Northern Kentucky Chamber of Commerce Leading Businesses. Leading Communities.

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1 ACE Awards Application Page 1 of 8

2 Summary The Northern Kentucky Chamber of Commerce identified a need to reach out to area businesses and communities in a non-stereotypical format educating the region about its programs and services, increase membership and continue support of local economic growth. The result is a half-hour television program titled The program airs 40 times a month to 89,000 households on a local cable channel featuring three Chamber member businesses and one non-profit community organization. The informal interview format captures the Chamber s progressive, innovative, contemporary style communicating its key messages and community involvement. Synopsis Needs Identification The Northern Kentucky Chamber conducted a marketing survey for its new brand in The results of the survey revealed that the public perception of the Chamber membership consisted of big businesses supported by groups of old, gray-haired men with outdated, old fashion and stale ideas. After reviewing actual membership data, it showed that more than 80% of the Chamber s members consisted of small businesses with 20 or less employees and a growing trend towards a younger audience and younger business owners. In April 2006, the Chamber launched a new brand and adopted the tagline Leading Businesses. Leading Communities. The redesigned contemporary look captured a progressive and energized Chamber. As a result, the staff developed an aggressive marketing campaign to promote its image and showcase the programs and services available. The next step was to develop an affordable and updated communications tool targeting a younger audience (25-54). The key messages needed to convey the organization was hip, young, exciting and successful to the public including members, future members and surrounding communities. National headlines and news articles stated most X, Y and Millennium generations receive their information from radio, television and the Internet. Several radio stations in the area reached these generations but only in a music format. The television affiliates did not have any programming opportunities available that would capture the attention of this group. The Chamber turned to a longtime member, a local cable TV company, Insight Communications (Insight) which produced several half-hour shows featuring local politics, sports, volunteers, retail and real estate. Despite the small studio and limited staff, they attracted more than 89,000 viewers in the Northern Kentucky community. In September 2006, the host/producer of a show broadcasted on Insight, relocated and left the cable station with an empty half-hour segment. Insight had a need for a program that kept the community in front of its viewers and the Chamber had a need to expand its reach to members and future members. So, October 2006, the Chamber seized the opportunity and approached Insight with a concept of a new show Leading Businesses. Leading Communities using the new tagline to name the show was a way to keep the Chamber s new brand in front of our members and the community. The Chamber learned at the first meeting Insight needed help identifying resources to produce the show. A per show cost was presented to the Chamber, so partners were selected to minimize out of pocket cost. This included developing the look and feel of the show, set designs, opening and closing segments, interviews, and promotional commercials. The Chamber s marketing committee selected the Chamber s president, Steve Stevens, to do the opening and close of each show and a staff member to do the interviews. The selection of the Chamber president was another way to build our image in the community. ACE Awards Application Page 2 of 8

3 Objective The objective of is to reach out to area businesses and communities in a non-stereotypical format educating the region about its programs and services, increase membership, continue support of local economic growth and build the Chamber s community image. The Chamber developed a cost efficient, high-quality program with a contemporary look providing guests the opportunity to display their products and services and offer non-profit organizations an opportunity to inform viewers of their services. One of the five four-minute segments of the program allows the Chamber to update viewers on issues, news and events affecting businesses and the communities in our region. S.M.A.R.T. The objectives were Specific, Measurable, Attainable, Realistic, and Time-Sensitive Specific: The show targets the marketing audience of ages between 6 a.m. and 8 a.m. and/or 6 p.m. and 8 p.m. The Chamber streams the video of the program on its website to reach more viewers and help enhance the repeated episodes viewed on Insight. Measurable: Success and measurability is based on positive feedback from members who were guests on the show, response from campaigns and community outreach by staff. Insight Communications also monitors the feedback to make sure it is a program that the community wants to watch. Attainable: The Chamber utilizes the power and expertise of key members to reach the goal of changing public perception, increase membership and raise awareness of Chamber services. Realistic: Partnering with members to generate content, guests and support made the project a reality for the Chamber. It also generated enthusiasm within the marketing committee, key members, staff and the board to make it a monthly program broadcasted in the community. Time-Sensitive: During the initial meeting with Insight, they shared they had enough reruns to maintain the segment but required the Chamber s first show to air on March 5, This left a two month timeframe to gather the key components of the program. The marketing committee, Insight and the staff created and implemented a schedule to get each task and project completed relating to the production of the program including script development, video and guest recruitment. The program content includes current events and accomplishments of the Chamber relating to area businesses and communities. Communication Piece The image of our Chamber is progressive, energetic, creative, enthusiastic and bold. Creative writing of the script incorporates our four key messages, raises awareness of the Chamber s services among members and the communities in our region and highlights the accomplishments of Chamber activities. The Chamber marketing committee selected the tagline, Leading Businesses. Leading Communities, from the Chamber s mission statement as the name for the show since it summed up the entire concept of the program. In conjunction with Insight s executives, general manager, producer and Chamber staff, the group decided on a half-hour program broadcasting regularly, 10 times a week with a minimum of 40 times per month. The program would air 7 a.m. on Monday, Wednesday and Friday and 7 p.m. on Tuesday and Thursday. This schedule includes the target audience that the program was intended for. The Chamber is responsible for promotional materials, concepts, introduction, cost of the air time and production time of $3,000 per month. ACE Awards Application Page 3 of 8

