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Start: February 23, 2011 1:00 pm EST
End: February 23, 2011 2:00 pm EST

Advertising works for big brand name organizations but if your budget is limited, what are you to do? The answer is in creatively marketing yourself through media and public relations channels but how do you measure and improve PR results, develop cross media promotions, integrate with other marketing activities, use social media and communicate results?

Effective public relations improves and maintains your reputation or can even help your organization fundraise. Good public relations ensures that the right message reaches the right people and as a result, they also adopt what you are asking of them. How effectively are you evaluating the potential risks to your image? What is you strategy on how to reach your objectives and your audiences? This session covers some of the critical elements in developing a solid public relations initiative for your organization with subjects such as:

This webinar is a unique opportunity to learn the tricks of the trade used by experts. This session will provide you with a course on straight-forward ideas on the basics of brand recognition and increasing awareness.

Presenter: Mark Buzan, Action Strategies

COMMUNICATIONS PLAN WORKBOOK for Attendees

You can watch this Webinar any time at your convenience.

Are you maximizing opportunities to create a sustainable revenue base for your organization? Are you taking a strategic approach towards your corporate revenue generation activities?

This webinar examines the latest trends and best practices in member-based association revenue streams such as Sponsorships, Affiliate Programs, Print and Web Advertising, Business Member Recruitment, Conferences and Events and demonstrates how an integrated strategy towards packaging and promoting these opportunities to the corporate community can lead to increased and sustainable revenue streams. The webinar will also explore how effective branding and positioning can help you be successful in a highly competitive marketplace.

Presenter: Bernie Colterman, CEPSM

Start: April 12, 2011 1:00 pm EST
End: April 12, 2011 2:00 pm EST

Social Media can be an exciting or scary prospect for non-profits and association executives. Developing and sticking to an effective strategy is a crucial requirement for any organization looking to form a wide base of popularity for its cause and create a true online community.

But with thousands of social networks available, how are you to know which ones will best advance your cause? If you are on the leading edge, you are on Facebook, and maybe even have experimented with YouTube. But is all of this giving you exposure? Are you actually being called by media? And how are you doing in your search engine rankings?

Presenter: Mark Buzan, Action Strategies

FIRST CHAPTER OF SOCIAL MEDIA MARKETING WORKBOOK – for attendees only

Start: April 28, 2011 1:00 pm EST
End: April 28, 2011 2:00 pm EST

Are you a Marketing-Driven Organization?

Do you have the strategies and tools to support your Association in the following areas?

Maximizing your public relations opportunities
Branding to create visibility and encourage loyalty;
Using social media to access, expand and engage new communities;
Enhancing efforts in government relations and advocacy;
Developing low-cost marketing campaigns, leveraging marketing dollars and measuring marketing performance;
Maximizing revenue potential from current members and developing a realistic plan for growth;
Increasing sponsorships, affiliate programs, business member recruitment, and running conferences and events…
Make a New Year’s resolution to improve your marketing skills and sustainability in 2011.

Join us April 28, 2011 for a free 1-hour webinar from 1:00 – 2:00 p.m. EDT (UTC -5) that outlines the information you need to navigate your way through the fascinating and complex world of Successful Association Marketing.

Start: May 12, 2011 1:00 pm EST
End: May 12, 2011 2:00 pm EST
Venue: From your desk

Social marketing combines the best elements of the traditional approaches to social change in an integrated planning and action framework, and utilizes advances in communication technology and marketing skills. It uses marketing techniques to generate discussion, promote information, and change attitudes and behaviours. Social marketing should have a long term outlook based on continuing programs rather than one-off initiatives. The planning process starts and finishes with research, and research is conducted throughout to inform the development of the strategy.

This webinar will take participants through the key concepts required to develop a structured social marketing plan for their association. By attending this webinar, you will save countless hours of planning time and learn proven techniques for launching a successful social marketing initiative. The webinar is also offered as a solution to those looking to acquire value-added skills to improve their expertise in strategic results-based marketing planning.

Presenter: Jim Mintz, CEPSM

Those who attend the webinar will receive a copy of the CEPSM Social Marketing Workbook which takes you through a step-by step structured approach to preparing a social marketing plan.

Start: May 26, 2011 1:00 pm EST
End: May 26, 2011 2:00 pm EST

We live in a very competitive world. Members and clients are becoming more demanding and associations must work harder to secure their fundamental relationships. Building distinctive relationships with your clients’ members as well as your stakeholders is what branding is about. The brand is the marketer’s most advanced emotional tool. It combines and reinforces the functional and emotional benefits of your programs, products and services. A good brand facilitates recognition, makes a promise and delivers satisfaction.

