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5 Builds Handout - Greater Sarasota Chamber of Commerce

2014 ACE: Award of Excellence

One of the biggest difficulties for a chamber is effectively communicating all of its benefits to members and the community. In late 2012 the Greater Sarasota Chamber of Commerce faced this problem: we were using sales materials from 2006-8.  Our membership marketing message had become stagnant and lost its competitive edge. We convened key staff and volunteers to refocus the chamber’s message. We rewrote our tagline from “Good Life. Good Business” to “Partnering to Build Your Business.” The idea was to bring focus to all the ways the chamber works with member businesses and the community.  See also the Synopsis and 5 Builds Sales Sheets samples.


Date: March 26, 2015
Organization: Greater Sarasota Chamber of Commerce
Chamber Website: http://www.sarasotachamber.com
City: Sarasota, FL
Community Peer Group: Major Cities
Revenue Category: $900,001-2,000,000

5 Builds Handout - Greater Sarasota Chamber of Commerce

SYNOPSIS:

One of the biggest difficulties for a chamber is effectively communicating all of its benefits to members and the community. In late 2012 the Greater Sarasota Chamber of Commerce faced this problem: we were using sales materials from 2006-8.

Our membership marketing message had become stagnant and lost its competitive edge. We convened key staff and volunteers to refocus the chamber’s message. We rewrote our tagline from “Good Life. Good Business” to “Partnering to Build Your Business.” The idea was to bring focus to all the ways the chamber works with member businesses and the community.

Through this re-branding and revitalization of our messaging we created “The 5 Builds” – Build Your Network, Build Your Visibility, Build Your Bottom Line, Build Your Knowledge, and Build Our Economy. Everything our chamber does could be placed into one of those five areas.

Our new sales material was given a new look with the clear message of “Partnering to Build Your Business.” The 5 Builds were organized as individual sheets within a folder and a “Blueprint Brochure” was created to help members in all stages of their membership navigate the chamber’s different opportunities and benefits.

With a minimal budget, the chamber enlisted the help of Chair Elect Lisl Liang and her company SRQ Media Group to assist with layout and design. Her services were wrapped into a sponsorship which meant no out-of-pocket expense for her services. Printing costs were reduced to $3,000 due to an in-kind sponsorship from member printer Spotlight Graphics. Implementation occurred in October of 2013 and already we’ve seen a 4.5 percent increase in new members.

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