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

1. Effective Communication
Campaigns
Presented by Mark Schenthal
Indiana Chamber Executives Association
March 12,2009

9. Effective Communication
Campaigns
Presented by Mark Schenthal
Indiana Chamber Executives Association
March 12,2009

10. Goals & Objectives
 Learn importance of a brand.
 How a small marketing budget
goes a long way
 New methods of improving
communication.
 Share your effective materials with
other Chambers.
 How to become a more creative
thinker.

11. • Effective Communications is used to build
partnerships, intellectual resources, to promote
an idea, a product, service, or an organization –
with the objective of creating value for a
business.
• Effective Communications includes branding,
marketing, advertising, customer relations,
public relations and media relations to build that
important relationship with its members.

12. March

18. • Missed Opportunities
• Remember
“Think Globally, work locally!”

19. Effective PR
• Definition of PR
– Have a GOOD story
– Tell it
• Three Rules of PR
– Tell the Truth
– Be the first
– Do it right

20. NorthernKentucky

21. Location
• 3 Counties
• 36
Municipalities

22. Location
• Within 600 miles
covers 70% of the
US population

23. Population
2007 2015
NKY (3 counties) 355,992 376,387
Cincinnati (MSA) 2,109,410 2,165,586

24. Northern Kentucky Economy 2008
•Service
•Wholesale/Retail
•Manufacturing
•Tourism
•Transportation

25. Northern Kentucky Economy 2015
• Advanced Manufacturing
• Professional Office Operations
• Technology

26. Headquarters
2008 2015
Fortune 500 12 16
Inc.1000 33 41

27. NorthernKentucky

28. Northern Kentucky
Chamber of Commerce

29. Chamber’s Mission
To develop strong businesses and a vibrant
economy in Northern Kentucky and its
surrounding region, through business
advocacy and leadership, resulting in a better
quality of life for all.

30. Northern Kentucky
Chamber of Commerce

31. Membership
Approx. 2,000 members
52 committees
Approx. 900 volunteers
Board of Directors = 54
Budget= $2 MM

32. My MarketBudget
absolute zero, aught, blank, boiling point, cipher,
concentrate on, dew point, duck, dud, dummy, fix
on, focus on, freezing point, goose egg, hollow
man, home in on, insignificancy, jackstraw, lay
figure, man of straw, melting point, nada, nadir,
naught, nebbish, nichts, nihil, nil, nix, no such
thing, nobody, nonentity, nothing, nothing at all,
nothing on earth, nothing whatever, nought, null,
nullity, pinpoint, puppet, pushover, recalescence
point, rock bottom, temperature, thing of naught,
trifle, void, whiffet, whippersnapper,
zilch…..adds up to a big fat ZERO!

33. • It’s the modern
version of Charles
Dickens’ Christmas
Story
• Have to learn from
the past
• To get to the present
• Understand the
present to get to the
future

34. Brief History

35. The Marketing
Committee audited
the Chamber’s
communication
materials and
determined that there
is no consistent or
recognizable brand
(11/2004).

36. Marketing Committee contacted Northern
Kentucky University (NKU) about partnering
on re-branding the Chamber.
NKU senior-level Market Research class
conducted a survey of 827 non-chamber
members.
119 surveys were completed.

37. NKU market research teams presented the
survey findings to Chamber staff and volunteers.

38. • Chamber as big business oriented.
• Chamber was a government organization.
• Non-members saw their trade organizations
as more valuable than the Chamber.
• Research findings were internalized and
steps taken to re-shape Chamber
communications to offset misconceptions
and to be more member benefit focused
especially for inactive members.
Survey Perceptions by Non-Members

39. • 18 NKU senior-level Graphic Design students
studied the marketing research
• 9 teams were formed
• Chamber marketing committee met with the
students and professor for three months.

40. Nine NKU student teams present their design
systems and logos at the Chamber.
Two logo designs were selected which could be
incorporated into a total design system.
November 2005

41. December 2005 – March 2006
• Focus Groups of members & non-members were
conducted with the two new logos and the current logo.
• Marketing Committee reviewed the results.
• Chamber staff buy-in for the change was needed.
• Executive Committee & Board of Directors buy in and
approval.
• Simultaneously completing a strategic planning process
with customer focus objectives.
• New logo and design system adopted.
• During the same time period ACCE was launching new
Marketing and PR Tool Kits.
Adopted the new ACCE materials and officially tagged
our new logo with Leading Businesses. Leading
Communities.

