2009 Re-Branding Campaign

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1 2009 Re-Branding Campaign

2 Summary: In 2008, The Lancaster Chamber of Commerce & Industry (LCCI) unveiled a bold new mission and vision. To help align the organization s scope of work with our mission and vision and to more clearly define and present this new vision, we developed a new brand image. Since the implementation of the new brand, we have seen an increase in member involvement, the ability for staff and Chamber volunteers to articulate our message clearly and our brand used as a frame of reference when supporting initiatives and planning events. Needs Identification: In 2008, while in the first year of our three-year Strategic Plan, we unveiled a new mission vision and three Core Strategies Lead, Connect and Innovate (see attached). Through planning, we discovered that our past brand position no longer matched our new organizational direction, and found it necessary to assess it and how we operated. LCCI recognized that our brand needed to reflect our mission and vision and help define LCCI. Leading into our Strategic Planning process, we surveyed a cross-section of members and nonmembers about their thoughts and perspectives of LCCI. Our findings and observations showed that overall, we were seen as a credible and respected organization that got things done; however, it also showed that everyone perceived a different value for membership and could not explain the overall value, or purpose, of LCCI. Instead, members spoke about the organization and its value in terms of the programs and services they used or were aware of Survey Results Overall satisfaction with LCCI is high at 81%. The Net Promoter Score (NPS) was 33; indicating a relevance issue. (NPS should ideally be between 50 to 80) LCCI s greatest strengths are community leadership and networking. Networking and professional development are the primary reasons for joining LCCI, and the great majority of respondents were satisfied with LCCI s efforts in these areas. Of LCCI s three stated goals, business advocacy is the weakest. Small businesses are most likely to feel that their needs aren t being met. As a result of the survey, we identified the need to be proactive in defining ourselves and not continue to be defined by others. We also needed to have a consistent message, which would help with member recruitment and retention.

3 Objectives: We recognized that re-branding ourselves was not about just introducing a new logo. It was about living a new brand through the alignment of our scope of work, customer service and role in the community. Our objective was to define ourselves and identify a consistent brand message; to ensure our brand message could be articulated properly and effectively by internal staff and Chamber volunteers; to align our programs, services and initiatives and member experience with our brand and operations; and to increase membership and retention and drive non-members to take action and join LCCI through consistent messaging. The identified objectives would impact current members and assist in attracting prospective members. The re-branding campaign was to be unveiled on February 6, 2009 at our well attended Annual Business Meeting, an opportunity for business and community leaders to hear how we have advanced the local business environment and impacted the community during the previous year. The upcoming Program for Action was also unveiled at this meeting, outlining how we will continue to work to build Lancaster County into a model of prosperity for 21st Century America. Methodology: To achieve our objectives, we began a request for proposal process in 2008, seeking a member company who could provide strategic direction, development and implementation and creative design services. We shared our needs and objectives with the agency, as well as provided them with previously collected data. Our brand was developed in September 2008 and then work began on implementing the brand. Marketing Schedule: Unveiled brand to Board of Directors at annual retreat Built into marketing plan and Annual Business Plan Unveil branding video and branding materials at Annual Business Meeting Begin using branding video and sharing our new message at New Investor Orientations 3.09 Billboard Campaign throughout Lancaster County promoting our new brand 4.09 Underwriting spots aired through Central Pennsylvania promoting our new brand and members 4.09 Begin research phase of running print and online ads in local newspaper and regional business publication 8.09 (implement ads in 10.09) Begin planning Town Hall Meetings for us to reinforce our brand identity, share our programs, services and initiatives, and gain feedback and suggestions from our members 8.09 (Schedule Meetings for 10.09)

