AmChamDenmark

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AmChamDenmark
The Voice of Foreign Investors in Denmark
AmCham Denmarks Publication Cycle
Branding, Communication and Value
Warsaw, Poland - September 24, 2007
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Publication Background

• 2002
• First major publication Yearbook Membership
  Directory
• Introduced electronic newsletter
• 2003
• Enhanced website launched
• 2004
• Sponsorship package introduced, event sponsors
  ad-hoc
• 2005
• Sponsorship program launched

AmChamDenmark
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Publication Philosophy
The recipe for success

• Deliver consistent high-quality publications
• Retain control of sponsorship and content
• Position publications as Exclusive
• Outsource the design and layout to experts

AmChamDenmark
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The Publication Cycle
Monthly
24 hours
Website
Event
Newsletter
Annually
Yearbook
AmChamDenmark
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The Event
The cycle begins with the content

• Allocate resources to document the event
• Internal / External Journalist
• Internal / External photographer w/ an eye for
  quality
• Link events to sponsorship and leverage the
  cycle

AmChamDenmark
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The Website
The first line of communication

• Publish within 24 hours
• Communicate to members who did not attend
• Focus on a clean simple layout
• Navigation must be straightforward and logical

AmChamDenmark
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The Newsletter
Electronic publication is cost effective and
timely

• Keep the length to under 10 pages
• Outsource layout to ensure professional,
  high-quality look
• Be consistent in terms of content structure
• Emphasize readability
• Give equal attention to e-mail cover letter

AmChamDenmark
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The Yearbook Membership Directory
The final stage in the cycle The Flagship
Publication

• Summarize the key events, activities
  successes
• Control advertising placement for high-quality
  design
• Remember people like to see their picture
• Dont reinvent the wheel

AmChamDenmark
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The Publication Cycle
Summary

• Starting the cycle strong delivers long-term
  value
• Be consistent in quality, content, structure
  and layout
• There is no brand neutrality- its either
  enhanced or hurt
• The publication cycle is vital to your strategy

AmChamDenmark
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The Publication Cycle and Sponsorship
A well coordinated publication cycle strengthens
sponsorship

• Publications are produced on a cost neutral
  basis
• Ads are not outsourced
• Leverage the cycle to sell sponsorship packages

AmChamDenmark
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The Sponsorship Program
Monthly
24 hours
Annually
AmChamDenmark
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The Sponsorship Program
Lessons learned

• Build a strong publication cycle first
• Dont sell yourself short
• Remember budget cycles plan 1-year ahead

AmChamDenmark
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Conclusion

• The quality of publications helps to justify
  membership fees
• Outsource for expertise
• Your publications either enhance or hurt brand
  image Quality, quality, quality
• Watch out for information overload

AmChamDenmark
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AmChamDenmark
The Voice of Foreign Investors in Denmark
Thank you!
Warsaw, Poland - September 24, 2007