1. ACCE National Chamber Image Campaign 101
August 13, 2005

2. “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.”

3. “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.

4. 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

5. 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

6. 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

7. 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”

8. 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.

9. 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

10. Executives – Net Rankings3 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.

11. 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.

12. 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.

13. 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)

14. 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)

15. 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)

16. 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)

17. 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

18. 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)

19. Brand Essence

20. 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 for details.

21. 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.

22. 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 for details.

23. 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 for details.

24. 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.

25. 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.

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

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

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

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

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

31. 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

32. Thank You!