SMA COVID-19 RESPONSE
May 1, 2020
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PREPARING OUR CLIENTS FOR TODAY AND TOMORROW
Smith Moore & Associates (SMA) has been working remotely for six weeks and four days, (but who’s counting) due to the Coronavirus and the Sacramento County and State of California orders to “shelter in place” implementing social distancing. We have been able to retain all of our staff, keeping them busy working remotely on behalf of our clients. We have two staff members coming into the office briefly each day to open and process mail and subsequent checks. SMA was in the middle of transitioning to a new telephone system right before this public health crisis exploded, so all of our clients calls are now automatically sent to a staff member’s mobile to respond at his or her remote workspace. Staff has not only been having regular team meetings and exploring the new opportunities these unprecedented times have created, but also connecting with other professional peers, exchanging struggles and solutions. One of the values offered by an association management company is our exposure to a myriad of similar situations and challenges, but for different clients. Between our staff we have numerous relationships and connections with vendors (hotels, AV, printers, etc.). There are always opportunities for staff to share our different approaches to COVID-19 – what is a great idea for one client is likely to be a great idea for another client. The vibrancy of skill sets and perspectives at SMA is what makes us so strong. With the cancellation and postponement of current client events and future events at risk, SMA staff is working diligently to expand virtual training opportunities and learn how to transition an in-person meeting into a digital experience. SMA’s Launch and Drive teams are researching options to train, respond and move forward with virtual platforms. Each of our departments are working closely, diligently and creatively to serve our clients. We know that “business as usual” may be more of a dream than a reality right now which is why SMA is looking at traditional association services and how we can help our clients make decisions that result in both stability and innovation. We are in this together!
ACCOUNT EXECUTIVES PAGE 2 MEETINGS AND CONFERENCE PLANNING PAGE 4 FINANCIAL MANAGEMENT PAGE 6 MEMBERSHIP PROGRAM SUPPORT, RENEWALS AND CUSTOMER SERVICE PAGE 8 MARKETING/ COMMUNICATIONS (SMA LAUNCH) & TECHNOLOGY (SMA DRIVE) PAGE 10
Smith Moore & Associates www.smithmooreassoc.com 700 R Street, Suite 200 Sacramento, CA 95811
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ACCOUNT EXECUTIVES Account Executives (AEs) are the key point of contact between clients’ and SMA and are responsible for managing a client’s overall operations to ensure client and member satisfaction. AEs are responsible for overseeing membership management, event management, accounting, boards and committees, design and communications, general customer service and administration. As lead of the client’s team, AEs rely on their collaborative skills and communication to ensure client needs are effectively translated and addressed. Representing SMA’s core services, AEs are carefully selected based on proven skills and a positive attitude as well as demonstrated enthusiasm. Below is an overview of SMA’s Account Executives. Catherine A. Smith, CAE is SMA’s Chief Executive Officer (CEO). With more than 35 years of experience in association and nonprofit administration on local, state, national and international levels, Catherine founded SMA in 2006. Previously, she served as the executive director of a statewide trade association for 15 years. Catherine graduated from the University of Toledo, Ohio, with a bachelor’s degree in communications and earned a master’s in communications and public affairs at California State University, Sacramento. She received the prestigious Certified Association Executive (CAE) designation from the American Society of Association Executives (ASAE) in 2000 and has presented at state and national forums, speaking on association management and governance issues. Carmen Berry has provided years of high-level services to a multitude of nonprofit organizations. Her extensive background in association management results in strong organization, direction and strategy for SMA clients. Carmen previously served as the Director of Membership for a Sacramento association management company where she increased clients’ educational offerings and focused on increasing clients’ returns and profit margins. Thoughtful and thorough, Carmen is known for her attention to detail and professional work product. She is forward-thinking and keeps