Strategic Focus Areas | Goals

Goal #1: Budget/Financial/Program Performance

Actions (Strategies and Tactics) | J.R. - Sales, Program, MarCom, Accounting & Finance

• Evaluate and recalibrate many of our programs and events to 3.0 standards
• Our goal is to make or exceed budget while taking a deep dive everywhere

Goal #2: Measure Sales by Chamber 3.0 Metrics

Actions (Strategies and Tactics) | J.R. - Sales, et al

• Improve our overall sales methods and efforts. Measure $$ Not Number of Members
• Member value goal of $600,000 (current value $534,916)
• Sponsor retention and new business goals focus 

Goal #3: Sustainable Financial Model - Investors

Goal #4: Redefine Retention/Collection Efforts

Actions (Strategies and Tactics) | J.R. - Sales

• Maintain at least an 85% – 88% retention rate

Goal #5: Is it Customers or Members or Investors?

Goal #6: Staff's Focus

Actions (Strategies and Tactics)

• Should it be Banquet Seats, Members, and/or Golf Teams?
• Ground Level Strategies That Move the Core Programming

Goal #7: Board's Focus

Actions (Strategies and Tactics)

• 3.0 Standard – Core Initiatives
• Community Initiatives & Paradigm Changing Initiatives

Goal #8: Onboard Main Street Rogers | Downtown Rogers, Inc. (DTR)

Actions (Strategies and Tactics) | Raymond, Shey, Sales, Visit Rogers

• Downtown Rogers, Inc. (DTR)
• This will take us to a program or events for downtown philosophy that’s in addition to our ED role. Define, redefine, and refine “programming” 

Goal #9: Implement a Community Leadership Alliance

Actions (Strategies and Tactics) | Raymond, Mather Consulting, et al

• Focuses on better communication, cooperation, and vision 

Goal #10: Vision 2030next

Actions (Strategies and Tactics) | Leadership Alliance, Raymond, Mather Consulting, et al

• Vision Process that culminates with a Leaders Conference in October.
• Use board members to help facilitate and be sector chairs.
• Community Tables 

Goal #11: Develop and Implement a Lowell Community Strategy

Actions (Strategies and Tactics) | Raymond, Steve, Mayor Moore, Vision

Goal #12: Convert Chamber's Database/Website to Accrisoft Platform

Actions (Strategies and Tactics) | Brad, Vickie, et al

Goal #13: Measuring and Reporting THE RIGHT METRICS

Actions (Strategies and Tactics) | Brad. et al

• Redefine the metrics that define focus & success

Goal #14: Server/Software Q419 

Goal #15: Define/Promote Rogers as an Entertainment Destination

Actions (Strategies and Tactics) | Visit Rogers, MarCom, Raymond, DTR, ED, CD

• All Areas – AMP to DTR, Schools. Artist Development

Goal #16: Vision/Downtown Master Plan Strategy and Implementation

Actions (Strategies and Tactics) | Karen, Raymond, Steve

• Extreme focus on housing and professional office

Goal #17: Workforce Development and Awareness

Actions (Strategies and Tactics) | ED, CD, GA, Raymond

• Leadership, community engagement, 529 Promise, Technology, Medical  

Goal #18: Leadership Programming Enhancement

Actions (Strategies and Tactics) | Ross, Steve

• Workforce – community engagement

Goal #19: DEI Council (Diversity, Equity, and Inclusion)

Actions (Strategies and Tactics) | Raymond, Ross, Jon, Steve

• Work with Vision and Leadership Alliance, Engage NWA

Goal #20: Changing the Political Paradigm

Actions (Strategies and Tactics) | Jon, Raymond, NWA Council, et al

• A pro-business effort

Goal #21: Expanding the Chamber's Facilities 

Goals

Goal #1: Be a Business-friendly Community focused on Business Growth and Commercial Development in Rogers and Lowell

SMARTY Objectives:

1. Continue the growth and development in Rogers and Lowell for Industrial, Retail, Multi-family, and Commercial sectors to grow the local economy and increase job growth.

Actions (Strategies and Tactics)

• Work with developers, large industries, city staff, and community leaders to increase commercial growth by announcing $50 million in new development within Rogers and Lowell in 2019
• Host two Chamber to Community events in 2019 focused on creating connections between developers and city staff
• Host four Large Industry Council meetings in 2019 focused on business interactions and connectivity through idea exchanges and topic-focused discussions

2. Engage with existing industries to discuss expansion and retention plans and opportunities to foster home-grown economic growth.

Actions (Strategies and Tactics)

• Conducts 150 Employer Retention and Expansion Surveys with area businesses and industries
• Update staff on survey data throughout 2019 for Chamber 3.0 opportunities

Goal #2: Invigorate Commercial Development in Lowell

SMARTY Objective:

1. Serve as economic development lead for City of Lowell to encourage commercial, industrial, and job growth.

Actions (Strategies and Tactics)

• Meet quarterly with Lowell Mayor and city staff to discuss projects and potential new businesses
• Host two Chamber to Community events in 2019 in cooperation with city hall focused on better understanding the economic development needs for Lowell and its business community
• Incorporate 12 business and community leaders of Lowell into helping create a strategic development plan as part of Chamber’s Vision 2030 Next
• Record and release a “State of the City” podcast with new Mayor

Goal #3: Create Workforce Development Opportunities in Our Community

SMARTY Objectives

1. Provide connections between industries and educators to address workforce needs in our area by creating a pipeline of new workers and educating children and parents of local career opportunities.

