Case Study: Arizona Society of CPAs

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The Arizona Society of Certified Public Accountants (ASCPA) is a leading professional organization of nearly 6,000 members with a mission to enhance the success of its members through continuing education, networking opportunities, and advocacy. The society and its members help strengthen the CPA profession by working together to better serve the public.

For Heidi Frei, Director of Marketing, and her team, email marketing took up a significant amount of time – time that could have been better spent serving their current members and attracting new members. With a large fraction of their marketing efforts happening through email, the society was at the mercy of the capabilities of their email platform. Certain challenges stood in their way of better communications: site security limiting work processes, an email editor that constantly broke the template without extensive HTML knowledge, and limited reporting options – were all at the top of the list. On top of their challenges, ASCPA was undergoing a brand refresh and needed their emails to reflect the new look and feel. ASCPA’s marketing team wanted the freedom to create visually appealing, mobile responsive emails, and the ability to conveniently work from anywhere without having to depend on a third party.


Case Study: How HighRoad Helped A 45,000-Member Association Win An Award For Digital Marketing

If you have been to an association technology conference, you have seen organizations get recognized for their innovation and execution when it comes to membership management and marketing.

Do you ever wonder what it takes to be recognized at an association industry conference?

We recently attended Personifest, the annual association technology conference hosted by top association management software maker, Personify. During the event, HighRoad client, the American Optometric Association (AOA), and their Director of Communications and Marketing, Dave Sherman, were given an award for their innovative digital marketing strategy.

The following article takes you behind the scenes of how the American Optometric Association implemented several key membership marketing technology platforms to achieve measurable results. You’ll learn the story of how AOA and HighRoad took lagging member engagement and turned into a marketing engine that keeps members and non-members engaged at every stage of their lifecycle.

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Newsrooms and Associations Have More in Common than you Might Think

A recent report conducted by Columbia University’s Tow Center for Digital Journalism shared insights from organizations aiming to grow by converting readers into members. While news organizations have long led the charge for creating waves with clickable headlines and newsworthy stories, what’s changed is their source of revenue through membership. So, now we are taking successful initiatives from journalists and applying them to associations.

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Trust Down, Peer Influence Abounds

In a survey of 30,000 consumers spawning 28 global markets, according to a HubSpot webinar on social media trends conducted earlier this year, consumer trust in authority is at historical lows. Additionally, traditional media is at an all time low in 17 countries according to a 2017 Trust Barometer. But we don’t need these global statistics to tell us declining trust is a major event; as it has been going on for some time. We do want to take away is what this means for brands and specifically for global, national, and regional associations trying to get their message across the divide.

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Branding, Social Media & What it Takes to Launch a Product

Occupying a rustic city block in the promising Norfolk, Virginia area is a sprawling 35,000 square foot warehouse where O’Connor Brewing Company produces the number one six-pack sold in Virginia. There we meet Kevin and Penny O’Connor, the two founders: one a visionary and the other the marketing mastermind. Next to them sit their right- and left-hand men, Hannah Serrano, and a young and talented graphic designer (whose name escapes me, but art doesn’t).

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