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Final power point Final power point Presentation Transcript

  • A Case Study Analysis of a Current Communication Issue Facing The Greater El Paso Chamber of Commerce Presented by: Eloy Atkinson Tom Sudetic Vanda Vigil Kristen White
  • Introduction
    • The Greater El Paso Chamber of Commerce (The Chamber):
      • Established in 1899
      • Purpose is to improve economic prosperity
      • Operates for charitable, scientific, literary, and educational purposes.
      • In 2009 alone, there have been over 25 achievements the Chamber is responsible for contributing to the city of El Paso
  • Mission
    • The Greater El Paso Chamber of Commerce is the voice for business that is opportunity focused, integrity based, supporting community and military partnerships to promote regional economic prosperity and trade
  • Goals
    • Decision making process:
      • Collaborative
      • Community Based
      • Diversity
      • Ethics
      • Member Driven
      • Outreach
      • Service
  • History
    • Contributes to El Paso’s economic development and growth
    • Utilizes NAFTA to help promote business
    • Supports Fort Bliss initiatives
    • Capitalizes on business opportunities
  • Description
    • Five Divisions:
      • Government Regulations
      • Education and Workforce
      • Armed Forces
      • Leadership El Paso
      • Business Development
  • The Government Regulations
    • The purpose is to support and regulate all types and sizes of businesses in El Paso dealing with their growth, economic stability, and ability to maintain business
    Business Development
    • Focuses on all El Paso businesses created, possessed, and expanded by providing access to capital, information, and customers.
  •  
    • The Greater El Paso Chamber of Commerce is a community partner that focuses on enhancing the local business community
    • They are one of the best resources El Paso has to advocate and pursue economic regional development
    Strengths
    • Network is very extensive and can help businesses increase sales by marketing to a reach of over 300 business people every month
    • The Chamber recruits, develops, and maintains a trained work force
    Strengths
    • The Greater El Paso Chamber of Commerce operates exclusively for charitable, educational, scientific, and literary purposes relating to the city of El Paso
    • The Greater El Paso Chamber of Commerce has not been able to successfully respond to the publicity that has recently slandered the city’s image
    Weaknesses
    • Chamber’s efforts concentrated on the improvement and development of pre-existing local businesses
    • Marketing strategies have not been fully developed to attract external business opportunities
    Weaknesses
    • The El Paso population increase attributed to Fort Bliss expansions ; flight of Mexican residents to El Paso.
    • A necessity to increase the El Paso area business landscape to match the needs of the city’s growing population
    Opportunities
    • Expansion within the Chamber’s current partnerships in the Business Development Division to attract businesses
    • Stimulus funding availability
    • Utilization of their political voice to address negative publicity
    Opportunities
    • Negative publicity adversely affecting El Paso business industry
    • Juarez violence deterring existing and potential businesses
    • Forgone business opportunities
    • The need for a stronger business advocate partner
    Threats
  • Nature of the Communication Strategy
    • The Chambers Strategic Plan 2010:
      • Government Relations and Advocacy for Business
      • Quality of Life and Community
      • Economic Prosperity and Growth
      • Chamber Excellence
    • No specific approach towards image marketing of El Paso
      • RedCo is only alternative
  • Communication Challenge
    • Despite the advantages El Paso has to offer, the industry milieu is in affliction. The Chamber can contribute an essential improvement to the current business level as well as the local morale by using their experience and resources
  • Current Issues Facing El Paso
    • Negative Publicity Adversely Affecting our Business Industry
    • Mexican Drug War Scaring Away Existing and Potential Business
    • Forgone Business Opportunities
    • The Need for a Stronger Business Advocate Partner
  • Negative Publicity
    • Despite all the support and achievements the Chamber has provided El Paso, negative publicity targeting the city of El Paso has begun to erode the advancements made by the Chamber
    • El Paso has been labeled as one of the most “drunkest”, “smelliest”, “ugliest”, “fattest”, and “most uneducated” city to live in
  • The Mexican Drug War
    • The current crisis from the drug wars is affecting the local economy by discouraging potential businesses from expanding to or investing in the El Paso area on behalf of the city
    • There has been a misconstrued notion that these acts of violence in Mexico will create a spillover effect into Juarez’s American sister city, El Paso
  • Forgone Business Opportunities
    • El Paso will miss out on stimulus monies if they are not utilized
    • Current and future businesses to take advantage of stimulus opportunities
    • Business growth not aligned to meet the needs of the growing El Paso population
  • The Need for Stronger Advocacy
    • El Paso businesses and local residents need a stronger advocate for the city
    • Negative publicity is not being addressed
    • Businesses need to know that El Paso is a great place to invest in
  • The Time to Act is Now
    • It is time to resolve the communication dilemma facing The Greater El Paso Chamber of Commerce and the City of El Paso
      • The El Paso Chamber of Commerce needs to be able to respond to the negative publicity that has recently slandered the city’s image
      • El Paso needs for The Chamber of Commerce to redesign its organizational structure to attract external business opportunities through effective marketing strategies
  •  
  • Solution #1
    • Marketing El Paso:
      • Create an integrated marketing campaign that emphasizes the positive qualities of El Paso
        • Display El Paso in a positive light
      • Example:
      • Las Vegas: “What Happens in Vegas, Stays in Vegas.”
  • Solution #2
    • Increase Partnership Synergies:
      • Increase synergy between The Regional Economic Development Company and The Greater El Paso Chamber of Commerce
  • Solution #3
    • Stimulus Funding :
      • Use stimulus funding to attract new and external businesses
    • It’s easier to get loans to start up new businesses because $500 million in stimulus money was used to removal of borrower’s fees and expand its loan guarantee to 90 percent for its largest loan programs
  • Solution #4
    • Marketing and Fort Bliss:
      • Communicate the significant transformation of Fort Bliss.
        • Predicted to expand to an estimate of 21,000 more troops as well as 30,000 more family members by 2013
        • Boost to El Paso economy by $3.7 billion dollars
  • Conclusion
    • Time to Act is NOW
      • Economy of El Paso will have the opportunity to expand with the advent of new business and the creation of jobs
      • Improvement in the quality of life for community residents
      • Improved perception of the area on an international level.
  • Thank You