Internal and External PR Plan Carly Pearlman, Hannah Shontz, Victoria Woodside and Jaimie Yakaboski
History Founded February 1, 2001 in Glassboro, NJ ● Mission: To create a positive economic and civic climate in Gloucester ● County, resulting in growth and prosperity for businesses Serves 750+ business members ● Networking events ● Business card exchanges ○ ○ Mega events Special events ○ Quarterly magazine, The Voice ●
Issues & Correlating Objectives ISSUES CORRELATING OBJECTIVES The media does not publish enough about GCCC’ Increase GCCC’s media impressions by 75 s events and benefits to the community. percent within one year. Lack of communication between members and Develop a comprehensive communication plan Chamber causes disconnect. to increase member satisfaction by 25 percent by May 2016. Small business members do not the find the Increase interaction of all small business Chamber beneficial. members at GCCC’s events by 15 percent by May 2016. GCCC memberships do not include enough GCCC will gain 10 young professionals as young professionals, ages 22 to 28. members by May 2016.
Primary Research Non-member Interviews Business 1: Knows what GCCC is, but does not see a need for it Business 2: Knows what GCCC is and would love to join, but does not have money for it Business 3: Did not know what GCCC was but says he/she is open to new ideas
Primary Research Current Member Interviews Business 4: Manager intends to renew membership ● ● He did not attend past events Business 5: ● Knew very little about what the Chamber does and the events hosted Business 6: Member of five years said the Chamber helps business ● Already renewed membership but has not attended past events ● Business 7: Knew very little about GCCC but expressed desire to learn more ● Business 8: Described GCCC as a great service ● ● Attended breakfasts and County events sponsored by GCCC
Primary Research Face-to-Face Interview with Chamber Employees/CEO ● Researchers conducted an in-depth interview with three Chamber employees. Insights on how the Chamber works ○ Received data ○ ○ Member relations
Primary Research Telephone surveys ● 22 participants Interviewed: ● Previous members ○ Current members ○
Primary Research Current Member Survey Results ● Members attend 7-10 events yearly 75 percent joined for networking ○ 60 percent participate in networking ○ 40 percent felt satisfied ○ ○ 70 percent claimed there was a lack of diversity within members
Primary Research Previous Member Survey Results ● 75 percent left for lack of benefit for business 25 percent were unaware they were no longer members ● 50 percent claimed they would not rejoin ● 40 percent went to events ● ● One member gave an inkind donation
Primary Research Interviews with Rowan Business School Students 30 out of 35 students in third or fourth year of school ● ● All are between the ages of 18 and 23 All but three students have a major within the school of business ● 22 students are involved with business associated clubs on campus ● 11 of the students are associated with off campus clubs ● ● 34 of the students said they would be interested in an off campus networking event
Primary Research News Release Audit Focused on events ● ● Generic, similar info and quotes Missing specifics ● GCCC needs to provide more detailed and diverse news releases and maintain focus on its corporate mission and benefits to the community.
Social Media Content Analysis ● Facebook, LinkedIn and Twitter ● All created in 2010 (Active for 5 years) ● Average 500-600 likes/followers Facebook, LinkedIn and ● Twitter ● All created in 2010 (Active for 5 years) Average 500-600 ● likes/followers
Primary Research Content Analysis of GCCC Media Coverage through NewsBank “Gloucester County Chamber of Commerce” text search ● ○ Articles published from 2010 through 2014 50 significant articles ○ The South Jersey Times published 74 percent ○ The Philadelphia Inquirer published 26 percent ○ ○ Eight significant articles published in 2014 Five categories of news coverage: ● 1. Event listings 2. Event coverage 3. Partnership/sponsorship mentions 4. Campaign/program coverage 5. Other
Primary Research Media Coverage Findings Networking events not listed since 2010 ● ● Only two annual events receive consistent coverage Meet the Candidates ○ State of the County Breakfast ○ Shop. Dine. Go Local. campaign covered since its inception in 2012 ● ● Total of 8 significant articles published in 2014 Primary research confirms secondary research’s findings: media relations need better targeting.
Audiences Internal Intermediary Board of Directors Media ● ● Chamber Employees Current Members ● ● External Special Active Members Previous Members ● ● Small Business Members Media ● ● Non-Engaged Members Rowan Business School Students ● ● Potential Members ●
Force Field Analysis: Media Driving Restraining The local economy is considered newsworthy GCCC’s benefit to the local economy overshadowed by event coverage Future events and live coverage considered valuable GCCC’s past events pitched before current and future events GCCC serves as valuable source for news Key relationships with media contacts unestablished/underdeveloped 1 - 2 - 3 - 4 - 5 5 - 4 - 3 - 2 - 1 Message: Despite a lack of key media relationships GCCC provides valuable and newsworthy stories about local economy growth and events .
Change Agent Message Chart: Media Current State Message Desired State The media currently reports GCCC provides valuable and Media will cover GCCC’s on past events that GCCC newsworthy stories that positive influence on the local sponsors, but not on the contribute to the local economy regularly while achievements of GCCC itself. economy, community growth highlighting its membership and events. benefits.
MAC Triad: Media Message Audience Channel GCCC coverage will attract your Media Phone audiences because its actions Email benefit the local community. Special Event Feature Stories News Releases Media Kit
Force Field Analysis: Non-Engaged Members Driving Restraining Attending events creates a sense of Members do not know how to get involved. belonging. Members feel valued when invited to GCCC does not invite all members to events. events. Local events happen in various locations. Events are too far away. 1 - 2 - 3 - 4 - 5 5 - 4 - 3 - 2 - 1 Message: The Gloucester County Chamber of Commerce is one of New Jersey’s leading chambers. Participation at the Chamber’s events can help members network and ultimately grow their business .
Change Agent Message Chart: Non-Engaged Members Present State Message Desired State Non-engaged members do Your participation in Non-engaged members not think of GCCC’s Chamber activities and attend events, workshops benefits. They feel that events will elevate your and mentorship programs GCCC’s offerings do not business connections and on a regular basis. The suit their current needs. endeavors; the more recognize the benefits and involved your business, recommend other the more success for you businesses to join the in the long run. Chamber as a worthwhile investment.
MAC Triad : Non-Engaged Members Message Audience Channel Event participation and committee involvement ensures strong bonds with The Biz Block Party other members and offers Email/E-newsletter optimal networking Non-Engaged members Social media opportunities which raises Traditional media awareness and attracts Face-to-face pitches people to you business.
Force Field Analysis: Small Business Members Driving Restraining Opportunities to network with big businesses. Time away from working on their business. Small businesses benefit from networking. Events are not suitable for small business. Inkind donations satisfy a “sense of giving”. Small businesses do not have sufficient funds. GCCC welcomes all members. Only the same large businesses attended events. 1 - 2 - 3 - 4 - 5 5 - 4 - 3 - 2 - 1 Message: Although large business owners primarily attend events, participation at Chamber events provides small businesses with networking opportunities .
Change Agent Message Chart: Small Business Members Present State Message Desired State Small business owners GCCC offers various Small business owners feel less valued than events and services attend GCCC events and larger business members. catering to your small workshops and As a result, they drop business, and specifically understand this benefits membership or become provide opportunities in business. uninterested in Chamber Gloucester County initiatives.
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