A Case Study Analysis of a Current Communication Issue Facing The Greater El Paso Chamber of Commerce

Presented by: Eloy AtkinsonTom Sudetic Vanda Vigil

Kristen White

Introduction

The Greater El Paso Chamber of Commerce (The Chamber): Established in 1899 Purpose is to improve economic

prosperity Operates for charitable, scientific, literary,

and educational purposes. In 2009 alone, there have been over 25

achievements the Chamber is responsible for contributing to the city of El Paso

Mission

The Greater El Paso Chamber of Commerce is the voice for business that is opportunity focused, integrity based, supporting community and military partnerships to promote regional economic prosperity and trade

Goals

Decision making process: Collaborative Community Based Diversity Ethics Member Driven Outreach Service

History

Contributes to El Paso’s economic development and growth

Utilizes NAFTA to help promote business

Supports Fort Bliss initiatives Capitalizes on business

opportunities

Description

Five Divisions: Government Regulations Education and Workforce Armed Forces Leadership El Paso Business Development

The Government Regulations

• The purpose is to support and regulate all types and sizes of businesses in El Paso dealing with their growth, economic stability, and ability to maintain business

Business Development• Focuses on all El Paso businesses

created, possessed, and expanded by providing access to capital, information, and customers.

Strengths

The Greater El Paso Chamber of Commerce is a community partner that focuses on enhancing the local business community

They are one of the best resources El Paso has to advocate and pursue economic regional development

Network is very extensive and can help businesses increase sales by marketing to a reach of over 300 business people every month

The Chamber recruits, develops, and maintains a trained work force

Strengths

The Greater El Paso Chamber of Commerce operates exclusively for charitable, educational, scientific, and literary purposes relating to the city of El Paso

The Greater El Paso Chamber of Commerce has not been able to successfully respond to the publicity that has recently slandered the city’s image

Weaknesses

Chamber’s efforts concentrated on the improvement and development of pre-existing local businesses

Marketing strategies have not been fully developed to attract external business opportunities

Weaknesses

The El Paso population increase attributed to Fort Bliss expansions ; flight of Mexican residents to El Paso.

A necessity to increase the El Paso area business landscape to match the needs of the city’s growing population

Opportunities

Expansion within the Chamber’s current partnerships in the Business Development Division to attract businesses

Stimulus funding availability Utilization of their political voice to

address negative publicity

Opportunities

Negative publicity adversely affecting El Paso business industry

Juarez violence deterring existing and potential businesses

Forgone business opportunities The need for a stronger business

advocate partner

Threats

Nature of the Communication Strategy The Chambers Strategic Plan 2010:

Government Relations and Advocacy for Business

Quality of Life and Community Economic Prosperity and Growth Chamber Excellence

No specific approach towards image marketing of El Paso RedCo is only alternative

Communication Challenge

Despite the advantages El Paso has to offer, the industry milieu is in affliction. The Chamber can contribute an essential improvement to the current business level as well as the local morale by using their experience and resources

Current Issues Facing El Paso

Negative Publicity Adversely Affecting our Business Industry

Mexican Drug War Scaring Away Existing and Potential Business

Forgone Business Opportunities The Need for a Stronger Business

Advocate Partner

Negative Publicity

Despite all the support and achievements the Chamber has provided El Paso, negative publicity targeting the city of El Paso has begun to erode the advancements made by the Chamber

El Paso has been labeled as one of the most “drunkest”, “smelliest”, “ugliest”, “fattest”, and “most uneducated” city to live in

The Mexican Drug War

The current crisis from the drug wars is affecting the local economy by discouraging potential businesses from expanding to or investing in the El Paso area on behalf of the city

There has been a misconstrued notion that these acts of violence in Mexico will create a spillover effect into Juarez’s American sister city, El Paso

Forgone Business Opportunities El Paso will miss out on stimulus

monies if they are not utilized Current and future businesses to

take advantage of stimulus opportunities

Business growth not aligned to meet the needs of the growing El Paso population

The Need for Stronger Advocacy El Paso businesses and local

residents need a stronger advocate for the city

Negative publicity is not being addressed

Businesses need to know that El Paso is a great place to invest in

The Time to Act is Now It is time to resolve the communication

dilemma facing The Greater El Paso Chamber of Commerce and the City of El Paso The El Paso Chamber of Commerce needs to

be able to respond to the negative publicity that has recently slandered the city’s image

El Paso needs for The Chamber of Commerce to redesign its organizational structure to attract external business opportunities through effective marketing strategies

Solution #1

Marketing El Paso: Create an integrated marketing

campaign that emphasizes the positive qualities of El Paso Display El Paso in a positive light

Example:Las Vegas: “What Happens in Vegas, Stays

in Vegas.”

Solution #2

Increase Partnership Synergies: Increase synergy between The Regional

Economic Development Company and The Greater El Paso Chamber of Commerce

Solution #3

Stimulus Funding : Use stimulus funding to attract new and

external businesses It’s easier to get loans to start up

new businesses because $500 million in stimulus money was used to removal of borrower’s fees and expand its loan guarantee to 90 percent for its largest loan programs

Solution #4

Marketing and Fort Bliss: Communicate the significant

transformation of Fort Bliss. Predicted to expand to an estimate of

21,000 more troops as well as 30,000 more family members by 2013

Boost to El Paso economy by $3.7 billion dollars

Conclusion

Time to Act is NOW Economy of El Paso will have the

opportunity to expand with the advent of new business and the creation of jobs

Improvement in the quality of life for community residents

Improved perception of the area on an international level.

Thank You