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Road to Relevance: Integrating Programs & Services

Recorded On: 03/10/2014

Based on their book, Road to Relevance: 5 Strategies for Competitive Associations, and their work with over 1,400 organizations, best selling authors Harrison Coerver and Mary Byers, CAE provide information designed to help you take the conversation about relevance to the next level.

Strategy #3: Integrating Programs & Services

Few associations have a cohesive, well-thought out mix of programs and services that are purposefully integrated and that complement and reinforce each other. Scarce is the association with a menu of products and services that takes advantage of synergy. But lack of synergy means more difficulty in marketing programs and services and less traction when it comes to being the “go to" resource in your industry or profession. This session will help you understand “fit," recognize the value of suites of services, and get ideas regarding what to do with programs that don't fit. This session includes a handout designed to help you figure out “fit" for your programs and services and to identify the “orphans" that don't fit.

Mary Byers, CAE


Mary Byers, CAE, is co-author of "Race for Relevance: Five Radical Changes for Associations" and "Road to Relevance: 5 Strategies for Competitive Associations." She’s the former director of communications and member services for the Illinois State Dental Society and served in that capacity for nine years prior to starting her consulting business in 1998. Mary specializes in working with volunteer association leaders and chief staff executives to help define their roles and clarify their vision through leadership conference programming, facilitating strategic planning retreats and coaching. Mary is a certified association executive and a member of the National Speakers Association. She is also the author of seven books.

Harrison Coerver


Harrison Coerver is President of Harrison Coerver & Associates, a management consulting firm specializing in trade associations, professional societies and other tax-exempt membership organizations. Since 1985 Coerver has consulted with over 1,000 associations in strategy, planning, marketing and management. He is known for his group facilitation skills, straightforward style and innovative approaches to association governance and management. He is also a frequent speaker and seminar leader on future trends for associations and professional societies and is a former member of the Board of Directors of the Association Forum of Chicagoland, a 4,000-member organization serving association professionals in the greater Chicago area.

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