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These great sessions are part of another amazing agenda we have lined up for April!

Pre-Event Tuesday, April 27

10:00am - 2:00pm

SEO in 2021: Win More Visibility in Customer Searches

After this masterclass, you’ll be able to:

  • Understand how Google’s algorithm functions and which elements it uses for ranking
  • Identify technical issues that could be hurting visibility and user experience
  • Learn how to write content that customers love and Google rewards
  • Learn how to acquire links from other websites to help boost relevance
  • Learn how to gain more visibility in local searches
  • Learn how to optimize Google My Business
  • Learn how to use Google Analytics to track organic performance and site actions
  • Create a prioritized strategy for SEO in 2021
Included with All Access Pass, upgrade required for Base Pass
Masterclass
  • Greg Gifford
    • Greg Gifford
    • SearchLab

12:00pm - 4:00pm

The Shift: The Digital Content Strategy To Transform Your Busine$$

After this masterclass, you’ll be able to:

  • Properly evaluate your digital marketing efforts and find the topics and tactics you need to use in 2021
  • Strategize, ideate and create engaging user-focused content for each stage in the customer journey
  • Know where, when and how to publish content in the right digital channels
  • Understand what’s working, what’s not, and how to test with measurement and CRO
  • Manage your ‘connected’ audience and prove the value it creates for your organization
  • Evaluate your investment, ROI and how to communicate that with the C-Suite
Included with All Access Pass, upgrade required for Base Pass
Masterclass
  • Samantha Kermode
    • Samantha Kermode
    • Investis Digital

2:00pm - 6:00pm

Email Marketing: Tactics to Build Robust Email Programs for Associations & Nonprofits

After this masterclass, you’ll be able to:

  • Explain why email still matters
  • Understand the difference between simple and robust email programs
  • Develop a roadmap for managing inactive subscribers
  • Leverage advanced design tactics for your templates
  • Make your emails more accessible
  • Better understand how the ISPs (internet service providers) score your campaigns
  • Move from “batch and blast” to segmented and personalized campaigns
  • Develop a robust email metrics dashboard
  • And, see what the future of email might look like
Included with All Access Pass, upgrade required for Base Pass
Masterclass
  • Michael Barber
    • Michael Barber
    • barber&hewitt

Advanced Digital Analytics Strategies and Tactics for Nonprofits and Associations

After this masterclass, you’ll be able to:

  • Create new Google Analytics (GA) Accounts, Properties and Views and/or audit an existing account
  • Configure conversion goals, filters, account integrations, advanced segments and cross-domain tracking within GA
  • Prepare an accurate, reliable and repeatable process for campaign tracking code creation and stewardship
  • Demonstrate a working knowledge of Google Tag Manager
  • Develop meaningful and actionable reports for a variety of audiences from senior leadership and board members to marketing and support staff
  • Use Google Data Studio to automate your reporting process
  • Compare and contrast different attribution models
  • Utilize analytics documentation and other tools to improve measurement efficiency and advance your analytics program
  • Understand how Universal Analytics differs from Google Analytics 4 at a basic level
Included with All Access Pass, upgrade required for Base Pass
Masterclass
  • Chris Sietsema
    • Chris Sietsema
    • Teach to Fish Digital

Day 1 Wednesday, April 28

10:00am - 10:40am

Information is the New Influence: How to Harness the Power of Online Community

After this session, you’ll be able to:

  • Understand the shift in social and how online communities are influencing action and advocacy
  • Cut through the noise to position your organization as an influential part of the information ecosystem
  • Apply strategies other organizations have used to successfully make online communities part of their marketing efforts
  • Stephen Vallera
    • Stephen Vallera
    • Reddit

Getting the Most out of Your Association Job Board

After this session, you’ll be able to:

  • Understand both association and member benefits of building or enhancing your association job board or career center
  • Identify opportunities and partners to expand your offerings
  • Define what a successful job board or career center looks like
  • Brian Hoffman
    • Brian Hoffman
    • Illinois Bankers Business Services, Inc.

