Executive Leadership Workshops
Wednesday, April 15
1:00 - 3:00 p.m.
Organize Your Communications Calendar to Engage Year-Round
Today’s consumer wants a cohesive, customized, and complete experience. Marketers can use all the tools in the world to build this experience, but if they don’t take time to create a fundamental strategy, those tools will churn out mediocre content that does not engage consumers.
Increasing member engagement, recruitment, and retention are among the top challenges facing today’s association professionals. It’s time to review and improve annual editorial calendars and communication schedules to deliver exceptional member experiences.
- Develop and/or improve your current editorial calendar
- Create a comprehensive annual communication schedule
- Utilize standard operating procedures and automate them
director of special events, communications and marketing
Greater Kalamazoo Association of Realtors
1:00 - 4:00 p.m.
Do You Know Me? Building Group Identity Profiles for Member Recruitment and Retention
Association executives have vast knowledge about their association’s mission, vision, and the work of its members. Yet, many experienced marketers wrestle with developing content that speaks to members and how they see themselves as part of a professional association.
In this workshop, attendees will learn how to identify, influence, and experiment with different group identities that resonate with current and prospective members. By applying a well-established identity framework, you will learn how to develop strategic messaging and content that matches member group identity. You will apply a group-identity based framework to select a prominent group identity (PGI) that will then be used to achieve the following goals:
- Prioritize the PGI that will become the basis for differentiating member segments and for influencing desired member behavior
- Develop a schema-relevant profile that demonstrates how a content strategy can be optimized to address member needs based on an active PGI
- Identify a primary “emotional” motivator that aligns with the PGI
Sylvia Long-Tolbert, Ph.D.
founder, Know More Marketing
assistant professor, Carey Business School, Johns Hopkins
4:30 - 6:30 p.m.
Women Executives Forum
#RepresentationMatters: The Power of Inclusive Marketing
Inclusivity is a movement, not a trend. More than half of the U.S. population will be multicultural by 2030. As “minority” populations increase in America, so does the expectation of fair and diverse representation in marketing, communications, and advertising. Organizations that want to remain relevant and impactful must assess how their target market evolves and changes. Explore how to accurately and authentically represent your target audience and keep varying cultural, economic, and demographic information in mind when developing strategies and campaigns.
Erin Horne McKinney
Chief Marketing Officer, NCXT
Separate registration fee required.