Actions (Strategies and Tactics)

• Host two K2J Connect events at manufacturing facilities and one event office environment in 2019
• Facilitate 12 meetings in 2019 between Rogers Public Schools and businesses to create new connections for workforce development opportunities
• Work with Rogers Public Schools to increase enrollment in CTE programming by 10% in the 2019-2020 school year
• Publish nine articles in the Chamber Voice talking about workforce development issues in 2019

2. Provide connections between job seekers and employers to decrease unemployment and create new career opportunities for residents.

Actions (Strategies and Tactics)

• Host two job fairs in 2019 to connect at least 500 job seekers with 100 area employers looking to hire
• Maintain and promote Chamber Job Bank as a free resource to employers by having over 150 job postings in 2019
• Launch HipHire hiring tool connecting small business with part-time employment and internship seekers at the secondary and post-secondary level

3. Implement creative new programs to encourage workforce development programs and career readiness at secondary and post-secondary levels.

Actions (Strategies and Tactics)

• Continue to work in partnership with the Arkansas Treasurer’s office, area schools, cities, and chambers to launch the NWA Promise Program
• Implement “Career Signing Day” at the academic award for Rogers’ schools showcasing students entering directly into the workforce upon graduation

Goal #4: Engage the Small Business Community

SMARTY Objectives:

1. Provide in-person and online resources and connections to new and existing small businesses in order to foster an emerging entrepreneurial community within Rogers and Lowell.

Actions (Strategies and Tactics)

• Provide in-person member training in 2019 through six Chamber Tutorial sessions presented by the Small Business Council
• Maintain and update the online Small Business Toolkit with relevant and up to date content quarterly in 2019
• Partner with area institutions and outside trainers to offer business-relevant training four times in 2019 to members and businesses

2. Regularly engage with small business members to receive feedback on Chamber programs and ideas on what more can be done.

Actions (Strategies and Tactics)

• Host two Small Business Roundtables facilitated by members of the Small Business Council to receive in-person feedback from members
• Online survey for small business members twice in 2019 to receive live feedback on program of work and suggestions for Chamber 3.0 for 2020 and beyond

3. Engage the entrepreneur community to attract more start-ups to Rogers.

Actions (Strategies and Tactics)

• Partner with the Rogers Experimental House to better utilize co-work space for small businesses in Downtown Rogers
• Engage companies like We Work or other co-working facilities to consider opening co-work spaces in Rogers
• Partner with World Trade Center, UA Global Campus, Start-Up Junkie, ASBTDC, and other institutions to offer two trainings for entrepreneurs in Rogers and Lowell in 2019

Goal #5: Engage Minority Communities within Northwest Arkansas with Programs and Offerings

SMARTY Objectives:

1. Provide program offerings to minority communities within Northwest Arkansas to encourage diversity, equality, and inclusion within the business communities of Rogers and Lowell.

Actions (Strategies and Tactics)

• Offer four Hustle In Heels luncheon programs in 2019
• Offer two Hustle In Heels “pop-up” events in 2019
• Partner with ASBTDC to offer one entrepreneurial training in Spanish

2. Engage the minority community through diversity and inclusion efforts.

Actions (Strategies and Tactics)

• Increase minority participation on the Small Business Council by 20% in 2019
• Provide six trainings for Chamber board, small business council, and staff on DEI issues, problems, and solutions
• Better promote cultural diversity and DEI awareness within NWA through use of Chamber podcasts

Goal #6: Continue to Create Quality of Place Initiatives to Attract a Diverse, First-Class Workforce

 SMARTY Objectives:

1. Engage community leaders and developers on increasing Quality of Life offerings within Rogers and Lowell to enhance the Quality of Place for residents and visitors to our region.

Actions (Strategies and Tactics)

• Conduct online survey asking residents about Quality of Life needs/desires
• Engage developers on providing multi-family housing with community amenities that is cost-effective for residents (specifically in Downtown Rogers)

2. Keep the community informed and engaged on new and upcoming developments (such as The Railyard Park, Topgolf, etc.) to showcase growth and development within Rogers and Lowell

 Actions (Strategies and Tactics)

• Inform the community via 6 Chamber Voice articles showcasing recent developments in 2019
• Post 12 articles about recent growth and development utilizing Chamber social media channels in 2019
• Host 4 podcasts focused on Quality of Place development in 2019.

Goals

Goal #1: Increase Commitments for Multi-Family/Mixed-Use Residential Development Downtown Rogers

SMARTY Objective:

1.  Increase the number of residences in Downtown Rogers by 50 percent over the next three years.

Actions (Strategies and Tactics)

• Convene and facilitate meetings among developers, property owners, contractors and city government
• Serve as the first point of contact with prospective developers
• Create a culture of confidence that is known for ease and efficiency with regard to downtown property development
• Identify and develop working relationships with stakeholders in multi-family housing projects
• Maintain a database of property that offers the potential for multi-family developments
• Serve as a resource for information related to multi-family developments

Goal #2: Attract Supplier, Professional Services and Light Manufacturing Employers and Jobs to Downtown Rogers

SMARTY Objective:

1. Attract new companies to Downtown Rogers to increase the number of new jobs in 2019.

Actions (Strategies and Tactics)

• Target employers that could find benefit from locating offices in Downtown Rogers
• Work with City of Rogers, Rogers Water Utilities and other utility providers to upgrade infrastructure for new developments
• Identify properties that are suitable for development and work with property owners to attract tenants/buyers
• Work with the City of Rogers and existing businesses and key stakeholders to make Downtown Rogers more appealing to employers
• Develop a marketing plan to promote Economic Development
• Develop Economic development collateral to market Downtown to employers, web page, fliers, video
• Create a marketing package to share with prospective businesses
• Tell our story and highlight successful projects as case studies through news releases, videos and social media.
• Connect with existing businesses and get referrals to attract similar employers

Goal #3: Establish the Rogers-Lowell Area Chamber of Commerce as the Primary Point-of-Contact for doing business in Downtown Rogers

SMARTY Objective:

1. Connect with 100 percent of the commercial projects underway in Downtown Rogers to develop friends, customers and investors of the RLACC.

