CONCURRENT & NETWORKING MEET-UP SESSION...

CONCURRENT & NETWORKING MEET-UP SESSION SCHEDULE

2018 AM Breakout Schedule 4-30-18

Monday May 7 3:00 PM — 4:00 PM Concurrent 1 Starred (*) sessions open to public media staff only

Collaborating with PBS NEWSHOUR on Broadcast, Online, and on Social Nottoway (4th Floor) When news breaks in your region, or your teams produce localized content with a national appeal, find out how your reporting and local resources can be utilized by NEWSHOUR on broadcast, online, on social, and how local stations can best showcase NEWSHOUR editorial content and promotional assets across platforms. Also joining the conversation will be the lead and founder of NEWSHOUR’s Student Reporting Labs, a collection of 130 classrooms, after-school programs, and clubs around the country producing original, inspiring reports about how national and global issues affect local communities. Key Takeaways:

1. The types of resources – editorial and technical – that are most useful to NEWSHOUR when news breaks in your hometown

2. What and how best to pitch local station content for NEWSHOUR consideration across platforms 3. How to develop or grow a PBS NEWSHOUR Student Reporting Lab in your local community

Speakers:

Leah Clapman, Managing Editor for Education, PBS NEWSHOUR

Richard Coolidge, Senior Content and Partnerships Producer, PBS NEWSHOUR

Travis Daub, Director of Digital, PBS NEWSHOUR

Sara Just, Executive Producer, PBS NEWSHOUR

Nick Massella, Director of Audience Engagement and Communications, PBS NEWSHOUR

Emerging and Evolving Models of Community Engagement Oak Alley (4th Floor) Galvanized by the leadership of the Nine Network of Public Media in St. Louis, stations are using the Community Engagement Guidebook as a tool for anchoring their stations in the ethos of community engagement, listening to their communities, and executing more durable community-centric initiatives. Creating a sustainable culture of true community engagement is an ongoing process, but the Guidebook offers clear guidance and resources for stations regardless of where they are on their community engagement journey. In this session, you’ll hear from four stations at varying stages of this journey, and get an inside look at how stations are moving towards and sustaining community-driven content. Key Takeaways:

1. Stations can pursue a spectrum of activities with varying scopes and costs to meet community needs 2. Developing effective community engagement is an evolving process 3. Effective community engagement work can result in new audiences, new funders, an increased station

profile, and employee retention Moderator:

Chris Czajka, Senior Director, Community Engagement, WNET Speakers:

Glynis Board, Assistant News Director, West Virginia Public Broadcasting

Amanda Granger, Associate Director, Community Engagement, WNET


2018 AM Breakout Schedule 4-30-18 2

Matt Powell, Chief Content Officer, WFYI

Amy Shaw, Senior Vice President of Engagement and Content, Nine Network of Public Media

* How a SMALL Team Can Integrate Marketing + Digital for BIG Impact Borgne (3rd Floor) PBS SoCal has a small (but mighty!) team dedicated to integrated marketing, communications, and digital. Many of the best practices we’ve developed can be implemented in stations with a one- or two-person team. In this session our team will share strategies and tactics for creating an annual marketing/digital plan that helps your station achieve its goals even with limited resources. We’ll talk about the systems we’ve implemented to identify priorities, allocate resources, streamline processes, and tell our own story, across platforms, while continuously marketing PBS programming. And most importantly, how to do it all creatively! Key Takeaways:

1. Create worksheets to address your team’s/station’s comms and use them to build a marketing plan 2. Leave with tools to create a tiered, priority system 3. Leave with a copy of PBS SoCal’s creative brief & tools to build your own

Speakers:

Lauren Donia, Digital Content Manager, PBS SoCal

Stacy Shaffer, Marketing Manager, PBS SoCal

Tracy Smith, PR Director, PBS SoCal

Jennifer Vides, Vice President, Marketing & Communications, PBS SoCal

The Latest on NextGen TV (ATSC 3.0) (formerly “Paging Plus – Saving Lives with NextGen TV Alerting”) Grand Couteau (5th Floor) With NextGen TV moving from the standards process into field testing, join this session to learn about current NextGen TV activities across the industry and within the PBS world and hear from two stations that are already hard at work on pilot projects to learn more themselves and help move public television forward. Speakers:

Fred Engel, CTO, UNC-TV

Mare Mazur, CEO, KAET

Talia Rosen, Assistant General Counsel, PBS

Eric Wolf, VP, Technology Strategy, PBS

Relational Fundraising – Leveraging the PBS Value Proposition Maurepas (3rd Floor) We are dependent upon our membership base, yet we have the opportunity to transition from a history of premiums and thank you gifts to one of philanthropic giving through strategic messaging that leads with our value. PBS stations offer such value to their communities, but we don’t often express our impact in a way that generates support. Let’s talk about how we can transform our donor’s perceptions of us; stations can do this by leveraging internal resources and external opportunities to broaden and deepen their donors’ understanding of the impact of their giving on their community. Key Takeaways:

