The Objective

A nonprofit trade association hired us to increase awareness of its leadership in the retail and payments industries, generate thought leadership, promote gift cards to the public, engage its members, and create and grow its signature event, the RGCA Forum.

The Strategy

Media Relations

Member Communications and Engagement

Social Media

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Recruitment Communications

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Event Management

Crisis Response

The Results

We established the RGCA as the go-to media resource on gift card topics and Forum as the premier industry event.

Through an aggressive media relations program, we have established the RGCA as THE voice of the closed-loop gift card industry. (Coverage includes Consumer Reports, Entrepreneur, CreditCards.com, Money Magazine, The Wall Street Journal, as well as dozens of industry trade outlets.) 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 through the crisis response, so that the association can protect 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.

1 %
increase in social media followers
1 %
marketing pieces created for event
1
social media impressions
1 X
Doubled registration numbers for RGCA Forum

Key Campaign Elements

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