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Datascape Report 2014 - Nashville Area Chamber of Commerce

2015 ACE: Award of Excellence

The Datascape report is designed as the data companion piece for the Nashville Area Chamber of Commerce’s annual Leadership Study Mission. For the past 23 years, the Chamber has led a group of local and regional leaders to other cities to examine best practices around topics that are relevant to Nashville and middle Tennessee. Led by the Nashville Chamber’s Research Center, whose work has appeared in publications such as The Wall Street Journal, TIME Magazine, Billboard Magazine, and The Atlantic, Datascape provides a platform for understanding and comparing information across topics and geographies. Contents of the publication included topics such as breakdowns of population profiles including demographics, migration and poverty rates, educational data, cost-of-living and income indicators, spending and commuting patterns. Business profiles were also addressed, including employment rates, gross regional products, and industry trends and characteristics. See also the 2016 report.


Date: July 18, 2015
Organization: Nashville Area Chamber of Commerce
Chamber Website: http://www.nashvillechamber.com
City: Nashville, TN
Community Peer Group: Metro Cities
Revenue Category: $2,000,001 and up

Datascape Report 2014 - Nashville Area Chamber of Commerce

The Datascape report is designed as the data companion piece for the Nashville Area Chamber of Commerce’s annual Leadership Study Mission. For the past 23 years, the Chamber has led a group of local and regional leaders to other cities to examine best practices around topics that are relevant to Nashville and middle Tennessee. Led by the Nashville Chamber’s Research Center, whose work has appeared in publications such as The Wall Street Journal, TIME Magazine, Billboard Magazine, and The Atlantic, Datascape provides a platform for understanding and comparing information across topics and geographies. Contents of the publication included topics such as breakdowns of population profiles including demographics, migration and poverty rates, educational data, cost-of-living and income indicators, spending and commuting patterns. Business profiles were also addressed, including employment rates, gross regional products, and industry trends and characteristics.

The purpose of the publication was to elicit a full understanding of the context behind the numbers and trends. As a standardized platform of information, delegates used the report as a basis for discussion and learning throughout the trip while they contextualized how to locally apply solutions gleaned from these other communities. The Chamber’s role in this publication was not only to provide data as a basis for learning, but to also present the data in an illustrative pattern that is easily consumable by our target audience.

The Nashville Area Chamber brand has been elevated through use of infographics and data visualization. Because our Chamber offers a diverse array of content-heavy initiatives and the average user is constantly fed information from a multitude of sources, it’s imperative that the content we deliver is not only aesthetically pleasing, but also conveys an easily digestible message. We engage our audiences by improving information retention, attracting potential members and building our reputation as a credible and reliable source of information about the Nashville region.

Budget and marketing platforms

The budget for this printed piece was $4,500. Marketing platforms included email marketing, printed collateral as well as a digital version of the report for user download. The primary audience for the publication was the Leadership Study Mission delegates.

Execution and results

Between April 1 and May 31, 2014, the Nashville Area Chamber of Commerce’s Research Center web page, which hosts the Datascape publication, received nearly 2,000 pageviews.

One hundred sixty copies of the printed report were distributed to Leadership Study Mission delegates and members of Nashville’s Metro Council. The digital version was shared with more than 2,200 Middle Tennessee business leaders.

The Datascape report was also recognized at CEOs for Cities, a national nonprofit organization with an ongoing network of cross-sector, cross-generation urban leaders focused on making cities more connected, innovative and talented while investing in the city’s assets.

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