Client Service

Client satisfaction is the cornerstone of our business. We strive to ensure that each client's individual needs are met and their expectations exceeded. But we know that it is not enough to simply acknowledge the importance of customer contentment, we organize our business to fulfill our promise to clients. From day one, AMG employees are made aware of our proprietary quality assurance program. Each employee receives a copy of the program prior to being hired and is expected to follow the guidelines we feel are essential to client satisfaction. Now we are taking client satisfaction a step further with AMG's new platinum standards of service. These new standards complement our quality assurance program. I hope this process will instill an even higher goal for exceptional customer service for our clients and our clients' members.

AMG's rededication to client service is called platinum for the ideal this metal represents. Of all the precious metals, platinum is the most durable. It does not corrode or tarnish, and it has a high resistance to heat. For this reason, the National Bureau of Standards in Washington, D.C., chose platinum as the substance to most accurately measure the true length of a meter. As businessmen and women, we can adapt this ideal measure to codes of conduct and customer service. As such, AMG's new platinum standards raise the bar for our employees and business performance and reinforce our quality assurance program.

The quality assurance program, which communicates the company's values for customer service and features guidelines for prompt and professional responses to member requests or concerns, still serves as the foundation for customer service at AMG. The platinum standards, for example, include among a list of service values a pledge for employees to commit to responsibility for uncompromising levels of customer service.

Over the next few months, we will further define our new standards for employees and provide counsel and training on delivering against these guiding principles. Every member of AMG's executive team will be customizing the platinum standards to fit their team's individual needs. Every staff member, from the top down, will dedicate him/herself to providing the best customer service to our clients and members. We will be certain that our employees handle every customer interaction with honesty, respect, and integrity.

AMG's staff is our company's most valuable asset, and quotes from various AMG employees about what customer service means to them are interspersed throughout this issue of "Behind the Scenes." I hope you enjoy this special issue and acquire a better understanding of our sincere commitment to serving you.

We will provide updates on our implementation of AMG's platinum standards of service in future issues of "Behind the Scenes," and as always we welcome your comments and suggestions. [contents]

Gustavo "Gus" Gutierrez, TIA Convention Chair

In addition to serving as TIA's convention chair, Gustavo Gutierrez, fondly know by many as Gus, is a second-generation business owner of Tortillas, Inc. Started by Gus' father, Tortillas Inc. is the leading supplier and distributor of Mexican products to retail, foodservice, hotels and casinos in the Nevada, where the company is headquartered.

When did you first become involved with TIA?
I have been involved with TIA off and on since the early/mid-1990s. I strayed from the association, but came back two years ago when the executive director and board members invited me to a meeting. At that meeting, I decided to throw my hat into the ring, and was eventually elected as convention chair. I have held the post for two years, and have been re-nominated recently.

What does customer service mean to you, and how does TIA meet this definition?
Customer service is about giving people what they're paying for and providing value. Providing good customer service is more than going through the motions. TIA provided good customer service at last year's annual convention because everyone was included. Small business owners - myself included - are not often called upon by vendors looking to sell the latest and greatest products. But at the convention, all attendees - big and small - can see what is new in the tortilla industry.

How does TIA ensure their members receive the best customer service possible?
We are always conscious of our membership, and aim to please. AMG drives our customer service. Our executive director sets up the communication networks, and AMG maintains the communication. Our executive director has a great vision and is building a bridge as he takes us the next level. With a strong infrastructure, AMG is ready to handle our growth.

How does the customer service at your company, Tortillas Inc., differ from the customer service offered by TIA?
It doesn't differ all that much. At TIA and my company, we instill in our staff the necessity to be conscious of every customer's needs and that the customer is always right. Speed, accuracy, cleanliness, and attitude are key to customer service in my business.

What made the 2006 convention a success?
I had attended TIA conventions in the past that were somewhat bland, and I felt like we were just going through the motions. I wanted to bring the culture and passion back to the convention, to embody what it means to be a Hispanic business owner. We captured this in the convention theme, "Experience the Passion." To bring back the passion, we brought in motivational speakers, and the Hall of Fame inductees pulled at people's heartstrings with their passion during their speeches.

