San Diego American Marketing Association
Background

San Diego American Marketing Association

The San Diego chapter of the American Marketing Association is on a mission to develop powerhouse marketers within the San Diego business community through member networking, educational events, and thought-leading conferences.

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Challenge

Declining event attendance and low membership numbers.

A marketing organization is only as powerful as its membership—and San Diego AMA was losing steam. Brand consistency and direction had been all but lost as the organization struggled to promote and execute exciting events that would engage the marketing community.

Solution

Refocus.

San Diego’s AMA chapter has so much available at its fingertips: World class event venues, exciting brands as guest speakers, a mission to educate and resources to do it—but specific goals were lacking. Through research efforts that included in-depth interviews, competitive research and observations, event attendance rose to the top as the most critical factor for the organization’s health. If we generated better attendance at AMA events, revenues would increase, supporting more events, and membership growth would naturally follow.

Rebrand.

Shifting from an educational organization focused on marketing (“old AMA”) to a marketing organization that delivers valuable connections and fun experiences with a educational focus (“new AMA”) would require an entirely new look. The new San Diego AMA is about energy, excitement, and power through education.

Results

More events. Better attendance. More engaged membership.

Everything we hoped would happen as a result of our work has been achieved. How often do you get to say that? And not only have we improved engagement with San Diego AMA, but momentum has been gained to where speakers are knocking on their door, as opposed to the other way around.

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(760) 494-7590

2965 Roosevelt St, Ste C, Carlsbad, CA 92008

Elevator | Digital Brand Strategies