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Writing this post, I’m reminded of the song “Beauty School Dropout.” You remember it, right? If you close your eyes—just for a few seconds—I’m sure you’ll recall the stripped down set, the low-budget costumes and the bad choreography. I’m also betting you’ll remember at least some of Frankie Avalon’s infamous lyrics.

Like Frenchy, I’m looking for some direction. After months of planning, programming and editing, I’m happy to report that our new web and audio conferencing services are up and running. It was the first significant project I managed in my new role as director of member relations, and it was a tremendous learning opportunity.

Dozens of long-term care professionals will be speaking in the coming weeks. Their knowledge and expertise will provide our members with valuable education in a convenient and cutting-edge format. There’s only one problem: our members just aren’t visiting the association's Web site to sign up for these innovative, new programs. And while I wear many hats, I’m once again reminded that I’m not a marketing professional.

So, my question to you is this: What clever marketing strategies have you used to increase traffic to your association Web site? How can I attract people to our flashy, new registration site when it’s one of many things competing for attention on an out-dated, disorganized, content-heavy association Web site?