Overview

The Calgary Chamber of Commerce (CCC) has long been a champion of local businesses, supporting organizations and entrepreneurs in their journey to success. As CCC sought to grow its membership and prepare for a major shift in its membership structure, it envisioned a promotional campaign that could not only drive new enrollments but also reframe how the Chamber was perceived in the community.

Challenge

In a rapidly evolving business landscape, organizations need to demonstrate their relevance and value in new ways. Long-established institutions like the Calgary Chamber of Commerce (CCC) face unique challenges – balancing their heritage with the need to innovate and remain indispensable. For CCC, this challenge was particularly pressing. With over 130 years of history, the Chamber risked being seen as a relic of the past. Market saturation and outdated perceptions threatened its ability to attract new members, and its decentralized positioning made it difficult to communicate its modern value to a diverse and growing business community.

Insight

Our research revealed a key insight: For Calgary businesses, Chamber membership should be seen as essential as registering a business itself. They belong together. This drove the creation of the "Better Together" campaign, which conveyed this message in a clear, welcoming, and memorable way. The campaign reached targeted audiences across outdoor advertising and digital platforms, reminding local entrepreneurs that CCC was their indispensable partner in success.

Results

"CCC increased their membership by 30% in 2023, which the 'Better Together' campaign was a huge part of." says Samantha Boyko, Communications Director at WJ. "This growth amplified CCC’s brand visibility, deepened its community engagement, and positioned the Chamber as a critical ally for Calgary businesses. We're proud to have helped CCC re-establish its relevance and build a stronger foundation for future innovation."