Agenda 2022 | Professionals for Association Revenue

LEAD.

LEARN.

EARN.

RevUP SUMMIT AGENDA

The RevUP Summit is designed to provide your association's leadership team with access to ideas that will inform your business strategy and revenue health. Whether you lead an association or you are responsible for revenue production, the RevUP Summit will share a mix of sessions and insights that can help transform your organization today.

Led by the Professionals for Association Revenue Leadership Advisory Board, the RevUP speaker community includes experienced association professionals and industry thought leaders who are making a difference in association business now. Invest in your bottom line and join us at the RevUP Summit!

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*NOTE: Agenda is subject to change.

Professionals for Association Revenue (PAR) is a CAE Approved Provider.

asaecenter.org/cae

DAY 1 - December 7, 2022

9:30am-12:15pm - Workshop: Ignite Connection: ReSet, ReFresh, ReVitalize Your Team - Stevedore Meeting Room

Speaker: Ginger Johnson

CAE (2.5 Credit Hours)

Pause. Rest. Reflect. In a world moving incredibly fast, staying connected is everything. Join PAR for

an energizing and grounding talk with Ginger, Human Connection Pro, TEDx speaker, author, and proud PAR member. You'll give yourself the gift of pausing, reflecting and resetting - to move forward with less stress and a clearer vision of what's possible for your people, programs, clients and members.

9:30am-12:15pm - Workshop: LinkedIn for Association Business Development - Surgeon Meeting Room

Speaker: Colleen McKenna, Intero Advisory

CAE: (2.5 Credit Hours)

Learn and lead with this hands-on dive into your personal and professional approach on LinkedIn. Join noted author and speaker, Colleen McKenna as she explores the opportunities your team has to connect and grow through best practices on LinkedIn. Gain profile tips, connection protocols, and publishing insights to put to use now and all year long.

1:00pm-1:45pm - RevUP Reg & Refreshments -RevUP Expo Atrium

2:00pm-2:30pm - Opening: The Road Ahead for Association Revenue - Regatta Ballroom

2:30pm-3:30pm - Keynote: Return On Connection-How a Service Mindset Helps Your Business Grow - Regatta Ballroom

Speaker: Ginger Johnson

CAE (1.0 Credit Hours)

Fast-track the meaningful part of human connection: trust, transparency, willingness to share, and a service-mindset. Learn how connection with your membership and partners can impact your mission and move your market. TEDx veteran and acclaimed author, Ginger Johnson will take RevUP Summit attendees through the human connection landscape and when you reach the other side, you'll be ready to commit to new ideas for business and the audiences you serve.

3:30pm-4:30pm - Keynote Power Up: Association Business That Moves Mission and Markets - Regatta Ballroom

Speakers:

Jay Ablondi, Massachusetts Medical Society
Ginger Johnson, Keynote Speaker, Connection Expert
Marcus Maleck, Society for Clinical Research Sites
Tiffany Teal, Association of Legal Administrators
Carolyn Shomali, Professionals for Association Revenue
Allyson Small, Society for Clinical Research Sites

Facilitators:

Jeff Cobb, Tagoras
Sean Soth, Professionals for Association Revenue & Society for Clinical Research Sites

CAE (1.0 Credit Hours)

Put the message from our keynote address directly into practice by connecting with industry colleagues for this dynamic Power Up session! Experienced association executives will take attendees through the successes that their teams have celebrated over the past year and then will work with audience members to identify the programs and ideas that have moved their own associations forward. This collaborative session is what in-person events are all about as RevUP Summitt attendees come together to create a checklist for organization innovation and collaboratively develop a plan to navigate the work ahead.

4:30pm-4:45pm - Keynote Take Away: Revenue Health for 2023 - Regatta Ballroom

Speakers:

Jay Ablondi, Massachusetts Medical Society
Ginger Johnson, Keynote Speaker, Connection Expert
Marcus Maleck, Society for Clinical Research Sites
Tiffany Teal, Association of Legal Administrators
Carolyn Shomali, Professionals for Association Revenue
Allyson Small, Society for Clinical Research Sites

Facilitators:

Jeff Cobb, Tagoras
Sean Soth, Professionals for Association Revenue & Society for Clinical Research Sites

Description: The best ideas are those that are shared. Discover the passion, successes and hopes of the 2022 RevUP Summit audience as our community shares the ideas and challenges impacting association revenue as we head into 2023.

4:45pm-6:30pm - RevUP Soul PARty & Opening Reception - RevUP Expo Atrium

DAY 2 - December 8, 2022

8:00am-9:00am - Breakfast of Champions - PAR Expo Atrium

9:00am-9:15am - Opening: The Association Business Landscape - Regatta Ballroom

Speakers:

Jay Ablondi, Massachusetts Medical Society
Erin Pressley, National Rural Electric Cooperative Association

Take a quick dive into the results of the PAR Association Business Development Landscape Survey. PAR Leadership Advisory Board Members will highlight findings on association program priority, business strategy and reported budget success for participating organizations in the research.

