Speakers
Association Strategy
Association education programs occupy a unique position in the marketplace - built on a unique understanding of the profession or trade they serve and providing value to members that for-profit training programs cannot match. Yet many associations struggle to fully capitalize on this strategic advantage. This session will equip senior leaders with proven strategies and practical frameworks to dramatically increase education program revenue while simultaneously deepening member value and brand relevance.
Sharing real-world case studies, we will learn about innovative approaches to structuring and marketing your portfolio that will transform education from a commodity offering into a strategic differentiator. You'll discover how leading associations are using storytelling to create emotional connections with learners, or thinking outside the box to reach new audiences.
Through open discussion and group activities, we will explore decision-making frameworks for evaluating program viability and strategically actioning new initiatives. Whether you're looking to optimize existing education programs or launch innovative new offerings, you'll gain immediately applicable strategies to share with your leadership team and drive measurable results.
Key Takeaways:
Michelle is an experienced marketing strategist with a focus on brand development, content, and product marketing. Holding a Master of Science in Marketing Practice, Michelle has a strong international background in education and technology, working with global K-12 educational publishers, universities, learning technology companies, and associations. Throughout her career, Michelle's collaborative approach has enabled her to develop successful partnerships and prioritize the sharing of ideas, knowledge, and experience to help education providers and mission-driven organizations to achieve growth and success.
Though based in Dublin, Ireland, Michelle is an active member of the American Society for Association Executives (ASAE) and Professionals for Association Revenue (PAR) and has travelled extensively in North America, Europe, Middle East and Asia, giving her a global perspective on the trends and challenges facing associations. As an experienced public speaker and facilitator for executive audiences, Michelle shares ideas, knowledge, and strategies to help associations and non-profit organizations develop successful initiatives that deepen member engagement, strengthen sponsor relationships, and drive revenue generation.