Actions (Strategies and Tactics)

• Develop a new business resource guide explaining the processes and steps necessary to open a business in downtown
• Convene stakeholders as needed to gain trust and encourage a unified direction
• Convert first contacts to established businesses
• Share Case Studies and testimonials
• Share downtown connection information
• Invite all businesses to offer an experience beyond their regular business model

Goal #4: Develop and Promote Downtown Rogers as a Destination Location for Arts, Music and Other Experiences

SMARTY Objective:

1. Ensure Artspace and other arts & music stakeholders view Downtown Rogers as the premier NWA community to invest in art and music.

Actions (Strategies and Tactics)

• Work with Downtown Rogers Inc., Go Downtown Rogers and others to coordinate efforts to promote visual and performance artists in Downtown Rogers venues
• Increase the number days/evenings per month when people can experience art and music in Downtown Rogers
• Encourage new and existing businesses to offer an experience beyond shopping, dining and drinking
• Partner with area schools to promote arts and music opportunities on and off campus
• Feature downtown art experiences on social media and other marketing collateral
• Work with DTR Inc., Go Downtown Rogers and the RXH to share art and music through news releases and on calendars
• Gather and share statistics with businesses to encourage later business hours
• Generate a consistent buzz about arts and music in Downtown through social media, videos, and Chamber news

Goal #5: Connect All Activities to the Mission of Economic Development and the Master Plan

SMARTY Objective:

1. Highlight the RLACC and City of Rogers implementation of the Master Plan at least six times per year.

Actions (Strategies and Tactics)

• Provide public meetings
• Develop case studies
• Issue news releases
• Utilize Chamber Voice and Voice of Business Podcasts to relay economic development successes
• Produce videos and social media shares

Goal #6: Showcase Why Downtown Rogers is an Ideal Place to Conduct Business, Raise a Family and Enjoy Quality of Life Amenities and Activities

SMARTY Objective:

1. Develop six case studies with news releases and six videos or podcasts plus social media.

Actions (Strategies and Tactics)

• Connect with New businesses to learn their story, take photos and develop stories to share
• Promote new businesses through social media and ribbon cuttings
• Work with MarCom and stakeholders to tell the story to maximize impact

Goal #7:  Build Community Value through Effective Activation of Under-Utilized Properties

SMARTY Objective:

1. Reduce the number of commercial buildings that are sitting vacant by 15 percent.

Actions (Strategies and Tactics)

• Maintain a database of property that offers the potential for commercial development
• Target and approach businesses for available properties
• Work with owner/developer to activate/lease property
• Offer development resources and referrals to property owners

Goals

Goal #1: Increase Day-to-Day Activities in Downtown Rogers, Developing a Denser Program Rhythm

SMARTY Objective:

1. Position Chamber as the go-to source for what’s happening in Downtown Rogers.

Actions (Strategies and Tactics)

• Diversity in events: Broadening events to increase appeal both culturally and age wise
• Marketing:Targeting teens and single adults as well as existing clientele
• Altering image projection to show that downtown paints the picture that this is a place where folks want to go and feel welcome
• Partnering with regional organizations and local schools
• Providing specific mini-surveys for feedback before and after events as well as input about creating new events
• Competitions to entertain and introduce new ideas

Goal #2: Gain Stronger Support from the Community for Program Funding

SMARTY Objective:

1. Doubling operations budget by the end of 2020 to start providing world-class programming.

Actions (Strategies and Tactics)

• Find out what companies want and need in return for their sponsorships. Help them move product, reshape their company image, connect their brand with new customers and get them a place in local culture.
• Collect and share data from events and social media, and surveys post-event. 
• Create interactive connections with companies and their products, make them part of the event experience. Sourcing volunteers from companies to connect them to customers attending the event.

Goal #3: Develop and Sustain the Farmers Market

SMARTY Objective:

1. Surviving the renovation of Frisco Park and having a quality selection of vendors with followers for 2021.

Actions (Strategies and Tactics)

• Surveys for regional customers and vendors to gain new perspectives
• Maintain strong core of diverse, quality vendors
• Increased advertising and social media presence
• Cross promotions with downtown businesses
• Developing brunch garden featuring local food trucks

Goal #4: Increase Train Activities

SMARTY Objective:

1. Showcasing our heritage while entertaining the public and connecting the region.

Actions (Strategies and Tactics)

• Stops in Rogers anytime possible within trains existing schedule
• Bring other cities to our downtown
• Increased advertising and social media presence
• Cross promotions with downtown businesses
• Connecting us to other train cities

Goal #5: Barks & Brews

SMARTY Objective:

1. Bringing the dog lover community together in downtown and showcasing local beer and pet-related businesses.

Actions (Strategies and Tactics)

• Pet related vendor presence and experiences
• Bring new people and dogs to our downtown
• Increased advertising and social media presence
• Cross promotions with downtown businesses
• Embracing the outdoor doggie activity opportunities in Rogers
• Platform for businesses and sponsors to connect with residents

Goal #6: Community Meals

SMARTY Objective:

1. Promoting our downtown culture and its talents while also creating a great networking opportunity.

Actions (Strategies and Tactics)

