2010 membership campaign prize list set sail on the 2011/c122, class 1...2 effective in its mission....
TRANSCRIPT
ToTal
Number
of New
members
2010 MeMbership CaMpaign prize List
1sT prize • Cruise for 2 to the destination and on the cruise line of your
choice ($2,500 value)• Exposure at the June 17 post-campaign Out For Business• Recognition in post-campaign press and marketing materials• Acknowledgement at the 2011 Annual Meeting & Luncheon
2Nd prize • $250 Waterbury Regional Chamber gift certificate• Season Subscription to Palace Theater• $150 Carmen Anthony gift certificate3rd prize • $100 Waterbury Regional Chamber Gift Certificate• $100 Carmen Anthony gift certificate• 2 Palace Theater tickets to Comedian Kathy Madigan
on Friday, August 27, 2010 at 8 p.m.
iNdividual prizes
Team prize
Prize winners will be announced at Carmen Anthony Steakhouse Out for Business on June 17, 2010. Registration required.
$5,000 Chamber markeTiNg paCkage• $500 Waterbury Regional Chamber gift certificate• Featured story and staff photo in Chamber e-newsletter• 3 month e-newsletter sponsorship• Table at the 2011 Tabletop Expo• ½ page color ad in the 2011 Directory and Resource Guide• Guest appearance on “Chamber Hour” on
WATR’s Talk of the Town• 6 months (of your choice) subscription Members Market• Company recognition at 2011 Annual Business Meeting• 2 tickets to Business Women’s Forum, Thursday, September 23,
featuring Paula Abdul• Celebratory lunch at the Country Club of Waterbury
following campaign
1sT sale• B Muse Café at the Mattatuck Musem gift certificate2Nd sale• Bottle of wine and Waterbury Symphony Orchestra
Summer Pops Concert tickets3rd sale • Palace Theater tickets and $50 dinner gift certificate
Celebrity entertainer Paula Abdul, 2010 BWF®
ss Chamber!
Set Sail on the
2010 MEMBERSHIP CAMPAIGN
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Entry Category: Campaign & Program 5c Membership CampaignEntry Title: Set Sail on the SS ChamberContacts: Lynn Ward, President & CEOEmail: [email protected]
Telephone: 203.757.0701Address:
83 Bank Street, P.O. Box 1469Waterbury, CT 06721
Website: www.waterburychamber.com
SummaryDespite the worst global recession in decades and Waterbury being encumbered with the highest unemployment rate in the state of Connecticut, in May 2010 the Waterbury Regional Chamber launched one of its most successful membership campaigns to date. At the drive’s conclusion in August the Chamber achieved its goal of welcoming 100 new members.
Adopting an upbeat, nautical theme for all promotional collateral and communications, the Chamber implemented a campaign strategy that included highly motivated member volunteers, reward incentives, and an effective, polarized marketing plan to achieve its objective.
Needs IdentificationNoting a decline in member retention over previous years and the need to grow its base to remain strong, Chamber staff mobilized to develop a campaign that would generate excitement within the business community. Companies were incentivized to join by the offer of free publicity while volunteers who recruited new members were awarded any of a number of prizes and recognized in the Chamber’s e-communications and through its social media network.
ObjectiveThe Waterbury Regional Chamber draws its strength from its members. As a business organization dedicated to strengthening the regional economy by serving its members as network, resource and advocate, it is imperative it maintain a strong member base to be
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effective in its mission. The main objective of the “Set Sail on the SS Chamber” campaign was to secure 100 new members and thereby strengthen the organization.
MethodologyTo create a general buzz within the community a self-mailer listing the benefits of Chamber membership was sent to 8,462 businesses located in our “footprint.” Benefits highlighted on the mailer extolled product discounts and advertising/editorial exposure.
Volunteer recruitment Members were invited, by letter, to “Take a cruise on the SS Chamber” to “pre-
sell” memberships before the official start of the three-day campaign. Those who pre-sold three or more members were entered in a raffle for a cash prize of $250. Members could compete individually or as part of a team.
Email blasts to the membership were sent periodically inviting participation; a rolling list of those who’d signed on as volunteers was included in each “blast.”
