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Membership Drive Brochure - Richardson Chamber of Commerce

2014 ACE: Award of Excellence

This print piece was a way to let industry professionals speak to their peers (and network) on behalf of the Chamber and encourage them to become members. The supporting information was a resume of achievements the Chamber has achieved for Richardson during its near 70-year tenure.


Date: January 13, 2015
Organization: Richardson Chamber of Commerce
Chamber Website: http://www.richardsonchamber.com
City: Richardson, TX
Revenue Category: $450,001-900,000

Membership Drive Brochure - Richardson Chamber of Commerce

SYNOPSIS:

This print piece was a way to let industry professionals speak to their peers (and network) on behalf of the Chamber and encourage them to become members. The supporting information was a resume of achievements the Chamber has achieved for Richardson during its near 70-year tenure.

The challenge: the Chamber has a 5-star accreditation. We’re up for renewal in 2016, and hope to check off the box of the % of all businesses in the city that are part of the Chamber. Thus, growing membership is a priority during the next few years.

A direct mail was believed to be the best way to target the audience with the ‘personal’ plea. Because we could limit by location instead of the excess waste of regular advertising in Dallas that might not hit the more limited confines of Richardson. Individuals asked to serve as an ambassador/spokesperson were selected with the underlying goal of showcasing our chamber’s wide variety of demographic factors: business size, industry, member involvement in the chamber, age, gender, and ethnic background.

The concept of a group of individuals with something in common got our group to thinking about the chamber’s tagline: Driving Business Success. Once the use of a steering wheel was suggested as a prop in each person’s photo, we were off and running with the idea.

A limited time incentive was offered in the piece, to lend urgency. This offer was printed next to the mailing label area of the brochure, to ensure that even if the brochure was never opened, the recipient would see the offer, and hopefully be intrigued enough to read further.


PRODUCTION

A limited time incentive was offered to lend urgency. In the direct mail piece, this offer was printed next to the mailing label area of the brochure, to ensure that even if the brochure was never opened, the recipient would see the offer, and hopefully be intrigued enough to read further.

A mailing list of businesses in Richardson was purchased, removed at-home businesses with fewer than 3 employees (not the target of the campaign), which we merged/purged with our membership list. The brochure was mailed to the non-member businesses. Several weeks later, we mailed a reformatted brochure to chamber members with a listing of the new members and asking previous members to welcome them to the community.

In total, three (3) versions of the printed brochure were created, targeting three key audiences: small businesses, professional service providers, and real estate professionals.


RESULTS

The membership campaign resulted in 114 new members, a 15% increase in membership.

One new member came directly as a result of the direct mail piece. Granted, any true success is a result of an integrated marketing campaign, reputation and recommendations, but we’re letting the direct mail campaign feel special on this one.

o Budget for the program $4000

o In kind donations were given for the photography and the steering wheel. The writing and design was done by our regular contractors. Most of the expense came from printing, mailing services, and purchasing the mail list.

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