Travel Alberta shows Thought-Leadership with the Engaging #Association Summit

On July 24-25, 2014, Greenfield Services will have its first major event for association executives.  The Engaging Association Summit will take place at the Canadian Museum of Nature in Ottawa, ON, and will provide the opportunity for a true exchange of ideas for a new generation of association to succeed, grow and prosper.

Joining us as a founding sponsor and thought-leader is Travel Alberta, the province's tourism marketing organization, joined by some of its partners, Edmonton Tourism, Meetings and Conventions Calgary, and Hotels Red Deer.

As a thought-leader sponsor, Travel Alberta will be the leading partner for our Young Professionals Scholarship Program.  This program was designed with the emerging professional in mind, understanding their need and willingness to learn, but that their work schedule, and organizational budgets may not be able to accommodate every educational opportunity.

“Our goals to increase education, networking opportunities, and connecting the leaders of today with the leaders of tomorrow was the perfect fit with the Summit”, says Jennifer Holly, Travel Alberta’s Business Development Director for Canada. “The Engaging Association Summit is perfectly aligned with Travel Alberta's commitment to associations and their business event needs, and we are thrilled to provide young professionals with the opportunity to join us!”

“When we approached Jennifer with the idea of the Summit, we were delighted to hear her enthusiasm in our efforts to create change.  Travel Alberta’s Thought-Leader Sponsorship will allow five Young Professionals  the opportunity to further their knowledge and understanding of key areas driving associations today,” says Meagan Rockett, Greenfield’s Director of Client Solutions.

About The Young Professionals Scholarship Program:

If you are 30 or younger, and are currently working at an association, you can apply by submitting a short video (up to two minutes) telling us WHY you are in the non-profit/association sector, what makes you tick about the work you’re doing now or hope to do in the future, and what you are passionate about.  When submitting the video, please include your professional contact information in the body of the email message. Entries will be shared online through Greenfield Services, and the Scholarship Sponsor, Travel Alberta.

Once we close the call for entries, videos will be reviewed and five entries will be selected to attend.  You will receive a complimentary Engaging Association Summit registration as a guest of Travel Alberta.  Travel to and from the summit is at the discretion of the participant.

The deadline is May 30th for entry submissions – winners will be announced Friday, June 13th.  Don’t wait – Apply today!

For more information about the Scholarship Program, or the Summit, please contact:

Meagan Rockett
Director, Client Solutions
Greenfield Services Inc.
613-288-4517
meagan@greenfield-services.ca

Greenfield Services Announces Partnership with Advanced Solutions International

FOR IMMEDIATE RELEASE

Greenfield Services and Advanced Solutions International Partner

 on the 2014 Pulse Report

Alexandria, ON, March 24, 2014 – In 2014, Greenfield Services will partner with Advanced Solutions International (ASI Canada Inc.), providers of iMIS, for the third installment of the Pulse Report, a study on Canadian Associations and their membership marketing and engagement practices.

“We are thrilled to be partnering with ASI Canada this year.  The Pulse Report has become important research in the industry, and we have received great feedback about the  results since 2012.  Partnering with ASI allows us to increase its exposure and response rates, and we look forward to collaborating with them to educate executives on what the results mean for their associations”, says Meagan Rockett, Greenfield’s Director of Client Solutions.

The Pulse Report study this year will inquire about:

• Organizational and Operational Structure
• Membership Models
• Membership Recruitment, Retention and Engagement
• Social Media
• Association Content

In 2013, the Pulse Report was titled “The Opportunities Beyond Our Grasp”, gathering data from 173 association executives in Canada.  Click here to review infographics on Goals and Objectives, Member Relationships, Membership Growth, and Social Media.

To download the full report, click here.

The launch of the study for the 2014 report will take place later this month.

For more information, please contact:
Meagan Rockett
Director, Client Solutions
Greenfield Services Inc.
613-288-4517
meagan@greenfield-services.ca

Greenfield Services Inc. is a full service marketing firm dedicated to the needs of professional and trade associations.  Areas of expertise include Membership Marketing, Membership Engagement, Sponsorship & Exhibit Sales and Event Marketing.