Motivational training was provided volunteers by “America’s Marketing Motivator,” Kathy McAfee, before each of the three 4-hour morning call-athons. Snacks and a “Captain’s Lunch” for volunteers followed each of the campaign days.
To further incentivize volunteers the ‘call center’ (located in the Chamber offices) was nautically themed. Staff members dressed in nautical colors and wore nametags identifying them as “Cruise Directors” and “First Mates.” President Lynn Ward was Captain of the ship. A large (36”x 14”) replica of the SS Chamber was tacked to a wall and used to “track” the volunteers’ progress in reaching the 100-member goal. The image of an island at the end of the boat signified the sought-after “destination.”
Volunteers (“sale-ors”) who successfully brought in new members during the call-athon were eligible to win a variety of prizes (donated by member businesses) including the top prize of a Caribbean 7-day cruise for two. Five thousand dollars in Chamber services and marketing was awarded the company of the top selling team.
Live, on-site radio coverage was provided during the call-athon via local radio station WATR 1320-AM, as part of radio host Larry Rifkin’s “Talk of the Town.”
Internally, staff participation was required; every member of the Chamber staff recruited at least one new member while competing for an additional week’s vacation. Members of the Chamber’s Board of Directors volunteered their time, as
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well. A number of local organizations, including The Arts & Culture Collaborative and Main Street Waterbury were enthusiastic participants throughout the campaign.
Once underway, to keep up the momentum the Chamber ran a “rolling ad” in the local daily newspaper featuring a list of new member companies as they joined. A final ad listing all 100 new members capped off the end of the drive. Throughout the campaign, the free exposure provided by these ads proved to be a good recruitment tool for enticing companies to join. A one-time registration fee to join was also waived during the drive.
New members were welcomed and volunteer prize winners were announced at an “Out For Business” networking event attended by 130 members on June 17 at Carmen Anthony Steakhouse, owned and operated by Chamber board member Carmen Vacalabre.
BudgetBudget Actual Difference
70 members 100 members 30 members@$335 ave. @ $403 ave.
Revenue:
New MembershipsNew Memberships $ 24,000.00 $ 40,357.00 $ 16,357.00
Expenses:Expenses:
Advertising - NewspaperAdvertising - NewspaperAdvertising - Newspaper $ 2,500.00 $ 2,038.00 $ 462.00 Advertising - RadioAdvertising - Radio $ 1,800.00 $ 1,800.00 $ - Catering $ 1,200.00 $ 1,110.00 $ 90.00 Copying $ 200.00 $ 48.00 $ 152.00 E MarketingE Marketing $ 200.00 $ 200.00 $ - MiscellaneousMiscellaneous $ 100.00 $ 54.00 $ 46.00 Motivational SpeakerMotivational SpeakerMotivational Speaker $ 725.00 $ 725.00 $ - Phones $ 2,300.00 $ 2,095.00 $ 205.00 Postage $ 1,000.00 $ 780.00 $ 220.00 Sales Support Sales Support $ 1,050.00 $ 1,050.00 $ - Supplies / PrintingSupplies / Printing $ 2,000.00 $ 2,057.00 $ (57.00) Volunteer IncentivesVolunteer IncentivesVolunteer Incentives $ 3,500.00 $ 3,450.00 $ 50.00
Total ExpensesTotal Expenses $ 16,575.00 $ 15,407.00 $ 1,168.00
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Revenue over ExpensesRevenue over ExpensesRevenue over Expenses $ 7,425.00 $ 24,950.00 $ 17,525.00
TimelineMarch 31 – August 12, 2010
Event Dates:Tuesday, June 8Wednesday, June 9Thursday, June 10Thursday, June 17
Marketing Schedule:
March 31, 2010 – Self-mailer sent to businesses in the Greater Waterbury region
April 22, 26, 28, 2010 – Letters sent to member companies requesting prize donations.
