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California Society of Association Executives 2013 ANNUAL CONFERENCE APRIL 17-19, 2013 Marriott Marquis San Francisco, California E L E V A T E

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CalSAE ELEVATE in San Francisco, CA

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California Society of Association Executives

2013 AnnuAl ConferenCe

April 17-19, 2013 Marriott Marquis

San Francisco, California

ELEVATE

ExpEriEncE thE calSAE DiffErEncE

“Be brave enough to start a conversation that matters.” — Margaret Wheatley, edD

Hello. A simple word that can be the start of something big. Woven throughout ELEVATE are “hello” opportunities – the chance to connect, to share, to discover. It’s these experiences that help us – help our associations – thrive.

Join us...

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ELEVATE

2013 AnnuAl confErEncE ovErviEwProgram descriptions and speaker information available at www.calsae.org.

wEDnESDAy, April 17, 20137:30 a.m. registration opens

8:00 to 10:00 a.m. Early Riser: unlocking the power of human organizations Maddie Grant, SocialFish; Jamie Notter, Co-Authors of Humanize: How People-Centric Organizations Succeed in a Social World

10:30 to 11:45 a.m. Keynote — Michael Mccauley (See description on page 4)

12:00 to 1:00 p.m. connects luncheon

1:30 to 3:00 p.m. Measuring what Matters: Design thinking Approach to Balanced ScorecardsBen Aase, MBA and Kelsey Luers, CPA, MBA, CliftonLarsonAllen

truth About Member Engagement: 10 things you need to Know to Get results Trish Hudson, MPsSc, Melos Institute

content Design to Engage the online Audience MaryAnne Bobrow, CAE, CMP, CMM, CHE, Bobrow & Associates

Member value proposition: Strategic planning’s Sidekick Melynn Sight, nSight Marketing

3:30 to 4:30 p.m. Good Governance: what Association Board Members and Executives Should KnowJoel Corwin, ESQ., Law Offices of Joel Corwin; Alberta Hultman, CAE, USFN, America’s Banking Mortgage Attorneys

Art of Engagement: Making conferences Extraordinary, not Extra ordinaryGreg Fuson, Artful Engagement

Make Me an offer i can’t refuse – 60 Strategies to Motivate Membership, Attendance, participation and Action Jodi Rudick, ADvisors Marketing Group

ignite! calSAE Melissa Dixon, CAE, Smith Moore & Associates; Holly Duckworth, CAE, CMP, Leadership Solutions International; Lance Webster, Earthquake Country Alliance... More to be announced!

4:45 to 6:30 p.m. “party with the partners” reception Association staff and Conference Partners are invited to relax after a day of education

Concurrent Educational Sessions

* Sessions and schedule are subject to change.

Concurrent Educational Sessions

Enrich

The excitement of The City is calling. Leave the stress of your office behind to find your muse. Iconic architecture and engineering marvels. Eccentric people. Museums full of wonder. An ever-changing sky meets blue waters.

Inspiration awaits in ELEVATE’s vibrant surroundings.

thurSDAy, April 18, 20137:00 a.m. registration opens

7:15 to 8:15 a.m. continental Breakfast

7:15 to 8:15 a.m. Maximize your calSAE Membership!

8:30 to 10:00 a.m. Associations unorthodox: Six really radical Shifts toward the future Jeff De Cagna, FRSA, FASAE, Principled Innovation LLC

opening up the Environment for creativity in the workplace Jim DeLizia, CAE, DeLizia Consulting Services; Leslie Fritz, CA Park & Recreation Society

planner’s court: common contract Disputes on trialLisa Sommer Devlin, Devlin Law Firm; Barbara Dunn, Howe & Hutton, Ltd.

unrelated Business income tax (uBit): irS is Knocking at your Door Tracy Paglia, CPA, Moss Adams

10:15 to 11:15 a.m. Keynote — Kelly McDonald (See description on page 4)

11:30 a.m. to 12:45 p.m. volunteer recognition luncheon

1:30 to 3:00 p.m. Modernizing Membership: Simple Activities that Build community Trish Hudson, MPsSc, Melos Institute

AMcS...Beyond xyZs MaryAnne Bobrow, CAE, CMP, CMM, CHE, Bobrow & Associates; Greg Golik, MWH Management Services

leadership (evolving topic...stay tuned!) Steve Swafford and Jill McCrory, Leadership Outfitters

Emerging topic... Details coming soon!

