IN-HOUSE PUBLISHING CASE STUDY Garland TX Chamber of Commerce 2011 Member Directory and Relocation Guide
The Garland Chamber of Commerce, just north of Dallas, Texas, had published its Member Directory and Relocation Guide with outside publishers for a long time. Their royalty was above average for the industry and they did control the money, however Chamber President Karina Olivares knew there were more potential sales to be had and more profit that the Chamber could realize. Chamber Marketing Partners provided the solution that Olivares was looking for – more money and greater control.
“So many of my colleagues were making more profit with their directories in-house, but I was concerned about burdening my staff with such a major project which is outside of our core competency. But I knew there was more money out there and I saw the kind of profit my colleagues were making, so I decided to look for a solution” says Olivares.
Olivares hired Chamber Marketing Partners to manage the Chamber’s in-house publishing project. CMP provided the ad sales team and directly managed the project. Working closely with the Chamber, CMP determined what areas in the directory needed to be enhanced creating a platform to attract new advertisers. The publication was posted online in a flip-book format.
Chamber members were utilized for graphic design, editorial services and a member printed the Directory.
Membership Director Kisha Allen said, “We can do this ourselves, but we have so many other things going on that we cannot give it full attention. Chamber Marketing Partners has the expertise to focus on the ad sales, focus on improving the graphic design and really polish the entire publication.”
Bottom Line: Sales increased to $55,000, Chamber members were involved in the production and the Chamber’s profit exceeded 27%.
Chamber Marketing Partners, LLC provides sales strategy and project management for maximum profit. Our team of chamber publishing veterans provide decades of expertise. With professional management and effective sales coaching, in-house publishing can generate substantial non-dues revenue and be painless.
