McKnight Kurland was hired to deliver on two goals: increase awareness of the AMC model among three key audiences; and increase the number of RFPs to Institute members. Our extensive discovery and research review process led to the development of dual brand platforms (both AMCI and AMCs), message development, a comprehensive marketing and PR plan, and a three year development and implementation plan. Our campaign launched with the brilliantly simple single message of ‘We  Associations’ across multiple online, video, print and live event channels.