{"id":314,"date":"2012-11-05T09:33:48","date_gmt":"2012-11-05T09:33:48","guid":{"rendered":"http:\/\/www.naylor.com\/associationadviser\/index.php\/2012\/11\/05\/newsletter30292_314\/"},"modified":"2012-11-05T09:33:48","modified_gmt":"2012-11-05T09:33:48","slug":"newsletter30292_314","status":"publish","type":"post","link":"https:\/\/www.naylor.com\/associationadviser\/newsletter30292_314\/","title":{"rendered":"Association Spotlight Roundup"},"content":{"rendered":"<p><span style=\"font-size: 10pt;\"><span style=\"font-style: italic;\">By <\/span>Association Adviser<span style=\"font-style: italic;\"> staff<\/span><\/span><\/p>\n<p><span style=\"font-size: 10pt;\"><span style=\"font-style: italic;\"><br \/>\n<\/span>As <span style=\"font-style: italic;\">Association Adviser <\/span>chalks up another anniversary, we thought it would be timely to reflect on the<br \/>\ninsights gleaned from the association leaders we\u2019ve profiled over the past<br \/>\nyear. It has been a turbulent but exciting time, and the associations profiled<br \/>\nbelow have thrived not by hiring large staffs, but by being agile enough to<br \/>\nreact quickly to members\u2019 fast-changing needs and tastes.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 10pt;\"><img decoding=\"async\" alt=\"\" src=\"http:\/\/www.naylornetwork.com\/NAY-ADVISER\/assets\/takeaways.png\" \/><\/span><\/p>\n<p>&nbsp;<\/p>\n<table style=\"border-collapse: collapse; width: 100%; margin: 5px; border: 1px solid black; background-color: #dcdcdc;\" width=\"\" cellspacing=\"3\" cellpadding=\"3\" align=\"center\">\n<tbody>\n<tr>\n<td style=\"border: 1px solid black;\">\n<ul>\n<li><span style=\"font-size: 10pt;\">Associations are increasingly asking themselves<br \/>\ntough questions about their brands. Changing one\u2019s logo is just the tip of the<br \/>\niceberg.<\/span><\/li>\n<\/ul>\n<ul>\n<li><span style=\"font-size: 10pt;\">Savvy associations are thinking outside the cozy<br \/>\nconfines of their membership lists to position their magazines for<br \/>\nindustry-wide distribution and consumption.<\/span><\/li>\n<\/ul>\n<ul>\n<li><span style=\"font-size: 10pt;\">Even<br \/>\nassociations with small staffs can pack a powerful communications punch if<br \/>\ntheir old and new media initiatives are carefully integrated.<\/span><\/li>\n<\/ul>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 10pt;\">Take the <\/span><br \/>\n<span style=\"font-size: 10pt;\"><a href=\"http:\/\/www.nespapool.org\/\" target=\"_blank\">Northeast Spa &amp; Pool<br \/>\nAssociation<\/a> for instance. As NESPA Executive Director Larry Caniglia tells<br \/>\nit, the organization reached a crossroads when it realized there was just way<br \/>\ntoo much information out there competing for members\u2019 attention. &#8220;We asked<br \/>\nourselves: How do you get members to follow us and stay with us? How do you<br \/>\nmake it really important to them?&#8221; he said.<\/span><\/p>\n<p>The solution? NESPA shifted its communication focus from<br \/>\n<span style=\"font-size: 10pt;\"><span style=\"font-weight: bold; font-style: italic;\">nice-to-know<\/span> to <span style=\"font-weight: bold; font-style: italic;\">need-to-know<\/span><br \/>\nso there would be more emphasis on industry news and contractor best practices and<br \/>\na lot less on &#8220;who\u2019s doing what at the association.&#8221;<\/span><\/p>\n<p>&#8220;That\u2019s also part of our brand,&#8221; related Caniglia. &#8220;Just because an<br \/>\nexpert says something is true, we still check it out anyway and vet the<br \/>\ninformation if it doesn\u2019t sound right to our in-house experts. Not everyone<br \/>\nelse does that.