ASI Canada Inc. is the Canadian division of Advanced Solutions International, a recognized global thought leader that focuses on helping associations and not-for-profits increase operational and financial performance through the use of best practices, proven solutions, and ongoing client advisement.  Since 1991, ASI has served nearly 4,000 clients worldwide, and currently maintains corporate offices in the USA, UK, Canada and Australia.

Partnership Announcement for 2014 Pulse Report

FOR IMMEDIATE RELEASE

Greenfield Services Confirms Continued Collaboration with Smarter Shift 

for 2014 Pulse Report

Alexandria, ON, March 20, 2014 – For the third consecutive year, Greenfield Services will partner with Smarter Shift, content marketing experts, for the Pulse Report, a study on Canadian Associations and their membership marketing and engagement practices.

“We are happy to have Mitchell and Smarter Shift on board again this year.  His insightful and meticulous approach to the study has gone a long way to produce a report that is valued by the Canadian Association industry.  In the last two years our study was quoted in articles across North America, and downloaded worldwide.  This continued collaboration shows our continued commitment to the association industry, and the challenges it faces everyday,” says Meagan Rockett, Greenfield’s Director of Client Solutions.

The 2013 Greenfield Pulse Report sparked articles on various aspects of association management, education and engagement.  Click to review our posts on Education or Networking as priorities, Disconnects on Member Retention, and Associations Scrambling to Do More with Less.  This year’s study will continue to address membership models, social media, association content, recruitment, retention and engagement.

To download the 2013 report, click here.

The launch of the study for the 2014 report will take place later this month.

For more information, please contact:
Meagan Rockett
Director, Client Solutions
Greenfield Services Inc.
613-288-4517
meagan@greenfield-services.ca

Greenfield Services Inc. is a full service marketing firm dedicated to the needs of professional and trade associations.  Areas of expertise include Membership Marketing, Membership Engagement, Sponsorship & Exhibit Sales and Event Marketing.

Smarter Shift is an Ottawa-based firm that helps associations and other clients tell their stories more effectively and build enduring relationships with members, customers, partners, decision-makers, and other stakeholders. The firm specializes in content marketing, social media strategy and management, low-carbon meeting design, and conference content capture.

Big Trends Impacting Events in 2014

Lori Halley provided this guest post.  She is the Blog Writer (Engaging Apricot) at Wild Apricot, cloud software for small associations, non-profits and clubs. With a background in associations and non-profits, Lori offers tips and information to help the staff and volunteers of small organizations with day-to-day challenges. 

There can be a lot riding on your event. In fact, the findings from our Small Membership Insight Survey suggest that events are the second most important “critical source of income” for small non-profits and membership organizations. So whether you are planning a non-profit event or an annual membership conference, it might be helpful to take a look at some of the big trends that will impact events in the coming year.

To identify the top event trends, I read numerous posts and articles offering insight into the latest in meetings, conferences, tradeshows and events for 2014. (These included posts by Jeff Hurt, Barbara Palmer and Julius Solaris.) After reviewing these forecasts, here is my take on key trends impacting the events landscape.

Changing learning style

Research indicates that a peer-to-peer and hands-on learning formats are more effective than a traditional classroom or auditorium environment.  As a post on the AssociationsNow Blog suggests, you might want to try to create a “learning village”, with “decentralized learning formats where peers interact in smaller groups and more casual settings.”

Moving away from a solely “talking heads” format and looking at new ways of presenting information and encouraging different learning styles is particularly important if you want to engage younger generations in your events.  Millennials are particularly keen on a participatory learning style and want to be actively involved in the learning process.

