Post on 15-May-2015
description
Effective CommunicationCampaigns
Presented by Mark SchenthalIndiana Chamber Executives Association
March 12,2009
Effective CommunicationCampaigns
Presented by Mark SchenthalIndiana Chamber Executives Association
March 12,2009
Goals & Objectives Learn importance of a brand. How a small marketing budget
goes a long way New methods of improving
communication. Share your effective materials with
other Chambers. How to become a more creative
thinker.
• Effective Communications is used to build partnerships, intellectual resources, to promote an idea, a product, service, or an organization – with the objective of creating value for a business.
• Effective Communications includes branding, marketing, advertising, customer relations, public relations and media relations to build that important relationship with its members.
March
• Missed Opportunities
• Remember
“Think Globally, work locally!”
Effective PR• Definition of PR
– Have a GOOD story– Tell it
• Three Rules of PR– Tell the Truth– Be the first– Do it right
Northern Kentucky
Location
• 3 Counties
• 36 Municipalities
Location• Within 600 miles covers 70% of the US population
Population 2007 2015
NKY (3 counties) 355,992 376,387Cincinnati (MSA) 2,109,410 2,165,586
Northern Kentucky Economy 2008•Service
•Wholesale/Retail
•Manufacturing
•Tourism
•Transportation
Northern Kentucky Economy 2015• Advanced Manufacturing
• Professional Office Operations
• Technology
Northern Kentucky
Northern KentuckyChamber of Commerce
Chamber’s MissionTo develop strong businesses and a vibrant economy in Northern Kentucky and its surrounding region, through business advocacy and leadership, resulting in a better quality of life for all.
Northern KentuckyChamber of Commerce
Membership
Approx. 2,000 members52 committees Approx. 900 volunteers
Board of Directors = 54Budget= $2 MM
My Market Budgetabsolute zero, aught, blank, boiling point, cipher, concentrate on, dew point, duck, dud, dummy, fix on, focus on, freezing point, goose egg, hollow man, home in on, insignificancy, jackstraw, lay figure, man of straw, melting point, nada, nadir, naught, nebbish, nichts, nihil, nil, nix, no such thing, nobody, nonentity, nothing, nothing at all, nothing on earth, nothing whatever, nought, null, nullity, pinpoint, puppet, pushover, recalescence point, rock bottom, temperature, thing of naught, trifle, void, whiffet, whippersnapper, zilch…..adds up to a big fat ZERO!
• It’s the modern version of Charles Dickens’ Christmas Story
• Have to learn from the past
• To get to the present• Understand the
present to get to the future
Brief History
The Marketing Committee audited the Chamber’s communication materials and determined that there is no consistent or recognizable brand (11/2004).
Marketing Committee contacted Northern Kentucky University (NKU) about partnering on re-branding the Chamber.
NKU senior-level Market Research class conducted a survey of 827 non-chamber members.119 surveys were completed.
NKU market research teams presented the survey findings to Chamber staff and volunteers.
• Chamber as big business oriented.• Chamber was a government organization.• Non-members saw their trade organizations
as more valuable than the Chamber.
• Research findings were internalized and steps taken to re-shape Chamber communications to offset misconceptions and to be more member benefit focused especially for inactive members.
Survey Perceptions by Non-Members
• 18 NKU senior-level Graphic Design students studied the marketing research
• 9 teams were formed• Chamber marketing committee met with the students and
professor for three months.
Nine NKU student teams present their design systems and logos at the Chamber.Two logo designs were selected which could be incorporated into a total design system.
November 2005
December 2005 – March 2006• Focus Groups of members & non-members were
conducted with the two new logos and the current logo.• Marketing Committee reviewed the results.• Chamber staff buy-in for the change was needed.• Executive Committee & Board of Directors buy in and
approval.• Simultaneously completing a strategic planning process
with customer focus objectives.• New logo and design system adopted.• During the same time period ACCE was launching new
Marketing and PR Tool Kits.Adopted the new ACCE materials and officially tagged our new logo with Leading Businesses. Leading Communities.
