The YGS Group

Shirley Kehr-Smeltzer

Jason Deller

Mark Bender

Amber Nalls

Success Stories

Archery Trade Association

Annual Meeting Marketing: Agency of Record


ATA hosts an annual trade show that is the largest and most inclusive gathering in the archery and bow hunting industry.  This event is the largest revenue generator for the association and ATA needed to work with a partner who could develop a site to not only service their current event sponsors but also offer opportunities to grow the program.


YGS created a custom storefront experience for conference sponsorships that was built to allow purchase of banner, premium placement, literature kiosks exposure and other sponsorship opportunities.  The site integrates with the AMS system for conference booths as well as other third party systems, custom built map based banner selection tool and integration with a YGS Marketing Automation Portal for real-time proof generation.


ATA approved production costs based on a three-year return on investment. Costs were actually recovered in year one through increased sales and efficiency as a direct result of the introduction of the storefront environment

"The 2016 ATA Trade Show was a huge success, and the marketing collateral and show signage were well-received by the ATA and show attendees. YGS established an email template for our marketing efforts that was the most attractive and professional online outreach the ATA has ever done. We are excited to continue the partnership with YGS in preparation for our 2017 show, and we look forward to another successful year.”

—Kurt Weber, Director of Marketing Archery Trade Association

Robin Walker

Success Stories

AICC – The Independent Packaging Association

Website Redesign


AICC was in need of a website redesign. They were looking for updated navigation and a modern and brand-cohesive look and feel to attract their target audiences and make it easy for visitors to find information, register for events, renew their membership, and purchase products. With an upcoming revamp to their AMS, it made sense to integrate the redesign as part of an overall website initiative. YGS was tasked with the website redesign to enable AICC to make their mark.


YGS began with a stakeholder meeting discuss AICC goals and objectives, and to glean insight into audience motivators for visiting the site.

Key learnings from the stakeholder meeting informed every aspect of the website redesign, from the sitemap navigation, to the page layouts, to the colors and fonts selected for each page. YGS developed a new sitemap for the website, which introduced a new hierarchy for top-level navigation and some new categories for secondary and tertiary navigation. YGS designed wireframes for the homepage and more than 20 additional pages, all of which represented unique sections of the website.

YGS design and web experts worked collaboratively with AICC’s development team throughout the process to deliver functional assets that AICC could use when developing the new site.


The AICC site was developed with their audience and brand in mind. Through the use of a content management system and updated association management system, AICC can manage and update the website with ease, while site visitors can utilize single sign on to renew their membership, register for events, and purchase products. Feedback from AICC staff and members regarding the new design and enhanced visitor experience has been positive since the launch.

“The YGS Group was an instrumental partner to AICC throughout the redesign of They understood our goals, and translated them into a website that is functionally smart and easy to navigate, visually appealing, and brand cohesive.”
–Virginia Humphrey, Director of Membership

Success Stories

American Society for Microbiology

Audience Analysis and Communications Strategy

The American Society for Microbiology (ASM) General Meeting is a large-scale annual event where microbiology students and post-docs gather to share cutting-edge findings and network with colleagues and leaders to help further their studies, research, and careers. Over the last few years, attendees voiced frustration around understanding everything that happens at the meeting and their ability to plan a schedule that maximizes their meeting experience. ASM sought out The YGS Group to uncover key learnings about their attendees and determine how meeting resources could be optimized to deliver the best overall meeting experience to attendees.

To gain a deeper understanding of how meeting attendees currently utilize conference resources, including marketing and communications materials and digital and mobile tools, YGS led six audience analysis sessions at the ASM General meeting. Through strategic conversations, YGS culled key insights from participant attendees to assess how they currently engage with, and leverage, General Meeting resources and communications materials. Discussions were guided toward identifying consensus points and majority preferences among attendees.

Audience analysis sessions resulted in a Key Learnings Report that informed a Resource and Communications Cycle plan and a Communications Map. ASM used the plan and map to create a strategy for next year’s General Meeting that effectively targeted meeting attendees and helped them optimize their meeting experience.

Dan Hornick

Molly Markee