COY Finalist Series 2019-Murray/Calloway County Chamber with Michelle Bundren

This transcript has been lightly edited for readability and to correct obvious transcription errors while preserving the meaning of the original conversation.

Episode 33 — Murray/Calloway County Chamber 2019 Chamber of the Year Finalist with Michelle Bundren
Clean Speaker-Labeled Transcript
Guest: Michelle Bundren
Automated QA: Passed

00:00.192 Brandon Burton
This is a special edition of Chamber Chat Podcast as I begin a series of interviewing the finalist for Chamber of the Year for 2019. I hope you enjoyed this series, but first, the intro. 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.
00:30.286 Brandon Burton
Thank you for tuning in today for our tenth interview in our special series of the 2019 ACCE Chamber of the Year finalists. This is episode 33 of Chamber Chat Podcast, and I'm Brandon Burton. It is my goal to introduce you to people and to ideas so you can better serve your Chamber members and your community. If you're new to ChamberThat Podcast, please visit our Get Started page so you can learn more about what you can expect from the show and you can receive some valuable tips for some nondues revenue ideas to use at your chamber. And that address is ChamberTap Podcast.comslash start. Our guest today is Michelle Bundren. Michelle currently serves as the first female president and CEO of the Murray Calloway County Chamber in Murray, Kentucky. And she just brought home the title of ACCE Chamber of the Year for their category. She's been serving in the role of president and CEO for a little over a year, but has worked at this chamber for the past five years. Prior to her career at the Chamber, she was vice president of a private equity firm where she worked closely and managed overall operations for several small local businesses. She's been married for 15 years and has three elementary age children, ages 11, 7, and 5. Michelle has some great stuff to talk to us about today as she shares what landed the Murray-Calloway County Chamber, the title of Chamber of the Year for 2019. But first, let's take a quick moment to learn about our sponsor for this episode. Chambers are not considered for Chamber of the Year without having great programs and steady streams of nondues revenue. I want to introduce you to a great affinity program from Swipe It. In partnership with ChamberChat Podcast, Swipeit is one of the best credit card processors in the business. With the Swipe It Affinity program, you can save up to 40% on your credit card processing fees at the Chamber and help your member partners to do the same. Chambers who take advantage of the Swipe It Affinity program can add thousands of dollars to their non-dues revenue annually.
02:42.542 Brandon Burton
Please visit Chamberchatpodcast.com slash CC for more information and to request your complimentary cost savings analysis from the experts at Swipe It. The first 20 chambers to respond will qualify for free equipment to get set up. Again, visit Chamberchatpodcast.com slash CC to start swiping with Swipe It. All right, Michelle, welcome to the Chamber Chat Podcast. Please Yeah. Say hello to the audience and please share something interesting about yourself so we can all get to know you a little bit better.
03:13.304 Michelle Bundren
For that of me.
03:21.718 Michelle Bundren
Sure. Hello everyone. glad to be on here. I appreciate the opportunity to share about our chamber. something interesting about myself. most people wouldn't know this about me, but I'm actually really competitive. I try to be really professional, but I always take those personality tests and competitive is the one, the top one that I always get. So I I guess I use that in things like this when, you know, competing, I guess, for like chamber of the year. I always wanna try to be the best. you know, on paper or an interview. So I work really, really hard. So, but yes, I'm very competitive, in different ways. But I think that that helps me in this role for sure.
04:11.848 Brandon Burton
Absolutely. I think being competitive makes for a great leader and obviously it worked out well with Chamber of the Year. Are there other things that you compete in to use that that character trait?
04:24.31 Michelle Bundren
Not really. I played sports growing up. So I think I got, you know, used that personality trait in that. But no, if I play games or something, you know, I'm I wanna win. So any like card card games or anything like that, but no, that's I mean mostly just my work ethic. You can tell I'm really competitive.
04:49.09 Brandon Burton
That's good. I'll make sure to never have my son play a game with you 'cause you guys are just buttheads. Yeah.
04:55.886 Michelle Bundren
Yes. I mean even in bowling or anything like that. I mean it's we're there to win. We're not there to have fun. That's right. That's right.
05:03.592 Brandon Burton
well, can you share with us a little bit about the Murray Calloway County Chamber? Maybe the size so we can all relate a little bit better to to your chamber and kind of where you guys sit.
