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Loudoun Chamber

Loudoun Chamber

Case Study

The Loudoun Chamber, one of Northern Virginia’s largest Chambers of Commerce, engaged the professionals at W2 Communications to perform a comprehensive brand refresh and website redesign to coincide with their 50th anniversary celebration.

Customer

  • >1,200 members making it one of the largest chambers in Northern Virginia
  • 2018 marked 50th anniversary
  • Over 100 yearly events plus several “signature” events
  • Wide array of members from small business to large enterprise
  • High tech eastern half of county with rural businesses in the west

Challenge

  • Needed brand refresh and new website to escalate brand promise and reflect growing membership and convey prosperity
  • Update outdated tagline “Be a Part of It”
  • Create flexible logo that could be adapted to different initiatives
  • Reflect the importance of “we are one Loudoun” even though we have very diverse communities from east to west

Journey

  • Focus groups consisting of key stakeholders e.g. board members, staff, members across diverse business sizes
  • Market research
  • Competitive analysis
  • Online survey of initial logo concepts across diverse representation
  • Over 30 logo concepts explored
  • Web design visual specs and back-end functionality analysis resulting in extensive code customization

Solution

  • Tagline updated to “Be More. Together” to reflect the value proposition of chamber membership, while conveying east & west businesses complement each other
  • “Links” logo concept with 50th anniversary variations
  • Mobile responsive highly customized WordPress website solution with third-party Chamber Master integration

Implementation

  • Chamber adapts brand identity for signature events and other marketing initiatives through color changes
  • Staff training has enabled much more self-reliance and reduction in content time-to-market
  • Delivered on stated goals of more mobile-centric experiences to enhance usability
  • Delivered on insights gained from website usability testing

Results

  • Chamber branding has wider appeal to both members and non-members resulting in more positive brand perception
  • Membership retention has increased significantly with many members indicating they are “proud to be Chamber members” since the launch of the new brand
  • Web maintenance costs reduced significantly

Contact Us

The professionals at W2 Communications welcome the opportunity to learn more about your project and discuss the many ways we can help you succeed.

Inquire Here

Locations

Virginia
8200 Greensboro Dr #1450
McLean, VA 22102
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(703) 218-3555

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