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Rebranding Roundtable Wednesday, July 24, 2013 Orsola Andersen , Marketing & Communications Manager MIDJersey Cham

Rebranding Roundtable Wednesday, July 24, 2013 Orsola Andersen , Marketing & Communications Manager MIDJersey Chamber of Commerce, New Jersey Candace S. Boothby , GCCE, APR, IOM, President & CEO Newnan-Coweta Chamber of Commerce, Georgia

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Rebranding Roundtable Wednesday, July 24, 2013 Orsola Andersen , Marketing & Communications Manager MIDJersey Cham

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  1. Rebranding Roundtable Wednesday, July 24, 2013 Orsola Andersen, Marketing & Communications ManagerMIDJersey Chamber of Commerce, New Jersey Candace S. Boothby, GCCE, APR, IOM, President & CEO Newnan-Coweta Chamber of Commerce, Georgia Latricia Trice, Senior Director of Marketing & CommunicationsGrand Rapids Area Chamber of Commerce, Michigan Maria Vandervert, Marketing and Communications DirectorGreater Spokane Incorporated, Washington

  2. Greater Spokane Incorporated Grand Rapids Area Chamber MIDJersey Chamber Newnan-Coweta Chamber

  3. Geography 101

  4. Made in New Jersey Bruce Jon BonSpringstein Jovi FrankSinatra And of course, the Jersey Attitude… Governor Chris Christie The Brooklyn Bridge – designed by John A. Roebling Thomas Edison and Albert Einstein The Sopranos

  5. The Starting Line Mercer County, NJ

  6. Chamber Brand History • 1868: The Board of Trade of the City of Trenton • John A. Roebling, first President • 1960’s: Greater Trenton Chamber of Commerce • 1970’s: Trenton-Mercer County Chamber of Commerce • 1980’s: Mercer County Chamber of Commerce • 1995: Mercer County Chamber of Commerce

  7. Chamber Brand History • 2000: The Greater Mercer County Chamber of Commerce • 2004: The Mercer Regional Chamber of Commerce • Get Connected. Get Results. • 2009: Rebranding -The Mercer Regional Chamber of Commerce • We ARE Your Business Connection.

  8. Chamber Brand History • 2010: The Mercer Regional Chamber of Commerce • Central New Jersey’s Chamber Strategic Campaign Began

  9. Mid-Life Crisis • We were entering middle age… • Mercer Regional Chamber of Commerce • Scope of influence started to expand, like our waistline • South Jersey or North Jersey? • People didn’t know where they belonged, leading to… • A major identity crisis

  10. Mid-Life Crisis South Jersey VS. North Jersey Phila. Sports VS. NY/NJ Sports

  11. Mid-Life Crisis South Jersey VS. North Jersey Hoagie VS. Sub

  12. Mid-Life Crisis South Jersey AND North Jersey Down the Shore!

  13. The R & D Process • How we began • Research, Surveys and Polls, Focus Groups • BRAND: more than just a name, trademark or logo • Value proposition and Value Perception • Emotion and Unique Attributes • Personality and Rich History • Partnership with Creative Marketing Alliance, Inc., a 25 Year Chamber Member

  14. Name Expansion Profile • January 25, 2013: 145th Birthday • NJBIZ’s “2012 Top List” = # 3 “Top Chamber of Commerce” • 1,000+ members, representing over 85,000 employees • 11 Chapters: localized “mini chambers” • 35% of membership outside of Mercer County

  15. Goals of Rebranding • Fill a marketplace void • Take the leadership role • Position for the future • Support larger entities with geographic influence • Support smaller entities and local businesses with Chapter expansion

  16. The Sphere of Influence Hunterdon County, NJ Somerset County, NJ Bucks County, PA Middlesex County, NJ Mercer County, NJ Monmouth County, NJ Ocean County, NJ Burlington County, NJ

  17. Chambers in New Jersey Northern Jersey Chambers

  18. (drum roll please………) Introducing…

  19. Insight into New Name and Logo • Name and logo signify an expanded geographic Chamber service area • Descriptors like “central” or “regional” pre-define geography • Encompasses the entire mid-state area • Positioning Chamber for future growth • Over 35% of the membership is located outside Mercer County • “MIDJersey” embraces a broader geographic constituency • The name encourages membership throughout the mid-state area

  20. Insight into New Tagline The hub of New Jersey business. • A hub implies a central and single source of multiple business, economic and community growth solutions, resources and services. • As the geographic hub of the Garden State, the MIDJersey Chamber is a crossroads for doing business in New Jersey.

  21. Branding Key Messaging For 145 years, the MIDJersey Chamber of Commerce has represented and supported the diverse Central New Jersey business community through growth-driven solutions and services. The Chamber unites the region with a common goal of collective economic, social and cultural growth, and serves as the hub for business resources and valuable relationships.

  22. Rebranding Tactics • It was NOT a Name Change… • Strategic Spring Boards • Interviews with Non-Members • “What if we rebranded…” • Leaking the Story • Key Leader Reach Out • Time was on Our Side Chamber President Robert Prunetti with NJ Lt. Gov. Kim Guadagno

  23. Rebranding Tactics • P.B.O. • Presentations, Boards, Organizations • Secrets are Worth the Wait • Relied on our Magazine • Business Expo 2012 • Talk of the Town • Domain, Domain, Domain

  24. It’s All About…RESULTS! • Our Growth Continues! • Scope of Influence is Stronger • Show Me the Money • Higher Value Members • Brand Equity has Never Been Better • People Come to Us • Making National News

  25. The (Minor) Challenges • Our Timeline: One Week • We Took a Gamble on 54 People • We Made Gold out of Straw • The Confusion Continues… • Everything to Everyone • And, of Course, the Staff…

  26. Orsola Andersen Marketing & Communications Manager MIDJersey Chamber of Commerce www.MIDJerseyChamber.org Orsola@MIDJerseChamber.org

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