Brand Video Production
Virtual Inc. — Association Management Company Overview
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Transcript: Virtual Inc. — Association Management Company Overview
**Andy Freed, Chief Executive Officer:** If you're an association, consortia, or open source community, we are your success store.
Let me tell you what's in the aisles of that store:
That store has got great event planning in the aisles. That store has got financial planning in the aisles. That store has all of the things that you need to be successful as an organization.
Whether it's all about having the best meetings, whether it's about driving certifications that are world-class, whether it's about marketing that gets your voice heard. hose are the things that are in the aisles of our store. If you want to be successful, come to our store.
**Terry Lowney, Cheif Operating Officer:** Our real value that we bring to the table is partnering with the board, partnering with the executives, really getting in and understanding the mission deeply.
A client that comes to mind that I think has a really cool mission is the WNET. It's the woman's network in electronic transactions. They're really finding success and the organization is growing and I'm just thrilled to be part of that.
**Kathleen Gallagher, Chief Technology Officer:** Virtual's mission is that we succeed when our clients meet or exceed their strategic objectives. So each association that we work with has tools that they need to collaborate with, to share on documents with, to do email campaigns - all of those kinds of tools are supported by our technology solutions group and implemented by them as well.
**Sean Hainer, Chief Financial Officer:** But the most important thing that we have to understand in understanding success for our client is that we have to listen. So it's very important that we understand deeply what the client views as their success, what motivates them, what are they trying to do?
**Donald Kaiser, Executive Vice President of Client Services:** A DC area office is very important to our clients. We are close to Capitol Hill and regulatory bodies.
Washington DC is the association and professional society capital of the world, and that allows our clients to coalesce with other associations to work on projects and collaborate. Also what's very important about Virtual's DC office is it allows us to have staff that are seasoned association executives.
**Craig Paxson, Ececutive Vice President of Operations:** We are really good in Nashville at processing transactions. Certification or a licensure, it can be a membership application, it can be an application to attend a conference. We process over 100,000 transactions a year here securely and efficiently and with very, very tight service level agreements.
**Andy Freed, Chief Executive Officer:** So what we've had in Wakefield in California, we have folks that understand technology. They've been in the tech space and they've been in this space and they've been around it for years.
The work that we do with AO Media for example, they brought together some of the biggest names in technology, companies like Microsoft, companies like Google, around creating a new standard how a video comes across to mobile devices and across the internet. That's game changing stuff.
It comes down to this. If you're looking at growing organization, start organization, change organization. Are you looking to be successful? We've got the people, we've got the resources, we've got the expertise. We've been there and done that. Give us a call.
About This Video
Virtual Inc. is an association management company (AMC) that runs operations for professional associations and trade groups. Their overview video uses a retail metaphor: if you're an association, Virtual Inc. is your success store — with event planning, financial management, certifications, and marketing in the aisles. The company operates from three offices: Washington DC near Capitol Hill, Nashville processing over 100,000 transactions per year, and California working with technology clients including AO Media, Microsoft, and Google. Their success metric is straightforward: "we succeed when our clients meet or exceed their strategic objectives." Clients include WNET (Women's Network in Electronic Transactions). For <span class="strong">brand video production</span>, a company overview works when the metaphor is specific enough to be memorable. "Your success store" — with named service categories in the aisles — is specific. It gives the prospective client a way to picture the relationship.
How do you produce a company overview video for a B2B professional services firm?
Find a metaphor that makes the service model concrete, then populate it with specifics. Virtual Inc.'s 'success store' metaphor works because it maps each service category (event planning, financial management, certifications, marketing) to something you can picture in a physical store. That's more memorable than a list of service offerings. The overview video's job is to help a prospective client understand what working with the company looks like — the metaphor does that faster than a service menu.
What should an association management company overview video include?
The service model, the office footprint, named clients or client categories, and the success metric. For Virtual Inc.: AMC services across event planning, finance, certifications, and marketing; DC near Capitol Hill, Nashville for transaction processing, California for tech clients; named clients like WNET, AO Media, Microsoft, and Google; and 'we succeed when our clients meet or exceed their strategic objectives' as the accountability statement. An overview video that includes all of these gives a prospective association client a complete picture in under three minutes.
How do you structure a company overview brand video for a multi-office professional services firm?
Lead with the value proposition, then build credibility through the geographic footprint and named clients. A professional services firm that opens its overview video with office locations and years in business is leading with credentials the viewer hasn't yet decided to care about. Lead with the value proposition — 'we are your success store' — then establish that you have the scale to deliver it: three offices, 100,000 transactions per year, clients like Microsoft and Google. Credentials land after the viewer has a reason to want them to be true.
How long should a professional services company overview video be?
Two to three minutes for a multi-service, multi-office firm. Long enough to cover the service categories, the office footprint, the client roster, and the success metric without feeling rushed. Shorter (under 90 seconds) works for trade show or conference use but loses the depth that a prospective client evaluating an AMC relationship needs. The overview video belongs on the company's homepage and in sales outreach — in both contexts, two to three minutes is standard for a B2B service firm.
