AMC Institute Marketing and Creative Services Strategy and Execution August 2, 2021
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AMC Institute Marketing and Creative Services Strategy and Execution August 2, 2021
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overview
The AMC Institute (AMCI) is a non-profit trade organization that is focused
on actively promoting the impact and opportunities that Association
Management Companies (AMC) provide to non-profit trade associations
and professional societies. AMCI offers expert support, resources and
best practices to help its 180+ members thrive, learn from each other and
elevate the AMC model to association executives, volunteer leaders and
leading association industry voices.
With a mission to advance the business interests of member association
management companies and the AMC industry, AMCI is dedicated to
elevating and positioning the AMC Model as a viable and beneficial choice
for associations and volunteer-run organizations. The entrepreneurial
spirit that powers many AMCs drives sound business strategies directed
by professional association management personnel. This provides many
organizations a better and more financially viable option to successfully
manage the association. AMC studies and research conducted by AMCI
offer impressive statistics that demonstrate the positive impact on
revenue models, operating costs and organization growth compared to
independently run organizations.
AMCI is seeking a marketing agency to provide strategy and an execution
plan for AMCI marketing and creative services designed to achieve the
Institute’s goals. Upon review of the information and resources provided
to CSG Creative (CSG), it is evident that AMCI has been steadfast in
pursuing marketing and promotional opportunities exposed in recent
research conducted by Avenue M Group. Over the course of the last year,
AMCI has taken many steps to implement the strategies and ideas put
forth to help AMCI achieve its near- and long-term goals. The discovery
that was completed by Avenue M provides clear and actional objectives for
AMCI, and the work that was completed over the last six months has had a
meaningful impact. We need to leverage and build on that success to
create a powerful and results-driven strategy for 2022.
From the research and insights provided, our extensive knowledge of the
association industry amassed through decades of working with
association leadership, boards, AMCs as well as personal conversations
with AMC owners, the primary objectives for the 2022 campaign will be to:
1. Continue to drive awareness of the AMC Model to drive interest in,
and ultimately business to, AMC firms with a well-orchestrated and
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consistently communicated campaign that breaks through and
makes an impact.
2. Generate more RFPs for association management services and
provide members with the most effective tools and resources to
develop winning responses.
3. Build a database of association CEOs, volunteer leadership, board
members and other potential decision-makers informing an AMC
hire. This will be even more critical in 2022 before third-party
cookies are eliminated by Google.
4. Build and generate buzz in the association and non-profit industry
using AMC success stories. While AMCI is already working closely
with ASAE, there are other related organizations that provide other
opportunities to elevate the AMC model. Association media
outlets, blogs, YouTube channels, leadership forums, podcasters,
speaking engagements, CVBs, hotel sales reps and others often
interface with AMC prospects or influencers, building close
relationships with board members, staff and prospects.
5. Illuminate the shifting needs and uncertain resources of many
associations after COVID and how the time may be right to
outsource functions and leadership if internal teams have
downsized or positions have been eliminated. The organizations
need economies and leadership to be well-positioned for growth
and recovery in a post-COVID world.
why CSG?
CSG helps organizations build brands, think
strategically, grow audiences, and get results.
CSG was born from a need to provide the association community with an
agency that truly understand the needs of the association community.
From membership retention and recruitment to event marketing,
certification and education program promotion, CSG believes in the power
of cohesive messaging and branding to keep organizations effectively
positioned in the markets they serve, as well as emerging growth
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audiences. Given the nature of our association client base and the unique
and myriad communities they represent, we are experts at marketing to
niche groups with disparate audiences and specialized value propositions
with impressive results. We are well positioned to support AMCI’s
marketing goals and have the creativity, passion and connections to be a
powerful partner.
More about us.
CSG is a full-service, strategic marketing and creative agency providing award-
winning branding, graphic design and integrated marketing solutions to our clients.
Our inspired creative, stellar service and innovative, strategic approach have made
CSG the premier agency supporting global association and non-profit marketing
initiatives, brand development, communication strategies, membership
development, conference and event promotion.
Always on top of our clients’ needs, CSG brings powerful ideas, best practices,
extensive experience and unparalleled service to any partnership. We have an
extraordinary team of creatives and account strategists fluent in the nuances of
association and event marketing and branding. At our core, we are down-to-earth
professionals who love what we do and thrive on building strong relationships with
our clients.