This means that rather than having expert speakers talking at participants, events should start to incorporate, for example:

• Discovery
• Experiential learning
• Bite-sized information
• Interactivity

New networking opportunities that appeal to all generations

Networking with our peers is both a key reason most folks attend events and also why most members join organizations. Even web-focused Millennials recognize and embrace the value of face-to-face interactions. In fact, Jeff Hurt suggests that “peer to peer engagement before, during and after your event is critical to your conference success.”

But as many of the event trend blogs suggest, networking doesn’t always happen spontaneously in a traditional event or meeting environment. Event organizers need to find ways of creating a culture or environment for networking. This can be done through, for example:

• Focusing on networking and “facilitating connections” – by allowing for breaks in between sessions to continue questions, discussion and knowledge sharing among participants
• Offering gathering places – for networking and discussion of sessions (Check out the cool example of a meeting area or “onsite experience” included in Jeff Hurt’s 20+ Tradeshow Trends For 2014 and Beyond post.)
• Including break-out areas and “pop-up” sessions as part of the learning structure
• Virtual attendance – providing ways of connecting with and including those who are unable to attend to share in the learning

Technology-enhanced learning environments

We all know that technology is changing events and creating “a new normal”. Increasing use of Smartphones and mobile apps that enable remote registration and that help involve participants in your event are becoming the norm.  But embracing technology goes beyond mobile. Here are some trends you might want to consider incorporating into your events:

• Live streaming and live slide sharing
• Free wifi as “the new normal”
• “Recharge stations” – that can also serve as community hubs (offering networking opportunities)

Behind the scenes changes for event organizers:

Along with all of the new technologies and ideas for the actual event, there are also some trends on the horizon for event registration and planning. These include:

• Increased data capture, recording, reporting
• Real time analytics
• Sponsors/exhibitors moving from “branded spaces to branded experiences” 
• Mobile apps to manage registration

Has your organization embraced any of these trends yet?  Are there any missed?  Let us know in the comments below.

@Deirdrereid Has Advice for Emerging #Association Professionals

I never expected to work in associations. Frankly, they weren’t even on my radar. But I was leaving one career and in search of another. I took an association job just to have some stability and income while I figured things out. Little did I know, back in 1999, what a rewarding and fascinating profession I was about to enter.

Looking back, I wish I had asked for advice. It took me several years to find my way. If we were to have a “learn from my mistakes” conversation, it would go something like this:


Never stop learning. You will succeed in this profession if you live to learn. This is the most important piece of advice I can give you. Don’t shortchange yourself. Make time for learning even if it’s on your own time. Your older self will thank you.

Be observant. Listen to and watch people. You have to understand human behavior, both individual and group, if you want to motivate, manage and lead staff and members.

Give yourself time to think. You need time every week to plan ahead, set and review goals, and let your brain work its way around challenges and issues.

Develop a DIY professional development habit. Set aside time to read association management blogs and publications, participate in Twitter’s #assnchat (Tuesdays at 2:00 p.m. Eastern), and attend association events. If your boss doesn’t give you the time or budget to do these things, do it on your own time. Put aside a small amount of every paycheck, even if it’s only $10, toward professional development. It’s an investment in your future, just like your 401K.

Join your state SAE even if you have to spend your own money. You’ll meet a network of peers that could become lifelong friends.

Look for mentors. Find people in your office or at another association who are active in your SAE or ASAE. They might not consider themselves mentor material so don’t even use the word “mentor” around them. A conversation with them could develop into a mutually satisfying relationship.

Find association peers. If you’re surrounded by colleagues who are only there for the paycheck, don’t be discouraged. Don’t follow them down their boring, soul-deadening path. Find people either in your office or other associations who are around your same age and career level. Twitter makes this so much easier now. Arrange monthly meet-ups. Make them your mastermind group.

Make friends all over the building. Avoid eating lunch alone. Don’t isolate yourself in a departmental silo. Learn about the work your colleagues are doing. How can you help them? How can they help you? What member stories can you share? What can you teach each other?

Pause and reflect before reacting. Expect stressful times. You might start the day expecting to work on specific tasks and projects, but find yourself dealing with other pressing problems, issues and people that weren’t on your list. You will constantly juggle a variety of deadlines and demands.

