VIRDEN.CAPSTONE

Virden Capstone 1
I. EXECUTIVE SUMMARY –
The NorthernVirginiaChamberof Commerce isthe preeminentchamberinNorthernVirginiabecause it
representsover700 companieswithover500,000 jobsand promotesa strongstate economyby
advocatingforits membersinpolitical andeconomiclandscapes. Itwasformerlyknownasthe Fairfax
CountyChamberof Commerce andtransitionedtothe new geographically-encompassingname in
January2016. The rebrandwasa natural progressionbecause the Chamberrepresentsmembersnot
onlyinFairfax County,butall overVirginia. The goal of the new name was to betterinclude those
memberslocatedoutsideof Fairfax CountyinChamberrepresentation,while alsopromotingadvocacy
and thoughtleadershipgoals. Aswassaidinone of the focusgroupsabout the rebrand,“Noother
chamberin the area wouldhave beenable toclaim‘NorthernVirginia’ aspartof itsname”(Appendix C).
The largestpercentage of membershipatthe NorthernVirginiaChamberof Commerce issmall
businesses,whichmake up75%of the memberbase,butmostmembersare unaware of thisimpressive
number. The rebrandwas an opportunitytochange the messagingandupdate all membersthatthe
supportof small businessesisamainreasonwhythe Chamberisso successful,butthe Chamberfailed
to effectivelypromote the rebranding. Stemmingfromthis,the original problemwasthoughttobe that
afterthe rebrand,small businessmembersdidnot believe thatthey were partof Chambergoals. After
conductingtwoprimaryresearchfocusgroups,the problemwasidentifiedtobe thatboth small and big
businessesdidnotunderstandhowtheyfitintothe Chamberframework. The membersinthe focus
groupsperceivedsmall andbigbusinessestobe separate entitiessoitiscritical to update the messaging
to prove that the new name has notchangedthe role of Chamber,butrather,has expandeditsreach
and impactto benefitall members –bigand small.
The followingpagesof the strategiccommunicationsplanhighlightshow the NorthernVirginiaChamber
of Commerce shoulddispel misperceptionsaboutthe prioritiesof the Chambersince the rebrandand
detailshowto strengthensmall andbigbusinessmemberrelationships. The plancentersaroundthe
researchconductedinthe focusgroupsbecause that wasthe opportunitytositdownwith members
and gaininsightsintotheirthoughtsaboutthe Chamber. Forinstance,bigbusinessmember
participantspointedoutthatthe Chambershouldhave more opportunitiestodevelopfriendshipsand
personal connectionswithothermembers,ratherthanfocusing onprofessional networkingevents
where these largerbusinesses are constantly“soldto”bysmallerbusinesses (AppendixC). The plan
emphasizesnew messagingstrategiestotargetbigbusinessmemberswithtacticsthatreshape some of
the current eventstructures whilestillincludingsmall businessparticipation.
The Chamberhas an integral role inshowcasingthe importance of small businessesandhow their
membershipdirectlyimpactsbigbusinessmembersandvice versa. The solution inthe plan istoconvey
that the newChambername has expandeditsreach toimpactand benefitall members,regardlessof
size. Itwill be successful because the messagesare basedonthe insightsgatheredinthe focusgroups
and tap intothe emotional drivingforce of eachkeypublic. The plantimeline beginsinSeptember2016
and continuestothe endof September2017 witha total budgetof $2,000.
The followingpages outlinesthe bestcourse of actionforthe NorthernVirginiaChamberof Commerce
to successfullyengage with all of itsmembers –regardlessof size.

TABLE OF CONTENTS
I. Executive Summary
II. Background………………………………………………………………………………………………………………………....2
a. External Environment…………………………………………………………………………………………………….2
b. Industry………………………………………………………………………………………………………………………….2
c. Client……………………………………………………………………………………………………………………………..3
d. Service……………………………………………………………………………………………………………………………3
e. Promotions…………………………………………………………………………………………………………………….4
f. Market Share………………………………………………………………………………………………………………….5
g. Competition……………………………………………………………………………………………………………………5
h. Resources ………………………………………………………………………………………………………………………8
i. Market Research…………………………………………………………………………………………………………...8
III. SituationAnalysis………………………………………………………………………………………………………………...8
IV. OpportunityStatement………………………………………………………………………………………………………..9
V. Goal……………………………………………………………………………………………………………………………………..9
VI. Objectives…………………………………………………………………………………………………………………………....9
VII. KeyPublics…………………………………………………………………………………………………………………………...9
a. Small BusinessMembers………………………………………………………………………………………………10
b. Big BusinessMembers………………………………………………………………………………………………….11
c. Board Members……………………………………………………………………………………………………………11
VIII. Brand PositioningandFraming……………………………………………………………………………………………12
IX. Messaging…………………………………………………………………………………………………………………………..12
a. All publics……………………………………………………………………………………………..........................12
b. Small BusinessMembers……………………………………………………………………………………………...13
c. Big BusinessMembers……………………………………………………………………………………………......13
d. Board Members……………………………………………………………………………………………................14
X. StrategiesandTactics…………………………………………………………………………………………………………14
a. Small BusinessMembers………………………………………………………………………………………………14
b. Big BusinessMembers………………………………………………………………………………………………….15
c. Board Members…………………………………………………………………………………………………………...15
XI. Calendar……………………………………………………………………………………………………………………………..17
XII. Budget………………………………………………………………………………………………………………………………..18
XIII. Evaluation…………………………………………………………………………………………………………………………..19
XIV. Endnotes…………………………………………………………………………………………………………………………….20
XV. Appendix A –References…………………………………………………………………………………………………….23
XVI. Appendix B– SWOT Analysis…………………………………………………………………………..………………….26
XVII. Appendix C–Primary Research………………………………………………………………………………………….27
a. FocusGroup Outline…………………………………………………………………………………………………….27
b. July12 and 13th
CombinedFocusGroupAnalysis…………....…………………………………………..28

c. July12 FocusGroup Transcript…………………………………………………………………………………….33
d. July13 FocusGroup Transcript…………………………………………………………………………………….40
XVIII. Appendix D– BrainstormOutline……………………………………………………………………………………….47
XIX. Appendix E– In-DepthInterviewTemplate…………………………………………………………………………48
XX. Appendix F –MemberLogin Page Template……………………………………………………………………….49
XXI. Appendix G– “SuccessStories”NewsletterTemplate………………………………...……………………..50
XXII. Appendix H– Social MediaTemplates………………………………………………………………………………..51
XXIII. Appendix I –Data Visualization…………………………………………………………………………………………..52

Virden Capstone 2
II. BACKGROUND –
External Environment–
The operatingenvironmentforchambersof commerce andbusinessmembershipassociations across
the nation isdirectlyimpactedbythe economyandpolitical landscape. Forinstance,the Departmentof
Labor is beingsued bythe U.S.Chamberof Commerce ina highlypublicizedandcontestedlawsuit. The
battle isa response to the Departmentof Labor’sproposedfiduciaryrule,whichwouldrequire advisors
overseeingretirementplanstoact undera standardthat wouldputclientinterestsaheadof all other
considerationswhenmakinginvestmentrecommendationsonaccountscoveredunderthe Employee
RetirementIncome Security Act.i
Amongothereffects,the fiduciaryrule would limitsmall businesses’
access to retirementplans. Withoutaccessto retirement plans,manysmall businesseswill lose
employeesand theircompetitive edge inthe market,makingit increasinglydifficulttostayinbusiness.
Othergovernment regulationsthatfederal andstate governmentspropose thatdirectlyimpactsthe
businesscommunity isthe $15.00 “livingwage”orincreased minimumwage.ii
The minimumwage just
increasedto$15.00 an hour inWashington,D.C.,andthoughitwill be yearsbefore wagesare thathigh,
businessesinthe metropolitanarea,includingVirginia,will be affectedimmediately.iii
Small and
independentretailersandrestaurantsare likelytofeelthe biggestimpactof risingminimumsbecause
theyemploymanyminimum-wage hourlyworkers thatnow mustbe paidartificiallyhighwages –
regardless of the type of work.iv
The external areaof NorthernVirginiahasmore than2 millionresidentsandisthe most populated
regioninVirginiaandthe Washington,D.C.metropolitanarea. Fourof the over10 countiesinNorthern
Virginiaincluding,Arlington,Fairfax,LoudounandPrince William,are some of the wealthiestcountiesin
the nationwithmedianhousehold incomesexceeding$100,000.v
The NorthernVirginiaandD.C.areas
are highlycompetitivebecause theyhave adiverse businesscommunitywithahighlyeducated
workforce.vi
Industry –
Chambersof commerce are registeredas501(c)(6) nonprofitorganizations;the IRSclassificationfora
businessleaguenotorganizedforprofit,and the chambersare all supportedbymemberduesand
donations,programsandevents.vii
They representthe interestsof businessesinvariousindustries
including,butnotlimitedto, legal services,finance,consulting,governmentcontracting,technology,
transportation,marketing,nonprofits,education,waste managementand retail. Chambersof
commerce as an economicsector, isforecasttogrow at an annual rate of 2% between2016 and2020,
whichispromisingbecause membershipdues representthe singlelargestpartof the revenue stream.viii
The UnitedStatesmemberassociations industry includesmore than60,000 single-location
establishmentswithacombinedannual revenue of about$70 billion.ix
Demandforthese associations is
drivenbybusinessandpolitical activity incompetitive landscapesbecause chambersoftenadvocate on
behalf of theirmemberbusinesses. The profitabilityof individual
organizationsdependsonmembershipduesandeffective
marketingstrategy.x
The chamberswill continue togrow because
potential memberswillseekrepresentationingovernmentand
counsel duringeconomichardships. Otherbusinesschallenges
chambersworkwith include marketingstrategiesthatoften
involve sophisticatedadvertisingactivitiestomaintainahealthymembershiporare the directopposite
and are poorlyoperatedmarketingstrategies.xi
Industryindicatorsshow thatUnitedStatespersonal
“United States personal income,
which drives consumer spending
on membership organizations,
rose by 4.2% in March 2016.”

