SHIFTING PERCEPTIONS OF THE CHAMBER


Client: Mid Yorkshire Chamber of Commerce Info: Stakeholder Engagement and Rebrand Campaign

BRIEF

The Mid Yorkshire Chamber of Commerce has a proud history of supporting businesses across the Halifax, Huddersfield, and Wakefield districts. It became the Mid Yorkshire Chamber in 1993 with its own branding but, a quarter of a century on, felt it needed to better reflect the communities it is part of and serves.

As one of 54 Chambers nationally accredited by the British Chambers of Commerce (BCC), we were briefed to align its branding to reflect this.

In line with this, our objectives were to:

  • Increase awareness/visibility of the Mid Yorkshire Chamber brand
  • Produce consistent, credible, and compelling communications focused on the strategic imperatives of the Mid Yorkshire Chamber of Commerce
  • Ensure that our key audience groups were well informed about the role and value of the Chamber

APPROACH

It was imperative that the transition to shift the perception of the Mid Yorkshire Chamber being part of the BCC was carried out strategically and effectively.

From a communications standpoint, a clear and open dialogue was ensured from the start, to support existing membership, attract new businesses to its community and better communicate its relevance. The communication objectives were set in line with the changing environment, as well as meeting the business objectives.

The Mid Yorkshire Chamber of Commerce represents over 500 members and has a proud history of supporting businesses across the Halifax, Huddersfield, and Wakefield districts, and it was key that these were represented in the communities in its future communications.

Working with the board and the marketing department at the Mid Yorkshire Chamber of Commerce, we identified the key messaging that would be used to summarise the benefits of Chamber membership; Get Connected, Get Supported, Get Represented. It was key that the Chamber was positioned as the ‘go-to’ organisation for business, the local voice and the organisation that drives growth among businesses of all sizes by offering support that is relevant and adds value.

We ensured these were clearly communicated across the Mid Yorkshire region, focusing on the three districts of Halifax, Huddersfield and Wakefield; Three Districts, One Chamber, Your Chamber.

We updated the brand guidelines with different versions for internal and external audiences and rolled out the new brand across all of the Chamber’s marketing communications, sales materials, print and digital templates, signage, promotional and outreach materials. Everything that the Chamber used to communicate internally and externally at every brand touchpoint needed to be updated.

Stakeholder engagement was considered and delivered successfully throughout the project. Regular consultation with wider stakeholders was essential to ensure a reasonable and consistent measured approach – this encouraged us to identify and build trust with both internal and external audiences and increased confidence across the project environment.

Press releases were issued to regional and business media to announce the rebrand, covering the three core districts.

We also developed and implemented a new social media strategy that would help communicate the revised key messaging to the target audience.

RESULTS

The rebrand was executed successfully to all internal and external markets within the agreed timeframes. The Mid Yorkshire Chamber of Commerce was positioned in the market with more focus and fresh energy.

We achieved positive coverage across a wide spectrum of channels including: print, broadcast, online and social media. Because a brand is more than a design, the media campaign ran in parallel with strong internal messaging and the production of new clear and concise marketing collateral.

The regional and business media coverage around the rebrand resulted in a combined reach of 241,527, with coverage in press across all three of the Chamber’s districts.

Across the social media channels (Twitter, LinkedIn, Facebook and Instagram) where we implemented the new messaging and branding, there has been an increase in organic impressions by 35% and engagement by 102%.

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