Skills Lab - Modern Association Marketing: Brand, Campaigns and Content that Works

Associations are constantly launching, refreshing and promoting products, programs, campaigns and advocacy initiatives, however achieving consistent cut-through across members and stakeholders remains a challenge.

This practical, hands-on skills lab is designed for association professionals responsible for engaging members and stakeholders through communications, events, marketing and campaigns. It is particularly relevant for those working across membership, advocacy, education and events.

Participants will learn how to:

• Refresh existing products, services and campaigns using refined language and positioning.
• Repackage and bundle offerings to improve clarity, relevance and uptake
• Plan and launch integrated campaigns with impact (programs, advocacy initiatives, awareness weeks)
• Move beyond membership renewals and benefits, to campaigns that build value, relevance and connection
• Create brand-aligned campaigns that look and feel distinct, even with limited budgets
• Integrate campaigns across digital, events, newsletters, social and websites for greater reach and consistency
• Decide what to stop doing, what to simplify, and what to double down on
• Improve member communications, event marketing and content – what’s working, what isn’t, and why

Using real association examples and practical frameworks, participants will leave with tools and approaches they can apply immediately within their own organisation.

Key takeaway: Practical methods to plan, launch and refresh integrated association marketing and campaigns with confidence.

Meet Our Presenter

Debbie Bradley, Group Account Director, Zadro
Debbie is a strategic communications and campaigns specialist with extensive experience delivering integrated marketing, advocacy and engagement initiatives for associations and purpose-led organisations. She works closely with clients to translate strategy into practical, high-impact campaigns that connect with members and stakeholders and drive meaningful outcomes.