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 developed several key strategies:

Website: An interactive, educational website based on key messages regarding the vital need for rural connectivity. The website provides communications templates such as letters to legislators. It also tracks internal audiences’ activities for accountability and to ensure ongoing statewide action. The blog was launched in 2012 with coalition members, SA and guest bloggers contributing.

News Conference/Launch: A news conference/launch attended by hundreds at the Iowa State Capitol that targeted state legislators, the Iowa Utilities Board, other influencers and the media as a conduit to consumers.

Statewide Media Relations Tour: Planned and coordinated statewide media tours in 2011 & 2012 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

• Statewide media relations tour in 2011 in which coalition members and local telecommunications company leaders traveled to 10 communities and conducted interviews with media outlets that reported on the issue from the coalition’s perspective.  The media tours produced news coverage valued at $37,839 and news coverage throughout 2011 garnered a media value of $72,098.

• Coalition members were so pleased with the success of The Great Disconnect in 2011 that the campaign has evolved with a new emphasis on universal affordable and reliable access to broadband and a new name: Iowa LinkedUp. A second media tour in 2012 was conducted gleaning news coverage valued at $91,140.

To learn more, visit: www.iowalinkedup.org