Presenter: Jim Mintz, CEPSM

Start: June 22, 2011 1:00 pm EST
End: June 22, 2011 2:00 pm EST

Like it or not, companies are comparing your sponsorship opportunities against similar offerings and marketing mediums to determine best value for their marketing investment. Your ability to demonstrate “value for dollar” and present a clear business case is paramount to being successful in this highly competitive marketplace.

This workshop will examine the critical elements of sponsorship value measurement and provide you with strategies and tools to help you move beyond the “value guessing game”. You will learn how to determine the value of your sponsorship and commercial partnership offerings and demonstrate their impact on achieving a wide range of corporate objectives. You will also learn how to communicate the value of your offerings in a language that resonates with business.

Presenter: Bernie Colterman, CEPSM

RECEIVE A SUMMARY OF COMMON TANGIBLE VALUES – for attendees only.

Start: September 27, 2011 1:00 pm EST
End: September 27, 2011 2:00 pm EST

Membership is an association’s life blood, yet many organizations do not take a strategic approach towards recruitment, retention and maximizing revenue from member-based activities. And with today’s challenges of changing demographics, evolving expectations and increased scrutiny of value for dollar, associations need to re-think their entire approach towards membership fund development.

This webinar will examine a proven model for taking a strategic approach towards maximizing revenue potential from current members and developing a realistic plan for growth. It will show you how to research and analyze your membership potential, develop value propositions, plan and execute membership growth strategies.

Presenters: Bernie Colterman, CEPSM and Mark Buzan, Action Strategies

Start:October 20, 2011 1:00 pm EST
End:October 20, 2011 2:00 pm EST

One of the biggest challenges facing associations is how to effectively engage and recruit corporate partners. This webinar is designed for anyone who wants to take a more professional approach towards selling. It will provide you with a proven model for identifying and reaching potential prospects, presenting your solutions and influencing the decision-making process.

Presenter: Bernie Colterman, CEPSM

SALES PLANNING WORKBOOK – for attendees only.

Start: November 10, 2011 1:00 pm EST
End: November 10, 2011 2:00 pm EST

How to plan your advocacy program including identifying objectives, delivering messages, recruiting supporters and donors, public relations and linking advocacy with other marketing strategies.

There are 308 MPs, 112 Senators, 103 MPPs in Ontario and 125 MNAs in Quebec out there! How can an organization effectively reach them all? Building coalitions for your issues creates strength in numbers and in marketing your cause to government, demonstrating the value of your issue in relation to the government’s agenda is everything. This webinar will walk participants through the “how-to’s” of building alliances and networks with those that count.

Presenter: Mark Buzan, Action Strategies

Start: December 6, 2011 1:00 pm EST
End: December 6, 2011 2:00 pm EST

Need to market on a shoestring budget? Marketing communications for associations need not be an expensive affair.

Learn how to leverage limited resources and use creative marketing tactics to deliver key messages to target markets. How to develop low-cost marketing campaigns, leverage marketing dollars and measure marketing performance.

Presenters: Jim Mintz, CEPSM; Bernie Colterman, CEPSM; Mark Buzan, Action Strategies

The new era of social media/web 2.0 is having a major impact on what and how organizations communicate with key audiences. The world of one-way communication, of one source to many readers, viewers or listeners – is rapidly changing into a multi-faceted communications universe, where mass customization and increased relevancy are made possible. To take advantage of the opportunities and deal with the challenges presented by this new universe, public and not-for-profit sector organizations need to employ a strategic approach to enhancing and opening up communication channels with target audiences through the use of contextually relevant social media tools and applications. This popular workshop is conducted by Mike Kujawski. It has been designed to provide a practical, strategic approach to engaging on social media channels. No prior experience is necessary.  This intensive workshop is limited to 15 participants, so plan early.

All the tools used throughout the workbook and presentation can be easily obtained by participants at no charge.

This 2-Day Intensive Workshop is limited to 15 participants.

Start: March 16, 2011
End: March 17, 2011

The new era of social media/web 2.0 is having a major impact on what and how government organizations communicate with key audiences – both external and internal. The world of one-way communication, of one source to many readers, viewers or listeners – is rapidly changing into a multi-faceted communications universe, where mass customization and increased relevancy are made possible.

