A major manufacturing sector faced rapidly mounting political challenges.

Public perceptions had increasingly turned against the industry.  

The leading trade association recognized the need to build grassroots support, but was hampered by the hostile environment.

DDC Advocacy’s Response: Turn Negative Coverage into an Asset

The industry needed to engage Americans who support its vital role in the economy and their communities.  

The trick was finding them.

DDC Advocacy recommended an innovative approach—rather than trying to avoid public hostility, use the negative media coverage as an opportunity.  Energize natural supporters by playing off the media attacks.  

And, in delivering that messaging, we used microtargeting to reach the right audiences directly and get the most out of every dollar spent on outreach.

Deploying the Strategy

DDC Advocacy employed a unique and innovative online marketing campaign to recruit and mobilize industry supporters:

• Targeting and Microtargeting—Pro-business voters, industry professionals, local elected officials, economic development experts, academics, and local opinion leaders.  DDC Advocacy found these audiences online by targeting sites frequented by issue supporters…but not by the opposition.
  
  
• Robust Online Activity—Online advertising, email communications, and an advocate-centered campaign website enabled the client to recruit, educate, and mobilize advocates, quickly and cost-effectively.
  
  
• Member Company Engagement—DDC Advocacy brought the industry and affected communities together by leveraging member company branding to engage and recruit industry employees and integrate them into the advocate community.