Innovation inspires Consumer Electronics Association effort

To highlight innovation's key role in the economy and to further engage Americans in policies relating to innovation that effect the electronics sector and the economy, the Consumer Electronics Association introduced its "declaration of innovation."

Client: Consumer Electronics Association
PR agency: APCO Worldwide, David All Group
Campaign: Declare Innovation
Duration: June 2011-present

To highlight innovation's key role in the economy and to further engage Americans in policies relating to innovation that effect the electronics sector and the economy, the Consumer Electronics Association introduced its "declaration of innovation."

Strategy
With APCO Worldwide and David All Group's help, the organization worked to educate policymakers and the public about the declaration and the importance of innovation.

"We wanted Americans to help us return innovation to its rightful place at the center of economic policy," says Laurie Ann Phillips, senior director of communications at the association.

The campaign focuses on key issues such as free trade, deficit reductions, and supporting small business, all of which are encompassed within the declaration.

"We framed this campaign around how innovation will grow the US economy and how policy will affect that," says APCO senior associate Preeti Wali.

Tactics
A video-in-print brochure was developed featuring six embedded videos to educate lawmakers and key political influencers about issues relating to the innovation movement.

Participants included Reps. Mike Doyle (D- PA) and Fred Upton (R-MI), both featured speakers at the 2012 Consumer Electronics Show.

There was also an SMT, daily social media engagement, traditional media relations, print and online ads, and other efforts designed to position innovation as a way to grow the economy.

Results
In addition to 6,400 hits on the declaration itself, Facebook fans increased from 2,000 to nearly 21,000 within two months and have since grown. The effort drew 15,000-plus YouTube views of declaration-related content. The SMT generated more than 6 mil- lion impressions, while 150,000-plus people signed the declaration as of mid-January.

Future
"The success we've seen so far has been tremendous," says Phillips. "We intend to continue."

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