4 Several different show concepts were discussed and the committee settled on a format similar to CBS Sunday Morning with Charles Osgood (Sunday Morning). However, after further review, the group learned the set used several props and items that would create a budget overage. It was decided to take advantage of technology and use a green screen to cut down additional production costs. Steve Fine of Artboy (Artboy), and marketing committee member, offered his services to put together the promotional materials. Artboy received numerous Emmy awards for graphic production work at a local television station and just two years prior, Artboy provided a 15 second animated graphic the Chamber used to launch the new brand. The committee liked the graphic concept which included a pathway shape (currently used in the Chamber logo) moving through a series of blocks. The path shows the movement of commerce in and out of the region. The committee decided to add photos on one side of a block that incorporate a regional feel to the program. The blocks visualize both the growth and different sizes of leading businesses the Chamber represents--from the smallest sole proprietorship to the largest international corporation. The bold, strong shapes convey the feeling of a solid community and can also be viewed as a contemporary skyline. The committee selected Steve Stevens, the Chamber s president, as the host of the program if the community and viewers were going to accept and watch the show. The committee felt Steve was a young, energetic, enthusiastic individual with a level of integrity that could be conveyed to the viewer. It was decided he would do the introduction and the Chamber news segment and have a separate staff member, Stan Lampe vice president of Business Advocacy, interview the guests. The marketing committee met with Steve to explain why he should open the show each month. After reviewing a brief animated opening of the show, the script and production process, Steve agreed to his new role. During the same meeting, Artboy presented the show s opening and it was decided to use the same piece in a promotional commercial. After reviewing numerous soundtracks to find the right contemporary sound, the final soundtrack was added to the commercial and used for the opening segment of the show. The animated artwork was submitted to Insight Media division for the final voiceover at the end of the commercial. Set design was the next important issue to address. The committee believed the set needed to be cost efficient and have a contemporary look. Adjusted overhead lighting in the studio softened the look of the set; the interviewer and guest are seated at a high coffee table with stools to give the impression of a casual contemporary feel. Backlighting of two parchment screens enhanced the depth of the set without distracting the interviewer. To help keep production costs down, the committee used Insight s portable green screen backdrop, designed and sketched out a concept that provided an animated background where images, members logos, and information could be displayed as the host was talking. Artboy also developed a creative product that images and logos could be dropped in and used by the Insight s production staff. For the closing segment, Arboy designed an animated segment using photos of events, programs and ribbon cuttings featuring the Chamber s activities of the month as the credits were rolling. With the intro, set design and closing segment determined, the group addressed how to promote the program in the community. Again, using resources from within the Chamber membership, a marketing committee member with TANK, Transportation Authority of Northern Kentucky, provided the Chamber with free advertisements on all their 120 buses. The Chamber covered the cost of the ad materials (see sample). Insight agreed to run a cross-channel promotional schedule (on CNN, ESPN, Food Network, etc. see attachment) of 200 commercials per week (600 mentions total) that aired three weeks prior to the broadcast of the first program on March 5, Afterwards a monthly promotional schedule of 100 commercials per week would air throughout the year. (see Promo materials and video) ACE Awards Application Page 4 of 8

