Case Study:
Chamber of Commerce
Finding meaning in an old concept.
The Greater Phoenix Chamber of Commerce wanted to determine the perceptions of the Chamber among its members, staff and potential members, and to determine the relevant messages that should be communicated to increase interest in membership and to improve its retention rates.
A four-part research program was developed with the objective of establishing benchmarks for future measurement and developing the appropriate brand messaging for the Chamber. The program included quantitative as well as qualitative research.
Step one: Determine the internal perceptions of the staff and chamber leadership. Step two: Determine the perception of members representing large businesses. Step three: Design and implement a quantitative study of small business members and potential members. Step four: Develop brand statements and messaging and test in a qualitative format.
The results of the research clearly defined ten top opportunities for the Greater Phoenix Chamber of Commerce, and several positioning alternatives. Currently the Chamber is working to implement the findings in new programs, communications, member services, marketing and advertising.
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