Category: Publications
Class: One
Chattanooga Area Chamber of Commerce
Chattanooga, Tennessee
Synopsis:
Strategic Objective: To increase Chamber members’ and key audiences’ understanding of what the Chattanooga Area Chamber of Commerce accomplishes for the business community — specifically increasing awareness of our role in economic development, job creation and promoting member businesses.
Creative Concept: In the past, our annual reports tended to read as glorified department reports, separated into silos by area. This time, we structured the report around strategic goals for the coming year. We began with the audiences in mind – centering our creative concept on customization and interactivity, so that the reports would be kept and taken back to the workplace – and so that the reports would continue to have a life and purpose for the full fiscal year.
At our Annual Meeting, the print reports became part of the program, placed at each table setting. Festive bands encircled the reports, and each was topped with a customized ribbon printed with a personal message specific to the member’s company. This element encouraged interaction and the thrill of opening the package to see what waited inside. Bands/ribbons for high-level investors included specific details about their membership - celebrating their investment level, for example, or the calendar year they began their Chamber membership.
A print piece that used to be left behind on the table became something to take home and flip through later.
We also created an interactive version of the annual report based on what members want to know about: jobs, return on economic development investment and increasing membership value. Available online, the report included interactive elements clickable in the online version for more information. As a result of this, some pages on our site doubled in page views when the report went live.
Interactivity also included links to videos celebrating member awards and events on our YouTube channel, links to easy-to-read white papers on economic development – the type of reports specifically developed for high-level investors and site selectors. For entrepreneurs and start-ups, social media links led members and potential members to our INCubator Facebook page.
Budget: $4,800