5 The Chamber and Insight developed a sales flyer to promote the show (see attachment) and determined title sponsor was needed to reduce the overhead of the each show so members could afford a paying for a segment. The sponsorship levels were determined as follows: Title sponsor = $15,000 Each business focus segment = $750 (3 segments) Community focus = $400. The Board of Directors were presented a sales flyer at a January 2007 meeting and informed of the Chamber s new television show. Immediately after the announcement, a board member stood up and purchased the title sponsorship. By the end of January, the first show was sold out. Using the established production schedule, Chamber staff scripted the first show, taped the interviews mid-february 2007 and the first show aired March 5, 2007 (run Show). Methodology The air times target the key audience and the Chamber s objectives of being on budget and time was accomplished. The show is a contemporary communication tool as predicted to convey that we are a hip, progressive, young and exciting, successful organization to the public and dissolves the original public perception of a group of old, gray-haired big business men gathered in a board room with old-fashioned and stale ideas. The brand messaging speaks for itself Since the first show aired March 5, 2007, the tagline is a household brand in the community. The key messages and benefits are reinforced to more than 89,000 viewers per month. The Chamber gained a media partner, produced a community-oriented yet professional show on a limited budget and made a profit. In addition, the Chamber took advantage of available technology to stream it online which helped increase the audience and potential guest recruitment opportunities. Promotion & Content of the Show The format of the 30 minute program includes three Business Focus segments, one Community Focus segment and one segment covering important issues, updates and accomplishments of the Chamber. All segments are conducted in an informal, informative, upbeat style with a primary interview set at the ICN6 studios. The content for each show includes stories from the Chamber s monthly newspaper, The Northern Kentucky Business Journal (see Journal). The script is produced by the Senior Vice-president of Membership Services and Community Relations. A copy of the script is submitted to the Director of Marketing and Communications who selects the appropriate photos and images for that particular section of the script. The Director also selects photos from Chamber events and ribbon cuttings used for the closing credits over to Artboy. All the photos, images and the script are ed over to Insight s production department. The interviews and segments are taped the third Monday of the month. Shortly after the first episode aired on Insight, members who sit on non-profit boards realized the potential of the show and became sponsors for the community segments. The show was streamed to the web making it available to members who were on the show. In turn, they started sending links of their segment to their clients as well as potential clients. This helped prompt awareness among the Chamber membership as well as in the community and the beginning of an effective viral marketing campaign effort. ACE Awards Application Page 5 of 8

6 The Budget Annual Expenses Commercial Production $ 0 a savings of $3,000 Show Introduction Production $ 0 a savings of $7,000 Closing Segment Production $ 0 a savings of $5,000 Commercial Air Time (600) $ 0 a savings of $15,895 TANK Bus Advertising $ 300 a savings of $10,800 Insight facilities (12 shows X $3,000 per show) $36,000 Studio set $ 250 Total Expenses $36,550 a savings of $41,695 Annual Income Title Sponsorship $15,000 Business Focus Segment $27,000 ($750 per segment, 3 per show, 12 shows) Community Focus Segment $ 4,800 ($400 per segment, 12 shows) Total Income $46,800 Total Profit $10,250 (a savings of $41,695) Evaluation The success and awareness of the show continues to grow in the community as indicated by increased inquiries from members wanting to appear on the show. The concept of viral marketing is working well since numerous interactions are reported by Chamber staff from members and non-members in the community stating they ve seen Steve hosting the show or they ve seen a colleague appear on a segment. The program is also mentioned in the Chamber s weekly e-newsletter, The FLASH sent to member-only subscribers. Success is further supported based on testimonials from member guests and staff noted a recurring phrase - It's Easy. It s Affordable. And It Works. Some of the guests were invited back to the studio to capture their testimonial on video as part of a new two-minute commercial released late Copies of the commercial are available on CD and currently used to promote the program at Chamber events and meetings. The video is also streamed on the website and included on several e-newsletter communications. In conclusion, the program s intent, objectives and goals were successfully met based on positive feedback in the community, positive response from guests, increased inquiries to appear on the show and Chamber members connecting their website to the streamed video on the Chamber s website. Additional support comes from TANK, Transportation Authority of Northern Kentucky. The group recently proposed to the Chamber an offer that includes showing the promotion of the program on 15 buses equipped with televisions several times a day to their riders. This is another opportunity to expand our marketing reach with minimal financial impact. is a show that reflects the Chamber s image, brand and membership, strengthens the value of membership, the relationship with community partners, attracts future members and showcases our region to new businesses moving to the area or considering relocation to the Northern Kentucky region. ACE Awards Application Page 6 of 8

