College of Association Marketing
Online and In-person Education Programs for Association Professionals
Kevin Whorton
Kevin is Principal of Whorton Marketing & Research, a consulting firm that has served 100 associations and charities. Kevin has 23 years in nonprofit consulting and management.
He has served as fundraising director for Catholic Relief Services, marketing & research head for American Society of Health-System Pharmacists, marketing and retailer relations VP for National Association of Chain Drug Stores, and market research director for National Association of Home Builders. He has also served as a client services director for a large agency, raised $250 million in charitable donations through his direct response programs, and won two worldwide ECHO Awards for direct marketing.
Kevin has conducted 220 quantitative and qualitative studies for associations and nonprofits. Kevin serves as Vice Chair for DMA Nonprofit Federation and is past Executive Committee member and 2004/2006 Conference Chair; for ASAE he serves on the Research Committee, served on International and Marketing Section Councils, co-chaired Associations Make a Better World and the Marketing Section. Kevin holds a Master's and completed PhD coursework in industrial organization at GMU, and studied chain retail management at Northwestern/Kellogg School.
Scott Oser
Scott has over 14 years of marketing experience in the association and publishing industries. He has worked for market leaders such as National Geographic Society, AARP and Science. Throughout his career Scott has excelled in developing, implementing and analyzing multi-channel direct marketing programs. He is highly skilled in the creation of effective customer acquisition and loyalty programs with the ability to align resources and operations to consistently achieve and exceed goals. Scott is very active in the industry. He currently holds the following volunteer positions including Chair, 2008 DMAW Association Day; Chair, Leadership Council, Greater Washington Network, ASAE; and Member, Marketing Section Council, ASAE. He has spoken at many seminars and conferences and facilitated a number of ASAE Greater Washington Network Membership Idea Swaps.
A graduate of University of Vermont, Scott holds a MBA in Marketing from George Washington University.
Scott Oser Associates, Inc. assists non-profit and for-profit organizations with the development of effective marketing programs designed to increase membership, sponsorship, exhibit and advertising sales, showcase products and services and maximize return on investment from publications and websites.
Guest Speakers
Lewis R. Flax
Lewis Flax has specialized in sponsorship sales and servicing. In 2001, he began working at Financial Executives International. Initially, he served as Director, Strategic Partnerships where he overhauled the structure of the partnership program by offering strategic platforms to appropriate sponsors resulting in a partnership revenue stream of $1.5M. He was promoted to Vice President, Business Development responsible for all non dues revenue. Lewis was hired to establish a DC presence for IEG, a sponsorship consulting firm. He was responsible for the non profit sector (causes and associations) within the DC metropolitan area. Lewis established Flax Associates to assist non profits in understanding and implementing successful sales efforts, establishing corporate partnerships, implementation of these efforts, and business development outreach to secure additional revenues. Mr. Flax is a certified instructor with Dale Carnegie Training. He has taught the “Sales Advantage” class since 2004. Lewis received a B.A. from University of Rochester and a Masters in International Management from University of Maryland, College Park. He is active in ASAE, serving on the member action team and Marketing Section council.
Evan Shubin
Evan has nearly 19 years of event management experience at three major trade show organizations. Before founding Results.now, Inc. in 2001, he was Vice President, Sales & Marketing for CES, the largest annual trade show in the United States. In that role, he was responsible for all marketing, branding, exhibit sales, and promotional opportunities sales for CES. Evan also served as CES Director of Marketing, and as Staff Director, Sales and Exhibitor Services. Each year under his leadership, CES set all-time records for attendance; exhibit and sponsorship revenue; and total paid exhibit space. Evan has also worked for Graphic Arts Show Company (producer of Graph Expo and Print) and the Interactive Multimedia Association (producer of IMA Expo). He has been involved in eight different event launches, and has served in several key positions responsible for exhibit sales and customer service, attendee and exhibitor marketing, and operations.
Shelly Good-Cook
Shelly A. Good-Cook is the Director of Marketing for Arlington Soho, creator of InSide Job, a new application that helps people use Facebook to find a job. Prior to joining Arlington Soho, Shelly spent 15 years in association membership marketing and chapter relations, directing the efforts of the Cable & Telecommunications Associations for Marketing (CTAM); the USA Rice Federation; the National Utility Contractors Association (NUCA); the American Chamber of Commerce Executives (ACCE) and the American Academy of Orthotists and Prosthetists where she also served as Acting Executive Director.