• Folks getting to connect and have that sense of place and community
• Bring new people to taste what downtown has to offer
• Increased advertising and social media presence
• Cross promotions with downtown businesses
• Showing off the beautiful backdrop that is our downtown
• Farm to Table Dinner, Good Life Dinner, Fall Celebration events and more
• Platform for businesses and sponsors to connect with residents

Goal #7: Live Music

SMARTY Objective:

1. Entertaining and convening the community through music to downtown.

Actions (Strategies and Tactics)

• Folks getting to connect and have that sense of place and community
• Bring new people to hear what our downtown has to offer
• Increased advertising and social media presence
• Cross promotions with downtown businesses
• Showing off the beautiful backdrop that is our downtown
• Frisco Festival, Fall Celebration and more
• Platform for businesses and sponsors to connect with residents

Goal #8: Christmas Town

SMARTY Objective:

1. Entertaining and convening the community through music to downtown.

Actions (Strategies and Tactics)

• Folks getting to connect and have that sense of place and community
• Bring new people to see what our downtown has to offer
• Increased advertising and social media presence
• Cross promotions with downtown businesses
• Showing off the beautiful backdrop that is our downtown
• Christmas Parade, Holiday movies, merchant events, Holiday Market and more
• Platform for businesses and sponsors to connect with residents

Goals

Goal #1: Implement Measures to Drive Support for Key Issues Contained in the Northwest Arkansas Regional Legislative Agenda

SMARTY Objective:

1. Hold Pre-Session Meetings with the Governor and Legislative Leadership to familiarize them with elements of the Northwest Arkansas Regional Legislative Agenda.

Actions (Strategies and Tactics)

• Develop a NWA Regional Legislative Scorecard based on legislator’s support of 75%  of identified key provisions of the Northwest Arkansas Legislative Agenda
• Schedule Legislative Forums to be held in partnership with the Rogers and Bentonville School Districts
• Special emphasis placed on an increase in social media posts covering legislative issues throughout the session
• Maintain a healthy working relationship with the NWA business lobbyists to maximize effectiveness on issues presented during the legislative session

Goal #2: Expand the Advocacy Efforts of the Government Affairs Division through Social Media Platforms

SMARTY Objectives:

1. Strengthen, Increase, and Enhance Podcast Content.

Actions (Strategies and Tactics)

• Produce a Weekly Governmental Affairs Podcast Update to air during the Legislative Session
• Include Podcast of Legislative Forum program content to the Chamber Blog, YouTube Channel, Facebook, and LinkedIn Account

2. Maximize Social Media.

Actions (Strategies and Tactics)

• Increase social media posts on legislation and issues of interest that occur during the Legislative Session

3. Build Out InfluenceNWA Advocacy Platform in 2019.

Actions (Strategies and Tactics)

• Develop and refine Chamber contact lists for targeting during advocacy efforts
• Develop a content-driven, weekly, digital newsletter that highlights policy areas and issues affecting the NWA Business Community

Goal #3: Increase Future Legislative and Local Candidate Recruitment and Prepare the NWA Chambers and Business Community for the Redistricting Process in 2021

SMARTY Objectives:

1.  Recruit and Develop Quality Candidates for Local and Legislative Races.

Actions (Strategies and Tactics)

• Form a Candidate Recruitment Committee to Examine Current Office Holders Responsiveness to the Needs of the NWA Business Community
• Create the NWA Regional Business Institute in 2019 to begin training candidates for the 2020 and 2022 election cycles

2. Engage and educate the members of the Board of Apportionment on the needs of the NWA Business Community before the redistricting process begins in 2021.

Actions (Strategies and Tactics)

• Create a regional redistricting committee that will examine all local offices and legislative districts and begin to approach possible candidates about running for office beginning in the 2020 election
• Host members of the Board of Apportionment and update them regularly on the intentions and progress of the redistricting committee

Goal #4:  Prepare for the 2020 and 2022 Elections with an Emphasis on Fundraising for NPAC in 2019 and 2020

SMARTY Objective:

1. Increase fundraising efforts by prevailing upon the business community to recognize the need for and contribute to NPAC.

Actions (Strategies and Tactics)

• Begin one on one meetings with members of the NWA Business Community about NPAC
• Host two fundraisers in 2019 with special guests (Governor, Congressman Womack, Senator Boozman) to increase interest and maximize contributions to NPAC

Goal #5: Continue to Expand the Influence of the Chamber through Regional and Statewide Strategic Partnerships

SMARTY Objective:

1. Grow Influence: Focus efforts to explore possible partnerships with chambers located in Central Arkansas, Northeast Arkansas, Southwest Arkansas, and the Fort Smith area.

Actions (Strategies and Tactics)

• Develop a coalition of chambers across the state that can explore common business interests, share best practices, and become a nimble force in advocacy for businesses in Arkansas
• Coordinate and schedule semi-annual meetings of the coalition
• Create an organization that will educate legislators, local officials, and the general public on business issues and concerns on a regular basis

Goal #6: Expand the Interest and Influence of the Chamber as a Regional and Statewide Voice on Federal Issues Affecting Business

SMARTY Objective:

1. Increase influence with the Federal Delegation.

Actions (Strategies and Tactics)

• Organize a coalition of chambers to make an annual trip to Washington
• Organize regular educational briefings for the federal delegation in their districts

Goals

Goal #1: Impart Best Practices on Current and Future Business and Community Leaders to Positively Impact our Region

SMARTY Objectives: 

1. Educate leaders on the inner working of our community and region.

Actions (Strategies and Tactics)