Our entire team is versed on the most effective channels and is
accustomed to the pace, messaging strategy, breadth of scope and raw
energy necessary to successfully orchestrate integrated, omnichannel
campaigns. Our strategies leverage digital and traditional tactics,
including paid digital and social advertising, inbound and outbound digital
campaigns, content marketing, direct mail, video, motion graphics, social
media, and more. Every one of these tactics needs to be orchestrated to
work in concert to amplify the message across all communication
platforms. Every win and positive result keeps us motivated to
continuously improve and innovate.
We are known for exceptional:
• Marketing strategies that drive adoption, engagement and
conversion
• Brand development and breakthrough creative
• Strategic planning and tactical execution
• Digital campaigns to amplify messages and drive conversions
• Website experience and design, SEO, SEM and content strategies
• Traditional direct-response marketing initiatives, including print
advertising, direct mail and brand activations
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Most importantly, we are known for our ability to be a seamless extension
of our clients’ teams — thinking and acting as if we are part of the
organization, proven by our steadfast commitment to achieving goals and
laser focus on their success.
service. everyone says it. we mean it.
The cornerstone of CSG's philosophy is service — exceptional, above-and-beyond
service. Our commitment to client satisfaction means every member of our team is
willing to do whatever it takes to please you and exceed your expectations.
our goal
is to become an
extension of your team —
a partner who does all the
heavy lifting and lets
you shine.
our mission
our passion is to be a premier strategic
for marketing, marketing and creative
commitment to excellence agency that provides
and expertise of our team award-winning marketing
ensures your success. solutions and unparalleled
service to our clients.
6 comprehensive capabilities With an evolving communications landscape and dynamic marketing platforms, we have the expertise, experience and creative passion to find solutions that work across all channels to increase your brand's awareness, engagement, impact and outcomes. BRAND DEVELOPMENT • Branding and visual identity • Logo design and development • Brand activations DESIGN • Graphic design • Print and digital design • Copywriting • Advertising • Publications STRATEGY • Audience acquisition strategy • Marketing plan execution and support • Customer journey mapping • Partnerships and affiliate relationships • List research and data segmentation DIGITAL, WEB AND INTERACTIVE • Website design, development and programming • Interactive engagement • Game development • Motion graphics and animation • Geofencing/IP targeting • Retargeting campaigns • Native advertising and content marketing • HTML5 MEDIA AND ADVERTISING • Barters and trade negotiations • Media placements • Media planning
7 RESEARCH • Focus groups • Attitudinal segmentation and persona development PUBLIC RELATIONS • Press release writing and distribution • Media relations • Social content and strategies • Monitoring, tracking and measurement of media coverage SOCIAL • Paid advertising campaigns • Influencer programs • Content development and organic content strategies VIDEO • Creative direction • Videography and production services • Interviews • Editing • Animation and motion graphics
8 creative solutions that break through and engage Good design is the art of creating great results. Our creative capabilities are born from our belief in a collaborative environment and a talented team. We pull inspiration and great ideas from the minds of all. We have a core team of creatively unique designers who have been handpicked for their individual strengths. At CSG, we don’t have a “look”; we have creatives with their own personal style. This gives our clients a wide variety of design and graphic styles to evaluate. CSG’s entire team understands how to develop and integrate outstanding and award-winning campaigns. But, more importantly, we understand great design and how to turn a big idea into big results. We thrive when we are given the opportunity to think big, think freely and bring extraordinary concepts to life. our creative process Our process starts with research and strategy, then moves to ideation and concept development. After initial concepts are developed, the internal team convenes to review and refine concepts to make sure they support the approved creative strategy. We will apply this proven process to develop a powerful campaign for AMCI that will break through and resonate in the association and non-profit world. award-winning brands and campaigns
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our work
AMCI’s selected agency will design a marketing strategy and tactical plan that will
help AMCI communicate the understanding and value of the association
management model to volunteer leaders, association executives, consultants and
influencers in the association community. The following outlines our approach and
related experience to the desired scope of work:
1 Comprehensive Marketing Planning
CSG has a thoughtful and strategic method to successfully develop and implement
comprehensive, omni-channel marketing campaigns. The foundation of our plans
always begins with research to understand market conditions and emerging trends,
audiences and industry personas, new opportunities for growth, successful
strategies, competitors, threats, and near- and long-term goals. These data points
are essential to understand the customer journey and develop plans and tactical
recommendations that introduce the right messaging at the right time, in the right
channel and to the right audiences. Fortunately, AMCI has invested in both
audience research as well as economic impact studies that will allow us to jump-
start our strategy and tactical planning so we can hit the ground running on the
2022 campaign.
