The MIDJersey Chamber of Commerce rebranded and changed its name from the Mercer Regional Chamber of Commerce to expand its membership and better represent the entire central New Jersey region. It hired Creative Marketing Alliance to help with the rebranding process. CMA conducted research, developed a new logo and tagline, and created branding materials that were rolled out through advertising, direct mail, and a press conference. The rebranding exceeded expectations and successfully communicated the Chamber's new regional vision and identity.

1. Rebranding an Organization for Growth
MIDJersey Chamber of Commerce
E X P E C T R E S U L T S www.GoToCMA.com

2. “After making the decision to rebrand our organization, we
were very much aware on how critical it was to find the right
partner to help us achieve this. After an extensive proposal
and interview process, Creative Marketing Alliance (CMA)
was chosen. We were truly the winner here!”
“As CEO of the MIDJersey Chamber of Commerce, I can say
without reservation, that CMA produced results that exceeded
our expectations and helped us achieve our goals in a shorter
period of time than anticipated.”
Robert D. Prunetti,
President and CEO
President
frommessage
the
E X P E C T R E S U L T S
client profile
For 145 years, the former Mercer Regional Chamber of
Commerce, Mercer County, NJ, has supported the diverse
Central New Jersey business community through growth-
driven solutions and services.
challenge
Rebrand the Mercer Regional Chamber of Commerce to
expand its membership and service area to encompass the
entire mid-state area.
strategy
CMA immersed itself in the Chamber’s history, embraced the
new vision and goals, evaluated the marketplace (locally, state-
wide and nationally) and weighed different perceptions of
names, taglines and creative treatments through its proprietary
strategic analysis process, Marketecture™.

3. • New name and tagline
Through a strategic naming process, CMA eliminated
descriptors like “central” or “regional” as they connote a
more narrow geographic Chamber membership footprint
in people’s minds. “MIDJersey” is less geographically
specific, encompassing service to the entire mid-state
area and positioning the Chamber for future growth.
• Logo Design
The new logo features an open-ended red circle
symbolizing an inclusive yet expanding community of
diverse interests united by a common goal of collective
economic, social and cultural growth. Additionally, a new
tagline, “The hub of New Jersey business,” implies a focal
point of growth solutions and economic resources, while
also positioning the Chamber’s wider reach statewide.
The rebrand also included a new Chamber website
home page and renaming the Chamber’s magazine to
MIDJersey Business.
www.GoToCMA.com
brand identity

4. CMA created two 4-color newspaper ads to communicate
the name change and new direction of the Chamber. “A
New Brand has Emerged” featured the logo and name
hovering above a broken eggshell for an attention-
grabbing design. The “Moving Business Forward” ad
captures slightly out of focus business people walking and
interacting to portray a sense of movement and change.
Digital banner ads were based on this ad concept.
Newspaper Magazine Ads
advertising
E X P E C T R E S U L T S

5. Newspaper Magazine Ads
www.GoToCMA.com
Banner Ads
Skyscraper Ads

6. Formerly the Mercer Regional Chamber, the MIDJersey Chamber of
Commerce is expanding its membership and service area to encompass New
Jersey’s entire central region. Our new name re-positions and symbolizes
our organization’s wider outreach to business, cultural, community and
government organizations and their representatives throughout New Jersey’s
central region.
Why Expand the Chamber’s Service Area?
Over 35% of Chamber member businesses are located outside of Mercer
County, underscoring the broader regional appeal of the Chamber’s services,
opportunities and the wider resonance of its programs to the Central Jersey area.
As a united business community, it’s time we embrace the unique and diverse
qualities of the Central Jersey region. We are the right Chamber at the right
time to define this region and raise awareness for the benefits of doing
business here.
Our New Logo.
The red “ring of commerce” emphasizes our MIDJersey geographic and
service orientation.
Being open-ended, the ring symbolizes an inclusive yet expanding community
of diverse business and societal interests united by a common overarching
goal of collective economic, social and cultural growth.
Our New Branding Tag Line:
The hub of New Jersey business.
A hub implies a central and single source of multiple business, economic
and community growth solutions, resources and services. As the geographic
hub of the Garden State, the MIDJersey Chamber is a crossroads for doing
business in New Jersey.
The Mercer Regional Chamber
is now the MIDJersey Chamber
of Commerce.
We’re growing
to help you grow!
Fact Sheet
collateral/
direct mail
Fact sheets, posters, e-blasts and direct mail, informed
current and potential Chamber members of the name
change, the rationale for the rebranding and the benefits
of mid-state expansion, explaining “we’re growing to help
you grow.” A stationery suite, powerpoint presentation and
animated header displaying the old logo transitioning to the
new logo were also developed.
E X P E C T R E S U L T S
Direct Mail

