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“WE” Membership Campaign - Nashville Area Chamber of Commerce

2015 ACE: Grand Award

The Nashville Area Chamber is recognized as a leading organization in Middle Tennessee, representing our member businesses and stakeholders in critical initiatives. However, as with most chambers, our organization is challenged with an image of being traditional and conservative, typically with only perceived rational decision-making reasons for being a member. Considering that loyalty is best reinforced with emotive factors, we developed a campaign to address rational and emotional decision-drivers for member acquisition and retention. Our approach also integrates the “shared” interests and experiences of our membership.


Date: July 20, 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

“WE” Membership Campaign - Nashville Area Chamber of Commerce

The Nashville Area Chamber is recognized as a leading organization in Middle Tennessee, representing our member businesses and stakeholders in critical initiatives. However, as with most chambers, our organization is challenged with an image of being traditional and conservative, typically with only perceived rational decision-making reasons for being a member. Considering that loyalty is best reinforced with emotive factors, we developed a campaign to address rational and emotional decision-drivers for member acquisition and retention. Our approach also integrates the “shared” interests and experiences of our membership.

Our objectives were to:

  1. Humanize the Chamber brand – as a business-to-business entity, we needed to generate a more personal connection with our members and stakeholders and highlight our humanistic endeavors
  2. Contemporize the Chamber personality
  3. Expand awareness and utilization of our content and resources

The “WE” concept was formulated in conjunction with Delevante Creative; the Chamber evolved the design in-house and executed the multi-channel marketing. To highlight the foundation of partnership with our members, the persona was based on the concept that as a member of the Chamber, you are a part of the “WE,” and collectively, “WE” do what no other Middle Tennessee chamber can - create a stronger economy and influence quality of life.

Creative execution needed to address the following attributes: simple, arresting statements, a unified voice, an invitation to engage and content pay-off. This messaging is represented by five simple statements: “WE SPARK,” “WE ROCK,” “WE PARTY,” “WE BUILD” and “WE LOVE.” Collectively these action statements encompass everything the Chamber does; for example, “we spark” major initiatives; “we build” relationships/partnerships, prosperity and more; “we rock” with national rankings and milestones; “we party” in celebration with our emerging leaders, entrepreneurial and Spirit of the Chamber awards; and “we love” Chamber councils and committees that impact this region, as well as area students with our education advancement efforts.

While action verbs such as “build” and “spark” are typical for chambers, “love,” “party” and “rock” serve to create a distinctive and differentiating brand personality, one that reflects a more personal and emotional connection.

Tactical Integration

Digital

Engagement Center webpage; “WE SPARK,” “WE ROCK,” “WE PARTY,” “WE BUILD,” “WE LOVE” serve as core focal points, with a numerous key resources, programs, and benefits categorized from each particular “WE” http://www.nashvillechamber.com/connect

Individual webpages for each “WE” phase, linked from Engagement Center for a deeper dive of supporting resources, content and benefits (example 1 of 5) http://www.nashvillechamber.com/big2014/wespark

Website homepage primary banner with link to Engagement Center webpage; periodic rotation of each “WE” message throughout the year http://www.nashvillechamber.com/Homepage.aspx

Chamber-wide email signature footer; staff members choose their “WE” message

Membership webpage header http://www.nashvillechamber.com/Homepage/Membership.aspx

 

Digital Advertising

Flighted schedule, 5 periods between March 3 and December 12, 2014, including Nashville Business Journal, The Tennessean, Nashville Post, Nashville Ledger and Ad Network. Three primary ad sizes; 160x600, 300x250, 728x90

 

Social Media

“WE” 5 circles design as Chamber LinkedIn group banner headings, message inclusion in various Twitter and Facebook posts

 

Print Ad Series

4/c print ad series in publications: Nashville Post, Tennessean, Nashville Ledger, Nashville Pride, Native

 

Collateral

Key component of “Your Chamber Investment” brochure

“WE” branded writing journals giveaways

 

Signage

Stand-alone pop-up banners for “WE SPARK” and “WE BUILD” used in front Chamber lobby and programs and events

 

Direct Mail

“WE” 5 circles design on front cover of Member Orientation reminder post card

 

Bus Bench

“WE” 5 circles design – “Join Nashville’s Business Circles”

 

Other Uses

Integration of messaging in promotion of other programs, e.g. Business Studio – Sparking transformation in your business

 

Campaign Costs

Paid media: $32,660 (of which $21,384 is digital), Production: $6,500: Total $39,160

 

2014 Results

  • 531 new members; highest new member acquisition in more than 10 years
  • 224 percent increase in monthly average inquiries as compared to one year pre-campaign period
  • 4,638 pageviews/3,681 unique pageviews for Engagement Center and SPARK, ROCK, PARTY, LOVE and BUILD webpages for the period of March 3 (launch) through December 31, 2014
  • 15 percent increase in website sessions, 16 percent increase in users and 11 percent increase in pageviews for the period March 3 (launch) through December 31, 2014 compared to the same period in 2013
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