#CAPIO2016 Page 1

2016 CAPIO Conference Agenda

Resort at Squaw Creek, Olympic Valley, CA April 11 – 14, 2016 Conference Attire: Business Casual / Awards Dinner: Semi-Formal Recommended

(Agenda as of 4/7/16)

Monday, April 11, 2016

Grand Sierra C/D Room Sponsor: CivicLive

TIME SESSION/EVENT Location 11:00 AM – 5:00 PM Conference Registration/Information Desk

Alpine Registration

1:00 PM – 5:00 PM Pre-conference Workshop DSLR PHOTOGRAPHY 101 (PIO Institute Credit- satisfies 4a(vi) Photography) Lael Wageneck, public engagement coordinator, Santa Barbara County

Grand Sierra C/D

Do you want to learn how to take photos without leaving your DSLR on the automatic button? This session will get you on your way to understanding the various components and modes on your camera and expand your creativity. This session will cover different types of lenses and their uses, shutter speed and motion blur, film speed/ISO and shooting in low light, aperture and depth of field, exposure, composition, and working with external lights.

5:00 PM – 6:00 PM MEET & GREET Sponsored in part by FlashVote Join your fellow PIOs for this mixer after our pre-conference workshop or after traveling

in to North Lake Tahoe. A great chance to re-connect with colleagues and meet new

friends as the week gets started.

Cascades

6:15 PM – 9:00 PM Explore Olympic Village / Evening on your Own The Resort at Squaw Creek offers a complimentary shuttle to the Olympic Village where you’ll find some great restaurants and a beautiful view of the famous Squaw Valley ski slopes.

6:15 PM – 9:00 PM Pre-conference Board Meeting & Dinner

Tuesday, April 12, 2016 Room Sponsors

Grand Sierra A/B: Granicus Grand Sierra C: GovDelivery Grand Sierra D: ETA Agency

7:00 AM – 5:00 PM Conference Registration/Information Desk

Alpine Registration

7:30 AM – 9:00 AM Continental Breakfast/Exhibits/Networking Come visit our exhibitors/sponsors while you enjoy breakfast!

Sierra Prefunction

Pre-scheduled Appointments

ON CAMERA TRAINING Pre-scheduled Individual Training Sessions for CAPIO members

Monument Peak A

Offered by Scott Summerfield, principal, SAE Communications

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Conducted by SAE Communications, individual sessions include a discussion of one of your agency's

pressing issues, development of key messages, and two rounds of mock interviews. You'll be able to

review your “on camera” experience after the training and will have a huge jump on your communications

strategy for your upcoming issue. Camera/recording services provided by Placer County.

(All timeslots are currently filled. Email info@capio.org for more information.)

8:00 AM – 8:30 AM NEW ATTENDEE ORIENTATION

CL Lopez, communications officer, Human Services, County of San Bernardino and CAPIO president Bring your breakfast and meet CAPIO’s President while she provides new attendees with insights about how to make the most of your time at the conference.

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9:00 AM –1:00 PM PROFESSIONAL PORTRAITS Provided complimentary by Phoebus Biron www.bironconcepts.com

No pre-set appointments. Photos will be emailed to you by Phoebus within two weeks

of the event. Participant photos may be utilized on his website pending approval.

Sierra Prefunction

9:00 AM – 10:15 AM OPENING KEYNOTE – THE CRITICAL ROLE OF THE PIO IN SHAPING GOVERNMENT COMMUNICATIONS

Welcome from CAPIO Christine Brainerd, communications manager, City of Folsom and CAPIO President-Elect CL Lopez, communications officer, County of San Bernardino and CAPIO President

Sponsor Spotlights: Granicus, Comcast Placer County Welcome Jennifer Montgomery, Placer County Supervisor, District 5

KEYNOTE SPEAKER Kelly Huston, deputy director, Governor’s Office of Emergency Services

Grand Sierra A/B

Sometimes the daily tasks of your role as a PIO keep you from stepping back and seeing the bigger picture of why you do what you do, or where you fit in the overall organization. For over 20 years Kelly Huston has had a window into the small and large crises that communities across the state of California have encountered. What are you as a PIO training for? How do your daily “workouts” help you prepare for the moment when your community needs you the most? What is the difference between writing a press release and crafting a message to reach your audience? There is a critical difference – and being a trained PIO matters.

