PROMOTIONAL MATERIAL — Rachel Keeney, executive director of the Top of West Virginia Convention and Visitors Bureau, was the featured presenter Thursday as part of the ongoing Business Bootcamp series organized by the Weirton Area Chamber of Commerce. The series is held with support from First Microloan of West Virginia, the City of Weirton, and the Business Development Corp. of the Northern Panhandle. -- Craig Howell

WEIRTON — Area businesses had an opportunity to learn some best practices for promoting themselves Thursday morning, as part of an ongoing Business Bootcamp educational series.

The series is organized by the Weirton Area Chamber of Commerce in cooperation with First Microloan of West Virginia, the City of Weirton and the Business Development Corp. of the Northern Panhandle.

“Today’s session is all about marketing,” noted Brenda Mull, president of the chamber.

Titled “Building Your Brand: Strategize Your Marketing and Social Media Presence,” it was presented by Rachel Keeney, executive director of the Top of West Virginia Convention and Visitors Bureau.

Keeney, who also is co-owner Juxtaproof Studio, a boutique design business specializing in branding and marketing strategies, explained when she has been approached by a business or organization about a marketing strategy, the focus often is focused on establishing a logo.

“Your brand is not just a logo,” Keeney said. “Your brand should have an entire visual identity.”

Through specific uses of color, fonts and graphic elements, a business has an opportunity to establish a recognizable visual branding, she explained, to accompany the identity established by their products and services.

Keeney noted recognizable phrases, such as “Just Do It,” used by Nike and “Almost Heaven” commonly representative of West Virginia, as well as color schemes easily identified from McDonald’s, Wal-Mart, Google and TikTok.

A brand can show voice and personality, but Keeney explained it is important for a business to know and understand its audience in order to build a successful marketing campaign.

“You can’t be something for everyone and be successful,” she said.

She also pointed to the importance of being consistent and authentic in a business’ messaging, and offered some tips on the use of social media and other advertising methods.

Future seminars in the Business Bootcamp series include:

• Feb. 19: “Show Me the Money: Alternative Financing Options,” presented by Tim James of First Microloan of West Virginia.

• March 19: “It’s Tax Time: Understanding Your Financial Statement,” also presented by James.

• April 16: “Growing Your Business: Workforce Development,” presented by Erin Kittle of the Northern Panhandle Workforce Development and Jennifer Rohrig of West Virginia Economic Development.

• May 21: “Handbooks, Employee Files and More: HR Compliance,” presented by Amy Grant of WVU Medicine Weirton Medical Center.

Registration for each session is required, and there is a $10 fee which covers the cost of food.

For information, contact the Chamber at (304) 748-7212.