In this presentation, Chief Marketing Officer of the American Camp Association Deidre Pettinga, PhD discusses the topic of Customer Engagement and Member Value. Key to the creation of member value for the association is recognition of the concept of co-creation of value. Engaging customers and providing them with a platform where they can serve as co-creators of value not only adds to the resources and information the association has to offer, but it has the added benefit of increasing perceived member value for the individuals who engage in the co-creation process, as they bolster their own levels of psychological ownership of the organization. Dr. Pettinga reviews how this happens within the American Camp Association, sharing ideas that are applicable not only for member associations, but other organizations as well.
Dr. Deidre Pettinga joined the American Camp Association (ACA) as Chief Marketing Officer in August, 2015. She came to the ACA from the University of Indianapolis, where she worked for nine years as an Assistant Professor of Marketing. She has a total of 20 years teaching experience, having served as an adjunct faculty member at Butler University and the University of Indianapolis, and she continues to serve as an adjunct faculty member in the Lacy School of Business at Butler University. Outside of teaching, her background spans a wide spectrum of marketing-related positions. She has worked as an account executive and media buyer for an advertising agency, marketing director for a regional restaurant chain, market research director for a CBS television affiliate, and vice president of client services for a grassroots mobilization consulting firm. In addition, she has completed numerous consulting projects for organizations like the United Methodist Church of Indiana, the American College of Sports Medicine, and the American Camp Association. Dr. Pettinga holds a B.S. in Public and Corporate Communication and a M.B.A from Butler University, in Indianapolis, Indiana. She further earned a M.A. in Psychology, and a Ph.D. in Media Psychology from Fielding Graduate University in Santa Barbara, California. She has published articles in a number of peer-reviewed journals and given both juried and invited presentations in the areas of marketing, advertising, and business education. Her co-authored book Educational Marketing: More Than Just Telling Your Story was published by Kendall-Hunt in May of 2015, and a companion book Case Studies in Educational Marketing was released in 2016. She lives in Indianapolis with her husband and their two sons.