10:15 AM – 10:45 AM Coffee Break, Sponsor Exhibits and Networking

Sierra Prefunction

10:45 AM – 11:45 AM Concurrent Breakout Session II PLANNING HIGH PROFILE EVENTS AND PRESS BRIEFINGS Brad Alexander, chief of media relations and public information, California Office of Emergency Services Shawn Boyd, public information officer, California Office of Emergency Services Jonathan Gudel, public information officer, California Office of Emergency Services John Larimore, videographer, California Office of Emergency Services Robb Mayberry, public information officer, California Office of Emergency Services Lisa Ruiz, graphic designer, California Office of Emergency Services Monica Vargas, public information officer, California Office of Emergency Services

Grand Sierra A/B

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Gain insight into how the CA OES team manages and prepares for high profile events including town hall meetings with leaders like the Governor, site tours and media briefings for critical events and issues or , government to government stakeholder meetings. The team will share examples from recent events including the Los Angeles press briefing on the Aliso Canyon gas leak and the statewide virtual JIC operating since November. How do you consider all of the moving parts? What do you need to consider during the advance planning stage and site visit? How do you brief your leaders?

Concurrent Breakout Session II DIGITAL SACRAMENTO: HOW DIGITAL COMMUNICATION HELPED SACRAMENTO IMPROVE ONLINE CUSTOMER EXPERIENCES Natalie Fedie, vp of customer success, market development strategist, GovDelivery Carlos Eliason, creative design specialist, City of Sacramento

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The City of Sacramento relaunched its website and blog in 2014, in response to rising citizen expectations

for seamless, online services. Sacramento recognized that its website was only going to be valuable if

people used it, so they mapped out a plan to overhaul their communication strategy to drive traffic and

usage of the new site and new services. The City of Sacramento ramped up its use of the email, text

messaging, and social media to help drive traffic to new online properties and get citizens more engaged

with the city's programs. The city uses email messages as the backbone of its communications, which

range from marina updates, to messages on economic development initiatives, to alerts on water

conservation efforts. Sacramento increased its focus on outbound communication as the primary driver of

stakeholder engagement. This session will cover the top ways Sacramento has used digital communication

channels to drive its audience to action from compelling subject lines to subscription overlays and more.

Concurrent Breakout Session III INFOGRAPHICS IN FLASH: FREE, EASY TOOLS TO MAKE YOUR DATA POP Chris Gray-Garcia, deputy director of communications & public affairs, Placer County Scott Sandow, public information assistant, Placer County Mirinda Glick, graphic designer, Placer County

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Love the look and shareability of a great infographic but don't have the staff or resources to make them?

You're in luck. Learn about the easy, free (and nearly-free) resources anyone can use right now to

transform complicated or even drab information into simple, beautiful and impactful infographics and why

they're a critical tool for grabbing attention in the oversaturated social media world.

11:45 AM – 12:15 PM Meet Your Chapter: Northern California Meet & Greet President-Elect: Christine Brainerd City of Folsom, communications manager

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Central California Meet & Greet Director-at-Large: Lael Wageneck County of Santa Barbara, public engagement coordinator, CEO’s Office

Sierra Prefunction

Southern California Meet & Greet Director-at-Large: Jose Arballo, Jr. Riverside County Department of Public Health, senior public information specialist

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12:15 PM – 1:30 PM Luncheon and Keynote Presentation Sponsored by Digital Deployment and ETA Agency Sponsor Spotlights: Digital Deployment, ETA Agency, CivicLive LUNCHEON KEYNOTE - HOW TO STAY POSITIVE AND FOCUSED IN UNCERTAIN TIMES Sarita Maybin, international speaker, communication expert and author

Grand Sierra A/B

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The ability to stay positive and productive in the face of change, challenges and uncertainty is essential for

career success. In this interactive presentation Sarita will share how you can stay motivated, respond to

workplace challenges and rekindle passion for your career. You’ll learn how to cope with workplace

situations that are beyond your control, how to use your “resiliency resources” to bounce back from

adversity, and walk away with seven steps for thriving on change. A TEDx presenter and 2012 Top 5

Communication Speaker, Sarita’s message will resonate with communicators in the public spotlight.

