MARCOM Annual Forum 2012

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MARCOM Annual Forum 2012

 The premiere educational forum for public and
not-for-profit sector marketers and communicators

Ottawa Convention Centre

May 15 & 16 (Workshops May 14)

  • Workshop 1: Strategic Marketing Planning: Rewiring your Organization for Today’s Challenges       
  • Workshop 2: Results Map Marketing and Communications Strategy Lab
  • Workshop 3: Strategic Social Media Engagement
  • Workshop 4: Social Marketing Planning: Implementing an Effective Campaign 

MARCOM takes a look at the trends and topics that matter most to public sector and not-for-profit marketers and communicators. It’s a chance to enhance your strategic approach, mingle with like-minded people and pick up practical tools and tips you can put to use now.

As we move into our 14 th year. Our theme  is “Rewiring the marketing mind

Rethink your mindset and approach,

Rework your strategy and processes,

Reaffirm your research and evaluation and

Reengage your audiences in better ways.

It’s not about doing “more for less” or “more with less”, it’s about doing things differently.

MARCOM brings together marketing and communications professionals from the public and not-for-profit sectors for 2 intensive days of professional development and sharing with peers from across Canada.  It’s the only forum of its kind focused exclusively on strategic marketing for governments, associations and non-profit organizations.

  • 4 Pre-Forum optional Workshops
  • Opening Keynote Scott Stratten, President, Unmarketing
  • Closing Keynote Anil Dilawri, Save it like Sully presentation excellence
  • Lead the Marketing Charge Senior Panels May 16
  • 16 concurrent sessions
  • Trade show of leading marketing and communications solutions
  • Peer-2-Peer Roundtables
  • Poster Presentation Roundtables of marketing campaigns
  • Networking Reception

Who should attend?

MARCOM is a targeted educational opportunity for managers and service delivery professionals from functional areas such as:

  • marketing and communications,
  • community outreach,
  • program management,
  • exhibit management,
  • partnership development,
  • fund development,
  • web development,
  • social media and digital engagement,
  • client services and
  • social marketing.

It‘s intended for Directors, Managers, Advisors and Officers who work in federal, provincial/state, municipal governments, special operating agencies, sector councils, associations and non-profit organizations, responsible for every stage of marketing and communications initiatives from design and development to implementation, management, measurement and evaluation.

Here is a line-up of a few of our speakers:

Scott Stratten


He is an expert in Viral, Social, and Authentic Marketing which he calls Un-Marketing. Formerly a music industry marketer, national sales training manager and a Professor at the Sheridan College School of Business, he has been running his “UnAgency” for a decade, which has become the place companies like PepsiCo, Adobe, Red Cross, Cirque du Soleil and Fidelity Investments come to when they need help guiding their way through the viral/social media and relationship marketing landscape. He now has over 108,000 people follow his daily rantings on Twitter and was just named one of the top 10 social media influencers in the world on It’s the only time he’s felt comfortable being compared to Ashton Kutcher, P Diddy and Justin Bieber. His book “UnMarketing: Stop Marketing. Start Engaging” became a national best-seller before it was released, and recently a Globe and Mail #1 Business best-seller, National Post,, and Amazon UK best-seller. It was also just named one of the top business books of the year by 1-800-CEO READ and one of the top 10 books by The paperback version is set for a February release to be followed by his second book in the Fall of 2012.His passion comes out most when speaking on stage, preaching engagement and becoming one of the most sought-out speakers on the subject.

Diane Brisebois

Retail Council of Canada

Diane J. Brisebois, CAE, is the President and Chief Executive Officer of Retail Council of Canada (RCC). She oversees the largest retail association in Canada serving over 45,000 retail establishments including independent merchants, chain stores, mass merchants, big box and online retailers. RCC’s membership covers all segments of the retail market including general merchandise, grocery and pharmacy.

Jeronimo De Miguel

Assistant Vice-President, External Relations
Manulife Financial Corporation

Jeronimo De Miguel is the Assistant Vice-President, External Relations, covering media relations, philanthropy and Manulife’s new Signature Cause of volunteerism. Jeronimo was instrumental in establishing strategic partnerships with CBC and Radio-Canada to launch Canada’s Champions of Change and Gens de Coeur public engagement programs. Prior to joining Manulife, Jeronimo worked for a number of UN agencies in program development around capacity-building efforts in post-conflict areas such as Kosovo, Sri Lanka, Cyprus and Brazil.

