Measuring what Matters

  • 7:30 AM

When: Thursday, May 19th from 7:30am-9:00am
Where: Western Continuing Studies (Citi Plaza, 355 Wellington Street)
Tickets: $20 Students | $25 Members | $35 Non-members

Register online at:

We can’t manage what we don’t measure. And if we can’t manage it, why are we doing it?

As President of Lashbrook Marketing & PR, Laurie Lashbrook has proven the value of measurement over many years of award winning work.

While Laurie admits that she may well have chosen this field because there was no math involved (percentage increase is still a challenge), she is a measurement maven.

You will learn:

  • How to set measurable objectives so you have something worth evaluating
  • The difference between ‘vanity metrics’ and measuring real impact
  • Why Facebook Likes and Advertising Value Equivalents are not valid
  • The importance of measuring paid, earned and owned media
  • How using online tools makes quantitative measurement easier and more valid
  • It’s not just about numbers — qualitative measurement is needed to explain the quantitative outcomes.
  • Applying measurement and evaluation to amp up your marketing and communications

We look forward to seeing you there!