Looking for ways to boost the revenue of your chamber publications? New opportunities may be hiding in plain sight.
When Bobby Siegel, president & CEO of the Corona Chamber of Commerce, wanted to generate more revenue from the 2017 edition of Corona The Guide, he saw opportunity in his chamber’s new 40 Under 40 program.
The Corona Chamber’s 40 Under 40 program launched in 2016 as a way to engage the region’s young professionals in the work of the Chamber. The program provides recognition for Corona’s young emerging and established leaders across many industries and professions. It also offers opportunities for the honorees to get better connected within the Chamber’s network.
Success From The Start
The program was a success from the start.
“Being recognized as a “40 Under 40 is seen as a significant honor,” says Bobby.
It gives the honorees instant visibility throughout the Corona area and within the Chamber. It makes other business owners and professionals aware of the impact that the recipients are having in the community.
Through the program, the Chamber is also seeing greater engagement among its younger members. They are showing up at events and becoming more aware of what the Chamber is doing to help their businesses and the community.
A Chamber Win-Win
An event and other recognition opportunities were in place to honor the “40 Under 40” recipients, but Bobby saw another possibility – one that would be a win-win for the honorees and the Chamber.
While planning the 2017 edition of Corona The Guide, Bobby included a section of the publication that would feature the 2017 “40 Under 40” honorees. The section provided a complete list of the award recipients, but also offered opportunities for additional recognition, by upgrading the listings to include a photo and a profile, and even opportunities for the honorees’ employers to place congratulatory ads.
The concept worked, adding an additional and noticeable bump to the Guide’s bottom line.
Make It Work For You
Not every chamber has a “40 Under 40” program, if your chamber doesn’t, think about what you do have, and how you might be able to apply this paid recognition model to another program.
Just be sure that it’s a program that would make sense if its featured in your publication – one that fits within the purpose of what you are trying to achieve and would be relevant to the audience you are trying to reach.
If you like the idea of a starting a “40 Under 40” program at your chamber, Bobby has some advice.
Proceed With Care
Don’t create your program in a vacuum. Bobby recommends getting a committee together to set strict application guidelines that make it clear who is eligible to apply or be nominated for the program.
When Bobby launched his program, the Chamber staff managed it. It’s a lot of work, and his plan is to shift the program to a volunteer committee in the near future with the Chamber engaging members of the Board of Directors to assist in the selection process.
Check out how the Corona Chamber honored “40 Under 40” recipients in the 2017 edition of Corona The Guide. Due to the timing of the 2018 “40 Under 40” program, the Chamber was unable to incorporate the recognition in the most recent edition of Corona The Guide. The Chamber plans to honor the 2018 recipients in the 2019 edition of The Guide.
Want to see what other chambers are doing to tell their communities’ stories and increase the revenue of their publications? Check out some of our recent chamber of commerce directories and community guides.