ASAE Yes& Presentation

ASAE Annual Exhibition and Conference

Yes& will be presenting, exhibiting, and attending.

Aug 10, 2024 – Aug 13, 2024

Cleveland, Ohio

Summary

Rebranding = ROI + Relevance
Brand transformations have the potential to answer pressing needs for relevance, revenue, and resonance with wider and more diverse audiences. Association brands are among each organization’s most valuable assets, often rooted in history and cherished for decades. However, associations must overcome challenges, including legacy, competing stakeholders, and finite resources, to ensure a successful outcome. Join veterans of rebranding or brand refreshes who will share their experiences, enabling you to take advantage of their learnings and avoid the pitfalls. They will describe the extensive scoping, research, creative iterations, testing, and launching involved in developing a new or improved association brand. They will candidly share how to manage internal and external variables, including potential barriers and measurable outcomes that pushed their organizations to the next level.

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Tracy Ginsburg Ed.D., CAE
Executive Director, Texas Association of School Business Officials

Tracy Ginsburg recently celebrated her 10th anniversary as the Executive Director of the Texas Association of School Business Officials (TASBO). Before leading TASBO, Tracy had a successful career serving as a CFO for both Round Rock and Fort Bend ISD. She has been recognized as a Distinguished Executive by the Texas Society of Association Executives (TSAE) and serves on the TSAE Board of Directors. Tracy is passionate about public education and is proud to lead an organization that “educates those who make education possible.”

Rose Grandon, CAE
Chief Communications Officer, Texas Association of School Business Officials

Rose Grandon, CAE, eagerly dives into executing brand-building strategies, content creation, and segmented marketing. She serves as the Chief Communications Officer for the Texas Association of School Business Officials (TASBO). She strategizes and markets more than 300 annual events for TASBO, works with all departments to execute effective projects, and recently led the association’s rebrand. Before joining TASBO, Rose was the Marketing Manager for the Texas Association for the Gifted & Talented (TAGT) where she oversaw and executed the association’s rebrand. Additionally, she is an active member and volunteer for the Texas Society of Association Executives (TSAE), and in 2016, she received the Young Professional Leadership Award. In December 2018, Rose earned her Certified Association Executive (CAE) credential through ASAE.

Cara Woodson Welch, Esq.
Chief Executive Officer, Public Sector HR Association

Cara joined Public Sector HR Association (PSHRA) as Chief Executive Officer in 2020 with nearly 30 years of experience in association management and leadership. Previously, Cara spent 12 years at WorldatWork, a total rewards human resources association where she served as general counsel, and also as vice president for external affairs and practice leadership. Cara has also held executive leadership positions at several other non-profit associations. Early in her career, she worked as a legislative analyst at the National League of Cities (NLC) and prior to that she completed a fellowship with the human resources division of the federal government (in the Social Security Administration).

Cara holds a B.A. from Macalester College in St. Paul, MN, a J.D. from Georgetown University Law Center in Washington D.C., and is a member of the D.C. Bar.

Debbie Bates-Schrott
Chief Marketing Officer, Yes&

Debbie Bates-Schrott, Chief Marketing Officer of Yes&, has more than 30 years of experience in branding, print, digital, and marketing strategies. Her theoretical perspective on understanding the brand’s value to drive an organization’s engagement and growth is paramount in working with clients. Before joining Yes&, Debbie founded Beyond Definition—a WBENC certified, women-owned agency—in 2003 and drove the agency’s progressive approach in the association and commercial spheres to year-over-year growth. Debbie’s active role in the community, and her partnership mindset, play a big part in her success as an industry-leading brand and marketing expert. Her ability to understand the client’s business challenges and define a pathway forward for reaching beyond the client’s expectations shows this success. Debbie has sat on several association boards throughout her career, including the American Marketing Association of Washington DC (AMADC), The International Association of Business Communicators (IABC), and Association Media and Publishing.

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