The Association of Mountaineering Instructors (AMI) is the representative body for professionally qualified Mountaineering and Climbing Instructors in the UK and Ireland. They provide skill verification, share knowledge and provide continual performance development for all AMI members. With over 800 members and an active Board of Trustees, they are highly skilled and highly representative of the UK outdoor instructor community.
The Association of Mountaineering Instructors (AMI) was struggling to effectively communicate to either their target market, or to new potential members because of the lack of a usable web presence. This was giving poor value to members and making the marketing efforts ineffective.
"Raise the profile of AMI, with the aim of explaining to the general public what an instructor is, the significance of the qualifications, and how - and who - to hire for training. Promote AMI as a valuable organisation to join for those with the appropriate qualifications."
For the first time, AMI would have a separate visual identity from the umbrella organisation of Mountain Training. It was important to use this opportunity to communicate the unique aspects of AMI in a clear and approachable manner both for users and demonstrate to the member base that the spend was justified and increased the value of their membership. To achieve this, we stuck to tried and tested visual indicators of ‘outdoor activity’ such as topographic lines and imagery. It was important to have a visual approach that wasn’t too ‘masculine’ or ‘feminine’ given the member base, and the increase of female participation in the activities. Focus was very much on driving traffic to “Find Instructors” calls to action.
We worked with AMI to develop a comprehensive website that effectively communicates the meaning of AMI membership, value of AMI members, and why their members are experts in their field. AMI now has a platform through which they can communicate all aspects of their brand, their partnerships and relevance to the outdoor industry. The various services provided by AMI members have been sectioned out to make it much more understandable for potential customers.
We designed and developed an effective solution that has grown AMI membership numbers and provided more value to membership. The website has strengthened and highlighted their brand partnerships, securing them for the future.
