPBS, San Diego

Social Media 201 PACIFIC BALLROOM 21 It's time to go beyond the basic tips and tricks for your social media strategy! Learn the tactics and latest opportunities that you might not know including Facebook content-sharing, Twitter cards, Instagram Stories strategy, and engagement measurement tactics. We will also discuss social analytics for evaluating your ROI through a variety of tools to help you make data-based decisions to more effectively engage your audiences, and drive traffic back to your website. Key Takeaways:

This session will explain which metrics best measure engagement across platforms as well as how to use campaign tagging to track social traffic.

Stations will learn the key components of Facebook content-sharing (how it saves resources, how to whitelist content partners, how to share content, where to find available content, and how to review data).

Stations will learn how to optimize their web content for Twitter Cards.

Attendees will gain insight into the different opportunities between Instagram Stories and Snapchat – particularly how to optimize content for each platform.

Stations will get best practices for creating rich social assets (animated GIFs, stop motion, boomerangs, etc).

Audience: Digital, Social Media and Web Speakers: Ashley Carufel, Assistant Director, Social Media, PBS Lori Dicker, Senior Director, Digital Marketing, PBS


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Steal This Idea! PACIFIC BALLROOM 22 Join some of America's best storytellers – our PBS stations – for a rapid-fire, idea-sharing session that energizes attendees with real-world examples from station colleagues. Hear a series of case studies about innovative and engaging strategies that build audiences, raise money, and deliver on the PBS mission. For the past 7+ years, this concurrent session has highlighted real-world stories of success and lessons learned from station colleagues across a variety of marketing, social media, event, digital, fundraising, and community engagement topics. "Steal This Idea" features presentations that each last around 5 minutes. Ideas from past years include a “breaks strategy overhaul," a "PBS Nerd & Bob Ross look-alike contest," a “50th Anniversary Campaign," and so many more. Attendees leave the session with a list of new, proven ideas they can apply locally to their station and community, as well as new contacts to build their professional network. Audience: Community Engagement and Partnerships; Content Marketing; Development and

Fundraising; Digital, Social Media and Web; Public Relations and Communications

What Have My Volunteers Done for Me Lately? PACIFIC BALLROOM 14 Do you wish you had a department that tackled fundraising, community engagement, and office management all at the same time? If so, have you considered a volunteer program at your station? In an interactive, life-sized board game called "Rolling the Dice," National Friends of Public Broadcasting (NFPB) invites you to race to the future of public media volunteer programs. Whether you have a group of Super Volunteers at the ready or no volunteers at all, this interactive game will help you envision successful volunteer activities at your station – big or small – for now and the future. Participants will walk away with a vision for the future of public media volunteers, ideas for volunteer engagement, volunteer events, volunteer management strategies, best practices for an impactful volunteer program, and a network of volunteer-minded public media professionals. Audience: Community Engagement and Partnerships; Development and Fundraising Speakers: Kala DeStefano, Sr. Coordinator, Community Engagement, Friends of Thirteen; NFPB Amanda Gordon, Volunteer Specialist, Vegas PBS; Trustee, NFPB Sasha Schechter, Associate Producer, WLIW; Trustee, NFPB


Monday – May 15 | 4:15 PM – 5:15 PM Concurrent 2

A Hundred-Thousand-Million-Bazillion Dollars Pacific Ballroom 17 Are you ready to claim it? The money is on the table. It is time for you to be the giant, slay the dragon, catch the leprechaun, tame the tiger, and find the magic lamp. You hold the keys to getting the money, but do you want to or even know how to get it? In this session, we're going to tackle planned giving myths, concerns, and possibilities. We're going to arm attendees with real data, real answers to their specific questions, and the real keys to being the hero now and for years to come. Be the hero; attend this session. Seriously, millions of dollars. No cape needed. This session is for General Managers, Board Members, Finance Directors and all those who have a passion for securing their station's future. Attendees will be able to:

Explain the role of planned giving in their station's future financial sustainability;

Assess station readiness for engaging in planned giving; and

Dispel primary myths about planned giving and apply knowledge gained to stations of any size and any budget.

