John Foley, Jr., a strategic association advisor/Real Estate Investor/Realtor® in Southwest Florida, will present a one-of-a-kind learning lab session at the 2023 National REIA MidYear Leadership Conference in Las Vegas Start: 6/21/2023 5:00 PM PST End: 6/23/2023 9:00 PM PST. This high-energy and insightful discussion, titled "Stop Thinking Like an Association," will take place on [Fill in the date and time]. As we dive deeper into the digital age, associations often find themselves stuck in the rut of "business as usual." Guided by John, attendees will transform their mindset from that of an association to that of an entrepreneur, ready to take risks, embrace change, and welcome challenges. Participants will leave the session with an entirely new outlook on what it means to lead an association. John will open the minds of participants to a culture that values forward thinking, creative problem-solving, and teamwork by highlighting the benefits this mindset can bring. Finally, John will define how to gain "traction" to move you and your team forward tomorrow and in the years ahead. "I am both excited and honored to present at this year's NREIA MidYear Leadership Conference saying, 'We've always done it that way.' My goal is to change that mindset and create a path. I can say with complete confidence that this presentation will do just that!" John has advised and presented at many Associations such as ASAE, PRSA, NAPL, IPMA to name just a few. Author: Business Transformation: A New Path to Profit, Untethered Marketing: The Role of the Cloud and Mobile Communications. Author: Business Transformation: A New Path to Profit©, Untethered Marketing: The Role of the Cloud and Mobile Communications©. John Foley, Jr. - JOHN FOLEY JR LLC john@foleyprops.com Realtor® Coldwell Banker 5th Ave Naples FL john.foley@cbrealty.com The 45-minute session is open to all NREIA MidYear Leadership Conference attendees.

1. John Foley, Jr.
JOHNFOLEYJR, LLC
National REIA MIDYEAR
Leadership Conference
Planet HollyWood - Las Vegas
June 23, 2023

2. Who am I?
Page 1 of your booklet!

3. Action Item: Answer
the question on page
2.
You have 60 seconds.

4. INTRODUCE YOURSELF AND SHARE WHY
YOU CAME TODAY

5. STAND
UP
PLEASE

6. Association
Roadblocks

7. We Need Three Volunteers

8. Action Item: Complete pages 3 & 4 when you
get back to the office.

9. Action Item: Copy page 5 before you take it so
you can give it to your team to complete.

11. Action Item: After you identify your mindset
complete page 7.

14. Action Item: Use page 10 and write down three
ideas can you borrow from these brands?

15. Theory of Change
1. Identifying long-term goals
2. Backwards mapping
3. Identifying your basic assumptions about the
context.
4. Identifying the interventions that your initiative
will perform to create your desired change.
5. Developing indicators to measure your outcomes
to assess the performance of your initiative.
6. Writing a narrative to explain the logic of your
initiative.

17. What is the long-term
change you see as your
goal?
To provide members with disruptive
tools and/or resources that they can’t
live without, which will increase
member retention rates.

18. Stakeholders
Leadership Team
Membership Committee(s)

19. What are the wider
benefits of our work?
There tools/resources can improve the
industry and member’s organizations,
strengthen the member’s relationship
with the association.

20. Key Assumptions
 Members are in need of tool and/or resources
to improve their business.
 Relationships aren’t as strong as they could
be between the association and its members.

21. What is the measurable effect of your
work?
 Member retention will increase.

22. Key Assumptions
 Members aren’t renewing because they
aren’t getting tangible value from the
association.

23. What steps are needed to bring about
change?
 Identify member needs
 Research to find a solution
 Create a business case to justify the
investment
 Create a go to market plan

24. Key Assumptions
 The leaders of the association shouldn’t
decide on the tools and resources that are
best for members in a vacuum.
 Leadership can’t assume they know what the
members want.

25. What is your entry point to reaching
your audience?
 Create a multi-channel campaign that kicks
off at our annual conference
 This includes collateral at meeting,
conference, announcement before general
session (live stream FB Live – Zoom,
Instagram Live)
 Press release Blast and website and Social
 Ads on website, community, and
publications, email, and social media

26. Key Assumptions
 We need to make noise so kicking it off at
the annual meeting (Or Other Biggest Crowd
Event )will give us an opportunity to address
members in person.
 Members prefer different communication
channels; we need to communicate in all
channels to create awareness.

27. Who is your key audience?
 Current Members

28. Key Assumptions
 While prospects are important, the main
focus is current members. The new
tools/resources can be used for recruitment
later on.

29. What is the problem?
 Members are dropping their membership
because we aren’t providing them with tools
and/or resources that have an immediate
impact on helping them do their jobs.

30. Key Assumptions
 We provide a lot of education and content,
but members must read and process and
figure out how to apply it to their
organizations.
 They want tools and/or resources that help
them do their jobs better, faster, or more
effective.

31. Action Item: Check your score on page 14, and retake
the quiz on page 13 in a few months to see if anything
has changed.

32. • Book written by Gino Wickman that helps you develop a practical, but
through method to help strength and re-energize your association. (EOS)
ENTREPRENEURIAL Operating System.
• Align Efforts
• Drive Progress
• Achieve Results
• It Is Systematic And Manageable

33. CAN YOU RELATE?
• LACK OF CONTROL?
• FRUSTRATED WITH YOUR STAFF?
• AREN’T MAKING MONEY?
• PROFITS ARE OFF?
• NO GROWTH
• NOTHING SEEMS TO BE WORKING?

