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 Lacking a visual language, scattered materials and an outdated website made up the collection of marketing assets at the organization’s disposal.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.

Earlier this year, we were honored to be selected by judges (also our peers) from the the ADDY and Service Industry Advertising Awards as recipients of multiple awards. The Service Industry Advertising Awards is national show completely dedicated to to recognizing achievements in marketing for brands in the service industries. Brands that do not have a tangible product (i.e. healthcare organizations, consultancies, etc.). We were excited and honored to hear that our film piece for Headwaters entitled "Anthem" was given a GOLD in this national showcase. The excitement continued in Great Falls, MT at the Montana ADDY Awards, where we were awarded 2 GOLD ADDYs, 2 SILVER ADDYs, and a BRONZE ADDY. Headwaters' "Anthem" received GOLD - Internet Commercials and GOLD - Cinematography. Dee Motor Co. was awarded with 2 SILVER ADDYs for its film pieces "Generations" and "Legacy" the Jack Haffey & Associates Website was presented with a BRONZE ADDY.

An exciting year full of impactful and award winning work in 2010! We look forward to seeing what the remainder of 2011 brings.

In August, we were approached by the Arrowhead Foundation to develop materials centered around awareness of past, present, and future success related to Superfund in the Anaconda area. As an EPA Technical Assistance Grant (TAG) administrator/beneficiary, the Arrowhead Foundation encourages residents to be aware, educated, and involved in the area’s clean-up progress, issues, and redevelopment.

After thoroughly assessing many of the groups communication goals and brand traits, we crafted a plan that would feature high production value film pieces with an accompanying web-special; an online distribution model. The films(3 in the end) would be centered around robust projects in the area that directly benefit the people and economic future of Anaconda. Inspired and educated perspectives would pair with beautiful footage of the area and project sites creating a sense of pride amongst residents - “Wonderful and beneficial things are happening in my hometown.” Beyond viewing the films, the web-special will allow users to view additional content pertaining to each of the featured cases - educational content such as before images, project narratives, and diagrams.

For Vauthier|Ferguson, this was a wonderful exercise in working with multiple organizations across a wide array of industries that may not otherwise interact. A sense of inclusiveness was established that yielded a powerful outcome. Creating stories that would inspire residents(our neighbors) to take on a positive attitude and become energized, involved, and educated was truly rewarding. We look forward to the launch of the project this spring and are sharing a few “making-of” and screenshot images.

Although we typically rent lights and other gear for our film and photo productions, in December we thought we would try simplifying the set-up and take a few test shots with only a speedlight, umbrella, and soft gold disc. We utilized the new Pocket Wizard Flex TT5 and Mini TT1 along with a cheap stand, a $24 white translucent umbrella, and a Canon 430EX Speedlight thereby establishing a quick light set-up to have around the studio. Because the Mini and Flex have hot shoe mounts, a wireless scenario is a breeze without any sync cords from Pocket Wizard to a speedlight. Additionally, the TTL connectivity is helpful if necessary, but we stuck in manual mode.

Our lovely friend Cristie had been speaking with us about doing a few shots to get her book started and we thought this would be a perfect opportunity to try out the little set-up. We shot in the basement of our office building and got a couple of cool shots. It was a good experiment in breaking away from tons of gear(although convenient and powerful) and making it work with one small light and some reflection. Looking forward to creating more images with this set-up and to see the quality evolve as we figure out a few bugs.

 

After months of preparation, Anaconda’s community digital classroom is complete.  Vauthier|Ferguson was proud to be involved from the beginning with advice and insights to members involved with the project.  We even got our hands dirty and took on the task of setting it all up.  21 Workstations with suites of essential software like Microsoft Office are humming and ready to be utilized.  A few classes have taken place, from basic computing and cloud based workflows, to a small business Risk Management Plan writing and preparation seminar. The project is sponored by Anaconda Local Development Corporation, Rural Development RBEG, and Vauthier|Ferguson.

To book a class or seminar, contact the Anaconda Local Developent Corporation, 406 563 5538 or ljanosko@montana.com.