The document outlines a workshop to help associations inventory their current assets and programs in areas like education, governance, membership, and marketing in order to identify opportunities for growth, such as increasing engagement and revenue. It provides templates to catalog existing assets and recommends exploring cross-selling examples from other associations. The goal is to develop a plan to leverage current assets to meet identified growth objectives.

1. Inventory & Optimize
Current Association
Assets to Grow
Engagement & Revenue
Scott Oser | Scott Oser Associates
Aaron Wolowiec | Event Garde

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5. Aaron Wolowiec
he, him, his
Facilitator, Trainer, Coach &
Learning/Meetings Strategist

6. Scott Oser
Attendee & Membership
Marketing & Sales Consultant

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9. Objectives
1. Identify growth opportunities (e.g., membership,
registrations, clicks/reads).
2. Inventory current association assets (i.e.,
programs, products, services).
3. Explore association cross-selling examples/case
studies.
4. Develop a plan to utilize current assets to meet
identified goals.

10. Why Do We Look Out Before Looking In?
• Easier
• Under your own control
• No need to probe colleagues
• Ability to create from scratch
• Sexier
• More fun than doing something that has been done
before
• Opportunity to work with outside entities

11. Areas of Growth Opportunity
• Education
• Conferences
• Webinars
• Governance
• Membership
• Recruitment
• Retention
• Affinity Programs
• Marketing
• Digital
• Print
• Publications
• Journal
• Magazine

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13. INVENTORY: CURRENT ASSOCIATION ASSETS | EVENT GARDE & SCOTT OSER ASSOCIATES 1
INVENTORY:
CURRENT ASSOCIATION ASSETS
EDUCATION
_____ Credentialing program
_____ Exhibits/exhibitors
_____ Keynote/general sessions
_____ Meals (onsite/offsite)
_____ Mobile app
_____ Nam e badges
_____ Netw orking breaks
_____ Online learning
_____ Receptions
_____ Registration
_____ Sponsors/sponsorships
_____ Thought leaders
What other educationassetsdoes your association currently m aintain?
GOVERNANCE
_____ Agendas
_____ Board of directors
_____ Bylaw s/policies
_____ Chapters/com ponents
_____ Com m ittees/taskforces
_____ Elections/ballots
_____ External partnerships
_____ Foundat ion
_____ Meetings
_____ Minutes/call notes
_____ Strategic plan
_____ Volunteer orientation
What other governanceassetsdoes your association currently m aintain?
MEMBERSHIP
_____ Affinity program
_____ Call center
_____ Dues invoices
_____ Mem ber onboarding
_____ Mem ber survey
_____ Mem bership m eeting
_____ Online com m unity
_____ Online store
_____ Printed m em bership kits
_____ Recruitm ent cam paign
_____ Renew al notices
_____ Special interest groups
What other membershipassetsdoes your association currently m aintain?
MARKETING
_____ Content m arketing/SEO
_____ Direct m ail/print
_____ Em ail cam paigns
_____ Mass text m essaging
_____ Pay-per-click advertising
_____ Peer-to-peer/influencer
_____ Podcasting
_____ Prom otional products
_____ Robocalls
_____ Social m edia
_____ Video
_____ W ebsite
What other marketingassetsdoes your association currently m aintain?
PUBLICATIONS
_____ Annual Report
_____ Blog
_____ Book/eBook
_____ Directory
_____ Handbook/guide
_____ Infographic
_____ Journal
_____ Magazine
_____ New sletter/eNew sletter
_____ Periodical
_____ Press release
_____ W hitepaper
What other publicationassetsdoes your association currently m aintain?

20. 1. What can you add to this list?
2. What is the one area you want
to focus on first?
3. What is one tactic you know
you want to implement?

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22. Wrap up
1. What surprised you?
2. What confirmed your expectations?
3. What are you still wondering about?
4. What will you take with you?

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24. Stay In Touch
Scott Oser Aaron Wolowiec
eventgarde.com
aaron@eventgarde.com
scottoserassociates.com
scott@scottoserassociates.com