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Rebranding Roundtable Wednesday, July 24, 2013 Orsola Andersen , Marketing & Communications Manager MIDJersey Cham PowerPoint Presentation
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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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Presentation Transcript
slide1

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

slide2

Greater Spokane Incorporated

Grand Rapids Area Chamber

MIDJersey Chamber

Newnan-Coweta Chamber

slide4

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

the starting line
The Starting Line

Mercer County, NJ

chamber brand history
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
chamber brand history1
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.
slide8

Chamber Brand History

  • 2010: The Mercer Regional Chamber of Commerce
    • Central New Jersey’s Chamber

Strategic Campaign Began

slide9

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
slide10

Mid-Life Crisis

South Jersey VS. North Jersey

Phila. Sports VS. NY/NJ Sports

slide11

Mid-Life Crisis

South Jersey VS. North Jersey

Hoagie VS. Sub

slide12

Mid-Life Crisis

South Jersey AND North Jersey

Down the Shore!

slide13

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
slide14

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
slide15

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
the sphere of influence
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

slide17

Chambers in New Jersey

Northern Jersey Chambers

insight into new name and logo
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
slide21

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.
slide22

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.

slide23

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

slide24

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
slide25

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
slide26

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…
slide32

Orsola Andersen

Marketing & Communications Manager

MIDJersey Chamber of Commerce

www.MIDJerseyChamber.org

Orsola@MIDJerseChamber.org