Breakout Sessions by Time

Take control of your professional development and the impact you can have at your organization. You have the choice to deep dive into your specialty or diversify your knowledge base by attending a session outside of your field of practice. Click on the times under each date to view each sessions available during that time period. 

Wednesday, July 11, 2018
10:45 a.m. -12:00 p.m. 1:30 p.m.-2:45 p.m. 3:15 p.m.-4:30 p.m.

Thursday, July 12, 2018 
8:00 a.m.-10:00 a.m.  |  12:30 p.m.-3:30 p.m.

Wednesday, July 11, 2018

10:45 a.m. -12:00 p.m. 

Share and Share a Like: 29 Tech Tools to Create Cool Content for Social Media
Beth Ziesenis
Speaker. Author. Nerd., Your Nerdy Best Friend

The most popular posts on social media are pictures and videos, and with a few easy (and free!) tech tools, you can transform your messages into share-worthy graphics that will put your organization out in front. This action-packed session will give you dozens of sites and apps that will help you elevate the quality of your social media posts and other material.

Learning Outcomes:
1. Make professional-level multimedia pieces in less than two minutes.
2. Add depth and interest to your boring social media posts.
3. Transform ordinary photos into works of art.
4. Create infographics for little or no cost.
Millennial Engagement: Creating Connection in a Era of Disconnect
Aaron Wolowiec, MSA, CAE, CMP, CTA
Chief Executive Officer, Event Garde, LLC

Lindsay Gross
Director, Facilitation Services, Event Garde, LLC

Millennials often struggle to remain engaged in traditional learning/workplace environments. Uncovering and leveraging the strengths and unique characteristics of millennials will strengthen your workforce and help you as an association increases your member engagement, as well as your relevance. In this course we will cover: an overview the generations, background about millennials, myths/truths about millennials, how to leverage these key findings. 

Learning Outcomes:
1. Understand myths and truths about millennials in the workforce and in learning events.
2. Understand and create individualized strategies to leverage millennial strengths and characteristics within their association staff and membership.
3. Discuss ways to create educational/training sessions for millennial learners.
4. Create strategies for marketing to millennials, social media techniques and member/learner engagement.

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Marketing & Communications

Meeting Planning
& Education



Networking Evolution: Building Stronger Relationships
Lowell Aplebaum
CEO, Vista Cova

What we call networking is the cement that holds together the bricks of our non-dues revenue lines of value. Together we will explore how to deepen Board Member Connections. How to create micro-brain trusts for volunteers, members, and industry stakeholders. We will learn about these approaches, we will try them, and we will analyze/evaluate them. 

Learning Outcomes:
1. Create new entry points for members and vendors to interact on a trade show floor.
2. Lower the barrier of awkward and outsider that many first-timers feel when they come to an association meeting.
3. Build stronger bonds of connection between association volunteer leadership.
4. Come back with a number of networking approaches for their organization to consider that are minimal coast, minimal effort, and maximal impact.

Developing Personas to Enhance Member Recruitment, Engagement and Retention
Lori Birman, CAE
Vice President of Membership and Development, Small Business Association of Michigan

Marcy Dwyer, CAE, CMP, MBA
Executive Director, Detroit District Dental Society

Sarah Miller
Vice President, Marketing & Strategic Communications, Small Business Association of Michigan

Many associations are using Personas in their marketing. Personas are needed to help deliver relevant and useful content to both members and prospective members. This session will provide a general overview of what Personas are, how they are used, and how they can enhance member recruitment, engagement and retention.  

Learning Outcomes:
1. Understand what Personas are and how they are used. 
2. Understand the process of developing and implementing Personas.
3. Evaluate your association’s need for Personas.
4. How to get started with Personas.

Software/Technology: What's Your Digital Strategy?
Rajan Gupta
Enexas, LLC

Do you have a digital strategy that aligns with your overall business objectives?  With so many options for software, online tools, analytics, how do you know which technology to use?  In this session, I will discuss best practices for identifying your key business requirements, understand the process for evaluating and selecting the appropriate tools, and managing the implementation processes. 

Learning Outcomes:
1. Keeping up with technology and defining the right digital strategy for your Association.
2. Focusing technology on serving your members interests.
3. Providing high member experience through online training.


1:30 p.m.-2:45 p.m.

Marketing Strategies That Strengthen the Brand of the Industry
Kim Bode
Principal, 8THIRTYFOUR Integrated Communications

Kayden Grinwis

Digital Director, 8THIRTYFOUR Integrated Communications

Digital marketing is no longer the future of marketing and communications, it is the present, and continues to evolve each day. Your association’s digital campaigns must provide a consistent experience with the rest of your brand and engage your audience at multiple touch points.  This presentation will include real-world examples of integrated digital marketing campaigns, and the tangible results that they created. 

