rebranding roundtable wednesday, july 24, 2013 orsola andersen , marketing & communications...

Rebranding RoundtableWednesday, 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

MIDJersey Chamber

Grand Rapids Area Chamber

Newnan-Coweta Chamber

Greater Spokane Incorporated

Geography 101

Made in New Jersey

Thomas Edison and Albert EinsteinThe Brooklyn Bridge – designed by John A. Roebling

Bruce Jon BonSpringstein Jovi

FrankSinatra

The SopranosAnd of course, the Jersey Attitude…Governor Chris Christie

The Starting Line

Mercer County, NJ

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 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.

Strategic Campaign Began

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

Chamber Brand History

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

Mid-Life Crisis

Mid-Life Crisis

South Jersey VS. North Jersey

Phila. Sports VS. NY/NJ Sports

Mid-Life Crisis

South Jersey VS. North Jersey

Hoagie VS. Sub

Mid-Life Crisis

South Jersey AND North Jersey

Down the Shore!

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

The R & D Process

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

Name Expansion Profile

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

Goals of Rebranding

The Sphere of Influence

Bucks County, PA

Hunterdon County, NJ

Somerset County, NJ

Middlesex County, NJ

Mercer County, NJ

Monmouth County, NJ

Ocean County, NJ

Burlington County, NJ

Northern Jersey Chambers

Chambers in New Jersey

(drum roll please………)

Introducing…

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

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.

Insight into New Tagline

The hub of New Jersey business.

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.

Branding Key Messaging

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

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

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

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…

Orsola AndersenMarketing & Communications Manager

MIDJersey Chamber of Commerce

www.MIDJerseyChamber.org

Orsola@MIDJerseChamber.org