We will apply these principles to develop a smart, strategic and unified plan that
leverages AMCI’s previous investments and applications but also layers in CSG’s
creative strategy and purposeful approach to build awareness, generate interest,
and ultimately more leads and RFPs being shared with the AMCI membership. The
plan will incorporate multiple channels and touch points to ensure the AMC Model’s
value propositions are clearly articulated and positioned to the high-value
audiences. The effective use of various channels will amplify the messages and
generate more impact and, ultimately, conversions. Live activations and
promotional opportunities at major industry events will be a critical part of the
complete plan.
CSG’s recommended marketing tactics will include set KPIs and measurement to
monitor and track performance. Each marketing tactic will be developed to achieve
the goals set forth and with specific objectives to ensure strong ROI. CSG can
discuss which specific and quantifiable metrics will be used to evaluate the
efficacy of the campaigns.
10 ccess of our campaigns.
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2 Content Marketing
Video Production & Photography
If a picture says a thousand words, a video says a million. CSG loves digital
storytelling and understands that audiences expect to have an immersive video
experience. Working with our production team in Hollywood, CSG brainstorms
storyboards and creative direction to shoot and curate video that is not only
compelling but also engages viewers, builds the brand and puts forth the right
narrative. We believe that AMCI can go deeper with its video content to evoke more
emotion, appeal to the audience’s needs and promote solutions to pain points
experienced by associations and volunteer leaders.
Our video production goes well beyond the traditional talking heads to content that
evokes real emotion. We then leverage shorter edits of our videos for social and
digital advertising.
We also incorporate dynamic motion graphics to help tell our stories. These high-
energy and revealing pieces are especially effective for unveiling new brands,
messaging or show promotions.
Finally, we know how to direct photography to capture the images that will
complement our marketing efforts and most importantly, accurately reflect the
diversity of the communities our clients represent and the commitment to DEI. Not
known to leave anything to chance, we work side-by-side to art-direct shoots and
stage shots to make sure we have what we need.
Content Strategy and Management
We also embrace the importance of content promotion in multiple channels. That
postcard you put in the mail? Let’s repurpose it for a social media graphic. That
video we created? Let’s do some shorter clips to use on Instagram and Twitter. The
research report you just published? Let’s serve it up digitally as a white paper to
drive lead generation. By removing the silos from your marketing approach, you’ll
win with a more robust and integrated content strategy, and the investment you
make in content development will have a stronger ROI by spanning across multiple
channels and increasing impressions.13
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3 Digital and Social Media Strategies
No marketing campaign is complete without a full integration of digital tactics. CSG
has an entire digital team and strategic partners to design and execute digital
strategies built to achieve our clients’ unique objectives. Our strategies are
developed to deliver messages that build awareness, drive interest and
engagement, encourage sharing, and, most importantly, generate conversions. Our
most successful digital marketing campaigns have leveraged tactics including:
• Display and programmatic advertising
• IP/geofencing location-based advertising
• Retargeting and remarketing
• Paid social campaigns
• Influencer campaigns
• Organic social campaigns
• Lead generation campaigns
• InMail campaigns
• Content marketing and native advertising
AMCI’s social and digital channels feature lots of video content and shares via
industry resources or AMCI-generated programming and research. We will look to
develop a unified strategy that integrates a combination of organic and paid
tactics, and we can support that strategy with more cohesive messaging and
creative assets.
To scale the number of followers on AMCI social channels and eyes on the AMCI
website, we may suggest investing in a native advertising strategy featuring
content about the impact AMCs have had on volunteer-led organizations.
Successful native advertising and sponsored content campaigns have increased
traffic by tens of thousands to our clients’ websites.
Another idea involves developing an AMC opportunity calculator. This tool could be
used so that volunteer leaders, board members or other prospects could enter
various data points for their association and the calculator would generate
potential savings or revenue increases if working with an AMC. It could be a
powerful tool that would be featured on a landing page as part of our digital
campaigns and may also improve SEO.
Based on insights from AMC owners and managers, many AMCs have niche
business areas or industry focus. A digital advertising campaign that takes the user
to a landing page where they would be asked what industry they serve and then
provide AMC resources specific to their industry may be effective in generating real
leads for members. This may help narrow the field for the user and would drive
powerful and quantifiable metrics to show impact and engagement for members
and the AMC model.15
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17 meet the team Our talented team is comprised of marketing strategists, researchers, account planners, exceptional designers, digital and interactive pros, and production gurus who are all experts in developing, planning and executing award-winning marketing campaigns. Our goal is to be a seamless extension of your team. We want to earn “a seat at the table” by proving that we are a critical partner whose insights and contributions are integral to your success.