a creative eye on opportunities for growth while addressing challenges to uncover rewards for clients and SMA. Elizabeth Cardwell, Certified Meeting Professional (CMP) joined SMA in 2007. Prior to that time, she worked in the communications office of the California Department of Alcohol and Drug Programs where she served as the assistant to the Public Information Officer. Since that time, she has incorporated that knowledge and experience into her role as an AE. Elizabeth has a bachelor’s degree in interpersonal communications from California State University, Sacramento. In 2012, Elizabeth received the CMP designation from the Events Industry Council (EIC). She is known for her attention to detail and excellent follow-through with clients in all areas of management, including board and committee work; membership and events; and communication and more. Sarah Erck, Certified Meeting Professional (CMP) joined SMA in 2013 after serving as a co-owner of a local family business. While there, Sarah managed product and service contract negotiations, branding, employee management and human resources, as well as supervised customer service and vendor relationships. Additionally, she represented the company at tradeshows and professional association events. Sarah has applied her experience in astutely managing client operations. In 2017, she earned the CMP designation from the Events Industry Council (EIC). Sarah graduated from Diablo Valley College with an associate degree in liberal studies and later earned a paralegal certification from St. Mary’s College of California. Yelena Martynovskaya has been with SMA since 2007. Yelena is an exceptional multi-tasker on behalf of clients. She particularly excels in organizing process; accessing technology to address client needs as well as data collection and analysis to yield excellent outcomes for clients. Her focus on creative solutions leads to increased client satisfaction. Yelena graduated from California State University, Sacramento, with a master’s degree in art studio and is an accomplished artist. She has exhibited through the Sacramento Center for Contemporary Art and The Verge Gallery in Sacramento, California.
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ACCOUNT EXECUTIVES
RESPONSE • Working closely with volunteer leaders to evaluate member benefits and how to respond • Developing surveys to gauge members priorities and situations • Working with their team members to continue high quality and coordinated service to our clients • Monitoring association management trends and responses to COVID-19 • Looking into the future on what challenges might be in front of us • Working closely with committees, regions, districts, chapters to see how to adjust member engagement • Being proactive and forward thinking to provide volunteer leadership with the information needed to make good decisions • Monitoring legislation that may affect associations and working with leadership and advocates to respond
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MEETINGS AND CONFERENCE PLANNING Account Executives (AEs) and Account Coordinators (AC) collaborate on the administration of our meetings and conference planning. Account Coordinators are a key member of a client’s team. ACs are responsible for numerous work processes on behalf of clients. Providing direct support to AEs, ACs perform autonomous tasks relating to membership renewal, database maintenance, exhibitors and sponsors, accounting, marketing e-blasts and boards and committees. ACs work directly for the AEs and oversee the work of Account Assistants. Angelique Grellus has an extensive background in customer service and communications. Angelique is exceptional at managing complicated projects while staying focused on details and outcomes. Her patience and determination are assets in dealing with stressful situations and bringing them to a successful close. Angelique has a bachelor’s degree in psychology from California State University and is a strong asset to the SMA team. Abi Hague has a background in working as a member services representative with a large statewide trade association. She excels at member services, event support and database management. Abi’s kind and skilled approach to addressing the client’s needs is an asset to both the client and the SMA team. Zach Seals has a background in both customer service and administrative work. As an AC, his responsibilities include database and member account management, communications, event assistance, and committee support. Zach’s experience and professionalism translate into his ability to handle anything that comes his way. He focuses on superior customer service that results in delighted clients.
