Download MOTIVATE AND MOBILIZE CONSUMERS

CREATE A MESSAGE PLATFORM TO
MOTIVATE AND MOBILIZE CONSUMERS
BUSINESS TO CONSUMER - CLIMATE CHANGE /
ENERGY MESSAGING CAMPAIGN
Presented to
Business for Innovative Climate and Energy Policy [BICEP]
Presented by
VOX Global with Hart Research and GMR Marketing
July 22, 2011
Butterfly Effect: the phenomenon whereby a small
change at one place in a complex system can
have large effects elsewhere.
WHAT’S IN A NAME?
What’s in a name? A lot, we think. In Latin, VOX translates to “voice.” We embraced
this name for our firm because we believe strongly in the power of communications to
make a difference. As the BICEP coalition has recognized, a winning communications
campaign starts with a compelling and memorable message and gains momentum
through many voices.
Working with our research and design partners, VOX welcomes the opportunity to help
BICEP members engage their employees and customers in securing meaningful energy
and climate policies. With up-to-date consumer insights and time-tested methodologies
for developing creative communications platforms, we can help your members jump start
the public conversation about environmental protection.
Adding voice to your muscle offers promise for action.
The following pages outline our approach, introduce our team and highlight our experience
shaping and executing policy advocacy, public education and marketing campaigns.
We’ve got all the tools to work seamlessly and quickly to meet your needs. We look
forward to the opportunity to share our thinking and ideas in person.
Ann
Ann Davison
Senior Partner | VOX Global
1909 K St NW, 5th Floor
Washington, DC 20006
202.772.5001
[email protected]
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ABOUT US
At VOX Global, we take pride in partnering
with the best strategists, creative firms,
and pollsters to provide our clients with
counsel that is the best in the business.
When building an effective team, we ask
one simple question – “Who is best able to
help our clients achieve their goals?” With
that in mind, we have combined our policy,
campaign and sustainability expertise with
GMR Marketing’s creative brilliance and Hart
Research’s unparalleled understanding of
public opinion to offer a seamless team of
specialists to embark on this exciting effort.
VOX GLOBAL
VOX is a bipartisan public
affairs firm that combines
political, private sector
and nonprofit experience
with the knowledge gained
from working for some of the best known
companies and organizations in the world.
Our strategic approach combines our deep
understanding of the regulatory and market
environment with stakeholder engagement,
media and research to help our clients
achieve their goals.
Sustainability is a key specialty at VOX.
We have developed programs for iconic
brands like AT&T and Gallo Wines;
provided business-to-business counsel
to sustainability practices at professional
services firms like Ernst & Young; consulted
with energy companies including Edison
International; and designed campaigns to
pass climate legislation for companies like
Paul G. Allen’s Vulcan, Inc. We are part of
Omnicom Group, a leading communications
company whose network provides
advertising, marketing, public relations, and
other communications services to more than
5,000 clients in more than 100 countries.
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HART RESEARCH
Hart Research has been
one of America’s leading
public opinion and market
research firms for nearly four decades.
It has been at the forefront of identifying
and understanding Americans’ changing
expectations, attitudes, and behaviors, and
providing its clients with the insights they
need to navigate successfully in an everchanging environment. Hart has conducted
nearly 7,000 public opinion polls, 6,000
focus group sessions, and surveyed more
than three million individuals. Its client
base includes over three dozen
environmental advocacy organizations
and energy companies including the League
of Conservation Voters, NRDC, the Sierra
Club, Pew Charitable Trusts, Greenpeace,
the American Wind Energy Association,
the COMPETE Coalition, Exelon and the
Pickens Plan.
GMR MARKETING
GMR Marketing is a pioneer
in the practice of engagement
marketing. GMR builds brand
relevance with campaigns that resonate with
consumers on a personal level, leveraging
passions for sports, music, entertainment and
lifestyle. A full service agency, GMR has the
ability to provide total solutions including
insights, creative, ideation, execution and
measurement.
A subsidiary of Omnicom and a part of the
Radiate Group, GMR is headquartered in
Milwaukee with 24 offices in 12 countries.
GMR has received numerous industry
accolades, including Sports Business
Journal’s 2009 “Sports Event Marketing Firm
of the Year”and Sports Business Journal’s
2011 “Sports Consulting Agency of the Year.”
“There are two primary choices in life:
to accept conditions as they exist, or accept
the responsibility for changing them.”
