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A part of its strategic planning process, the Rensselaer County Regional Chamber of Commerce required a comprehensive marketing facelift. An active chamber since 1900, the century-old RCRCC sought to rejuvenate its dated, ill-defined image from every angle, bringing the organization’s public perception up to that held by its staff & supporters and, ultimately, leading to the Chamber’s much-needed renaissance.
After meeting with members of the RCRCC staff, reviewing the critical needs of the struggling Chamber, and acknowledging the unique importance of the not-for-profit organization to the burgeoning region, Spiral proposed to renovate the Chamber’s marketing efforts through the creation of a fresh, all-inclusive communications program.
This collection of new marketing materials would provide the Chamber with the foundation necessary for its pursuit of professional revival and growth.
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Corporate identity and stationery system: A marriage of classic illustration and contemporary color, demonstrating the organization’s ties to the region it proudly serves.
Print collateral: Stylized newsletter, event programs, membership directory, etc. all consistently tied by the Chamber’s new brand and corporate colors.
Website: Clean, professional, database-driven site with efficient navigation and a comprehensive content-management solution for instant updates by Chamber staff.
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Since unveiling the elements of its revitalized image throughout 2002, and despite its previous year’s losses in all national average benchmarks and the difficult restraints of the year’s economic climate, the Rensselaer County Regional Chamber of Commerce experienced significant, measurable increases in its membership, member dollars, revenue and overall member retention as compared to that of other Chambers nationwide.
This feat qualified the RCRCC as one of fifteen chambers nationwide nominated for the National Association for Membership Development’s prestigious Award for Excellence in its dues-volume category. Selected from 12 finalists, Spiral Design Studio, in collaboration with the Rensselaer Regional Chamber of Commerce, took top honors at the 2003 Mark of Excellence Awards for its “Rensselaer County Regional Chamber of Commerce Revitalization Campaign.”
Additionally, the Chamber continues to experience unprecedented growth – an increase in overall interest and membership volume unobserved since the organization’s inception. |
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