Bringing it All Together: Unifying Organizational Growth Drivers

Tuesday, March 28, 2017
National Press Club, Washington, DC

What's It All About

Media department staffers on every level at associations, non-profits, institutes and similar organizations are the glue that binds organizations to their members, and members to each other. And media departments are a major revenue driver for their organizations. But we know that factors like legacy structures, management philosophies and internal dynamics can cause media groups to be diffused. To flourish, organizations and their media departments in particular need to look for ways to unify economic drivers and to work consistently toward common purposes. That’s why Folio: is presenting the 2017 Association Media Summit. 

*Attendance at The Association Media Summit is reserved for publishers and media professionals. Only representatives from sponsoring vendor/supplier organizations are invited to attend.

 


Sponsored By:

AdvantageCS   Media Services Group Logo     

Secure Your Seats

One of the best ways to master this changing environment is to learn directly from your peers.

And that’s exactly what you’ll do at The Folio: Association Media Summit. 

The event features top minds in association media and other media markets—leaders who have successfully managed their teams through a variety of strategic and tactical challenges.

Register

Speakers & Advisory Board Members

  • Tiffani Alexander

    Editor in Chief
    ACC Docket
  • Bill Bell

    SVP National Sales Director
    Fox Associates
  • Craig M. Doane

    Senior Vice President, Journal Media & Strategic Partnerships
    American Academy of Family Physicians
  • Annette Gray

    Editorial Director
    The YGS Group
  • Stephanie Holland

    Manager, Advertising Sales & Marketing
    American Chemical Society
  • Robb Lee

    Chief Marketing and Communications Officer
    ASAE: The Center for Association Leadership
  • Tony Lee

    VP, Editorial
    Society for Human Resource Management
  • Bob Love

    Editor-in-Chief
    AARP The Magazine
  • Peter MacGillivray

    Vice President, Communications and Events
    SEMA
  • Joan McGrath

    Managing Director, Product
    Atlantic Media Strategies
  • Rajiv Mody

    Vice President, Social Media
    National Geographic
  • Mary Mohney

    Chief Financial Officer
    Society for Human Resource Management
  • Dan O’Brien

    Chief Operating Officer
    Marine Corps Association & Foundation
  • Jessica Perry

    SVP Publishing & Media
    Society for Human Resource Management
  • Erin Pressley

    Vice President Publishing
    NACS
  • John Rezek

    Manager, Magazines Division
    Rotary International
  • Julia Rocchi

    Director, Digital Content
    National Trust for Historic Preservation
  • Cindy Stevens

    Senior Director of Publications
    Consumer Technology Association
  • Reginald Thomas

    Director of Advertising
    The Crisis/NAACP
  • Camille Walker

    Manager, Business & Publications Marketing
    American Association for Clinical Chemistry
  • Jonathan Withington

    Colonel, U.S. Army (Ret.) Vice President, Communications
    Military Officers Association of America (MOAA)

Agenda

Tuesday, March 28

  1. 8:00 am - 8:30 am

    Registration and Networking Breakfast

  2. 8:30 am - 9:00 am

    Opening Remarks and Keynote Session

    • Bob Love

      Bob Love

      Editor-in-Chief
      AARP The Magazine
  3. 9:00 am - 9:45 am

    Maximizing the Collaborative Structure

    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. 
    • Robb Lee

      Robb Lee

      Chief Marketing and Communications Officer
      ASAE: The Center for Association Leadership
    • Dan O’Brien

      Dan O’Brien

      Chief Operating Officer
      Marine Corps Association & Foundation
  4. 9:45 am - 10:25 am

    Get the Most Out of Limited Resources

    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.
    • John Rezek

      John Rezek

      Manager, Magazines Division
      Rotary International
    • Julia Rocchi

      Julia Rocchi

      Director, Digital Content
      National Trust for Historic Preservation
  5. 10:25 am - 10:45 am

    Networking Break

  6. 10:45 am - 11:30 am

    Making Your Marketing Smarter

    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. 
    • Tiffani Alexander

      Tiffani Alexander

      Editor in Chief
      ACC Docket
    • Joan McGrath

      Joan McGrath

      Managing Director, Product
      Atlantic Media Strategies
  7. 11:30 am - 12:15 pm

