A chamber of commerce marketing plan has two audiences: businesses you want to recruit and keep as members, and the community you send to those members’ doors. The plan below covers both: three goals, who you’re talking to, the channels that work for chambers, a 12-month calendar and the numbers to track. Copy it, fill in your details and review it once a quarter.
1. Set three goals
Keep it to three, with numbers:
- Membership: grow from [X] to [Y] member businesses, and keep renewals at [Z]%.
- Events: average [X] attendees per mixer, and sell out the annual dinner.
- Visibility: [X] visits a month to the member directory.
2. Know your audiences
| Audience | What they want from the chamber | Where to reach them |
|---|---|---|
| Current members | Customers, connections, visibility | Email, events, the directory |
| Prospective members | Proof that joining pays off | Events, referrals from members, your website |
| The community | Where to shop, eat and find services | The directory, social media, local press |
| Local partners | City, schools, economic development | Meetings, joint events |
3. Use the channels that work for chambers
- Your member directory. It’s your most valuable marketing asset, because members pay to be found. Make it public, easy to search and easy for search engines to read.
- Email. A monthly newsletter to members, plus event announcements and renewal reminders.
- Events. Mixers, ribbon cuttings, the annual dinner. They’re where prospects decide to join.
- Social media. Usually Facebook first for chambers, plus Instagram for events and businesses. Our social media for associations guide applies to chambers too.
- Local press and partners. Ribbon cuttings and community events are easy stories for local media.
4. Chamber marketing ideas that bring in members
- Member spotlights every week on social and in the newsletter.
- Ribbon cuttings for every new member, photographed and shared.
- A “shop local” campaign that sends the community to member businesses.
- Bring-a-guest mixers, with a follow-up to every non-member guest.
- A featured member of the month, which you can also sell as a sponsorship.
- A new-business welcome: reach out to every new business in town with an invitation to the next mixer.
- A member-to-member discount program, which gives everyone a reason to use the directory.
- An annual “state of the community” event with local leaders.
5. A 12-month calendar
| Month | Focus |
|---|---|
| January | Annual plan, member renewal push, annual dinner announcement |
| February | Annual dinner, sponsor recognition |
| March | Spring membership drive |
| April | Shop local campaign |
| May | Mixers and ribbon cuttings, golf outing sponsorships |
| June | Golf outing or summer event |
| July | Member spotlights, mid-year check of goals |
| August | Back-to-school and fall event planning |
| September | Fall membership drive |
| October | Annual meeting, board elections |
| November | Holiday shop local campaign |
| December | Year in review email, thank-you to members and sponsors |
Adjust to your own renewal cycle and signature events.
6. Track what matters
- New members and renewals each month.
- Event attendance, and how many non-member guests joined afterward.
- Directory visits and clicks to member websites.
- Email clicks on event registration and renewal links.
Review once a quarter and adjust.
Frequently asked questions
What should a chamber of commerce marketing plan include?
Three measurable goals, your audiences, the channels you’ll use, a 12-month calendar and the numbers you’ll track.
How can a chamber of commerce attract new members?
Events with bring-a-guest invitations, personal outreach to new businesses, member referrals and a website that shows what membership gets them, including a directory customers actually use.
What are good chamber of commerce social media ideas?
Member spotlights, ribbon cutting photos, event announcements and recaps, shop local posts and community news.
How do chambers of commerce market their members?
Through a public member directory, member spotlights, ribbon cuttings, shop local campaigns and featured member of the month programs.
Give your directory the attention it deserves
Purple Pushpin gives chambers a public, searchable business directory with a map, featured listings and member of the month, plus events and email, on one website at one flat price.