Virden Capstone 3
income,whichdrivesconsumerspendingonmembershiporganizations,rose by4.2% inMarch 2016
comparedto the same monthin 2015.xii
Despite these challenges,thereare industryopportunities todiversifyrevenue streams through
conferences, trade showsandothereventsand the salesof productsandservices, helpingtocreate
additional sourcesof income forall chambersof commerce aswell asalternative optionsformember
participationinchamberevents. Additionally,the use of social mediaplatformsisacost-effective way
to increase memberengagementtostrengthenmemberloyalty andimprove renewalrates.
Increasingly, more andmore memberbasedorganizationsare usingsocial mediatoolssuchas
Facebook,LinkedInandTwitterascost-effective waystoincrease member inclusionand engagement.xiii
Client–
Foundedin1925, the NorthernVirginiaChamberof Commerce celebratedits90th
anniversaryin2015
and more recentlyrebrandedinJanuary2016.xiv
Itwas formerlyknownasthe Fairfax Chamberbecause
it islocatedinFairfax County. Since itsfounding,the NorthernVirginiaChamberhasgrownto be the
preeminentmembershiporganizationforbusinesseswithover$2.6 millioninrevenue,including
membercompanies suchas Deloitte,Verizon,InovaandKaiserPermanentetoitsmembership
benefits.xv
Alongwiththesewell-knownnames,more than75% of itsmemberbase iscomprisedof
small businesseswithlessthan50 employees.xvi
It
representsover700 membercompanies,the equivalent
of more than500,000 jobsinNorthernVirginiafromall
industrieslocatedinthe region.xvii
Thoughthe Chamberis
locatedinFairfax County, 30% of membersare located
outside the area.xviii
The Chambermaintainsaretentionrate of nearly85%,whichis 10% higherthanthe
national average.xix
The Chamberhopestocontinue the unprecedentedmembershipgrowthof 2014
whenmore than115 companiesjoinedasmembers.
Service –
The NorthernVirginiaChamberprovides several servicestomembers suchasbusinessdevelopment,
thoughtleadership,professional development,advocacyandstrategiccommunitypartnership
opportunities. However,there isalackof awareness inthe small businesscommunityinNorthern
Virginiaaboutwhythe Chamberrebrandedandwhatitmeansfortheirbusinesses. Inordertomaintain
the superiorservice,the NorthernVirginiaChamberof Commerce mustworkwithmembersto
showcase thatthe rebrandwas intendedtobenefititsmembersandbusinesscommunity. Surprisingly,
manymemberswere unaware that the Chamberrebrandedanddonot recognize thatthe Northern
VirginiaChamberandFairfax Chamberare the same.
As one of itsservices,the Chambercontinuously monitorslegislative proceedingsinthe Virginiastate
governmentandfederal government. The Chamberhaslobbyistswho workwithpoliticiansona
yearlongbasistoensure thatthe needsof the Virginiabusinesscommunityare metin policy
developmentusingaChamber-createdlegislativeguide thathighlights keyissues thatare importantto
itsmembers. The supportof stakeholdersandlocal opinionleadersfrom otherchambersis neededto
engage the publicandgainsupportas the new name and brand isadoptedthroughthe followingyears.
Thoughthe Chamberis the mostrenownedinthe area,itcontinuallyworkstoimprove member
relationsandbalance the needsandwantsof the businesscommunitywiththe individual businesses
themselves andmemberrepresentatives ineconomic,political andsocial landscapes. Since the
NorthernVirginiaChamberof Commerce rebrandedin2016, the operation of the organization hasnot
“The Chamber represents over 700
member companies, the equivalent of
more than 500,000 jobs in Northern
Virginia.”

Virden Capstone 4
beennegativelyimpacted. However,therehasbeensignificantpressure frommembersandother
chamberleaders questioningwhythe chamberneededanew name,indicatingacommunications
challenge inaddressingthe lackof understandingaboutwho the Chamberrepresents.xx
LeadersfromvariousChambersof Commerce inVirginiasuchas Dulles,Alexandria,Tysons,Arlington,
Reston,Annandale,McLeanandLoudounwere opposedtothe rebrandbecause,thoughthe chambers
operate onfriendlyterms,theyare ultimatelycompetitors, andthe new geographically-encompassing
name was seenasa threat of the NorthernVirginiaChamber’sattempt steal away membersfrom
nearbychambers. Whenthe LoudonCountyChamberand ChamberPartnership opposed the rebrand,
NorthernVirginiaChamberCEO,JimCorcoran,metwiththe leadershiptoemphasize thatboth
chambersrepresentverydifferentaspectsof the community. Forexample,the ChamberPartnership
specializesonlocal eventsandrelationshipswhilethe NorthernVirginia Chamberrepresentsthe special
interestsof all memberbusinessesinNorthernVirginiainpolitical andeconomiclandscapes.
Withthe Chambername focusingona broader
geographiclocationthat isattractive to big
businesseslocatedoutside of Fairfax County, itis
critical that the Chamberconveysto all existing
membersthatsmall businesses make up75%of
Chambermembership,and they are neededforastrongVirginiaeconomy. Withoutthe supportof
these small businesses,NorthernVirginiawill struggle tokeepitsreputationasthe preeminentVirginia
chamberof commerce. The Chamberneedstobridge the gapbetween businessesof all sizesandthe
lack of understandingaboutthe rebrand,while conveyingthatthe rebrandedChamberisdedicatedto
workingwithandhelpingall members.
Promotions–
On January6, 2016, the Chamberrebrandedwith the intention tobetterrepresentitsexpandingand
expansivememberbase. Tohelpmake the transitiontothe new name seamless,the Chamber
implemented aTransitionCommittee inNovember2015. Despite these efforts, manymemberswere
surprisedwhenthe rebrandingtookplace because the Chamberreleasedthe new name andlogoduring
a relativelyquietpromotionaleventthatonly500 membercompaniesattendedoutof the 700 the
Chamberrepresents.xxi
The memberswhowere not able to
attendthe eventwould have missedthe announcement
completelybecause all of the social mediaprofilesthe
Chamberisactive on suchas, Twitter,Facebookand
LinkedIninwere completelysilent.The mediacoverage of
the rebrandwas sparse,withlimitedarticlesatthe endof 2015, and onlyone article in the Washington
Postmentionedthe rebrand inJanuary2016. Withlimitedmediacoverageandnopromotional
activitiesonChambersocial profiles,the announcementwaseasilymissed andmisunderstood by
many.xxii
Duringthe focus groupsforprimaryresearch,a questionwasaskedof memberstorememberhowthey
foundoutabout the rebrand. One participantsaidsocial media,whichseemedimpossible because
there were nopostson the social channelsaboutthe rebrand(Appendix C). Some participantswere
Board Memberswhowere involvedwiththe transitionfromthe groundup,butthe majorityof
Chambermemberswere leftoutof those executive meetings. Otherparticipantsnotedthatthey
receivedemails,butfailedtocheckthemand were alertedthrough personal connectionsassociated
withthe Chamber.
NOVASocial MediaNumbers
Facebook Likes 174
Twitter Followers 7,765
LinkedInFollowers 1,256
“Small businesses make up 75% of
Chamber membership, and they are
needed for a strong Virginia economy.”

Virden Capstone 5
The Chamberis inthe processof revampingitscurrente-marketingstrategybecauserightnow the
average openrate is 15.57% witha click-throughrate of 5.68%. Out of 700 total members,anopenrate
of 15% out of all the emailssentbythe Chamberperweekis low
and needsimprovement. The industryaverageopenrate is
21.25% while the click-throughrate is8.23%.xxiii
The Chamber
emailsare sentto all individualsthathave signedupforthe
newsletteraswell asmembers. The member-loginpage isnot used
to full capacityto ease the pressure of emailstodeliverall Chambercontent. Since the inboxesof
businessexecutivesare continuallyinundatedwithChamberupdates,sometimesmore thanonce per
day,importantChambermessagesmaybe ignoredsoanyannouncementssuchasthe Chamberrebrand
couldbe and were lost. Inorder to boostengagementandunderstandingof Chamberinitiatives,the
Chambermustdifferentiateitsemailstoimprovethe open rate andclick-throughrates.
The NorthernVirginiaChamberof Commerce will benefitfromane-marketingstrategy becausee-
commerce totaled$305 billionin2014xxiv
and 91 percentof consumerschecktheiremail atleast1x per
day.xxv
Every minute there are 204 millionemailssenttoalmost6 millioncombinedsocial engagements
on Facebook,Pinterest,Vine,InstagramandTwitter.xxvi
The Chambersendsoutseveral emails perweek
withsubjectlinessuchas, “NorthernVirginiaChamber:EventsDigest,”“NorthernVirginiaChamber’s
DoingBusinessNewsletter,”or“In Case You MissedIt” withrun-ontext,whichis ane-marketing
mistake toavoid.xxvii
Market Share –
The NorthernVirginiaChamberof Commerce represents700 or 0.35% of companies inVirginiaoutof
195,639 total as of 2014 data andover500,000 jobs.xxviii
For years,the Chamberhas representedmore
than justFairfax County,whichalone hasover9,000 businesses.xxix
Otherwell-knownchambersinthe
NorthernVirginiarepresentsimilardemographics. The LoudounCounty Chamberof Commerce
representsnearly 1,300memberbusinesses.xxx
The ArlingtonCountyChamberof Commerce represents
approximately 650 businesses.xxxi
Prince WilliamCountyChamberof Commerce representsover2,000
businesses,makingitthe largestChamberinthe D.C.Metropolitanarea.xxxii
Manyof these Chambers
representsome of the same members,dependingonthe county,includingbigbusinessessuchas,Kaiser
Permanente,VolkswagenGroupof AmericaandCox Communications.
The NorthernVirginiaChamberof Commerce and memberassociations withsimilarstructures spenda
significantportionof theirbudgetonmembershipmarketingprogramsdesignedtopromote awareness,
branding,engagement, retentionandmemberrecruitmentwith popularmarketingtacticssuchas cross-
sellingtonon-memberswhohave beento associationevents.xxxiii
Competition–
The NorthernVirginiaChamberof Commerce rebrandedinJanuary 2016 andreceivedmixedresponses
frombusinessesandotherchambersinthe Virginiacommunity. The NorthernVirginiaChamber
Partnershipisacompetitorbecause theyare a groupcomprisedof three chambersandstartedby the
LoudounCountyChamber. The groupwas originallycreatedtohelpthe chamberparticipantsadvocate
for theirrespectivemembersinthe Virginiagovernmentduringthe legislativesession,butwasalso
activelyagainstthe NorthernVirginiaChamberrebrand.xxxiv
“The Chamber average email
open rate is 15.57% with a
click-through rate of 5.68%.”

Virden Capstone 6
Afterthe rebrand,despite the efforts of staff,many members wereleftconfusedwhenthe Chamber
tookon a newname. For thisreason, it isimportantto thissectionlooksintohow otherchambersof
commerce recently rebranded andconveyedthe messageto itsmembers. The competitiveanalysiswill
focuson the Greater RochesterChamberof Commerce inWesternNew York andLewistonAuburn
MetropolitanChamberof Commerce inMaine.
Formerlythe RochesterBusinessAllianceof Rochester,NewYork,the GreaterRochesterChamberof
Commerce rebranded inMarch 2016 andadopted a geographicallyencompassingname. Onthe
RochesterChamberwebsitehomepage,the mission of the newlyrebrandedchamber isclearlydefined
as one that offersadvocacyandservicestohelpbusinessesof all sizesgrow andprosper.xxxv
Asthe
RochesterChamberpreparedtorebrand,the strategicplanningforthe rebrandbeganinFebruary2015
and wasmade knownto the publicthrough local newsarticles.xxxvi
The rebrandedGreaterRochester
Chamberbecame a representativeof membersfromvariouscounties,just asthe NorthernVirginia
Chamberrepresentsbusinessesfromall overVirginia,while still respectingthat these countiesstill have
theirownchambers. The RochesterChamberadvertisesthatit isa one-stopsource forinformation,
advocacy,humanresource services,andnetworkingtohelp members grow theirbusinesses, achieve
theirdreams,and garner economichelp.xxxvii
Priortothe rebrandevent,the GreaterRochesterChamber
had beenpostingon owned social mediachannels togetmembersreadyforthe upcomingchange,
whichissomething NorthernVirginiaChamberof Commerce didnotdo.
The secondchamberthat rebrandedisthe LewistonAuburnMetropolitan Chamberof Commerce from
Maine,whichchangesitsname fromthe Androscoggin CountyChamberinJanuary2016. ThisChamber
alsoadopteda geographicallyencompassingname,whichisanotherexample of these threeChambers
takingadvantage of an opportunity. One of the insightsgatheredfromthe FocusGroupswasthat no
otherchamberin Virginiacouldhave ownedthe “NorthernVirginia”Chambername like the former
Fairfax Chamberwasable to(Appendix C).
Similartothe Greater RochesterChamber,the LewistonAuburnChamberwasespeciallygood at
highlightingthe rebrandonowned social mediachannels. Onboththe official TwitterandFacebook
pages,the LewistonAuburn Chambercontinuallyhypedthe upcoming changestothe Chambername,
logoand website. Asa result,there wassignificantcoverage fromlocal mediaandan increased
likelihood thatmembers were aware of the rebrand. The original pressrelease isstillactive onthe
website homepage anditdescribesexactlywhythe Chamberrebrandedand detailsthe member
benefitsasaresult: “AndroscogginCountywasabrand name that wastoo restrictive.Rebrandingnow
makesus relevanttoa muchlargeraudience ina changingmarketplace.”xxxviii
Lookingat these chambersasan example,the NorthernVirginia Chamberisable toidentifyareas for
improvement,aswell asgainstrengthin
understandingthe commontrendswhen chambersof
commerce rebrand. Below isa detailedcomparative
table that goesoverthe new chambernames,amount
of newscoverage andsocial mediacontent andalerts.
“Looking at these chambers as an
example, the Northern VirginiaChamber is
able to identify areas for improvement.”