- Dr. Denis Waitley
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“Vision without action is merely a dream.
Action without vision just passes the time.
Vision with action can change the world.”
- Joel Arthur Barker
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OUR APPROACH
AN INTEGRATED PROCESS
Research
Message
ITERATION
Design
ITERATION
Over the years, we have researched and
worked on climate change and energy issues
from a multiplicity of perspectives. We have
studied ways to engage with consumers and
voters on behalf of Fortune 100 corporations,
major charitable foundations, electricity
generators and environmental advocates.
And we’ve observed as the efforts of groups
like US Climate Action Partnership and
the Alliance for Climate Protection have
struggled to connect effectively with voters
and, as a result, have failed in Congress.
No doubt, there are challenges to engaging
individuals as it relates to environmental
goals. But we see a great opportunity made
possible by introducing new messengers
– a coalition of iconic brands that millions
of Americans interact with on a daily basis.
Brands that already have worked their ways
into the hearts and minds of consumers. And
brands that have staked their reputation on
demonstrating their commitment to caring for
the environment.
We also see an opportunity to engage new
audiences by updating messages aimed at
combating climate change. While the “global
warming” debate may have stalled, we know
that wide swaths of the population respond
positively to related messages that approach
the same goals from different angles. In survey
after survey, we have seen broad support
for goals like energy efficiency, economic
growth and competitiveness. Considering that
overwhelming majorities also support broader
environmental goals such as clean air and
clean water, the key to success is to connect
these popular themes in parallel with the goal
of combating climate change.
In the following pages, we describe the
approach we will take to developing a
message platform and a creative concept for
this effort.
Step One
Review Consumer Research and
Insights
Where is the current consumer mindset
as it relates to climate change and
environmental legislation?
Opinions about climate
change vary widely
Research
across America.
Analysis
A survey by Yale
and George Mason
Universities divides the
country into six different
Consumer Mindset
groups by describing
their feelings about
Persuasive
the issue – Alarmed,
Messages
Concerned, Cautious,
Disengaged, Doubtful,
and Dismissive. With fewer than half of
Americans falling in the first two categories,
this can be discouraging. However, the same
survey shows that a strong majority of people
believe they can “easily change [their] minds
about global warming.”
Additional research indicates that
many people who express support for
environmental goals may be uneasy about
the steps necessary to achieve them. In a
poll we conducted last year for the United
States Climate Task Force, nearly two-thirds
(63%) of American voters said that America’s
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energy policy needs major reform, if not a
complete overhaul. However, in another poll
for NBC News and The Wall Street Journal
conducted at about the same time, fewer
than half (48%) of Americans said that they
would approve of a proposal that would
require companies to reduce greenhouse
gases if it would mean higher utility bills
for customers.
Rather than trying to win over die hard
opponents of environmental action, we
will focus on those whose opinions remain
flexible. We will also bridge the gap between
theoretical support and meaningful action.
By analyzing our own research and that of
others, we will find the common threads that
unite and motivate people and reach them
with messages that connect on a personal
level. By reframing the climate debate, we
will transcend the current discussion to
show how our goals are in full concert
with the goals of the majority of Americans
who desire economic growth, energy
security, and global security, as well as
environmental health.
If Americans are confused about
environmental legislation, who will they
believe?
Through experience, we have found
that a message is only as good as the
messenger who carries it. Credibility is
largely determined by an assessment
of the messenger’s motivations and the
messenger’s likelihood of knowing the facts.
Research we have performed and reviewed
indicates that scientists as well as federal
science-related agencies get high marks in
polls because they are seen as objective
experts with little to gain from deception.
At the other end of the spectrum, the media
and politicians have very little credibility as
they are viewed as primarily interested in
pursuing their own agendas.
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Interestingly, when the profit motive is
acknowledged by businesses, it can actually
increase their credibility on environmental
and social issues. Consumers tend to
disbelieve claims of pure altruism from
many major corporations. But if a socially
responsible action is put in the context
of achieving a business objective, it is
more believable and accepted. With this
in mind, we often counsel our clients to
focus on the “triple bottom line” when
communicating publicly about their efforts.
A communications campaign branded by
the Ceres and its BICEP partners, all of
whom have strong commitments to the triple
bottom line, is likely to be received as both
sincere and inspiring.
Step Two
Craft a Compelling Message
Platform
What types of messages are most likely
to connect with consumers?
Good messages aimed
at inspiring action usually
convey three things:
relevance, urgency and
efficacy. Relevance
connects the issue to
the person in a way that
matters to them personally.