18 CSG is a true partner and has been integral to our success. Without a doubt, I consider them some of the smartest and creative minds in the non-profit world. Megan Saad International Association of Amusement Parks and Attractions
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scope of work and cost estimates
Marketing Strategy, Planning and Execution Support Services
CSG will become a seamless extension of the AMCI team to oversee the effective
execution of the campaign strategies and tactics.
As your strategic partner, CSG will provide:
• Strategic campaign planning and strategies to refine channel allocation,
response rates, lead generation strategies and conversion tactics
• Project management and tactical execution for multichannel campaigns
• Development of campaign budgets and promotional timelines
• Brainstorm opportunities for elevating AMCI’s mission including activations
at major industry events, sponsorships, speaking engagements, etc.
• Management, fulfillment and coordination of campaign deliverables and
creative assets, including copywriting for related campaign promotions
• Client meetings, committee meetings and other related AMCI meetings as
needed*
• Benchmark reporting and metrics
• Media planning and fulfillment
Our professional service fees represent an average of 27 hours per month at
the blended rate of $150/hour. This does not include any fees related to graphic or
digital design and production services.
Fee: $4,000/month November 1, 2021, through December 31, 2022.
*does not include travel and related expenses to attend AMCI meetings, which will be billed back at our
cost.
Creative Campaign Concept
We will apply our proven creative process to develop a compelling and
breakthrough campaign concept that will elevate the AMC Model and will be
designed to support the campaign strategy. The core creative sets the theme,
tone, look and feel for the entire marketing campaign. This look and feel should be
used as the foundation for all promotional tactics and channels used to market
AMCI interests, including digital assets, social graphics, live experiences, print or
other related collateral, video content and more.
CSG will present at least three unique concepts and will build out the concepts to
showcase the design in multiple applications.
Creative Fee: $8,50020
Social Media (organic content)
CSG will develop an editorial calendar that keeps relevant content flowing no fewer
than three times per week, continuing to position AMCI and the AMC Model as
leading the charge to increase business opportunities for AMCs. Social calendars
will integrate success stories, personal stories, partnerships, etc. We will develop
an overall content calendar and then create posts in advance for your team
to review and approve. We will also manage all postings, recommend
which content to boost and where to integrate paid advertising to
achieve your specified goals. CSG will also source/create images to support posts.
Different images, posting days/times and tone of voice will be tested for maximum
effectiveness, and progress reporting will be provided.
Organic social campaign planning and posting $2,000 per month
Organic social graphics (4 custom graphics per month) $800 per month
Content Production
Our video team is an extension of our in-house designers and account service
personnel. Together, they work with our clients to bring engaging video footage to
life on screens. From motion graphics, animation and live-captured footage, the
team offers a varied skill set based on your digital storytelling needs.
Your dedicated CSG team can manage and art direct specific video and animations
as directed in the marketing plan and content strategy. The following represents
our video fee schedule:
Onsite Videography/Photography $2,000 per day per crewmember
Video Editing $3,000 – $4,500 per :60 of completed video
Motion Graphics and Animations $7,500 – $10,000, dependent on complexity
of the storyboard, animations, etc.
Paid Digital Campaigns
CSG has an entire digital team to
design and execute digital strategies
built to pull qualified prospects and
members through the marketing funnel
into conversion.
CSG will research the most relevant
platforms to create paid digital ad
campaigns for AMCI. Our campaign
management includes campaign
strategy, setup and launch, conversion
tracking install, monthly optimizations,
and biweekly analysis.21
We will also provide our interactive dashboard to AMCI, which offers daily views and
direct client access to the campaign performance (see sample screenshot here).
Based on our research of your audiences, plus final budgets, the final action plan
may include only a selection of these ideas:
• Display/programmatic
• Lead generation ads
• Email targeting
• Lookalike audiences
Contextual
• Retargeting and remarketing
• Addressable geofencing /location-based advertising
InMail
• Content marketing and native advertising
Database Augmentation
Another tool we may suggest is database augmentation, using custom software
that will allow us to append records based on data AMCI already owns. The benefit
of using this tool is that the digital campaigns will reach deeper into existing
customers, layering in additional prospects that could expand your reach across all
platforms, at an extremely low cost. Another feature of this software is the ability
to create lookalike audiences. These lists will be used for all digital advertising
tactics outlined in the recommendations. It’s important to note that the data will be
encrypted and only readable by digital advertising platforms.
