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VeloCity Online Magazine: Synopsis - Greater Oklahoma City Chamber of Commerce

2016 ACE: Grand Award

The Greater Oklahoma City Chamber first launched VeloCity, an interactive digital newsletter after a Site Relocation Attitudinal Study found that senior managers and employees have a negative perception of Oklahoma City. VeloCity was initially part of a targeted, nationwide image campaign in 2011. However, VeloCity was so well-received that the Chamber chose to continue publishing issues indefinitely. VeloCity is now an important, permanent marketing tool of the Chamber that directly ties into the Chamber's mission of promoting Oklahoma City on a national level.


Date: August 29, 2016
Organization: Greater Oklahoma City Chamber of Commerce
Chamber Website: http://www.okcchamber.com
City: Oklahoma City, OK
Community Peer Group: Metro Cities
Revenue Category: $2,000,001 and up

VeloCity Online Magazine: Synopsis - Greater Oklahoma City Chamber of Commerce

Synopsis:

Need: The Greater Oklahoma City Chamber first launched VeloCity, an interactive digital newsletter after a Site Relocation Attitudinal Study found that senior managers and employees have a negative perception of Oklahoma City. VeloCity was initially part of a targeted, nationwide image campaign in 2011. However, VeloCity was so well-received that the Chamber chose to continue publishing issues indefinitely. VeloCity is now an important, permanent marketing tool of the Chamber that directly ties into the Chamber’s mission of promoting Oklahoma City on a national level.

Development: The Chamber developed the messaging of VeloCity to directly combat outdated misconceptions about Oklahoma City. VeloCity highlights business success stories and quality of life factors, while relaying the message of Oklahoma City’s favorable business climate. VeloCity’s content is driven by the economic climate and cultural offerings of Oklahoma City, all while displaying ethnic diversity, ease of living, business opportunities, cultural amenities and critical mass.

In 2015, the Chamber published volumes 11 and 12 of VeloCity. Volume 11 of VeloCity highlighted the entrepreneurial spirit of the city while Volume 12 focused on the growing culinary culture and diverse attractions. Both of these are a direct result Oklahoma City’s continuing economic renaissance story. The Chamber incorporated short video clips into the electronic magazine to allow readers an opportunity to hear real-life experiences from successful Oklahoma City entrepreneurs. The Greater Oklahoma City Chamber increased the promotion of the issue by targeted email campaigns, social media posts and Chamber website headers to encourage its digital audience to interact with the VeloCity publication.

The Chamber increased its promotional efforts during the two weeks following the launch of each issue of VeloCity. By using the analytics from previous issues as a benchmark, the Chamber was able to gauge the effectiveness of its promotion and determine which promotional platform best engaged the target audience of potential residents and business prospects of Oklahoma City.

Results: VeloCity Vol. 11 received a significantly higher number of visits than previous issues – 34 percent more than the ninth issue of VeloCity and 28 percent more than the 10th issue. The average time spent reading the online magazine also increased by approximately 10 percent.

The email campaigns were the most effective medium in driving clicks, with the emails receiving a 48 percent response rate from the 12,400 email recipients. This rate is significantly higher than the industry average, which indicates that the design and content of VeloCity is compelling to our targeted audience. A complete evaluation of the Chamber’s promotional efforts can be found in the report included in this entry.

Budget: The total cost for one issue of VeloCity is approximately $51,000, paid to the Chamber’s advertising agency, Ackerman McQueen. For the two issues in 2015, the total was approximately $102,000.

Other tools used: Press release, targeted email blasts to Chamber membership, economic development industry contacts, and e-newsletter subscribers, social media posts on Instagram, Facebook and Twitter as well as articles in the Chamber’s newsletter and e-newsletter.

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