Virden Capstone 7
Comparative Table of Chamber of Commerce RebrandingEfforts
Northern Virginia
Chamber ofCommerce
GreaterRochester
Chamber ofCommerce
LewistonAuburn
MetropolitanChamber
of Commerce
Rebranded
From
Fairfax Chamber of
Commerce
Rochester Business Alliance Androscoggin County
Chamber of Commerce
Rebranding
Event
Yes Yes Yes
Amount of
News Coverage
After Rebrand
on Google
News Page 1
2 articles 11 articles 6 articles
Social Media
HypeOn,
During and
After the
Rebrand
Facebook Facebook and Instagram Facebook and Twitter
Facebook Northern Virginia
Chamber of Commerce –
one post November
2015; three posts on
brand launch day
Greater Rochester Chamber
of Commerce – one post in
February 2016; one post the
day before launch; one post
on launch day; one post the
day after
LA Metro Chamber – two
posts the day before;
seven posts on launch
day; two posts the
following day
Twitter @NovaChamber – seven
tweets on launch day
@RochesterChamber – first
Tweet in February; none
about the rebrand
@LAMetroChamber – 5
day countdown until
brand launch; one tweet
three days prior; one
tweet the day before;
one tweet on launch day
LinkedIn Northern Virginia
Chamber of Commerce
(Fairfax Chamber) –
created for rebrand, but
no posts until May 2016
Greater Rochester Chamber
of Commerce, Inc. – created
for rebrand, but no posts
until April 2016
Lewiston Auburn
Metropolitan Chamber
of Commerce – created
for rebrand
Instagram None @GreaterRochesterChamber
– two posts about the
launch
@LaMetroChamber –
account was created and
launched for the rebrand
Old Website
Still Active
No Yes No

Virden Capstone 8
Resources–
In 2014, the NorthernVirginiaChamberof Commerce relocated fromitsoffice inFairfax,Virginia,where
it hadbeenforyears to the WestparkDrive headquartersinTysonsCorner. Accordingtothe
WashingtonBusinessJournal’s2015 Bookof Lists,the Chamberbroughtinmore than$2.6 million
dollarsinrevenue.xxxix
The Chamberrepresentsnearly700membercompaniesandmore than500,000
jobsinNorthern Virginia. The ChamberhasElite PartnersandBusinessPartnersthatchoose toinvest
and engage withthe Chamberbecause of the accessto businessdevelopment,thoughtleadership,
professionaldevelopment,advocacyandstrategiccommunitypartnerships.
Day-to-day,the Chamberisrunby an office of fifteenpaidstaff withtwoprofessionalssolelydedicated
to Communications;Alex Chagouris,the Directorof MarketingandCommunicationsandElaine Gilligan,
Marketingand Digital CommunicationsManager. There are sevenofficers,includingthe Presidentand
CEO of the Chamber,JimCorcoran. Volunteersforthe Chamberinclude officers,anexecutive
committee anda boardof directors,all of varyingsizes,that ensure membershave equal accessto
Chamberresourcesandmake keypolicyandleadershipdecisions. The NorthernVirginiaChamber
influencersinclude Virginiapoliticians,itsmembers,andotherchambers.
The NorthernVirginiaChamberof Commerce hasthe resourcesand infrastructure toimplementthe
strategiccommunicationsplaninthe pagesthatfollow.
Market Research –
The primaryresearchmethodthat wasused to gain
furtherinsightsintothe NorthernVirginia
Chamberof Commerce rebrandandmember
opinionswas focusgroups. The groups
encouraged discussion anddialogue;askingfor
membercommentsandparticipation;andprovidinganopportunityforstakeholderstositdown
togethertolearnmore about the rebrand,andtheirperspectivesabout how itbenefitsthe Chamber
and itsmembers.
Initially, the focus groupscentered around the Chamberrebrand inJanuary2016 and the disconnect
betweenmembers andtheirunderstandingof the Chamberfunctionandmission,butthe conversation
graduallyshiftedintocurrentopinionsaboutChambermembershipfocus. The overwhelminganswerto
the questionthataskedparticipantsif theythoughtthe Chamberworkedmore withlarge businesses
(50 or more employees) orsmall businesses(with50or fewer employees) wasthatlarge businesses
tookprecedent. The lackof understandingabouthow 75% of Chambermembersare small businesses
with50 or feweremployeeswasalarming,especiallysince the participantswidelybelievedthe Chamber
focusedmore onbigbusinesses. Inorderto keepmembership,the Chambermustaddressthis
disconnectbetweensmall andbigbusinessesgeneral understandingof Chambergoalsandhow it
relatestothe rebrand.
The motivatingself-interestsof the focusgroupparticipantsincludedthe successof theirbusiness,but
alsothat of the NorthernVirginiaChamber.More informationaboutthe original researchis foundin
Appendix C.
III. SITUATION ANALYSIS –
The NorthernVirginiaChamberof Commerce represents over700 companieswithover500,000 jobs
and promotesastrong Virginiaeconomy. Itwasformerlyknownas the Fairfax CountyChamberof
“The focus groups encouraged discussion
and dialogue; asking for member
comments and participation…”

Virden Capstone 9
Commerce andtransitionedto the NorthernVirginiaChamberof Commerce tobetterrepresentits
membersinpolitical andeconomiclandscapes. However,the Chamberhaslostsome of itsprestigious
impactsince it rebrandedinJanuary2016. The rebrandwasa natural progressionbecause the Chamber
representsmembersnotjustin Fairfax county,butall overVirginiaand eveninotherstates. The goal of
the newname was to betterinclude those memberslocatedoutside of Fairfax Countyin Chamber
representation,whilealsopromoting the advocacyandthoughtleadershipgoalsof the Chamber.
The largestpercentage of membership atthe NorthernVirginiaChamberof Commerce are small
businesses,which make up75% of the memberbase,butmostmembersare unaware of thisimpressive
number. The rebrandwas an opportunitytochange the messagingandupdate all membersthatthe
supportof small businessesare a reasonwhythe Chamberisso successful,butthe Chamberfailed to
effectivelypromote the rebranding. Asa result,membershave interpretedthe rebrandinone of two
ways;that the successor impact of small businesses nolongermatters,orthe rebrandhasbeenmet
withpositivity. Regardlessof the interpretation,the
Chamberhas an opportunityto combine the successes
of bigand small business membersby highlightingthat
theirmembershipsshape the local community andto
promote a well-roundedeconomy. The Chamberplays
an integral role inshowcasing how the memberships
directlyimpactsbigbusinessesandvice versa. Itis
critical to change the messagingtoprove that the newname has notchangedthe role of Chamber,but
rather,has expandeditsreachandimpactto benefitall members –bigand small. Itis imperative that
thisunderstandingischangedor the Chamberwill lose members.
IV. OPPORTUNITY STATEMENT –
It was a natural progressionforthe NorthernVirginiaChamberof Commerce torebrandinJanuary
2016, however, the transition wasamissedopportunitytoendorsethe small businessmembership and
buildlastingrelationshipsbetweenall member businessesof varioussizes. Itisimperative the Chamber
communicates how the newname hasexpandeditsreachandimpactto benefitall members otherwise
theymay lose credibilityand membership.
V. GOAL –
To educate bigand small businessmembersthattheirjointparticipationinthe rebrandedNorthern
VirginiaChamberof Commerce will ensure the successof all membersregardlessof size.
VI. OBJECTIVES –
1. Educate 60% of existingmembersonChambereventsandinitiativesbySeptember2017.
2. Establishmentorshipprogramforsmall andbigbusinessmembersto increase jointparticipation
ineventsby20% bySeptember2017.
3. Increase earnedmediamentionsfromtraditional outletsby15% per quarterbySeptember
2017.
VII. KEY PUBLICS – Small BusinessMembers,BigBusiness Members,BoardMembers
The successof itsmembersandgoeshand-in-handwiththe businessgoal of the Chamber:toincrease
membership. Inthe effortstoachieve the businessgoal,itiscritical forthe Chamberto focuson
membersthatrepresentbusinessesof differentsizestostrengthenrelationshipsandimpactthe
strategiccommunicationsplan. Itisnecessarytoensure thateachKeyPublicisaware of the importance
“…the new name has not changed the
role of the Chamber, but rather, has
expanded its reach and impact to
benefit all members – big and small.”

