New Hampshire’s statewide chamber of commerce needed a new brand to replace a nearly ten-year-old experience that did not align with their current goals.
The Business and Industry Association is New Hampshire’s statewide chamber of commerce and leading business advocate. Through advocacy with state legislators and regulators, we shape business-friendly public policy and provide counterbalance to legislation and regulations that threaten the growth and prosperity of New Hampshire businesses.
Furthermore, the BIA is New Hampshire’s only broad-based, business advocacy organization. The BIA had a long-time brand identity, collateral materials, and website, which was nearly ten years old and no longer aligned with their business goals.
The Solution
Millennium Agency was selected as the agency of record to help improve the membership-based organization’s brand identity, website brand, collateral materials, digital advertising, and traditional marketing efforts. This coupled with updating the logo.
Millennium Agency developed a comprehensive brand identity plan that was designed to improve the overall look and feel, modernize the brand, and increase awareness. Once the brand strategy was established, Millennium Agency worked closely with the BIA to successfully launch the new brand campaign which was backed by digital advertising and social media efforts.
The Result
The objective was to raise awareness for the Business and Industry Association (Membership, Networking, and Advocacy). Through effective audience targeting, Millennium connected with hundreds of business owners, increased activity on the website, and promoted event attendance. In turn, the BIA launched its new brand identity, website and supporting collateral materials to the key target audiences, which included important members of the community and political leaders. The BIA is very satisfied with the brand design, the level and quality of service, and the measurable results. Upon the launch, a news release was developed, the website and social media accounts were updated, and a digital advertising campaign was released with positive results (despite COVID):
550,000 impressions from the intended target audience for the BIA. Decreased cost per lead by 50%.
Facebook reached 130,273 people and generated 444,631 impressions.
These campaigns led to 73,021-page engagements and generated 1,664 valuable actions on the website.
50%
Decrease in cost per lead
130k
People reached on Facebook
73k
Website page engagements
550k
Ad impressions from the target audience
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