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The Association Laboratory Content Strategy Summits in Alexandria, VA will be a one-day immersive conference experience designed to help chief staff officers and senior association executives develop more effective strategy producing and relevant content, build a successful culture of content within their organizations and customize and monetize the content strategy across multiple audiences. Every attendee receives a copy of the Looking Forward 2018 Executive Summary and earns 7.5 hours of CAE credit.   Scroll down to learn more about the program, speakers and the agenda.


Your Opportunity to Experience a Senior-level Content Strategy Summit Awaits!

Limited seating is available. Register now to secure your seat!

Sponsored By

Registration Closes Day Of Show

Learn about Association Content Strategy

You are invited to attend the nation’s premiere, senior-level Content Strategy Summit.  Produced by Association Laboratory,  the Content Strategy Summit will provide in-depth knowledge about the theory and practical execution of essential components of association content strategy..

At Association Laboratory’s CONTENT STRATEGY SUMMIT you will have the opportunity to:

  • Learn about critical aspects of content strategy theory from nationally recognized subject matter experts with direct association experience.
  • Hear from and discuss the successful application of content strategy with leading association practitioners along with your peers to develop better understanding and identify new ideas for your association.
  • Learn what is working in other associations by connecting with your peers in highly-interactive sessions that draw on the experiences and knowledge of all attendees for greater group .learning experience.
  • Take home checklists and guides and materials to help quickly share what you have learned with your team and apply the lessons at your association.
  • Receive a complimentary PowerPoint Presentation following the event designed to help you brief others on your team on key take away’s from the Summit.
  • Receive a complimentary copy of Looking Forward 2018™ (retail $95) the nation’s premiere environmental scan of the association strategy environment.
  • Earn 7,5 hours of CAE credit.

Enjoy a relaxed learning environment with both a conversational and immersive instructional design giving you opportunities to meet, share and enjoy the day with senior-level association colleagues from leading trade and professional associations.

Following are the key aspects of the program:

Explicit Content Warning

The Challenges Facing Association Content Strategy

Associations have produced content for many years, but this evolving strategy has created unforeseen complexities and challenges for many associations. Learn about these challenges and their implications in a review of Looking Forward™ 2018, Association Laboratory’s ground breaking global environmental scan of more than 300 association leaders.

Multiple Roles / Multiple Opportunities

Assessing Strategies for Content Creation

You will be introduced to theoretical models of content strategy creation and proven techniques to identify and create relevant, high value content. You will discuss their application to your association with your peers to identify what changes in your strategy offer the greatest opportunity for improving business and Mission-based outcomes.

Culture, Culture, Culture

Creating and Sustaining a Content Culture

Evaluate your current content model and culture and compare your association to known best practices in content model leadership and management. Learn how to create a culture of content designed to cross departmental lines so that the association articulates a holistic, common content message that improves stakeholder and member engagement.

Handling the Hydra of Content Distribution and Monetization

Customized Content Monetization and Delivery

Use content strategy to improve audience engagement and achieve hard business objectives designed to support your association’s Mission. Learn from leading associations on the practical strategies designed to customize and monetize content strategy.

“Tomorrow, Tomorrow, I’ll Love You  Tomorrow, It’s Only a Day Away”

 The Future of Content Strategy

Learn about emerging concepts in content strategy and the implications of these concepts on the future of association content strategy efforts.

Closing – Do Good, Be Successful and Have Fun

Revisit key points, advice, and examples from the day’s discussions from leading practitioners and subject matter experts which can be applied at your association.  Be inspired to take your content strategy to the next level and help achieve your association’s Mission.,

Learning Reception

Compare notes and share experiences while enjoying a drink and a light snack and wind down with your colleagues and the speakers before you head for home.



This Content Strategy Summit is designed for professional and trade association chief staff officers and senior executives who believe content strategy is essential to their association’s success and have responsibility for leading the development, planning and monetization of content strategy.

Learn from Leading Experts in Content Strategy

Nationally recognized key note speakers and industry thought leaders will outline the critical issues that need to be addressed for association success.

Dean West Head Shot

Dean West, FASAE and President, Association Laboratory

Dean West is a national thought leader and futurist for the association community. An engaging, provocative and conversational speaker, he understands the unique needs of association leaders working in a complex, dynamic environment.

He conceived and has led the groundbreaking association environmental scan Looking Forward, the nation’s most sophisticated environmental scan of the association strategy environment and was principal researcher for The Future of Association Engagement, a white paper developed in cooperation with the ASAE Foundation, outlining emerging changes in association membership models. He has contributed to a wide range of industry publications including Membership Essentials: Recruitment, Retention, Roles, Responsibilities, and Resources (ASAE and Wiley, 2016) and the ASAE book, Core Competencies in Professional Development.

Carrie Hartin, President, Sales Services & Solutions, MCI USA

Carrie leads the sales division of MCI USA, formerly Network Media Partners. For the last twenty years, she has partnered with associations to create solutions to deliver non-dues media revenue. This work includes helping clients navigate today’s evolving media marketplace and finding new and creative ways to align a company’s messages with a niche association audience.

Carrie’s management strengths include recruiting, mentoring and development, organizational structuring, and advising associations in new publishing models. She is an expert in the strategic re-evaluation of association media properties and how to drive revenue and engagement. Carrie leads a team of sales and publishing professionals from MCI USA’s office in Baltimore, MD.