Urgency tells them that
there is no time to waste.
And efficacy says that their
effort will yield results.
Message
Development
Message
Platform
Again consulting the research, the Yale/
George Mason study shows that more than
half of all people believe that global warming
will harm them “only a little” or “not at all.”
Another 17 percent “don’t know.” Twentytwo percent believe Americans will not be
harmed for at least 50 years. And 20 percent
believe Americans will never be harmed.
Finally, more than half report that humans
either will not, cannot or have no reason to
reduce global warming.
Notably, however, when environmental
protections are spoken of more broadly—
clean air, safe food, clean water—they take
on an immediate, personal significance
that bridges ideological divides. Likewise,
economic messages connect deeply with
people and are especially urgent in these
challenging times.
And while people are pessimistic about
whether we are willing to do what it takes
to combat climate change, they do still
believe in the ability of individuals to make
a difference, and are particularly optimistic
about the role technology can play. We
view this sense of personal efficacy as a
tremendous asset for the communications
campaign. In the end, it will be critical to
bridge the gap between “able” and “willing.”
What types of messages are most likely
to move Americans to action?
Our work on large scale consumer-focused
behavioral change campaigns teaches
us that individuals need to share their
commitments with others and have their
actions constantly reinforced. An advocacy
campaign, sponsored by brands important
to our target audiences, provides a strong
indication that “others believe this, too.”
The peer influence of seeing others (e.g.
Target shoppers, Ben & Jerry lovers and
Nike wearers) taking action creates a sense
of comfort about one’s own beliefs
and actions.
Building this social momentum through a
wide array of platforms will allow individuals
to share their commitment, thus helping
to move the audience from awareness to
action. The message platform and creative
we design will not only be applicable across
BICEP members, but directly from consumer
to consumer.
With our research and audience insights
in hand, the VOX Global team will provide
BICEP a recommended message platform
that can serve as the cornerstone for
the creative effort and, we believe, be
valuable to a wide audience looking for
ways to move the needle on climate change
policy. For example, Ceres and BICEP’s
corporate leaders could use the platform
in online and social media as well as
speaking engagements and corporate
citizenship reports.
Step Three
Develop Creative to Maximize
Emotional Impact
What is the place and time when the
consumer interacts with the brand?
Based on our target
audiences and message
Creative Brief
platform in place, we will
draft a creative brief that
provides framework to
guide the design process
Creative Design
by articulating what we
want our target audience
to think, feel and do. The
goal of our design is to maximize emotional
impact. It must feel relevant to the target
audience and inspire them to action.
A good design takes into account where
and how it will intercept the target audience.
We recognize the wide variety of ways
in which BICEP members interface with
consumers from social media to pointof-sale purchases to online advertising to
retail packaging and so on. Initially, we will
approach the design as something that can
easily be used on BICEP member websites
and social media platforms. Developing a
creative approach specifically for the online
context will also allow for future growth of
the campaign.
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The creative will not only communicate our
messages but will also become a portal
for the target audience to get involved in
advocacy. Given that most companies are
very strict about packaging guidelines, and
the long process it can take to add a new
design to package or point of sale materials,
this will also allow for quicker adoption of
the creative by BICEP companies.
Our design team will create three concepts
for consideration by Ceres and the BICEP
companies, each with a sample of how it
would “live” on a member company website,
social media page or other materials. We
also recommend testing the concepts
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with target audience members, perhaps
with a survey tool distributed through your
employee networks or even directly with a
sample of your consumer audience.
With this input, we will refine two of the
concepts further and then ask you to select
one for final development. Again, we are
sensitive to the fact that your members
have a wide variety of guidelines for their
own brands and branded properties. Our
goal will be to create something that will
be universally acceptable to the BICEP
members without compromising the integrity
of our intended communication.
“The best way to make a contribution in fashion is
to promote the idea that a fundamental interest in
preserving the environment is itself fashionable.”
- Giorgio Armani
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CREATIVE APPLICATION
To give you an idea of how a creative
concept intended to inspire and motivate
consumers to action might play across
BICEP member platforms, we’ve used the
concept of the “butterfly effect.” Originally
a formulation of chaos theory, the butterfly
effect describes how a simple action in one
part of the world can yield surprising results
across the globe (e.g. a butterfly flapping
its wings in Brazil can cause a hurricane
in Texas). While this is meant only as an
example of how a concept can be applied
across BICEP members, it speaks not only
to how we are all affected by environmental
problems, but also how a single person’s
efforts can have having meaningful results.
