Communicating the Alliance’s Major Changes

Communicating the Alliance’s Major Changes
American Association of Museums logo on a teal background


In 2012, the American Association of Museums retained McKinley to develop and implement a marketing communications plan to support the launch of the organization’s redesigned institutional membership structure and portfolio of standards programs (e.g., Pledge of Excellence, Checkpoint, MAP and Accreditation). In conjunction with these changes, the organization unveiled a new brand identity, including a new name the “American Alliance of Museums,” logo and tagline. A key component of the marketing communications plan included overarching direction on how to articulate and communicate these changes to audiences through messaging and tactics.

In addition to developing the plan to communicate the changes, McKinley developed concepts, messaging and copy and managed the graphic design, approval and production for the activities listed in the plan which included a newsletter article, segmented versions of emails and letters, two membership brochures, website copy and talking points for volunteers.


McKinley’s direction and production management for the suite of tools to communicate the new organization and new membership categories, all were very well received. One of the membership recruitment pieces we created won an ASAE Gold Circle Award.

“The Alliance’s transformation involved a large number of changes to convey to our members and the field. McKinley Advisors helped us hone our messages to make a compelling case and worked with us to develop a multi-faceted plan for the rollout.”
Janet Vaughan
Vice President, Membership & Excellence