E-Newsletter
An Electronic Publication of the North Central Massachusetts Chamber of Commerce
Inside this edition, you’ll discover the latest Chamber initiatives and success stories from across our region. From economic development projects and upcoming networking events to policy updates and workforce training opportunities, we’re keeping you connected to what matters most for your business and North Central Massachusetts.
The North Central Massachusetts Chamber of Commerce is here to help – with trusted resources, a strong business network, and a support system to keep your business and the region moving forward
As a business owner, are you in touch with the needs of your target demographic group? Do you have an understanding of what they’re looking for and how your brand can meet their needs? Do you have a clear statement that outlines why the goods or services you offer are of better value and will solve your customers’ problems more effectively than a competitors’ offerings?
At its core, a marketing value proposition is a clear statement that explains how your product or service is relevant to your customers, how it will provide a specific benefit to them, and why they should buy from you and not your competitor. It should encompass three elements: your target buyer and their problem, how you solve their problem, and why you solve their problem better than anyone else.
The biggest mistake that businesses make when creating their marketing value proposition is that they are too vague. Here are a few questions to consider to find out if your marketing value proposition is working for your business.
Is your marketing value proposition relevant to the needs of your target market? Is it riddled with technical jargon that can’t be easily understood by someone who doesn’t have a background in the industry? Your value proposition should be in the language of your customer, reflecting the problems that they have and the solutions they need.
Even if your value proposition is compelling, if it sounds too good to be true or if you can’t point to real-life results that support it, you’ll undermine your own efforts. Your statement should be believable and credible.
Your marketing value proposition is far more than a friendly blurb that you post on your About Uspage. It creates a framework for not only how your customers think about your business but also how you and your employees think about your business. A value proposition that is too confining and doesn’t adapt to future growth and development will not work. As your business grows and changes and as your industry evolves, will your value proposition still hold true?
Unless your value proposition elicits an emotional response, it will be quickly forgotten. Your value proposition should resonate with your audience by grabbing your customers’ attention and being memorable. They should see their own needs in it and feel an emotional connection with your mission.
Your business may be but one fish in a sea full of competitors that all offer essentially the same features. This is why an effective marketing value proposition is so important: it goes beyond dry, standard features to showcase the rich benefits that your business is in a unique position to provide. Your marketing value proposition sets your brand apart from your competitors, demonstrating to your target audience how you understand them and have oriented your business around their needs.
Maybe you’ve heard the value of word-of-mouth advertising; according to Nielsen ratings, 92% of consumers trust their friends’ and family’s recommendation over traditional advertising. That doesn’t mean you can simply sit back and assume that the quality of your product is so much better than your competition’s that customers will be raving about it to their friends without any extra effort on your part.
We want you to get the answers you need to the questions that will grow your business. How can you turn satisfied customers into loyal repeat visitors? How can you get customers to become promoters, so impressed with their experience with your product or service that they can’t wait to tell everyone they know? The answer is a little trick called customer engagement.
For hospitality businesses like hotels and sit-down restaurants, it’s easier to craft a lasting user experience because your guests spend more time in your establishment. For people who own retail stores and quick-service restaurants, however, it’s a little more complicated.
Your customers only spend a little time interacting with your business, no more or less than they do with your competitors, so customer engagement turns into a war for the attention of patrons whose time in your location is fleeting at best. It’s one thing to make a purchase that you’re satisfied with — it’s a whole other ballpark when trying to create a lasting impression.
That’s why customer experience matters so much. And for businesses that don’t have the advantage of having their customers’ full attention, creativity is key to creating a lasting experience without actually getting to spend significant time with the customer in question.
This theory is far from unfounded. According to a study from the White House Office of Consumer Affairs, 80% of consumers said they would pay more for a better experience. This means engaging with customers in and outside of your brick & mortar establishment, creating a friendly interaction between your brand and your customers.
