Listen to the story of a financial services association serving predominantly Wall Street advisors and consultants that found itself and its members in the center of an economic crisis which ravaged the industry. Find out what the association did to maintain a 90% retention rate, grow conferences by 16%, membership by 2%, and certified professionals by 5%. Discuss how to set and modify your PR, marketing, sales strategy, and tactics, and how to decide when to stick to the plan, change the plan, or drop the plan.