&#8221;<\/p>\n<p><span style=\"font-size: 10pt;\"><span style=\"font-weight: bold;\">Associations asking<br \/>\nthemselves hard questions about their brands<\/span><\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 10pt;\"><a href=\"http:\/\/www.asid.org\/custom\/thebrandstory\/index.as\"><img fetchpriority=\"high\" decoding=\"async\" style=\"margin-top: 5px; margin-bottom: 5px; margin-right: 10px;\" alt=\"The ASID Brand Story\" src=\"http:\/\/www.naylornetwork.com\/NAY-ADVISER\/assets\/asidbrandstory.jpg\" width=\"250\" height=\"310\" align=\"left\" \/><\/a><\/span><\/p>\n<p><span style=\"font-size: 10pt;\">Speaking of branding, associations representing industries ranging from<br \/>\ninterior designers to underwater diving contractors shared some valuable<br \/>\nlessons about the brand reinvigoration process. Tasked with engineering a <a href=\"http:\/\/www.naylornetwork.com\/nay-adviser\/articles\/index.asp?aid=164185&amp;issueID=29427\" target=\"_blank\">re-branding effort<\/a> for their association, some leaders<br \/>\nmight consider the mission suitably accomplished with a new logo and color<br \/>\npalette, perhaps augmented by a trendy visual upgrade to the organization\u2019s<br \/>\nwebsite design.<\/span><\/p>\n<p><span style=\"font-size: 10pt;\">&#8220;That\u2019s just the eye candy,&#8221; said Michael Berens, director of research and<br \/>\nknowledge resources for the <a href=\"http:\/\/www.asid.org\/\" target=\"_blank\">American<br \/>\nSociety of Interior Designers<\/a> (ASID), and a survivor of the group\u2019s<br \/>\nextensive 12-month re-branding initiative. &#8220;The brand isn\u2019t just the<br \/>\norganization\u2019s graphic identity. It\u2019s about what people say about you when<br \/>\nyou\u2019re not in the room,&#8221; he said. &#8220;And you have to ask yourself some<br \/>\nhard questions about what you want people to say you really are. What are the<br \/>\nmessages you\u2019re telling people that you need to live up to? Ultimately, you<br \/>\ncreate a visual identity to help reinforce all that.&#8221; <\/span><\/p>\n<p>Result? The association now aims to separate ASID professionals from industry<br \/>\nrank and file by emphasizing their elite status and conveying that value to<br \/>\npotential customers, Berens explained.<br \/>\n<span style=\"font-size: 10pt;\"><br \/>\nThe national association created an online portal for its chapters,<br \/>\ncomplete with predesigned materials to ensure a coordinated, comprehensive<br \/>\nrollout of pertinent information. A<br \/>\nrebrand recap, called &#8220;The ASID Brand Story,&#8221; can be found on the<br \/>\nassociation\u2019s <a href=\"http:\/\/www.asid.org\/custom\/thebrandstory\/index.asp\" target=\"_blank\">website<\/a>. <\/span><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 10pt;\"><span style=\"font-weight: bold;\">Keeping it simple<\/span><\/span><\/p>\n<p><span style=\"font-size: 10pt;\"><img decoding=\"async\" style=\"margin-left: 10px; margin-top: 5px; margin-bottom: 5px;\" alt=\"UnderWater magazine digital edition\" src=\"http:\/\/www.naylornetwork.com\/NAY-ADVISER\/assets\/adcdigitaledition.jpg\" width=\"106\" height=\"117\" align=\"right\" \/><\/span><\/p>\n<p>&nbsp;<\/p>\n<p>Like ASID, the <a href=\"http:\/\/adc-int.org\/\" target=\"_blank\">Underwater<br \/>\nDiving Contractors International<\/a><br \/>\n(ADCI) knew it had a branding challenge on its hands but wasn\u2019t sure about how<br \/>\nto go about fixing it. BeforepartneringwithNaylor, the organization<br \/>\nwas exclusively focused on diving, noted Phil Newsum, ADCI\u2019s Executive<br \/>\nDirector. &#8220;We were very na\u00efve about marketing and branding, and how it<br \/>\naffects readership, revenue and membership growth. Naylor really helped us<br \/>\nunderstand the need for a more professional and cohesive branding<br \/>\ncommunications strategy for both members and the advertiser community.&#8221;<\/p>\n<p>Sohow does a relatively modest-sized organization keep its broad<br \/>\ncommunication portfolio, widely cited standards, multiple brands and a global<br \/>\nmembership all bubbling along?<\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 10pt;\">&#8220;I like to offer lots of options to our<br \/>\npeople, but still keep it simple,&#8221; said Newsum. &#8220;No matter how<br \/>\nmany initiatives you have, you\u2019ve got to stick to simple branding, simple<br \/>\nmessaging and a simple point of contact.