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There is a reason that it has been 36 years since a horse has won a Triple Crown. Throughout history only 11 horses can claim that coveted title. Experts would say that these three races--each of differing lengths and on different tracks within a relatively short time span-- are what make it such a difficult feat. Factor in jockey error, track conditions, and the whim of a 1000-pound animal, and it becomes obvious that the odds are just not on your side. Getting is all just right is what is required for a horse to achieve this level of greatness
Could it be a stretch to compare your Association or organization to horseracing’s most elusive and coveted prize? Maybe. But it brings up a point about just how hard it is to get all the disciplines of organizational management just right. That is why we love ASAE’s MM&C Conference, because the focus is on all three of these crucial disciplines. Marketing, Membership and Communications. They are the heart of what makes your organization work. Without them you can’t serve your members. Without them you can’t provide value to attract new members. They are the key to moving your association brand forward. And who knows, once you’ve mastered the Association Triple Crown, you could be so inspired to invest a mere 10K in a racehorse that could beat all the odds!
The Highroad team is excited to saddle up (get it?) for this June 17 and 18 event. We will be available in our “stall” (Booth #500) to discuss how we can help your organization in it’s quest for greatness. You get extra points if you show up in full jockey costume or more points if you show up as California Chrome!
We also have several Highroad staff who will be presenting throughout this two-day event--and please don’t let the fact that I didn’t use clever horse-related jargon in this description keep you from attending one, or both of these informative sessions. On Tuesday, June 17, Suzanne Carawan will discuss the use of digital marketing techniques to explore how you can better track and evaluate your message absorption and dissemination. She will teach you how to stop guessing if your messages are being read and start making decisions based on behavioral data.
On Wednesday, June 18, Highroad’s Ron McGrath along with Jenny Thiel of Society for Neuroscience and David Martin of Electronic Retailing Association will discuss modern eMessaging within your organization. You will learn how your association can evolve its digital communication programs to capitalize on the communication opportunities today's world of social and mobile now affords.
Finally, every horse race I’ve ever attended (ok, so it was just the one year at Virginia’s Gold Cup) or watched on tv has had a good party associated with it. MM&C 2014 is no exception. Highroad is pleased to co-host with Higher Logic an event titled simply, “Eat, Drink, Explore”, which brings up an entirely new option for another kind of triple crown! We hope you will join us Tuesday evening, June 17 from 6:15 – 8:30.
Looking forward to a great show!