1. Learn how to generate support by leading with your station’s value 2. Get tips on how to involve your entire organization, starting with the GM, in fundraising 3. Brainstorm on how you can transform your donor’s perceptions of us by clearly articulating your case

for support



Speakers:

Don Geraci, Executive Producer, Houston Public Media

Courtney Lamm, Chief Development Officer, Houston Public Media

Katherine Mitchell, Vice President of Community Engagement, Community Idea Stations

Lisa Tait, Vice President, Development, Community Idea Stations

The PBS Edcamp Experience: What We’ve Learned So Far and What’s Next Grand Chenier (5th Floor) Over the last year, a dozen PBS stations have piloted the new PBS Edcamp experience, which brings Edcamp—a proven professional development model—directly to early childhood educators and care providers. This session is an opportunity to talk with representatives from pilot stations DPTV, KLRN, and LPB, along with PBS, Edcamp, and a local Louisiana educator. You'll gain key insights from the PBS Edcamp pilot and learn how your station can bring this powerful professional learning opportunity to educators of young children in your own community. Key Takeaways:

1. Gain insights from the pilot including popular topics of discussion, transformational learnings, and key tactics

2. How PBS Edcamp can play a role in fostering systemic change and contribute to kindergarten readiness 3. How to integrate PBS Edcamp into existing and ongoing community engagement

Speakers:

Maricella Borroel, Director of Education, KLRN

Hadley Ferguson, Executive Director, Edcamp Foundation

Georgeann Herbert, Senior Vice President, Strategy and Community Engagement, Detroit Public Television

Laila Hirschfeld, Director of Educator and Community Engagement, PBS Children's Media & Education

Nancy Tooraen, Education Technology Specialist, Louisiana Public Broadcasting

* The State of Pledge: What’s New & What’s Next (this session will be repeated Wednesday) Bayside B-C (4th Floor) What’s the current fundraising environment for PBS and what are we going to do about it? Join the PBS fundraising team as they explore the past season’s results, take a look at the program pipeline, update sustainer results, explore new trends in fundraising and examine the impact of Passport for on-air fundraising. Key Takeaways:

1. Learn how Fundraising Programming is integrating Passport into national pledge events and best practices for local Passport pitching

2. Explore how sustainers are impacting the long-term health of your member file 3. See a preview upcoming PFP offers and learn about PFP content priorities

Speakers:

Rudy Casillas, Senior Director, Fundraising Programming, PBS

Deirdre Gabriel, Director, Fundraising Programming, PBS



What is Digital Publishing and How it Can Work for Your Station Bayside A (4th Floor) Six years ago, Twin Cities PBS (TPT) launched its first digital publishing product, Next Avenue. Today, this national, digital-only service reaches one million people each month (more than its broadcast service!) with public service journalism content targeted at people 50+. Drawing from the success of Next Avenue, TPT relaunched Rewire—its website for young adults—in 2016 which has grown from 3,000 to over 60,000 unique readers a month since relaunch. Today, every station has an opportunity to cost-effectively expand its service and deepen its relationship with audiences through digital publishing. Learn that no matter the size, your station can have digital content that resonates and connects with audiences locally and even nationally. Key Takeaways:

1. How digital publishing can fit into your overall station strategic plan 2. The key roles, responsibilities, and workflow and how to staff and organize a digital publishing team 3. What the funding opportunities are 4. How it is like and not like our legacy business of television

Speakers:

Jill Arrigoni, Digital Product Manager, Twin Cities PBS

Bryce Kirchoff, Director of Audience Development, Next Avenue, Twin Cities PBS

Maribel Lopez, Director of Rewire, Twin Cities PBS

Jim Pagliarini, President & CEO, Twin Cities PBS




Cracking the Diversity Code Part 2: Working It Maurepas (3rd Floor) More ways to crack the Diversity Code! Multicultural engagement is a system-wide work-in-progress. Join WORLD Channel, the National Minority Consortia, and top station representatives to advance the conversation about successful outreach to new communities. Dig into case studies on serving multiculturals who want to see themselves in the media they consume and find content on the device of their choice. Hear about innovative fundraising tactics that can tap into the charitable-giving potential among multiculturals with $3.4 million in buying power. In 2020 the majority of US children will be diverse. Hear from producers who are priming the content pipeline with media that will educate, inspire, and entertain them. Key Takeaways:

