Mid Yorkshire Chamber of Commerce

The Mid Yorkshire Chamber of Commerce has a proud history of supporting businesses across the Halifax, Huddersfield, and Wakefield districts since 1993.

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Increase in social media engagement

Combined total reach

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Boost in social media impressions

The Brief

We were asked to help rebrand, raise awareness and the visibility of the Mid Yorkshire Chamber of Commerce, one of 54 Chambers nationally accredited by the British Chambers of Commerce (BCC), through the production of communications focused on their strategic imperatives. By doing so, this would ensure that all key audience groups were well informed about the role and value of the Chamber. The Mid Yorkshire Chamber of Commerce became its own brand in 1993 and has a proud history of supporting businesses across the Halifax, Huddersfield, and Wakefield districts.

Approach

In order to shift the perception of the Mid Yorkshire Chamber being part of the BCC we needed to develop a robust strategy. Clear and open dialogue was ensured from the start, to support existing membership, attract new businesses and better communicate the Chamber’s relevance to the community. It was critical that all current and future communications were aligned with the communities of the Halifax, Huddersfield, and Wakefield districts. We worked with the Chamber’s board and marketing team to identify the key messaging summarising the benefits of Chamber membership. It was key that the Chamber was positioned as the ‘go-to’ organisation for all areas of business development.

This messaging was clearly communicated across the Mid Yorkshire region’s three main districts. We updated the brand guidelines and rolled out the new brand across all of the Chamber’s marketing communication platforms, including digital and print, to maximise reach. We maintained regular consultation with wider stakeholders to ensure a build-up of trust and engagement with both internal and external audiences. Press releases were issued to regional and business media to announce the rebrand, covering the three core districts alongside a new social media strategy that would help communicate the revised key messaging to both the target audience and a wider audience in general.

Results

We were able to execute the rebranding activity successfully within the timeframes agreed. The Mid Yorkshire Chamber of Commerce was positioned in the market with more focus and fresh energy. We achieved positive coverage across the print, broadcast, online and social media channels. The regional and business coverage regarding the rebrand achieved a combined reach of 241,527, with brand awareness boosted across all three districts. Across the social media platforms (Twitter, LinkedIn, Facebook and Instagram), the new messaging and branding has seen an increase in organic impressions by 35% and engagement by 102%.