1:30 PM-1:45 PM Book Signing / Purchase Opportunity with Sarita Maybin CAPIO Special “If you Can’t Say Something Nice, What Do You Say?” $10 cash, check or card

Sierra Prefunction

1:45 PM – 2:45 PM Concurrent Breakout Session I PARTY AT THE WASTEWATER TREATMENT PLANT! HOW UNION SANITARY DISTRICT HOSTED A WILDLY SUCCESSFUL OPEN HOUSE (PIO Institute Credit- satisfies 4b(i) Public Presentations) Michelle Powell, Communications and Intergovernmental Relations Coordinator, Union Sanitary District

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Union Sanitary District (USD), a Special District providing wastewater collection, treatment and disposal

services to Fremont, Newark and Union City, CA, was formerly a silent utility - if our customers didn't know

who we were, we figured we must be doing our job well. As part of USD's new philosophy of raising

awareness of the vital services that we provide to our community, we held our first Open House for the

public in May 2015 at our Treatment Plant and Administrative offices. Our initial definition of success was

250 visitors, with overflow plans in place "just in case." We received over 1,120 visitors over the four-hour

event period, with more than 260 signing up to tour the plant on a return visit. Visitors were enthusiastic

to learn about the complexity of the work we do and to meet our highly-trained, dedicated staff. This

how-to presentation includes examples of logistical planning, staff creativity, promotion of the event,

advertising and earned media strategies. It truly was an Olympian effort that paid off at the finish line. Our

target audience has increased awareness and appreciation of USD's role in protecting public health and

the environment, and a connection to the employees who make it happen. We also received a bonus

medal: it was great morale-builder for staff members.

Concurrent Breakout Session II PIO 101 – SUCCESSFUL MEDIA RELATIONS Steve Concialdi, fire captain, public information officer, Orange County Fire Authority

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As a PIO, your job is multi-faceted and relationships are key to your work within your department and with the media. Having a good relationship with the media will help when there is a specific way you’d like to share the message with your community. This session will cover the importance of digging deeper to find the story within a story to make an impact. It will also cover how to develop a good support system as the role of the PIO is fast-paced, stressful and emotional at times. Finally, we will cover the importance of good collaboration between departments and agencies. In many incidents, there are many agencies to work with and often recognize when stories are shared with the media. Don’t get caught up in your own department’s branding to the exclusion of others. These lessons and more from a 15 year PIO veteran.

Concurrent Breakout Session III DEVELOPMENT AND IMPLEMENTATION OF AN INTERNAL COMMUNICATIONS PLAN Brian Jacobson, public information officer, City of Roseville Maurice Chaney, public information officer, City of Roseville Environmental Utilities

Grand Sierra A/B

The City of Roseville developed and implemented a multi-faceted internal communications plan this past year. Discussion will include research and data, technical and budgetary challenges, and finally implementation and internal reaction.

2:45 PM – 3:00 PM Refreshment Break, Sponsor Exhibits and Networking

Sierra Prefunction

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3:00 PM – 4:00 PM Concurrent Breakout Session I SAN JOSÉ PARTNERS WITH EARTHQUAKE SOCCER STARS TO SCORE GREEN GOALS

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Jennie Loft, public information manager, City of San José, Environmental Services Department Carolina Camarena, senior public information representative, San José Environmental Services This session highlights the partnership between the City of San José and the San Jose Earthquakes soccer

franchise. This venture established a 3-year agreement which launched a regional environmental themed

marketing campaign to reach respective green goals. Learn how this partnership helped us reach our goal

of changing behavior to help reduce waste and prevent pollution. We’ll talk about our target audience,

how we reached out to local and state funders and secured funding, how five environmental messages

were created, how these messages were conveyed with two star soccer players through various

advertising methods, and how our city garbage and recycling experts were able to advise the Quakes to

implement green features at their new stadium. The session will conclude with a review of how we wrote

and captured performance evaluation metrics to test the effectiveness of the campaign.

