Challenge: Choose Chicago was at a tipping point. On an organizational front, a new CEO had just taken the reigns, and the destination was working to jumpstart its Choose Chicago brand and convention sales and marketing efforts. The partnership between the city, labor, and MPEA had recently agreed to make McCormick Place the easiest place to do business, and the new hotel development pipeline was growing with new projects. The city needed to shed its old reputation and re-engage its C-Level customers.
Solution: MYB conducted comprehensive research to understand Choose Chicago’s position in the market. After in-depth conversations with prospects that were fans and detractors, an extensive survey, a robust environmental scan and as assessment of their marketing and communications plan, MYB delivered a fully redesigned customer engagement strategy.
Results: It’s clear that Choose Chicago’s refreshed efforts are paying off. In addition to helping Choose Chicago connect with new convention business, MYB’s strategic plan envisioned an entirely new program to replace the traditional Customer Advisory Board and help the organization develop relationships at a higher level. Choose Chicago hosted two events with 35 CEOs and Executive Directors from the biggest associations in the US.
The Client’s Perspective: “MYB helped us to engage with our C-Level customers in new ways, and through that, better understand our association customers’ rapidly evolving needs and the complexity of their world.” D. Bradley Kent – Senior Vice President, Sales & Client Services.