Virden Capstone 10
of small businessestothe successof the Virginiaeconomyandthe NorthernVirginiaChamberof
Commerce.
It isimportantfor small businessmemberstounderstandthe critical role theyplayinthe Chamberand
for bigbusinessmemberstoacknowledge thatthe successof the Chamberisnot justfromtheir
membership, butthroughthe active participationof smaller businessesaswell. The Chamberseparates
businesssizesbylabelingsmall businessesashaving50 employeesorfewer withbigbusinesseshaving
50 employeesormore. Furthermore,boardmembersare asignificantaudience because theyplaya
leadershiprole inthe Chamberfunctionandare active participantsinbothbusinessgroups. Tapping
intothe insightsof eachof these KeyPublicswill provide valuable resourcestomake sure all groups
have access to the advocacy,thoughtleadershipandnetworking opportunitiesthe Chamberhas
available tomaintainahealthyandwell-roundedVirginiaeconomy.
SMALL BUSINESS MEMBERS (50 or feweremployees)
It isimperative forthe NorthernVirginiaChamberof Commerce totargetsmall businessmembers
because theyhave the perceptionof beingleftbehindinthe rebrandtransition,anditisup to the
Chamberto dispel thatmisperception strengthensmallbusinessmemberrelationships. The size of
small businessmembersinthe Chambergofromone-personlifestylecoachestononprofitswithastaff
of 30, but no matterthe industry, these membershave the same intendedgoalstoget maximumreturn
on investmentwithaChambermembership.
For instance, small businessownersare constantlyworriedabout goingoutof business due toeconomic
hardshipsbecause theyhave usually riskedeverythingfortheirbusinessinthe wayof mortgagedhomes
or leavinghigh-payingjobstofollowapassion.xl
Some of these memberssufferedduringthe 2008
recessionandare just now gettingtheirfootinginthe economyagain. Itisimportantforthose
businessestohave the supportof the NorthernVirginiaChamber toadvocate because the Chamber
givesa voice tothose whomay nothave one withoutmembership. Additionally,partof the reason
these small businessesinvestinthe Chamberandpaythe duesto be a memberistoincrease revenue
throughnetworkingopportunities withbiggerbusinessesandotherindustryplayers.
The bestways to influence thiskeypublic,especiallyforpromotingChamberoutreachandevents,is
throughword-of-mouth. The primaryresearchrevealedthisaudience issignificantlymore likelyto
attendan eventif Chamberstaff ora memberwitha personal connectionreachesoutdirectly,
especiallysince attendingeventscanbe intimidatingatfirst (Appendix C). Receivingthatpersonal
invitationincreasesthe chance of participationandmembershipactivity (Appendix C). Additionally,this
audience istappedintothe publicationsof the U.S.Small BusinessAssociation(SBA),locatedin
Richmond,Virginia. The SBA aids,assistsandprotectsthe interestsof small businessestostrengthen
the overall economy. The Virginiabranchreleasesamonthlynewsletterforsmall businessestostayup-
to-date onpolicyandbusinessopportunities.xli
Traditional newsmediaoutletssuchas the Washington
BusinessJournal, The Hill, WashingtonPostand NBC4Washington are readby thousandsinthe D.C.
Metropolitanarea.xlii
ThisKeyPublicwill helpaccomplish Objective#1:Educate 60% of existingmembersonChamberevents
and initiativesbySeptember2017; Objective #3: Increase earnedmediamentionsfrom traditional
outletsby15% per quarterby September2017.

Virden Capstone 11
BIG BUSINESS MEMBERS (50 or more employees)
The NorthernVirginiaChamberof Commerce represents well-knownbigbusinessesthatare actively
involvedinthe national economy. One of the reasonsthe Chamberisso successful isbecause they
attract potential members thatwanttobe part of the expansive network forachance to meetwith
leadingexecutivesof these largercompanies.xliii
Deloitte,aneliteaudit,consultingandfinancial services
firm, isone example of abigbusinessthe Chamberrepresentsthatalsoservesasa businesspartner.
PNCBank, Verizonand KaiserPermanentehealth care are otherexamplesof the large,nationally-known
businessesthe NorthernVirginiaChamberof Commerce workswith.
The Chamberalsorepresents six of the top20 U.S. governmentcontractors;LockheedMartin
Corporationwitharevenue of $36.26 billiondollars;RaytheonGroupInc.with$13.11 billion;Northrop
Grumman Corporationwith$10.64 billion;Bechtel Corporationwith$4.65 billion;BoozAllenHamilton
HoldingCorporationwith$3.3 billion;LeidosHoldingsInc.with$2.62 billion.xliv
Combined,these
governmentcontractorsbringinover$70 billion andare an importantsegmenttopointoutbecause
these membersare one reasonthe NorthernVirginiaChamberisinvolvedinadvocacyefforts. Atthe
same time that these biggovernmentcontractorsneedpolitical advocacy,the smallergovernment
contractors the Chamberrepresentsare alsoservedinthe political landscapeby beingmembers.
Similartosmall businesses,thiskeyaudience isinfluencedtoattendChambereventsafterreceivingan
invitationfromaconnectionorfriendfromthe Chamberover anemail invitation(Appendix C). Big
businessmemberstrack traditional newsmediaoutletslikethe WashingtonBusinessJournal,The Hill,
WashingtonPostandNBC4 Washingtonthatare read thousandsinthe D.C.Metropolitanarea.xlv
They
alsostay up-to-date onthe top50 U.S. Newsmediasourceslike CNN,the New YorkTimes,Huffington
Postand FOXNewsto keeptrackof worldchangesandfederal policies.xlvi
and initiativesbySeptember2017; Objective #3: Increase earnedmediamentionsfromtraditional
outletsby15% per quarterby September2017.
BOARD MEMBERS (mixof all sizedbusinesses)
FocusingonBoard Membersas a keypublicisbeneficial becausethe Boardof Directorsfor the Chamber
of Commerce isentirelyvolunteer-based,sothe peoplewhoserve onthe Boardof Directorsdoit
because theyare passionate about creatingpoliciestobenefit the NorthernVirginiabusiness
landscape.xlvii
The NorthernVirginiaBoardismade up of membersthat representavarietyof
professionalexperiencesandindustries. Targetingthisaudience will notonlyimpactthe shared
interestsof the big andsmall businesscommunitiesbecausethe BoardMembersrepresentbothbigand
small businessmembers.
Providingdetailedfocusintothisgroupis recommendedbecause,thoughitsmemberschange yearly,
the group votedonthe NorthernVirginiaChamberrebrand,grantingthe Chamberthe go-aheadtotake
advantage of adoptinga name withwidergeographicrepresentationandreach. Since thisgroupwas
part of the rebrandtransition, theywouldbe involvedinanyfurtherchangesthathave todo withthe
rebrandand improvingmemberrelations.
Since all Chamberboardmembersserve asexecutivesattheirmembercompanies, the influencersfor
thiskeypublicinclude one another. The communityisanotherinfluencerbecause the BoardMembers
monitorcommunityactivitiesandthe impactof policydecisionsdecideduponforthe Chamber.xlviii
Many Board Membersgetinvolvedwiththe Chambertogetengagedinthe community. Thiskeypublic

Virden Capstone 12
isalso influencedbythe traditionalnewsmediaoutletslikethe WashingtonBusinessJournal,The Hill,
WashingtonPostandNBC4 Washingtonthatare read bythousandsinthe D.C. Metropolitanarea.xlix
The Powerof Ideasthroughthe Fairfax CountyEconomicDevelopmentprovidesbestbusinesspractices
fromthe Harvard BusinessReview andbusinesstrendsfromNPR.l
and initiativesbySeptember2017; Objective #2: Establishmentorshipprogramforsmall andbig
businessmembersto increase jointparticipationineventsby20% by September2017; Objective #3:
Increase earnedmediamentionsfromtraditional outletsby15% per quarterbySeptember2017.
VIII. BRAND POSITIONING AND FRAMING –
Brand Positioning–
CurrentPosition:The KeyPublicsunderstandthatthe Fairfax Chamberof Commerce hasbeen
representingbusinessinterestsinNorthernVirginiafor90 years. However,there isadisconnectand
lack of understandingthatthe NorthernVirginiaChamberof Commerce isthe same chamber,butwitha
different,more geographicallyencompassingname. Since itrebrandedinJanuary2016, the KeyPublics
widely believethatthe Chamberismore focusedonthe goalsof bigbusinesseswith 50+ employees,
whensmallerbusinessesmake up75%of the Chamber’smemberbase.
Desired Position:It iscritical that the Chamberconveysto all members – bigand small businesses and
board membersalike –thatsmall businessesare critical tothe successof the Chamber,notjustbecause
theymake up over75% of the memberbase,butbecause theyare neededforastrong Virginia
economy. To continue tobuildthe credibilityandtrustworthinessof the Chamber,itneedstobridge
the gap betweenthe lackof understandingaboutthe rebrandamongthe small businesscommunityand
conveythatthe rebrandandChambergoalsare meantto ensure the successof all members.
Framing –
To positionthe NorthernVirginiaChamberof Commerce asa “trustedpartnerof small businesses”,the
Chambershoulduse these framingcuestoinformmessagingandcommunication of brandvalue:
Responsibility – The Chamberhasa responsibility tothe Northern Virginiaeconomy because it
representsover700 businessesinthe area.
Unique– The NorthernVirginiaChamberof Commerce isunlikeanyotherChamberinVirginiaorthe
D.C. Metropolitanareabecause itisthe preeminentChamberinthe area.
Emotion – The NorthernVirginiaChamberemotional frame shouldconveyitsgoalstoensure the small
businessesof the areasucceed throughtheircontinuedinvestmentinthe Chamber andpartnerships
withbigbusinessmembers, anduse thistoevoke emotional connections anddistinguishitselffrom
competitors.
IX. MESSAGING –
ALL PUBLICS
PrimaryMessage – The NorthernVirginiaChamberof Commerce encouragessmall andbigbusiness
memberstobe engagedwiththe community.

Virden Capstone 13
- SecondaryMessage – The Chamberhas representedbusinessinterestsfor over90 years and has
developedadeepunderstandingof political andeconomicissuesthatinfluence member
businesses.
- SecondaryMessage – The Chamberhas strategiccommunitypartnershipsaspart of their
businessmodelsonissuessuchas science,technology,engineeringandmath(STEM), workforce
development,veteransandendinghomelessness.li
PrimaryMessage – The regionof NorthernVirginiaisthe economicengineof the Commonwealth of
Virginiaaswell asthe entire Washingtonmetropolitanarea.
- SecondaryMessage – The NorthernVirginiaChamberof Commerce representsmore than700
companiesof all sizes,whichisthe equivalentof 500,000 jobsin notonlyVirginia,but
surroundingstateslike Marylandandthe Districtof Columbia.
- SecondaryMessage – Chambermembershipiscomprisedof companiesfromall industries
locatedinthe region.lii
- More than 75% of the NorthernVirginiaChamber’smembershipiscomprisedof small
businesseswith lessthan50 employees.
SMALL BUSINESS MEMBERS
PrimaryMessage – You are your businessandthe businessisyou;the NorthernVirginiaChamberof
Commerce providesopportunitiesforyoutobuildrelationshipsandpromote yourproductorservice in
non-transactionbasedenvironments.
- SecondaryMessage – Get Connectedeventseliminate the initial intimidationyoumayhave with
membershipandare yourchance to be mentoredbymembersfrominfluential businessesand
organizations.liii
- SecondaryMessage – The Chamberfacilitateseightthoughtleadershipcouncilsonavarietyof
topicsthat give membersthe opportunitiestomeetotherswithsimilar interestsanddevelop
businessandpeerconnections.liv
PrimaryMessage – The NorthernVirginiaChamberof Commerce isworthyourinvestment.
- SecondaryMessage – The Communicationsstaff givesyourbusinessvisibilityonall owned
digital mediachannelswithacombined18,000+ followersfromthe website, e-newslettersand
social media.lv
- SecondaryMessage – The Chamberoffersthe NOVA BizGuide,asearchengine developedbythe
Chamberto simplifyonline searchtoconnectwithindustryprofessionalsandbusinesses.lvi
- SecondaryMessage – The Chamberis bestsuitedtorepresentyourinterestsinthe government
as the onlychamberin Virginiawithitsownpublicaffairsarm andNOVABIZPACSuperPAC.lvii
BIG BUSINESS MEMBERS
PrimaryMessage – As memberswithlocal andnational mediaattention,bigbusinesseshave the
opportunitytotell storiesaboutexperienceswiththe Chamberandsmall businesscommunity
members.
- SecondaryMessage – Educate that involvementwiththe Chamberincludesaccesstothe Fairfax
CountyEconomicDevelopmentAuthority, aresource forthe latestbusinessandeconomicnews
inthe region.lviii
- SecondaryMessage – ReportersandcontentdeveloperslooktoNorthernVirginiamediafor
storiesbecause nearly70%of global Internettraffic,orflow of datacross the Internet, flows
throughthe D.C. Metropolitan region.lix