1. Production models for content that attracts multicultural millennials 2. Next generation engagement techniques for fundraising in new communities 3. Strengthened connections to the community of public media professionals who live and breathe

multicultural engagement Speakers:

Keena Levert, Community Engagement Manager, PBS SoCal

Maribel Lopez, Director of Rewire.org, Twin Cities PBS

Rachel Raney, Director of National Productions, UNC-TV North Carolina & Executive Producer, Reel South

Finding New Audiences on Digital: The “Speed-Geeking” Edition Bayside B-C (4th Floor) Today’s dynamic digital media environment offers is new audiences that may not yet be aware of public television’s mission. Video is an amazing tool to reach new audiences and build additional support. CPB funded a project to develop models for video sharing and collaboration for TV stations and joint licensees. This session will offer lessons learned from that project and practical ideas for stations that want to start or grow their video content, including how to develop a culture that promotes and encourages digital innovation, workflow development, and tools that public TV stations can use right now to enhance their digital presence. Key Takeaways:

1. How to experiment with digital video to reach new audiences and gauge impact 2. Discover new areas of interest for your audience using Channel X 3. How to set up an editorial workflow for video and social media platforms within existing org structures

Speakers:

Jan Boyd, Director of Digital Strategy & Community Engagement, OPB

Morgan Holm, Senior Vice President, Chief Content Officer, OPB

Alison Perkins, Coordinating Producer, OPB

Alison Scholly, Executive Director, Channel X



Gear up for Country Music, a Ken Burns Film, coming in 2019 Nottoway (4th Floor) Acclaimed filmmaker Ken Burns and writer/producer Dayton Duncan chronicle the history of a uniquely American art form in Country Music, coming Fall 2019. From southern Appalachia’s songs of struggle, heartbreak and faith to the rollicking western swing of Texas, from California honkytonks to Nashville’s Grand Ole Opry, the sweeping series follows the evolution of country music over the course of the 20th century, eventually emerging as “America’s music.” Ken Burns and Dayton Duncan will share their approach to the film via special taped message, including key themes and participants. PBS, WETA and member station staff will share insights around tools, timelines, key events and plans for outreach and support. Key Takeaways:

1. Key timelines and assets for deliverables and content 2. Opportunities for local events and engagement 3. Opportunities for user generated content and digital/social engagement

Moderator:

Jennifer Allen, Senior Director, Multiplatform Marketing, PBS Speakers:

Eric Freeland, Senior Director, Digital Programming, PBS

Shawn Halford, Senior Director, Program Scheduling, PBS

Carrie Johnson, Senior Director, GA Publicity Strategy, PBS

Courtney Pledger, Executive Director & CEO, Arkansas Educational Television Network

Justin Rhodes, Director, Interactive Media, WETA

* GM Leadership: Forward-Looking Strategies Armstrong Ballroom (8th Floor) This session will pick-up where our Future Business Strategies session left off in 2017. Following the completion of that initial phase, CPB worked with a panel of system GMs to determine the best way forward in sharing the results and putting the findings into action. We’ll discuss the creation of the GM Leadership Program and its focus on four distinct areas: Digital Engagement, Community Engagement, Digital Content, and Organizational Capacity. Panelists will include GMs focused in these areas sharing how the facilitated and peer-to-peer learning process has both inspired and helped implement tangible change. Key Takeaway:

A guided and focused discussion of clearly articulated challenges and solutions being implemented by general managers throughout the system

Moderator:

Ted Krichels – Senior Vice President, System Development and Media Strategies, Corporation for Public Broadcasting

Management Tactics in 1 Hour or Less Borgne (3rd Floor) Have you attended conferences in the past and seen leaders from impressive stations holding court networking or presenting and wondered, “How did they get there?” If so, this session is for you. Hosted by the PTMMG & Public Media Women in Leadership, this workshop will jumpstart your management mojo. This fun, fast-paced experience will include three tables with industry experts facilitating conversations on three key topics:



1. Conversing Up: How to talk effectively with senior execs 2. Creating Impact: How to be both strategic & tactical 3. Risk-taking: Dos & Dont’s

Attendees will spend 15 minutes at each table and in the final 15 minutes we’ll share out what was learned from the conversations and what was most useful. Speakers:

Conversing Up: Jon Abbot, President & Chief Executive Officer, WGBH

Creating Impact: Deanna Mackey, President, Public Television Major Market Group

Risk Taking Do’s & Don’ts: Teya Ryan, President & Executive Director, Georgia Public Broadcasting

* Navigating a Sea Change in Fundraising: How Product, Practices, and Programming Can Drive Passport Success at Stations Oak Alley (4th Floor) Passport continues to evolve to meet the needs of stations and donors for a financially sustainable future. Join the strategic conversation to explore how the newest member benefit is acquiring members, engaging audiences, and transforming fundraising practices across the system. With more than 1,500 episodes in Passport, and a growing digital audience, PBS and member stations will explore fundraising results and organizational strategies to enhance – and support – the local giving experience. Key Takeaways:

