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Adopting Education Strategy toJump-start Member Engagement Wednesday, Jan. 16, 2013 2 – 3 p.m. ET

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@AaronWolowiec

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Poll Question• Which of the following best describes you? – CEO (association or AMC leader) – Professional staff (non-CEO staff) – Industry partner (association supplier) – Consultant (services the industry) – Young professional (30 and under) – Other

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Learning Road Map• Strategic planning• Education equation• Q&A break• Education strategy• Community• Wrap-up• Discussion• Contact information

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Strategic PlanningAccording to LinkedIn Skills & Expertise: Strategic planning is an organization’s process of defining its strategy, or direction, and making decisions on allocating its resources to pursue this strategy. Resource: http://linkd.in/WKlXh5

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Key Components

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MissionDefinition Example: MSAE• Reason for existence MSAE exists to ensure a• Describes what the knowledgeable, professional company does and successful association• Communicates purpose to: community. – Employees – Customers – Vendors – StakeholdersResource: http://bit.ly/WKnGDd Resource: http://bit.ly/WKqwYM

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VisionDefinition Example: MSAE• Future successful state Over the next three years,• Inspirational MSAE will evolve its services• Aspirational and refine its operations to achieve a high level of value• Mental image of the future for its members and its• Challenge and members’ members as inspire employees demonstrated by three pillars of success.Resource: http://bit.ly/WKnGDd Resource: http://bit.ly/WKqwYM

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ValuesDefinition Example: MSAE• Organization’s belief system • Commitment• A moral compass for the • Integrity company and its employees • Diversity• Guides decision making • Community• Principles of the organization’s culture• Shared by leadershipResource: http://bit.ly/WKnGDd Resource: http://bit.ly/WKqwYM

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Reflection

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Process• Extensive interaction with key stakeholders• Present state of the industry• Role of the association within that environment• Implications for the future

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Timeframe Short Term Long Term• 1-12 months • 3-5 years or more• Operational • Strategic

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Elements• Government • Public relations relations • Meetings• Membership • Technology• Human resources • International

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Poll Question• Does your organization have a separate strategic education plan? – Yes – No – I don’t know

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Education EquationEducation Engagement Loyalty Membership Return

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Education Association Membership• Digital learning • Blogging• Classroom learning • RSS feeds• Expositions • Social bookmarking• Meetings • Social networking• Events • File sharing• Certification • Communication tools• Field experience • Collaboration tools

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Engagement • Creators • Conversationalists • Critics • Collectors • Joiners • Spectators • Inactives Resource: http://slidesha.re/11teTNv

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LoyaltyPeople will: – Do business with someone they are familiar with and have learned to trust – Try to establish a long-term relationship with an organization after a positive experience – Become loyal to organizations with whom a relationship has been established – Base their membership decisions on past experiences, customer service and quality

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Return• Member acquisitions• Retention numbers• Meetings attendance• Bottom line – Purchases – Sponsors – Exhibitors

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1. Jump-start member engagement2. Leverage/tweak current education programs/content3. Work smarter (Not harder!)

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Strategy 1: Job Analysis • Task analysis • Role delineation • Identify – Knowledge – Skills – Successful performance – Competencies – DomainsResource: Certification Simplified: A Primer for Staff and Volunteer Leaders

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Engagement Opportunities• Planning • Release questionnaire/• Draft questionnaire/ conduct interviews interview questions • Interpret findings• Communication • Recommendations• Incentivize participation • Implementation • Evaluation

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Strategy 2: Content Curation• What is it? – Sorting through vast amounts of content – Presenting it in a meaningful way – Organizing it around a specific theme• Why is it valuable? – We live in an era of content abundance – Content curation offers high value – Maximizes resources and builds community

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Engagement Opportunities• Guest bloggers • Curated:• Executive briefs – Slide decks• White papers – Resource materials – Discussions• Social media feeds – Chat transcripts• YouTube videos – Question/answer• Articles/columns summaries

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Strategy 3: Branding• Brands matter• Align customer expectations with extraordinary experiences• Special/unique qualities• Promote brand identity• Trust improves meeting attendance

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Engagement Opportunities• Plan quality • Innovative brand education sessions – Clever name, logo and – Thought leaders tagline – Instructional strategies – Consistent graphics, shapes and colors• Intentional networking – Meeting value and brand – Meaningful connections promise

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Strategy 4: Communication • Communication channels • Comprehensive, multi- media marketing • Education benefits, outcomes, testimonials • Number of touch points • Release strategy • Shared calendar

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Engagement Opportunities• Channels • Roles – Newsletter/magazine – Interviewers – Blog/website – Writers – Social media – Editors – Online community – Posters – Direct mail – Reviewers – Email

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Strategy 5: Transference • Past experiences • Learning task • Bridge theory with practice • Transfer task • Modified behavior • Teach others

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Engagement Opportunities• Follow through • Remove barriers – 90-day window – Clarification – Practice scenarios• Offer support – Additional training – Proactive – Community • Celebrate successes – Responsive – Recognition

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Five Education Strategies1. Job analysis2. Content curation3. Branding4. Communication5. Transference

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Next Steps• Refine ideas – Action items – Resources – Completion dates• Implement ideas• Accountability – Partner/team

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Community• Board members • Speakers• Components • Sponsors• Facilitators • Staff• Legislators • Thought leaders• Members • Vendors/suppliers• Regulators • Volunteer leaders

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Final Thoughts• Write a separate strategic education plan• Education  Engagement  Loyalty  Membership  Return• Leverage/tweak current education programs/content first• Work smarter (Not harder!)• The secret to your success is intentionality• Implement a new strategy within 90 days

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Housekeeping• Consultation discount: – aaron@eventgarde.com – Email within one week• Slide deck: – http://www.slideshare.net/aaronwolowiec – Available tomorrow morning

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Discussion• What’s the biggest takeaway you’re leaving with today?• What strategy will you implement first?• What engagement best practices do you employ within your organization?• What additional resources would you like to share with participants?• What lingering questions do you have?

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Aaron D. WolowiecMSA, CAE, CMP, CTA (616) 710-1891 aaron@eventgarde.com www.eventgarde.com