Virden Capstone 14
- SecondaryMessage – The regionof NorthernVirginiaisknownforitsentrepreneurial spiritand
technologybasedcompanies,alongwithitsproximitytothe federal government.lx
PrimaryMessage – The Chamberencouragesrelationship-buildingamongmembersratherthan
exclusively focusingonnetworking.
- SecondaryMessage – Specificsponsorlevels choose one youngprofessional toparticipate on
the Council Leadershipteamandgaina mentorfroma membercompanyandreceive peer-to-
peernetworkingopportunities.lxi
- SecondaryMessage – The Chamberhostsmore than200 eventsperyearfrom Annual Awards,
political debatesandforums, tonetworkingeventsandeducational seminars.lxii
- SecondaryMessage – The NorthernVirginiaChamberrebrandofferedexpandedopportunities
for collaborativepartnershipsandconnectionstoitsmembers.lxiii
BOARD MEMBERS
PrimaryMessage – Board Members are keydecisionmakersand helpshape the experiencesof small
and bigbusinesses withthe Chamberanditisimperative theystepuptomentorandconnectmembers
of all sizeswithone another.
- SecondaryMessage – Board Membersare involvedwiththe ChamberCouncilsandmake visits
to the meetings, providingaccesstoleadersthatdo nototherwise congregate.
- SecondaryMessage – The Chamberoffersthe NOVA BizGuide searchtool toconnectsmall
businesseslookingtoconnectwithindustryprofessionalsandbusinessesandnetworkingevents
to bringthe communitytogether.lxiv
PrimaryMessage – Your leadershipandknowledgeof the Chamberinfrastructure will helpsmall
businessmembersthrive byengaging withthemtohelpbuildrelationships,ratherthantransaction-
basedconnectionstoensure bigbusiness membersare nottargetedatChamberevents.
- SecondaryMessage – The Chamberprovidespeer-to-peerengagementopportunitiesthrough
the Get Connectedeventsandconnectsnew memberstoBoardMembers.
- SecondaryMessage – The Chamberoffersthe Char-A-Oke, anannual fundraisertobenefitlocal
nonprofitsthatengagesmore than200 businessleadersfromacrossthe regionandisan
opportunitytoinvolve employeesbyputtingateamtogethertosingat a social event.lxv
X. STRATEGIES AND TACTICS –
SMALL BUSINESS MEMBERS
Strategy#1: Educate small businessesthatmembershipwiththe NorthernVirginiaChamberwillyielda
returnon investment throughthe loginpage.
- Tactic #1: Developcontentonmember-loginpage toannounce exclusive eventsandmember-
onlybenefits.
- Tactic #2: Develop quarterly trainingstouse the communicationsandmarketingarmof the
Chamber,whichspreadsthe missionsof itsmembersbypublishingpressreleases,white papers
and researchreports.
- Tactic #3: Produce reportsthat quantifythe successesof small businessesin political and
economiclandscapes throughChambermembership eachyear.
- Tactic #4: Offertrainingopportunitiesthatdescribe how membershiphelpsmembers make and
save money.

Virden Capstone 15
Strategy#2: Highlightthe importance of small businesses withthe Chamberrebrandandgoals through
yearlyevents.
- Tactic #1: Holdeventsspecificallyforsmall businessmembers. Holdapressconference with
memberattendeesinJanuary2017 to re-releasethe brandand showcase the positive impacton
the businesscommunityinitsfirstyear.
- Tactic #2: Engage small businessownersby throughmemberrecognitionatevents.
- Tactic #3: Holda pressconference withmemberattendeesinJanuary2017 to re-releasethe
brand andshowcase the positive impactonthe businesscommunityinitsfirstyear.
Strategy#3: Educate membersbyusingChambereventsthatbigbusinessesare more thanjusta name,
but individualslookingforconnectionsandfriendships.
- Tactic #1: Educate small businessmembersonthe importance of presentingthemselvesas
representativesof theirbusinesseswithoutinterrogatingbigbusinessesbysendingemails.
- Tactic #2: Implementguidelinesforspecificeventsthat focusonbuildingfriendshipsratherthan
the traditional networkingor“selling”.
- Tactic #3: Create eventsthatare specificto“relationshipbuilding”ratherthanemphasizingthe
businessside withnetworking.
BIG BUSINESS MEMBERS
Strategy#1: Educate big businessmembersthatsmall businessesare communitypartnersbyusingthe
member-loginpage.
- Tactic #1: Developcontentforthe member-loginpage thatemphasizesthe importance of
humanrelationshipsamongmembers,notjustthe influential businessconnections.
- Tactic #2: Create eventsthatare specificto“relationshipbuilding”ratherthanemphasizingthe
businessside of networking.
- Tactic #3: Invite innovative speakerstoChambereventswithmessagesandstoriesthat
membersof all sizesare able tolearnfrom.
Strategy#2: Portray how the Chamberrebrandensuresbig businesses are partof the local community
throughmediarelations.
- Tactic #1: Connectwiththe communityusingmonthlystoriestoshowcase how bigbusinesses
are part of the local economy,regardlessof the size.
- Tactic #2: Developstoryideastosendtomediaabouthow the Chamberrebrandbenefitsthe
impactof bigbusinessesonthe Virginiaeconomy.
- Tactic #3: Broadcast the NorthernVirginiaChambermissionandgoalsonsocial mediaand
traditional mediasources.
- Tactic #4: Expandon existingstoriesof partnershipsamongsmall andbigbusinessmembersto
sendto local media.
BOARD MEMBERS
StrategiesandTacticswrittenbasedoff of primaryresearchfocusgroupswhere membersemphasized
that the Board Membersare willingtodomore for the Chamberby wayof helpingshape member
relationshipsandday-to-dayoutreach,suchasmediarelationsandpitching(AppendixC).
Strategy#1: Leverage knowledgeof the inner-workingsof the NorthernVirginiaChamberof Commerce
rebrandto unite currentmembers throughmediarelations.
- Tactic #1: Pitchstoriesof relationshipsandbusinesssuccessesmade possiblebyNorthern
VirginiaChambermembership tolocal andnational newsmediapublications.

Virden Capstone 16
- Tactic #2: Write op-edsaboutthe successesof small andbigbusinessespartneringthroughthe
Chamberto benefitthe Virginiaeconomy.
- Tactic #3: Speakat eventsandawardsto celebrate the achievementsof memberbusinessesand
potential memberstogenerate mediainterest.
Strategy#2: Maximize targetedbusiness-to-businessexposureandmentorshipopportunities usingthe
Board Members’directoutreachtoinvite membersto eventsandothermeetings.
- Tactic #1: Developcontenttosendtotraditional mediasourcesthathighlightsthe impactof
businesspartnershipsthroughChambermembership.
- Tactic #2: Surveysmall businessmembers byusingthe memberloginpage onthe Chamber
website togaininsightintotheirquestionsandneedsforamentor.
- Tactic #3: One-on-onemeetingsbetweenBoardMembersandbusinessmemberstomentor,
buildrelationshipsandansweranyquestions.
- Tactic #4: ConducttrainingsforBoard Membersto betterunderstand membercommunities.

Key Public Strategy Tactic
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Small Business Members
Strategy #1: Educate small businesses that
membership with the Northern Virginia Chamber will
yield a return on investment through the login page.
1a. Develop content on member-login page to announce exclusive events
and member-only benefits.
Evaluation
Objective #1: Educate 60% of existing members on
Chamber events and initiatives by September 2017.
1a. Measure and track email open and click-through rates on a weekly basis
and develop monthly reports based on findings.
Evaluation
1b. Measure and track click-through rates that lead to affiliate or member
sites on a weekly basis.
1b. Develop quarterly trainings to use the communications and marketing
arm of the Chamber, which spreads the missions of its members by
publishing press releases, white papers and research reports.
Evaluation
Objective #3: Increase earned media mentions from
traditional outlets by 15% per quarter by September
2017.
3b. Track blog post activity.
1c. Produce reports that quantify the successes of small businesses in
political and economic landscapes through Chamber membership each
year.
Evaluation
1c. Write yearly reports detailing the successes of small and big business
members.
1d. Offer training opportunities that describe how membership helps
members make and save money.
Strategy #2: Highlight the importance of small
businesses with the Chamber rebrand and goals
through yearly events.
2a. Hold events specifically for small business members.
2b. Engage small business owners by through member recognition at
events.
2c. Hold a press conference with member attendees in January 2017 to re-
release the brand and showcase the positive impact on the business
community in its first year.
Evaluation
2017.
3e. Quantify amount of news after the Chamber press conference.
Strategy #3: Educate members by using Chamber
events that big businesses are more than just a
name, but individuals looking for connections and
friendships.
3a. Educate small business members on the importance of presenting
themselves as representatives of their businesses without interrogating big
businesses by sending emails.
3b. Implement guidelines for specific events that focus on building
friendships rather than the traditional networking or “selling”.
3c. Create events that are specific to “relationship building” rather than
emphasizing the business side with networking.
Big Business Members
Strategy #1: Educate big business members that
small businesses are community partners by using
the member-login page.
1a. Develop content for the member-login page that emphasizes the
importance of human relationships among members, not just the influential
business connections.
Evaluation
1d. Conduct A/B tests to gain insight on different email subject line success
rates for six months.
1b. Create events that are specific to “relationship building” rather than
emphasizing the business side of networking.
Evaluation
Objective #2: Establish mentorship program for small
and big business members to help increase joint
participation in events by 20% by September 2017.
2d. Enlist Board Members to invite members to events by word of mouth to
increase engagement.
1c. Invite innovative speakers to Chamber events with messages and stories
that members of all sizes are able to learn from.
Evaluation
2b. Participation at events by three members that have not been to one in
six months or longer.
Evaluation
2c. Track participation in events using sign-in sheets.
Strategy #2: Portray how the Chamber rebrand
ensures big businesses are part of the local
community through media relations.
2a. Connect with the community using monthly stories to showcase how big
businesses are part of the local economy, regardless of the size.
2b. Develop story ideas to send to media about how the Chamber rebrand
benefits the impact of big businesses on the Virginia economy.
2c. Broadcast the Northern Virginia Chamber mission and goals on social
media and traditional media sources.
Evaluation
2017.
3d. Use Canva to develop innovative content for owned social media
channels.
2d. Expand on existing stories of partnerships among small and big business
members to send to local media.
Board Members
Strategy #1: Leverage knowledge of the inner-
workings of the Northern Virginia Chamber of
Commerce rebrand to unite current members
through media relations.
1a. Pitch stories of relationships and business successes made possible by
Northern Virginia Chamber membership to local and national news media
publications.
1b. Write op-eds about the successes of small and big businesses partnering
through the Chamber to benefit the Virginia economy.
1c. Speak at events and awards to celebrate the achievements of member
businesses and potential members to generate media interest.
Strategy #2: Maximize targeted business-to-business
exposure and mentorship opportunities using the
Board Members’ direct outreach to invite members
to events and other meetings.
2a. Develop content to send to traditional media sources that highlights the
impact of business partnerships through Chamber membership.
2017.
3c. Conduct monthly media audits to gauge the frequency of media
mentions.
2b. Survey small business members by using the member login page on the
Chamber website to gain insight into their questions and needs for a
mentor.
2c. One-on-one meetings between Board Members and business members
to mentor, build relationships and answer any questions.
2a. Conduct In-Depth Interviews (IDIs) on 40% of small business members
to understand their needs on a bi-monthly basis.
2d. Conduct trainings for Board Members to better understand member
communities.
September 2017
XI. Northern Virginia Chamber of Commerce Implementation Calendar
March 2017 April 2017 May 2017 June 2017 July 2017 August 2017September 2016 October 2016 November 2016 December 2016 January 2017 February 2017

