The Association Adviser Podcast Naylor Association Solutions

Clear communication and marketing directly translates to how an association is resonating with its members … or not.

In this exciting episode, we’re diving deep into the world of association communication and marketing strategies and rebranding efforts with our special guest, Bill Rowan, Senior Director of Communications & Marketing for the National Asphalt Pavement Association (NAPA).
Bill shares his incredible journey from designing ads for the Yellow Pages to spearheading a comprehensive overhaul of NAPA’s marketing and communications. Together, we explore how data-driven decisions, a strategic communications gap analysis, and the power of stakeholder feedback led NAPA to a more member-centric approach. We’ll also touch on Bill’s passion for the Japanese business philosophy of Kaizen, which emphasizes continuous improvement.
Bill provides valuable insights on enhancing member engagement, driving non-dues revenue, and the intricate details behind a successful association rebrand. This episode is packed with actionable advice and inspiring anecdotes.

You’ll learn:
How data and member-feedback can drive meaningful change.The details behind a successful association rebrand.The power of plain language and clear communication.The impact improved communication can have on non-dues revenue.
About the guest:
Bill Rowan is the Senior Director of Communications & Marketing at the National Asphalt Pavement Association (NAPA). Bill shapes NAPA's internal and external communications. He helps staff, members and media convey compelling information about the asphalt pavement industry and inspire action to advance the industry, its members, and its critical role in U.S. infrastructure. 

Resources:
Case study: Strategic communications gap analysis
Recommended reading: Everybody Writes
Explore more on communication strategy.
Visit: https://www.naylor.com/

Connect with NAPA & Bill Rowan:
LinkedIn: @Bill Rowan & @asphaltpavement
Instagram: @goasphalt
Visit: https://www.asphaltpavement.org/

Connect with us:
LinkedIn: @NaylorAssociationSolutions
Christine Shaw: christine.shaw@naylor.com

*Please rate us and leave us your thoughts and comments on Apple Podcasts, we’d love to hear from you!

Empowering and motivating a team consistently can be a daunting task, but it doesn’t have to be if you center your efforts on the human experience.

In today's episode, we're joined by Jennifer McClennon, MSN, RN, CNL, CHPN, Manager of Business Strategy at the National Hospice and Palliative Care Organization (NHPCO). Jennifer, with her unique background in nursing, patient care and sales strategy, shares how she has built strong corporate partnerships to support NHPCO’s mission of delivering person-centric healthcare.
We'll dive into how her nursing experience informs her work at NHPCO and her approach to leading a team with compassion and empowerment. Join us as we explore Jennifer's journey in healthcare and association management.

You’ll learn:
The important role online communities play.How enhancing member services and support drives non-dues revenue. Leadership and partnership strategies.The impact of empathy in the workplace.
About the guest:
Jennifer McClennon MSN, RN, CNL, CHPN is the Manager of Business Strategy at the National Hospice and Palliative Care Organization (NHPCO). She is a highly experienced nurse with a background in hospice, palliative care, oncology, and patient services. Jennifer has held various roles in healthcare organizations, such as leading outpatient nurses, conducting comprehensive assessments, coordinating palliative care, and managing patient loads. Jennifer has also worked in sales and media consultation, providing training and developing advertising programs. With a Master's in Clinical Nurse Leader, Jennifer is dedicated to improving patient safety, reducing errors, and advancing healthcare quality. 

Resources:
Recommended reading: Crucial Conversations: Tools For Talking When Stakes Are High
Explore more on leadership.
Visit: https://www.naylor.com/

Connect with NHPCO & Jennifer:
LinkedIn: @Jennifer McClennon & @NHPCO
Instagram: @NHPCO
Visit: https://www.nhpco.org/

Connect with us:
LinkedIn: @NaylorAssociationSolutions
Christine Shaw: christine.shaw@naylor.com

*Please rate us and leave us your thoughts and comments on Apple Podcasts, we’d love to hear from you!

What does it take for an association to go global and also withstand the test of time?

