kcw mmediately strategized a public
awareness campaign and planned
a coalition-building strategy to create
momentum of support for GLEG.
Before this could happen, kcw had to
focus on GLEG’s brand image. This first phase of the plan helped GLEG develop a mission statement. kcw then
developed a logo and defined a tagline that supported their overall mission. All communication materials included the
new brand image and messaging.
The continued elements of the campaign included public relations and the development of a strategic communications plan. kcw began by building a unique coalition of various Michigan municipalities and politically connected supporters, scientists and archaeologists, all of whom sought to promote ‘underwater tourism’ in the Upper Great Lakes.More specifically, each of the parties joined in the effort to overcome the resistance of state officials regarding access to the Griffon.
kcw also helped the client negotiate an arrangement with the nearby port city of Charlevoix to serve as the base for the scientific expedition and held a major press conference to promote the project. Executive producers from Discovery Channel, archaeologists, politicians and supporters from around the country showed their support by attending the functions.
In support of the campaign, kcw developed a website (www.lasalle-griffon.org) and organized press conferences, fundraising events, and public presentations that collectively have attracted national and global press coverage. kcw even helped strategize a plan for positioning the French Embassy to weigh in on behalf of our client.
|