3:30 to 5:00 p.m. SoAr Don’t Swot for Dynamic Strategic thinkingSteve Swafford and Jill McCrory, Leadership Outfitters

creative Sponsorships Midori Connolly, Seven Degrees Communications and AV Girl Productions; Jessica Levin, CMP, MBA, Seven Degrees Communications

innovate... and retain! unconventional, proven Strategies for Member retention Bruce R. Matza, Innovations in Management

how Mature is your risk Management? A Strategic look at risk Leslie White, Croydon Consulting

5:30 to 7:00 p.m. Silent Auction & reception

7:00 to 8:30 p.m. Annual Dinner & live Auction

friDAy, April 19, 20137:45 to 8:30 a.m. continental Breakfast

8:30 to 10:00 a.m. Syncing value + cost: rethinking Association pricing Models Sheri Jacobs, CAE, Avenue M Group

vision-Setting: Building a Strategic Dart Board of SuccessHolly Duckworth, CMP, CAE, Leadership Solutions International

leadership + change: the power of purpose in innovationGael O’Brien, Strategic Opportunities Group

10:30 a.m. to Noon Building new Association Business Models Beyond Membership Jeff De Cagna, FRSA, FASAE, Principled Innovation LLC

the Association crystal Ball: Measuring Member EngagementAmith Nagarajan, Aptify

Brand your Association: the Social wayClare Price, 5 Easy Pages Essential Marketing Systemn

12:15 to 1:30 p.m. closing program and luncheon — Jeff hurt (See description on page 4)

* Sessions and schedule are subject to change.3

Concurrent Educational Sessions

Concurrent Educational Sessions

Concurrent Educational Sessions

Concurrent Educational Sessions

Concurrent Educational Sessions

KEynotE SpEAKErSwEDnESDAy, April 17, 2013 10:30 to 11:45 a.m. — KeynoteMichAEl MccAulEy — creating Emotional connections

What does the latest in music, movies, museums, retail and the Internet have to do with your association? Some organizations represent the collective voice for these entities, but for most these are outliers that appear to have little or no connection. Look beyond the surface though – a much deeper connection awaits. By incorporating trends from outside your association’s focus, amazing experiences can be created for your members. (Hint: It’s all about emotional connections.) Get ready to be captivated and inspired by creative solutions for complex challenges. You’ll get a sneak peek into the future as well.

Michael McCauley brings imagination, innovation and inspiration to his role as VP and Director of Experience for Freeman. Michael doesn’t just tell a story … he brings a story to life and immerses you in it. He leads creative teams on unique and altogether new projects, including the “Feed the Children Africa Experience,” which recreated a scaled version of an actual Nairobi slum here on American soil. Michael also has been the driving force behind creative programs for Target, VW, Intel, American Express and “O, The Oprah Magazine’s Hi Gorgeous” national tour.

thurSDAy, April 18, 2013 10:15 to 11:15 a.m. — KeynoteKElly McDonAlD— creating Experiences for people not like you

Break the “one size fits all” habit – it’s time to embrace a customized approach if you want to grow your organization, generate loyalty and create brand ambassadors. Your marketplace is diverse – and not just in terms of generational, racial and ethnic diversity; there are key lifestyle and life-stage attributes that also define your audience. Being able to think like people not like you provides a competitive advantage that helps your message be heard through ever-constant distractions. You can’t control the economy, politics or the cost of goods and labor. But you can control your members’ experience with your association. It’s an empowering thought. The one thing that is 100 percent in your control is more important than ever, and it’s time for your organization to act on it. Show each of your members that

you understand them – that you get them – and they’ll show you the love, too.

Kelly McDonald is one of the nation’s top experts in multicultural marketing and consumer trends. Advertising Age has twice named her company one of the top ad agencies in the U.S, and she has been featured in Fast Company, Forbes, BusinessWeek and on CNBC. Kelly is the author of two books. Her first, “How to Market to People Not Like You,” was #7 on the list of Bestselling Business Books of 2011. Her latest book is titled “Crafting the Customer Experience for People Not Like You.”

friDAy, April 19, 2013 12:15 to 1:30 p.m. — Closing Program & LuncheonJEff hurt — the transformative power of peerology

We live in a time where the more peerology power we give to SMEs* the more we discover how transformative it can be. Peerology allows organizations to engage individuals at a level that can actually change people’s brains. That’s right, the science now shows that this peer engage-ment causes our brains to rewire and grow! When peerology is used in the right situations it has the ability to help individuals transform and morph into something amazing. Come discover how to design member and stakeholder experiences that leverage peerology and that ultimately will make your association stand out like a rock star! Peerology isn’t really anything new as it’s been around since the 1970s just like shag carpet, panel walls and disco music. However, unlike the 70s bad trends that faded away with the times, peerology has taken on an important new role in our associations with the emergence of the participatory culture.

