Case Study for Information & Communications Technology
Build Broad Coalition to Impact Legislation in Key States:
Build Broad Coalition to Impact Legislation in Key States
VOX was engaged to build and manage an extensive media and grassroots outreach campaign in targeted states in order to pass reform legislation that would bring competition to the cable services market.
VOX Solution:
Marry Traditional Media Campaign with Grassroots Network
VOX provided the strategy, tactical development and overall management of the national and statewide campaigns. We developed a nationwide network of 250,000 consumers who joined our coalition to bring competition to cable TV. The strategy included:
- Grassroots Coalition: VOX built a grassroots coalition of corporations, non-profits and a network of consumers in targeted states, recruited through newspaper inserts, online advertising and print ads.
- Localized Websites & Campaigns: State specific websites for each targeted campaign provided an online source for news and information about the issue and enabled consumers to contact their elected officials. VOX enlisted on-the-ground professionals to recruit and mobilize activists and serve as spokespeople.
- Paid Media: VOX conducted paid TV, radio and newspaper ad campaigns in states where legislation was considered.
- National Presence: We developed a national campaign presence through a website which compiled all research on the benefits of competition, stories of consumer frustrations due to a lack of competition and information on state legislative developments.
- Earned Media: A national spokesperson provided pro-active and re-active media outreach through media interviews, press releases, op-eds, letters-to-the-editor and press conferences.
- Scientific Data: VOX commissioned studies of the economic impact of competition in video services.
RESULTS
VOX recruited more than 250,000 consumers in targeted states.
Generated over 100,000 consumer letters, postcards and phone calls to state legislators.
Competition message appeared in major media outlets throughout key states through statements by the executive director, op-eds, letters to the editors, and radio interviews.
Legislation successfully passed in all 20 targeted states.