05:16.696 Michelle Bundren
Sure, we're in the far western part of the state of Kentucky, and we have 600 members. We've really stayed steady at that number over the past several years. our attention rate is typically 90 percent or higher, at least for the past five years since I've been here. we have about a $300,000 budget, and we're in a college town. So we have Murray State University here in our community with about 10,000 students. I'm a graduate of Murray State University. I studied public relations and marketing. so people are familiar with me because I went to school here. And then our county is about thirty-eight thousand. so we say we represent about ten thousand employees here at our chamber.
06:06.392 Brandon Burton
Wow. that's a that's a good little footprint there. so congratulations, first of all, on on winning Chamber of the Year. That's awesome. And I'm sure it really helps with that that competitive nature of yours. But what what's making the Marie Calloway County Chamber stand out to not only be considered as a finalist, but to win Chamber of the Year? What are you guys doing there?
06:10.038 Michelle Bundren
Yeah. It is.
06:36.13 Michelle Bundren
Well, I think we've over the past five years, I think we've really stepped up our branding and have become, you know, identified in our community as a leader. not that we haven't been in the past, but we've updated our logos. Anything we publish or put out there has a brand. so when you're with all the static of marketing and things like that these days, we've really made and stepped up our game in terms of helping our brand really be seen in the community. so I think that's really helped us set the expectation high in terms of excellence. People know they can expect excellent, you know, events, excellent re representation through sponsorships because we have put so much into rebranding our organization. So that's really helped us for sure. When I first started five years ago, we had we took credit cards, but we had to like carry their credit card to the back of the office and swipe it. So just even updating old outdated technology and really putting ourselves in the forefront of, you know, here's the image of what the thing the things we're doing. Let's you know, let that be evident from our logos and every publication or everything that we do. I think that really helped us build a lot of value.
08:04.142 Brandon Burton
So I was gonna ask you with having the marketing background, how did that play into the branding, the rebranding of the chamber? What what insights were you able to bring and and incorporate in that process?
08:15.768 Michelle Bundren
Sure. yes, I'm a very creative person. So that marketing background really helped us to rebrand. we obviously put some money in the budget to help we partnered with a local business that a graphic designer to help us do a lot of the work. But I think having that creative mindset, we had sort of the vision for what we wanted. And we are able to do some of those things on our own. with different programs such as Canva. I've taught several classes to small businesses on that. It's a free or very affordable tool for small chambers or small businesses to help with their social media or any kind of publication. That's a great tool to use. And we use that some, but we did partner with a local graphic designer to create some of those, you know, new branding to really be competitive with larger chambers. you know, in terms of the way we look, maybe on social media or like I said, in our publications, you know, it makes us look like we are much more valuable than some of the outdated things we had published in the past.
09:24.738 Brandon Burton
That's right. So how have you seen this branding effort? How has that resonated with your members and the community there?
09:32.514 Michelle Bundren
You know, it's been really really good because people see us as a professional organization. and one of the synopsis that we submitted for our application was around our new Go Local Shared Brand Initiative. Get a drink of water really quick.
09:51.597 Brandon Burton
Yeah.
09:54.59 Michelle Bundren
so a lot of chambers and communities are doing go local campaigns, so it's not anything, you know, new or exciting. but we sort of well, through strategic planning with our board back in 2015, out of that came let's focus on small businesses. You know, sixty-five percent of our membership here are small businesses. And when I say small, I'm saying 10 employees or less. is how we sort of mention that. so we have a lot of unique small businesses here in our community. So we wanted to to highlight shop local, play local, eat local, and a few other type things. So we began researching from other chambers and other communities, like what are they doing across the country for this initiative? So we sort of took all the research and and developed our own shared brand, we created a skyline of our city when we worked with the local graphic designer. They're iconic buildings to our community and made a skyline. so no, it's not like the cool Nashville or some of the big city downtown building, but to us, they're iconic buildings of our university, our downtown courthouse and some buildings down there. and we really sort of put that idea of okay, let's really make this about our community. we we started the shop local, go local, eat local, and we launched it at our annual dinner. And this was back in 2016. We gave everyone a go local box at the dinner, which was about it 400 guests, is how big our dinners are. Everyone got a gift. Everything in it was a local item from honey to a, you know, An ink pen made here. and we launched it and said, Here's stickers that we want you to put in your windows, on your registers, whatever you can do to help launch this go local shared brand initiative. We've seen people put the stickers on their cars, we've seen people put it on their websites, in their advertisement. downtown, they're gonna paint our eat local building or
12:14.166 Michelle Bundren
our eat local logo on the side of a building downtown. So it's really been something our businesses can be a part of. And then that brand has really been noticed in the community. Our annual dinner was last week and to to really build on the idea of play local, we gave everyone in our that attended a play local deck of cards. So it was our play local logo. so we're just continually dropping things out there for our members around the Go Local Shared Brand Initiative. And that's really taken off really well.