Concurrent Breakout Session II PUBLIC ENGAGEMENT IN THE 21

ST CENTURY

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Mike Cohen, co-founder, Peak Democracy Lon Peterson, communications manager, City of Palo Alto Getting someone’s attention in today’s hectic, media-saturated landscape is difficult —especially for

government agencies. However, the City of Palo Alto has proven it’s possible. Come discover how the City

is redefining modern public engagement with an arsenal of fresh ideas and tech tools. At this session you’ll

hear how the City collaborated with Peak Democracy, PlaceWorks and Stanford University to develop and

pilot an innovative engagement solution - among other innovative tactics. Come early to participate in this

interactive, informative and fun session, as space will likely fill-up fast.

Concurrent Breakout Session III MEDIA RELATIONS: DON'T BE AFRAID, BUT BE LEERY Mike Conway, Assistant to the City Manager, City of Merced

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The media can be your friend and your enemy at the same time. Your boss wants you to get the ink or

airtime, but one slip of the tongue and it becomes a disaster. And when things have gone south and you

have to deal with a catastrophe, learn how to keep it a one-day story. Not ever dealing with a reporter will

result in a light, positive story. Plan ahead and you will have an easier time dealing with the media in good

times and in bad. Learn the rules of engagement before you call that press conference or ask for an

interview. What do you do when your agency spilled thousands of gallons of sewage on a school

playground? How do you handle a situation when your City is accused of using dogs for target practice?

Dealing with the media is a race against the clock, but that doesn't mean you can't be a gold medalist.

Mike Conway was a reporter for more than 20 years, then switched gears to become a PIO for the last 10.

He will share his insights, experiences and help you through your situations.

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4:10 PM – 5:10 PM Concurrent Breakout Session I USING PHOTOGRAPHY AND VIDEO TO TELL YOUR STORY Brian Jacobson, public information officer, City of Roseville DeDe Cordell, director of communications and public affairs, Placer County Angie Coughlin, video production instructor at Sierra College Erik Bergen, visual information specialist, Placer County

Grand Sierra A/B

The evidence is clear. Use of good photos, images and video increase engagement on the web, and in

email marketing and social media. Through examples and real-life situations, this presentation will show

how two government entities tell stories through images to enhance their reach. It will also provide some

simple, free techniques to improve your photos and videos even if you only use your phone, as well as

some creative ways to display visual stories for free that can significantly improve your engagement levels.

Concurrent Breakout Session II INNOVATIVE MULTI-MEDIA WATER CONSERVATION OUTREACH – ONE CITY’S MISSION

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Kaylee Weatherly, assistant to the general manager, Government & Public Affairs, Long Beach Water Department Cassandra Popli, director of account services, ETA Agency The state has entered into a severe drought, and Governor Brown has placed a water conservation

mandate on all cities to save our limited water supply. In response, Long Beach Water Department, in

partnership with ETA Advertising Inc., developed an innovative multi-media water conservation campaign

called MissionH2OLB that includes live events, outdoor advertising, print, digital and social media.

MissionH2OLB is a movement that gives the community a call to action to incorporate permanent water

conservation behaviors into their lifestyles. By partnering with local community influencers, including

artists, musicians and politicians, Long Beach Water has found various ways to tap into the community's

diverse and upbeat way of life. In this session, Long Beach Water with ETA Advertising will present their

experimental communications strategies, digital content and metrics of success to inform and inspire

other agencies. Long Beach is in a race to beat the statewide mandate and partner with the community to

make a permanent water-saving lifestyle change. Tell us, what's your mission?

Concurrent Breakout Session III ISRAEL TO BOSTON - CRISIS COMMUNICATIONS IN A WAR ZONE Karen Terrill, Crisis Communications Trainer, Media Survival Group

Grand Sierra C

When Boston Police Commissioner Ed Davis testified before Congress about capturing the Boston

Marathon bombers, he credited much of what he learned about Crisis Communications while training in

Israel. In May of 2015, Karen Terrill toured Israel for Advanced Homeland Security Training. She

interviewed the very officer who trained the Boston Police. She compiled Seven Crisis Communications

practices that the Israelis apply every day. During this presentation, she will provide concrete examples of

how those techniques can be applied to save lives here in the U.S.

