Much of the last year required us to shift our mindset from the way we’ve always done things across our organizations—from membership models to live events. And as we sought out new revenue opportunities, we found that the concept for the 365 content model had actually been developing long before the pandemic. But it requires a fundamental shift in the association business strategy. Don’t let that scare you away!
We’ll walk you through the decision framework to determine the people, process and technology required to determine if a 365 content model is right for your association and if so, how you flip this script to build a new non dues business model that makes money.
Shauna Peters, CEM, Vice President of Strategic Account Management, mdg
Shauna is a strategic problem-solver and ardent project manager who utilizes data-informed decision making to guide her clients through audience-centric campaigns with a results-focused eye. In her current role, she leads a team to develop and execute omnichannel campaigns designed to drive registration, engagement and participation in both in-person and digital settings. Specifically, she has developed campaigns to grow participation among specific audience segments, target and engage new audiences and increase revenue opportunities.
Marc Blumer, Customer Journey Architect, mdg
Marc Blumer, from a young age, accompanied his father, VP at Leo Burnett Media, into the Chicago HQ where Marc was able to experience the creative department first hand. Today, with an M.S. in direct and digital marketing from Mercy College and more than 25 years in B2B marketing leadership roles on both the agency and client sides, Marc sits at the critical intersection of data and content. At mdg, Marc teams with our account strategists to orchestrate and integrate the efforts of the digital, web and data teams into marketing programs fully aligned with the customer journey – especially those within complex industries.