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

Most people will need these New Skills to navigate the changing business evironment.


Thursday March 10, 2022
9:00 a.m. - 11:00 a.m.

SEO Driving Traffic in the Current Climate
Chris N. Cheetham-West, MBA
Speaker | Author | Business Person
Value: 2 CAE Credits

There are so many ways to market your association. Which one should your department choose? This presentation will cover several new ideas that can improve your online presence. Find out more about SEO and how to use key strategies for your organization to be able to rank higher in the search engines. This is not just for Google, but for social media platforms as well. These days, we are constantly searching sites throughout the day. Having the right wording and links in your content can be a huge benefit to your association. All types of associations can benefit from a better web presence which can lead to more new members.

  • Learn what search terms potential members are using to find associations
  • Find out how your staff can work together to implement techniques
  • Learn how to connect results with analytics and other web goals
  • Learn data and marketing segmentation strategies
  • Learn about new trends in how people search online

Chris N. Cheetham-West, MBA is an author, international speaker, and founder of LR Training Solutions. Formerly, he served in a position at Google where he managed the area of marketing key products. Fortune 500 companies and government agencies seek out Chris and his business to help their teams. Not only did his career take him to 48 states, he also conducted presentations to teams in Serbia, Germany, Canada, and France. Chris helps teams save time and focus on what truly matters, by using the latest tools online. His book is named as one of the best Digital Marketing books of all time by BookAuthority. Chris helps organizations as a keynote speaker and trainer. Chris has worked with teams at global brands such as: Lamar Advertising, Mercedes-Benz, Canon, the Government of Canada, and other companies. His business was recently awarded a grant from the Comcast Rise Investment Fund. He is a speaker who always shares a wealth of actionable ideas that leaders can use right away to make a difference in their team's success.

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.