It’s natural to react quickly and emotionally to these stressors – those same reactions save us in life and death situations. But in the workplace, you must develop the habit of pausing before reacting, and thinking rationally, not emotionally. It’s not easy. Yoga helps, but I don’t expect you to practice yoga as a professional development tool – although it’s not a bad idea.

Become aware of your reactions to your own behavior (self-judging), other people’s behavior, stressful situations and change. If you learn to pause and reflect before reacting, you won’t stress yourself out so much and you’ll be a positive influence on the people around you.

Don’t be a workaholic. Never put in crazy hours because you think you should, except, of course, for those special times in the meeting, magazine or budget cycle that require it. You and your brain need time off to recharge. You know the people who are always boasting about how busy they are and how late they stayed in the office? They’re not paragons of virtue to emulate. They’re doing it wrong -- “it” being life.

Never be defined by your job. If you develop that limited mindset, retirement will be rough. Yes, your job is a huge, rewarding part of your life, but it’s just one part of your life. Make sure it doesn’t get in the way of the relationships and experiences that add color and passion to life. Find people, causes and hobbies to love. You’ll be a happier and more interesting, creative person and professional.

Deirdre Reid, CAE is a freelance writer who worked at the National Association of Home Builders and the California Building Industry Association. 
http://deirdrereid.com

Image courtesy of Stuart Miles / FreeDigitalPhotos.net

The Engaging #Association Summit

FOR IMMEDIATE RELEASE

The Engaging Association Summit

Alexandria, ON, February 26, 2014 – On July 24-25, 2014 Greenfield Services will have its first major event for association executives.  The Engaging Association Summit will take place in Ottawa, ON, and will provide the opportunity for a true exchange of ideas for a new generation of association to succeed, grow and prosper.

Your Engaging Association Summit hosts;
Doreen Ashton Wagner & Meagan Rockett

“The team at Greenfield Services has attended several industry events since the company’s start in 1998.  In the last few years, we’ve noticed a disconnect between the learning opportunities available to association executives and what these executives are looking for in professional development”, says Doreen Ashton Wagner, Greenfield’s Chief Strategist.

“We want to move away from conferences attracting delegates with big-name speakers, session titles and standard networking opportunities.  The inspiration of the event came from wanting to provide a forum to exchange top-level ideas and practical advice; content that association professionals can take back to their organizations and put into action once the summit is over,” added Meagan Rockett; Director, Client Solutions.

The Engaging Association Summit is an event co-created with association executives, from senior levels to entry-level young professional.  So far we have heard that:

• The Summit should provide attendees with the opportunity to learn and share experiences beyond heard from consultants and suppliers.  Peer-driven content, with support from industry experts is expected.
• The Summit should be appropriate in length, should not take too much time away from the office.
• The Summit should allow for fresh, alternative formats that enhance the learning experience.
• Association Executives are the main drivers of this summit, and therefore, a limited number of salespeople or industry supplier will be admitted.

We are committed to providing the industry with just that, and look forward to being part of the change!

For more information please contact:
Meagan Rockett
Director, Client Solutions
Greenfield Services Inc.
613-288-4517
meagan@greenfield-services.ca 

Greenfield Services Inc. is a full service marketing firm dedicated to the needs of professional and trade associations.  We produce the Pulse Report, an annual contribution to research on Membership Marketing & Engagement practices in Canada.  Areas of expertise include Membership Marketing, Membership Engagement, Sponsorship & Exhibit Sales and Event Marketing.  To learn more about the summit, or to sign up for updates, please click here.

5 Marketing Tips for the New Year

It might be February already, but there’s still time to think about what you’re going to do that’s new, fresh and exciting in the New Year when it comes to marketing.

