Gordon Johnson, VP Marketing

“Lea-Ann is one of those rare individuals who you can depend on to get the job done, no matter how high the odds are stacked against her. She is the ultimate self-starter who has always exceeded my expectations.

I recently brought her in to develop and manage two marketing programs at Microsoft and Glaxo-Smith Kline, knowing that these were challenging customers who had complex projects. In both cases, she jumped in late in the go-to-market process and developed strategic and tactical plans, implemented them and made these programs overwhelmingly successful. I only exaggerate slightly when I say that no mere mortal could have done this.

Regarding Lea-Ann’s personal characteristics, she has impeccable integrity, is passionate about her work, highly charismatic, confident, strategic-thinking, highly organized, detail-oriented and focused heavily on meeting deadlines with high-quality deliverables. Lea-Ann is money in the bank. I give her my highest recommendation.”

- Gordon Johnson, VP Marketing

The Challenge:

Motivating the media and the state legislature to call upon the state associations for expert resources

Sleddogg Word Cloud

Committed to helping foster the recognition and respect of the association management profession, AENC realized only a few member organizations had maintained productive relationships with the media and legislature…while many many more had not. Due to the revolving door of leadership, advanced communication methods, and the lack of funding to outsource certain functional responsibilities – AENC felt the need to step in and help. They needed to communicate the perception (which was an unrealized reality) that the association profession has influence and are considered the subject matter experts of the businesses and industries they serve.

The Approach:

In a MOVE workshop environment, I worked with several member organizations to outline the exact perception desired and developed the messaging around it.

To be successful, the team knew it was critical to respond to all barriers and negative perceptions.

During the 2-day workshop they learned more about their target audiences, the needs of the membership, and strategically positioned the association profession with segmented target markets and influencers.

On the 3rd day I met with the AENC Executive Director to document the organizations marketing materials and determine what was working…what was not, what was missing, and what should be eliminated.

The Results:

I delivered a whitepaper document summarizing the 2-day workshop and detailing directional plans for prioritizing existing and future resources; what needed to be done for AENC and member organizations to make the case for the profession at the highest level.

AENC received the roadmap for building the association professional desired perception of having influence and being considered the subject matter experts of the businesses and industries they serve.

Lea-Ann guided our organization down a path that helped us understand our value proposition, better than even some strategic planners we’ve used before, and helped us develop clear and well thought out messaging that we can take to our key audiences. We learned a lot about our organization during this process.

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