'26 Communications & Marketing Summit Sessions

Every town has stories worth telling. From local businesses and community leaders to beloved gathering places and everyday moments, these stories help define a community's identity and strengthen connections among the people who call it home. In this session, Ali Wenzke, author of The Art of Happy Moving and creator of the weekly Welcome to Wilmette video series, will share how she uses short-form video storytelling to spotlight the people, places, and businesses that make a community unique. Attendees will learn why storytelling matters in a local setting, how documenting community stories can preserve local history and strengthen connections, and how authentic content can build trust and engagement both online and offline. Attendees will gain practical insights into the storytelling process, from identifying story ideas and conducting interviews to filming, editing, and sharing content. Ali will also share her favorite tools for editing videos efficiently, tips for using Instagram Stories to drive engagement, and strategies for creating content that feels authentic rather than promotional. Participants will leave with actionable ideas they can immediately apply to their own organizations, businesses, and community initiatives. Learning Objectives: 1. Identify compelling stories within their community and understand how storytelling can strengthen local connections, celebrate community identity, and preserve important stories for future generations. 2. Create authentic short-form video content by applying simple techniques for planning, filming, and editing videos using accessible, user-friendly tools. 3. Use social media strategically to increase engagement, including best practices for Instagram Stories, Reels, and other platforms that help organizations, businesses, and community groups connect with their audiences.

Stories are at the heart of how people understand, remember, and connect with an organization. In this session, attendees will explore how thoughtful storytelling can strengthen marketing, branding, and communications by helping agencies move beyond announcements and promotions to messages that feel authentic, memorable, and meaningful. Through insights from the world of live storytelling and community engagement, this session will examine the types of stories people naturally share, why some stories resonate more deeply than others, and how the “story behind the story” can reveal the values, people, and purpose that define an organization. Attendees will learn how to be more intentional about the stories they choose to tell, the voice and tone they use, and the ways those stories carry across websites, social media, newsletters, presentations, campaigns, and everyday interactions. The session will also challenge participants to think about alignment: What does your audience need to hear? What does your agency want to be known for? And how can a well-told story bring your brand, your goals, and your community impact together in a way that inspires connection and trust? Learning Objectives: 1. Understand how storytelling can be used as a strategic tool in marketing, branding, and communications. 2. Learn approaches for keeping stories consistent and connected across multiple platforms and team members. 3. Explore ways to uncover deeper meaning and purpose within everyday stories.

Every park district has stories worth telling—and some of the most powerful storytellers are its employees. They interact with patrons every day, deliver programs and events, and bring an agency’s mission to life in communities large and small. For years, the Fox Valley Park District has leveraged Microsoft Engage (previously Yammer and Viva Engage) – an internal social platform and intranet – to amplify staff voices, celebrate successes, share organizational news, and keep employees connected across the District. What began as a communication tool has evolved into a cornerstone of workplace culture, helping strengthen engagement, reinforce core values, foster meaningful connections among staff, and most certainly have a little fun along the way. The success of the platform has also inspired two employee recognition programs—the Yammies and Parker’s Choice Awards—turning staff achievements into moments of celebration and appreciation. Join us as we share how a simple internal communication tool became a driver of culture, recognition, and employee engagement. Learning Objectives: 1. Discover how the Fox Valley Park District is using the Microsoft Engage platform as their intranet and internal social media site to tell their agency story internally. 2.Take away what is working and where there are areas of improvement for this type of model and tips for implementing a similar system. 3. Hear practical examples of how this intranet system is used from various departments including Human Resources, Marketing and Public Relations, and Executive leadership.

Your agency has a story worth telling, but too often, online marketing focuses on what you're offering rather than why it matters. Learn the keys to crafting marketing campaigns that communicate your impact in more meaningful and memorable ways. Drawing on experience from the national nonprofit and local parks and recreation sectors, this session explores the shifts you should make to create messages that capture attention, build emotional connection, share information in more engaging ways, and inspire action. You'll leave with techniques and advice for strengthening your next campaign across social media, email, newsletters, websites, and other digital channels. Learning Objectives: 1. Identify different business story genres and methods. 2. Describe the components of a storytelling blueprint. 3. List ways to engage diverse audiences.