Anil Dilawri

Founder and Managing Director
Save it like Sully

Anil Dilawri is Founder and Managing Director of Save it like Sully – an executive presentation training and coaching company ( He has worked with executives, leaders, and groups from various industries including technology, non-profit, oil and gas, financial services, government, engineering, and healthcare. A frequent event speaker, Anil combines his business and technology education with extensive work experience at Cognos (now IBM), March Networks, Hill & Knowlton Canada, and numerous Save it like Sully clients.

Andrea Donlan

Chief Operating Officer
Manifest Communications

As COO of Manifest Communications Inc., Andrea is responsible for managing the company plus leading day-to-day operations.   She is a long time marketer who has led the strategic and creative planning for communications products and programs across all media for Manifest’s private, public and non-profit clients over the past 16 years

Stéphane Hamel

Director, Strategic Services
Cardinal Path

With nearly twenty five years’ experience empowering individuals and organizations to analyze and optimize their online channels, Stéphane has cemented his position as a leading voice for online analytics and optimization.

Caroline Kealey

Founder and Principal
Ingenium Communications

Designated as an IABC All Star and internationally recommended speaker, Caroline is an expert marketing and communications strategist, speaker, trainer, facilitator and author. Fluently bilingual, Caroline has over 20 years of experience in her field. An authority in communications strategy design, Caroline has developed over 400 strategies for a range of clients in the public, association/not-for-profit and private sectors. She brings a unique blend of communications, marketing, evaluation and facilitation expertise to all client projects. Caroline is the developer of the Results Map™, an innovative program designed to engineer communications and marketing strategies to deliver measurable results.

Janet LeBlanc

Janet LeBlanc + Associates

Janet LeBlanc is internationally recognized for her expertise in customer value and experience management with award winning results in driving transformational change. She works with organizations to improve performance by transforming how they interact with clients to deliver a branded customer experience. Janet integrates customer expectations into strategic planning, employee performance management, and process improvement initiatives with the goal to link customer strategies to business and financial results. Janet was awarded the prestigious Stevie Award (Best Executive for a Government Sector) and joined a world-wide community of 1 to 1 Customer Champions recognized for their passion and expertise in bringing the customer to the forefront of a business. A sought-after guest speaker, Janet regularly presents at events all over the world including the Chief Service Officer Summit, the Customer Experience and Engagement Summit, and the European Market Research Event. She was the main conference chair for the 9th Annual North American Conference on Customer Management.

Hubert Sacy

President, Société nouvelle
Director General, Éduc’alcool

After over 40 years in the field of marketing and communications, he recently created Société nouvelle in order to concentrate on Social marketing campaigns and programs. Previously at bleublancrouge, he contributed to the strategic development of public sector clients (Ville de Montréal, the Quebec government’s Healthy Lifestyle Promotion Program, Transports Québec, the fight against domestic violence) and service sector clients (the social responsibility component of the Montreal International Auto Show, the Museum of Civilization, Groupe Télécom, British Airways).

Gary Schwartz

CEO, Impact Mobile
Chair of MEF North America

Over the past nine years, Gary has played a leadership role in the mobile industry, founded Impact Mobile in 2002 running the first cross-carrier short code campaign in North America and chairing the CWTA mobile content committee. In 2006, Gary founded the mobile committee for the US Interactive Advertising Bureau (IAB) ( (for which he received an IAB award for industry excellence in 2009). In 2010, Gary was elected as the Chair of MEF North America ( with a remit to develop mobile commerce best practices and advance commerce security and privacy (for which he received a MEF award for industry excellence). In 2011, in partnership with MEF and a number of industry groups including the security standards body, Gary is working to develop m-commerce security and privacy guidelines. Gary it the recipient of the Asia and Japan Foundation Fellowship as well as the Macromedia People Choice Award and Dodge Foundation award for innovation. Gary is the author of the mobile industry book, The Impulse Economy, published by Simon & Schuster, Aria Imprint.

Register Now
MARCOM Annual Forum 2012



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