Track 7: Marketing for Publications & Associations
(Thursday sessions only)
If you work with or for an Association and are looking to connect to cutting edge ideas or industry leaders and colleagues then join us for a full day of experts and innovations on branding, networking and marketing just for Association professionals. Learn how to bring your Association brand to life; how to use and measure “return on engagement,” and if that is not enough then come to the session with a “Zillion ideas” on how to better use the direct response tools that are redefining the industry. - All Sessions Eligible for CFRE Points
THURSDAY (EDISON ROOM)
Breakout 1: 10:30am – 12:00pm
A Zillion Great Ideas in 90 Minutes
Description: Join 4 marketing professionals with over 60 years of experience combined in an interactive session designed to keep your pens and pencils moving right from the start. This rapid fire session will discuss all areas of marketing including direct mail, email, Internet, electronic, insert cards, telemarketing, partnerships and more. The goal of this session is to give you a complete list of ideas that others have tried so that you can consider implementing them the minute you return to your office. If you are looking for fun and constant action this is a session you cannot afford to miss.
Speakers: Connie Penne, Vice President Membership, National Business Aviation Association; Darryl Walter, Membership Marketing Manager, American Association for the Advancement of Science; Sue Woodward, President, Woodward and Associates; Scott Oser, President, Scott Oser Associates
Breakout 2: 1:30pm – 3:00pm
Integrating Social Media, Network and Web 2.0
Description: See how several associations have fully integrated the social web into their member offerings. See how easy it is to integrate netForum into a social platform. See new ways of recognizing Return On Engagement (ROE) from an integrated social network similar to Facebook and Linked-in. Discuss blogging, wikis and virtual world strategies, member vs. non-member access considerations and more. Learn from other associations on how they have integrated various components of the social web through case studies. Hear how next generation discussion groups and resource library have driven an eye-surgery association's international growth, significantly improved member satisfaction and another which generates over $100K per year in non-dues ad revenue from its discussion groups.
Speaker: Andy Steggles, Chief Information Officer, Risk & Insurance Management Society, Inc. (RIMS)
Breakout 3: 4:00pm – 5:50pm
Bringing an Association Brand to Life
Description: This presentation details ASCO's brand process through a case study format and offers insights on: brand strategies and goals; supporting research; developing positioning statements and the branding framework; working with Society leadership to implement key initiatives and outcomes; and utilizing and educating employees to work on critical sub-branding tactics.
Speakers: Suzanne Brach, Senior Director of Marketing, American Society of Clinical Oncology; Kristin Ludwig, Communications and Patient Information Dept., American Society of Clinical Oncology; Andy Merz, Principal, The Merz Group
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