Key Public Small Business Members Budget Line Item Quantity
Unit needed to
complete (e.g., per
hour, per person)
Element
Total Projected
Costs
Notes
Strategy #1 Educate small businesses by using the member-only login page that the Northern Virginia Chamber will yield a return on investment.
Tactics
1a. Develop content on member-login
page to announce exclusive events and
benefits.
Use Canva for graphic creation 6 new blurbs 20 hours Graphics $750.00
Hidden fees from the Chamber's web
provider, Weblink, that requires payments to
make edits to member-login page.
Time to organize and coordinate 10 hours All content N/A
Based on time needed to split work among
marketing team.
1b. Develop quarterly trainings to use
the communications and marketing
arm of the Chamber.
Marketing emails
3 emails on this
content
1 hour Per month $0.00
In efforts to revamp the e-marketing
strategy, limit the amount of emails on the
optional trainings and use login page instead.
Training content development 4 documents 6 hours Per quarterly training $0.00
Staff will need to publicize communications
and marekting capabilities to members but
can be emailed at no extra cost
Printing and collateral expenses 100 documents 1 hour Per quarterly training $0.00
Assumes Chamber has ability to print in
current budget.
Staff time to organize and
coordinate
10 hours Staff time $0.00
Staff will need to put in extra time to identify
training needed
1c. Produce reports that quantify the
success of small businesses through
Chamber membership each year.
Graphic design elements 10 graphics 20 hours Graphics $0.00 Canva is a free resource for design elements
Collecting and quantifying data 10 reports 60 hours Data collection $0.00
Focus Group data as well as other insights to
identify event topics
1d. Offer training opportunities that
describe how membership helps
members make and save money.
Staff time to organize and
coordinate
4 hours Staff time $0.00
Staff will need to put in extra time to identify
training needed
Invitation creation sent over email 10 2 hours Email invitations $0.00
10 member participants per event, with four
quarters equals 40 invitations.
Subtotal for Strategy #1 $750.00
Strategy #2 Highlight the importance of small businesses with the Chamber rebrand and goals through yearly events.
Tactics
2a. Hold events specifically for small
business members.
Develop content 20 events 120 hours Staff time $0.00
Focus Group data as well as other insights to
identify event topics
Send invitations 525 invitations 1 hour Email invitations $0.00
525 +/- is the amount of small business
members
2b. Engage small business owners by
through member recognition at
events.
Identify members to recognize 1 list 4 hours
Staff time/Invitations
per person
$0.00
Hours needed to research business members
to recognize
Identify events 10 events 1 hour Staff time $0.00
At least 10 events per year should specifically
call out the accomplishments of small
business members
2c. Hold a press conference with
member attendees in January 2017 to
re-release the brand.
Reserve a space 1 space 1 hour Event space $100.00
Reserve a space in Tysons to host the event.
Leverage members to find spaces for free or
discounted rates.
Invitations to Chamber members
and media
800 2 hours Invitations per person $50.00
Includes all 700 Chamber members as well as
100 extra invites for members of the media
Develop press kit 1 kit 5 hours Staff time $0.00
Kit should include Chamber history, stories of
member relationships, photography to
release and a copy of the press release.
Write speech for
spokesman/woman
1 speech 5 hours Staff time $0.00 Develop talking points
Strategy #3 Educate members by using Chamber events that big businesses are more than just a name, but individuals looking for connections and friendships.
Tactics
3c. Educate small business members
on the importance of presenting
themselves as representatives of their
businesses without interrogating big
businesses by sending emails.
Develop content 10 emails 1 hour
Staff time/Invitations
per person
$0.00
Send emails to educate small business
members about how to best interact with big
business members
3a. Implement guidelines for specific
events that focus on building
friendships rather than the traditional
networking.
Create guidelines
1 list for all
events
4 hours Event list $0.00
Guidelines needed to remove the "selling"
aspect of the Chamber events
Distribute guidelines 6 emails 1 hour Event guidelines $0.00
Send emails to alert members of specific
event changes
3b. Create events that are specific to
“relationship building” rather than
emphasizing the business side with
networking.
Develop content 20 events 120 hours All content $0.00
Identify ways to get members to get together
to build relationships and friendships with
shared ground of membership
Additional staff time 10 hours Staff time $0.00
Staff time needed to brainstorm events that
encourage relationship building
Key Public Big Business Members Budget Line Item Quantity
Unit needed to
complete (e.g., per
hour, per person)
Total Projected
Cost
Notes
Strategy #1 Educate big business members that small businesses are community partners by using the member-login page.
Tactics
1a. Develop content for the member-
login page that emphasizes the
importance of human relationships
among members, not just the
influential business connections.
Develop content 6 new blurbs 60 hours
Member-login page
redesign
$750.00
Hidden fees from the Chamber's web
provider, Weblink, that requires payments to
make edits to member-login page
Research 20 hours
Content members want
to see on member-
login page
$0.00
Research needed to identify elements to
include to the member-login page
1b. Create events that are specific to
“relationship building” rather than
emphasizing the business side of
networking.
Develop content 20 events 20 hours Event content $0.00
Again, use Canva for free design elements or
Photoshop if the Chamber has access
Invite members 700 2 hours Invitations per person $0.00 This can be sent over email for no cost
1c. Invite innovative speakers to
Chamber events with messages and
stories that members of all sizes are
able to learn from.
Search for speakers 10 speakers 40 hours Engaging speakers $0.00
Bringing in external speakers will cost
money, but leveraging existing members for
speeches may be in the Chamber's best
interest
Research 20 hours
Speakers members
want to see/engage
with
$0.00 Research speaker opportunities
Strategy #2 Portray how the Chamber rebrand ensures big businesses are part of the local community through media relations.
Tactics
2a. Connect with the community using
stories to showcase how big
businesses are part of the local
economy, regardless of the size.
Post on social media 100 posts 20 hours Engaging content $0.00
Develop content and posts for social media
to engage members and the community
Attend community events 5 events 10 hours Staff time $0.00
Encourage Chamber staff and members to
attend community events or host joint
2b. Develop story ideas to send to
media about how the Chamber
rebrand benefits the impact of big
businesses on the Virginia economy.
Pitch reporters 10 reporters 10 hours Reporters in DMV $0.00
Pitch reporters with story ideas that
showcase the positive impact of the
Chamber rebrand on its members
Develop stories 100 stories 200 hours
Content reporters will
write about
$0.00
Create a stockpile of stories to use for
pitches and social media content
Interview members 100 members 100 hours
Interview members for
story ideas
$0.00
Interview members from small and big
businesses and variety of industries
2c. Broadcast the Northern Virginia
Chamber mission and goals on social
media and traditional media sources.
Develop content for social media 30 graphics 60 hours
Social media platform
content
$0.00
2d. Expand on existing stories of
partnerships among small and big
business members to send to local
media.
Interview members 100 members 100 hours
Interview members for
story ideas
$0.00
Interview members from small and big
businesses and variety of industries
Key Public Board Members Budget Line Item Quantity
Unit needed to
complete (e.g., per
hour, per person)
Total Projected
Cost
Notes
Strategy #1 Leverage knowledge of the inner-workings of the Northern Virginia Chamber of Commerce rebrand to unite current members through media relations.
Tactics
1a. Pitch stories of relationships and
business successes to local and
national news media publications.
Leverage Board Members' desire to benefit
Chamber to pitch reporters with story ideas
that showcase the positive impact of the
Develop content 10 reporters 20 hours
write about
$0.00
Chamber by developing content through
personal experiences for stories to send to
reporters
1b. Write op-eds about the successes
of small and big businesses partnering
through the Chamber to benefit the
Virginia economy.
Develop content 20 6 hours
Write op-ed pieces for
local media
$0.00
Chamber by developing op-ed pieces to place
in local news media
Research 20 hours
Content community
will engage with
$0.00
Research content that will register with
community for op-eds
1c. Speak at events and awards to
celebrate the achievements of
member businesses and potential
members to generate media interest.
Pitch reporters 800 1 hour Email invitations $0.00
Includes all 700 Chamber members as well as
100 extra invites for members of the media
Pick board members to speak at
each event
1 1 hour Speaker per event $100.00
One board member speaker per event to
create excitement
Strategy #2 Maximize targeted business-to-business exposure and mentorship opportunities using the Board Members’ direct outreach to invite members to events and other meetings.
Tactics
2a. Develop content to send to
traditional media sources that
highlights the impact of business
partnerships through Chamber
membership.
Develop content 10 reporters 10 hours
write about
$0.00
Chamber by pitching reporters with story
ideas that showcase the positive impact of
the Chamber rebrand on its members
2b. Survey small business members by
using the member login page on the
Chamber website to gain insight into
their questions and needs for a
mentor.
Develop questions to ask 10 2 hours Questions per member $0.00
Staff will need to develop questions for both
parties to initally break the ice (just in case)
Develop survey platform 1 2 hours Survey platform $0.00
Survey Monkey is a free platform for online
surveys, or create one for members to fill out
in person
2c. One-on-one meetings between
Board Members and business
members to mentor, build
relationships and answer any
questions.
Reach out to Board Members 10 members 20 hours Staff time $0.00
Reach out to Board Members and Executive
Directors to mentor other business members
and build one-on-one relationships
Develop questions to ask 10 2 hours Questions per member $0.00
Staff will need to develop questions for both
parties to initally break the ice (just in case)
Research 20 hours
Identify best questions
to ask
$0.00 Research the best questions or information
2d. Conduct trainings for Board
Members to better understand
member communities.
Develop content 2 trainings 10 hours
Content members will
engage with to
understand one
another
$0.00
Pull training materials 10 2 hours Documents $0.00
Staff will need to pull training materials to
help Board Members better understand
Evaluation Budget Line Item Quantity
Unit needed to
complete (e.g., per
hour, per person)
Total Projected
Cost
Notes
Objective #1 Educate 60% of existing members on Chamber events and initiatives by September 2017.
Overall
Effectiveness
1a. Measure and track email open and
click-through rates on a weekly basis
and develop monthly reports based on
findings.
Access Google Analytics for data 1 2 hours 1 analysis per month $0.00
Access to the Chamber website grants access
to Google Analytics
1b. Measure and track click-through
rates that lead to affiliate or member
sites on a weekly basis.
Use email software to track data 1 2 hours 1 analysis per month $0.00
The email software that is uesed (i.e.
ConstantContact), provides metrics to track
the data
Access Google Analytics for data 1 2 hours 1 analysis per month $0.00
to Google Analytics
1c. Write yearly reports detailing the
successes of small and big business
members.
Research 20 hours Data collection $0.00
Will require a deep dive into member data
for correct information
Develop reports 2 reports 40 hours Data collection $0.00 Reports will help quantify the information
1d. Conduct A/B tests to gain insight
on different email subject line success
rates for six months.
Create test material 6 A/B tests 300 hours Eight months $0.00 Optimizely is a great site to use (free)
Subtotal for Objective #1 $0.00
Objective #2 Establish mentorship program for small and big business members to help increase joint participation in events by 20% by September 2017.
Overall
Effectiveness
2a. Participation at events by three
members that have not been to one in
six months or longer.
Invite specific members 700 2 hours
Personal emails to
Chamber members
$0.00
Identify members that need personal invites
to engage with the Chamber
Develop a tracker to understand
who has not been to events
1 tracker 2 hours Event tracker $0.00
Use the tracker to gain insight into members
who need to be directly invited
2b. Track participation in events using
sign-in sheets.
Develop tracker sign-in sheet 1 tracker 2 hours Event tracker $0.00
One way for the Chamber to keep track of
who is attending events
Print collateral 700 documents Staff time $0.00
Assumes Chamber has ability to print in
current budget.
2c. Conduct In-Depth Interviews (IDIs)
on 40% of small business members to
understand their needs on a bi-
monthly basis.
Develop questions 10 scripts 2 hours Questions per member $0.00
Provides insight into the minds of small
business members
Contact members to interview 10 members 1 hour Per contact $0.00
Get a wide scope of small business members
to answer questions
2d. Enlist Board Members to invite
members to events by word of mouth
to increase engagement.
Develop scripts for Board
Members to use when making
calls
10 scripts 2 hours
1 script per member,
10 total
$0.00
The scripts will help Board Members stay on
topic when reaching out to invite members
to events
Objective #3 Increase earned media mentions from traditional outlets by 15% per quarter by September 2017.
Overall
Effectiveness
3a. Track comments and engagement
on social media channels.
Use social media analytics 1 2 hours 1 analysis per month $0.00
Sprout Social is a subscription service to unify
all social channels, but for now, each social
profile provides analytic data
3b. Track blog post activity. Check Chamber blog post traffic 1 2 hours 1 analysis per month $0.00
Look to metrics on the Chamber blog to
identify traffic on the blog
3c. Conduct monthly media audits to
gauge the frequency of media
mentions.
Use Google Analytics to pull data 1 2 hours 1 analysis per month $0.00
to Google Analytics
Use social media analytics sites
(such as, Facebook) to gather data
3 2 hours 1 analysis per month $0.00 Facebook has an extensive analytics page
Weekly audits on Google Alerts
compiled in a MS Word document
All 2 hours 1 analysis per month $0.00
Set up Google Alerts and compile weekly
media mentions in a MS Word document to
keep track
3d. Use Canva to develop innovative
content for owned social media
channels.
Develop content 30 2 hours Graphics $0.00
Canva is a free graphic design tool that has
templates for social media content
3e. Quantify amount of news after the
Chamber press conference.
Create Google Alerts 6 1 hour Alerts $0.00
Google Alerts will notify when the Chamber
is written about
Audit Google News All 20 hours
News stories every
week
$0.00
Do this for two weeks before and after a
press conference to get full scope of content
Miscellaneous Costs Staff time $250.00
This row accounts for other costs that will
inevitably come up
Total
Campaign
Hours:
1591 hours or 67
days
Total Campaign
Cost:
$2,000.00
XII. Budget

