In today’s digitally-driven world, the marketing challenge for a Chamber of Commerce is a unique and complex one. It’s not about selling a product; it’s about selling a community, a vision, and tangible ROI to a diverse group of local businesses. For too long, the value proposition of a chamber has been seen as networking events and annual directories—the buffet line of business connections.
But the most successful chambers understand that modern marketing requires a shift. It demands a sophisticated, multi-channel strategy centered on storytelling and demonstrable value.
In the latest episode of the Moxie Creative podcast, “Marketing a Chamber of Commerce: Emily Bertram on Strategy, Community & Growth,” we sat down with Emily Bertram, Director of Marketing & Communications for the St. Cloud Area of Commerce and editor of Business Central Magazine. Her career path, detailed in the episode, reveals a unique blend of B2C tourism marketing experience and B2B communications expertise, culminating in a powerful blueprint for moving past old-school tactics and leveraging digital prowess and authentic communication to fuel unprecedented member growth and community engagement in Central Minnesota.
The Evolution of a Chamber Marketer: From Tourism to Trade
Emily Bertram’s story is Central Minnesota through and through, but her professional journey provided the diverse skills needed for her complex role.
Her initial experience included account management at a local marketing agency, where she was first introduced to the value of Chamber networking and being “in the know” about the community. This early connection to the local business scene was critical.
She then spent six years as the Marketing Manager for Visit Greater St. Cloud (the Convention and Visitors Bureau, a division of the Chamber), marketing the area as a tourism destination. This role was largely B2C (Business-to-Consumer), honing her skills in:
- Promoting a location as a desired experience.
- Utilizing diverse digital and traditional media for broad appeal.
- Understanding the economic impact of community perception.
When she transitioned to the Chamber side in 2022 as the Director of Marketing & Communications, the focus shifted entirely to B2B (Business-to-Business). As Emily notes in the podcast, this change required sharpening her communication and writing skills above pure social media networking. The core difference? Marketing a tourism destination is about the end user; marketing a Chamber is about being a trusted resource that helps businesses grow, thrive, and succeed.
Strategy 1: The Power of the High-Value Content Hub
A central tenet of a successful Chamber marketing strategy is establishing a content hub that provides legitimate value, not just announcements. For the St. Cloud Area Chamber, this is anchored by their flagship publication, Business Central Magazine, which Emily Bertram oversees and edits.
The Magazine as a Marketing and Authority Engine
Business Central Magazine, which began in 2000, is far more than a simple bulletin; it’s a sophisticated content marketing tool that consumes nearly 50% of Emily’s time. Its purpose is to be a resource for business owners and upper-level professionals.
- Tools for Success: Every bi-monthly issue provides actionable management tools, from reading financial statements to interpreting social media analytics. This positions the Chamber as a source of professional development.
- The Power of Local Storytelling: The magazine features a cover story on a local business—sometimes a large entity, sometimes a foundational small business. This dedication to celebrating local success fosters a deep sense of community and provides valuable recognition to members.
- Authority Building: By consistently publishing high-quality, relevant content, the magazine helps position the Chamber as a thought leader in Central Minnesota commerce, boosting its credibility in the eyes of policymakers, members, and potential recruits.
Emily’s approach ensures that the content’s life extends far beyond the print run, maximizing SEO value and audience reach. She leverages contributing writers—including Moxie Creative—to maintain a high standard of expertise and diversity of topics, ensuring the content is both valuable and evergreen.
Strategy 2: Multi-Faceted Engagement Across Three Key Buckets
A Chamber’s programming typically serves three distinct needs, and Emily’s marketing strategy is designed to promote value across all three buckets simultaneously:
1. Networking (The Human Connection)
The Chamber excels at facilitating human connection, which is essential in a region that feels like a “big town but a small town” where networking is crucial. The marketing for these events emphasizes consistency and accessibility.
- The Flagship: The weekly Chamber Connection meeting draws an average of 130 attendees. While the public speaking element can be daunting, its high energy is a core marketing feature.