5:15 PM – 6:15 PM Exhibitor Mixer & Reception

Sponsored by Gold Sponsors: Crocker & Crocker, CV Strategies, Prosio Communications, and SAE Communications

Sierra Prefunction

6:30 PM – 9:30 PM RESTAURANT ROUNDUP

Join your fellow PIOs for dinner at one of North Lake Tahoe’s fabulous restaurants. Sign up for your selected restaurant at the Registration Desk before 2:00 pm on Wednesday. CAPIO will arrange for conference attendees to be seated together at the restaurant. Dinner expenses are on your own. Reservations are made for 7:00 pm. Transportation to each restaurant will be noted on the sign-up documents. The bus will pick up from Tahoe City restaurants at specific times.

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Wednesday, April 13, 2016

Room Sponsors Grand Sierra A/B: Digital Deployment Grand Sierra C: InfoSend Grand Sierra D: Vision Internet

7:30 AM – 5:00 PM Conference Registration/Information Desk

7:00 AM – 8:00 AM Energize Your Morning! Enjoy Yoga or a Morning Brisk Walk with your Fellow PIOs!

Monument Peak B

Get that blood moving before another great day of sessions!

Yoga – Meet in Monument Peak B

Walkers – Meet in the Lobby at 7:00

Pre-scheduled Appointments

ON CAMERA TRAINING Pre-scheduled Individual Training Sessions for CAPIO members

Monument Peak A

Offered by Scott Summerfield, principal, SAE Communications

Conducted by SAE Communications, individual sessions include a discussion of one of your agency's

pressing issues, development of key messages, and two rounds of mock interviews. You'll be able to

review your “on camera” experience after the training and will have a huge jump on your communications

strategy for your upcoming issue. Camera/recording services provided by Placer County.

(All timeslots are currently filled. Email info@capio.org for more information.)

8:00 AM – 9:30 AM Breakfast/Exhibits/Networking Come visit our exhibitors/sponsors while you enjoy breakfast!

Sierra Prefunction

8:15 AM – 9:15 AM Breakout Session ART & SCIENCE OF SEARCH ENGINE OPTIMIZATION: THE KEY TO BOOSTING WEBSITE TRAFFIC Mac Clemmens, CEO, Digital Deployment

Grand Sierra A/B

85% of all users looking for information online start their investigation using a search engine. When your members, the media, and others are researching issues important to your organization, does your association come up in search results? Are you a thought leader? How are people finding your site, and why are they visiting? Welcome to the art and science of Search Engine Optimization. In this session, we will review how to reach your users, be found, and build your brand. We'll also learn how search engines work, learn why some sites rank higher than others, learn how to write better content that more people will see, find keywords for the content you are working on (using Google Keyword Planner) and learn a handful of other tools and techniques.

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9:30 AM – 10:30 AM Concurrent Breakout Session I PUBLIC ENGAGEMENT AND INNOVATIONS IN TECHNOLOGY Sarah Rubin, program manager, public engagement, Institute for Local Government Leland Wilcox, City of San José Mark Standriff, director of communications, City of Fresno

Grand Sierra A/B

Due to the growth of social media and mobile apps, residents have increasingly higher expectations of

engagement with government. PIOs need strategies that enable them to involve their communities with

rapid feedback and interaction. Technical solutions abound, but many are untested and mistakes can be

costly. This interactive session will begin by laying out a range of tech tool options to consider, explore

directions of technology, and share real life examples of engaging residents in new ways.

Concurrent Breakout Session II NEXT LEVEL SOCIAL MEDIA Spencer Critchley, managing partner, Boots Road Group LLC

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You've got the Facebook, Twitter, YouTube and Instagram accounts up and running. You're posting strong content, with lots of visuals. You're growing your followers and doing your best to engage with them. And yet you know there's probably more you could accomplish - and it would be nice if it didn't mean even more work. This session is for people who get social media, but want to get better. Boots Road Group Managing Partner Spencer Critchley will share techniques and tools of advanced social media, for priorities like these: Building a social, web and news alert system that finds you where you are; Spotting and responding to an emerging crisis; Tracking the stories and topics that matter most; Creating better content: text, images and video; Handling haters; Streaming and automating your processes; Measuring what matters, and using it to do better; Choosing the right tools and more.

