Archive for the ‘Association Management Inc. (AMI)’ Category

Branding and Promoting a Basic HOA Seminar: AMI Boot Camp

Saturday, April 24th, 2010

Earlier this spring, Association Management Inc. (AMI), a Houston-based homeowners association (HOA) management company, retained Susan Farb Public Relations to promote a free seminar the company was planning to do in Kingwood, Texas. The goal was to help build AMI name recognition in the Kingwood market and generate new business opportunities in the north Houston suburb. The plan was to host a series of free seminars directed to individuals who currently serve as board members of their homeowners associations, starting with “The Rules & Regulations of Being a Director of the Board of a Homeowners Association (HOA).”

What a mouthful of a title!

Susan Farb Public Relations’ initial response was that name wasn’t going to fly; it was too cumbersome and sounded like a tedious continuing education class. Another strike against the initial plan was that the series of courses would be held at an airport hotel.

AMI charged Susan Farb Public Relations with branding the seminar in a way that would garner Kingwood-area publicity and, in turn, generate interest amongst area HOA board members to attend. AMI’s attendance goal was 30 HOA board members, which included existing client communities, as well as board members from prospective communities.

Action plan: Susan Farb Public Relations took the HOA “basic training” theme and recommended naming the sessions the “AMI-Kingwood HOA Boot Camp.” AMI upgraded the venue to a country club and custom-designed an invitation with military camouflage as the background to carry out the boot camp theme. (graphic designer: Uri Kelman.) Invitations were mailed to existing client board members.

Results: Advance publicity included articles and listings in Kingwood-area newspapers and Kingwood-specific websites as well as in the Houston Chronicle business section. Susan Farb Public Relations optimized the release and posted it online.

Surpassing the Goal – The AMI Boot Camp signed up a legion of 38 attendees for the company’s first-ever Kingwood seminar, led by AMI Chairman/CEO David Regenbaum. Of those 38, 23 were new prospects. Three communities represented at the event requested proposals from AMI with regard to managing their communities.

Susan Farb Public Relations coverage from the local Kingwood newspaper. The reporter attended the Boot Camp and wrote a positive news article about the AMI Boot Camp that was published in print and online. The article announced there would be additional seminars, which generated phone calls by additional HOA board members who wanted to sign up. The AMI Kingwood office is now “on the map” in the homeowners association management business in its home community.

AMI now plans to expand the Boot Camp concept into its other offices, such as The Woodlands, starting this summer, and Susan Farb Public Relations AMI Logoplans to apply its PR Fairy “magic” to these new markets as well.

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