May 6, 2010 – Letter and membership campaign form sent to Chamber members inviting them to become drive volunteers
May 19, 2010 – Recruitment piece e-blasted to membership
May 20, 2010 – Recruitment piece posted on Facebook
May 26, 2010 – Three radio promos (two morning, one afternoon)
May 27, 2010 – Three radio promos (one morning, two afternoon)
May 27, 2010 – Recruitment piece e-blasted to membership
May 28, 2010 – Three radio promos (two morning, one afternoon)
June 1- 5, 2010 – Four radio promos (two morning, two afternoon) for five days
June 6, 2010 – Two morning radio promos
June 7 - 10, 2010 – Two evening radio promos for four days
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June 7, 2010 – President Lynn Ward’s “Chamber Happenings” article “Plenty of Reasons to Join the Chamber” published in the Republican-American
June 10, 2010 – One ‘remote’ live radio spot at the Chamber during day # 3 of the Call-athon
June 9, 2010 – Rolling ad # 1 published in Republican-American
June 10, 2010 – “Rolling ad” # 2 published in Republican-American
June 11, 2010 – “Rolling ad” # 3 published in Republican-American
June 14 - 18, 2010 – Two radio promos (one morning, one afternoon) for five days
August 12, 2010 – Final “Rolling ad” # 4 published in Republican-American
Communication PieceA number of communication tools were utilized throughout the campaign. These included advertising, print collateral, e-communications, radio, social media, a web page and reaching out to potential members by telephone.
EvaluationA total of 51 members donated their time to the “Take a Cruise on the SS Chamber” initiative. Some were members of corporate teams; seven companies supported the campaign at this level.
Contributing to the campaign’s success were: 1. The unbridled enthusiasm of member volunteers coupled with the tireless efforts of staff (led by Membership Director Cathy Dalton), and board members; 2. Extensive marketing that made use of numerous forms of media; 3. A cleverly themed program that infused fun and excitement into the campaign.
At the drive’s conclusion, 100 new members joined the Chamber, providing $40, 357 in new revenue, increasing total membership by 12.5% to 905 members.
Self-mailer sent to businesses in the Greater Waterbury region
Letters sent to Chamber members inviting them to volunteer
✔ Day ❍ Tuesday, June 8❍ Wednesday, June 9❍ Thursday, June 10 (Team “Sale-ors” Challenge)
3 Easy ways to send this form:Mail: Waterbury Regional Chamber 83 Bank Street, P.O. Box 1469, Waterbury CT 06721Fax: 203.756.3507 • Email: [email protected]
Individual Volunteer
Company
Team Volunteers (minimum 3)
Set Sail on the SS Chamber!
For more information please call the Waterbury Regional Chamber 203.757.0701
All Sessions8 a.m.–1 p.m. Captain’s Lunch at 1 p.m.
Anchors away–Sign up today!
“Sale-ors” win fabulous prizes. Top “SALE-oR” WInS A 7-DAy CRuISE FoR TWo To ThE CARIbbEAn.
All hands on deck as we work to bring a boatload of new members onboard during our exciting Membership Campaign
Top selling team’s company wins $5,000 in Chamber services and marketing!
• TuESDAy, JunE 8 • Wednesday, June 9 • Thursday, JunE 10
(Team “Sale-ors” Challenge)
Location: Waterbury Regional Chamber83 Bank Street, 4th floor, Waterbury
Membership campaign form sent to Chamber members on May 6, 2010
Chamber President Lynn Ward’s “Chamber Happpenings” article published on June 7, 2010
ToTal
Number
of New
members
2010 MeMbership CaMpaign prize List
1sT prize • Cruise for 2 to the destination and on the cruise line of your
choice ($2,500 value)• Exposure at the June 17 post-campaign Out For Business• Recognition in post-campaign press and marketing materials• Acknowledgement at the 2011 Annual Meeting & Luncheon
2Nd prize • $250 Waterbury Regional Chamber gift certificate• Season Subscription to Palace Theater• $150 Carmen Anthony gift certificate3rd prize • $100 Waterbury Regional Chamber Gift Certificate• $100 Carmen Anthony gift certificate• 2 Palace Theater tickets to Comedian Kathy Madigan
on Friday, August 27, 2010 at 8 p.m.
iNdividual prizes
Team prize
Prize winners will be announced at Carmen Anthony Steakhouse Out for Business on June 17, 2010. Registration required.