* SMEs are not your traditional Subject Matter Experts in peerology. Today, SME means Subject Matter Experienced.

Exploring the world of engagement both on and off the web is one of Jeff Hurt’s passions. As Executive Vice President, Education and Engagement for Velvet Chainsaw Consulting, Jeff both challenges and inspires organizations to make their education learner-centric, participatory and brain-friendly. Velvet Chainsaw’s blog, Midcourse Corrections, is a must-read for association professionals who believe that associations have the power to transform, making a difference in society and in the lives of individuals.

cAE crEDit

CalSAE is an approved CAE provider. Earn up to 15 hours of credit at ELEVATE toward Certified Association Executive (CAE) application or renewal. For more information on CAE, visit www.whatiscae.com. Certified Meeting Professional (CMP) credit is also available for qualified programs.

*This program is not endorsed, accredited or affiliated with ASAE or the CAe program. Applicants may use any program meeting elligibility requirements in the specific timeframe toward application or renewal.

4For more information, email [email protected], visit www.calsae.org or call 916-443-8980.

confErEncE rEGiStrAtion forM Complete this form to register for conference workshops and meal functions. A separate form is required for each attendee.

please complete and mail or fax with payment to:CalSAE, 775 Sunrise Ave., Ste. 270, Roseville, CA 95661

FAX: 916-749-3369

A AttEnDEE Association Staff Conference Partner Supplier

Full Name: ___________________________________________

First Name for Badge: __________________________________

CAE CMP ____________________________ (other)

Title: _______________________________________________

Company: ___________________________________________

Address: ____________________________________________

City/State/Zip: ________________________________________

Phone:______________________________________________

E-mail: ______________________________________________

Vegetarian Special Needs __________________________

Emergency contact (list name and phone number):

___________________________________________________

B EDucAtion pAcKAGES

full three-Day conference Includes educational sessions for each day, two breakfasts, three lunches, Annual Dinner and “Party with The Partners” Reception (for association staff attendees and Conference Partners). Please circle the appropriate cost for each choice:

Early-Bird Regular On-Site (by Mar 27) (Mar 27 - Apr 10) (After Apr 10)MEMBErS: Association Staff & Conference Partners First Registrant $389 $439 $489Add’l Staff from Same Firm $319 $319 $319 Supplier (Conference Partners refer to Association staff prices above)First Registrant $489 $539 $589Add’l Staff from Same Firm $419 $419 $419

non-MEMBErS: Association Staff First Registrant $489 $539 $589Add’l Staff from Same Firm $419 $419 $419

Supplier (Conference Partners refer to Association staff prices above)First Registrant $639 $689 $739Add’l Staff from Same Firm $569 $569 $569

two-Day conference Includes educational sessions for each day, appropriate meals/social events. Select your two-days in the right column, prior to Item C.Please circle the appropriate cost for each choice:

Early-Bird Regular On-Site (by Mar 27) (Mar 27 - Apr 10) (After Apr 10)MEMBErS:Association Staff & Conference Partners First Registrant $279 $309 $339Add’l Staff from Same Firm $249 $249 $249

Supplier (Conference Partners refer to Association staff prices above)First Registrant $339 $369 $399Add’l Staff from Same Firm $309 $309 $309

Two-Day Conference (continued)

Early-Bird Regular On-Site (by Mar 27) (Mar 27 - Apr 10) (After Apr 10)non-MEMBErS: Association StaffFirst Registrant $349 $379 $409Add’l Staff from Same Firm $309 $309 $309Supplier (Conference Partners refer to Association staff prices above)First Registrant $409 $439 $469Add’l Staff from Same Firm $379 $379 $379

Select which days: Wednesday/Thursday Thursday/Friday

EDUCATION PACKAGE FEE: $ __________

C SpouSE/GuEStYou are invited to bring your spouse/guest. Registration includes only meal functions (excludes Party with The Partners if guest is a supplier).Spouse/Guest: $180 $ __________

