How AMMA developed an essential resource for its industry

As an influential organisation for one of Australia’s key industries, the Australian Mines and Metals Association (AMMA) already provided training, advocacy, events and online information to its members. However, in order to increase the association’s edge, it was recognised that there was a need for a publication that provides AMMA’s members with valuable information, discusses important issues and celebrates the achievements of professionals in the resource industry.

Providing a point of difference

Rather than duplicate the many industry magazines that focus on technical aspects and projects in the industry, AMMA noted there was a gap in the market that allowed them to push the association’s unique position in the industry and explore the human element of the resource industry with stories about the industry’s most valuable resource – its people.

Recognising that there wasn’t a magazine dedicated to these stories and that such a magazine would be a valuable member benefit, AMMA worked with Third Sector Services to create Resource People, the first magazine dedicated to the people within Australia’s resource industry.

“The growth in Australian resources activity has thrust our national industry into the sphere of public, political and media commentary, but it is often the human element of this dynamic and diverse industry that goes unnoticed,” says Editor of Resource People and AMMA Media and Government Relations Advisor Tom Reid.

“It’s the people within our resource industry that are constantly innovating, tackling new challenges front-on and evolving the industry to the point in which it will lead the nation’s economic strength.”

Establishing the perfect design

Drawing on Third Sector Services’ extensive experience with association publications and AMMA’s in-depth knowledge of their members and industry, AMMA worked with Third Sector Services to develop a custom design that appealed to their target market and communicated the desired look and feel.

This process involved several meetings between Third Sector Services and AMMA, which enabled Third Sector Services’ graphic design department to share AMMA’s vision for the magazine and develop several concepts from which a final design emerged.

Crafting quality content

Covering the human stories behind Australia’s fastest growing industry, Resource People combines feature articles and insightful profiles with the latest news on recruitment, training, workplace relations, migration, leadership and other workforce-related topics.

The quarterly magazine includes:

• Personal profiles on the biggest names in the resource industry – what makes CEOs, directors and senior managers tick
• Feature articles on managing the workforces of Australia’s largest projects – the challenges, rewards and future of the industry
• Policy developments, political movements and the big news affecting members
• In-depth analysis of recruitment – strategies, migration, innovation and diversity
• The latest finance tips, economic forecasts, and occupational health and safety updates
• Industry events to keep members in-the-know and encourage networking.

Third Sector Services’ editorial department of journalists, editors and proofreaders assists AMMA with editorial to minimise the workload on the association while ensuring a high-quality publication and industry insight.

“The magazine is about celebrating the true achievements of our national resource industry, and highlighting the great stories and significant contributions made by resource employers every day. These are the stories that are most often left untold,” says AMMA Chief Executive Steve Knott.

Providing added benefit

Association magazines are often nominated by members as the most valuable aspect of their membership, with recent data from Readex Research finding that 77 per cent agree that print publications give them a more favourable impression of an organisation.

Resource People allows AMMA to contact members in a new and valuable way, all the while informing them about industry developments and other services they can benefit from as an AMMA member, such as training and recruitment.

Launching the publication

The first issue was launched in May at AMMA’s 2012 National Conference in Perth. The Conference provided the ideal platform for Resource People’s debut as it exposed the publication to hundreds of professionals in the resource industry. The publication received high praise from delegates at the conference and was described as “innovative” and “a fantastic initiative for the industry”.

In addition to being distributed at AMMA’s conference, the launch issue was directly mailed to AMMA members and key stakeholders within the resource industry, creating hype around the magazine and anticipation of future issues.