DESIGN STRATEGY
INTERCEPT
MESSAGE
MEDIUM
What is the place
+ time where a
consumer interacts
with the brand?
Where is the opportunity
to appropriately
message based on
intercept + interaction
with the brand?
Where is the opportunity
to choose appropriate
medium based on
intercept + message +
interaction with brand?
Design Consideration Filters
Length of
Engagement
Viewing
Distance
Size of
Medium
Shape of
Medium
Scale of
Medium
Creative Result
This strategy yields a creative element that has been designed with reason and
has purpose, thus offering consumers relevance to the brand and working to
change behavior.
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NIKE CREATE A NIKEFLY PROMOTION
Tying into Nike’s NikeiD line of products,
which offers customized shoe features
and designs, the Nikefly promotion will
allow consumers to create a custom
butterfly. The chance to win products will
draw participation, while the incorporation
of social media (consumers share their
butterfly within their social networks) will
draw new eyes to both The Butterfly Effect
and the NikeiD brands.
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TARGET BUTTERFLY ANIMATION
The Target floating butterfly shows
consumers environmentally-friendly
products and how to incorporate
sustainable practices into their routine.
The helpful butterfly (animated to flap its
wings) flits from from product to product
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on a homepage display to highlight Target’s
great energy efficient options.
The three screens demonstrate the
animation sequence.
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BEN & JERRY’S PEANUT BUTTERFLY EFFECT ICE CREAM
Peanut Butterfly Effect Ice Cream will
highlight Ben & Jerry’s environmentally
responsible practices while generating the
excitement of a limited edition ice cream
flavor. Consumers know that by purchasing
Peanut Butterfly Effect Ice Cream, they
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are not only choosing a premium ice
cream for their family, but are voicing their
support of Ben & Jerry’s “Green Team”
and safeguarding the planet. It’s one small
action that makes a big statement.
“People become really quite remarkable when they start
thinking that they can do things. When they believe in
themselves they have the first secret of success.”
- Norman Vincent Peale
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BUDGET OVERVIEW
We look forward to working with Ceres and BICEP on this exciting effort. We understand
that this project must be completed swiftly and we appreciate that this will be an iterative
process that accounts for collaboration with BICEP members regarding their individual
needs. Accordingly, we are flexible and able to adjust our timing and work as needed.
Below, please find overviews of the project workflow and budget.
Research, Review & Analysis
Message Development
Creative Development
Additional Research & Expenses
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PROJECT WORKFLOW
“The supreme reality of our time is…
the vulnerability of our planet.”
- John F. Kennedy
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OUR TEAM
CHRISTOPHER L. MATTHEWS
Senior Vice President | VOX Global
Chris Matthews develops strategies
for clients who want to influence public
policy. A longtime veteran of both the
House and Senate, he understands what
motivates policymakers and he uses his
personal experience to find the most
effective methods to affect high-level
decisions. With over fifteen years of media,
communications, and political experience,
Chris manages a varied portfolio that
includes energy, sustainability, and
regulatory policy.
His recent work includes extensive efforts
to help companies adjust to the political
atmosphere in Washington, DC.
Chris has worked for some of the largest
energy producers in the United States, as
well as for environmental thought leaders
who seek mutually beneficial partnerships
with private industry.
ANN DAVISON
Senior Partner | VOX Global
Ann Davison helps clients integrate
communication programs designed to raise
awareness and shape attitudes with the
goal of changing individual behaviors and
public policies. Ann has deep expertise in
education and environmental policy, and
experience managing large-scale public
affairs, social marketing, and corporate
citizenship programs.
In 2000, Ann joined the Washington, D.C.
office of Fleishman-Hillard where she
managed a White House funded campaign
to reduce teen drug use and a USDA effort
to rebrand and increase participation in
the Food Stamp program. In 2008, Ann
joined VOX Global, where she has worked
with clients to design a campaign to enact
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meaningful climate change legislation;
minimize barriers to the introduction of
alternative fuels in the U.S. marketplace;
launch mental health and education projects
nationally; and develop corporate citizenship
and sustainability strategies.
TONY CALANDRO
Partner | VOX Global
Tony Calandro helps clients develop
and integrate corporate citizenship into
their overall business and public affairs
strategies. He has significant experience in
a variety of sustainability areas, including:
climate change strategy; carbon and
water management plans; internal change
management; supply chain management;
and public/private partnership
development.
