H.E.A.R.T. March/April 2024

EMPOWERING EAST TEXAS:

Uniting for a Pro-Business Future with the East Texas Coalition

Intercity Trip: Longview to Lexington

40 Under 40

Kelly

Shawna

David

Catherine

Susan

Kathryn

2024 Officers

Steve Gordon Chair

Longview Regional Medical Center

Lori Ivey

Chair-Elect State Farm Insurance - Lori Ivey

Jessica LaRue

Past-Chairman

Harbour Smith Harris & Merritt PC

Brian Daugbjerg

Chair of Finance

Longview Scrap & Metal Company

Vice Chairs

Mark Robinson Vice Chairman

AEP Southwestern Electric Power Company

Jennifer Ware Vice Chairman VeraBank

Doug Wichman Vice Chairman

AAON Coil Products, Inc.

Directors

Casey Beddingfield

RLM General Contractors

Michael Clements Jr.

PDQ America, LLC

Andrew Coggins

Eastman Chemical Company, Texas Operations

Adrienne Deason

Henry & Peters, P.C.

Don Deem

Longview Cable Television Company Inc

Wehco Video Inc

Andy Hill

Mobberly Baptist Church

Nishil Patel

Heritage Wine & Spirits

Nishil Patel

Heritage Wine & Spirits

Dana Rutland

Intelligent Design Partners

Michelle Gamboa City of Longview

Ray Bostick

Gregg County

Steve Mason LeTourneau University

Julia Tubb

CHRISTUS Good Shepherd Health System

Evolving Internal Health:

A STRATEGIC APPROACH BY THE CHAMBER

In the ever-evolving landscape of member organizations, the Chamber has embarked on a comprehensive journey to redefine and enhance its internal health and operational efficiency. Over the past three years, from 2022 through to 2024, the Chamber has outlined and executed a multi-faceted strategy aimed at developing and measuring membership metrics, optimizing resources, and ensuring sustainable growth. This article delves into the goals, strategies, and outcomes of this transformative period, highlighting the Chamber's commitment to excellence and accountability.

KELLY HALL CCE, IOM, MSL President/CEO

GOALS AND STRATEGIES

The Chamber's primary objective has been to refine its approach to membership success, conversion rates, and financial sustainability. Key strategies included:

• Defining and Measuring Membership Success: The Chamber aimed to establish clear metrics for membership success, considering conversion rates and comparing its performance with other chambers using benchmarking resources from the Western Association of Chamber Executives and the Association of Chamber of Commerce Executives.

• Utilizing Benchmarking Resources: The collaboration with Holman Brothers, (a well-respected and seasoned company in membership sales) initiated in February 2022, was pivotal in formalizing processes and systems for membership sales and retention. In the spring and summer of 2023, the staff worked with Hawthorne Union (a nationally known training company) to sharpen sales strategies and approaches.

• Articulating Value Proposition: Reorganizing messaging and establishing a framework to prioritize the chamber story was crucial for generating conversions, supported by a structured sales funnel.

TASK FORCE/COMMITTEE ASSIGNMENTS AND DESIRED OUTCOMES

The Chamber's internal committees were tasked with specific goals to achieve the desired outcomes:

1) Membership Metrics Development and Measurement: committees focused on defining membership success, assessing conversion efficacy, and financial balancing.

2) Strategic Material Production and Process Creation: Updating materials to articulate the Chamber's value and creating sustainable systems for the membership team were key directives.

3) Targeted Audience Identification and Marketing Material Creation: Aligning audience targeting with the Chamber's mission and supporting the brand strategy through effective marketing materials were critical steps.

KEY PERFORMANCE INDICATIONS AND BUDGET REQUIREMENTS

The Chamber allocated significant resources for potential team expansion, to meet its strategic goals. Key performance indicators included:

• Membership success definitions and benchmarking against other chambers.

• Conversion rate goals and their achievement through reorganized messaging and sales materials.

