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Anaconda Chamber Off To A Stellar Start

Since implementing the Anaconda Chamber of Commerce‘s new brand and communication strategy this winter. We thought a recap of our thoughts and process would be fun to write about. Not to mention the exciting initial results. Additionally, on May 12th we helped to produce The Summer Kickoff encouraging members to discover more about the brand, available resources, and how to best implement Anaconda’s story into their own marketing efforts. We were honored to be joined by our friends and colleagues from Mercury CSC (Creators of the Montana brand) and the Montana Office of Tourism .

OVERVIEW
At the crossroads of continuing to provide a valuable business network, yet unsure about its brand, image, and message, the Anaconda Chamber of Commerce looked to Vauthier|Ferguson to develop a new plan. A plan that not only refreshed their look, but a communication strategy conveyed their mission. Lacking a visual language, scattered materials and an outdated website made up the collection of marketing assets at the organization’s disposal. We aimed to change this by creating fresh brand concepts that embodied the true spirit of the organization, city, and surrounding area.

CREATIVE STRATEGY
Like many small cities, the Anaconda Chamber of Commerce serves as both the visitors bureau and chamber. It was important that we kept a balanced approach when it came to our deliverables and concepts. Thus, a new statement was developed to define the organization.

The organization positions itself at the crossroads of embracing a system that builds value as business network, and portraying its city as a part of the Montana travel experience.

In this spirit, we developed three key brand pillars that would define Anaconda and serve as channels for all communication.

  • Anaconda is authentic culture embracing a unique past.
  • Anaconda is a gateway to natural wonders.
  • Anaconda is charming architecture with welcoming business people.

MEDIA STRATEGY
With a limited budget, Vauthier|Ferguson knew to look to the web to create the ultimate resource and marketing platform for the organization. Beyond developing print materials like a business development publication and stationary materials, we crafted a custom website that looked to the new brand messages as a guiding light and featured a simplified navigation approach that would speak to multiple audiences. The website (DiscoverAnaconda.com) has truly redefined the organization and is the most comprehensive body of information and imagery pertaining to Anaconda, Montana on the web.

RESULTS
In the first few months after implementing their new brand, ideals, and assets the organization has seen a monthly average rise of 70% in membership dues revenue, has been featured in multiple newspapers, and recognized as a premiere example of individual city marketing within the state at the 2011 Governor’s Conference on Tourism & Recreation.

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