&#8221;<\/span><\/p>\n<p><span style=\"font-size: 10pt;\"><span style=\"font-weight: bold;\">Blending<br \/>\nthe best of old and new media<\/span><\/span><\/p>\n<p>&nbsp;<\/p>\n<p>Like ADCI, the <a href=\"http:\/\/www.loga.la\/\" target=\"_blank\">Louisiana Oil &amp; Gas Association<\/a> (LOGA) has found a way to communicate frequently and effectively with<br \/>\nmembers across a wide array of topics and channels despite its modest staff<br \/>\nsize. How does a seven-person organization like LOGA pack such a powerful<br \/>\npunch? By blending the best of old school (speaking tours and lobbying) and new<br \/>\nschool (technology and social media) communication tactics, according to<br \/>\nGifford Briggs, LOGA\u2019s vice president and chief lobbyist.<\/p>\n<p><span style=\"font-size: 10pt;\"><img decoding=\"async\" style=\"margin-top: 5px; margin-bottom: 5px; margin-right: 10px;\" alt=\"LOGA Twitter page\" src=\"http:\/\/www.naylornetwork.com\/NAY-ADVISER\/assets\/loga%20twitter%20page.jpg\" width=\"203\" height=\"197\" align=\"left\" \/><\/span><span style=\"font-size: 10pt;\">In addition to revamping its website, LOGA<br \/>\nhas rapidly gained 7,500 fans across its three Facebook pages that are devoted<br \/>\nto the moratorium on drilling, to the Haynesville Shale and to the association<br \/>\nitself. LOGA also<br \/>\nhas about 2,500 Twitter followers and its tweets are integrated directly onto<br \/>\nthe LOGA home page, which attracts 15,000 to 20,000 visits per month. This<br \/>\nenables members to follow the oil and gas industry in real time. <\/span><\/p>\n<p><span style=\"font-size: 10pt;\">&#8220;We compile energy articles from all<br \/>\nover our state, and that\u2019s important because many of our members are not<br \/>\nnecessarily residing in Louisiana and don\u2019t get the local news about our industry,&#8221;<br \/>\nBriggs said. LOGA also has an impressive iPhone app that is primarily a news<br \/>\nreader. LOGA developed the app for free, and it is downloaded 8,000 times<br \/>\nannually. LOGA\u2019s daily eNewsletter and bimonthly news alerts carry the most<br \/>\nimportant stories of the day, while the LOGA conference group, headed by CeCe<br \/>\nRichter, has transitioned entirely to electronic promotional announcements and<br \/>\nonline registration for its events. &#8220;We\u2019ve completely moved away from<br \/>\npaper. It not only saves us tons of money but seems to get us better<br \/>\nresults,&#8221; said Briggs.<\/span><\/p>\n<p><span style=\"font-weight: bold;\">Leveraging<br \/>\nmobile and social media <\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 10pt;\"><img decoding=\"async\" style=\"margin-left: 10px;\" alt=\"BOMA Facebook Page\" src=\"http:\/\/www.naylornetwork.com\/NAY-ADVISER\/assets\/boma%20facebook%20page.jpg\" align=\"right\" \/><\/span><\/p>\n<p><span style=\"font-size: 10pt;\">Members of the <a href=\"http:\/\/www.boma.org\/\" target=\"_blank\">Building Owners<br \/>\n&amp; Managers Association<\/a> (BOMA) are<br \/>\nnot desk jockeys.<\/span><span style=\"font-size: 10pt;\">They\u2019re on the go, working at multiple locations, according to<br \/>\nBOMA President and COO Henry Chamberlain. &#8220;Mobile has been a particularly<br \/>\neffective way for us to get information out to them, and we have apps to<br \/>\nfacilitate that. We also have a Facebook page. Our LinkedIn platform has about<br \/>\n10,000 members using it for networking and problem solving. We post videos on<br \/>\nYouTube. Our PR and marketing efforts go through Twitter to reporters as well<br \/>\nas to younger people who are searching for expertise on particular topics. We\u2019re in a very competitive industry, but our<br \/>\nmembers are very supportive of each other. They\u2019re very gregarious and willing<br \/>\nto help each other problem-solve.