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On Demand

Who We Are; Who We Asked; Why It Matters: Bringing Engagement and Brand Identity Together

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Daniel E. Trucil, MA, MPH
58 Minutes
Audio and Video
Original Program Date:
Jul 27, 2017
Never expires.


“What three words describe your profession?” It looks like an obvious question, but don’t be fooled. Taking time to ask—and building engagement around responses—can bolster everything from your association’s sense of belonging to your role in helping members convey what they do. This case study will explore how the AGS translated this simple question into a campaign for celebrating enthusiasm, spotlighting AGS leadership, and raising funds for our foundation (all with little-to-no budget).

Upon completion of this session, participants should be able to:

  • Learn about the value and importance of engaging with members to define what they do, why it’s important, and how you fit into that mix
  • Explore ways to translate requests for feedback into positive, impactful campaigns that reinforce your leadership role among members and across your field
  • Identify strategies for turning member feedback into a cost-effective (and even revenue-generating) component of your brand story



Credits Offered: 1

AAMSE is a CAE Registered Provider. This program meets the requirements for fulfilling the professional development requirements to earn or maintain the Certified Association Executive credential. Every program that we offer that has been approved for CAE credit will clearly identify the number of CAE credits granted for full participation. We will maintain records of your participation in accordance with CAE policies. For more information about the CAE credential or Registered Provider program, please visit

Note: Applicants may use any program that meets eligibility requirements in the specific timeframe towards the exam application or renewal. No specific individual courses are required as part of the applications – the selection of eligible education is up to the applicant based on his/her needs.


Daniel E. Trucil, MA, MPH Related Seminars and Products

Assistant Director, Communication

American Geriatrics Society

Daniel E. Trucil, MA, MPH, is Associate Director, Communication, for the American Geriatrics Society and its Health in Aging Foundation. In this role, Dan develops and executes engagement strategies for raising geriatrics profile among older adults and caregivers, members of the media, public and private funders, and the diverse spectrum of health professionals responsible for expert elder care. Dan previously worked on global advocacy and communications for the International AIDS Vaccine Initiative, collaborating with colleagues in Africa, Europe, India, and the U.S. to ensure sustained commitment to ending the AIDS pandemic through preventive public health. Before focusing his attention on nonprofit health communication, Dan spent several years as a public relations consultant for Fortune 500 pharmaceutical companies with leading product portfolios covering infectious diseases and diabetes management. Across his career, Dan has led or co-managed a range of international awareness campaigns, from crisis communications addressing antimicrobial resistance to peer-to-peer advocacy on health care reform. Dan earned a Master of Arts in Strategic Communication from Villanova University, where he worked as a fully funded research assistant for the first scholarly project funded through the Waterhouse Family Institute for the Study of Communication and Society. Dan’s research explored both communicative interpretations of healthcare reform in the wake of the 2008 presidential election and the role of diversity in the digital domain. Dan previously pursued a Bachelor of Arts in English and Communications at Villanova, and recently completed studies for a Master of Public Health degree from the State University of New York.