The following are 5 marketing trends that you should take into serious consideration (and implementation) when it comes to your organization’s marketing this year:

1. Engage on an emotional level with your audience

It’s not about you, it’s about them. Seriously. Your customers are only in it for one thing–themselves. And this isn’t a bad thing. Whether you sell a good, a service or membership, you should want your audience thinking about themselves; this is how they will engage.

Your challenge this year? Think outside the box in terms of what you can offer your customers, members or audience when it comes to  personalized support, products and experiences. Pay attention to big data to help you figure out just what your customers want. Heck, any data is going to help you boost engagement and figure out what triggers emotional responses from your audience.

Track whatever you can and use this information on a routine basis to make informed business decisions. Get personal. Get emotional. Your customers will appreciate it.

2. Content marketing. It’s a must.

It’s no longer good enough to just be “on” social media or to have set up a blog (that might not be updated on a regular basis).  Content marketing is a must and need to be incorporated into your organization’s entire marketing strategy (check out some of my tips to get started here).

2014 will also see changes in terms of paid and earned media. Organic content is great, but think about setting aside some of your marketing dollars for digital advertising and promoted posts when it comes to your content marketing strategy. A solid mix of organic and paid content will push you to the frontline and only add to continued brand recognition for your organization.

Think beyond the likes. What makes your organization different? How can you be more creative? How will you truly appeal to your customers? This year, your content needs to be about engagement, conversions, originality and consistency.

3. Combine traditional and digital marketing. Think teamwork.

Digital marketing, traditional marketing, sales, brand marketing–whatever you want to call these pieces, they need to work together. Your entire organization needs to not only understand your overall business goals, but what the sales and marketing goals are–regardless of the channels being used.

In addition, everything you do should be tied to digital. It’s fine if you need to keep your printed brochure, but edit it in terms of online content. Is there a mention of social media? Do you make it easy for your readers to find you other places online? And when people do find you online, do you have a means to track where they came from?

Always be thinking about integration. Your team. Your brand message. Your channels.

4. Get mobile.

Mobile marketing is here to stay. All organizations need to think about how and when their customers access information online (hint: it has to do with tablets and smartphones) and produce content that supports the “always on” mentality. Mobile makes up the majority of email open rates (so even if you finally got that business e-newsletter going, you now have to make sure it’s primed for mobile viewing…is it?)

Responsive website design. Text messaging. Easy share options. Social networking widgets. Visual content. All of these pieces should work together to create engaging experiences that showcase your brand in its best light while, at the same time, making it as easy as possible for the consumer.

5. Multiple paths to purchase

There is no longer a flat sales funnel. Your organization must really think about multiple points of entry and strategize your marketing according to this. Think emotional engagement. Think outside the funnel.

The purchase funnel we all learned in Sales and Marketing 101 is no longer. The way for brands to communicate on an emotional level and provide value to customers is to choose the right (multiple) platforms and engage on the customers’ levels. What they want. What they need. How they connect.

And because of this, there is no one direct path to purchase. There is no one ultimate tool that persuades a purchase.

All of a company’s efforts–traditional and digital–solidify additional connections and emotions that lead to engagement, trust and ultimately, the sale. It truly is a multi-path-to-purchase cycle. There is nothing flat about it.

This is what your leadership must understand. This is how you will engage your C-suite and get them on board with everything you need to be doing in 2014 and beyond.

Are you ready?

BIO
This guest post was submitted by Melissa Harrison, founder and CEO of Allee Creative, LLC, a content marketing and branding firm in the Twin Cities. Melissa has more than a decade of experience in content management and strategy, branding and design, working with organizations to build strategic social media and online content strategies. Listed as one of the “Top 36 Content Marketers Who Rock” by TopRank and Content Marketing Institute, Melissa believes that organizations must adapt to what customers want, which includes using social media and creative online content to provide relevant, consistent information, in order to survive.

Melissa is also a four-time recipient of the Hermes Creative Award and a regular speaker on the topics of branding, content strategy and social media. Melissa is also certified by Google Analytics Academy in Digital Analytics Fundamentals. Follow Melissa on Twitter.