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Category: Education

Jul 28 2014

Successfully Selling Education in Europe

asme europe training webiste

Join Ms. Jackie Oppenheim of the American Society of Mechanical Engineers and Mr. Murat Dogru of ASME Europe (MCI Brussels) as they present how ASME has grown its successful education and training business in the mature, competitive European market.

When ASME decided to offer its successful training courses in Europe, multiple challenges had to be overcome. Hear about the sales and marketing strategy used, and how they tailored its courses to be more locally relevant to regional customers and members. Understand the connections, roles, and the impact the regional community had on the development of new products and services.


This session will be held in room 104AB of the Music City Center on Monday, August 11, from  2:00 PM – 3:00 PM.


 Meet Murat Dogru at the MCI booth 1635 on Sunday and Monday of the Exhibits.


Jun 25 2014

@CESSE Optimizing Sales Results for Certification, Certificate & Training Businesses

CESSE 2014

Whether you are selling certification in the United States or around the world, learn proven lessons on capturing potential candidates, how to motivate candidate behavior, and mixing education “prep products” to motivate and drive sales. We shall share a “two-pronged” approach to sales, build employer and employee demand and learn how to leverage strategic alliances. Two case studies of two successful programs (one small and one large) will be included. A “reaction panel” will provide reactions and insights from their own experience selling domestically and globally.

Join us in Room 201C at the CESSE Annual Meeting in Spokane Washington for this terrific program.

Marc ThompsonMarc Thompson, Global Business Development Leader, EVP ITPG – Marc oversees the Global Training Division of (ISC)2, which delivers the very popular CISSP review course.  The International Information Systems Security Certification Consortium, Inc., (ISC)²®, is the global, not-for-profit leader in educating and certifying information security professionals throughout their careers.  Based in Tampa, (ISC)2 is recognized for Gold Standard certifications and world class education programs.  (ISC)2 provide vendor-neutral education products, career services, and Gold Standard credentials to professionals in more than 135 countries. The membership represents an elite network of nearly 90,000 certified industry professionals worldwide.




Murat DoguMurat Dogru, Community and Corporate Relations Manager / EMEA Business Developer, MCI Group – Murat Dogru is responsible for building and managing a sustainable membership/volunteer, subject matter expert and customer community in the ASME European region.  Murat manages the development and implementation of a community management strategy that aims to enhance the involvement, growth and interchange of both stakeholder groups.  This includes managing, driving and developing ASME European Conferences, topical activities to raise the awareness of ASME’s products and services, and conducting business development to grow the European training business.




Jim WarrenJim Warren, CAE, Director, Member Services and Education, Fabricators & Manufacturers Association, Intl. –  Jim is a 25 year veteran in developing, marketing and selling technical and management educational products on behalf of associations, private companies and universities. He is responsible for $1.6 million in program revenue across three units — Education, Membership and Foundation.





[important]  Here is the full line up of sessions in the education and training track[/important]

Wednesday, July 16

Solutions Swap – Round Tables

9:50 AM 11:00 AM

Room 201C

High energy fast paced learning! What are your top education and training concerns/challenges of the day? What happens when you have one question, many different solutions and not a lot of time to gain consensus for the best answer to your team’s question? Come and find out! A revamped version of “What’s Your Problem?” We promise at the end, you will have answers!

Effective Needs Assessment: How it Can Make or Break the Success of your Training Programs

11:30 AM 12:30 PM

Room 201C

  • Bill Draves, President, Learning Resources Network (LERN) ;
  • Kevin Perry, Global Manager, Professional Development, SAE International
How do you determine what courses or training programs to develop for your association audience? Conducting a needs analysis before proceeding with program development has become much more critical in the association industry in order to minimize risk and avoid wasting valuable resources. Also, the nature of a program development initiative often drives how sophisticated the needs assessment process should be. This session begins with LERN’s President Bill Draves presenting (via virtual connection) their multi-faceted assessment model. Kevin Perry from SAE International will follow with data he gathered from a sampling of CESSE associations that reveals how they assess member/customer training needs. Ample time will be left for discussion and information sharing so come prepared to talk about your needs assessment techniques and to learn from others.

Social Media Trends: Kool Tools that you Can Use

1:45 PM 3:00 PM

Room 206C

  • Chris Posey, Online Marketing Lead, Society of Exploration Geophysicists
Social media is no longer a corporate pastime or marketing afterthought. Twitter, Facebook, LinkedIn, and the like have moved from intern-burden to budget item. While some organizations have taken the plunge by investing in full-time Community Managers, others opt either to share the load across staff or to hand the baton off to a single IT or Marketing representative or group to juggle along with other responsibilities. This session is designed for those whose plates include a demanding social media schedule as well as…everything else! In this session, we’ll look at creating efficiencies by sharpening social media strategies to a fine, focused point by using some of the Top Tech Tools in Social Media. We’ll also touch on SEO for busy people, so come prepared to share your favorite SEO tech tricks with the audience.

