In this episode of the Association Insights Podcast, host Colleen Gallagher continues the Member Value Reimagined series with an energizing and candid conversation with Julie Davis, Director of Marketing and Membership, and Ben H. Rome, Director of Communications and Brand, at the American Bus Association (ABA).

From strategic tech upgrades to authentic storytelling, Julie and Ben share how ABA is reimagining member value in ways that are both deeply personal and forward-looking. You’ll hear how they’re modernizing systems, listening with intent, and building a sense of belonging for one of the most passionate communities in travel and transportation.

Key Highlights

Why Marketplace is Just the Beginning: ABA’s flagship event is a major driver of member satisfaction—but Julie and Ben are on a mission to make sure the other year-round value is just as visible, accessible, and appreciated.

Bringing the Member Experience into the Future: From exploring a new member app to investing in data systems and automation, Julie shares how ABA is embracing a fan-first mindset to modernize the member journey—especially for digital-native generations.

Authentic Storytelling that Builds Community: Ben reveals how member-driven storytelling has become a powerful differentiator for ABA—creating emotional connections and elevating the association’s brand far beyond traditional marketing.

The Power of Listening (and What Happens Next): It’s not just about hearing members—it’s about engaging with them through councils, conversations, and curiosity. Julie and Ben explain how their team uses real-time feedback to surface insights, validate new ideas, and build programs that matter.

Advice for Associations in Transition: Whether you’re building a tech roadmap, expanding your member base, or navigating cultural change, Julie and Ben offer grounded, practical advice for association professionals rethinking value, engagement, and growth.

🎧 Tune in for a warm, thoughtful, and actionable conversation on how to modernize member value while staying grounded in what matters most—your people.

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Coming Soon: We’re sitting down with more association leaders to unpack bold strategies, fresh thinking, and member engagement that actually works. Stay tuned for episodes that challenge assumptions—and deliver results.