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What is this guide?
The AMA Global Support center strives to empower our volunteer leaders with the most useful tools possible. We want all of our chapters and volunteers to operate at the highest level of excellence and in step with AMA guidelines and branding.
This guide is a living document that the Global Support Center provides to you and other chapter leaders to ensure that your chapter runs at its best. In it, you will find brand resources, event management and social media guidelines, best practices and more.
We will update this guide on a rolling basis with regular announcements to our chapter leaders regarding any changes that we make as a result of ongoing organizational transformation.
It is our sincere hope that this helps you succeed in your role as an AMA chapter leader. Please don’t hesitate to reach out to the Global Support Center at membersupport@ama.org should you have questions regarding any of the content in this guide.
Thank you for your service,
The AMA Team
Table of Contents
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Pg 4. Who We Are Pg 5. Value Proposition Pg 6. Our Customer Pg 7. Customer Stories Pg 8. Experience Design Pg. 9. Experience Design Principles Pg 10. AMA Goals Pg.11. Brand Pg. 12. Brand Guidelines Pg. 13. Linked Resources | Pg. 14. Membership Pg. 15. National Member Benefits Pg 16. Member Emails- New Members Pg. 17. Member Emails-Expiring Members Pg. 18. Events Pg. 19. Attendee Experience Principles Pg. 20. Chapter Event Cycle Pg. 21. Linked Resources | Pg. 22 Social Media and Influencers Pg. 23. Social Media Strategy Pg. 24. Engaging with AMA Pg. 25. Social Media Cycle Pg. 26. Linked Resources |
Who We Are
Service Description
We are the AMA. An organization dedicated to serving the needs of those who work, teach and study in the marketing industry. Our purpose is to build a community of members committed to cutting through the noise and untangling the marketing mess. This is a a community that is greater than the sum of its parts, that doesn’t just want to know what’s next in marketing but strives to become an active participant in shaping its future.
Our Vision
The American Marketing Association strives to be the most relevant force and voice shaping marketing around the world, an essential community for marketers.
Our Mission
�These are the three principles at the core of how we will achieve the ultimate ambition of the vision:
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AMA’s Value Proposition
There are three main intersections between the AMA, our customer and their need states. These can be expressed as memes or storylines in which we create a loop of trust that keeps people engaged.
By untangling the mess of marketing advice, people look at the AMA as a good coach who is always there for them.
By exploring what’s next in marketing, the AMA earns a badge of credibility as the authority in understanding the industry.
By helping connect people to their purpose, the AMA provides a sense of place for marketers where kindred spirits feel at home.
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Our Customer
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Customer Stories
Customer stories help us understand marketer needs. The stories distill marketer needs into three components: who they are, what they need, and why they need it. Coupled with continuous customer insights, AMA designs value offerings that answer our customer stories.
Story Formula
As a [PERSONA], I want [NEED] so I can [GOAL]
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Experience Design
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Experience Design Principles
What is “Experience Design?”
Experience Design is a collection of impressionable remarkable moments that occur in and around a relationship between a person and another person, place or thing (brand). These moments occur at all points of the customer journey and make a difference in how customers think and feel about your organization or brand.
What is the AMA Experience Design?
Service leadership that is repeatable, systematic, cultural and differentiated.
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Balanced The AMA experience should leave every marketer feeling self-assured, sure-footed and confident in knowing the AMA brought balanced perspectives on best and next practices to their experience. Essential The AMA user experience should be “to the point,” with precisely what a marketer needs and wants; no less, no more. Smart The AMA experience should demonstrate intelligent design and clever use of the marketer’s time and attention when engaging with the AMA. | True The AMA as an independent, objective, not-for-profit is in service to the truth as best we can identify it for our constituents. We have no other agenda than to be of service to our communities and our actions must always reflect our commitment to work true; placing the needs of the individual marketer above all else. Useful As an aggregator and solutions-based business model, the AMA must endeavor to be a useful resource to marketers throughout their career. We can only remain relevant by remaining useful. The AMA experience must project this commitment to be useful at every turn. |
AMA Goals
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Revere the Marketer
We want to empower the individual marketer to achieve their goals.
Know the Marketer
We want to be a part of their lives of individual marketers.
Think Ahead for the Marketer
We want to help marketers uncover what’s next and stay on the cutting edge of their industry.
Become Stronger Together
We want individual marketers to discover the AMA’s community of like-minded individuals to share knowledge and expertise.
Bound by Common Values
We want to share the essential community values throughout the lives of individual marketers—from college through retirement.
Committed to Diversity, Equity and Inclusion
As the essential community of marketers, it is incumbent upon the AMA to do our part. Together, we will unite our one AMA community and the marketing industry at large to intentionally create a more diverse, equitable and inclusive environment for all by starting with the BIPOC community.
Together, these items comprise the AMA Community Advantage.
Brand
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Brand Guidelines
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In the document linked above, you will find guidelines for how to represent and utilize the visual aspects of the AMA brand on all communications so that we create a consistent AMA experience for all our members and customers. �Membership Assets Membership - General Template to Customize Membership - Variety of "join AMA" assets | |
Brand
Linked Resources
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These additional brand resources are presented for use at the chapter level to help you provide a consistent AMA experience in your events and marketing materials. Please don’t hesitate to reach out to the Global Support Center at membersupport@ama.org with any questions.
