1. Chamber Image Campaign Maximizing the Message
Message Infusion Breakout Session
August 13, 2005

2. Chamber Executive Leadership
Why are we here?
Paradigm shifts in both businesses and the community are challenging the traditional model and role of the chamber.
Chamber Executive Leadership
Companies today 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

3. Chamber Executive Leadership
Where are we going?
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

4. What does this mean?
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

5. What do members/prospects want?
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.

6. What is the Chamber’s brand position?
The Chamber brand position:
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)
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)

7. Leading Communities. TM
Chamber Brand Essence
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

8. Leverage Points Economic vitality and opportunities:
Building stronger communities
Creating a climate of success and growth
Enhancing the quality of life
Focused on the community:
Knowledgeable and involved in important business, civic and social priorities
Connects members to important community needs
Leading businesses and communities
Making an investment in the community

9. Perception Gaps Providing members with a “seat at the table”
Programs and services:
Unique to other membership organizations
World-class
Enhancing member success by allowing them to do and achieve more
Members enjoy a competitive edge because membership matters to the community
Measurable impact

10. 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.

11. Key Stakeholders Current Members Prospective Members New Members
Keep
More
(Retention)
Find
More
Win
More
(Acquisition)
Goal is to maximize the messages delivered to each stakeholder audience to enhance member retention and acquisition efforts.

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

13. Where are they?
Where do your worlds intersect?

14. Why should they care? What engages them?
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 establish benefits that are appealing and motivating to the young professional
New way of networking (Internet) makes a key chamber benefit appear less important or valuable
Reduced participation & commitment from high level corporate executives
Global marketplace has impacted perceived relevance & level of involvement

15. Local Market Approach Message Strategies
Need to be adaptable to all audiences, scalable to communications need, and flexible in adapting to change
Need to take advantage of all communications channels and tools
Need to be customized at the local level with specific examples, case studies and testimonials
Key messages and relevant supporting points should be developed based on where a prospective member is on the buying continuum.
Awareness
Interest
Preference
Commitment
Retention

16. Message Matrix Leading Businesses. Leading Communities. TM
Brand Essence
Leading Businesses. Leading Communities. TM
Economic Opportunities
Advocacy
Impact
Focus
Key Messages
Improves economic opportunities for all
Creates a climate of growth & success
Enables 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

17. Key Message Worksheet Economic Opportunities Programs Case Studies
The Chamber enhances and leverages the talents and resources of its members to improve economic opportunities for all
Programs
Specific Chamber programs that enhance and leverage member talents & resources:
Case Studies
Specific case studies that demonstrate how the Chamber enhanced & leveraged member talents & resources to improve economic opportunities
Testimonials
Members that can speak to success
Leading Businesses.
Leading Communities.

18. Demonstrating Value
Utilize 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 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.

19. Committee Meeting, Event Country Clubs or Cyber Cafes
Message Matching
Large Urban, Small Urban, Suburb, University, Military, Tourism, Recreational, Coastal, Climate, Diversity, Employment
Market Factors
Target
Audience
Level of Interest
Industry
Company Size
Position in the Company
Improves economic opportunities for all
Creates a climate of growth & success
Enables individuals & businesses to make a difference
Builds stronger communities
Relevance
Message Focus
Communication
& Engagement
Preferred Source of Info
Leadership
Committee Meeting, Event
Networking
Country Clubs or Cyber Cafes
Volunteer
Individual or Group
Referral
Word of Mouth
Media

20. Channel Checklist Media Channel
Newspaper, Bus. Journal, Magazine, TV, Radio, Online, Website
Materials
Format
News Release
Op/Ed
Presentation
Brochure/ Newsletter
Advertising
Improves economic opportunities for all
Creates a climate of growth & success
Enables individuals & businesses to make a difference
Builds stronger communities
Story Angle
Message Focus
Business
Talk radio
Morning TV
Metro/City
Business
Lifestyle
Metro/City
Newsletter
Metro/City
Website
Newsletter
News Beat

21. Boilerplate Paragraph
Founded in ____, the ______ Chamber of Commerce is the community’s leading advocate and champion for business. Its primary objective is to create a climate of growth and success in our community. The ________ Chamber provides leadership programs and opportunities as well as volunteer programs and business-building initiatives that focus on the critical priorities of the community. By leveraging the support, talent and resources of its members, the ________ Chamber is one of the leading organizations helping to improve the economic vitality and quality for life for everyone.

22. Overall Elevator Speech
The (local) Chamber of Commerce is the community’s leading advocate and champion for business. Its primary objective is to create a climate of growth and success in our community.
We provide leadership opportunities, volunteer programs and business-building initiatives that focus on the critical priorities of our community.
By leveraging the support, talent and resources of our members, the (local) Chamber connects business leaders to each other and helps to improve the economic vitality and quality for life for everyone.

23. Leading Businesses - Elevator Speech
For nearly 100 years, the Chamber of Commerce has been the leading organization that represents the interests of American businesses.
Today, the Chamber provides leadership opportunities, volunteer programs and business-building initiatives that focus on the critical priorities of our community. And, by leveraging the talents and resources of members, Chambers improve economic opportunities for all.
As the leading local advocate for business, the Chamber helps create a climate of growth and success in which all companies – regardless of size or industry – can prosper.

24. Leading Communities - Elevator Speech
For nearly 100 years, the Chamber of Commerce has been the leading organization that represents the interests of American businesses.
Today, as businesses and communities are more dependent upon each other for their success, the Chamber’s role has evolved. Today’s Chamber helps build stronger communities by keeping its membership focused and involved in the top business, civic and social priorities of the community.
The Chamber also provides unique opportunities for individuals and businesses to make a difference by connecting them to important community issues.

25. Common FAQ’s What does the Chamber do? Why should I join the Chamber?
As the community champion and advocate for business, the Chamber leverages the talents and resources of its member businesses to improve economic opportunities for all.
Why should I join the Chamber?
The Chamber connects members to important community issues and provides unique opportunities for individuals and businesses to make a difference.
How can I measure my return on my investment?
Participation is key, and being involved helps make the difference. Being a member of the Chamber creates important connections that enable individuals and companies to do and achieve more.

26. Common FAQ’s How are my dues used?
Today, the Chamber provides leadership opportunities, volunteer programs and business-building initiatives that focus on the critical priorities of our community.
How are you different from other business organizations?
By leveraging the support, talent and resources of its members, the (local) Chamber is one of the leading organizations helping to improve the economic vitality and quality for life for everyone.

27. Common FAQ’s
Why should I join the Chamber instead of an industry organization that better understands my business?
The Chamber provides leadership opportunities and business-building programs that develop and leverage the talent of the individual, and connect them to issues that are important.
How does the Chamber benefit my business?
As the leading local advocate for business, the Chamber helps create a climate of growth and success in which all companies – regardless of size or industry – can prosper.

28. Common FAQ’s
None of my key competitors are members – so why should I join?
Today, as businesses and communities are more dependent upon each other for their success, the Chamber provides unique opportunities for individuals and businesses to connect to create a climate of growth and success for themselves, their companies and the community.

29. Leading Communities. TM
How is your Chamber…
Leading Businesses.
Leading Communities. TM