Rebranding an Organization for GrowthMIDJersey Chamber of Commerce

E X P E C T R E S U L T S www.GoToCMA.com

“After making the decision to rebrand our organization, we were very much aware on how critical it was to find the right partner to help us achieve this. After an extensive proposal and interview process, Creative Marketing Alliance (CMA) was chosen. We were truly the winner here!”

“As CEO of the MIDJersey Chamber of Commerce, I can say without reservation, that CMA produced results that exceeded our expectations and helped us achieve our goals in a shorter period of time than anticipated.”

Robert D. Prunetti, President and CEO

Presidentfrommessage

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client profile For 145 years, the former Mercer Regional Chamber of Commerce, Mercer County, NJ, has supported the diverse Central New Jersey business community through growth-driven solutions and services.

challenge Rebrand the Mercer Regional Chamber of Commerce to expand its membership and service area to encompass the entire mid-state area.

strategyCMA immersed itself in the Chamber’s history, embraced the new vision and goals, evaluated the marketplace (locally, state-wide and nationally) and weighed different perceptions of names, taglines and creative treatments through its proprietary strategic analysis process, Marketecture™.

• Newnameandtagline Through a strategic naming process, CMA eliminated

descriptors like “central” or “regional” as they connote a more narrow geographic Chamber membership footprint in people’s minds. “MIDJersey” is less geographically specific, encompassing service to the entire mid-state area and positioning the Chamber for future growth.

• LogoDesign The new logo features an open-ended red circle

symbolizing an inclusive yet expanding community of diverse interests united by a common goal of collective economic, social and cultural growth. Additionally, a new tagline, “The hub of New Jersey business,” implies a focal point of growth solutions and economic resources, while also positioning the Chamber’s wider reach statewide. The rebrand also included a new Chamber website home page and renaming the Chamber’s magazine to MIDJersey Business.

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brand identity

CMA created two 4-color newspaper ads to communicate the name change and new direction of the Chamber. “A New Brand has Emerged” featured the logo and name hovering above a broken eggshell for an attention-grabbing design. The “Moving Business Forward” ad captures slightly out of focus business people walking and interacting to portray a sense of movement and change. Digital banner ads were based on this ad concept.

Newspaper & Magazine Ads

advertising

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Newspaper & Magazine Ads

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Banner Ads

Skyscraper Ads

Formerly the Mercer Regional Chamber, the MIDJersey Chamber of Commerce is expanding its membership and service area to encompass New Jersey’s entire central region. Our new name re-positions and symbolizes our organization’s wider outreach to business, cultural, community and government organizations and their representatives throughout New Jersey’s central region.

Why Expand the Chamber’s Service Area?Over 35% of Chamber member businesses are located outside of Mercer County, underscoring the broader regional appeal of the Chamber’s services, opportunities and the wider resonance of its programs to the Central Jersey area.

As a united business community, it’s time we embrace the unique and diverse qualities of the Central Jersey region. We are the right Chamber at the right time to define this region and raise awareness for the benefits of doing business here.

Our New Logo.The red “ring of commerce” emphasizes our MIDJersey geographic and service orientation.

Being open-ended, the ring symbolizes an inclusive yet expanding community of diverse business and societal interests united by a common overarching goal of collective economic, social and cultural growth.

Our New Branding Tag Line: The hub of New Jersey business. A hub implies a central and single source of multiple business, economic and community growth solutions, resources and services. As the geographic hub of the Garden State, the MIDJersey Chamber is a crossroads for doing business in New Jersey.

The Mercer Regional Chamber is now the MIDJersey Chamber of Commerce.

We’re growing to help you grow!

Fact Sheet

collateral/direct mail

Fact sheets, posters, e-blasts and direct mail, informed current and potential Chamber members of the name change, the rationale for the rebranding and the benefits of mid-state expansion, explaining “we’re growing to help you grow.” A stationery suite, powerpoint presentation and animated header displaying the old logo transitioning to the new logo were also developed.

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Direct Mail

Responding to broader regional growth opportunities, the MIDJersey Chamber is evolving to its new identity. For 145 years, the MIDJersey Chamber of Commerce has represented and supported the diverse Central New Jersey business community through growth-driven solutions and services. The Chamber unites the region with a common goal of collective economic, social and cultural growth, and serves as a hub for economic resources and valuable connections.

Central New Jersey’s Chamber

formerly

The Mercer Regional Chamber is now the MIDJersey Chamber of Commerce.

A new brand has emerged.

• First Chamber of Commerce in New Jersey (1868)

• January 2013, marks our 145th anniversary

• 2011: NJBiz’s #3 “Top Chamber of Commerce”

• 10 Chapters (North Route 130 is newest)

• 35% of membership outside of Mercer County, including PA

• Over 1,000 member businesses

Did You Know?

For more information on the MIDJersey Chamber of Commerce, please visit our website at www.MIDJerseyChamber.org or call 609-689-9960.

Posters

Letterhead & Envelope

Business Cards

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1A Quakerbridge Plaza DriveSuite 2Mercerville, NJ 08619-1248

MIDJerseyChamber.org

1A Quakerbridge Plaza DriveSuite 2Mercerville, NJ 08619-1248

Orsola AndersenMarketing & Communications Managerorsola@MIDJerseyChamber.org

P 609.689.9960 x21F 609.586.9989

Pocket Folder

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CMA played a central role in a press conference with Chamber executives formally announcing the rebrand and name change. CMA created a media kit for press representatives at the event, a press conference invitation, a media alert and media relations at the announcement event. The result was strong regional editorial coverage.

public relations

Top Photo from Left to Right: Kaitlin Friedmann, CMA Manager of Public Relations; Erin Klebaur, CMA Director of Marketing Services; Orsola Andersen, MJCC Marketing and Communications Manager; Jeffrey Barnhart, CMA President and CEO.

results“CMA’s ability to identify the factors contributing to our organization’s growth and seamlessly turn those factors into a sound strategic plan, was a true showcase of the firm’s expertise in strategy and understanding of the client’s vision.”

“The outcome was even better than expected. Not only the name, MIDJersey Chamber of Commerce, was WOW, but the roll out was superb…The response has been wonderful.”

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The rebranding campaign generated broad public awareness of the MIDJersey Chamber’s new identity and direction, including awareness among Chamber members about the strategic rationale and goals of the name change. The Chamber has successfully embarked on its expanded regional mission with the wind of the campaign in its sails.

— Carol Beske, President, ACT Engineers, Inc.

Past Chairman, Board of Directors, MIDJersey Chamber of Commerce

— Timothy Losch, Regional President, Central Region,

Fulton Bank of New JerseyPast Chairman, Board of Directors, MIDJersey Chamber of Commerce

“The rebrand showcased CMA’s expertise of the region in a way that truly translates into strategic marketing. Any organization looking for strategy, results and long-term success would be wise to look to CMA.”

— Sherise RitterManaging Partner, The Mercadien Group

Past Chairman, Board of Directors, MIDJersey Chamber of Commerce

191 Clarksville Road, Princeton Jct., NJ 08550

609.297.2235 • 609.799.7032 Fax

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E X P E C T R E S U L T S

CMA services include:Strategic Marketing • Brand Strategy Content Creation • Interactive MediaTraditional Media • Public Relations

“Being selected to partner with the MIDJersey Chamber of Commerce for this pivotal organizational change was a tremendous opportunity for CMA. Exerting a synergy of expertise and passion on the Chamber’s transition, our team looks forward with pride to the continued success of both the Chamber and Mid-Jersey region.”

— Jeffrey E. BarnhartPresident & CEO

Creative Marketing Alliance