The client was an NFL franchise team who had to compete with larger market NFL teams without a comparable level of financial support. The campaign was about gaining state financial support so that the team could recruit talented coaches and players and provide a facility that enabled an excellent game experience.
The strategy combined public and governmental relations with grass roots messaging to persuade state officials to provide the required financial support. Messaging was created and customized for each constituent group. Multimedia presentations were crafted and statewide meetings built coalitions of support. Organized opposition was deflected with superior messaging in hearings, fact sheets, presentations and in meetings with public officials and legislators. The campaign was a six month odyssey with intense communication efforts.
A new contract was signed by the Governor and approved by the legislature. This contract enabled the team to stay in the state and compete with larger market teams eventually winning the Super Bowl.