Case Study for Food and Agriculture
BEVERAGE INDUSTRY CHALLENGE:
An Icon under Attack
A iconic brand had a strong and historic story to tell, but was facing attacks from activists passionately opposed to its local operations.
VOX Solution:
Research-Tested Messages, Campaign Discipline
In order to proactively tell its story and mitigate opposition activities, VOX developed and executed an integrated campaign, utilizing a variety of voices and outlets as well as research-tested messages, to communicate the company’s long history of providing good jobs, protecting the environment and giving back to local communities.
- Media Relations: VOX identified various opportunities, such as charitable giving and environmental awards, to develop a strong news hook and secure significant coverage in targeted media outlets. We also media trained spokespeople and brought our messages directly to targeted editorial boards and key reporters.
- Paid Advertising: VOX developed and executed a robust paid media campaign that targeted key audiences through radio, digital, and television advertising and direct mail to raise awareness of the company’s significant contributions to the state’s economy.
- Digital Advocacy: VOX developed and continues to maintain the company’s campaign website to proactively deliver messages, rebut opposition attacks and provide information to key audiences. Monthly digital newsletters are distributed to key constituencies as well.
- Employee Grassroots Engagement: The company’s employees are tremendous spokespeople to repeat and validate key messages. Their stories are featured in a monthly e-newsletter, local media, and legislative testimony, and are published in letters to the editor and op-eds.
- Third Party Validation: We leveraged the voices of officials, vendors, business and industry associations, and environmental organizations to repeat core campaign messages, counter the opposition and speak about the benefits of their relationship with the company.
- Legislative Support: Facilities tours, district-specific policy and communications documents, and targeted deployment of employees and allies help educate policy makers.
- Opposition Monitoring: VOX continuously monitors any potential opposition activity and provides strategic counsel on the development and execution of action plans.
RESULTS
Core messages are regularly repeated in the media and by targeted audiences in online commentary.
A variety of local weekly and daily newspapers have editorialized in support of the company.
During local and state legislative challenges, we successfully rallied support to defeat over a dozen harmful and punitive bills in one legislative session.
Allies are now empowered to proactively support the company and help tell its story to the media, elected officials, and regulators while rebutting opposition attacks.