• Work with Greater Bentonville Area Chamber and Siloam Springs Chamber to Advertise for 2019 LBC Class
• Collect applications by May 1 interview potential Participants
• Interview applicants and set the class by May 24
• Work with Greater Bentonville Area Chamber and Siloam Springs Chamber to form the sessions and provide relevant content for each
• Work with EngageNWA to ensure that DEI Training is incorporated into the program
• Participants will develop a class project that impacts the Benton County/NWA Region
• Send out survey to ensure the program and content is relevant to the participant

2. Provide a student-focused program to promote growth and leadership opportunities.

Actions (Strategies and Tactics)

• Work with Arvest to Adv for the 2019 class
• Collect applications by Aug. 30 interview potential participants
• Interview applicants and set the class by Sept. 6
• Work with Arvest to form all session and provide relevant content for each
• Work with EngageNWA to ensure that DEI Training is incorporated into the program
• Class will finish 4 volunteer projects for a total of 8 community service hours for each participant
• Send out survey to ensure the program and content is relevant to the participant

3. Improve Board Service Certification Program, to ensure that the content and programming is relevant, and that participants are making connections with Nonprofits. 

Actions (Strategies and Tactics)

• Create relationship with Arkansas NOP Alliance to learn of current Board Openings to inform participants of openings
• Host Networking with A Purpose event and invite all participants to meet and network with NOP
• Survey participants to see if content is relevant
• Create partnerships with organizations such as BoardSource, to ensure that we are offering top quality programming
• Send out survey 6 months after program to find out if participants are serving, and if not what can we do to help facilitate a connection

4. In 2019, Coordinate 7 professional and personal development activities for current and future leaders.

Actions (Strategies and Tactics)

• Work with NWAEL Steering Committee to come up with programming and relevant training for NWAEL Members
• Create partnerships with local content experts to offer development opportunities to NWAEL Members
• Survey Members to learn what trainings and program they would feel relevant for them

5. Relaunch the LBC Alumni Program, to help past participants re engage with the community.

Actions (Strategies and Tactics)

• Recruit and Identify five committee members
• Compile list of past participants
• Committee will form programs, content, and events
• Host Alumni Kick off Event

Goal #2: Ensure Future and Current Leaders Represent the Entire Community

SMARTY Objectives: 

1. Increase Minority Participation in all Leadership Programs by 15 percent in 2019.

Actions (Strategies and Tactics)

• Partner with EngageNWA to increase awareness and access to leadership programs to minority communities 
• Increase awareness about programs through inclusive outreach and engagement
• Have leadership application translated to different languages 

2. Create Diversity, Equity, and Inclusion Council.

Actions (Strategies and Tactics)

• Recruit six participants to be part of DEI council Steering Committee
• Recruit additional six participants to be part of DEI council
• Steering Committee will travel to similar organizations to Benchmark their programs 
• Council will create a DEI Implementation Plan that will serve as a baseline for DEI programming and trainings
• Provide four trainings for Chamber Members on DEI issues, problems, and solutions

3. Create Board Mentorship Program.

Actions (Strategies and Tactics)

• Identify five Emerging Leaders or LBC participants who have an interest in serving 
• Identify five current Rogers Lowell Chamber Board members who have an interest in mentoring future leaders
• Pair mentor and mentee, and ensure that they meet at least four times a year 
• Upon completion, invite them to serve on Rogers Lowell Chamber Board, or find another board that fits their interest

Goal #3: Increase Member Engagement with Northwest Arkansas Emerging Leaders (NWAEL)

SMARTY Objectives: 

1. Increase social media audience by 20 percent in 2019.

Actions (Strategies and Tactics)

• Track results and identify priorities for content
• Implement new content tactics that are more relevant to young professionals
• Increase interactions with social media users

2. Increase number of email subscribers by 10 percent in 2019.

Actions (Strategies and Tactics)

• Produce two eNews monthly
• Promote eNews on social media outlets
• Track results and identify priorities for content 

3. Increase attendance of NWAEL events, programs, and volunteerism by 10 percent in 2019.

Actions (Strategies and Tactics)

• More intentional with marketing of events and programs
• Continue to grow partnerships with local businesses and universities 
• Create and execute Advertising Media plan for NWAEL
• Work closer with MarCom to promote NWAEL events

4. Increase website visitors by 10 percent in 2019.

Actions (Strategies and Tactics)

• Promote site on social media outlets
• Include link to site and promote in eNews
• Provide relevant content on site, ie inbound marketing

5. Increase Membership of NWAEL to 1,100 by end of 2019.

Goal #4: Revitalize Education Committee

SMARTY Objective: 

1. Shift focus to workforce development.

Actions (Strategies and Tactics)

• Work closer with Small Business and Large Industry Councils
• Create partnership with NWACC Workforce Development Department 
• Create partnership with NWTI 
• Create more connections between students, industries, and education 

Goals

Goal #1:  Increase Annual Member Investment   

SMARTY Objective:

1. Increase investment in Membership Services programs to provide financial stability for organization

Actions (Strategies and Tactics)

• Craft new messaging to showcase 'investment' versus 'dues'
• Identify member segments and develop unique value propositions for each member segments
• Meet with key members to determine desired outcomes / reasons for membership
• Develop individual contribution plans for key members
• Develop new engagement strategies to increase revenue and decrease AR

Goal #2: Provide Five Star Customer Service to Both Internal and External Customers

SMARTY Objective:

1. Deliver over-the-top customer service to provide higher member retention and increased investment.

Actions (Strategies and Tactics)

• Provide professional development/cross-training on product knowledge/processes and procedures to better serve internal customers
• Equip Member Services and Customer Service staff as experts in delivering Chamber value
• Develop baseline customer service tracking survey for external customers

Goal #3: Provide Value-Added Member Benefits   

SMARTY Objective:

1. Deliver relevant and necessary products and services to establish RLACC as a leading community organization so that all will want to participate and invest.

