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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
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MIDJersey Chamber
Grand Rapids Area Chamber
Newnan-Coweta Chamber
Greater Spokane Incorporated
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Geography 101
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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
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The Starting Line
Mercer County, NJ
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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
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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.
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Strategic Campaign Began
2010: The Mercer Regional Chamber of Commerce Central New Jersey’s Chamber
Chamber Brand History
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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
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Mid-Life Crisis
South Jersey VS. North Jersey
Phila. Sports VS. NY/NJ Sports
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Mid-Life Crisis
South Jersey VS. North Jersey
Hoagie VS. Sub
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Mid-Life Crisis
South Jersey AND North Jersey
Down the Shore!
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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
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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
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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
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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
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Northern Jersey Chambers
Chambers in New Jersey
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(drum roll please………)
Introducing…
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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
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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.
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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
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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
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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
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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
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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…
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Orsola AndersenMarketing & Communications Manager
MIDJersey Chamber of Commerce
www.MIDJerseyChamber.org