Case Study of the Amarillo Chamber of Commerce

1. CHAMBER OF COMMERCE
and the Amarillo Convention and Visitors Council

2. HISTORY
• “The Amarillo Chamber of Commerce
was established in 1926 to be the leader
for the improvement of the economy
of Amarillo.”
• The CVC has been around for a little
over 30 years. The CVC is also funded
by a hotel occupancy tax.

3. THE MISSION
• “The Mission of the Amarillo Chamber of Commerce is to enhance business and
industry growth while preserving a high quality of life.”
•“Our mission is to impact the economy and image of Amarillo positively through
destination marketing and related support programs.” -Dan Quandt

4. STAKEHOLDERS
Amarillo Community
Canyon Community
Business Community
Tourists
State of Texas

5. NEW MEDIA
Chamber of Commerce
• Active on social media sites like :
• YouTube- event commercials and weekly radio recap videos
• Issuu- online archive to the electronic and printed
newsletters
• Flickr- each event gets a special album (ribbon cutting,
fundraising)
• On Facebook, Twitter, and Instagram (Facebook is the main
social media they go to.
• Use bit.ly to shorten links they send out to members
• They use GoCast “to record and post on our website homepage
instantly our ribbon cutting and chamber events or personalized
member messages.” -Penni Bentley
CVC
• Drone, Nikon Camera, Cell Phones
• Social media is there biggest use of new media because it gets
the message out fast
• Facebook
• Instagram
• Twitter
• Website: huge indicator of how well they are doing

6. MEASUREMENT
Chamber of Commerce
• They use the followers they have on social media as a form of
measurement.
• In 2011, won 1st place in the Texas Chamber of Commerce
Executives media contest in social media.
• In 2013, won 1st place in the American Chamber of Commerce
Executives awards for communication excellence contest in
social media.
• All of their social media is organic, they don’t promote any
posts.
• They don’t like using Hootsuite because they feel that it is lazy.
CVC
• Google Analytics
• Madden Media: Integrated Digital Marketing Campaign
• Nobox Creative: Digital Ad Campaign
• Award for Man-Versus-Steak

8. REFERENCES
Penni Bentley, Senior Communications Director for the
Chamber of Commerce
Dan Quandt, Vice President of the Amarillo Convention and
visitors council
Website- http://www.amarillo-chamber.org