Associations are sitting on a goldmine of content. Events, expert insights, member stories. But how much of it actually reaches people? And could podcasting be the missing piece that turns all that knowledge into real engagement and membership growth?
In this episode of The Member Lounge Podcast, Farhad Khan sits down with Eric Grotenhuis, brand strategist and creative director, to explore how associations can use podcasting, video, and digital storytelling to reach new audiences, strengthen member engagement, and get more value from the content they already create.
With experience working on national campaigns for brands like Target and General Mills, as well as helping associations and nonprofits sharpen their messaging, Eric brings a practical perspective on creating content that connects with people, even when budgets and staff time are limited.
Eric Grotenhuis is a brand strategist and creative director who helps organizations clarify their messaging and strengthen their marketing impact. A graduate of the Milwaukee Institute of Art & Design, Eric began his career working on national campaigns for SC Johnson, General Mills, Pillsbury, Target, and Chip Ganassi Racing.
In 2001, he moved to Sacramento and became a partner at Page Design Group, helping the firm expand beyond traditional design into digital marketing and brand messaging. His work spans associations, nonprofits, and public agencies, including Visit California, the California Rice Commission, and the Department of Water Resources.
Eric combines creative storytelling with practical strategies that help organizations communicate more effectively and make the most of their marketing resources.
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Farhad Khan is the CEO of Member Lounge, an AI-powered engagement platform for associations, named one of the Fastest-Growing Companies in Ottawa. He was also awarded Top 40 under 40 by the Ottawa Business Journal. He believes in giving back and supporting the next generation of leaders, which is why he serves on the ForesightWorks committee at ASAE and the Founder Council at Invest Ottawa.