Meetings, Membership, & Marketing Institute

Friday, April 5, 2019
Hilton Garden Inn Clifton Park
30 Clifton Country Road
Clifton Park, NY 12065

Schedule | Sponsors | Fees | Important Details 

The Meetings, Membership and Marketing Institute (#ESSAETripleM) is geared to bring new innovations, insights, experiences, opinions, and success stories. Come prepared to learn, as well as enjoy networking and fraternity with fellow executives and supplier partners.

Featured Keynote Speaker: 

Event Host: Hilton Garden Inn, Clifton Park

SCHEDULE OF EVENTS (Subject to change)

8:00 to 8:45 AM - Registration & Continental Breakfast
8:45 to 10:00 AM - Welcome & Opening General Session
10:15 to 11:15 AM - Concurrent Sessions (3)
11:30 to 12:30 PM - Concurrent Sessions (3)
12:30 to 1:30 PM - Networking Lunch
1:30 to 2:30 PM - Round Table Session

10:15 AM Sessions

Intellectual Property Issues for Marketing and Social Media
Presenter: George McGuire, Bond, Schoeneck & King, PLLC

A brief session to introduce the various forms of intellectual property encountered on social media and in marketing.  Attendees should learn the differences between various form of Intellectual Property, how Intellectual Property rights are established and owned, and how one may obtain rights to use another’s Intellectual Property. Learning Outcomes:

• Understand basic differences between various forms of Intellectual Property (patent, trademark, and copyright);
• Understand basic rules regarding ownership of content;
• Understand basic issues with use of third-party content

Cultivating Genuine Connections at Events
Presenter: Amanda Cook, Chief Partnership Officer, Map-Dynamics

In this session, attendees will have an opportunity to discuss with one another their favorite moments at events. We will collectively determine what elements of events create lasting impact on attendees and how we can replicate those experiences at our own events.

 Key Metrics to Identify Member Loyalty
 Presenter: Tirrah Switzer, Product Marketing Manager, YourMembership | Community Brands  

 A lot of effort has been spent looking into the unique preferences of different generations, but understanding your membership   based on their loyalty can be even more insightful. The challenge is, how can you quantify loyalty? Identify four key metrics for   benchmarking member loyalty, and how your organization can collect and use this information for more targeted member  engagement. Each organization has a unique membership with specific needs and values.  Get ready to redefine the way your organization looks at its membership and how you can adjust your strategies to better nurture members up the loyalty spectrum. Attendees will learn:

• Conduct member surveys to benchmark your loyalty spectrum.
• Identify and understand your member loyalty segments.
• Improve member retention through advanced segmenting based on loyalty.
• Leverage “like” modeling to promote member engagement and nurture up the loyalty spectrum.

11:30 AM Sessions

Pro Moves to Innovate for Impact
Presenter: Tracy King, MA, CAE, CEO & Chief Learning Strategist, InspirEd

Association teams are routinely under pressure to shake things up, introducing innovations to drive revenue, excite members, and frankly to stay relevant - because if we don't innovate, we allow our competitors to shape the future of our market. But here's the thing: Innovation isn't just about a great idea, it's about leading change. In this session I'll share my five-part framework to innovate for impact so you too can confidently implement the next big thing at your association.  

As a result of this presentation, participants will: 

• Discover why brainstorming is one of the worst ways to develop innovative ideas and what to do instead
• Explore an innovation framework that delivers an optimal solution
• Discuss KPIs you can bring back to your organization to ensure you hit your innovation targets

Outside the CVB-DMO Toolbox

The mission of Convention & Visitor Bureaus (CVB) & Destination Marketing Organizations (DMO) is to promote the long-term development and marketing of a destination, focusing on convention sales, tourism marketing, and service. Their goal is to ensure that meeting professionals are successfully executing events at the destination. There are several benefits to working with a CVB/DMO that go beyond sleeping rooms and meeting venues. This panel will feature four CVB/DMO panelists who will highlight the innovative ways to utilize CVB resources. During this panel we will not only share case studies, success stories, and challenges, but how meeting professionals and CVBs can work together to have a positive economic impact on their regions.

