RENEWPR Strategy Case Study
Safe Digging is No Accident
Challenge
The Common Ground Alliance, a national group consisting of industry, advocacy, association and state agency partners, was preparing for the national debut of the new 8-1-1 toll-free telephone number to “call before you dig.” After a competitive pitch involving dozens of national agencies, the alliance selected the agency team which Ben led to design, develop and execute a national rollout plan.
Response
Working with a core team of two colleagues in Washington, Ben developed a year-long rollout plan including research, strategy, messaging, materials, partnerships and events and identified a team of nearly one-dozen people in multiple offices to help execute it.
Results
Despite the complex nature of the campaign and the overlapping activities to be conducted within a tight timeframe, the campaign strategy Ben designed and conducted was successful. Thanks to the flexibility of the structure and execution of the plan, Ben, the client and the team were able to respond to external inputs and adapt as needed. The campaign won a PRSA Silver Anvil award for “Excellence in Public Service Partnerships” in 2009.
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In developing the launch program for the new 811 national telephone number, building the right strategy was the most important element. From the start, we knew we'd found the right partners in Ben and his team. Ben's willingness to roll up his sleeves, think creatively and do the work - as well as make the necessary adjustments along the way - was crucial to our success. The strong national campaign he helped us launch in 2007 continues to this day and is a wonderful example of public private partnerships done right.
Bob Kipp, President, Common Ground Alliance (retired)