Schedule

Sunday, September 23, 2018

11 a.m. - 1 p.m. SPRF Board of Directors Meeting

5-6:30 p.m. Opening Reception

Monday, September 24th, 2018

9-10:30 a.m. General Session

Jay Ducote

Jay Ducote spends most of his time as a food and beverage writer, blogger, radio host, speaker, video producer, culinary personality, chef and hugger. He finished runner-up on Season 11 of the hit reality competition show Food Network Star, and had a pilot for his show "Deep Fried America" air on the Travel Channel. The Bite and Booze Radio Show, produced and hosted by Ducote since 2011, won a Taste Award for best food or drink radio broadcast in the country and the Uniquely Louisiana Award from the Louisiana Association of Broadcasters. Jay has his own Jay D’s product line featuring his Louisiana Barbecue Sauce, Louisiana Molasses Mustard, Spicy & Sweet Barbecue Rub, Jay D's Blanc du Bois, a collaboration with West Monroe's Landry Vineyards, and Jay D's Single Origin Coffee. In early 2018 Jay will launch his first restaurant concept, Gov't Taco, inside White Star Market in Baton Rouge. Jay's mission is to share and expand on the conversation of Louisiana cuisine and to celebrate the culinary culture of communities he visits.

10:45 - 11:45 a.m. Breakout A

Breakout A1: Andy Kutcher

Measuring Success in a Digital World – Measurement and analysis seems to become more important every day and there are a variety of tools out there, but how do you pick the right ones? This presentation would be a review of digital tools used for online measurement. Tools would include traditional PR monitoring tools (i.e. Cision); social media reporting tools (i.e. Sprout Social/Hootsuite); Digital monitoring tools (i.e. Nuvi/Digimind); Website tools (i.e. Google Analytics & SimilarWeb)

Andy Kutcher is the Digital Supervisor at DEVENEY. With 10 years of experience in the digital world, Andy has worked on clients ranging in a variety of industries including hospitality and tourism, higher education, legal, medical, food and beverage, and more. For six years Andy worked at FSC Interactive, an award-winning digital agency. She started as an Account Executive in 2009 and worked her way to Director of Social Media. Andy contributed to many award winning campaigns for a variety of clients most notably: New Orleans Tourism Marketing Corporation, New Orleans Convention and Visitor’s Bureau, Hotel Monteleone, GoNOLA, and more. While at FSC Interactive Andy served as one of the members of the Social Media Command Center for the Super Bowl as well as for the NBA All-Star Game. Most recently, Andy served as the Chief Marketing and Operating Officer for NOLA Distilling Company, a start-up distillery in New Orleans. She Handled nearly all aspects of the ground-up development of NOLA Distilling including, but not limited to: financial planning, preliminary marketing, equipment purchases, facility buildout, federal, state and city permitting applications, contract negotiations, and initial packaging decisions. Andy also handled all aspects of the marketing, social media, PR, and web content as well as merchandising.
 Andy is a 2017 Anti-Defamation League Glass Leadership Institute Fellow. She is also a high-school and club volleyball coach.

Breakout A2: Ginger Guttner, APR

Goodness Gracious, Great Balls of Fire, or Best Practices for Crisis Communications Description and Content: What do you do when the world explodes, or at least how do you handle the equivalent of a great ball of fire that has hit your organization? With more than 20 years of public relations experience, Ginger Guttner has helped craft messaging and manage both external and internal responses following three hurricanes, the Deepwater Horizon oil spill, a devastating flood, and the deaths of two live tiger mascots at LSU. Each of these events involved intense media relations and internal communications, as well as coordination of messaging across various platforms and with partner organizations. Three Learning Objectives (“By end of session, attendees will know how to…”): Anticipate crises and prepare in advance Respond quickly and effectively during and following a crisis Evaluate your crisis communications and learn from your mistakes.

Ginger Guttner is communications manager for the LSU School of Veterinary Medicine, where she is responsible for publications, media relations, marketing, and website and social media management. She joined the staff at the LSU SVM in 2004. Ginger received her BA in English (College Honors) from LSU in 1992 and her Master’s of Mass Communications from LSU in 1997, after a disastrous one-year attempt at law school. Ginger received her APR in 2010 and her veterinary school publications have received Awards of Excellence from the Southern Public Relations Federation (SPRF). She is on the board of SPRF, the Public Relations of Association (both state and Baton Rouge chapters) and is a member of the Baton Rouge Social Media Association (BRSMA). She received the 2013 Member of the Year Award and the 2016 Practitioner of the Year Award, both from PRAL Baton Rouge, and Mike VI, LSU’s live tiger mascot (2007-2016), won the 2013 Consistently Social award from the BRSMA for his Facebook page, which Ginger manages.

