The Challenge:
A privately-owned national transportation company had seen significant growth in the 12 years since its founding yet faced reputational issues stemming from online criticism from former employees as well as concerns about its operations generating fumes, debris and traffic that impacted its residential neighbors. The primary barrier to improving its image in the community was a lack of local relationships that could open the door to dialogue, cooperation and continued business growth. Alpha worked with the company to develop a program that addressed these issues through route changes as well as support for local initiatives that would better align its business with the community.
Alpha’s Solution:
- Our plan included building local partnerships and sponsorships to give the company greater visibility and brand recognition within the community as a vehicle to improve its reputation.
- Local partnerships culminated in volunteerism through the Adopt-A-Park and Adopt-A-Highway programs for beautification and clean-up efforts, as well as park district events for families that offered giveaways and branded vehicle presence with elements of fun.
- Alpha executed storytelling through photo and video documentation that was developed into social media content for all activities, and we conducted local media outreach.
- Content also included produced videos and photos which were further leveraged for direct outreach to company partners and stakeholders to bolster reputation
Results:
- Local sponsorships that were effectively leveraged for social media content and coverage in local news gained strong awareness and support for the company’s business and place in the community.
- The company also rebuilt and reinforced key relationships with municipal leaders and business stakeholders, while presenting a totally new approach to community involvement that was not previously considered by the company or industry. In fact, the programs and content were viewed as unique and refreshing, and generated considerable positive feedback not previously seen by the company’s ownership.
- Today, the company is moving forward with its growth and investment plans that include a significant expansion that will triple its operational footprint. This now proven approach to community relations will be included in their go-forward strategies.
