{"id":2117,"date":"2020-10-01T16:41:21","date_gmt":"2020-10-01T20:41:21","guid":{"rendered":"https:\/\/dev.mypar.org\/?p=2117"},"modified":"2021-02-26T07:46:17","modified_gmt":"2021-02-26T12:46:17","slug":"rejuvenate-your-revenue-create-a-product-your-supplier-members-will-gladly-buy","status":"publish","type":"post","link":"https:\/\/dev.mypar.org\/rejuvenate-your-revenue-create-a-product-your-supplier-members-will-gladly-buy\/","title":{"rendered":"Rejuvenate Your Revenue: Create a Product Your Supplier Members Will Gladly Buy"},"content":{"rendered":"\r\n

\"\"<\/p>\r\n

Your association is looking for creative ways to create content. Your advertisers, or potential advertisers, are searching for meaningful exposure. That scenario is leading an increasing number of B2B companies (81%, according to Hubspot<\/a>) to utilize some kind of original content as a successful marketing strategy.<\/p>\r\n

We spoke to Jay Ablondi, Executive Vice President of Global Products for IHRSA<\/a>, the International Health, Racquet & Sportsclub Association, about IHRSA\u2019s original content strategy. In 2017, they were hearing from IHRSA advertisers and potential advertisers alike that they wanted something other than banner ads where they could gain exposure on their website. At the same time, IHRSA was working toward improving the quality of their overall content by ensuring everything they produced related to the business or educational needs of health club operators. And that\u2019s when their paid supplier program began.<\/p>\r\n

Here\u2019s how it works: \u00a0An advertiser pays for exposure in an area of expertise they would like to promote, and the association writes and delivers the content. It solves a difficult challenge for the advertiser (exposure), while generating additional revenue (and content) for the association.<\/p>\r\n

HIGHLIGHTS<\/strong><\/h3>\r\n

The Challenge:<\/strong>\u00a0Associations are looking for ways to produce effective content, and advertisers are searching for unique ways to gain exposure.<\/p>\r\n

Why It\u2019s Important:\u00a0<\/strong>If you\u2019re able to leverage your expertise in producing content, your advertisers can take advantage and you\u2019ll generate additional revenue for your association.<\/p>\r\n

Topic Mentor:<\/strong>\u00a0Jay Ablondi, Executive Vice President of Global Products for the International Health, Racquet & Sportsclub Association<\/a><\/p>\r\n

\"\"<\/p>\r\n

\r\n

At IHRSA, they grew their supplier content revenue by 95% in the second year, and since 2017, they have published more than 100 paid supplier content articles.<\/strong><\/p>\r\n<\/blockquote>\r\n

Ready to give it a try? Here\u2019s how Ablondi suggests you get started.<\/p>\r\n

HOW TO BEGIN<\/strong><\/h2>\r\n

First off, you need a content strategy. As an association, your members look to you for relevant information on the topics they care about. This is especially true when they seek out credible information about the industry or profession you serve.<\/p>\r\n

At IHRSA.org, content is posted in 12 topic areas (e.g., sales and marketing, member retention, technology, etc.). That ensures that what they post clearly fits into one of their topic categories and can\u2019t be mistaken as a free-floating promotional advertorial.<\/p>\r\n

It\u2019s also vital to do the following:<\/p>\r\n

    \r\n
  1. Stay on Mission. <\/strong>Your content should have substance and convey something of value. Articles should not be viewed as simply ad real estate for sale. This is important because \u201csales\u201d copy in articles is the quickest way to turn off readers and will do harm to not only the advertiser\u2019s brand, but to your association\u2019s brand as well.<\/li>\r\n
  2. Define your deliverable.<\/strong> For example, a deliverable is an association authored article with a word length that is consistent with other articles on your website (for example, 500-750 words, with images or video).<\/li>\r\n
  3. Define how you will promote the article<\/strong>. This could be through an e-newsletter or by posting on social media. It helps to boost the article with paid ads on Facebook or other sites to ensure that the target audience will see it.<\/li>\r\n
  4. Determine what resources you will need to be able to deliver the supplier content.<\/strong> Ideally, you would designate a staff editor that can oversee this process. Another option is to use a freelance writer who you have an existing relationship with and understands your content guidelines.<\/li>\r\n
  5. Develop a content workflow so you know what needs to happen once the supplier content is sold<\/strong>.<\/li>\r\n
  6. Price your offering to cover the cost of writing and publishing the article.<\/strong> For instance, consider staff time for review, scheduling and posting. It is important to keep your costs down so that you can charge a decent markup. At IHRSA, supplier content is priced at 300% of the cost to produce.<\/li>\r\n
  7. Give your suppliers a chance to review and offer feedback on the article before it\u2019s published.<\/strong> Many times, suppliers\/advertisers will request to have one of their images, gif or even a video included in the final article.<\/li>\r\n
  8. Position your product as a turnkey solution that solves a problem for them.<\/strong> If your product has real value and does not require a lot of effort from the supplier, they\u2019ll be more likely to sign up for more! You\u2019ll be filling a huge need for them.<\/li>\r\n<\/ol>\r\n

