1. Developing the Chamber Brand Strategy and Image Campaign:
Research Results & Recommendations
(March 17, 2005)

2. Overall 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 value proposition as well as relevant and meaningful messages to communicate it.

3. Strategic Goals
Increase member penetration – Typically stands at approximately 5% - 15% of potential members
Reduce membership churn – First year drop off in membership averages 40%, and overall retention stands at 75% - 80%
Create differentiation – Enable the Chamber to compete more effectively against other business organizations for membership
Enhance the value proposition - Provide a satisfactory or compelling way to define ROI on dues

4. Barriers to Membership
Economic:
Low perceived value – cited by 35% of Chambers as top reason for member turnover*
Short-term business focus requires immediate ROI
Bottom line focus – how will it help me sell more?
Relevance:
Issues facing businesses are perceived as too specific for a chamber to help with
No compelling answer to “what’s in it for me?”
Chambers must present a meaningful list of benefits available exclusively to members
*2003 Chamber Operations Survey Report for the Metropolitan Cities Council

5. Campaign Goals Key goals of the image campaign include:
Increase 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
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Communicating the most relevant key messages will result more successful retention and acquisition strategies.

6. 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
483 completed surveys from executives
Total of 761 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

7. Respondent Profile Who responded: Exec Mem.
CEO/President/Executive Director 55% 29%
COO/EVP/Sr. VP 11% 3%
Membership – VP/Director/Mgr. 17% 21%
Other/Owner % 22%
Community size:
Less than 25, % 21%
25,001 – 75, % 31%
75,001 – 100, % 16%
100,001 – 250, % 21%
250,001 – 500, % 9%
500, % 2%

8. Respondent Profile
# of other Chambers/business associations: Exec Mem.
2 or less % 67%
3 – % 32%
% 1%
Total revenue of the Chamber:
Less than $500, %
$500,001 - $1,500, %
$1,500,001 - $3,000, %
$3,000, %

9. Respondent Profile Key Industries: Exec* Mem. Retail 52% 10%
Tourism/hospitality/travel 26% 6%
Military % 0%
Government/K-12 education 5% 5%
Service % 49%
Colleges & Universities 7% 3%
Healthcare/medical 31% 8%
Manufacturing % 9%
Distribution/shipping & logistics 7% 2%
Biotech/High Tech 9% 3%
Agriculture % 1%
*Based on contribution of membership dues; 3 answers allowed

10. Respondent Profile # of U.S.-based employees: Members Less than 10 39%% % % %
501-1, %
1,001-1, %
1,501-2, %
2, %

11. Data Analysis Key measures that were analyzed: Net agreement
(Agree + Agree Completely) – (Disagree + Disagree Completely)
Net importance
(Important + Very Important) – (Unmportant + Not Important At All)
Net combined ratings
Net agreement + net importance

12. Creating the Chamber “Brand”
The research was designed to help identify a compelling Chamber “brand”:
Positioning – Who the Chamber is, what it does, how it does it, 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.

13. Executives – Net Rankings3 20 6 18 8 9 13 4 16 19 1 5 7 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.

14. Members - Net Ratings 9 19 16 6 3 18 5 8 20 13 4 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.

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

16. Strengths
Strengths are areas of equity for the Chamber, and should be leveraged in the key messages. They tend to be community-focused versus member or program focused. Note that both “leading communities” messages ranked in the top six overall.

17. Opportunities
Some member-oriented messages begin to appear. Opportunities also provide a source for key messages in that they were rated highly for importance and agreement.

18. Weaknesses
Many of the ROI and business success messages were rated as overall weaknesses, indicating potential credibility gaps that should be avoided in the short term. These perceived weaknesses should become areas of focus/improvement for the Chamber.

19. Threats
The Chamber’s programs and services were not viewed as differentiated or “world-class”, and membership is not seen as something that influences the consumers’ buying decision. These messages were the most ROI-focused, and provide direction for long-term improvement.

20. Member Breaks
Companies with 1,001+ employees rated the 20 messages higher than all other member breaks – and, in some instances, higher than the Chamber executives.

21. Company Size

22. # of Organizations

23. Length of Membership

24. Areas to Leverage STRENGTHS: (160+)
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)

25. Areas for Improvement WEAKNESSES: (129-143)
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)

26. Positioning Strategy Chamber of Commerce
Quixote Group used the survey results to identify and/or confirm several of the elements used to develop the overall Chamber “brand”.
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

27. Points-of-Difference
The Chamber uses advocacy and action to create a climate of growth and success for both its members and the community
Positively impacts economic vitality and prosperity
Improves quality of life community-wide
The Chamber is knowledgeable and involved in a broad set of business, civic and social issues that are most important to members and the community at large
The Chamber deals with all issues to make communities strong, vibrant and competitive

28. Points-of-Difference
The Chamber leverages the resources and talents of its broad and diverse membership to improve economic opportunities and build stronger communities
Creates unique partnering and business alliances
Through Chamber leadership roles, volunteer opportunities and their membership dues, individuals and businesses can make an important investment and difference in the community

29. Inner Motivations
Desire to make more connections – to other businesses, politicians, community leaders, customers
Desire to make a difference in the community
Desire to be an important part of a successful, vibrant community
Ego – to be recognized, important and well thought of in the business community
Access to information and resources that can help them achieve their goals

30. Badge Quality What we can claim today: Leader in the community
Involved and committed to the community
Responsible company – someone who is willing to do their part and fulfill their obligations to the community
Where we would like to be tomorrow:
Quality, established company
Financially strong/stable company
Better company/better employer

31. Emotional Benefits
Sense of belonging to the vitality (heart) of the community – a connection to the community that non-members can’t claim
Pride – in their contributions and in their community
Recognition – from fellow members and the Chamber leadership
Importance – they are making a difference

32. 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)

33. 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

34. Chamber Value Proposition
There are several aspects of the value proposition that the Chamber must improve upon to fulfill its promise:
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.
Measurable impact to member businesses remains an issue.

35. 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.

36. Key Messages Tested
Today’s Chamber is an advocate for its broad & diverse member businesses, providing leadership in critical business, social & civic issues (151)
The Chamber offers programs & services tailored to the unique & changing needs of the community (137)
The Chamber creates a stronger, more dynamic and prosperous business community (164)
The Chamber improves the social & economic vitality of the community in ways that enhance the quality of life for all (149)
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 Chamber enhances a member’s opportunities for success by enabling them to do and achieve more (136)
Through advocacy & action, the Chamber creates a climate of success & growth in the community (161)
The Chamber allows individuals & businesses to make a difference by connecting them to important community issues (168)
Members enjoy a competitive edge because membership in the Chamber matters to the community (105)

37. Key Messages Tested
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 provides world-class programs & support to local businesses (107)
The Chamber leverages the resources & talents of its members to improve business & build stronger communities (156)
The Chamber is the leading catalyst & convener to address the business, social & civic issues that are critical to the community (129)
The Chamber offers members unique programs & services that they cannot find in other membership organizations (120)
The Chamber is knowledgeable & involved in issues that are important to business members, such as education, healthcare & the cultural vitality of the community (164)
The Chamber has a measurable impact on the success of its members and the community (131)
A strong, active Chamber leads the community (160)
Today’s leading communities are those that have a strong, active Chamber working on their behalf (163)
The head of the Chamber is a well-respected leader within the community (152)