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Brandon Burton 0:00
This is the Chamber Chat Podcast, the show dedicated to chamber professionals to spark ideas and to get actionable tips and strategies to better serve your members and community.
Hello, Chamber Champions. Welcome to Chamber Chat Podcast. I’m your hosts Brandon Burton. And it’s my goal here on the podcast to introduce you to people and ideas to better help you serve your Chamber members and your community. You’re joining us for a special episode as part of our 2023 ACCE Chamber the Year Finalist Series.
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Becki Womble 1:03
I’ve been using Community Matters for probably six or seven years now. And in a previous life, I sold commercial printing so I can highly recommend Community Matters because it’s a complete turnkey job for any busy chamber exec and it’s a wonderful, beautiful printed product whenever you’re finished. And I just I’m very sold on Community Matters. And with a printing background I just big endorsement from me.
Brandon Burton 1:44
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Our guest for this episode is Jody Perry. Jody has led the Richland Area Chamber and Economic Development in Mansfield, Ohio since July 2014 and 2017. She also took over leadership for the Richland Community Development Group. In this combined role she’s responsible for leading the county wide economic community and workforce development efforts. Prior to this position, she led the grease New York and Van Wert Ohio area chambers of commerce and also served on the staff of the Ashland Ohio area Chamber of Commerce. Jody received her Bachelors of Arts in political science and religion from Ashland University in Ashland, Ohio. Jody earned her IOM designation in 2008. In 2018, she received her distinction as a CCE the highest certification in the industry. Jody received the 2019 Athena award for Richland County, the important the importance of business was instilled at her at a young age she grew up in a family of entrepreneurs in Rochester, New York. Another interesting fact is Jody was a prior guest on the on the chamber chat podcast back in episode 53, as she talked about community development projects, but Jodi, I’m thrilled to have you back with us on chamber chat podcast. I’d love for you to say hello to all the chamber champions that are listening and share something interesting about yourself so we can all get to know you a little better.
Jodie Perry 3:34
Awesome. Well, thanks, Brandon. I appreciate being back on and great to chat with my fellow chamber. peers across the country. So something interesting about myself Well, I’m a proud dog mom, to a rambunctious, adopted mutt named Elizabeth Bennett, Lizzie Bennet. I’m a big Pride and Prejudice fan. So so she keeps me busy most days and I love being an aunt to several nieces and nephews as well.
Brandon Burton 4:05
That’s awesome. Well tell us a little bit about the Richland Area Chamber. You guys are obviously doing some great things to get noticed as a chamber, the year finalist. So tell us a little bit about the size of your chamber staff size, budget scope of work just to kind of give us an idea before we get into our discussion. Sure.
Jodie Perry 4:25
So we represent Richland County, Ohio, our largest city, as you noted earlier was in Mansfield, Ohio. That’s a lot of people would know us for that. Fun fact we were where the Shawshank Redemption movie was filmed 25 plus years ago now so yes, so the old prison still brings in hundreds of 1000s of people actually a year to see that. So just kind of fun here. We have a little over 1000 members here. Were a staff of 11 nine full time to part time and Our budgets about $1.2 million. And in my bio, you noted, we are a combined entity. So we have the chamber, we have a chamber Foundation, a 501, C three, as well as another 501 C three, which does our economic development, workforce development and community development. So the staff kind of serves across all those three areas.
Brandon Burton 5:24
Awesome. Now that having two foundations that’ll that’ll help keep you busy and well funded to hopefully so that’s good. So on these chamber, the your finalist episodes, what I like to do is focus the majority of our time on the the two programs that were submitted on your chamber the year application. And what I’d like to do is just have you tell us at a high level what those two programs are, and then we can circle back and go a little more in depth with each of them?