    One more thing: The biggest challenge IHRSA faced was that once the paid content was sold, the editors had to chase down advertisers to determine the type of content they wanted IHRSA to produce. Often, the initial commitment is made by someone in marketing who then designates another person at the company to decide the content topic.<\/p>\r\n

    The IHRSA team overcame this hurdle by stressing how easy the initial discussion is. Once they were able to get the first article written, additional articles were much easier to complete.<\/p>\r\n

    If done right, you\u2019ll not only create more great content that your readership will engage with, but you\u2019ll also delight suppliers\/advertisers by solving a content creation challenge they have.<\/p>\r\n

    Below is how IHRSA describes the supplier content process in its media planner.<\/strong><\/p>\r\n

    IHRSA\u2019s Supplier Content offering is an easy turnkey service that puts your brand\u2019s message in front of some of the most influential professionals in the fitness industry. Here\u2019s how it works:<\/p>\r\n

      \r\n
    1. You let us know what you\u2019d like us to promote in a short phone conversation or an e-mail. It could be a general branding message or a specific product\/ service you provide.<\/li>\r\n
    2. We create the content \u2014 all of it. <\/em><\/li>\r\n
    3. Once we\u2019ve written and edited the copy, we send the content to you for review. Additional edits can be made until you are satisfied with the finished article.<\/li>\r\n<\/ol>\r\n

      That\u2019s it. You have the option of supplying us visuals (photos and\/or video) to embed in the article. If not, we\u2019ll be happy to do that for you. The industry knows and trusts IHRSA. When your message appears on IHRSA\u2019s digital platform, people pay attention. We want to make this process as friction- less as possible. Let us know how we can enhance your brand through our content services today.<\/p>\r\n

      Here<\/a> is an example of a paid supplier content article on ihrsa.org.<\/p>\r\n

      Continue The Conversation <\/a><\/p>\r\n","protected":false},"excerpt":{"rendered":"

