1. 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

2. 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”

3. 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

4. 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

5. 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.

6. 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

7. 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.

8. 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

9. 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.

10. 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

11. 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.

12. 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

13. 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.

14. Infusion: Testimonial
Las Vegas (NV) Area Chamber of Commerce, Voices of the Chamber campaign

15. Infusion: Value Proposition
Greater Richmond (VA) Chamber of Commerce

16. Infusion: Websites/Taglines
San Diego (CA) Regional Chamber of Commerce

17. 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

18. Infusing Logo with Messaging
Before LBLC:
After LBLC:

19. 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

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

21. 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

22. 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

23. 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

24. 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

25. 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

26. Contact Information
Rebecca Martin
President and CEO
Ludington & Scottville Chamber of Commerce