AM&P 360 2019 Annual Meeting
June 24-26, 2019
National Housing Center - Washington, DC
CLICK HERE TO VIEW THE PROGRAM SCHEDULE

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AM&P 360 2019 Annual Meeting

June 24-26, 2019
National Housing Center - Washington, DC

CLICK HERE TO VIEW THE PROGRAM SCHEDULE


Welcome & Opening Remarks

8:35 a.m. - 9:15 a.m.

Auditorium Keynote - A New Approach for the New Guard: Engaging the Next Generation of Leaders

Jean Ellen Cowgill, General Manager of TicToc and Global Head of Strategy and Business Development, Bloomberg Digital Cowgill will share the very latest on her organization’s research on trends in content consumption, her view on the current state of publishing, challenges coming over the next five years, and strategies associations should implement now to prepare.

Keynote Speaker:

Jean Ellen Cowgill, General Manager of TicToc and Global Head of Strategy and Business Development, Bloomberg Digital

9:30 a.m. - 10:15 a.m.

Breakout Sessions

Debate

Does Your Publication Need Its Own Brand?

Your association is a brand. So is your publication. How closely do those brands align? How closely should they align? Is the answer that one-brand-size-fits-all? (Hint: probably not). In this debate session, we’ll dive into topic areas such as: What is the relationship of the association brand and publication brand? What is the audience nexus of your association marketing plan and publications marketing plan? How does your publication fit into the overall brand strategy of your association?

Moderator:

Ernie Achenbach, Executive Vice President, Bates Creative

Participants:

Rachel Barth, Creative Director, Military Officers Association of America

Kyle Jaracz, Art Director / Production Manager, the Academy of Model Aeronautics

Steve Spicer, Director of Content Creation and Editor in Chief, Water Environment & Technology, Water Environment Federation

Practical / Content

Secrets to Developing Audience Loyalty

Does your publication cut through communications clutter and stand out as a must-read? Are you connecting with your audience as well as you could? Association publishers engage with members in ways consumer publications can only dream about. Learn how leveraging your audience’s association membership can help you refine your publication’s value and earn devoted readers.  

Presenter:

Summer Mandell, Managing Editor, Texas REALTORS

Practical / Revenue

3 Places New Revenue Is Hiding in Plain Sight

With ad dollars shifting each year (and new non-traditional competitors springing up), most association executives have a lot of anxiety about advertising forecasts. Join us as we explore practical ideas and examples for driving digital revenue that you can immediately implement at your association. In addition, we’ll discuss how to replicate the conditions of a productive revenue environment, and how to assess your existing operation using a 6-point formula for digital revenue growth.

Presenters:

Stephanie Holland, Director of Global Advertising Sales & Sponsorships, The American Chemical Society

Krystle Kopacz, CEO, Revmade

Strategic / Communications

Auditorium Strategies to Leverage Content and Lure New Members

Your existing content is a gold mine, but it isn’t worth much if you can’t bring it to the surface!  Potential members will only see value in your content if it’s presented in an engaging, personalized, and relevant fashion.  In this session, you’ll learn how associations can increase membership, grow non-dues revenue and boost meeting attendance through an intelligent marriage of technology and the content you’ve already created.

Presenters:

Lev Kaye, Founder and CEO, CredSpark

Robb Rabito , Senior Director, Program Development, American College of Chest Physicians

Strategic / Social

How Social Media Should Influence Content Decisions

When you’re looking for story ideas, start by mining the conversations on your social media channels. This presentation includes ideas on how to take your storytelling and relevancy to the next level by identifying hot topics through social media — and how to distinguish a good story idea from one that appears to be relevant to your association’s mission and industry, but actually may not be.

Presenter:

Ande Leslie , Marketing Manager, SmithBucklin Content

10:30 a.m. - 11:15 a.m.

Breakout Sessions

Debate

Is Sponsored Content Killing Your Credibility?

Sponsored content has become not only a fact of life for publishers but also a coveted revenue stream, often compensating for fading print and anemic digital ad revenue. And yet, it hasn’t been adopted in the association world with the same vigor and commitment seen at conventional publishing houses, many of which have both met and stoked the demand by launching in-house branded content studios. Much of this stems from concerns that members and even advertisers will be alienated by the improper use of sponsored content; that its presence will undercut an association’s standard-setting responsibility; that, in essence, sponsored content will kill an association’s credibility. Still, a growing number of associations have successfully adopted multi-channel sponsored content programs, bringing in new revenue and providing members with information they find valuable, enlightening, and even entertaining. What have these associations done right? In this debate — involving both the panelists and the audience — we’ll look at the promises and pitfalls of sponsored content, and how associations can mine it for all it’s worth without undermining their own principles.

