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The Mighty Associations Marketing Conference

In partnership with Association Forum

The Mighty Associations Marketing Conference is focused on association marketing and communications.

This year, communicators are performing their roles through the lens of a global pandemic. This brings plenty of new challenges for attracting and retaining members, maintaining engagement, and staying relevant in this new landscape. This two half-day conference is designed for senior-level marketers and communicators who want to learn how to increase their results in a year that they couldn’t have planned for. Through our hands-on sessions, you’ll leave with:

  • An actionable outline for building your 2021 communications plan
  • Bright ideas and tactical tips to make your content work as hard as possible for you
  • Quick fixes to improve the performance of your website
  • New connections with professional peers

Day One – Wednesday, October 21

9:00 – 9:20 a.m.
Opening Remarks, Welcome and Ice Breaker Activity

9:20 – 10:15 a.m.
Building Your 2021 Communications Plan

10:15 – 10:30 a.m.
Workbook Time and Break

10:30 – 11:30 a.m.
You’re a Publisher Now: How to Make Your Content Go Further

11:30 – 11:45 a.m.
Workbook Time and Break

11:45 a.m. – Noon
Final Activity for Day One

Day Two – Thursday, October 22

9:00 – 9:20 a.m.
Day Two Welcome and Activity

9:20 – 10:20 a.m.
Anatomy of an Association Website

10:20 – 10:35 a.m.
Workbook Time and Break

10:35 – 11:30 a.m.
Hack the Mind: Using Psychology to Engage Your Users

11:30 a.m. – Noon
Closing Remarks and Takeaways

Building Your 2021 Communications Plan

Speakers: Rachel Clemens and Nicole Araujo

Rachel Clemens, CMO, and Nicole Araujo, Client Engagement Director, will guide you through outlining next year’s communications plan for your organization. This year, everyone is pulling back on budgets—including your members. How can you provide a strong value proposition that encourages them to renew with you and engage with your organization? Most importantly, how can you embed that value into every single piece of communication you share?

We’ll focus on the goals, messages, tasks, and processes that will make a measurable difference. We’ll also tackle who should be involved in your annual planning and how to maintain (or, let’s face it, evolve) your plan once you’ve established it. Using a custom workbook, you’ll begin making decisions about what, precisely, you’ll need to do to ensure a banner year.

After this first session, participants will use their workbooks to define their goals and determine any audience research they may need to undertake.

You’re a Publisher Now: How to Make Your Content Go Further

Speaker: Andrew Buck

Regardless of your role at your organization, creating high-quality content is part of your job now—and one of the surest ways to engage new people and convince them to join, donate, serve, etc. At a time where everyone is making noise, how can you produce content that cuts through to your members and prospects?

In this practical session, we’ll look at how your organization can more consistently create engaging, efficient, and helpful content that demonstrates value to your members. It’s easier than you think with a few best practices in place.

After this session, Rachel will walk participants through their workbooks, asking them to determine content goals and needs.

Anatomy of an Association Website

Speakers: Mike Steckel and Rachel Clemens

While your website isn’t the be all and end all of your marketing, it IS your largest piece of content. It serves on the frontlines for members who want to engage and potential members who want to learn more about your organization. An entire website redesign is a heavy lift and many organizations aren’t prepared to undergo that work right now. How can you tweak your existing website to better work with your other marketing efforts and optimize visibility for your members?

In this session, we’ll explore what makes for a successful association website, from content to user flow to confirmation pages. Attendees will learn quick updates to make their websites more user-friendly and will be itching to implement them for their own organizations.

After this session, Rachel will ask participants to consider website updates they’ll need to meet the 2021 goals they established earlier in the day.

Hack the Mind: Using Psychology to Engage Your Users

Speaker: Jarrett Way

Your brain is a trickster. It leads you wherever it pleases—while you remain completely unaware of its true motivations.

But now, thanks to advances in psychology, professional communicators can recognize the brain’s habits—and make them work for us.

In this entertaining, interactive, example-filled workshop, we’ll explore our minds’ most surprising tendencies. And then we’ll explore how they intersect with your website, marketing materials, and overall brand strategy.

After this session, Rachel will help participants finalize their workbooks, helping them put the final touches on their planning with the day’s newly learned tactics and insights.


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