Led by Leslie Katz
1:00-2:15 Eastern time, Wednesday, February 20
Today’s learners have almost limitless choices when it comes to fulfilling their professional development, continuing education, and lifelong learning needs. How can we best market our learning opportunities to break through all the messaging and get their attention and ensure long-term customer growth and revenue growth?
In this session, you’ll learn how to go from tired “been there, done that” marketing to messages that feel authentic to your learners, focusing on six areas:
- Building a brand essence
- Writing a value proposition
- Tapping the right data for improved targeting
- Executing a marketing campaign
- Meeting your learners where they are
- Guaranteeing that the Marketing and Education teams in your organization are in sync to deliver on the business objectives and achieve revenue goals
This session will be led by Leslie Katz, who will draw on experience partnering with her colleagues in ASHA Professional Development to develop strategies for the business and to execute compelling campaigns to stand out in a competitive landscape of 500 providers.
Leslie Katz is marketing director at the American Speech-Language-Hearing Association (ASHA). During her fourteen-year tenure, she has overseen product marketing and strategy for products and services to meet the professional needs of audiologists and speech-language pathologists. A central focus is her marketing work to support ASHA’s continuing education brand and courses created by ASHA. Her work on ASHA Professional Development’s brand essence and the development of a propensity model and segmentation study have created new opportunity to increase member value and engagement by sending more relevant messaging about the products and services that matter most to different member segments.
Prior to ASHA, Leslie was a senior manager in consumer markets at MCI and in brand management at the Quaker Oats Company, responsible for New Frozen Snacks and Gatorade. Leslie holds an MBA from Washington University and a BA from Tufts University. She’s a proud lifelong learner who spends time outside of the office hiking, reading, enjoying museums in DC, and cooking (and eating).