BCMC TRAINING PROGRAM

MODULE 9: Digital Engagement and Marketing

STUDENT INFORMATION

Student Name

PART 1:  Digital Relevance, Engagement, and Community Building

Activity 1: Student Activity

List the five organizational shifts Frank Kenny says chambers must make in the digital age.
Which one do you think is hardest for chambers to adopt, and why?

PART 2: Digital Marketing and Event Promotion Execution

Activity 2: Student Activity

Choose one upcoming chamber event and list three digital marketing tools or tactics you would prepare first.
Why would those three create the biggest impact?

VOCABULARY BUILDER

Define the Terms

Write a simple meaning for each word.

Content Marketing
Digital Engagement
Passive Engagement
Interactive Engagement
Emotional Engagement
Influence
Digital Marketing
Landing Page
Community Management
Event Promotion Funnel

KNOWLEDGE CHECK

Activity 5: Short Answer

1. Why does Frank Kenny say chambers must rethink old models in the digital age?
2. What does it mean for a chamber to act like a media organization?
3. Why is passive engagement still important?
4. What is the difference between engagement and influence?
5. Why does member-to-member communication matter in online community?
6. What should chambers define before they begin promoting an event?
7. Why should event promotion continue during and after the event?

REFLECTION ACTIVITY

Answer in your own words:

1. In your opinion, what is the biggest digital mistake chambers make today?
2. Why do some chambers still treat digital communication like a bulletin board instead of a relationship tool?
3. Which of the five digital shifts feels most important for your chamber right now? Why?
4. What part of the event promotion checklist feels most useful or practical to you?
5. If your chamber could improve one digital practice immediately, what would it be?

APPLICATION EXERCISES

Answer each situation clearly.

Situation 1: A chamber posts regularly on social media, but almost every post is an announcement, sponsorship plug, or event reminder.
Using Module 9 ideas, explain what is missing and how the chamber should improve its content approach.
Situation 2: A chamber says member engagement is down because fewer people are attending in-person events.
Explain why that may be too narrow a definition of engagement and what else the chamber should examine.
Situation 3: A chamber has a strong event coming up, but it has no landing page, no event hashtag, no partner-sharing plan, and no post-event content plan.
What does this suggest about its marketing process, and what should be built first?
Situation 4: A chamber has social followers, but members rarely interact with one another online.
What does this suggest about its community management, and what could the chamber do to improve it?
Situation 5: A chamber creates content that many people read, but very few prospects ever join or register.
Explain why awareness alone is not enough and what digital marketing capability may be missing.

PERSONAL COMMITMENT

Complete the sentence below.

“After finishing Module 9, I will remember that strong digital engagement and marketing depend on...”

QUOTE REFLECTION

Choose ONE quote and explain what it means to you.

Quote 1: “Your chamber must become a new organization.” – Frank Kenny, 5 Leaps of Faith for Chambers



Quote 2: “A successful post for the engaged organization is one that earns activity.” – Frank Kenny, 5 Leaps of Faith for Chambers

VISIT COFACC.ORG FOR MORE INFO

The Coalition of Filipino American Chambers of Commerce (COFACC) was established in 2018 to serve as a central national hub to provide collaboration, best practices, and coordination channels for the various Fil Am Chambers of Commerce nationwide.