How did TIA provide exceptional customer service at the annual convention last year?
We put together a complete convention package that met all of our members' needs. You could feel the energy and passion of all the organizers and participants. AMG, MMG, and our board were energized and all jumped in to make sure the event would be a success.

If you could offer other association leaders one piece of advice, what would it be?
Contract with MMG to plan your meetings and conventions. They are extremely professional and know what they're doing. MMG has meeting planning down to a science. They kept the flow going, kept the event exciting, and gave the convention an essence. Working with MMG made my job easier than I thought it would be.

What is your greatest challenge as convention chair of TIA?
Getting new people to attend. I try to accomplish this by making one-on-one contact. Last year, I sent a testimonial letter in both English and Spanish. I talked about the insecurity and nervousness I felt the first time I was invited to a TIA convention, but how I learned a lot and made good contacts from attending. I plan on sending a similar letter again this year.

The convention is intended to demonstrate to everyone what our industry offers. It is easy to get tied up with the day-to-day operations of our businesses, but the convention opens up our eyes and lets attendees see that others dealing with the same issues that they are.

The theme of the 2007 convention is "Reaching Out." We want to reach out to everyone, and in particular those who are not Internet-savvy. We want to make our communications better and more accessible to them. [contents]

AMG 's Strength in Serving Hispanic-Related Clients Proves Valuable Asset in New Partnership
The addition of National Association of Hispanic Publications, Inc. (NAHP, Inc.) brings the total number of Hispanic-related associations AMG serves to four - nearly one quarter of the total number of clients AMG serves. A nonprofit trade advocacy organization representing the leading Hispanic publications in the United States and Puerto Rico, NAHP, Inc. furthers the excellence, recognition and usage of Hispanic publications by providing access to professional development opportunities to better serve and empower Hispanic communities.

AMG will begin work immediately with NAHP, Inc., managing their 22 nd national convention in April. AMG division, Meetings Management Group ( MMG ), will manage the four-day conference in Phoenix from start to finish, handling sponsorships, registration, pre-convention logistics, convention marketing, on-site management and post-convention logistics. NAHP, Inc. President, Lupita Colmenero, expressed her leadership's confidence in AMG 's meetings management expertise and depth of experience in serving a diverse client base. AMG and NAHP, Inc. are looking forward to the start of a long-lasting relationship.

"Serving Hispanic-related associations and nonprofits has evolved into one of AMG 's core competencies," says AMG 's President and Chief Executive Officer Bruce Wardle, CAE . "We understand the Hispanic community and the companies that serve this rapidly growing population well beyond language. Not only does AMG have the association expertise to benefit NAHP, Inc., but the cultural adeptness as well. We are proud to welcome NAHP, Inc. to our diverse client base."

AMG Hired As Consultant For Governance and Strategic Planning Expertise
AMG is embarking on a consultative relationship with Fortent in the wake of the company's new business acquisitions. Fortent, a specialist in anti-money laundering and fraud detection technology, provides comprehensive information and technology solutions to the global compliance market. In December 2006, Fortent acquired Alert Global Media, which publishes the Money Laundering Alert newsletter each month and operates the Association of Certified Anti-Money Laundering Specialists (ACAMS).

Fortent has retained AMG to ensure the viability of ACAMS, develop a strategic plan for ACAMS to operate independently of Fortent, and evaluate the effectiveness of the organizational structure and governance to avoid conflict of interest. AMG leaders are lending their expertise in strategic planning and governance to assist Fortent and ACAMS through this transition period. [contents]

CMG Enhances Services with New Technology

Communications Marketing Group (CMG) has improved their services by offering clients more detailed and focused campaign work. CMG is employing state-of-the-art technology to assist their clients with member and media relations through 1) news on demand and 2) media relations.

The news on demand service using a premium online software tool provides clients with timely industry information in a quick, reader-friendly format. CMG customizes search terms specific to each client and gathers hundreds of broadcast, print and online news clippings from around the world each day. The CMG team emails clients a detailed report with the headline, date, outlet name, and full text of each article, as well as an analysis of the clip package again tailored to deliver an appropriate breakdown of the information based on each client's objectives.

Clients are able to use the report in its entirety or repackage portions to distribute with the news clippings. Whether associations decide to charge members a nominal fee or provide it gratis, all agree it's a valuable member benefit to stay in touch with the news in their industry.

