| Monday, June 22, 2026 & Wednesday, June 24, 2026 (both days required for full credits) | ||
| 12:00 pm ET - 3:00 pm ET | CMI Workshop | 6 NE; CC = Membership and Marketing, Leadership |
In club environments, brand is defined by the member experience. Every interaction—whether in person, through digital channels, or via staff communication—shapes how members perceive value, belonging, and identity.
This workshop supports club professionals in clearly defining their brand values and translating them into consistent, high-impact communication and member experiences. Participants will also explore industry-leading practices in social media and digital marketing, with a focus on how clubs can strengthen engagement, extend their reach, and maintain brand integrity in increasingly visible digital environments.
Participants will:
This workshop is designed not simply as a training session, but as a capacity-building experience—one that equips club professionals with the mindset, tools, and confidence to actively shape how their brand is experienced by members every day. This workshop equips club professionals with the clarity, tools, and strategies needed to define their brand, communicate it effectively, and strengthen member engagement—both within the club and across digital environments.
It recognizes that in club environments, brand lives in people—and when aligned effectively, those people become the most powerful drivers of engagement, loyalty, and growth.
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AnneMarie Dorland, BDes, MA, Ph.DDr. AnneMarie Dorland is a brand professional, marketing strategist, and the author of Building Iconic Brands: The Ultimate Guide to Developing Brands that Transform Markets and Inspire Communities. She is also the Director of the Mokakiiks Centre for the Scholarship of Teaching and Learning and an Associate Professor in the Bissett School of Business at Mount Royal University, where she teaches marketing, branding, and creative strategy. With a background spanning brand strategy, design, and creative industries research, Dr. Dorland works at the intersection of insight and execution—helping organizations clarify their brand, align their communication, and bring their identity to life through meaningful experiences. Her work focuses on how strong brands are built from the inside out, translating values into consistent, high-impact engagement across every touchpoint. An award-winning educator and facilitator, she has developed evidence-based approaches to strengthening creative and strategic capacity, which have been adopted by organizations and classrooms across Canada and internationally. Through her work, she equips professionals with the tools to think strategically, communicate clearly, and build brands that resonate. |
CMAC Member
Future Member
Cancellations must be received, in writing, by no later than June 5, 2026. Cancellations received by this time will be refunded the workshop registration fee less a 10% administration fee.
Cancellations received after June 5, 2026 cannot be refunded.
Payment Policy
The CMI workshop registration must be paid in full to CMAC prior to June 22, 2026. Payments made prior to June 1, 2026 can be paid by credit card, cheque, e-transfer to national@thecmac.ca, or Electronic Funds Transfer (EFT). Payments made after June 1, 2026 can only be paid by e-transfer, EFT, or credit card through your CMAC profile.
Credit Card Payments
All payments paid by credit card are subject to an additional 2.4% processing fee (plus HST).
Certification
Participants will receive 6 NE Credits in addition to the completion of 1 CMI Workshop credit. Evaluation forms must be completed and submitted in order to be eligible for the credit(s). Attendance is required for the entire session in order to obtain credit for the 2026 CMI Workshop Bringing Your Club Brand to Life.
Photographs, Video & Social Media
Photographs and video taken throughout the event may be shared on CMAC social media and other publications. Please notify the National Office at events@thecmac.ca if you do not wish to participate.