Concurrent Breakout Session III MAKING THE CALL: WHAT TO WEIGH BEFORE INFORMING THE PUBLIC ABOUT A PUBLIC HEALTH ISSUE (PIO Institute Credit- satisfies 4b(iii) Legal Issues and Ethics) Jose Arballo, Jr., senior public information specialist, Riverside County Department of Public Health

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It is sometimes a matter of you are criticized if you do and criticized if you don't. Public agencies often

have events that occur and have to decide whether to publicize them or not. A restaurant may be the

cause of a food borne illness outbreak, but there are only a few cases. Do you make a public statement,

hoping to provide the public with information they can use or wait until you know more information? The

restaurant, meanwhile, is cooperating and could go out of business if you say something publicly. What

about the traveler from an Ebola-plagued country? Do you tell the public they are back home? These are

tough calls. At this session you’ll hear from Jose who has been through situations like these and who can

share his stories.

10:30 AM – 10:45 AM Coffee Break, Sponsor Exhibits and Networking

Sierra Prefunction

10:45 AM – 11:45 AM Concurrent Breakout Session I BUILDING RELATIONSHIPS AND TRUST FOR SUCCESSFUL LAW ENFORCEMENT MEDIA RELATIONS Robert McManus, police lieutenant, San Leandro Police Department

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Lt. Robert McManus has served in the San Leandro Police Department for more than 25 years. Currently

he serves as the commander of SLPD's Criminal Investigation Division and serves as the agency's press

information officer. Over the past year, Lt. McManus has worked closely with news media outlets in the

San Francisco Bay Area, while building relationships and increasing trust with journalists. He has written

numerous press releases, reported through social media outlets, and appeared in television news

broadcasts numerous times, regarding a variety of law enforcement-related topics including criminal and

controversial issues. His experience shared with participants will enforce the need to build strong

partnerships with journalists in order to successfully deliver a law enforcement agency's message to those

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that they serve. He will also discuss recommendations and tactics to successfully hold press briefs and

conferences, while introducing family members of violent crimes, such as homicide to the media. This

training will build confidence in a PIO, explain challenges that law enforcement may face in the media,

prepare participants to speak to journalists in a variety of situations, and more.

Concurrent Breakout Session II WORKING WITH CONTRACTORS: MAXIMUM VALUE, MINIMUM DRAMA

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Kristina Ray, communications manager, City of Carlsbad

Lori Prosio, president, Prosio Communications

Chris Cochran, assistant director, marketing and public affairs, California Office of Traffic Safety

Whether a free-lance writer to help with a newsletter or a full service agency for a large scale campaign,

contractors can play an important role in supporting PIOs. Learn tried and true tips for making the most

out of this relationship and avoiding the most common pitfalls. This fast paced and practical session will

address, from both the PIO and contractor's perspective: Help! When to consider engaging the help of a

contractor Budget? What Budget? How to find the resources to pay for help and make the most of it

Finding Your Special Someone? Identifying talent, and managing a successful and fair procurement

Budget? What Budget (Part II) Establishing a clear scope of work with measurable outcomes Finding

Lasting Love: Top 10 pet peeves and how to avoid them.

Concurrent Breakout Session III BALANCING THE CITIZEN ENGAGEMENT EQUATION Michael Ashford, vice president of marketing & strategic partnerships, Granicus Christine Brainerd, communications manager, City of Folsom

Grand Sierra A/B

Citizen engagement is in need of a redefinition, one that paints the picture of a delicate balance between

the transactional and the relational aspects of government-citizen interactions. Too often, citizen

engagement efforts are unevenly balanced to the relational side of the equation, and the transactional

relationship is flawed or inefficient. In this state, the only interactions government has with citizens are

when they feel the process has failed them in some way. In this session, we'll explore ways technology can

be applied to bring the government-citizen relationship equation into a balanced state.

