CANADIAN MUSEUM
MARKETING CONFERENCE
June 6, 2025
LOCATION: Canadian Canoe Museum, Peterborough, Ontario
Come to Peterborough in June and experience one of National Geographic’s Top 40 Cultural Spots for 2024. See the full story here.
SPONSOR
DESIGNED FOR KEY MARKETING & COMMUNICATIONS EXECUTIVES, STAFF & SUPPORT TEAMS AT: Museums | Galleries | Historic Sites | Cultural Centres | Public & Private Attractions | Libraries | Heritage Buildings | Collectives & Local Support Societies | Parks & Trails | and any institution or organization which manages similar locations.
ATTEND AND YOU WILL: Upgrade Your Marketing, Engagement & Fundraising Skills | Network with Colleagues & Make New Connections | Add to your career experience | Discover New Vendor Partners | Collect New Research & Insights | See New Technology In Action | Confer With Select Exhibitors | Take home the Free 100+ Page Maximum Marketing Workbook | Tour one of the world’s newest & most-inspiring museums right here in Ontario | Get an opportunity to visit other local Kawartha and & Peterborough Museums and Tourist Destinations such as the Peterborough Lift Lock | and more.
ABOUT THE CONFERENCE & THE ORGANIZER
This newly-minted Conference’s mission is to expand and enhance the ability of Canada’s museums, galleries, historic sites and cultural organizations and similar institutions to meet the marketing, communications, fundraising and technology challenges in today’s sector.
DM Magazine is Canada’s premier publication and media channel for masters of data-driven, insights-based marketing and we’re tapping into our readership and authors to bring top-flight speakers who can bring their experience and deep knowledge to delegates from all types and sizes of organizations. DM Magazine has also staged the annual Canadian National Fundraising Conference, the annual AI in Philanthropy SuperConference, the bi-annual Loyalty & Rewards Forum, and many other national and regional conferences and seminars. Your future and your organizations depend on leveraging these rapidly-changing strategies, tactics, experiences, technologies, platforms, programs and stories to help build, maintain, and expand organizational revenue streams.
If you attend, you will hear from the most impactful people in the sector. Ideas from leaders and teams at museums, heritage sites, galleries, libraries, historic buildings, settlements, exhibitions, and other institutions which welcome visitors and impact their communities, their regions and their business partners.
Discover powerful new ways to increase membership, multiply visitor numbers, offer more visual or digital and virtual exhibits, sign partnerships with local and regional sponsors and business partners, ramp up merchandise sales, get more brand exposure in press, social media, radio, TV, YouTube and more…be sure to bring your team to this Conference. Plus…we have special rates for team registrations and appropriate rates for both volunteer-run or skeleton-staffed facilities.
Plus a behind-the-scenes tour of the new museum. Delegates with a sense of adventure should also consider a special outdoor camping skills workshop with a Canadian Canoe Museum guide on June 7th.
Delegates may also win one of several free prizes which are appropriate to the location and theme. Martello Alley is donating these, for example, which include canoe dip pots (left) and a mounted canoe sculpture. Other prizes will be announced on the day of the conference.
Attend the Conference, Stay the Weekend, or Plan Your Route to Maximize Visits to Other Sites along the way. Be sure to bring your team and save on registrations.
PLUS FREE BONUS FOR ALL DELEGATES: A Copy of our 100+ page MAXIMUM MARKETING WORKBOOK, the Go-To Manual For Marketers who want to acquire and retain new members, more visitors and expand their revenue channels and tap into some of the best ideas, strategies and tactics to accomplish those goals. These ideas and insights work for any museum, gallery, institution or attraction. This is a true workbook with learning exercises, examples, challenges and added references.
YOUR SPEAKERS INCLUDE
Opening Keynote Speaker: Olivier Carré-Delisle, Vice-President, Digital, Public Affairs and Commercial Operations, Ingenium. Carré-Delisle joined Ingenium , Canada’s Museums of Science and Innovation, in March 2021 as Vice-President of Digital, Public Affairs and Commercial Operations. He is responsible for the strategy and execution of corporate communications and marketing activities, as well as the digital technology portfolio. He also leads the company’s commercial operations. He has over 20 years of professional experience in the public and private sectors. As a senior executive, he has led dozens of cross-functional teams in small and medium-sized national organizations across a variety of sectors, including federal policy, science and technology research and development, the aviation industry, and the heritage and tourism industry. Prior to joining Ingenium, Olivier was Director of Communications at NAV CANADA, held several senior management positions at the National Research Council of Canada and also worked at the Senate of Canada as an advisor and public information manager.
