The Great Disconnect

ITC Venture

PLAN

As pending government action threatens access to affordable, rural telecommunications and Internet services, three key organizations have formed a coalition to educate and activate Iowans.  INS, ITA and RIITA  (Iowa Network Services, Iowa Telecommunications Association and Rural Iowa Independent Telephone Association) want leaders in Congress, the FCC, USDA and Iowa government to alter proposed discriminatory regulation that will displace long-established policies ensuring comparable service at comparable costs for all.

CREATE

To effectively address this complex issue, SA has developed an internal and external grassroots campaign called The Great Disconnect.  After several internal sessions, in which positioning and background was gathered, SA has developed several key strategies:

Website: Designed and programmed an interactive, educational site based on key messages regarding the vital need for rural connectivity. The site is both consumer-facing and internal-focused, including a stakeholders’ communications template materials such as news releases, letters to legislator and event opportunities.

News Conference/Launch: Planned and executed an Iowa State Capitol event targeting legislators, the Iowa Utility Board, other influencers and the media as a conduit to consumers. A media kit, media contacts and signage were all undertaken beforehand.

Statewide Media Relations Tour: Planned and coordinated a tour in which coalition members and local telco representatives have traveled to ten communities with attendance from virtually every media outlet in each and on-target coverage.

ACHIEVE

  • The website tracks internal audiences’ activities for accountability and to ensure ongoing statewide action.
  • Hundreds gathered for the news conference as it provided a unified voice for lawmakers, coalition members , consumers and the media.
  • From the news conference to the media tour, widespread coverage has been garnered, all of which has provided on-target messaging. In each of the ten communities on the tour, virtually every media outlet has conducted interviews and reported on the issue from the client’s perspective. Statewide media tour garnered a media value of $37,838.66.
  • Media coverage throughout 2011 garnered a media value of $72,098.45.

To learn more, visit: www.thegreatdisconnect.org