Inventory & Optimize
Current Association
Assets to Grow
Engagement & Revenue
Scott Oser | Scott Oser Associates
Aaron Wolowiec | Event Garde

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Aaron Wolowiec
he, him, his
Facilitator, Trainer, Coach &
Learning/Meetings Strategist

Scott Oser
Attendee & Membership
Marketing & Sales Consultant

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Objectives
1. Identify growth opportunities (e.g., membership,
registrations, clicks/reads).
2. Inventory current association assets (i.e.,
programs, products, services).
3. Explore association cross-selling examples/case
studies.
4. Develop a plan to utilize current assets to meet
identified goals.

Why Do We Look Out Before Looking In?
• Easier
• Under your own control
• No need to probe colleagues
• Ability to create from scratch
• Sexier
• More fun than doing something that has been done
before
• Opportunity to work with outside entities

Areas of Growth Opportunity
• Education
• Conferences
• Webinars
• Governance
• Membership
• Recruitment
• Retention
• Affinity Programs
• Marketing
• Digital
• Print
• Publications
• Journal
• Magazine

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INVENTORY: CURRENT ASSOCIATION ASSETS | EVENT GARDE & SCOTT OSER ASSOCIATES 1
INVENTORY:
CURRENT ASSOCIATION ASSETS
EDUCATION
_____ Credentialing program
_____ Exhibits/exhibitors
_____ Keynote/general sessions
_____ Meals (onsite/offsite)
_____ Mobile app
_____ Nam e badges
_____ Netw orking breaks
_____ Online learning
_____ Receptions
_____ Registration
_____ Sponsors/sponsorships
_____ Thought leaders
What other educationassetsdoes your association currently m aintain?
GOVERNANCE
_____ Agendas
_____ Board of directors
_____ Bylaw s/policies
_____ Chapters/com ponents
_____ Com m ittees/taskforces
_____ Elections/ballots
_____ External partnerships
_____ Foundat ion
_____ Meetings
_____ Minutes/call notes
_____ Strategic plan
_____ Volunteer orientation
What other governanceassetsdoes your association currently m aintain?
MEMBERSHIP
_____ Affinity program
_____ Call center
_____ Dues invoices
_____ Mem ber onboarding
_____ Mem ber survey
_____ Mem bership m eeting
_____ Online com m unity
_____ Online store
_____ Printed m em bership kits
_____ Recruitm ent cam paign
_____ Renew al notices
_____ Special interest groups
What other membershipassetsdoes your association currently m aintain?
MARKETING
_____ Content m arketing/SEO
_____ Direct m ail/print
_____ Em ail cam paigns
_____ Mass text m essaging
_____ Pay-per-click advertising
_____ Peer-to-peer/influencer
_____ Podcasting
_____ Prom otional products
_____ Robocalls
_____ Social m edia
_____ Video
_____ W ebsite
What other marketingassetsdoes your association currently m aintain?
PUBLICATIONS
_____ Annual Report
_____ Blog
_____ Book/eBook
_____ Directory
_____ Handbook/guide
_____ Infographic
_____ Journal
_____ Magazine
_____ New sletter/eNew sletter
_____ Periodical
_____ Press release
_____ W hitepaper
What other publicationassetsdoes your association currently m aintain?

1. What can you add to this list?
2. What is the one area you want
to focus on first?
3. What is one tactic you know
you want to implement?

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Wrap up
1. What surprised you?
2. What confirmed your expectations?
3. What are you still wondering about?
4. What will you take with you?

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Stay In Touch
Scott Oser Aaron Wolowiec
eventgarde.com
aaron@eventgarde.com
scottoserassociates.com
scott@scottoserassociates.com