I. Communication Challenge
From 1996-2006, Upstate lost 33% of its manufacturing jobs, and more than half a million of its young adults. In order to change this alarming trend, a coalition was formed, comprised of 30 business and trade organizations. Calling itself Unshackle Upstate, the coalition’s purpose is to bring sensible government reforms to an area that desperately needs economic relief to spur business growth.
Travers Collins was retained to launch a public relations campaign to gain the public support needed to prompt legislative change and create a climate for regional and economic growth.
II. Strategy and Execution
Informal research uncovered a single issue that resonated with audiences from union workers to CEOs – if you live in Upstate New York, it is more than likely you’ve had friends or family leave the state to find a job.
Our strategy was to gain grassroots support and garner media attention through events in four major Upstate cities under the theme “We want our economy moving. Not our people.” These events included a camera-friendly road show, using props and speakers with whom the public could relate.
- Industrial locations, both functioning and abandoned, were selected to illustrate the vitality Upstate could experience if “unshackled”
- An atmosphere of abandonment was created by piling branded moving boxes next to parked vans
- Signage and posters touted the benefits and challenges faced in each city
- Scripted speakers included a college senior hoping to find a job in her hometown, a parent fearing the loss of family, business owners struggling to stay afloat, and workers from a variety of industries
- Journalists were pitched in each market
Participants were urged to demand change from their legislators via the Unshackle Upstate website we created.
Billboards were posted in each market, and issue-specific print ads followed in business publications and Albany’s Legislative Gazette.
At our final destination in Albany, attendees included elected representatives from Upstate, hundreds of coalition members and reporters from each media outlet, including the AP and Gannett News Service.
III. Outcome
- Landmark changes to the workers’ compensation package, resulting in a 20% reduction in costs to business owners
- 120 media placements
- The coalition earned a seat at the administration’s policy table, and is represented on the newly formed Commission on Property Tax Relief
- The coalition’s size increased by 25% in one year
- New York State legislators received over 124,000 emails