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MEETINGS AND CONFERENCE PLANNING
RESPONSE
• Looking at contracts, cancellation clauses, Force Majeure and impossibility contract verbiage, rebooking, moving to virtual, etc. • How to keep sponsors happy and engaged • What is happening with the attendees (travel bans, furloughs, etc.) • Keeping connected with all venues • Reaching out to our professional connections to see what is happening with hotels, etc. • Can it go virtual? Attending webinars and trainings on virtual and hybrid events • Settin up alternative professional development that is virtual and a revenue driver • How to mitigate risk in commitments while preparing for an event that may not happen
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FINANCIAL MANAGEMENT Our CEO and Partner Catherine Smith along with the Account Executives and specifally our Finance Team manage the financials. The Finance Team is responsible for GAAP compliance, accounting procedures, creation of financial reports and budgets, tax and audit oversight, investment policies and AR reports. Sandy Goree is SMA’s Controller. With over 25 years in accounting management and nonprofit accounting, she has a thorough knowledge of accounting policies and procedures, human resources, budgeting, internal controls, accounting information systems, banking relationships, credit and data processing. She is responsible for the management and leadership of accounting operations. This includes creation of accounting procedures, staff training, GAAP compliance, federal and state compliance reporting, annual audit and 990 oversight, banking liaison, annual budget development, payroll, and monthly financial reporting for board presentation, monthly and annual closings, accounts payable and accounts receivable. Sandy has prior accounting experience in the fields of financial consulting, real estate development, retail sales, financial investment and transportation. Joanie Bockus is an SMA Accountant with more than 35 years of experience. From 1987 to 2013, Joanie advanced from staff accountant to accountant directly below the finance director for Disability Rights California. Joanie excels in GL reconciliation. She is detail orientated and has become invaluable with preparing our Associations for the Audit process. Joanie is more than just a positive person; she is a ray of sunshine in our SMA environment. Amelia Clarke is an SMA Accountant and brings more than 23 years in accounting and management from a variety of industries, including banking, insurance to non-profits. Amelia was a successful business owner before coming to work with SMA. Because of that, she knows the importance of communication and education. She stays focused on the financial health of her Associations. She understands how to communicate the financial details in a manner that can be understood by non-financial people. Najib Ghafari is an SMA Accounting Clerk and has 14 years of experience in different international organizations; Creative Associates International Inc., USAID Projects (AWDP) & (BESST) in Kabul Afghanistan, KEEA (Kabul Embassy Employees Association) US Embassy Kabul Afghanistan, and Mehar Aslam Building Maintenance L.L.C In Sharjah UAE,. Notable skills include; administration, finance, accounting, monitoring & evaluation and IT. Najib has a Bachelor degree in Business Administration and Majors in (Management). Krunal Sagar is an SMA Accounting Clerk. He has been working in the accounting department for 1 year while concurrently working on his bachelors at Sacramento State University. His focus is on the export/import functions of financial data between the data base and the accounting system.
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FINANCIAL MANAGEMENT
RESPONSE • Ensuring client cash flow is solid – collecting accounts receivables • Monitoring budgets and looking at best case and worse case scenarios • Looking at reserves and how they can help (if necessary) weather this storm • Working closely with our clients’ treasurers • How can we keep some revenues like sponsors (working with AEs) • Rescheduling audits • Evaluating clients’ fiscal situations today versus in the past • Identifying membership retention expectations moving forward • Recommendations for reduced expenses
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MEMBERSHIP PROGRAM SUPPORT, RENEWALS AND CUSTOMER SERVICE The Account Coordinators and Account Assistants (AA) work in tandem with the receptionist to not only engage and support the members but to also support events and meetings as well as boards and leadership. Account Assistants are members of the core association management team. Working closely with ACs, AAs closely manage the membership database for clients and coordinate with accounting on invoicing, event registration, dues renewal and post event accounts receivable. They play a key role on event preparation, including creating name badges, packing collaterals and materials for onsite services and support to facilitate timely, effective events. Rayneedae Garcia has experience in multiple professional fields with an emphasis in communications. Prior to joining SMA, she worked in public affairs and communications at a statewide trade association. Rayneedae places an emphasis on concise, transparent and effective client communications. Her can-do attitude leads to positive results. Rayneedae has a bachelor’s degree in public relations, communications from Sacramento State University. Wesley Lee graduated from University of California, Davis with a degree in physiology. He has a strong customer service background having worked in the food and healthcare industries. Wesley puts his SMA team and clients first and strives to bring his charisma & efficiency skills into his member services role. Kristina McKittrick recently joined SMA having worked for several years in customer service and event planning with organizations across the United States and internationally as well. Kristina focuses on responsive communications and problem solving for clients. She earned her bachelor’s degree with a double major in political Science and international studies from Elon University in North Carolina. Eddie Moore is a recent graduate from the University of Portland with a bachelor’s degree in psychology. Having worked for four years as a summer assistant with SMA, Eddie recently joined the SMA team as a full-time employee. With a penchant toward leadership, he was elected as the captain of the University’s lacrosse team. Additionally, he worked as resident dorm staff and completed an internship with the Multnomah County Probation Department. Alencia Camargo joined SMA in January 2018 as a high school senior work intern. This position was established to give a local high school student valuable hands-out office experience that could help them as they transition out of high school and into the working world. As an intern and in her current position, Alencia handles special projects, filing, credit card receipt reconciliation, telephones, mail processing and a number of other administrative tasks. Upon graduation, Alencia stayed on with SMA in a part-time capacity as she pursues her degree at California State University, Sacramento where she is majoring in communications- public relations.
