1. National Chamber Image Campaign Part II: Advertising Toolkit March 7, 2006

2. Dialogue Agenda: Overview Communication strategy Campaigns Investment options Media planning Measurement & tracking Questions & answers

3. Goals of the toolkit:
Provide members with a turnkey, professionally developed advertising package that is both affordable and effective
Provide new ideas & ways to improve the effectiveness of all chamber communications

4. Toolkit value:
Tested brand positioning & messaging incorporated into all materials
Professionally developed ads, including print, radio, outdoor, Internet and direct mail
$10 value for every $1 invested

5. Why advertise? To reach new & current targets
To control the message and deliver it consistently
To remind targets of the value the chamber provides relative to other choices
To establish & reinforce brand perceptions
To enhance top-of-mind awareness

6. 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?”
Advertising = Clarity + Message Control
McGraw-Hill magazine ad appearing in 1958

7. The Competition for Attention
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 + Ad Tools = Consistency

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

9. Where are they?
How do you reach them?
Where do your worlds intersect?

10. Why should they care? What are the hurdles?
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 use communications that appeal to the young professional & entrepreneur
New way of networking (Internet)
Reduced participation & commitment from high level corporate executives
Global marketplace has impacted perceived relevance & level of involvement

11. How the Tools Fit Into the Process
Message
Factors
Key Messages
Value Proposition
Source
(Chamber)
Receiver
(Prospect)
Advertising
Encoding
Decoding
Noise
Communication Strategy
Fields of Experience

12. ACCE Chamber Survey Results
A December 2005 survey conducted by the ACCE confirmed the need for branding & advertising tools:
80% of chambers responding say they do not have an ad campaign
75% of chambers have not conducted formal research to identify their “brand”, and less than half claim to have a brand image formally developed
These branding and advertising tools help build awareness and interest in the chamber relative to other business organizations by creating differentiation
Awareness
Interest
Preference
Commitment
Retention

13. Advertising: Key Messages
The new ad campaign provides materials to establish and support the key messages/brand essence:

14. #1: 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.

15. #2: Choose Your Campaign
“Futures” Campaign
“Icon” Campaign
Each print campaign = 4 executions X 4 images/execution X 3 media formats X 3 sizes/media format = 144 total options

16. ICONS: Impact

17. Alternate Images

18. Direct Mail

19. Web Button Ads

20. Outdoor

21. Executions Support Key Messages
“Open”; “Building communities…”
“Networks”; “The voice of business…”
“Impact”; “Growing more than business…”
“Priorities”; “Winning with a great team…”

22. Additional Campaign Elements
In addition to print, each campaign is supported with the following:
Direct mail postcards (4 executions per campaign X 4 images per execution = 16 total options)
Banner ads (4 executions per campaign X 2 images per execution = 8 total options)
Outdoor: 14’ X 48’ billboards (4 executions per campaign X 2 creative options per execution = 8 total options)
Radio (4 spots total; spots do not change based on campaign selected)

23. Customization & Delivery
Acceptable customization:
Name of chamber or organization (within body copy)
Logo & tagline
Contact information, event information, sponsor information line
Coding for media/message tracking purposes
Please refer to advertising and chamber brand identity style guides for appropriate terms, policies and guidelines
Delivery of materials:
Online ad builder CD
Direct from agency via “plug-and-play”

24. Customization & Usage Guidelines
Guidelines for Print Materials
Identity Guidelines
Style guides communicate the terms, policies and guidelines for use of the ad campaigns and chamber brand identity logo. Adhering to these terms maintain consistency, build equity behind the materials, and leverage all marketing dollars.

25. #3: Investment Levels Chamber Image Basics includes the following:
Access to all print ad options for one campaign (4 executions X 4 images/execution X 3 media formats X 3 sizes/format = 144 total options)
Corresponding direct mail postcards (4 executions X 4 images per execution = 16 total options)
Corresponding outdoor (4 executions X 2 creative options = 8 total options)
Corresponding banner ads (4 executions X 2 images per execution = 8 total options)
4 radio spots
1 free Image Campaign DIALogue teleseminar
Chamber Image Basics: $395

26. Investment Levels Chamber Image Builder:
Includes materials from Chamber Image Basics, plus:
Free entry in ACCE’s Award for Communication Excellence (ACE)
2 (total) free ACCE teleseminars
Chamber Image Builder: $595

27. Investment Levels Chamber Image Advocate:
Includes materials from Chamber Image Builder, plus:
Recognition as an Image Advocate in campaign materials
Participation in campaign focus group (see page 47 in the toolkit for details)
Your choice of one of the following: one-year “plug-and-play” subscription (print, direct mail and outdoor ads will be customized by a professional ad agency and delivered to you on CD) or 3 copies of the Toolkit series, including CD-based training or one communications messaging audit (your choice of web site, new member kit or member prospecting kit)
Chamber Image Advocate: $2,500

28. Investment Levels Chamber Image Champion:
Includes materials from Chamber Image Builder, plus:
One messaging audit (your choice of web site, new member kit or member prospecting kit)
“Plug-and-play” subscription (1 year)
3 copies of the Toolkit series, including CD-based training
Recognition as an Image Champion in campaign materials
One-year seat on the national chamber image campaign committee
Participation in 3 peer-to-peer web-based best practices exchanges (see Ad Builder Investment Tiers in the Toolkit appendix for details)
Chamber Image Champion: $10,000

29. Investment Levels Multi-Chamber Image Builder:
Select any one of the packages
For each chamber participating in a multi-chamber ad campaign, add $100 for each additional chamber
All chambers can use ads
Only one chamber may use the additional services included in the package purchased (e.g., messaging audit or teleseminars)

30. Ad Builder Home

31. Five Investment Levels

32. Order Form

33. #4: Develop the Media Plan
Clearly define your target audience based on the specific needs of your chamber/initiative
Determine reach (unduplicated households or persons) and frequency (average number of times a household or person sees the ad) targets:
3X frequency is generally accepted threshold to effectively communicate your message
Reach and frequency targets can be set by individual executions/messages or in aggregate
Consider quality of each impression (e.g., amount of clutter or noise surrounding your ad) and limitations of each medium (e.g., outdoor cannot communicate breadth or depth of message)

34. Target Your Message Delivery
Business journals, business section of the newspaper, downtown billboards, drive-time radio, etc.
Community/lifestyle sections of the newspaper, weekend radio, banner ads on community-based web sites, etc.

35. Develop Your Media Plan

36. Find samples on www.acce.org

37. #5: Measurement & Tracking
Awareness surveys:
Unaided recall
Aided recall
Message recall and performance:
Unaided message recall
Aided (proven message recall)
Perceived performance against key messages
Examples of other tracking tools:
Codes
Coupons
Inquiries (unique phone numbers and/or extensions)
Web site traffic

38. Questions? Christine Reider ACCE Director, Communications & Marketing