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Effective Communications

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Presentation made at the 2009 Indiana Chamber Executive Association (ICEA) Winter Conference

Presentation made at the 2009 Indiana Chamber Executive Association (ICEA) Winter Conference

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    Effective Communications Effective Communications Presentation Transcript

    • Effective Communication Campaigns Presented by Mark Schenthal Indiana Chamber Executives Association March 12,2009
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    • Effective Communication Campaigns Presented by Mark Schenthal Indiana 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.
      • March
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      • 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) 355,992 376,387 Cincinnati (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
    • Headquarters 2008 2015 Fortune 500 12 16 Inc.1000 33 41
    • Northern Kentucky
    • Northern Kentucky Chamber of Commerce
    • Chamber’s Mission To 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 Kentucky Chamber of Commerce
    • Membership Approx. 2,000 members 52 committees Approx. 900 volunteers Board of Directors = 54 Budget= $2 MM
    • My Market Budget absolute 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
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    • 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
    • Mugs
    • Certificates
    • Certificates
    • Outside Ads
    • Outside Ads
    • Wallpaper used as backdrop
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    • Leading Communities. ™ Leading Businesses. Key Brand & Brand Essence Focus The Chamber helps build stronger communities by staying focused and involved in the top business, civic and community priorities Impact The Chamber provides unique opportunities for individuals and businesses to make a difference by connecting them to important community issues Advocacy The 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
    • 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 be Business 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
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    • Three Years Later….Today
    • Our Brand Sisters
    • Member’s Guide
    • Membership Directory Chamber Major Publications
    • Relocation Guide Chamber Major Publications
    • Business & Community Advocacy Chamber Major Publications
    • Monthly Newsletter Printed by Times Mail Bedford, IN Chamber Major Publications
    • Web sites
    • Web sites
    • Web sites
      • Blast it out every Tuesday to more than 6,800 volunteers
      • Members can purchase ad space $150 per blast
      E-Flash (Constant Contact)
    • Capitol Update (Voter Voice)
    • 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
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    • Social Media
    • 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 Media The 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.
    •