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AMCs Deliver Results
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AMCs Deliver Results

Here are some great examples of the work AMCs are doing to bring innovative and effective solutions to their client’s business:

Understanding Members Through Research

The Computer Measurement Group (CMG) is a not-for-profit, worldwide organization of IT professionals committed to sharing information and best practices focused on ensuring the efficiency and scalability of IT service delivery to the enterprise through measurement, quantitative analysis, and forecasting.

Challenge: The organization wanted to ensure they were bridging the gap between two seemingly disparate groups of members: those in IT performance-focused functions and those in system capacity-focused functions. CMG partnered with AH to better understand the needs of current members, lapsed members, and non-members. Ultimately, CMG wanted a brand refresh to reach new audiences in performance and capacity, using its existing logo, look, and feel.

Solution: After reviewing CMG’s database and previous research, a comprehensive, 60-question survey was compiled based on the feedback and recommendations of identified CMG leaders. The survey was designed to identify and articulate different and common needs of the two subgroups. An electronic survey was sent to CMG’s full database as well. In total, AH received 350 survey responses needed for a statistically significant population.

Outcome: Based on the survey findings, the AH team identified key trends, new products and resources, and areas of opportunity to address concerns and member feedback. AH learned that each functional group had a need to understand the other, but wanted CMG to provide trends, insights, and value to their functional group. CMG was repositioned to be the connection point for a world of performance and capacity professionals — marrying two truly niche groups in the industry. The new refreshed theme and positioning successfully leveraged the existing logo and was used in a new membership theme and online.

Raising Awareness to Change Policy

Challenge: We were charged by our client – The National Association of Dental Laboratories -- with developing a campaign that would generate awareness with dentists and patients that nearly 35% of dental restorations are manufactured in foreign countries. Further, our task was to highlight the fact that only four states in the U.S. require dental technicians that make crowns, bridges, dentures, implants and orthodontic devices to have certification or continuing education.

Solution: We launched a public relations campaign focused on helping their target audiences understand ‘What’s in Your Mouth.’ The web platform (www.whatsinyourmouth.us) was supplemented with a You Tube Channel, a Facebook page and other relevant social media networks.

Beyond the web and social media presence, a number of op ed pieces in various newspapers, direct advertising (including USA Today), and local market TV news coverage have appeared.

Outcome: Since the campaign has launched just over one year ago, the American Dental Association -- working with the National Association of Dental Laboratories -- has passed policy resolutions that encourage each state to include registration of dental laboratories in state dental practice acts that encourage transparency on where a dental restorations are made and what’s in them. There are over five active states working on legislation currently.

Rebranding an Organization to Expand its Reach

Challenge: An 87-year old national association for professionals dedicated to the health and wellness of school-aged children had an outdated brand and was positioned in an increasingly crowded marketplace. The organization had recently broadened its mission to engage parents, school personnel, community leaders, and even students, and needed a new visual identity to engage these new constituents. The final step required to both contemporize and differentiate the association was a full rebrand.

Solution: Coulter assembled a team of creative professionals who worked closely with staff and key leadership to develop a creative brief which captured the unique elements that differentiated the association from its competitors, while remaining true to the organization’s mission and vision. Coulter refined the concepts into a new visual identity for the organization that spoke directly to its diverse and broadened audience.

The next step in modernizing the outdated brand was the development and launch of a website that both showcased and extended the new brand by featuring fresh images of school-aged children in a variety of school and health-related settings. The website features links to leading social media platforms, the association’s new blog and a user friendly e-newsletter sign-up form to capture prospective new member contact information, giving new life and relevance to this noble organization.

Outcome: The association president unveiled the new logo at the opening session of the annual conference, engaging the membership by providing background on all of the symbolic elements used by the creative team. The staff used the new logo in all onsite materials at the conference to generate buzz and support around the new brand. A short time later the association launched the new website and incorporated the new visual identity into all of its communication vehicles, including its social media pages and bimonthly e-newsletter. The project received an extraordinarily positive response, including winning an American Society of Association Executives (ASAE) Gold Circle Merit Award in the Rebranding Campaign category.

Focusing Website Redesign on Member and Patient Needs

Challenge: When the American Academy of Hospice & Palliative Medicine (AAHPM) was evaluating its communication and marketing efforts, it evaluated everything, including its online presences, its member-driven site www.aahpm.org and its patient-focused site www.palliativedoctors.org.

This analysis found that the user experience on each site weren’t optimal. The sites needed more streamlined content with specific audiences in mind. They also needed to be laid out in more user-friendly ways with engaging images and compelling graphics, while also being easily accessible to the academy’s mobile-savvy members.

Solution: To accomplish their goals, AAHPM and Association Management Center’s in-house Creative Media Services teams engaged members in exercises to better understand their needs and how content would be grouped. They created personas of people who would be using the site and leveraged AAHPM departmental leaders to create content specifically for those audiences. CMS provided writers and editors to tailor content appropriate for the medium and audiences, and the staff presented final design recommendations to the board and committee for their approval before finalizing and launching the site.

Outcome: Both the AAHPM.org and Palliativedoctors.org sites have received overwhelmingly positive response to their redesigns from members and other visitors. The sites’ usability and navigation are much improved, and the academy has received a number of requests from other organizations hoping to link to information on their patient website.

Launching a New Industry Standard for Sustainable Fleet Practices

Challenge: The NAFA Fleet Management Association, in collaboration with its partner CALSTART, developed a tool to help fleets assess their sustainable efforts. However, NAFA needed a program structure, name, messaging, and overall go-to market product strategy. NAFA enlisted the help of the Red Chair Communications (RCC) team to develop an integrated suite of marketing materials, video, web, and on-site activations for the official launch of the NAFA Sustainable Fleet Accreditation Program at its annual meeting in April 2015.

First, the RCC team conducted competitive research to understand what other comparable fleet awards or programs were in market. After completing this research, RCC created a message map, which included key product value propositions for all future communications. Collaborating with the creative department, RCC created a clean, refreshing product identity that was used across printed collateral, online, in video, and at on-site events. Additionally, through a press strategy surrounding the launch, four publications in both the fleet and green industries authored feature articles about the program.

Outcome: As a result of RCC’s integrated efforts and close collaboration with both NAFA and CALSTART, the program brought in 13 program participants totaling over $22,000* for the Association. RCC’s efforts also contributed to the development of a pipeline of over 200 qualified inquiries across the United States and Canada.

*as of May 27, 2015

Do you have examples of effective and innovative approaches you’ve brought to your client’s business? We’d love to hear about them and feature them on this site. Please email us at info@amcinstitute.org and share your case study or business solution.

AMCI Partners

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