AMA
MarketingPower.com
When we first engaged with the AMA, we quickly realized the organization had been oddly hampered with good fortune.
Over the years, a number of well-intentioned board members and service providers had ‘gifted’ software, content, and procedures... all adding up to a confounding content and interaction experience. Major journals were housed in third-party libraries, systems sat dormant or un-integrated, and licensing fees seemed to grow organically.
Manifest was challenged with designing a digital, content and technology strategy that would establish a new foundation for the association for years to come.
We consolidated systems, curated legacy content, and developed a member acquisition strategy that included innovative content gating techniques.
Our technology solution, built on a Microsoft stack and presenting the largest publicly-facing Sharepoint implementation of its time... didn’t look like a Sharepoint implementation (which garnered praise from even the boys at Microsoft).
Today, the association serves academics, researchers, and practitioners in an efficient environment with the best information in the business.
New visitors are presented with categories of information universally desired by the AMA’s broad audience base. Once logged in, users are rewarded with customized information based on their interests and past experiences.
Sophisticated persona design allows the AMA to address widely varying member needs based on their desired outcome, not just demographics and psychographics.
Manifest introduced a combination of out-of-the box community functionality from SharePoint in conjunction with a robust third-party community development tool. The result is a powerful three-tiered acquisition and relationship building platform for the association, its chapters and members.
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