Moderator:

Michael Winkleman, President, Leverage Media LLC

Presenters:

Maggie McGary, CEO & Chief Strategist, McGary Associates

Paul Tarricone, Editor and Publisher, LD+A, IES

Dianne Vance, CAE, Former Director, Ad Sales and Business Development ASCE, ASCE

Practical / Design

Tune Up: Top 10 Design Gaffes You Can Fix Right Now

It only takes seven seconds to make an impression. Seven seconds to make your reader want to dive deeper into your publication. Learn how to use design as your tool to make those seven seconds count. You will discover design gaffes that can be fixed immediately through strategic planning and a streamlined creative process.

Presenters:

Sarah Erickson, Senior Designer, GRAPHEK

Lilia LaGesse, Senior Creative Strategist, GRAPHEK

Practical / Small Associations

How to Look Bigger Than You Are

Making your organization appear “bigger” begins with evaluating your overall marketing-communications strategy to determine what’s working well, build on your strengths, and ditch the tasks that produce little to no ROI. In this session, veteran communications experts present real examples of how they tackled similar problems and created budget-friendly, time-saving, easy-to-implement solutions. Important takeaways include the value of conducting a communications audit, enforcing messaging/branding guidelines, and creating an editorial planning calendar.

Presenters:

Carole Hayward, Executive Director, Clear Message Media

Barbara Michelman, Principal, High Bar Communications

Strategic / Content

How Workflow Can Influence and Impact the Success of Content

Getting amazing content up and out the door is not the win. A thoughtful workflow can make or break an association’s content initiatives. In this session, content creators demonstrate how different workflow models can ensure the success of an organization’s overall content strategy, particularly in emerging mediums such as podcasting and voice recognition, as well as the more traditional channels via editorial, social, and video content.

Presenters:

Blake Althen, Producer, Human Factor Media

Ricky Ribeiro, VP, Creative, Manifest

Strategic / Digital

Auditorium  Components of a Must-Visit Publication Website

This panel discussion will highlight two key things associations can do to improve their publication websites:

1. Develop the strategy: Identifying the purpose of a targeted publication website.

2. Create a content hub: Understanding what would best fit the needs of its audience and best serve its association.

Presenters:

David Beacom, Principal Advisor, David Beacom Strategies LLC

Mike Copps, Executive Director, VRMA

Jason Meyers, Senior Director of Content Strategy, SmithBucklin Content

Theresa Witham, Managing Editor/Publisher, CUES

11:15 a.m. - 12:00 p.m.

Time with the Exhibitors

12:00 p.m. - 1:00 p.m.

Auditorium Lunch and Keynote - Media Allies In Action

National Trainer, Organizer and Digital Strategist Leslie Mac leads attendees through tools, resources and techniques to support marginalized communities through media & communications with a focus on effectiveness and immediate practical field application. #AlliesInAction

Keynote Speaker:

Leslie Mac, Organizer/Digital Strategist/Trainer, Leslie Mac Consulting

1:15 p.m. - 2:00 p.m.

Breakout Sessions

Debate

Diversity & Inclusion: Why Haven't We Made More Progress?

Are you trying to increase diversity and inclusion in your content — but not seeing much change? This session includes strategies from two publishers — an association and a business newsstand magazine — that are successfully finding those voices and changing their culture.

Association publishers focus on producing content that reflects their member audience. Yet the hard truth is that much of the content does not include diverse voices, and the associations themselves don’t have diverse staff who could provide a different point of view. Diversity — which includes gender, racial, ethnic, and geographic — can improve your content, giving it a competitive advantage and boosting its impact. In this session, you will learn specific ways to increase the diversity of voices in your content and among your staff. Yes, these strategies require legwork, but they can pay huge dividends in member and advertiser loyalty. The session begins with short case studies, followed by a discussion that allows both the speakers and the audience to share their tips and experience and to debate the most effective approaches to implementing D&I in association publishing.

