EMC Outdoor is pleased to announce the appointment of industry veteran Dana Johnston as Vice President, Client Partnerships.

EMC has a long history in conference and association marketing and is the industry leader in developing Out of Home media to drive booth traffic for exhibitors and sponsorship revenue for associations, having worked in the space since 1991.  As part of the continued expansion of services in this area EMC is thrilled to be joined by Dana Johnston to help drive continued growth for our client partners.

CEO Betsy McLarney said, “We are very excited to have Dana join our team; she brings extensive, first-hand knowledge of the Association industry and a keen understanding of their needs and challenges.  Dana will help to strengthen our position as a leader in the industry and accelerate the development of key client relationships.”

Johnston is a seasoned association and media professional with over 15 years of experience generating non-dues revenue for associations by developing and implementing sponsorships that create win-win opportunities for organizations and their exhibitors.   In addition to creating impactful partnerships, Johnston has been recognized for her efforts to promote mental fitness in the business events industry. She is a finalist for the 2024 PCMA Visionary Awards in the Professional Excellence category for Community Advocate of the Year. She was also recognized as a 2023 PAR GOAT nominee in Employee Wellness. In 2022, her team at IDSA received the 2022 Pierre PARtnership Award.

Prior to joining EMC Outdoor, Johnston worked as the Director, Corporate Strategic Partnerships at the American Gastroenterological Association and Associate Director, Convention Operations and Corporate Relations at the Infectious Diseases Society of America. She is a Founding Member of Event Minds Matter, has served as the Chair of the Emerging Professionals Committee of the PCMA Capital Chapter, and is a member of ASAE.

In addition to building relationships that help associations generate revenue to advance their missions, Johnston is a passionate mental health advocate and best-selling author of Shine Bright, Seeking Daylight in the Darkness. She maintains her own wellness by practicing ballroom dance and plans to begin competing this year. Johnston lives in the Washington, DC area and is celebrating 21-years with her fiancé. They share their home with an energetic corgi and two cats.

Johnston said, “Finding new ways to diversify non-dues revenue is important to associations. I am thrilled to introduce EMC Outdoor to new association partners to help them grow revenue that supports their mission-oriented work across diverse disciplines.”

EMC President Christie Massey said, “We are thrilled to welcome Dana to EMC.  Her background and Association experience will bring a fresh perspective to our process and strengthen our presence in the market.”

The addition of Johnston follows EMC’s recent industry-leading study – Beyond The Booth: A Report On Exhibitors’ Viewpoints And Attitudes Toward Sponsorship Opportunities – which took an in-depth look at exhibitors’ mindsets, their attitudes toward sponsorship opportunities, discovered three clear and distinct attitudinal segments, and provided associations with valuable insights on working with these groups.

Contact Us to learn more about how EMC can help time-strapped associations drive sponsorship revenue with exciting new opportunities.