Case Studies: Web & Digital

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Launching a New Product: the "Smart Car"

smart USA, the exclusive distributor of Daimler’s smart fortwo two-seater microcar in the United States and a wholly owned subsidiary of the Penske Automotive Group, needed a key partner for corporate and product communications strategy. Stratacomm was selected to help smart USA introduce, launch and sustain sales of a new vehicle concept in America – the country’s smallest gas-powered vehicle.

A Sweeter Alternative: Ending the Import Tariff on Sugarcane Ethanol

A cost-prohibitive tariff blocked Brazil from sharing sugarcane ethanol in the United States for more than 30 years. With the import tax on ethanol slated to expire again after being extended consistently since 1980, the Brazilian Sugarcane Industry Association enlisted Stratacomm to lead an aggressive advocacy program that would educate Americans about the many benefits of this unfamiliar renewable fuel and persuade lawmakers to end the unfair tariff. The two-year Sweeter Alternative campaign built significant grassroots support, generated widespread positive media coverage, and helped influence a bipartisan 73-27 vote in the U.S. Senate that sealed the tariff’s fate. The trade barrier expired on December 31, 2011.

Digitizing U.S. DOE's Solar Decathlon

The U.S. Department of Energy Solar Decathlon is a biennial competition that challenges collegiate teams to design, build and operate solar-powered houses that are affordable, energy efficient and attractive. DOE engaged Stratacomm to tell the story of the innovative student teams and help educate Americans about cost-effective ways homeowners can use clean energy for both Solar Decathlon 2009 and 2011. Building on success from the 2009 event, our team developed and executed a robust plan resulting in a strategic blend of media outreach, digital and social media tactics that produced widespread media coverage, +300% growth in the competition’s social media following, increased website traffic and over 350,000 house tours during the ten-day competition.

Introducing Clean Diesel to Opinion Leaders

It was a time when diesel was under attack, leaving the future of the industry in doubt. California had listed diesel exhaust as a toxic air contaminant. The tone of media coverage was extremely negative. Policy leaders did not recognize diesel’s economic importance. That's when the Diesel Technology Forum tapped Stratacomm to help tell the other side of the story.

Securing Tax Credits for Clean Air Solutions

To demonstrate the air quality benefits of upgrading old stoves with new, more efficient wood and pellet stoves, Stratacomm helped the Hearth, Patio & Barbecue Association produce a live-burn demonstration outside EPA headquarters in Washington. The event became a high-profile platform to unveil a new website, video and report on a successful woodstove changeout program in Libby, Montana resulting in coverage on ABC’s Good Morning America and helping secure a tax credit for efficient stoves in the 2009 stimulus bill.

Helping the University of Michigan Compete for Business Students

Through strategic media relations outreach, Stratacomm has positioned U-M EE and its faculty as thought leaders in the areas of talent management, human resources, positive leadership, innovation and business acumen.

Increasing Association Membership and Brand Awareness

The Alumni Association of the University of Michigan tapped Stratacomm for a three-year engagement to raise brand awareness and increase membership. Our charge included creating a key message platform, solidifying the Association’s brand, reaching members through digital strategies and conducting grassroots outreach.

Going on Offense During a Crisis

When the Insurance Institute for Highway Safety (IIHS) conducted a new, experimental crash test that pitted the smart fortwo microcar against a Mercedes C-Class, smart USA engaged Stratacomm to provide crisis counseling support to assure that smart had an equal voice in media coverage.

Unleashing Social Media to Stoke Brand Loyalty

smart USA wanted to build stronger brand loyalty by connecting smart with enthusiasts through an official smart-branded social network.

Targeting Capitol Hill to Promote Action on Jobs

Stratacomm worked with AEM and AED to launch Start Us Up USA!, a comprehensive communications campaign with a striking visual element: an idle equipment caravan that moved across the country.

Rallying Support To Help The Construction Equipment Industry

Stratacomm helped maintain the campaign’s momentum by holding a press conference on the National Mall accompanied by a caravan of construction equipment through the streets of Washington to send a direct message to lawmakers.

Connecting Hearts and Minds to Educate Detroit’s Youth

In just seven days, Stratacomm helped Houghton Mifflin Harcourt plan an emotional, grassroots rally to kick off an unprecedented, multi-year partnership designed help reshape curriculum in one of the most under-performing urban school districts in the nation – Detroit Public Schools.