Mighty Associations Marketing Conference

October 21, 9 a.m. – Noon CT
October 22, 9 a.m. – Noon CT

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The Mighty Associations Marketing Conference is focused on association marketing and communications.

This year, communicators are performing their roles through the lens of a global pandemic. This brings plenty of new challenges for attracting and retaining members, maintaining engagement, and staying relevant in this new landscape. This two half-day conference is designed for senior-level marketers and communicators who want to learn how to increase their results in a year that they couldn’t have planned for. Through our hands-on sessions, you’ll leave with:

  • An actionable outline for building your 2021 communications plan
  • Bright ideas and tactical tips to make your content work as hard as possible for you
  • Quick fixes to improve the performance of your website
  • New connections with professional peers

Schedule Overview

Day One – Wednesday, October 21

9:00 – 9:20 a.m.
Opening Remarks, Welcome and Ice Breaker Activity

9:20 – 10:15 a.m.
Building Your 2021 Communications Plan

10:15 – 10:30 a.m.
Workbook Time and Break

10:30 – 11:30 a.m.
You’re a Publisher Now: How to Make Your Content Go Further

11:30 – 11:45 a.m.
Workbook Time and Break

11:45 a.m. – Noon
Final Activity for Day One

Day Two – Thursday, October 22

9:00 – 9:20 a.m.
Day Two Welcome and Activity

9:20 – 10:20 a.m.
Anatomy of an Association Website

10:20 – 10:35 a.m.
Workbook Time and Break

10:35 – 11:30 a.m.
Hack the Mind: Using Psychology to Engage Your Users

11:30 a.m. – Noon
Closing Remarks and Takeaways

Session Details

Building Your 2021 Communications Plan
Speakers: Rachel Clemens and Nicole Araujo

Rachel Clemens, CMO, and Nicole Araujo, Client Engagement Director, will guide you through outlining next year’s communications plan for your organization. This year, everyone is pulling back on budgets—including your members. How can you provide a strong value proposition that encourages them to renew with you and engage with your organization? Most importantly, how can you embed that value into every single piece of communication you share?

We’ll focus on the goals, messages, tasks, and processes that will make a measurable difference. We’ll also tackle who should be involved in your annual planning and how to maintain (or, let’s face it, evolve) your plan once you’ve established it. Using a custom workbook, you’ll begin making decisions about what, precisely, you’ll need to do to ensure a banner year.

After this first session, participants will use their workbooks to define their goals and determine any audience research they may need to undertake.

You’re a Publisher Now: How to Make Your Content Go Further
Speaker: Andrew Buck

Regardless of your role at your organization, creating high-quality content is part of your job now—and one of the surest ways to engage new people and convince them to join, donate, serve, etc. At a time where everyone is making noise, how can you produce content that cuts through to your members and prospects?

In this practical session, we’ll look at how your organization can more consistently create engaging, efficient, and helpful content that demonstrates value to your members. It’s easier than you think with a few best practices in place.

After this session, Rachel will walk participants through their workbooks, asking them to determine content goals and needs.

Anatomy of an Association Website
Speakers: Mike Steckel and Rachel Clemens

While your website isn’t the be all and end all of your marketing, it IS your largest piece of content. It serves on the frontlines for members who want to engage and potential members who want to learn more about your organization. An entire website redesign is a heavy lift and many organizations aren’t prepared to undergo that work right now. How can you tweak your existing website to better work with your other marketing efforts and optimize visibility for your members?

In this session, we’ll explore what makes for a successful association website, from content to user flow to confirmation pages. Attendees will learn quick updates to make their websites more user-friendly and will be itching to implement them for their own organizations.

After this session, Rachel will ask participants to consider website updates they’ll need to meet the 2021 goals they established earlier in the day.

Hack the Mind: Using Psychology to Engage Your Users
Speaker: Jarrett Way

Your brain is a trickster. It leads you wherever it pleases—while you remain completely unaware of its true motivations.

But now, thanks to advances in psychology, professional communicators can recognize the brain’s habits—and make them work for us.

In this entertaining, interactive, example-filled workshop, we’ll explore our minds’ most surprising tendencies. And then we’ll explore how they intersect with your website, marketing materials, and overall brand strategy.

