How One Chamber CEO Took Back Her Time — and Still Grew Ad Sales
Jean Hungiville President/CEO
When Jean Hungiville, CEO of the Tarpon Springs Chamber of Commerce, decided to keep publishing her visitor guide in-house, she didn’t just delegate the project—she did the whole thing herself. Writing. Ad sales. Proofing. Layout. Printing…All while managing a 350-member chamber in a tourism-heavy small town on Florida’s Gulf Coast.
“I didn’t get a whole lot else done,” she said. “It was almost half of your year doing that.”
Jean had the experience. She had the writing chops (she holds a master’s in writing). She knew her members and how to sell. But like many chamber CEOs, she hit a wall:
“That’s not the best use of my time. What I needed to do was be in front of my members.”
Jean made a strategic decision: stay in-house, but get help.
Jean partnered with Chamber Marketing Partners to offload the heavy lifting—layout, production, project management, and financial tracking—so she could focus on what mattered most: connecting with members and helping them grow their businesses.
“You keep me on track.”
CMP’s production team managed deadlines and budgets, while Jean stayed member-facing. No more getting buried in the details of production.
“Working with you all has truly been a pleasure. I wasn’t just blowing smoke—you’re the ones who keep me on track.”
“It got me in front of my members.”
Selling ads became more than a revenue stream. It became a relationship-builder.
“I don’t look at it as selling… it’s helping the business market themselves.”
Jean took time to research each prospect, ask smart questions, and help businesses decide whether the visitor guide was the right fit. Sometimes, she even told them not to buy an ad—because that’s what was best for them. That kind of honesty built trust and loyalty.
Flexible Packaging and Bigger Sales
She offered payment plans. She bundled ads into trustee-level memberships. And she helped members see their ad not as a cost, but as a smart investment in visibility.
“We have smaller businesses who get a quarter-page ad and their membership… they pay like $3,000 or $4,000.”
Creative Freedom to Focus on Content
With production off her plate, Jean had the space to focus on elevating the publication. CMP helped her think strategically about content—like building out “48 Hours in Tarpon Springs” to highlight what makes the destination unique.
“We’re not really a ‘spend a whole week’ destination… it hit the highlights.”
Key Takeaway for Chambers
Jean didn’t give up control of her publication—she simply let go of the parts that drained her time.
If you’re producing in-house, but buried in logistics, CMP can help you stay in the driver’s seat while offloading the stress.
“You guys really do keep it all on track for me, and that’s valuable.”
Want to Explore What This Could Look Like for Your Chamber?
Let’s talk. Whether you want to boost your publication’s performance, create time to build member relationships, or just need a better way to manage the process—we’re here to help.
You Might Also Like
Miramar-Pembroke Pines Chamber Directory Becomes a Non-Dues Revenue Asset
The Miramar-Pembroke Pines Chamber of Commerce Turns Its Annual Chamber Directory into a Non-Dues Revenue Success The Miramar Pembroke Pines Chamber of Commerce in Florida had long produced its annual Community and Business Directory with a traditional turnkey...
Key West Chamber Creates Non-Dues Revenue–Generating Asset From Its Chamber Directory
Tired of watching outside publishers take the profits, the Key West Chamber took back control of its directory — and turned it into a non-dues revenue–generating asset that works year-round for its members When the Key West Chamber of Commerce issued an RFP for...
Venice Area Chamber’s In-House Publishing Success
The Venice Area Chamber of Commerce turned its stressful in-house chamber directory project into a showcase publication that doubled non-dues revenue. With a vibrant redesign and professional project management from Chamber Marketing Partners, staff were freed to focus on relationships and sales — and the results speak for themselves.
Citrus County Chamber Wanted More Than a Royalty Check – Ended Up Winning An Award
Leaving their chamber directory publisher and producing their “Community Guide & Business Directory” in-house generated almost 2x ad sales, a 30% return, 5x more non-dues revenue and an engaging, contemporary magazine-style designFor most chambers of commerce,...
FAQs
FAQs
Why did Jean decide to keep her visitor guide in-house instead of using a turnkey publisher?
Jean wanted to maintain control over the publication and strengthen her relationship with members. Publishing in-house allowed her to guide the editorial voice and keep revenue inside the Chamber. However, she realized doing everything herself was unsustainable—so she brought in CMP to handle the backend while she stayed focused on member engagement and ad sales.
What parts of the project did Chamber Marketing Partners take over?
CMP managed the design, layout, production coordination, print vendor management, scheduling, and budget tracking. This allowed Jean to concentrate on building relationships, selling ads, and being present in the community without getting buried in logistics.
