American Meetings, Inc.
A Global Meeting Services Organization

American Meetings, Inc. An AMI Global Company

Event Branding Case Study

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Event Branding Case Study

Description of Client

The client is a franchised chain of more than 300 independently owned and operated marketing service providers with full-service print shops. They leverage technology and full-service printing and online solutions for their clients. Their business centers are franchised internationally.

Event Scope & Size

Their annual conference consists of over 650 franchise owners and managers over a 4-day conference. In addition to the internal conference participants, there are over 300 exhibitors who participate in a one-day technology expo with large booths heavily focused on technology, the latest industry equipment and service capabilities.

Services Rendered

AMI was brought in to manage all aspects of their annual conference and technology expo. AMI managed the registration and revenue collection for both attendees and exhibitors, managed the room block, selected the site and negotiated venue contracts, managed production and AV, developed the conference theme and assisted in incorporating the messaging for the event, managed the technology expo and all vendors, franchisee awards and awards gala, transportation and on-site printed materials.



The Challenge

The client’s annual conference is always a highly anticipated yearly event and a critical component in maintaining solid relationships with their franchisees and turning prospects into franchisees. This is the only annual event they can collectively discuss important information relevant to their marketing strategies and business success. Our goal was to bring their annual conference to another level and exceed their expectations through a creative theme, branding, décor/design, and consistent message. We had a limited budget that still had to exceed the expectation of our clients and their attendees.


The theme we developed for their 2013 conference was “Live from Nashville” and we incorporated the theme throughout the 4-day conference. From the start, we built anticipation and enhanced the attendee experience with amazing creative, giveaways, staging and entertainment. Every detail of the program fell within the meeting's theme from the branding, venues selected and entertainment down to the table centerpieces and staff uniforms. In collaboration with our full-time staff, we leveraged relationships with wholesale suppliers and local designers and florists to alleviate unnecessary markups on everything from printing, promotional giveaways to entertainment. Our global accounts and negotiated discounts with suppliers allows us to get our clients the newest and most innovative ideas for the best price. Being able to transform, transport and reuse items throughout the week also allowed us to keep costs controlled without sacrificing any of the “wow” factors our clients expected. We also found creative and exciting ways that showcased the organizations' own pool of musically talented individuals and incorporated them into the entire 4-day program.

Result & Impact

The result was an extremely memorable conference that fell well within our client’s budget. Attendee surveys show the utmost satisfaction for both the meeting content as well as for the show production, excitement and creativity.

Client Measure of Success

Many of the manufactured items used for this annual meeting have been continuously used throughout the year reducing production costs for additional regional programs. Our client met their meeting objectives based on their ROI measurements dealing with franchisee satisfaction and corporate growth.
Live From Nashville

Entrance to Main Conference Hall

A table is designated for meeting attendees to network with one another.

Networking Tables

A dinner event has a theme carefully selected for them to interact with meeting attendees

Themed Dinner Events

A man playing a guitar at a restaurant meeting event

A young musician takes the stage for a public performance

Guitar Icebreaker tied in with theme

An older gentlemen shares a performance for meeting attendees