Audience: Development and Fundraising; Leadership, Management, Station Strategy and Operations; Public Relations and Communications

Speakers: Tia Graham, Sr. Director of Philanthropy, PBS Development Services Rob Hilbert, CFRE, Vice President, Iowa Public Television Foundation

Beyond the Broadcast: Developing Content for the preK-12 Classroom PACIFIC BALLROOM 16 Not all educational television programming is necessarily “classroom-ready." So, what exactly makes a piece of media appropriate for school? This session will help member stations transform local and national broadcast content into engaging, curriculum-aligned resources that preK-12 teachers can use in the classroom. Speakers from stations – small and large – will reveal how they have reached across departments to develop content for this audience and, in turn, have strengthened their value both to the local education community and potential funders. Key Takeaways:

Attendees will examine the anatomy of an educational resource with case studies from WGBH, ValleyPBS, and Iowa Public Television.

Attendees will learn how to transform existing production concepts and content into classroom-ready digital materials and explore distribution strategies – both online (e.g. YouTube, PBS LearningMedia), and in face-to-face settings – that maximize reach.

Attendees will hear how other member stations have mobilized cross-departmental groups to create classroom-ready content and how they have engaged funders through this work.

Audience: Digital Content Development; Education and LearningMedia; Local Productions Speakers: Ken Harrison, Director of Educational Services, Iowa Public Television Kristin Lehner, Editorial Director, PBS Education


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Elizabeth Laval, Senior Vice President, Content and Development, ValleyPBS Amy Osterberg, Valley’s Gold Educational Outreach Coordinator Pegeen Wright, Director of Digital Learning, WGBH, Boston

Making Independent Films Work for Your Station PACIFIC BALLROOM 22 A collaboration between ITVS, Firelight Media, and POV. Indie docs have a proven track record of attracting new and diverse audiences. Learn how your peers are maximizing indie film's benefits – with built-in audiences, engagement campaigns, and multimedia resources – to help their stations remain relevant in the 21st century. Come to this session and hear from station leadership and development teams about how they leveraged indie films to fundraise, increase membership, raise the profile of their stations, and spark new collaborations for locally-produced indies. There will be ample time for sharing ideas. Key Takeaways:

Nationally released indies are a good way to attract dollars from socially-minded donors and foundations.

Linking national and local productions strategically can help you build and maintain loyal audiences and donors.

We will provide a one-sheet with tips and replicable ideas from stations. Audience: Community Engagement and Partnerships; Content Marketing; Development and

Fundraising; Leadership, Management, Station Strategy and Operations Speakers: Jamie Annunzio Myers, Chief Operating Officer and Vice President, Education &

Community Engagement, PBS SoCal Darryl Ford-Williams, Vice President of Content, WQED, Pittsburgh Paul Hunton, Station Manager, KTTZ, Lubbock Amy Shaw, Senior Vice President of Engagement and Content, Nine Network of Public

Media Marcia Smith (Moderator), President, Firelight Media

Multi-Platform Marketing is the New Norm: A Special Presentation by Lee Hunt PACIFIC BALLROOM 21 By now it’s clear to everyone that we are no longer just in the linear TV business. Our content is consumed across a variety of platforms and devices — TVs, laptops, tablets, phones and via OTT devices like Roku and Amazon Fire, not to mention time-shifted — and that change in consumer behavior has created some significant challenges (as well as opportunities) for PBS and station marketers. How do we talk to our current audiences across these platforms? How do we reach new ones? How can we ensure our content is being credited to us by consumers? Join this timely session to hear a special presentation from internationally-renowned TV audience engagement and branding expert Lee Hunt on findings from his recent study of how 25 different broadcast and cable networks send their viewers to content across linear, on demand and OTT via on-air messaging/promotion, digital advertising and social media. This is the can’t-miss session of the 2017 Annual Meeting. Key Takeaways:

Current trends in multi-platform marketing.

What our competition is doing to engage audiences across platforms.

