Female business leader conducting a meeting

Shauna Peters, vice president and marketing strategist at mdg, was a featured speaker for ASAE’s Marketing, Membership and Communications Conference. Session details are below and the event summary and 2023 event information is available on the ASAE website.

Tuesday, May 17
1:45pm – 2:30pm ET
Walter E. Washington Convention Center
Washington, D.C.

Gap Analysis: Your Secret Weapon to Membership Market Sizing

A gap analysis is a tool business analysts use to identify new target audiences and opportunities. But did you know that associations can apply this tool to membership and other organizational goals? To plan realistic growth goals, you must start with a firm understanding of the total addressable market and look critically at market concentration across both job titles and segments to determine priorities and resource allocation. Learn how to identify the gaps in data and bring them to life through an actionable strategy. Through the lens of one association’s experience, discover the benefits of using a gap analysis to effectively blend the art and science of data and strategy to prioritize audience segments for membership growth.

shauna peters

Shauna Peters, CEM, vice president of strategic account management

As vice president of strategic account management at mdg, a leading marketing and public relations agency specializing in audience acquisition, Shauna and her team use data-driven solutions to increase attendance and exhibitor participation for live and online events. Shauna has her certification in exhibition management, is an IAEE Krakoff Leaders Institute alumna and frequently presents on audience acquisition strategy.