COVID, while terrible, presented an opportunity for change, so it was disappointing to see many associations return to business as usual with engagement and learning experiences.
Mid-pandemic, SMPS rebranded our conference after 40+ years and evolved our magazine to a digital-only format. We reimagined our talent structure to be less hierarchical and more collaborative, creating a circular org chart making the sustainability of SMPS everyone’s business.
Tomorrow’s successful associations will be where their members are. They will offer new content formats and find new audiences. Look for next practices – not best practices – because by the time it’s best, it’s common.
– Marci D Thompson, DES, Chief Strategy Officer, SMPS – Society for Marketing Professional Services