Name: ______________________________________________

Vegetarian Special Needs ___________________________

SPOUSE/GUEST FEES: $ __________

D pArtnEr/SponSor opportunitiES $ _________ from page 7

E totAl fEES AnD pAyMEnt $ ____________________

finAl StEp

Please total education package, partner/sponsorship fees and spouse/guest fees. totAl DuE $ ___________

Payment: Visa MC AmEx Ck # ________________

Name on Card _______________________________________

Acct. # ____________________________ Exp. _____________

Signature: _______________________ Amt. Auth. __________

cancellation policy — No refunds will be given to those who register for the conference but do not attend. You may substitute another attendee in your place. Cancellations must be made in writing. The following refund schedule applies to the conference registration:

Received by March 20 — Full RefundReceived March 21 - April 10 — 50% RefundReceived After April 10 — No Refund

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registration and attendance at, or participation in, CalSAe meetings and other activities con-stitutes an agreement by the registrant to CalSAe use and distribution (both now and in the future) of the registrant or attendee’s image or voice in photographs, videotapes, electronic reproductions, and audiotapes of such events and activities.

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visit www.calsae.org for complete details of partner and Sponsorship opportunities and benefits or contact CalSAE to customize your own opportunity.

Opportunities are subject to change.

rEAch thE DEciSion-MAKErS

86% of association professionals participating in ELEVATE 2012 were decision-makers. 53% were C-Suite executives and an additional 33% were directors or managers.

ElEvAtE your viSiBility

Going beyond traditional networking, ELEVATE provides an intimate setting ideal for nurturing relationships with existing clients and creating new connections with potential clients. It’s all about the personal connection.

pArtnEr opportunitiES (Just one opportunity remaining!)All partner opportunities include:• Tabletop display in high-traffic conference area visible throughout conference• One complimentary conference registration and special registration pricing for

additional representatives• Mailing list of participants for one post-conference communication• Recognition in conference program and Mobile App, on the conference web page and

signage and in the post-conference issue of The ExecutiveDiamond level — $5,500 (three maximum) • Nine tickets to invitation-only “Party with The Partners” Reception• One customized e-mail broadcast to CalSAE members • Showcase your organization while introducing an educational program speaker

Sapphire Level — $4,400 (five maximum)• Six tickets to invitation-only “Party with The Partners” Reception• Showcase your organization while introducing an educational program speaker

ruby level — $3,300• Three tickets to invitation-only “Party with The Partners” Reception

SponSor opportunitiESExclusive opportunities to be showcased at a conference event or by providing a conference essential. All sponsorships include:• Mailing list of attendees for one post-conference communication• Recognition in conference program and Mobile App, on the conference web page and

signage and in the post-conference issue of The Executive• Sponsor ribbons

concurrent Session room — $500 (limit five) NEWcontinental Breakfast — $500 for Wednesday / $750 for Thursday or Friday Early Arrival happy hour — $500 NEWhotel Keycards — $1,500 (limit one) NEWKeynote Session — $1,500 (limit three)luncheon — $2,000 (limit three)Mobile App Banner Ad — $600 one day (limit three) or $1,500 exclusive NEWMorning and/or Afternoon Snack Breaks — $500 per break or $900 for one daypillar wrap — $900 (limit three) NEWSilent Auction / reception — $1,000 (limit one) NEWwelcome Gift or turn-down Amenity — $1,000Sky’s the limit — Customize your opportunity!

pArtnEr AnD SponSor opportunitiES

photo crEDitS

Cover–Golden Gate Bridge: San Francisco Travel Association photo by Mark Gibson

Page 3–Fisherman’s Wharf: San Francisco Travel Association photo by Jerry Lee Hayes

Page 4 & 6–Coit Tower and Bridge: Steve Pate-Newberry, SPN Photography

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pArtnEr, SponSor AnD priZE contriBution opportunitiESCompany: __________________________________________________________________________________

Name: _____________________________________________________________________________________

Address: ___________________________________________________________________________________

City/State/Zip: _______________________________________________________________________________

Phone:_________________________ Fax:___________________________ Cell: _________________________

E-mail:______________________________________ Website: ________________________________________

Conference Partners: Complimentary Registration Recipient (if applicable) ___________________________________

pArtnEr opportunitiES – Includes Party with The Partners! one opportunity still available!

Diamond Level $5,500

Sapphire Level $4,400

Ruby Level $3,300

SponSorShip opportunitiES – Please note Party with The Partners is not included with sponsorships.