 

Presenters:

Carla Kalogeridis, President, Kalo Media, LLC

Lauren Wolf, Ph.D., Deputy Editorial Director, Executive Editor, Science, Chemical & Engineering News, American Chemical Society

Practical / Digital

Time to Rethink Your Media Kit

The buying habits for media, advertising and sponsorships have changed: The path to purchasing is not a simple, straight line that begins and ends with your media kit.

Too often we expect a media kit to do all the selling for us. Media kits need to communicate the value of your audience and the products available to buy, but how? In this session, we'll cover:

  • Content: what stays, what goes!
  • Format options: if not a PDF, then what?
  • Analytics: what does the data tell us and what do we do with it?
  • Plus! The other key sales touchpoints to support the media kit.

You'll leave with a keen eye to review your own association's media kit and a better understanding of the key elements needed to support the advertiser's buying journey for niche association publishers.

Presenters:

Brittany Shoul, VP, Director of Sales, MCI USA

Mike Walsh, Managing Director, Sales and Publishing, American Welding Society

Practical / Social

The 6 Es of Engagement: How To Connect With Your Audience on Social Media

Social media is more crowded than ever, so publishers need to do more than just post content. Stop annoying your audience and create meaningful interactions by understanding what motivates them. Learn a framework of engagement tactics that will help you spark connections with your audience, break through the noise, and reach your social media goals.

Presenter:

Henry Trotter, Digital Advertising Specialist, Social Driver

Strategic / Design

Auditorium Know When to Refresh, Redesign or Reimagine

Join this lively and practical discussion about when and how to recast your publications. Learn how to take inventory of all the deciding factors, including reader satisfaction, advertising revenue, design and production costs, digital strategies, and content distribution channels, to develop your own customized plan that can help you not only breathe new life into your publications but also position them as valuable multimedia content hubs for your association. We’ll focus on print magazines, websites, and enewsletters as we review two case studies: American Staffing Association and Community Associations Institute. Come to this session with a challenge in mind. You’ll walk away with a game plan for successful change.

Presenters:

Cynthia Davidson, Senior Director of Research, American Staffing Association

Marlene Hendrickson, Senior Director, Publishing and Marketing, American Staffing Association

Krystle Kopacz, CEO, Revmade

Strategic / Revenue

Programmatic Advertising Trend Update

Digital advertising and programmatic solutions are no longer mutually exclusive. The automated technologies created for programmatic advertising are fundamental to deploy scaleable digital advertising programs that meet marketer demands. This session will explore the digital evolution, highlight the evolving trends, and examine specific digital capabilities helping transform traditional B2B publishing to media and information growth businesses.

Presenter:

Scott Roulet, VP, BPA Media Exchange, BPA Worldwide

2:00 p.m. - 3:00 p.m.

Roundtables, Break and Exhibits

Join us for your choice of several great discussions among your association publishing and communications colleagues. Spend 30 minutes each at two tables of your choice or stroll from discussion to discussion to pick up soundbites relevant to your organization.

ROUNDTABLE #1

Writing Engaging Headlines for the Digital Age (Interactive)

Moderator: Alyssa Lambert, Managing Editor, AAJ/Trial Magazine

 

ROUNDTABLE #2

Where to Focus Resources in 2020 - and Why?

Moderator:  Mike Winkleman, President, Leverage Media, LLC

 

ROUNDTABLE #3

Developing and Refining your Association's Strategic Book Publishing Plan

Moderators:  Claire Reinburg, Director, NSTA Press, National Science Teachers Association and

John Bond, President, Riverwinds Consulting

ROUNDTABLE #4

Something's Gotta Give: How to Avoid Burnout

Moderator: Jessica Morrison, Product Manager, Chemical & Engineering News

3:15 p.m. - 4:00 p.m.

Breakout Sessions

Practical / Content

Auditorium Extending Conference Content: How to Purposefully Repurpose & Reuse

Writers and publishers are asked to contribute to a growing range of association products with fewer resources, but there’s good news: Other people are already developing much of the content. You just need to learn to repurpose it. The panel will share practical ways to turn a few days’ worth of event material into fresh content that gets you to the next conference and might even generate revenue. Bring questions and suggestions about how to maximize any association’s conference content.