Carrie Hartin_headshot
Durso Chris - Cropped Color (002)

Chris Durso, Associate Vice President of Content, MCI USA

Chris Durso provides tailored content strategies and solutions for various nonprofit clients and also serves as Vice President of Content Development for Hospitality Sales & Marketing Association International (HSMAI). He has more than 25 years of experience as a professional writer, editor, reporter, and publications director, including serving as Executive Editor of Convene magazine, published by the Professional Convention Management Association (PCMA); Director of Periodicals and Editor of Common Ground magazine for Community Associations Institute (CAI); Senior Editor of The New Physician magazine, published by the American Medical Student Association (AMSA); and a suburban correspondent for The Philadelphia Inquirer. He previously served on the Board of Directors of Association Media & Publishing (AM&P) and is an active member of ASAE.

Hillary Marsh, Founder, Chief Content and Digital Strategist, Content Company

Hilary Marsh helps associations get better results from their content by improving their practices for content creation, governance, management, and promotions. Content Company’s clients include the American Bar Association, Endocrine Society, National Association of Convenience Stores, Institute of Food Technologists, and Florida Realtors.

As managing director of REALTOR.org from 2005 to 2011, Hilary oversaw the National Association of Realtors’ website and created the association’s social media strategy. A leading content strategist since 1999, she developed and teaches the first graduate-level content strategy courses for the User Experience Design Masters program at Kent State University. She is also a frequent speaker at national and international conferences.

You can find her on Twitter, LinkedIn, and Slideshare.

Hillary Marsh photo
Jill Andreu

Jill Andreu, Industry Communications Consultant

Jill Andreu has worked in the association world for 15 years, most recently serving as vice president of content strategy and development for an association services company. Throughout her career, she has worked in various roles – from in-the-trenches editorial support, to publishing for associations, to leading both sales and content teams. In each of these roles, Jill’s primary mission was to help associations increase revenue and boost member engagement. She also works with associations on communications studies to help them learn more about the types of content members want and delivery methods that best suit their needs.

Jill is an ASAE member, a frequent speaker, and a graduate of the University of Florida College of Journalism.

Mark Dorsey, CAE, FASAE, CEO, Construction Specifications Institute (CSI)

Mark Dorsey is CEO of Construction Specifications Institute (CSI),  an Alexandria, Virginia association serving 8,400 members nationwide. Prior to CSI, Mark was CEO of the Professional Ski Instructors of America and the American Association of Snowboard Instructors, a 32,000-member nonprofit education association. During this period, PSIA-AASI saw record membership growth, record revenue, and award-winning communications and outreach programs, including a 2014 Power of A Summit Award. For both CSI and PSIA-AASI, Mark guided significant governance change to enable stronger linkages between the board’s preferred outcomes and staff activities.

Mark has owned a consumer research company, bought and sold media, served as Interim Executive Director—and later Chair—of Medical Education Collaborative, a non-profit continuing medical education corporation.  He has also served ASAE in many capacities, including stints as a member of the ASAE Board of Directors, the ASAE Foundation Board, and Chair of the ASAE Research Committee.

Mark Dorsey Headshot

Susan Partain, Senior Editor and Content Strategist, American Public Power Association

Susan Partain leads efforts at the American Public Power Association creating relationships with members and stakeholders designed to identify, produce and successfully distribute relevant content. She oversees content strategies designed to keep members informed of critical industry issues and the public aware of the contributions of public power utilities to their local communities. Susan has more than 15 years leading association communication and content efforts and brings a future-focused voice to the creation of association content strategy.

CAE Credit

Association Laboratory is a CAE Approved Provider. The program meets the requirements for fulfilling the professional development requirements to earn or maintain the Certified Association Executive credential. Every program that we offer which qualifies for CAE credit will clearly identify the number of CAE credits granted for full participation, and we will maintain records of your participation in accord with CAE policies. For more information about the CAE credential or Approved Provider program, please visit www.asaecenter.org/cae. As a CAE Approved Provider educational program related to the CAE exam content outline, this program may be applied for 7.5 credits toward your CAE application or renewal professional development requirements.

Preliminary Agenda


Program Activities

8:00 am – 8:30 am

Registration & Continental Breakfast

8:30 am – 12:00 Noon


Explicit Content Warning – The Challenges Facing Association Content Strategy

What Is A Content Curation Model

Listening Not Talking

Creating Relevance Through Listening

Engagement Based Content Curation

Content Creation for Value

Common Models for Content Creation

Evaluating Your Content Creation Model

12:00 Noon


 12:30 pm-4:30 PM


The Culture of Content

Evaluating Your Content Model

Aligning Your Association With Best Practices

Telling The Story of Your Content

Essential Conditions of Your Success for Monetization

Valuing Your Association As A Content Platform

Monetization Ideation 

The Future of Content Strategy

4:30 PM-6:00 PM


Access to a Leading Network of Association Innovators

Register Now for Association Laboratory’s CONTENT STRATEGY SUMMIT!

Each Registration Fee includes:

  • Access for one Association Executive to attend the meeting.
  • Meals: Breakfast and lunch. Post Event Reception included.
  • Take home checklists, guides and materials to help quickly share what you have learned with your team and apply the lessons at your association.
  • Receive a complimentary PowerPoint Presentation following the event designed to help you brief others on your team on key take away’s from the Summit.
  • Receive a complimentary copy of Looking Forward 2018™ (retail $95) the nation’s premiere environmental scan of the association strategy environment.
  • All classes, activities/exercises, and course materials
  • Speakers and specific speaker topics subject to change.


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