Red, White & Food Case Study

Client	Tennessee Grocers and Convenience Store Association
Situation	In January 2008, the TGCSA decided to introduce legislation in the Tennessee General Assembly that would allow the sale of wine in retail food stores. Tennessee laws currently limit wine sales to liquor stores. They engaged legislative and public relations consultants to organize a campaign in support the legislation. A major public relations goal in the first phase of the campaign was to raise awareness of the current laws and seek consumer involvement and support in expressing their views to their legislators.
Strategies & Tactics	Conducted a statewide survey of 500 registered voters    Measured existing attitudes Developed key messages Created the Red White and Food campaign, including: Name and branding Media relations Coalition building with related parties Membership solicitation; web sign-up Frequent contact with members Website Active blog Fliers Lapel stickers Bumper stickers Analyzed the impact of phase one through a membership survey Developed and began implementation of the second phase of the public relations effort Continue to build membership base Continue blog posts and member e-mails Host member events Continue media outreach
Results	2,300 interested consumers signed up to be members of the Red White and Food campaign and to advocate changes in the legislation. 250 media placements in one month; 78% were evaluated as positive, in support of the legislation. 7,851 website visits 3,818 blog visits As expected, the bill was heard in a Senate Committee and then deferred to a study committee later in 2008, prompting the launch of a second-year initiative to change the legislation.