7 Testimonials The Chamber received an incredible amount of positive feedback regarding the program. Here is some of the feedback received six months after the first show was produced and aired: As the first business to ever be highlighted on the Leading Businesses Leading Communities show I found the entire experience to be easy and very helpful for our business, said Brent Cooper, president, C- Forward, Inc. We added some new customers who called us specifically because they said they saw the segment and really appreciated the Chamber giving us an opportunity to participate. I hope the Leading Businesses Leading Communities show will continue for years to come as it does a tremendous service to Chamber members and the community as a whole. Being on the show was the most effective way I have ever used to get my name out into the community. It really works! You can reach a wide audience this way that you just can t reach otherwise, said Bob Parsons, agency owner, Parsons & Associates, Allstate Insurance. Our investment in this show for the visibility was extremely affordable. Being connected with the Chamber is a tremendous value for us, somehow when we link our message to the Chamber, and believe in what the Chamber does, we think it brings validity to our message. It s amazing how many people told me they saw me on the show. Jeff Jehn, President, Waltz Business Solutions. The opportunity to showcase beneficiency.net on the Leading Business Leading Communities program gave us the outreach we were looking to achieve. Our product is new and the constant airing of the piece generated great curiosity and interest. It was an affordable and successful complement to our marketing strategy, stated Jerry Deatherage, beneficiency.net. ACE Awards Application Page 7 of 8

8 ACE Awards Application Page 8 of 8

9 Leading Businesses. Leading Communities. WHAT IS IT? A half-hour, interview style Cable TV program, covering the activities, important issues, updates and accomplishments of the Northern Kentucky Chamber. It s the Northern Kentucky Chamber of Commerce s show to talk about its agenda. A format for small businesses to appear in a television program which focuses on business, and their business services 3 Businesses featured per program. A view of what non-profit organizations are contributing to the Northern Kentucky community. Sponsorships available and changing monthly. Steve Stevens, NKY Chamber President, hosts the show, with Stan Lampe hosting the Business Segments. The program will be filmed in the ICN6 Studios and Insight can send a camera person to each business, capturing b-roll footage for use during the interview segment as needed. Leading Businesses. Leading Communities. Cable TV on ICN6 will air 40 times per month (10 times per week minimum). A cross-channel promotional commercial will air over the following Insight Cable Networks each month: WHEN IS IT? 100 cross promotional commercials per week will air weekly throughout the year to attract viewers to the program.

10 Leading Businesses. Leading Communities. Sponsorship Packages Available (per show): Business Focus Segments (3): This category exclusive sponsor will have approximately a 4 minute interview, supplemented with background photos, film footage and/or other materials made available to enhance the content being discussed and a 30 second commercial. Insight Media will gather limited video as needed in support of the sponsor. (production cost of a 30 second commercial would be at the sponsor expense) $750 per company, per show Show Air Times on ICN6 Sundays: 8am, noon and 10:30pm Monday: 7pm Tuesday: 7am Wednesday: 7pm Thursday: 7am Friday: 7pm Saturday: 5pm and 10:30pm Community Focus Segment (1): One sponsor would be available for each monthly show to sponsor a segment focused on the programs and/or services of one community organization and the impact this organization has on the quality of life of our community. Sponsor name will be mentioned and logo will be shown at the beginning and close of the segment. $400 per company, per show Who will be watching? 98,000 Households 75% Penetration 6 Northern Kentucky Counties College Educated Adults 25-54