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South Central Kentucky Regional Marketing Roadmap

"With their vast knowledge and careful attention to detail, Chabin Concepts succeeded in helping us develop a strategy to bring greater value to our customer relationships and take our economic development efforts in South Central Kentucky to the next level." [James N. Hizer, CEcD President/CEO Bowling Green Area Chamber of Commerce]

Challenge
Since 2005, new management at the Bowling Green Area Chamber of Commerce initiated regional marketing efforts and assembled the South Central Kentucky Region, composed of eight counties.  They developed a strong regional presence and brand recognition, but desired to elevate their competitiveness — beyond top-of-mind awareness to increasing lead conversions into wins.

Solution
Chabin’s goal was to help them to increase effectiveness with strategic research and messaging in order to impress targets with knowledge and insights about their industries.  Work sessions refined the business cases and enhanced key messages of compelling interest. The resulting Marketing Roadmap provided a step-by-step implementation plan, including:
  • Competitive Preparation – Refining and enhancing target markets, brand identity, message platform, business cases, media, packaging materials, electronic proposal system, operating cost analysis, and key staffing recommendations.
  • Marketing Mix – Marketing and sales tactics for each target audience.
  • Executing the Plan – Specifics for getting into action, including 30-60-90 day action items.
 
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Chabin Concepts - Delivering Strategic Solutions, Tactics & Tools