ACE 2007 Entry: 3cMost Improved Publication

The Chamber of Commerce of St. Joseph County

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Entry Category: Member & Community Communication 3C Most Improved Publication

Entry Title: The Chamber@Work Quarterly

Person Submitting: Shari Carroll, Director, Marketing & Program Development

E-mail: scarroll@sjchamber.org

Telephone: 574.234.0051, x311

Address: The Commerce Center 401 E. Colfax Avenue Suite 310 South Bend, IN 46617

Web site: www.sjchamber.org

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SUMMARY

From “just a newsletter” to a content-rich,

skillfully designed, quality produced quarterly – the new and

improved The Chamber@Work is the key communication piece

delivered to members.

The evolution of At Work began with the need to have

a better platform in which to communicate the strategic initiatives

of The Chamber. At Work expanded from a 12-page, two-color

bi-monthly newsletter to a 24-page, four-color quarterly with the

look and feel of a magazine.

While providing a broader stage to inform our members about their Chamber’s goals

and initiatives, the new format opened up additional opportunities for member input, insights and

visibility. Vigorous ad revenue and feedback support the decision to have taken At Work to the

next level.

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NeedS IdeNTIFIcATIoN

The expansion and overall improvement of The Chamber’s newsletter is a reflection

of The Chamber’s desire to better communicate to members

its role and the strategic initiatives it is working on to advance

regional economic prosperity. Members provide the talent and

resources to help achieve this goal. That’s why it was important

to give members an informative piece that supports their

investment.

The previous communication piece was becoming

an impediment to communicating the strides the organization

had been making. We simply did not have enough space

for adequate, meaningful content. In addition, the overall

appearance wasn’t illustrative of the professional image The

Chamber is noted for. Our key member communication piece

needed to reflect the “catalyst” nature The Chamber had

become. The decision was made to greatly enhance the overall look and increase the number of pages

to provide more space for substantive content.

There was also a strong need to move from a two-color publication to a four-color one.

Secondary research continues to support greater readership and retention with four-color over two-

color or black and white pieces.

The chamber @ Work Spring �007 is top-notch! Great work with art and copy.

– Lori Vanslager

Director, Resource

Development

United Way of

St. Joseph County

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Chamber member contacts Elected officials and other key constituents Chamber board members

Chamber volunteers Member prospects

Total Circulation: 3,500

objectives

objecTIveS

Target Audience

�. enhance the appearance of the newsletter to better reflect The Chamber’s position as a catalyst to advance economic prosperity.

�. Provide content that is more in-depth and focused on the key strategic issues The Chamber is working on.

�. expand number of pages of newsletter to provide more space for information-rich content.

�. expand number of pages of newsletter to accommodate more space for advertising.

5. Move from a two-color newsletter to a four-color publication to give it the look and feel of a magazine.

6. Move from a two-color to a four-color publication to offer advertisers a more professional vehicle to convey their marketing messages.

7. Use At Work to seek additional member input and insights, as well as opportunities for visibility.

8. Produce the publication with a frequency that is achievable by an in-house staff.

9. offset the expense to produce the new and improved publication by ad revenue. Anything over and above would be unexpected revenue.

At Work is simply not just another newsletter we feel obligated to produce and distribute to

members because it’s “what you do.” It’s also not a propaganda piece for The Chamber. Rather, the

quarterly serves as an integral part of our communication strategy to our key constituents – those that

have invested their resources, time and talent into the organization to help with our goal of advancing

regional economic prosperity. At Work is one of the most important vehicles we have to serve as that

voice to members. We rarely reprint articles to use as “fillers.” We create the content and often tap

into our “resources” (members) to create content. At Work is completely staff written and designed.

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coMMUNIcATIoN PIece

At Work represents that “tangible” communication vehicle that all members receive to provide

them with information about their Chamber and the work we are doing on their behalf. Editorially,

content is focused more on “big picture issues” rather than time-sensitive material. At the same time,

we recognized the opportunity to increase the visibility of our members with the expanded version of

the piece. We’ve been able to find a good balance.

The content structure follows a consistent flow, focusing on a main topic as

the cover/feature story, often with accompanying perspective from our president or chairman of

the board. Companion articles may also help to complement the feature story. Other stories focus

on relevant initiatives or programs. In keeping with a magazine feel for the publication, regular

departments are used to highlight certain areas of importance, making it easy for the reader to locate

the information in each issue. These departments include:

President’s/chairman’s Perspective – comments from our

president or board chair that routinely relate

to why the feature article is important to

The Chamber’s mission and goals.