9:15am-10:15am - Keynote: Lead and Learn for 21st Century Business Development - Regatta Ballroom

Speaker: Ryan Dohrn

CAE (1.0 Credit Hours)

Emmy Award winning revenue development expert, conference producer and accomplished author, Ryan Dohrn shares what leadership needs to know about 21st century business development. Get ready to explore the strategy, program, workforce and mindset needed to grow business in 2023 and beyond.

Ryan brings a deep experience with publishing portfolios and global brands as he shares what association leaders need to consider for better bottom lines and audience growth.

10:15am-11:00am - PARtner Break - RevUP Expo Atrium

Meet the association community's leading business partners in the RevUP Expo Atrium. Take the opportunity to understand the insights that RevUP PARtners are bringing to associations across the globe. At the RevUP Summit, our Expo is different. Each of us have sold or been part of an exhibit experience. There are no tire-kickers here. Understand the value these RevUP PARtners are bringing to the market, and increase the value you bring as a revenue producer for your association!

11:00am-11:30am - Keynote: How Associations Can Make Mission-Critical Connections on LinkedIn - Regatta Ballroom

Speaker: Colleen McKenna, CEO, Intero Advisory, Author, It's Business Not Social

LinkedIn is the most impactful professional network in existence. But are you and your association fully utilizing the platform to convey mission to your members, partners and prospects? Join noted author and LinkedIn consultant Colleen McKenna as she illustrates how LinkedIn can elevate your professional value, client engagement and mission delivery.

Learn the attributes of a profile that stands out and attracts mission-critical connections, and gain the ideas you need to improve your personal-professional brand!

11:30am-12:00pm - Pierre Association PARtnership Panel and Awards - Regatta Ballroom

Association partnership takes center stage as finalists share their stories, highlighting the value of mission-driven business growth. Honoring the life and association career of Christine Pierre, this special program will embrace the connection power of associations and the markets they serve! Do you have a program, event or staff experience that connects your association mission to business growth? Nominate or submit your Pierre PARtnership Award story HERE.

12:00pm-12:50pm - RevUP Lean Into Lunch - Regatta Ballroom & Expo Atrium

1:00pm-1:45pm - Breakout I LEAD: Time to Update Your Value Proposition - Power Plant

Speakers: Sylvia Gonner, CAE

CAE: (.75 Credit Hours)

What matters has changed; perhaps your offerings and culture have adapted. But when’s the last time your association explored and updated its value proposition? Crafting a relevant value proposition that showcases what’s unique about your organization and indispensable to your customers is always important and more vital than ever. This session will reveal who should help craft the value proposition and how to make it well-known so that it can have a solid impact on your association’s bottom line.

1:00pm-1:45pm - Breakout I LEARN: A Blueprint for Building Successful Association Programs - Power Plant

Speakers: Brittany Shoul, Vice President, Sales Solutions & Services, MCI USA and Jay Blankenship, Director of Revenue Consulting and Advisory, MCI USA

Facilitator: Michelle Brien, Vice President, TopClass LMS by WBT Systems

CAE: (.75 Credit Hours)

Are your member, sponsor or industry programs stale? Do you have a few good ideas that lose momentum without the right support and strategy? Learn from industry professionals as they share a blueprint for successful programs. This session will explore how to determine the shelf-life and market tolerance of your programs using a product lifecycle model. Walk away with a better understanding of when it's time to build, refresh, or sunset programs to support revenue growth.

1:00pm-1:45pm - Breakout I EARN: Innovations in Corporate Partnerships - Power Plant

Speakers:

Teri Carden, Association Industry Professional, Entrepreneur and Non-Dues-A-Palooza
Bruce Rosenthal, Corporate Sponsorship Consultant, Partnership Professionals Network

CAE: (.75 Credit Hours)

Explore the ins and outs of ramping up your association’s corporate sponsorship or corporate partnership program. Learn ways to propel your program from transactional sponsorships to transformational partnerships. You’ll hear strategies and stories that can be applied to associations of all sizes.

2:00pm-2:45pm - Breakout II LEAD: Creating New Revenue Streams With Confidence – An Outcome-Driven Approach that Removes the Risk From Innovation - Power Plant

Speakers: Tracy Betts, Senior Vice President Digital Innovation, Yes& and Chrissie Koeppen, Director of Digital Strategy, Yes&

CAE: (.75 Credit Hours)

Associations often resist investing in innovative new programs for fear that they will fail. Often missing important opportunities to generate revenue or differentiate themselves. Outcome Driven Innovation is a framework designed to help you avoid unnecessary pivoting and iteration (and investment) by revealing all the customers unmet needs before product concepts are defined. This means you can establish product-market fit in the front end of the innovation process—before the development effort even begins.