$5,000 Chamber markeTiNg paCkage• $500 Waterbury Regional Chamber gift certificate• Featured story and staff photo in Chamber e-newsletter• 3 month e-newsletter sponsorship• Table at the 2011 Tabletop Expo• ½ page color ad in the 2011 Directory and Resource Guide• Guest appearance on “Chamber Hour” on
WATR’s Talk of the Town• 6 months (of your choice) subscription Members Market• Company recognition at 2011 Annual Business Meeting• 2 tickets to Business Women’s Forum, Thursday, September 23,
featuring Paula Abdul• Celebratory lunch at the Country Club of Waterbury
following campaign
1sT sale• B Muse Café at the Mattatuck Musem gift certificate2Nd sale• Bottle of wine and Waterbury Symphony Orchestra
Summer Pops Concert tickets3rd sale • Palace Theater tickets and $50 dinner gift certificate
Celebrity entertainer Paula Abdul, 2010 BWF®
ss Chamber!
Set Sail on the
June 8, 2010: Recruitment piece posted on Facebook
May 27, 2010: Recruitment piece “e-blasted” to Chamber membership
Volunteer 1 2 3 4 5 6 7 8 9 10 total
tuesday 2010 Membership Campaign
Volunteer 1 2 3 4 5 6 7 8 9 10 totalWednesday 2010 Membership Campaign
Volunteer 1 2 3 4 5 6 7 8 9 10 total
thursday 2010 Membership Campaign
Tally boards used for tracking the # of members recruited
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This certificate entitles ________________________ as a new member of the Waterbury Regional Chamber, to a discount of 50% off any advertising in the Republican American.
The maximum value of the offer is $300 in total. The discount may be used for multiple advertisements, provided the advertising isscheduled at the same time.
This offer expires June 10, 2011.
2010 Waterbury Regional Chamber Membership Campaign Incentive
Membership has its privileges!To redeem this offer call the Republican American Advertising Department at 203-574-3636.
NEW PARTNERSHIP ANNOUNCEMENT
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Partners in Driving Business to Business Growth
EXCLUSIVE OFFICE PRODUCT SUPPLIER FOR THE WATERBURY REGIONAL CHAMBER & MEMBERS
MEMBER BENEFITS EXCLUSIVE CHAMBER MEMBER BENEFITS
Average discount of 75% on all your office needs The most knowledgeable, local customer support and sales representation in CT Largest Independent office product dealer in Connecticut Free Delivery ñ No Minimum Order No Gimmicks ñ Just the Lowest Prices ñ GUARANTEED!
Waterbury Regional Chamber Member Sales Representative
Matt Ensero Work: (860)347-0299 693 High Street Cell: (203)910-9550 Middletown, CT 06457 Email: [email protected]
Customer Testimonials ìÖSuburban Stationers helped us save nearly $40,000 this year on our office product purchases with the cost-savings analysis performed last yearÖin my 25 years of purchasing, I have never been so pleased with a vendor..î - Uconn Health Center ìÖextremely pleased with the service Suburban providesÖwhen we looked to consolidate office supply vendors for our region, Suburban came to the forefront.î - GEI Consultants ì..[Sales Rep] is excellent. He is dependable, honest, and is always willing to go above and beyond to ensure outstanding service, quality, and most importantly, the best pricing!î ñ Data Mail
Visit Us on the Web!
www.suburbanop.com
Incentives to become a member of the Chamber offered during the campaign
June 9, 2010: Rolling ad #1, published in Waterbury’s Republican-American
June 10, 2010: Rolling ad #2, published in Waterbury’s Republican-American
June 11, 2010: Rolling ad #3 published in Waterbury’s Republican-American
August 12, 2010: 100 new members announced in Waterbury’s Republican-American
Set Sail on the SS Chamber!
Anchors away– Stan and Melissa Piurkowski
Contact Mary Ellen Vanderhoff at Sanditz Travel at (860) 274-7568 to arrange a cruise to the destination of your choice ($2,500 value).
Congratulations and thanks for your hard work as Top “Sale-or” during the 2010 Membership Campaign!
Top “sale-ors” Stan and Melissa Piurkowski awarded certificate for a 7-day Carribean cruise from Chamber President Lynn Ward
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Cruise Captain Lynn Ward speaking live on day #3 of the campaign with WATR’s radio personality Larry Rifkin
Out For Business and New Member Welcome Reception on June 17, 2010
June 30, 2010: Campaign photos posted on flickr