- Targeted Reach: The membership includes the Waite Park and Sartell/St. Joseph Area Chambers, requiring a deliberate marketing effort to honor their distinct identities. This is achieved by holding monthly meetings in those specific towns, featuring local caterers, and bringing in local school boards and city representatives. This ensures the “St. Cloud Area” is not perceived as St. Cloud only.
- Accessibility: The marketing encourages non-members to “try it out” by offering three free, non-ticketed meetings—a strategy that lowers the barrier to entry and allows the Chamber to “hook” prospects through demonstrable value.
2. Professional Development (The Learning Curve)
These events are marketed to appeal to business growth and employee retention.
- Lunchtime Learning: Monthly sessions with speakers on varying topics provide dual value: networking and education.
- Leadership Programs: Premier offerings like the nine-month Leadership Program are marketed as high-ROI investments in employee skill and community awareness.
- Advocacy & Inclusivity: Events like the annual Action Summit (focused on inclusivity, belonging, and leadership through polarizing times) showcase the Chamber’s commitment to modern workplace issues.
3. Advocacy (The Policy Impact)
Government affairs are a huge part of a Chamber’s role, and the marketing highlights this policy influence as a core member benefit.
- Access to Power: Marketing efforts highlight unique access opportunities, such as the annual trip to Washington D.C. or evening sessions with local legislators. This is a critical selling point for upper-level business leaders.
- Informed Membership: Monthly Government Affairs events keep members informed on policies “coming down the line,” positioning the Chamber as an essential guardian and advocate for the Central Minnesota business community.
Strategy 3: The User-First Digital Refresh
A major strategic undertaking for the Chamber, in collaboration with Moxie Creative, was the website refresh. As a Director of Marketing, Emily recognized that an outdated site could sabotage every other marketing effort.
The decision to update was driven by two key marketing imperatives:
- Brand Representation: The old site was not representative of their “We Are Happening” campaign. The website is often the first impression for prospective members or people moving to the community, and it must accurately reflect the organization’s modern, high-energy brand.
- Improved User Experience (UX): The previous site was “clunky” with a confusing menu structure. A poor UX creates friction for members trying to find information, register for events, or utilize their benefits.
The new site focused on optimization rather than a complete rebuild, but the impact has been immediately measurable. The conversion form for “Become a Member” clicks is busier than ever before, proving that a clear, modern design and user-centric navigation directly impact recruitment efforts. Integrating the site with the organization’s CRM was also key, making the back-end management of membership data and events more efficient.
The Final Takeaway: Community as the Ultimate Marketing Differentiator
Ultimately, Emily Bertram’s marketing philosophy for the St. Cloud Area Chamber is rooted in the belief that the organization’s true value lies in its role as a community cultivator.
In the podcast, she stresses that the St. Cloud area is a community of “doers” and small businesses characterized by incredible philanthropy and a culture of supporting non-profits. This ecosystem of giving back is the Chamber’s greatest marketing asset.
For a business owner, membership isn’t just about the Friday meetings; it’s about being part of this powerful, supportive ecosystem. As co-host Kelly Kane notes, Chamber members are known to do business with other Chamber members. The marketing job, then, is to continuously facilitate and showcase that trust and connection.
The blueprint for success for any Chamber or association, according to Emily Bertram’s experience, is clear:
- Tell Authentic Stories: Leverage print and digital media (like Business Central) to celebrate member successes and provide useful business tools.
- Prioritize UX and Accessibility: Ensure your website is a modern, frictionless sales and service tool that converts visitors into engaged members.
- Offer Flexible Value: Acknowledge that members have limited time; offer different levels of engagement (Networking, Professional Development, Advocacy) so everyone can find something that “works if you work it.”
By focusing on these strategies, the St. Cloud Area Chamber, aided by marketing partners like Moxie Creative, has transformed its marketing efforts from basic communication into a sophisticated, multi-channel strategy that effectively drives growth, connection, and economic vitality across Central Minnesota.
Tune In and Get Inspired
Ready to infuse your organization’s strategy with the power of community-focused marketing? Hear the full strategy, community insights, and growth advice straight from Emily Bertram. Listen to the Moxie Creative podcast episode: “Marketing a Chamber of Commerce: Emily Bertram on Strategy, Community & Growth” today!