Tony has helped clients create sustainable
business practices; benchmark industry
trends and competitor practices; and
manage NGO partnerships. The support
he provides to AT&T typifies his broad
experience in sustainability. As a senior
strategic counselor, he helped them
benchmark and conduct their water footprint
and attain a leadership position in their fleet
operations. Tony also leads the effort to
build AT&T’s relationship with the Carbon
Disclosure Project to better position the
company to capture market share in the
emerging low carbon market.
ALEX HAHN
Vice President | VOX Global
Alex Hahn brings more than 15 years of
experience in designing and managing
corporate sustainability, philanthropy,
cause marketing, community relations and
media relations campaigns for leading
consumer brands. At VOX, he works on
the Corporate Sustainability Team, where
he helps oversee and execute corporate
sustainability initiatives for several VOX
clients including Ernst & Young, AT&T and
Greenbiz.
Before joining VOX, Alex spent four years at
Sprint Nextel where he led the company’s
CSR and sustainability communications
efforts, including the national product launch
of Sprint’s first eco-friendly wireless device.
At Sprint, he also started the company’s
CSR-focused Twitter feed and managed
all external communications and media
relations for Sprint’s sustainability initiatives,
including wireless recycling, GHG reduction,
product design, alternative energy use,
green products and services and employee
engagement.
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CHANNING BARRINGER
Vice President | VOX Global
Channing Barringer brings 15 years of
communication experience spanning agency
and in-house public relations as well as the
television news industry. At VOX Global,
Channing works with the public affairs team
supporting AT&T’s corporate citizenship and
sustainability program. In this role, he works
directly with AT&T’s chief sustainability
officer to engage internal teams and
business units that are incorporating CSR
into their business operations.
Channing joined VOX from the FleishmanHillard San Francisco office, where he
helped initiate their sustainability practice.
He led media relations support for Business
for Social Responsibility’s 2007 conference,
“Designing a Sustainable Future.” He has
led campaigns to promote a Nike shoerecycling initiative as well as a new line
of Nike shoes designed by patients in a
children’s hospital. Additionally, Channing
drove regional media outreach for smart
USA’s smart fortwo, a fuel efficient,
commuter-friendly vehicle.
JENNIFER ANDERSON
Account Supervisor | VOX Global
Jen Anderson focuses on sustainability and
the implementation of corporate citizenship
& sustainability programs. Specifically, she
works with clients on sustainability reporting
and is trained in the Global Reporting
Initiative (GRI) sustainability reporting
process. She also aids internal efforts to
promote the adoption of initiatives that meet
the needs of both business and society.
She leads the development of AT&T’s
Citizenship and Sustainability Report,
promotes Ernst & Young’s Climate Change
and Sustainability Service offerings, provides
CSR counsel to Ross Dress for Less, and
has provided sustainability guidance to
Frei Brothers winery. Jen also has deep
experience working with sustainability media
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and maintains regular contact with some of
the leading environmental journalists and
bloggers around the nation.
JOE SUTTER
Senior Vice President, Creative
Group | GMR
Joe Sutter is the lead of GMR’s Creative
Group and oversees all creative service
functions maintaining the agency’s high
standards of quality. Sutter’s visionary
thinking and personal creative imprint
can be found in nearly all of the marquee
programs that emerge from GMR. He is an
expert in all things racing (SPEED, Copart)
and overall sports strategy (Comcast,
Lowe’s, Gillette). Prior to joining GMR, Joe
was a principal partner in Hanson, Dodge
and Sutter where he led brand development
and design for a range of clients including
Harley-Davidson, Trek Bicycle, Miller
Brewing Company, National Hardware and
SRAM. Joe is a key figure within the creative
community in Milwaukee and until recently
served as an associate professor at UWM
teaching senior level courses in Professional
Practice and Design Theory.
SHARON MCNALLY
Director, Creative Development
GMR
Sharon McNally works on strategic creative
ideation across a variety of clients. Her
13 years of agency experience span the
areas of promotion, event, business-tobusiness and consumer packaged goods
for a variety of clients like Kraft Foods,
OfficeMax, Boise Paper, Minute Maid and
the former Miller Brewing Company. Prior
to that, Sharon spent five years in client
services for a commercial photography
studio and for a furniture design firm. This
industry mix has given her a variety of
perspectives from which to identify the
right plan and creative solution for brands
based on the unique consumer to brand
relationship. In her tenure with GMR,
Sharon has worked on projects for Dairy
Queen, Hershey’s, Staples, GSK, Kellogg’s,
and Xbox. She received her BFA from the
University of Hartford.