What stayed “in-house” when CMP came onboard?
Jean continued handling ad sales, member communication, and local partnerships. She remained the Chamber’s public face for the publication and retained editorial oversight, but no longer had to write or produce the entire guide herself.
How did partnering with CMP help increase ad sales?
By freeing up her time, Jean could talk to more members, offer flexible ad packages, and provide honest, consultative advice. This resulted in larger ad buys, trustee-level ad bundles, and increased trust with members who appreciated her personalized approach.
How does Jean determine if advertising is the right fit for a business?
She researches each business ahead of time and asks questions to understand their goals and audience. If the visitor guide isn’t the right platform, she tells them so—often recommending other Chamber opportunities instead. This honest approach strengthens long-term relationships.
Did Jean still have to close the sale?
Yes. Jean emphasized that closing is essential. Even with good rapport and valuable conversations, there’s a moment where the Chamber needs to ask for the commitment. As she said, “You have to move people along to press that button, hit send, reply, sign—whatever. Close the deal.”
What advice does Jean give to chambers just starting with ad sales?
Do your research, prepare thoughtful questions, and listen more than you talk. Treat each conversation as a chance to help, not just to sell. Be honest if something isn’t a good fit—and remember that people respond well to authenticity, not pressure.
How did CMP help Jean stay organized?
CMP provided production management, timely reminders, and financial tracking. Jean credits them with keeping her accountable and on schedule, especially while managing other Chamber priorities.
What’s one unexpected benefit of shifting the backend to CMP?
It gave Jean the creative bandwidth to improve the content. With production off her plate, she was able to focus on strategy—like developing the “48 Hours in Tarpon Springs” section that better served weekend visitors and enhanced the guide’s marketing value.
Would Jean recommend this hybrid approach to other chambers?
Yes. Jean believes chambers can get the best of both worlds: retain control and community connection through in-house publishing, while gaining professional support, efficiency, and peace of mind by partnering with CMP.
What are the benefits of publishing a visitor guide in-house instead of using a turnkey publisher?
Publishing in-house gives chambers of commerce and similar organizations more control over the content, advertising strategy, and relationships with local businesses. It allows the chamber to align the guide with its mission, voice, and community priorities—while keeping more of the revenue internally.
Can a chamber of commerce publish a guide in-house without doing everything themselves?
Yes. Many chambers partner with third-party service providers to manage the backend—such as layout, production, printing, and project timelines—while retaining control of ad sales, editorial strategy, and member communication.
What does a publishing support partner typically handle?
A publishing partner can manage layout design, vendor coordination, print estimates, timelines, ad tracking, and financial reconciliation. This allows the chamber to stay focused on sales, strategy, and serving their members.
How does in-house publishing improve relationships with members?
Selling advertising directly allows chamber staff to have one-on-one conversations with members, understand their marketing needs, and recommend the right solutions. This consultative approach builds trust and engagement—far beyond what’s possible when outsourcing everything to a publisher.
Is selling advertising still necessary if the chamber gets funding support?
Yes. Even with grants, tourism funds, or municipal support, advertising is often essential to fully fund the project and generate non-dues revenue. In-house publishing allows chambers to combine funding sources and scale up advertising efforts over time.
What should you do if a business isn’t a good fit for advertising in the guide?
Be honest. Suggest other chamber opportunities like event sponsorships, directory listings, or digital exposure. Helping members make smart decisions builds long-term credibility and trust.
What’s the best way to prepare for an advertising sales conversation?
Start with research. Visit the business website, understand their services, and identify who the decision-maker is. Prepare thoughtful questions, stay focused on how you can help them market effectively, and listen more than you talk.
How do chambers track advertising sales and follow-up tasks?
Some chambers use CRM tools, spreadsheets, or project management software. Others prefer manual systems like color-coded notepads or printed sales sheets. The key is consistency—track who was contacted, what was discussed, and when to follow up.
What if someone says the ad is too expensive?
Offer flexible options. This could include smaller ad sizes, bundling into higher-level memberships, or spreading payments over several months. Clear value combined with affordability can turn a “maybe” into a “yes.”
How do you close an advertising sale effectively?
After listening and presenting options, guide the prospect to make a decision. Ask for the commitment, provide next steps, and follow up quickly with a contract or invoice. Being friendly and direct helps move the conversation to a result.
Can in-house publishing improve the quality of the guide itself?
Yes. Chambers that control their content can craft stronger stories, include more relevant community highlights, and tailor the messaging to both visitors and potential residents or investors. With backend support, chamber staff have more time to think strategically and creatively.
Complete the form below and let's discuss your publications.
