Case Story: Northern Virginia-Based Lobby October 13, 2010, by Peter Mirus in Case Stories - Other
This organization was engaged in a multi-year initiative to introduce significant federal legislation. The goal was to successfully bring the legislation to the attention of the American public, while countering strong opposition from those opposed to the legislation. Functions performed included:
- Marketing strategy consultation
- Creative direction including brand design and standards development
- Web communications direction
- Public relations process development and execution
Though the legislation ultimately failed to pass, the precisely deployed marketing strategy was successful in building and sustaining both coalition movement and media attention. The legislation was introduced to Congress to the maximum possible effect.