Quick Hits – quick reads about

Chamber initiatives, volunteers, photo gallery.

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bright Ideas, Undiscovered or Past/Present – member spotlights

that fall into one of three categories: Bright

ideas – companies that offer unique, innovative

products or services; Undiscovered – those “gem”

of companies or organizations that contribute

to the vitality of the region, but few have heard

of; and Past/Present – a feature on a company

or organization with substantial history in the

community; a look at their beginnings and where

they are today.

coMMUNIcATIoN PIece cont.

Insights – Q&A area where members

get the opportunity to comment on an

important issue.

events calendar – upcoming

Chamber events.

Member News – edited versions of

news releases from Chamber members.

economic Indicators – a

snapshot of the most recent economic data.

New Member Investors – a listing of new Chamber members since the

previous issue.

Membership Milestone Anniversaries – a listing of companies/

organizations celebrating milestone

membership anniversaries with The Chamber.

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MeTHodoloGY

The existing newsletter provided

a good foundation from which to start. Once objectives

were determined, a Request For Proposal was submitted

to member printers seeking quotes on two- and four-

color, 20- and 24-page, saddle-stitched publications.

At that point, it was unclear if we would be able to

accomplish the magazine feel that four-color would

provide. There was a concern that it would be cost-

prohibitive. Price, previous experience and/or referrals

factored into the ultimate decision as to what member

printer we would use. To our delight, we found a printer

that was a newer Chamber member that could offer us

four-color pricing at the two-color rate we were paying

for with the old newsletter. To further enhance the piece

and give it that magazine feel, a gloss paper was specified

along with a heavier, 100# text, paper stock for the cover

and 80# text for the body. The aqueous coating on the

cover adds that special finishing touch.

There was little cost difference

between 20 and 24 pages when it came to printing or

postage, so the decision was made to move forward with

the 24-page piece, fulfilling our objective for additional space for content

and advertising.

With the first issue and subsequent issues, editorial meetings are held to develop

content and mock-ups created to assist with layout.

From a design standpoint, it was

important to give the publication a facelift, yet at the same

time, keep a few parallels, but enhance them, as to not

confuse the audience. The masthead and department

graphics were updated to reflect a vibrant look and

underscore the “catalyst” nature of The Chamber. Each

issue has a versatile color scheme without losing the overall

sense of continuity, using bold colors and dynamic angles

to create a dramatic effect.

barnes & Thornburg believes that the news provided in The chamber@Work is of great interest to the business community. our decision to advertise in this publication was driven by our belief that this publication reaches key decision makers at a diverse group of companies who may seek sophisticated legal services from a local law firm.

– Susan Haag

Marketing and Legal

Personnel Administrator

Barnes & Thornburg, LLP

Just finished The chamber@Work magazine. Top quality in content and look. congratulations.

– Kirby Falkenberg

Executive Director/CEO

YMCA of Michiana

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Quarterly production of At Work was selected for three reasons: it was

attainable based on the time and resources available, it paralleled the objective of a publication

with a magazine feel, and it met our goal of focusing content on bigger picture items. To facilitate

communication in-between the distribution of the At Work quarterly, a bi-monthly electronic

newsletter is distributed to the target audience to bring attention to more time-sensitive items

and programs.

At Work is not produced to make a profit for The Chamber. It has a communication purpose.

We simply budgeted ad revenue to cover expenses. Ad revenue would cover printing, mailing services,

freight and postage costs.

PRojecTed bUdGeT (per issue)Total Ad Revenue $ 3,500

exPeNSeSPrinting/Mailing Services $ 2,230

Freight/Miscellaneous $ 125

Postage $ 900

TOTAL $ 3,255

AcTUAl bUdGeT Summer 07 (per issue)Total Ad Revenue $ 6,290

exPeNSeSPrinting/Mailing Services $ 2,230

Freight/Miscellaneous $ 41

Postage $ 906

TOTAL $ 3,177

AcTUAl bUdGeT Fall 07 (per issue)Total Ad Revenue $ 8,381

exPeNSeSPrinting/Mailing Services $ 2,254

Freight/Miscellaneous $ 125

Postage $ 910

TOTAL $ 3,289

MeTHodoloGY cont.

