Situation
For over sixty years, the Rochester Chapter of the American 
Marketing Association has been the only local professional 
organization run by marketers for marketers. As many of you know, this longevity can be both good and bad for a company’s brand. 
For RAMA, the ‘good’ included recognition and respect throughout the marketing community, both locally and nationwide.

Challenge
• Re-energize the organization and its marketing materials
• Increase event attendance
• Build social media engagement
• Achieve #1-3 in order to meet financial goals

Solution
In the past, the organization had primarily marketed itself to 
existing members. We wanted to target the industry as a whole 
in order to reach a broader market of potential new members.

Utilizing the results from the focus groups and voice-of-customer surveys done by the organization, we needed to position the 
organization as energetic, knowledgeable, and welcoming. We started with a name change to establish a greater association 
with the parent group, as well as increase ties to the Rochester community. RAMA would become AMA|Rochester. For social 
marketing, the organization would simply be known as AMA|ROC.

Then, it was tagline time. This line would need to speak to the organization’s objective to boost energy, generate engagement, and increase event attendance. We proposed a main tag and secondary tag in order to offer flexibility and an additional element of fun. Both were designed to work equally well when used together or on 
their own.

1. Smarter Marketing
2. Be Part of it

Next, we developed a visual style guide that would allow us to design communications that reinforced our strong and simple strategy. We would use hot colors, bold graphics, and strong typefaces in order to create a look that was clean, modern, and eye catching.

Finally, we designed the new logo you see here today.

Results
Since the brand launch in July 2012, AMA|Rochester is feeling energized and their marketing materials reflect that new energy. Event attendance has increased, and they’re on their way to achieving their 2013 financial goals! As for the online results as of March 2013:
• 18% growth in LinkedIn group members
• 27% increase in Facebook likes
• 40% increase in Twitter followers
• 105% increase in unique website visitors
• 243% increase in website visitors
• 1,400 blog visitors each month on average  (100% increase)

Of course, AMA|Rochester will continue to evolve. As a group that celebrates good marketing and all the changes that come with it, they have no choice. But now they have a new look that represents who they are today, as well as the organization they want to be in the future.