1. Gain insight into emerging fundraising strategies 2. Explore upcoming content and marketing opportunities 3. Review product roadmap and implications on future sustainability

Speaker:

Jeff Regen, Vice President of Membership Marketing & Development Services, WETA

* PBS Audience Insights 2018 (this session will be repeated Wednesday) Rhythms II-III (2nd Floor) The media landscape continues to change, with content consumers enjoying more options than ever to find the types of content they like. While television continues to be the way most PBS viewers find their favorites, connected devices like Apple TV and Roku, and the revamped PBS.org and Passport, are reaching new and growing audiences. Hear from Business Intelligence leaders Amy Sample and Bill Merkel about how PBS's General Audience programming is doing so far this season, what important trends they see in the evolution of PBS's audiences, and what's going on in the industry at large that will affect your local PBS station in the future. Key Takeaways:

1. Trends in program viewership and audience dynamics 2. Viewing behavior across platforms 3. The Annual Audience Insights Book will be distributed at the end

Speakers:

Kate Alany, Sr. Director, Data Strategy & Operations, PBS

Bill Merkel, Director, PBS Business Intelligence

Amy Sample, Sr. Director, PBS Business Intelligence



Steal This Idea: Social Media Edition Grand Chenier (5th Floor) From social video templates to best practices for Facebook Groups, the “Steal This Idea: Social Media Edition” will inspire you to take your social media game to the next level. A complement to this year’s “Steal This Idea: Local Impact Edition” on Tuesday, speakers will each present an idea worth “stealing” in a rapid-fire, idea-sharing session will give attendees a handful of new ideas to take back to their own stations. Key Takeaways:

1. How other stations are pivoting their strategies in light of current user behaviors and platform trends such as the recent Facebook algorithm change

2. How to develop a template that allows you to quickly produce social video at your station 3. Tips for launching and building an engaged community on a Facebook Group

Moderator:

Tory Starr, Director of Social Media, WGBH Speakers:

Jennifer Amend, Marketing and Outreach Director, Wyoming PBS

Lindsey Foat, Community Engagement Producer, Kansas City PBS

Bryce Kirchoff, Director of Audience Development, Next Avenue

Whitney McGowan, Associate Director of Social Media, WNET

Lindsay Rassmann, Digital Associate Producer, NJTV News

Stop, Collaborate, and Listen: Working with Latino Families Bayside A (4th Floor) By 2050, the Hispanic population will increase to nearly 24.4 percent of the total population. Offering responsive programs while serving culturally and economically diverse families can be challenging but very rewarding. Understanding how to adapt and create programs is critical to meeting the need of these families. This session will help other public stations lay the early learning groundwork for successful Hispanic/Latino family outreach, and the strategies your program needs to employ to engage families. An early learning panel will share practical cultural and linguistic strategies for engaging families, and how to leverage Ready To Learn to engage the Hispanic/Latino communities. Key Takeaways:

1. The presentation will help other stations lay the groundwork for successful outreach 2. Share our experience on the critical role that outreach plays in bridging the gap between

Hispanic/Latino families and public media stations 3. Share how to leverage Ready To Learn resources and other PBS KIDS tools like the Latino Family toolkit,

to engage the Hispanic/Latino communities Moderator:

Susie Grimm, Early Learning Manager, PBS SoCal Speakers:

Maricella Borroel, Director of Education, KLRN

Mayte Heredia, RTL Bilingual Literacy Specialist, VegasPBS

Miriam Mendoza, Project Director, Ready to Learn, KLRU-TV, AUSTIN PBS



You Can't Afford Not To Grand Couteau (5th Floor) There is a very strong connection between local content and station support. Join us as we share results of our recent research project that demonstrates membership support is strongly linked to local content. Our viewers tell us that KPBS is important to them because of our local programming and that their support for the station is in large part to support that mission. KPBS curates local content through the Explore project, which works with local producers on TV, radio, digital programming. We conduct a RFP process, then use seed money to fund independent producers, a process that has launched 30 series across all platforms. Local content matters to the audience, not just to us. Key Takeaways:

1. Local content is important because it "builds community" 2. It doesn't matter to the audience who "owns" it 3. Audiences support the mission of local programming 4. Virtuous cycle of doing good through local programs

Speakers:

John Decker, Director of Programming, KPBS

Trish Richter, Grants and Corporate Giving Manager, KPBS



Tuesday May 8 2:45 PM — 3:45 PM Concurrent 3 Starred (*) sessions open to public media staff only

