A fundamental challenge for media departments is that the products they produce are both a distinct P&L and an also an organizational asset. But there are ways for the members of cross-unit assets to collaborate without overhauling the org chart. Hear how to open lines of communication, set strategic objectives, coordinate shared services and establish KPIs and monitor progress, all while driving organizational efficiency. You’ll learn:

• How to establish lines of communication.
• Tips for setting cross-department strategic objectives.
• How to navigate shared services.
• How to agree on KPIs and monitor progress, all while driving organizational efficiency. 

The media group’s value to an association is in its ability to further the mission and provide member value, but within the constraints of limited resources. In this session, listen in as association practitioners share solutions for the organizing editorial and marketing departments, using technology and data to drive efficiency, and staying ahead of the game, regardless of budget. You’ll learn:

• How to stretch productivity without burning out the team.
• How workflow technologies and other solutions increase efficiency.
• To work within a tight budget, but produce outsized results.
• Tactics for managing expectations both up and down the chain of command.

Learn how new and emerging technologies provide a clearer understanding of member behavior and engagement drivers, and how to push that understanding to the frontlines of creating content, building audience, marketing events and increasing membership, to drive revenue. You’ll learn:

• To maximize media-related marketing skillsets within the larger association.
• To communicate the organizational value of marketing content-related initiatives.
• To identify where organizational marketing goals intersect with media objectives. 
• How to build membership and audience simultaneously. 

In typical non-profits, the events team works in a tax-exempt environment, because events are classified as member professional development. On the other hand, ad revenue is taxable, so there’s often a desire to keep that separate from events and sponsorship sales. How do you work smart when sales are centralized, vs. when they’re not? Hear valuable perspectives on this potential synergy. You’ll learn:

• The tax implications of various sales operations.
• How to work together, even when you’re on different teams
• Whether “two taps of the barrel” produces more or less revenue over time.
• Best practices for integrated selling in an association.

At most associations and non-profits, the main goals are membership growth and fundraising. The media group, for its part, is responsible for non-dues revenue. But as a shared service, content is also used for donor conversions, membership retention and more. Hear the strategies media groups are using—including analytics and experimentation—to balance organic market coverage with other organizational goals. You’ll learn:

• How content can be used not just to inform the market, but grow membership.
• How to coordinate on content strategy with stakeholders outside the media group.
• The options now available for tracking audience engagement with content.
• Techniques for balancing information goals with other organizational priorities.

One of the toughest strategic challenges for associations and non-profits is balancing the exclusivity of membership with building credibility (and revenue) by serving the larger market, including both members and non-members. Listen in on a debate about both approaches, and find the right mix of open access and its revenue-producing potential, while maintaining members’ belief in the value of the membership. You’ll learn:

• How to complete an effective pros-and-cons analysis of your media strategy.
• The perspectives of association execs on both sides of the conversation.
• How to defend your approach as vitally important to the organization, including its bottom line.

Associations operate in silos, with events, membership, and media often separated. Customer interactions get framed around the org chart, and opportunities are missed across the enterprise. In this innovative session, attendees will break up into teams and select one of three scenarios, with the assignment focused on harmonizing media department initiatives with overall organizational goals.

Challenges will include:

• How best to deploy cross-department assets for a specific purpose, such as a show.
• New ways to use media to drive membership.
• Reaching Millennials and convincing them of the value of the organization.

Association publishers and staffers are increasingly finding innovative ways to use social platforms to not just connect with members and provide them with valuable content, but to build an engaged online community. Learn some best practices for using social media to amplify content, interact with members, and foster a sense of community that underscores the value of association membership. You’ll learn:

• How the social media landscape has changed the way people consume content.
• Why social media should be at the center of your publishing plan.
• What you need to know about new publishing tools and features—Facebook Instant Articles, Snapchat and Instagram Stories, and more.
• Platform-specific dos and don’ts for posting content.
• How to recruit and leverage social influencers.