12:50.274 Brandon Burton
So did deck of cards come with an invitation to play cards with you so you could beat everybody?
12:55.534 Michelle Bundren
Yes. I play anything and I learn really quickly. So yes. Yeah. That that night I went home and we were playing cards with my kids. So yes, I I welcome any competition anytime.
13:11.086 Brandon Burton
So what else do you guys have going on there at your chamber that's making you stand out?
13:17.528 Michelle Bundren
Sure. I think highlighting another thing that we submitted and really talked about is you know, we talk a lot about, you know, the Horizon initiatives and the political fragmentation and things like that. when a chamber gets the opportunity to work with your city officials, really cool things happen when that trust is there. so A couple years ago, we started a bris business friendliness initiative with we partnered with the city of Murray. they wanted us to help them make the process very simple for a business coming in. And they had us come in and when I say us, we partnered with Small Business Development Center here in our community and formed a committee of the chamber to really walk through that process. And we were able to connect the city. With one of our large manufacturers, and they were able to sit down and talk about some of the principles and things that they use to help make processes very simple. And so what it did at the end of our suggestions and research and giving them that data that we had collected, they were able to take that and save some businesses up to six months on some of their processes. They were able to eliminate a lot of the red tape that businesses found at City Hall. And so for a chamber, when you know local government comes to you and says, hey, help us with this problem, that's just really incredible opportunity for us to become problem solvers and that they would trust us with that process. And I think that built a lot of good rapport with our elected officials and our city council. That the chamber is still here to help them solve problems. and so moving forward, yes, we have new elected officials, but they remember that process. And I think they're quick to come to the chamber for us to help them solve any future problems going forward. So I think that has really helped set us apart as: hey, the chamber can help us solve business problems. They're help, they're here to help businesses you know, reduce the time they have to.
15:29.196 Michelle Bundren
to be waiting to get a building or get, you know, a license or whatever kind of document documentation or things they need at City Hall, they know that the chamber helped in that process. So that helps them invest in us moving forward as well because they see, you know, any future issue, they know we have the relationship with the city and can help them overcome some of those issues. So I think that was an initiative that really took off And has really helped us build those relationships with local government.
16:00.044 Brandon Burton
I love that the city came to you you know, recognizing the chamber as a problem solver and and organization that can bridge that gap for these businesses trying to get up and going. But I I'm glad you repeated that 'cause I was gonna have to ask, did the city really come to you? That's fantastic. Usually that's the problem is the city has all these requirements and they don't see it as a problem that it takes six months longer than it should to to open a new business. So I'm
16:16.866 Michelle Bundren
Yes.
16:28.204 Brandon Burton
I'm impressed with your the city to come and do that and recognize your role in the community as a chamber and to work together. That's a great, great partnership there. do you have any success stories that you've seen from that, from some businesses that have been able to get up and going quicker than what you would have seen in the past or anything like that that you could share?
