As in-person events come back into the fold, exhibitors have plenty to think about when designing a booth experience. Here are five factors that could greatly influence your exhibit’s success at the next big show. According to Trade Show News Network, event attendees spend an average of 8.3 hours visiting all the booths and displays at […]
Author Archives: Craig Lauer
YGS Speaks at ASAE’s Marketing, Membership & Communications Conference
Craig Lauer, YGS director of content strategy, and Sam Hoffmeister, senior managing editor, shared insights on how to maximize the value of your content with association executives and experts during a 45-minute solutions chat. In this post, we share excerpts from our conversation and invite you to follow up with any questions or comments at content@theygsgroup.com. […]
Content Marketing 101
You know the feeling—you’re watching a YouTube video when suddenly you’re interrupted by an ad for a product that you would never have any use for. Now, say the video you’re watching is a tutorial, something you can learn from. You’re likely engaged with that content and eager to see more. Maybe you’ll even share […]
What You Need to Know About Lead Generation Right Now
Distilled to its truest form, lead generation encapsulates all activities related to identifying and cultivating potential clients. It allows companies to develop a continuous sales pipeline and establish relationships with organizations or individuals who will, ideally, purchase your product or service. The growth and success of a business or its campaigns relies on its ability […]
Farewell, Fragmentation. Hello, Integrated Marketing!
It’s not just another catchphrase: Integrated marketing is a strategic communications approach that brings consistency and coherence to the complexity of creating and delivering valuable messages to your target audience. By definition, integrated marketing refers to the process of aligning and coordinating a marketing organization to deliver a consistent, seamless, customer-centric content experience across all channels. And […]
5 Must-Knows for Marketing Follow-Up
As in personal endeavors, in business strong relationships develop over time and across multiple interactions. Whether your organization is reaching out to current or former customers, or exploring new leads, following up a marketing campaign with outreach is crucial to your organization’s success. That said, there are so many things that can go wrong in […]
Pros & Cons of Using Stock Photos in Your Marketing
mages enhance marketing efforts, and stock photos are widely attainable to license for creative use. They have been around for almost 100 years and are now available all over the internet. According to Shutterstock, some of the most popular stock photos include people, travel destinations, animals, and food. While there’s nothing wrong with integrating stock […]
Putting Others FIRST
At YGS, we firmly believe that service to our community and staying true to our principles are of the utmost importance. We begin every company meeting by reaffirming our “FIRST” values—Flexibility, Integrity, Responsibility, Service, and Trust—and every employee makes a strong effort to embody those values daily. On March 3, (during what we’ve come to […]
The YGS Group Upgrades Digital Operations with HP Indigo 12000HD Press and Site Flow
We are thrilled to have the new HP Indigo 12000 HD press at our York facility. And HP has been a tremendous partner to us by promoting this newest printing upgrade through the press release included below. We hope you enjoy reading it! ____________________________________________________________ The YGS Group, a full-service communications company specializing in commercial printing, […]
Blog Best Practices
Without understanding how your blog fits into the bigger picture of your marketing efforts, or without knowledge of the more granular techniques that make a blog successful, you could risk wasting a lot of time on something that will not provide much ROI. Let’s explore the reasons why blogs have risen in popularity among professional […]
The Print Terms You Need to Know
When it comes to print terminology, there are a lot of words to know. So many, in fact, that you likely don’t need to know all of them in order to make informed decisions about printing techniques for your association’s magazine or other printed materials. Here are some of the key terms to know, and […]
YGS Achieves G7 Certification
YGS achieved G7 certification through Idealliance, bringing brand color consistency and validation across multiple printing platforms and processes. Because color plays such a critical role in design and printing, YGS customers can always be confident that colors will be reproduced perfectly on every project. YGS understands the significance of the G7 certification as a key milestone toward delivering […]
Tactful Blogging: Implementing Keywords and SEO for Engagement and Conversion
Cranking out content that seems intuitively relevant won’t yield the results you’d get from taking a more strategic approach to your content marketing plan. Let’s explore some of the techniques to use when building your blog topic calendar. CHOOSING YOUR TOOLS Ideally, you’ll want to use a combination of several tools when conducting keyword research and choosing […]
Messaging Platforms Are Essential for Effective Content Marketing
Your organization’s messaging must be consistent, align with your brand, and represent your purpose with clear, compelling language—especially as it pertains to your content marketing strategy. To ensure that all of these objectives are met, you’re going to need a messaging platform. STAY TRUE TO YOUR MISSION Although using a messaging platform is encouraged for your […]
Making the Most of Cancelled Projects
That project you’ve been working has been scrapped? It doesn’t have to be a total loss and can actually work to your advantage.
