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Should Your Company Be Podcasting?

  • 25 Jan 2007
  • The Diesel Playhouse (large theatre), 56 Blue Jays Way, Toronto, ON


Registration is closed
Start Time: 3:00pm - 6:30pm (Networking reception starts at 5pm)

What do marketers need to know about podcasting? Should your company be podcasting? How to get started?

These are just a few of the topics we'll discuss. Plus we’ll hear from leading Canadian companies who will share their insight into why they started podcasting and their experience from the front lines.

The session will be moderated by Jen Evans, President, Sequentia Communications.


“Podcasting– The Audience Is Listening… The Audience Is Creating”

Presented by: Mitch Joel, President, Twist Image

Podcasting is quickly becoming a great ally for Marketers. With a basic computer set-up and microphone, anyone has the ability to produce high-quality independent audio content for next to nothing…and they’re doing it in droves. Podcast was chosen as the “word of the year” in 2005 by the New Oxford American Dictionary. In this interactive session, Mitch Joel will walk you through why this is such an important channel for Marketers, how it can impact your business, how to get started and, most importantly, why your company should be Podcasting. If your company has a brand, then it has a voice. If it has a voice, then Podcasting is ideal to get that voice heard.

“Banking on a podcast - How a Big Five Bank Delivers Through Audio”

Presented by: Michael Seaton, Director Digital Marketing at Scotiabank

Building on the success of The Vault, Scotiabank’s free online financial newsletter the bank launched The Money Clip, a podcast featuring exclusive interviews with experts who discuss the many aspects of personal finance. Michael will take us through the decision making behind why Scotiabank decided to podcast and the results he’s seen todate. Plus he’ll share his insights, experience, and lessons learned from the world of podcasting.

"The Role of Podcasting at the CBC"

Presented By: Judy McAlpine, Director International/Business Development

How people listen to radio is changing. The CBC has been quick to adjust to its listener’s preferences with the production of a variety of podcasts. Popular radio programs such as Quirks & Quarks, Definitely Not The Opera, The Best of Ideas, The Current, and many others produce weekly podcasts. The audience is responding – with nearly a million downloads a month of CBC podcasts!

Judy will discuss why the CBC jumped into the world of podcasting, the experience to date, and provide some forward looking insight into how podcasting will impact the bottom line.


- 2:30 – 3:00pm Registration

- 3:00 - 5:00pm Session (Presentations followed by Q&A discussion with speakers)

- 5:00 – 6:30pm Networking Cocktail Reception


About Mitch Joel

Mitch_Joel_175.jpgMarketing Magazine called him, “Canada’s Rock Star of Digital Marketing” and in 2006 he was named one of the most influential authorities in the world on “Blog Marketing” by the UK-based research firm, Onalytica.

Mitch Joel is President of Twist Image – an award-winning Digital Marketing agency based in Montreal, Quebec. His Twist Image Blog and Podcast, Six Pixels Of Separation – The Twist Image Podcast, have helped establish Twist Image as new media experts.

Mitch is Vice-Chair Quebec of IAB Canada, is the instructor for the CMA’s eMarketing Professional Certificate Course, is the incoming co-chair of the CMA’s National Trade Show and Conference, sits on the Digital Marketing Council and is an executive of the Quebec board of the National Advertising Benevolent Society.

Mitch is frequently called upon to be a subject matter expert for CTV National News, CBC Newsworld, Marketing Magazine, Strategy, The Globe & Mail, The National Post and many other media outlets. He is presently writing his first book, Six Pixels of Separation – How Marketing Connects in a World Where We’re All Connected. He is a marketing and communications visionary, interactive expert, community leader, freelance journalist, Blogger, Podcaster and believer in doing the impossible.

About Michael Seaton 

Seaton_Michael_Dec2006_175.jpgMichael Seaton is Director, Digital Marketing at Scotiabank. He currently leads Scotiabank’s digital marketing strategy for the retail bank in Canada. He is responsible for the strategic design of Scotiabank’s award winning permission-marketing program and for all data-driven marketing campaigns across the bank’s digital channels including Internet, e-mail, ABMs, wireless and call centres.

He has been in the industry for over fifteen years with extensive marketing and customer relationship management expertise. He has developed strategic brand and direct marketing programs integrated across multiple customer touch-points including Retail locations, Internet, e-mail, Direct Mail, Call Centre, and events.

He has achieved numerous national and international marketing awards, spoken at conferences across North America, written articles for various publications and is the author of the CMA’s Guide to eMail Marketing. He led the creation and development of the Canadian Marketing Association’s blog ( and has his own blog (

Michael is Vice-Chair of the Digital Marketing Executive Council at the CMA - Canadian Marketing Association, sits on the Board of Directors with AIMS - Association of Internet Marketing & Sales and is on the Advertising Council Executive with the IAB - Interactive Advertising Bureau of Canada.


About Judy McAlpine

Judy McAlpine is Director, International/Business Development for CBC Radio in Toronto.  Since 1983, she has held a number of positions at CBC Radio. Currently, she oversees many of CBC Radio's new platform initatives, including Radio One on Sirius, podcasting and other on-demand opportunities. She is also responsible for international programming partnerships and collaborations.  Judy has worked in several CBC locations, including Vancouver, Ottawa and Whitehorse and in a variety of roles, including Executive Producer of the flagship daily program "This Morning", creator of the award-winning  documentary program "Outfront" and Area Head of Network Radio Current Affairs. 

About Jen Evans
jenbio.jpgJennifer Evans is a Toronto-based entrepreneur, writer, and technophile and the president of Sequentia Communications, recently ranked as Canada’s 27th fastest growing emerging company by the PROFIT Hot 50.

Prior to starting Sequentia, Jen co-founded DigitalEve International, a not for profit association for women and technology, and served as Executive Director its international and national organizations from 2000-2002. She is the co-chair of the White Ribbon Campaign and a board member of both Computer for Schools Ontario and The Beach School, and sits on advisory panels for the Software Human Resources Council (SHRC) and Women in Film and Television (WIFT). Jen was a two-time finalist for the Canadian New Media Awards and continues to function as a judge for the awards. She is a technology columnist for the Globe and Mail's online edition and appears regularly on Report on Business television's Tech Tuesday panel.

Jen has taught at the University of Toronto, York University, Humber College, and Ryerson.  She is a graduate of Queen's University and her international work experience includes Bermuda, Tokyo, the US, South America and Korea. She speaks regularly on women, girls and technology.

Jen’s expertise includes communications and marketing strategy development, online community building strategy and execution.

Jen's favourite online community is Ain't It Cool.



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