During her tenure at CTAM, Shelly launched the organization into the then emerging world of social media on a number of platforms including LinkedIn and Facebook. Her innovative efforts garnered new membership and sponsor dollars and contributed to the expansion of CTAM’s brand equity across the
Shelly has a Bachelors degree in Anthropology from John R. Bell is the founder and chief executive officer of Boxwood Technology, Inc the leading provider of online career center technology and career related services for the association community. Boxwood clients include global, national and regional organizations which currently serves more then 9 million members. For over 30 years, John has been creating and delivering technology applications for customers, organizations and associations. Considered by many as a pioneer in the electronic recruitment industry, John anticipated the emergence of the “Internet electronic marketplace” in the early 1990’s. After automating his own staffing firm and implementing its nationwide affiliate network, it was then that John’s vision for a solution to help associations participate in the electronic recruitment industry would lead to the founding of a software company in 1998 of Boxwood Technology, Inc. Today Boxwood is recognized and indorsed by the American Society of Association Executives (ASAE), the center of leadership for the association industry. Calhoun has spent more than 13 years in marketing, business development, membership and volunteer relations positions in the healthcare, education, chemical manufacturing and regulatory industries. He earned his Certified Association Executive (CAE) designation in 2004 and was named to the 2008 Class of ASAE Fellows. Throughout his entire association career he has been involved with ASAE & The Center for Association Leadership and has served as the Chair of the Marketing Section Council in 2005 and 2006. Calhoun is currently serving on the ASAE CEO Advisory Board. At a young age, Karen Yoho realized that being a "joiner" was a lot more fun than sitting back and watching. From her days as a Girl Scout patrol leader and the school’s campaign manager for George McGovern during recess, Karen realized being enthusiastic and involved was the way to live. She continues to be an active community volunteer and has returned to her roots, working with Girl Scouts as her daughter's Brownie leader. In the past five years, Karen has concentrated her professional duties in the field of education. She now serves as senior director of marketing and member services at the National Association for Gifted Children. From 2000-2005 it was all about flowers at the Society of American Florists where Karen led all marketing communications and public relations efforts. Karen is a Certified Association Executive and an alumnus of the A resident of the New Deal-era planned community
John Bell
John is a graduate of Randolph-Macon College of Ashland, VA and holds a Bachelor's degree in business management. John is an avid and accomplished equestrian and motorcycle enthusiast.
A. Cedric Calhoun
A. Cedric Calhoun, CAE joined the Alliance of Hazardous Materials Professionals, Inc. (AHMP) as the Executive Director in January 2007. Before moving in to this role Calhoun worked with many professional societies and trade associations including senior-level positions at The Leapfrog Group, the Council for Advancement and Support of Education (CASE), Regulatory Affairs Professionals Society (RAPS) and the Synthetic Organic Chemical Manufacturers Association (SOCMA).
Shira Harrington
Until recently when she started as Managing Director, Association Search for Armstrong Franklin, Harrington had been a senior recruiting consultant with Washington, D.C.-based placement firm Positions Inc. since 1994. As a recruiting professional she has helped staff numerous associations and become an expert on managing the multigenerational workforce. An outgrowth of her successful recruiting career, Harrington is a regular consultant to trade associations and other organizations on the differences in life values, work-life expectations, communication styles and relationship to authority among the generations. She believes she has the right formula to bring the various age groups together to propel workplaces forward with a better understanding and appreciation of one another.
