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!