Construction Industry Council / BuildTheBridgeNowNY.org
A trade association seeking to generate support for rebuilding the iconic Tappan Zee Bridge
Clearly STRATEGIC
With different groups of stakeholders on either end of the Tappan Zee Bridge (i.e. Rockland County and Westchester County), we knew it was important to create a mechanism for collecting and answering questions. We also knew we needed to create a sense of community for those who supported rebuilding the bridge to demonstrate the volume of people who wanted this important building project to happen. An integrated marketing approach was key – media relations, events, social media – to ensure stakeholders of all ages and interests had an opportunity to become educated remain engaged during the campaign’s 18-month term.
Clearly CREATIVE
- Created a coalition, Build the Bridge Now NY, which represented more than 300,000 employees and 15,000 employers.
- Held “Town Hall” meetings in Rockland and Duchess Counties and “live tweeted” updates so media could receive information in a timely manner.
- Built an online petition to collect signatures in support of rebuilding the Tappan Zee Bridge.
Clear RESULTS
- Launched the Coalition’s social media channels, garnering 1,458 organic Facebook “likes” and 373 Twitter followers (largely media).
- Secured more than 500 media placements, including CBS News, Fox 5 New York, CBS New York, WNYC, The Journal News, 914INC, News 12, Hudson Valley Business Journal and Westchester County Business Journal.
- In total, media placements for the campaign reached an audience of more than 40 million.
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