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Membership
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National Member Benefits
See all the current benefits at AMA.org/join
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New Member Cycle - Emails�To the right are examples of an AMA Global support center email.
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Immediately after purchasing membership, new members are put into an email flow that contains the following communications:
Topic | Timing | Lead |
Purchase Receipt | Immediately after purchase | AMA Global Support Center |
Welcome | 15 minutes after purchase | AMA Global Support Center |
Email about Development | Sent 1 day after purchase | AMA Global Support Center |
Email about AMA Journal benefits | Sent 2 days after purchase | AMA Global Support Center |
Email about AMA Professional Local Chapter (see template) | Sent 7 days after purchase | AMA Professional Chapter |
Promotion of upcoming programming and updates (tie in AMA Global Support Center’s editorial calendar) | Monthly | AMA Professional Chapter |
Event recaps | Quarterly | AMA Professional Chapter |
Expiring Member Cycle�
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When a customer’s membership is expiring, they are entered into the following email flow that it’s time to renew:
Type | Timing |
Paper Renewal Mailed | Sent 45-60 days before expiration |
Email 1 (Auto Notification from Hubspot) | Sent 30 days before expiration |
Email 2 (Auto Notification from Hubspot) | Sent 14 days before expiration |
Email 3 (Auto Notification from Hubspot) | Sent 3 days before expiration |
Email 4 (Auto Notification from Hubspot) | Sent day of expiration |
*Once you renew your membership with your existing account, you will receive a receipt and be removed from this flow. If you use a new account, you will be marked in the system as a new member and receive all new member communications mentioned on the previous slide.
Events
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Attendee Experience Principles
The AMA Event Experience
What attendees should think & feel during and after the event:
I met so many supportive and helpful people.
I won’t forget this experience.
I walked away with actionable tools and ideas.
What attendees should want to do during and after the event :
Become a regular attendee to this and other AMA events.
Interact with and purchase other AMA products and services.
Share experiences through word of mouth and social media.
Actively participate and provide feedback.
Advocate for the AMA before, during and after the event.
The AMA Event Experience Principles
The AMA provides a feeling of support: the AMA was there for me(community advantage)
The AMA provides real takeaways (answers in action)
The AMA provides tools to stay connected to other attendees or speakers
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“Best use of my time and money.”
“[memorable moment] was an amazing experience!”
“This is THE place to be for Marketers.”
Chapter Event Cycle Template
Use this template to fill in your chapter’s process for events. Adjust based on the needs and process of your chapter and how you communicate!
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Registration Page Created
Post Event Email
Event Notification Email
Event Meeting
Event Brainstorm
EVENT
If you would like to request that your event be included in AMA Support Center promotions and communications, please fill out this google form. Note the Support Center will include chapter events as space allows and cannot guarantee promotion, but will do our best to share where there is opportunity.
Events
Linked Resources
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Below is a linked list of useful templates for you to use to ensure your chapter event runs smoothly and according to plan. ------------------------------------------------------ ------------------------------------------------------ ------------------------------------------------------ ------------------------------------------------------ ------------------------------------------------------ | |
Social Media and Influencers
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Social Media Strategy
The AMA social media strategy is three pronged, focusing on connections, education and supporting AMA initiatives.
Connect
The AMA is the world’s largest network of marketers. One of the key components that network is made real is through social media. Our focus is on where the most marketers are: Facebook, Twitter and LinkedIn.
Growing these networks is an important investment into the future health of the AMA and your chapter.
Educate
Keeping up on news is a burden for people in a content saturated environment. By selecting only a few important articles each day the AMA becomes an important resource for marketers while supporting them at the same time.
Support
By nurturing and giving to the AMA networks regularly, trust will be built allowing the AMA to ask for support. Most commonly this will be in sharing a post promoting an event or membership registration.
Suggestions for Specific Actions and Tactics
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Engaging with AMA on Social Media
We want to share your good news, triumphs and chapter events! Here are some of the best ways to engage with the Global Support Center on social media
Submit a co-host request on Facebook for Events
Use #OneAMA when tagging AMA on Facebook, Linkedin, Twitter or Instagram
Submit chapter events to the Google form
They will be added to the webpage and linked to in weekly social posts
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Social Media Cycle (Event Flow)�Use this guide to fill in your chapter’s communications through social media for promotions.
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Chapter post (can be a share of when Support Center posted)
Content post pertaining
to event
Content post pertaining
to event
Kick off of
promotion cycle
Event takes place
Event registration post
Chapter post (can be a share of when Support Center posted)
Chapter post (can be a share of when Support Center posted)
Chapter post
Approx 5-6 week cycle
Post event content posts with CTA to register for next year’s
Chapter repost
Social Media and Influencers
Linked Resources
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A Special Thank You
The AMA Global Support Center knows how valuable your time is, which is why we are so grateful for you choosing to use it in service of the AMA mission and vision- to be the essential community for marketers.
The work that you do is our most valuable resource and we hope that this guide helped you to make the best use of that time by demystifying some of our AMA brand guidelines and experience design principles.
If you still have any questions about any of the information in this guide or about your role as a chapter leader, please don’t hesitate to contact the Global Support Center or Customer Support at membersupport@ama.org
Thank you for your service,
The AMA Team