Should the database augmentation subscription be included as part of the final
action plan, the expense will be added to this budget allotment. An initial $650
subscription gives AMCI a subscription to the service for one year and will cover any
other digital campaigns managed by CSG within this year. Includes an initial first list
download of 10k or fewer contacts. Every additional list uploaded will be $50.
Project Estimate: $900
Search Engine Marketing
Based on the limited data available for the target prospect audiences, SEM
campaigns and responsive advertising will be a critical complement to the display
ad campaigns. We’d run SEM on Google only, focusing on likely keyword searches of
association managers, volunteer leaders and board members. We would want to
leverage lead generation tactics via landing pages to collect this valuable data and
get qualified prospects in our retargeting loop to feed them more information
about why they should use AMC services.22
There will be three sets of fees associated with the digital plan:
Campaign Platform Management and Optimization
CSG’s campaign management includes campaign setup and launch, conversion
tracking install, monthly optimizations, and biweekly analysis.
Project fee: $750 per platform, per month
Digital Advertising Placement Fees
Recommended media spend*: $5,000/month
*CSG does not charge any markup or commission on media spend. We can put the expenses on a CSG
corporate credit card and invoice the client each month. Or the client can provide a credit card when we
set up the campaigns.
Creative Fees
As part of the digital plan, CSG will include recommendations for various display
formats to maximize engagement with your audiences. CSG can manage the
development of all creative assets and advertising units for the digital campaign.
Creative for up to 40 unique sizes: $8,000
SEM keyword research and copywriting: $3,000
Email Marketing
Email will be used to communicate with contacts in the AMCI database including
members, partners, and prospects. If AMCI requires additional support to execute
email marketing initiatives, the following fee schedule will apply:
Email template design: $1,250/event
Custom-designed HTML email w/formatted copy and coding: $2,000 each
E-cards: $850 each
Other Digital Design Fees:
Social media skins (per skin): $500
Standard banner ad unit: $350
AMC marketing toolkit development to be integrated into your website: $5,000
Print and Digital PDF Design Fees:
Oversized postcard: $2,000
Two-sided one sheet: $1,500
Brochure (6-8 pages): $4,500
Longer form brochure (24 pages): $10,500
Unique format mail piece: $3,50023
proposed timeline
• September 2021: Team kickoff and discovery
• October 2021: Stakeholder Interviews, campaign metrics and KPI
assessment, and marketing plan development
• November 1, 2021: BOD presentation and plan presentation
• November – December 2021: Creative concept development and
related creative units prepared for campaign launch
• January 2022: Campaign launches in market (PCMA activation)
references
Chris Daw
Associate Executive Director
AASA – The School Superintendents Association
Tel: 703-875-0713
Email: CDaw@aasa.org
Colleen Phalen
Chief Creative Officer
American Association for Justice
Tel: 202-944-2867
Email: colleen.phalen@justice.org
Diane Tiberio
Vice President, Marketing
American Pet Products Association
Tel: 203-532-3673
Email: dtiberio@americanpetproducts.org
Rick Church
Head Coach
CM Services
Tel: 630.730.3589
Email: rickc@cmservices.comAMCI Budget Projections by Cost Center*
*costs are based on the scope of work presented in the RFP and are estimates based on our best judgement
completing similar scopes, execution and work with other clients. Prices may adjust up or down once actual
marketing plan has been finalized and approved. CSG will present AMCI with final pricing estimates for approval
before any work commences.
Budget (annual impact or
Cost Center project estimate as 2022 Estimated Cost Budget Narrative/Fee Justification
indicated)
Day to day campaign and project management
support, overarching marketing plans and
Comprehensive Marketing Planning, implementation
$4000/month $48,000 recommendations, project management,
Support and Strategic Execution Services
reporting and monitoring of campaign
performance against established KPIs, etc.
Creative Concept $8,500 $8,500
Social Media Content $2000/month $24,000
Social Media Graphics 800/month $9,600
Video production services, photography, stock
and original, editorial content, blog posts, etc.
Video and Content Creation $16,000 $16,000
that will be used to support marketing
strategies
Digital Platform Management $750/platform per month $27,000 recommend 3 platforms per month
Digital Creative Assets and Graphic Design $15,000 $15,000
Onsite Experiences and Activations $5,000 $5,000 Merch, swag, etc. as needed
Digital Advertising Spend $5000/month $60,000
Web development and landing pages $5,000 $5,000 To anchor digital campaigns
Marketing toolkit $7,500 To support AMC with promotional tools.
$7,500
Estimated 2022 Marketing Costs $201,600You can also read