42. April 2006
Launched New Logo and Branding
System

44. Uses of the ACCE materials with
our new logo design system
• Signs
• Mugs
• Wallpaper
• Invitations-Certificates
• Ads
• Business cards
• Stationery and more…..

45. Chamber Sign in lobby.

46. Business Cards

47. Mugs

48. Certificates

49. Certificates

50. Outside Ads

51. Outside Ads

52. Wallpaper used as backdrop

54. Focus
The Chamber helps build stronger
communities by staying focused and
involved in the top business, civic and
community priorities
Impact
The Chamber provides unique
opportunities for individuals and
businesses to make a difference by
connecting them to important
community issues
Advocacy
The Chamber is an advocate for its
broad and diverse member
businesses, creating a climate of
growth and success
Economic Opportunities
The Chamber enhances and leverages
the talents and resources of its
members to improve economic
opportunities for all
Leading Communities.™
Leading Businesses.
Key Brand & Brand Essence

55. Key Messages: Economic Opportunities Advocacy Impact Focus
Chamber enhances & leverages Chamber is an advocate for its Chamber provides unique Chamber helps build
the talents & resources of its broad & diverse member opportunities for individuals & stronger communities by
members to improve economic buisinesses, creating a climate businesses to make a difference staying focused & involved in
opportunities for all. of growth and success that by connecting them to important the top business, civic and
benefits all. community issues. community priorities.
Key Benefit: Improves economic Creates a climate Allows individuals and Builds stronger
opportunities for all of growth and success businesses to make a difference communities
Chamber Chance to Meet HR 100 Emerging 30 Emerging 30
Programs: Emerging 30 Education Issues Small Business Celebration Minority Business Development
Business Referral Networks Environmental Issues Health Care Benefits Task Force Employment Extravaganza
Minority Business Development Health Care Issues Workplace Safety Job Fairs
Water Cooler Talk Human Resources/Labor NKY Manufacturing Alliance Workplace Diversity
Executive Rountables Employment College Connect NKY Capital Consensus
HR 100 Taxation Issues NKY Chamber @Work NKY Day in Frankfort
College Connect Transportation/ Education Issues NKY United
Employment Extravaganza Infrastructure Environmental Issues Washington DC Fly-in
Job Fairs NKY Capital Consensus Health Care Issues Business Govt. Exchange
NKY Capital Consensus NKY Day in Frankfort Human Resources/Labor Government Forum
NKY Day in Frankfort NKY United Employment Political Involvement
NKY United Washington DC Fly-in Taxation Issues NKITA
Washington DC Fly-in Business Govt. Exchange Transportation/ Education Alliance
Business Govt. Exchange Government Forum Infrastructure BEST
Government Forum NKITA NKY Capital Consensus Work Ethic K-8
Annual Dinner NKY Day in Frankfort Bank on Your Future
Business After Hours NKY United Work Ethic/Career Passport
Eggs 'N Issues Washington DC Fly-in FIRST Lego League
Annual Golf Outing Political Involvement NKY Leadership Foundation
Nine Hole Chamber Challenge NKITA Leadership NKY
Ladies Golf Outing Education Alliance Teacher Leadership NKY
NKITA BEST Regional Youth Leadership
Work Ethic K-8 A.D. Albright/Golden Apples Awards Small Business Development
Bank on Your Future Taking Care of Business Campaign
Work Ethic/Career Passport Charity Night at the Tables
FIRST Lego League NKY Leadership Foundation
Taking Care of Business Campaign Leadership NKY
Kentucky International Teacher Leadership NKY
Trade Conference Regional Youth Leadership
www.jobs-nky.com
Key Messages & Chamber Programs

