Open Access Webinar: Cost Centre or Growth Engine? Why Communications Is Now an Association’s Strategic Advantage

Cost Centre or Growth Engine? Why communications is now an association’s strategic advantage

For many associations, communications is still seen as the team that “gets the newsletter out”, manages social media, updates the website or makes things look polished. But in a tougher, faster, noisier environment, communications is no longer a support function, it is one of the most powerful levers an association has to prove value, build trust, influence decision-makers, retain members and drive commercial outcomes.

Key learnings:

• How to help your board understand communications as a strategic asset, not an operational expense.
• How to connect communications directly to member value, advocacy, revenue and reputation.
• How to shift from “sending more stuff” to creating clarity, influence and action.

Meet Our Presenter 

Felicity Zadro

Founder & Managing Director, Zadro

Felicity Zadro is a strategic advisor to leaders, boards and organisations navigating complexity, change and growth. She is the founder of multi-award-winning communications agency Zadro, now celebrating 19 years in business.

Since launching the agency, Felicity and her team have helped more than 450 organisations sharpen their positioning, build their brands and communicate with impact. Their work spans ASX-listed companies, associations and ambitious start-ups across Australia, Southeast Asia and Europe.

Drawing on sociology and anthropology, training in change management and leadership, and a strong commercial perspective, Felicity helps leaders see the bigger picture and turn complex challenges into clear priorities. She combines strategic advice with practical delivery, connecting what organisations want to achieve with what their audiences need to understand.

Zadro’s strategic communications planning tool, COMM*BAT™, has helped more than 150 businesses and organisations clarify their offering and translate strategy into action.

Felicity serves on boards, advises CEOs and speaks at conferences. She writes widely on communications, leadership and business, and has authored two books: A Brand is Not a Logo, written with the Zadro team, and a personal account of her grandfather’s life and philosophy.

For more information, visit zadroagency.com.au