PENDING LEGISLATION THREATENED THEIR ECONOMIC MODEL.
An industry association needed to prove its value to skeptical policymakers and the public to prevent legislation that would have created a very hostile business climate. The association needed to create lasting relationships to stop the legislation and help advance their policy priorities.
A CRITICAL PART OF THE STORY WAS UNTOLD.
The association had long been defined by a few of its larger members, which overshadowed the diverse perspectives of other companies. For example, many association members had spent years investing in impactful corporate social responsibility programs within their communities—but that work had never been leveraged for public recognition or goodwill.
TELLING STORIES PEOPLE TOOK PERSONALLY.
We developed a communications strategy that highlighted the CSR activities of the association’s membership, using personal stories from those efforts to connect industry goals with societal outcomes in lawmakers’ districts. The strategy attracted Congressional interest in the industry’s positive work and increased lawmaker participation in association-sponsored events.
We also built a full thought leadership program for the association, which included events and partnerships with major business publications, op-eds, blog posts, infographics and social content.
LET’S SEE OUR RESULTS
IMPACT: CHANGED PERCEPTIONS AND NEW ALLIES ON BOTH SIDES OF THE AISLE.
The campaign delivered positive coverage for the industry and repositioned the association as a knowledgeable source on social impact programming. Our strategy also generated valuable goodwill with members of Congress, resulting in multiple legislator-signed editorial pieces praising the association.