Trade & Industry Associations Case Studies

Client: American Bakers Association and North American Millers’ Association

Low-carb diet fads were dramatically undermining bread sales and FDA’s revision of the Food Pyramid was a looming threat of reduction in recommended daily servings of bread.

Individual interviews, triad discussion groups, values interviews, and nationwide phone study with regulatory officials, registered dieticians, health and fitness professionals, and consumers.

Our work identified how all three audience levels (regulators, health professionals, consumers) think about a healthy diet and how they view grain-based foods and bread in that context. Segmentation of the consumer market on psychographic, bread consumption, and standard demographics allowed us to help our clients prioritize their communication efforts.

We provided a framework for effectively communicating with regulators and consumers about bread products as a part of a healthy diet. With understanding of the key emotional benefits sought from healthy eating, and an alignment of how bread meets those needs, a core positioning for the industry was developed. Segmentation also served to prioritize audiences and messages to most effectively use industry resources.

Industry communications and a paid-media campaign were aligned with this strategic positioning. Dietary guidelines and the Food Guide Pyramid clarified an emphasis on whole grains, without over-emphasizing a low carbohydrate approach that would have potentially reduced consumer’s bread consumption. Individual companies have emphasized a whole grain message in promoting their products in alignment with the strategic framework we identified.

Client: A national association that represents some of the largest U.S. oil and natural gas companies

Challenge
To enhance the image of the petroleum industry by developing a strategic communications framework that better positions the industry, in right of its key contributions to the U.S. economy and as a key ingredient in America’s quality of life.

Approach
Our team utilized Values-based strategic assessment methodology qualitative research, national quantitative benchmarking and tracking in order to probe the public's values underlying their attitudes toward the oil and gas industry.

Findings
We discovered that peace of mind and security largely drive the public's opinions and attitudes toward the oil and gas industry. We also learned that consumers appreciate the oil industry’s ability to reliably deliver products Americans need to live the life they want to live.

Strategic & Tactical Imperatives
We identified leadership strengths that the industry needed to work on, such as being "efficient" and "trustworthy." The association needed to leverage the leadership equities it already possessed. We also recommended ways in which the industry could change public perception via name changes, dissemination of information, and referencing of the National Institutes of Health and Science.

Client Success
The association has developed an advocacy plan that identifies target audiences and builds allies. It has also identified a wide variety of persuasive messages to support its cause. Harris Interactive does an average of our project each month for the association as problem issues merge that could impact the industry’s image if not handled appropriately.

Client: A national association of U.S. steel producers

Challenge
How to retain and ultimately increase market share in an increasingly hostile perceptual environment and how to change public perceptions of the industry.

Approach
Benchmark national telephone surveys of U.S. residents. Additional surveys among opinion leader groups, and among legislators, to assess the regulatory environment. Consulting on advertising strategy and content, including PulseLine assessment of television ads. Tracking to measure the impact of communications on consumer attitudes toward steel.

Findings
We found that the public harbored negative associations between steel and environmental pollution, but at the same time were surprised when given positive information about steel.

Strategic & Tactical Imperatives
We provided the client with a communications strategy that would counter the previous negative perceptions and build a more positive image. We recommended that the people be reminded of their positive associations with steel. The new campaign used memorable images and humor to give new information and to correct misperceptions.

Client Success

A major industry advertisement campaign, "The New Steel. Feel the Strength," was undertaken to counter the negatives and accentuate the positive attributes of the product. Tracking helped guide the level of advertising exposure needed, resulting in dramatic improvement in attitudes toward the product, and likelihood of consumers to select the material for their needs. Our team was awarded the ARF David Ogilvy Research Award first place trophy for its contribution to this campaign.

Client: A national association of natural gas producers

Challenge
To obtain feedback on attitudes toward energy sources, particularly natural gas, and to evaluate reaction to different communications themes. Identify ways in which to tailor communications messages to overcome barriers to consumer use of natural gas.

Approach
One on one interviews, brand architecture research, communication workshops, and focus groups were conducted in key Congressional districts.

Findings
We identified the primary concerns consumers have with environmental issues, specifically as they relate to natural gas usage.

Strategic & Tactical Imperatives
For the most part, people are more concerned about the environment and do not want to sacrifice environmental well-being for economic gain. Clearly, the advantages of using natural gas are found in its cleanness, availability and low cost. There are concerns regarding supply, conversion expense, and safety.

Client Success
Our client used the results in the development of their communications plan.