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Masterclass: Raising Engagement with Community, Content & Conversations
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 Export to Your Calendar 28/01/2019
When: 28 January 2019
10:00 - 17:00
Where: Hilton Grand Place
Contact: Lucie Click

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Masterclass: Raising Engagement with Community, Content & Conversations

Date and time

Monday 28 January 2019, 10:00-17:00


Belonging to an Association is about so much more than a list of benefits. Yet conversations with members or potential members can often stall at the transactional level by focusing on ‘the list of benefits’ or ‘the cost’ of membership. This can get in the way of a real conversation from happening that could be beneficial to both parties. And it can stand in the way of real membership engagement.

Associations can avoid this moment by truly positioning themselves and their value as genuine communities. This involves drawing existing members into a deeper relationship, understanding and bringing out into the open their stories and then mobilising those stories to create understanding and start fresh conversations about what really matters. These conversations reengage existing members afresh and draw new members to the Association, using a pull rather than a push approach.

John will speak about the challenges he faced in engaging his community as Membership Director of a UK Trade Association the Design Business Association. He’ll share the approach he took to tackle this, to engage with his members differently, to grow his Association’s income from both members and sponsors. Then you’ll work together to start to uncover your approach to creating conversations that matter. The strategy I developed was shortlisted for Best Growth Strategy at the AoAE Awards.

This workshop will be interactive. The speaker will present some ideas and create a session that enables you to work on those ideas in relation to your Association.

The workshop is divided into three sections, Assess, Inspire and Apply. This creates the space for the speaker to share his thinking as well as for the delegates to work out how and where this can be applied in their Associations.

Who should attend

Executive Heads of associations, Directors and Senior Managers of Marketing, Communications and Membership


10:00 Registration & Refreshments
10:30 Welcome, Introductions & Goals for the day
11:00 Assess
  • Why engagement? What’s important to you about it. What you’ll do with more of it.
  • The challenges to engagement: what stands in your way?
  • Rethinking engagement: the broad skills and approach required
13:00 Networking Lunch
14:00 Inspire
  • A fresh approach using the 3Cs of Community, Content and Conversations
  • Case study 1: Membership Engagement
  • Case study 2: Sponsor Engagement
15:15 Coffee Break
15:30 Apply
  • Applying the 3Cs principle to your Association: work in groups on your plans
  • What might get in the way: looking ahead to identify and tackle possible obstacles
  • Action planning and next steps: what lies ahead, what you will do next
17:00 Close of Masterclass -You’ll leave with a framework to apply and the basis for a fresh approach to engaging your community


Early-booker (up to 3 December): EUR 535
Late-booker: EUR 615.00
Member discount: 20% (Join here)

About the Masterclass leader

John Scarrott is a trainer and coach specialising in the skills of influential communication for associations and their members. He works with leaders and their teams to improve their skills of influence; to communicate effectively, connect with impact and achieve positive outcomes. He has 21 years experience working in the Business to Business arena. For seven years he was been the Membership Director of the Design Business Association. In 2014 his work was shortlisted for Best Growth Strategy at the International Association Awards. He is a regular tutor on workshops for associations, and has run workshops online, in the UK, throughout Europe, Australia and India. He writes for the associations sector and is a regular columnist.


by past delegates to this masterclass series

"We were immediately engaged and inspired. The sessions were challenging yet practical. Can’t praise the training enough.”

“I had a good day and learned useful skills. Good practical advice.”


Lucie Click


Hilton Grand Place

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