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2015 Membership Directory/Community and Relocation Guide - Plano Chamber of Commerce

2015 ACE: Award of Excellence

The Plano Chamber of Commerce’s 2015 Membership Directory/Community and Relocation Guide has experienced tremendous growth in the areas of distribution, content and design, and financial success in 2015. Additionally, enhancements were made to the publication in response to a major new corporate citizen and updated organization branding.


Date: August 15, 2015
Organization: Plano Chamber of Commerce
Chamber Website: http://www.planochamber.org
City: Plano, TX
Revenue Category: $450,001-900,000

2015 Membership Directory/Community and Relocation Guide - Plano Chamber of Commerce

The Plano Chamber of Commerce’s 2015 Membership Directory/Community and Relocation Guide has experienced tremendous growth in the areas of distribution, content and design, and financial success in 2015. Additionally, enhancements were made to the publication in response to a major new corporate citizen and updated organization branding.

In April 2014, Toyota North America announced that it would be relocating its US Headquarters to Plano. This move will consolidate Toyota’s operations in Torrance, CA and Erlanger, KY in Texas to create One Toyota. Ultimately, this will bring 4000 jobs to Plano with some positions being filled locally and many being filled by relocating Toyota employees.

While the membership directory has always served as an important member benefit and marketing piece for the Plano Chamber, the Toyota move necessitated that we enhance the relocation and community guide aspects of the publication. In fact, we have sent more than 2000 directories total to the Toyota offices in Torrance and Erlanger, as well as an additional 150 total Orange People and Hilti, two other corporations relocating to Plano in the next 12-14 months. We have handed out hundreds more in-person, at information fairs that kick-off weekly familiarization tours for Toyota employees and their loved ones. These efforts have increased promotion of our members by increasing printing and distribution of the directory from 7,500 in 2014 to 10,000 in 2015.

The printing of this year’s directory coincided with the launch of the Plano Chamber’s new logo, tagline, and mission/vision statements. Updating these key pieces of the Chamber’s brand offered the perfect opportunity to overhaul the overall layout and design of the directory to fit the modern look and feel of the new logo. The directory is bold and colorful with an emphasis on large, eye-catching photos that convey the vibrancy of our community. While special attention was paid to the visual aspect of this publication, it was not done so at the expense of the written content, which was expanded to more fully portray the strengths of our city.

This publication provides future Plano residents with valuable information about our community, including overviews on healthcare, education, housing, city services, retail and dining options, and major community and Plano Chamber events. New additions to the directory include bold, easy-to-read infographics on Plano’s community and economic vital signs, as well as ribbon graphics throughout highlighting various Plano accolades such as “Top 25 Cities for Working Parents” and “#1 Best Place to Live in America.”

In addition to improvements in design, content, and distribution, this year’s directory was a major success financially as well. Outstanding ad sales generated approximately $76,500 in revenue, compared to budgeted income of $42,000. Increased sales are evident in the growth of total page numbers from 68 in 2014 to 92 in 2015, an increase of 35%. Increased distribution and printing costs (more pages) resulted in total expenses of $56,000, which is $22,000 above the budgeted expenses. Overall, the project outperformed expectations with net income of $20,000, more than twice the budgeted net income of $8000. Additionally, this is an increase of more than $13,000 (growth of 203%) over the 2014 net of approximately $6,600.

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