get enlightened
May 28 – 30, 2017

Workshop Presenters

Carleen  Carroll, APR, FCPRS and Dawn Charlton

Beyond words: How the University of Waterloo tells its story to the world

Carleen Carroll, APR, FCPRS and Dawn Charlton

The University of Waterloo was designed to be different. A strategic integration of teaching and academic excellence, co-operative and experiential education, entrepreneurial spirit, and curiosity- and impact-driven research has created a university like no other. How does Canada’s most innovative university use its newly refined brand strategy to connect emotionally and intellectually with its audiences to innovatively tell its story to the world?

Attendees will:

Hear how the University Relations team and its design agency consulted extensively with stakeholders to create an authentic approach to our brand strategy and communications

Learn how storytelling video is becoming a cornerstone of our cross-platform communications – including practical tips on what to include and what to avoid in video content

See how Waterloo’s shift to more digital engagement increased the effectiveness of our brand communications.


Carleen Carroll, APR, FCPRS

Carleen Carroll, Associate Vice-President, Communications at the University of Waterloo is an accredited strategic communications executive with progressive experience in the political, private and public sectors. Her expertise includes media relations, issues management, corporate communications and internal communications.

Carleen has provided senior leadership at well-known organizations including Metrolinx, the Regional Municipality of Halton, TD Canada Trust, Rogers Communications, AT&T Canada and Hill and Knowlton.

Carleen is a member of the Canadian Public Relations Society College of Fellows and is currently the national examiner for accreditation across Canada. She has been presented the Don Rennie Memorial Award by the Canadian Public Relations Society for Excellence in Government Communications as well as the Public Relations Mentor of the Year Award by CPRS Hamilton. She holds a B.A. in English from McGill University and an Journalism from the University of Western Ontario.

In her spare time, you can find Carleen volunteering as a dog trainer at the Oakville Milton Humane Society or at one of many hockey arenas throughout the GTHA, trying to keep calm while her younger son is a goalie.

Dawn Charlton

A senior marketing and communications strategist, Dawn Charlton joined the University of Waterloo in 2014. As Associate Director, Marketing and Brand Communications, Dawn works in collaboration with internal and external colleagues to build the University’s global brand reputation. Current priorities include leading the University's brand refinement project, launching the BEYOND Innovation communications campaign and facilitating university-wide integrated brand communications.

Dawn’s experience includes leadership roles at Tourism British Columbia, Canadian Museum of Civilization and Toronto Public Library and as a strategic marketing consultant. A Carleton University graduate in Communications, Dawn, co-founded a design and communications firm in partnership with fellow students. Dawn's expertise includes developing cross-platform initiatives that build brand engagement, relevant audience experiences, and meaningful return on investment.

Key accomplishments have included leading award-winning international marketing campaigns, overseeing strategic brand development and championship, and spearheading the integration of traditional and digital marketing communications ecosystems.

Illuminate Partners