AMA Workshop SuperNova

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More about the AMA Process

It is not unusual for us to have clients that have many audiences that their website and marketing material needs to speak to. Over our 26 years in business, we have learned that often there is a focus by our clients to craft messages that work for all of their audiences, however more specialized – targeted –  messages based on unique needs can really appeal to audiences more successfully.

The AMA (Audience/Message/Action) Strategy Workshop is a process that will, first and foremost, give you an understanding of all of your audiences, as well as identify a hierarchy to these audiences. For example, it may be that your website needs to appeal to potential new hires so they need to be messaged to, but this audience is much less important than the consumer audience.

Over a long refining process, we have broken up the AMA Strategy Workshop method into three steps: Pre-Workshop Preparation, the Strategy Workshop, and the Findings Report.

The Pre-Workshop Preparation

Before the AMA Strategy Workshop, the Media Genesis team reviews and creates easy-to-digest presentations of the current situation with your website, including an examination of the website’s metrics and online presence. A form will be sent out to the participants ahead of the workshop to determine some of the website audience members and create a starting point for the discussion.

Also during this period, we work with you to identify and invite a group of 2-20 people that represent various of your business, although we find that 5-10 stakeholders leads to the best results.

The Strategy Workshop

On the day of the AMA Strategy Workshop, we gather everyone together and begin by reviewing the previously assembled presentations. Once that is completed, the Media Genesis facilitator begins by reviewing the concept of the Audience/Message/Action workshop. By leveraging your expertise, we can speak to your audiences in a way that is most meaningful to them.

1) First, we start by identifying and prioritizing audiences

2) Then, we determine unique messaging for each audience

3) Last, we establish desired actions for each audience.

The Findings Report

The Media Genesis team uses the information gathered during the Strategy Workshop, combined with our own expertise, to create the AMA Findings Report.

This report captures the key data and output from the workshop, and acts also as a road map for all your marketing. It will rank and outline each audience that the new site or marketing campaign will need to appeal to. It will also have a listing of suggested messaging for each audience and what will appeal to them, along with the call to action that will appeal best to each of these audiences, providing you with a strong foundation. This deep audience analysis is a great reference point moving forward not just for a website, but also for your other marketing, research and messaging needs.

But along with those findings, the strategists at Media Genesis will present a game plan for your website and marketing plan. This will create a unified and targeted plan of action for a wide range of online and offline campaigns and initiatives.

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