4 Begin planning our booth at our Business Expo to reflect our new message 9.09 (use booth in 10.09) Begin creating materials that demonstrated members return on investment of the year 9.10 (use ROI materials in 11.09) Planning to implement radio ads and television commercial in first quarter of 2010 Budget Total re-branding campaign budget: $49,739 Ad Agency services (includes branding video and photography services) - $47,073 Printing services - $2,366 Billboard Campaign - $300 Communication Piece: Through the research and background information provided to and collected by the ad agency, they created a new brand position and communication pieces that helped reinforce our message and overall objectives. New Brand Position As a visual aide and background about how our brand position and tag line were determined and the creative that supported it, the ad agency created a story board. The board focused on LCCI as a hub (see attached). This theme appeals to both current members and non-members because it demonstrates clearly and consistently the overall value of belonging to an organization that is connected and instrumental in the overall success of the community giving the members access, connections and influence. In our quest to create an identity that clearly defined the organization and would increase membership and retention, our tag line became At the center of a prosperous community. Logo Our new logo needed to reflect our new brand position (see above). At the center of the logo, was a large circle that stated LCCI. This helped to reinforce that members of LCCI are all at the center of a prosperous community and that the organization is a hub of information. Surrounding the circle were smaller individual circles that formed a larger circle. This represented all of our individual members and their position in the organization. Lastly, there were even larger individual circles that formed a circle. This represented all of our member companies and their position in the organization and overall community. The dots were two shades of green, representing growth and prosperity which have positive connotations for the business community. It also is the color of environmental responsibility, which is a key issue in long-term community prosperity. Our full name was placed to the right of the dots. The Lancaster Chamber of Commerce & Industry was a deep red to symbol power, subtly echoed our previous identity, which was red.

5 Our logo also lends itself to a concept we call The Cycle of Prosperity (as outlined in the sales kit) which helps to identify with every individual and business. Tag Line Prior to the re-brand, we did not have a consistent and recognizable tag line. Our goal was to create a tag line that was a concise and confident statement that worked in tandem with the new logo and clearly reinforced our brand position. Branding Video (see DVD enclosed) A snap shot into the branding process and the story behind our brand position, logo and tag line. The video is used as part of our bi-monthly New Investor Orientations, an after-hours event for new members and on our prospective member appointments and retention visits. Sales Materials (see materials enclosed) Our new sales materials were divided into two pieces prospect mailer and sales kit. Mailer The mailer is used to provide non-members with a snap shot of Chamber membership. The piece features LCCI members, along with testimonials. This piece is available in print and electronic format housed on our website lancasterchamber.com in a digital and interactive format. It is also used during retention calls one-on-one and group meetings to assist in sharing our brand position and scope of work. Sales Kit The sales kit is used primarily for in-person sales calls. Featuring LCCI members, the kit provides in-depth information about LCCI and reinforces our brand message, as well as a sampling of our programs, services and initiatives, all organized under our core strategies of lead, connect and innovate. Advertising Campaign LCCI placed billboards (see attached) throughout Lancaster County to reinforce our brand position and tag line, which featured LCCI members who are reaping the benefits of Chamber membership. We partnered with WITF 89.5 to offer special news segments to our members. The segments featured LCCI members who were making a difference in the community by being environmentally aware, and were co-branded by LCCI and the participating member companies. (See DVD enclosed) Evaluation: Our re-branding campaign was unveiled to members at our Annual Business Meeting on February 6, During the event, we unveiled our new brand position, tag line and logo, as well as showed our branding video and distributed the new prospect mailer. In the planning stages of our re-branding campaign, we identified the need to (1) to define ourselves and identify a consistent brand message; (2) to ensure our brand message could be articulated properly and effectively by internal staff and Chamber volunteers; (3) align our

