From “What We Do” to “Why Members Care”: Building a Stronger Association Value Proposition

July 22 @ 11:00 am - 12:00 pm EDT

Event Category:

Course Description:

Associations offer meaningful value to their members, but that value is not always easy to explain, or act on. When messaging is too broad, benefits feel disconnected, and teams describe the organization in different ways, members may miss the very reasons they should engage, renew, attend, or participate.

When your audience, value, and strategy are not clearly defined, communication can become too broad. Teams may describe the organization in different ways. Member benefits may feel disconnected. Marketing may become more focused on activity than clarity.

In this session, Cheri Quinn and Emily Youngblood will share a practical brand strategy framework associations can use to clarify who they serve, what they offer, why it matters, and how they deliver value differently. Using the same approach Mercury Creative Group uses when building brand guides with clients, they will walk through how to write a value proposition and strategy statement that support stronger messaging, better internal alignment, and more meaningful member engagement.

Attendees will leave with practical language frameworks they can begin using right away to make their association’s value clearer, more specific, and easier for members to understand.

Learning Objectives:

Define a primary audience so messaging is focused on the members who matter most to your organization’s growth, engagement, and impact.

Write a value proposition that clearly communicates who you serve, what they need, what you offer, why it matters, and how your organization is different.

Create a strategy statement that gives your team a simple internal guide for decision-making, marketing, and member experience.

Apply brand strategy elements as messaging guardrails for emails, website content, event promotion, membership campaigns, and internal alignment.

CPE Course Credit Information)

Level Intermediate

NASBA (Field of Study) Communications and Marketing

CAE (Subject Domain) Marketing & Communications

Prerequisites and advance preparation needed 1 years operations experience. No advance preparation required

Reviewer Wade Tetsuka, CPA

CPE/CAE Credits 1.0

Cost Free

Delivery Group Internet Based

Course ID W749

As a CAE Approved Provider educational program related to the CAE exam content outline, this program may be applied for CAE credits toward your CAE application or renewal of professional development requirements.

U.S Transactions Corp. is registered with the National Association of State Boards of Accountancy (NASBA) as a sponsor of continuing professional education on the National Registry of CPE Sponsors. State boards of accountancy have final authority on the acceptance of individual courses for CPE credit. Complaints regarding registered sponsors may be submitted to the National Registry of CPE Sponsors through its website: www.NASBARegistry.org.

In accordance with the standards of the National Registry of CPE Sponsors, CPE credits have been granted based on a 50-minute hour.

(National Registry Sponsor Nr: 138278)

RSVP

2 Going

INSTRUCTORS

Cheri Quinn

Director of Brand Strategy at Mercury Creative Group

Cheri is a seasoned brand and marketing strategist, who possesses a unique talent for probing with candid inquiries and embracing diverse perspectives. Her innate curiosity…

Emily Youngblood

Client Services Director at Mercury Creative Group

Emily possesses a unique knack for facilitating those illuminating “ah-ha” moments that steer clients toward optimal solutions for their challenges. Her innate ability to forge…