W259: Hyper-Personalize to “The Market of One”
Wednesday, February 23, 2022
11:00 AM - 12:30 PM (EASTERN TIME)

Are you still communicating to members as segments, based on their behaviors and transactions? Or to The Market of One?


Each individual in your community, member or not, has her own set of needs that your association is trying to meet. Traditional marketing has us speaking to segments based on behaviors and transactions. And often, traditional broadcasts are about what the association has to offer rather than what the member actually needs right then and there.


Instead of building campaigns around segments and broadcasting information, focusing on “The Market of One” connects associations and individuals by asking questions regularly over time to understand and immediately act on member needs.


See how associations are using a conversational approach to member communications – talkingĀ  to “The Market of One” – to gain member insights and drive action.

Learning Objectives
  • Understand the contrast between traditional and conversational methods of member communications and develop methods for starting conversations with individual members.
  • Explore The Market of One, and be able to implement strategies and use cases that enable one-on-one association staff to member communications.
  • Gain use case campaign examples in the areas of member recruitment/renewals, event engagement, member profile building and utilize them in future strategic planning.
Brianne Wheeler
Director of Marketing at PropFuel
Brianne Wheeler is the Director of Marketing at PropFuel. She has spent most of her career in marketing and communications roles, helping large healthcare associations communicate effectively with members. She leads the marketing effort at PropFuel, educating associations on conversational engagement, directing all inbound activities and supporting the sales effort.
Level Intermediate Delivery Group Internet-Based
CPE(NASBA Category) Communications and Marketing Reviewer Wade Tetsuka, CPA
CAE (Field of Study) Marketing & Communications CPE/CAE Credits 1.5
Prerequisites and advance preparation needed At least 1 year of association or nonprofit operations experience. No advance preparation required for course Cost $0.00
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