April 2006 Launched New Logo and Branding System
Uses of the ACCE materials with our new logo design system• Signs
• Mugs
• Wallpaper
• Invitations-Certificates
• Ads
• Business cards
• Stationery and more…..
Chamber Sign in lobby.
Business Cards
Mugs
Certificates
Certificates
Outside Ads
Outside Ads
Wallpaper used as backdrop
FocusThe Chamber helps build stronger
communities by staying focused and involved in the top business,
civic and community priorities
ImpactThe Chamber provides unique opportunities for individuals and businesses to make a difference by connecting them to important community issues
AdvocacyThe Chamber is an advocate for
its broad and diverse member businesses, creating a climate of
growth and success
Economic Opportunities The Chamber enhances and leverages the talents and resources of its members to improve economic opportunities for all
Leading Communities.™
Leading Businesses.
Key Brand & Brand Essence
Key Messages: Economic Opportunities Advocacy Impact Focus
Chamber enhances & leverages Chamber is an advocate for its Chamber provides unique Chamber helps buildthe talents & resources of its broad & diverse member opportunities for individuals & stronger communities by
members to improve economic buisinesses, creating a climate businesses to make a difference staying focused & involved inopportunities for all. of growth and success that by connecting them to important the top business, civic and
benefits all. community issues. community priorities.
Key Benefit: Improves economic Creates a climate Allows individuals and Builds strongeropportunities for all of growth and success businesses to make a difference communities
Chamber Chance to Meet HR 100 Emerging 30 Emerging 30Programs: Emerging 30 Education Issues Small Business Celebration Minority Business Development
Business Referral Networks Environmental Issues Health Care Benefits Task Force Employment ExtravaganzaMinority Business Development Health Care Issues Workplace Safety Job FairsWater Cooler Talk Human Resources/Labor NKY Manufacturing Alliance Workplace DiversityExecutive Rountables Employment College Connect NKY Capital ConsensusHR 100 Taxation Issues NKY Chamber @Work NKY Day in FrankfortCollege Connect Transportation/ Education Issues NKY UnitedEmployment Extravaganza Infrastructure Environmental Issues Washington DC Fly-inJob Fairs NKY Capital Consensus Health Care Issues Business Govt. ExchangeNKY Capital Consensus NKY Day in Frankfort Human Resources/Labor Government ForumNKY Day in Frankfort NKY United Employment Political InvolvementNKY United Washington DC Fly-in Taxation Issues NKITAWashington DC Fly-in Business Govt. Exchange Transportation/ Education AllianceBusiness Govt. Exchange Government Forum Infrastructure BESTGovernment Forum NKITA NKY Capital Consensus Work Ethic K-8Annual Dinner NKY Day in Frankfort Bank on Your FutureBusiness After Hours NKY United Work Ethic/Career PassportEggs 'N Issues Washington DC Fly-in FIRST Lego LeagueAnnual Golf Outing Political Involvement NKY Leadership FoundationNine Hole Chamber Challenge NKITA Leadership NKYLadies Golf Outing Education Alliance Teacher Leadership NKYNKITA BEST Regional Youth LeadershipWork Ethic K-8 A.D. Albright/Golden Apples Awards Small Business Development Bank on Your Future Taking Care of Business CampaignWork Ethic/Career Passport Charity Night at the TablesFIRST Lego League NKY Leadership FoundationTaking Care of Business Campaign Leadership NKYKentucky International Teacher Leadership NKY Trade Conference Regional Youth Leadershipwww.jobs-nky.com
Key Messages & Chamber Programs
In keeping with this new direction, the Chamber changed most of the Chamber’s departments. These changes will better align the departments with the Leading Businesses. Leading Communities brand and members will be better able to identify the work done in the various Chamber departments. The department name changes are as follows:
• Membership & Communications will now become Member Services and Community Relations
• Government Affairs & Business Advocacy will be Business and Community Advocacy
• Leadership Development will be Community Leadership Development
• Workforce Solutions and Business Education Partnerships will be Workforce & Education Solutions
• Business Development & Entrepreneurship will beBusiness Development & International Trade
• Special Events will be Networking & Special Events
Chamber New Department Names
Audit – Prior to Branding
Audit – One Year After Branding Launch
Monitoring Your Brand?• Audit
– Conduct an audit once a year– Post it on a wall or 4’ x 8’ poster board
• Brand Czar(s)
• Marketing Committee
Three Years Later….Today
Our BrandSisters
Member’s Guide
Chamber Major Publications
Membership Directory
Chamber Major Publications
Relocation Guide
Chamber Major Publications
Business & Community Advocacy
Chamber Major Publications
Monthly Newsletter
Printed by Times MailBedford, IN
Web sites
Web sites
Web sites
• Blast it out everyTuesday to morethan 6,800 volunteers
• Members can purchase ad space$150 per blast
E-Flash (Constant Contact)
Capitol Update (Voter Voice)
Capitol Update (Voter Voice)
• Launched YP Initiative
• Total Resource Campaign
• Promotions & Events
“Leading Businesses. Leading Communities.”
• Chamber’s 30 minute TV Show– Produced monthly– Shown on local cable network approx. 40 to 50 times per month.– 89,000 viewers– TANK– Streamed on our website
Chamber’s TV Show – Promo
“Leading Businesses. Leading Communities.”
Chamber’s TV Show – Commercial“Leading Businesses. Leading Communities.”
Video Email
Use Co-Video
Located in West Lafayette
Social Media• NKITA• Small
Business
Dev.
• LinkedIn– Northern Kentucky Chamber– Staff
• Twitter (140 characters)
• FaceBook– Northern Kentucky Chamber– Staff– Professional vs Personal
Social Media
What’s next?
Let’s take a look into the Future
Social Media“A spontaneous movement of people using online tools to connect, take charge of their own experience, and get what they NEED – information, support, ideas, products, and bargaining power from each other.”
Social Media
Social Media
Social Media
Social Media
Social Media Internet has changed
the way people communicate & interact with each other.
The rules have changed entirely.
Social Media “ Successful marketing and PR
comes from cultivating many small relationships rather than a focus on trying to get that one mega-success.”
Social MediaThe tools at your disposal as marketers are Web-based media to deliver your own thoughtful and informative content via Web sites, blogs, e-books, images, photos, audio content, video and even things like product placement, games and virtual reality.
• Go2web20.net – The Complete Web 2.0 Directory• YouSendit.com – Sending large files (free)• MailChimp.com – Email Blast, reports• slideShare.com – Podcast & PowerPoints• Techinline.com – Remote Desktop Controls• Boldchat.com – Integrated chat with your website• WordPress.com – blogs, clouds, video, photos• Ning.com – Next level (no reports)• Oovoo.com – Video conference• Co-Video.com – video emails, conference calls• blogtalkradio.com – host your own radio program
Social Media/Tools
• Blurp.com – cookbook or sponsor book (cheap)• Cutepdf.com – turn doc into a PDF (free)• Surveymonkey.com – gain survey knowledge• Google.com/Picasa software – photo editing
software (free from Google site)• Lipsum.com – dummy text• Fontspace.com – free fonts• Technorati.com – ability to network & bookmark
blogs related to your Chamber
Social Media/Tools
Expand Your Creativity
Creativity• See problems as OPPORTUNITIES.• Change your perspective, it will expand your
possibilities until you see something that you were unable to see before.
• Deliberately change some of your daily life…Take a different route to work.
• Create a brainbank. Collect and store ideas like a pack rat….cool advertisements, quotes, designs, etc.
• Feed your head….read more books.