Jodie Perry 5:52
Great. Well, the first one that we submitted was called Richland works. And it was a program that was a fusion of communication efforts and workforce development. We joined with our local job and Family Services Office and that our local area 10 Workforce Development Board, they actually funded this project, which was a unique, we’ve done a lot with our government entities around workforce. So they’ve been able to use some of the federal dollars coming in, which I think is important for other chambers to know, if you’re if you’re not working with them or not regularly reaching out, I would highly encourage that. We’ve done that for many years. In fact, they helped fund our workforce development position too. But this project was called Richland works, the budget was just a little over $100,000. And we filmed 35, about three minutes videos featuring local employers, they kind of went through all the types of employers that we have. We’re a strong manufacturing community. So we did a lot of types of manufacturing, health care, nonprofit arts and entertainment. And the goal is really twofold, I would say first was, you know, these were all businesses that were actively hiring. So in the short term, we wanted to help connect them through this digital marketing campaign to potential employees. And then secondly, and kind of the more long term effect is to be able to use these in the schools, teaching students about the job opportunities that are locally happening. So in addition to filming the videos, we had a promoted social media campaign for each one. They have really done huge numbers on our social media. They’re all hosted also on our website, so we can see the traffic that has been driven to that landing page. We actually also just finished a community wide brands here. So we were able to work the brand into the, to this project as well. So it was kind of a really good fusion of all of those things. And you know, just kind of early return. So we’re still finishing up a couple of the last ones that are being promoted, the all the videos are done. But you know, we’ve had employers say, Yep, we’ve made, you know, direct hires off of this, when when your videos were promoted, we could see the traffic on our sites increase. So we knew it was working. And it’s been good. The other thing that was a part of this was a podcast that we called the workforce pulse. So we talked about workforce development, and interviewed everyone from our lieutenant governor in the state of Ohio, who kind of Heads Up statewide workforce efforts to some of our more local partners, and just really trying to help people put words to a word that we all use a lot, which is workforce development, but I think the average person doesn’t really understand what that means.
Brandon Burton 8:54
Yeah, workforce development has such a wide scope. So for the Layperson in the community to try to figure out what you’re talking about. might need a little bit more context, but I love you guys do a podcast always a big fan when I hear chambers doing podcasts a great job. Are you still doing the podcast? Or was that a series that you did for a limited time sort of a thing?
Jodie Perry 9:16
So far, it’s been limited. We did kind of two seasons of it. And we have talked about continuing it and maybe using it to focus more on people that have moved here. So kind of talent attraction. A little bit more specifically, but we haven’t moved ahead with that. Yeah, so we’re still kind of kicking around. What do we do with it? But But yeah, it was successful and well received. So we were they kind of got our brains thinking around what we could do elsewise,
Brandon Burton 9:47
right, so I know I had asked for the two programs high level but now I’m getting into the details on this. So we’ll we’ll roll with that. And you had mentioned that with these 35 three minute videos that you’re promoting them on Social media. But you had also mentioned that the increase in traffic to that landing page where you’re hosting the videos. Can you talk to us a little bit more about that? Because I know a lot of times social media is going to perform best if you upload the video directly. But how are you still driving people to your website on that front?
Jodie Perry 10:18
Sure. So. So we began, the video started being filmed in early 2022, the social kind of promotion sites started in the middle of last year. And we’ve, you know, dripped, obviously, with 35 of them, we didn’t want them all to hit at once, because that would diminish the returns there. So we’ve been dripping them every week to two weeks, since that point. So since then, to up to the time that we submitted the application, early May, we had over 170,000 views combined on all those videos. So, you know, Facebook being the, by far the leader there, but we have linked to this in with our own Google ads campaign, as well as YouTube and in the other channels that you would expect. Our website, which we, we did have a landing page created for that that has had over 15,000 unique visitors over that time. So certainly a lot less than the views, but a lot more than our normal website hits. So we can see, you know, on the backside with some of the analytics, where those leads are coming from. And the other thing that we did on that page was create a form that people can fill out. So you know, if they’re potentially looking to move here, or they’re looking for more assistance, you know, we have a way of kind of a call to action for them to reach out to us, so that we can help connect them in.
Brandon Burton 11:49
Okay, so you’ve dropped another great nugget in there about how you integrated your Google ads and those sorts of things. So how are you retargeting and addressing these, you know, that your the traffic that you’re getting in here? How are you taking advantage of that going forward?