34. IF YOU CAN, THE EOS SYSTEM CAN HELP!
PLEASE REVIEW THE TRACTION ORGANIZER.

35. 1. Vision
2. People
3. Data
4. Issues
5. Process
6. Traction

36. ACTION ITEM: READ PAGES 15 & 16 TO LEARN
MORE ABOUT TRACTION & READ GINO
WICKMAN’S BOOK TRACTION.

37. ACTION ITEM: READ PAGES 15 & 16 TO LEARN
MORE ABOUT TRACTION & READ GINO
WICKMAN’S BOOK TRACTION.

38. CORE VALUES
• RESPECT
• HONESTY
• INNOVATION
• EXCELLENCE
• CREATIVE THINKING

39. CORE FOCUS
• PURPOSE/CAUSE/PASSION: TO ENGAGE WITH OUR MEMBERS IN A MEANINGFUL WAY THAT PROVIDES
THEM WITH THE RESOURCES, EDUCATIONS, AND OPPORTUNITIES THEY NEED TO BE SUCCESSFUL.
• OUR NICHE: THE PUBLIC RELATIONS PROFESSIONAL SEEKING INDUSTRY BEST PRACTICES AND TOOLS
FOR GROWTH AND SUCCESS.

40. 10 YEAR TARGET
•8 MILLION REVENUE IN 2026
•4 MILLION FROM DUES:
•10,000 MEMBERS
•5% NET RETURN

41. 3 YEAR PICTURE
•FUTURE DATE: 08/15/19
•REVENUE: $ 3,000,000, 3% NET

42. MEASURE
•PULSE MEMBERSHIP SURVEY AVERAGE OF 110+
•6,000 MEMBERS
•80% 2 YEAR MEMBER RETENTION RATE
•90% PROGRAM SATISFACTION RATE

43. WHAT DOES IT LOOK LIKE?
•20% OF MEMBERS IN CHAPTERS
•60% OF MEMBERS USING ONLINE COMMUNITY
•70% OF MEMBERS TAKING AT LEAST 1 WEBINAR, LMS COURSE, OR ATTENDING A
WORKSHOP, SEMINAR, OR CONFERENCE
•CUSTOM RESEARCH/PRODUCTS
•FREQUENT THOUGHT-LEADERS TO THE BIZ PROGRAM
•COHESIVE, STRUCTURED TEAM OF STAFF, 5 VOLUNTEER LEADERS

44. MARKETING STRATEGY
• TARGET MARKET/“THE LIST”: THE CAREER MINDED PROFESSIONAL SEEKING INDUSTRY BEST PRACTICES
AND PROFESSIONAL DEVELOPMENT
• THREE UNIQUES:
• LARGE ARRAY OF TEMPLATES, SAMPLES, AND OTHER RESOURCES
• CERTIFICATION PROGRAM
• LEADERSHIP OPPORTUNITIES
• PROVEN PROCESS: INDUSTRY BEST PRACTICES/ LEADERSHIP DEVELOPMENT/ PROFESSIONAL
DEVELOPMENT
• GUARANTEE: YOU WILL REMAIN KNOWLEDGEABLE OF INDUSTRY TRENDS AND NEW DEVELOPMENTS,
BETTER EQUIPPED AND MORE CONFIDENT TO ADDRESS NEW CHALLENGES THAT ARISE IN THE WORK
PLACE.

45. 1 YEAR PLAN: 8/15/17
• MEASUREABLE: 10,000 REVENUE
• GOALS FOR THE YEAR:
• BEGIN NEW WEBSITE
• LAUNCH 10-POINT NEW MEMBER
COMMUNICATION CAMPAIGN
• FIND NEW AMS
• GENERATE $250,000 IN SPONSORSHIP REVENUE
• REVAMP JOB BOARD
• INVEST IN NEW TOOLS FOR MEMBERS
• RETENTION RATE OF 75-80%
• ANNUAL CONFERENCE REGISTRATION: 700 FULL
PACKAGE, SATISFACTION RATING 97%
• CREATE RESOURCE CENTER FOR VOLUNTEER
LEADERS

46. ROCKS
•INTERNAL COM -- SL
•STAFF PROFESSIONAL DEV. PLAN – JF
•ORGANIZATIONAL CULTURE -- SL
•ESTABLISH BENCHMARKS -- JF
•STANDARDIZED MEETINGS – SL/JF
•GATHER BETTER MEMBER DATA - AM
•BETTER DEFINE VALUE PROPOSITION –
ALL

47. ISSUES
•INTERNAL COMMUNICATIONS
•NEW EXEMPT/NON-EXEMPT
STATUS
•MARKETING
•SALES
•PRODUCTS/SERVICES
•COMPETING WITH OUR SELF

48. We want to hear from
you!

49. ACTION ITEM: COMPLETE PAGES 17 & 18
WHENYOU GET BACKTOTHE OFFICE

50. WE WANTTO HEAR FROMYOU!

51. Action item:
Complete
page 19when
you get back
to the office

53. BELBIN TEAM ROLES
 Action Oriented
 People Oriented
 Thought Oriented

54. ACTION ORIENTED
 SHAPER
 COMPLETER or COMPLETER FINISHER
 IMPLEMENTER

55. PEOPLE ORIENTED
 RESOURCE INVESTIGATOR
 COORDINATOR
 TEAM WORKER

56. THOUGHT ORIENTED
 PLANT
 MONITOR EVALUATOR
 SPECIALIST

57. ACTION ITEM: LEARN MORE ABOUT BELBIN’S TEAM ROLES AND
THINK ABOUTYOUR TEAM AND COMPLETE PAGE 20.

59. WHAT’S
NEXT

60. Action item:
Review the
check list on
page 22

62. How did I do? Don’t forget to complete the
survey!

64. • Email: john@foleyprops.com
• Call: 978-337-1891
• FaceBook: Facebook.com/johnfoleyjr
• Tweet: @JohnFoleyJr
• Connect: LinkedIn.com/in/JohnFoleyJr