2009 BUSINESS PLAN

VISION STATEMENT: The Lakeland Area Chamber of Commerce will be the

premier catalyst for the advancement of Lakeland’s economic growth and
enhancement of quality of life — creating Florida’s community of choice.

Chairman’s Message: Strategic Plan

Anu Saxena “Building Tomorrow…Today”
The initiatives outlined in
As the Lakeland Area Chamber of Commerce begins a new year, I am excited and humbled this Business Plan will move
to serve as Chairman of your Chamber, alongside a talented and diverse Board of Directors. the Chamber’s Strategic Plan
Together, we will combine our talents and energies to transform Lakeland from being just forward and allow this Chamber
another great place to live and work to indeed becoming Florida’s “Community of Choice”. to carry out its Vision and
Mission to our members and
Our 2009 Business Plan outlines in detail the many initiatives we’ve adopted to carry out the Chamber’s community.
Vision and Mission. The five key strategic initiatives adopted by the Board for 2009 include: Communications,
Organization Advancement, Education, Public Policy, and Smart Community. Our Board of Directors will work In 2009, the strategic plan
diligently to promote these initiatives for the benefit of all our members. In addition to these initiatives, our will focus on the following
Chamber has a number of committees, task forces and networking events which provide an easy way for every key strategic issues:
member to get involved. • Communications
• Education
We find ourselves in interesting yet challenging times. The economy of our city is a microcosm with respect to • Organization
Advancement
• Public Policy
our region, our state, our country, and, indeed, the world. Economies are transforming themselves the world

• Smart Community
over from what they once were to what they hope to be, and cities are each vying to become a ‘next
generation city’; a place where the ideas of tomorrow will be created and launched by the workforce of
today. If we work smart and we work together, Lakeland will be well-positioned to take its place as a next
generation city. Lakeland already benefits from significant assets, including our location along Florida’s
High-Tech Corridor, our growing and diverse workforce, and our relative affordability. While all of these
attributes indeed make Lakeland a desirable place to work and live, the ethos of our business community is
marked with a sense of philanthropy coupled with a culture of leadership. These qualities are unique to
Lakeland and our Chamber is instrumental in sustaining and nurturing these distinctive attributes.

I look forward to working with you this year and hope you will join me in actively participating in your Chamber.

Sincerely,

Anu Saxena,
2009 Chairman of the Board

Mission
Statement
contact

Here To Serve You The Lakeland Area Chamber

The Lakeland Area Chamber of Commerce staff encourages you to contact us with questions, ideas of Commerce is the leading
and suggestions on Chamber programs and events. organization dedicated to
creating a climate where business
For more information on the Chamber and its programs, contact: can prosper.
LAKELAND AREA CHAMBER OF COMMERCE LAKELAND ECONOMIC DEVELOPMENT COUNCIL
35 Lake Morton Drive – Lakeland, FL 33801 210 South Florida Avenue Suite 328
863/688-8551 Lakeland, FL 33801
info@lakelandchamber.com 863/687-3788
Kathleen Munson Steven J. Scruggs
President Executive Director
kmunson@lakelandchamber.com sscruggs@lakelandedc.com