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TAMERA GREEN
Vice President, Client Services |
GMR
Tamera has worked in the consumer
marketing business for more than 20 years.
Since graduating from UNC-Chapel Hill with
a degree in journalism and an MBA from
Queens University in Charlotte, Tamera has
been involved in consumer marketing on
virtually every level and has worked with
brands such as Coca-Cola, Allstate, Jim
Beam and Food Lion. Tamera joined GMR
from IMG in 2006 as VP – Group Account
Director and currently oversees the Best
Buy, Cintas, HBO, Gillette and SPEED
accounts. She and her husband Ron are
proud Tar Heel fans. They have a daughter
named Molly and reside in Charlotte.
MAEVE WARD
Vice President | Hart Research
Maeve Ward is one of Hart Research’s
experts in experimental design and
statistical analysis. Her client roster
includes a broad range of both nonprofit
organizations and corporations. She has
led projects on behalf of the Bill & Melinda
Gates Foundation, Pew Charitable Trusts,
the League of Conservation Voters, and the
Sierra Club.
Maeve is an expert in public opinion on
energy and the environmental issues.
Along with Geoff Garin, president of Hart
Research, she is the pollster of choice for
Exelon, the country’s largest generator of
nuclear power. Progress Energy, Boone
Pickens Plan, BP Exploration, and the
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American Wind Energy Association also
have trusted Maeve’s research to guide
decisions about how to best communicate
with customers, voters, and regulators.
“I’ve missed more than 9,000 shots in my career.
I’ve lost almost 300 games. 26 times, I’ve been
trusted to take the game winning shot and missed.
I’ve failed over and over and over again in my life.
And that is why I succeed.”
- Michael Jordan
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CASE STUDIES
VOX GLOBAL - PUBLIC ADVOCACY
CASE STUDIES
Vulcan National Climate Change
Legislation Campaign
CHALLENGE
In 2007, momentum was
growing worldwide to
address the human impacts
of global climate change.
Domestically, many state
and local governments and corporations
were implementing measures to reduce
their carbon emissions. However, the United
States government had failed to take any
serious action at the national level. While
environmental groups had made some gains
in elevating the issue on the public agenda,
there remained a lack of urgency among the
electorate and in Congress.
VOX was hired by Vulcan, Inc., the holding
company owned by Paul G. Allen, cofounder of Microsoft, to develop a strategic
communications campaign with the goal
of enacting meaningful climate change
legislation at the federal level.
SOLUTION
VOX immediately recognized the importance
of addressing this public policy debate
with a new set of tools: new messages,
messengers, and tactics. Even then, the
traditional language around the environment
was polarizing and did not resonate with key
mainstream constituencies. At a time when
Americans were more worried about their
own job security, housing, and healthcare
costs, the need for climate change
legislation had to be translated into more
meaningful economic terms in order to have
an impact.
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With that in mind, VOX conducted an
extensive landscape analysis to determine
which individuals and organizations were
leading the public climate change debate,
as well as those that should have an interest
but were not yet exercising their influence.
The analysis included NGOs, major
corporations, key thought-leaders, and trade
associations with influence on Capitol Hill.
Additionally, VOX conducted a thorough
analysis of key members of the House and
Senate who needed a new reason to be
“for” climate change legislation, with the
goal of bringing members of Congress on
board who would not be persuaded by the
slate of environmentally-themed campaigns.
RESULTS
Working with partners Hart Research and
GMMB, VOX conducted an extensive
national survey and focus groups of likely
voters to test the new language. The
findings from this research guided us in
developing new message platforms to
reframe the climate change issue.
By combining the Congressional analysis
with the research, we were able to develop
a comprehensive strategy aimed at creating
a surround-sound effect that was tailored
to individual decision makers. Our plan
included a precise target list, grassroots
and grasstops outreach, paid and earned
media, third party advocacy and direct
lobbying. Although the plan ultimately was
not implemented, the strategy book remains
one of the most comprehensive and precise
plans for moving energy and environment
legislation in Congress.
