A Conversation with Charles Hall

In 2015 AMCI redesigned its strategy to focus on thought leadership to drive growth for member firms – what did that entail?

This effort really started in late 2013 and throughout 2014 as AMCI ‘redefined’ its strategic plan under the leadership of Past Chair Dede Gish-Panjada. This year has seen much of the hard work Dede, CEO Tina Wehmeir, the AMCI Board and many, many volunteers come to fruition. Over the past year our Brand Task Force developed the AMCI brand statement and an exciting new logo that was introduced at AMCs Engaged in August. This year AMCI took an unprecedented step forward with the research project conducted by Dr. James Gaskin. We now have peer reviewed research that shows financial value of the AMC model.

The re-design of the AMCI web site further focuses on the thought leadership of AMCI to provide content and solutions for volunteers and staff via the AMC model. The site is also the vehicle for AMCI members to put forth content and network with potential clients and fellow AMCs. The web site is easier to navigate and resources easier to locate. Since August when the new site was launched we have increased the number of users by 25% and pages per session have gone from 3.27 to 4.27 showing that our audiences are viewing more of our content.

Just recently AMCI initiated a content delivery marketing strategy that will focus on pertinent material and topics and posted on platforms like this quarterly marketing update. We also established an editorial calendar on association management issues that will allow conversations to happen, amongst our colleagues, and solutions to be shared with the audiences we care most about – volunteer leaders, association executives, and industry influencers. Our Board and several volunteer leaders are committed to sharing their expertise and drive this content marketing focus via all social media outlets. I encourage all members to speak up on social media when the AMC model and content can be presented.

What marketing successes would you point to?

We have had a lot of successes this year. I think the biggest one in 2015 was the research conducted by Dr. Gaskin, which clearly demonstrates that AMC managed associations under a 7 million dollar budget, will have a stronger financial performance that independently managed associations. Regardless of tax status or budget - growth in net income, net revenue and net assets are stronger for associations using AMCs. These results can be used by every AMCI member as a marketing benefit to their firm. I have even been on some non-member sites recently and they are citing the research too. AMCI has communicated and promoted the positive results of this study to more than 10,000 volunteer leaders and association executives over 3 month time frame this Fall.

As I mentioned earlier, launching the new brand and website at AMC Engaged! has been tremendously successful. Through the leadership and overview of our marketing partner, navigate (who is doing a fantastic job!!!), AMCI is having great success in elevating the social platforms – LinkedIn and Twitter – to the highest level of engagement and influence. To that end, we are beginning to see successes with the ‘immediate response communication strategy’ to promote more member engagement and promoting the AMC model on social media.

In addition to these ‘new’ content marketing engagements, AMCI continues to be involved in the more traditional outlets like educational programs and conferences both domestically and international. In 2015, AMCI members were presenters on panels or represented the organization at over a dozen conferences, including IMEX and IBTM in Europe to the YourMembership User Conference in Tampa to ASAE in Detroit.

Lastly our terrific staff at AMCI has made great strides in creating new and expanding existing revenue streams through strategic partnerships. Collectively, our member firms represent a growing, vibrant industry and our impact and influence can be seen in a wide variety of functional areas like meetings and conventions, technology and operational systems, finance, human resources, and advocacy. We have begun to harness and analyze the data that shows not only how much business we manage, but the true value of it, so that partners can make the best choices for their brands and their investments – and more and more are choosing to align with AMCI.

How can AMCI members support the marketing efforts to expand opportunities?

There are three ways to support AMCI’s marketing efforts,

1. GET INVOLVED!!!

2. GET INVOLVED!!!

3. Read #1 and #2 again and follow those instructions.

Seriously, we need all our members involved. Each of you, our AMCI members and your staff, have a wealth of knowledge. Be part of our AMCI LinkedIn community . . . follow us on twitter . . . and encourage everyone in your firm to do so. If you have some great content, share it – in the marketing newsletter. There is always a call for content and how to submit. In our firm we have staff assigned to write monthly blogs. We are sharing those with ‘navigate’ to determine if there content that can be re-purposed. Your firm is always credited with providing this content. If you have an idea for how to promote the AMC model on other social channels, media platforms – let us know!! You can contact me at chall@asginfo.net, Erin Carter, our new Associate Executive Director, at ecarter@amcinstitute.org or please reach out directly to our marketing firm at susan.iris@navigatestrategies.com.