For the full write-up and information about how to register, please visit the workshop description on the CEC website (our logistics partner for this workshop).

Start: April 5, 2011
End: April 6, 2011

The new era of social media/web 2.0 is having a major impact on what and how public sector organizations communicate with key audiences. The world of one-way communication, of one source to many readers, viewers or listeners – is rapidly changing into a multi-faceted communications universe, where mass customization and increased relevancy are made possible. To take advantage of the opportunities and deal with the challenges presented by this new universe, public sector organizations need to employ a strategic approach to enhancing and opening up communication channels with target audiences through the use of contextually relevant social media tools and applications. Public sector leaders need to realize that the true foundation beneath all the tools is composed of a powerful paradigm shift, led by a culture embracing and expecting participation, collaboration and transparency.

This popular 2-day workshop is conducted by Mike Kujawski. It has been designed to provide a practical, strategic approach to engaging on social media channels. During Day 1, Mike will be providing an overview of the current state of social media engagement around the globe and right here in Canada. More importantly, Mike will be separating fact from fiction and demonstrating how and why social media monitoring and engagement need to become a part of your organization’s strategic plans. Day 2 will involve strategic social media engagement planning exercises as well as hands-on social media monitoring activities using our provided equipment.

A Proven Approach to Identifying and Packaging Your Assets

Effective sponsorship programs don’t happen by accident; they combine the science of asset management and measurement with the art of matching assets with the needs of potential sponsors. This workshop takes you through an organized process to identify, package and enhance your organization’s assets. The Course Workbook guides you through the process for creating your own Customized Sponsorship Program. At the conclusion of the workshop, you’ll have a sponsorship framework that is ready to implement.

Participants will also learn a proven technique that has been used to assess the value of over 650 unique sponsorship properties. This successful formula can be used to determine the value of print and online logo placement, signage, advertising, speaking opportunities, product sampling, use of distribution lists and other common sponsor benefits.

A Proven Approach to Identifying and Packaging Your Assets

Effective sponsorship programs don’t happen by accident; they combine the science of asset management and measurement with the art of matching assets with the needs of potential sponsors. This workshop takes you through an organized process to identify, package and enhance your organization’s assets. The Course Workbook guides you through the process for creating your own Customized Sponsorship Program. At the conclusion of the workshop, you’ll have a sponsorship framework that is ready to implement.

Participants will also learn a proven technique that has been used to assess the value of over 650 unique sponsorship properties. This successful formula can be used to determine the value of print and online logo placement, signage, advertising, speaking opportunities, product sampling, use of distribution lists and other common sponsor benefits.

Whether you’re a seasoned activist, or only just starting to realize your potential for creating change, making the right moves when it comes to advocacy, lobbying, or government relations can be daunting.  Selling your cause to government requires solid marketing skills.  How do your advocacy marketing skills measure up?

Presented by:

Mark Buzan, Principal, Action Strategies and Associate, CEPSM

What you will learn:

• Introduction
  • Government’s role in defining the arena in which associations operate.
  • Stakeholders and their inputs to the public policy process.
  • Structure and function of government departments. (Executive Branch)
  • Parliament, its organization and functions (Legislative Branch)
  • Passage of a Bill through Parliament
  • The regulatory process
  • How and when organizations can most successfully approach government.
  • How associations and government interact
• Integrated strategy: Making government relations part of a whole
• Developing your political strategy
  • Political analysis: Doing the research
• Taking your message to the hill:
  • Organizing meetings with MPs and Senators
  • Acquainting your local MP and Candidates with your issue(s) in their riding
  • Enlisting your MP and Candidates’ support for your cause and influencing their agenda
• A review of Canadian lobbying registration requirements
  • The Lobbyist Registration Act
  • Canada Elections Act
• Developing an advocacy strategy
  • Using strong advocacy activity to build member retention
  • Roles within an organization for Board of Directors; executive management and staff function employees with respect to GR;
  • Establishing GR priorities and measurable objectives;
  • The GR Function: “Make or Buy”? Assessing the organization’s existing GR capacities and required resources;
  • Identifying and realizing the organization’s “political capital”
  • Assessing, selecting, retaining and managing GR staff and external consultants
  • Performance evaluation criteria for GR activities
  • Key principles of financial management for the GR function
  • Managing GR expectations of your members and supporters
• An overview of dealing with federal and provincial government officials
  • Keeping government informed
• Grassroots lobbying strategies
  • Building and maintaining relationships
  • Coalition building
  • The impact of the media on advocacy
• What’s changed in Ottawa following the 2011 election?
• Important themes in regulatory affairs
• Key themes in emerging public opinion, expectations, politics, public policy and public
• Administration
• Funding sources for your organization