Farewell, Fragmentation. Hello, Integrated Marketing!
When it comes to reaching your audience in an effective, cohesive way, the whole is greater than the sum of its parts.
What You Need to Know About Lead Generation Right Now
Lead generation is an important part of the sales funnel. Without it, you wouldn’t be able to make an initial connection with prospective clients.
Create an Event Exhibitor Advisory Group to Gain Necessary Insights
Now more than ever, understanding what exhibitors need from a virtual event can ensure strong partnerships and engagement.
Expand Your Virtual Event Revenue—Before and After the Event
Help expand the monetization of your online event with this list of potential virtual sponsorships.
The Power of Video to Get Your Message Out
Video expresses the emotional side of your story, in some key ways better than any other format.
Tips to Make Your Virtual Meetings More Professional
Now that we’ve gotten the hang of virtual communication, it’s time to take it up a notch.
Retargeting Pixels: What Are They and How Do They Work?
Retargeting is an effective way to promote your association’s offerings and gain non-dues revenue.
Is Your Site Built With Drupal? Get Info You Need to Know!
Learn what Drupal 7’s “end-of-life” means for associations—and how you can prepare.
The Power and Profit of Sponsored Content
Increasingly, associations are enhancing revenue by offering sponsored content within their magazines and other content platforms.
8 Essential Tactics for Attracting Younger Association Members
For younger people in the early stages of their career, membership in an association is more important than ever.
Excellence by (Re)Design
Now may be the time to revisit your content and design so your publication stays relevant, fresh, and engaging to readers and advertisers.
Expanding Your Print Publication with a Digital Edition
Create the best experience for readers, greater opportunities for advertisers, and a platform for sharing the most current information.
Workplace Reentry and Mental Health: What to Consider
As offices reopen, it’s not just physical well-being that employers must take into account.
How to Return to Work Safely
If you’re looking for a quick reopening guide for your office, check out this list of precautions to make your workplace safer.
Your Guide to Better Association Advocacy
Even if your association has a robust advocacy plan in place, there’s always room for improvement.
Introducing Our Newest Press
YGS’ new HP Indigo 1200 digital offset press dramatically expands our print capabilities.
Showing Next-Gen Members the Value of Your Association
Ensure the longevity of your association and the industry you represent by appealing to younger generations.
Tips, Tricks, Teams
If you’re in need of a great tool to keep your staff connected, give Teams a go.
Tips for Conducting Virtual Job Interviews
While the prep for a virtual job interview is similar to that of an in-person interview, there are a few key differences.
5 Ways Podcasts Can Empower Your Association
Popular and profitable, the power of podcasts is undeniable.
How to Be Heard in the Marketplace
At YGS, our goal is to be a trusted advisor for your top priorities, not just during this challenging time, but well into the future.
5 Pros and 5 Cons of Permanent Work-From-Home Policies
Consider the following advantages and disadvantages as you assess what’s best for your association.
Nurturing Diversity to Benefit Your Association
As working from home becomes the new normal and geographical barriers are removed, there is more opportunity than ever to cultivate diversity.
Our Teams, Our Strength
“My head is spinning.” I must have received more than 50 emails in the past month that included that phrase or something similar.
Staying Healthy on the Job—at Home
As the leader of your workforce, you must help employees navigate the current challenges, whatever those may be.
Publication Promotion Videos Can Boost Readership and Nondues Revenue
Publication promotion videos are the perfect opportunity to capitalize on already compelling magazine content.
Reducing Print Publication Frequency Can Be Costly
A number of our advertisers recognize the need to maintain their market and brand presence to be best positioned for recovery.
Essential ILMA
A letter from Holly Alfano, CEO, Independent Lubricant Manufacturers Association.
Onward and Upward
A letter from Jason Gamel, the President and CEO of the American Resort Development Association.
4 Tips for Creating Online Course Content
When laying the groundwork for online courses, content is king.
Keeping Employees Engaged While Working Remotely
With several months of remote work under our belts and no definitive end in sight, employees may need a lift. Here are some great tips to keep them engaged and motivated.
Building a Brand-New Magazine (During a Pandemic)
Collaboration between teams made it possible to launch an entirely new magazine during the pandemic.
Deliver Sought-After Stability to Your Members
At a time like this, receiving a favorite publication in the mail renders a
coveted semblance of normalcy.