Jodie Perry 12:07
So Google has so this is where I think having a 501 C three partner with your chamber really can pay dividends. So they have a a Google for Nonprofits campaign, that once you’re qualified for, they will give you up to $10,000 per month for Google ads. So again, that is attached to our kind of economic and workforce development side of the house. So we’re not using our Google ads for the more traditional chamber events and things that you might think we’re using it for, you know, locate your business here, we’ve kind of promoted our industrial properties. And then particularly during the last six months to a year, we’ve had a secondary campaign, running parallel around workforce development. And so, you know, this has been something we’ve been really excited about. And I think it’s it’s been good timing of the, you know, some of the challenges that we had before was we didn’t have the assets to promote things. So you know, we could talk about the community, but we didn’t have good video, we didn’t have good still photography. That was a piece of this campaign, too. And now we have this really huge wealth of assets, combined with that community brand I mentioned earlier, which has given us some really good verbiage and things that we need to describe the community. And it’s all able to come together around the the Google ads campaign, as well as some of the things that are happening on social and so I just it, I’d love to say, Oh, well, we timed that all very strategically to come together at the same time. We didn’t. But it’s, you know, happenstance was it all did come together at the same time. And so I think that we’ve been able to leverage that a lot more fully than we would have two to three years ago, even
Brandon Burton 14:01
Yeah, so much of it is just recognizing the opportunities that you have. And so you have this specific program, which then works but then to be able to add on top, you know, the tie in with the Google ads and the retargeting and everything. And so not that you necessarily plan it with your new branding and everything, but you leverage you see where things would align, and you take advantage of that. Yeah. Can you tell us a little bit more about the education side so and workforce development has a lot of different angles to it. So in the school systems, how are you getting it in front of students? How are you helping to educate them about jobs, and I know it’s at least what I’ve seen in the past, you have a great idea. And when it comes to other people helping to implement it, it may be hard sometimes to execute and have a fulfill. So how are you working through that end of the education side?
Jodie Perry 14:55
Sure. So we’ve been, you know, building relationships with our schools for yours at this point. And so I think that helps us when we been able to go to them, they’ve worked with us on different projects over the years, we have done a very successful student job fair, the last, I think, three to four years. Two years ago, we changed it up to make it a reverse job fair. So the students are setting up the booths, and the employers are walking around. And that has been a really cool inversion. And we’re trying to get more students there, we would love to see better participation from the student side, the employers are all over it, no surprise. But that’s kind of, you know, one of the direct ways that we’re working with them. And then, you know, over the summer, just recently, we’ve done tours, with our superintendents, with teachers, we’ve been a part of all of that, you know, so we have a good ecosystem here, kind of working around the workforce area. So some of the things we lead some of the things we just help connect on. But we have been sending these videos out to the superintendents and the teachers and saying, you know, we want you to think about using them. And we knew we had success, when we, one of the superintendents copied us on what he had pushed out to his entire district, which was the link to the page, and basically said, you’re gonna use these next year in school. And I’d like to see how that happens. And so, you know, we were really excited to just see that pickup happening. And we think that will continue to happen, because really, the videos, I think, you know, they have a fairly long lifespan in terms of the education, you know, obviously, their their hiring needs will vary a little bit, but but they don’t talk specifically about their immediate hiring needs. It’s more about just what is the culture as an employer at that agency?
Brandon Burton 16:52
Right. Now? I’d love that it when you went about that, the idea of having the videos and sharing it with the schools, was it to share it in the classroom or guidance counselor’s sharing it or through social media pages through the school system? What was the vision? And is it is it aligning with what the vision was?
Jodie Perry 17:12
Yeah, I would say probably our primary thought at the time was through classrooms. So really, you know, we have a lot of technology. We’re technology schools here. So those are kind of low hanging fruit. They already do things like this. So we wanted to give them some fresh material for that, and particularly local materials. So you know, don’t just use stock manufacturing footage. Let’s show you the headquarters of Gorman, Rob, can you know manufacturing looks a lot different these days than it used to. But yes, long term, we want guidance counselor’s. We also have a locally funded program not through the chamber, but we provide assistance to them, which puts career coaches in each of our school systems and so they’re working with students every day, they’re not full time teachers or anything, they’re just a lot of them are retired teachers doing it part time but so we’re encouraging them to use these videos to as they’re working with students to try to just help them figure out you know, again, what exists locally, but but just also what exists on a larger scale for them.
Brandon Burton 18:22
Yeah, that’s awesome. So I love the idea of the reverse job fair. And that could be a whole nother podcast episode. I would love to dive deep and just learn all the ins and outs of that yeah, so let’s let’s look at shifting gears and and focusing a little bit more on the other program that was submitted on your chamber the your application as soon as they get back from this quick break.
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Raquel Borges 21:24
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Brandon Burton 22:12
All right, Jodi, we’re back. So as I mentioned before the break, we’re going to shift over to the second program that you guys submitted on your chamber the your application, can you tell us what that was and kind of what it’s all about?
