Vicki Johnson & Associates

On November 17, 2017, Vicki Johnson & Associates partnered with Doubletree by Hilton - Crystal City and Production Resource Group to hold an interactive educational event, moderated by Michael Altman and Ruth Wieder from Trialogue Studio.

What Was It?

“Why Associate” tackled the popular industry question: why join a professional association—but from the angle of association executives looking to retain and grow membership. Attendees gathered in Arlington, Virginia and participated in an all-day interactive session which busted open the existing association model, broke old paradigms, and challenged how associations approach community engagement and customer loyalty.

As our workforce, industry, and members continue to evolve, it’s essential that we discuss how value is created by associations for the communities they serve, and how industry trade organizations can embrace, prioritize, and respond to that change so that they can continue to thrive.

The day included sessions on trend-watching and the future of meetings, where we discussed higher education, mentoring, microlearning, the sharing economy, reshaping socialization, and millennials in the workforce.

What Did We Learn?

With 40 top association executives in attendance, we were able to brainstorm actionable ideas for navigating change in the industry, including:

• Hosting More Inclusive Meetings & Events
• Proposing Opt-In Products & Services
• Using Data to Drive Strategy
• Leveraging Micro-Influencers
• Focusing on Engagement Over Membership Numbers

We also discussed how trade organizations can examine, explore, and expand their territory through quick roadmaps, alignment mapping, and strategy maps to better serve their members and the changing landscape of the workforce.

What Did Attendees Have to Say?

It’s always important to hear from attendees, as it allows us to enhance and expand our programs. Here’s what Windy from APhA had to say:

Keep an eye open for more education events from Vicki Johnson & Associates. In the meantime, feel free to browse our event planning blog for great information about the meetings industry, trade associations, risk management, and more.