Recent Articles

• 3 essential KPIs to align creative output with performance

  Elea Andrea Almazora Business Management, Services & Risk Management

  Key Performance Indicators (KPIs) are measures used to gauge the success of a business, a campaign, a project, an employee, or processes of production. For example, if you send a fax online with an invoice, an accounting department can use this as part of their KPIs to see the time it takes to receive payment of that invoice. For creative teams, projects, or inputs, measuring performance can be difficult. Businesses with creative departments constantly question the value of those departments. Yet, even though creativity is not easy to define and is hard to measure, it is possible to assess its value using the following three indicators, among others.

• 5 less explored marketing channels that can bring a lot of value

  Petra Odak Marketing

  Marketers have multiple options to promote their products and services. You have almost certainly heard of email marketing and social media marketing. Marketers use these methods because they work. And when the marketing is effective, the money comes in. But what about the other avenues you might be ignoring? In this article, let’s look at five less-explored marketing channels that can still bring a lot of value to your business.

• Why board orientation is fundamental to the success of your organization

  William D. Pawlucy Association Management

  How many times have you heard, "we don’t need a board orientation; it is a waste of time," as your organization prepares to welcome new board members? This type of thinking usually stems from the director who likes to exert control over the organization and who easily dismisses any information that would threaten such control. Despite this common misconception by some leaders, board orientation remains one of the most fundamental keys to the success of your organization.

• Infographic: How to pick the best email marketing platform for your business

  Brian Wallace Marketing

  Email is far from dead. While many people are always obsessed with checking out the latest and greatest, email marketing continues to hum along to the tune of significant business, e-commerce, and loyalty programs. With all of the email marketing services out there, how do you pick the one that’s right for your business? Be sure to look for integrations, mobile optimization, automation, and list segmentation. Check out this infographic so you can pick the best email marketing platform for your business.

• Podcast: How to market your practice online like a pro

  Jarod Carter Marketing

  Are you confused or clueless when it comes to Facebook Ads and how to create ad campaigns in-house that actually generate patients for your practice? This episode is for you. For the past eight years, Jordan Mather and his partner have made a business of helping physical therapy practices successfully manage their online marketing. But in light of the mounting financial pressure on those practices during the pandemic, they decided to pivot and teach their clients how to handle their online marketing in-house. In this podcast, you’ll hear some powerful strategies and easy-to-implement tactics for getting big returns on your Facebook Ads and other digital marketing efforts.

• Will hospitality and travel recover in 2021?

  Linchi Kwok Travel, Hospitality & Event Management

  2020 was a very challenging year for most. Besides lockdowns, many companies let employees work from home permanently. When many business activities were put on a break and supply chains were interrupted, the global economy crashed. COVID-19’s impact on the hospitality and tourism industry has been devastating and unprecedented. This article looks at the damage done to aviation, hotels and restaurants in 2020 because of the pandemic and what can be expected for those sectors in 2021.

• ‘Please give me my space:’ A school counselor’s perspective

  Sweety Patel Education

  I want you to think back to when you were a student and you walked into your school counselor’s office. What do you remember about his/her office? Do you remember the walls, the furniture, the seating arrangement, the atmosphere? Was there something really unique about the counselor’s space that moved you somehow? Oftentimes when we are learning how to be school counselors, we are very focused on the interaction between the student and us. We do not always think about the surroundings, and a lot of times we feel there is not much time to, either.

• Infographic: The importance of links

  Brian Wallace Business Management, Services & Risk Management

  Most people who use the internet regularly do not understand the impact links have on their search results. However, not all links are helpful, and it is critical to understand how to comply with Google’s quality guidelines. A successful link will create trust, diversity, and relevance for its users. These high-authority, high-value links dominate the internet and provide the search results that are most effective. Conversely, low-quality links create a sense of unease and misinformation. Check out this infographic to see an in-depth breakdown of link quality and how to build a professional link profile.

• Who is checking on the mental health of our school leaders?

  Brian Stack Education

  Remember when you were a child at the amusement park, and the ride operator said if you want to get off the ride all you have to do is wave? Well, I’ve been waving furiously for several months and yet some days it seems no one is coming to my rescue. I am sure I am not alone. Being a school leader is tough enough but doing so in a pandemic starts to take its toll on us as professionals and as human beings. Who is checking on the mental health of our school leaders during this challenging time? I hope all of you reading this can recognize if and when you need help and know the signs of when to reach out to your fellow school leaders.

• Framing the strategic plan

  Robert C. Harris Association Management

  At the planning retreat, scores of recommendations are proposed. Ideas are scribbled on flipcharts or keyed into laptops. Eventually the flipchart pages are rolled up and stored in a closet or the report is added to a file folder to collect dust. A strategic plan is meant to be a tool for use by board, staff, and committees. Knowing the potential uses and formats of the final plan, the planning team can better focus their input. For example, are they creating a 20-page document or a one-page brochure? There are many ways to frame a strategic plan to guide a successful association.

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