    When Event Sales are Separate from other Sales

    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.
    • Reginald Thomas

      Reginald Thomas

      Director of Advertising
      The Crisis/NAACP
    • Mary Mohney

      Mary Mohney

      Chief Financial Officer
      Society for Human Resource Management
    • Bill Bell

      Bill Bell

      SVP National Sales Director
      Fox Associates
  8. 12:15 pm - 1:00 pm

    Networking Lunch

  9. 1:00 pm - 1:45 pm

    New Ways to Use Content to Drive Organizational Revenue

    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.
    • Cindy Stevens

      Cindy Stevens

      Senior Director of Publications
      Consumer Technology Association
    • Rajiv Mody

      Rajiv Mody

      Vice President, Social Media
      National Geographic
  10. 1:45 pm - 2:20 pm

    Open Access or Members-Only?

    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.
    • Stephanie Holland

      Stephanie Holland

      Manager, Advertising Sales & Marketing
      American Chemical Society
    • Jonathan Withington

      Jonathan Withington

      Colonel, U.S. Army (Ret.) Vice President, Communications
      Military Officers Association of America (MOAA)
  11. 2:20 pm - 2:35 pm

    Networking Break

  12. 2:35 pm - 3:30 pm

    Bringing it All Together: Interactive Peer-to-Peer Challenges

    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.
    • Craig M. Doane

      Craig M. Doane

      Senior Vice President, Journal Media & Strategic Partnerships
      American Academy of Family Physicians
    • Erin Pressley

      Erin Pressley

      Vice President Publishing
      NACS
    • Camille Walker

      Camille Walker

      Manager, Business & Publications Marketing
      American Association for Clinical Chemistry
  13. 3:30 pm - 4:00 pm

    Social Media Strategies that Increase Engagement and Drive Membership

    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.
    • Tony Lee

      Tony Lee

      VP, Editorial
      Society for Human Resource Management
  14. 4:00 pm

    Conference Concludes

Sponsors

  • AdvantageCS is the developer of Advantage–marketing and subscription software for publishers. Leading companies rely on Advantage to manage their digital subscriptions, entitlements, magazines, bundles, e-products, conferences and events, membership and donations, continuity programs, product orders, payments and customer service. Advantage also offers a comprehensive eCommerce platform, multi-channel sales, high availability, sophisticated business intelligence tools, multi-currency, multi-local taxation, direct debit processing and a multi-lingual interface.

    AdvantageCS is a privately-held corporation, and has been developing software for publishers since 1979. Financially sound, with a worldwide reputation for superior software and service, AdvantageCS is a trusted partner of many global information companies.

    For more information, visit http://www.advantagecs.com

  • Fox Associates is America’s leading media solutions provider. Headquartered in Chicago, with offices in New York, Detroit, and Los Angeles, our national presence ensures our commitment to achieving your sales goals across multiple markets and asset platforms

    Our experience ranges from consumer, trade, B2B, digital, events and non-traditional media assets- nationally and worldwide. By combining a unique blend of knowledge and technology, research and interpretations, Fox Associates continually monitors the pulse of what the industry and our clients should expect next.

    Fox Associates can help you evaluate your position in the market place and create a strategy to differentiate you from your competitors. Our goal will always be to help you maximize your media opportunities through a partnership of your strengths and our sales-solutions expertise.

  • Ads&IDEAS®, the consulting and marketing services division of the James G. Elliott Co., Inc., works with publishers to increase their success in today’s advertising sales environment.  Sales strategies and tactics shared with clients by Ads&IDEAS® are timely and relevant because they are based on current experience in the marketplace.

  • Lester, Inc. is a leading provider of outsourced marketing solutions serving B2B Media and Associations. Monitor, Discover, Grow (MDG) – Lester’s innovative Data-as-a-Service offerings – are changing the B2B audience development and retention paradigm. With MDG, clients have realized up to a seven point improvement in retention and as much as a twenty percent reduction in new audience acquisition costs. MDG improves marketing efficiency by leveraging Social Media Networks to fix the B2B data decay problem that negatively impacts the performance of outbound marketing campaigns.

    Associations can tap into MDG for increased member retention and acquisition, event and conference attendee registration, and recruitment for training and certification programs. With MDG, Associations should realize a sizable reduction in marketing costs coupled with growth in revenues. Lester has a long history of leveraging leading edge technologies to provide innovative customer solutions that are backed with superior customer service.