Presenters:

Sarah Black, Managing Editor, Pharmaceutical Engineering, International Society of Pharmaceutical Engineering

Randy Ford, Principal & Founder, First Story Strategies

Kim Howard, CAE, President, Write Communications, LLC

Practical / Digital

Crowdsourcing Campaigns: Empowering Online Communities to Be the Best Storytellers

Developing timely content that inspires emotion — and action — is no longer limited to in-house creativity. Today’s association communicators realize the power of crowdsourcing in finding engaging stories, building relationships with members, and growing their pool of advocates. But where do you begin? What challenges crop up as you initiate conversations? And how can you make crowdsourcing part of an integrated, organization-wide marketing and communications effort? Learn how the American Association of University Women is harnessing the power of crowdsourcing to expand its brand content across channels. You’ll learn practical methods for using this form of engagement in almost every communications scenario, from leveraging trends on Twitter to managing a public relations crisis. 

Presenter:

Becca Bycott, Digital Director, AAUW

Practical / Revenue

Copyright & Trademark Infringement and What It's Costing You

Discover the tangible and intangible costs of copyright and trademark infringement, including examples of when your association is the victim as well when you’re the guilty party.

Presenters:

Denise Gold, Associate General Counsel, The Associated General Contractors of America

Adam Mandell, Director, Millen, White, Zelano & Branigan, P.C.

Strategic / Communications

Preparing for a PR Nightmare

Think associations can’t face PR problems? Think again. The mayor of the city hosting your association’s annual meeting is accused of a horrible crime and still wants to give the opening address at your conference. A program run by a member has put lives at risk and someone died. Your members openly ignore the best practices you recommend and now face a public drumming down, including a funding cut. How do you anticipate a public relations problem before it happens? What planning can you do in advance to make managing a PR crisis easier later? What materials should you have in a folder ready for use? How do you pivot when a real-life scenario surprises you? Review real-life case studies from associations and get tips on how to prepare for a crisis. Walk out of this session knowing how to assess risk, put crisis plans in place, and be a confident communicator who guides your association through the storm.

Presenter:

Ami Neiberger-Miller, Founder, Steppingstone LLC

Strategic / Social

Social Media Strategy: What It Looks Like When You're Getting It Right

Is your association in need of social media inspiration? Find out how Chemical & Engineering News has surpassed its competitors in engagement on social media, including Instagram, Twitter, and Facebook. Plan on leaving with two takeaways: (1) Learn how to strategize and make the most of your engagement on social media. (2) Discover tools and techniques to engage with your audience on social media.

Presenters:

Dorea Reeser, Audience Engagement Editor, Chemical & Engineering News, American Chemical Society

4:15 p.m. - 5:00 p.m.

Breakout Sessions

Debate

State of Journalism in Association Communications - Thriving or Dying? Relevant?

The media is at the center of today’s culture wars, with powerful politicians routinely calling journalism “fake news” or worse, while others contend that a strong, free press is the key to reconnecting people to truth. At the same time, journalists’ roles are evolving in light of emerging technologies, the rise of content marketing, and new thinking around whether any form of storytelling is truly objective. What do these trends mean for associations? Is a background in journalism necessary — or even preferable — for association communicators today? Is our primary role to shed light on all sides of an issue for our members or to represent the interests of our association? We’ll debate these and other issues with two seasoned writers who serve the association community. Join us — it’ll get way existential.

Presenters:

Ruth E. Thaler Carter, Writer/Editor

Tatia Gordon-Troy, Publisher, Ramses House Publishing LLC

Practical / Content

Auditorium How to Fix the Bottlenecks In Your Content Workflow

We all get used to writing and editing a certain way, organizations develop habits — as long as everything gets done, is there a problem? Recognizing bottlenecks can be a prime challenge to solving them. What are the most common causes? Learn how to conduct a root cause analysis, including techniques to map and diagram. Is your fast-paced editorial workflow for your magazines, websites, and newsletters as fast as it could be? Can your periodical team save dozens of hours per issue by using more collaborative software and integrating multiple workflows?

This session will help you find and fix problems in content workflows for both periodical and book publishing. Get proven methods for high-level planning of needed skills and human resources. Learn about new tools and technology that could transform your efficiency.