Jodie Perry 22:26
Sure. So we did a program at the beginning of 2022. This is a long name, but it was called the Richland County COVID-19 Food and Beverage entertainment venue and lodging and tourism grant program. Long name to say we provided grants to small businesses in those targeted areas. We partnered with our Richland County Commissioners as well as the city of Mansfield who funded the grants through their ARPA dollars, the allocations that they received locally. And actually, we had already done a successful version of this program, a little wider scope, back in 2020, where we gave, at that time, over $2.7 million, almost 500 local businesses right in the heart of COVID. And so like many chambers, I think, you know, we found ourselves right at the center of the action during COVID, in really being a key resource and helping our businesses stay active. But as things went on, and in, you know, the initial impact in the 2020 had kind of faded, but we saw just like everyone else, you know, hotel revenues continued to be down a little bit. Food and Beverage, particularly it was still taking time in 2021, we are still having those bigger waves. And, you know, entertainment venues, you know, they things just weren’t back to normal. And so when the ARPA dollars were passed, both the government agencies said, Hey, we did this successfully last time, we’d like to partner with you again. But this time, let’s focus in on the businesses that are particularly still lagging. But let’s give them also slightly larger grants. So we gave grants up to $30,000. And in this program, we gave away over 56 grants, and it was just a little over a million dollars to local businesses. So a lot of work, but definitely things that were much needed, and kept, quite frankly, kept some of those places afloat, particularly some of the smaller nonprofits that fit in that area.
Brandon Burton 24:39
Yeah. So anticipate you I mean, through your your membership database, right. You can sort through these kinds of tourism type businesses and food and beverage and hotels and so forth to target to inform. I’m sure you sent some sort of an invitation to fill out an application what was the process like for them to apply? And to to gain access to these grant funds,
Jodie Perry 25:03
you’re. So actually you didn’t have to be a member. Of course, we did have a lot of members that received grants, but we worked hard to get the word out that you didn’t have to be a member to receive this. You didn’t have to be located in Richland County, you had to be able to show that you had loss of revenue. So there was some members and businesses that just didn’t qualify because they didn’t lose enough revenue, which is ultimately a good thing did make for some interesting conversations. Sometimes when I had to tell them, Well, I’m sorry, you just didn’t lose enough money, which is good. But we did a whole marketing campaign around that we held some online, Zoom informational sessions, and then did a lot of social media marketing to really get the word out there. So then, you know, when it came time to open the grants, which was just after the first of the year and 2022. You know, everyone knew in advance what the questions were, we did operate this one a little differently than our previous iteration. So we looked at the the applications as they came in, even though both government agencies gave us a limited amount of money, they both kind of indicated, look, if you have a, you know, a run on these, and it’s truly businesses in need, we will allocate more funds. So we felt comfortable that, you know, we needed to make sure we went through a really rigorous process to make sure they met all of the qualifications, but that we felt pretty comfortable, we could help everyone who really was going to qualify, so. So it took us probably beginning to end, it was about a five month process of kind of the planning, you know, about a month and a half of the application window. And then, you know, businesses had to provide a lot of documentation, because as you can imagine, with government dollars, there’s a lot of auditing that goes on on the back side, and we have mine that the first time around, so we had to get a lot of information and, and worked through it. But in the end, it was really well received. And like I said, definitely made a difference with some of those businesses.
Brandon Burton 27:13
Yeah. So chamber was very involved in not only just from the communication and and broadcasting the information out there, but actually filtering through the applications and seeing who qualifies and to be able to kind of sort through I can imagine a lot of work. Let alone the the audits and everything afterwards, right. Yes, yeah. So is there any, you know, an example or two that stand out of businesses that that really had a big impact on or, like, I know the industry in general, the tourism industry, but usually there’s there’s a couple that really stand out? It’s like they needed these funds? Are there any examples that you can share with us?
Jodie Perry 27:57
Yeah, a good one would be right in the heart of downtown Mansfield, we have a carousel, a wooden carousel, called Richmond carousel Park. And as you can imagine, they were closed. They’re a nonprofit, and, you know, run mostly by volunteers, and they had not qualified for some of the other grants that were coming out through the state. PPP for them wasn’t as impactful, because they don’t have a lot of employees, they have a lot of volunteers. So, you know, when we reached out, I noticed they hadn’t applied. And so I gave them a call. And I was, you know, just like, hey, I just want to make sure you saw we had this and, and she kind of had already assumed that they wouldn’t qualify. But for us, we weren’t necessarily looking at payroll, that was one way you could get the the reimbursement. But there were other things you can claim, you had to have at least a 10% loss to qualify for it, theirs was was much larger. So they ended up qualifying for the full $30,000. And I thought the director was going to start crying when I called to tell her that it was just, you know, it really made a big impact on you know, them being able to get back in and going again, at more of a full pace. And there was another one too, it was a small local bakery, similar situation where they you know, I think they had received some PPP money, but it was relatively small and just because of their size, and so actually they qualified for $20,000 which was huge to them and they were teetering on closing just because you know, the cash flow wasn’t there. They were still on the newer side and, and that has kept them going. So you know, some really good uplifting stories. It made all of the work and the spreadsheets and all of the things that we had to do to make it work. Definitely very worthwhile.