Ideas to be more effective in your marketing efforts. Audience: Content Marketing; Digital, Social Media and Web; Leadership, Management, Station

Strategy and Operations; Local Productions; Programming and Traffic Speaker: Lee Hunt, Principal, Lee Hunt Media Strategy


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PBS Audience Insights 2017 (This session will be repeated.) PACIFIC BALLROOM 19 The media landscape continues to change, with content consumers enjoying more options than ever for finding the types of content they like. While television continues to be the way most PBS viewers find their favorites, connected devices like Apple TV and Roku, and the revamped PBS.org and Passport are reaching new and growing audiences. Hear from Business Intelligence leaders Raj Bhansali and Kate Alany on how PBS's General Audience programming is doing thus far this season, what important trends they're noticing in the evolution of PBS's audiences, and what's going on in the industry at large that will affect your local PBS station in the future. Key Takeaways:

Trends in program viewership and audience dynamics

Viewing behavior across platforms

The Annual Audience Insights Book will be distributed at the end Audience: Business Intelligence; Content Marketing; Programming and Traffic Speakers: Kate Alany, Director Digital Analytics, PBS Business Intelligence Raj Bhansali, Senior Director Program Insights, PBS Business Intelligence Amy Sample, Senior Director, Strategic Insights, PBS Business Intelligence Chris Schiavone, President, City Square Associates

Public Media's Role During Tragedy PACIFIC BALLROOM 14 Public media plays an important role in responding to crises in our communities. During this session, you will hear from stations in Orlando, Dallas, Louisiana, South Carolina, and Oakland that recently experienced tragedies. Panelists will discuss how their stations responded to hate crimes, mass shootings, natural disasters, fires, and the killing of law enforcement officers. The panel will include perspectives from colleagues in Community Engagement, Education, Communications, Digital, Programming, and Production. The goal of this session is to help stations begin planning an emergency response to effectively address crises and reduce reaction time. Key Takeaways:

Attendees will walk away with lessons learned, tips, and materials to assist stations in being prepared to respond if a tragedy impacts your community.

This session will also cover the role each department can play in responding to crises and how stations can support one another in times of need.

Audience: Community Engagement and Partnerships; Digital, Social Media and Web; Education and LearningMedia; Journalism and Storytelling; KIDS and Parents; Local Productions; Public Relations and Communications

Speakers: Jennifer Cook, Communications Director, WUCF, Orlando Aimee Crouch, Producer, SC ETV Catherine Hiles, Education & Community Engagement Manager, WUCF, Orlando Gabe Meline, Online Editor, KQED, San Francisco Christina Melton, Director of Special Projects, Louisiana Public Broadcasting Bill Young, Vice President of TV Programming, KERA, Dallas

So Many PBS Tools, So Little Time PACIFIC BALLROOM 15 myPBS, SPI Blog, Source, Station Management Center, and Pressroom, oh my! In its eagerness to help stations, PBS has created a suite of different sites and products which, though they all serve different purposes, can be difficult to navigate. Gain clarity on what's best for finding what, and learn about exciting and helpful planned upgrades and integrations with these systems in the future. Submit questions in advance and make this a session that will help you get time back in your day and

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understand each system's role and how they will work together better in the future to make your job easier. Key Takeaways:

Stations will get hands-on help understanding the various tools and resource destinations at their disposal from PBS.

Stations will be able to meet the people responsible for these various tools to offer suggestions and ask for assistance.

Audience: All Speakers: Jennifer Allen, PBS Digital & Marketing Max Duke, PBS Digital & Marketing Carol Sorber, PBS Station Services

State of the System in Membership PACIFIC BALLROOM 18 In this session, we will focus on trends in Membership and provide a clear view of unbiased metrics as well as an understanding of Key Performance Indicators (KPI's) which are critical to the success of any membership program planning to generate substantial revenue growth. An important component to this success is assessing your own station performance and identifying areas in fundraising that will deliver the highest ROI – areas for you to focus your resources and energies. You'll learn how to improve your local fundraising efforts, better understand your own performance, and make data-driven decisions that will help you reach your potential. Key Takeaways:

Learn how to evaluate the success of your membership program.

Hear more about how stations are incorporating social media, peer-to-peer fundraising, thoughtful year-round on-air promotion campaigns, and digital fundraising to improve their on-air fundraising performance.

