Jill Knaggs knows the perception about manufacturing typically evokes a sort of dingy image. But she also knows the industry is anything but dingy. She joins this session to talk about a campaign she coordinated as communication and marketing manager for the Canadian Manufacturers and Exporters Association of Manitoba to change perception and show people what the industry is — and how they already interact with it, from food processors to aerospace. She explains how the organization incorporated hijack marketing around Canada's 150th birthday celebration and employing external influencers to reach a new and potential audience who can become advocates for your cause.