      Your association is looking for creative ways to create content. Your advertisers, or potential advertisers, are searching for meaningful exposure. That’s where a paid supplier program comes in- an advertiser pays for exposure in an area of expertise they would like to promote, and the association writes and delivers the content. <\/p>\n","protected":false},"author":10,"featured_media":3138,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_bbp_topic_count":0,"_bbp_reply_count":0,"_bbp_total_topic_count":0,"_bbp_total_reply_count":0,"_bbp_voice_count":0,"_bbp_anonymous_reply_count":0,"_bbp_topic_count_hidden":0,"_bbp_reply_count_hidden":0,"_bbp_forum_subforum_count":0,"inline_featured_image":false,"om_disable_all_campaigns":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[43,61],"tags":[],"class_list":["post-2117","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","category-non-dues-revenue"],"yoast_head":"\nRejuvenate Your Revenue: Create a Product Your Supplier Members Will Gladly Buy | Professionals for Association Revenue<\/title>\n<meta name=\"description\" content=\"Your association is looking for creative ways to create content. Your advertisers, or potential advertisers, are searching for meaningful exposure. That's where a paid supplier program comes in- an advertiser pays for exposure in an area of expertise they would like to promote, and the association writes and delivers the content.\" \/>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Rejuvenate Your Revenue: Create a Product Your Supplier Members Will Gladly Buy | Professionals for Association Revenue\" \/>\n<meta property=\"og:description\" content=\"Your association is looking for creative ways to create content. Your advertisers, or potential advertisers, are searching for meaningful exposure. That's where a paid supplier program comes in- an advertiser pays for exposure in an area of expertise they would like to promote, and the association writes and delivers the content.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/dev.mypar.org\/rejuvenate-your-revenue-create-a-product-your-supplier-members-will-gladly-buy\/\" \/>\n<meta property=\"og:site_name\" content=\"Professionals for Association Revenue\" \/>\n<meta property=\"article:published_time\" content=\"2020-10-01T20:41:21+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2021-02-26T12:46:17+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/dev.mypar.org\/wp-content\/uploads\/sites\/3\/shutterstock_1352750633-1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2000\" \/>\n\t<meta property=\"og:image:height\" content=\"1200\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Shannan Lynes\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Shannan Lynes\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/dev.mypar.org\/rejuvenate-your-revenue-create-a-product-your-supplier-members-will-gladly-buy\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/dev.mypar.org\/rejuvenate-your-revenue-create-a-product-your-supplier-members-will-gladly-buy\/\"},\"author\":{\"name\":\"Shannan Lynes\",\"@id\":\"https:\/\/dev.mypar.org\/#\/schema\/person\/29aa8908944edd64edb2c3d8dace8783\"},\"headline\":\"Rejuvenate Your Revenue: Create a Product Your Supplier Members Will Gladly Buy\",\"datePublished\":\"2020-10-01T20:41:21+00:00\",\"dateModified\":\"2021-02-26T12:46:17+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/dev.mypar.org\/rejuvenate-your-revenue-create-a-product-your-supplier-members-will-gladly-buy\/\"},\"wordCount\":1061,\"publisher\":{\"@id\":\"https:\/\/dev.mypar.org\/#organization\"},\"image\":{\"@id\":\"https:\/\/dev.mypar.org\/rejuvenate-your-revenue-create-a-product-your-supplier-members-will-gladly-buy\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/dev.mypar.org\/wp-content\/uploads\/sites\/3\/shutterstock_1352750633-1.jpg\",\"articleSection\":[\"Marketing\",\"Non-Dues Revenue\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/dev.mypar.org\/rejuvenate-your-revenue-create-a-product-your-supplier-members-will-gladly-buy\/\",\"url\":\"https:\/\/dev.mypar.org\/rejuvenate-your-revenue-create-a-product-your-supplier-members-will-gladly-buy\/\",\"name\":\"Rejuvenate Your Revenue: Create a Product Your Supplier Members Will Gladly Buy | Professionals for Association Revenue\",\"isPartOf\":{\"@id\":\"https:\/\/dev.mypar.org\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/dev.mypar.org\/rejuvenate-your-revenue-create-a-product-your-supplier-members-will-gladly-buy\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/dev.mypar.org\/rejuvenate-your-revenue-create-a-product-your-supplier-members-will-gladly-buy\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/dev.mypar.org\/wp-content\/uploads\/sites\/3\/shutterstock_1352750633-1.jpg\",\"datePublished\":\"2020-10-01T20:41:21+00:00\",\"dateModified\":\"2021-02-26T12:46:17+00:00\",\"description\":\"Your association is looking for creative ways to create content. Your advertisers, or potential advertisers, are searching for meaningful exposure. That's where a paid supplier program comes in- an advertiser pays for exposure in an area of expertise they would like to promote, and the association writes and delivers the content.