The role membership plays in the development of a major gift pipeline. Audience: Development and Fundraising Speakers: Michal Heiplik, CDP Carol Rhine, Target Analytics


Tuesday – May 16 | 3:30 PM – 4:30 PM Concurrent 3

Closing the Gender Leadership Gap PACIFIC BALLROOM 16 In 2016, the PMWL's “Speaking While Female” session focused on teaching women and men how to create a workplace where all voices are heard, explored how to succeed in conversations with people who have different communication styles than your own, and how to avoid being manipulated by mansplaining and manterrupting. “Closing the Gender Leadership Gap” builds on this learning while reflecting how sexism and misogyny have led to activism by American women in the past year. The session will address how to respond to implicit bias by bringing self-awareness to your leadership path and using your tool kit of personal skills to break down gender barriers. We will share what we learned from the three sessions of “Speaking While Female” about what specifically is needed to create an environment where more women aspire to and achieve leadership positions in public media. Key Takeaways:

Leaders will learn what they can do to encourage diversity in their executive team, such as how to ensure everyone on their team is being heard, and they're not just being echoed.

Attendees will learn that leadership is a verb and how to have influence regardless of your title, as well as the role trust plays in ensuring people will want to follow you.

Attendees will be given tools to learn to trust their intuition and embrace risk taking.

They will also learn skills to help lift up others when they recognize leadership potential in their teams.

Audience: Leadership, Management, Station Strategy and Operations Speakers: Max Duke, Senior Director, Station Products & Innovation, PBS Digital Deanna Mackey, President, Public Television Major Market Group; Founder, Public

Media Women in Leadership Colleen Wilson, Executive Director Digital Product, KQED, San Francisco

Cracking the Diversity Code PACIFIC BALLROOM 22 The American audience is ever-changing:

In 2016, Millennials surpassed Baby Boomers as the nation's largest living generation.

US Census projections show that multicultural populations will become the numeric majority by year 2044 and by the year 2020 for U.S. Children.

Multicultural buying power ($3.4 Trillion) is growing at an exponential rate. Join content, community engagement, and marketing players from around the country for a lively, truth-telling throw-down on the challenges, opportunities, and strategies to engage diverse audiences across diverse platforms. We'll explore media consumption trends, audience demographics, case studies, and different approaches to serving the audiences of today and tomorrow, including how to reach diverse audiences without alienating your core membership. Bring questions. Bring solutions. Let's crack the Diversity Code together. Questions/Themes we will explore:

How do we continue to add value to a changing America?


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What are the latest audience trends? How do younger, multicultural audiences think differently about content?

Where are audiences today? Platforms that they're using? Content/Topics/Styles they respond to most?

What are the Successes/Challenges/Opportunities in Public Media to engage diverse audiences?

What strategic partnerships can attract diverse audiences, underwrite outreach events, create unique content, offer new experiences for audiences and fundraise effectively?

What's working? What's not? Audience: Content Marketing; Digital, Social Media and Web; Journalism and Storytelling Moderators: Liz Cheng, General Manager for WGBH & WORLD Channel Leslie Fields-Cruz, Executive Director National Black Programming Consortium Nicole Eley-Carr, Sr. Manager Content Strategy & Partnerships, PBS Digital Speakers: Susan Frazier, Director Custom Research, PBS Business Intelligence Chris Hastings, Executive Producer, WORLD Channel Paul Hunton, General Manager, KTTZ, Lubbock Yo Ann Martinez, Engagement Manager, KQED, San Francisco Amy Shaw, Senior Vice President of Community Engagement, Nine Network of Public

Media

Local-National Fundraising Partnerships: How the Masterpiece Trust Works! PACIFIC BALLROOM 18 Join Philanthropist Darlene Shiley, Masterpiece Executive Producer Rebecca Eaton, and KPBS General Manager Tom Karlo for a discussion on how the Masterpiece Trust was developed and how the local-national partnership between KPBS and WGBH works. Audience: Community Engagement and Partnerships; Content Marketing; Development and

