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DTSTART;TZID=America/New_York:20261022T110000
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DTSTAMP:20261001T191306Z
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UID:10000921-1792666800-1792670400@usteducation.org
SUMMARY:Business Artistry in Associations: Moving from Transaction to Transformation
DESCRIPTION:Course Description:  \nIf you look at the average association website\, you’ll see a home page that features a wall of products\, events\, and news. As a result\, members often view their associations as vendors – distributors of products to buy or register for. \n \nHow do we reignite member engagement and foster deep loyalty? The answer just might be: Business Artistry. Creativity asks\, “Does it work?” but Artistry asks\, “Does it matter?” \n \nJoin Nir Hindie and Joanna Pineda as they translate the principles of Business Artistry into actionable insights that can be applied to all parts of association operations. Discover how shifting from a product-first mindset to human-centered artistry can transform member recruitment\, event experiences\, publications\, and even daily communications.\n  \nLearning Objectives: \nMembership Recruitment & Retention: Develop messaging that tells the member’s story rather than pushing association achievements\, so prospects see their own journey reflected in your mission. \n  \nMeetings & Events: Design experiential meetings and events that move beyond content delivery\, focusing on attendees’ emotional experience to foster true connection and learning. \n  \nResearch & Publications/Journals: Translate data\, technical findings\, and academic articles into meaningful insights with human significance that members can apply to their environments. \n  \nEmails & Daily Communications: Apply Omotenashi (anticipatory care and detail) to replace thoughtless blast outreach and “what’s new” announcements with intentional\, member-centric touchpoints.
URL:https://usteducation.org/event/business-artistry-in-associations-moving-from-transaction-to-transformation-free-cpe-credit-free-cae-credit/
LOCATION:zoom.us/j/99086691365
CATEGORIES:ASSOCIATIONS & NONPROFITS,Business Strategy,Culture/Communication,Marketing/Member Engagement
ATTACH;FMTTYPE=image/png:https://usteducation.org/wp-content/uploads/2026/10/JoannaNir26.png
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DTSTART;TZID=America/New_York:20261022T130000
DTEND;TZID=America/New_York:20261022T140000
DTSTAMP:20261005T200734Z
CREATED:20261005T200503Z
LAST-MODIFIED:20261005T200734Z
UID:10000922-1792674000-1792677600@usteducation.org
SUMMARY:From “What We Do” to “Why Members Care”: Building a Stronger Association Value Proposition
DESCRIPTION:Course Description:  \nAssociations 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. \n  \nIn 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. \n  \nLearning Objectives: \nDefine a primary audience so your messaging is focused on the members who matter most to your organization’s growth\, engagement\, and impact. \n  \nWrite a value proposition that clearly communicates who you serve\, what they need\, what you offer\, why it matters\, and how your organization is different. \n  \nCreate a strategy statement that gives your team a simple internal guide for decision-making\, marketing\, and member experience. \n  \nApply these brand strategy elements as messaging guardrails for emails\, website content\, event promotion\, membership campaigns\, and internal alignment. \n 
URL:https://usteducation.org/event/from-what-we-do-to-why-members-care-building-a-stronger-association-value-proposition-free-cpe-credit-free-cae-credit-2/
LOCATION:zoom.us/j/98138806022
CATEGORIES:ASSOCIATIONS & NONPROFITS,Business Strategy,Culture/Communication,Marketing/Member Engagement
ATTACH;FMTTYPE=image/png:https://usteducation.org/wp-content/uploads/2026/04/CheriEmily26-1.png
ORGANIZER;CN="Cheri Quinn":MAILTO:cheri@mercurycreativegroup.com
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