Name of Program
National Product Launch
The Issue
The client provides facility owners/developers, architects, engineers, and contractors with on-demand (web-based) project management and collaboration software. This software helps organizations improve business processes during the planning, design, and construction phases of complex capital projects, delivering quantifiable and measurable results.
The firm was launching a major upgrade to an existing software module. The challenge was to roll out this product launch meeting to current users by targeting their specific training and educational needs. Additionally, the firm needed to introduce the software to new users who required more intensive training.
How could AMI address the diverse educational and training needs in a single, successful launch program?
Scope of Program
AMI began the project with background research and a comprehensive needs analysis of the client’s event planning goals. We evaluated the marketplace from both internal (client) and external (customer) perspectives through an online survey of employees, key customers, and a focus group of prospects. This feedback helped us gauge awareness of the existing software product.
Based on this insight, AMI developed tailored training tracks to address the varied needs of attendees. Recognizing that meetings aren’t one-size-fits-all, we ensured the event model was customized to meet the client’s specific objectives.
Site selection—including the city, venue, and timing—was determined with a national audience in mind, considering ongoing construction projects across the country. The location had to be accessible and offer enough breakout and meeting space for a large group. Once finalized, AMI had just 45 days to plan and execute the complex initiative.
The client also wanted to create an environment focused on learning, networking, and engagement with customers and prospects. The launch meeting was scheduled over a four-and-a-half-day period.
Role & Outcome
For the client’s first launch meeting, AMI developed a program designed to exceed expectations. Our consultative approach ensured success with strong visibility before, during, and after the event.
From concept to post-event services, AMI managed all aspects, including marketing materials like brochures, registration packets, and HTML emails for a recruitment campaign targeting over 1,000 attendees.
The event featured dynamic keynote speakers, engaging presentations, and elevated production with top-tier staging, lighting, audio, and video.
AMI created a schedule that balanced key messaging with interactive social and off-site activities. The event came in under budget, saving over $200,000 on a $2 million budget—and surpassed all client goals.