Amplifying Local Content in Your Community & Across the Country for THE GREAT AMERICAN READ Nottoway (4th Floor) Local programming is a vital aspect of public media’s work; telling the stories of our communities, with our communities, is what we all do best. How can we increase local productions at all of our stations and amplify the impact of those programs in – and beyond – our communities? Join WNET and the team from Wavelength, a new, free digital content sharing platform for public media, for an hour of peer-to-peer sharing, interactive strategizing, and trading tricks of the Local Production trade. And, hear about how Wavelength and THE GREAT AMERICAN READ are partnering to provide opportunities to stations to produce and share local content about the literature and authors from your communities. Join us to learn more! Key Takeaways:

1. Action items to overcome key barriers to local production at your station 2. The many benefits of distributing local content to stations across the country – impact can be felt from

fundraising to viewership 3. Learn how to leverage local content on Wavelength

Speakers:

Diane Masciale, VP & General Manager, WLIW

Sumner Menchero, Director, Station Strategy & Support, PBS

Sasha Schechter, Producer-in-Charge, Wavelength, WLIW

Neal Shapiro, President & CEO, WNET

* Half the Neighborhood Thinks the News is Fake?! What Can Be Done About It? Grand Couteau (5th Floor) Nearly half of Americans believe media organizations fabricate stories about government, and a quarter of Americans say the government should “be able to stop a news media outlet from publishing a story that government officials say is biased or inaccurate.” Those are the findings of a recent Poynter Media Trust Survey, which found a widening gap in perceptions of the media among Democrats and Republicans. Overall, 49 percent of Americans said they trust the media to report the news “fully, accurately and fairly.” Tom Rosenstiel, executive director of the American Press Institute; Indira Lakshmanan, Poynter’s Newmark chair in journalism ethics; and James Blue, senior content and special projects producer for the PBS NEWSHOUR, will lead a discussion about these findings, the need for transparency, and the importance of adhering to rigorous editorial standards. Key Takeaways:

1. Better awareness of how the public perceives the media 2. Sharing of ideas on how to improve transparency 3. Update on planned revisions to the PBS Editorial Standards and Practices

Speakers:

James Blue, Senior Content and Special Projects Producer, PBS NEWSHOUR

Indira Lakshmanan, Newmark Chair in Journalism Ethics, Poynter Institute

Tom Rosenstiel, Executive Director, American Press Institute



How Stations Use Independent Film to Build Community & Sustainability in the Post-Truth Era Oak Alley (4th Floor) In a time when the battle for attention favors conflict, spectacle, and shorthand, independent documentary filmmakers stand out. They spend time building trust with people as individuals and communities, fueling a pipeline of authentic, diverse, and relevant human stories that ring true in a post-truth era. They bring us the high-quality, individual stories behind the headlines. Their films are vital to the PBS mission of being trusted, valued, and essential – broadening our perspectives and world views. Learn from the stations and storytellers how to go beyond the media circus to reflect your community's voice, find the stories that will resonate, help build new audiences, and attract funders. Key Takeaways:

1. Learn from stations and storytellers how to go beyond the media circus to reflect your community's voice

2. Find the stories that will resonate for your community 3. Ways for stations to build a new audience and attract funders

Speakers:

Donna Hardwick, Senior Director of Communications, ITVS

Michael Harryman, Director of Communications and Community Collaboration, Wisconsin Public Television

Christina Melton, Director of Special Projects, Louisiana Public Broadcasting

Rachel Raney, Director of National Productions & Original Content, UNC-TV

Marcia Smith, President , Firelight Media

Howdy Partner! Forging Local Partnerships with Community Organizations to Support Strategic Goals Bayside A (4th Floor) Strategic community partnerships can increase capacity to meet internal goals and serve local needs. A case study is KLRU and Communities In Schools (CIS) of Central Texas. Representatives from these two organizations will spotlight their efforts to bring research-based, field-tested family engagement experiences to underserved children and their families through the CPB-PBS Ready To Learn Initiative. Representatives from CPB and CIS National will discuss how they support and measure the effectiveness of community partnerships; identify the process for helping PBS stations connect with local CIS affiliates; and share how local success stories can spur efforts to scale partnerships across the country. Key Takeaways:

1. Strategic approaches to initiating partnerships with local community organizations 2. Awareness of the Ready To Learn family engagement model and partnerships 3. Strategies for growing and maintaining strong relationships with partner organizations

Speakers:

Dr. Pam Johnson, Executive Director, Ready To Learn, Corporation for Public Broadcasting