Breakout A3: Angelina Vicknari and Myndee Corkern

Let’s Put the Social Back in Social Media Over the last several years, social media has gone through tremendous changes, especially for brands. The focus of social media for companies has shifted from connecting with consumers to growing the brand platform, sometimes at the expense of authenticity. We will demonstrate how to grow your platform while focusing on the social aspect of social media. While there is a place for metrics and ads, it’s inundated in our news feeds- causing Facebook to de-prioritize brands. Those who truly connect with their customers are the ones who will remain on the forefront. Learning Objectives: Create true, genuine connections with your audience to grow organically. Prioritize metrics accordingly. Build and maintain a true social platform.  

Angelina Vicknair and Myndee Corkern are both bloggers, social media influencers and digital strategists. Together they boast over 10 years combined experience in digital marketing, content curation, graphic design, blogging and social media management. Angelina and Myndee began working together at the New Orleans Moms Blog, creating videos for Facebook Live, garnering over 4,000 views per video. They discovered they not only had great chemistry, but had each been running their own social media company. Embracing the idea of ‘better together’ they created Papillon Social Media. 

Angelina is a foodie, wino and snowball addict who enjoys Barre and expanding her vast makeup collection. As an introverted extrovert, Myndee loves being part of the generation where most of her friends live in her computer.

Noon - 1:15 p.m. Lunch: Hall of Fame and Business Meeting

1:30 - 2:30 p.m. Breakout B

 

   

Breakout B1: Luke Jones and Lafe Jones

Is It Time to Repair the Roof?: The Importance of Proactive Planning in PR & Marketing - As the famous JFK quote goes...“The time to repair the roof is when the sun is shining.” In the fast-paced and digital world that public relations and marketing professionals live in, being proactive and planning sometimes takes a backseat. The “need for speed” has replaced strategic focus in many businesses and organizations. It has been replaced with quick and reactive ideas in an effort to “be seen and heard” now. Presenters will focus on tactics for balancing the need for quick response and agility with a foundation of business-oriented planning. Every plan has to include a focus on longer-term goals, intermediate objectives and short-term action steps. Strategic PR and marketing plans, although still critical, have shortened radically from years to months and quarters. However, focusing only on today and the latest tactics we “feel” might put us ahead for the moment may be costing us time, money and missed opportunities. Slowing down, planning and setting goals allows us to react with the appropriate speed and purpose that leads to meeting or actually exceeding measurable results. 3. Three Learning Objectives (“By end of session, attendees will know how to...”). Participants will be challenged to balance slowing down to do the “deep work” with remaining agile and responsive in the moment. In addition, presenters will discuss how to be both proactive and consistent while remaining flexible and current in a rapidly changing media climate. In a time when strategy is sometimes lost to the “tactic of the week,” those who find it again will stand out as the competitive market leaders.

Luke Jones is currently co-founder and principal at Toucan Advertising, located in New Orleans. Toucan provides marketing and advertising services to a variety of clients throughout Louisiana. Prior to opening his own firm, Luke was Marketing Coordinator for DEVENEY, a public relations, marketing and branding engagement agency. He was previously he Communications Coordinator for Eskew+Dumez+Ripple, an architecture firm based in New Orleans, and also worked with other public relations and advertising agencies in New Orleans and Baton Rouge. Luke is also co-author of The Big Fish Experience , a how-to book focused on creating and presenting engaging presentations. He was also part of a college startup communication firm, Big Fish Presentations, which was named one of Inc. Magazine’s Top College Startups. He received his bachelor’s degree in mass communication from LSU-Baton Rouge.'

Lafe Jones is currently owner and principal consultant for Lafe Jones & Associates, a planning, marketing and management firm, based in Alexandria, LA. Prior to opening Lafe Jones & Associates, he was CEO/Administrator of Louisiana Eye & Laser, a 12-doctor, five location physician practice, for 14 years. Prior to joining the practice, Lafe was an independent marketing and strategic planning consultant, serving clients throughout the United States for fifteen years. He began his career in public relations at Rapides Regional Medical Center in 1985, after receiving a degree in communications from LSU-Baton Rouge. He was later Vice President of Marketing & Public Affairs for South Central Regional Medical Center in Laurel, MS and served as the Director of the Division of Continuing Education at LSU Alexandria. He received accreditation in public relations in 1997, was named a Senior Practitioner of the Southern Public Relations Federation in 1998 and received the Louisiana Public Relations Association of LA (PRAL) state Professional Achievement Award that same year. Lafe is also a past board president of the Central Louisiana PRAL chapter, a past state PRAL board member and past Southern Public Relations Federation (SPRF) board member. He has also served as the president of Medical Group Managers Association - Louisiana, in addition to serving as president of the local chapter. He is a past-president of Rotary Club of Alexandria and the past board chairman for the Central Louisiana Chamber of Commerce.

