Episode at a glance: Emily Bertram, Director of Marketing & Communications for the St. Cloud Area Chamber of Commerce and editor of Business Central Magazine, shares how she markets a chamber. She covers her move from tourism to B2B, the magazine as a content hub, networking, professional development, advocacy, and a website refresh with Moxie Creative. The key takeaway: community is the Chamber’s greatest marketing asset, because members do business with other members.
Listen to Episode 034 of Behind the Brand
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Episode chapters
- 00:00 Introduction to Behind the Brand
- 00:50 Meet Emily Bertram: Marketing Maven
- 01:50 Emily’s Journey to the Chamber
- 04:30 Transitioning Roles: From CVB to Chamber
- 08:26 Chamber Events and Networking
- 11:26 Business Central Magazine
- 13:37 Smooth Transition and Time Management
- 13:57 Marketing to Different Communities
- 16:29 Chamber Membership and Community Involvement
- 17:39 Website Redesign and Marketing Strategy
- 21:35 Community and Business Ecosystem
- 25:50 Conclusion and Contact Information
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. She is the Director of Marketing & Communications for the St. Cloud Area Chamber of Commerce and editor of Business Central Magazine.
Her career path, detailed in the episode, blends B2C tourism marketing experience with B2B communications expertise. The result is a practical blueprint for moving past old-school tactics. It shows how digital tools and authentic communication can drive member growth and community engagement in Central Minnesota.
How did Emily Bertram go from tourism marketing to the Chamber?
Emily Bertram’s story is Central Minnesota through and through, but her professional journey provided the diverse skills needed for her complex role.
Her first role was account management at a local marketing agency. That’s where she first saw 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.
In 2022 she moved to the Chamber side as Director of Marketing & Communications, and the focus shifted entirely to B2B (Business-to-Business). As Emily notes in the podcast, the change called for sharper communication and writing skills, not just 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.
How does Business Central Magazine build the Chamber’s authority?
Business Central Magazine, which began in 2000, is far more than a simple bulletin. It’s a sophisticated content marketing tool that takes up 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: Consistent, high-quality content positions the Chamber as a thought leader in Central Minnesota commerce. That boosts its credibility with 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.
What are the three ways the St. Cloud Area Chamber engages members?
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. That matters 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, so the marketing works to honor their distinct identities. Monthly meetings rotate through those towns, with local caterers, school boards, and city representatives. That way, the “St. Cloud Area” isn’t seen as St. Cloud only.
- Accessibility: The marketing invites non-members to “try it out” with three free, non-ticketed meetings. This lowers the barrier to entry and lets the Chamber “hook” prospects with real 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 focus on inclusivity, belonging, and leadership through polarizing times. They show 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.” That positions the Chamber as an essential advocate for the Central Minnesota business community.
Why did the St. Cloud Area Chamber refresh its website?
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 didn’t reflect their “We Are Happening” campaign. The website is often the first impression for prospective members and people moving to the community. It has to 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, and the impact was immediately measurable. The “Become a Member” form is busier than ever. That shows a clear, modern design and user-centric navigation directly drive recruitment.
Integrating the site with the organization’s CRM was also key. It made back-end management of membership data and events more efficient.
Why is community the Chamber's biggest 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. It has 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 Cane 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: Members have limited time, so offer different levels of engagement (Networking, Professional Development, Advocacy). That way, everyone can find something that “works if you work it.”
By focusing on these strategies, the St. Cloud Area Chamber, with marketing partners like Moxie Creative, has moved from basic communication to a multi-channel strategy. It 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!
Frequently Asked Questions
How many people attend the St. Cloud Area Chamber’s weekly meeting?
Emily Bertram shared that the weekly Chamber Connection meeting draws an average of 130 attendees. Non-members can try it out with three free, non-ticketed meetings, which lowers the barrier to entry.
How much of Emily Bertram’s time goes to Business Central Magazine?
Emily Bertram says Business Central Magazine, which began in 2000, takes up nearly 50% of her time. Each bi-monthly issue offers practical management tools and a cover story on a local business, with contributing writers including Moxie Creative.
What changed after the St. Cloud Area Chamber’s website refresh?
Emily Bertram explained that the refresh focused on optimization rather than a complete rebuild, and the impact was immediately measurable. The Become a Member form is busier than ever, and integrating the site with the Chamber’s CRM made managing membership data and events more efficient.
How is marketing a chamber different from marketing a tourism destination?
According to Emily Bertram, marketing a tourism destination is about the end user, while marketing a chamber is about being a trusted resource that helps businesses grow, thrive, and succeed. She notes the shift to B2B called for sharper communication and writing skills, not just social media networking.
