Early Bird Rates End Thursday, April 7
 

Association media teams face all the same challenges those in the for-profit world do, and then some. Tactical considerations such as optimizing social and mobile media, building digital platforms, harnessing audience data, and special event programming must be blended with the more unique aspects of developing a media strategy that also successfully fulfills the parent organization’s mission. To help association media professionals efficiently navigate this landscape and evangelize their media strategies throughout a coordinated organizational structure, Folio: presents the 2016 Association Media Summit.

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 our conference on Tuesday, May 3 in Washington, D.C. Folio:’s Association Media Summit 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.

 

Agenda

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8:00-8:30 a.m.       
Registration and Networking Breakfast

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8:30-9:00 a.m.       
Opening Remarks and Keynote Panel: “The Brand Perspective on Content, Communications and Mission”

Speakers:

Tomas Kellner Senior Managing Editor GE Reports	George Faulkner Social Brand Marketing IBM	Torod Neptune VP, Corporate Communications Verizon Communications, Inc

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9:00-9:45 a.m.      
Achieving Association Leadership Buy-In of the Media Group’s Role

Executive leadership support of an association’s media group or program can vary from laissez-faire to micromanagement. As you chart a course for your association’s media program, learn how to amplify its place in the organization, particularly at budget time. If you sync your objectives with other critical priorities, you’ll get more of what you need, including revenue growth. See how to pitch the media group’s growth plans to management, and to show what media-group audience engagement means to an association's overall goals.

You’ll learn how to:
•    Connect media-group initiatives to association goals
•    Demonstrate how the media group is the critical driver of community engagement
•    Develop metrics to make your case
•    Avoid getting viewed only as a “cost center”

Speakers:

Michael Gips VP, Publishing ASIS International	Bibiana Campos Seijo VP of C&EN Media Group American Chemical Society

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9:45-10:25 a.m.       
Print Versus Digital: A Strategic Choice 

Association leaders frequently ask for analysis on whether the media group should go “all-digital” and eliminate the magazine and/or other print media. It’s a question that media-group leaders themselves often have—and it’s a simple equation, seemingly: Print’s impact and visibility versus digital’s marketing value, reach and lower cost. Here’s a real-time primer on how to audit your group’s print and digital brands—and get the right feedback from membership—to determine how to best balance print and digital.

You’ll learn how to:
•    Draw smart conclusions from limited feedback provided by key stakeholders
•    Analyze options accurately
•    Explore peer-set experiences
•    Assess alternative formats

Speakers:

Rick Kravitz Managing Director of Content/Publishing NY State Society of CPAs	Jessica Perry SVP of Publishing/E-Media Society for Human Resource Management	Paul Tarricone Publisher/Editor Illuminating Engineering Society

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10:25-10:45 a.m.      
Networking Break

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10:45-11:30 a.m.       
Defining Your Mission: Member Benefit or Industry Voice?

The scope of a served audience is a perennial source of conflict among members, association leadership and their media groups. Is it the membership only? Do only members get your magazine as a member benefit? If that’s the case, doesn’t a limited reach reduce your impact against your competition for “share of voice?” Get a fresh look at this longstanding challenge, and the multifaceted approaches being taken to accomplish both share-of-wallet and share-of-heart simultaneously.

You’ll learn how to:
•    Use management’s perspective to your advantage
•    Pull together empirical data to make your case
•    Analyze the experiences of similar organizations 
•    Show opportunities for growth in either path, or both

Speakers:

John Maisel Publisher National Electrical Contractors Association	Kim I. Mills Deputy Executive Director, Communications American Psychological Association	Cindy Stevens Senior Director of Publications Consumer Electronics Association

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11:30 a.m.-12:15 p.m.  
Succeeding in a “Resource Poor, Idea Rich” Environment

Every association media group has had to operate in a resource-constrained environment, performing many functions with small staffs and limited budgets. In this session, our panel shares creative solutions for staying ahead of the game and outperforming peers, no matter the level of investment.

You’ll learn how to:
•    Stretch editorial, sales and marketing budgets to do more and have more impact
•    Use technology tools to create maximum efficiency
•    Create dashboards and analytics to understand what your audience really values

Speakers:

Chris Clark Publisher, and Director of Partner Relations National Association of Corporate Directors	Julie Shoop Vice President/Editor-in-Chief Associations NOW

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12:15-1:00 p.m.      
Networking Lunch

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1:00-1:45 p.m.       
10 Market-Tested Revenue Growth Strategies: Making Them Work For You

In the association world, revenue growth can be more complicated than at for-profits. There are constraints on the growth of print revenue, and digital is challenging for organizations not set up to seize the opportunities. Inertia plays a role, but so does the complicated world of association politics. Learn what digital products are the lowest-hanging fruit—and what inventive solutions some associations are adopting. Hear what’s sticky across a broad product spectrum. Listen to case studies about successful content marketing and native advertising. Walk away with a strategic plan for double-digit topline growth.

