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"Grow" Membership Campaign - Greater Philadelphia Chamber of Commerce

2015 ACE: Award of Excellence

The Greater Philadelphia Chamber of Commerce (GPCC) launched a branding campaign in September 2014 to better communicate the value of membership. We recognize that our service offering can be complex (we offer professional development programs, networking events, members services, meeting space, and business advocacy) and that new/prospective members have a hard time understanding how membership can specifically meet their business needs. Our solution is the “Grow” branding campaign.


Date: July 14, 2015
Organization: Greater Philadelphia Chamber of Commerce
Chamber Website: http://www.greaterphilachamber.com
City: Philadelphia, PA
Community Peer Group: Metro Cities
Revenue Category: $2,000,001 and up

"Grow" Membership Campaign - Greater Philadelphia Chamber of Commerce

The Greater Philadelphia Chamber of Commerce (GPCC) launched a branding campaign in September 2014 to better communicate the value of membership. We recognize that our service offering can be complex (we offer professional development programs, networking events, members services, meeting space, and business advocacy) and that new/prospective members have a hard time understanding how membership can specifically meet their business needs.

Our solution is the "Grow" branding campaign. The central implementation of this campaign is GrowWithTheChamber.com, a website designed to provide streamlined information about how we help businesses grow. In addition to the core website, a variety of supporting content has been created which include video testimonials, social media activity, print ads and additional collateral. The campaign represents a major shift in the tone and style of the GPCC's communication efforts. All campaign materials are purposely conversational and are designed to tell the individual stories of how each business has different goals -- but at the end of the day, they all have the desire to grow.

This project was executed entirely in-house with an extremely limited budget. Staff time was used for web design, web coding, print-design, copy writing, still photography, video production, and ongoing promotional efforts. Since the campaign has launched the microsite has had 3,800+ views and the video testimonials have over 1,500 views. We have used social media, our newsletter, trade advertising, and word-of-mouth marketing to inform the public of the site. In addition, we have executed a Google Adwords campaign (total spend of less than $800) to continue to drive potential customers, unfamiliar with the GPCC, to GrowWithTheChamber.com to find out how they can benefit from chamber membership.

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