11:45 AM – 12:00 PM Sponsor Exhibits and Networking Buffet Luncheon – seating in Grand Sierra A/B

Sierra Prefunction

12 PM – 1:30 PM Luncheon, CAPIO Business Meeting and Keynote Sponsored by GovDelivery and Civic Plus

BUSINESS MEETING CL Lopez, communications officer, Human Services, County of San Bernardino and CAPIO president Sponsor Spotlights: GovDelivery, CivicPlus LUNCHEON KEYNOTE – THE TRUST BAROMETER Steve Telliano, executive vice president and general manager, crisis, issues and messaging, Edelman, Sacramento

Grand Sierra A/B

For the past 15 years Edelman has conducted a Trust Barometer Study. What lessons can we learn as

public information officials from the results of their annual study and how do we continue to strengthen

the trust barometers in our communities? Steve will review the findings from the 2016 Trust Barometer

research, what we’ll learn from it, and how it will be useful to government PIOs.

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1:45 PM – 2:45 PM Concurrent Breakout Session I MAKING SOCIAL MEDIA RELEVANT - IT'S NOT ABOUT YOUR PRESS RELEASE, IT'S

ABOUT THE COMMUNITY YOU SERVE

Ashley Downton, communications specialist, City of Rancho Cordova Mike Jensen, public and government relations manager, Merced Irrigation District

Grand Sierra A/B

Facebook pages can quickly become boring and self-serving -- even a nuisance to your community, rather

than an important source of information. Learn how to engage your community by personalizing your

story and creating a positive working relationship. In this session, two PIOs will teach strategies that have

increased citizen engagement using interesting, regular content on a city government and special district

Facebook page. You’ll learn how to get needed "buy-in" from residents and other critical stakeholders to

make your job easier and keep your citizens informed. Strive for a new way to engage your community on

Facebook in 2016!

Concurrent Breakout Session II CUSTOMER PULSE PROJECT – USING RESEARCH TO PROVIDE EFFICIENT SERVICE THAT KEEPS CUSTOMER’S NEEDS A PRIORITY Nicole Coleman, communications & media officer II, Sacramento Area Sewer District Rosemary Clark, director of operations, Sacramento Area Sewer District

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As training is the basis for an Olympian's medal-winning performance, effective research is the foundation

for a winning business strategy. As the third largest sewage collection utility in the state, the Sacramento

Area Sewer District (SASD) has an obligation to set the bar high for how business in our industry is done.

In 2015, SASD conducted a far-reaching Customer Pulse Project. The project goal was to gather customer

input that could help increase efficiencies, strengthen relationship with customers, and build a stronger

business overall. The research effort was multi-faceted and cumulative, each step informing the next.

SASD started the research process by conducting a benchmarking study, interviewing both similar and

dissimilar utilities. From there, we moved into qualitative focus group research and quantitative phone

survey research. The result? Robust, meaningful information that now helps drive business decisions.

This CAPIO session will focus on three key objectives: 1) Share with our colleagues key research findings.

2) Reinforce how customer research helps provide quality, cost-effective service that keeps customers'

needs a priority. 3) Provide examples of how SASD has become more nimble and changed business

practices as a result of this research.

Concurrent Breakout Session III USING BRAND ARCHETYPES TO REDEFINE THE BRAND OF YOUR DISTRICT, AGENCY, PROGRAM OR PROJECT Scot Crocker, Managing Partner, Crocker and Crocker

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Brand archetypes have been used through the ages in literature, culture and communications to define

personalities that become characters in books, stories, movies, plays and more. There are 12 primary

archetypes and more than 24 sub archetypes that can be applied. More than 50 years ago, these

archetypes have been used in branding to help focus a brand around objective and subjective attributes. It

can be used for your agency, organization, a project, program or event. Is your organization the Rebel,

carving new territory. Maybe you're the Sage, keeper of information and resource nobody else has.

Perhaps, your program is a Caregiver. Learn how other businesses, organizations, associations and

products have used archetypes to focus their branding and image.

2:45 – 3:00 PM Networking Break, Sponsor Exhibits

Sierra Prefunction

3:00-4:00 PM Concurrent Breakout Session II DIVERSITY – THE NEW NORMAL Ted Parker Nguyen, section manager diversity outreach and economic opportunity Programs, OCTA

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This multimedia session will share the latest statistics and other relevant information about the dynamic

changing face of California. As the nation’s epicenter of culture, religion, ethnicity and sexual orientation,

California is leading the demographic charge. Addressing these swift changes can mean the difference

between perplexed public agencies facing charges of bias and discrimination or enlightened public

information officials with the understanding, sensitivity and strategies to fully embrace all constituencies

who will play an ever increasingly pivotal role in the success of local communities in the Golden State.

