MEAC Update

Goals of Plan 1.To build positive awareness for, and introduce a basic understanding of, the association management company model among volunteer leaders, influencers and association executives 2.To test a variety of segmentation strategies and marketing tactics and ascertain what marketing mix delivers the best return-on-investment for AMC Institute moving forward 3.Expand business opportunities for AMCI members

Brand Differentiation Leading the industry Results-oriented High industry standards Professionalism Developmental Substantive Emphasis on Professionalism Marketing/sales driven Community of peers Relevant Industry Knowledge Valuable Public Facing

Positioning Statement Association management companies (AMCs) lead organizations toward greater growth and prosperity. At the heart of AMCs are passionate and attentive professionals who champion your cultural values and strategic objectives. They deliver unparalleled leadership acumen, accountability and support to produce tangible value for your organization. Whether you’re seeking a full service management solution or outsourced support for individual capabilities, you can rely on AMCs to increase your importance and relevance to members.

Marketing Strategies Use an integrated array of online and offline tactics Drive the call to action on all tactics to a microsite about AMCs Implement segment testing that will provide insight into effective marketing and communications for the future. Segments: Healthcare executives, Manufacturing leaders, Strategic planners, Certified Public Accountants, Attorneys, Meeting planners, Insurance advisors Use creative that is compelling Implement a push marketing strategy that emphasizes advertising, public relations and promotion

Microsite Strategy AMCSHEART.COM Both descriptive and persuasive messaging that’s digestible Tells the basic story about AMCs Incorporates video content Delivers thought-leadership content Explains how to get started Motivates readers to take the next step

Campaign Creative

Measuring Success Number of visits to the AMC model microsite Number of pages viewed on the AMC model microsite Length of time on the AMC model microsite Access to AMC model microsite, such as videos, reports, brochures, etc. Visits to the AMC Institute site Click throughs from the microsite to the RFP system RFP submissions Click throughs from the Google AdWords campaign to the microsite Number of placed bylined articles Number of citings about AMCs in social media More Clients managed by AMCS

What’s Next Video and testimonials (link to video) – Submission Process – Client Focus PR and Social Media Efforts – Awareness and bylined articles – Check out FB/LinkedIn – 50 th anniversary Perception research follow up (2014) Industry Involvement

Building Partnerships with Other Organizations ASAE – important source of potential full service clients. Continue to leverage this relationship through increased touch points. IMEX – Collaboration for a more rapid build of awareness; potential International clients & members in one place; hits global strategy PCMA – increase outsource opportunities through this partnership

What Your AMC Can Do Support AMCI identified audiences – Volunteer Leaders – Association Staff – Influencers: accountants, bankers, lawyers, consultants Take advantage of AMCI materials – Elevator Pitch – Printed Collateral: Pocket Cards, Brochures – AMCSHeart.com microsite – Link to videos

What Your AMC Can Do Engage Influencers in your community – Chamber of Commerce – Roundtable discussions – Author/present – Connect with local chapters Educate your staff Share your story!