Marketing Creating and Communicating a Successful Image

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Marketing Creating and Communicating a
Successful Image
2007 Annual WACE Conference Thursday, February
8 1040 AM Breakout Brad Hicks President CEO
The Chamber of Medford/Jackson County
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Marketing/Image Campaign

• A program that was designed to raise awareness of
  The Chamber and the positive impact we have on
  businesses and the community.

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Marketing Campaign Budget

• Funded by the Board of Directors through a
  budgetary line item for fiscal year 2005-2006.
• 20,000

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Marketing/Image Campaign

• Component 1 Planning
• Component 2 External Marketing
  Advertising/P.R.
• Component 3 Miscellaneous
• Component 4 In-house Public Relations

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Marketing/Image Campaign

• Component 1 Planning
• Volunteer Marketing Advisory Team elects to do
  testimonial ads based around our 4 strategic
  objectives
• Creating a Strong Economy
• Promoting the Community
• Networking
• Representing Business Issues through Lobbying
  Political Action

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Marketing/Image Campaign

• Component 1 Planning
• Budget
• Print
• Concept development, design and photography
  1,100
• Placement 2,600 (with civic rate plus a 50
  discount authorized by local newspaper)

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Marketing/Image Campaign

• Component 1 Planning
• Budget
• Television
• Station Production 1,000
• Placement - 2,000 at each network (with matching
  civic rate) 6,000.
• Radio
• Station Production 0
• Placement - 1,000 at each network (with matching
  civic rate) 3,000

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Marketing/Image Campaign

• Component 1 Planning
• Budget At this point 13,700

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Marketing/Image Campaign

• Component 2 Print Advertising
• Lanphier Associates Inc. hired to produce four
  testimonial print ads.

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Marketing/Image Campaign
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Marketing/Image Campaign
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Marketing/Image Campaign
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Marketing/Image Campaign
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Marketing/Image Campaign

• Component 2 Radio Advertising
• For brand continuity, voice dubs are made from
  television spots to run on local radio stations.

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Marketing/Image Campaign

• Component 2 Television Advertising
• KOBI TV News 5 hired to produce four television
  spots based on testimonial ads.

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Marketing/Image Campaign
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Marketing/Image Campaign
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Marketing/Image Campaign
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Marketing/Image Campaign
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Marketing/Image Campaign

• Component 2 Advertising
• Advertising campaign ran for eight weeks,
  beginning week of June 19, 2006.
• Print ads ran in every Friday and Sunday editions
  of Mail Tribune in black and white.
• Television spots will run on KOBI, KTVL and KDRV.
• Radio spots will air on Opus Broadcasting, Radio
  Medford and ClearChannel stations.

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Marketing/Image Campaign

• Component 3 Miscellaneous
• Mail Tribune Supplement
• The campaign officially kicked off with a special
  supplement in the Mail Tribune, which went to
  every household on their subscription list on
  Friday, June 16th.
• Supplement was designed to raise awareness of the
  many things our Chamber is involved in that
  impact businesses and the community.
• All four testimonial ads were unveiled in color
  in the supplement.

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Marketing/Image Campaign

• Component 3 Miscellaneous
• Mail Tribune Supplement
• Advertising sold by Mail Tribune.
• Content provided by The Chamber.
• Designed and produced by Mail Tribune.
• The Chamber receives a portion of the proceeds,
  totaling 3,000.

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Marketing/Image Campaign

• Component 3 Miscellaneous
• Mail Tribune Supplement

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Marketing/Image Campaign

• Component 4 In-house Public Relations
• Print ads to run in the Business Review.
• Banner ads to be designed for website.
• Voter Voice software added to website.
• Government Affairs brochure.
• New design/enhanced subscription for Business
  Review.
• Recommend to Board hiring of full-time Chamber
  P.R. professional. (Approved, Sept. 06)

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Marketing/Image Campaign

• Component 4 In-house Public Relations
• Government Affairs Brochure
• Designed by the Maentz Agency

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Marketing/Image Campaign

• New Governmental Affairs brochure designed by the
  Maentz Agency and Chamber Staff

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Marketing/Image Campaign

• Component 4 In-house Public Relations
• New design/enhanced subscription for Business
  Review
• Designed by the Maentz Agency

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Marketing/Image Campaign

• The new look Business Review designed by the
  Maentz Agency and Chamber Staff

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Marketing/Image Campaign

• Marketing Advisory Action Team
• Kathy Peckham, Bank of the Cascades Chair
• Kingsley Kelley, KTVL Channel 10, Vice Chair
• Jim Bollman, KOBI TV News 5
• Greg Roberts, Clear Channel Radio
• Anne Jenkins, Medford Visitors Convention
  Bureau
• Rick Moir, Lanphier Associates Inc.
• Bill Maentz, The Maentz Agency
• Mike Moore, Rogue Federal Credit Union
• Cynthia Scherr, Scherr Consulting
• Grady Singletary, The Mail Tribune
• Monica Patridge, The Chamber
• Brad Hicks, The Chamber

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Thank You!