Concurrent Breakout Session II ADVENTURES IN BRANDING DeDe Cordell, director of communications and public affairs, Placer County Mirinda Glick, graphic designer, Placer County

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Placer County launched a new brand identity and logo in October of 2015 - a process that was done 100% in-house. This presentation would walk attendees through a case study of our process, the development of the logo, the brand guidelines, the templates, and the roll-out, both internal and external. Additionally, we'll discuss the importance of research and focus groups - and how ours completely changed the path we thought we were on.

Concurrent Breakout Session III “STICKING TO MY STORY" - THE ADDICTIVE POWER OF STORYTELLING AND HOW TO LEVERAGE IT (PIO Institute Credit- satisfies 4a(iv) Public Speaking) Donna Griffit, CEO, invisu.me

Grand Sierra A/B

Storytelling is now a popular buzz word - but what does it mean? Why do stories have such a powerful effect on our listeners? And how can we leverage it to powerfully persuade anyone? In this session, Donna Griffit, an Internationally acclaimed Corporate Storyteller and CEO of invisu.me will reveal the secrets of storytelling and provide the audience with a winning formula for captivating audiences and driving them to action.

5:30 PM – 6:30 PM Awards Reception (Semi-formal attire recommended) Sponsored by Granicus & Comcast Spotlight

Spa Deck

6:30 PM – 9:00 PM Excellence in Communications Awards Gala and PIO Graduation

Sponsored by Granicus & Comcast Spotlight

Grand Sierra

A/B

Krista Noonan, Director of Communications, CalSTRS Ted Parker Nguyen, section manager diversity outreach and economic opportunity programs, OCTA Enjoy an evening celebrating Awards of Excellence winners, our annual Paul B. Clark and Communicator of the Year recipients and the J. Lindsey Wolf PIO Institute graduates. You won’t want to forget your camera! Plus – throughout the evening get your photo taken at our photo corner with fun Olympic props. You’ll get an immediate printout and/or the option to get the photo texted/emailed to you for easy access to post on social media too. Stay for live music by Savannah Blue!

9:00 PM – 11:00 PM Let's Party!! Dancing and Live Music by Northern California's Best Rock Band, Savannah Blue New this year – the celebration will continue with an amazing band – Savannah Blue. Savannah Blue is a fun-loving, get-you-on-the-dance-floor six-piece Southern Rock band that is guaranteed to keep the party going for hours!! They play the best of Lynyrd Skynyrd, ZZ Top, the Allman Brothers, Marshall Tucker, .38 Special, Ted Nugent, Georgia Satellites, and more. Learn more at www.SavannahBlue.net. Once you hear their first song, you will want to stay at the event until their finale!

Grand Sierra A/B

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Thursday, April 14, 2016 8:00 AM – 9:00 AM

2016-2017 CAPIO Board of Directors Meeting & Breakfast (Open to all attendees)

Granite Chief

9:15 AM –10:15 AM Concurrent Breakout Session I THE VALLEY FIRE: EFFECTIVE COMMUNICATION IN A TIME OF CRISIS Kristi Jourdan, Public Information Officer, Napa County Meg Ragan, Webmaster Brad Alexander, California Office of Emergency Services Jill Ruzicka, deputy CAO / PIO, County of Lake

Grand Sierra C/D

For four weeks, the Valley Fire scorched more than 76,000 acres in Lake, Sonoma and Napa counties -- forcing thousands to evacuate. Many lost their homes. Some lost their lives. Public information played a key role in ensuring people were safe. Learn from Lake County, Napa County, and CalOES about the four phases of prioritizing and tackling crisis communication in an emergency from three very different perspectives.

Thank You to Our Sponsors!

Diamond Sponsors

Recharge Hub Sponsor

Platinum Sponsors

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Gold Sponsors

Silver Sponsors

Bronze Sponsors

In-Kind Sponsors Biron Concepts

Safe travels home and we will see you April 3 – 6, 2017 in San Diego!