Additionally, CMG is using the news on demand feature to create targeted client newsletters assembled daily, weekly, monthly or as often as requested. The CMG team can design custom templates and include news on a specific topic determined by the client and/or recommended by CMG. The newsletter themes can change from issue to issue, allowing the clients to offer members with a fresh and updated publication on a regular basis.

The American Ambulance Association (AAA) is taking advantage of the new service CMG is providing, offering the news clipping service to subscribing members. AAA turned to CMG for help in offering their members regional and national news that specifically influenced their businesses. "In an industry like ambulance services, regulations are ever-changing nationally, but there are also local events that affect them, such as how their competitors are doing," said Stacy Bromley Cheetham, Manager of Member Services and Public Affairs at AAA. "CMG is able to provide us with the arms and legs to be able to search for relevant news outlets and use a technology that is consistent, thorough, and timely."

CMG customizes all of the news clippings by coordinating with AAA staff members to determine the terms and topics of articles to search and collect. Each Monday, CMG sends the AAA staff a report with articles pertaining to the Ambulance industry. The association serves as a voice and clearinghouse for ambulance services across the nation, and knowledge of legislation issues related to ambulance services are extremely important to members. As an extra incentive and based on member feedback, CMG creates a separate file for legislation articles and categorizes each one by the state or region mentioned in the article.

CMG has access to over 800,000 records, including journalists, analysts, public officials, media outlets and publicity opportunities, when serving clients' media relations needs. With CMG's new system, the team can categorize and record each contact and give detailed descriptions each time they reach out to the media.

Clients rely on effective measurement to justify spending valuable budget dollars on media campaigns. Each time the CMG team makes a phone call, sends an email, or mails information, team members log the activity that allows them to create client reports for each project and activity.

For more information on how CMG can assist you with your media needs, please contact them at 703-610-9006 or info@cmgresults.com. [contents]

In January, the Retail Bakers of America (RBA) launched a Google-type search engine that is tailored to the baking industry. A link to the comprehensive search engine is available to all who visit RBA's Web site at www.rbanet.com. Simply clicking on the Retail Bakers Industry Search icon connects bakers with vendors of products and services in one convenient location. From how to make one's business more successful to finding equipment or ingredients, RBA has made finding the right partner faster and easier. Users can search for vendors according to predefined terms such as "display cases" or by their own keywords. They can even narrow the search to RBA members or by location. On the results page, RBA's members are identified with a baker's hat symbol for easy identification.

From the Adrian Awards, Best of Show for Public Relations awarded to Starwood Caribbean-Agency: Quinn & Co. Accepted by L-R: Vanessa Amador-Mayfield, Associate Vice President of Quinn & Co.; Melissa Braverman, Senior Account Executive of Quinn & Co.; John Frazier, Senior Vice President of Quinn & Co.; Florence Quinn, President of Quinn & Co.; and award presenter Jack Schmidt, Regional Vice President of Sales and Marketing for Destination Hotels and Resorts, Chairman of HSMAI.

The Hospitality Sales & Marketing Association International (HSMAI) honored the best travel advertising, public relations, and web marketing efforts during the 50 th Annual Adrian Awards in New York on Jan. 29. Young and Rubicam Brands won the Advertising Best of Show award for their work with Hilton Hotels. Quinn & Co. won the Public Relations Best of Show award for their work with Starwood Caribbean. IQ Interactive and Arnold Worldwide shared the Web Marketing Best of Show for their combined work with Royal Caribbean International.

The Association of Fundraising Professionals Washington, D.C. Metro Area Chapter (AFP/DC) will be recognized in March at the AFP International Conference on Fundraising as a Ten Star AFP Chapter for the third year in a row. The Ten Star benchmark recognizes a chapter's outstanding performance in membership programming and educational programs, and other standards outlined in AFP's strategic plan. In addition to this distinction, AFP/DC has exceeded its own fundraising goal for the fourth year in a row.

The Association of Hispanic Advertising Agencies (AHAA) recently announced the formation of the AHAA Archive of Hispanic Marketing, to be housed at the Library of American Broadcasting on the University of Maryland campus in College Park . The archive will be the first large-scale collection of Hispanic marketing and broadcasting materials, and serve as a resource for scholars, students, writers and researchers to learn about the early days of this growing industry.

