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Communicate the real-people impact critical to success

Updated: Mar 29, 2021

The Challenge: An industry trade group was concerned that a new government initiative, embraced by many for its economic impact yet criticized by others as an unnecessary tax break, would unfairly be labeled as a program that benefitted only corporate elites. It was critical to the success of the infrastructure blossoming in Georgia for government decision makers to understand the economic impact on Georgians across the state.

The Strategy: CMC created a digital media campaign centered on short stories about Georgians and Georgia small businesses reaping the benefits of the government initiative. People across the state were interviewed about the impact the government initiative had on their personal and business success.

The Outcome: More than 100 stories were posted on an industry blog; shared on Facebook, Instagram and Twitter; and many were also pitched to traditional media. A collection of the stories was published in a hardcover book that was distributed to state lawmakers and other influencers.

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