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Spring VirCon
April 14, 2021
10.00am - 3.00pm ET

Data is your DeLorean

Where you're going, you need roads
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Data with purpose is power
As marketers and association professionals, it's your job to keep tabs on the future. You know that data is—and will continue to be—the central source of power when it comes to organizational growth. The question then becomes—is your data actionable?
 
HighRoad’s Virtual Conference is a one-day remote event designed to help you step out of data housing and into data activation. Simply put—data without purpose will get you nowhere. Pave your data-driven road in 2021, and beyond. If you're not one step ahead, you'll be back in time.
 
CAE approved web iconThis event qualifies for 2.5 CAE credits if you attend all five sessions live. For each live session you attend, you earn 0.5 CAE credits. 

Lead characters

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Ron McGrath
CEO
headshot_ManeeshaManges
Maneesha Manges
Director of Services
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Adam Higgins
Director of Technology
headshot_AimeePagano
Aimee Pagano
Senior Digital Advisor
headshot_EmilyNash
Emily Wilson
Digital Advisor
HeadshotNicoleWhite2
Nicole Crilley
Email Marketing Specialist
headshot_ChrisPark
Chris Park
Developer

10:00
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11:00
Keynote: Back-to-the-future―Inside the Actor’s Studio
Back-to-the-future―Inside the Actor’s Studio Digital evolution is a hot term for associations. But what does it really mean? Is it the end-all expression that reflects an organization’s understanding of tech transformation? Is it applied every time a new technology is added to an organization’s stack?

Keynote description:

0.5 CAE credits
 
Digital evolution is a hot term for associations. But what does it really mean? Is it the end-all expression that reflects an organization’s understanding of tech transformation? Is it applied every time a new technology is added to an organization’s stack? Or is it a never-ending roadmap, undefined and unreached based on the untapped digital ecosystem? At HighRoad, we think it’s all that and more. But given all of the definitions and naming conventions for digital evolution, the universal miss continues as the most significant—it’s really all about the data. In the end, associations aren’t evolving because they’re adding the right mix of technologies and human capital to their stack. They’re evolving because they’re finding the most effective and efficient way to tap into their true currency—their data. 
 
Join HighRoad CEO, Ron McGrath, as he explores what “the future” really looks like for associations. You’ll learn:
  • What the digital roadmap looks like now
  • What we should look out for in the future
  • Where data fuels the trek to digital transformation
11:00
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11:30
Why Don’t You Make like a Tree and Get out of Here—Breaking up with Contacts
Associations are sitting on troves of data. With so many data sources in play, it's easy to fall into the "collect and forget" trap. All too often, associations allow their contact volume to build up without instituting a cleaning or categorization strategy.

Session description:

0.5 CAE credits

Associations are sitting on troves of data. With so many data sources in play, it's easy to fall into the "collect and forget" trap. All too often, associations allow their contact volume to build up without instituting a cleaning or categorization strategy. The unfortunate outcome is marketing ineffectiveness, and in some cases, cost creep. Organizations need to first culturally understand that volume isn’t equivalent to success. Then, they need to build thresholds for sunsetting contacts so that they can focus on the contacts that will, ultimately, help them grow. 
 
This session will help you catalyze the “quality versus quantity” mentality so that you learn to:
  1. Categorize your data in a way that prioritizes your marketing efforts
  2. Determine thresholds for engagement
  3. Know when and how to best call it quits with contacts
11:30
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12:30
Lou's Cafe & Lunch Break
Take this time to grab some food, unwind, and maybe even peruse our digital resources.

It's a lot to take in.

We get it. After a couple of sessions, we give you the opportunity to take a breather, absorb what you've learned...maybe untether yourself from your desk for a bit. Lou's Cafe is a place for you to do just that, and more.

12:30
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01:00
You Sound Just Like My Mother—1.21 Gigawatts of Gen Z
Generational lines are there for a reason. To indicate a significant shift in thinking, philosophies, and behaviors based on groups of people born within the same time period. Understanding this definition brings clarity to the term generational divide.