In today’s exciting episode, we sit down with Larry Montague, President & CEO of TAPPI, to explore the dynamic strategies that led him on a path to transforming TAPPI’s financial state into one of notable, profitable success. 
Larry shares how he transitioned from a corporate sales and marketing career into the leadership role at TAPPI, and the pride that comes in taking the helm at an association with more than 100 years of history. He also talks about how the association embracing members at the center of its organization’s structure and decision-making has created a positive cultural shift.
You'll also hear about the innovative ways TAPPI is spearheading the future of the industry through technical education, training, and their global events. Larry also shares his experiences from international travels, his passion for the industry, and offers some golden advice for other association leaders.
Whether you're an executive looking for ways to grow membership, increase engagement, or are curious about non-dues revenue, this episode is brimming with valuable insights and strategies. 

You’ll learn:
The importance of member engagement. The significance of TAPPI’s technical standards.Why customizing events provides more value to members.How to build a global brand. How to create a communication strategy that transcends cultural and generational barriers.
About the guest:
Larry Montague joined TAPPI as President & CEO in 2006. His passion for the pulp, paper, tissue, packaging, and converting industries is only matched by the passion of the volunteers, staff and members of TAPPI. He is known for his ability to transform a company into a thriving, financially viable and competitive enterprise in the global marketplace. Larry’s dedication to the continued and lasting sustainability of TAPPI is an essential motivator in his success with the association. 

Resources:
Recommended reading: Courage To Execute 
Explore more on member engagement.
Visit: https://www.naylor.com/

Connect with TAPPI & Larry Montague:
Email: LMontague@tappi.org
LinkedIn: @TAPPI
X: @TAPPITweets
Facebook: @joinTAPPI
Instagram: @tappi1915
Visit: https://www.tappi.org/

Connect with us:
LinkedIn: @NaylorAssociationSolutions
Christine Shaw: christine.shaw@naylor.com

*Please rate us and leave us your thoughts and comments on Apple Podcasts, we’d love to hear from you!

Being a growth-minded leader can shift your association into a culture that is both value-driven and authentic.

In today’s episode we’re honored to talk with Tracy Folkes Hanson, CAE, President & CEO of CSAE. Join us as we dive into what it means to embrace a growth mindset as our host, Christine Shaw, discusses with Tracy the significance of mentorship, including reverse mentorship, and how aspiring leaders can benefit from surrounding themselves with diverse teams. Tracy highlights the evolving nature of member engagement and the imperative for associations to remain member-centric and innovative.

Tracy also emphasizes the power of listening, community values, and giving back as the cornerstones of effective leadership. Her advice for rising executives will inspire you to lead with grace, understand your strengths, and use your platform to uplift others.

You’ll learn:
How to drive corporate culture with vision and strategy.The impact personal core values have on the workplace.How having a growth mindset influences innovation.Why it’s important to be community-focused. 
About the guest:
A visionary thought leader, Tracy Folkes Hanson, CAE, is known for her success in developing and driving corporate culture, collaboration, and strategy. Tracy joined CSAE as President & CEO in July 2017. Prior to joining CSAE, she held senior positions for numerous leading brands both in the private and non-profit sectors, including the Ontario Chamber of Commerce, MasterCard International, Kinark Child & Family Services, and The Arthritis Society. A small stint in politics, Tracy was elected to Whitby Town Council in 2010 as North Ward Councillor. She continues to be an active volunteer and community leader. 

Resources:
Recommended reading: We Are All The Same Age Now
Explore more on Leadership. 
Visit: https://www.naylor.com/

Connect with CSAE & Tracy Folkes Hanson:
LinkedIn: @csae, @tracyfolkeshanson
X: @csaeconnect,  @tracyFHanson
Facebook: @associationexecutives
Visit: https://csae.com/

Connect with us:
LinkedIn: @NaylorAssociationSolutions
Christine Shaw: christine.shaw@naylor.com

*Please rate us and leave us your thoughts and comments on Apple Podcasts, we’d love to hear from you!

We are all aware that storytelling is a powerful tool to create connection, but are you using this strategy to its fullest in your association? 

