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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

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

2:00pm - 6:00pm

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

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

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

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

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 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

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

12:00pm - 12:40pm

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

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

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

1:10pm - 1:50pm

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 Weber

Building a Successful Mentoring Program

After this session, you’ll be able to:

  • Improve member value for Gen Z to Baby Boomers
  • Apply key points when developing the program’s strategic market plan
  • Implement next steps after launch to ensure engagement, which include tips for establishing touch points, expectations, and resources
  • Jessica Lombardo
    • Jessica Lombardo
    • ASIS International

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

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

Re-Imagining the Marketing Funnel for the Non-Profit Space

  • Tyler Riewer
    • Tyler Riewer
    • charity: water

3:10pm - 3:50pm

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

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

The Transformative Power of Data

  • Sherry Budziak
    • Sherry Budziak
    • .orgSource

4:10pm - 4:50pm

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

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

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 - 5:40pm

The Art of Gathering: A Conversational Interview with Priya Parker

In a conversation moderated by Steven Stout, Executive Director of the Texas Society of Association Executives (TSAE), Priya Parker, master facilitator, strategic advisor, and acclaimed author of The Art of Gathering: How We Meet and Why it Matters, will share the approaches you can apply to deliver more meaningful gatherings for your members and form deeper, impactful connections.

Keynote
Session Image
  • Priya Parker
    • Priya Parker
    • The Art of Gathering
  • Steven Stout
    • Steven Stout
    • Texas Society of Association Executives

Day 2 Thursday, April 29

10:00am - 10:40am

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

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

11:00am - 11:40am

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

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

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

12:00pm - 12:40pm

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.

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®

The Seismic Shift Coming to Online Communities and How to Win

After this session, you’ll be able to:

  • Build your member engagement strategy based on a deep awareness of who they are, what they care about, and how they want to connect
  • Use first-party opt-in to leverage rich data for long-term engagement
  • Reconsider how you use social media to grow your community while “going private” at the right time
  • Become a “year-round” organization with deep networking, connection, and conversation happening outside of events
  • David Hersh
    • David Hersh
    • Mobilize

1:10pm - 1:50pm

Forming Meaningful Relationships with The Connected Human

This period in time has shown that more people are becoming connected to themselves and to the world, and we are not just thumbing through life. The fragility of connection was proven as the world shut down in just 5 weeks in 2020 and everything we have learned is up for grabs.

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

Adopt an Entrepreneurial Marketing Perspective and Stop Asking for Resources!

After this session, you’ll be able to:

  • Identify organizational structures and gaps that will help you decide where to focus
  • Decide what priorities and resources to let go of
  • Apply strategic and tactical decision-making skills based on the relevant situation report
  • Robb Lee
    • Robb Lee
    • American Society of Association Executives

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

3:10pm - 3:50pm

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

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

4:10pm - 4:50pm

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

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

5:10pm - 5:50pm

How to Infuse Empathy, Productivity, and Happiness in Organizations During Changing Times

After this session, you’ll be able to:

  • Confidently talk to your supervisor or leadership about starting to create a company culture that brings out the best in everyone (if you’re a team/staff member)
  • Apply a playbook and use the right tools to get your leadership team on the same page and aligned when it comes to team productivity (if you’re a senior leader)
  • Understand what you can personally do to take care of yourself and your teammates during times of uncertainty
  • Joni Rae
    • Joni Rae
    • The Mindset Group

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