ACCE National Chamber Image Campaign 101 August 13, 2005

“Frankly, my dear, I don’t give a damn.” Do these movie quotes sound remind you of your latest membership drive? “Frankly, my dear, I don’t give a damn.” “Show me the money!” “You talking to me?” “I’m going to make him an offer he can’t refuse.”

“What we have here is a failure to communicate.” Many businesses and communities fail to understand the evolving role and contributions of today’s Chamber… “What we have here is a failure to communicate.” Well-positioned brands identify and clearly communicate their core essence to their target audiences.

Chamber Executive Leadership Current Situation Paradigm shifts in both businesses and the community are challenging the traditional model and role of the chamber. Chamber Executive Leadership Companies today are 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 Current Situation 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

The New Model for Success 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

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

Creating the Chamber “Brand” Research was designed to help identify a compelling Chamber “brand”: Core essence – Of 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 will be the definition of the Chamber’s value proposition as well as relevant and meaningful messages.

Research Methodology Internet survey sent to Chamber executives: Designed to measure level of agreement and importance to membership of 20 key messages Chamber executives had option to send similar survey to their membership 499 completed surveys from executives Total of 795 surveys completed by members, allowing breaks for: # of years of membership # of similar organizations that they belong to Company size based on # of total employees

Executives – Net Rankings 3 20 6 18 8 9 13 4 16 19 1 5 7 85.9 14 11 17 2 15 12 10 10 The average level of net importance for the 20 statements was 80.0%, which is lower than the average level of net agreement of 85.9%. This high level of net agreement could be a cause for concern moving forward.

Members - Net Ratings 85.9 9 19 16 6 3 18 5 8 20 13 4 65.6 1 11 7 2 17 14 15 12 10 The average level of net importance for the 20 statements was 79.8%, which is similar to executives. However, net agreement was just 65.6%, or 24% lower than the executives. Increasing awareness and participation can help improve ratings.

Rank Order (Members) Gap between member & executive ratings widens moving from strengths to threats Strengths (160+) Weaknesses (129-143) Threats (less than 120) Opportunities (149-156) Statements were classified as Chamber strengths, opportunities, weaknesses or threats based on their combined level of net agreement and net importance.

Strengths The Chamber allows individuals & businesses to make a difference by connecting them to important community issues (168) The Chamber creates a stronger, more dynamic and prosperous business community (164) The Chamber is knowledgeable & involved in issues that are important to business members, such as education, healthcare & the cultural vitality of the community (164) Today’s leading communities are those that have a strong, active Chamber working on their behalf (163) Through advocacy & action, the Chamber creates a climate of success & growth in the community (161) A strong, active Chamber leads the community (160)

Opportunities The Chamber leverages the resources & talents of its members to improve business & build stronger communities (156) The Chamber stays focused on the top priorities of the community (155) With their dues, members of the Chamber are making an investment in the community (155) The head of the Chamber is a well-respected leader within the community (152) Today’s Chamber is an advocate for its broad & diverse member businesses, providing leadership in critical business, social & civic issues (151) The Chamber improves the social & economic vitality of the community in ways that enhance the quality of life for all (149)

Weaknesses The Chamber serves as one collective voice at the local, state & national level, providing members a “seat at the table” for issues impacting businesses & the community (143) The Chamber offers programs & services tailored to the unique & changing needs of the community (137) The Chamber enhances a member’s opportunities for success by enabling them to do and achieve more (136) The Chamber has a measurable impact on the success of its members & the community (131) The Chamber is the leading catalyst & convener to address the business, social & civic issues that are critical to the community (129)

Threats The Chamber offers members unique programs & services that they cannot find in other membership organizations (120) The Chamber provides world-class programs & support to local businesses (107) Members enjoy a competitive edge because membership in the Chamber matters to the community (105)

Positioning Strategy Chamber of Commerce Quixote Group used the survey results and input from Executive Leadership to identify the overall Chamber brand positioning strategy. Cultural context (paradigms, perceptions, audiences and trends) Emotional benefit Points-of-difference & unique tangible benefits Chamber of Commerce Inner motivations of the chamber member/chamber community leader Chamber personality Badge quality – what an association with the chamber says

Chamber Brand Positioning Who and what: 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) How and why: 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)

Brand Essence

Chamber Brand Essence Leading Businesses. Leading Communities. TM 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 Note: ACCE will provide guidelines to member chambers who wish to use the trademark phrase, Leading Businesses. Leading Communities. TM Please email clada@acce.org for details.

Target Audience Belief Chamber Value Proposition The value proposition is comprised of Chamber promises that fulfill the 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 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.

Leading Communities.TM Chamber Key Messages 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.TM Note: ACCE will provide guidelines to member chambers who wish to use the trademark phrase, Leading Businesses. Leading Communities. TM Please email clada@acce.org for details.

Summary Leading Businesses. Leading Communities. TM 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 National image campaign provides high-level, single-minded focus on one key message/benefit. Local level advertising, promotion, collateral and communications provides depth of information for all key message areas. Image building campaigns Note: ACCE will provide guidelines to member chambers who wish to use the trademark phrase, Leading Businesses. Leading Communities. TM Please email clada@acce.org for details.

Campaign Goals Key goals of the image campaign include: Reinforce top-of-mind awareness of the Chamber Increase understanding of the Chamber’s value proposition Improve perceptions of the Chamber Increase member retention and acquisition Keep More Find More Get More Keep More Communicating the most relevant key messages will result in more successful retention and acquisition strategies.

Campaign Role The primary role of a national ad campaign for the Chamber of Commerce is to create interest and preference: The Chamber already enjoys high levels of awareness Commitment – or the actual sale – needs to happen at the local level Awareness Interest Preference Commitment Retention 5 campaigns have been developed to the “concept” stage, and are being presented for your input and feedback.

Icons Note: ACCE does not own the copyright to these images. They are meant for illustrative purposes only.

The Future Note: ACCE does not own the copyright to these images. They are meant for illustrative purposes only.

Imagine Note: ACCE does not own the copyright to these images. They are meant for illustrative purposes only.

Success Note: ACCE does not own the copyright to these images. They are meant for illustrative purposes only.

Today Note: ACCE does not own the copyright to these images. They are meant for illustrative purposes only.

Comments & suggestions Campaign Input & Feedback Note: ACCE does not own the copyright to these images. They are meant for illustrative purposes only. Campaign Rating (0-100) Comments & suggestions Rating: 0 = Poor job at creating interest & preference; 100 = excellent job at creating interest & preference

Thank You!