&#8221;<\/span><\/p>\n<p><span style=\"font-weight: bold; font-size: 10pt;\">Boosting member magazine audience by<br \/>\ngalvanizing industries, not just members <\/span><\/p>\n<p><span style=\"font-size: 10pt;\">While much has<br \/>\nbeen said about digital versions of member magazines, a more remarkable trend<br \/>\nthat jumped out at us is the industry-wide versus member-centric distribution<br \/>\nmodel. Take the <a href=\"http:\/\/www.aamga.org\/\" target=\"_blank\">American Association of Managing General<br \/>\nAgents<\/a><br \/>\n(AAMGA) for example. <\/span><\/p>\n<p>&nbsp;<\/p>\n<p>Unlike most member magazines, AAMGA\u2019s<br \/>\nflagship publication<br \/>\n<span style=\"font-size: 10pt;\">launched<br \/>\nlast May, <span style=\"font-style: italic;\">Wholesale Insurance News<\/span><br \/>\n(WIN),does <span style=\"font-style: italic;\">not<\/span><br \/>\ncontain any information about the association itself \u2013 that\u2019s what the member<br \/>\nnewsletter is for, noted Executive Director Bernie Heinze. Instead, it\u2019s<br \/>\ndesigned to be a trusted portal of immediately usable information for the<br \/>\nwholesale insurance industry. We\u2019re getting great content from all corners of<br \/>\nthe profession, and we\u2019re utilizing the latest advances in page-digital<br \/>\npublishing, QR codes and the like,&#8221; he said. &#8220;It\u2019s just great to see<br \/>\nhow a small idea has really exploded and the digital edition makes it very convenient<br \/>\nfor members to forward along to their colleagues, clients and customers.&#8221;<\/span><\/p>\n<p><span style=\"font-size: 10pt;\"><img decoding=\"async\" style=\"margin-top: 5px; margin-bottom: 5px; margin-right: 10px;\" alt=\"\" src=\"http:\/\/www.naylornetwork.com\/NAY-ADVISER\/assets\/amgq_0311c.png\" align=\"left\" \/>In addition<br \/>\nto AAMGA\u2019s company members and their employees, <span style=\"font-style: italic;\">WIN <\/span>is sent digitally to<br \/>\nnearly 7,000 past and present conference attendees and has been picked up by<br \/>\nInsurance Broadcast Media. That gives <span style=\"font-style: italic;\">WIN <\/span>a total reach of about 250,000<br \/>\nsets of eyes.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 10pt;\">Like the AAMGA, the <a href=\"http:\/\/www.incentivemarketing.org\/\" target=\"_blank\">Incentive<br \/>\nMarketing Association<\/a> (IMA) has<br \/>\nlooked outside the confines of its membership list to gain a substantial<br \/>\nincrease in its following and influence. IMA works to raise the corporate<br \/>\ncommunity\u2019s awareness of the power of incentive programs. IMA\u2019s official<br \/>\nend-user publication, <span style=\"font-style: italic;\">Return on Performance\u2122<\/span> (ROP), provides the latest<br \/>\nbest-practice strategies and research to engage, align and motivate employees,<br \/>\nbusiness partners and customers to yield measurable corporate results. <\/span><\/p>\n<p>ROP was introduced nearly three years ago<br \/>\n<span style=\"font-size: 10pt;\">to further the understanding of &#8220;people-centric<br \/>\nleadership,&#8221; said IMA Executive Director Karen Renk. After running into early challenges to attract advertisers,<br \/>\nIMA enlisted Naylor 18 months ago and now has a non-dues revenue stream<br \/>\ncommensurate with its highly regarded editorial content. Sounds like a typical<br \/>\noutsourcing success story\u2014except there\u2019s more. <\/span><\/p>\n<p><span style=\"font-size: 10pt;\"><img decoding=\"async\" style=\"margin: 5px 0pt 5px 10px; border: 1px solid #000000;\" alt=\"Return on Performance magazine\" src=\"http:\/\/www.naylornetwork.com\/NAY-ADVISER\/assets\/inc-q0211.jpg\" align=\"right\" \/><\/span><span style=\"font-size: 10pt;\">In addition to serving 700 member companies such as Sony, TJ Maxx and Vera<br \/>\nBradley, ROP is distributed throughout the U.S. and Canada to 10,000 C-suite<br \/>\nexecutives including CEOs, CFOs and COOs. When its digital distribution is included,<br \/>\nROP\u2019s readership exceeds 20,000. It\u2019s not just a member benefit, but the<br \/>\ndefinitive voice of the $46 billion dollar industry it serves. <\/span><br \/>\n<span style=\"font-size: 10pt;\">By association standards, ROP is an unusual<br \/>\npublication. The majority of readers are not necessarily members of the parent<br \/>\norganization, IMA, and the magazine\u2019s branding and design is clearly separate<br \/>\nfrom the IMA\u2019s.