Association Puzzle

Don't Miss These Communication Sessions at the ASAE MMC Next Week!

Monday, June 14, 11:45 am-1 pm

"Enhancing Your Message With an Effective Design"
(Communication Section Council-developed Session)

Whether it's your magazine, e-newsletter, member brochure, or email marketing, no member communication is complete without a design that moves your piece from the recycle bin to the to-do list. Learn how to make the most of current design techniques and use multiple communication vehicles to create an integrated marketing campaign.

• Activity: Bring your own marketing pieces for a hands-on, peer-to-peer review of what works well and what doesn't sell.
• Audience: Individuals familiar with the creative process at their own organizations.
• Speakers:
• Jovan Hackley, director of marketing, Virginia Association of Realtors
• Caroline Hartin, chief operating officer, Network Media Partners, Inc. (Communication Section Council member)
• Jennifer Smith, creative director, Network Media Partners, Inc.

Although the Communication Section Council didn't develop the following session on social media, we highly recommend it because communication professionals are delving deeper into the digital age (and because one of our own council members is speaking!):

Monday, June 14, 11:45 am-1 pm

"Branding in the Age of Social Media: 20 Ideas to Energize Your Organization"

Are you finding that your members and prospects are becoming less loyal and more difficult to reach? Although you probably use some of the best, most innovative, and creative digital marketing available, you may need to refocus your branding strategies and tactics. Learn which strategies are working today and how to build a loyal fan base.

• Audience: Senior staff who already know the basics of branding and social media.
• Speakers:
• Frank Fortin, communications director, Massachusetts Medical Society (Communication Section Council member)
• Sheri Jacobs, CAE, president and chief strategist, Avenue M Group, LLC
• Steve Smith, CAE, executive director, American Academy of Hospice and Palliative Medicine

Monday, June 14, 11:45 am-1 pm

"Develop Dependable Metrics to Measure Your Communications ROI"
(Communication Section Council-developed Session)

How do you demonstrate return on investment for activities—such as communications—that don't always have tangible outcomes? Hear how to create a measurement system for a variety of marketing and communication activities. Then learn to define success so you'll know if your efforts are achieving the results you want.

• Audience: Individuals with a basic understanding of research types, data collection, and data analysis.
• Speakers:
• John Crosby IV, CAE, vice president for communications, Software & Information Industry Association
• Cecilia Sepp, consultant and writer, CS Association Services (Communication Section Council member)
• Dean West, president, Association Laboratory

If you look carefully at the Marketing & Membership Conference's full schedule-at-a-glance, you'll no doubt find still more sessions that will enhance your work—and let you network with colleagues who share your interests and concerns.

Communication-Focused Sessions at ASAE's Marketing & Membership Conference

Monday, June 14, 11:45 am-1 pm

"Enhancing Your Message With an Effective Design"
(Communication Section Council-developed Session)

Whether it's your magazine, e-newsletter, member brochure, or email marketing, no member communication is complete without a design that moves your piece from the recycle bin to the to-do list. Learn how to make the most of current design techniques and use multiple communication vehicles to create an integrated marketing campaign.

• Activity: Bring your own marketing pieces for a hands-on, peer-to-peer review of what works well and what doesn't sell.
• Audience: Individuals familiar with the creative process at their own organizations.
• Speakers:
• Jovan Hackley, director of marketing, Virginia Association of Realtors
• Caroline Hartin, chief operating officer, Network Media Partners, Inc. (Communication Section Council member)
• Jennifer Smith, creative director, Network Media Partners, Inc.

Although the Communication Section Council didn't develop the following session on social media, we highly recommend it because communication professionals are delving deeper into the digital age (and because one of our own council members is speaking!):

Monday, June 14, 11:45 am-1 pm

"Branding in the Age of Social Media: 20 Ideas to Energize Your Organization"

Are you finding that your members and prospects are becoming less loyal and more difficult to reach? Although you probably use some of the best, most innovative, and creative digital marketing available, you may need to refocus your branding strategies and tactics. Learn which strategies are working today and how to build a loyal fan base.