[LakelandChamber.com]
 2009BUSINESS PLAN
[COMMUNICATIONS]
• Create an effective Communications Plan that
promotes Chamber benefits and services.
• Achieve awareness of Chamber member’s needs
and their level of satisfaction with Chamber
programming and communiqués.
• Improve media relations to effectively promote
Chamber initiatives, programs and services.
LakelandChamber.com
• Market site to the community-at-large as the
premier resource for community information
and to Chamber members as a vehicle to
enhance their business.
• Drive Chamber communications to the site
creating the business community’s site of
choice
Forum 2.0
• Continue the E - Newsletter for members
offering timely information both Chamber
related and business focused.
Blog.LakelandChamber.com
. Florida Partnership, Florida High Tech Corridor
.• Continue public engagement with the
Chamber blog on the web site that will
strengthen the public relations plan by
effectively and professionally promoting
Chamber benefits and services and amplifying
the focus on branding the Chamber identity.
Buy Lakeland, It makes good cents!
• Continue promotion and implementation
of a multi-media
marketing plan
that brings greater
significance and
promotes the
positive aspects of the
Buy Lakeland, It makes good cents! Campaign.
• Maintain partnerships with Bright House
Networks and WONN/WPCV/WLKF/WWRZ
Radio to promote the Buy Lakeland Campaign.
• Create community awareness of the campaign
and the positive results of seeking goods and
services locally.
• Magnify use and interaction of the campaign with
Chamber member businesses.
Forum for Business Monthly
• Debut a redesigned Forum for Business Monthly
• Strengthen content of newsletter toward
business and current community issues and
improve marketing strategies for both the
newsletter and companion piece.
FORUM FOR BUSINESS
LAKELAND AREA CHAMBER OF COMMERCE
monthly
Annual Publications
• Produce 2009 Annual Report
• 2010 Business Plan
• 2010 Buyers’ Guide
Ribbon Cuttings
• Continue ribbon cuttings, ground breakings
and grand opening celebrations offering
members the opportunity to build relationships
with Chamber leadership.
[ECONOMIC DEVELOPMENT]
Industry Recruitment/Expansion
• Through LEDC High Skill Initiative, recruit
High Skill/High Wage businesses to Lakeland
and assist local High Skill/High Wage businesses
to expand. Activities to show an increase in Per
Capita Income, Avg. Household Income & Avg.
Annual Wage.
2008 Data:
Per Capita = $23,708 (Lakeland ZIPs)
Avg. Family HH Income = $58,785 (Lakeland ZIPs)
Avg. Wage = $33,394 (Polk County 2007)
• 2009 New and Existing Industry Expansion goal:
1 million sq. ft; 1,000 jobs; $25 million capital
investment.
• Continue regional partnerships to enhance
economic development with the Tampa Bay
Partnership, Tampa Bay Tech Forum, Central
and Enterprise Florida.
• Continue higher education partnerships
focused on economic development with
Polk Community College, USF Polytechnic,
Florida Southern College, Southeastern
University, Keiser University, Webster
University, Traviss Vo-Tech, Ridge Tech,
Polk Works and Enterprise Florida’s QRT
& QTI training programs.
Convention/Tourism Marketing
• Develop a marketing plan for Lakeland and Polk
County as an ideal convention, meeting and
tourist destination. Focus: increase sales of
overnight accommodations, generate tax
revenues and enhance tourism and economic
climate.
• Develop more web-based marketing initiatives
and continue to develop resource information
for the Chamber’s Visitor Center.
• Position Lakeland’s Convention & Visitors
Bureau within Polk County and the state of
Florida to generate higher visibility, extend
marketing dollars and penetrate target markets.
• Establish a full-service convention/visitors bureau
to assist meeting/convention attendees,
increasing overnight stays.
• Maintain active roles with existing industry
partners such as Visit Florida, the Central
Florida Visitors & Convention Bureau, The
Lakeland Center, Polk County Sports Marketing
and Outpost 27 to increase visitor stays in the
greater Lakeland area and promote Lakeland’s
arts and cultural heritage.
• Partner with the Detroit Tigers and the
Lakeland Flying Tigers to enhance and
continue the long-standing relationships
between the Tiger organization and the
Lakeland business community. Implement
events associated with this endeavor such as the
Tiger BBQ and North with the Tigers.
[LakelandChamber.com]
[EDUCATION]
Initiatives
• Work with strategic partners to accomplish
identified education goals.
• Focus on important legislative issues as they
relate to education.
[ORGANIZATION ADVANCEMENT]
Finance
• A finance committee comprised of member
financial advisors will meet regularly to ensure
the Chamber has the proper resources to carry
out its strategic plan and objectives.
Investment Committee
• The Investment Committee is comprised of
three representatives from each of the following
organizations: the Lakeland Chamber, Chamber
Foundation and LEDC. The committee meets
quarterly to oversee the investment funds of the
organizations.
Chamber Annual Meeting
• The Annual Meeting on February 3 celebrates
the Chamber’s 2008 accomplishments and
recognizes volunteer leaders who have made the
year a success.
Small Business Awards
• Continue to recognize a member business each
month that exemplifies outstanding business
characteristics and entrepreneurial spirit.
• Continue to recognize one of the 12 monthly
winners as the Linder Small Business of the Year.
19th Annual Chamber Scramble
• Develop 19th Annual Chamber Scramble as a
first-class golf tournament with fundraising and
networking opportunities for members.
63rd Annual Tiger BBQ
• This annual event is designed to welcome
the Detroit Tigers back to Lakeland and
communicate to the community the enormous
economic impact and public relations benefits of
having a major league team spring training in
our area. It additionally helps promote the
