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2015 Legislative Agenda - Southwest Indiana Chamber

2015 ACE: Award of Excellence

In 2014, the Southwest Indiana Chamber launched an aggressive rebrand campaign to position the nearly century-old organization as modern, progressive, and a resource for businesses just as relevant in 2014 as it was when founded in 1915. As the “new” Chamber brand identity emerged, our attention shifted to effectively communicating with members on each of our five focus areas, which include advocacy and public policy. Like in many communities, advocacy initiatives were strongly supported by a solid, loyal group of volunteers and members, but not always viewed as a source of great excitement and interest by our broader membership base.

See also 2015 Indiana General Assembly Priorities, CoY 2016 Synopsis 1 - Southwest Indiana Chamber


Date: July 18, 2015
Organization: Southwest Indiana Chamber
Chamber Website: http://www.swinchamber.com
City: Evansville, IN
Community Peer Group: Major Cities
Revenue Category: $900,001-2,000,000

2015 Legislative Agenda - Southwest Indiana Chamber

In 2014, the Southwest Indiana Chamber launched an aggressive rebrand campaign to position the nearly century-old organization as modern, progressive, and a resource for businesses just as relevant in 2014 as it was when founded in 1915.

As the “new” Chamber brand identity emerged, our attention shifted to effectively communicating with members on each of our five focus areas, which include advocacy and public policy. Like in many communities, advocacy initiatives were strongly supported by a solid, loyal group of volunteers and members, but not always viewed as a source of great excitement and interest by our broader membership base.

Our advocacy efforts; including our Legislative Agenda, and particularly our Legislative Priorities; are driven by results of an annual survey to members. Once surveys are sent via email to members and results are evaluated, Chamber staff and public policy committees quickly get to work creating content for the Agenda.

The goal for our 2015 Legislative Agenda was seemingly straightforward: use the annual advocacy publication as a tool for delivering a modern public policy message reflective of the “new,” modern Southwest Indiana Chamber brand.

Confident that a well-designed publication filled with carefully crafted copy could serve a variety of purposes, we set out to reimagine and recreate our Legislative Agenda. What once was a basic, stale, text-only “publication” filled with poorly composed paragraphs and lacking any organization or appeal has transformed into a glossy, vibrant, attention-grabbing marketing tool. Our 2015 Legislative Agenda is reorganized into a more reader-friendly format with images and graphics that grab readers’ attention and encourage a thorough consumption of content instead of a passing glance at endless, redundant paragraphs.

Results have exceeded every expectation; we’ve increased awareness of our priorities, but also of the importance of business advocacy. Public policy committees are attracting new volunteers from a broad representation of businesses. Advocacy event attendance and net revenue has spiked. Interest in what’s impacting the regional business community at the local, state, and federal levels has dramatically increased.

Four businesses generously sponsored the Legislative Agenda, which allowed the Chamber to nearly cover all publication-related expenses. A local marketing agency, with which the Chamber has developed an ongoing partnership, designed the publication and assisted with gathering images. Printed copies of the Legislative Agenda are taken on sponsorship visits and have proven to be a popular discussion piece. In addition to being delivered to our full distribution list (nearly 6,000 contacts) via email campaign, a digital version of the Agenda is posted to the Chamber website.

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