American Meetings, Inc.
A Global Meeting Services Organization

American Meetings, Inc. An AMI Global Company

Influencing Strategy Change Case Study

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Influencing Strategy Change Case Study

Description of Client

Primary Biotechnology Association

Event Scope & Size

The non-profit Florida Association enlisted AMI to manage their marketing and execution strategy for a Pavilion that represented the entire State of Florida at the largest global event in the biotechnology industry with attendance of over 20,000.

Services Rendered

AMI was to design and execute a cohesive 100x100 booth strategy in conjunction with multiple corporate sponsors and stakeholders. Services ranging from brand strategy, creative design and booth structure to attendee marketing and stakeholder attendance were requested.


Six figure budget around $250,000.

The Challenge

Although the association agreed to invest in representing the entire State of Florida at a major biotechnology tradeshow out of political obligation, this was cost-prohibitive for a single non-profit association. Both the expense of exhibiting as well as an impactful booth size were major challenges facing the client organization. The organization was planning to purchase and store the booth structure in order to save on the cost of annual rental fees; however, this did not take in to consideration the potential for yearly sponsorship changes and subsequent branding changes year over year.


AMI developed a creative, formal plan to cover costs and accommodate flexibility in branding. The approach was simple. Procure a booth vendor that is widely used across most locations, and rent a standard white structure that could be duplicated across locations. Our creative designers went to work on creating clean, fresh branding panels for the State of Florida as a whole. The client would then be able to easily store the panels in their home office instead of paying for booth storage. Additionally, within the structure we allotted each sponsor organization varying tiers of sponsorship levels, from a 10x10 space to a smaller kiosk to a poster session space within the Florida Pavilion. This strategy brought opportunity to organizations of varying size throughout the State. Each of the sponsors had an allotted panel space that we would design with their own individual branding. AMI was also able to incorporate some low-cost design elements to tie the Florida theme together in the common spaces. We utilized large bowls of fresh bright oranges and streamlined attraction pamphlet displays to promote Economic Development in the State.

Result & Impact

The results were astounding. The sponsors were thrilled with the opportunity to exhibit at such a major show without fronting the cost of their own individual booth spaces. The association client was able to cover all fixed costs and focus on promoting their sponsors on the show floor while AMI managed all show floor services, reception schedules and booth maintenance.

Client Measure of Success

The client measured success on the number of potential leads for new biotech firms in the sunshine state. The board of the association had a baseline target of 10 leads. The conference brought in over 23 leads for the organization.