• Sustainable process and system development for the membership team, with a focus on potentially expanding the team by 2025.

NOTES AND ACCOUNTABILITY

Accountability was ensured through rigorous review and update processes:

• Benchmarking and Holman Brothers Collaboration: Utilizing external resources and expertise helped in establishing a solid foundation for membership strategies.

• Member Retention and Onboarding Material Updates: The Chamber committed to reviewing and updating strategies to enhance member retention and improve onboarding experiences.

• Digital Sales Funnel Implementation: Collaborating with Starfish to develop and implement digital sales funnels marked a significant step towards embracing modern marketing strategies.

OUTCOMES

Due to the strategic approach to retention and growth the Chamber’s membership has increased by 4.6 % and financial goals for new member growth exceed goal by 149%. The Total Resource Campaign, which is well over 60% of the organization’s budget exceeded the 2023 goal by 33%.

CONCLUSION

The Chamber's strategic approach to improving its internal health from 2022 to 2024 has been marked by a thoughtful blend of traditional values and modern strategies. Through diligent planning, targeted investments, and a commitment to continuous improvement, the Chamber has set a precedent for operational excellence and member satisfaction. This period of transformation not only strengthened the Chamber's position but also laid a solid foundation for future growth and success.

How to Maximize Use of the Member Hub

Did you know that as a Longview Chamber of Commerce member, you have access to an exclusive portal for some unique benefits and for managing your membership?

First, if you have not already done so, we want to encourage you to create your member login!

1. Go to www.longviewchamber.com and click on at the top of the screen.

2. On the next page, click where it says,

3. Enter your First Name and Last Name and your company Email and . You should receive an email with instructions from there. This will be your personal login for the company profile.

This will get you into the “Info Hub.” The Info Hub is a great way for you to network, view member-only events, share your contact information with other members for networking, access vital resources, or use our site to advertise news, events, deals and recruit new employees!

Start by making sure your contact profile is complete and update-todate, so others can successfully connect with you. Then explore the site and have fun taking advantage of special members-only access.

EAST TEXAS COALITION

EMPOWERING EAST TEXAS:

Uniting for a Pro-Business Future with the East Texas Coalition

The Longview Chamber is thrilled to unveil the East Texas Coalition (ETC), a bold step forward in uniting Tyler, Lindale, Whitehouse, and Kilgore under a pro-business banner that champions free enterprise and the principles of the free market. After years of strategic planning and collaboration, all five boards of directors have formally agreed to establish the ETC as a 501(c)(6) organization, dedicated to spearheading our region's policy initiatives with a clear, businessforward agenda.

“Forming and formalizing the East Texas Coalition will propel our advocacy efforts forward as we relentlessly pursue capitalism and the freest enterprise system attainable. Our goal is to legislatively remove barriers to business and promote policy that incentivizes success for all Texans, but especially East Texans,”

– Mark Robinson, External Affairs Manager, AEP SWEPCO

The East Texas Coalition emerges as a beacon of collaborative success, setting the standard for how aligned efforts can significantly shape state and federal policies to foster a business-friendly environment. This coalition, an alliance of businesses, non-profit organizations,

and forward-thinking individuals, is committed to crafting policies that not only support but also drive the interests of the business community within the framework of a competitive free market.

Central to our coalition are the "activists" – a core group of dedicated volunteers whose impact transcends the conventional boundaries of government affairs committees. These pro-business advocates, drawn from the ranks of the private sector, will be instrumental in guiding the ETC to become a formidable force in the policy realm. Their roles are multifaceted, encompassing the articulation of policy positions, the facilitation of member-to-member communication, the crafting of public policy agendas, and the nurturing of relationships with elected officials across all levels of government.

We seek individuals who are not only reliable and reputable but who are also passionate believers in free enterprise and the free market. This elite group of activists is tasked with more than just wielding political influence; they are the driving force behind our policy direction, embodying the leadership that inspires and defines our collective business identity and values.