Virden Capstone 19
XIII. EVALUATION –
Objective#1 – Educate60% of existing memberson Chambereventsand initiativesby September2017.
CriteriaforSuccess – Utilize the space onthe memberloginpage toalertmembersof upcomingevents,
updates,promotionsandannouncementsaboutothermembers andothersensitiveinformation only
for members. Improve email openrate by 10% and clickthroughrate by 25% bysendingoutspecific
and targetedmessages,ratherthan3-5 emailsperdayandby creatingengagingcontentinthe emails.
Experimentwithdifferentemail subjectlinesinanA/Btestto gaininsightintomostattention-grabbing
contentformembers.
Evaluation:
- Measure and track email openandclick-throughratesona weekly basisanddevelopmonthly
reportsto stay updatedonsuccessesandidentifywhatneedsimprovement.
- Measure and track hyperlink click-throughrates thatleadtoaffiliate ormembersites ona
weekly basis.
- Write yearlyreportsdetailingthe successesof small andbigbusinesses members.
- ConductA/B teststogain insightondifferentemailsubjectline successratesforsix months.
Objective#2: Establishmentorshipprogramforsmall andbigbusinessmembersto increase joint
participation in eventsby 20% by September2017.
CriteriaforSuccess – BoardMemberswill playa significantrole inthisbecause afterthe FocusGroups, it
was determined thatmembersare more likelytoattendaChamberevent,notfromopeninganemail,
but fromgettinganinvitationdirectlyfromafriendorChamberconnection. The wordof mouthaspect
isespeciallyimportanttotapintoto increase eventparticipationby20%.
Evaluation:
- Participationateventsbythree membersthathave notbeentoone insix monthsor longer.
- Track participationineventsusingsign-insheets.
- ConductIn-DepthInterviews(IDIs) on40% of small businessmembers tounderstandtheirneeds
on a bi-monthlybasisandimproveChamber-ledpeer-to-peermentorships.
- EnlistBoardMembersto invite memberstoeventstoincrease engagement.
Objective#3: Increaseearned media mentionsfromtraditionaloutletsby 15% per quarterby September
2017.
CriteriaforSuccess – It isimportantforthe NorthernVirginiaChamberof Commerce to showcase the
partnershipsamongsmall andbigbusinessmemberstogetreportersinterestedintellingthe Chamber
story. The Chamberhasan opportunitytotapintothe over90-year-oldhistoryandproximitytothe
biggestnewsmediasourcesinthe worldbymakingcontentaboutthe impactof the NorthernVirginia
Chamberonits membersavailable. Furthermore,inordertocontinue topromote the rebrand and the
missiontobenefitall membersregardlessof size,the Chambermustworkwiththe mediatoplace
storiesandincrease awareness.
Evaluation:
- Track commentsand engagementonsocial mediachannels.
- Track blog postactivity.
- Conductmonthlymediaauditstogauge the frequencyof mediamentions.
- Use Canva(a free platform) todevelopinnovativecontentforownedsocial mediachannelsto
attract current and potential membersaswell asnewsmediatoChamberupdates.
- Quantifyamountof newsafterthe Chamberpressconference tobringmembers,mediaand
communitytogetherincelebrationof one yearwiththe rebrand.

Virden Capstone 20
XIV. ENDNOTES –
i Leonhardt, Megan. "Chamber of Commerce to Fight DOL FiduciaryRule." WealthManagement.com. January14, 2016.
Accessed June 26, 2016. http://wealthmanagement.com/blog/chamber-commerce-fight-dol-fiduciary-rule.
ii "Our Position." U.S. Chamber of Commerce. AccessedJune 26, 2016.
https://www.uschamber.com/labor?tab=position#timeline.
iii Davis, AaronC. "D.C. Lawmakers Approve $15 Minimum Wage, Joining N.Y., Calif."WashingtonPost. June 7, 2016. Accessed
June 26, 2016. https://www.washingtonpost.com/local/dc-politics/deal-reached-for-15-minimum-wage-in-dc-unions-
say/2016/06/07/cff3dd66-2c2a-11e6-9de3-6e6e7a14000c_story.html.
iv Rosenberg, Joyce M. "As MinimumWage Marchestoward$15, Small Businesses Adapt."The Big Story. April 13, 2016.
Accessed June 26, 2016. http://bigstory.ap.org/article/16d6f26c810a4170908d0cd71407c6a1/minimum-wage-
marches-toward-15-small-businesses-adapt.
v "About NorthernVirginia." Northern Virginia Chamber of Commerce. 2016. Accessed July01, 2016.
http://www.novachamber.org/about-northern-virginia.html.
vi "About NorthernVirginia." Northern Virginia Chamber of Commerce. 2016. Accessed July01, 2016.
http://www.novachamber.org/about-northern-virginia.html.
vii Proctor, Carolyn M. "3 Things YouShouldKnowAbout Greater Washington's Chambers of Commerce." WashingtonBusiness
Journal. June 24, 2016. AccessedJuly05, 2016. http://www.bizjournals.com/washington/news/2016/06/24/3-things-
you-should-know-about-greater-washington.html.
viii Hoover's Inc. "Profile Overview:Membership Organizations."Mergent First Research. March 21, 2016. AccessedJune 03,
2016. http://mergent.firstresearch.com.proxy.library.georgetown.edu/industry.aspx?chapter=0.
ix First Research. MembershipOrganizations. Mergent Intellect, March 21, 2016. Accessed June 6, 2016.
http://www.mergentintellect.com.proxy.library.georgetown.edu/index.php/search/firstResearchReport/MEMB/mem
bershiporganizations20160321.pdf.
x First Research. MembershipOrganizations. Mergent Intellect, March 21, 2016. Accessed June 6, 2016.
xi Hoover's Inc. "Profile Overview:Membership Organizations."Mergent First Research. March 21, 2016. AccessedJune 03,
xii Hoover's Inc. "Profile Overview:Membership Organizations."Mergent First Research. March 21, 2016. AccessedJune 03,
xiii Hoover's Inc. "Profile Overview:Membership Organizations."Mergent First Research. March 21, 2016. AccessedJune 03,
xiv "Annual Snapshot 2015-2016." NOVA Chamber. Accessed July29, 2016.
http://www.novachamber.org/uploads/2/6/8/3/26835771/2015-2016_annual_snapshot.pdf.
xv "Annual Snapshot 2015-2016." NOVA Chamber. Accessed July31, 2016.
xvi "Annual Snapshot 2015-2016." NOVA Chamber. Accessed July30, 2016.
xvii "Annual Snapshot 2015-2016." NOVA Chamber. Accessed July31, 2016.
xviii "Annual Snapshot 2015-2016." NOVA Chamber. Accessed July31, 2016.
xix "Annual Snapshot 2015-2016." NOVA Chamber. Accessed July29, 2016.
xx McAffrey, Scott. "Fairfax Chamber’s Rebranding Effort Draws Pushback." INSIDENOVA.COM. December 7, 2015. AccessedJuly
01, 2016. http://www.insidenova.com/news/arlington/fairfax-chamber-s-rebranding-effort-draws-
pushback/article_9516e812-9c21-11e5-bfac-cfb4a3e7e196.html.
xxi "WhyJoin?" NorthernVirginia Chamber of Commerce. 2016. AccessedJuly01, 2016. http://www.novachamber.org/why-
join.html.
xxii Medici, Andy. "Fairfax CountyChamber of Commerce to Rebrandwith New Regional Identity." Widgets RSS. November 18,
2015. AccessedJune 26, 2016. http://www.bizjournals.com/washington/news/2015/11/18/fairfax-county-chamber-
of-commerce-to-rebrand-with.html.
xxiii "Average IndustryRates." CTCTSupport. May2016. AccessedAugust 13, 2016.
http://support2.constantcontact.com/articles/FAQ/2499.
xxiv Enright, Allison. "U.S. Annual E-retail Sales Surpass$300 Billionfor the First Time." US Annual E-retailSales Surpass $300
Billionfor the First Time; E Commerce GrowthStatistics. February17, 2016. AccessedJune 26, 2016.
https://www.internetretailer.com/2015/02/17/us-annual-e-retail-sales-surpass-300-billion-first-ti.