David Lowenstein, Senior Director, Ready To Learn, PBS KIDS Digital

Miriam Mendoza, Project Director, Ready To Learn, KLRU-TV, Austin PBS

Rob Patton, Senior Program Coordinator, Communities In Schools of Central Texas

Megan Robinson, Director of Program Investments & Partnerships, Communities In Schools National Office



Leveraging Your 24/7 PBS KIDS Channel to Invigorate Education, Engagement, and Fundraising Borgne (3rd Floor) In the last two years, more than 100 PBS stations have launched a 24/7 PBS KIDS channel. This session looks at how stations are utilizing the channel to create community connections, educate and engage viewers, and attract new underwriters and donors. Representatives of KCPT Kansas City, WKAR Lansing, CET Cincinnati and UNC-TV North Carolina will provide case studies and lead attendees in breakout discussions focused on fundraising, engagement, education, marketing, and content creation. Key Takeaways:

1. How stations across the nation are successfully utilizing their 24/7 Kids Channel 2. Strategies for engaging new sponsors and partners 3. Strategies for engagement and programming

Speakers:

Susi Elkins, General Manager, WKAR

Joy Potts, Director of Children’s Media and Education Services, UNC-TV

Gregory Schell, Corporate and Business Development, ThinkTV/CET

Angee Simmons, Vice President Education and Engagement, KCPT

Julie Wallen, Director of Corporate Relations, KCPT

Social Media 301 Bayside B-C (4th Floor) This session will encapsulate the key things digital marketers should know about changes to social media since the last Annual Meeting. We will discuss social best practices around the Facebook algorithm, social-optimized video, Facebook cross-posting, animated graphics, 360 images, and guidelines, tips, and best practices for getting your content shared on PBS social channels. We’ll also address free or cost-effective tools for measuring ROI on social. Key Takeaways:

1. Key elements of social-optimized video 2. Where to get social assets and marketing plans from PBS and presenting station programming 3. Return home with important benchmarks to demonstrate the importance of budgeting for social

media Speakers:

Ashley Carufel, Manager, Social Engagement Strategy, PBS

Lori Dicker, Senior Director, Digital Marketing, PBS

Steal This Idea: Local Impact Edition Grand Chenier (5th Floor) This year’s “Local Impact Edition” brings together some of America’s best storytellers—our PBS stations—for a rapid-fire, idea-sharing session that energizes attendees with real-world examples, featuring case studies from stations that focus on how they have brought the “trusted, valued, essential” mantra to life with content, engagement, and collaborations in their local markets in ways that have had a lasting impact on the communities they serve. Key Takeaways:

1. New, proven ideas you can apply locally 2. New contacts to build your professional network



3. Real-world stories of success from colleagues 4. Lessons learned about what didn't work in a candid format

Moderator:

Sloan Carroll, Director of General Audience Marketing, PBS Speakers:

Brent Clark, Director of Content and Digital Media, WCTE

Robin Mencher, Executive Director, Education, KQED

Hannah Power, Education and Engagement Coordinator, WFSU Public Media

Cyndy Robbins, Director of Content, Vegas PBS

Julie Speer, Vice President of Culture Content, Rocky Mountain Public Media

The Evolving Donor Landscape: How On-Air Experiments and Community Impact Messaging Are Transforming the Fundraising Paradigm Maurepas (3rd Floor) As donor choice prevails, station on-air fundraising practices must continue to evolve. Join the in-depth analysis of on-air donor and revenue trends over the last few years for public television and engage with station professionals who are actively working to challenge the current fundraising model to meet the needs of their audience. The session will explore how on-air experiments are giving back core programming to viewers and the data trends that support a rapidly changing landscape. Key Takeaways:

1. Return home with important benchmarks and trends for membership and on-air fundraising performance

2. Ideas for funding the mission outside normal channels – allowing for flexibility in on-air fundraising scheduling

3. Learn how a smaller station successfully adapted a larger stations on-air strategy Speakers:

Kellie Castruita-Specter, Chief Marketing and Engagement Officer, WNET

Luis Estrada, On-Air Fundraising Manager/Senior Producer, KPBS

Carol Rhine, Principal Fundraising Analyst, Target Analytics

Kent Steele, Executive Director – Channel Management Group, WNET



Wednesday May 9 2:15 PM — 3:15 PM Concurrent 4 Starred (*) sessions open to public media staff only