The effectiveness of the East Texas Coalition is predicated on our ability to address regional challenges through a unified business voice. By fostering collaboration among the diverse chambers of commerce within East Texas, we ensure that the business perspective is loudly heard and effectively represented. This regional strategy amplifies our advocacy efforts, making them more cohesive and impactful.

Our approach to public policy engagement is strategic and deliberate. By concentrating on a select cadre of committed pro-business activists, the ETC is poised to adeptly navigate the intricacies of government relations, ensuring that our policy agenda not only garners attention but is also acted upon. This operational model is a

blueprint for organizations and coalitions seeking to influence policy at any level of government.

Furthermore, the ETC's methodical approach to issue selection and advocacy underscores the importance of strategic planning and alignment with our overarching mission and objectives. By establishing clear criteria for issue advocacy and building robust regional networks for public policy activities, we maximize our impact and cultivate a strong sense of unity and purpose among our members.

In essence, the East Texas Coalition is a testament to the power of activism and collaboration in advancing aligned federal and state policies that champion the business community's interests. As we move forward, the ETC is actively recruiting individuals to join our pro-business policy task forces, covering critical areas such as healthcare, transportation, and energy. With plans to establish 1012 task forces, we invite you to join us at our inaugural bi-monthly virtual meeting on March 22, 2024, at 9:30 am, where we will dive into specific topics with policy specialists.

The East Texas Coalition is not just about advocating for business interests; it's about creating a thriving ecosystem where free enterprise flourishes, and market-driven solutions lead the way. Join us in shaping a brighter, business-centric future for East Texas.

“By joining together as the East Texas Coalition, we will exponentially increase our ability to advocate on behalf of the business community of East Texas. Stronger businesses mean stronger families and stronger communities.

This will truly be a game changer for our region.”

– Laura Jackson, Chamber Board Member

STATE OF THE COUNTY

This year's State of the County will be an important discussion with Judge Bill Stoudt, and others as we talk about "The Heart of the Region." Improvements in rail, road, air and water transportation/

shipping will be the focus. Join us for a lively and informative discussion! This is the first State of Series for 2024 and will be full of relevant information that relate to the Longview business community!

The Leadership Longview class of 2024 would like to invite you to their Project Open House on Thursday, April 11, 2024. The event will take place in the afternoon at Artsview Children’s Theatre (313 W Tyler St).

As stated on their website: “Here at ArtsView Children’s Theatre, we are driven by our mission: changing lives through education, outreach, and the performing arts in Longview Texas and the surrounding areas.””

Education at Artsview is so much more than learning how to sing, act, or dance. Children of all ages, as well as adults, are introduced to essential knowledge and life skills every time they visit ArtsView. Each age group delves a little deeper into perception, creative expression, historical and cultural heritage, and response and evaluation while building confidence in their abilities and themselves. Through the performing arts, ArtsView cultivates and fosters lifelong benefits regardless of which side of the stage you choose!

Project Open House

Artsview Children’s Theatre has been open since 2004 and their lobby has needed updating for a while. This year’s Leadership Longview class has chosen this to be their project. They have completely remodeled the lobby as well as expanded it to allow space for parents, siblings, and friends to wait for their shows. Whereas before, they had to wait outside in their cars due to the lack of space.

The class has been hard at work on much-needed updates and reorganization. Come and celebrate their work and this accomplishment for a very worthy organization in our community.

Graduation for the class will be held in conjunction with the Longview Chamber’s Business Solutions Luncheon on Thursday, May 9, 2023, at Infinity Event Center. Thank you to the class’s graduation sponsor, Mr. Cooper!

Embracing Innovation & Free Market Principles:

Longview's Transformational Journey to Lexington

Discovering a Blueprint for Community Prosperity

— May 14 & 15

ATthe core of every thriving community lies untapped potential waiting to be harnessed. Longview stands on the cusp of unlocking this potential, poised to redefine its future through a transformative journey. This expedition will lead us to Lexington, Kentucky, a city that stands as a testament to the power of community building and free market innovation. Our mission extends beyond mere observation; it is a quest to absorb, learn, and replicate the strategies that have catalyzed Lexington's ascent to prosperity.