Fundraising; Leadership, Management, Station Strategy and Operations Speakers: Rebecca Eaton, Executive Producer, Masterpiece Tom Karlo, General Manager, KPBS, San Diego Darlene Shiley, Philanthropist

Mission Critical: Public Media's Role in Elevating the Voice of Teachers PACIFIC BALLROOM 14 Teachers are some of the most influential people in a child's life. They are also vital members of our communities and natural public media partners. During this session we explore the role of public media in supporting and elevating the voices of teachers in local communities. Hear from, and talk with, stations and teachers that have leveraged the PBS Digital Innovators program and are piloting the PBS Teacher Community Program, a new initiative that aims to enhance station capacity to support teachers in high-need communities by creating opportunities to improve their practice, collaborate, learn and share. This is a chance to hear the teacher's voice and think deeply about what we can do as a system to ensure our content and services are within reach of teachers. Key Takeaways:

Learn about the PBS Digital Innovators program and the new PBS Teacher Community Program, what it means for your station, and how to stay connected as these two teacher engagement programs grow.


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Discuss ways to engage teachers and get ideas to jump-start education initiatives for any station licensee type.

Glean insights from teachers on how our content and services make a difference to them.

Take home ideas that can be implemented right away. Audience: Community Engagement and Partnerships; Education and LearningMedia; Leadership,

Management, Station Strategy and Operations Speakers: Eric Hyyppa, General Manager, MontanaPBS Sara Schapiro, Vice President, PBS Education Nikki Vradenburg, MontanaPBS Teacher Ambassador & 2014 PBS Digital Innovator Kari Wardle, IdahoPTV Community Teacher Ambassador

PBS Audience Insights 2017 (Repeat) PACIFIC BALLROOM 19 The media landscape continues to change, with content consumers enjoying more options than ever for finding the types of content they like. While television continues to be the way most PBS viewers find their favorites, connected devices like Apple TV and Roku, and the revamped PBS.org and Passport are reaching new and growing audiences. Hear from Business Intelligence leaders Raj Bhansali and Kate Alany on how PBS's General Audience programming is doing thus far this season, what important trends they're noticing in the evolution of PBS's audiences, and what's going on in the industry at large that will affect your local PBS station in the future. Key Takeaways:

Trends in program viewership and audience dynamics

Viewing behavior across platforms

The Annual Audience Insights Book will be distributed at the end Audience: Business Intelligence; Content Marketing; Programming and Traffic Speakers: Kate Alany, Director Digital Analytics, PBS Business Intelligence Raj Bhansali, Senior Director Program Insights, PBS Business Intelligence Amy Sample, Senior Director, Strategic Insights, PBS Business Intelligence Chris Schiavone, President, City Square Associates

Platform-Specific Programming: Navigating Digital-First Distribution PACIFIC BALLROOM 15 What's the difference between YouTube, Facebook, Roku, or even hosting on PBS.org? Our session explores the benefits and drawbacks across these platforms, exploring details in the audience, engagement, outreach, and successes that we've observed. We'll discuss which video platform is right for your station to pursue, and how best you can cater your production and distribution strategies to make the most of the rapidly evolving digital video landscape. We will also spend time discussing specific best practices when developing YouTube content. Key Takeaways:

What different platforms exist as options for digital distribution (YouTube, Facebook, PBS OTT and .org).

How these different digital ecosystems vary, and how producers have shaped their content to best fit within these spaces.

Examples of existing series (PBS or otherwise) that have capitalized effectively at reaching these new platform audiences in creative ways.

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Audience: Digital, Social Media and Web Speakers: Brandon Arolfo, Senior Director, PBS Digital Studios Eric Freeland, Senior Director, Digital Programming

THE VIETNAM WAR, a film by Ken Burns and Lynn Novick PACIFIC BALLROOM 21 When the PBS system is at its best, projects like THE VIETNAM WAR, airing this September, become landmark media and cultural events that have the ability to foster conversations, dialogue and healing nationwide. Hear about all the ways your station can maximize the impact of this epic series. Discover new models of engagement and the various promotional, social and digital tools that will help you reach and engage core and new audiences. Key Takeaways:

How to maximize events around the film.

