The American Management Association
How the AMA leveraged interactive content to build interest and assess readiness for a new professional credential.
The AMA leveraged Banter to develop a self-guided, interactive experience that encouraged members to discover if they’re ready totake the next step in their career development. Within that process, the AMA introduced a pathway that could open additional professional opportunities for the participants.
The interaction was influenced by the latest ideas in learning science, as well as key motivational factors found in gaming experiences. From the outset, the interaction was designed to capture and maintain attention through completion and the access of their scores and personalized recommendations.
AMA’s interaction captured invaluable data on the audience’s knowledge of the topic. This approach not only powered the personalized recommendations for each participant; but those more than 400,000 data points provided detailed intelligence that can be used to optimize future targeted sales outreach based on specific knowledge of each participant’s individual needs.
The experience provided the audience with a readiness assessment, measuring their preparedness for the credential and offering guidance on how best to prepare for the associated certifying exam. To fuel that experience, the audience provided their assessment answers, lead information, an explicit opt in for future communications, as well as other qualifying data. This mutually beneficial exchange enhanced brand value and provided actionable market intelligence to inform future sales outreach efforts.
The American Management Association is a nonprofit, professional organization for the promotion of management, providing education, networking, and career development services.
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