Session description:

0.5 CAE credits

Generational lines are there for a reason. To indicate a significant shift in thinking, philosophies, and behaviors based on groups of people born within the same time period. Understanding this definition brings clarity to the term generational divide. Since there are so many different patterns and trends associated with every category, there's often confusion on how to cross the line and connect from generation to generation. This can make a huge impact on how we market across generations. Join our multi-generational crew as we whip up some candid conversation around generational differences, and their impact on the digital marketplace.
 
Through this session, you'll get the 360-degree perspective on:
  1. The biggest generational drivers impacting the digital world today
  2. The approaches that work best across all generations
  3. Tools to reach the generations of tomorrow
01:00
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01:30
Hello? Anybody home?—Finding the Voice in your Data
Associations have cornered the market on data collection. Through membership applications, registration forms, and certification applications, they’re strong on the collection process. But while they’ve mastered the art of recording data, they’re still often finding their way when it comes to activating on that data.

Session description:

0.5 CAE credits

Associations have cornered the market on data collection. There’s no doubt about that. Through membership applications, registration forms, and certification applications, they’re strong on the collection process. But while they’ve mastered the art of recording data, they’re still often finding their way when it comes to activating on that data. All of this comes down to two critical factors for associations—one; they need to centralize their data, and two; they need to building a data narrative. 
 
In this session, we’ll share the story of one association who found the voice in their data. Through their example, you’ll learn to:
  • Identify what data is important and what can be left on the shelf
  • Find patterns and indicators within the data that you have right now
  • Activate on your data through process and innovation
01:30
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02:15
It’s Time to Build your Flux Persona
Personas aren’t a household name with associations and there’s a reason for that. At inception, personas, otherwise known as Buyer Personas, were originally designed to depict fictional representations of specific audiences. In other words, they focused on audiences that didn’t really exist in contact (list) form.

Session description:

0.5 CAE credits

Personas aren’t a household name with associations and there’s a reason for that. At inception, personas, otherwise known as Buyer Personas, were originally designed to depict fictional representations of specific audiences. In other words, they focused on audiences that didn’t really exist in contact (list) form. Associations intrinsically work with ready-baked audiences as a result of their membership models. As such, the classic persona definition needs to shift to what we—at HighRoad—have aptly coined Persona Segments. For associations, this is a more relevant take on a predominantly for-profit term. While the exercise is still relevant, and the approach is still a necessary skill set for today’s digital marketer, the output is a little different.
 
Join us as we live-dive into our persona segment building exercise. You learn to:
  • Categorize your membership data in a way that’s meaningful 
  • Prioritize the segments that will garner the most for your organization
  • Build a persona segment profile using the data that you have
02:30
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03:30
Happy Hour
Kick back and relax! Join the HighRoad team for a fun happy hour as we continue to enjoy the 80's. In case you didn't know, HighRoaders are notoriously competitive when it comes to trivia, so expect to be challenged!

It'll be good.

While fun (and flexible!), virtual events can take their toll if you don't take a break. If Happy Hours aren't your thing, drop by the COE Rest Stop before you sign off - we've got a special treat for you and your families. Hit the road in your mini-coupe or van and take your family out for a Dunkin Donut run on us! Just take a selfie at the drive-thru and post on Twitter with #VirCon2021 - and remember not to get crumbs in the DeLorean!

Other adventures

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Access educational resources

From marketing automation to email automation to data management, access thought leadership, guidebooks, and more.

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Get one-on-one with experts

This is your time to access subject matter experts in the association smartech space, from marketing to tech to AMS experts.

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Network in the COE Lounge

Get with other association peers in the marketing technology space for networking, career building, and idea exchange.

Online registration is closed―Doc Brown is in the shop prepping the DeLorean. But not to worry. If you missed your chance to register, you can still join by emailing support@highroadsolution.com. We’ll get you in at the nick of time!

P O Box 915 Ashburn, Virginia 20146 USA