Infusing Your Message to Drive Membership Sales An ACCE Dialogue Session March 4, 2008 Infusing Your Message to Drive Membership Sales Rebecca Martin President and CEO Ludington & Scottville Chamber of Commerce 231-845-0324 www.ludington.org

Required the definition of the Chamber’s “brand” ACCE Campaign Objective Support the following priority found within the ACCE’s Energizing the Chamber World Strategic Plan: Create and roll-out an image campaign in 2005 emphasizing the value and importance of chambers of commerce and the chamber management profession to the economic future of the nation. Required the definition of the Chamber’s “brand”

Creating the Chamber Brand Research was designed to help identify a compelling Chamber brand: Core essence defines what the Chamber does and why someone should care. Brand value proposition and brand promises address the specific needs of the target audience. Key messages create clarity and consistency. The outcome is the definition of the Chamber’s value proposition and meaningful messages that support that value. Value = Membership

Chamber Brand Essence Leading Businesses. Leading Communities. 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. The expanded role that Chambers play in today’s communities What communities become as a result of strong, healthy Chambers

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.

Message Matrix Leading Businesses. Leading Communities. Brand Essence Economic Opportunities Advocacy Impact Focus Key Messages Improves economic opportunities for all Creates a climate of growth & success Allows 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

Competition for Your Message The Chamber’s 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.

Driving to Membership: The Value Proposition Understanding the prospect’s specific value needs will help convert interest and preference into greater commitment and retention levels: Value Proposition Strategies Identify the target audience needs (both new prospects and renewals) Determine what you want the target audience to believe about the chamber Identify the chamber promise that bridges the need and belief Identify programs, case studies and testimonials that support the chamber promise and belief Awareness Interest Preference Commitment Retention

Target Audience Belief Chamber Value Proposition The value proposition is comprised of Chamber promises that address specific target audience needs: 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 to 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.

Value Proposition: Why Should I Invest in the Chamber? 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

Developing the Value Proposition Use 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 to 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.

Value Proposition: Sample Economic Opportunities 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

Message Infusion as Sales Tool LBLC campaign is meant to supplement current local advertising and marketing efforts. Campaign focuses on specific programs and initiatives that support the key messages to demonstrate expertise and credibility.

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

Infusion: Value Proposition Greater Richmond (VA) Chamber of Commerce http://www.grcc.com/page/name/benefitsal

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

Membership flat for three-year period National search delivers new CEO with no ties to the community Board adopts new program of work and aligns messaging to national campaign

Infusing Logo with Messaging Before LBLC: After LBLC:

LBLC to Recruit Membership Staff changes in sales meant no one responsible for membership during transition. New program meant no collateral for sales calls. Advocacy Economic Opportunity Three-week drive time rotation translated into $1,800 dues revenue

Tiered Dues Tied to LBLC New Chamber Membership Levels Gold $10,000 Silver $ 5,000 Bronze $ 1,500 Trustee $ 250 on average As of January 2008 : $44,00 in tiered dues. Represents $31,700 in new revenue

Jim Scatena, President and CEO FloraCraft GOLD MEMBER “Working in the global marketplace, our company understands the importance of networks which build relationships based on value.  Leadership is more than a message at our Chamber, it is a way of doing business that our community demands as we all work together in support of the region’s economic base.” Jim Scatena, President and CEO FloraCraft GOLD MEMBER 62 year in business 5 locations in North America over 300 employees

Jeff Evans, COO and Publisher Ludington Daily News SILVER MEMBER “Our Chamber has realigned itself to industry standards and effectively communicates its value through media channels and professional interaction with business leaders. Sustainable community growth is a tangible result of the Chamber’s focus on delivering value to its membership. Jeff Evans, COO and Publisher Ludington Daily News SILVER MEMBER 6 newspaper publications , 4 website domains Commercial printing, marketing divisions 85 employees

Carlos Alvarado, General Counsel Little River Casino Resort “Membership allows us to align ourselves with the Chamber of Commerce mission of community and business leadership. Sharing the Chamber’s branded message is a powerful marketing tool.” Carlos Alvarado, General Counsel Little River Casino Resort SILVER MEMBER 920 full and part time employees 9,000 sq ft conference center Over 20 tables and 1,300 slot machines

Dr. Charles Dillon, President West Shore Community College GOLD MEMBER “The Chamber recognizes that its mission includes the strengthening of it s members through education and training. The College looks forward to working closely in partnership with the Chamber to meet the educational needs of Chamber members.” Dr. Charles Dillon, President West Shore Community College GOLD MEMBER 1,400+ students 100 full time and 64 part time employees 71% of all graduates employed after graduation

LBLC Message Summary Leading Businesses. Leading Communities. Brand Essence Leading Businesses. Leading Communities. Economic Opportunities Advocacy Impact Focus Key Messages Improves economic opportunities for all Creates a climate of growth & success Allows individuals & businesses to make a difference Builds stronger communities Key Benefit LBLC advertising, promotion, collateral and communications provides depth of information for all key message areas. Image building campaigns LBLC provides credibility. Credibility provides value. Value drives member recruitment and retention. Membership

Contact Information Rebecca Martin President and CEO Ludington & Scottville Chamber of Commerce 231-845-0324 rmartin@ludington.org www.ludington.org