BUSINESS PLAN

2015-16

PROGRAM PRIORITIES

MEMBERSHIP GROWTH & FINANCIAL SUSTAINABILITY

OBJECTIVE: Ensure the future sustainability of the Chamber & Visitor Bureau through member investment growth, non-dues revenue stream and value-driven member benefits & services

Evaluate and implement services, benefits and programs to ensure member investor’s needs are met.

  • Utilize focus groups and annual survey to gather information on member and potential member needs.
  • Evaluate and enhance member events to ensure they are fulfilling the need of our members.

Increase awareness of the Chamber and its benefits & services through a brand marketing initiative.

  • Develop and implement a marketing initiative to build awareness.
  • Design & produce new member investment sales and retention materials.

Increase member investment sales and retention rate to achieve a positive net member investment growth rate.

  • Evaluate & implement a new member investment structure and rates plan (tier level vs current structure).
  • Identify and implement a coordinated sales strategy to increase new member investment sales and retention of current members.
  • Increase non-dues revenue sources through programming, sponsorships and promotional opportunities.
  • Provide event sponsorship & promotional opportunities to members to ensure they are connecting with new customers or business partners and receiving marketing benefits.
  • Upgrade website and member database to implement member promotion opportunities through directory and banner ad sales.
  • Ensure effective tourism marketing plan is executed in order to maintain and advance the Tourism Management Contract with the City of Kilgore.
  • Research expansion of grant funding through Rusk County and continue funding relationship with Gregg County.

Increase and improve the role of the Ambassador Team as the Public Relations Arm of the Chamber.

  • Develop a plan of action for growth and the role of the Ambassador Team.
  • Continue to utilize Ambassador Team to provide retention benefits through member promotion.

BUSINESS ENVIRONMENT

OBJECTIVE: Foster a nurturing business environment that will lead to retention and growth of business

  • Develop and execute an effective and result-driven tourism marketing plan that expands business revenue base.
  • Design and implement skills training programs to improve service programs to members and their employees.
  • Design and implement a hospitality/customer service training program for tourism related industries.
  • Research, develop and implement a Keep It In KilgoreCampaign to advance promotional benefits to businesses.
  • Research and implement consulting service to assist new or potential retail and commercial businesses.

BUSINESS ENVIRONMENT ADVOCACY

OBJECTIVE: Be a proactive voice for business through legislative representation on issues that affect the business and quality of life environment of Kilgore

  • Adopt a public policy agenda and programming that supports a business friendly climate and positions the Chamber as the Voice of Business.
  • Maintain effective relationship with the East Texas Coalition to further success of regional policy agenda and increase participation in coalition activities.
  • Implement a Voter Education program to increase interest in supporting a pro-business atmosphere on a local, state and national level.

COMMUNITY ENRICHMENT

OBJECTIVE: Strengthen community involvement that supports growth and fosters a high ranking quality of life for all residents of Kilgore.

  • Host a Kilgore Leadership Symposium in 2016 to create community excellence.
  • Continue to enhance business partnerships that support growth and quality of life excellence.
  • Continue to host community events to foster service opportunities and produce activities to enhance the quality of life in Kilgore.
  • Research and implement a signature event focused on attracting visitors to Kilgore for a weekend as a fundraiser for the Chamber and tax revenue increase for Kilgore

PRODUCE TALENT

OBJECTIVE: Grow and sustain a leadership base to cultivate a progressive community.

  • Utilize the Kilgore Young Professionals to foster the next generations of leaders through community service, education and developing business networks.
  • Evaluate re-introduction of Leadership Kilgore in 2016 with emphasis on Leadership Training.
  • Strengthen the Chamber leadership through orientation and training programs

MARKET KILGORE

OBJECTIVE: Through strong community outreach and recognized expertise in the tourism industry, actively partner and contribute to the overall strategic planning for growth and sustainability of the tourism industry in Kilgore.

  • Increase lodging facility overnight stays through marketing and promotion strategies to impact the tourism industry.
  • Increase sales tax revenue through hotel stays, retail and restaurant sales and attraction visits to impact the local economy.
  • Boost demand for and usage of venues for groups and special events that in turn draw attendees to stay overnight in Kilgore lodging facilities.
  • Provide tourism education and customer service training to create a reputation as Kilgore Friendly.
  • Support athletics and improvement to athletic facilities in order to grow Sport Tourism during 2016.
  • Establish an effective brand and tag line to more effectively market Kilgore.
  • Support and contribute to the enrichment and promotion of Kilgore’s rich history, cultural activities, attractions and events.