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VirCon 2022 -new
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Welcome to Saturday Detention

 

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Associations and nonprofits are at a pivotal point where the needs, interests, and behaviors of the younger generations entering the workforce are influencing marketing, programming, and membership modeling for decades to come. As such, change with intention is necessary. 

 

But driving the right kind of change requires constant learning. Organizations need to be self aware, visionary, and malleable. Most importantly, they need to become a student to their data. That means learning from wins and failures. Anything less puts them on the painful path to detention. 


Join us as we dive into the many different ways associations can reinvent themselves for the future.

 

This event qualifies for 4 CAE credits if you attend all eight sessions live. For each live session you attend, you earn 0.5 CAE credits.

 

Join the Event Now

Detention Hall Speakers
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Daily Agenda

DAY 1: September 21, 2022

 

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OPENING SESSION:
In the simplest & most convenient terms
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10:00am EDT:
Consider what today’s kids are going to need to succeed in the future and how associations are going to be poised to serve them and sustain membership.

OPENING SESSION:
In the simplest & most convenient terms

It’s now September, you have 3 months until the end of the year to ponder where you want to end up. Assistant Principal Richard Vernon posed the same stakes on that fateful Saturday detention to his five young students. Now , associations should consider what today’s kids are going to need to succeed in the future and how associations are going to be poised to serve them and sustain membership. Join us as we tap into a few special appearances from HighRoad’s youngest to uncover:
 
  • How different generations gravitate to different technologies and content formats
  • How new customer behaviors and experiences are going to affect associations 
  • How associations can best prepare to stay ahead of the market

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Is Barry Manilow raiding your wardrobe?
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With the new generations coming of age in the workforce, a shift in buying behaviors, new content formats, consumption interests, and customer experiences are impacting the future of associations.

Is Barry Manilow raiding your wardrobe?Embracing your next gen makeover

With the new generations coming of age in the workforce, a shift in buying behaviors, new content formats, consumption interests, and customer experiences are impacting the future of associations. With value props built on the backbone of content, community, and communication, organizations need to rethink their go-to-market strategies and org models.
 
Join us as we: 
  • Highlight what has changed and what’s on the docket for change
  • Discuss the many ways you can move with the shift vs against it
  • Talk real-world on how organizations have reshaped their org for growth

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Answer the question, Claire…
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Diversified revenue models aren’t just the popular kids in the hall—they’re viable solutions to driving membership growth and obtaining new income sources.

Answer the question, Claire…Gathering intel to drive new program dev

Diversified revenue models aren’t just the popular kids in the hall—they’re viable solutions to driving membership growth and obtaining new income sources. So if you’re looking to explore new ways to offer the best value to current association members and potential new markets, where do you start?
 
Join us as we: 
  • Discuss the varying types of new association revenue models 
  • Provide a indicator framework for collecting the right insights 
  • Understand what your metrics are telling you about your future

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Don’t, don’t, don’t forget about me
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Writing a 1000-word essay on who you think you are can be informative, but will it get you closer to your members? 

Don’t, don’t, don’t forget about me Generating revenue while putting your members 

Writing a 1000-word essay on who you think you are can be informative, but will it get you closer to your members? Particularly when your organization is up against multi-pronged revenue goals. The key to success lies in building engagement programs are data rich, goal-tied, and well intended.
 
Join us as we:
  • Lean into audience-first vs program-first campaigns
  • Discuss where really good—and free—content can play a role 
  • Understand ways to draw success from your campaigns

Day 2: September 22, 2022

 

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Saved by the bell: Key signals that your members are leaving you
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10:00am EDT:

In 3-5 years, the retention ceiling will slowly start falling given generational shifts in the workforce. So while net new member growth will be insurmountably important to fill the exit gaps, keeping a sharp eye on retention indicators is crucial to forecasting the inevitable void your organization needs to fill. 

