• Carla_Guest700_px.jpegNo matter the organization, data and insights show our people are flooded with information. There is no “one size fits all” approach when we engage and communicate with our people. We need to segment and target. Using personae is about finding a way to communicate messages to a global audience that are designed with a specific someone in mind, rather than a generic 'everyone.'

    To shift mindsets and behaviors, create employee advocates, and deliver on organizational vision, we need to frame our communications and engagement around our people. A single, top-down approach won’t work. We need to meet them where they are. Personae should be actionable, i.e. we need to be able to communicate and engage directly with them, so we can shift mindsets and behaviors to deliver on the strategy and vision. The aim of personas is to group our people in a way that helps us cater for meaningful differences among them.


    1. Learn about the concept of persona-based employee communications and how to apply it in your organization.
    2. Recognize how to use persona-based communication within your organization with actionable steps to initiate persona development.
    3. Discover how to advocate for persona-based communication with senior leaders and business partners with concrete examples.
    4. The session will include an open Q&A for attendees to ask questions and learn from each other.

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    About Carla Guest, Senior Communications Manager, Siemens Energy

    An accredited and award-winning professional communicator, Carla’s focus is to deliver on strategic objectives while meeting, and exceeding, stakeholders’ needs and expectations. Her extensive experience in communications is based on more than 25 years of professional practice for such diverse organizations as the Canadian federal government, educational institutions, and the private sector. In her current role, Carla develops and implements employee communications for a workforce of 100K. Carla is passionate about personas and employee engagement. For her, internal communications is about delivering the right messages to the right people at the right time. Outside of her work with Siemens Energy, Carla is a proud hockey/lacrosse mom to three great kids!

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  • How to Cut Through Social Media Clutter

    Arik HansonLet’s face it – audiences are increasingly critical when it comes to consuming brand content on social media. It takes a lot to capture attention in 2023! At the same time, it seems like you have less time than ever to create this compelling content. Teams are getting smaller. Responsibilities are being added to our plates. Budgets are shrinking. Leaving us with very little time to develop content that will cut through the clutter.

    In this one-hour webinar, Arik Hanson will help you improve your social media writing as you seek to drive more engagement and awareness with your digital marketing strategies while simplifying your processes.​

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    About Arik Hanson

    Arik Hanson, principal of Arik Hanson Social Media, has more than 25 years of experience in the marketing and communications industry, and 14+ focused solely on social media marketing. He’s spent the last decade-plus providing companies with customized social media audits, strategies, coaching and content development so they can show up at its best online. His blog and Hanson & Hunt Podcast are among the longest-running in the industry. Arik is also an adjunct professor at the University of St. Thomas where he’s taught a class in social media marketing for the last four years. Learn more here:


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  • 2024 Social Media Day Philadelphia

    • Thursday, January 25, 2024 at 05:00 PM
    • Industrious in Philadelphia, PA

    bill_and_steve_700px.jpegOn January 25, members 10 or 11 Philadelphia-area communications associations will meet for an evening of networking, food and more.

    The groups include IABC Philadelphia, PRSA Philadelphia, Philadelphia Public Relations Association, Philadelphia Ad Club, and AMA Philadelphia.

    Last year's event drew over 150 attendees.

    Save the Date on your calendar. Details to be announced.

  • russell.matt_600px.jpegAs an early adopter of ChatGPT and other generative AI tools, the Mayo Clinic Communications Department has been a leader in enabling staff to safely use artificial intelligence to transform their work.

    In this session, you’ll learn how the department fosters a culture of daily generative AI use across diverse applications. You’ll also learn how to develop practical use cases to simplify and elevate your work while elevating your role as a strategic advisor.

    This session offers valuable tips and insights for everyone – including those just starting with generative AI and more advanced users, as well as skeptics and AI advocates.

    In this session, we’ll cover:

    1. The essential steps for adopting generative AI responsibly while fostering a culture of experimentation and innovation.
    2. Strategies for identifying and expanding powerful use cases for your daily work.
    3. Developing an intuitive understanding of “AI moments” to seamlessly integrate generative AI into everyday tasks and complex projects.
    4. An inside look at the Mayo Clinic Communications Department’s plans for expanded use of generative AI.
    5. The session will include an interactive activity and open Q&A for attendees to ask questions and learn from each other.

    About Matt Russell

    Matt Russell is a senior director in the Mayo Clinic Communications Department who co-led the department’s efforts to establish guidelines, use cases, and training processes for ChatGPT and other generative AI tools. Matt also leads the department’s generative AI super users group, which is focused on continuous exploration and innovation.

    Formerly an award-winning senior reporter for the Rochester Post-Bulletin, Matt joined Mayo Clinic in 2012. He served as the communications lead for the $3.76 billion Campaign for Mayo Clinic and led Mayo Clinic’s engagement with PBS for the premiere tour supporting the Ken Burns documentary “The Mayo Clinic.”

    Matt holds a bachelor's degree in English from St. John's University in Collegeville, Minnesota. He is on track to complete his Master of Business Administration degree at Saint Mary's University of Minnesota in the spring of 2024.

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  • 10 Human Behavior Hacks That Make Your Email Crazy Effective

    • Wednesday, March 27, 2024 at 12:00 PM
    • online

    Nancy HarhutDo you follow all the best practices for email creation and still not get the response you want? That’s because today there’s more to success than targeted lists, compelling offers, and perfectly executed creative.

    Today you need to know the decision-making shortcuts people use with email – the automatic behaviors that determine whether they open, read, and respond to it.

    Scientific research has proven people don’t operate in rational, considered ways. Rather, readers cruise along on autopilot, with certain prompts sending us clicking in one direction or another. 

    In this information-packed session, you’ll discover 10 tactics that will get your target to open, read, and respond to your email without even thinking about it! See numerous examples from various verticals, and leave ready to create insanely effective emails that prompt automatic action.

    Find out:

    • Two ways to position your message for faster response 
    • How to turn a small “yes” into a big win
    • When “negative” messages can have positive results
    • Why you’ll sell more using Social Proof
    • The journalists’ secret that boosts email readership

    About Nancy Harhut

    A top-ranked speaker, Nancy’s known for her interesting and actionable insights that focus on the impact of behavioral science on marketing. She's wowed audiences in Sydney, London, Berlin, and all over the US with her high-energy, example-jammed presentations.

    The co-founder and chief creative officer of HBT Marketing, Nancy has been named one of the 10 Most Fascinating People in B2B Marketing, a Social Top 50 Email Marketing Leader, and a Top 40 Digital Strategist. She and her teams have won over 200 awards for B2C and B2B marketing effectiveness. Check out her new book, “Using Behavioral Science in Marketing: Drive Customer Action and Loyalty by Prompting Instinctive Responses.”

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