Learning Outcomes: 
1. Learn the importance of an integrated approach to marketing and how to implement this line of thinking.
2. Leverage advanced digital marketing tactics to reach your target audience.
3. Identify key metrics to success and tie marketing campaigns back to tangible data.
4. Create a consistent brand experience.

10 Practical Tools to Build a Talent Pipeline
Jim Bitterle
Managing Partner, EDSI Consulting

As companies struggle to attract and retain talent, they’ll need to become highly effective at building their own talent pipeline. This presentation discusses current job market trends and statistics, identifies who will win the war for talent and why they will win, then provides ten practical tools companies should use to build their own internal and external talent pipelines.

Learning Outcomes: 
1. Become better, smarter and faster at attracting talent.
2. Become better, smarter and faster at developing/training talent.
3. Become better, smarter and faster at retaining talent.
4. Create a winning culture.

Selling to Associations (Part 1)
Ken Fischang, CMP  
President, The Fischang Group

Our Association world needs them both: Non- profit associations vs: for- profit businesses.  We will cover marketing and selling to non-profit associations, who they are and how they are different from for-profit businesses.  Accountability, honesty and openness of operations are important aspects for non-profits. You will leave this session with key takeaways for effective marketing and sales results.

Learning Outcomes:
1) Defining associations, what they do and why there are 66, 985+ of them in the US representing over $142 billion in annual revenues.
2) Non-profit vs: for profit: the key attributes of 501 (c) (6) and 501 (c) (3) organizations defined.
3) Best practices for interacting and selling to non-profit associations.

Trade Shows - Latest Trends
Cathy Breden, CAE, CMP
EVP & Chief Operating Officer, International Association of Exhibitions and Events™

This fast-paced session will provide a snapshot of current and future trends impacting trade shows, and most importantly, will provide actionable insights for business strategies to ensure future success.

Learning Outcomes:
1.Identify current and future (3-5 years) trends impacting trade shows.
2.Understand how technology is transforming trade shows.
3.Understand how the global economy impacts trade shows.
4.Understand how to apply research in developing strategy.

3:15 p.m.-4:30 p.m. 

New Market Research Automation Tools
Joshua Shapiro
Founder, Business Science Associates

In this session, we will learn about how new tools and software can not only automate your association research, but will also develop into a core competency and revenue-driving service offering for you and your members. We will demonstrate example tools, and provide you with ideas and guidance that can be used to enhance your own research offerings. Additionally, we will show you how to use these same research tools internally, to understand and enhance your membership engagement. 

Learning Outcomes: 
1. Measure membership engagement.
2. Automate research and provide more timely insights.
3. Develop industry benchmarks for their members.
4. Conduct statistical analysis, without hiring a statistician.

The Difference of Quality Partnership (Panel Discussion)
Janet Ormsby, CMP
Director of Events, Michigan Credit Union League

Kristy Doak, CMP
Director of Sales, Lansing Center, Greater Lansing Convention & Visitors Bureau

Kate Barber, CMP
Director of Sales, Suburban Collection Showplace

John Francis, CMP 
Manager, Sports and Destination Support, Detroit Metro Convention & Visitors Bureau

How do you develop and maintain solid partnerships between Suppliers or Planners?  A partnership where parties, agree to cooperate to advance their mutual interest and allows us all to be truly successful?  

This facilitated panel session including experienced Planners and Suppliers will provide insight into the key factors needed to strengthen the relationships and understanding to create a Win-Win situation for all involved. 

Learning Outcomes:
1. Develop long term lasting relationships with your professional counterpart.
2. Learn clear communication to elevate relationship breakdowns.
3. Increase constructive business outcomes.  

Using Trends to Drive Your Association (Panel Discussion)
T. Rann Paynter
President and CEO, Michigan Bankers Association

Annie Kruise, CMP
Executive Director, Arboriculture Society of Michigan  

Cheryl Ronk, CAE, CMP, FASAE
President and CEO, Michigan Society of Association Executives

Description to come...

Selling to Associations (Part 2)
Ken Fischang, CMP  
President, The Fischang Group

Come ready to share your best sales ideas and we’ll review the 12-step process for selling to non-profit associations to achieve maximum return on investment. You’ll learn how to accelerate the non-profit sales close and make a memorable, positive impression utilizing creative, affordable and fun ideas.

Learning Outcomes:
1. Non-profit vs. For Profit – Key Take aways for effective marketing and sales results.
2. The twelve step process for selling to non-profit organizations to achieve maximum ROI.
3. Creative, affordable ideas to accelerate the non-profit association sales close.

Thursday, July 12, 2018 

8:00 a.m.-10:00 a.m.  |  Mini Sessions and Continental Breakfast

We’re improvising, experimenting and exploring solutions pertaining to membership, meeting planning, sales and team building to enhance your organization.

