Immediate Action Plan - brillionchamber.com · Web viewNeed to get involvement again, get the...

Strategic Plan

September 2018

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Table of ContentsImmediate Action Plan 3

Board 3

Membership 3

History 3

Potential Membership - 3

Events 4

Tourism 4

Budget 5

Dues 5

Sponsorship 5

Chamber Bucks 5

Marketing 5

Facebook, Instagram 5

PR Plan 5

Website Optimization 5

3-5 year Action Plan 6

Membership 6

Budget 6

Marketing 6

20 year Action Plan 7

Membership 7

Budget 7

Marketing and PR 7

Attachment #1 SWOT Analysis 8

Attachment#2 Chamber Member Survey Results 9

Attachment #3 Manitowoc Chamber Sponsorships 14

Attachment #4 Manitowoc Chamber Bucks Example 23

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Immediate Action PlanThere is a need to redesign and rebuild the image of The Brillion Chamber of Commerce (Chamber). Due to many reasons in the past, there has been a drastic decline in membership. A primary goal is to regain lost and develop new members by 2020. Below is the membership history and the potential list of future business memberships.

Board Change current by-laws to reflect the need to address vacancies due to attrition and the need for more diversity and talent.

Membership

HistoryThe history of chamber membership, revenue and expenses for the last 5 years is as follows:

Year Members Income Expenses Net gain/loss

2014 111 $32,584.19 $30,310.83 $2,273.36

2015 109 $45,825.00 $25,250.25 $20,574.75

2016 95 $37,788.89 $35,357.39 $2,431.50

2017 80 $32,000.00 $34,881.86 ($2,881.86)

2018 66 TBD TBD

Loss of 49 members due to loss of insurance program

Potential Membership -Businesses (potential chamber members) located with 10 mile radius of Brillion (per the B2B Yellow Pages Business Directory) include the following:

● Brillion 239 business listed

● Hilbert 79 business listed

● Reedsville 197 businesses listed

Businesses and others include industries (large and small), contractors, government, service, farms, finance…

Please refer to the Brillion Chamber of Commerce SWOT – Attachment 1

Please refer to the Brillion Chamber of Commerce Survey Results – Attachment 2

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In order to increase membership, businesses in the community need to see the value of what the Chamber can do for them.

Below is a list that the Chamber believes are the values provided to local businesses:

● Membership Collaboration

● Networking

● Promotion

● Education

● Recognition

EventsThe immediate plan is to polish up the current events, such as Golf Outing, Business after 5, Annual Awards Gala, Beer Wine and Cheese, Chamber Bucks and Lunch-n-learns along with promoting all of our local Business.

One question that can be asked is “How do we get people to patronize our businesses?” The Chamber plans on implementing the following events to help generate patronage to the Brillion Area Business:

● Shop Local

● Chamber Bucks

● Key Fobs (coupon booklet)

● Social Media-promote heck out of other business events

● Holiday Promotions (Turkey and Ham Giveaways)

● Recognition Weeks for businesses and restaurants (Think restaurant week in GB)

● Collaborations with business and organizations (Walk thru Brillion, Back to School Shopping etc.)

Tourism Brillion has numerous tourist attractions such as:

● Nature Center

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● High Cliff

● Community Center with Pool and Splash Pad

● Golf Courses

● Trails-Walking, Cycling, Horse, ATV, Snowmobiles

● Youth Athletic tournaments

● Endries PAC

● Hunting-Marsh, Triple J, Brillion Wildlife Area

● Fishing

● Parks

● Ariens Museum

● Brillion Historical Society

● Events-Parade, Walk thru Brillion

● Beer Wine Cheese

● Farmers Markets

● Banquets/Weddings at Cobblestone and Carsten’s Mill

● Fireworks

The Chamber wants to utilize these tourist attractions to promote local businesses as well.

Budget

Dues

● Projected total income in 2 years - $37,000 (115 members X avg. of $160 ea. + $18,500 for fundraising) Review membership due structure to potentially increase revenue. Investigate prorated dues for new members.

● Restructure budget based on the Manitowoc Chamber’s budget simulator. Budget format should be based on percentages of the whole budget. Simulator reveals our percentages are currently out of line.

● Add $5,000 to budget for Chamber, RDA, and Grow Community Director.

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Sponsorship

● Review areas for sponsorships. See Attachment 3 which is what the Manitowoc Chamber uses as guidelines for sponsorship opportunities.

Chamber Bucks

● Review and implement Manitowoc Chamber Bucks program-See Attachment 4

● Convert coupon book program to key fob.

Marketing

● Marketing needs to craft a consistent message reflecting the value of Chamber membership and sponsorship.

