(I)
Rebuilt the brand
I led the overhaul that let the Chamber compete on a national scale for remote talent and relocating companies, instead of only speaking to the members it already had.
(I) The situation
A small-city business group, asked to play on a national field.
The Chamber wanted to compete nationally for remote workers and for companies deciding where to relocate. That’s a different audience than the members who already knew it, and a different job for the brand. The story had to land with people who had never thought about Northwest Arkansas at all, and still mean something to the businesses paying dues.
(II) What I did
Three moves, in order.
(II)
Pointed social at the value
I built the social strategy around the unique value of Chamber membership, so every post earned its place instead of filling a calendar.
(III)
Ran PR end to end
I led the PR strategy, traditional and digital, from the day-to-day programs through the high-profile launch campaigns and partnerships.
(III) What came of it
In under six months.
+78%
social impressions
+22.5%
social engagement
+6%
email open rate over the industry average
+3%
click-through over the industry average
The email numbers were organic, with no paid push behind them.