Chamber Image Campaign Maximizing the Message Message Infusion Breakout Session August 13, 2005

Chamber Executive Leadership Why are we here? Paradigm shifts in both businesses and the community are challenging the traditional model and role of the chamber. Chamber Executive Leadership Companies today increasingly concerned about education, transportation, healthcare, cultural vitality – areas traditionally outside the chamber purview Chambers of Commerce Businesses Community focus continues to shift from simply improving business success to improving quality of life Community

Chamber Executive Leadership Where are we going? Paradigm shifts make positioning the chamber both more difficult and more important to remain vital and relevant. As community issues become business issues, the role of the chamber must evolve beyond that of the voice of business. The model today is no longer linear – all issues are seen as interrelated, and all resources must work towards the broader goals of the community. Chamber Executive Leadership Businesses Chamber Politicians Community

What does this mean? Creating relevance in the new model requires a different Chamber approach: Traditional Model New Model A membership organization A community organization Membership dues Investing in the community Builds relationships with business Business & community-building relationships What does the community need? What do members want? The priorities of business Focused on the top priorities Success = # of members Success = measurable impact

What do members/prospects want? There are several aspects of the value proposition that the Chamber must improve upon to fulfill its promise: Target Audience Need Chamber Promise Target Audience Belief I need to see an ROI on all of my expenditures Accountability My Chamber membership is a smart business investment I want to be successful Expands opportunity My Chamber enables me do and achieve more I want to know that someone is looking out for my best interests Advocacy & action My Chamber creates a climate for success and growth in my community I want to be involved and make a difference Community focus My Chamber connects me to important community needs I want to be recognized for my commitment Membership matters The community values my membership.

What is the Chamber’s brand position? The Chamber brand position: As an advocate for its broad and diverse member businesses (who), the Chamber leverages and enhances the talents and resources of its members to create a climate of growth and success in the community (what) Through leadership opportunities, volunteer efforts and business-building programs focused on critical business, civic and social priorities (how), the Chamber improves the economic vitality and quality of life for its members and the community (why)

Leading Communities. TM Chamber Brand Essence Reflects the historic success and core equity of the Chamber What businesses become as a result of participation in the Chamber Leading Businesses. Leading Communities. TM The expanded role that Chambers play in today’s communities What communities become as a result of strong, healthy Chambers

Leverage Points Economic vitality and opportunities: Building stronger communities Creating a climate of success and growth Enhancing the quality of life Focused on the community: Knowledgeable and involved in important business, civic and social priorities Connects members to important community needs Leading businesses and communities Making an investment in the community

Perception Gaps Providing members with a “seat at the table” Programs and services: Unique to other membership organizations World-class Enhancing member success by allowing them to do and achieve more Members enjoy a competitive edge because membership matters to the community Measurable impact

Chamber Key Messages Leading Businesses. Leading Communities. Economic Opportunities The Chamber enhances and leverages the talents and resources of its members to improve economic opportunities for all Advocacy The Chamber is an advocate for its broad and diverse member businesses, creating a climate of growth and success Impact The Chamber provides unique opportunities for individuals and businesses to make a difference by connecting them to important community issues Focus The Chamber helps build stronger communities by staying focused and involved in the top business, civic and social priorities Leading Businesses. Leading Communities.

Key Stakeholders Current Members Prospective Members New Members Keep More (Retention) Find More Win More (Acquisition) Goal is to maximize the messages delivered to each stakeholder audience to enhance member retention and acquisition efforts.

Who are we talking to? What do they care about? Top company executives Middle management Growth company executives Small company execs Consultants Entrepreneurs

Where are they? Where do your worlds intersect?

Why should they care? What engages them? Busy - Lack of time cited by 58% of Chambers as top reason for member turnover New generation of leaders (28-38) are not “joiners” – need to establish benefits that are appealing and motivating to the young professional New way of networking (Internet) makes a key chamber benefit appear less important or valuable Reduced participation & commitment from high level corporate executives Global marketplace has impacted perceived relevance & level of involvement

Local Market Approach Message Strategies Need to be adaptable to all audiences, scalable to communications need, and flexible in adapting to change Need to take advantage of all communications channels and tools Need to be customized at the local level with specific examples, case studies and testimonials Key messages and relevant supporting points should be developed based on where a prospective member is on the buying continuum. Awareness Interest Preference Commitment Retention

Message Matrix Leading Businesses. Leading Communities. TM Brand Essence Leading Businesses. Leading Communities. TM Economic Opportunities Advocacy Impact Focus Key Messages Improves economic opportunities for all Creates a climate of growth & success Enables individuals & businesses to make a difference Builds stronger communities Key Benefit Local level programs, testimonials & case studies Local level programs, testimonials & case studies Local level programs, testimonials & case studies Local level programs, testimonials & case studies Local Chamber supporting points

Key Message Worksheet Economic Opportunities Programs Case Studies The Chamber enhances and leverages the talents and resources of its members to improve economic opportunities for all Programs Specific Chamber programs that enhance and leverage member talents & resources: Case Studies Specific case studies that demonstrate how the Chamber enhanced & leveraged member talents & resources to improve economic opportunities Testimonials Members that can speak to success Leading Businesses. Leading Communities.