Effectively Selling Your Sponsorship Program

One of the biggest challenges facing not-for-profit and government organizations is how to effectively engage and recruit corporate partners. This one-day workshop is designed for fund development and sponsorship managers and related professionals involved in soliciting corporate funds and/or in-kind services who want to take a more professional approach towards selling. It will provide the essential sales training you need to be more effective at reaching potential prospects, presenting your solutions and influencing the decision-making process.

Effectively Selling Your Sponsorship Program

One of the biggest challenges facing not-for-profit and government organizations is how to effectively engage and recruit corporate partners. This one-day workshop is designed for fund development and sponsorship managers and related professionals involved in soliciting corporate funds and/or in-kind services who want to take a more professional approach towards selling. It will provide the essential sales training you need to be more effective at reaching potential prospects, presenting your solutions and influencing the decision-making process.

WHY SHOULD YOU ATTEND?
One of the biggest challenges in social marketing is the implementation stage. Many organizations develop great plans, but poor execution leaves them wondering why they didn’t achieve the desired results. This interactive workshop will take participants through a proven process for developing a customized structured social marketing plan and strategy for implementation. In this tough economy it’s important to ensure maximum impact for marketing dollars; especially when you are moving from planning into implementation where the majority of your budget will be allocated. You will learn how to transform Strategies into Action. Our Course Workbook will guide you through the process for creating your own customized social marketing plan.

WHY SHOULD YOU ATTEND?
One of the biggest challenges in social marketing is the implementation stage. Many organizations develop great plans, but poor execution leaves them wondering why they didn’t achieve the desired results. This interactive workshop will take participants through a proven process for developing a customized structured social marketing plan and strategy for implementation. In this tough economy it’s important to ensure maximum impact for marketing dollars; especially when you are moving from planning into implementation where the majority of your budget will be allocated. You will learn how to transform Strategies into Action. Our Course Workbook will guide you through the process for creating your own customized social marketing plan.

Is your organization struggling to maintain or grow sponsorship revenues? Do you feel like you’ve hit a “plateau” and need to take a fresh look at your sponsorship development program? Do you want to be a follower or one of the sponsorship marketing game changers?

As sponsorship marketing evolves into a more sophisticated, results-driven medium, it has outgrown traditional notions commonly associated with it. Any organization slow to adapt to the new mindset and rules of the game, will soon find themselves without relevance or corporate support.

This workshop will explore how the traditional sponsorship model has changed from generic gold, silver, bronze packages and interruptive messaging into a higher level of strategic cooperative marketing that focuses on delivering value to the company, the organization and most importantly, the customer. Also discussed will be how organizations need to adapt their strategies and processes to capitalize on the full impact of this evolving medium.

The new era of social media/web 2.0 is having a major impact on what and how organizations communicate with key audiences. The world of one-way communication, of one source to many readers, viewers or listeners – is rapidly changing into a multi-faceted communications universe, where mass customization and increased relevancy are made possible. To take advantage of the opportunities and deal with the challenges presented by this new universe, public and not-for-profit sector organizations need to employ a strategic approach to enhancing and opening up communication channels with target audiences through the use of contextually relevant social media tools and applications. This popular workshop is conducted by Mike Kujawski and is specifically tailored to the government environment. It has been designed to provide a practical, strategic approach to engaging on social media channels within a government environment. No prior experience is necessary.

Goal of the Workshop

To provide you with a structured, strategic framework for engaging in the modern digital space and the social media channels within it.

The new era of social media/web 2.0 is having a major impact on what and how organizations communicate with key audiences. The world of one-way communication, of one source to many readers, viewers or listeners – is rapidly changing into a multi-faceted communications universe, where mass customization and increased relevancy are made possible. To take advantage of the opportunities and deal with the challenges presented by this new universe, public and not-for-profit sector organizations need to employ a strategic approach to enhancing and opening up communication channels with target audiences through the use of contextually relevant social media tools and applications. This popular workshop is conducted by Mike Kujawski and is specifically tailored to the government environment. It has been designed to provide a practical, strategic approach to engaging on social media channels within a government environment. No prior experience is necessary.