Carolyn Shaw, Co-Founder, President & Chief Creative Officer at Humanity; Ryan Hughes. Co-Founder, Chief Strategy Officer and Head of Client Success at Humanity.
SESSION: What Moves People: Behavioural Science and the Marketing of a National Museum. Most museums market what they are. But the most powerful ones market what people feel. In this keynote, we’ll explore how behavioural science can help museums move beyond demographics and deepen their understanding of how audiences actually think and act. Featuring the Canadian Museum for Human Rights, we’ll share how applying behavioural insights transformed the way they engage visitors—shifting the focus from iconic architecture to the emotional power of the stories inside. The result? A more connected audience, increased visibility, stronger partnerships, and deeper community impact. Expect practical takeaways on using behavioural science to drive action, advocacy, and lasting loyalty in your own marketing efforts.
Lois Tuffin, Principal, Tuff Ink. Session: Capitalizing on Your Museum’s Magic (On a Limited Budget). Translate your museum’s behind-the-scenes stories into magnets to draw more visitors. (It is less work – and more fun! – than you think). The trick isn’t to produce more content, as much as it is to tell the same stories in more ways and places to get more value out of them. Learn more about what today’s audiences want to know – before even thinking about coming to your site. By building a plan and working with partners, you can infuse new energy into your work.
Mila Dechef-Tweddle, Director, Nordicity and Megan Lynch, co-presenter. Megan is a Senior Manager at Nordicity. Mila is a skilled consultant and experienced project manager, working primarily with clients in the arts, culture and creative industries. She leads projects that range from policy analysis, evaluation, and development, to economic and social impact evaluation, to strategy development at the organizational and sector level. Mila’s work at Nordicity focuses largely on researching and analyzing sector trends, policy trends and stakeholder needs to help her clients proactively respond to key issues and opportunities. Past clients include the Edmonton Public Library, the Ottawa Cultural Alliance, the Entertainment Software Association of Canada, the Canada Council for the Arts, Groupe Média TFO, Music Canada and the National Gallery of Canada. Fluently bilingual in French and English, she has exceptional research, stakeholder engagement, facilitation, presentation, analysis and writing skills in both of Canada’s official languages.
SESSION: Toward Digital Innovation: Empowering Museums for the Future. How can museums stay ahead in the digital age? This session dives into building internal capacity to navigate and harness emerging technologies like AI, digital storytelling, and data-driven tools for marketing. Through concrete examples, we’ll explore how museums can become more digitally literate, adaptive, and strategic in adopting digital tools by assessing both the risks and opportunities they present.
Faisal Abid, CoFounder & Head of AI, 2Humans1AI. Beyond the Ask: How AI-Powered Storytelling Transforms Nonprofit Engagement. A practical blueprint for nonprofits looking to harness generative AI to deepen supporter connections and drive measurable giving. This talk moves beyond theory to provide actionable implementation strategies that organizations of any size can adopt. Discover how your nonprofit can leverage AI tools to: • Create personalized donor journeys that resonate with your unique audience • Craft compelling impact narratives that inspire greater generosity • Build scalable, authentic engagement without expanding your team. We’ll walk through the step-by-step process—from identifying the right AI applications for your mission to measuring success through tangible metrics like donation increases and supporter retention. Learn how these innovative approaches have consistently translated into both financial growth and strengthened “brand love” for the organizations we’ve guided through this transformation.
David Dossett, Owner, Martello Alley. Dossett is a visionary artist, entrepreneur, and community advocate based in Kingston, Ontario. As the founder of Martello Alley—an artist-run gallery transformed from a forgotten downtown alley—David has pioneered creative strategies to attract and engage audiences through both physical and digital experiences. Blending public art, storytelling, and digital outreach, David has launched initiatives like Froid’Art and Jardin’Art, turning cold winters and vibrant summers into opportunities for community connection and cultural engagement. His work demonstrates how art spaces can be reimagined to be more welcoming, inclusive, and interactive. In addition to curating physical spaces, David also runs a thriving online art business through Shopify, with over $1.4 million in sales to date. His experience combining in-person charm with digital reach offers valuable insight into how galleries and museums can boost visibility, grow audiences, and deepen impact in today’s hybrid world.
SESSION: His presentation, “The Art of Attraction,” will explore creative and digital strategies to draw people in—and keep them coming back.