An Effective Communication Plan 
Ann Bruttell
President, Meeting Coordinators, Inc.

Marcy Dwyer, CAE, CMP, MBA
Executive Director, Detroit District Dental Society

This session will outline how an association of any size can create an effective communication plan that will have the staff, the board, the members and your prospective audience all on the same page and reaching effective communication in a true two-way street. Attend this session lead by two Association Management experts to learn how to implement creating a communication plan for your association and to improve the team work between volunteers and staff.

Learning Outcomes: 
1.Understand what are the parts of a communication plan and how it differs from a marketing plan, strategic plan and membership plan.
2. How to make a communication plan working with boards, fellow staff and members.
3. What are the pitfalls to avoid in creating a communication plan?
4. How important the measuring of communication effectiveness is for all association and easy methods for monitoring the results of communication.

Improving Profitability & Productivity
Kirk Armstrong
Owner & Principal, Armstrong Sales

We will discuss a few separate topics in this session. How to become more efficient with prospective members in order to waste less time with those not serious of becoming members. We will discuss how to become a more efficient communicator as well as what to say in order to compel others to want to hear more.

Learning Outcomes:
1. Become more profitable by learning key communication skills and managing time
2. Learn to me more productive with the way you ask questions
3. Increase profit by increasing membership, with what you learn in this session

Maximizing Google Ad Words
Kristine Kletke
President, PMSI, Marketing & Social Media

Google AdWords can be an effective way to reach your target audience. It can also be a frustrating-and costly-process. From basic setup, to hacks to optimize your efforts, Maximizing Google AdWords provides best practices and practical tips for enhancing your AdWords experience. If you have struggled over the countless acronyms, need more guidance on selecting keywords, or want to know the best ways to track results and measure click through rates, this is the session for you. 

Learning Outcomes:
1. Learn best practices for keyword use and setting up an AdWords Campaign.
2. Discover how and why to use anayltics to maximize effort and cost.
3. Recognize the proper campaign based on your goal.
Dare to Be Distinct: Achieving Diversity in Associations
Mariama Boney, MSW, CAE
Senior Director, Volunteer Leadership Development & Regional Affairs, NAFSA: Association of International Educators

We maximize and capitalize on our uniqueness to make something great. And we seek to include the perspectives of those that can help us be better and achieve more. This session will explore how to apply change leadership in diversity and inclusion. Participants will explore how to determine their diversity destiny for their association by using tools and a matrix to develop a bold and brave action plan. Leaders will walk away with the foresight to create a legacy, have the dialogue, and innovate through so a shift can happen.

Learning Outcomes:
1. Participants will explore a framework of change leadership for diversity in associations. 
2. Participants will have strategies and action steps to master diversity within the staff, membership, and volunteer leadership.
3. Participants will use a matrix and collaborative planning template to use in the future.

12:30 p.m.-3:30 p.m.  |  Post Conference: Association Deeper Dive

We’re improvising, experimenting and exploring solutions pertaining to membership, meeting planning, sales and team building to enhance your organization.

Lean Thinking 
Debra Levantrosser
Founder, Michigan Lean Consortium

This session focuses on one of the most successful business philosophies of the times.  Companies that have successfully incorporated these concepts into their culture have seen dramatic improvements in quality, cost, time and morale.

Learning Outcomes: 
1. Explain what lean thinking is.
2. Provide an example of each of the 8 wastes.
3. Demonstrate how experimentation is a critical component of lean.

Meeting Security
Kenneth Wolf, Ph. D.
Executive Director, Incident Management Team, Inc

Marilyn Knight, MSW
President and CEO, Incident Management Team, Inc. 

Active shooter incidents are becoming more frequent, terrifying and lethal. Employees, guests, and visitors have an expectation your facility will be aware of the best practices to prevent, manage, survive, and recover from shooting events. We will present “best practices” for Active Shooter preparation as suggested by OSHA, the FBI and the Department of Homeland Security.

Learning Outcomes:
1. Understanding of human reactions during an active shooter incident.
2. Develop situational awareness.
3. Leam tactical survival choices.
4. How to implement an Active Shooter Survival Program.

Design a Workplace People Will Love 
Katherine McGerty
Marketing Manager, ISCG

This session is about ways to attract and retain top talent, specifically through the workplace. We like to highlight how organizations should focus on culture and branding within their workplace to be able to not only attract, but also retain talent for the long haul. Having a workplace that fosters the culture of your organization can help your team be fully engaged in your mission. We like to say that 'environment is everything.’

Learning Outcomes:
1. Examine staff’s own space and behavior of the team to determine if an update will be beneficial.
2. Learn the four different types of employees and the workplaces which work best for them, including collaborative, control, create and compete.
3. Learn cost effective changes that can be made for those on a budget.
4. Learn the possible ROI on ergonomic products, and how the payoff can benefit your team.


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