The “Delivering Innovation” campaign targets White House executives and staff, members of Congress and their staff, and federal regulators, said Johanna Schneider, executive director of external relations for the Business Roundtable.
It launched March 1, following President Barack Obama's dinner for business executives at the White House and his speech at the Business Roundtable's first quarter meeting in February. Edelman, AOR for the organization, is providing support.
“It's not access that we're talking about,” said Schneider. “It's beginning and broadening a conversation with the policymakers so we can work as partners to solve these problems.”
The roundtable created a landing page for the 18-month campaign, which houses videos of its featured CEOs talking about innovation at their companies. The videos are expanded from the content used in the advertising component of the campaign.
“Our goal is to really shine the light on the business perspective: What ideas do they have that can help solve the country's problems?” said Schneider. The roundtable will focus on issues ranging from healthcare to international trade during the length of the campaign.
The first four featured CEOs include Jeff Immelt of General Electric, Randall Stephenson of AT&T, Indra Nooyi of PepsiCo, and Ken Powell of General Mills. GE and PepsiCo are clients of Edelman.
The campaign does not have an earned media push, said Ben Boyd, EVP and director of the US corporate practice at Edelman, although the roundtable is using its established social media channels like its blog and Twitter and Facebook pages to promote the campaign messages.