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MEMBERSHIP PROGRAM SUPPORT, RENEWALS AND CUSTOMER SERVICE
RESPONSE
• Being a “live voice” for members calls and answer questions • Completing special projects as requested by team members for clients • Processing membership applications and renewals • Ensuring emails are responded to daily and keeping members connected • Processing conference refunds • Updating websites as events and information changes quickly • Helping with surveys to capture member feedback • Monitoring and fulfilling contact forms • Participating in virtual board and committee meetings and taking minutes so clients remain forward thinking
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MARKETING/ COMMUNICATIONS (SMA LAUNCH) & TECHNOLOGY (SMA DRIVE) SMA Communications Team (SMA Launch) supports the membership and events’ teams in developing and distributing effective communications. With a focus on providing marketing support and sterling design and communications, Launch includes employees focused on marketing strategies, branding, graphic design and layout, web design, photography and more. SMA believes transparent, efficient and compelling communication is a core client service. SMA Information Technology Team (SMA Drive) is responsible for supporting the technological needs and objectives of the client by staying abreast of the best practices and tech trends. This team will consistently and appropriately push the client forward in advanced, affordable, productive, and intuitive ways. SMA Drive connects our departments and the clients to powerful innovation. David Blue Garrison is the SMA Director of Marketing and Design Development. He is responsible for the design and layout of marketing and communication materials for client conferences and education events as well as branding. With a background in editorial design, David has ten years of working in the freelance world creating more than 100 publications and marketing materials for art organizations in Sacramento. Audie Whitt is the SMA Communications Director. With experience in graphic and web design, he is responsible for providing clients with innovative publication designs and website updates. Audie serves as the liaison between the communications and IT departments to ensure the client’s brand remains cohesive. He earned a bachelor’s degree in art studio. Dayna Dixon is the Senior Graphic Designer/Marketing Coordinator. Dayna works comfortably in all forms of graphic design in illustration and brings a fresh perspective to client projects. With a focus on working with client exhibitors and sponsors, Dayna ensures consistency of design with branding. She graduated with a bachelor’s degree in graphic and web design from the Rocky Mountain College of Art and Design. Justin Lewis is SMA’s Chief Information Officer. Justin has worked in the IT field for 20 years and has experience with installation, configuration and support for Internet connections, networks, websites, listservs and more. He has experience in programming languages Python, R and the Web framework Django. Justin is often an invited speaker on association management technology. Prior to joining SMA, Justin was a systems administrator for an Internet service provider, giving him experience and preference for command line interfaces and the Linux operating system. He has knowledge of database administration, including everything from the DOS-based PC File to software such as MySQL, the world’s most popular open-source database. Amanda Rae Smith, SMA’s Information Technology Coordinator is a key member of SMA’s information technology infrastructure, which is led by executive leader, Justin Lewis. Amanda is SMA’s Information Technology Coordinator and focuses on the development of client websites, databases, email systems and software solutions. Before developing her IT skills, she worked in a physical fitness center and honed her excellent customer service skills. Amanda is creative and has can-do attitude as she works on a wide variety of projects.
