Strategic Event Marketing

Event: ASAE MMCC 2019
Marketing Strategy: Promote interactive digital quiz to qualify leads while expanding the virility of the Gold Circle Awards. These are awards for excellence in association marketing and the challenge has been gaining traction with potential partners for HighRoad.


Example Promotion:


Event: PersoniFest
Marketing Strategy: Promote interactive Digital Quiz to qualify leads 

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Persona & Content Strategy


  • Identify persona matrix across potential ISA members
  • Up-sell to “Lorne Local Shop” on who ISA is, what ISA can do, and about company membership
  • Increase “365-sales” or revenue beyond annual membership

Deliverables: Persona Matrix, Persona Cards, Content Mapping Workbook & Worksheet, Executed campaign built inside HubSpot

Persona Matrix:

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Persona Card:

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Content Strategy & Mapping Workbook:

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Content Strategy Worksheet:

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Case Study: Wallcovering Installers Association

Client: WIA

“I hope you are comfortable, because this is the part where I gush about how — after decades around this group — I get to say these assets are the most remarkable documents/sales pieces/education assets that we, as a group, have ever had. And “remarkable” does not do proper justice to your effort. 

I had to wistfully pause after reading the initial Max assets…to realize that for new prospects, this image will  be their impression of this organization–is beyond what we ever imagined.

It is as if you took an aging stage actress, drifting in her career, and with a little charm school polish, a few new head shots…you have revitalized everything to allow her to find that long misplaced true potential.”

~ Greg Laux

WIA’s membership will decrease 63% in eight years and they have no marketing efforts in place. They’ve given themselves a five year window to build a sustainable framework.

Our Solution:
We proposed full service Marketing Automation to help them bridge the retention gap with recruitment strategies. We implemented automated personalized lead funnels, defined personas, and organized lead scoring components to gain insight into the sales cycle and easily create landing pages and email assets to put out into the market. We studied real members’ profiles to determine a focused picture to center our content strategy around. We researched, strategized, and wrote eBooks, assets, and distributed across organic and paid channels.

We created three assets each for two personas to drive leads through a sales funnel at each stage of the buyer’s journey. In 3 months we produced 48 leads (one new member), increased web traffic 27%,  and produced 12 blogs, daily social posts, and contests to drive community engagement. We set expectations for baseline metric establishment for this program with real results exponentially increasing after 12-18 months of running the program.

We determined a Max mid-level installer persona and a Nico new installer persona.

Max Persona:
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 Example Max Nurture Stage: Email + Landing Page + eBook
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Nico Persona:
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Example Nico Nurture Stage: Email + Landing Page + eBook
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We determined that we needed a wider net and set a budget. We decided Google Search and Instagram Ads were the best channels to focus our lead magnets on.
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We’ve  grown our audience organically 15% in 8 weeks with regular posts, engaging with our members, associate members, sharing contests, and like-audiences posts.
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We’re regularly posting blog content that we share and distribute across social weekly, while driving readers to lead magnets.
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 The latest WIA blog posts:

Webinar & eBooks & Videos & Public Speaking

HighRoad marketing Lead Magnet and eBooks:
2019 Association Marketing Predictions
Using Free Newsletters to Nurture Prospects Into Customers

November 2018 | Invited to be a panelist at Adestra’s (now Upland) conference in Santa Monica, CA

June 2018 | WIA Marketing Video: Member Spotlight: Jennifer Haigler

May 2017 Webinar: Using Digital Advertising for Membership Growth

April 2017 Webinar: SEO + Content: The Perfect Match to Generate New Revenue

March 2017 Webinar: Online Advertising ROI Toolkit