benefits of the Lakeland Flying Tigers operating
in Lakeland all year long.
North With The Tigers
• Continuing event organized to further
demonstrate Chamber business and City
support for the Detroit Tigers economic benefit
to the Lakeland community in their hometown
of Detroit or on the road with the team.
Chamber Map Project
• Develop first-class updated street map of
Lakeland to use for informational purposes and
as a fundraiser for the Chamber.
 LAKELAND AREA CHAMBER OF COMMERCE
Business After Hours
• Continue to be one of the most effective
networking opportunities the Chamber offers
for members to meet monthly at a Sponsor
member business.
Chamber Champions
• Third year for this program which helps inform
and assimilate
new members into
the Chamber and
provides another
platform for
building member to member relationships.
Juicing Up!
• Held in May and September, this morning
meeting
provides
high-quality
personal
development
opportunities for small business members at
an affordable price.
Business & Breakfast
• Six programs are planned at sponsor member
businesses. These morning events will feature
speakers on relevant
business topics and
provide a great
opportunity for members to network and
promote their business.
Hats Off!
• On January 22, Chamber volunteers will deliver
the 2009 membership packets to more than
2,000 member businesses. Packets include the
2009 Buyer’s Guide, Chamber membership
window decal and other important information.
New Member Receptions
• Six events to provide new members with an
informal orientation and overview of programs
offered by the Chamber.
Cheers for First Year Members
• On January 27 the Chamber will host this event
to recognize the members who joined the
Chamber in 2008 and to thank the Chamber
Champions who dedicated their time to
mentoring these members.
Schmooze a’Palooza
• Held three times in 2009, the Schmooze
a’Palooza event offers members the opportunity
to meet up to 20 business contacts over lunch.
The Chamber’s version of power networking
allows participants to share their 30-second
commercials with a group of 50.
CarBQ
• We will celebrate your employees while
supporting the Chamber in the 3rd Annual
CarBQ. The community will be encouraged to
pre-order tickets and drive through to pick up
their completely portable CarBQ lunches on the
day of the event.
[2009 Lakeland Area Chamber of Commerce Business Plan]
Retail aCCess
• This breakfast meeting is specially designed
to meet the needs of
our growing retail
population. Six events
will be held to focus
on customer relationships,
grassroots marketing
and progressive technology.
To develop and plan these meetings, a
small group Retailer Forum exists.
Diversity
• Continue to host the premier diversity event in
the county: the CommUnity Celebration,
where more than 700 people will gather to
celebrate the differences among us that make
our community rich. Spirit of Diversity awards
are presented: to an individual and to a
company for their efforts in expanding the
understanding of diversity as a cohesive force
in the community and who have worked to
develop harmonious relationships across racial,
ethnic and socio-economic lines.
Economic Forecast Breakfast
• Partner with Allen & Company to bring
Chamber members the 22nd annual Economic
Forecast Breakfast on January 15, 2009 at the
Lakeland Center.
• Provide a forum for Chamber members to hear
first hand the economic predictions for 2009.
[PUBLIC POLICY]
Government Affairs Committee
• Lobby a pro-commerce priority agenda during
the 2009 Legislative Session.
• Recommend the Chamber take action on
important and timely governmental issues.
• Monitor all levels of government and report
activity to Chamber members.
• Represent the business community and interests
of Chamber members at government meetings
and have a presence at all levels of government.
• Increase grassroots lobbying efforts, as well as
lobbying trips to Tallahassee.
BusinessVoice, Inc. &
BusinessVoice for Effective Government
• Support the passage
of legislation compatible
with achieving the
goals of the business
community.
• Endorse pro-business candidates for elective
office at the local and state levels.
• Take positions on local and state issues as they
may arise.
Legislative Wrap-Up Breakfast
• Provide Chamber members the opportunity to
hear from the Polk County Delegation as to how
the business community fared during the 2009
Legislative session in Tallahassee.
[SMART COMMUNITY]
OneSmartLakeland
Mission: Enabling collaboration to encourage
connectivity and integrate technology for the
transformation of our community.
• Actively
participate in
CEOs for Cities.
• Convene a
summit on Broadband Initiative with
community stakeholders.
• Organize and formalize the Healthcare Initiative
with community stakeholders
[PRIVATE SECTOR LEADERSHIP]
Leadership Lakeland XXVI and XXVII
• Continue a 26 year old tradition in excellence.
The 30 class members will experience the
community through educational presentations,
tours, immersion experiences, demonstrations,
and in-depth interviews. The year long
curriculum covers key components of the
community while building esprit de corps
among the class members.
EMERGE Lakeland
• Continue to provide an organization for young
professionals between
the ages of 21 and 42
in which they can
build relationships,
develop professionally,
become politically
aware, philanthropically active, and contribute
to the economic development and quality
of life in Lakeland. This collaboration
between the Lakeland Chamber and the
United Way of Central Florida was established
in December 2003.
Leadership Polk
• Continue to serve on the Polk Vision committee
to provide a county wide leadership program.
For more information on any of the listed
programs, please contact:
Lakeland Area Chamber of Commerce
35 Lake Morton Drive – Lakeland, FL 33801
863/688-8551
info@lakelandchamber.com
2009EXECUTIVE COMMITTEE