Ideas for engaging local partners such as veterans and the Vietnamese American community.

How best to leverage national assets at the local level. Audience: Community Engagement and Partnerships; Content Marketing; Digital, Social Media and

Web; Public Relations and Communications Speakers: Sloan Carroll, Director, General Audience Marketing Strategy, PBS Amy Labenski, Senior Director, Impact & Engagement, WETA

Welcome to Washington: Government Relations in the 115th Congress PACIFIC BALLROOM 17 We have a new Administration, many new Members of Congress, a new Federal Communications Commission Chairman and majority, and more changes in Washington. APTS and PBS will provide an update on critical issues impacting our stations on Capitol Hill and at the FCC, including Federal and State funding, the broadcast spectrum repacking, our Next Generation broadcast standard, and more. The session will include discussions with stations about how they built and maintain close relationships with elected and other government officials across the political spectrum. Key Takeaways:

New Administration and Hill outlook

Funding for Public Media Stations

FCC Rules on Next Gen Standard

Broadcast Repacking Audience: Community Engagement and Partnerships; Government Relations; Leadership,

Management, Station Strategy and Operations; Public Relations and Communications Speakers: Bill Weber, Vice President Government Affairs and Associate General Counsel, PBS Lonna Thompson, Executive Vice President, Chief Operating Officer and General

Counsel, APTS Kate Riley , Vice President, Government and Public Affairs, APTS


Wednesday – May 17 | 1:30 PM – 2:30 PM Concurrent 4

10 Public Television Audiences You Didn’t Know You Had PACIFIC BALLROOM 19 We all know there is not one PBS viewer, but would you believe there are 10 different types of PBS Viewers? In this session we will share the results of the latest PBS Segmentation Study. You'll learn more about the attitudes and behaviors of these segments. And we'll discuss ways to reach and engage these viewers to increase loyalty and support. Key Takeaways:

Gain a better understanding of the audiences we're all familiar with.

Shed light on new segments in primetime.

Engage parents and kids as viewers in new ways.

Create deeper engagement and support among these audiences through targeted messaging.

Audience: Business Intelligence; Content Marketing; Development and Fundraising; KIDS and Parents; Programming and Traffic

Speakers: Susan Frazier, Director Custom Research, PBS Business Intelligence Michael Pinholster, TideWatch

Capital Campaigns – Look Before You Leap PACIFIC BALLROOM 17 Capital campaigns are major endeavors but the rewards can be game-changing. The common thread found in most successful efforts is strong leadership coupled with solid preparation. Attend this session and you can engage one-on-one with industry experts and station leaders who have traversed the campaign trail and have come away with valuable lessons. After attending the session, you will be able to:

Answer 5 questions that will help assess campaign readiness.

Apply industry standards for setting SMART campaign goals.

Introduce techniques for engaging board members and other community partners.

Analyze the pros and cons of working with campaign consultants. Audience: Community Engagement & Partnerships; Development & Fundraising; Leadership,

Management, Station Strategy & Operations Speakers: Andrea Kihlstedt, Co-founder, Capital Campaign Masters

Future Business Strategies for Public Television PACIFIC BALLROOM 22 This session will introduce findings from CPB's Future Business Strategies in Public Media project. The report developed as a result of the project will help stations determine critical paths forward in the areas of mission, fundraising best practices, operating models, utilizing data analytics, and corporate culture, among other areas. Ted Krichels will be joined by Holly Groschner, President & CEO, Vermont PBS, and Rob Dunlop, President & CEO, KCTS in Seattle. Both served on the Station Advisory Panel for the project. Key Takeaways:


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The material discussed will help stations determine next steps in implementing new strategies and better prepare for the changing media landscape.

