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Tuesday, April 14


Pre-Training Interactive Workshop Day
Smaller group, hands-on, and interactive – the workshop sessions allow you to focus on trending topics and share challenges with fellow attendees and your workshop leaders. Attend to get a solid foundation of strategies, trends and how to’s before the start of the main, two-day training – and, find out why the workshops are consistently rated as very valuable time spent!

Tuesday April 14, 2020 TBA

8:15am PDT

3 Ways To Maximize Your Initiatives - JMC Brands
Every department has the same struggle. How do we get more people to know about the things we are doing and how do we get them engaged with our mission and initiatives. Advertising wasn’t meant to trick people into buying things, it was supposed to be a way to tell people about things they may be interested in but never knew about. Using tools like paid ads, social media, SEO, content and influencers isn’t just about selling things. It’s about spreading the message of the amazing things you’re doing and showing people how they can take advantage of them and get involved!
After this session you will have proven tips on how to:
  • Get more people to follow you on social media
  • Get more people to attend your events
  • Build department advocates
  • Use the tools you already have to do more

Roy Browning, President
JMC Brands

Tuesday April 14, 2020 8:15am - 10:15am PDT

10:15am PDT

Morning Refreshments + Networking Break
Stand up and stretch and grab some refreshments as we switch over to the next workshop

Tuesday April 14, 2020 10:15am - 10:30am PDT

10:30am PDT

Strategic Communications Planning: Strategic Communications Planning: Determine Goals, Identify Audiences, Craft Messages, & Measure Impact - VANGUARD COMMUNICATIONS
Conducting communications activities without a plan is a little like constructing a building without a blueprint. At best, both cases can result in expensive mistakes—at worst, an unintended disaster. Learn why communications plans are essential, the steps to create a plan, secrets for saving planning time and resources, and strategies for getting your agency on board with planning.

From formative research to success measurement, you’ll see how planning can help increase the efficiency and impact of your communications efforts, including how to:

  • Determine achievable communications goals and objectives
  • Identify and segment audiences who will increase your success
  • Create messages that increase awareness, acceptance, and action
  • Choose creative, innovative strategies that will quickly yield results
  • Measure progress and impact that drives support and investment

Brenda K. Foster, Senior Vice President
Vanguard Communications

avatar for Brenda K. Foster

Brenda K. Foster

Senior Vice President, Vanguard Communications
Brenda K. Foster, M.P.A. has spent her public relations career chipping away at the barriers to health and happiness for people and the planet. She has more than 20 years’ experience directing strategic communications for non-profits, governments, universities and foundations. As... Read More →

Tuesday April 14, 2020 10:30am - 12:30pm PDT

12:30pm PDT

Lunch Break: On Your Own or With a Group
Stop by the registration table for nearby suggestions for lunch recommendations. Feel free to dine with a group or go out on your own. **Lunch cost is on your own.

Tuesday April 14, 2020 12:30pm - 2:00pm PDT

1:45pm PDT

4:00pm PDT

Workshop Day Networking Reception
It's been an information-packed first day! Workshop Day participants and speakers are invited to join us in the hotel lobby bar for continued conversation and complimentary drinks.

Tuesday April 14, 2020 4:00pm - 5:30pm PDT
Wednesday, April 15


Wednesday April 15, 2020 TBA

8:00am PDT

Registration | Badges, Bagels + Beverages
Sign-in, pick up your materials and enjoy a continental breakfast before we start the day.

Wednesday April 15, 2020 8:00am - 8:30am PDT

8:30am PDT

9:15am PDT

Mission, Media and Message: How to Connect With Your Audiences Effectively in the Digital Space - National Transportation Safety Board
In the digital age of electronic and social media, how you engage with those you currently serve (as well as prospective customers) needs to be modern and relevant. Creating a digital brand isn’t something that happens overnight.    

