Research Study Spurs Launch of Education Programs for the Digital Age
Ashburn, Virginia—May 13, 2015—HighRoad Solution announced the 2015 HighRoad U Innovation Seminar Series. The company focuses on associations and offers email, automation and inbound services. The live events will run throughout 2015. They were created in response to the 2014 State of Digital Marketing in Associations study.
The Study
The Study was conducted by Demand Metric. It found that associations lag behind corporations in effective modern marketing. The findings predicted a difficult future for associations. They encouraged organizations to update business models to meet modern consumer expectations.
Suzanne Carawan, CMO of HighRoad Solution, viewed the Study as a call to action. “One key finding is that associations spend too much time on tactics but lack strategy,” said Carawan. “This is concerning for organizations that need to grow. Modern strategies and skills are often missing in associations. HighRoad wanted to help build capacity.”
Educational Platform
In late 2014, HighRoad launched a free educational platform called HighRoad U. It offers digital content for all experience levels. “The popularity of our programs showed strong interest,” said Carawan. “We wanted to do more.” The company funded a live, complimentary seminar series for 2015. The event covers key topics in association management, including staffing, technology, marketing, education and events. HighRoad also launched a hybrid event called Inbound Lunch Bunch. It helps associations understand the shift from push marketing to inbound marketing.
Innovation Seminar Series
The 2015 HighRoad U Innovation Series features several top speakers. Presenters include John Follett of Demand Metric, Steve Mackenzie of etouches, Tom Morley of Snowflake Consulting, Neil Ashizawa of InReach, Ronald McGrath, and Suzanne Carawan of HighRoad Solution. The seminar begins May 15th in New York City. It will also visit Chicago, Toronto and Washington, DC throughout 2015.
The seminar reviews results from the 2014 Study. Participants will also join the 2015 Study. Results from the 2015 Study will be released at the ASAE Annual Conference in August 2015. HighRoad Solution is an endorsed eMarketing partner of ASAE Business Services.
About HighRoad Solution
HighRoad Solution provides email, automation and inbound marketing tools for associations and non-profits. They use BlueHornet for email and HubSpot for inbound. HighRoad connects these platforms through the +Plus automation product line. They integrate with leading association, content and event management systems. Their work earned an endorsement from ASAE Business Services. They also power the award-winning Associations Now Plus email newsletter. HighRoad is a full-service digital agency with strategic, creative and technical expertise. They deliver the elements needed for award-winning digital solutions.