Presenters:

Andy Kowl, Senior Vice President, Publishing Strategy, ePublishing Inc

Erin Walpole, Editor/Project Manager, American Nurses Association

Practical / Design

The Art of Visual Signposts

Are you delivering a user-centric experience? The better the experience, the more time a reader will spend with your content. A great reader experience not only comes from high-quality editorial and design, but also from the ease of navigating through the issue and identifying information most relevant to them. Good design includes appropriate, thoughtful, and understandable visual communication. In this session, we’ll explore the art and practice of UX design — in print and digital — through visual signposts in your magazines, journals, website, social, and other media pieces. Learn practical ways editors and designers can work together to create and implement visual signposts that provide readers the optimal experience with your media. 

Presenters:

Carla Kalogeridis, President, Kalo Media, LLC

Jen Smith, Vice President, Creative Strategy, MCI USA (formerly Network Media Partners)

Strategic / Revenue

Brand Positioning in a Crowded Marketplace

The world is changing faster than any other time in human history. No wonder businesses, and especially associations, are struggling to keep up. And then, there are the associations and companies that get it, the stars of the marketing world. They always seem to be at the right place at the right time, with the right positioning. I call these companies "blue variables." A blue variable is a very special kind of star, one that demonstrates dramatic variations in its spectrum and brightness and dazzles us with its unpredictability. I have studied a number of these “blue variable” Fortune 100 companies and associations through my in-depth interviews with their creative and dynamic CMOs. This session will be devoted to helping participants spot opportunities for organizations to shine their brightest and move at the speed of culture.

Presenter:

Adele Cehrs, CEO , When & How Agency

Strategic / Writing & Editorial

Storytelling and the Lure of Long-Form

This session will make the case for long-form storytelling, starting with the why of it and whether long-form even has a place in our digitally dominant, short-attention, cut-budget world. We’ll delve into the how of method and technique of good storytelling (e.g. depth of reporting, dramatic tension, point of view, and story structure). Along the way, we’ll sample some of the state of the art-form the what of long-form. Throughout, we hope to make this a conversation, a facilitated discussion on the paradigms and practicalities of long-form journalism for association publications.

Presenter:

Richard Gard, Editor, Virginia Magazine; VP Communications, University of Virginia Alumni Association

5:00 p.m. - 6:00 p.m.

Networking Happy Hour Reception

SPONSORED BY: SmithBucklin Content

6:00 p.m. - 7:00 p.m.

Board and Volunteer Reception

Private reception for any AM&P Board and Committee members.


Wednesday, June 26


7:30 a.m. - 8:30 a.m.

Breakfast with the Exhibitors

8:45 a.m. - 9:30 a.m.

Breakout Sessions

Debate

The Future of Mobile in Association Publishing

Get a quick update on the ever-changing mobile ecosystem, then compare examples of the different ways publishers are using mobile to better engage their readers. Come prepared to share your point of view.

Presenter:

Jonny Kaldor, Founder and CEO, Pugpig

Practical / Content

Auditorium 10 Key Considerations when Building an Association Content Hub

In October 2018, CUES launched a new content hub for CU Management at CUmanagement.com, bringing together a variety of content - including its membership magazine, online columns, blog posts, podcasts, videos and whitepapers - into one easy-to-navigate website. Learn why a content hub aligned with the association’s strategy and how it designed and built a new site in under 10 months. You will leave with the 10 practical ideas to consider when designing a new website, including:

  • research to conduct before and during site design,
  • how to incorporate personalization and rich content into your site,
  • best practices for site testing,
  • on-page advertising considerations,
  • online ADA compliance and more.

Presenters:

Charlie Militello, Associate Creative Director, ChappellRoberts

Theresa Witham, Managing Editor/Publisher, CUES

Practical / Small Associations

Getting It Done on No Budget: A Low-Cost, Low-Effort Digital Strategy for Association Success

Do you feel as if you’re just going through the motions when it comes to your digital content efforts? Do you lack the bandwidth to meet your digital publishing needs? In this session, we will review which digital strategies and best practices are being used by publishers outside the association industry to significantly improve engagement with both existing and new audiences. We will also describe how these low-cost and low-effort techniques can be leveraged to grow your association’s content authority and boost member engagement.

