CHAMBER OF COMMERCEand the Amarillo Convention and Visitors Council

HISTORY

• “The Amarillo Chamber of Commerce was established in 1926 to be the leader for the improvement of the economy of Amarillo.”

• The CVC has been around for a little over 30 years. The CVC is also funded by a hotel occupancy tax.

THE MISSION

• “The Mission of the Amarillo Chamber of Commerce is to enhance business and industry growth while preserving a high quality of life.”

•“Our mission is to impact the economy and image of Amarillo positively through destination marketing and related support programs.” -Dan Quandt

STAKEHOLDERS

Amarillo Community

Canyon Community

Business Community

Tourists

State of Texas

NEW MEDIAChamber of Commerce

• Active on social media sites like :• YouTube- event commercials and weekly radio recap

videos• Issuu- online archive to the electronic and printed

newsletters• Flickr- each event gets a special album (ribbon

cutting, fundraising)• On Facebook, Twitter, and Instagram (Facebook is the

main social media they go to.

• Use bit.ly to shorten links they send out to members

• They use GoCast “to record and post on our website homepage instantly our ribbon cutting and chamber events or personalized member messages.” -Penni Bentley

CVC• Drone, Nikon Camera, Cell Phones

• Social media is there biggest use of new media because it gets the message out fast

• Facebook• Instagram• Twitter

• Website: huge indicator of how well they are doing

MEASUREMENT Chamber of Commerce

• They use the followers they have on social media as a form of measurement.

• In 2011, won 1st place in the Texas Chamber of Commerce Executives media contest in social media. 

• In 2013, won 1st place in the American Chamber of Commerce Executives awards for communication excellence contest in social media.

• All of their social media is organic, they don’t promote any posts.

• They don’t like using Hootsuite because they feel that it is lazy.

CVC• Google Analytics

• Madden Media: Integrated Digital Marketing Campaign

• Nobox Creative: Digital Ad Campaign

• Award for Man-Versus-Steak

TOURISM MARKETING STRATEGY

Travelers use social media for inspiration, trip itinerary and to share memories.

According to Hootsuite you must “Find visitors before they arrive”:

Be a helpful guide to the questions they might have when they arrive.

Find out what the Out-of-market conversations are:

using analytics see what out of town travelers want to see.

WAYS TO PROVIDE VALUE TO YOUR CHAMBER

Adapting activities to the time

Innovation

Reaching out and becoming/remaining human

Be attentive to your members

15 ways

REFERENCESPenni Bentley, Senior Communications Director for the Chamber of Commerce

Dan Quandt, Vice President of the Amarillo Convention and visitors council

Your Membership. (2013)15 Ideas to Provide more value for your Chamber of Commerce Members.

Mulvey, J. (2015) 5 New Tactics for Your 2016 Tourism Marketing Strategy. Hootsuite.