Actions (Strategies and Tactics)

• Research and offer relevant, unique and informative programming
• Evaluate outcomes by implementing event surveys to gauge satisfaction with programming
• Continue to refine comprehensive member retention plan

Goal #4: Develop a plan to become a data-driven sales team   

SMARTY Objective:

1. Utilize Accrisoft’s new capabilities to set benchmarks and utilize data to track results.

Goals

Goal #1: Market Rogers as a Premier Destination for Leisure Travelers, Conventions and Sporting Events

SMARTY Objectives:

1. Increase visitation to Rogers hotels through aggressive sales and marketing strategies targeting meetings and conventions market.

Actions (Strategies and Tactics)

• Build relationships with meeting planners through regular attendance at ASAE and PCMA Heartland Chapter events
• Conduct face to face sales calls with planners at Helms Briscoe Annual Business Conference, CONNECT  Association and CMCA Conference.
• Prospect for new business through CVENT database, association websites and MINT.
• Generate three meetings focused e-newsletters containing engaging content targeting planners
• Explore geofencing opportunities at significant gatherings of targeted meeting planners

2. Increase visitation to Rogers hotels through aggressive sales and marketing strategies targeting sports events market.

Actions (Strategies and Tactics)

• Conduct face to face sales calls with sports events planners at NASC, TEAMS and SPORTS conferences.
• Prospect for new business through CVENT database, association websites and MINT.
• Generate three sports planner focused e-newsletters containing engaging content targeting planners

3. Increase visitation to Rogers hotels through aggressive sales and marketing strategies targeting the leisure travel market.

Actions (Strategies and Tactics)

• Publish six leisure market e-newsletters containing relevant, searchable and engaging content focusing on activities in Rogers
• Engage leisure travelers through engaging social media presence on Facebook, Instagram and Twitter
• Geo-target leisure travelers in top feeder cities within a 250-mile radius of Rogers
• Behavioral target market of families, outdoor enthusiasts, boating and water sports enthusiasts, shoppers and special event attendees

Goal #2: Promote Rogers as a World-Class Destination through Digital, Print, and Social Media Marketing Strategies

SMARTY Objective:

1. Implement strategic, multi-platform marketing plans that build direct quality traffic to website, drive awareness from 250-mile drive market, increase social engagement, and develop and grow conversions.

Actions (Strategies and Tactics)

• Maintain and upgrade VisitRogersArkansas.com website with fresh, engaging, multi-platform content
• Publish  E-newsletters targeting identified focus markets with relevant, inspiring content directing leaders to website
• Partner with Arkansas Tourism, CJRW and other selected media on co-op print and digital marketing programs sending visitors to our website
• Utilize geo and behavioral targeting to reach outdoor, event, culinary and music market segments with relevant content
• Conduct social media marketing campaigns on Facebook, Twitter and Instagram expanding brand awareness of Rogers, our events and activities

Goal #3:  Promote Rogers as a World-Class Destination through Public Relations and Media Campaigns

SMARTY Objective:

1. Engage local and national journalists and travel writers to create and distribute Rogers content in their publications.

Actions (Strategies and Tactics)

• Connect with and pitch travel and lifestyle content creators at Travel Media Showcase, Washington DC, Daytona Beach and Atlanta Travel Roundups, and IPW Media Showcase
• Create story ideas focusing on Rogers’ appeal as an outdoor, entertainment, arts and business destination to pitch to journalists at roundups and electronically
• Circulate press releases highlighting significant tourism events and developments in Rogers and NWA to local, state and regional media outlets

Goal #4: Provide Incentives and Services to Existing and Potential Customers that Insure Successful Events and Enhance Return Business Opportunities

SMARTY Objective:

1. Strategically deploy financial resources as incentives for new and existing groups to come to or repeat in Rogers.

Actions (Strategies and Tactics)

• Use event funding, as approved by A & P Commission, as bridge funding for prospective and existing groups
• Offer creative services to groups as incentive to meet, play or tour in Rogers
• Provide attendee services to insure successful events in Rogers

Goal #5: Provide Destination Marketing Excellence to Rogers and the Northwest Arkansas Community

SMARTY Objective:

1. Provide professional development opportunities to Visit Rogers staff.

Actions (Strategies and Tactics)

• Encourage staff attendance at training and events during marketing and tradeshow events
• Provide learning opportunities through the Arkansas Hospitality Association and Arkansas Department of Parks & Tourism
• Facilitate sales and marketing expertise through participation in targeted educational opportunities

Goal #6: Support Rogers-Lowell Area Chamber of Commerce Goals and Objectives

SMARTY Objectives:

1. Support Chamber investor relations concerning core functions.

Actions (Strategies and Tactics)

• Attend Government Affairs, Emerging Leaders, Hustle in Heels, and other core programming functions and events
• Participate in Chamber Tutorial and Small Business and Large Industry Council events as possible

2. Support other programs that support mission-focused activities.

Actions (Strategies and Tactics)

• Collaborate with MarCom on key marketing programs that support mission-focused  programming
• Provide excellent customer service alongside chamber team for visitors and members
• Invigorate Chamber and Visit Rogers staff through team building activities and events

Goals

Goal #1: Provide Quality Financial Data to Stakeholders

SMARTY Objective:

1. Deliver pertinent information to the right people at the right time.

Actions (Strategies and Tactics)

• Strive for continuous improvement in efficiently managing schedules and task lists to process information in real-time.
• Collaborate with teams in preparing for events and the data collection process tied to each; open to close.
• Achieve team awareness of accounting standards, timelines, and processes through frequent clear communication.
• Provide value-added hands-on assistance and support tailored to team members who face challenges.
• Demonstrate A&F’s commitment to team success through integrity, credibility, and dedication.
• Be a trusted partner by using best practices with a focus on accountability and transparency.
• Participate in planning, management, and accounting of organization resources.