Karen Yoho
Deirdre Reid Theodore S. LaBarbera, the Web Editor for the 4A’s (American Association of Advertising Agencies), was hired in 2007 to bring an outside perspective to the association’s flagship Web site, www.aaaa.org. Within that short time, the 4A’s has launched a completely revitalized Web
site utilizing the latest in modern technology and has begun the process of implementing an array of social networking features to further engage its membership base. Previously, Ted was the Webmaster for the City of New York Department of Finance, a site that attracted more than two million unique visitors every month thanks to services such as the ability to pay City parking tickets and property taxes online, and was also a community/intergovernmental liaison with both Finance and the Council of the City of New York. Currently working on his MBA in Marketing at Saint John’s University, Ted has a BA in American History from the University at Albany, State University of New York. Rich Lightfoot is the Executive Vice President of Mercury – a design, print, and online communications firm specializing in solutions for associations and non-profits. Since 1999, he has been responsible for providing vision and leadership for new market opportunities and executing a successful business and marketing strategy. Rich has helped numerous associations streamline production and effectively balance communication strategies between print and online. Rich holds a BFA in Psychology from Randolph-Macon College and an MBA in Finance from The American University. Additionally, Rich serves on the board of the Chesapeake Resource Group, a consultancy in Annapolis, MD, and the education council of the Printing and Graphics Association, Mid Atlantic (PGAMA) a local affiliate of the Printing Industries of America (PIA). He is an active member of ASAE. C. David Gammel is president of High Context Consulting, LLC. David helps his clients maximize the strategic value of their people, processes and technology. In addition to consulting, David is a frequent keynote speaker, presenting internationally to diverse audiences that have included Fortune 500 executives, small business owners, non-profit organization executives, boards of directors, entrepreneurs, students and others. David also provides customized workshops for corporations and associations. David is a long-term member and volunteer leader of ASAE and the Center for Association Leadership. He also has a Master of Arts in International Communication from American University in Washington, DC, and a Bachelor of Arts in International Studies from Miami University in Oxford, Ohio. David lives in Salisbury, Maryland, with his wife Jennifer and daughters Ella and Lily. Matthew has previously held positions with other national associations including the National Association of Insurance and Financial Advisors (NAIFA) and the National Association of College and University Attorneys (NACUA). Matthew holds an MBA from the Robert H. Smith School of Business, University of Maryland and a B.A. degree in International Relations from Tufts University. Matthew is an active member of ASAE and currently serves on several committees for the organization including as Chair of the Innovation Workgroup and as a member of the Executive Management Section Council and the Public Policy Committee. Matthew has also been a speaker at many ASAE sponsored programs. Maggie McGary
Deirdre Reid is an association management professional who recently moved to Raleigh NC from Sacramento CA where for mo
re than four years she was the Director of Member Services at the California Building Industry Association. Prior to her work at CBIA, she was the Assistant Director of Associate Member Programs and held other roles at the National Association of Home Builders for five years. Before entering the association management profession, Deirdre was a restaurant general manager and an English as a Foreign Language school manager. She has a BA in History from Georgetown University and is currently a candidate for the Certified Association Executive exam in December.
Strategist for Higher Logic. Before Higher Logic, Andy was the Chief Information Officer of the Risk & Insurance Management Society, Inc. (RIMS) where he headed their social strategy and other initiatives over a 10 year period. Mr. Steggles was also the founder of the Social Networking and Media Association, a non-profit dedicated to the advancing the social web. Andy has also authored numerous software products such as SitePRTracker, CopyTester and more for the search engine optimization (SEO) community which he has a strong interest. Andy holds a Bachelor of Science in Computing in Business from Brunel University in the United Kingdom.
Rich Finstein
Rich Finstein is the Founder and President of CommPartners. He has 25 years technology consulting experience serving the association community. He created the Technology Services Program through the American Society of Association Executives which provides guidance and support for better decision making in electronic marketing, social media, online education, collaboration, process integration.
Rich lives in Columbia, Maryland with his wife Pam. Rich and Pam have two grown children.
Sam Horn
Sam Horn is known as America's Intrigue Expert. She is an award-winning communication/creativity consultant with a 20 year track record of results with an international clientele including Fortune 500 Forum, Young Presidents Organization, Hewlett-Packard, NASA, Kaiser Permanente, National Governors Association, KPMG, Boeing, Intel and Capital One. She was selected (along with Tom Peters, Seth Godin and Jim Collins) to be a featured speaker at INC Magazine's annual 500/5000 convention honoring the top entrepreneurial organizations in the country.
Matthew D'Uva
Matthew R. D’Uva, CAE is currently the president of SOCAP International. Matthew is responsible for the management of the national headquarters operations and staff located in Alexandria, VA as well as working the SOCAP Board of Directors to set the policy, strategy and direction for the association.
A native of Waterbury, CT, Matthew and his wife, Amy Neugebauer, currently reside in Hyattsville, Maryland with their son Zachary. 
As community & social media manager at Avectra, Maggie McGary is responsible for leading and managing the creation of effective and innovative communications content and online strategies to build brand awareness. Prior to joining Avectra, Maggie was the social media & community specialist for the American Speech-Language-Hearing Association, responsible for developing and deploying social media initiatives to engage ASHA members, and educate the public.
In addition to over 10 years experience in the association world, Maggie is a blogger whose guest posts have been featured on numerous websites including WashingtonPost.com, Acronym, Ragan.com and Social Media Today. Maggie has a BA in English from Mary Washington College.
Dave Coriale
President and co-owner of DelCor, Coriale joined DelCor in 1988 from Applied Computer Solutions in Syracuse, NY where he was President and co-owner. With over twenty years of experience in the IT field, he is a specialist in Web strategy planning, usability, and technology management; and has been a catalyst for positive change with his clients.
