Internal and External PR Plan Carly Pearlman, Hannah Shontz, - - PowerPoint PPT Presentation
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,
Internal and External PR Plan Carly Pearlman, Hannah Shontz, Victoria Woodside and Jaimie Yakaboski
County, resulting in growth and prosperity for businesses
○ Business card exchanges ○ Mega events ○ Special events
ISSUES CORRELATING OBJECTIVES The media does not publish enough about GCCC’ s events and benefits to the community. Increase GCCC’s media impressions by 75 percent within one year. Lack of communication between members and Chamber causes disconnect. Develop a comprehensive communication plan to increase member satisfaction by 25 percent by May 2016. Small business members do not the find the Chamber beneficial. Increase interaction of all small business members at GCCC’s events by 15 percent by May 2016. GCCC memberships do not include enough young professionals, ages 22 to 28. GCCC will gain 10 young professionals as members by May 2016.
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
Current Member Interviews Business 4:
Business 5:
Business 6:
Business 7:
Business 8:
Face-to-Face Interview with Chamber Employees/CEO
employees. ○ Insights on how the Chamber works ○ Received data ○ Member relations
Telephone surveys
○ Previous members ○ Current members
Current Member Survey Results
○ 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
Previous Member Survey Results
Interviews with Rowan Business School Students
networking event
News Release Audit
GCCC needs to provide more detailed and diverse news releases and maintain focus on its corporate mission and benefits to the community.
for 5 years)
likes/followers
Content Analysis of GCCC Media Coverage through NewsBank
○ 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
1. Event listings 2. Event coverage 3. Partnership/sponsorship mentions 4. Campaign/program coverage 5. Other
Media Coverage Findings
○ Meet the Candidates ○ State of the County Breakfast
Primary research confirms secondary research’s findings: media relations need better targeting.
Internal Intermediary
External Special
Message:
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
Despite a lack of key media relationships GCCC provides valuable and newsworthy stories about local economy growth and events.
Current State Message Desired State The media currently reports
sponsors, but not on the achievements of GCCC itself. GCCC provides valuable and newsworthy stories that contribute to the local economy, community growth and events. Media will cover GCCC’s positive influence on the local economy regularly while highlighting its membership benefits.
Message Audience Channel GCCC coverage will attract your audiences because its actions benefit the local community. Media Phone Email Special Event Feature Stories News Releases Media Kit
Driving Restraining Attending events creates a sense of belonging. Members do not know how to get involved. Members feel valued when invited to events. GCCC does not invite all members to 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
ultimately grow their business.
Present State Message Desired State Non-engaged members do not think of GCCC’s
GCCC’s offerings do not suit their current needs. Your participation in Chamber activities and events will elevate your business connections and endeavors; the more involved your business, the more success for you in the long run. Non-engaged members attend events, workshops and mentorship programs
recognize the benefits and recommend other businesses to join the Chamber as a worthwhile investment.
Message Audience Channel Event participation and committee involvement ensures strong bonds with
awareness and attracts people to you business. Non-Engaged members The Biz Block Party Email/E-newsletter Social media Traditional media Face-to-face pitches
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.
Present State Message Desired State Small business owners feel less valued than larger business members. As a result, they drop membership or become uninterested in Chamber initiatives. GCCC offers various events and services catering to your small business, and specifically provide opportunities in Gloucester County Small business owners attend GCCC events and workshops and understand this benefits business.
Message Audience Channel GCCC provides networking events and workshops that cater and connect small businesses with CEO’s and managers from a myriad business
business growth and connection that small businesses cannot receive elsewhere. Small Business Members Chamber Employees The Voice (advertising) Brochures Social Media GCCC The Biz Block Party Newsletter Face-to-face follow ups
Driving Restraining
GCCC offers networking opportunities with other businesses Already networking through Rowan clubs Creates solid relationship with GCCC to help students’ future business ownership or business career Individuals must have an associated business (whether they own the business or work for the business) to become a member of GCCC Opportunity for professional development Lack of awareness
1 - 2 - 3 - 4 - 5 5 - 4 - 3 - 2 - 1
To expand and secure student’s career path and professional success, business students can take advantage of GCCC’s professional development and networking. Message:
Current State Message Desired State Business students remain complacent within Rowan clubs and unaware of the
GCCC. To secure your career success and build your web of contacts, take advantage of GCCC’s professional development and networking
Business students will recognize the professional development
GCCC and seek to establish a relationship with GCCC.
Message Audience Channel To expand student’s career preparation, business students can take advantage of GCCC’s professional development and networking opportunities. Rowan Business Students Email Face-to-Face Special Events Internships Social Media Seminars at Rowan Classroom visits
Issue 1: The media does not publish enough about GCCC’s events and benefits to the community.
