The Sylvan Lake Chamber of Commerce is a crucial resource for local businesses, offering everything from networking and educational opportunities to cost-saving benefits and business promotion tools. To effectively communicate the comprehensive value of Chamber membership, the Chamber partnered with Williams Communications to produce an engaging “Why Join the Chamber” video. The video aimed to showcase the numerous benefits of Chamber membership, including networking, local business awards, education, and a local app to help promote businesses. This white paper blog explores our approach to producing the video, the challenges we addressed, and the impact the project had on raising awareness of membership benefits.
Client Background
The Sylvan Lake Chamber of Commerce supports local businesses through advocacy, networking, and access to various resources. While the Chamber provides numerous advantages, many businesses weren’t fully aware of the full scope of benefits available through membership.
Challenge: The challenge was to create a video that would clearly outline the benefits of Chamber membership, highlighting the immediate and long-term value of joining. The video needed to appeal to a wide range of local businesses, from startups to more established companies, and inspire non-members to consider joining.
Approach and Solution
Strategy Development: We focused on building a video that would communicate the essential benefits of Chamber membership, using clear, concise messaging that resonated with local businesses. The video emphasized networking opportunities, educational resources, cost-saving benefits, and promotional tools that members could use to grow their businesses.
Implementation:
Storyboarding and Scriptwriting: We created a storyboard and script that highlighted the key benefits of joining the Chamber such as networking opportunities, the local business awards, educational opportunities, cost saving value added benefits, and the local business app.
Video Production: The production included a combination of voiceover narration, on-screen text, and dynamic visuals to present the information in a clear, engaging way. We used visual storytelling to explain the benefits of Chamber membership and demonstrate how joining could positively impact local businesses.
Call to Action: The video ended with a compelling call to action, encouraging viewers to learn more about the Chamber’s offerings and consider joining. The video directed viewers to contact the Chamber or visit their website to explore membership in detail.
Results and Outcomes
Measurable Success:
- Increased Membership Inquiries: Following the release of the video, the Sylvan Lake Chamber of Commerce experienced a noticeable uptick in inquiries about membership. The video successfully communicated the Chamber’s value proposition, encouraging more businesses to explore the benefits of joining.
- Enhanced Member Awareness: The video helped current members better understand the full scope of benefits available through their membership, leading to higher engagement with the Chamber’s events, resources, and promotional tools.
- Broader Awareness of Chamber Benefits: The video clearly communicated the various ways in which Chamber membership could benefit businesses. By providing a comprehensive overview of networking, awards, education, and cost-saving benefits, the video helped local businesses see the Chamber as a valuable partner in their success.
- Website and social media content: The video was hosted on the home page of their website, linked to in social media as well as in their newsletters, signature lines and other communications.
Key Takeaways
Lessons Learned:
- Simplified Messaging Works: Presenting the Chamber’s key benefits in a simple, direct format allowed us to reach a broader audience. Clear visuals and straightforward language made the video easy to understand and digest.
- Focus on Tangible Benefits: By emphasizing how Chamber membership saves businesses money and provides real promotional tools, the video appealed to business owners who were looking for practical, immediate value.
- Broad Appeal: The video was designed to appeal to businesses of all sizes and industries, making it relevant to a wide audience and ensuring it resonated with both potential and current members.
Best Practices:
- Use Visual Storytelling: Combining voiceover with on-screen text and visuals helps reinforce key messages, making them more memorable and engaging for viewers.
- Clear Call to Action: A strong call to action at the end of the video guided viewers toward the next steps, encouraging them to explore membership and connect with the Chamber.
- Highlight Specific Member Benefits: Focusing on concrete benefits—like networking, cost savings, and business promotion—helped showcase the Chamber’s value in a way that resonated with potential members.
Conclusion
The “Why Join the Chamber” video project for the Sylvan Lake Chamber of Commerce was a success, effectively communicating the value of Chamber membership to local businesses. By highlighting networking opportunities, educational resources, cost-saving benefits, and promotional tools like the local business app, Williams Communications helped increase awareness of the Chamber’s offerings and drive membership interest. The video demonstrated the tangible value of joining the Chamber and reinforced the Chamber’s role as an essential partner in helping businesses grow and succeed.
At Williams Communications, we specialize in creating impactful videos that help organizations communicate their value and engage their target audience. If you’re looking to create a video that showcases your organization’s offerings, contact us today to discuss how we can help. Schedule a Consultation to explore how we can create a successful communication strategy or explainer video for your organization.