AMC Institute News Releases

New Market Opportunities for AMCs Exemplified in Rebranding of IAAMC – to AMCinstitute

Change Reflects Association’s New Strategic Focus and Direction

BOSTON (August 18, 2006) – The International Association of Association Management Companies (IAAMC), the premier trade association representing association management companies (AMCs), has embarked upon a new strategic direction. The most visible, immediate transformation is a rebranding of the organization – to be known as AMCinstitute effective this month. The rebranding is being announced during the AMC Owners & Principals Program in conjunction with ASAE & The Center for Association Leadership 2006 Annual Meeting & Exposition in Boston.

IAAMC recently completed an extensive long-range planning and strategic direction analysis. This analysis confirmed that the industry trade association should concentrate on emphasizing the “AMC” brand. One of the most tangible results of the new strategic focus is the name change to AMCinstitute, which underscores “AMC” by making the acronym distinct and placing it first in the name.

“Focusing on the AMC brand will enable our industry to move to the next level as the leading provider of high-quality professional association services,” says John Ruffin, AMCinstitute President. “It will cause less confusion, create a more integrated marketing approach and lead to greater opportunities for partnerships with associations.”

The AMC industry is serving more associations, and in more ways, than ever before in its 120-year history. The AMC industry has doubled in size in the last two decades, in response to demand, and now serves more than 4,600 non-profit organizations..

As AMCs have become more prominent, the industry has become more proactive in terms of educating association leaders and staff about the association management company business model and proven advantages of AMCs. 

According to Ruffin, this "higher level of education" is embodied in the new name for the organization. He adds, “Through AMCinstitute’s strategic positioning, our industry will be able to more effectively leverage its expertise in association management and professional services. We will continue to foster the growth of AMCs by educating association leaders about our business model, including the unique advantage of shared resources.”

The AMCinstitute Board of Directors has approved a far-reaching three-year plan that positions quality AMCs for continued dramatic growth and enhanced association services. The new strategic marketing plan for AMCinstitute will include a revitalized “portal for association services” in the form of the organization’s soon to be redesigned website. The new technologically-advanced website will improve communications for members, association volunteer leaders and staff, media, and the general public. In addition, the organization will have a new tagline and logo, which are being thoroughly researched and tested prior to being introduced during the AMCinstitute Annual Meeting in February.

The plan also calls for enhanced media relations to further establish AMCinstitute as a valuable resource among journalists, as well as advertisements in key association trade media. Public relations has been a successful and substantial plank of the awareness campaign and will remain a key tactical component as part of the broader marketing program.

In addition to AMCinstitute’s marketing focus, the organization will continue its commitment to improving the best practices and operating ratios of its member companies. Executive Vice President Sue Pine notes, “The AMCinstitute sets the standard for service excellence among AMCs worldwide. Our organization is re-dedicating itself to serving its members effectively in terms of operations, education, marketing, accreditation and other strategic initiatives.” 

IAAMC has a long history, having been originally formed in 1963 as the Multiple Association Management Institute. In 2002, AMCinstitute was created by IAAMC and ASAE as a joint marketing arm of the AMC industry. In August 2005, the rights to AMCinstitute were acquired by IAAMC. The goal was to allow the industry trade association to direct the marketing efforts and to eliminate the confusion of having a separate AMC marketing organization. Based on the recent recommendation of the IAAMC Board and Marketing Committee, IAAMC members overwhelmingly approved the name change to AMCinstitute as more befitting of the organization’s new strategic direction.

Click here for a copy of the press release in Word format.