Adopting Education Strategy to Jump-start Member Engagement

Wednesday, Jan. 16, 20132 – 3 p.m. ET

@AaronWolowiec

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

Learning Road Map

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

Strategic Planning

According 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

Key Components

Mission

Vision

Values

Mission

Definition• Reason for existence• Describes what the

company does• Communicates purpose to:

– Employees– Customers– Vendors – Stakeholders

Example: MSAEMSAE exists to ensure a knowledgeable, professional and successful association community.

Resource: http://bit.ly/WKnGDd Resource: http://bit.ly/WKqwYM

Vision

Definition• Future successful state• Inspirational • Aspirational• Mental image of the future• Challenge and

inspire employees

Example: MSAEOver the next three years, MSAE will evolve its services and refine its operations to achieve a high level of value for its members and its members’ members as demonstrated by three pillars of success.

Resource: http://bit.ly/WKnGDd Resource: http://bit.ly/WKqwYM

Values

Definition• Organization’s belief system• A moral compass for the

company and its employees• Guides decision making • Principles of the

organization’s culture• Shared by leadership

Example: MSAE• Commitment• Integrity• Diversity• Community

Resource: http://bit.ly/WKnGDd Resource: http://bit.ly/WKqwYM

Reflection

Process

• Extensive interaction with key stakeholders

• Present state of the industry• Role of the association within that

environment• Implications for the future

Timeframe

• 1-12 months• Operational

• 3-5 years or more• Strategic

Long TermShort Term

Elements

• Government relations

• Membership• Human resources

• Public relations• Meetings• Technology• International

Poll Question

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

Education Equation

Education Engagement Loyalty Membership Return

Education

Association• Digital learning • Classroom learning• Expositions• Meetings • Events• Certification• Field experience

Membership• Blogging• RSS feeds• Social bookmarking• Social networking• File sharing• Communication tools• Collaboration tools

Engagement

• Creators• Conversationalists• Critics• Collectors• Joiners• Spectators• InactivesResource: http://slidesha.re/11teTNv

Loyalty

People 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

Return

• Member acquisitions

• Retention numbers• Meetings

attendance• Bottom line– Purchases– Sponsors– Exhibitors

1. Jump-start member engagement 2. Leverage/tweak current

education programs/content3. Work smarter (Not harder!)

Strategy 1: Job Analysis

Resource: Certification Simplified: A Primer for Staff and Volunteer Leaders

• Task analysis• Role delineation• Identify– Knowledge– Skills– Successful performance– Competencies– Domains

Engagement Opportunities

• Planning• Draft questionnaire/

interview questions• Communication• Incentivize participation

• Release questionnaire/ conduct interviews

• Interpret findings• Recommendations• Implementation• Evaluation

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

Engagement Opportunities

• Guest bloggers• Executive briefs• White papers• Social media feeds• YouTube videos• Articles/columns

• Curated:– Slide decks– Resource materials– Discussions– Chat transcripts– Question/answer

summaries

Strategy 3: Branding

• Brands matter• Align customer

expectations with extraordinary experiences

• Special/unique qualities• Promote brand identity• Trust improves meeting

attendance

Engagement Opportunities

• Plan quality education sessions– Thought leaders– Instructional strategies

• Intentional networking– Meaningful connections

• Innovative brand– Clever name, logo and

tagline– Consistent graphics,

shapes and colors– Meeting value and brand

promise

Strategy 4: Communication

• Communication channels• Comprehensive, multi-

media marketing• Education benefits,

outcomes, testimonials • Number of touch points• Release strategy• Shared calendar

Engagement Opportunities

• Channels– Newsletter/magazine– Blog/website– Social media– Online community– Direct mail– Email

• Roles– Interviewers – Writers– Editors– Posters– Reviewers

Strategy 5: Transference

• Past experiences• Learning task• Bridge theory with

practice• Transfer task• Modified behavior• Teach others

Engagement Opportunities

• Follow through– 90-day window

• Offer support – Proactive – Community– Responsive

• Remove barriers– Clarification– Practice scenarios– Additional training

• Celebrate successes– Recognition

Five Education Strategies

1. Job analysis

2. Content curation

3. Branding

4. Communication

5. Transference

Next Steps

• Refine ideas–Action items–Resources–Completion dates

• Implement ideas• Accountability–Partner/team

Community

• Board members• Components • Facilitators • Legislators• Members• Regulators

• Speakers • Sponsors• Staff• Thought leaders• Vendors/suppliers• Volunteer leaders

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

Housekeeping

• Consultation discount: – aaron@eventgarde.com– Email within one week

• Slide deck:– http://www.slideshare.net/aaronwolowiec– Available tomorrow morning

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?

Aaron D. WolowiecMSA, CAE, CMP, CTA

(616) 710-1891aaron@eventgarde.comwww.eventgarde.com