Take Chik-fil-A, for example. When the chicken chain first opened, the founder had a firm idea of what he wanted the experience of the restaurant’s guests to be. Every cashier says something like “my pleasure” or “have a nice day”. People crave this type of friendly encounter with customer service pros and will go out of their way to get it.
But what about when customers aren’t in the physical confines of your store? Then it pays to use digital marketing tactics that give your brand a personality. Make sure your company twitter account is interacting with people in a positive way, whether you’re responding to requests or complaints or simply about promotions your business is running. Personalize your emails with a survey that shows that your brand truly wants to get to know the customer and their tastes.
When you become more than just a faceless brand, and something like a helpful companion, dare we say even a friend, to your customers, that’s when they’ll be inclined to recommend you to their peers, friends, and family. That’s the process of turning a customer into a loyal promoter.
Article Source: State House News Service
Article By: Matt Murphy
JAN. 22, 2021…..After four years of watching Donald Trump govern by tweet, President Joe Biden took to the medium from which Trump is now banned on Wednesday morning with a message of his own.
“It’s a new day in America,” Biden tweeted.
He was right, of course. Biden was about to institute a mask mandate on federal property, order the United States back into the Paris climate accord and stop building a wall along the border with Mexico.
But the inauguration of Joseph Robinette Biden as the 46th president of the United States also ensured that it will soon be a new day in Massachusetts, with state-federal relations about to undergo a complete reset.
Baker often said he found Trump’s Cabinet to be good to work with, even if he didn’t agree with the man in the Oval Office. But the upper echelons of the Centers for the Disease Control, the U.S. Department of Labor, the U.S. Department of Commerce and the Federal Highway Administration will now be stocked with true F.O.C. — Friends of Charlie.
The development at Highway came to light this week in an announcement Baker described as “bittersweet.” After a six-year stretch that started with the “Snowpocalypse” of 2015 and will end with a round of pandemic service cuts at the MBTA, Transportation Secretary Stephanie Pollack is trading Baker for Biden.
Pollack will begin work next week as deputy administrator of the Federal Highway Administration. The governor tapped Registrar of Motor Vehicles Jamey Tesler to fill Pollack’s shoes temporarily.
When she was chosen by Baker at the start of his first term, Pollack was one of the most high-profile examples of what would become Baker’s bipartisan approach to governing — a Democrat most closely identified with her work at the Conservation Law Foundation to extract transit concessions from the state to mitigate the impacts of the Big Dig.
She leaves as the face of Baker’s transportation legacy, an unwavering ally through good times and bad.
“It just never hurts to have relationships with people in high places,” Baker said Thursday.
And he’ll have plenty of them.
As Donald Trump departed Washington, he broke from tradition once again by skipping his successor’s inauguration, and telling a small group of supporters at Andrews Air Force Base that he would be “back in some form.”
“So, have a good life. We will see you soon. Thank you. Thank you very much. Thank you very much,” Trump said, making his last public statement as president before jetting off to Florida.
The Massachusetts Republican Party responded to the occasion by thanking Trump for four years of service, while Baker waited until after Biden swore his oath of office to make his only public statement of the day — a welcome to the new administration.
Baker is hoping that with the Biden team in charge of vaccine distribution in Washington the state will get better “visibility into the pipeline” that is currently delivering about 80,000 doses a week to Massachusetts.
The latest data released by the state Thursday indicated that 359,919 doses of the 591,775 shipped to Massachusetts have been administered so far as Baker announced a series of steps this week to increase access to the vaccine. But the governor and Public Health Commissioner Monica Bharel both talked this week about it being difficult to plan for distribution when the state is only told on a week-to-week basis how much vaccine to expect.
Congregate care facilities, including prisons and shelters, began vaccinating this week, and Baker announced that as of Thursday everyone in Phase I – which newly included home-based health care and non-COVID care providers — is now eligible.
To accommodate the growing pool of vaccine-eligible residents, Baker announced while touring the mass vaccination site at Gillette Stadium that Fenway Park would open next month as the state’s second mass vaccination site, and that CVS, Walgreens and other private partners would begin to receive vaccine for distribution.