7. Responding to broader regional growth opportunities, the MIDJersey Chamber is evolving to its new identity.
For 145 years, the MIDJersey Chamber of Commerce has represented and supported the diverse Central New
Jersey business community through growth-driven solutions and services. The Chamber unites the region with
a common goal of collective economic, social and cultural growth, and serves as a hub for economic resources
and valuable connections.
Central New Jersey’s Chamber
formerly
The Mercer Regional Chamber is now
the MIDJersey Chamber of Commerce.
A new brand has emerged.
• First Chamber of Commerce in
New Jersey (1868)
• January 2013, marks our
145th anniversary
• 2011: NJBiz’s #3 “Top Chamber
of Commerce”
• 10 Chapters (North Route 130
is newest)
• 35% of membership outside of
Mercer County, including PA
• Over 1,000 member businesses
Did You Know?
For more information on the MIDJersey Chamber of Commerce, please visit our website at
www.MIDJerseyChamber.org or call 609-689-9960.
Posters
Letterhead Envelope
Business Cards
www.GoToCMA.com
1A Quakerbridge Plaza Drive
Suite 2
Mercerville, NJ 08619-1248
MIDJerseyChamber.org
1A Quakerbridge Plaza Drive
Suite 2
Mercerville, NJ 08619-1248
Orsola Andersen
Marketing Communications Manager
orsola@MIDJerseyChamber.org
P 609.689.9960 x21
F 609.586.9989
Pocket Folder

8. E X P E C T R E S U L T S
CMA played a central role in a press conference with
Chamber executives formally announcing the rebrand
and name change. CMA created a media kit for press
representatives at the event, a press conference invitation,
a media alert and media relations at the announcement
event. The result was strong regional editorial coverage.
public relations
Top Photo from Left to Right: Kaitlin Friedmann, CMA Manager of Public Relations; Erin Klebaur, CMA Director of Marketing
Services; Orsola Andersen, MJCC Marketing and Communications Manager; Jeffrey Barnhart, CMA President and CEO.

9. results
“CMA’s ability to identify the
factors contributing to our
organization’s growth and
seamlessly turn those factors
into a sound strategic plan,
was a true showcase of the
firm’s expertise in strategy
and understanding of the
client’s vision.”
“The outcome was even
better than expected. Not
only the name, MIDJersey
Chamber of Commerce, was
WOW, but the roll out was
superb…The response has
been wonderful.”
www.GoToCMA.com
The rebranding campaign generated broad public awareness of
the MIDJersey Chamber’s new identity and direction, including
awareness among Chamber members about the strategic
rationale and goals of the name change. The Chamber has
successfully embarked on its expanded regional mission with
the wind of the campaign in its sails.
— Carol Beske,
President, ACT Engineers, Inc.
Past Chairman, Board of Directors,
MIDJersey Chamber of Commerce
— Timothy Losch,
Regional President, Central Region,
Fulton Bank of New Jersey
Past Chairman, Board of Directors,
MIDJersey Chamber of Commerce
“The rebrand showcased
CMA’s expertise of the region
in a way that truly translates
into strategic marketing.
Any organization looking
for strategy, results and
long-term success would
be wise to look to CMA.”
— Sherise Ritter
Managing Partner, The Mercadien Group
Past Chairman, Board of Directors,
MIDJersey Chamber of Commerce

10. 191 Clarksville Road, Princeton Jct., NJ 08550
609.297.2235 • 609.799.7032 Fax
www.GoToCMA.com
E X P E C T R E S U L T S
CMA services include:
Strategic Marketing • Brand Strategy
Content Creation • Interactive Media
Traditional Media • Public Relations
“Being selected to partner
with the MIDJersey Chamber
of Commerce for this pivotal
organizational change was
a tremendous opportunity
for CMA. Exerting a synergy
of expertise and passion on
the Chamber’s transition, our
team looks forward with pride
to the continued success
of both the Chamber and
Mid-Jersey region.”
— Jeffrey E. Barnhart
President CEO
Creative Marketing Alliance