Posted: Feb. 3, 2010 |(0) Comments

A new executive director has taken the helm of the Wauwatosa West Suburban Association of Commerce, and she's bringing technological savvy and an enthusiasm for the city to the job.

Meg McKenna, a longtime Wauwatosa resident, took over for Sharon Scaccia, who after more than 15 years in the position decided to explore new career opportunities.

In her first month on the job, McKenna has been visiting the more than 250 member businesses to learn about their offerings and see what they want to get out of their membership in the association.

"I tell them we can add extra heft to the business promotion they do," McKenna said.

Already, she's using her Internet marketing skills on Twitter, sending out messages that promote members and about issues that could affect them. She's also planning to launch an online community where business owners can trade advice without leaving their shop.

Group establishes new goals

McKenna's background as a business owner and operator, and her expertise in the latest marketing tools, helped her land the position, board President Tim Casey said. She was the co-founder and online editor of MilwaukeeMoms.com prior to selling that entity to Journal Communications in 2006.

"Any time there is change in leadership, an organization has to look at what it has done well and what (we want) to improve," he said. "We need to upgrade ourselves on the technology side and take advantage of tools like social media."

Still, both chamber leaders contend that the computer will not replace the face-to-face networking that builds trust between business people. Changes are not expected for Active Business Leads Exchange, the chamber's most popular program.

However, McKenna hopes to expand the educational and networking workshops, incorporating times and settings that would work for people in all job sectors.

The association also is putting together a new directory, an important tool for marketing its businesses.

Taking a stand on issues that affect the local business community - from sales tax hikes to the impact of a proposed development - also is on the agenda, Casey said.

"We do want to be the voice of the business community," he said.

New director reaching out

She would like to see membership reach a previously attained 600 members. The city has lost some of its manufacturing and industrial businesses, but many service and retail establishments have moved in.

"I'd like to go after more restaurants," she said. "Many have opened and found success here."

It's also important to McKenna to strengthen alliances with local and regional groups. She's already met with the Village Business Improvement District, which has just signed on as a member. She's also pursuing cross-promotional activities with Milwaukee. She sees potential for more Milwaukee-based eateries to expand to Wauwatosa, as Mo's Irish Pub did on Blue Mound Road.

Getting involved in the chamber is a "goodwill piece," showing Wauwatosa a business is invested in the community, McKenna said. Unfortunately, the poor economy has caused employers and business owners to cut costs, and that often means cutting back money spent on memberships, marketing and education.

But the economic doldrums seem to be dissipating, and McKenna's outreach has been met with enthusiasm and relief, she said. The Milwaukee Wave, Irgens Development and Proud to Introduce Photography have joined the association, and numerous existing members have said they are interested in taking a more active role in the chamber.