Case study
Business and Industry Association

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 Challenge

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.

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 which did not align with its overall 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

These objective was to raise awareness for the BIA (Membership, Networking, and Advocacy). With targeting, Millennium reached hundreds of business owners, and garnered actions on the website, and promoted event attendance. The BIA launched its new brand identity, website and supporting collateral materials to the key target audiences which included members and political leaders. The BIA is very satisfied with the brand design, the level of service and measurables 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 to the intended target audience, delivering valuable results for the BIA. Decreased cost per lead by 50%.
  • Facebook reached 130,273 people and generated 444,631 impressions.
  • These campaigns lead to 73,021-page engagements and generated 1,664 valuable actions on the website.

Decreased in cost per lead


People reached on Facebook


Website page engagements


Ad impressions to the target audience

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