The Chairman’s Circle was founded in the fall of 2003

Chairman of the Board Chair elect Immediate Past Chairman Treasurer
Anu Saxena, Joe L. Ruthven, Timothy F. Campbell, Walker Wilkerson,
ASC geosciences, inc. The Ruthvens Clark, Campbell, The NCT Group CPA's, L.L.P.
Mawhinney & Lancaster, P.A. to provide a unique business forum for senior level
executives to meet with one another, build relationships
and participate in strategic marketing and membership
events to enhance their own business and the overall
Lakeland business community. Through the leadership
and support of the following members of the
Chairman’s Circle, this Chamber has the resources
to better assist our members with special focus on our
Chairman, Vice Chair, Communications: Vice Chair, Education: Vice Chair, Organization small business members.
Lakeland Economic Sam Nimah, Alice Hunt, Advancement:
Development Council Southern Wine and Spirits Hunt Construction of Melinda Harrison,
• Ralph Allen, Allen & Company
Ira Anderson, Crowe Horwath, LLP
Scott Franklin, of Florida Central Florida, Inc. Watson Clinic, LLP
Lanier Upshaw, Inc. •
• Alice Barr, BloodnetUSA
• Dean Boring, Boring Business Systems
• Cynde Bunch, Bunch & Associates
• Timothy F. Campbell, Clark, Campbell, Mawhinney
& Lancaster, P.A.
• Mike Carter, The NCT Group CPA’s, L.L.P.
Vice Chair, Public Policy: Vice Chair, General Counsel: Kathleen L. Munson, • Gary Cassard, Bright House Networks
Jim Chaffin, SunTrust Bank
Mark E. Wilson, Smart Community: Andrea Teves Smith, President
Kimley-Horn & Hugh Autry, Peterson & Myers, P.A. •
Ken Ely, Platinum Bank
Associates, Inc. Lakeland Regional
•
Art Erickson, Florida Lifestyle Communities
Medical Center
•
• Jerome Ferson, The Ledger
2009 BOARD OF DIRECTORS CHAMBER FOUNDATION • Buddy Fletcher, City of Lakeland
Keith Albritton, Allen & Company of Florida • Chairman: Timothy F. Campbell • Scott Franklin, Lanier Upshaw, Inc.
Todd Baylis, Cipher Integrations, Inc. Clark, Campbell, Mawhinney & Lancaster, P.A. • Mike Furr, Furr & Wegman Architects, P.A.
John Griffin, Pilot Bank
Sylvia Blackmon-Roberts, Blackmon Roberts Group, Inc. • Chairman of the Board: Anu Saxena
•
Kamal Haider, M.D., Clark &
Hal Bolter, Florida Fluid System Technologies ASC geosciences, inc.
Maria Brous, Publix Super Markets, Inc. • Chairman-elect: Joe L. Ruthven •
The Ruthvens Daughtrey Medical Group, P.A.
Ford Heacock, Heacock Insurance Group, Inc.
Gary Cassard, Bright House Networks
Denis Cole, Firmenich • Treasurer: Walker Wilkerson •
Clayton Hollis, Publix Super Markets, Inc.
Patrick Fagan, Fifth Third Bank The NCT Group CPA’s, L.L.P.
•
Dr. Anne Kerr, Florida Southern College
Jerome Ferson, The Ledger • President: Kathleen L. Munson
•
Mike Kosor, Bartow Regional Medical Center
Mayor Ralph L. “Buddy” Fletcher, City of Lakeland • General Counsel: Andrea Teves Smith
Peterson & Myers, P.A. •
Robert Loftin, Colonial Bank
Terri Goleno, Cheatham & Goleno Financial Services, P.A.