Sustaining Member Dues Revenue
Some members are struggling with strained budgets and are being forced to make tough decisions about what expenses to prioritize.
Mental Health: A Necessary Priority for Your Team
Stress, anxiety, depression, grief, trauma—these are unfortunately becoming more common.
Are Your Email Messages CAN-SPAM Compliant?
Email marketing campaigns can be extremely effective, but there are rules to sending these communications.
See YGS Production in Action
Discover how we’re here to help you connect with your audiences through safe and compelling print materials.
Down to the Wire: A Relationship-Driven Success Story
The YGS content team has taken on several time-critical challenges to help deliver the most pertinent, informative messaging possible.
There’s Never Been a Better Time to Educate
There has never been a better time to educate your members and further position your association as an invaluable asset
Navigating Government Financial Aid
By now, you’ve likely heard of the 880-page bill known as the Coronavirus Aid, Relief, and Economic Security (CARES) Act, the financial relief package signed into law to combat the negative impact COVID-19 has had on the economy, businesses, and individuals. If you have the time, by all means read it for yourself and try to […]
9 Key Questions to Ask When Considering a Virtual Event
Whether or not the COVID-19 crisis is over by fall, considering a shift to a virtual event might be a smart strategy.
5 Tips to Maintain Advertisers During COVID-19
For example, encourage advertisers to adjust their messaging instead of pulling an ad.
How to Hold a Virtual Fly-In
With many states under stay-at-home orders, a visit to D.C. is no longer an option. But that doesn’t mean you can’t reach your representatives.
A Powerful Association Strategy
Looking for some insight into communicating and sharing information with your members? Allow AICC to inspire you.
A Letter to Members From the Executive Director of NASSP
A letter by JoAnn Bartoletti, Executive Director of NASSP, first appearing in Principal Leadership Magazine.
Social Distancing, Innovative Connecting
A letter by By Karen Cygal, Worldwide ERC Senior Vice President, Product Development, first appearing in Mobility magazine.
Taking Care of Yourself Is Essential to Taking Care of Business
Here are some strategies you can employ to mitigate an understandably strong emotional response to an infectious disease outbreak.
YGS Managers Support Parents Working From Home
Even parents who are accustomed to working from home are having to face the new frontier of closed schools and shut-down daycares.
Cheers to Being #AloneTogether
Twenty-plus YGSers joined the video happy hour, and it was just what we needed.
Leadership in a Crisis
An article by Sheriff Daron Hall, 2019–2020 National Sheriffs’ Association President. It first appeared in Sheriff & Deputy magazine, produced by YGS.
Use a CMS to Deliver the Right Message to Your Audiences
Adding a CMS to your communications platform will ensure your ability to remain connected and deliver the right message to the groups you serve.
Retain Revenue and Relationships When Event Plans Change
If you’re looking at converting a show to a virtual event or must cancel altogether, this video shares useful tips.
Communicating With Members During a Crisis
Maintaining a calm, clear voice and keeping open channels of communication with members and stakeholders is critical.
Use a Messaging Platform to Manage Crisis Communications
A messaging platform helps a group succinctly explain key messages to various audiences in a consistent way.
Brad Altman Retires as President, Passes Torch to Jack Davidson
With a strong foundation for new possibilities, YGS enters its next exciting chapter.
Erickson Living Discovers the Advantage of YGS Total Solutions
As the senior living market grew, so did Erickson Living’s desire to empower its community marketers to make their own materials—ones that would be seamlessly customizable yet always on brand. Through a lot of careful planning, hard work, and ingenuity, YGS became the vendor partner that made that wish a reality.
Discover the New YGS Website: Personalization, Engagement, Results
The new YGS website offers our clients—and potential clients—a seamless experience that combines customized navigation, compelling communication, and thoughtful design to smoothly guide the user through every menu and page. When we took on the task of building a revamped website, our goal was to not only update the look and feel, but also to […]
YGS Launches FIRST Values Award Program
Recently, we launched our FIRST Values Award program, which recognizes up to one recipient each quarter for their outstanding contributions to the YGS culture of flexibility, integrity, responsibility, service, and trust. More than just words, our FIRST Values inform our choices, both internally and with our clients. We live them every day in everything we […]
And the 2019 AM&P Emerging Leader Award Goes to …
And the 2019 AM&P Emerging Leader Award Goes to …
Senior Managing Editor Ashley Reid has been honored with an Association Media & Publishing (AM&P) Emerging Leader Award.