16:50.546 Michelle Bundren
Sure. We actually published the survey results for members to see, you know, hey, here's the hiccups and they were able to give their feedback during that process. so they were sharing their headaches and pain points. yes, the city has implemented several things. They've implemented on their website, you know, here's how to do business, kind of a step by step guide, whereas before it was sort of blind leading the blind where they walk in and they're not sure who they talk to. so very very much a streamlined process now at the city where there's very specific who sort of takes the lead and who does what. you know, maybe they have some people who are cross-trained. but if not, yes, the process has has lessened in several different areas for businesses, you know, wanting to start or expand. I know the sign ordinance was a big issue that we had heard multiple times. I think our signed ordinance was created, I don't know, in the sixties or something and hadn't really been updated. So those were some pain points that our members in the business community had shared. And they are taking those steps now to help overcome those things. I don't have the specific, hey, this this specific thing saved time, but I know some of the processes saved businesses six months. You know, maybe I think they had a committee meeting every like Two months and now they'll call special meetings every month if needed to help a businesses get started quicker. So they have identified those pain points and helped at every level that I've seen. It's not perfect, obviously we're getting there, but that process really helped them identify how they can make that process better. and yes, it has saved some businesses six weeks. Or maybe they do all their paperwork in one visit versus over the course of three months. So it it really as is a success story of a partnership between the chamber and the city.
18:55.214 Brandon Burton
So identifying the pain points is huge. And I'm glad you pointed that out. I have you guys been able to see or I guess is there a plan to maybe revisit pain points in the future and see if some of those pain points are the same or see what the new pain points are? How how are you guys going about collecting data going forward?
19:17.608 Michelle Bundren
Yes, we would love we have a new council and a new mayor. So it it turns over a little bit, but they are familiar with the effort that we had. and so we are constantly in that conversation with them and the small business development center here in our community. anytime we feel, you know, like there may be a next step or next initiative. They are willing to work with us on that. I think one issue we've helped tackle here recently, mostly with our Murray Main Street downtown, is the food truck ordinances. we are main we really help support the Main Street in that process. and so I think just hearing the chamber's voice and some of those things, one businesses here that we're helping advocate for them at that level. but then where val our opinion is valued at s the city. so I think they're open for any future partnerships. If you know through our next membership survey, if if some pain points come up, we would definitely help identify those. We just have had sort of a shift in leadership in our community and haven't had really the opportunity to have that conversation in the past year. But I think they would be more than open to having it moving forward.
20:42.904 Brandon Burton
So I have to share just a really quick story that I'd heard just this week. Sure. Some some friends of ours. They their son is getting ready to go to college. And his parents like, you need to get a job, you need to save some money. And he's, you know, they told him every day you need to apply to three different places. Well, in the meantime, he decided to start earning money. He wanted to play his guitar outside of the city library and just try to earn some money, you know, while he's waiting to get a job. So He went to City Hall to try to, you know, see if he needs a permit or what he needs to do to be able to get permission to do this. And they send him to another department, another department. You need to go to the police department. So finally he gets to the police department and they say, You don't need a permit. You just go it's that's some of the the complication with trying I mean, that's a very small business, right? Trying to get started. Yes. But just the runaround and the frustration of trying to get started. And I know every city's different, but I'm glad to see that that kind of consensus and trying to to get a focal point to make things easier.
21:45.418 Michelle Bundren
It is. And we're trying to redo our website. we're actually doing that this fall. and and one thing we're wanting to put on there is, you know, so you're interested in starting a business, here's the steps and really help them have all the information they need before they take the next steps to go to City Hall. you know, everything is sort of there for them and just our website would be that resource for them. Cause it is a headache when you have to go to this place and this place and you don't know you know, exactly the process, but we're trying to step ahead of everyone and and be that resource for people because we want them to be able to build a business quickly and start quickly because that means people are hired quickly, they're living here, working here, their families are in our schools. So we want to help make the process really quick for people.
22:35.072 Brandon Burton
Yeah. I've seen a lot of chambers and you guys maybe have this too, like with a a publication, a relocation guide or something would tell for new residents this is how you get started. This is where you go to turn on power. This is the phone phone companies, cable companies, you know, trash, utilities, all that. So new residents can get started. But businesses could use that hand holding too as they're trying to get going. And maybe they haven't always been an entrepreneur or a small business owner, but they're coming out of the corporate field. And just need to know where to get started. So I think that's a a great great focus that you guys have going on there. So good job. So I know you guys have some some workforce conversations there at at your chamber that you guys are focused on right now too, right?
23:12.15 Michelle Bundren
Thank you.