You’ll learn how to:
•   Reinvigorate your product lineup for a digital age (while not abandoning print)
•  Tailor innovative offerings for specific advertisers
•   Sell what your market most wants this year (even if they don't know it yet)
•   Bring your sales team up to speed on lead- and ROI-oriented selling
•   Work both internally and externally to set up the tech infrastructure and sales support to make your selling successful

Speakers:

Maggie McGary Marketing & Communications Manager Society of Fire Protection Engineers	Camille Walker Manager, Business Publications & Marketing American Association of Clinical Chemistry	Mike Winkleman President & Chief Creative Officer Leverage Media

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1:45-2:30 p.m.       
Leveraging Your Media Assets and Events to Grow Younger Audiences

Perhaps more than any other generation, millennials are attuned to developing their industry skills and career paths. This provides a very attractive gateway for associations that want to attract younger members. But young professionals value and engage with media in different ways. In this session, we examine how to make sure your content platforms are in tune with the needs and interests of a younger demographic.

You’ll learn how to:
•    Interpret data and find insights about millennials from your social media data
•    Determine social media KPIs and develop a plan to achieve them
•    Understand how millennials are different from previous generations of professionals—and how they’re the same
•    Build programs and services geared to a younger generation of professionals

Speakers:

Christine Fanning Executive Director Outdoor Foundation	Joanne E. Fiore, J.D. VP, Professional Media, Pathways and Inclusion American Institute of CPAs

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2:30-2:45 p.m.       
Networking Break

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2:45-3:30 p.m.       
Developing a Customized Social Strategy 

A solid social media strategy is built on having a well-defined audience and a clear understanding of the platforms they use and the content they engage with. You also need to ensure you’re segmenting your audience properly, identifying key influencers, and most importantly, discovering how to achieve an audience at scale. We’ll examine case studies on combining member data and social marketing to engage existing audiences and grow new ones.

You’ll learn how to:
•    Leverage Twitter, LinkedIn, Facebook and other social platforms
•    Apply visual storytelling techniques via Instagram, YouTube and more
•    Choose the analytics tools that are right for your needs
•    Pull the right data to match your communications goals
•    Inspire followers to like, comment and share your feeds and posts
•    Locate influencers who can boost your brand’s engagement

Speakers:

Sarah Heffern Associate Director, Social Media Strategy National Trust for Historic Preservation	Lauren Jonas Assistant Executive Director, Marketing National Science Teachers Association	Lauren Precker Manager, Social Communications and Strategy ASAE: The Center for Association Leadership

 

 

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3:30-4:00 p.m.       
Super-Charging Your Events

A wide range of events—from tradeshows to thought-leadership panels to one-day summits, half-day workshops and continuing-education seminars—can make a major impact for your association’s brand. In this fast-paced session, we’ll present a series of case studies from associations that have successfully launched a variety of “alternative” event formats that engage specific member segments and even grow others. 

You’ll learn how to:
•    Identify specific market needs and match them to the right event format
•    Move from concept to business plan to execution
•    Budget for new events
•    Build a comprehensive and effective marketing plan with specific targets
•    Find the right venue
•    Create a killer program
•    Flawlessly execute on site

Speakers:

Dr. Cindi Love Executive Director, ACPA College Student Educators International	Michael Springer SVP, Business and Publishing American Dental Association

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4:00 p.m.       
Conference Concludes

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Speakers

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Why Attend

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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:
• Developing impactful media and business plans to present to association leadership
• Solving the print-versus-digital debate through solid business analysis
• Shaping policies and tactics for effective cross-platform social media
• Driving more revenue from digital products
• Organizing your content and communications teams for maximum impact and efficient workflow
• Growing younger membership
• Strategizing, integrating, analyzing and leveraging member, donor and subscriber data
• Launching an array of new event formats
• Aligning with influencers in your market

Exclusive Attendee Bonuses
•    Executive Summary of the Summit
•    24/7 Access to Speaker Presentations
•    Tip Sheets
    —7 Tips for Becoming Digital-Centric
    —10 Tactics for Showing How Media Products Drive Member Revenue
    —Social Media Do's and Don'ts

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Who Should Attend?

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

Advertising Brand Management Business Development Content Creation

Digital Events Marketing PR/Communications Programming

Product Launches Sales and more!

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Venue

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The National Press Club
529 14th Street, NW #1300
Washington, D.C. 20045

List of hotels nearby.

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Pricing

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	Early Bird Before April 7	Regular Rate After April 7
Per Person	$595	$650
Group 2+/Person	$520	$575

*The Folio: Association Media Summit is open to media professionals only. Sponsorship opportunities are available! Contact Tania Babiuk, Senior Account Executive at [email protected] or 203-899-8498 for details. 

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Register Now

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Contact

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For general questions or assistance in registering, contact Danielle Sikesat [email protected] or 203-899-8433.

To become an event sponsor, contact Tania Babiuk at [email protected] or 203-899-8498. 

If you are interested in speaking at the Folio: Association Media Summit, contact Greg Dool at [email protected] or 212-621-4979.

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Sponsorships

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The Folio: Association Media Summit is sponsored by:

                     
                         

Don't miss your opportunity to showcase your company in front of the industry's leading association media professional on Tuesday, May 3 at the National Press Club in Washington, D.C. There are a variety of sponsor levels available for the event. For additional information, contact Tania Babiuk, Senior Account Executive, at [email protected]; 203-899-8498. 

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