  • Media Services Group’s Élan Ad software is a modern, integrated advertising sales and billing platform. Features include: CRM for Advertising Sales, Order Management & Billing, Production Workflow, Advertiser’s Portal, Digital Ad Management, Print Ad Management, Ad Server Integration, Credit & Collections, Financials and Reporting & Analytics. Optional modules include book/product sales, event management and circulation fulfillment.

    For more information, visit http://www.msgl.com

  • The YGS Group provides customized marketing and publishing solutions to help customers achieve their strategic business goals.  YGS is headquartered in York, PA (90 minutes north of Washington, DC), with additional offices in Hershey, PA and the metro Seattle, WA area. Our multiple locations, diverse expertise, and customized business approach allow us to be an efficient, effective, and trusted partner to our association, publishing, and corporate customers across the country.

  • VerticalFeed makes it extremely easy for you as a trade publisher or association to provide a custom vertical information video channel to your readers, subscribers, members, and attendees. VerticalFeed works with you to develop your custom news feed, video show daily, case study or video buyer’s guides using both our platform and expertise. We then produce your product, and combine with your branding and sponsor elements. It’s a simple, powerful service that will increase revenue, engagement, time-on-site, and conversions.

    For more information, visit http://www.verticalfeed.net

  • ZINIOpro is the technology division of ZINIO, the world’s biggest newsstand. ZINIOpro was born out of ZINIO’s deep understanding of the digital publishing space, having built the technology that started the digitization of magazines back in 2001.

    ZINIO, the world’s largest digital newsstand, has also opened up its technology stack to be used by publishers in their own publishing workflows. ZINIOpro offers an end-to-end digital publishing solution that leverages the power of ZINIO to pre-populate your own ZINIOpro content management system with individual stories extracted from issue PDFs you already provide us. From there you are free to publish that content into the digital world from apps to websites.

Why Attend

At this unique one-day event, you’ll learn from the best, brainstorm interesting ideas and solutions with your peers and forge important, new connections.

Attend the Summit and you’ll gain expertise and insight into:
•    Why media departments can’t act in isolation in providing members and the market with content, and how they also represent a “shared service.” 
•    How to sync up the parent organization’s mission with the media departments core skills.
•    How you can win the “mission vs. margin” debate.
•    How to create collaborative chains of command in siloed organizations without tearing up the org chart.
•    How to set goals, establish KPIs, and monitor progress for cross-unit assets.
•    How to get all elements of the media group on the same page for major projects. 
•    The secrets of syncing up sales across print, digital and events. 
•    Why tax status in non-profits drives siloed structures. 
•    How to speed up glacial decision-making processes. 
•    How to use media to create a sticky environment, and convert donors and grow membership. 
•    How to use experimentation and analytics to drive content and product decisions. 
•    How to attract younger members with more lifetime value. 
•    Why structuring sponsorships in conjunction with affinity relationships and advertising will help grow revenue. 
•    Where social media fits in as a membership growth tool. 
•    And much more.

Exclusive Attendee Bonuses

• Executive Summary of the Summit
• 24/7 Access to Speaker Presentations
• Tip Sheets

Who Should Attend?

 If you are involved in an association media organization in any of these capacities, then the Folio: Association Media Summit is for you:

  • Media group editors, salespeople, and marketers
  • Communications and PR pros in associations
  • Publishers
  • Digital media specialists
  • Parent-association marcomm specialists
  • Heads of media operations
  • Show and sponsorship salespeople
  • Donor-relations specialists
  • Association board members
  • Association executive management
  • Tradeshow managers
  • Membership and audience managers
  • And more…

Pricing

Group 2+/Person
$600
VIP Rate (Expired 03-17-2017)
$545
Regular Rate
$600
Per Person
$675
VIP Rate (Expired 03-17-2017)
$620
Regular Rate
$675

Venue

The National Press Club

529 14th Street, NW #1300
Washington, DC 20045

List of hotels nearby

Contact

Contact

For general questions or assistance in registering, contact:

Jessica Coonan
jcoonan@accessintel.com
203-899-8436

Sponsorship

To become an event sponsor, contact:

Tania Babiuk
tbabiuk@accessintel.com
203-899-8498

Program

If you are interested in speaking at the Folio: Association Media Summit, contact:

Greg Dool  
gdool@accessintel.com
212-621-4979

Tiffani Alexander

Tiffani Alexander

Editor in Chief
ACC Docket