Strategic Communications for Associations and Membership-Based Organizations

Distinguish Your Association’s Message from the Field of Diverse Membership-Based Organizations

Develop a Strategic Communications Plan Devise and Implement a Strategic Communications Plan for Reaching Internal and External Audiences.	Utilize Strategic Communications to Advocate on Behalf of Your Members Promote Your Organization’s Message to the Media and the Public.
Establish a Productive Relationship with the Media Establish Your Organization as a Crucial Information Resource and Prepare and Equip Yourself for Calls from the Media.	Successful Branding Strategies Promote Your Organization’s Existence and Implement a Branding Strategy that Distinguishes Your Association.

August 18-20, 2003 - The Performance Institute - Arlington, Va.

Co-sponsers of the Event:

Agenda and Speaking Faculty
Day One: August 18, 2003 Interactive Pre-Conference Workshop
8:00	Registration and Continental Breakfast
9:00	Workshop: Traditional Message Delivery in Associations This interactive half-day workshop will provide practical strategies for writing effective press releases and direct mail pieces. You'll leave with new techniques for making your writing cut through the clutter of competing messages. • A process for organizing copy so it's easier to read--and write • Mastering a structure that's designed to engage and persuade Jennifer Jacobs, Jacobs and Associates
12:00	Adjourn

Day One: August 19, 2003
8:30	Registioation & Continental Breakfast
9:00	Keynote: “Staying in the Winner’s Circle” Communications Return on Investment in Tough Economic Times For as long as the communications profession has existed, the question of “return on investment” has been a particularly difficult one to answer. Especially in these difficult economic times, it has become more important than ever that communications professionals be able to predict, not just measure, return on investment Emily Tynes, Communications Director, ACLU
10:00	Targeting Your Constituents and breaking through the barriers without a budget This session will focus on the essentials of defining and positioning your message so that it is heard and understood by your audience. This interactive discussion will highlight lessons learned for maximizing your association’s growth with limited funding Pat Troy, Executive Director, The Association for Women In Communications/President, Next Wave Group, LLC
11:00	Morning Break
11:15	Developing a Strategic Communications Plan for Your Association Communications planning is planned, systematic and creative and this session will equip you with the information you need to develop and implement a strategic communications plan for reaching both internal and external audiences. Take home a communications plan template that will frame your own planning efforts with your organization after the conference ends. Andrew Gilman, Commcore Consulting
12:30	Networking Luncheon
1:30	Strategic Communications Framework: Logic Models, Values, Communication Styles and Performance Measures This session highlights the importance of linking the outcomes of the internal and external communications plan to the association’s overall strategic plan. The “Strategic Performance Logic Model” is presented as a useful mechanism for evaluating the relationship between communications strategies and the desired end outcomes. The session focuses on the impact that public perception and communication styles have on the receptivity of your targeted audiences. Carl DeMaio, President, Performance Institute/Senior Fellow, Reason Foundation Felipe Monroig, Director of External Affairs, Performance Institute
3:00	Break and Refreshments
3:15	GrassRoots and GrassTops Communications Techniques This interactive session will feature best-practices for expanding your professional contacts to promote the growth of your association or membership-based organization. • Examine benchmarking techniques • Measure the success of calls to action • Tips to show the power and influence of grassroots communication Jennifer Jacobs, Jacobs and Associates
4:15	Adjourn
Day Two: August 20, 2003
8:30	Continental Breakfast
9:00	Change Management: Developing a Plan to Utilize Internal Communications This session will provide insight into the implementation of new procedures or technologies intended to realign an organization with the changing demands of its business environment. • Identify and anticipate barriers to change • Utilize strategic communications to address employee concerns • Promote buy-in for change initiatives Amy Leigh Campbell, Affiliate Support Manager, NARAL
10:00	Strategies for Effective Member Outreach This interactive session will highlight lessons learned and best practice examples of changes and improvements in member services • Promote member participation through online technology • Implement surveys, polling, and focus groups to remain informed of the needs and concerns of your membership • Update your members on association products and services, emerging trends, and key issues Michael Berens and Jennifer Wilcox, American Society of Interior Designer
10:45	Break & Refreshments
11:00	Establishing a Productive Relationship with the Media This session will equip you with the tools to return to your office with a clear knowledge of the media relations process and how to establish a media program that meets the goals of your organization. • Strategies for bringing television, radio, web and print media to your doorstep • Establish your association as a crucial information resource • Prepare and equip yourself for media inquiries J.B. Hancock, Partner/Communications Strategist, Alcalde & Fay, former Director of Broadcasting, AARP
12:00	Networking Luncheon
1:00	Making Your Organization Unique: Successful Branding Strategies In order to successfully execute communications strategy, it is sometimes necessary for an organization to reconsider its brand so that it is more comprehensively recognized and supported by the public. • Implement branding strategies • Distinguish your association from a field of diverse membership-based organizations • Promote your mission, vision, and values to your members and the public Kevin Miller, Marketing Director, Reingold*
2:15	Break & Refreshments
2:30	Tips and Techniques: The External Communications Audit The purpose of the external audit is to recognize and examine how your organization is perceived by a variety of audiences—both internal and external. A close examination of every form of communication, from e-mail to press releases, reveals the image you are portraying. This session will discuss how and when a communications audit is appropriate and how the results can impact your organization. Ronnie Moore, President, Moore Communications
3:45	Beyond List Servs: Energizing Members and Key Audiences with Effective e-mail Poorly-crafted e-mails rarely get opened; good ones get results. This session features best e-mail and web practices that association professionals can use to energize their members, reach key external audiences and advance their agenda. Jeffrey D. Porro, Ph.D., Porro Associates LLC
4:45	Adjourn
Exhibiting and Sponsorship Information: To learn more about exhibit and sponsorship opportunities at Performance Institute educational seminars and conferences, please contact Bret Johnson at 703-894-0481 or [email protected].

Or by calling us at
703-894-0481

Venue

The Performance Institute
1515 N. Courthouse Rd.
Suite 600
Arlington, VA 22201
703-894-0481

A continental breakfast and catered lunch will be provided for all delegates.

Hotel

Strategic Communications for Associations and Membership-Based Organizations will be held at the Professional Training Center at The Performance Institute in Arlington, VA. The Performance Institute is situated minutes from the Quality Courthouse and Virginia Suites hotels as well as the tourist attractions and national monuments in Washington, D.C.
For your convenience,a limited number of rooms have been reserved at the Quality Courthouse at a discounted rate of $129. Please contact the hotel with the number provided below to make reservations. Be sure to ask for the Performance Institute conference rate.

Quality Courthouse
1200 N Court House Rd
Arlington, VA 22201
Tel: 703-524-4000

Tuition

Fees for attending Strategic Communications for Associations and Membership-Based
Organizations are as follows:

Conference	$1,095
Conference & Workshop	$1,495

Group Discounts

Reduced tuition rates for delegates who attend in groups of three or more are available by calling James Simpson at 703-894-0481, or emailing him at [email protected].

Administrative Note: A 10% cancellation fee on registration will be charged for cancellations received less than three weeks
from the date of the conference. As speakers are confirmed 6 months before the event, some speaker changes or topic
changes may occur in the program. The Performance Institute is not responsible for speaker changes, but will work to ensure
a comparable speaker is located to participate in the program.