● The Chamber wants to be the resource for educating, recognizing, and supporting our chamber members. A community calendar will be created and put on the Chamber website which would include all the civic organizations, churches, and business events. This would allow all community residents and business to see what activities are being held in the community and surrounding areas.

Facebook, Instagram

● Marketing needs to craft a consistent message reflecting the value of Chamber membership and sponsorship

PR Plan

● Create a public relations plan to actively pursue new membership and retain existing membership.

● Create talking points for board members so when they are out in community, they can provide a consistent message to all business.

Website Optimization

● Audit website to optimize and improve user experience, improve return on investment, increase brand loyalty, and add value added content.

3-5 year Action Plan

Membership

● Increase Membership 10% per year – 135 members

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Budget Total income - $45,000 (135 members X avg. of $200.00 ea. + $18,500 for fundraising)

Have self-supporting full time Director of Chamber of Commerce in place. Responsibilities of Director to include –

● Lead organization of all Chamber social and fundraising events

● Budget planning

● Organize Lunch and Learns

● Be the go to person for obtaining resource information

● Newsletter

● Facebook

● Responsible for Secretary/treasurer duties.

● Study local, national, and international Chamber of Commerce trends.

● Investigate, develop and make recommendations to the board on ways to market and promote the community of Brillion.

Current board members are doing these responsibilities on volunteer basis at an approximately 175-200 hrs. /mo.

Marketing

● Continue to maintain a consistent message.

● Continue to improve recruitment and development plan and PR strategies based on current trends

● Continue the membership with the ACCE and utilize their resources to remain up to date with current chamber trends

● Continue to network with other local chambers to develop effective methods of recruitment and collaborate with them on other services (ie. Lunch and Learns and other educational and growth opportunities)

● Expand chamber to include young professionals with specific talents

● Continue expanding ways to promote and market the community as a place to live, work, and play. Work with other local Chambers as to best practices.

● Expand the Chamber to local communities that do not have a Chamber for growth and more value for entire area (Hilbert, Reedsville, Sherwood)

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● Continue of all social events and grow sponsorships

20 year Action Plan Membership80% of all businesses in the 10 mile radius are members of the Brillion Chamber of Commerce (number is based on total number of businesses listed above). 412 members.

Budget ● Total income $200,000 (412 members x avg. of 320 ea + 65,000 for fundraising)

● Expand or possibly create a Chamber of Commerce for Calumet County with each community having a full time representative that “specializes” in that specific community.

Marketing and PR

● Continue to reevaluate depending on current trends

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Attachment #1 SWOT Analysis

Strengths Weakness Opportunities Threats

Golf Outing Social Media Manufacturing/School Lack of Unity

Paid Position New Board Members Tax/Grant Lack of Communication

BWC New Presidents Rock the Block Lack of Interest

BoD Members interested in Change

Lack of Vision City Development Retention

Not utilizing resources in city

Promote Chamber Benefits

No Partnership w/businesses

Outdated Website

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Attachment#2 Chamber Member Survey Results

Question #1 Please rate the following Chamber programs on the importance to you: (Rate 1-5; 1 being of no value and 5 being great value)

1 (poor)

2 3 4 5 (excellent)

n/a Total

After 5 Social 2 5 2 6 7 3 25

Annual Dinner Chamber Meeting

5 4 4 4 5 3 25

Coupon Booklet 8 5 6 2 2 2 25

1st Dollar Award 7 1 6 2 5 3 24

Chamber Bucks 7 4 7 4 2 1 25

Turkey promotion 10 2 7 4 1 1 25

Monthly Newsletter 3 2 6 8 5 1 25

Comments:

We are not retail so the Chamber incentives (coupon books, bucks, turkey) are not relevant for us to partake in

All options are great, but poorly executed

Question #2 Please rate the following promotional marketing opportunities

5 (excellent)

4 3 2 1 (poor)

Eliminate Unaware Total

Website 3 4 12 1 2 0 3 25

Monthly Chamber

2 7 9 2 2 0 3 25

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Newsletter

Chamber Bucks 2 3 10 3 5 1 0 24

Grand Opening/Ribbon

Cutting

10 6 3 3 1 0 2 25

1st Dollar Award for new

businesses

8 6 6 3 2 0 0 25

Facebook 4 7 7 2 1 0 4 25

Chamber Coupon Books

3 2 8 3 5 2 2 25

Turkey Holiday Promotion

4 1 6 6 2 0 6 25

Comments:

Love that the Chamber helps promote my business

Again, depending on type of business, I believe your offerings could be of great benefit

Use website and Facebook better to promote Chamber Business

Everything needs more marketing efforts and these would all be great for the community

Question #3 Have you participated in the Brillion Fundraisers

Yes No N/A Eliminate Unaware

Total

Beer Wine Cheese & Chocolate 20 5 1 0 0 26

Golf Outing 11 14 1 0 0 26

Comments:

Golf Outing is a valuable fundraiser, but just not my thing

Beer/Wine event is wonderful and put together. The food is sub-par at the golf outing, but a nice time and nice raffles.

