Giving Voice to Millions of Consumers
The Solution
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Communicating the Right Messages
We conducted opinion research about lending products to determine key messages that would resonate with consumers and lawmakers. These results formed the foundation for all aspects of our strategic communications and campaign strategy.
We built a website that served as the hub of our communications and education efforts. It provided visitors with information about personal finance, tips and resources for good financial health and updates about federal and state legislation effecting consumers. We expanded communications into social media and developed a network of followers on Facebook and Twitter.
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Mobilizing the Community
We equipped our website with tools that allowed us to strategically deploy our members in response to legislative threats and opportunities as part of our broader legislative affairs strategy. As many of our members used mobile phones as their primary source of communications, we also deployed a texting capability to mobilize members. We provided a forum for consumers to share their testimonials about the importance of this product via audio and text that were placed on an interactive map and shared with policymakers.
The views of consumers have been heard through these and other tools. We generated tens of thousands of letters and thousands of phone calls to state and federal lawmakers, over 175,000 petition signatures to regulators, and hundreds of op-eds, letters to the editor, and online comments as part of a coordinated media relations effort to elevate consumer voices.
The Results
Combine Online Efforts with Personal Touch
The coalition retained an executive director, a customer of the products, to expand its ability to educate consumers, lawmakers and the media. We conducted townhall meetings with coalition members across the country to listen, educate, and identify champions as part of a community social impact campaign. The executive director also provided key testimony in targeted states and Congress, giving a face to and speaking on behalf of millions of consumers.
