Mary McGinty led the Chamber Foundation through a complete rebrand with the intention of strategically positioning the organization as more contemporary and to elevate public perception of the role business plays in improving communities and providing solutions that shape the future.
As the senior director of communications for the Foundation, McGinty is responsible for maintaining brand consistency and cohesively coordinating marketing and communications efforts across the organization, comprised of its four distinct centers of excellence. The rebrand included a vision of modernity, increased digital presence, and on-the-ground engagement nationwide with companies and their employees.
McGinty led the development of new branding and marketing materials (Foundation mission statement, mission speeches and presentations, videos, reports, monthly dashboard, digital templates, print materials, and one-pagers). She oversees an online campaign, #FoundationNation, which tracks the Foundation’s engagement in communities nationwide. While each center of excellence maintains individual social media accounts, Chamber Foundation accounts were created to represent the broad work of the organization. The Foundation Twitter following increased 47% and the Foundation Facebook following increased 20% from August 2015 to August 2016. The Foundation consolidated its center’s individual websites into one, www.uschamberfoundation.org, and receives an average of 200,000 monthly pageviews.
In 2013, the U.S. Chamber of Commerce established the U.S. Chamber of Commerce Foundation. The Foundation absorbed the programing and operations of four existing 501(c)(3) affiliate organizations. McGinty’s mission when she joined the Foundation in 2014 was to foster collaboration and alignment across programs and to enhance brand awareness of the newly-formed organization. The Foundation is a stronger organization because of her strategic leadership and vision. She executed the Foundation’s rebranding efforts and improved communications and efficiencies organization-wide.