Concurrent Session Room $500 (limit five) Continental Breakfast __$500 Wednesday __ $750 Thursday sold! or Friday Early Arrival Happy Hour $500 (limit one) Hotel Keycards $1,500 (limit one) Keynote Session $1,500 (limit three) Luncheon $2,000 (limit three) one opportunity still available! Mobile App Banner __$600 per day __ $1,500 exclusive Morning and Afternoon Snack __$500 per break __ $900 for one day Pillar Wrap $900 (limit three) Silent Auction / Reception $1,000 (limit one) Welcome Gift / Turn-down $1,000 plus your gift/amenity Sky’s the Limit Contact me to customize a sponsorship

SilEnt & livE Auction / rAfflE priZE DonAtion

Gain additional visibility by contributing a prize to the Silent & Live Auction or a luncheon raffle. Proceeds support CalSAE’s educational programs and services. Confirm your participation by March 27, 2013. The actual prize or certificate must be received by April 3, 2013, to be included in the event program. Please send additional brochures or collateral with prize or certificate for Silent Auction display.

Silent or Live Auction (min. $300 value) Luncheon Raffle (min. $100 value)

Prize Description _____________________________________________________________________________ __________________________________________________________________________________________

Prize Value _________________________________________________________________________________

Name to credit with prize information (if different from contact noted above): __________________________________

Please transfer sponsor fees to step D on the registration form page 5. Fax or mail this form with your completed conference registration form. If you’d like to participate but can’t attend the conference, send in your form and note “not attending” at the top.

calSAE prEMiEr pArtnErS

Platinum PartnersDisneyland Resort®

Ontario CVB

Gold PartnersHigher LogicMonterey County CVBSacramento CVB

Opportunities are subject to change.

covEr photoS

Previous ELEVATE participants:(l to r, clockwise)

Kellie Schroeder, cAE, cMp, CEO, Moulding & Millwork Producers Assn; Karen conlon, President & CEO, CA Assn of Community Managers

lynn Mohrfeld, cAE, ioM, President & CEO, CA Hotel & Lodging Assn

terry Dugan, cAE, Vice President, Rosemont Community Assn; linda chreno, cAE, ioM

Angela tsukiji, Director of Member Services, North State Building Industry Assn

covEr photoSSteve Pate-Newberry, SPN Photography

calSAE 2013 AnnuAl confErEncE ~ SchEDulE-At-A-GlAncEMarriott Marquis ~ San Francisco, CA

PRE SORTFIRST CLASSUS POSTAGE

PAIDPERMIT #1277

SACRAMENTO CA

EArly rEGiStrAtion DEADlinE MArch 27, 2013

Marriott Marquis ~ San francisco, cA55 Fourth Street ~ San Francisco, CA 94103

hotel reservations 877-622-3056

Rate: $179 single/double occupancy, plus tax.

Reservation Deadline: Friday, March 22, 2013

thurSDAy, April 18

6:00 to 6:45 a.m. Walking Group

7:15 to 8:15 a.m. Maximize Your CalSAE Membership!

8:30 to 10:00 a.m. Concurrent Educational Sessions

10:15 to 11:15 a.m. Keynote Session

11:30 a.m. to 12:45 p.m. Volunteer Recognition Luncheon

1:30 to 3:00 p.m. Concurrent Educational Sessions

3:30 to 5:00 p.m. Concurrent Educational Sessions

5:30 to 7:00 p.m. Reception & Silent Auction

7:00 to 8:30 p.m. Annual Dinner & Live Auction

friDAy, April 19

6:15 to 7:00 a.m. Walking Group

8:30 to 10:00 a.m. Concurrent Educational Sessions

10:30 a.m. to noon Concurrent Educational Sessions

12:15 to 1:30 p.m. Closing Program and Luncheon

wEDnESDAy, April 17

8:00 to 10:00 a.m. Early Riser Session

10:30 to 11:45 a.m. Opening Keynote

12:00 to 1:00 p.m. Connects Luncheon

1:30 to 3:00 p.m. Concurrent Educational Sessions

3:30 to 4:30 p.m. Concurrent Educational Sessions

4:45 to 6:30 p.m. “Party with The Partners” Reception

C a l i f o r n i a S o C i e t y o f a S S o C i at i o n e x e C u t i v e S

775 Sunrise Ave., Ste. 270 Roseville, CA 95661

www.CalSAE.org916-443-8980