Marketing and

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Marketing and communications essential to managing an association 

A. Marketing

  1. Define the scope of current and potential markets.
  2. Identify market segments and their unique interests and needs.
  3. Develop a data-driven marketing strategy to achieve organizational goals.
  4. Utilize effective methods of marketing to diverse groups and cultures.

B. Brand Management

  1. Establish brand standards to convey the features, benefits, and value of the organization to stakeholders and other audiences.
  2. Direct the integration of the organization's brand in all programs, services, and activities.
  3. Evaluate the organization’s brand effectiveness.

C. Communication

  1. Define the communication goals.
  2. Identify the most appropriate communication channels and preferences for meeting the diverse needs and interests of targeted audiences.
  3. Customize content and messaging that leverage current and emerging communication channels.
  4. Establish an evaluation process to gauge the effectiveness of messaging and communication methods.

D. Public Relations

  1. Identify the target audiences that should be influenced to ensure that PR efforts meet strategic goals.
  2. Implement a public relations program to include public education, information, media relations, and influence strategies.
  3. Evaluate the changing effects of external factors on public relations strategies.

View entire content of knowledge competencies as outlined in the CAE exam.

Archive: Marketing & Communications

Tuesday March 2, 2021
9:00 a.m. - 11:00 a.m.

Future-Proofing Your Brand for 2021 and Beyond
Melanie Asher, MBA
Value: 2 CAE Credits

Determine which content works for what buyers within different channels and develop an entirely new perspective and approach to generating awareness, opportunities.

The second half of the program consists of breakouts structured around How to Build a Brilliant Marketing Plan.  Learn about the digital marketing trends you need to know in 2021.  Create actionable tactics to make your brand more discoverable and exponentially grow qualified lead volume. Everyone will benefit from learning how to adjust your plan during uncertain times.

About Melanie Asher, MBA: Mixing brand development, strategy, and implementation, Melanie Asher, MBA works with her clients to build brands worthy of going viral. Her work moves your brand from “just” marketing into the day-to-day operations of your business to create results like effective communications, branding initiatives worthy of going viral, and strong community relations that transform your business. As Founder, Speaker, and Brand Catalyst of Omicle LLC, she is a powerful, sought-after speaker and international author of three books on culture-driven brands. For more on Melanie Asher, please visit or join her Facebook Group, Brilliant Branding.