AM/FM Inc.

Please describe your company and your position there.

I was the Manager of Communications and Public Relations at an Alberta-based law firm.

For what projects/services did your company hire AM/FM Inc.?

During my two years at Legal Aid Alberta (LAA), we worked with AM/FM Inc., on a number of projects to help support our strategic priorities as an organization. More specifically, the goal of ensuring the public understood the role of LAA in an efficient and effective justice system where everyone is able to understand and protect their legal rights.

They designed a number of external and internal communications products - always with our needs in mind. For the purpose of this review, we hired AM/FM to design and develop our 2018-2019 Annual Report, both a printable version, and an interactive web-based product.

What were your goals for this project?

As part of our goals to ensure the public and stakeholders better understood what Legal Aid Alberta does, and how we positively impact the lives of Albertans, and the justice system as a whole, we wanted to take a fresh approach to our Annual Report. For years, it was nothing more than a legislative requirement to provide to the Minister of Justice.

This time, we wanted to use it to not only report our successes to government, but promote the organization. This included a robust, eight-month social media marketing campaign, where we promoted our 2018-2019 statistics, as well as promoted our staff.

How did you select AM/FM Inc.?

We selected AM/FM based on their body of work with us, the respect and positive feedback from other organizations they have worked with, and, in honesty, the people. The philosophy of the company, from the top down, is infectious and inspirational.

They work hard for you, and genuinely care about your brand, your goals, and you as people. A company like this, with the diverse strengths within their team, is a rare find. They are dedicated to their clients, and will always go the extra mile to ensure the work meets your goals and priorities.

Describe the scope of their work in detail.

Once we finalized paperwork, AM/FM and my communications team sat down and had a discovery meeting to better understand what we were looking to achieve. From there, they provided a well-thought out plan to achieve our overall goals.

Every step of the way was laid out in a comprehensive timeline of milestones. It was very clear what was needed from both parties to ensure success, with extra time built into timelines in the event (or the inevitable) that there would be challenges.

They provided a solid strategy to ensure we were meeting our objectives and the overall theme of the report. From there, they were responsible for the design and development of the printable-PDF version of the report, as well as the web-based version of the report. We were operating on a tight budget, and they were able to deliver what we wanted, on-time and on-budget.

What was the team composition?

They deliver one solid team. We dealt directly with one of their account managers, who is an absolute rockstar when it comes to taking care of her clients. During bigger meetings, their project manager was there to participate, and when it came to design presentations, the creative team was there to walk us through their work.

And if there was ever a need for the Managing Partner to be brought in, she was there to help collaborate and troubleshoot any issues we were having. Mind you, this was never needed, but knowing it was there, was peace of mind that we were being well taken care of.

Can you share any outcomes from the project that demonstrate progress or success?

From the launch of the interactive website, stakeholders and the public were more aware of our services, and the impact we have on the justice system and society overall. Our social media interactions increased over 250% during the first six months, and in general, people were interacting with us more. It had a positive impact on our organization internally, as well.

Staff morale increased, as they were proud of the work they achieved. And being able to see 16 of their colleagues profiled for their work, and why they do it, inspired them and helped create a more positive work environment.

How effective was the workflow between your team and theirs?

As I said above, the account manager we worked with is an absolute rockstar. She was responsive to inquiries, and patient with me when my mind was scattered. She was always able to keep things focused, and ensure we were able to meet our deadlines as needed. They were always willing to adapt and adjust as needed, depending on what we were asking of them.

What did you find most impressive about this company?

1. They went the extra mile to understand the justice system in Alberta, what our organization was about, and its role in the system itself. They researched and understood our brand inside and out. Sometimes it felt like they knew us better than we knew ourselves.
2. THE TEAM. I can't stress this enough. It's the total package, and you're well taken care of. They truly care about their clients and want to see you succeed just as much, if not more, than you do.
3. They aren't just in it for the contract. I've worked with dozens of vendors that put their needs first, and if you're a smaller client in their pool of work, you don't get the same time and respect as a bigger paycheck would. Not with AM/FM.

They were always there when we needed them, no questions asked, even in the most unreasonable of asks from our end.

Are there any areas for improvement?

Absolutely nothing. They adapted well to our changing needs, and took everything in stride.