Question #4 Rate the Chamber business connections

5 (excellent)

4 3 2 1 (poor)

N/A Eliminate Unaware

Total

Annual Dinner and Meeting 3 3 5 7 2 3 0 2 25

Business after 5 6 7 1 5 1 3 0 2 25

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Golf Outing 5 7 2 1 1 7 0 2 25

Holiday Social and Meeting 1 1 5 7 3 6 0 2 25

Comments:

We have rarely attended any of these events

At annual dinner, I mostly hung with my own group. Like it better with the motivational/inspirational speaker. I don’t attend the holiday social because I don’t find it worth

the money.

Typically do not partake in After 5 or Holiday social

Have not attended these events

Question #5 How often do you open and read the electronic communications from the Chamber (i.e. The Monthly Newsletters and Updates)

All the Time 10

Regularly 5

On Occasion 7

Never 2

Comments:

I skim it to see if there is anything that directly pertains to me, but don’t read it word for word. I like it when it contains info regarding upcoming events that I can tie into or take advantage of

bigger crowds in Brillion

Quickly fly through it

Question #6 Would you be interested in volunteering for any of the following?

Board Members 3

Beer, Wine, Cheese & Chocolate Event 2

Golf Committee 2

Retail/Shop Local Committee 0

Membership Committee 1

Website & Social Media Committee 1

Comments:

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Not at this time

I may have interest

I have been on all of these

Question #7 Should the Brillion Chamber develop new events like:

Yes No N/A Total

Educational Speaker 17 1 5 23

Coordinate school and business connections

16 2 4 22

Community Job Fairs 15 4 4 23

Comments:

Lunch and Learn, done in 2012 and thought it had a good turnout

Around the lunch hour works best on week days-leadership topics including listening skills, hiring/firing, interview techniques (for interviewer), evaluating employees, and motivating

employees

7 AM Tues, Wed, Thurs.

Flexible Schedule

Question #8 Chamber coupon book participation

Yes No N/A Total

Have you participated in the past 15 7 2 24

Are you interested in participating

8 11 3 22

Should we eliminate the coupon book

8 8 7 23

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Question #9 Please share any ideas for future programs or new services The Brillion Chamber should offer to make your membership more valuable

Maybe combine with other Brillion service organizations on large events and fund raising

More city wide promotions

A monthly or quarterly “Shop Brillion” blitz-all day Saturday to tie everyone together. Encourage businesses to give back a % to use for????

Need to get involvement again, get the chamber rolling. People are busy, but the Chamber needs to work with the City on projects and visions.

Perhaps the Chamber could sponsor training in interview skills or filling out job applications to high school kids or organize a “job shadowing day” with high school students.

Banks and CUs fund a pool to help fund matching grants for façade improvements, better entrances, maybe signage, etc.

Highlight one Chamber Business per month on Chamber Facebook Page

Not a member, too involved with other organizations.

Consider forming a Calumet County Chamber for the whole county. Most of the communities in the county have a population under 4,000 people and lots of small businesses that would flourish

if we created a county chamber versus 10 small city ones. Let’s work together to create something abundant before breaking out to do our own poorly ran Chamber.

Question #10 Remember this is your Chamber, we welcome any additional comments:

The City is on the cusp of many new developments. Do the Chamber and City communicate regularly about info and how we can assist each other? We need to piggy back on what they are

doing to bring businesses and people to Brillion and want to stay here to spend money.

There needs to be a vision and that vision needs to be sold to the businesses. That being said-the businesses should have a say in that vision. IF they don’t buy into it, the Chamber might as well

fold.

I’m excited that the Chamber is looking into freshening up what they do to become a more valuable organization.

Just don’t feel like there’s any value to being a member. What are we getting for our dues?

Costs are too high for small business with few members. As of today there is no benefit to joining this organization.

First dollars are presented way too late or never.

Ribbon cutting…when has this happened in Brillion?

Beer, Wine, Cheese & Chocolate is the best event all around that the Chamber offers

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Attachment #3 Manitowoc Chamber Sponsorships

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Attachment #4 Manitowoc Chamber Bucks Example

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