The Lexington Model: A Catalyst for Economic and Community Development

Lexington's story is one of rich history, vibrant culture, and, most importantly, an unwavering commitment to fostering economic growth within a free market framework. This city demonstrates how health, prosperity, and happiness can coexist and flourish under policies that encourage innovation, entrepreneurship, and community welfare. Our visit aims to uncover the keys to Lexington's success: its approach to nurturing a sense of belonging, its initiatives to spur economic growth while ensuring community welfare, and its strategies for integrating the free market into the fabric of community development.

Shaping Longview’s Future: Inspired by a Vision of Prosperity and Free Enterprise

Guided by the insights and experiences of our attendees, our journey to Lexington will be informed by a shared vision of a community where the free market, safety, acceptance, and love form the foundation of societal structure. In Longview, our goal is to create an environment where every individual, family, and business feels valued, supported, and empowered to thrive. This vision embraces the principles of free enterprise as a driving force for community and economic development.

Core Values: The Bedrock of Our Future

Our expedition to Lexington is grounded in a set of core values that will shape our approach to community transformation. These include living with integrity, embracing and accepting others, acting with humility, extending grace and mercy, and loving our neighbors as ourselves. These values will guide our actions as we explore Lexington's model, ensuring that our journey is not just about the destination but about how we get there.

The Role of Every Longview Citizen

This journey is a call to action for every resident of Longview. Your time, talent, and resources are invaluable to the realization of our shared vision.

LONGVIEW > LEXINGTON

INTER CITY VISIT 2024

As we explore Lexington's pathways to success, we invite you to reflect on how you can contribute to building a Longview that not only attracts but nurtures families and businesses. Your role in this mission is crucial, for it is through collective effort that we can achieve our dream of a prosperous, healthy, and happy community.

A Unified Mission for Growth and Prosperity

As we stand on the brink of this exciting venture, we extend an invitation to join us in shaping the future of Longview. Our trip to Lexington is more than a journey; it's the cornerstone of a new era for our city. Together, let's embrace the opportunity to learn, grow, and transform. Let's build a Longview that becomes a beacon of community strength, prosperity, and happiness for generations to come.

Your participation, insights, and dedication are the keys to turning our vision into reality. Join us on this pivotal mission, and let's create a future for Longview that we can all be proud of. Together, we can make Longview a place where every resident, business, and family doesn't just live but thrives.

What to Expect

Our journey begins on the evening of May 13th with a welcoming reception, featuring leaders from Lexington's business and community spheres. The following days, May 14th and 15th, will be filled with immersive tours and discussions focused on workforce development,

redevelopment, cultural arts, and transportation, all through the lens of free market and innovation principles.

JOIN US!

Take advantage of early bird registration available online until March 15, 2024, and secure your stay at our host hotel, the 21c Museum Hotel Lexington, with a special group rate. This is more than a trip; it's an opportunity to be part of Longview's transformation into a beacon of free enterprise, innovation, and community well-being. Let's embrace this journey together, building a future where Longview thrives under the principles of freedom, prosperity, and collective success.

Exciting Updates for 2024!

As you know, talent and retention continue to be a problem for companies. If you are like most, we understand that you pull out all the stops to keep employees around. That is why we believe your employees under 40 will find value in our 40 Under 40 Executive Series. This program has some exciting updates and additions in 2024 after the success of last year’s workshops! In addition to our quarterly workshops, the group will also participate in our first-ever Imagine Longview tour! This day will consist of seeing all of the different offerings and places in Longview that young professionals should visit after work. Another offering is our 40 Under 40 Reception in October. This is a chance for the professionals in the group, along with their significant others, to mingle, network, and enjoy a night with others their age.

