DEVELOPING A BRAND STRATEGY FOR SUCCESS
Bates Creative and The Gigawatt Group kicked-off its relationship with the AMA by analyzing the research and brand positioning that the AMA had previously conducted for its rebrand. Armed with this cultivated research as a solid baseline, Bates Creative and The Gigawatt Group crafted a new, full-scale messaging architecture that would drive the tone for the AMA’s communications efforts.
The AMA’s new marketing roadmap developed by Bates Creative and The Gigawatt Group provided a path forward for the AMA’s nation-wide brand awareness and member acquisition campaign. Together, Bates Creative and The Gigawatt Group launched the AMA “Go Beyond” digital marketing campaign targeted to marketers spanning all industries. The main principle of this campaign was to inspire marketers to go beyond what they thought they were capable of. Real AMA members were selected to be the faces of the campaign to emphasize how an AMA membership can help members express untapped potential.
Bates Creative organized and art directed an off-site photoshoot with the AMA members to create a gallery of images for the creative, including: social media assets, digital advertisements and a campaign landing page. Leveraging the AMA’s greater than symbol in its logo, Bates Creative designed a texture overlay created with overlapping greater than symbols that pulled colors from the AMA members’ clothes. Gradually, the symbols blended with the model to demonstrate the impact an AMA membership can have on a person’s professional confidence.