TRANSPORTATION FOR MASSACHUSETTS (T4MA)

OVERVIEW

Transportation in the Commonwealth threatens our economy and lowers our quality of life, but it doesn’t have to be that way. For eight years, our firm worked with Transportation for Massachusetts (T4MA), a diverse coalition of more than 70 organizations working together to ensure a reliable, modernized transportation system that offers affordable choices, creates better access to jobs and opportunity, reduces greenhouse gas emissions, and gets us all where we’re going safely and conveniently. Our work raised visibility for solutions to these statewide shortcomings and built support for new, but proven, approaches through earned media.

OUR STRATEGY

Through this media campaign, IMG positioned T4MA as a thought leader in infrastructure investment and transportation planning, securing and supporting numerous print, digital and broadcast placements in The Boston Globe, Boston Business Journal, Boston Herald, Boston.com, CommonWealth Magazine, State House News, NECN, WGHB, WFXT and WHDH, resulting in nearly 200 media placements in just over a year of working together. In addition to elevating the profile of staff, IMG worked with T4MA to identify members for media opportunities, leveraging relevant geographic focus and the mission of specific organizations to broaden the representation in the transportation conversations.

IMG also orchestrated a strategic paid media campaign of highway billboards, radio, social and digital advertisements, leading to increased funding for Regional Transit Authorities and capturing attention and adoption of a budget amendment to establish a smarter tolling pilot program within the Massachusetts Legislature. IMG designed all of the creative for the campaign, including graphics and scripts, and conducted research on the most advantageous deployment of the advertisements across all platforms. The digital strategy included a meticulously curated set of geographic parameters – we dropped a “geo-fence” around Beacon Hill – to ensure these ads were seen by the intended audiences. The careful targeting resulted in an amendment being added to the state budget that was later adopted in the final budget sent to the Governor’s desk.

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With decades of experience in politics, media, government, and public relations, Issues Management Group leverages our expertise to propel and protect established, transitioning, and emerging organizations.

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