Anti-Drug National Youth Media
Campaign
THE CHALLENGE:
Congress and
the White House
established
a national
communications
campaign to
reduce teen drug
use. The goal
of the campaign was to demonstrate the
negative consequences associated with
marijuana and the value of not engaging
in risky behaviors. A team at VOX sister
agency Fleishman-Hillard, led by VOX Senior
Partner Ann Davison, worked alongside ad
agencies Ogilvy and Draftfcb to implement
and run the flagship campaign for more than
five years. The project involved working
with countless stakeholders and the private
sector to translate a message from “the
government” into one that would resonate
with the target audiences: teens and
their parents.
APPROACH
Focus group testing found that an
overwhelming majority of teens were
unfamiliar with specific drug risks and,
additionally, valued their parents’ guidance
on the topic despite outward suggestions
otherwise. Further, parents underestimated
their ability in making a difference in their
child’s drug use. The team developed
brands (Above the Influence for teens and
The AntiDrug for parents) and message
platforms for both target audiences intended
to educate, engage, and empower using
every available communications and
marketing tool.
SOLUTION
The launch of the anti-drug campaign
corresponded with the rapid evolution of
digital communications into one of the most
effective methods to reach target audiences
– particularly younger audiences. Websites,
blogs, online events, online advertising,
virtual gaming and social media were all
used to relay the negative consequences of
drug use and the positive consequences of
a drug free lifestyle.
In addition, the team leveraged popular
corporate brands to relay messages to
both teens and parents. The Campaign’s
Corporate Partner Program resulted in over
700 million youth drug prevention message
impressions and a market value of more
than $8.4 million for the communications
activities in just one year.
RESULTS
Teen drug use rates among the target youth
audience declined for the first time in a
decade during the first five years of the
campaign. Media coverage on the dangers
of teen drug use jumped from 26 to 78
percent after the launch, and campaign
websites averaged 6 million visitors annually.
Campaign programs, communications and
information dissemination activities involved
more than 400 local and national civic,
volunteer and youth-serving organizations.
The campaign has received dozens of
awards for work – from publications to
websites, to media outreach initiatives and
video production – including the Public
Relations Society of America’s highest
award, the Silver Anvil.
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HART RESEARCH - RESEARCH
CASE STUDIES
The Sierra Club
Hart Research’s
relationship with
the Sierra Club
began in 2001.
Of our notable research for the organization,
in the 2004 campaign, Hart Research helped
the Sierra Club develop messaging and
communications around energy issues. In 2006,
Hart Research conducted focus group research
among potential environmental supporters in
Ohio, North Carolina,and Washington State
on energy and environmental issues. We
designed the research to understand more
about potential allies and how to communicate
with them to become more involved on
environmental issues.
The Coca-Cola Company
Hart Research
has conducted
research on
behalf of The
Coca-Cola Company since 2003 to track
its image, as well as to identify challenges
and opportunities to enhance its corporate
reputation. Climate change presents both
a challenge and an opportunity for CocaCola, and accordingly we have conducted
extensive qualitative and quantitative
research on the company’s corporate
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social responsibility efforts, including the
commitment to sustainability through
water stewardship, sustainable packaging,
and climate protection. We are currently
implementing a long-term research program
for Coca-Cola to help its corporate leaders
position the company within individual
world markets and to craft unique branding
messages in those markets.
Exelon
Since 2005, we have been engaged in
ongoing work on behalf of Exelon, a Fortune
500 corporation that operates the largest
nuclear power fleet in the country and is
the parent company
of two electric
utilities (ComEd
in greater Chicago and PECO in greater
Philadelphia). Exelon was an early advocate
for climate change legislation, a counterintuitive position for a corporation that
generates profit by generating electricity.
We conducted qualitative research among
opinion elites and policy makers that played
a key role in developing the message
platform for Exelon 2020, an ambitious
strategy to reduce, offset or displace more
than 15 million metric tons of greenhouse
gas (GHG) emissions per year by 2020. As
of May, Exelon was more than halfway to our
goal having abated 8.9 million tons of GHG
emissions; this reduction is the equivalent of
taking more than 1.5 million cars off the road
every year.
GMR MARKETING - VISUAL
DESIGN CASE STUDIES
Visa 2010 Olympics Branding
GMR designed unique branding and breakthrough point-of-sale elements at the 2010
Olympic Games in Vancouver. As part of
this campaign, the team created an endto-end point of sale strategic platform that
leveraged Visa’s athlete relationships and
“Go World” campaign. This platform was
employed across 3,500 merchants.