Network Beyond Bias

After this session, you’ll be able to:

  • Recognize how you may be engaging in and affected by affinity bias
  • Identify inclusive behaviors and effective networking strategies
  • Assess the breadth and depth of your own professional network
  • Amy Waninger
    • Amy Waninger
    • Lead at Any Level

11:00am - 11:40am

Website Migration: What to Do Pre, During and Post

After this session, you’ll be able to:

  • List reasons why you should migrate (there are plenty)
  • Take advantage of opportunities to make your new website SEO friendly
  • Use best practices presented to prepare for your migration
  • Find out what to expect during migration day
  • Know what you need to monitor in post-migration
  • Samantha Kermode
    • Samantha Kermode
    • Investis Digital

How to Write Content That Ranks

After this session, you’ll be able to:

  • Create content outlines that include data-driven topics, keywords, word counts and more
  • Utilize insights and tools to successfully draft content that ranks
  • Save time by being strategic with your content creation strategy
  • Hannah McNaughton
    • Hannah McNaughton
    • Metric Marketing

How To Refocus on Your Strengths and Engage with Next Generation Members

After this session, you’ll be able to:

  • Clearly understand the advantage of a life-long learner mentality to add your value at the hybrid table
  • Evaluate data to identify changes in member engagement
  • Create a plan to add resources to drive traffic back to your website
Fundamentals Session
  • Wendy Kramer
    • Wendy Kramer
    • Academy of Management

12:00pm - 12:40pm

Making Video Easy

After this session, you’ll be able to:

  • Understand how audiences consume and interpret mobile video ads and apply those learnings
  • Direct attention and influence audiences to more effectively achieve your KPIs
  • Make videos without so much stress
  • Ted Harrison
    • Ted Harrison
    • Twitter

Learn the Narrative Hook for Your Members That Works Every Time

After this session, you’ll be able to:

  • Clarify your message with the foundational narrative framework of the ABT (And, But & Therefore) to make it easy for your members to digest
  • Amplify your impact by focusing on the problem you solve for your audience that shows you care about their success
  • Simplify your life by making your digital content much easier to craft and publish.
  • Park Howell
    • Park Howell
    • The Business of Story

Building Authentic Communities + Engagement for Your Organization

After this session, you’ll be able to:

  • Use and identify the right culture formula for your organization to develop a strategic, culture-first brand
  • Develop meaningful relationships with customers and their constituents through authentic storytelling
  • Leverage innovative Marketing Technology strategies for maximum brand impact
  • Apply business case studies from non-profits to Fortune 100 companies and small start-ups that will further transform your organization’s efforts to a new and improved level of brand marketing
  • Matthew Clyde
    • Matthew Clyde
    • Ideas Collide

1:10pm - 1:50pm

Keynote

Keynote
Session Image
  • MZ Goodman
    • MZ Goodman
    • charity: water

2:10pm - 2:50pm

Build It, Be It: How to Use LinkedIn to Create a Powerful Personal Brand

After this session, you’ll be able to:

  •  Understand what a personal brand is, why it’s critical to your success, and how to build and/or evolve yours
  • Know why LinkedIn is not your online resume, and why it’s one of the most effective platforms to build your online brand
  • Identify the top 5 most viewed areas of your LinkedIn profile, plus how to optimize them for maximum impact
  • Increase the searchability of your profile to drive inbound opportunities straight to your inbox
  • Amanda Healy
    • Amanda Healy
    • Cisco

How to Harness Powerful Social Psychology to Attract and Engage Community Members

After this session, you’ll be able to:

  • Apply proven motivational appeals that attract people to join a community
  • Create activities that persuade members to make their first contributions
  • Understand the unique needs and desires of superusers and keep them satisfied
  • Richard Millington
    • Richard Millington
    • FeverBee

How to Move Beyond Web Content Accessibility Guidelines (WCAG) and Towards Authentic Digital Inclusion

After this session, you’ll be able to:

  • Understand why usability is the most important component in an organization’s accessibility approach
  • Begin incorporating usability in development and design
  • Focus on the most important workflows for usability
  • Apply policies and processes that are so critical to ensuring digital inclusion
  • Create knowledge transfer in your teams to sustain authentic digital inclusion
  • Carolyn Shannon
    • Carolyn Shannon
    • Pantheon
  • Andrew Mallis
    • Andrew Mallis
    • Kalamuna
  • William Reuschel
    • William Reuschel
    • American Foundation for the Blind

3:10pm - 3:50pm

Membership Marketing: How to Build a Successful Campaign Strategy

After this session, you’ll be able to:

  • State the specific, measurable goals of your campaign
  • Define and describe the key elements of your campaign
  • Detail the logistics your campaign will require
  • Build a calendar that contains key milestones
  • Robynne Trifiletti
    • Robynne Trifiletti
    • Mighty Citizen

How to Build a Community Growth Strategy from Scratch

After this session, you’ll be able to:

  • Build a community growth strategy from scratch
  • Tell your brand story and connect with your audience through immersive experiences
  • Implement community-building best practices to incorporate in your marketing, from social media to live events
  • Jennifer Watson
    • Jennifer Watson
    • Agorapulse

How to Supercharge Your Email List Growth

After this session, you’ll be able to:

  • Understand the step-by-step process for developing a SWEET lead magnet offer
  • Tailor your format and content to target your ideal customers
  • Identify the best tools for designing and publishing your lead magnet
  • Use a blueprint for getting your lead magnet out into the world
Fundamentals Session
  • Emily McGuire
    • Emily McGuire
    • Flourish & Grit

4:10pm - 4:50pm

Inspiration is Everywhere: Tips to Make Your Marketing Strategy More Interesting

After this session, you’ll be able to:

  • Uncover your brand’s true “why” (and why that matters)
  • Discover new ways to make the audience part of your strategy
  • Explore unconventional opportunities within “obvious” spaces
  • Folayo Lasaki
    • Folayo Lasaki
    • Laugh Out Loud Network

How To Create Better Content, Faster

At the end of this session, you’ll be able to:

  • Develop an idea bank that consistently feeds your content process
  • Reverse engineer best-in-class content, so you can turn inspiration into action
  • Optimize your brainstorm and ideation process to save time and scale your results
  • Build a repeatable system that produces more creative content
  • Jason Keath
    • Jason Keath
    • Social Fresh

Preparing Your Website Data for Google Analytics 4

After this session, you’ll be able to:

  • See the basic changes between Universal Google Analytics and GA4
  • Understand how the GA differences could impact your data collection strategy
  • Learn how to edit events and conversions right in GA4
  • Listen to proven strategies for making learning GA4 easier
Fundamentals Session
  • Colleen Harris
    • Colleen Harris
    • Sincro

5:10pm - 5:40pm

Keynote:

Keynote
Session Image
  • Priya Parker
    • Priya Parker
    • The Art of Gathering

Day 2 Thursday, April 29

10:00am - 10:40am

The Confidence to Collaborate

After this session, you’ll be able to:

  • Unite and rally teams by establishing a culture of trust and transparency
  • Establish clear goals and roles that will allow you to effectively divide and conquer
  • Create feedback loops that will set you up for ongoing improvement
  • Jim Marsh
    • Jim Marsh
    • HBO

The Never-Ending Pursuit for Better Member Value

After this session, you’ll be able to:

  • Leverage data and insights to identify challenges and guide pivots
  • Understand the value of testing, measuring, and sometimes leaping with no net (like many of us have during the pandemic)
  • Align internal teams to deliver a cohesive customer experience
  • Recognize and leverage the value of internal and external stakeholders
  • Adara Bowen
    • Adara Bowen
    • American Marketing Association

How to Build a Winning Influencer Marketing Strategy

After this session, you’ll be able to:

  • Have a focused structure for augmenting your influencer marketing program
  • Follow a three-act structure of Plan, Activate, Measure
  • Expand your vision for what influencer campaigns can accomplish
  • More efficiently measure the outcomes of your influencer programs
  • Tyler Farnsworth
    • Tyler Farnsworth
    • Campfire

11:00am - 11:40am

Why Now is the Time to Change Your Pricing Strategy (and How to Do It)

After this session, you’ll be able to:

  • Analyze which components of a pricing and value strategy your organization is lacking
  • Develop a plan of action to initiate a proper pricing and value strategy
  • Execute an annual review for continuous improvement in value and pricing
  • Dr. Michael Tatonetti
    • Dr. Michael Tatonetti
    • Pricing for Associations

A Sound Community: Building Engagement With Podcasting

After this session, you’ll be able to:

  • Understand growth trends in podcasting and its potential in your marketing strategy
  • Understand the relationship-based economy of podcasts
  • Apply effective tactics to share your brand’s message in podcasting
  • Johanna Weber
    • Johanna Weber
    • Johanna Webber

Content Creation for Communities: A Quickstart Guide

After this session, you’ll be able to:

  • Set goals for your community
  • Define content for your community
  • Identify potential creators within your community
  • Get started with your creators
Fundamentals Session
  • Miriam Bookey
    • Miriam Bookey
    • Program 11

12:00pm - 12:40pm

Content That Converts: How to Co-Create Powerful Video Stories to Keep Your Audience Engaged All Year Long

After this session, you’ll be able to:

  • Understand how communication preferences and digital marketing trends are changing the way your audience wants to engage with one another and with your organization
  • Define best practices for collecting, editing, and publishing user-generated video content from your audience
  • Identify simple video content co-creation ideas and tactics that you can begin implementing at your own organization
  • Michael Hoffman
    • Michael Hoffman
    • Gather Voices

Digital Inclusion Without the Corporate Budget

After this session, you’ll be able to:

  • Identify opportunities for digital inclusion
  • Prioritize high-impact, low-cost opportunities
  • Measure impact to support future budget requests for inclusion work
  • Courtney Wakefield
    • Courtney Wakefield
    • Children's Health

A Beginner’s Guide to SEO: Making Your Organization Trusted Online

After this session, you’ll be able to:

  • Understand E-A-T principles and determine where your website is weak
  • Improve your website content to be more transparent, authoritative, and trustworthy
  • Execute a strategy for improving your organization’s reputation on 3rd party sites
Fundamentals Session
  • Alli Berry
    • Alli Berry
    • The Motley Fool

1:10pm - 1:50pm

Keynote

Keynote
Session Image
  • David Shing
    • David Shing
    • Shingy

2:10pm - 2:50pm

5 Amazingly Effective Tactics that Instantly Improve Your Prospect and Membership Emails

After this session, you’ll be able to:

  • Apply behavioral science tactics to give your emails an extra advantage and a competitive edge
  • Turn a small “yes” into a big win
  • Understand when “negative” messages can have positive results
  • Sell more using Social Proof
  • Nancy Harhut
    • Nancy Harhut
    • HBT Marketing

Results Driven SEO Strategy & Tactics For The Busy Marketer

After this session, you’ll be able to:

  • Identify and take action on the SEO tasks that will get quick results
  • Create page structures that will get you optimal traffic from your targeted searchers
  • Determine the tools that will make your SEO work a whole lot easier
  • Mindy Weinstein
    • Mindy Weinstein
    • Market MindShift

Yes, You Need One: How to Develop a Comprehensive Employer Brand

After this session, you’ll be able to:

  • Chart your approach for filling roles
  • Develop a cohesive employer brand
  • Work with recruiters to obtain top talent
  • Thea Neal
    • Thea Neal
    • Royal Caribbean

3:10pm - 3:50pm

InstaBrain: The New Rules for Marketing to Gen Z

After this session, you’ll be able to:

  • Understand where Gen Z goes to consume different types of content
  • Describe what draws them in and keeps them coming back
  • Implement techniques to shift your marketing strategy for this new consumer
  • Sarah Weise
    • Sarah Weise
    • Bixa

Optimizing Operations to Increase Member Engagement

After this session, you’ll be able to:

  • Examine and address roadblocks impacting your member experience
  • Discover the benefits of optimizing your organization’s operations to increase member value
  • Implement strategies to operationalize member engagement and create an action plan for implementation
  • Emily Hendershot
    • Emily Hendershot
    • Nova Strategies

The Seismic Shift Coming to Online Communities and Who Will Win

  • David Hersh
    • David Hersh
    • Mobilize

4:10pm - 4:50pm

Empathetic Marketing: Capturing Attention & Cultivating Connections

After this session, you’ll be able to:

  • Connect with internal and external audience segments in new, targeted ways
  • Assess your marketing goals, imagery, language, tone and timing
  • Respond to your audience’s identified needs, build community and thank members effectively
  • Evolve your marketing strategies, budgets, services and delivery methods
  • Aaron Wolowiec
    • Aaron Wolowiec
    • Event Garde LLC

Powering Growth Through Amplification of Community

After this session, you’ll be able to:

  • Understand how to best use your platforms to share the connectivity of your community
  • Use social media to attract new members to your communities
  • Better tell your story with each interaction
  • Wayne Partello
    • Wayne Partello
    • CUENTO Marketing

Three Mistakes Killing Your Content on Facebook (and How to Fix Them)

After this session, you’ll be able to:

  • Identify and avoid the types of behavior Facebook is penalizing
  • Understand why sequenced content is so powerful
  • Implement actionable checklists for your Facebook content immediately
  • Heather Dopson
    • Heather Dopson
    • Astrella

5:10pm - 5:50am

Instagram Marketing with Intention

After this session, you’ll be able to:

  • Create content that *actually* elicits engagement
  • Keep your editorial calendar organized + strategic
  • Stop ghosting your audience and show up consistently
  • Refresh your IG marketing strategy for 2021 & beyond
  • Quinn Tempest
    • Quinn Tempest
    • Create Your Purpose®

Effectively Test and Optimize Your Organization’s Email Campaigns for Greater Impact

After this session, you’ll be able to:

  • Start and stay testing with 10 easy steps
  • Get a bigger budget for email innovation, and understand what bright shiny objects (err…innovations) you should focus on
  • Break yourself of vanity metrics and focus on new ones
  • Reevaluate the best practices that may actually be working against you
  • Andrew Kordek
    • Andrew Kordek
    • iPost

Overwhelmed and Stressed Out? Turn Chaos to Clarity in Your Non-Profit/Association

After this session, you’ll be able to:

  • See how thinking like a “big corporation” can help give you focus
  • Eliminate distractions that are wasting your time and holding you back
  • Walk away with the top priorities you need to focus on right now
  • Joni Rae
    • Joni Rae
    • The Mindset Group