American Massage Therapy Association Revamps Its Communications and Outreach to Members and Potential Members

Seeing increased competition from a growing number of professional organizations aimed at massage therapists, The American Massage Therapy Association sought to differentiate and elevate its positioning, clearly demonstrating its superior offerings and member benefits. One competitor in particular was aggressively marketing to massage therapists and claimed to be better able to drive business to its members. AMTA, the “granddaddy” association in its field, wanted to be sure its materials, messages and member recruitment/retention approaches were first-rate and relevant.

PCI was retained to support AMTA efforts in three areas:

• membership recruitment and retention,
• public awareness,
• general counsel

We also provided assistance on special projects that would add value to the organization.

PCI evaluated all AMTA communications materials for consistency, positioning and design. Our work included developing an overall retention and recruitment strategy, a theme and messaging. We subsequently wrote recruitment and retention ad copy, revised core materials and recommended value-added modifications to some member perks. We also helped AMTA roll out an important new member service: an online locator to help consumers find an AMTA member close to home. Messages on the AMTA Web site underscored the significance of seeing certified professionals and knowing that the professional you select belongs to the AMTA.

AMTA’s annual meeting, where members present the results of new research that demonstrates the efficacy of therapeutic massage, offered an ideal opportunity to generate media coverage. PCI reviewed research abstracts, coordinated with our client in selecting the most newsworthy stories to feature during the meeting, created media materials and worked with media before, during and after the meeting to generate coverage. PCI also created “tool kits” of materials that local chapters could use in conjunction with national publicity so they could capitalize and amplify AMTA’s efforts.

To secure ongoing media coverage, PCI developed and publicized a simple survey that documented an increase in public acceptance and use of massage. PCI also publicized survey findings published in the AMTA journal and other peer-reviewed publications.

To prepare AMTA officers and expert spokespersons to effectively interview with media, PCI tailored a training session for these members. As a result of the success of the training, PCI was asked to created a day-long seminar for AMTA’s Grievance Committee, all volunteers from the AMTA membership, to help them better interview and assess testimony and to discuss the challenges inherent in a grievance process. The committee heard complaints from consumers related to unprofessional conduct and had the authority to revoke membership and involve law enforcement if needed. The grievance review service AMTA provided was unique to the organization and demonstrated its commitment to ethics and professionalism. The opportunity to improve the process and capabilities of committee members was welcomed.

AMTA aligned all of its communications materials in content and design; messages of professionalism, education and individual benefits were consistent and regular. Local AMTA chapters welcomed the opportunity to take advantage of national media relations and other efforts and appreciated receiving easy-to-use materials.

Media relations generated coverage in national print media, such as USA Today, as well as national and local television and a range of magazines specializing in women’s interests and health, including Better Homes and Gardens, Glamour and Your Family’s Health, a supplement to U.S. News and World Report.

Member feedback and inquiries from potential members reinforced that the campaign was working. The launch of the Web site member locator was particularly helpful as members realized a direct benefit of being an AMTA member.