Audience: All Speakers: Rob Dunlop, President & CEO, KCTS, Seattle Holly Groschner, President & CEO, Vermont PBS Ted Krichels, Senior Vice President, System Development & Media Strategy, CPB

How to Spot Legal Issues and Protect Your Station without Hiring Outside Counsel PACIFIC BALLROOM 15 In this session, in-house lawyers from PBS and from stations will offer practical advice for station management, development personnel, journalists, government relations staff and others, to determine when handling common legal risks can be accomplished without engaging counsel ... and when they cannot. Using hypotheticals and role-playing drawn from actual experience, the presenters will guide the attendees through situations like protection of valuable intellectual property, the pre-broadcast review of news content, the challenges of employer/employee disputes, and the ever-challenging copy machine lease! Some situations clearly require the expertise of a trained lawyer; others do not. Determining the difference is key to the economic and legal health of stations, large and small. Key Takeaways:

When facing a legal challenge (or opportunity), how to know if (or when) you need to hire a lawyer.

If you determine not to hire a lawyer (or to, at least, postpone that decision), what you should do to protect your interests (or, at least, not make things worse for yourself).

If you determine to hire a lawyer, when you should do that and how you can maximize the return on your investment.

Audience: All Speakers: Lisa Delaney, General Counsel, WETA, Arlington Bob Feinberg, General Counsel, WNET, New York Sue Kantrowitz, General Counsel, WGBH, Boston Rebecca Morris, General Counsel, Oregon Public Broadcasting Craig Sperling, Deputy General Counsel, PBS

On-Air Fundraising: Looking Forward and Looking Back PACIFIC BALLROOM 18 The state of the art in On-Air Fundraising is constantly changing. In this always highly-rated session, PBS Fundraising staff will take a look at the year just past and identify trends that will be addressed in the year ahead. The latest information about sustained giving, donor-centric messaging and donor behavior will be reviewed in this highly-interactive session. As always there will be plenty of time for your questions. Key Takeaways:

Receive actionable information about the latest on-air fundraising techniques that can be implemented at member stations.

Have a better understanding of the challenges for stations and on-air fundraising related to the radical change taking place in the music business.

An opportunity to share best practices with station colleagues. Audience: Content Marketing; Development and Fundraising; Leadership, Management, Station

Strategy and Operations; Local Productions; Programming and Traffic


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Speakers: Joe Campbell, Vice President Fundraising Programming, PBS Rudy Casillas, Senior Director Fundraising Programming, PBS

PBS Stories of Service, Veteran Initiative PACIFIC BALLROOM 21 Join PBS Stories of Service and station leaders for a conversation about key issues and opportunities for stations to engage veterans in their local areas. Key Takeaways:

Learn how other stations are engaging veterans.

Discuss best practices.

Learn from other stations doing engagement work around Ken Burns' film THE VIETNAM

WAR. Audience: Business Intelligence; Community Engagement and Partnerships; Content Marketing;

Development and Fundraising; Digital, Social Media and Web; KIDS and Parents; Programming and Traffic; Public Relations and Communications

Speakers: Jill Hubbs, Director, Educational Services & Outreach, WSRE, Pensacola Amy Labenski, Senior Director, Impact & Engagement, WETA, Arlington Ron Pierce, Senior Director, PBS Veterans Initiative

The PBS KIDS Strategy: What’s Coming and How Can You Make the Most of It? PACIFIC BALLROOM 14 The children's media landscape continues to shift, and PBS member stations are a part of that change through the new PBS KIDS 24/7 Services, a multi-platform offering that expands stations' scope by weaving traditional broadcast and digital distribution with stations' local content and real-world engagement. In this session you'll hear an update on what's happening with kids and family audiences across platforms, and how PBS's content and distribution strategy for the next year is designed to build on those trends and help your station more effectively connect kids, families and the community with your station and PBS KIDS content. Key Takeaways:

What are the most recent trends in viewing and usage for children and their parents?

How and what do parents look for in terms of content to help support their children's education and development?

How do the PBS KIDS and PBS Parents content and distribution strategies map to these trends?

How can stations leverage the PBS KIDS strategy locally to best engage with audiences (kids, families, caregivers and educators)?