Presenters:

Chad Beatty, Business Development Manager, Walsworth

John Burgess, Director of Strategy & Innovation, Walsworth

Frances Moffett, Publications Manager, American Student Dental Association

Strategic / Content

They Get Me: How to Sharpen Your Publishing Strategy with Personas

How well do you know your members? Their goals, challenges, values, and drivers? We’ll dig into the importance of audience personas for associations, complete with an interactive workshop that walks you through the persona development process. In a nutshell, personas will put you in your members’ shoes by understanding the types of content they crave. Come prepared with an open mind and a pen. This session will encourage you to think outside the box when creating data-driven personas that can sharpen how your publishing and content marketing teams connect with members.

Presenters:

Amanda McCarthy, Director of Marketing , Bates Creative

Danielle Moore, Content Strategist, Copywriter, Bates Creative

Strategic / Digital

How to Remain Relevant In a Digital World

Chemical & Engineering News built a cross-functional product team last year that’s turned its newsroom into an agile, product-focused, reader-obsessed startup within its parent organization, the American Chemical Society. In this session, the C&EN product manager will tell you how they did it — so you can do it faster! This session also includes industry commentary on breaking down silos, the role of staff training, and testing your assumptions when it comes to member engagement. You’ll gain an understanding of concrete steps to take as well as why it’s critical to put in the effort to remain relevant.

Presenters:

Merideth Menken, Business Technology Consultant, Information Technology Advisory Group

Jessica Morrison, Ph.D., Product Manager, Chemical & Engineering News, American Chemical Society

9:45 a.m. - 10:30 a.m.

Breakout Sessions

Debate

Publishing RFPs: Wake Up from the Nightmare

Request for Proposals are important tools that associations use to secure publishing partners for journals, magazines, book programs, and more. Implementing an RFP can be time consuming and frustrating — but maybe it doesn’t need to be. In this session, we will plainly discuss the RFP process and answer all the thorny questions: what format should be used, where to find bidders, how to compare proposals, how long should the process take, should it be done with just in-house staff, why to even consider issuing an RFP, and (most importantly) how to know if you are getting a fair deal. Attendees should bring their questions and experiences to share with the group. 

Presenters:

John Bond, President, Riverwinds Consulting

Gina Musolino, Immediate Past President of the Academy of Physical Therapy Education

Practical / Content

Auditorium  Book Publishing: A Key Part of Your Content Strategy

Books and e-books are central to many association publications programs, and there are special challenges and opportunities in this content-development area. Three association book publishers will share their insights on their small to large book operations and lead the conversation about the key role book publishing can play in associations. This session will include: 1) tips and strategies for successful book acquisitions, production, marketing/fulfillment, and digital publishing; 2) dos and don’ts in developing or growing your book-publishing program; and 3) rich discussion opportunities to help us build a community of book specialists sharing knowledge through AM&P to foster this core area of association publications.

Presenters:

Martha Hawley Bertsch, Director of Publications, NAFSA: Association of International Educators

Claire Reinburg, Director, NSTA Press, National Science Teachers Association

Stefani Roth, Publisher and Managing Director, Print and Digital Content, ASCD

Practical / Small Associations

10 Survey Tips for the Small Team

If you want to know what’s on the mind of your members, you must be prepared to respond to their feedback. With a smaller staff or non-existent budget, how do you do that? Find out 10 proven tips so you can get started on your surveys.

Presenter:

Kim Howard, CAE, President, Write Communications, LLC

Presenters:

Susanne Connors Bowman, CAE, Senior Director of Marketing & Communications, CoSN

Strategic / Content

Creating Successful Podcasts for Associations

Dive deep into the world of podcasts and learn how to create a successful podcast for your association. From creating a compelling narrative to the nuts and bolts of production and distribution, we’ll share a practical guide for doing it yourself or what to consider if you hire an outside team.

Presenters:

Chitra Sethi, Managing Editor, Technical Content , ASME

Kate Super, Founder & Executive Producer, Sidford House Media

Strategic / Revenue

Generate More Publishing Revenue from Events

Events are a great revenue source for associations, but are you leaving money on the table? This session will explain how your association’s publishing team can help drive event revenue in fresh new ways, such as: expanding reach to your whole audience, satisfying sponsors, delivering multimedia options and extending your best event content all year long. 

Presenter:

Dan Stevens, President, WorkerBee TV

10:30 a.m. - 11:30 a.m.

Roundtables and Exhibits

Join us for your choice of several great discussions among your association publishing and communications colleagues. Spend 30 minutes each at two tables of your choice or stroll from discussion to discussion to pick up soundbites relevant to your organization.