During Michael’s presentation, learn what one legacy federal government agency is doing to leverage modern tools to engage with its external customers. Also, hear how three basic principles of effective communication can empower leaders to accomplish this, including how to:

  • Educate people about the reason (or purpose) your organization exists
  • Ensure leaders’ external messages are consistent with the organization’s internal value system
  • Use modern forms of technology to maximize opportunities to make authentic connections with customers

These tools and tips will help you create a digital environment where people will not only engage with your agency – but love it.

Michael Hughes, Communications Liaison
National Transportation Safety Board 

avatar for Michael Hughes

Michael Hughes

Communications Liaison, National Transportation Safety Board

Wednesday April 15, 2020 9:15am - 9:50am PDT

9:50am PDT

Storytelling to Create Engaging Content that Connects and Informs Your Audience - CITY OF DETROIT
Often times people focus on their products, programs, or sales goals and lose sight of the key element that drives all of those things, people. This session will highlight elements of engaging storytelling, how to utilize your audience to tell your story and showcase examples of how we have found success with social channels in the city of Detroit.

At the end of this session, you’ll be able to:
  • Think creatively about engaging content
  • Shift from initiative/service focused to people-focused stories to yield greater results
  • Create content that connects and informs with their audience in mind
Amber Lewis, Director, Digital & Social Media

avatar for Amber Lewis

Amber Lewis

Director, Digital & Social Media, City of Detroit
As a Detroiter who stayed to be an agent in changing the narrative, Amber M. Lewis is the Director of Digital & Social Media for the city of Detroit that embodies being “Social N The City. She directs and produces content, develops and implements strategies, campaigns, and digital... Read More →

Wednesday April 15, 2020 9:50am - 10:25am PDT

10:25am PDT

Morning Refreshments + Networking Break
Enjoy complimentary coffee, tea, and other refreshments as you network with your peers.

Wednesday April 15, 2020 10:25am - 10:45am PDT

10:45am PDT

11:20am PDT

Interactive Session
Wednesday April 15, 2020 11:20am - 11:55am PDT

11:55am PDT

Next Level Customer Service by Leveraging Data - Transportation Security Administration
TSA continues to evolve and push the envelope on traditional customer service methods in the digital age. Launched in September 2015, the AskTSA Social Care Program provides helpful and friendly responses in a timely manner to the traveling public before, during and after travel. In FY 20, AskTSA is forecasted to answer over 600K questions with a team of 12 Social Care Specialist. AskTSA has a handling time of 1 minutes per question, a customer service score (CSAT) in the 90th percentile and operates 365 days of the year.

Learn the tools and tips on how to know, understand and utilize your data to elevate your platform to the next level, including how to: 
  • Gain internal support for your social media program 
  • Learn how to utilize the tools that you have to grow
  • Compare and contrast in the language your leadership understands

Janis Burl, Manager, Ask TSA
Transportation Security Administration

avatar for Janis Burl

Janis Burl

Transportation Security Administration

Wednesday April 15, 2020 11:55am - 12:30pm PDT

12:30pm PDT

Lunch on Your Own, But Not Alone | Reservations are Booked!
Reservations have been made at a number of local restaurants. Don't miss this opportunity to have lunch with your peers at a local DC hot spot! 
**Everyone is financially responsible for their own lunch.

Wednesday April 15, 2020 12:30pm - 2:00pm PDT

2:00pm PDT

Create and Manage an Inclusive Social Media Plan - Maryland Center for School and Safety & Maryland Department of Disabilities
Creating an inclusive social media plan that reaches all members of your community can be increasingly hard if certain social media applications don't offer many accessibility options for those who need assistive technology. Preparedness and public safety messages miss a significant portion of the community if they cannot be accessed with assistive technology.
Hear how Maryland Center for School Safety & Maryland Department of Disabilities created an inclusive social media plan, including how to:
  • Use tools that can improve the accessibility of your agency's social media campaign
  • Adapt your social media messages to make the accessible
  • Overcome common accessibility barriers
Emily Allen Lucht, Communications & Media Specialist,
Cecilia Warren, Director, Emergency Preparedness Policy,

avatar for Emily Allen Lucht

Emily Allen Lucht

Communications + Media Specialist, Maryland Center for School Safety
Emily Allen is the Communications and Media Specialist at the Maryland Center for School Safety (MCSS). She is responsible for creating and updating the agency's branding, website, social media content, graphic, audio, and visual designs, and developing outreach campaigns found on... Read More →
avatar for Cecilia Warren

