WASHINGTON: The National Retail Federation is targeting the general public and Capitol Hill by instigating its first yearlong advocacy campaign, aimed at pushing its jobs, innovation, and consumer value agenda.
The comprehensive campaign—a first of its kind in the federation's 100-year history—is designed to give the federation a greater stance on Capitol Hill, said Tita Freeman, SVP of communications and public affairs for the National Retail Federation (NRF).
“The NRF has always been the go-to source for industry trends and research, but we have not been the heavyweight on Capitol Hill we should be, given who we represent,” she told PRWeek.
The campaign is targeting the broader public first to generate awareness of the retail industry's impact on the economy via grassroots activity, advertising, and social media.
Other elements include a designated website at RetailMeansJobs.com, an interactive platform and “action center,” said Freeman, where the public can access information and tweet their local senators. In addition, the NRF's agenda will see feature on Facebook, Twitter, and LinkedIn. A viral video campaign, called “Faces of Retail,” is also set to launch in 2012.
Freeman joined the NRF in May from the US Chamber of Commerce. On the public affairs front, she will lead lobbying efforts more specific to the federation's US jobs agenda.
"We looked at who our industry represents,” Freeman said of the agenda. “These are businesses, large and small, many with very-well-recognized brands, that are in all 365 congressional districts throughout the country that are interfacing with consumers every day at a local level. They truly have their finger on the pulse of the consumer.”
Los Angeles-based High Lantern Group was hired by the federation a few months ago to support advocacy efforts, Freeman added.