about engaging deeply with the community and standing apart in a crowded field. Blake stresses that the Alliance’s marketing efforts begin with its “83-member board of directors,” a notably large and diverse group. “It enables us to really represent the community that we serve,” she explains. With representatives from banking, major corporations, nonprofits, educational institutions, and social service providers, the board acts as advocates across various sectors. These advocates help advance the Alliance’s mission, spreading the word in their respective arenas and ensuring the Alliance’s presence is felt throughout the Valley. Beyond the board’s advocacy, the Alliance has built a robust communication infrastructure. Blake points out that its extensive email list has been cultivated over nearly 30 years of service. “We’ve been able to serve quite a few organizations, over 46,000 Valley businesses,” she notes. This extensive reach facilitates word-of-mouth promotion, a powerful tool in the organization’s marketing arsenal. Blake sees the power of word-of-mouth marketing as particularly vital for a regional organization like the Alliance. Its goal is to connect deeply within the Valley’s 400-square-mile area, reaching 2 million residents and 160,000 businesses. “We want to go deeper into the Valley,” she says, underlining the Alliance’s efforts to be a local, hyperlocal presence. For the Alliance, success isn’t measured by national recognition but by its impact in its backyard. The Alliance also leverages its partnerships with local media to enhance visibility. Collaborations with outlets like the Los Angeles Business Journal and the Daily News offer platforms for the Alliance to promote its initiatives and achievements. “We have a wonderful partnership where we are able to get visibility in the Business Journal,” Blake mentions. She proudly shares a recent accomplishment where the Alliance was recognized with the CEO of the Year award for the nonprofit category. Such accolades validate its efforts while serving as powerful marketing tools, raising the organization’s profile. DIFFERENTIATING FOR MORE IMPACT The Alliance takes a unique approach to differentiating itself from similar organizations. Unlike the Valley Industry Commerce Association (VICA), which primarily functions as an advocacy group pushing for legislative change on behalf of businesses, the Alliance focuses on education and information. “We don’t do advocacy; we don’t endorse candidates or particular legislation,” Blake clarifies. Instead, it convenes stakeholders, encouraging discussions that allow everyone to make informed decisions. This neutral stance enables the Alliance to be a facilitator of dialogue rather than a partisan advocate. Blake further distinguishes the Alliance from chambers of commerce by pointing out the specialized technical assistance it provides. While chambers are adept at serving small businesses and facilitating networking, the Alliance helps businesses rationalize legislative and regulatory environments and access critical resources like capital and marketing support. 56 CIVIL AND MUNICIPAL VOLUME 05, ISSUE 10
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