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An internal production schedule was created initially and became our time line.

At Work is completely written and designed in-house.

THe cHAMbeR@WoRk PRodUcTIoN ScHedUlePUB DATE TO PRINTER MATERIALS Deadline/layout SPACE Deadline EDITORIAL MEETINg

Spring 07 Apr 3 Mar 16 Mar 6 Feb 27 Jan 26

Summer 07 Jul 3 Jun 15 Jun 5 May 29 Apr 27

Fall 07 Oct 2 Sep 14 Sep 4 Aug 28 July 27

Winter 08 Jan 2 Dec 14 Dec 4 Nov 27 Oct 26

MeTHodoloGY cont.

once the production schedule was determined, a rate card containing ad

rates, deadlines and specifications was created. The transition to the “new look and format”

was communicated in the existing newsletter to spur ad sales. Our Ambassador volunteers and

membership director helped to fuel ad sales as well. From the very beginning, ad sales were brisk and

only continue to increase with each subsequent issue, reflecting the positive response we continue

to receive.

Not only is the publication mailed directly to member contacts and public officials, we also

post the quarterly on our Web site in a PDF format. Additional copies are placed in our lobby, in new

member packets and used by our membership director when prospecting new Chamber members or

new advertisers.

The new and improved The Chamber@Work is a genuine success. The reason: it has

met or exceeded every one of our objectives.

EnhancetheappearanceofthecurrentnewslettertobetterreflectTheChamber’spositionasa

catalysttoadvanceeconomicprosperity.

The piece is designed in such a way that showcases the role The Chamber is playing in advancing

regional economic prosperity. It’s in keeping with the professional nature of other

communication pieces.

Providecontentthatismorein-depthandfocusedonthekey

strategicissuesTheChamberisworkingon.

The expanded nature of the publication affords us the

opportunity and space to include content that is focused on

broad issues that are included in our strategic plan. Recent

issues have focused on community building, collaboration,

regionalism and diversity.

Expandnumberofpagesofnewslettertoprovide

morespaceforinformation-richcontent.

The expanded number of pages, from 12 to 24, allows us to get

more in-depth on those cover/feature stories that portray The

Chamber as a catalyst for progress. In addition, we are now able

to have more companion type articles

affiliated with the cover story, in

addition to other content that focuses

on other initiatives, such as Business

Growth and Public Policy

MeASUReMeNT

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Expandnumberofpagesofnewslettertoaccommodatemorespace

foradvertising.

The publication expanded from 12 to 24 pages. Additional pages meant

more space for content but also more space for advertising. We’ve been

able to keep a good balance of approximately 60/40. This has also

allowed The Chamber to sell more full-page units rather than fractional

ad units, impacting the bottom line to our advantage.

Movefromatwo-colornewslettertoafour-colorpublicationtogive

itthelookandfeelofamagazine.

Much to our delight, pricing was in our favor in working with a printer

who was a relatively new Chamber member but also had a specialty

in producing booklets and magazines. In fact, our 24-page four-color

newsletter costs less to print than the original 12-page,

two-color newsletter.

We call The Chamber@Work a quarterly publication rather than a

newsletter. Our target audience refers to it as a “magazine.”

Mission accomplished.

Movefromatwo-colortoafour-colorpublicationtooffer

advertisersamoreprofessionalvehicletoconveytheir

marketingmessages.

When we had a two-color newsletter, all ads had to be black and white.

Now, with a four-color magazine, advertisers can now run color ads if

desired, however, we still give them an option of black and white for

fractional ad units. No one has yet to run a black and white ad. Given

the choice – our advertisers want full color ads.

MeASUReMeNT cont.

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UseAt Worktoseekadditionalmemberinputandinsights,

aswellasopportunitiesforvisibility.

At Work now has a department that spotlights two member

businesses (Bright Ideas, Undiscovered or Past/Present). These

are brief features highlighting businesses or organizations that

are making a difference in the community. In addition, we now

include a Q&A section called Insights. Here, we pose a question

to members who respond to issues or provide advice for other

members. Questions have ranged from business attraction to

networking and retaining young professionals to managing

health care costs. Member News provides additional visibility to

member companies and organizations through the inclusion

MeASUReMeNT cont.