Confirmed Panelists:

Amanda Pfeil, CMP, Director of Event Services
Visit Rochester

Gina Mintzer, CMP, Executive Director
Lake George Regional Chamber of Commerce & CVB

  Rose DiLiello, Sales Manager
  Discover Long Island

Non-Dues Revenue: Just Can’t Get Enough
 Presenter: Nicole Araujo, CAE, Director, Business Development, Naylor Association Solutions

As the Depeche Mode song says, “When I'm with you baby, I go out of my head, and I just can't get enough, I just can't get enough.” Is this how strongly you feel about non-dues revenue too? Don’t worry - you’re not alone! NDR is one of the driving forces behind a successful association, but all too often associations struggle with how to continuously cultivate and grow their revenue stream. Backed by statistics from the 2018 Association Communications Benchmarking Study, this interactive session will cover untapped opportunities to increase your revenue stream as well as what resources and investments are needed to make your communications more profitable. By the end of the session, attendees will learn:

• The importance of knowing what their members and advertisers want
• The available options for creating non-dues revenue, and helpful hints on managing service provider and supplier relationships
• How best to present your association’s sales story and arm your sales team with the proper knowledge and training to maximize results

1:30 PM - Round Table Discussion Session

To stay competitive and relevant in the association and meetings industries, it is important to learn from others and share best practices. The round table discussion session will allow attendees to share experiences, best practices, insights and knowledge in small groups and learn from industry peers. Everyone brings unique experience and expertise to sharing sessions!

Group topics will include areas discussed during the breakout sessions and each table will have a moderator to help keep the conversation going. Table conversations will be limited to 3 rounds of 20 minutes each. No assigned seating! Feel free to select and move to tables relevant to YOU each time the bell rings. 

Registration & Fees

Full Day Registration includes access to (4) four hours of interactive and engaging professional development (CAE/CMP), parking, healthy continental breakfast, coffee breaks between sessions, networking hot buffet lunch, and round table discussions with session speakers for a peer to peer idea exchange!

Full Day (Sessions & Lunch Program)
Members: $105 | Non-Members: $155

Morning Sessions Only 
Members: $80 | Non-Members: $120

Lunch & Round Table Session Only
Members: $45 | Non-Members: $60

ESSAE Members must sign into their profiles to access the Member Rate. If you have any issues with logging into your profile, please contact us at 518-463-1755.

Credits: This event will offer up to (4) four credit hours towards the CAE/CMP designations. ESSAE is a CAE approved provider, formally registered with the CAE program and committed to providing education that meets the CAE Commission's standards for helping individuals earn or maintain the Certified Association Executive credential. CAE Approved Providers have received guidance on such standards and pledged to properly represent course eligibility for CAE credit. Details on how to track your points/clock hours, visit: http://www.essae.org/cae-cmp

Important Details! 

Overnight Accommodations: The Hilton Garden Inn Clifton Park is extending a discounted room rate of $102 for guests checking in on Thursday, April 4. If you need a room, please contact the hotel directly at 518-371-7777 and provide the room block code ESS. This room block will be available until March 26. 

Social Media: Connect with us! @EmpireStateSAE - Event Hashtag: #ESSAETripleM

Credits: This event will offer up to (4) four credit hours towards the CAE/CMP designations. ESSAE is a CAE approved provider, formally registered with the CAE program and committed to providing education that meets the CAE Commission's standards for helping individuals earn or maintain the Certified Association Executive credential. CAE Approved Providers have received guidance on such standards and pledged to properly represent course eligibility for CAE credit. Details on how to track your points/clock hours, visit: http://www.essae.org/cae-cmp/

Cancellation Policy: Registrations must be made and paid for by March 20, 2019. Registration cancellations received prior to the deadline may be eligible to receive a refund less $25 service fee. Cancellations received after the stated deadline will not be eligible for a refund. Refunds will not be available for registrants who choose not to attend an event (no-shows). Cancellations will be accepted in writing only and must be received by the stated cancellation deadline. All refund requests must be made by the attendee or credit card holder. Refunds will be credited back to the original credit card used for payment. If you are unable to attend, you may send an alternate to the event without additional charge.

Questions? Contact ESSAE: 518-463-1755 or [email protected]