Demonstrating Value Utilize a Chamber “value worksheet” to focus on ways your chamber provides value to members: Target Audience Need Chamber Promise Target Audience Belief Chamber Examples (programs, testimonials) I want to see an ROI Accountability My Chamber membership is a smart investment I want to be successful Expands opportunity My Chamber enables me do and achieve more I want to know that someone is looking out for my best interests Advocacy & action My Chamber creates a climate for success and growth in my community I want to be involved and make a difference Community focus My Chamber connects me to important community needs I want to be recognized for my commitment Membership matters The community values my membership.

Committee Meeting, Event Country Clubs or Cyber Cafes Message Matching Large Urban, Small Urban, Suburb, University, Military, Tourism, Recreational, Coastal, Climate, Diversity, Employment Market Factors Target Audience Level of Interest Industry Company Size Position in the Company Improves economic opportunities for all Creates a climate of growth & success Enables individuals & businesses to make a difference Builds stronger communities Relevance Message Focus Communication & Engagement Preferred Source of Info Leadership Committee Meeting, Event Networking Country Clubs or Cyber Cafes Volunteer Individual or Group Referral Word of Mouth Media

Channel Checklist Media Channel Newspaper, Bus. Journal, Magazine, TV, Radio, Online, Website Materials Format News Release Op/Ed Presentation Brochure/ Newsletter Advertising Improves economic opportunities for all Creates a climate of growth & success Enables individuals & businesses to make a difference Builds stronger communities Story Angle Message Focus Business Talk radio Morning TV Metro/City Business Lifestyle Metro/City Newsletter Metro/City Website Newsletter News Beat

Boilerplate Paragraph Founded in ____, the ______ Chamber of Commerce is the community’s leading advocate and champion for business. Its primary objective is to create a climate of growth and success in our community. The ________ Chamber provides leadership programs and opportunities as well as volunteer programs and business-building initiatives that focus on the critical priorities of the community. By leveraging the support, talent and resources of its members, the ________ Chamber is one of the leading organizations helping to improve the economic vitality and quality for life for everyone.

Overall Elevator Speech The (local) Chamber of Commerce is the community’s leading advocate and champion for business. Its primary objective is to create a climate of growth and success in our community. We provide leadership opportunities, volunteer programs and business-building initiatives that focus on the critical priorities of our community. By leveraging the support, talent and resources of our members, the (local) Chamber connects business leaders to each other and helps to improve the economic vitality and quality for life for everyone.

Leading Businesses - Elevator Speech For nearly 100 years, the Chamber of Commerce has been the leading organization that represents the interests of American businesses. Today, the Chamber provides leadership opportunities, volunteer programs and business-building initiatives that focus on the critical priorities of our community. And, by leveraging the talents and resources of members, Chambers improve economic opportunities for all. As the leading local advocate for business, the Chamber helps create a climate of growth and success in which all companies – regardless of size or industry – can prosper.

Leading Communities - Elevator Speech For nearly 100 years, the Chamber of Commerce has been the leading organization that represents the interests of American businesses. Today, as businesses and communities are more dependent upon each other for their success, the Chamber’s role has evolved. Today’s Chamber helps build stronger communities by keeping its membership focused and involved in the top business, civic and social priorities of the community. The Chamber also provides unique opportunities for individuals and businesses to make a difference by connecting them to important community issues.

Common FAQ’s What does the Chamber do? Why should I join the Chamber? As the community champion and advocate for business, the Chamber leverages the talents and resources of its member businesses to improve economic opportunities for all. Why should I join the Chamber? The Chamber connects members to important community issues and provides unique opportunities for individuals and businesses to make a difference. How can I measure my return on my investment? Participation is key, and being involved helps make the difference. Being a member of the Chamber creates important connections that enable individuals and companies to do and achieve more.

Common FAQ’s How are my dues used? Today, the Chamber provides leadership opportunities, volunteer programs and business-building initiatives that focus on the critical priorities of our community. How are you different from other business organizations? By leveraging the support, talent and resources of its members, the (local) Chamber is one of the leading organizations helping to improve the economic vitality and quality for life for everyone.

Common FAQ’s Why should I join the Chamber instead of an industry organization that better understands my business? The Chamber provides leadership opportunities and business-building programs that develop and leverage the talent of the individual, and connect them to issues that are important. How does the Chamber benefit my business? As the leading local advocate for business, the Chamber helps create a climate of growth and success in which all companies – regardless of size or industry – can prosper.

Common FAQ’s None of my key competitors are members – so why should I join? Today, as businesses and communities are more dependent upon each other for their success, the Chamber provides unique opportunities for individuals and businesses to connect to create a climate of growth and success for themselves, their companies and the community.

Leading Communities. TM How is your Chamber… Leading Businesses. Leading Communities. TM