Thursday, July 17

Mega Session: Engaging the 5 Generations in the Workplace

9:30 AM 11:00 AM

Room 111BC

  • Elsa Velasco, University and Student Programs Manager, Society of Exploration Geophysicists ;
  • Norina Columbaro, Senior Manager of Education, ASM International
Is your association as valuable and relevant to a retired member as to a young professional? If you don’t know, join us to learn about the five generations and their value drivers. Come and discover the myths versus the facts within their workplace environment.

Marketing Disruption: Interruption to Inbound/Content Marketing

11:30 AM 12:30 PM

Room 206C

  • Andy Steggles, President & Chief Customer Officer, Higher Logic
Learn about the new age of marketing and how the regular “interruption” marketing is being transformed by the onslaught of “inbound” marketing. The convergence of cloud and social technologies have created the perfect platform for intelligent inbound marketing.  Hear how two associations have moved away from traditional interruption marketing by leveraging their member volunteers to generate online engagement to produce a viable inbound marketing hub.  Discuss some of the more known platforms out there i.e. Hubspot, Eloqua, Marketo etc. and some of the pros and cons to each. Learn what Inbound marketing really is and some of the best practices to how it should tie into your AMS/CRM.

Learning When you Need it, Where you Need it: Education in a Mobile World

1:45 PM 3:00 PM

Room 201C

  • Dan Richards, VP of Professional Services, Interactive Advantage ;
  • Ron Wincek, CEO & Founder, Interactive Advantage
Presenters will demonstrate examples running on mobile devices and discuss the challenges and benefits associated with various production methodologies and tools. Topics will include: Responsive interface and functional design, Tracking data from multiple devices and browsers, Optimizing the learning experience, Adaptive assessment, Opening up opportunities for social interaction. The digital landscape is constantly evolving with new web browsers and devices hitting the market every day. Users expect to be able to consume online content on multiple devices how and when they desire. Users also want to interact with instructors and other users in the online environment. Meanwhile, the business needs to be able to control and track who is seeing and accomplishing what. From a technical perspective this creates a challenge. How do we account for the wide variety of screen sizes, resolutions, interaction models, and functional limitations these devices present? It also creates an instructional challenge. How do we optimize the experience per device to make learning easy, personalized and social? Join us to explore these challenges and the opportunities the challenges present.

Jun 16 2014

What Do Successful Associations Do Differently to Grow Globally?

Growers survey

On June 3rd, MCI and the ASAE Foundation released the results of the first year of a multi-year series looking at how successful US associations are growing their business globally. Over 300 associations took part in the first year research effort that uncovered several major trends and common practices among associations who reported growth in membership and product sales in the last three years.

International Member and Product Growth Increasingly Essential to Financial Health

Sixty two percent of associations who indicated that membership and product sales grew in the last three years believe that global growth is either very important or important to their long term financial health.

Growers survey5

Growers Introduce Products into International Markets Much More Frequently

Growers are much more proactive in their activities outside North America, because they:

  • Offer more networking opportunities: 72% versus 46%
  • Host more meetings: 71% versus 45%
  • Run more live professional development: 69% versus 47%
  • Organize more online professional development: 62% versus 55%
  • Offers digital library services: 46% versus 37%
  • Maintain and grow a network of components or chapters: 44% versus 29%
  • Conduct government relations/public affairs activities: 36% versus 16%
  • Enforce industry standards: 32% versus 13%

Growers Conduct International Meetings, Conferences, and face-to-face Training at Significantly Higher Rates than Non-Growers

Seventy one percent of growers reported holding a meeting or convention in one or more markets, and 69 percent reported they are running face-to-face professional development programs. Furthermore, growers are twice as likely as non-growers to hold every type of meeting outside of North America

More Proactive Global Outreach Activities and Practices Lead to Better Financial Growth

Eighty six percent of respondents who have offices outside the United States are growing their membership and products; 2/3’s of respondents have at least one FTE responsible for international business development; and 64% of growers have at least one Board members from outside North America which is almost twice as much as associations who indicated they weren’t growing membership or product sales. Results suggest that those associations who restrict board membership within North America are more likely to report flat membership patterns in the last few years.

Growers survey2

Strategic Partnerships are Vital for Global Expansion and Sustaining Growth

It seems growers and nongrowers all partner with their sister society, but growers in significantly larger numbers expand their partner network to include the local national governments as well as in market commercial partners.

Growers survey3

Future Growth Anticipated from Emerging Markets

Respondents were asked to indicate where they anticipated the greatest growth over the next 3 years. The views among growers and non-growers offer similar yet divergent expectations. Among growers, priority markets are primarily located in the emerging market (China, Brazil and India) while among non-growers, agreement exists about China but they concentrate more focus on countries that represent English-speaking, advanced economies.

Shared Practices among Growers

Finally, our data also uncovered five shared practices among associations who indicated they were growing membership and product sales outside North America.

  1. Growers dedicate greater commitment and effort to global growth.
  2. Growers introduce relevant products and services to international audiences with far greater variety and rates.
  3. Growers work to more tightly integrate global and local operations with the rest of their business.
  4. Growers secure partnerships that open market access and improve local capacity to deliver locally relevant services.
  5. Growers target emerging markets for their future growth.

To receive a copy of the results and report along with info graphics, visit the ASAE Foundation website at this address.


Growers survey4