\",\"breadcrumb\":{\"@id\":\"https:\/\/dev.mypar.org\/rejuvenate-your-revenue-create-a-product-your-supplier-members-will-gladly-buy\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/dev.mypar.org\/rejuvenate-your-revenue-create-a-product-your-supplier-members-will-gladly-buy\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/dev.mypar.org\/rejuvenate-your-revenue-create-a-product-your-supplier-members-will-gladly-buy\/#primaryimage\",\"url\":\"https:\/\/dev.mypar.org\/wp-content\/uploads\/sites\/3\/shutterstock_1352750633-1.jpg\",\"contentUrl\":\"https:\/\/dev.mypar.org\/wp-content\/uploads\/sites\/3\/shutterstock_1352750633-1.jpg\",\"width\":2000,\"height\":1200},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/dev.mypar.org\/rejuvenate-your-revenue-create-a-product-your-supplier-members-will-gladly-buy\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/dev.mypar.org\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Rejuvenate Your Revenue: Create a Product Your Supplier Members Will Gladly Buy\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/dev.mypar.org\/#website\",\"url\":\"https:\/\/dev.mypar.org\/\",\"name\":\"Professionals for Association Revenue\",\"description\":\"Inspiring revenue growth for association professionals\",\"publisher\":{\"@id\":\"https:\/\/dev.mypar.org\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/dev.mypar.org\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/dev.mypar.org\/#organization\",\"name\":\"PAR\",\"url\":\"https:\/\/dev.mypar.org\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/dev.mypar.org\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/dev.mypar.org\/wp-content\/uploads\/sites\/3\/PAR_logo_stacked-1.png\",\"contentUrl\":\"https:\/\/dev.mypar.org\/wp-content\/uploads\/sites\/3\/PAR_logo_stacked-1.png\",\"width\":1000,\"height\":697,\"caption\":\"PAR\"},\"image\":{\"@id\":\"https:\/\/dev.mypar.org\/#\/schema\/logo\/image\/\"}},{\"@type\":\"Person\",\"@id\":\"https:\/\/dev.mypar.org\/#\/schema\/person\/29aa8908944edd64edb2c3d8dace8783\",\"name\":\"Shannan Lynes\",\"description\":\"Founder and Creative Director of Knock Design, Shannan oversees branding efforts, website design, and deployment, and helps clients fine-tune business objectives. In 2002, Shannan helped found TelaDoc, the nation\u2019s leading telehealth company, and the first to offer direct and convenient telephone access to board-certified physicians for the diagnosis and treatment of non-emergency medical issues. As part of the TelaDoc team, Shannan worked with executives to refine business objectives, build brand identity, define marketing strategies, and project manage software development and user\/doctor interfaces. Shannan has been working in the creative and development world for over 23 years and has a Bachelor of Arts in Drawing and Painting from the University of North Texas.\",\"url\":\"https:\/\/dev.mypar.org\/author\/shannanlynes\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Rejuvenate Your Revenue: Create a Product Your Supplier Members Will Gladly Buy | Professionals for Association Revenue","description":"Your association is looking for creative ways to create content. Your advertisers, or potential advertisers, are searching for meaningful exposure. That's where a paid supplier program comes in- an advertiser pays for exposure in an area of expertise they would like to promote, and the association writes and delivers the content.","robots":{"index":"noindex","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"og_locale":"en_US","og_type":"article","og_title":"Rejuvenate Your Revenue: Create a Product Your Supplier Members Will Gladly Buy | Professionals for Association Revenue","og_description":"Your association is looking for creative ways to create content. Your advertisers, or potential advertisers, are searching for meaningful exposure. That's where a paid supplier program comes in- an advertiser pays for exposure in an area of expertise they would like to promote, and the association writes and delivers the content.","og_url":"https:\/\/dev.mypar.org\/rejuvenate-your-revenue-create-a-product-your-supplier-members-will-gladly-buy\/","og_site_name":"Professionals for Association Revenue","article_published_time":"2020-10-01T20:41:21+00:00","article_modified_time":"2021-02-26T12:46:17+00:00","og_image":[{"width":2000,"height":1200,"url":"https:\/\/dev.mypar.org\/wp-content\/uploads\/sites\/3\/shutterstock_1352750633-1.jpg","type":"image\/jpeg"}],"author":"Shannan Lynes","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Shannan Lynes","Est. reading time":"5 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/dev.mypar.org\/rejuvenate-your-revenue-create-a-product-your-supplier-members-will-gladly-buy\/#article","isPartOf":{"@id":"https:\/\/dev.mypar.org\/rejuvenate-your-revenue-create-a-product-your-supplier-members-will-gladly-buy\/"},"author":{"name":"Shannan Lynes","@id":"https:\/\/dev.mypar.org\/#\/schema\/person\/29aa8908944edd64edb2c3d8dace8783"},"headline":"Rejuvenate Your Revenue: Create a Product Your Supplier Members Will Gladly Buy","datePublished":"2020-10-01T20:41:21+00:00","dateModified":"2021-02-26T12:46:17+00:00","mainEntityOfPage":{"@id":"https:\/\/dev.mypar.org\/rejuvenate-your-revenue-create-a-product-your-supplier-members-will-gladly-buy\/"},"wordCount":1061,"publisher":{"@id":"https:\/\/dev.mypar.org\/#organization"},"image":{"@id":"https:\/\/dev.mypar.org\/rejuvenate-your-revenue-create-a-product-your-supplier-members-will-gladly-buy\/#primaryimage"},"thumbnailUrl":"https:\/\/dev.mypar.org\/wp-content\/uploads\/sites\/3\/shutterstock_1352750633-1.jpg","articleSection":["Marketing","Non-Dues