Agenda

9 May 2018

8:45 am

Registration, networking & exhibition

9:30 am

Introduction from conference chair

Speaker

ALIGNING COMMUNICATION STRATEGIES WITH GLOBAL OBJECTIVES

9:35 am

The next generation of strategy: long and short-term goals

– Doing communications ‘smartly’

– 2025 strategies and beyond

– The role of brands in communicating sustainability where governments aren’t

Speaker

  • Kate Gibson

    Kate Gibson
    Vice president, global corporate responsibility, IHG

9:55 am

The art of building shared vision

– Embedding Shell’s global social cause into the heart of their strategy

– How to mobilise a range of stakeholders in a complex, vast global organisation spanning 80 countries

– How to harness the businesses’ energy, so they see their drive to reduce and repurpose waste as a must do… with business benefit

Speaker

10:15 am

In conversation with edie content director Luke Nicholls: how P&G is using its brands as a force for good and growth

Speaker

10:40 am

Questions, interactive polling and panel discussion: do the SDGs provide more opportunity for communications departments?

– Do consumers care about the SDGs?

– How can we make the SDGs more fun for consumers?

11:05 am

Refreshments, networking & exhibition

BUILDING TRUST THROUGH MEANINGFUL COMMUNICATION

11:35 am

The role of communication in making a business model more sustainable

– Linking your sustainability story with your values

– Engaging with key stakeholders

– Communicating your brand’s values

Speaker

11:50 am

Repurposing your brand’s values – how to move from corporate messaging to creating new behaviours

– Knowing your story, why it matters and how it links to your values

– The importance of effective consultation and co-creation – and how to get it right!

– Having proud owners of the story  – creating the new ‘brand ambassadors’

Speaker

12:05 pm

Engaging different audiences in your sustainability story

– The role of transparency in building trust with key stakeholders

– Creating engaging and meaningful programmes that connect with your customers and deliver impact

Speaker

12:20 pm

Communicating with customers across the sustainability spectrum

– Costa’s Force for Good programme: influence on customers

– Engaging consumers and understanding their values

– Building long-term relationships through meaningful communication

Speakers

12:35 pm

Interactive polling, questions and answers

12:45 pm

Table discussions: keeping your sustainability story alive

– How to keep the momentum going once your story is set

– Methods to engage stakeholders and ensure that your message is crystal clear

– When things go wrong, is it best to keep the narrative going or to change it?

1:10 pm

Buffet lunch, networking & exhibition

2:10 pm - 3:10 pm

WORKSHOPS

Delegates should choose to attend one workshop. Spaces will be allocated on a first-come, first-served basis and are subject to maximum capacities.

2:10 pm

WORKSHOP 1: FROM NOUGHT TO 60 – FAST, FURIOUS (AND FUN): ONE HOUR CAMPAIGN CREATION

– Work with the team of illustrators, designers and content specialists to co-create a sustainability campaign from start to finish

– Use your skills and experience to distil complex problems into something creative and compelling, and bring your ideas to life

– Move on to a campaign plan, focusing on metrics and reach – so by minute 60, you’ll have the full campaign shaped up and ready to roll!

Speaker

2:10 pm

WORKSHOP 2: HOW TO BE BETTER: POWERFUL SUSTAINABILITY COMMUNICATIONS

Meet the people who come up with the hooks, the big ideas and the campaign plans. Those who translate sustainability stories into powerful visuals, compelling narratives and effective campaigns across the globe, helping businesses to achieve their goals and build trust in their brands.

Find out:
– How they get from discovery to measurement?
– When and why they might ‘ideate’?
– What is a rendering farm or a thunderclap?
– When it’s important to incorporate analytics, and the right time to pursue earned media?

Speaker

3:10 pm

Refreshments, networking & exhibition

3:40 pm

LET’S GET TOGETHER…YEAH YEAH YEAH

3:40 pm

Taking the first steps to internal alignment and employee engagement

– Building an internal communication strategy: initial progress and future opportunities

– The challenges in aligning values and combatting conflict of interest

– How to get your organisation singing a new sustainability song

Speaker

4:00 pm

Airspace change: the role of engagement and partnership

– Engaging with a variety of stakeholders to balance change

– Building trust and converting the sceptics

– The role of effective communication

Speaker

4:20 pm

Opportunities for communications coalitions

– The value of innovative partnerships

– Reaching and engaging new audiences

– Where are the opportunities with NGOs and charities?

Speakers

4:40 pm

Interactive polling, questions and answers

4:50 pm

End of edie Sustainability Communications Conference