Breakout B2: Sarah Cortell Vandersypen

How to Inspire, Engage, and Retain Your Donors Through Communications When was the last time you were inspired by a thank you letter from a nonprofit organization? It’s no surprise that the retention rate of first time donors is only 19%. Our donors are not feeling the love! But don’t despair. With a strategic donor communication program and donor-centered messages, we can do a better job of retaining donors and inspiring new, larger gifts. Learning Objectives: By the end of the session, attendees will know how to: Design a strategic donor communications program Create donor-centered messages Retain donors more effectively through meaningful touches.

Sarah Cortell Vandersypen, CFRE is the owner of Philanthropic Partners, a Baton Rouge-based nonprofit consulting firm. She is a passionate fundraiser with proven strategies to grow organizations. Sarah combines best practices with innovative, custom-tailored approaches to assist clients in realizing their philanthropic potential.

Breakout B3: APR Session

2:45 - 3:45 p.m. Breakout C

Breakout C1: Student Session

Breakout C2: Gamble PR (TBD)

Breakout C3: Angelina Vicknari and Myndee Corkern

Let’s Put the Social Back in Social Media Over the last several years, social media has gone through tremendous changes, especially for brands. The focus of social media for companies has shifted from connecting with consumers to growing the brand platform, sometimes at the expense of authenticity. We will demonstrate how to grow your platform while focusing on the social aspect of social media. While there is a place for metrics and ads, it’s inundated in our news feeds- causing Facebook to de-prioritize brands. Those who truly connect with their customers are the ones who will remain on the forefront. Learning Objectives: Create true, genuine connections with your audience to grow organically. Prioritize metrics accordingly. Build and maintain a true social platform.  

Angelina Vicknair and Myndee Corkern are both bloggers, social media influencers and digital strategists. Together they boast over 10 years combined experience in digital marketing, content curation, graphic design, blogging and social media management. Angelina and Myndee began working together at the New Orleans Moms Blog, creating videos for Facebook Live, garnering over 4,000 views per video. They discovered they not only had great chemistry, but had each been running their own social media company. Embracing the idea of ‘better together’ they created Papillon Social Media. 

Angelina is a foodie, wino and snowball addict who enjoys Barre and expanding her vast makeup collection. As an introverted extrovert, Myndee loves being part of the generation where most of her friends live in her computer.

Evening Reception Hosted by DEVENEY (Details TBA)

Tuesday, September 25th, 2018

10-11:15 a.m. General Session

Elizabeth "Betsy" Charles, DVM, MA

A Strategy for Effective Generational Communication:In today’s workforce, four generations (Traditionalists, Baby Boomers, Generation X-ers, and Millenials), each with its own unique way of looking at the world, are trying to work together and collaborate to be productive and innovative in order to provide exceptional services and products to clients. Common strategies for managing in this multi- generational workplace include villainizing the “other” generations or merely tolerating their presence. It is not unusual for conflict, disagreements, and misunderstanding to get in the way of good business. Thus, it is important for everyone to develop a strategy and skill sets that will allow for effective communication, not only among team members, but also with clients, vendors, and other valuable stakeholders, a strategy that builds bridges among the generations and engages all members of the team, regardless of their generation. Goals Combining work done by several social scientists in the corporate world with Daniel Goleman’s theories on emotional and social intelligence, a strategy for effective communication will be presented. Step 1: Recognize your own generational bias (self-awareness). Step 2: Suspend your generational bias (self-management). Step 3: Learn how to speak other generational languages (social awareness). Step 4: Build Relationships (social management). Creating a successful, generationally diverse team requires mindful attention to which strategies build bridges between people (engage) and which strategies widen the generation gap (villainize or tolerate). Choosing a strategy that fosters engagement among all team members allows generational strengths and abilities to shine.

Elizabeth “Betsy” Charles, DVM, MA combines a wide variety of professional experiences with her love of veterinary medicine in order to help others be the best they can be. She believes we all have the capacity to be exceptional people of influence by learning the skills sets necessary to become effective communicators, relationship builders and boundary setters. Dr. Charles holds a master’s degree in Organization Leadership and pairs that expertise with veterinary medicine to help veterinary professionals understand how emotionally intelligent servant leaders can facilitate the development of high functioning organizations. She has presented on leadership topics at the state and national level in numerous venues including over half of the veterinary colleges in the U.S., numerous state VMA’s, the AAEP national convention, NAVC, and the AVMA-VLC. She has served on the AVMA’s Council on Communication, the AAEP’s Leadership Development Committee and is just finishing her commitment on the AAEP’s Student Programs Task Force. Her master’s thesis dealt with implementing change initiatives within veterinary practice. She is passionate about helping others understand that change, whether personal or professional, can be difficult but is necessary and exciting. She also believes that veterinary medicine in the 21st century requires new leadership models and strategies in order to thrive. Currently, Dr. Charles is the Executive Director of the Veterinary Leadership Institute. When she takes a break from trying to make a positive difference for the profession, she enjoys spending time with her husband of 26 years, riding her horse Lenny, reading, hiking, and learning how to cook.

