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 communications leader, and founder of multi-award-winning agency Zadro, now celebrating 19 years in business. Since launching the agency Felicity and team have helped more than 500 organisations — from ASX-listed companies to ambitious start-ups — sharpen their message, build their brand and communicate with impact across Australia, Southeast Asia and Europe.

With expertise in sociology and anthropology, training in change management and leadership, and a strong commercial lens, Felicity brings a broader perspective than most to communications strategy. Her work helps CEOs and leadership teams clarify their positioning, navigate complexity and connect meaningfully with the audiences that matter.

Zadro’s strategic communications planning tool COMM*BAT™ has supported more than 150 businesses and organisations to articulate their offering and put their communications on the road to success.

Felicity sits on Boards, supports CEOs in their leadership journeys, has written widely on communication and business, and is a keynote speaker at conferences in Australia and internationally. Felicity has authored two books: one with the Zadro team, A Brand is Not a Logo, and privately, a book about her grandfather’s life and philosophy.

For more information, visit zadroagency.com.au