Case Study: Community Engagement Digital Campaign

Opportunity

Since 2018, Kinetic has partnered with one of the most impactful organizations, the Billings Chamber of Commerce. Kinetic first provided creative services in support of a new messaging campaign on behalf of the Billings Chamber in 2018. Later, Kinetic developed the Billings Chamber strategic marketing plan and assisted in developing multiple initiatives and marketing campaigns that the strategy encompassed. The Billings Chamber of Commerce came to Kinetic in 2022 with the ambitious goal to become a nationally recognized 3C’s Chamber. This means being a true
Catalyst for business growth, a Convener of leaders and influencers to actively create change and a Champion for a thriving community. Much of this campaign focused on their new investment tier structure and reemphasizing the benefits of members.

Actions

The Kinetic team began by developing a business toolkit that consisted of all new business collateral, such as letterhead, business cards, pull-up banners, PowerPoint presentations and templates. Kinetic implemented a fresh logo, messaging and comprehensive branding, with new brand guidelines. Kinetic additionally built templates for social media posting on Linkedin, Facebook and Instagram and created custom imagery to be used throughout the campaign using photos from a custom photo shoot. Additionally, Kinetic created a new 3C’s lan ding page and executed a full Chamber website refresh which also incorporated an updated design and a focus on user experience (UX). This landing page was designed to increase brand awareness, content consumption and provide a thoughtful experience for the user. Another vital part of this campaign was to create a comprehensive email and e-newsletter campaign to not only educate members about the new tiering structure but also to drive them to the new website and encourage engagement.

Results

Ultimately, the Billings Chamber of Commerce received the highest award available, the Best Overall Communications award, for their website. In addition, they received four national awards for outstanding programs and communications. They reached out again because they saw a renewed need to reach out to not only potential members but also current members who may not be receiving all of the benefits of membership. As a result, we embarked on a full-fledged media campaign. Kinetic developed and produced five 30-second TV spots that featured four outstanding current Chamber members and local business leaders discussing the Chamber’s new Diversity, Equity and Inclusion (DE&I) program, business benefits and even Crime Prevention Through Environmental Design (CPTED) services.

The Billings Chamber of Commerce Diversity, Equity & Inclusion Drives Business and Builds Community