The Tortilla Industry Association (TIA) resurrected its quarterly newsletter, "TIA News," which had not been published since Winter 2005. AMG's graphic design department created a new look and feel for the newsletter to attract new members. To better serve the membership, TIA's newsletter contains text in both Spanish and English. "TIA News" will be sent to all members and select attendees of the 2006 convention, and will also be used as a recruiting tool. All visitors to TIA's Web site at www.tortilla-info.com can view the newsletter.

During 2006, the Board of Registered Polysomnographic Technologists (BRPT) made vast improvements to their certification testing and Web site based on membership survey responses. Prior to 2006, the RPSGTT exam was only offered twice a year in 50 locations. But in 2006, the exam was offered on 48 days during the year in 400 locations - half of them international. Additionally, BRPT upgraded the exam from a written test to a computer-based one. In order to support these changes, BRPT supplied fact sheets on computer-based testing and study tips from members on their updated Web site. BRPT administered a new membership survey in January, and will use the results to improve their offerings to members.

The International Society for the Study of Dissociation and Trauma (ISSTD)'s new Web site, designed in part to reflect the association's new name and logo, will go live on April 1. The new Web site was a collaborative effort between ISSTD's staff and Web committee to reflect the ideals of the membership. The new site's URL will be www.isst-d.org. [contents]

Branding Beyond the Logo

AMG client, Specialized Information Publishers Association (SIPA), implemented a total re-branding process last year after changing its name from the Newsletter and Electronic Publishers Association. The re-branding was an effort to position for the future and include a broader range of specialized information publishers, such as bloggers, membership Web sites, database publishers, and others who may not publish newsletters and may not even consider themselves "publishers" at all.

Communications Marketing Group spearheaded the re-branding process and after in-depth research developed a new logo and identity that was unveiled in 2006 to members and the public. After the association's new identity was established, all of the elements that represented that identity had to be consistent in all pieces that promoted SIPA.

"Standardizing SIPA's graphic identity builds equity in the brand and maintains the visual foundation of the association," said Vice President of CMG, Elinor Kinnier.

CMG created a style guide that offers flexibility yet consistency when using the SIPA brand. Branding doesn't mean everything has to look exactly the same. Instead, it creates an easily recognizable identity unmistakably associated with an organization. For example, SIPA's conference collateral will each have its own theme, while still having the distinguished elements associated with the SIPA brand. From the Web site, the membership recruitment brochures, the publications, to even the invoices; the new materials promote the revitalized SIPA brand.

"CMG provided outstanding counsel and guidance on the marketing plan and on the implementation of the re-branding initiatives.  Our new corporate identity package is world class.  The new brand is vibrant, exciting and energizing," said SIPA executive Director, Kerry Stackpole.  "More importantly it conveys professionalism and highlights the rich wealth of knowledge captured by the Association's thirty year history.  Our members understand electronic media and they can't say enough good things about the terrific outcomes crafted by CMG." [contents]

	Liz Jackson, Vice President, Meetings Management Group

AMG 's full-service meetings management division, Meetings Management Group, has been approved as a government contractor by the U.S. General Services Administration (GSA). Before seeking GSA approval, MMG had been managing projects with the government as a subcontractor, which limited the number of clients they could serve and the scope of services that they could offer them. With the new GSA approval, the division is now able to serve a wider range of government agencies and offer them services specific to the needs of the federal government.

The value of the GSA approved contractor status became evident to MMG after managing a successful meeting and exhibition event co-sponsored by a large government agency. Impressed with MMG 's work, the agency asked MMG to seek approved contractor status with GSA so that the two could work together on future projects.

Recognizing the higher level of service they could offer to this client and potential clients, MMG decided to apply for GSA approval. "The application process was extensive but the added value of service is immeasurable," says Liz Jackson, Vice President of MMG . "We'll go to great lengths to satisfy our clients' needs, even if it means waiting years for GSA approval."

Many GSA contractors outsource various services to other organizations; however, MMG is able to offer their clients the customer service and skills all in house. The team of 14 meeting professionals manages every aspect of meetings and exhibitions from consulting to full-service implementation.