After this session, Rachel will help participants finalize their workbooks, helping them put the final touches on their planning with the day’s newly learned tactics and insights.


Rachel Clemens, Chief Marketing Officer

Rachel builds things. First, she built a career as a designer – working for some of the most recognizable names in advertising, including stints in London and Australia. Then, she returned to Austin, Texas and built Creative Suitcase – her own strategic communications firm.

Over the next 11 years, Creative Suitcase helped organizations like Texas Restaurant Association, United Way, The University of Texas, and countless others, raise money and awareness to improve their communities. In late 2016, Creative Suitcase was acquired by TradeMark Media, and together they became Mighty Citizen.

As the Chief Marketing Officer, Rachel splits her days between promoting Mighty Citizen’s digital and marketing services and working directly with clients on their branding, marketing, and campaigns. She is also a frequent speaker at national conferences including the Nonprofit Technology Conference, Bridge Conference, and AFP International

Nicole Araujo, Client Engagement Director

Nicole connects. With organizations. With ideas. With people. Nicole Araujo, CAE, is the Client Engagement Director at Mighty Citizen, an agency dedicated to helping associations increase their impact and revenue by creating deeper connections with their audiences. The Mighty Citizen team marries data with human-centered design to craft brands, build websites, and launch marketing campaigns that improve the world. Nicole brings over two decades of experience matching industry skills and best practices to a wide variety of association needs. She understands the challenges organizations face every day. And thanks to her experience and collaborative approach, she knows how to help associations solve them.

Andrew Buck, Content Strategist

Andrew writes. He writes copy. He writes taglines and headlines and titles. He writes messaging platforms. He writes surveys. He writes marketing strategies.

From an early age, Andrew has been obsessed with words—considering a mastery of language key to mastery of thought.
That’s why he studied English and Communications at The University of Texas before beginning a long career in the world of nonprofit marketing and fundraising. Eventually, he combined his love of words with his love of performance to become a software trainer, traveling the country teaching fundraisers how to better manage their data.

At Mighty Citizen, Andrew partners with our clients on a variety of content projects—including research, messaging, strategizing, branding, and content governance.

He is also a frequent speaker at national and regional conferences including the Nonprofit Technology Conference, BBCon, and TSAE.

Outside of work, you can usually find Andrew performing improv at one of Austin’s many improv theaters. (Or reading. Always reading.)

Mike Steckel, User Experience Director

Mike can’t stop thinking. As User Experience (UX) Director, Mike oversees a team of information architects and online marketers who’re trying every day to build effective solutions for our clients. He’s involved at every stage of our projects—from the early days of discovery and research, through content strategy, and eventually to launch and testing.

Mike’s a relentless examiner: Why this way instead of that way? How can we make this better? Who said we have to follow the rules?

With extensive experience in all elements of UX design—including many years working for giants like National Instruments—Mike is one of the thinkers (and tireless doers) that Mighty Citizen runs on.

He has also been a speaker at national conferences including ASAE’s Membership, Marketing, and Communications Conference.

When he’s not obsessing over a wireframe, content matrix, or speaking session, Mike enjoys reading, watching his three sons play soccer and music, cycling around his home in central Austin, and talking music of all kinds.

Jarrett Way, Marketing Manager

Jarrett tells a story. To Jarrett, writing is cathartic—so it was no surprise when he ended up in journalism school at the University of North Texas. There, he managed and contributed to a handful of online publications while learning the ins and outs of strategic communications and public relations. By telling stories in his community and working with local nonprofits like Meals on Wheels and Carter BloodCare, Jarrett found himself at the intersection of communications and advocacy—and the rest is history.

His post-graduation endeavors took him to Memphis, Tennessee, where he spent four years consulting and diving into the world of content marketing and digital strategy for an international nonprofit membership organization. Grind City could only keep a Texan away for so long before Jarrett moved to Austin to tell the story of Mighty Citizen.

Rachel Clemens, Chief Marketing Officer talks about her session, "Anatomy of an Association Website."

Jarrett Way, Marketing Manager, talks about his session, "Hack the Mind: Using Psychology to Engage Your Users."

Nicole Araujo, Client Engagement Director, talks about her session, "Building Your 2021 Communications Plan."

Andrew Buck, Content Strategist, talks about his session, "You’re a Publisher Now: How to Make Your Content Go Further."