Directors:
Dr. Marshall Goodman, University of South Florida Polytechnic •
Andy Hernan, Griffin Pools, Inc. • Mike Marino, Wachovia Bank
Leonard Mass, Drummond Company, Inc.
• Janet Fansler,
Dr. Eileen Holden, Polk Community College
Lakeland Regional Medical Center •
Mark Miller, GrayRobinson, P.A.
Tim Jackson, NuJak Companies
• Dr. Jay Mulaney, •
Linda Jezard, Advantage Positioning
Sam Nimah, Southern Wine & Spirits of Florida
Central Florida Eye Associates
Joe Joseph, Royal Granite & Marble LLC •
Bob Puterbaugh, Peterson & Myers, P.A.
• Maureen Shaw, Flower Cart Florist
Tom Joyner, Joyner Lumber and Supply Co. •
• Gary Tarr, Pepperidge Farm, Inc.
George Rogers, GEICO
Tony Martinez, Herndon and Associates Insurance, LLC
• David Touchton, •
Art Rowbotham, WONN/WPCV/
Dr. Gail McKinzie, Polk County Public Schools
The NCT Group CPA’s, L.L.P. •
Mark Miller, GrayRobinson, P.A.
Steve Moore, Florida Property & Development WLKF/WWRZ Radio
Joe P. Ruthven, The Ruthvens
One of the greatest assets the Chamber has in
Bob Morrow, GEICO serving the diverse needs of our Lakeland •
Paul Noris, Bank of Central Florida community is the Lakeland Area Chamber • Dr. Lou Saco, Watson Clinic, LLP
Anu Saxena, ASC geosciences, inc.
Dennis Pershing, MIDFLORIDA Federal Credit Union Foundation. The Foundation was formed in
•
Jack Stephens, Lakeland Regional Medical Center
Tim Rice, Ward’s Heating & Air Conditioning 1973 as a 501(c)(3) not-for-profit organization
Steve Scruggs, Lakeland Economic Development Council through the efforts of several Chamber •
Doug Thomas, City of Lakeland leaders. The Foundation’s mission is to raise • Gary Tarr, Pepperidge Farm, Inc.
• Ralph Weeks, Quality Petroleum Corporation
additional funds to support needed community
and education efforts.

[2009 Lakeland Area Chamber of Commerce Business Plan]