ROUNDTABLE #1

Integrating Technology into Your Association and Its Effects

Moderator: Robert Flynn, Co-Founder and CEO, Aggregage

ROUNDTABLE #2

Nerd out on Editing: AP/Chicago Style Updates

Moderator: Melanie Padgett Powers, Owner/Founder, MelEdits

ROUNDTABLE #3 

What to Do When Brand Messaging Does Not Align with the C-suite's vision

Moderator: Adele Cehrs, CEO, When & How Agency

ROUNDTABLE #4

Picture Perfect: Art Direction Tips & Tricks for Association Professionals

Moderators:  Chris Okenka, Assistant Director, Brand + Creative,  Turnaround Management Association and  Jen Smith, Vice President, Creative Strategy, MCI USA

ROUNDTABLE #5

Finding and Working with Vendors

Moderator: Ruth E. Thaler-Carter, Writer/Editor, I can write about anything!

11:30 a.m. - 12:15 p.m.

Breakout Sessions

Debate

Time to Move Beyond Member By-Lined Content?

You want your magazines, newsletters, blogs, etc., to reflect the knowledge and insight of your membership. But does that mean you must use members to write most, if not all, of your articles? What are the pros and cons of incorporating professional writers into your mix? And how could you afford to pay those writers? This session looks at how adding or expanding your use of professional writers can enhance your publications while potentially helping you add revenue to support your publishing efforts.

Presenters:

Elaina Loveland, Director of Content, Association for Advanced Life Underwriting (AALU)

Christopher Murphy, Publisher, ALA Editions/ALA NEAL-Schuman, American Library Association

Practical / Digital

eBooks: What Are You Waiting For?

Magazines, journals, and e-newsletters may be your sweetspot, but an ebook publishing program can meet your members’ content needs, drive non-members to your doorstep, and create a new source of revenue. This session explores the fundamentals of launching an ebook program, including where to find content in unexpected places.  

Presenter:

Joe Vallina, CAE, MBA, MSM, Director, Product Management, Nursing Knowledge Center, American Nurses Association

Practical / Writing & Editorial

Back to Basics: Back to Basics: Journalism 101 for Associations

Looking for a refresher on the fundamentals of reporting and article development? This session will look at the editorial lifecycle, from generating story ideas to turning facts into compelling pieces. It will examine the lifecycle from two perspectives: staff-developed content and member-generated content.

Presenters:

Jenny Jones, Imaging 3.0 Managing Editor, American College of Radiology

Alyssa Lambert, Managing Editor, Trial magazine, The American Association for Justice

Strategic / Communications

Strategies to Leverage Content When Your Members Need it Most

The Muscular Dystrophy Association is committed to transforming the lives of people affected by muscular dystrophy, ALS, and related neuromuscular diseases. As communicators, you need to be able to reach your audience in a way that is relevant, engaging, and timely while also addressing the most important messages your community needs. In this session, learn strategies and tips for cause-driven organizations to leverage content when it matters the most.

Presenters:

Lindsey Baker, Healthcare Communications Manager, Muscular Dystrophy Association

Jeanne Zucker, SVP, Healthcare Partnerships, Practice Lead, Muscular Dystrophy Association

Strategic / Design

Auditorium What You Don't Know About the Role of Design in Reader Engagement

For the redesign of the Academy of Model Aeronautics flagship publication, Model Aviation magazine, the Academy’s creative team worked with internal stakeholders through an intensive discovery process to create a foundation of strategy that informed a complete redesign of this over 80-year-old magazine. The session will cover design and tactics explored for the redesign to help drive reader engagement.

Presenters:

Ernie Achenbach, Executive Vice President, Bates Creative

Kyle Jaracz, Art Director / Production Manager, the Academy of Model Aeronautics

12:15 p.m. - 1:30 p.m.

Luncheon and Closing Keynote - Fireside Chat with Ken Crerar

Fireside chat with questions on the future of publishing, revenue, technology, culture, and big ideas.

Auditorium Keynote Speaker:

Ken Crerar, President & CEO, The Council of Insurance Agents & Brokers

Moderator:

Larry Hoffer, President & CEO, Woodworking Machinery Industry Association

1:30 p.m. - 2:30 p.m.

Ice Cream Social & Raffle Prizes with Exhibitors