Canada's only marketing conference developed exclusively for the nonprofit and public sectors - May 30-31, 2017 at the Shaw Centre, Ottawa

Workshop 5: Connecting with the Changing Canadian Population

How do you determine the best way to connect with a target market that’s being buffeted by Canada’s changing demographics? With the upcoming release of 2016 Census data covering population, age, sex and dwelling information on February 8, MARCOM practitioners will find the demographic landscape has shifted. This workshop will spotlight Canada’s new demographic portrait and its impact on marketing communications. Our marketing experts will highlight changing demographics, mindsets and values, and their implications for audience segmentation, channel selection and message customization. With opportunities for audience participation, attendees will gain a practical understanding of how population trends will affect their organization’s marketing initiatives. The session will offer attendees new tools and information to understand and respond to the changing Canadian landscape in 2017.

Attendee Take-Aways:

  • You will learn about the changing demographic, social values, and behavioural characteristics of the Canadian population, based on the new census results from 2016.
  • You will learn about the implications of these changes and how audience segmentation, channel selection and message customization are being impacted, and gain greater confidence in how to address those changes and mitigate the risks associated with media buys, communications and outreach initiatives.
  • You will learn how to better match up the purpose of your communications exercise, your data, and your approach. By understanding the data, and aligning it more accurately with your purpose, you will learn how to modify your communications/outreach approach to best suit your operating environment, and by virtue of that, be able to align your approach with useful, effective performance measurement tactics.