Goal #2: Contribute to Team Cohesiveness to Fortify the Fabric of our Organization

SMARTY Objective:

1. Ensure each individual sees, hears, feels: senses appreciation and recognition for their own personal value to the work we do.

Actions (Strategies and Tactics)

• Practice effective, fair and equitable human governance.
• Employ the power of positivity: be courteous, polite and kind; listen.
• Communicate care often.
• Identify what drives and motivates to empower higher employee performance.
• Frequently communicate that our greatest assets are our people; the heart of our work.
• Celebrate individual qualities of diversity recognizing that our differences make us stronger.
• Discourage scuttlebutt and criticism as a destructive behavior, encouraging solutions-based thinking.
• Demonstrate healthy teamwork and the joy of harmony, a daily choice in attitude.

Goal #3: Transition Downtown Rogers from Main Street to Chamber

SMARTY Objectives:

1. Facilitate successful conversion and assimilation of human resources.

Actions (Strategies and Tactics)

• Employ a project management process for transition. 
• Frequently communicate, inquiring and working through stages of transition.
• Provide a listening ear during process.
• Be responsive to emergent issues.
• Assist with onboarding and any challenges.

2. Facilitate transfer all organization resources.

Actions (Strategies and Tactics)

• Collect all data from staff, including electronic and physical.
• Review and process information.
• Collaborate with DTR team to ensure accuracy.
• Meet often and frequently to communicate processes, procedures, and commitments.

Goal #4: Transition from WebLink Connect to Accrisoft Freedom

SMARTY Objectives:

1. Accuracy and data integrity.

Actions (Strategies and Tactics)

• Employ a project management process for transfer.
• Collaborate to create and follow project phases, understanding work streams.
• Review and document information to protect data integrity.
• With an e-presence in 20+ offices, collaborate with team members and communicate often.
• Include teams in processes for system and data migration.
• Identify potential risks and plan mitigation strategies.
• Ensure mitigation of errors and data loss.

2. Explore test-phase.

Actions (Strategies and Tactics)

• Identify and document functional gaps.
• Work to satisfy or eliminate all gaps.
• Achieve team-based readiness checklist.
• Validate data integrity.

3. Training and team member aptitude.

Actions (Strategies and Tactics)

• Think creatively about frequent information searches, leading to vital dashboards.
• Encourage new process assimilation and letting go of ties to the “the old way.”
• Deliver micro-training opportunities through e-mail, staff meetings, and pop-up sessions.
• Recognize and reward innovation; moving processes and procedures forward.
• Read the directions.

Goals

Goal #1: Provide Excellent Customer Service to our Visitors, Residents, Members and Staff

SMARTY Objectives:

1. Increase the number of information materials distributed to visitors and show 100% documentation

Actions (Strategies and Tactics)

• Create system to document the number of maps and good life magazines being distributed in person and by mail 
• Log number of visitor and new resident phone calls taken
• Work with Customer Relations Manager to set team goals and individual goals
• Continue to have weekly team meetings to go over schedules and numbers to meet internal and external customer needs

 2. Build towards 100% customer satisfaction guaranteed model

Actions (Strategies and Tactics)

• Continue to cross-train within the department and with other departments and to define new roles while implementing new data software system
• Provide tools needed for each team member to be successful
• Send out quarterly staff survey to identify potential gaps in service and solve issues presented
• Improve the physical appearance of the office by improving housekeeping of customer service areas

 3. Build a more effective line of communication between board leadership and staff.

Actions (Strategies and Tactics)

• Continue to email summary of BOD meetings to staff after each meeting
• Continue to email summary of staff meetings to staff after each Tuesday meeting

Goal #2: Provide Excellent Customer Service to our Donors 

SMARTY Objectives:

1. Provide 5-Star customer service to our Capital Campaign Donors.

Actions (Strategies and Tactics)

• Evaluate our process on how checks and thank you notes are sent out and documented.
• Better define communication between chamber and donors
• Attend Time Management Training

Goal #3: Provide Excellent Customer Service on behalf of the Rogers Development Foundation to our Students and Donors  

SMARTY Objectives:

1. To coordinate the distribution of scholarship funds through the Rogers Development Foundation on behalf of participating donors.

Actions (Strategies and Tactics)

• Work with the Rogers Public Schools on implementing list of students receiving scholarships into our system
• Distribute scholarship information packets to students receiving community based scholarships
• Collect and document scholarship requirements as turned in by students 
• Distribute scholarship funds to college to be applied toward student accounts

2. Launch RDF Scholarship website by 6/1/2020.

Actions (Strategies and Tactics)

• Work with Accrisoft and Scholarship Team to determine the flow of the scholarship page
• Provide staff training
• Provide communication and training to individuals outside of organization who work with this program
• Provide clear direction and communication to students, parents, schools, and donors
• Provide a streamline process for students to receive scholarship payments

Goals

Goal #1: Unify Communications and Messaging into “One Voice” for Rogers Leadership Alliance partners.    

SMARTY Objective:

1. Position Chamber’s Role as a Catalyst for “One Voice” communications by achieving 12+ unified media placements (track/baseline AVE $’s in 2019).