• Audience: Senior staff who already know the basics of branding and social media.
• Speakers:
• Frank Fortin, communications director, Massachusetts Medical Society (Communication Section Council member)
• Sheri Jacobs, CAE, president and chief strategist, Avenue M Group, LLC
• Steve Smith, CAE, executive director, American Academy of Hospice and Palliative Medicine

Monday, June 14, 11:45 am-1 pm

"Develop Dependable Metrics to Measure Your Communications ROI"
(Communication Section Council-developed Session)

How do you demonstrate return on investment for activities—such as communications—that don't always have tangible outcomes? Hear how to create a measurement system for a variety of marketing and communication activities. Then learn to define success so you'll know if your efforts are achieving the results you want.

• Audience: Individuals with a basic understanding of research types, data collection, and data analysis.
• Speakers:
• John Crosby IV, CAE, vice president for communications, Software & Information Industry Association
• Cecilia Sepp, consultant and writer, CS Association Services (Communication Section Council member)
• Dean West, president, Association Laboratory

If you look carefully at the Marketing & Membership Conference's full schedule-at-a-glance, you'll no doubt find still more sessions that will enhance your work—and let you network with colleagues who share your interests and concerns.

The Next Evolution in Association Business Intelligence

As Senior Strategy Associate with Association Laboratory, I am excited to share news about a new service the company has developed that is a boon for associations now and in the years to come!

 

Association Laboratory’s Strategic Decision Support Services (SDSS) represent the next evolution in association business intelligence, enabling associations to make more effective, timely, and data driven decisions. SDSS helps association executives make the decisions necessary to create financial stability, grow revenue, identify trends, and then continue to use this data to make informed decisions as they lead their industry or profession through whatever lies ahead. 

 

SDSS becomes your association’s outsourced research department, providing:

 

·     Strategic Research Blueprint – Create a managed, predictable plan for research, data analysis, and communication of essential information to decision-makers.

 

·     Visual, Interactive Decision Support Dashboards – Visualize complex information in real time so that you can make faster, more effective decisions and communicate your progress to volunteer leaders.

 

·     Research Management – Understand your markets and their future needs through essential primary research projects designed to address key strategic questions with independent, 3^rd party validation and objective analysis of data.

 

·     Ongoing Staff Support of Decision-Makers – Improve your staff optimization during peak times with ongoing support by professional analysts through data interpretation and customized reports designed to minimize staff time and improve the association’s use of information.

 

For more information on Association Laboratory’s Strategic Decision Support Services (SDSS) visit the company’s website at www.associationlaboratory.com.  

You have data everywhere in your organization, from your member records to your sales reports to your publications. Why not pull it together and get your data to work for you, instead of you working to get your data?

Qualitative Research: More Than Just the Facts

In my role as Senior Strategy Associate for Association Laboratory, my focus is qualitative research. What I do is interview individuals who are directly related to the project, such as Board members or Committee members, and then using my notes from their feedback, I look for patterns and insights that inform the overall project.

Qualitative research is important because finding meaning in the data is what bridges analysis and action. For example, if you analyze a target market but don't develop understanding of their wants and needs, you just end up with a handful of statistics and no direction for creating a plan. But, if you use your market analysis to learn about your target audience -- to see the meaning behind the numbers -- you will see where you need to go and plan accordingly.

While quantitative research is very scientific (example: we polled 1,000 members and 87% said yes, they want this new program) with its focus on data and formulas, qualitative research has a subtlety that varies from individual to individual. You have to pay close attention so you can ask the best follow up questions during interviews; a tone or a word can be the key to unlocking a marvelous insight. 

Qualitative research supports the more scientific aspects of the research by adding texture to the facts. Without contrast and context, research is diminished because there is always more to things than "just the facts."