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Inventory & Optimize Current Association Assets to Grow Engagement & Revenue

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Aaron Wolowiec and Scott Oser delivered this presentation during the NESAE 2020 Conference for Association Education in Norwood, MA on Friday, Jan. 24, 2020.

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Inventory & Optimize Current Association Assets to Grow Engagement & Revenue

  1. 1. Inventory & Optimize Current Association Assets to Grow Engagement & Revenue Scott Oser | Scott Oser Associates Aaron Wolowiec | Event Garde
  2. 2. Photo by Joelk75 - Creative Commons Attribution License https://www.flickr.com/photos/75001512@N00 Created with Haiku Deck
  3. 3. Photo by -Snugg- - Creative Commons Attribution-NonCommercial License https://www.flickr.com/photos/34418479@N06 Created with Haiku Deck
  4. 4. Aaron Wolowiec he, him, his Facilitator, Trainer, Coach & Learning/Meetings Strategist
  5. 5. Scott Oser Attendee & Membership Marketing & Sales Consultant
  6. 6. Photo by Félix Prado - Creative Commons No known copyright restrictions https://unsplash.com/@fprado?utm_source=haikudeck&utm_medium=referral&utm_campaign=api-creditCreated with Haiku Deck
  7. 7. Photo by ccPixs.com - Creative Commons Attribution License https://www.flickr.com/photos/86530412@N02 Created with Haiku Deck
  8. 8. 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.
  9. 9. 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
  10. 10. Areas of Growth Opportunity • Education • Conferences • Webinars • Governance • Membership • Recruitment • Retention • Affinity Programs • Marketing • Digital • Print • Publications • Journal • Magazine
  11. 11. Photo by ccPixs.com - Creative Commons Attribution License https://www.flickr.com/photos/86530412@N02 Created with Haiku Deck
  12. 12. 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?
  13. 13. 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?
  14. 14. Photo by ejorpin - Creative Commons Attribution-NonCommercial License https://www.flickr.com/photos/12102588@N08 Created with Haiku Deck
  15. 15. 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?
  16. 16. Photo by Luca Upper - Creative Commons No known copyright restrictions https://unsplash.com/@lucistan?utm_source=haikudeck&utm_medium=referral&utm_campaign=api-credit Created with Haiku Deck
  17. 17. Stay In Touch Scott Oser Aaron Wolowiec eventgarde.com aaron@eventgarde.com scottoserassociates.com scott@scottoserassociates.com

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