23:23.99 Michelle Bundren
We do. we have started a group of business leaders have come together and really the chamber's been a part of that conversation of how can we bridge education and businesses in the chamber to to really tackle some of the workforce issues that every single community is having right now. You know, with the population shift of baby boomers and millennials. you know, it just some jobs, you know, are not or some companies can't grow because they can't find the labor. You know, all the all the issues that I think every community has. so our group has really come together, the chamber's really helping bring in some of the research. and you know to help tackle some of these issues. So one thing that we're helping start is what we're calling Murray Works. it's a program again that bridges education. Our superintendents, our principals are in the conversation, our business business communities in the conversation. We have several leaders or company owners or managers. in that conversation talking about how can we help education and grow our future workforce in primarily essential skills. Some of these basic skills that they need, you know, I know a lot of people graduate from college and they have a degree, but maybe they don't have the soft skills to be an effective employee in a future job. So we're looking at some different solutions. One that we're working on now is hiring someone part-time to run a program where businesses can come into the schools and help give them some type of certification. they've had experience or exposure to these certain career paths and these certain skills and now they have this certification. A lot of that is state mandated. There's a new piece of legislation that says every high schooler must graduate with this type of certification. So this group has really stepped up
25:41.058 Michelle Bundren
To help be a partner with the schools and help them, you know, check the box off in this area. So it's kind of a slow start because it takes a while to gather the research and the data. and none of it's cheap in terms of, you know, what careers are there for in the region for students in the future, and how can we help educate them on those career paths, what education path it may be, or maybe it's not secondary education, maybe it's a trade. and you can make this much money and this is the path. so that's sort of some of the things we're doing and the conversations we're a part of right now and helping bring together education and businesses and really connect the two and then be the the voice piece for it for that process. so I I'm looking forward to how it goes. It's very early stages, so I don't have a lot of like, here's what we've accomplished. But that's sort of the process and the conversation we're a part of now and moving forward and helping identify some of those needs.
26:43.34 Brandon Burton
Yeah, so as I've been doing these Chamber of the Year finalist interview series, I as I mentioned earlier in this interview, this is the tenth interview of the series, ten out of twelve. And almost every chamber's had some sort of workforce, you know, initiative or talent initiative to develop that future workforce. I mean, it's a huge need in just about every community, but you're absolutely right with the the need to be able to gain some kind of experience because they may graduate, they may get some kind of a a certificate or diploma or something, but then they try to enter the workforce. And almost every job requires some sort of experience, or they would like to see some sort of experience to set those put those job candidates above somebody else. So anyway that you're able to integrate that into your the high school level and trying to get these graduating students or you know juniors and seniors to get some of that experience is fantastic and we'll just really give them a boost, I think, as they go to enter the workforce. So are there other things that you're excited about that you want to share with us that you have going on at your chamber right now?
28:00.034 Michelle Bundren
There's always something going on at our channel. That's right. we have well always, you know, people are always impressed with the fact we have two full time employees and a part time employee here. doing the different, you know, things that we do. and and having six hundred members. I think, you know, we average two hundred or three hundred members apiece and and full time employees. So we one thing, you know, we we definitely build relationships, but one thing we really got to talk about in our interview for Chamber of the Air was diversifying our board. and that has really been beneficial for us. in terms of age. Half of our board is under forty now. we used to have when I started here five years ago we had four women, s twelve men, no, s fourteen men. And now we've really started chipping away at that to where it's almost fifty fifty. and we have started diversifying by segment, you know, finance, accounting or, you know, manufacturing. We try to re bring in some representation from all across, you know, our segments of of businesses. And one thing we just recruited a board member who owns an international business and she's an Asian American woman. So we're really excited to have her influence on the board. So I think that's really been beneficial to us in discussing or planning for the chamber to bring in all those different perspectives into s you know, initiatives we take forward because it's a collaborative effort and very representative of our community at large. So I would highly recommend every community or every chamber to look at doing that. instead of recruiting maybe who you want or who you like. To really try to recruit a diverse group of people.
30:04.704 Brandon Burton
I I love the idea of bringing in the different perspectives from all these different backgrounds by diversifying the board. I've seen even with other committees and things as it as it is diversified to actually call on some of the maybe more underserved of the the diversity to have them speak up first. So they're not feeling like they're being railroaded by what the the typical, you know, power structure would be in in that kind of a setting. But to let them have one of the first voices at the table and see how that changes the perspective of everybody else. I'd I'd love just the idea of of having those those different perspectives from gender and age and different industry backgrounds. It it can't do anything but help. That that sounds like a a great initiative to be pushing behind. Michelle, from I know we need to start wrapping things up here, but I wanted to to ask you if you can kind of summarize. from what you've shared with us today and and from your experience, what is one action item that listeners can do to level up their game at their chamber?
