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The Cincinnati USA Regional Chamber is the nation’s fifth largest chamber and twice has been named Chamber of the Year. The Chamber serves its growing membership base, exceeding 6,000, by providing economic development, government advocacy, regional vision and collaboration, money-saving benefit programs, leadership and networking opportunities, educational programs and essential information for business growth.
challenge
When the Cincinnati USA Regional Chamber was looking to roll out their new identity they came to metaphor for an integrated ad campaign and newsletter that represented their core offerings and an on-going channel of communicating the new brand.
This new branding was just applied as part of a regional effort led by the Chamber so it was important that the advertising convey not only the new identity, but also nuances of the new brand’s personality.
metaphor’s solution
Working closely with the leadership team at the Chamber, metaphor developed
an ad campaign that evoked pride in the local business community as the Chamber launched their new identity.
Beginning with full-page color ads announcing a “Brand New Day for Business” and following up with additional benefit ads focused on educational and networking opportunities, metaphor identified the new brand for the region and the new Chamber identity as a big step forward for Cincinnati business and the way we are perceived as a business community from the outside world.
Follow-up opportunities have included direct-mail campaigns and regional asset inventories for the Cincinnati USA Partnership and we are currently in the process of redesigning the Web sites for the Chamber and the Partnership. Additionally as the new brand was launched metaphor was called in for naming and design of the Chamber’s monthly newsletter following the new brand guidelines.
metaphor has worked with the Cincinnati USA Regional Chamber since 2002 providing, advertising creative and strategic brand expertise on a number of levels.
result
Combined three primary websites for a membership of over 6,000. Increased information architecture and ease of navigation.