Professional development is a long game. The goal is to provide quality personal and professional development, mentoring, and best practice sharing on how to succeed. Younger employees from entry-level to management need to develop a mindset of continuous learning throughout their careers and be an example to their peers. For both employers and employees, there are several positives for an individual to attend a 40 Under 40 workshop.

1. Professional Development: 40 Under 40 offers it’s workshops that provide opportunities for skill development, learning, and growth. Young professionals can gain insights into industry trends, best practices, and new technologies, which can enhance their expertise and value as employees. This, in turn, can make them more attractive to potential employers and encourage them to stay with their current employer for the sake of continued development.

2. Networking: This program provides a platform to connect with like-

minded individuals outside of your organization. Networking can lead to valuable connections, visibility for you and your company, partnerships, and collaborations. For businesses, this can mean access to a larger talent pool and a wider range of skills when hiring. For individuals, it can mean increased visibility in the job market.

3. Mentorship and Role Models: Young professionals often benefit from having mentors and role models to guide them in their careers. During the 40 Under 40 workshops, table groups are assigned a leader to facilitate discussion and encourage the young professionals.

4. Community and Belonging: Young professionals groups foster a sense of community and belonging, which is especially important for individuals new to a city or industry. Feeling connected to a group can increase job satisfaction and overall well-being. For businesses, this sense of belonging can translate to higher employee morale and a lower likelihood of turnover.

5. Personal Growth: Beyond professional development, 40 Under 40 encourages personal growth and self-improvement. This can lead to more well-rounded individuals who are better equipped to handle challenges and adapt to changing circumstances. Employers value employees who display such qualities, which can improve talent attraction and retention.

6. Employee Engagement: Businesses that support their employees' participation in young professionals’ groups demonstrate a commitment to their growth and well-being. This level of support can result in higher levels of employee engagement, job satisfaction, and loyalty, which in turn positively affect retention rates.

MAY

Ribbon Cuttings December 2023/January 2024

Longview Area Association of Realtors

3550 N 4th St Longview, TX 75605 (903) 753-7638 LAAROnline.org

Allure Eyelash & Nails

(903) 663-9992

3080 N Eastman Rd Ste 109, Longview, TX 75605 allureeyelashandnailslongview.com/

Alopecia Awareness & Wellness (903) 806-2525

501 N Spur 63 Ste B2, Longview, TX 75601 alopeciaaw.org/contact

Anaogic, LLC

(320) 321-2057

9450 SW Gemini DR Suite 99597, Beaverton, OR 97008

Assuretech Inc

(903) 759-6300 PO Box 4493, Longview, TX 75606 assuretechsecurity.com

AT&T

(214) 464-4949

208 S Akard St Ste 2542, Dallas, TX 75202 att.com/stores/texas/dallas/akard

Budget Blinds of East Central Texas (903) 841-4148

1409 Lake Harris Road, White Oak, TX 75693 budgetblinds.com/longviewtx/

Diagnostic Clinic of Longview (903) 291-6220

707 Hollybrook, Longview, TX 75605-2410 dcol.net

Elara Caring

(903) 234-0104

100 W Hawkins Parkway Suite B, Longview, TX 75605 elara.com

Hamilton Group

(903) 753-6773

1625 E Loop 281, Longview, TX 75605 trusthamilton.com

Heritage Home Health and Hospice (903) 691-9981 4605 Texas Blvd, Texarkana, TX 75503 heritagehhh.com

Longview Too Ambucs (903) 753-3329

PO Box 331, Longview, TX 75606 ambucs2longviewtx.com/

Tamalocos Mexican Food, LLC

(903) 297-7474

1809 W Loop 281 Ste 110, Longview, TX 75604 tamalocosmexicanfood.com

10 Years

Amberwood Place Apartments

Longview Dream Center

Splash Kingdom Waterpark

Bear Creek Smokehouse

15 Years

Candlewood Suites

Telco Plus Credit Union

Cadence Bank - Hawkins Branch

Texas Department of Transportation

Kilgore Chamber of Commerce

30 Years

Bockmon Knight &

40

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