Brandon Burton 29:59
That’s all Awesome, I love hearing stories like that, for sure, you guys are definitely making an impact in the community. So that that is evident. As we start to wrap things up here, I wanted to ask if for those listening, if you might have any tip or action item for chambers who are interested in taking their chamber up to the next level,
Jodie Perry 30:21
you know, honestly, my best suggestion is to, to apply for this award, even if you don’t think you’re ready for it. So we, I’ve applied for this four times twice at a previous chamber. And then this is the second time that we’ve applied here, the other one was back in 2019. And it was probably about the time I was on here the first time. And, you know, when I was working through the application with our team this year, I really was so excited to see our progress in that time, between 2019 to 2023. You know, I think a lot of times as chamber leaders, you know, we’re busy, and so we don’t often slow down to really appreciate that progress. And it’s definitely an area we’ve grown in, in in that time, you know, we’ve added some staff, we’ve really been beefed up our communications, which has made a huge difference. In in both of the programs that you just heard about, you know, we’re producing annual reports regularly, just things like that. And it really, you know, my my best thing is always to aim high. And then, you know, it gives you an idea of what you need to work towards, even if you don’t ultimately hit it the first time. And, you know, I don’t know if I shared this last time around. But same with your CCE, you know, I I had to go through that program twice, I always joke I was the reject. But you know, the first time it was a really, it was a great process, I just didn’t have a project that was strong enough. That’s kind of where it was, it was also different being interviewed by your peers versus, you know, interviewed by the board. But I came back the next year got it. And you know, in both instances, I I’m super proud of the fact that I can see the growth both in myself and then here at the chamber by kind of, you know, being told no the first time, and I think that just makes you stronger as a leader by not giving up.
Brandon Burton 32:26
But and I appreciate you being transparent and open about that too. And the idea that that there are people that are turned away the first time and it really shows what that distinction means, you know, really means that you’re, you’re you’re taking the profession seriously your professional development and everything that goes with that. Yeah. So Jody, as we look to the future of chambers of commerce, how do you see the future chambers and their purpose going forward?
Jodie Perry 32:53
I think the chambers are at the heart of our community. And actually, I think COVID cemented that even more. For us locally, it certainly did. You know, that was obviously a unique and a unique time for all of us full of turmoil. But I would say, you know, those two years of when we’re really in the heart of it, I have never felt like we were more in our mission statement zone than during that time. You know, there was just a lot of things that, you know, you kind of strip away some of the clutter and the things that get in the way. And I will say that, you know, for us now, you know, we have built and cemented a lot of relationships locally that came out of that time that, you know, quite frankly, the chamber is at the heart of almost every major project that’s happening in our community doesn’t mean I’m not trying to take credit for them. But but we’re always at the table. We’re always a player. And I think that, you know, chambers should be playing that role in their community. And, you know, sometimes we have ceded that to other organizations, or other entities and I think, you know, the power of convening, the power of influence that that we have in this role should not be taken lightly. And I think it’s it’s unique. What we do is unique from what government does or from what other you know, the foundation or the philanthropic world does. In we were kind of a good touch point for all of those different entities.
Brandon Burton 34:37
Absolutely. Well, God This has been a blast to have you back on the podcast. It’s always very reassuring to me to see somebody I’ve had on the podcast, you know, it seems like long ago, the selected as a chamber, the year finalist, so congratulations to you and your team. I’d love to give you an opportunity to share any contact information for listeners who may want to reach out and can To you and learn more maybe about these programs that you guys are are promoting within your community.
Jodie Perry 35:05
There are so definitely first I’ll start with our website which is just RichlandAreaChamber.com. You could Google Richland Works, that should bring up the landing page for that program as well. My email address is just jperry@richlandareachamber.com. And our phone number is 419-522-3211. And I would be remiss if I didn’t give a huge shout out to my team because while I’m the spokesperson on a couple of these, you know, they very much are at the heart of all of this work and super, super proud and it feels special to be going through this with them.
Brandon Burton 35:48
Absolutely. Yeah. Can’t do it without the team so you’re sure got a good one around you. Absolutely. Oh god, thank you for spending time with us today and sharing these insights of these impactful programs you guys are doing there and the Richmond area Chamber. And I wish you and your team Best of luck as chamber the year.
Jodie Perry 36:07
Thanks so much, Brandon.
Brandon Burton 36:08
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