Jay Chaney, Partner, Founder, Broken Heart Love Affair & LLC. As a Founder and Chief Strategy Officer of Broken Heart Love Affair, Jay brings close to 25 years of advertising experience having been the lead strategist on some of Canada’s most celebrated work and recently launching one of Canada’s most exciting new ad agencies designed to change the economics and approach of creative agencies. He was Canada’s top planner in 2018 & 2019 on the Strategy Report Card and was in the Top 4 Planners in the world according to Adage. His early career began in the pureplay digital space with Blast Radius, Critical Mass, and Tribal DDB. But, his offering and abilities expanded beyond as he saw an opportunity to fuse digital philosophy into what is often coined traditional advertising at agencies such as DDB, lg2, and Cossette where he was the CSO. The result was breakthrough and globally awarded work in McDonald’s ‘Our Food, Your Questions’, SickKids ‘VS’ (bringing home Canada’s only Black Lion from Cannes), HoneyNut Cheerios ‘Bring Back the Bees’ and the experimental KOHO Financial Campaign ‘Dream Thieves’. Now he has created an agency centred on this philosophical underpinning at Broken Heart Love Affair, which has brought us Kruger’s highly lauded ‘Unapologetically Human’, MadeGood’s ‘Un-wreck The Future’, and Internova Travel’s ‘Book Human’. Broken Heart Love Affair has since gone on to be recognized globally with a Silver in the Newcomer Small Agency by Adage Magazine. Jay has contributed to both the ad industry and the strategic practice within advertising by regularly judging award shows locally and internationally, speaking at high profile events, and by teaching and mentoring young students whenever the opportunity presents at Miami Ad School, Schulich School of Business and Ivey Business School.
SESSION: REBRANDING THE ROM. After 111 years as a storied institution, how do you begin to reformat and reconnect audience relationships and define a new role in culture to usher in a new era for ROM? Under the new leadership and vision of CEO, Josh Basseches, the role of the museum was set to transform from a passive cultural experience to an active leader of culture. The brand itself needed to keep up and signal this new era and role in society. Join Jay Chaney, CSO and Founder of Toronto-based Broken Heart Love Affair, as he details a revolutionary shift in ROMs brand from “rainy day babysitter” to a magnet of global culture – from design to ads through to experience – and the results that come with this bold move.
Dr. Simge Erdogan-O’Connor, Museum Director, Museum of Health Care. Simge is a Research Associate at the North American Cultural Diplomacy Initiative (NACDI). She is also the Director of the Museum of Health Care at Kingston and Course Director at the Ontario Museum Association. She holds a Ph.D. in Cultural Studies from Queen’s University and an MA in Museum Studies from University College London. Her research interests include critical museology, global studies, cultural diplomacy, and social justice studies. As a museum professional with over 13 years of experience, she spearheads initiatives focused on community engagement, cultural access, and accessibility. Throughout her professional career, Simge has led projects in the areas of accessibility, audience engagement, exhibit development, communication, and marketing. She previously worked as a Curator at the Istanbul Museum of Science and Industry and as an Education Coordinator at the Elgiz Museum of Contemporary Art. Her collaborative projects with the University of Western Ontario, Queen’s University, the Montreal Museum of Fine Arts, UCL Institute of Archaeology, and the Science Museum London are just a few examples of the international academic work she has undertaken in the areas of museums, cultural relations, and heritage since 2011.
Boosting Audience Engagement in Small Museums. This session explores practical strategies for enhancing audience engagement and launching successful marketing initiatives in small museums with limited resources. Drawing on firsthand experience from two of Kingston’s beloved museums, the Museum of Health Care and Murney Tower Museum, we’ll discuss how to create impactful marketing campaigns and revitalize a museum’s image—even on a tight budget. Learn how to build a strong museum brand, make the most of digital tools, and foster community partnerships to elevate visibility and engagement. With actionable insights, real-world examples, and creative solutions, this session will empower small museums to make a big impact in today’s competitive cultural landscape.
