Case Study: American Chamber of Commerce Executives www'ACCE'org

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Case Study American Chamber of Commerce
Executives (www.ACCE.org)

• Cathy Lada
• Vice President, Communications and Networking
• ACCE
• Alexandria, VA

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American Chamber of Commerce Executives

• www.ACCE.org
• Alexandria, VA
• 7,800 individual members from 1,400 chambers
• Members are
• CEOs
• MarCom
• Gov relations
• Public policy
• Economic Development

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ACCEs Mission

• To assist Chamber
• Professionals with
• Professional development
• Provide strategic problem solving information
• Identify trends, establish benchmarking studies

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Its all about the information
Call it knowledge, content, or information
ACCE.org is content rich

• Documents
• PR/marketing tools
• Event calendars
• Registration
• Teleseminars
• Reports articles
• ACCE magazine
• Peer networking
• Directory
• Member benefits

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Old site Not always easy to find info
Im concerned about site consistency, the
completeness of information and the quality of
the experience when our members visit our
site. -Cathy Lada, ACCE

• Members had a hard time navigating the site
  effectively
• They wanted to accomplish tasks and find info
• Instead they had to roam the site seeking the
  right content

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Leaving the old site behind

• Old website
• Hard to navigate, hard to search
• Members not satisfied with the experience
• Did not deliver best value to growing base of
  members

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ACCEs Web Challenge Make it member-centric

• Goals for helping internal ACCE staff
• Streamline site updates
• Manage digital documents
• Tag content for search
• Connect member database to the website
• Integrate MARCOM

• Goals for helping members on new site
• Improve info and services
• Deliver better search
• Browse the site by topic
• Improve site organization
• Provide custom experiences

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Solution Site Redesign and CMS

• Major goals for 2005 project
• Identify ACCE member online wants and needs
• Focus on making knowledge easy to find and
  share
• Redesign and re-architect the website
• Integrate Ektron Web content management system
• Promote benefits of new site to members

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What do members want to do ACCE.org?

• Staff assessed member wants and needs
• Members want to
• Access documents
• View calendars
• Register for events
• Network with peers
• Search job listings
• Involved Fusion early in the process

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Streamlined Navigation
Old
New
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Browse by Topic or Search the Site
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Sample files and tools

• Leverages
• web-based document management
• Sharing content among members
• -Administrative documents
• -Brochures
• -Communication plans
• -Press releases

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Access Publications in Multiple Ways

• List by
• Title
• Topic
• Recommended
• Chamber Executive Magazine
• Order publications online

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National Chamber Image Campaign

• Website is the platform for delivering toolkit to
  members
• Downloaded more than 600 times in 2 days
• Consistent messaging
• Radio, print, web advertisements
• PR templates

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Marketing the new ACCE.org to members
Launched new site in February Approximately 9
months to complete project Great response from
members Automated site tour
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Questions Answers
Next steps
Presenters Bill RogersEktron Inc.wrogers_at_ektron
.com Cathy LadaACCEclada_at_acce.org

• Visit Ektron today tomorrow in the Resource
  Center
• Free web demo or download at
• www.ektron.com