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Improve Acquisition by Building Positive Awareness Among Non-Members

Total Credits: 1

Average Rating:
Digital Workshops |  Marketing & Communication
Dean A West, FASAE |  Miranda Barrett, CAE, PMP
1 hour
Audio and Video


Tag: Fall 2021


Sector research conducted by Association Laboratory demonstrates that reaching new audiences is a critical emerging strategy for associations. To do this successfully, you need to understand how to create positive awareness among target audiences of your association.  Creating positive awareness of your association among the right audiences improves the association's reach and improves membership acquisition and revenue.  

This 1 hour, CAE eligible webinar covers the following.

  • What are the five most substantial forces impacting members and their relationship to associations?
  • How do you define and communicate a membership offer, in concert with product-based strategies?
  • What are the eight central questions that need to be answered to create a successful membership offer?
  • What are the communication pathways, and tradeoffs, necessary to create positive awareness? 

Attendees will receive:

  • Complimentary Looking Forward Dashboard Access - The Looking Forward Dashboard is the association sector's most comprehensive source for primary association sector research. You can review the most recent and useful association sector research on the factors impacting members, the challenges they create and the solutions pursued by associations to adapt. Customize the data to your needs and download a report to guide discussions with your staff and volunteer leadership.
  • Free Executive Summary: A review of our Looking Forward 2021 Solutions environmental scan.
  • CAE Credit - Certificate for one CAE credit (live attendance required)

Register for three webinars and one of them is free, or join us for six and receive two free. Any member of your team may register and last-minute transfers are no problem. Contact with any questions.



Dean A West, FASAE's Profile

Dean A West, FASAE Related seminars and products


Association Laboratory

Dean West is the founder and President of Association Laboratory Inc. He leads client engagements and is a frequent speaker and facilitator for national and global association leadership meetings.

Mr. West is a former association executive with experience as executive director, chief operating officer, and chief financial officer for both national and international membership organizations. He has been a consultant to the association community since 1992, and has provided services to hundreds of state, national, and international organizations.

Dean West is a nationally recognized expert in association management. He is a Fellow of the American Society of Association Executives. Mr. West authored the chapter on Membership Research for the ASAE book, Membership Essentials and the chapter on Marketing Professional Development Programs in the ASAE book, Core Competencies in Professional Development.

Mr. West is an experienced volunteer leader familiar with the demands of volunteer leadership. He is Past Chairman of ASAE’s Professional Development Council and has served on the ASAE Membership Council and the Editorial Board for the ASAE & the Center for Association Leadership Journal of Association Leadership. He is a former member of the Board of Directors for the Association Forum of Chicagoland.

Miranda Barrett, CAE, PMP's Profile

Miranda Barrett, CAE, PMP Related seminars and products


Association Laboratory

Miranda Barrett, CAE, PMP has a diverse background in a variety of membership organizations. Prior to joining the Association Laboratory team, Miranda served as Vice President of Membership at The Community Company, which launches and manages professional communities for media brands. Miranda led a team responsible for the communications, publishing, member service, events, online communities and overall retention of 20+ organizations. Prior to that, Miranda held a number of positions at the Entrepreneurs’ Organization (EO), for ten years. She also served as the Executive Director of the Women In Trucking Foundation, growing their scholarship program.

Miranda has spoken around the world on topics of entrepreneurship and community-building. She has extensive international experience, including launching new chapters of EO, expanding the Global Student Entrepreneur Awards to 55 countries and bringing groups of entrepreneurs on diplomatic mentoring missions to Africa, South America and the Middle East.

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