Jeremy Neal Blowers, Executive Director, Canadian Tank Museum. Jeremy is the Executive Director of The Canadian Tank Museum, The Ontario Regiment RCAC Museum, and the Oshawa Aeronautical, Military and Industrial Museum. Having worked as a volunteer administrator in many museum organizations over the years, he brings a great deal of experience and new direction to the organization. Jeremy’s involvement with military museums began during his Canadian History studies at Trent University when he volunteered for two years at the Oshawa Camp X Museum. His involvement with the Ontario Regiment began in 1995when he joined the 1913 Ontario Regiment RCAC Cadet Corps and on returning from his formal education he has been involved with the Regimental Museum and Regimental activities ever since. In addition to working for the Museum he has provided social media, promotional and organizational services for many local heritage organizations including the City of Oshawa Remembers WWI committee, the 420 WING RCAFA, and the Ontario Regiment 150thAnniversary committee. Also serving on the editorial and book launch committee for the Regiments new 2016 History: Fidelis EtParatus – A History of the Ontario Regiment RCAC. More recently Blowers and his organization successfully hosted the OMMC Organization of Military Museums of Canada conference in Oshawa which showcased our local military history to all CAF museums across the country. In 2017 Jeremy was asked to serve on the City of Oshawa’s Cultural Leadership Council where he is working to protect and promote Oshawa’s military heritage and ensure its inclusion in the City’s Arts, Culture and Heritage Action Plan. Blowers was elected to the Board of Directors of the OMMC (Organization of Military Museums of Canada) in 2021, and has been working as the chair of the OMMC Communications Committee. In 2020 Blowers was also asked to be a special media advisor and technology consultant for the RCACA ( Royal Canadian Armored Corps Association ). Outside of his duties as Executive Director he has worked as a volunteer in various positions in the organization including serving on the Board of Directors. Two years as Secretary of the Ferret Club(Vehicle Section), and several years as Ferret Club President.
SESSION: History Lives Here: Historical Education Through Experiential Learning. Join the Executive Director of the Canadian Tank Museum in Oshawa, ON as he discusses the use of “living history” to create unique, memorable and educational experiences for visitors. Hands-on learning, tactile exhibits and experiential education leaves a lasting impression on guests that leave with a better understanding of the historical material. Learn how the Canadian Tank Museum has used these experiences to grow attendance year-over-year, create attractive marketing campaigns and grow the organization’s reach and profile from a small Regional Museum to the internationally recognized institution it is today.
Dr. Zainub Verjee, Executive Director, Galeries Ontario/Ontario Galleries (GOG). Accomplished, experienced and visionary, Dr Zainub Verjee is a member of Order of Canada and is the laureate of the 2020 Governor General’s Visual and Media Arts Award for Outstanding Contribution. A public intellectual, she was elected as Senior Fellow of Massey College and appointed as McLaughlin College Fellow at York University. Recognizing her extraordinary contribution to arts and culture, she was conferred with honorary doctorates by OCAD University, Toronto and NSCAD University, Halifax as well as Simon Fraser University and University of Victoria, British Columbia, Canada. A recognized thought leader and senior executive in Arts, Culture and Heritage sector, with experience in leading and managing cultural institutions, cultural organizations, cultural departments, international contemporary art centres and cultural agencies, she has shaped culture policy at all levels of governments and contributed to building of cultural institutions and organizations in Canada and internationally. In the 1990s, Zainub was the executive director of the Western Front Society in Vancouver, B.C.. Later she held positions at Canada Council for the Arts in Ottawa, Department of Canadian Heritage in Gatineau and at the City of Mississauga. As a scholar, she has been part of many research projects and think-tanks to strengthen post-secondary art education in Canada and Internationally as well as published extensively. Her recent scholarly publication is a co-authored chapter The Making of the Black Star Collection at the Image Center in Facing the Black Star Other recent publications that documents her work are Variable Conditions – Para-computational Arts in Canada, 1965–1995 and Other Places: Reflections on Media Arts in Canada Her other writings can be found at the Galleries West Magazine while some of her new interviews can be found here. Currently, she is leading major national digital data projects to bring cultural institutions within the digital ecosystem and activating the implementation of the Truth and Reconciliation Commission’s 2015 report (TRC). Specifically, the recommendation of #67 of the TRC that contributes to a review of museum policies and best practices to determine the level of compliance with the United Nations Declaration on the Rights of Indigenous Peoples.
SESSION: Data Shy to Data Sovereign: How Galeries Ontario / Ontario Galleries is Rewriting the Playbook for Cultural Marketing. As cultural institutions grapple with shrinking attention spans, fragmented audiences, and increasing demands for accountability, data is no longer a luxury—it is a lifeline. Over the past eight years, Galeries Ontario / Ontario Galleries (GOG) has led a quiet revolution in how museums and galleries in Ontario approach digital transformation. Through a suite of pioneering initiatives—most notably Data Shy to Data Driven and the Digital Data Service—GOG has built a province-wide architecture that enables cultural institutions to harness data not just for visibility, but for viability. This presentation will chart GOG’s strategic journey from fragmented anecdotal reporting to sector-wide data fluency. It will explore how capacity-building programs have nurtured digital confidence across curatorial, administrative, and executive levels, and how collaborative infrastructures are being built to democratize access to actionable insights. More than a technical fix, GOG’s approach reimagines data as a collective cultural asset—supporting more ethical, inclusive, and responsive marketing strategies. In reframing data as a tool for sovereignty—not surveillance—this session offers a compelling model for cultural institutions navigating the new currents of marketing and technology, where meaning-making must keep pace with metrics, and where relevance must be earned, not assumed.