Choose Your Own Adventure! A Digital Innovation Odyssey Borgne (3rd Floor) Come to this session with your smartphone charged because you will be using it! This is not your mom’s conference panel. FRONTLINE is going to take you on a digital platform odyssey and YOU get to be the captain. The culture inside FRONTLINE is all about embracing change, innovation, and disruption. As a result, we’ve been telling stories in all sorts of new ways – from viral Facebook videos, to YouTube docs and explainers, to virtual reality experiences, podcasts, and Instagram stories. We love the creative energy we get from bringing our distinct brand of journalism to new platforms and technologies. But perhaps you don’t know where to start or simply don’t feel informed enough to make these leaps? That’s ok, we can do it together! In this session, we’re inviting (urging) you to bring along your current project/ideas/dreams so that we can make something cool together, on the fly, in the room. This is all about creating something that is useful and exciting for YOU, your station and your brand. Obsessed with vertical video? (Us too!) Let’s make some Insta-stories! Love the idea of 360? We’ll show you how to do it. You’ll learn by doing. And most importantly, you’ll return home with real world learnings about the digital landscape that you can put to use immediately. Please remember to bring real world project ideas to this session, that’s our best bet at having a successful Odyssey! Key Takeaways:

1. The creative encouragement, support, and know-how you need to bring at least one totally new digital storytelling technique back home to your station

2. How to “shop in your digital closet” – we all have terrific content that we’re just not doing enough with; we’ll share creative ways we could all do more with the great content we have

3. Story Trumps Tech, Every Single Time – we will remind and reinforce the basic principle that every smart, memorable, viral digital experience is ultimately the result of a great story told natively on the right platform

Speakers:

Carla Borras, Director of Digital Video, FRONTLINE

Pam Johnston, Sr. Director of Strategy & Audience, FRONTLINE

Multi-Platform Packaging in a Competitive Market Bayside A (4th Floor) Putting together multi-platform packages that resonate with sponsors and partners is increasingly important in a competitive market. How to build a diverse offering that highlights value that only your station can provide. Key takeaways are ideas on how to leverage on-air, digital, and events for Corporate Support packages. Key Takeaways:

Ideas on how to leverage on-air, digital, and events for Corporate Support packages Moderator:

Toanya Kessé, Director, Corporate Relations, PBS



Speakers:

Nancy Dieterich, Managing Director, Local Corporate Sponsorship, WGBH

Cathy Edwards, Corporate Development Director, WFWA

Jordan Siegler, Corporate & Community Development, Wisconsin Public Television

* Navigating Washington in Turbulent Times – How to Succeed in the Big Queasy Grand Couteau (5th Floor) Discover how to set and accomplish your government relations goals without running aground on politically perilous shoals and losing your legislator – or your lunch. With examples from stations that stay steadfastly on course, you’ll learn about tried and true routes of passage to the safe harbor of bipartisan support; no previous sailing skills required. You’ll also get a fresh forecast on the legislative and regulatory scene to help chart your course through the remainder of 2018. Key Takeaways:

1. Building legislative relations amid divisive politics 2. Ideas for engagement and avoiding pitfalls during an election year 3. Key legislative and regulatory moments/developments in 2018

Speakers:

Kate Riley, Vice President, Government & Public Affairs, APTS

Bill Weber, Vice President, Government Affairs & Associate General Counsel, PBS

* PBS Audience Insights 2018 (repeat of Monday session) Nottoway (4th Floor) The media landscape continues to change, with content consumers enjoying more options than ever to find the types of content they like. While television continues to be the way most PBS viewers find their favorites, connected devices like Apple TV and Roku, and the revamped PBS.org and Passport, are reaching new and growing audiences. Hear from Business Intelligence leaders Amy Sample and Bill Merkel about how PBS's General Audience programming is doing so far this season, what important trends they see in the evolution of PBS's audiences, and what's going on in the industry at large that will affect your local PBS station in the future. Key Takeaways:

1. Trends in program viewership and audience dynamics 2. Viewing behavior across platforms 3. The Annual Audience Insights Book will be distributed at the end

Speakers:

Kate Alany, Sr. Director, Data Strategy & Operations, PBS

Bill Merkel, Director, PBS Business Intelligence

Amy Sample, Sr. Director, PBS Business Intelligence

* PBS Brand Refresh for the Digital Age Bayside B-C (4th Floor) What’s happening on the PBS brand refresh? You’ve heard the rumors, now’s the time to delve into the evolutional realm of the PBS brand for the digital age and gain insider knowledge on direction and production of logo and brand package debut plans. Building upon our new brand platform, join us and our partner Lippincott for this interactive session to unveil design thinking and architectural change elements that will reinforce PBS’s experience vision as a beacon of thoughtful and thought-provoking media. As we near our



50th in 2019, our new energized brand will reinforce the role PBS and its member stations will play in the ever-changing digital-first landscape for generations to come. Key Takeaways:

1. Deep dive of brand platform, narrative, and experience vision 2. Clear understanding of brand positioning that will help stations transition to refreshed brand visual

identity 3. Practical and inspirational best practices for highest impact of what will be created in the new brand

package Speakers:

Connie Birdsall, Senior Design Partner, Lippincott

Bogdan Geana, Design Partner, Lippincott

Emily Guilmette, Strategy Partner, Lippincott

Shelby Hawker, Senior Strategy Partner, Lippincott

* THE GREAT AMERICAN READ – The Perfect Station Engagement Event Oak Alley (4th Floor) THE GREAT AMERICAN READ is an epic multi-platform campaign with massive online engagement to encourage Americans to vote for their favorite book. Perhaps few content events in PBS history have offered stations so many opportunities for engagement that perfectly align with our local/national mission to educate, inform, and inspire. The session will begin with an overview of details and assets, including scheduling, promotion, social media, web, publicity, events, education, and development, and culminate in a lively “steal this idea” conversation where you can share your plans with stations colleagues and borrow from their brainstorming! Key Takeaways:

1. Brainstorm with station colleagues regarding TGAR engagement strategies/ideas across markets 2. Dedicated space to discuss TGAR with PBS staff and station colleagues 3. Latest details about the project in the weeks leading up to the premiere

Speakers:

Emmalee Hackshaw, Director of Community Engagement, Georga Public Broadcasting

Bethany Latham, Project Director, The Great American Read

Sumner Menchero, Director, Station Strategy & Engagement, PBS

Aaron Morvan, Digital Media Specialist, The Oklahoma Network

Robin Pizzo, Director of Education, WKAR

Chris Walz, Director, Multiplatform Marketing, PBS

The PBS KIDS Content Pipeline – Your Pathway to Audience Engagement Grand Chenier (5th Fl.) Let’s talk audience engagement! Join PBS Children’s Media and station staff for a look at the 2018-2019 cross-platform content pipeline and strategy and hear from PBS member stations PBS SoCal and WFSU about how they use nationally distributed content as a basis for community and audience engagement in everything from outreach and events to digital and social media activities. We’ll open the floor to hear your ideas and experiences—come, share and learn.



Key Takeaways: 1. A look forward at PBS KIDS’ cross-platform content calendar 2. Insight into how the calendar integrates across platforms 3. Specific, actionable ideas and examples of how stations can leverage content in multiple ways to

engage audiences (parents, children, educators/caregivers) Speakers:

Tommy Gillespie, Assistant Director, Children’s Programming, PBS

Karin Jue, Director, Streaming Media, PBS KIDS Digital

Kim Kelling Engstrom, Director of Content and Community Partnerships, WFSU

Veronica Toney, Director, Social Media, PBS Children’s Media & Education

Jennifer Vides, Vice President Marketing & Communications, PBS SoCal

* The State of Pledge: What’s New & What’s Next (repeat of Monday session) Maurepas (3rd Floor) What’s the current fundraising environment for PBS and what are we going to do about it? Join the PBS fundraising team as they explore the past season’s results, take a look at the program pipeline, update sustainer results, explore new trends in fundraising and examine the impact of Passport for on-air fundraising. Key Takeaways:

1. Learn how Fundraising Programming is integrating Passport into national pledge events and best practices for local Passport pitching

2. Explore how sustainers are impacting the long-term health of your member file 3. See a preview upcoming PFP offers and learn about PFP content priorities

Speakers:

Rudy Casillas, Senior Director, Fundraising Programming, PBS

Deirdre Gabriel, Director, Fundraising Programming, PBS

NETWORKING MEET-UP SESSION SCHEDULE


Wednesday May 9 3:45 PM — 4:15 PM Concurrent 5

Connecting PBS and Public Safety for Increased Community Engagement Rhythm Ballroom (2nd Floor) – Table 1 Designing Facebook Ad Campaigns Bayside A (4th Floor) Education First Production (interstitial, learning object, digital short, etc.) Rhythm Ballroom (2nd Floor) – Table 2 Finding grants for education Rhythm Ballroom (2nd Floor) – Table 3 GET RICH QUICK! (A discussion about Passport Good Practices) Rhythm Ballroom (2nd Floor) – Table 4 Let's Talk RTL! Rhythm Ballroom (2nd Floor) – Table 5 PBS 50th Birthday Nottoway (4th Floor)

Public Media Women in Leadership Meet & Greet with fellow women leaders Borgne (3rd Floor) Social Media Storytelling with Oliver Luckett Bayside B-C (4th Floor) Station Exchange, a new feature of the Source Maurepas (3rd Floor) Stories of Service: Veterans Reboot Rhythm Ballroom (2nd Floor) – Table 6 Teaching the Next Generation of Science Communicators Grand Couteau (5th Floor) The Great American Read Station Meetup Oak Alley (4th Floor) What do YOU need in a new brand package? Grand Chenier (5th Floor)

CONCURRENT & NETWORKING MEET-UP SESSION...

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