Saved by the bell: Key signals that your members are leaving you 

In 3-5 years, the retention ceiling will slowly start falling given generational shifts in the workforce. So while net new member growth will be insurmountably important to fill the exit gaps, keeping a sharp eye on retention indicators is crucial to forecasting the inevitable void your organization needs to fill. Join us as we:
 
Session Objectives:
  • Compare retention and engagement metrics now vs the future
  • Dive into indicators that tell you your members aren’t renewing 
  • Understand ways to head off members disengaging from your org

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Avoid conversion detention
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Content is what anchors the entire member experience and gives the user the chance to create their own story.

Avoid conversion detention Creating campaigns and content with intention

Content isn’t just a silly marketing term tossed around to make things sound important. It isn’t the word used to describe what’s sits in the body of an email. And while, it can help to influence and educate, content isn’t promotional in nature. No―content is what anchors the entire member experience and gives the user the chance to create their own story.
 
Join us as we:
  • Explore how content is the glue behind most associations’ value prop
  • Identify how to centralize and fuel your association’s content engine 
  • Dip into ways that associations can leverage the wealth of practitioner-based content around them

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Can you describe this data ruckus, sir?
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It’s easy to get lost in data anarchy. The convergence of practices such as data management, data activation and data governance can either mean success or an unmanageable labyrinth of data intelligence. 

Can you describe this data ruckus, sir?
How data management, activation and governance can align to deliver a meaningful narrative

It’s easy to get lost in data anarchy. The convergence of practices such as data management, data activation and data governance can either mean success or an unmanageable labyrinth of data intelligence. So how do organizations sift through what they have, set aside the static, and activate on the right data narrative?
 
Join us as we:
  • Discuss the differences between data management, data activation and data governance
  • Debate the emerging need for a “Data Czar” role that champions a framework for data ownership
  • Hear how a handful of organizations have executed on their data narrative to achieve a cohesive strategy

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Don’t mess with my API. You’ll get the horns.
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Identifying the right integration is like opening the combination lock on your high school locker. It’s easy to find the need for centralized data. It’s less easy identifying the right tool (or set of tools) to do the job. 

Don’t mess with my API. You’ll get the horns. Don’t mess with my API. You’ll get the horns.

Identifying the right integration is like opening the combination lock on your high school locker. It’s easy to find the need for centralized data. It’s less easy identifying the right tool (or set of tools) to do the job. Particularly when your segmentation and campaigns all hinge on integrated, organized, and actionable data.
 
Join us as we: 
  • Dive into the importance of integration
  • Explore the types of integrations that are out there
  • Provide a decision framework to help you identify the right integration for your tech stack

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Demented and sad...but social
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If you and your organization aren’t adopting your new tech in the right way, you’re just not making the grade. True adoption isn’t just about adding domains and assigning permissions. 

Demented and sad...but social Legacy pitfalls to avoid with your new tech

If you and your organization aren’t adopting your new tech in the right way, you’re just not making the grade. True adoption isn’t just about adding domains and assigning permissions. Tech embracement includes cultural acceptance, incremental demonstrated return, and philosophical and practice-based changes that transform the way you go to market.
 
Join us as we: 
  • Discuss what true tech transformation looks like
  • Explore what not to do with your shiny new toy
  • Hear from one org how they successfully expanded their digital footprint

So, ready to join us in detention?

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Marketing for an association is such a unique role. I love VirCon because I know I can attend the sessions and come away with new ideas and relevant case studies for exactly what I do.
— Kate Redding, CAE, AAO-HNS
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The graphics they are using for their agenda items are so cool. I had to share! What an amazing way to create excitement for an agenda. Oh, and they are delivering lunch. So many good ideas from this #martech company.
— Shannon Montoya, Colorado Bar Association
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This was the best virtual conference I have attended. The mix of recorded sessions and live Q&As worked well. Just top notch. Kudos to the whole team!
— Anonymous

Watch On Demand Sessions from our Past Events

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Fall VirCon 2021: Association Complacency; Welcome to the KINGdom of Horror

Oct 27, 2021

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Spring VirCon 2021: Data is your DeLorean; Where you're going, you need roads

Apr 14, 2021

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vircon-3

 

Fall VirCon 2020: Follow the Yellow Brick Road; Data as the new gold

Sep 16, 2020

Show Details
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