Amy Hetherington, PhD, Managing Director, Surface Impression Ltd. Amy Hetherington holds a PhD in Museum Studies from the University of Leicester in the UK (as well as an MA). Her PhD research looked at understanding digital literacy assumptions museum professionals make and how the field of digital humanities and related studies impacts how real museums design their digital offerings. She was appointed Canadian Director of Surface Impression, a digital design company, in 2017, and has been working to help museums develop best practices in digital engagement and user-centered online design. As a museum consultant, specializing in visitor evaluation, social media policy and practice, volunteer management and exhibition practices for several years. As Managing Director and project manager at digital innovation and design company Surface Impression Canada, Toronto, she works with arts, cultural and non-profit organizations in North America to develop digital media projects. We service small to medium sized museums in Canada who are interested in increasing their online social media presence, marketing to a new visitor based, discovering what makes their visitors tick (and how to get more people interested), and who want to design for the visitor experience. I specialize in individual projects as a consultant, researcher, and on the ground project manager. She has worked on the Transforming Thresholds project, investigating threshold spaces in museum places and visitor engagement.
SESSION: Title: The Relevance of Cultural Institutions in a Changing Society. The last few months have been full of volatility, and that’s before we talk about the last five years. Society is changing so rapidly, it can be hard to keep up. But one thing that hasn’t changed is that we, cultural institutions, need to engage our audiences in meaningful ways. How do we provide value? How do we foster connections and meaning? How do we meet our audiences where they are?
This session will delve into the unique value our institutions provide to the public and how to demonstrate that value, using real world case studies of marketing, engagement, and innovation. Together, we’ll explore how to engage our audiences and maintain our relevancy in this changing climate. Did you get this offer? SPECIAL SMALL FACILITY REGISTRATION
INTERESTED IN SPONSORSHIP AND/OR EXHIBITING (may include a speaking slot).
DOWNLOAD OUR SPONSORSHIP DETAILS
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Registration Opens 8:00 a.m.
Breakfast and Networking 8:00 am to 8:45 am
Welcome Address 8:45 am
Opening Keynote 9:00 am
Morning Sessions from 9:45 am to 12:15 pm
Lunch 12:15 pm to 1:00 pm | Luncheon Keynote 1:00 pm to 1:35 pm
Afternoon Sessions 1:45 pm to 4:00 pm
Closing Session 4:30 pm to 5:30 pm
Cocktail Reception | Networking | 5:30 pm
Optional (Free) Canadian Canoe Museum Exhibit Visit
Any time during the day up to 5:00 pm
Ways to Save on Your Delegate Fees Include…
> Special Rates for Volunteer-Run Facilities
> Special Rates for Dual and Group Registrations
> Low rates for Full Team Delegations
> Opportunity to Sponsor and Exhibit in the Presentation Hall
PLUS all registrations include: Full Pass to the Conference; Free tickets to tour the Canadian Canoe Museum; a full luncheon, with patio seats overlooking the lake and walking trail; a post-event cocktail reception on the Museum Balcony; and more.
We also recommend you consider attending a special event on Saturday June 7th run by the Museum, which would be fun for the whole family if you plan to visit for the weekend. How To Be a Happy Camper with Kevin Callan, (a.k.a. The Happy Camper) instructor and author of The Happy Camper: The Essential Guide to Life Outdoors will be hosting a canoe tripping workshop touching on everything from first-time outings, more moderate excursions, and advanced multiple-day trips. Learn More.
ACCOMMODATION: For all delegates, we have arranged for low rates at the Best Western Plus Otonabee Inn (left) which sits on part of Little Lake in the middle of Peterborough. You can walk to the Canoe Museum from here through a park and trail in only 10 minutes. Book your Hotel Room(s) with the Code CMMC and Save. Rates as low as $149.00 per night. Ask for details when you register to attend the conference. Other hotels in the area include the Holiday Inn and Quality Inn.
FEES & REGISTRATION (Special Rates)
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Volunteer-Run Facilities: $95.00 PP
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Small Facilities/Institutions
Only for Small Facilities: Single: $295.00
Dual Rates & Group Click on Register Now Below
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Regular Rates (All Others)
$595.00 | $875.00 (2 delegates) | $1095.00 (up to 4 delegates, one is free)
Questions?
Email Steve Lloyd, Conference Chair
steve@dmn.ca
or call 905-201-6600
Use the button below to register now.
This guarantees your place and you will receive
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