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-style: italic;\">READER NOTE: <\/span>Association Adviser <span style=\"font-size: 12pt;\">e<\/span>news<span style=\"font-style: italic;\"> readers can receive a free<br \/>\nsubscription to ROP magazine by registering <\/span><br \/>\n<span style=\"font-size: 10pt;\"><a href=\"http:\/\/www.returnonperformance.com\" target=\"_blank\"><span style=\"font-style: italic;\">here<\/span><\/a><span style=\"font-style: italic;\">.<\/span><\/span><\/p>\n<p><span style=\"font-weight: bold;\">Conclusion<\/span><\/p>\n<p>&nbsp;<\/p>\n<p>If necessity is the mother of invention, then timely and relevant communication<br \/>\nremains the mother of member retention. &#8220;Things change too fast in our<br \/>\nindustry,&#8221; related NESPA\u2019s Caniglia. &#8220;As the world shrinks, we\u2019re all<br \/>\ngoing to be relying more on electronic communication to get the word out about<br \/>\nmatters that are urgent to our members and constituents.&#8221; But with all that<br \/>\nspeed you still need trust, cautioned Caniglia. That\u2019s what the association is<br \/>\nthere for.<\/p>\n<div style=\"text-align: center;\"><\/div>\n<div style=\"text-align: center;\">\n<table style=\"width: 100%; margin: 5px; background-color: #dcdcdc; border: 1px solid black; border-collapse: collapse;\" width=\"\" cellspacing=\"3\" cellpadding=\"3\" align=\"center\">\n<tbody>\n<tr>\n<td style=\"border: 1px solid black; text-align: center; vertical-align: middle; letter-spacing: 0pt; word-spacing: 0pt;\"><span style=\"font-size: 10pt;\"><span style=\"font-size: 10pt; font-weight: bold;\">Rate this article 5 (Excellent) to 1 (Poor). Send ratings and comments <\/span><a href=\"mailto:associationadviser@naylor.com?subject=March Association Spotlight\"><span style=\"font-size: 10pt; font-weight: bold;\">here<\/span><\/a><span style=\"font-size: 10pt; font-weight: bold;\">.<\/span><\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 10pt;\"><br \/>\n<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>This month&rsquo;s spotlight on communications excellence falls on these forward-thinking associations who&rsquo;ve developed resourceful solutions to today&rsquo;s complex multi-platform membership outreach challenges. Savvy associations are thinking outside the cozy confines of their membership lists to position their magazines for industry-wide distribution and consumption.<br \/>\n<em>By<\/em> Association Adviser<em> staff<\/em><\/p>\n","protected":false},"author":26,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[68],"tags":[],"class_list":["post-314","post","type-post","status-publish","format-standard","hentry","category-association-spotlight"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Association Spotlight Roundup - Association Adviser<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.naylor.com\/associationadviser\/newsletter30292_314\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Association Spotlight Roundup - Association Adviser\" \/>\n<meta property=\"og:description\" content=\"This month&rsquo;s spotlight on communications excellence falls on these forward-thinking associations who&rsquo;ve developed resourceful solutions to today&rsquo;s complex multi-platform membership outreach challenges. Savvy associations are thinking outside the cozy confines of their membership lists to position their magazines for industry-wide distribution and consumption. By Association Adviser staff\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.naylor.com\/associationadviser\/newsletter30292_314\/\" \/>\n<meta property=\"og:site_name\" content=\"Association Adviser\" \/>\n<meta property=\"article:published_time\" content=\"2012-11-05T09:33:48+00:00\" \/>\n<meta property=\"og:image\" content=\"http:\/\/www.naylornetwork.com\/NAY-ADVISER\/assets\/takeaways.png\" \/>\n<meta name=\"author\" content=\"Association Adviser staff\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Association Adviser