National Chamber Image Campaign Part I: Message Infusion Toolkit February 7, 2006 www.quixotegroup.com

To put into: INTRODUCE To cause to pervade: IMBUE Infuse To put into: INTRODUCE To cause to pervade: IMBUE

The Prime Prospect is Tough “I don’t know who you are. I don’t know your company. I don’t know your company’s product. I don’t know what your company stands for. I don’t know your company’s customers. I don’t know your company’s record. I don’t know your company’s reputation. Now – what was it you wanted to sell me?” Key Messages = Clarity McGraw-Hill magazine ad appearing in 1958

The Competition for Your Message Your target audience is suffering from information overload: We are exposed to approximately 245 ad messages every day The average American household now receives 100 TV channels There are more than 6,000 consumer magazines being published Nearly 27,000 new food and household products are introduced every year Key Messages = Consistency

The Communication Process Message Factors Source (Chamber) Receiver (Prospect) Channel Encoding Decoding Noise Fields of Experience

How the Tools Fit Into the Process Fields of Experience Channel Receiver (Prospect) Source (Chamber) Encoding Noise Message Factors Decoding Key Message Worksheets Value Proposition Worksheet Communication Strategy Worksheet

Step #1: The Value Proposition The value proposition helps the target audience de-code and establish relevance for the “inbound” message. It should translate the benefit in ways that demonstrate tangible and/or emotional value that relates to their specific needs. Understanding Benefit Value Credibility

Value Proposition Some key questions to ask: Understanding Benefit What are the specific goals? What problems do they face? What issues are they wrestling with? What are their top priorities? Understanding Which key message provides the resources and/or solutions to their need? What chamber benefit provides the most value? Benefit What do they currently believe about the chamber? What do I want them to believe when I am through? How will they define value? Value What 2-3 examples will provide the most credibility? How relevant are these examples to the target audience? How do these examples demonstrate uniqueness and differentiation for the chamber? What tangible proof (e.g., trends, results, etc.) must I provide to demonstrate success? Credibility

Value Proposition Sample Economic Opportunities value proposition: Firm A is an established mid-size professional services firm looking to expand. They want greater access to key decision makers at large area businesses in order to grow their revenues. Understanding The chamber creates new economic opportunities by helping members build new and stronger business-building relationships. Benefit “My chamber provides me with numerous opportunities to network with important decision makers, giving me quality face time that I would not have if it weren’t for my chamber membership.” Value 93% of the top 50 employers were represented at the most recent State of the Community luncheon. In the past year, the Chamber Referral Network received 65 inquiries from businesses looking for services similar to what Firm A provides. Credibility

Step #2: Key Messages Make your “outbound” messages relevant to the target audience need, and use them to establish and support the target audience belief.

Key Message Worksheet The key message worksheet helps you encode your message. It is designed to help you focus your “outbound” thoughts in ways that will create clarity and consistency. It will also help you develop important talking points that support and demonstrate the desired target audience belief.

Where’s the Message? The tendency is to focus the main message in the middle, where it is often buried by data. Beginning Middle End Headline Lead paragraph Opening remarks Facts, figures & trends Case studies Testimonials Tagline Closing paragraph Closing remarks

Message Order Impacts Recall The main message should be front- and back-end loaded to increase recall and retention. Key Message Recall Beginning Middle End Headline Lead paragraph Opening remarks Facts, figures & trends Case studies Testimonials Tagline Closing paragraph Closing remarks

(Why the prospect cares) Message Loading Relate the benefit to the audience’s wants and needs, and create uniqueness and differentiation with the feature: Key Message Feature (What chambers do) Benefit (Why the prospect cares) Economic opportunities Enhance and leverage the talents and resources of members Improved economic opportunities for all Advocacy Serve as the leading advocate for its broad and diverse membership Creating a climate of growth and success Impact Provide unique leadership and volunteer opportunities Members can make a difference in important community issues Focus Staying focused and involved in the top business, civic and social priorities Building stronger communities

Step #3: Communications Strategy The communications strategy builds the bridge between your world and the target audience’s world. It creates the frame of reference that helps ensure that your messages are decoded properly, and creates a roadmap for execution.

Communications Strategy We recommend developing a communications strategy for major initiatives, such as: The development and launch of an ad campaign The launch of a long-term PR campaign A relationship marketing program (versus an individual direct mail piece) Creating the annual plan for your newsletter and/or chamber magazine The re-design and re-launch of your web site Your annual membership campaign

Infusion Examples Value Propositions: Greater Richmond (VA) Chamber of Commerce http://www.grcc.com/page/name/benefitsall

Infusion Examples Testimonials: Las Vegas (NV) Area Chamber of Commerce, Voices of the Chamber campaign http://www.lvchamber.com/chamber/voices.htm

Infusion Examples Websites/Taglines: San Diego (CA) Regional Chamber of Commerce http://www.sdchamber.org/

Case Study: Erie Regional Chamber and Growth Partnership Rebecca Martin Vice President Erie (PA) Regional Chamber and Growth Partnership

Background Chamber and economic development group merged to form the Erie Regional Chamber and Growth Partnership, creating a clear need to define the new organization to staff, members and the community ACCE’s work on the national image campaign provided research and a framework that: Provided national statistics which gave further credibility to research conducted at the local level Focused Erie’s campaign and helped align it to the national messages Provided a set of tools to engage the membership and support retention efforts

The Process ACCE research and recommendations helped answer the following strategic questions: What are the key trends for chambers on a national scope? Where and how does the Erie Regional Chamber and Growth Partnership fit in? How can the Erie Regional Chamber and Growth Partnership compete most effectively? What should be the primary focus? Strategies and direction presented to Board, Chamber staff and Economic Development staff to clarify focus and create complementary messages.

Leverage Points Developed leverage points consistent with the key messages and overall positioning strategy Economic vitality and opportunities: Building stronger communities as Gateway to services Creating a climate of success and growth Enhancing quality of life for economic development Focused on the community: Knowledgeable and involved in important business, civic and social priorities because it is the unified voice Connects members to important community needs NATIONAL FOCUS: Leading businesses and communities LOCAL FOCUS: Making an investment in the community

“We are Erie” Ad Campaign Information from the national campaign was used to focus member quotes on the four key messages (August 2005 ad)

“We are Erie” Ad Campaign Key messages are incorporated into member quotes. Impact Advocacy

“We are Erie” Ad Campaign Economic Opportunities Focus

Campaign Evolution Campaign will focus on specific programs and initiatives that support the key messages to demonstrate expertise and credibility.

Campaign Contact Information and More Visit our new National Chamber Image Campaign Web page at www.acce.org/image/ Watch for the Image Campaign’s exciting second component, the Advertising Toolkit, in late February Sign up online for our March 7 DIALogue, Getting The Most From Your Advertising Toolkit, at www.acce.org Questions? Contact Christine Reider, ACCE Director, Marketing & Communications, at creider@acce.org