PD Event: The strategy behind measuring and changing opinions

More than ever, successful organizations are targeting the individual and not the market segment. Communicators are facing the challenge of an unresponsive target audience and the need to show an effective outcome. Stephen Carter will share a new campaign-based approach that has defined metrics for success. His presentation will cover a new way to study ones target audience, explain heat mapping, the value of micro-targeting and how to integrate social/digital connections to the right people.

Stephen Carter, National Director of Campaign Strategy, Hill & Knowlton Canada

At H+K, Stephen works with companies and organizations to develop and successfully deliver complex, multi-stakeholder strategies and has lent his expertise to a number of organizations including the Salvation Army Agape Hospice, Millenium Park and The Alex Community Health Centre.

Stephen came to H+K after helping to win several high-profile political battles, two of them for Alberta’s current premier. He led Alison Redford’s successful race for the Progressive Conservative Association leadership bid in Alberta, as well as her campaign for premier of the province. Most recently, he served as Redford’s chief of staff.

He was also the political strategist in Naheed Nenshi’s successful 2010 campaign for mayor of Calgary. His roots in politics include serving as media liaison and strategies to Joe Clark from 2001 to 2003.

Event details:

When: Wednesday November 20, 2013

Time: 7:30 a.m. to 9:00 a.m.

Where: Metropolitan Brasserie (700 Sussex Drive)


  • Early Bird Member – $30.00 (until November 15)
  • Early Bird Non-Member – $50.00 (until November 15)
  • Early Bird Student Member – $15.00 (until November 15)
  • Early Bird Student Non-Member – $25.00 (until November 15)

*Add $10 after November 15 and onsite.

IABC Ottawa partners with various industry associations and events for preferred member pricing. If you belong to any of the following groups, please email profdev@ottawa.iabc.com for your discount code.


CPRS Ottawa


RGD Ontario




This event is sponsored by:





IABC Ottawa would like to thank its generous Season Sponsors:





Character Creative

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