Effective Communications

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.

• 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

Headquarters2008 2015

Fortune 500 12 16

Inc.1000 33 41

http://www.kroger.com/index.htm

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

Certificates

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


Relocation Guide


Business & Community Advocacy


Monthly Newsletter

Printed by Times MailBedford, IN

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)

• 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 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.

Effective Communications

Business

Transcript of Effective Communications