American Trucking Associations

Creating an Earned-Media Event with Top National Reach

The American Trucking Associations (ATA),  who represents more than seven million American truckers, desired to proactively position America’s truckers as a trusted support system for healthcare reform bolstered by the Trump Administration. Following confirming a meeting with the truckers and President Trump, our team designed, coordinated and implemented a coinciding earned media event on the South Lawn of the White House, which earned more than two billion media impressions and drove our clients’ goals of advancing messaging on the need for healthcare reform.

The media event was designed to optimize media coverage, strategically placing two performance semi-trucks on the White House lawn for the President and Vice President to view, a substantive meeting with the President and Vice President in the Cabinet Room, a live  CNBC Closing Bell interview from the White House lawn with the ATA President, and the creation of video and photo collateral that continues to be the cornerstone of ATA messaging and branding.


Topline Metrics:

  • Total Impressions Generated: 931,463 impressions
  • Total Clicks: 89,965 clicks
  • Combined (Twitter & Facebook) Click Through Rate (CTR): 9.66%
  • Facebook CTR: 0.79%
  • Twitter CTR: 16.19%

Performance Over Time:

Overtime, ad performance was steady across the two-week period:


Platform Performance:

Overtime, ad performance was steady across the two-week period:


 

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"We are experts at cutting through the clutter and making sure your message is heard."
Ken Nahigian, Executive Vice President, Policy & Communications

Location

Washington, DC

Project Description

Development of a strategic plan, incorporating earned media messaging and engagement, to advance ATA’s legislative priorities

Services Delivered

  • Strategic Planning
  • Communications
  • Public Relations Support
  • Digital Media Support
  • Public Affairs Support

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Every great communications campaign begins with a conversation founded on trust and candor. We look forward to speaking with you.

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