○ Strategy 1.1: Educate the journalists about GCCC’s mission to create a positive economic and civic climate in Gloucester County, resulting in growth and prosperity for business. ■ Tactic 1.1.1: Develop and distribute fact sheet and backgrounder to media contacts via email. ■ Tactic 1.1.2: Submit GCCC’s events for listing in target publications. ■ Tactic 1.1.3: Host event “Small Business Showcase” in correlation with Shop. Dine. Go Local. campaign. ■ Tactic 1.1.4: Create and distribute media kit.
Including:
○ New Jersey ■ The South Jersey Times ■ The Burlington County Times ■ The Star-Ledger ■ The Times of Trenton ■ The Jersey Journal ■ The Courier-Post ■ The Press of Atlantic City ○ Philadelphia ■ The Philadelphia Inquirer ■ The Daily News
Issue 1: The media does not publish enough about GCCC’s events and benefits to the community.
○ Strategy 1.2: Shift media focus from simply covering/mentioning events to publishing GCCC’s role as a corporate citizen in its community and communicating the corporate mission to residents of Gloucester County. ■ Tactic 1.2.1: Write and pitch a feature story with business testimonials highlighting benefits of owning a business in Gloucester County and being a Chamber member. ■ Tactic 1.2.2: Write and pitch a feature story about President and CEO Les Vail’s five year anniversary of leadership within the Chamber via phone and email. ■ Tactic 1.2.3: Produce and pitch a story idea about GCCC and Rowan University’s partnership and future plans.
Issue 2: The lack of communication between chamber and members causes disconnect.
increase member satisfaction by 25 percent by May 2016. ○ Strategy 2.1: Create a sense of belonging within all members by communicating on a regular basis. ■ Tactic 2.1.1: Create a bi-weekly newsletter containing chamber events and updates to be featured on social media and sent to members via email. ■ Tactic 2.1.2: Develop sign-up and renewal form for new and current members. ■ Tactic 2.1.3: Send out annual satisfaction questionnaire to all members.
Issue 3: Small business members do not find the Chamber beneficial.
GCCC’s events by 15 percent by May 2016. ○ Strategy 3.1: Appeal to members sense of belonging and achievement by persuading and exciting them of the benefits and communicate with other chamber members. ■ Tactic 3.1.1: Host special events specifically catered to small business owners. For example, create a “The Biz Block Party” for small businesses to showcase themselves.
Issue 3: Small business members do not find the chamber beneficial.
GCCC’s events by 15 percent by May 2016. ○ Strategy 2.2: Implement “Mentor Mixer” mentorship program to strengthen networking between larger and smaller business members. ■ Tactic 2.2.1: Connect one small business with one larger business with the multiple mixers which promote networking and guidance.
Small business member invite Mentor invite
Issue 4: GCCC memberships do not include enough young professionals, ages 22 to 28.
May 2016. ○ Strategy 4.1: Convince Rowan business students of GCCC’s membership advantages which will benefit them even before graduation. ■ Tactic 4.1.1: Send a direct email blast to all students to inform them of opportunities within the Chamber. ■ Tactic 4.1.2: GCCC corporate presentations to Rowan business classes. ■ Tactic 4.1.3: Create PowerPoint presentation for GCCC representatives at Rowan’s career fair to educate students.
by May 2016.
○ Strategy 4.2: Prepare Rowan business students for integration into the business field after graduation by offering them experience in the field, networking opportunities and advice from current business
■ Tactic 4.2.1: Host a speed dating event solely for Rowan students with business owners. ■ Tactic 4.2.2: Host a workshop for students called “Biz Talk,” where GCCC members speak about different aspects of business. ■ Tactic 4.2.3: Offer student internships within GCCC. ■ Tactic 4.2.4: Implement social media campaign using #studentbiztips.
First event date - November 2015 August 2015: Begin planning Early September 2015: Create invitations Late September 2015: Send official invitations October 2015: Send media alerts; receive final RSVP count for event. November 2015:
○ 6 p.m. - Arrive - cocktail (half) hour. Encourage photos and tweets with the hashtag #GCCCstudentbiz. ○ 6:30 p.m. - Everyone settles into first seating positions. Students switch professionals every 5 minutes. ○ 8 p.m. - Cool-down. Students and professionals may continue to mingle. ○ 8:30 p.m. - Event concludes. Late November/Early December 2015: Post-event survey; online tracking
2016 via e-resource NewsBank.
communication methods prove more engaging than prior communication channels.
2015 through Dec. 2016, specifically looking for new members between the ages of 22-28.