The meeting professionals at MMG are Certified Meeting Professionals (CMP) or are working toward that distinguished achievement. MMG has more than 20 years of meetings services and expertise and manages more than 300 meetings a year. Jackson , says the staff will continue to train and research outlets that will better allow them to service and acquire new government clients. [contents]

Receptionist

The phone rings for what seems like the 100 th time in just the first few hours of a busy association executive's day. It seems nearly impossible to begin to cross off even the first few tasks on that "to do" list.that just keeps growing. In fear that the daily necessary needs of the organization will go unmet, staff members, even the senior players, feel pressure to pitch in and sort mail, sign for deliveries, and greet guests and callers while the business of moving the association further ahead gets pushed further behind. It's just going to be one of those days. Right?

Wrong. Not for AMG clients. AMG receptionist, Angelica Ramirez, directs hundreds of clients, members and vendors to the right AMG employee; and to Angelica, it's all in a day's work.

"I probably answer hundreds of calls every day, and I try to make each caller feel special," says Ramirez, who was recently hired by AMG . "I feel as though I'm a player on each one of AMG 's client teams. We only have one chance to make a first impression with callers and visitors so I feel that my job is extremely important to the success of AMG and our clients."

AMG is committed to providing clients with professional and dedicated staff members who are able to provide the best customer service not only to the client, but to their members as well. Shared services, such as the receptionist position, are one of the many values that AMG offers its clients.

Each AMG client is assigned a main number that rings directly to the receptionist desk where Angelica answers calls with a personalized greeting and the name or acronym of the association. To further assist clients, all callers requesting an executive director are pre-screened allowing Angelica to prioritize the call and, should the executive not be available, determine whether to page him or her, send the caller to a staff member or put the call through to voicemail. The pre-screened calling system allows executives to concentrate on issues concerning the association and carry on meetings or conference calls, while maintaining superior customer service for members and leaders. "People get frustrated if they are repeatedly sent to voicemail, so I try to anticipate their needs and assess the urgency and importance of the call to make certain they receive personal attention whenever possible," Angelica says.

The receptionist also handles courier deliveries for clients, maintenance problems, and high volume projects for associations in need of extra assistance. AMG will continue to provide these great services for clients to ensure that their associations are represented with professionalism and pride.

Human Resources Department
Recruiting the most qualified person for a position in an association can be a lengthy process, but AMG clients have the comfort of knowing that the groundwork will be done for them. AMG's Human Resources department guides clients through every step of the hiring process, taking the pressure off of the association's staff.

Because of the HR department's commitment to customer service, individual hiring managers need not be involved with every last detail of the process. Rather, he or she can focus on daily tasks while HR handles the legwork and paperwork.

AMG's HR department works with each association's hiring manager to develop a detailed job description, then posts it on the appropriate job boards. All resumes are pre-screened so only the most relevant submissions are presented to the hiring manager for review. After approval, the HR department will set up interviews with the most qualified applicants.

Once a candidate is chosen to be hired, AMG's HR department handles all of the paperwork and administrative tasks to prepare the new employee to work at the association and AMG, which allows staff members to concentrate on properly managing the association. Staff members are able to give the attention to members and key leaders, providing a higher level of customer service. AMG will continue to provide clients with services that allow their associations to stay successful and thrive. [contents]

As the end of winter nears, AMG brand ambassadors, TeAMG, plan to welcome spring with team-building activities and charity work. AMG employees will be invited to a TeAMG hosted luncheon on Friday, March 16, 2007 to celebrate St. Patrick's Day. TeAMG is dedicated to keeping the office morale high by providing employees an opportunity to take a break from their daily routines to socialize and re-energize.

TeAMG has also devoted itself to involving employees in charitable activities both in and out of the office. The group will be participating in the National Capital Chapter of the National Multiple Sclerosis Society's MS walk on April 14, 2007 . AMG employees are encouraged to join in the walk with their family and friends to increase awareness of the disease and raise money for Multiple Sclerosis research and educational programs. "Participating in charitable events has become part of the AMG culture," said TeAMG co-chair, Rick Garcia. "TeAMG is proud to be that outlet for employees and their families to reach out to the world." AMG client partners, vendors, and associates are invited to join TeAMG in the walk as well. [contents]