In today's episode, we explore the dynamic world of association management and how to bring events, publications, and content to life with the power of storytelling. We have two remarkable guests, Executive Director Steven Stout, FASAE, CAE, and Marketing & Communications Director Katy Markert from the Texas Society of Association Executives (TSAE).
Steven shares his fascinating journey from his early days as a radio DJ to hospitality and association leadership positions, and how storytelling played a pivotal role along the way. While Katy shares her early experiences understanding the importance of community and collaboration, all of which today is embodied in the TSAE's motto, "Better Together." Steven and Katy expand on the innovative ways the association has built and nurtured relationships for membership growth and successful partnerships.

You’ll learn:
The powerful impact of making your audience the hero in storytelling. How to be strategic with your social media and email marketing.The surprising success that simple yet engaging content can bring.
About our guests:
Steven J. Stout, FASAE, CAE is the Executive Director for the Texas Society of Association Executives (TSAE). He reports to the Board of Directors, carries out TSAE’s mission and goals, oversees overall administration and operation, and manages finances. Steven earned his BBA at Baylor University in Business Communication and Public Relations. Before entering the association world, he worked as a radio disc-jockey from the age of 15 to 23 working at various top 40 and adult contemporary stations. 

As the Marketing & Communications Director, Katy Markert manages and coordinates TSAE’s communications, marketing and publication efforts. She oversees the organization’s brand strategy and promotional efforts with TSAE's many initiatives. She is the lead for the TSAE website, online community, digital marketing strategies, TSAE's magazine Association Leadership and podcast Better by Association.

Resources:
Recommended reading: Multipliers: How The Best Leaders Make Everyone Smarter,
Marketing Brew
Explore more on building community. 
Visit: https://www.naylor.com/

Connect with TSAE , Steven Stout & Katy Markert:
Listen: Better By Association podcast
LinkedIn: @Texas Society Of Association Executives, @Katyjomarkert & @StevenJscae
Facebook: @Texas Society Of Association Executives
Instagram: @TSAE_Official
Visit: https://www.tsae.org

Connect with us:
LinkedIn: @NaylorAssociationSolutions
Christine Shaw: christine.shaw@naylor.com

*Please rate us and leave us your thoughts and comments on Apple Podcasts, we’d love to hear from you!

What is the key to creating an inclusive, collaborative and value-driven culture? 

In today’s premiere episode of the Association Adviser Podcast, we have the distinct pleasure of talking with Michelle Mason, FASAE, CAE, President & CEO of The American Society of Association Executives (ASAE). Michelle brings her wealth of expertise in association leadership to the forefront in a conversation centered around conscious leadership and the development of impactful Diversity, Equity, Inclusion and Accessibility (DEIA) strategies.

Join us as we delve into Michelle's personal journey into association management and her unwavering commitment to embracing diversity of thought, breaking down barriers, and empowering every voice within the organizations she leads. We'll explore ASAE's innovative conscious inclusion strategy and its groundbreaking programs like the ReadyMe initiative, designed to prepare the next generation of association leaders with essential skills rooted in DEIA principles. Michelle will share invaluable advice on maintaining authenticity and resiliency as a leader, and she’ll emphasize the importance of creating a culture that is both collaborative and values diverse perspectives. 

You’ll learn:
How to create and apply DEIA strategies effectively.The true meaning behind the word “team.”How to prepare future association leaders for success.How to nurture a global presence. How to embrace a change journey post-pandemic.
About the guest:
Michelle Mason, FASAE, CAE, President & CEO of ASAE, approaches leadership by building teams, growing membership and engagement, incubating unique innovations, delivering revenue, results and advancing the community through the creation of a welcoming environment of inclusion, diversity and equity. Michelle was selected as the 2020 Professional Society CEO of the Year by CEO Update.

Resources:
Recommended reading: Seven Measures Of Success: What Remarkable Associations Do That Others Don’t, Becoming Coachable
Explore more on DEI Strategies & Inclusive Leadership.
Visit: https://www.naylor.com/

Connect with ASAE & Michelle Mason:
Email: mmason@asaecenter.org
LinkedIn:  @ASAE, @Michelle Mason, FASAE, CAE
Facebook: @ASAECenter
Instagram: @ASAECenter
Visit: asaecenter.org

Connect with us:
LinkedIn: @NaylorAssociationSolutions
Christine Shaw: christine.shaw@naylor.com

*Please rate us and leave us your thoughts and comments on Apple Podcasts, we’d love to hear from you!