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Adam Higgins

Blog Feature

By: Adam Higgins
April 26th, 2021

Truth for most associations—you’re sitting on a mountain of valuable data, but it often feels disconnected.

You know a ton about your members—what they like, what they’re good at, what their challenges are, and what they’d like to see more of. But the data you have is disparate across platforms.

So connecting all of this data in a holistic, actionable way is a challenge. You need a bridge to connect your technology platforms so that you, the marketer, can reach out to your members in thoughtful, data-driven ways.

Blog Feature

By: Adam Higgins
December 4th, 2020

As more and more associations work to become data-driven organizations, they keep running into the same problem: integration. Associations have the data. The problem is getting all of that data into one place.

Data integration is tricky in most circumstances. It can be really tough for associations, as the majority of commercial tools don’t work with Association Management Systems (AMS). And integration isn’t just an IT problem either. Without the right data pipelines in place, you can’t run data-driven marketing campaigns or execute member-focused strategies.

That’s why we here at HighRoad Solutions have been working tirelessly to help associations unify their data. Our go-to tool has been the Plus Connector, a neat piece of software that enables fast communication between an AMS and another data source.

Blog Feature

By: Adam Higgins
July 23rd, 2020

As an association marketer, you likely have an e-newsletter that you send out to your members on a regular basis. This newsletter contains valuable information about upcoming events, opportunities for personal and professional development, and news in your industry.  All of this information is great, but it can be difficult to select the topics that are broad enough to apply to your entire audience yet specific enough to deliver meaningful content that keeps your members engaged

Blog Feature

By: Adam Higgins
March 27th, 2020

Suddenly working from home for more than one day out of the week? Are your office hours blending with your personal hours? Are you finding it difficult to focus in the midst of kiddie chaos? We hear ya.

Luckily, HighRoad was doing "remote" before remote was a thing. For over a decade, HighRoad has been spinning up products, providing consultative  and innovative solutions, and evolving our clients' digital stacks  straight from our home offices. You'd be surprised at the productivity and ingenuity that can happen in PJ bottoms.

That's why we happily bring you our Virtual Pro-Tips Series. For the next few months, we're going to share our virtual practices with you, all coming from different disciplines and perspectives.

Blog Feature

By: Adam Higgins
March 6th, 2020

We’ve all been there as consumers. We go to a website, place an item in our shopping cart, and then decide “Eh, maybe not. At least not yet.” We leave the page, we think on it for a few days, and maybe we come back or maybe we don’t. Maybe you’ve been on both sides of that situation, both as a marketer and a consumer.

 

As a marketer, you’re keen to get those people back, to reel them in, and to encourage them to complete their transaction. In the association world, this concept of “shopping cart abandonment” can become quite a bit more complex. Not only do members and customers place items in their shopping cart to purchase or abandon, they also may start taking an online course but neglect to complete it, or maybe they’ve taken the first step in an certification application but left it without finishing.  Conversion Capture, an Adestra add-on feature, is a solution that enables you to capture these individuals and market to them in a very specific way. 

Blog Feature

By: Adam Higgins
February 25th, 2020

There are many layers to our goals as email marketers. We want to craft well-written, high-impact messages. We want to send those messages to the right people at the right time. We want those people to actually read and engage with our messages. Thanks to standard reporting on most email systems, we have a pretty good handle on how well we’re doing with these goals. These four main KPIs (total sent, total received, total opens, and total clicks) have long been the standard for measuring the success of our email campaigns. However, these metrics don’t capture the overarching goal behind most email campaigns.