The state Public Health Council also approved pharmacy students and students training to be physician assistants to administer vaccines after they’ve been properly trained, adding to a pool of providers that already included medical and nursing students.
The push to ramp up vaccine distribution came as public health officials announced that two cases of the more contagious, and possibly more deadly, strain of the coronavirus first found in the United Kingdom had been detected in Massachusetts.
It was only a matter of time and Bharel said the safety protocols, including mask-wearing and distancing, don’t change with the new variant, but a more contagious form of the virus could eat away at the positive trend lines that prompted Baker to relax some of the post-holiday restrictions he put in place.
Baker said that since Jan. 1 new cases of COVID-19 had fallen 30 percent, the positive test rate had dropped 30 percent, and hospitalizations were down 10 percent. Those improving public health conditions were sufficient to convince him to lift the stay-at-home advisory and curfews for businesses that he put in place to protect against the post-Christmas surge.
The governor had been advising people to remain at home between 10 p.m. and 5 a.m., and in order to make that possible had told businesses like restaurants that they must shut down by 9:30 p.m. each night.
While Baker is lifting those curfews on Monday morning, he’s not adjusting the 25 percent capacity limits for most businesses, and won’t for least another couple of weeks, he said.
The week quite literally revolved around Wednesday and the activities in D.C., which turned out to be more celebratory than calamitous, which had been feared. But it was hard not to feel like the threat of more violence at state capitols kept Beacon Hill quiet this week.
Lawmakers largely stayed away, though Speaker Ron Mariano and Senate President Karen Spilka did make good Tuesday on their promise to refile the climate and emission reduction bill that Baker vetoed last week unchanged.
The big question now is when will they ask freshly sworn-in House and Senate legislators to vote on the package that was negotiated last session, and if they will entertain any changes — either ones sought by the governor or their own members – before they send it back to Baker.
While legislative Democrats plotted their next moves on climate change, Baker was preparing to give his first pandemic-era “State of the Commonwealth” address next week and to file a budget proposal for fiscal 2022.
He and Lt. Gov. Karyn Polito teased the governor’s budget with the Massachusetts Municipal Association as a spending plan that will increase unrestricted local aid by $39.5 million, or 3.5 percent, and for the first time fund the 2019 Student Opportunity Act.
The MMA sneak peak has been a tradition spanning multiple governors, and a sign that some things are returning to normal.
Donations part of multi-tiered approach to provide customers with financial assistance

Unitil has created the Unitil Customer Assistance & Recovery Effort (U-CARE) Fund and has donated $150,000 directly to Community Action Programs (CAPs) working locally in Unitil’s service territories to provide direct utility assistance to residential customers impacted by COVID-19 related job loss or reduced wages. The remaining $75,000 will be donated to COVID-19 based programs at agencies, such as the United Way, to combat food insecurity, homelessness, mental health, and substance abuse, while also supporting first responders where we can.
“As an organization, we care deeply about the well-being of our customers,” Unitil CEO and President Tom Meissner said. “The creation of this fund is part of a comprehensive plan designed to give families and businesses as much support as possible as the economic impact of the fight against this virus comes into focus.”
On top of the donations, Unitil has made the following commitments to its customers:
Unitil urges all customers with financial challenges to reach out to their local CAP Agency or our own representatives at 1-888-301-7700 so we can provide assistance to get families through this ongoing crisis.
About Unitil Corporation
Unitil Corporation provides energy for life by safely and reliably delivering natural gas and electricity in New England. We are committed to the communities we serve and to developing people, business practices and technologies that lead to dependable, more efficient energy. Unitil Corporation is a public utility holding company with operations in Maine, New Hampshire and Massachusetts. Together, Unitil’s operating utilities serve approximately 106,000 electric customers and 83,600 natural gas customers. For more information about our people, technologies and community involvement please visit unitil.com.

