A Local Mid-Western Town Discovers How to Leverage Social
Media – and Changes the Public Narrative on a Divisive Issue

CLIENT’S CHALLENGE

Among the U.S.’s 19,500 local jurisdictions – primarily small towns and villages – how many are savvy about social media and how to bring it to bear when other traditional channels “don’t appear to work”? That survey hasn’t been conducted yet. But for one mid-Western town, the answer doesn’t matter anymore. 

Like many small municipalities, it frequently found itself at odds with one neighboring town. The vexing issues ranged from politically-influenced policies on one side or another to the pros and cons of shared projects and resources – and negative, secondary impacts to its own budgets, operations, assets, and ability to serve the interests of its constituents. One matter involving a large investment in capital infrastructure that the neighboring town’s political party opposed presented a growing problem. “Look, they’re very vocal,” explained the mayor. “Which is fine if all the noise stayed on their side of the fence. But it’s starting to confuse our own electorate, and ultimately,” he paused, “if public sentimentcontinues to shift, this could cost us millions in rework and even litigation.”

THE STRATEGIA SOLUTION

The challenges faced by this municipality were not unique to the Strategia team. It’s common for neighboring jurisdictions to disagree on matters with shared or “spill-over” ramifications for adjacent parties – particularly with respect to areas such as traffic, housing, water rights, and first responder collaboration. When a quick, legal resolution isn’t apparent or achievable, outcomes tend to be shaped by the “softer levers” of municipal governance, policy and politics: i.e., lobbying, advocacy, outreach, and vigorous engagement with political decisionmakers, citizens, and media.

Since this particular town had never established an effective communications capability – at any level – from press relations to digital media, Strategia set about establishing one. We began by framing the issue as one critical to the safety of inhabitants – a strategy that, in effect, sought to reshape the entire narrative. Across channels, from social media to direct communication with residents, we shared data, metrics and experts’ insights that were positive, rational, fact-based, and aligned with the mission of service voters expected of their leaders. We became the media spokesperson for the town. Every time the press called, we “picked up the line,” and helped educate local journalistson the full richness of the issue.

IMPACTS + OUTCOMES

Within weeks, public sentiment shifted. The neighboring town softened its position, and shortly afterwards, its aggressive leaders turned to other internal priorities. And one more U.S. town, among 19,500 others, stepped into the 21st century’s digital arena.