Virden Capstone 21
xxv Lacy, Kyle. "91% of Consumers Use Email At Least Daily - Salesforce Marketing CloudBlog." Salesforce Marketing CloudBlog.
September 26, 2012. AccessedJune 26, 2016. https://www.marketingcloud.com/blog/91-of-consumers-use-email-at-
least-daily/.
xxvi Knoblauch, Max. "Internet Users Send204 Million Emails Per Minute." Mashable. April23, 2014. AccessedJune 26, 2016.
http://mashable.com/2014/04/23/data-online-every-minute/#fmiMgvQLhSqW.
xxvii Torio, Jennica. "Email MarketingMistakes You ShouldAvoid." Business 2 CommunityEmail Marketing Mistakes You Should
Avoid Comments. July8, 2016. Accessed July10, 2016. http://www.business2community.com/email-
marketing/email-marketing-mistakes-avoid-01591570#jgMRJK7xUzXUzive.97.
xxviii "Total Employer Establishments, 2014." VirginiaQuickFacts fromthe US Census Bureau. Accessed July01, 2016.
https://www.census.gov/quickfacts/table/BZA010214/51#note-js-1.
xxix "Fact Sheets." The Power ofIdeas. AccessedAugust 07, 2016. http://www.fairfaxcountyeda.org/media-center/fact-sheets.
xxx "New to Loudoun."Newto Loudoun. 2016. Accessed August 07, 2016. http://www.loudounchamber.org/Moving-To-
Loudoun.
xxxi "MembershipGuide."ArlingtonChamber. 2009. AccessedAugust 7, 2016.
xxxii "Community." Prince William Chamber of Commerce. 2014. AccessedAugust 07, 2016. http://pwchamber.org/community/.
xxxiii First Research. MembershipOrganizations. Mergent Intellect, March 21, 2016. Accessed June 6, 2016.
xxxiv "Northern VirginiaChamber Partnership." Northern Virginia Chamber Partnership. AccessedAugust 08, 2016.
http://www.loudounchamber.org/Northern-Virginia-Chamber-Partnership.
xxxv "RBA to Rebrand as Greater Rochester Chamber of Commerce | Greater Rochester Chamber of Commerce." Greater
Rochester Chamber of Commerce. January2016. Accessed June 26, 2016.
https://greaterrochesterchamber.com/news/rba-to-rebrand-as-greater-rochester-chamber-of-commerce.
xxxvi Gorbman, Randy. "Rochester Business Alliance To RebrandAs "Greater Rochester Chamber Of Commerce""WXXI News.
July22, 2015. Accessed June 26, 2016. http://wxxinews.org/post/rochester-business-alliance-rebrand-greater-
rochester-chamber-commerce.
xxxvii "About Us | Greater Rochester Chamber of Commerce." Greater Rochester Chamber of Commerce. January2016. Accessed
June 26, 2016. https://greaterrochesterchamber.com/about-us.
xxxviii "LA MetropolitanChamber of Commerce | Lewiston, ME." WhyRebrand?WhyNow?January28, 2016. AccessedJune 26,
2016. http://business.lametrochamber.com/news/details/why-rebrand-why-now.
xxxix "About Us"NorthernVirginia Chamber of Commerce. 2016. AccessedJuly06, 2016. http://www.novachamber.org/why-
join.html.
xl Carmody, Bill. "Why96 Percent ofBusinesses Fail Within 10 Years." Inc.com. August 12, 2015. Accessed July05, 2016.
http://www.inc.com/bill-carmody/why-96-of-businesses-fail-within-10-years.html.
xli "MissionStatement.” Mission Statement | The U.S. Small Business Administration| SBA.gov. AccessedJuly31, 2016.
https://www.sba.gov/about-sba/what-we-do/mission.
xlii "D.C. Newspapers & News." TopD.C. Media& Newspapers - WashingtonPost, The Hill, WashingtonTimes, DailyCaller and
More AllYouCanRead.com. 2016. AccessedJuly31, 2016. http://www.allyoucanread.com/dc-newspapers/.
xliii Demitropoulos, Betsy. "WhyJoinYour Local Chamber of Commerce." AmericanBusiness Magazine RSS. May4, 2012.
Accessed July19, 2016. http://www.americanbusinessmag.com/2012/05/why-join-your-local-chamber-of-
commerce/.
xliv General Services Administration. Ranking of the top 20 U.S. Government contractors in fiscal year 2015, by contract value (in
billion U.S. dollars). http://www.statista.com/statistics/260801/ranking-of-the-biggest-us-government-contractors/
(accessedJuly2, 2016).
xlv "D.C. Newspapers & News." TopD.C. Media& Newspapers - WashingtonPost, The Hill, WashingtonTimes, DailyCaller and
xlvi "AmericanNewspapers & News." Top AmericanMedia & Newspapers – CNN, The New YorkTimes, HuffingtonPost, VICE
and More AllYouCanRead.com. 2016. Accessed July31, 2016. http://www.allyoucanread.com/american-newspapers/.
xlvii McNamara, Carter. "Sample Job Descriptions for Members ofBoards ofDirectors." Sample JobDescriptions for Members of
Boards of Directors. AccessedJuly19, 2016. http://managementhelp.org/boards/job-descriptions.htm.
xlviii "Chamber Benefits.” Greater Picayune Area Chamber of Commerce. 2016. Accessed July31, 2016.
http://greaterpicayunechamber.org/benefits/.
xlix "D.C. Newspapers & News." TopD.C. Media& Newspapers - WashingtonPost, The Hill, WashingtonTimes, DailyCaller and
l "Power of Ideas Channel." Fairfax CountyEconomic Development Authority. July28, 2016. Accessed July31, 2016.
http://www.fairfaxcountyeda.org/power-of-ideas-channel.
li "CommunityPartnerships." Northern Virginia Chamber of Commerce. 2016. AccessedJuly30, 2016.
http://www.novachamber.org/community-partnerships.html.
lii "Annual Snapshot 2015-2016." NOVA Chamber. Accessed July31, 2016.

Virden Capstone 22
liii "BusinessDevelopment andNetworking." Northern VirginiaChamber of Commerce. 2016. Accessed July26, 2016.
http://www.novachamber.org/business-development-and-networking.html.
liv "BusinessDevelopment andNetworking." Northern VirginiaChamber of Commerce. 2016. Accessed July26, 2016.
http://www.novachamber.org/business-development-and-networking.html.
lv "Annual Snapshot 2015-2016." NOVA Chamber. Accessed July29, 2016.
lvi "Brand AffinityPage." NOVA BizGuide. Northern VirginiaChamber of Commerce. Accessed July29, 2016.
http://novabizguide.com/brandaffinity/1761196.
lvii "Investment Book." Northern Virginia Chamber ofCommerce. 2016. AccessedJuly31, 2016.
http://www.novachamber.org/uploads/2/6/8/3/26835771/investment_book_4.27.pdf.
lviii "Power of Ideas Channel." Fairfax CountyEconomic Development Authority. July28, 2016. Accessed July31, 2016.
http://www.fairfaxcountyeda.org/power-of-ideas-channel.
lix Burrington, Ingrid. "Up to 70 Percent of Global Internet Traffic Goes ThroughNorthernVirginia." Nextgov. January8, 2016.
Accessed August 02, 2016. http://www.nextgov.com/big-data/2016/01/70-percent-global-internet-traffic-goes-
through-northern-virginia/124976/.
lx Burnell, SusanH. "Northern VirginiaTechnologyCouncil | Forbes Custom." NorthernVirginia TechnologyCouncil| Forbes
Custom. March 26, 2012. AccessedAugust 02, 2016. http://custom.forbes.com/2016/04/18/northern-virginia-
technology-council/.
lxi "Investment Book." Northern Virginia Chamber ofCommerce. 2016. AccessedJuly31, 2016.
lxii "Investment Book." Northern Virginia Chamber ofCommerce. 2016. AccessedJuly31, 2016.
lxiii "Northern VirginiaChamber of Commerce LaunchesNewBrand." Northern VirginiaChamber of Commerce. January6, 2016.
Accessed August 02, 2016. http://www.novachamber.org/northern-virginia-chamber-of-commerce-launches-new-
brand.html.
lxiv "Brand AffinityPage." NOVA BizGuide. Northern VirginiaChamber of Commerce. Accessed July29, 2016.
http://novabizguide.com/brandaffinity/1761196.
lxv Mitchell, Sarah. "Char-a-oke: CharityKaraoke." CVent. Northern Virginia Chamber of Commerce. 2016. AccessedJuly31,
2016. http://www.cvent.com/events/char-a-oke-charity-karaoke/event-summary-
932c515a45194533b9ff1782dfdbe40c.aspx.

Virden Capstone 23
XV. APPENDIX A – REFERENCES
1. "AboutNorthernVirginia."NorthernVirginiaChamberof Commerce.2016. AccessedJuly01,
2016. http://www.novachamber.org/about-northern-virginia.html.
2. "AboutUs | Greater RochesterChamberof Commerce."GreaterRochesterChamberof
Commerce.January2016. AccessedJune 26, 2016.
https://greaterrochesterchamber.com/about-us.
3. "AboutUs" NorthernVirginiaChamberof Commerce.2016. AccessedJuly06, 2016.
http://www.novachamber.org/why-join.html.
4. "AmericanNewspapers&News."TopAmericanMedia&Newspapers –CNN,The New York
Times,HuffingtonPost,VICEandMore AllYouCanRead.com.2016.AccessedJuly31, 2016.
http://www.allyoucanread.com/american-newspapers/.
5. "Annual Snapshot2015-2016." NOVA Chamber.AccessedJuly29,2016.
6. "Average IndustryRates."CTCTSupport.May2016. AccessedAugust13, 2016.
http://support2.constantcontact.com/articles/FAQ/2499.
7. "Brand AffinityPage."NOVA BizGuide.NorthernVirginiaChamberof Commerce.AccessedJuly
29, 2016. http://novabizguide.com/brandaffinity/1761196.
8. Burnell,SusanH."NorthernVirginiaTechnologyCouncil |ForbesCustom."NorthernVirginia
TechnologyCouncil |ForbesCustom.March26, 2012. AccessedAugust02, 2016.
http://custom.forbes.com/2016/04/18/northern-virginia-technology-council/.
9. Burrington,Ingrid."Upto 70 Percentof Global InternetTrafficGoesThroughNorthernVirginia."
Nextgov.January8,2016. AccessedAugust02,2016. http://www.nextgov.com/big-
data/2016/01/70-percent-global-internet-traffic-goes-through-northern-virginia/124976/.
10. "BusinessDevelopmentandNetworking."NorthernVirginiaChamberof Commerce.2016.
AccessedJuly26, 2016. http://www.novachamber.org/business-development-and-
networking.html.
11. Carmody,Bill."Why96 Percentof BusinessesFail Within10Years."Inc.com.August12, 2015.
AccessedJuly05, 2016. http://www.inc.com/bill-carmody/why-96-of-businesses-fail-within-10-
years.html.
12. "ChamberBenefits.”GreaterPicayune AreaChamberof Commerce.2016. AccessedJuly31,
2016. http://greaterpicayunechamber.org/benefits/.
13. "Community."Prince WilliamChamberof Commerce.2014.AccessedAugust07, 2016.
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