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Laguna Niguel Chamber of Commerce

Laguna Niguel Chamber of Commerce . Pepperdine University – Master of Science Organization Development Omicron Prime - 2014 . s ituation . The Laguna Niguel Chamber of Commerce is losing members Churn is consistent with prior years New member drive was put on hold

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Laguna Niguel Chamber of Commerce

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  1. Laguna Niguel Chamber of Commerce Pepperdine University – Master of Science Organization Development Omicron Prime - 2014

  2. situation The Laguna Niguel Chamber of Commerce is losing members • Churn is consistent with prior years • New member drive was put on hold • Official retention strategy not in place

  3. outreach effort

  4. findings….

  5. all respondents:membership has its benefits…. What is the most important benefit of the Chamber of Commerce? 21 respondents

  6. dropped members:low perceived value has resulted in lost memberships *Value propositions will vary for different market segments (i.e., B2B, B2C, Retail) Why did you choose not to renew your membership? 8 respondents

  7. dropped members:perceived cost/value discrepancy Bringing dropped members back Reasons not to renew 8 respondents

  8. all respondents:marketing and advertising identified as key business need Where could your business most benefit from support? 21 respondents

  9. all respondents:economy remains top concern

  10. recommendation: integrate with local business people • partner with… • city of Laguna Niguel • high schools and universities • businesses

  11. recommendation: increase perceived value • begin discovery process for market segmentation • develop value proposition based on market segmentation • design and implement strategic communication plan

  12. recommendation: implement retention strategy Communicate with new members to identify their needs • onsite visit for new members within first 30 days • outbound call to new members at 3 6, 9 months • highlight and tailor programs to connect new business and leverage existing

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