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#UniteLoudoun Social Media Campaign - Loudoun County Chamber of Commerce

2015 ACE: Award of Excellence

In 2014 the Loudoun Chamber, for the first time in the organization’s history implemented, the most successful membership and marketing in the organization’s history. The two objectives of the campaign were to grow the membership and increase our brand awareness in the community. The first objective was an incredible success as the Chamber grew by 170 members in two days, and over the course of the campaign season, over 200 additional members joined the Chamber due to our campaign’s ripple effect. The second objective, which we share with you today, was to expand the chamber’s brand as an organization which strives to Engage, Advocate for, and Connect our community to promote a world-class quality of life in Loudoun County. We determined that a community driven social media campaign was our best hope for success, and out of that the #UniteLoudoun Campaign was born.


Date: July 19, 2015
Organization: Loudoun County Chamber of Commerce
Chamber Website: http://www.loudounchamber.org
City: Leesburg, VA
Revenue Category: $900,001-2,000,000

In 2014 the Loudoun Chamber, for the first time in the organization’s history implemented, the most successful membership and marketing in the organization’s history. The two objectives of the campaign were to grow the membership and increase our brand awareness in the community. The first objective was an incredible success as the Chamber grew by 170 members in two days, and over the course of the campaign season, over 200 additional members joined the Chamber due to our campaign’s ripple effect.

The second objective, which we share with you today, was to expand the chamber’s brand as an organization which strives to Engage, Advocate for, and Connect our community to promote a world-class quality of life in Loudoun County. We determined that a community driven social media campaign was our best hope for success, and out of that the #UniteLoudoun Campaign was born.

In the months leading up to our membership campaign, we began planting the seeds of Engage, Advocate, and Connect in our community through various communications and stylistic changes. We needed to expand outside of the typical chamber audience and show Loudoun citizens that the Chamber the community and the issues that matter to them. We needed to become a household name.

That desire is what the #UniteLoudoun Campaign was built on. We distributed well over 500 signs in our community, with the goal of people hearing our message and understand our desire to unite our community. We then collected their images and posted them online in the form of a photo contest. The contest was fun and easy, shifting the paradigm of what the Chamber of Commerce is in the mind of Loudoun citizens.

As a net result over 100 photographs from members, business owners, students, parents, schools and nonprofit organizations were posted during a 45 day period to their entire social networks, and reposted to the chamber’s Facebook album where those photos would be judged. Our social media engagement increased by over 25% on average during that period, and to this day, members of the business community are using the #UniteLoudoun as they post about the benefits of their membership online.

Our membership campaign was very successful, but its legacy will be #UniteLoudoun. It has become part of our mantra when we speak about our mission to connect our business community, government, nonprofits and citizens.

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