National Chamber Image Campaign
FAQs
Today's chambers of commerce work to
improve businesses and the community at large. Yet, most business owners
or employees, when asked what a chamber of commerce does, don't know or
can't give a complete answer.
What is the National Chamber Image
Campaign?
Why did ACCE create the National
Chamber Image Campaign?
How did ACCE create the National
Chamber Image Campaign?
What Campaign materials do I get
as part of my ACCE membership?
Can state (or regional) chambers of commerce
participate in the National Chamber Image Campaign?
Do you have training materials I can use to
introduce the concept of the Campaign to my staff and/or volunteers?
My organization is not called “chamber of
commerce.” Can I adapt or use the National Chamber Image Campaign
materials?
Small businesses and large businesses find
different values in membership with chambers of commerce. Does the
Campaign address that?
Q. What is the National Chamber Image Campaign?
A. The Campaign is program that
will provide tools, research, messages, ads, training, and recognition
to ACCE member chambers of commerce so that they can better communicate
their value to both businesses and the community at large.
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Q. Why did ACCE create the National Chamber Image Campaign?
A. The National Chamber Image Campaign
began as an ambitious action item in ACCE’s 2002-2005 Strategic Plan. In
2006, after a $120,000 investment and countless hours of volunteer
leadership, ACCE members have access to a full-fledged, comprehensive
set of tools and the chamber profession has, for the first time, the
beginnings of a grassroots campaign to raise the chamber’s brand
awareness within the business community. Top
Q. How did ACCE create the National Chamber Image Campaign?
A. ACCE hired The Quixote Group, LLC, a
marketing strategy firm located in Greensboro, North Carolina. Together
with this firm, ACCE staff and many volunteers worked together to
explore member needs, research the brand, and prepare materials that
would enable chambers to better communicate their value. Volunteers
included representatives from small, medium, large, and state chambers
of commerce from communities across the country.Top
Q. What Campaign materials do I get as part of my ACCE membership?
A. First and foremost,
ACCE members receive a $25,000 + value in the Message Infusion Toolkit,
available free of charge to all members:
- Custom national chamber brand research results
- Key brand messages
- Tagline
- Message infusion worksheets
- Samples of chamber communications and marketing materials
In the Public Relations Toolkit, members receive a $5,000 + value in
public relations materials and training, at no additional charge.
In addition, our research shows that ACCE members who buy the
Advertising Toolkit receive an estimated value of $4 for every $1
invested in the Toolkit if just one ad is used. If four ads are used,
members are receiving a value of $16 for every $1 invested.
Members also have access to training opportunities in DIALogue
teleseminars and the annual convention, as well as dozens of samples and
case studies demonstrating superior chamber communications and
marketing, available on ACCE’s website. In 2007 members will also have
an opportunity to earn national recognition for their communications and
marketing materials, both in the existing Award for Communications
Excellence (ACE) program as well as the soon-to-be-launched Chamber of
the Year competition. Top
Q. Can state (or regional) chambers of commerce participate in the
National Chamber Image Campaign?
A. Yes. The campaign was designed
to be useful for local, state, and regional chambers of commerce, and
materials are trademarked but available to all ACCE members.
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Q. Do you have training materials I can use to introduce the
concept of the Campaign to my staff and/or volunteers?
A. Yes. We realize that truly
infusing the Campaign messaging into your existing communications will
take some buy-in and training. Please visit
the training
section to download some "train the trainer" materials.
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Q. My "chamber of commerce" is not called “chamber of commerce.”
Can I adapt or use the National Chamber Image Campaign materials?
A. Yes. If the key messages
apply to your organization, use them. The key messages will not apply
to all chambers of commerce, so choose those that do. The advertising
and public relations portions of the Campaign materials are customizable
– simply replace “Chamber of Commerce” with the name you’ve adopted,
such as “Business Council” or “Partnership”. Top
Q. Small businesses and large businesses find different values in
membership with chambers of commerce. Does the Campaign address
that?
A. Key messages don’t change –
value propositions change. It’s how you demonstrate value that matters.
You tailor your value – in advocacy for a small business – perhaps on a
more local level such as sign ordinance for a large company. The
ROI messages on the worksheets are probably going to resonate more with
small business; the larger chambers probably prefer the community
aspects. Emphasize activities like “networking” for small business.
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