Learn how two separate Associations tied customer-defined metrics (desired outcomes) to the customer’s needs in a statistically significant way. Making innovation measurable and less risky.

Know how to uncover important member insights you cannot get through a survey.
Understand how to discover members' challenges and translate them into measurable outcome statements.
Understand how to use the qualitative and quantitative framework to pinpoint where to invest.

2:00pm-2:45pm - Breakout II LEARN: From Members to Mission, Marketing Strategies to Drive Association Business - Power Plant

Speaker: Nikole TenBrink, Director of Marketing and Membership, Illuminating Engineering Society

CAE: (.75 Credit Hours)

Association communication provides a unique backdrop to build business. Your organization's mission can help shape the narrative for your membership and industry audiences. Gain ideas to position value across all communications by demonstrating the connection to your mission in your upcoming campaigns.

2:00pm-2:45pm - Breakout II EARN: 23 Tips to Improve Business Development Outcomes in 2023 - Power Plant

Speaker: Ryan Dohrn

Facilitator: Michelle Brien, Vice President, TopClass LMS by WBT Systems

CAE: (.75 Credit Hours)

Soft skill development helps inform the way our teams present value and showcase products and services with our customers, potential members and event audiences. Join Emmy Winning Host and Revenue Strategist, Ryan Dohrn as he shares 23 tips our teams can use to improve their activity and effectiveness.

2:45pm-3:15pm - PARtner Break - RevUP Expo Atrium

3:30pm-4:15pm - Breakout III LEAD: Associations Mean Business: Leadership Lessons for Producing Revenue - Power Plant

Speakers:

Erin Pressley, SVP, Education, Training and & Events, National Rural Electric Cooperative Association

Allyson Small, COO, Society for Clinical Research Sites

Jen Smith, Director, Associations Council, AM&P Network

Host: Carolyn Shomali, Community Manager, Professionals for Association Revenue

CAE: (.75 Credit Hours)

This panel presentation will explore the foundations of successful association business strategies. The conversation will explore opportunities that enable association teams to improve their people, process and profit while focusing on delivering the core principles of their mission. Association leaders will discuss lessons learned about producing revenue for a mission driven association.

3:30pm-4:15pm - Breakout III LEARN: Measuring What Matters: Successful Metrics for Association Teams - Power Plant

Speakers:

Marcus Maleck, Director of Global Business Partnerships, Society for Clinical Research Sites.
Tiffany Teal, The Successful Firm Project

CAE: (.75 Credit Hours)

"If it can't be measured, it can't be met" reads like a bumper sticker for a Sales Manager. How we track data for our revenue generating programs is critical for association business now and forever. Learn how successful organizations are managing their budgets, activity and prioritization across all facets of their business. Gain the checklist your business-facing teams need for better metrics and results!

3:30pm-4:15pm - Breakout III EARN: Evolving Events: Ideas to Sell More Sponsorships - Power Plant

Speaker: Christopher Ware, NAIOP, Commercial Real Estate Development Association

Facilitator: Michelle Brien, Vice President, TopClass LMS by WBT Systems

CAE: (.75 Credit Hours)

Learn how to evaluate your sponsorship programs, sunset products with little value and get buy-in on new ideas that impact the bottom line of your next event. Christopher Ware brings nearly 20 years of association sales experience into the fold, as he leads a session to help your event teams grow revenue.

4:30pm-4:45pm - Takeaways: A Commitment to Stronger Revenue Health - Regatta Ballroom

5:00pm-6:00pm - VolunBEERing - RevUP Expo Atrium

Cheers! Celebrate the RevUP Summit while doing good. Enjoy a selection of beers and wine from local breweries and award winning wineries as the RevUP audience stuffs stockings for local Maryland families in need. Our goal is more than 200 holiday stockings for the Student Support Network!

About the Student Support Network:

The Student Support Network was created, and persists, to improve the lives of school children living in poverty.

Hardships don’t exist only at school, nor do the services of the Student Support Network. When we help a family rebuild after a fire, invite students on a field trip to a college, or advocate for systemic change with local elected officials, our Network of caring volunteers and partners shows students that they are not alone, and improves the lives of our young neighbors in small but meaningful ways.

The problem of poverty is massive, systemic, and far beyond the reach of one nonprofit organization to solve. We believe, however, that when many people come together to do a little bit, we can help others a lot. This is the approach of the Student Support Network.

After 6:00pm - Enjoy Midnight Madness in Annapolis - On Your Own