6 programs, services and initiatives with our brand and operations; and (4) to increase membership and retention though consistent messaging. We saw an increase in member involvement at our programs and events since aligning them with our brand and operations. From February 6, 2009 (when the brand was unveiled) to October 2009, we increased involvement by 1,458 members over the previous year. LCCI s Business Expo in October 2009 saw an increase in exhibitors by 2%. The Business Expo was re-organized to align with LCCI s new scope of work and Core Strategies of Lead, Connect and Innovate. (Lead) LCCI held a legislative event the morning of the Expo to provide members direct access to elected officials; (Connect) the Expo was an opportunity for business-to-business and business-to-consumer activity; and (Innovate) a leadership-focused luncheon was a chance for members to network and learn best business practices. I don't think people take enough time to say job well done, but thank you for having us at the [Expo] last year. We had a lot of fun and the event was extremely well run. We received so much business from the [Expo] that it turned out to be our top producing marketing event for Kevin Bledsoe of Investment Real Estate Management, LLC Although we ve been Chamber members for nearly 20 years, this was the first year we participated in the Business Expo. With the economic crisis we re all facing it provided an excellent resource for us to make contact with our local market and get our name out in front of potential clients with reasonable cost. It was a great success for ACI and the new Convention Center provided the perfect venue. There is no doubt we ll be at the Expo again next year. - Kevin M. Hirst, ACI Construction We administered a membership-wide survey in October The survey had questions that mirrored our 2007 Strategic Planning membership survey, as well as questions associated with our new brand position. We saw an increase in our net promoter score. In 2007, our promoter score was 33 while in 2009, our promoter score was 48. This increase shows that members are more likely now to promote LCCI to fellow business professionals. To find our Net Promoter score, members responded to the question How likely are you to recommend The Lancaster Chamber to a friend or colleague? using a 0- to-10 point rating scale. - Promoters (score 9-10) - Passives (score 7-8) - Detractors (score 0-6)

7 The Net Promoter Score is calculated by taking the percentage of customers who are Promoters and subtract the percentage who are Detractors. We saw an increase in our closing rate with prospective members since the launch of our new brand position. Since 2007, our membership representatives had a closing rate of 72%. Since February 2009, the organization has had a closing rate of 96%. This increase demonstrates that Chamber staff can articulate the value of Chamber membership more clearly and effectively and non-members can see the value of Chamber membership. LCCI staff and Board of Directors can articulate the organization s brand position effectively and recite the organization s mission. They use LCCI s mission and brand position as a baseline or frame of reference when discussing the organization s involvement in community and legislative initiatives and planning of programs and events, and all Board meeting agendas are organized around the organization s Core Strategies to keep LCCI focused and aligned. Unfortunately, we did not see an increase in membership and had a decline in retention. We believe this is greatly impacted by the current economy. We do have indicators in place to continue measuring the success of our re-branding campaign and ensure that all of our objectives are being met. With only eight months since the unveiling (February 2009 to October 2009), our measurable indicators have been successful. My business event consulting company, Practical Productions, LLC, turned two years old when suddenly the economy downshifted. Budgeting became an extreme sport and I was on the edge of justifying The Chamber membership away. I'm happy I did not make that mistake! Chamber participation has become a springboard to my success in Lancaster County and my business is thriving. I quickly learned the cost of dues is small compared to the value gathered from networking at events. I leave Mixers with solid leads, programs are rich with instantly-usable content and I've even made some fantastic business friends! You'll be sure to find me at the Small Business Toolbox Series this year. - Andrea Caldwell Witkowski of Practical Productions, LLC

8 Mission and Vision Statement and Core Strategies MISSION To build Lancaster County into a model of prosperity for 21st Century America. VISION The Chamber will be a leader in creating a thriving community that respects historical values while growing and diversifying our economy. We will provide leadership to unite business, community, education and government. Lancaster County will be home to a diverse array of creative and talented people, and a place where all individuals add economic and social value and can attain their maximum potential. Lancaster County will be innovative, technologically advanced, economically vibrant, environmentally sound, globally connected and personally fulfilling. CORE STRATEGIES Lead Provide leadership that mobilizes business, community, education and government around a common vision of prosperity. Connect Create, multiply and magnify the networks of relationships that nourish prosperity. Innovate Introduce new thinking and new approaches to accelerate progress and expand prosperity.

9 Lancaster Chamber Story Board

10 Lancaster Chamber Logos Current Logo At the center of a prosperous community. Old Logo (prior to re-branding campaign)

11 Lancaster Chamber Branding Video To view The Lancaster Chamber s branding video, Click Here.

12 Lancaster Chamber Membership Kits To view our Membership Mailer Kit, Click Here. To view our Membership Sales Kit, Click Here.

13 Lancaster Chamber Advertising Campaign (Regional Billboard) Join Us at the center of a prosperous community. InnoVate Lead ConneCt lancasterchamber.com

14 Lancaster Chamber Underwriting Segments To listen to The Lancaster Chamber s underwriting segments, Click Here.

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