staff\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"8 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/newsletter30292_314\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/newsletter30292_314\\\/\"},\"author\":{\"name\":\"Association Adviser staff\",\"@id\":\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/#\\\/schema\\\/person\\\/3295b0ebb50ab785127c67672b4314ed\"},\"headline\":\"Association Spotlight Roundup\",\"datePublished\":\"2012-11-05T09:33:48+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/newsletter30292_314\\\/\"},\"wordCount\":1627,\"commentCount\":0,\"image\":{\"@id\":\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/newsletter30292_314\\\/#primaryimage\"},\"thumbnailUrl\":\"http:\\\/\\\/www.naylornetwork.com\\\/NAY-ADVISER\\\/assets\\\/takeaways.png\",\"articleSection\":[\"Association Spotlight\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/newsletter30292_314\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/newsletter30292_314\\\/\",\"url\":\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/newsletter30292_314\\\/\",\"name\":\"Association Spotlight Roundup - Association Adviser\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/newsletter30292_314\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/newsletter30292_314\\\/#primaryimage\"},\"thumbnailUrl\":\"http:\\\/\\\/www.naylornetwork.com\\\/NAY-ADVISER\\\/assets\\\/takeaways.png\",\"datePublished\":\"2012-11-05T09:33:48+00:00\",\"author\":{\"@id\":\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/#\\\/schema\\\/person\\\/3295b0ebb50ab785127c67672b4314ed\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/newsletter30292_314\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/newsletter30292_314\\\/#primaryimage\",\"url\":\"http:\\\/\\\/www.naylornetwork.com\\\/NAY-ADVISER\\\/assets\\\/takeaways.png\",\"contentUrl\":\"http:\\\/\\\/www.naylornetwork.com\\\/NAY-ADVISER\\\/assets\\\/takeaways.png\"},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/#website\",\"url\":\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/\",\"name\":\"Association Adviser\",\"description\":\"Leadership Strategies &amp; Best Practices for Association Professionals\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/#\\\/schema\\\/person\\\/3295b0ebb50ab785127c67672b4314ed\",\"name\":\"Association Adviser staff\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/0f7e76e81b8889e72914d716a351e4d63befe852d7f6fca38b3fea98b9b84212?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/0f7e76e81b8889e72914d716a351e4d63befe852d7f6fca38b3fea98b9b84212?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/0f7e76e81b8889e72914d716a351e4d63befe852d7f6fca38b3fea98b9b84212?s=96&d=mm&r=g\",\"caption\":\"Association Adviser staff\"},\"url\":\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/author\\\/association-adviser-staff\\\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Association Spotlight Roundup - Association Adviser","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.naylor.com\/associationadviser\/newsletter30292_314\/","og_locale":"en_US","og_type":"article","og_title":"Association Spotlight Roundup - Association Adviser","og_description":"This month&rsquo;s spotlight on communications excellence falls on these forward-thinking associations who&rsquo;ve developed resourceful solutions to today&rsquo;s complex multi-platform membership outreach challenges. Savvy associations are thinking outside the cozy confines of their membership lists to position their magazines for industry-wide distribution and consumption. By Association Adviser staff","og_url":"https:\/\/www.naylor.com\/associationadviser\/newsletter30292_314\/","og_site_name":"Association Adviser","article_published_time":"2012-11-05T09:33:48+00:00","og_image":[{"url":"http:\/\/www.naylornetwork.com\/NAY-ADVISER\/assets\/takeaways.png","type":"","width":"","height":""}],"author":"Association Adviser staff","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Association Adviser staff","Est. reading time":"8 