Revenue"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/dev.mypar.org\/rejuvenate-your-revenue-create-a-product-your-supplier-members-will-gladly-buy\/","url":"https:\/\/dev.mypar.org\/rejuvenate-your-revenue-create-a-product-your-supplier-members-will-gladly-buy\/","name":"Rejuvenate Your Revenue: Create a Product Your Supplier Members Will Gladly Buy | Professionals for Association Revenue","isPartOf":{"@id":"https:\/\/dev.mypar.org\/#website"},"primaryImageOfPage":{"@id":"https:\/\/dev.mypar.org\/rejuvenate-your-revenue-create-a-product-your-supplier-members-will-gladly-buy\/#primaryimage"},"image":{"@id":"https:\/\/dev.mypar.org\/rejuvenate-your-revenue-create-a-product-your-supplier-members-will-gladly-buy\/#primaryimage"},"thumbnailUrl":"https:\/\/dev.mypar.org\/wp-content\/uploads\/sites\/3\/shutterstock_1352750633-1.jpg","datePublished":"2020-10-01T20:41:21+00:00","dateModified":"2021-02-26T12:46:17+00:00","description":"Your association is looking for creative ways to create content. Your advertisers, or potential advertisers, are searching for meaningful exposure. That's where a paid supplier program comes in- an advertiser pays for exposure in an area of expertise they would like to promote, and the association writes and delivers the content.","breadcrumb":{"@id":"https:\/\/dev.mypar.org\/rejuvenate-your-revenue-create-a-product-your-supplier-members-will-gladly-buy\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/dev.mypar.org\/rejuvenate-your-revenue-create-a-product-your-supplier-members-will-gladly-buy\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/dev.mypar.org\/rejuvenate-your-revenue-create-a-product-your-supplier-members-will-gladly-buy\/#primaryimage","url":"https:\/\/dev.mypar.org\/wp-content\/uploads\/sites\/3\/shutterstock_1352750633-1.jpg","contentUrl":"https:\/\/dev.mypar.org\/wp-content\/uploads\/sites\/3\/shutterstock_1352750633-1.jpg","width":2000,"height":1200},{"@type":"BreadcrumbList","@id":"https:\/\/dev.mypar.org\/rejuvenate-your-revenue-create-a-product-your-supplier-members-will-gladly-buy\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/dev.mypar.org\/"},{"@type":"ListItem","position":2,"name":"Rejuvenate Your Revenue: Create a Product Your Supplier Members Will Gladly Buy"}]},{"@type":"WebSite","@id":"https:\/\/dev.mypar.org\/#website","url":"https:\/\/dev.mypar.org\/","name":"Professionals for Association Revenue","description":"Inspiring revenue growth for association professionals","publisher":{"@id":"https:\/\/dev.mypar.org\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/dev.mypar.org\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/dev.mypar.org\/#organization","name":"PAR","url":"https:\/\/dev.mypar.org\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/dev.mypar.org\/#\/schema\/logo\/image\/","url":"https:\/\/dev.mypar.org\/wp-content\/uploads\/sites\/3\/PAR_logo_stacked-1.png","contentUrl":"https:\/\/dev.mypar.org\/wp-content\/uploads\/sites\/3\/PAR_logo_stacked-1.png","width":1000,"height":697,"caption":"PAR"},"image":{"@id":"https:\/\/dev.mypar.org\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/dev.mypar.org\/#\/schema\/person\/29aa8908944edd64edb2c3d8dace8783","name":"Shannan Lynes","description":"Founder and Creative Director of Knock Design, Shannan oversees branding efforts, website design, and deployment, and helps clients fine-tune business objectives. In 2002, Shannan helped found TelaDoc, the nation\u2019s leading telehealth company, and the first to offer direct and convenient telephone access to board-certified physicians for the diagnosis and treatment of non-emergency medical issues. As part of the TelaDoc team, Shannan worked with executives to refine business objectives, build brand identity, define marketing strategies, and project manage software development and user\/doctor interfaces. Shannan has been working in the creative and development world for over 23 years and has a Bachelor of Arts in Drawing and Painting from the University of North Texas.","url":"https:\/\/dev.mypar.org\/author\/shannanlynes\/"}]}},"jetpack_featured_media_url":"https:\/\/dev.mypar.org\/wp-content\/uploads\/sites\/3\/shutterstock_1352750633-1.jpg","_links":{"self":[{"href":"https:\/\/dev.mypar.org\/json\/wp\/v2\/posts\/2117","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/dev.mypar.org\/json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.mypar.org\/json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.mypar.org\/json\/wp\/v2\/users\/10"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.mypar.org\/json\/wp\/v2\/comments?post=2117"}],"version-history":[{"count":49,"href":"https:\/\/dev.mypar.org\/json\/wp\/v2\/posts\/2117\/revisions"}],"predecessor-version":[{"id":6551,"href":"https:\/\/dev.mypar.org\/json\/wp\/v2\/posts\/2117\/revisions\/6551"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.mypar.org\/json\/wp\/v2\/media\/3138"}],"wp:attachment":[{"href":"https:\/\/dev.mypar.org\/json\/wp\/v2\/media?parent=2117"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.mypar.org\/json\/wp\/v2\/categories?post=2117"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.mypar.org\/json\/wp\/v2\/tags?post=2117"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}