56. In keeping with this new direction, the Chamber changed most of the Chamber’s
departments. These changes will better align the departments with the Leading
Businesses. Leading Communities brand and members will be better able to identify the
work done in the various Chamber departments. The department name changes are as
follows:
• Membership & Communications will now become
Member Services and Community Relations
• Government Affairs & Business Advocacy will be
Business and Community Advocacy
• Leadership Development will be
Community Leadership Development
• Workforce Solutions and Business Education Partnerships will be
Workforce & Education Solutions
• Business Development & Entrepreneurship will be
Business Development & International Trade
• Special Events will be
Networking & Special Events
Chamber New Department Names

57. Audit – Prior to Branding

58. Audit – One Year After Branding Launch

59. Monitoring Your Brand?
• Audit
– Conduct an audit once a year
– Post it on a wall or 4’ x 8’ poster board
• Brand Czar(s)
• Marketing Committee

61. Three Years Later….Today

62. Our Brand
Sisters

63. Member’s Guide

64. Chamber Major
Publications
Membership Directory

65. Chamber Major
Publications
Relocation Guide

66. Chamber Major
Publications
Business &
Community
Advocacy

67. Chamber Major
Publications
Monthly
Newsletter
Printed by
Times Mail
Bedford, IN

68. Web sites

69. Web sites

70. Web sites

71. • Blast it out
every
Tuesday to
more
than 6,800
volunteers
• Members can
purchase ad
space
$150 per blast
E-Flash
(Constant Contact)

72. Capitol Update (Voter Voice)

73. Capitol Update (Voter Voice)

74. • Launched YP Initiative
• Total Resource Campaign
• Promotions & Events

75. “Leading Businesses.
Leading Communities.”
• Chamber’s 30 minute TV Show
– Produced monthly
– Shown on local cable network approx.
40 to 50 times per month.
– 89,000 viewers
– TANK
– Streamed on our website

76. Chamber’s TV Show – Promo
“Leading Businesses. Leading Communities.”

77. Chamber’s TV Show – Commercial
“Leading Businesses. Leading Communities.”

78. Video Email
Use Co-Video
Located in
West
Lafayette

79. Social
Media
• NKITA
• Small
Business
Dev.

80. • LinkedIn
– Northern Kentucky Chamber
– Staff
• Twitter (140 characters)
• FaceBook
– Northern Kentucky Chamber
– Staff
– Professional vs Personal
Social Media

81. What’s next?
Let’s take a look
into the Future

82. Social Media
“A spontaneous
movement of people
using online tools to
connect, take charge
of their own
experience, and get
what they NEED –
information, support,
ideas, products, and
bargaining power
from each other.”

83. Social
Media

84. Social Media

86. Social Media

87. Social Media

88. Social Media
Internet has changed
the way people
communicate &
interact with each
other.
The rules have
changed entirely.

89. Social Media
“ Successful marketing and PR
comes from cultivating many small
relationships rather than a focus
on trying to get that one mega-
success.”

90. Social Media
The tools at your disposal as marketers are
Web-based media to deliver your own thoughtful
and informative content via Web sites, blogs,
e-books, images, photos, audio content, video
and even things like product placement, games
and virtual reality.

91. • Go2web20.net – The Complete Web 2.0 Directory
• YouSendit.com – Sending large files (free)
• MailChimp.com – Email Blast, reports
• slideShare.com – Podcast & PowerPoints
• Techinline.com – Remote Desktop Controls
• Boldchat.com – Integrated chat with your website
• WordPress.com – blogs, clouds, video, photos
• Ning.com – Next level (no reports)
• Oovoo.com – Video conference
• Co-Video.com – video emails, conference calls
• blogtalkradio.com – host your own radio program
Social Media/Tools

92. • Blurp.com – cookbook or sponsor book (cheap)
• Cutepdf.com – turn doc into a PDF (free)
• Surveymonkey.com – gain survey knowledge
• Google.com/Picasa software – photo editing
software (free from Google site)
• Lipsum.com – dummy text
• Fontspace.com – free fonts
• Technorati.com – ability to network & bookmark
blogs related to your Chamber
Social Media/Tools

93. Expand Your Creativity

94. Creativity
• See problems as OPPORTUNITIES.
• Change your perspective, it will expand your
possibilities until you see something that you were
unable to see before.
• Deliberately change some of your daily life…Take a
different route to work.
• Create a brainbank. Collect and store ideas like a
pack rat….cool advertisements, quotes, designs, etc.
• Feed your head….read more books.