The Objectives

  1. Lay a groundcover of positive media and social media coverage about gift cards.
  2. Grow the RGCA’s recognition with retail and payments media, so that in the event of negative coverage of the industry, the association can shoulder the burden, rather than its members.
  3. Lead communications for and promote the association’s signature event, RGCA Forum.

The Strategy

Media Relations

Member Communications and Engagement

Social Media

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Event Management

Crisis Response

The Results

Through an aggressive media relations and social media program, we have established the RGCA as THE voice of the closed-loop gift card industry. In return, the RGCA is consistently called upon to comment on gift card stories. When these stories are negative in nature, we lead the RGCA’s crisis response on behalf of its more than 100 members. We react and lead the association’s response to media in real-time, thereby protecting its members from negative publicity.

We helped the RGCA to sell out its first year of its signature event, the RGCA Forum, and double registration numbers for year two. Our robust content marketing and click-through campaign steered thousands of visits to the event’s website. We created nearly 100 web and promotional marketing pieces and designed event graphics. Our hundreds of social media posts increased followership by 30 percent, drove nearly 45K impressions and resulted in dozens of engagements with member brands, media and other industry stakeholders.

Key Highlights

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