Public policy priorities

2008 Salute to Business

Board of directors elected

reaping the

benefits of

individual differences

a publication of The Chamber of Commerce of St. Joseph County • winter 2008 • vol 2 • no 1

of their provided news releases and other publicity materials. Although the Quick Hits section focuses on

many of The Chamber’s initiatives, such as our Convention and Visitors Bureau and Young Professionals

Network, we also include regular blurbs on our Ambassador volunteers and include photos that showcase

not only our programs but also sponsoring companies and participants.

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Producethepublicationwithafrequencythatis

achievablebyanin-housestaff.

The new and improved At Work is written and

designed in-house. Rarely do we use reprints of

articles or use filler stories. Content is thoughtfully

planned, organized and written, as is the design

of the piece. Bold images and colors enhance

the “catalyst” nature we are portraying. At Work is

produced on a quarterly basis rather than monthly

or bi-monthly in order to uphold the thought, caring

and professionalism that goes into every issue. A

bi-monthly electronic newsletter, focusing on more

time-sensitive issues, supplements At Work.

Theexpensetoproducethenewandimproved

publicationwillbeoffsetbyadrevenue.Anything

overandabovewouldbeunexpected.

Perhaps the best testimonial of all. We’ve had no

difficulty in obtaining advertisers for the new and

improved At Work. First issue ad revenue was $5,439,

and by the third issue, it was $8,381, yet we had

projected $3,500 for each issue in the budget.

MeASUReMeNT cont.

being in the insurance industry, I receive liter-ally scores of newslet-ters each month and hundreds each year. The chamber@Work is, by far, the most reader-friendly, attractive and informative newsletter I receive. The profession-al look always grabs my attention and the timely content closes the deal.

– Gregory S. Downes

President

Gibson Insurance Group

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chamber@Work is a well written and designed comprehensive publica-tion that is both informa-tive and entertaining. SjRMc believes strongly in supporting The cham-ber of commerce.

– Andrew Snyder

Vice President, Marketing

Saint Joseph Regional

Medical Center

24th Annual Awards for Communications Excellence

Entry Form

Early Bird Entries must be postmarked byFebruary 15, 2008!

American Chamber of Commerce Executives / ACE Awards 4875 Eisenhower Ave., Suite 250

Alexandria, VA 22304

Questions? Contact ACCE at (800) 394-2223 ext. 3524 or jsnyder@acce.org.

Entry Category Entry Title *This title will be used on any award related to this entry.

Chamber Name

Address

Phone Email

Contact Person Title

Entry Fees (per entry)

Early Bird Rates (Before 2/15/08)Members $185.00 Chairman’s Circle Members $166.50

After February 15, 2008Members $235.00 Chairman’s Circle Members $211.50

For more information about joining ACCE’s Chairman’s Circle, contact Allie Williams at awilliams@acce.org.

Payment

Number of Entries Price per EntryTotal Amount

Check #

Circle: Visa MasterCard AMEX Card Number Exp. DateSignature

24th Annual Awards for Communications Excellence

Entry Form

Early Bird Entries must be postmarked byFebruary 15, 2008!

American Chamber of Commerce Executives / ACE Awards 4875 Eisenhower Ave., Suite 250

Alexandria, VA 22304

Questions? Contact ACCE at (800) 394-2223 ext. 3524 or jsnyder@acce.org.

Entry Category Entry Title *This title will be used on any award related to this entry.

Chamber Name

Address

Phone Email

Contact Person Title

Entry Fees (per entry)

Early Bird Rates (Before 2/15/08)Members $185.00 Chairman’s Circle Members $166.50

After February 15, 2008Members $235.00 Chairman’s Circle Members $211.50

For more information about joining ACCE’s Chairman’s Circle, contact Allie Williams at awilliams@acce.org.

Payment

Number of Entries Price per EntryTotal Amount

Check #

Circle: Visa MasterCard AMEX Card Number Exp. DateSignature

The Chamber of Commerce of St.Joseph County

Shari Carroll Director, Marketing & Program Development

The Commerce Centre, 401 E. Colfax Ave., Suite 310, South Bend, IN 46617

574.234.0051, x311 scarroll@sjchamber.org

3-c Most Improved The Chamber@Work Quarterly Publication

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$211.50

$211.50

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