As someone who has worked in marketing and membership longer than I’ll ever admit publicly, ASAE’s Marketing, Membership & Communications Conference, kicking off later this week in Washington D.C.’s Walter E. Washington Convention Center is among my favorite events of the year.

In addition to having the opportunity to connect with association professionals the topics discussed are always top-notch. Each session is uniquely targeted to address the needs of marketing, membership and communications professionals as they look to optimize their efforts across the various stages of the membership lifecycle, from acquisition to retention.

There are no shortage of amazing opportunities for learning but here are the five sessions I’m looking forward to the most this year:

Thursday, June 6^th:

Viral Business Starts at Home

9:00AM – 10:00AM

We know both from our research into young members and anecdotal feedback from clients that few things are as effective in building buzz and in the acquisition of new members than word-of-mouth endorsements from peers. In his keynote, entrepreneur Johnny Cupcakes will share what he learned from the launch and success of his own business but also the implications for associations who need to ensure their staff will engage with their brand on a deep-level for an exceptional member experience.

How Issue Advocacy Can Increase Member Engagement

2:45PM – 3:15PM

We’ve seen in our own Personify Community how advocacy can only drive an organization’s mission forward by mobilizing members in support of a specific cause but also serve as an important opportunity for engagement. I’m looking forward this session, which will dive into issue advocacy and how associations can leverage social media and digital tools to further the reach of their advocacy campaigns and engage members.

Bringing Member Personas to Life – Hollywood Style

3:30PM – 4:15PM

What kind of marketing person would I be if I didn’t use this opportunity to plug my own session? Personas have become a critical component in the success of marketing teams, but often they’re authored in response to a single situation or in the context of a specific need. How can we take our understanding of personas to the next level and given them new life? I’ll be taking a trip to the TV stages, writer’s rooms and Hollywood studios for this exciting session. You don’t want to miss it!

Friday, June 7^th

Making a Splash With an Integrated Campaign

10:15AM – 11:00AM

At Personify, we’re big fans of the integrated campaign. This session will share a real-world example of how one organization leveraged an integrated campaign to stand out among brands with flashy booths and global name recognition to make themselves not only relevant, but cool!

How to Capture the Attention of the Generation Z Constituent

2:45PM – 3:30PM

Another Personify-led workshop that you don’t want to miss! Our young member research looked not only at Millennials but also the emerging Gen Z audience. While Gen Z may bring new energy, ideas, and opportunities, they also bring the NOW Effect: information must be mobile, transparent, and delivered in real-time. Personify’s VP of Marketing, Teresa Zimmerman will dive into the art and science behind creating compelling campaigns that resonate with Gen Z. With a focus on content, social media, analytics, and more, we’ll share the necessity of using the right and left side of your brain when marketing to younger generations.

We look forward to seeing you in our sessions and on the show floor! If you’re attending ASAE MMCC please stop by booth 121 on the show floor. We’d love to hear what you’re learning and what’s resonating!

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