American Association for Motor Vehicle Administrators

Revamping MOVE: A Magazine Redesign for Greater Reach

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The American Association for Motor Vehicle Administrators (AAMVA) is a nonprofit organization representing state, provincial, and territorial officials in the United States and Canada who administer and enforce motor vehicle laws. In doing so, AAMVA develops model programs for motor vehicle administration, law enforcement, and highway safety, including training, research, and advocacy to help jurisdictions implement effective motor vehicle and law enforcement policies across the U.S. and Canada.

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Challenges & Opportunities

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From Print to Performance: Elevating MOVE Magazine’s Impact

MOVE is AAMVA’s flagship publication, delivering award-winning coverage of industry news, policy updates, and technological advancements in motor vehicle administration and law enforcement. Published quarterly in print and through an interactive online format, MOVE keeps readers engaged with expert insights, in-depth features, and member-contributed perspectives. 

MOVE magazine needed a refresh to stay relevant in a fast-changing landscape. AAMVA’s audience expects cutting-edge insights, and an outdated format risked diminishing its thought leadership. Without digital tracking, AAMVA struggled to measure readership and impact. A refresh presented an opportunity to enhance both content accessibility, audience interaction, and opportunity for better digital tracking. 

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Evolving With the Industry

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Maximizing Engagement & Reach

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Showcasing AAMVA’s Full Scope

The Solution

In refreshing MOVE in 2025, BackPocket worked with AAMVA to continue highlighting industry-leading programs and research. That included efforts to spotlight new technology and data. For instance, the first 2025 issue showcased several new efforts around e-citations and their implications. BackPocket also worked with AAMVA to redesign house ads, providing a further avenue to showcase AAMVA’s latest training, research, education, and advocacy. 

The enhanced magazine features several content pillars that are essential to AAMVA’s mission, including:

In the Headlights: An article highlighting recent AAMVA resources

Jurisdiction Spotlight: Showcasing a jurisdiction’s recent program achievement or success

Industry Insight: A dive into an industry partnerships to improve a specific DMV function

Two Feature Articles: Thought leadership content with an eye on AAMVA’s priorities

Crossroads: Spotlight on additional industry experts

Behind the Wheel: Q&A with an industry expert

BackPocket enhances magazine analytics with digital tracking — leveraging unique links, QR codes, and UTM codes to measure performance with precision.

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Insights & Expertise

BackPocket also partnered with AAMVA to produce digital content, including search-optimized versions of print magazine articles that further highlight resources across AAMVA’s organization.

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Results

In keeping with AAMVA’s desire to be at the forefront of the industry, BackPocket has introduced digital tracking metrics for the magazine, analyzing the publication’s performance through unique links, QR codes, and UTM codes. This will further AAMVA’s education efforts, allowing them to refine content topics based on user engagement and help inform editorial plans.

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