Audience: Business Intelligence; Community Engagement and Partnerships; Content Marketing; Development and Fundraising; Digital, Social Media and Web; KIDS and Parents; Programming and Traffic; Public Relations and Communications

Speakers: Mary Hope Garcia, Director, Content Strategy, PBS Parents Karin Jue, Director, Streaming Media, PBS KIDS Digital Keith Kennebeck, Director, PBS Children's Programming Amy Sample, Sr. Director, Strategic Insights, PBS Business Intelligence


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What is a Media Experience? Leveraging Primetime Beyond Broadcast PACIFIC BALLROOM 16 “I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” – Maya Angelou Reaching out, engaging community, growing partnerships, retaining members, and increasing major donor support are essential strategic initiatives at many stations. Yet, as public media continues to wrestle with challenges exacerbated by digital disruption, station staff find growing viewer loyalty harder than ever. What can be done? Go beyond outreach and engagement. Focus on creating media experiences instead. Our most loyal viewers, listeners, online users, members, and major donors have shared stories that demonstrate the media experience effect. During this session we will explore what makes a media experience work, how to scale and replicate in your market, and how to build the station team to make it all happen. Get concrete approaches to diversify your audience's experiences beyond screening or broadcast, share engagement strategies that give life to television programs with community relevance, and bring the best of content to our communities using online, radio, social media, and more. Key Takeaways:

Explore how to create "lean-in" media experiences around PBS and NPR programming, acquired content, and local productions.

Learn how to transform station outreach and community engagement activities into memorable media experiences.

Discover tools for leveraging a strategic menu of media experiences that grow member loyalty while fostering major donor and planned giving support.

Uncover simple tools for building the station team, managing limited resources, and maximizing results.

Learn how to articulate ROI to station leadership and secure buy-in. Audience: Community Engagement and Partnerships; Development and Fundraising; Digital, Social

Media and Web; Leadership, Management, Station Strategy and Operations; Public Relations and Communications

Speakers: Chi Do, Director of Engagement, ITVS Susie Hernandez, Senior Director, Television Programming, KQED, San Francisco Yo Ann Martinez, Community Engagement Project Supervisor KQED, San Francisco Edward J. Ulman, CEO & GM, Alaska Public Media


Wednesday – May 17 | 3:00 PM – 3:30 PM Concurrent 5

All Networking Meet-Up sessions take place in

Pacific Grand Ballrooms 25-26

Each topic will convene at a separate table

Brainstorming: Creating Relevant Local Production TABLE 1 Organizer: James Morgese, KUED, Salt Lake City

Connecting With Younger Adults TABLE 2 Organizer: Maribel Lopez, Rewire - Twin Cities PBS

Digital Fundraising - your successes and challenges TABLE 3 Organizer: Debbie Merlino, DMW Fundraising

Fundraising when federal funding is threatened TABLE 4 Organizer: Mary Toropov, DMW Fundraising

Leveraging Passport as a fundraising tool TABLE 5 Organizer: Brett Jones, DMW Fundraising

Live From Lincoln Center Grant Initiative TABLE 6 Live From Lincoln Center Grant Initiative. What kinds of performing arts programming is of the most value to your station, viewers and members? Live From Lincoln Center is seeking the systems collective wisdom as we develop a listening tour initiative in markets large and small across the country. This initiative will include grant funds for station-hosted listening events. Organizer: Heather Mudrick, Live From Lincoln Center

Meet the Digital Media Advisory Council TABLE 7 Organizer: Max Duke, PBS

PBS Brand Refresh for the Digital Age - Meet Team Lippincott TABLE 8 Organizer: Angela Corio, PBS

Planned Giving Exchange TABLE 9 Exchange ideas on how to structure donor database for planned giving specifically, market, run planned giving website, engage donors, and track matured planned gifts. Organizer: P. Vien Nguyen, KPBS, San Diego


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Social Media Meet-Up: Communication, Workflow, and Collaborations TABLE 10 Organizer: Tory Starr, WGBH, Boston

Source 2.0 TABLE 11 Organizer: Maura McKinley Tull, PBS

Splash & Bubbles: STEM Engagement Opportunities TABLE 12 Organizer: Clare Pister, KPBS, San Diego

WNET Station Grant Opportunity TABLE 14 Organizer: Amanda Granger, WNET, New York

concurrent & networking meet-up session...

Documents