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MARKETING/ COMMUNICATIONS (SMA LAUNCH) & TECHNOLOGY (SMA DRIVE)
RESPONSE
• Appropriately and professionally broadcasting COVID-19 news and updates that affect the association to both client leaders and membership • Expand marketing and communications training to fulfill new and increasing needs • Bolstering social media presence of clients to keep engagement timely and relevant • Re-branding events to promote their digital transition • Creating online resources and updating client websites to reflect leadership’s response to COVID-19 and its effect on events, membership and more • Continuing all regular communication strategies and ensuring publications are still being distributed both digitally and in print • Working with staff to ensure equipment and resources are available for remote work • Implementing new technologies to provide technical support to remote workers • Defining processes and implementing training for new and increased usage of software tools • Looking at technology solutions to help clients operate more effectively and efficiently today (in our remote world) and beyond • Researching new software and virtual training platforms to fit the needs of virtual events • Tracking incoming work • Working with staff to ensure equipment and resources are available for remote work • Implementing new technologies to provide technical support to remote workers • Defining processes and implementing training for new and increased usage of software tools • Looking at technology solutions to help clients operate more effectively and efficiently today (in our remote world) and beyond • Researching new software and virtual training platforms to fit the needs of virtual events
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SMA ORGANIZATION CHART
SARAH ERCK
MEMBERSHIP & EVENTS
EXECUTIVE ASSISTANT
CATHERINE SMITH CEO/PARTNER
ANGELA KELLOGG
YELENA MARTYNOVSKAYA
ACCOUNT EXECUTIVE
ACCOUNT EXECUTIVE
ZACH SEALS
ACCOUNT COORDINATOR
KRISTINA MCKITTRICK ACCOUNT ASSISTANT
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WESLEY LEE
ABI HAGUE
ELIZABETH CARDWELL ACCOUNT EXECUTIVE
ACCOUNT COORDINATOR
ACCOUNT ASSISTANT
CARMEN BERRY
ACCOUNT EXECUTIVE
ANGELIQUE GRELLUS
ACCOUNT COORDINATOR
EDDIE MOORE
ACCOUNT ASSISTANT
ALENCIA CAMARGO RECEPTIONIST
RAYNEEDAE GARCIA ACCOUNT ASSISTANT
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IT & COMMUNICATIONS TEAM JUSTIN LEWIS PARTNER
AMANDA RAE SMITH IT COORDINATOR
AUDIE WHITT
COMMUNICATIONS DIRECTOR
DAVID BLUE GARRISON
DIRECTOR OF MARKETING & DESIGN DEVELOPMENT
DAYNA DIXON
SENIOR GRAPHIC DESIGNER/MARKETING COORDINATOR
FINANCE TEAM CATHERINE SMITH CEO/PARTNER
SANDY GOREE CONTROLLER
AMELIA CLARKE ACCOUNTING I
NAJIB GHAFARI
ACCOUNTING CLERK
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JOANIE BOCKUS ACCOUNTING I
KRUNAL SAGAR
ACCOUNTING CLERK
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SMA COVID-19 - RESPONSE
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In a time of need, crisis or chaos, associations can be a safe spot for members. Here people are familiar, they are facing similar challenges and associations provide that professional network where each of us will find comfort. Many industries have suffered significant losses in both jobs and revenues. Association members have been laid off or furloughed due to COVID-19 and desperate to see a beacon in the distance that may help them get through this storm. They will be looking to their association for information and support. SMA is committed to working with each of our client associations to help them navigate the challenges of today and tomorrow and plan for the continued success of the organization in a post-COVID 19 world. Your SMA team is committed to working with association leadership to be that beacon in this pandemic storm for your members. We truly are in this together.
Catherine Smith