As a result of GMR’s efforts, Visa
successfully increased awareness of Visa’s
Olympic sponsorship, built brand affinity and
drove usage to maximize revenue.
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Husqvarna zero-turn mower
Husqvarna launched a new, commercialgrade, zero-turn mower in the US market
in spring of 2011 and needed brand
development, marketing and creative
developed specifically for the US market.
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GMR developed a campaign strategy for
US consumers, provided creative ideation
for the print advertising campaign, and
produced creative extensions for website,
consumer promotion, showroom POP and
consumer direct mail communication piece.
“When it’s all over, it’s not who you were…
it’s whether you made a difference.”
- Bob Dole
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REFERENCES
VOX GLOBAL REFERENCES
Bonnie Benjamin-Phariss
Robert W. Denniston (Bob)
Executive Officer | Vulcan
505 Fifth Ave S, Suite 900
Seattle, WA 98104
202.342.2197
[email protected]
Deputy Associate Director | Research and
Data Analysis, Office of National Drug
Control Policy
Executive Office of the President
Washington, DC 20503
202.395.4653
[email protected]
Ms. Benjamin-Phariss has overseen
the work of VOX Global on two recent
marketing projects, and was also engaged
in our work on the Vulcan’s climatechange public policy advocacy campaign.
She can speak to our wide-reaching
area of expertise in both understanding
the political climate and communicating
directly to consumers to spark action.
Mr. Denniston served as the Director of the
National Youth Anti-Drug Media campaign
and oversaw the activities of Ann Davison
and her team in developing and executing
the online, media relations and corporate
partnership activities of this national effort.
GMR REFERENCES
Dustin Hayes
Senior Director, Marketing
Communications | Comcast
One Comcast Center
Philadelphia, PA 19103-2838
215.286.8322
[email protected]
GMR works with Comcast on a wide
variety of programs, including the ideation
and creative executions for collegiate oncampus messaging and creative execution
of in-venue sports programs.
Lila Everett
Senior Vice President, Marketing | SPEED
1220 W. WT Harris Blvd
Charlotte, NC 28262
704.501.5784
[email protected]
Page 32
For 6 years GMR has worked with SPEED
to develop key consumer strategies around
their digital, social media and at-event
objectives and then worked to bring those
elements to life via creative executions and
measurement analysis.
Allison Milack
Global Sponsorship Marketing | Visa
595 Market Street
San Francisco, CA 94105
650.432.1978
During the 2010 Winter Olympics, GMR
created an end-to-end point of sale
strategic platform, leveraging Visa’s athlete
relationships and “Go World” campaign
through 3,500 merchants.
Page 33
The VOX team has a strong record of advising clients on sustainability issues.
Through this work, we see the value the business community brings to the table
in the national discussion and action agenda. Here’s what we’ve been saying:
“Climate change advocates have an
“Perhaps the most promising and
opportunity to build broad public support
encouraging news to come out of the World
for their agenda. They are being handed
Climate Summit was the great industry
an opportunity by opponents who seem
collaboration on display by numerous
determined to cling to a “one size fits all”
corporations. Nike is working together with
government intrusion message as a means
industry competitor Puma on an initiative
to stop any meaningful legislation moving
to reduce packaging in the apparel industry.
through Congress. Reframing this debate in Nike has also made available for others to
terms of economic opportunity and energy
use their Environmental Apparel Design
security provides climate change supporters Tool. Companies are quickly realizing that
with an opportunity to build broad public
by working together they can accelerate the
support by interjecting this message into the roll out of new cleaner more cost effective
presidential campaign season.”
innovations that will benefit their company’s
bottom line and the planet’s.”
- Tony Calandro, Blogging for VOX Global
- Alex Hahn, Greenbiz, December 2010
“Companies that engage constructively in
policy-making with regard to environmental “Companies that put long-term resources
management and energy efficiency issues
into the innovation of socially-beneficial
stand to enhance their reputation among
products and services can reap rewards;
lawmakers and decision-makers.”
including finding ways to operate more
sustainably and selling products and
- Ann Davison, Remarks at the Public
services that enable others to do so.”
Affairs Council
- Jen Anderson, Blogging from Business
for Social Responsibility 2010 Conference
BUSINESS TO CONSUMER - CLIMATE CHANGE /
ENERGY MESSAGING CAMPAIGN
Presented to
Business for Innovative Climate and Energy Policy [BICEP]
Presented by
VOX Global with Hart Research and GMR Marketing
July 22, 2011
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