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Materials
for local chambers of commerce to raise their brand awareness
within the business community.
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NATIONAL CHAMBER
IMAGE CAMPAIGN
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By Linda F.
Jarrett
If you would dissect a town, at its core, in many cases, you would
find a chamber of commerce. These organizations are comprised of
business and community associations formed to help each other and
their town or city.
These chambers, numbering approximately 7,899 nationwide, pave the
way for their members to impact critical business and community
issues, and improve the community at large. While not part of local,
state, or federal government, chambers often partner with government
to accomplish the chamber mission.
However, many chamber members, business owners, and community leaders
do not precisely know the role of a chamber of commerce. The National
Chamber Image Campaign hopes to not only define that role, but aid
the chambers in helping their member associations.
The American Chamber of Commerce Executives (ACCE), the national
association for those involved in the management of chambers, regardless
of size, saw a need to align these chambers under one umbrella of
purpose. Along with the marketing strategy company, The Quixote
Group LLC of North Carolina, they gathered data from both chambers
and business leaders about the mission, focus, and image of chambers
of commerce.
Findings included:
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Lack of understanding by businesses as to what chambers
of commerce do and how the work of the chamber benefits
the community and individual businesses.
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Competition for membership funds and volunteer time from
other business organizations, networking groups, civic
groups and social service organizations.
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Lack of a large public relations or advertising presence
by many chambers due to the above mentioned uncertainties
and lack of marketing funds.
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Lack of adequate funding and professional resources at
local chambers for developing a brand image and market
strategies.
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Difficulty by many chambers in conveying their goals to
members and prospective members.
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Both companies worked together to explore member needs,
research the brand, and prepare materials that would enable
chambers to better communicate their value.
As a result of this study, the ACCE instituted the National
Chamber Image Campaign, originally started as an auction
item in ACCE’s 2002-2005 Strategic Plan. This year, ACCE
members have access to a full-fledged, comprehensive set
of tools and the chambers have, for the first time, the
beginnings of a grassroots campaign to raise their brand
awareness within the business community.
Whether the chambers are large or small, or not called
“chambers,” these organizations can receive this material.
The advertising and public relations portions of the Campaign
materials can be customized by changing “Chamber of Commerce”
to the name of the appropriate organization, such as “Business
Council” or “Partnership.”
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Campaign will provide tools, research, messages, ads,
training, and recognition to ACCE member chambers of commerce
so that they can better communicate their value to both
businesses and the community at large.
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The Campaign
will:
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Help members effectively communicate their value to the
local community.
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Build awareness for the quality and value of chamber services
and programs to their members.
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Help increase membership in chambers of commerce.
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In joining
ACCE, members receive a Message Infusion Toolkit containing:
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Custom national chamber brand research results
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Key brand messages
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Tagline
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Message infusion worksheets
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Samples of chamber communications and marketing materials
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In the Public
Relations Toolkit, members receive public relations materials and
training at no additional charge.
As business and community associations, chambers of commerce are
funded by membership dues, as well as receiving non-dues revenue
through events, sponsorships, contracts and sales of various products
and services. The majority of local chambers consist of small businesses
having 25 to 30 employees.
Chambers work to make communities a better place by promoting and
building businesses. They not only confront economic issues, but
they provide leadership in civic and social programming. Plus, they
address community issues such as health care concerns, education,
transportation, workforce quality and availability, housing, and
crime with innovative programs, research, and coalition building.
ACCE’s 2006 national board chairman Dick Fleming observed, “A strong,
dynamic business community benefits the entire community. Chambers
directly involve themselves in the community to create an environment
where people want to live and work.“ He concluded, connecting the
chambers and providing those community leaders with the opportunity
to learn with and from each other is the mission of ACCE.
A
sample ad for chambers to use as part of the National
Chamber Image Campaign. |
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The Image Campaign smoothes the way for these goals to happen, helping
to insure successful/local chambers.
For more information on ACCE and the National Chamber Image Campaign,
go to www.acce.org.
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