Actions (Strategies and Tactics)

• Align Marketing Communications stakeholders and delivery of key messages via new, quarterly MarCom Council meetings in 2019
• Collaboratively develop pre-announcement (Pre-Active) Briefing Books with Strategic Q&As/Talking Points as needed for major announcements
• Create a working Audience/Content Matrix of specific segments/target audiences/content needs to deliver of the right message to the right people
• Identify Mission-related Messaging and study the “Four Types of Members” to develop relevant and compelling news content
• Develop a long-term Public Relations Strategy to educate and influence public opinion with concise and clear communications
• Create a “One Voice” Public Relations Calendar for planning, disseminating and tracking news content

Goal #2: Monetize Chamber’s Digital Assets Suite to Generate Incremental Revenue. 

SMARTY Objectives:

1. Sell affordable Suite of Advertising and Sponsorship Solutions to target audiences (members currently) to achieve revenue goal of $24,000 in 2019.

Actions (Strategies and Tactics)

• Partner with CGI Communications to sell $5,000 in Web Banner sales
• Partner with CGI Communications to sell $8,000 in Chamber Video Program sales
• Generate $4,000 in Podcast Sponsorships
• Sell $6,000 in eNews Banners
• Sell $1,000 in Social Media Marketing (SMM) Packages

2. Explore additional advertising and sponsorship revenue-generating solutions and Test Pilot One New Solution in 2019.

Actions (Strategies and Tactics)

• Develop a business/revenue model for taking Google My Business to market and beta testing for proof of concept

Goal #3: Advertise and Promote (Trade and Cash) Chamber’s Mission, Accomplishments, Strategic Programs, and Major Events

SMARTY Objectives:

1. Negotiate $150,000+ in Trade Media with partners to support Strategic Programs and Major Events in 2019.

Actions (Strategies and Tactics)

• Create and Execute Advertising Media Plan on time
• Track Trade Media Impressions generated from Media Plan (TV/print, magazine and digital)

2. Develop, launch and test at least two Digital Media Advertising Campaigns to support Mission and Accomplishments Messaging.

Actions (Strategies and Tactics)

• Establish test budget and set-up Google Ads for pilot campaigns
• Establish test budget for Social Media Platform Advertising with LinkedIn and Twitter to complement Facebook Boost Campaigns

Goal #4: Grow Social Media and Interactions with Target Audiences (customers, members and partners and community)

SMARTY Objective:

1. Increase social media audience by 20 percent in 2019 and baseline reach and engagement by social media platform.

Actions (Strategies and Tactics)

• Track progress and identify priorities for content and promotions via quarterly meetings of the Social Media Team
• Implement new Content Tactics (video features and infographics)
• Increase Social Media Interactions by monitoring Content Buckets and adapting Content Schedule to deliver more relevant posts

Goal #5: Position Chamber as the “Voice of Business” by Informing Target Audiences with timely and relevant News and Information

SMARTY Objectives:

1. Produce print and digital publications on time and on budget as per the 2019 Production Schedule of deliverables.

Actions (Strategies and Tactics)

• Print and distribute 5,000 Annual Reports to highlight accomplishments related to the Chamber’s Mission and Vision.
• Design, produce and print 25,000 The Good Life destination guides
• Design, produce and print 3,750 Chamber Voice newsletters per month.
• Produce two eNews per week - Monday Memo and Calendar at a Glance
• Produce one episode per month of the Voice of Business Podcast
• Publish Voice of Business Blog, Chamber News and Member News articles weekly
• Update CGI Community Video (Spring 2019)

2. Audit each print and digital publication to identify ways to optimize visual design and streamline messaging in 2019.

Actions (Strategies and Tactics)

• Send Marketing Communications Survey for feedback on current communications and to direct continuous improvement

3. Promote Voice of Business Mission messaging via press releases and media outreach to support each Division as needed.

Actions (Strategies and Tactics)

• Develop Press Releases, Media Advisories, Briefing Books, and Q&As for Chamber programs, events and news

Goal #6: Increase Website Traffic and Launch new RogersLowell.com website to evolve Features, Functionality, Navigation and User Experience

SMARTY Objectives:

1. Increase website visitors by 10 percent in 2019.

Actions (Strategies and Tactics)

• Utilize Google Ads to promote keywords for search
• Promote Links to website content in publications, social media and online marketing
• Implement Content Management Process by refreshing and updating website content quarterly with content stakeholders
• Expand customer, member and partner Testimonials web content

2. Develop and launch new Accrisoft website mid-2019 and manage the migration of WebLink database to prepare for beta testing in 2019.

Actions (Strategies and Tactics)

• Create SOW (Scope of Work) and Project Development Timeline by phases of web development with Accrisoft

Goal #7: Deliver in-house agency Design Expertise and Creative Production Services to support success of each Chamber division

SMARTY Objective:

1. Deliver Creative Services 100% on time, on budget and on strategy

Actions (Strategies and Tactics)

• Update Brand Book with new programs and events digital assets
• Utilize Job/Relative Production Value Tracking to determine the number of campaign jobs and savings contributed to the Chamber
• Quarterly Audits of Sales Collateral to ensure brand continuity and accuracy

Goal #8: Develop a new In-Bound Marketing Program

SMARTY Objective:

1. Develop capabilities to capture leads and integrate into lead nurturing/sales pipeline “lifecycle stages” process and database in 2019.

Actions (Strategies and Tactics)

• Create an Inbound Content Marketing Plan to produce content that conveys expertise and relevancy and provides value for prospects
• Define Types of Leads (prospects) to capture, design Data Capture Forms, and decide Database Structure for tagging and nurturing
• Beta Test Program Components