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.naylor.com\/associationadviser\/newsletter30292_314\/#article","isPartOf":{"@id":"https:\/\/www.naylor.com\/associationadviser\/newsletter30292_314\/"},"author":{"name":"Association Adviser staff","@id":"https:\/\/www.naylor.com\/associationadviser\/#\/schema\/person\/3295b0ebb50ab785127c67672b4314ed"},"headline":"Association Spotlight Roundup","datePublished":"2012-11-05T09:33:48+00:00","mainEntityOfPage":{"@id":"https:\/\/www.naylor.com\/associationadviser\/newsletter30292_314\/"},"wordCount":1627,"commentCount":0,"image":{"@id":"https:\/\/www.naylor.com\/associationadviser\/newsletter30292_314\/#primaryimage"},"thumbnailUrl":"http:\/\/www.naylornetwork.com\/NAY-ADVISER\/assets\/takeaways.png","articleSection":["Association Spotlight"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/www.naylor.com\/associationadviser\/newsletter30292_314\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/www.naylor.com\/associationadviser\/newsletter30292_314\/","url":"https:\/\/www.naylor.com\/associationadviser\/newsletter30292_314\/","name":"Association Spotlight Roundup - Association Adviser","isPartOf":{"@id":"https:\/\/www.naylor.com\/associationadviser\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.naylor.com\/associationadviser\/newsletter30292_314\/#primaryimage"},"image":{"@id":"https:\/\/www.naylor.com\/associationadviser\/newsletter30292_314\/#primaryimage"},"thumbnailUrl":"http:\/\/www.naylornetwork.com\/NAY-ADVISER\/assets\/takeaways.png","datePublished":"2012-11-05T09:33:48+00:00","author":{"@id":"https:\/\/www.naylor.com\/associationadviser\/#\/schema\/person\/3295b0ebb50ab785127c67672b4314ed"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.naylor.com\/associationadviser\/newsletter30292_314\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.naylor.com\/associationadviser\/newsletter30292_314\/#primaryimage","url":"http:\/\/www.naylornetwork.com\/NAY-ADVISER\/assets\/takeaways.png","contentUrl":"http:\/\/www.naylornetwork.com\/NAY-ADVISER\/assets\/takeaways.png"},{"@type":"WebSite","@id":"https:\/\/www.naylor.com\/associationadviser\/#website","url":"https:\/\/www.naylor.com\/associationadviser\/","name":"Association Adviser","description":"Leadership Strategies &amp; Best Practices for Association Professionals","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.naylor.com\/associationadviser\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Person","@id":"https:\/\/www.naylor.com\/associationadviser\/#\/schema\/person\/3295b0ebb50ab785127c67672b4314ed","name":"Association Adviser staff","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/0f7e76e81b8889e72914d716a351e4d63befe852d7f6fca38b3fea98b9b84212?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/0f7e76e81b8889e72914d716a351e4d63befe852d7f6fca38b3fea98b9b84212?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/0f7e76e81b8889e72914d716a351e4d63befe852d7f6fca38b3fea98b9b84212?s=96&d=mm&r=g","caption":"Association Adviser staff"},"url":"https:\/\/www.naylor.com\/associationadviser\/author\/association-adviser-staff\/"}]}},"_links":{"self":[{"href":"https:\/\/www.naylor.com\/associationadviser\/wp-json\/wp\/v2\/posts\/314","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.naylor.com\/associationadviser\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.naylor.com\/associationadviser\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.naylor.com\/associationadviser\/wp-json\/wp\/v2\/users\/26"}],"replies":[{"embeddable":true,"href":"https:\/\/www.naylor.com\/associationadviser\/wp-json\/wp\/v2\/comments?post=314"}],"version-history":[{"count":0,"href":"https:\/\/www.naylor.com\/associationadviser\/wp-json\/wp\/v2\/posts\/314\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.naylor.com\/associationadviser\/wp-json\/wp\/v2\/media?parent=314"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.naylor.com\/associationadviser\/wp-json\/wp\/v2\/categories?post=314"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.naylor.com\/associationadviser\/wp-json\/wp\/v2\/tags?post=314"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}