National Chamber Image Campaign

FAQs

Today's chambers of commerce work to improve businesses and the community at large. Yet, most business owners or employees, when asked what a chamber of commerce does, don't know or can't give a complete answer.

What is the National Chamber Image Campaign?

Why did ACCE create the National Chamber Image Campaign?

How did ACCE create the National Chamber Image Campaign?

What Campaign materials do I get as part of my ACCE membership?

Can state (or regional) chambers of commerce participate in the National Chamber Image Campaign?

Do you have training materials I can use to introduce the concept of the Campaign to my staff and/or volunteers?

My organization is not called “chamber of commerce.” Can I adapt or use the National Chamber Image Campaign materials?

Small businesses and large businesses find different values in membership with chambers of commerce.  Does the Campaign address that?

Q. What is the National Chamber Image Campaign?
A. The Campaign is program that will provide tools, research, messages, ads, training, and recognition to ACCE member chambers of commerce so that they can better communicate their value to both businesses and the community at large. Top

Q. Why did ACCE create the National Chamber Image Campaign?
A. The National Chamber Image Campaign began as an ambitious action item in ACCE’s 2002-2005 Strategic Plan. In 2006, after a $120,000 investment and countless hours of volunteer leadership, ACCE members have access to a full-fledged, comprehensive set of tools and the chamber profession has, for the first time, the beginnings of a grassroots campaign to raise the chamber’s brand awareness within the business community. Top

Q. How did ACCE create the National Chamber Image Campaign?
A. ACCE hired The Quixote Group, LLC, a marketing strategy firm located in Greensboro, North Carolina. Together with this firm, ACCE staff and many volunteers worked together to explore member needs, research the brand, and prepare materials that would enable chambers to better communicate their value. Volunteers included representatives from small, medium, large, and state chambers of commerce from communities across the country.Top

Q. What Campaign materials do I get as part of my ACCE membership?
A. First and foremost, ACCE members receive a $25,000 + value in the Message Infusion Toolkit, available free of charge to all members:

• Custom national chamber brand research results
• Key brand messages
• Tagline
• Message infusion worksheets
• Samples of chamber communications and marketing materials

In the Public Relations Toolkit, members receive a $5,000 + value in public relations materials and training, at no additional charge.

In addition, our research shows that ACCE members who buy the Advertising Toolkit receive an estimated value of $4 for every $1 invested in the Toolkit if just one ad is used. If four ads are used, members are receiving a value of $16 for every $1 invested.

Members also have access to training opportunities in DIALogue teleseminars and the annual convention, as well as dozens of samples and case studies demonstrating superior chamber communications and marketing, available on ACCE’s website. In 2007 members will also have an opportunity to earn national recognition for their communications and marketing materials, both in the existing Award for Communications Excellence (ACE) program as well as the soon-to-be-launched Chamber of the Year competition. Top

Q. Can state (or regional) chambers of commerce participate in the National Chamber Image Campaign?
A. Yes. The campaign was designed to be useful for local, state, and regional chambers of commerce, and materials are trademarked but available to all ACCE members. Top 

Q. Do you have training materials I can use to introduce the concept of the Campaign to my staff and/or volunteers?
A. Yes. We realize that truly infusing the Campaign messaging into your existing communications will take some buy-in and training. Please visit the training section to download some "train the trainer" materials. Top

Q. My "chamber of commerce" is not called “chamber of commerce.” Can I adapt or use the National Chamber Image Campaign materials?
A. Yes. If the key messages apply to your organization, use them.  The key messages will not apply to all chambers of commerce, so choose those that do. The advertising and public relations portions of the Campaign materials are customizable – simply replace “Chamber of Commerce” with the name you’ve adopted, such as “Business Council” or “Partnership”. Top

Q. Small businesses and large businesses find different values in membership with chambers of commerce.  Does the Campaign address that?
A. Key messages don’t change – value propositions change. It’s how you demonstrate value that matters. You tailor your value – in advocacy for a small business – perhaps on a more local level such as sign ordinance for a large company.  The ROI messages on the worksheets are probably going to resonate more with small business; the larger chambers probably prefer the community aspects. Emphasize activities like “networking” for small business.  Top