Bradley Public Relations

American Mothers, Inc.

The Client

American Mothers, Inc. (AMI) is a national organization for men and women who value the role of motherhood.  The organization seeks to educate people through programs and community outreach.  AMI is led by a board of directors.  State associations operate in conjunction with the board to plan local activities and service initiatives.  Founded in 1950, AMI is the organization responsible for founding Mother’s Day. Each year AMI selects a National Mother and Young Mother of the Year.

Our Role

The Brad Lab received the responsibility of executing and analyzing research.  After completing a SWOT analysis, we determined the following things:

• Strengths/Opportunities: Rich history, purpose
• Weaknesses/Threats:  Declining membership and less relevance with society’s changing definition of motherhood.

The next step was to create a strategic plan for AMI to overcome the obstacles of declining membership and decreasing in relevance.  A team of BYU students from the Bradley Agency and the AdLab presented their findings and suggestions to the AMI national board at the 2010 annual convention in New York City.  This was an especially exciting time to be there because 2010 marks AMI’s 75^th anniversary.

This semester we are working to help AMI strengthen their local chapters and unify the organization as a whole by providing assistance and insight that is consistent to the strategy we developed.