11:30 a.m. - 1 p.m. Lunch: Chapter of Distinction, Senior Practitioner, New APR Recognition

1:15 - 2:15 p.m. Breakout D

Breakout D1: Zack Smith

Creating Good Habits to Improve Your Photography: A No-Brainer Easy to Follow Guide from Zack Smith Photography Studio - Great photography from any devise is accessible to anyone willing to follow a few easy steps to get it right the first time. Over bmy 20 year carreer as a commerical freelance photographer and educator I have seen all types of cameras, point and shotots, phones and ipads make their way into the photographic mainbstream.

Zack Smith is a lifestyle branding and commerical phototgrapher that has been involved in the social, musical, and cultural landscapes of Louisiana for the past 20 years. The value of dynamic story driven photography is evident in his engaging work, As a producer and phototgrapher Zack bSmith has help create powerful photography branding campaigns for Brand USA, New Orleans Tourism and Marketing, New Orleans Convention and Visitors Bureau, Chase Bank, LSU Health, and many more. In September of 2017 he opened the Zack Smith Phototgraphy Studio and has created a hub of creativity with his photography counsulting, workshops, and headshots on Magazine Street in New Orleans. www.zacksmith.com

Breakout D2: Student Session

Breakout D3: DEVENEY (TBD)

2:30 - 3:30 p.m. Breakout E

Breakout E1: Zack Smith

Creating Good Habits to Improve Your Photography: A No-Brainer Easy to Follow Guide from Zack Smith Photography Studio - Great photography from any devise is accessible to anyone willing to follow a few easy steps to get it right the first time. Over bmy 20 year carreer as a commerical freelance photographer and educator I have seen all types of cameras, point and shotots, phones and ipads make their way into the photographic mainbstream.

Zack Smith is a lifestyle branding and commerical phototgrapher that has been involved in the social, musical, and cultural landscapes of Louisiana for the past 20 years. The value of dynamic story driven photography is evident in his engaging work, As a producer and phototgrapher Zack bSmith has help create powerful photography branding campaigns for Brand USA, New Orleans Tourism and Marketing, New Orleans Convention and Visitors Bureau, Chase Bank, LSU Health, and many more. In September of 2017 he opened the Zack Smith Phototgraphy Studio and has created a hub of creativity with his photography counsulting, workshops, and headshots on Magazine Street in New Orleans. www.zacksmith.com

Breakout E2: Bridgett Duplantis and Ceclia Mecca, PhD

Building Brand Advocates through Influencer Marketing - Having coordinated influencer outreach campaigns since 2009, Bridgette and Cecelia will teach attendees the constantly changing do’s and don’ts of building a successful influencer outreach program. Learn to design influencer campaigns to not only increase brand awareness but reach new audiences on platforms such as Instagram Stories, Facebook Live, Twitter and Snapchat. Building a strong influencer marketing program will better position your client to gain influential brand advocates who can help to skyrocket social media growth and awareness. Bridgette and Cecelia will offer, through case studies, best practices in the constantly evolving field of influencer marketing. By the end of this session, attendees will know how to reach out to influencers and make better decisions about quality of influence, develop a campaign that will build relationships and provide measurable results, continue discussions to begin a digital influencer ambassador program/brand advocacy.

Bridgette and Cecelia started as bloggers and quickly decided to utilize the concept of “power in numbers” by forming a blogger network, iConnect Influencer Management. With a network of over 3800 bloggers, Cecelia and Bridgette facilitate discussions between bloggers and brands and design successful influencer campaigns for clients such as Pampers, Old Spice, Cascade, Dawn, Aflac, Luvs, Tylenol, KerMax, Kalahari Resorts and Dreft to name a few. With a desire to take the online relationships offline, the duo created iRetreat Social Media Conference which elevates bloggers through professional development programming while organically integrating brands. By day, Bridgette is an Environmental Scientist and Mom of two beautiful daughters living in New Orleans, LA. Cecelia resides in Scranton, PA with her husband and two kids and is a romance novelist.

Breakout E3: APR Session

5:30 - 6:30 p.m. Lantern Awards Reception

6:30 - 8:30 p.m. Lantern Awards Dinner