31:13.47 Michelle Bundren
in terms of everything, you know, I think one thing that's really helped us over the years is to listen to the data, listen to your members. it's all relational. and then be willing to make any changes to programming, to anything, initiatives, maybe taking away some things you're doing and creating new things. I think listening and actually making changes shows that you're willing to adapt to the ch you know, the ever evolving economy and and the way things are. I think we've been able to do that and you know, members really respect that. So I guess my advice or action item would just be to be engaged and to really listen to so that you're serving members' wants and needs. not what you think they want or need or what you can maybe you don't want to change some of the programming 'cause it's easy. so that would definitely be a suggestion is to listen and be willing to make changes.
32:22.912 Brandon Burton
I love it. I love it. Yeah, the question I I like to ask everybody that I have on the show is as we look to the future, how do you view chambers of commerce and their purpose?
32:35.416 Michelle Bundren
Well, always hear a lot of people say or fear that chambers are becoming ir irrelevant. And I honestly, as a millennial myself, I believe that chambers are more important, and relevant than ever. I think that we play an essential role in bringing people together, you know, that collaborative work, you know, despite politics or despite different things, you know, we can bring people together with common interests. and really we changed our mission statement last year to serve our members to enhance our community. You know, everything we do is a community focus. We want to make this a place where people enjoy living, working, playing. and so I think we all have that common interest and the chambers have the ability to bring people together. to accomplish things and really I call us the connectors. We can really connect people together and a lot of times then we can get out of the way, which I like. too. but I really feel, you know, membership type organizations, I feel like are popular and you know, I think about Netflix or things like that. And it's just, you know, you join and you get, you know, things out of it. And but I think again, Listening, being able to make changes makes you really evaluate your return on investment, which people are looking for all the time. And you know, for us it's more relational, so vr less transactional. So we have the ability to take the things we're exposed to, events, networking, conferences, different things that we go to, we are educating ourselves constantly on the shifts and our communities and we can take that knowledge and bring it into conversations with our board, with, you know, certain members, to help really affect change. I just actually graduated from IOM this past or this summer. In one of thank you. In one of the discussions during
34:40.024 Brandon Burton
Congratulations.
34:46.238 Michelle Bundren
this past year or this fourth year was, you know, how relevant are chambers and all of us left saying, you know, we feel like we can really be the game changers in our community by being that persistent voice of positive change in our community to bring people together. So I feel that the role of chambers moving forward is more critical than ever.
35:11.404 Brandon Burton
I love the idea of serving the members to enhance the community. I think that that sums it all up. That's perfect.
35:18.934 Michelle Bundren
Our last yes, our last mission was about four sentences and nobody could repeat it. So we were very excited to change that so that everybody on the board knew knew how to communicate it.
35:30.958 Brandon Burton
That's right. Makes that vision a whole lot more clear. Well, Michelle, I wanted to thank you for spending time with us today here on Chamber Chat Podcast. And of course, thank everybody out there who's listening and and participating in the show. The show notes for this episode can be found at Chamberchatpodcast.com slash episode thirty-three. Michelle, where can listeners connect with you if they have any questions about what we discussed today or
35:33.941 Michelle Bundren
Yes.
35:58.72 Brandon Burton
how you're doing things at the Murray Calloway County Chamber.
36:02.104 Michelle Bundren
Sure, you can find us on all social media platforms, Facebook, Instagram, Twitter, all those. But if people want to email me, Michelle with two L's at my Murray dot com, or they can call two seven zero seven five three five one seven one.
36:18.446 Brandon Burton
Right. We will get that in the show notes for everybody to be able to connect with you. Again, thank you, Michelle, and congratulations again on Chamber of the Year.
36:27.704 Michelle Bundren
Thank you. Or still on Cloud Nine about it.
36:30.893 Brandon Burton
Yeah.
36:35.104 Brandon Burton
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