Cecilia Warren

Director, Emergency Preparedness Policy, Maryland Department of Disabilities
Ms. Warren received an MBA and MS in Technology with a concentration in Homeland Security from UMUC. She earned a BS in Fire Science from UMUC and an AAS degree in Emergency Medical Services from AACC. Ms. Warren has also completed numerous courses sponsored by the National Fire Academy... Read More →

Wednesday April 15, 2020 2:00pm - 2:45pm PDT

2:45pm PDT

The Key to Maximizing Resources and Results : Engagement Through Videos - Vanguard Communications
In today’s communications landscape, video is an essential public education tool, but many government communicators find creating and promoting professional, effective videos to be intimidating and expensive. In this session, you will learn why having a video strategy is essential, the steps to creating short, affordable, impactful videos, and proven methods for promoting and disseminating your video packages. This workshop will include case study examples that demonstrate how to:

  • Repurpose written content into an impactful script
  • Collect existing images and footage without expensive video shoots
  • Use low-cost tools to create web-friendly video stories
  • Employ tips to increase the reach and engagement in your video content
Kate Fink, Director
Vanguard Communications 

Tomas Harmon, Account Manager
Vanguard Communications 

avatar for Tomas Harmon

Tomas Harmon

Account Manager, Vanguard Communications
avatar for Kate Fink

Kate Fink

Director, Vanguard Communications

Wednesday April 15, 2020 2:45pm - 3:20pm PDT

3:20pm PDT

Afternoon Refreshments & Networking Break
Enjoy complimentary coffee, tea, and other refreshments as you network with your peers.

Wednesday April 15, 2020 3:20pm - 3:40pm PDT

3:40pm PDT

4:15pm PDT

5:00pm PDT

Close of Day One + Networking Reception
Enjoy complimentary drinks on us as you continue the conversation with your peers. 
**Please wear your name badges

Wednesday April 15, 2020 5:00pm - 6:30pm PDT

7:00pm PDT

Dinner | Reservations are Booked
Want to keep the conversation going? Join a group of attendees for dinner at a local DC hot spot. 
Sign-up with an ALI team member to join a group at tonight's dine-around. Reservations have been made. 
**Everyone is on their own financially.

Wednesday April 15, 2020 7:00pm - 8:30pm PDT
Thursday, April 16


Thursday April 16, 2020 TBA

8:00am PDT

Welcome Back | Bagels, Badges + Beverages
Coffee and continental breakfast will be ready at 8:00 a.m. Stop by the conference registration table to grab some fun name badge flair, check out the lunch options, and turn in your raffle form.

Thursday April 16, 2020 8:00am - 8:30am PDT

8:30am PDT

Day One Recap + Chairperson's Address
Thursday April 16, 2020 8:30am - 9:15am PDT

9:15am PDT

9:50am PDT

Morning Refreshments + Networking Break
Enjoy complimentary coffee, tea, and other refreshments as you network with your peers.

Thursday April 16, 2020 9:50am - 10:10am PDT

10:10am PDT

10:45am PDT

11:20am PDT

Refreshments + Networking Break
Thursday April 16, 2020 11:20am - 11:30am PDT

11:30am PDT

12:05pm PDT

12:40pm PDT

Key Takeaways + Raffle Giveaways + Final Words
As a group, you will share your 'golden nuggets' and what you plan to do first when you return to your office.
We'll raffle off the final prize and celebrate the closing of an information-packed 3 days!

Thursday April 16, 2020 12:40pm - 12:50pm PDT

12:50pm PDT

Close of Conference
It has been our pleasure to have you join us for ALI's Strategic Government Communications conference. 
You will receive a follow-up email with the link to presentations, networking contact list, and a promotion code to join us again at a discounted rate.

Thursday April 16, 2020 12:50pm - 1:00pm PDT