Now in its 15th year, MARCOM (May 27-29, Ottawa Convention Centre) is Canada’s national conference for marketing and communications professionals and executives who want to take a more strategic approach towards improving their business operations and results.
As someone who considers himself “in touch” with the marketing environment in the public and not-for-profit sectors because of our work in these sectors, I think that marketing provides a framework for organizational growth because it pushes traditional thinking.
Here are five reasons why I believe that every association should send one or more persons to this once-a-year event.
Reason #1: “Insanity is doing the same thing over and over again and expecting different results.” Albert Einstein
Associations are in a period of significant change as they deal with the challenges of stagnant or declining membership, competition for mindshare, changing technologies and “doing more for less”. Simply stated, the old way of doing things just doesn’t cut it anymore.
Marketing provides a disciplined approach for assessing the environment around us and making evidence-based decisions that lead to a different result. At MARCOM, experts will share strategies and tools for change and demonstrate how innovation can become a part of an organization’s everyday vocabulary.
Reason #2: Every Association Needs a CHANGE AGENT
If we now live in an era where every function within an organization is being fundamentally redefined, then every association needs a Change Agent to drive innovation. Marketing and communications professionals are ideally positioned to take on a leadership role because we have a pulse on our customers, members and stakeholders and can drive change based on their audience needs.
MARCOM’s theme: Mission Possible: Change Agent is all about Inspiring, Influencing and Acting. MARCOM understands your multi-dimensional role and the skills you need to be an effective Change Agent. You’ll learn Hard Skills to help you grow your expertise, Soft Skills to help you work effectively with people, and Execution Skills to help you get the job done through perceived barriers and inevitable politics. You’ll be inspired by other Change Agents who will share their stories and help you re-kindle your drive for what is possible.
Reason #3: MARCOM Educational Content
MARCOM educational content is developed by an Advisory Committee of practitioners who understand the challenges faced by the sectors they represent. At this years’ MARCOM, you will pick-up new strategies and tools to help your association to function more effectively:
- Branding your organization
- Building credibility for the marketing function
- Changing demographics and how you can capitalize on the latest trends
- Customer experience and the impact on your brand
- Integration of traditional and new media platforms
- Internal communications and employee engagement
- Key message development for funding proposals and effective advocacy
- Social media engagement
- Visual communications
Reason #4: Inspiring Keynotes and Panel Discussions
On Day 1, New York Times and Wall Street bestseller Julien Smith, author of Trust Agents, The Impact Equation: Are You Making Things Happen or Just Making Noise? and The Flinch will “surprise you, push you, scare you and possibly stick with you for years to come” with his insights on adaptation and change and how to stand out, change yourself, and do what is necessary to excel in today’s changing environment.
On Day 2, senior executive panelists George Weber (Royal Ottawa Health Care Group), François Morissette, (Human Resources and Skills Development Canada) and Ondina Love (Canadian Dental Hygienists Association)will discuss 7 Truths About Change and examine how to remove threats and make change more inclusive, how to get started and the relevance of a clear destination.
Reason #5: You’ll Be in Good Company
When was the last time you were able to meet with your peers from other associations to discuss the issues and challenges you face in your jobs?
MARCOM is all about sharing ideas and learning from the successes (and mistakes) of others. Through MARCOM’s Pre-Forum Workshops, Peer-to-Peer Roundtables and Networking Events, you’ll have the opportunity to meet marketing and communications professionals from across Canada and find new solutions for your association challenges.
In this period of constant change, there is no better time to learn new skills and play a leadership role in your organization. Register today or learn more about how it can be Mission Possible by visiting the MARCOM web site.