At a special meeting on Thursday, March 26, the Clinton Board of Selectmen voted unanimously to make $150,000 available from the town’s Community Development Fund to create a Small Business Resiliency Program to assist Clinton’s small businesses absorb financial impacts of the ongoing COVID-19 State of Emergency.
Loans of up to $5,000 are available, subject to the availability of funds. Requests for larger amounts may be considered on a case- by-case basis.
“Small businesses, which are historically sensitive to interruptions of cash flow, have been meaningfully affected by the ongoing State of Emergency,” said Clinton Community and Economic Development Director Philip Duffy. “The intent of this program is to get this money out quickly. It’s likely that larger assistance from the federal government will be arriving at some point. In the meantime, we want to address the needs of some of our businesses that are under stress right now, to make sure they’re still here when this is all over.”
Businesses located in Clinton, as evidenced by a commercial lease or mortgage, or Clinton businesses that, in addition to the owner, withhold payroll taxes for at least one employee are eligible.
Small Business Resiliency assistance targets financial impacts of COVID-19 from March 10 to April 30, 2020, including:
If approved, eligible Clinton businesses can use this funding for such things as:
For a loan application and more information, including criteria for consideration and loan terms, GO HERE.
Questions about the program should be directed to:
Phillip Duffy
Director, Community and Economic Development Office
242 Church Street Clinton, MA 01510
978-365-4113

The money will be earmarked for meeting critical needs of some of the most vulnerable members of the community, including children and the elderly.
“This is a time when we all must pull together, and we at Rollstone are determined to do our part,” said Martin F. Connors Jr., President & CEO of Rollstone Bank & Trust, “We are an integral part of the community and we are compelled to support those who need it most.”
Connors reached out to leaders from across the region to identify gaps in critical services and found that the need varies from town to town. Funds for the City of Leominster will help provide internet access to students so they can continue learning remotely, while the Fitchburg Public Schools will use their grant to provide meals to students and families. Additional funding will also be provided to Montachusett Opportunity Council (MOC), Loaves & Fishes, Townsend Ecumenical Outreach (TEO), and the Gardner Community Action Committee (CAC) for food as well as personal care and other essential items. Connors said he hopes Rollstone’s donations will help improve the lives of many people across the area.
The Rollstone Charitable Foundation is also accepting donations from other individuals and organizations that wish to support the community effort. Donations can be sent to Rollstone Charitable Foundation, 24 Monument Square, Leominster, MA 01453. Checks should have “COVID-19 Relief Fund” in the memo line of the check.
“I encourage anyone who can to donate to this effort,” Connors said.
About Rollstone Bank & Trust
At Rollstone Bank & Trust, we deliver personalized service that goes above & beyond. Our dedication to providing our customers with superior bank and wealth management solutions, along with the support they need to prosper at work and at home, has enabled us to build one of the most trusted banks in the region. With branches located throughout central Massachusetts, customers have peace of mind knowing we are FDIC & DIF insured, and never far from home. Rollstone Bank & Trust – it’s where you matter most.
When the workday ends and the lights go down, Custom Cleaning Service of Peabody, Inc. gets to work. “We operate as our clients’ silent partner after business hours,” says Adam Paicos, of Templeton, who now serves as Director of Operations and oversees the company’s expansion into North Central MA. “We are not often seen, but we ensure facilities are clean, secure, and ready for business each day while serving as the eyes and ears for our clients when they are not on site.”
Discover local business stories through our Inside North Central Massachusetts Podcast series. Listen as Chamber members share their journeys, insights, and contributions to our thriving regional business community.
Looking for your next opportunity? Explore current job openings from employers across North Central Massachusetts on our Jobs Board. Whether you’re starting a new career or making a change, you’ll find a variety of local positions available to help you take the next step.
CapEx Facility Services & Construction · Leominster, MA
TaraVista Behavioral Health Center · Harvard, MA
DRS Power Technology, Inc. · Fitchburg, MA
AIS · Leominster, MA