Major National PR Campaign
In 2020, the American Chemistry Council along with major industry partners built a platform to hold themselves accountable and share recycling technology advancements with the public: PlasticMakers.org
My Role:
I held leadership over the Communications efforts at AmSty, a member of the American Chemistry Council. Along with the company’s Director of Sustainability, we were selected to be part of the leadership member committee for the campaign. Our team collectively identified the campaign needs and goals, sent out RFPs and interviewed 4 major PR firms. The selection process was difficult, and ultimately I dissented, preferring one of the firms that was not selected.
Once a decision was made, our leadership advisory team worked closely with the third-party PR firm to map out KPIs, PPC terms, identify the proper channels, set ad-spend targets, approved campaign creative and conducted focus group studies for benchmarking. Our team, with the consultant groups and creative talent, built a website, omni-channel digital strategy, social media programs, billboards, in-person and virtual events, proactive media outreach, a thought-leadership podcast, and television commercials.
I worked on the PlasticMakers.org program for two years before departing AmSty. During that time, I collaborated with BCW and other major oil & gas communications executives to ensure campaign objectives were met, making many strategic adjustments along the way. AmSty was also a featured technology partner with a dedicated story in the program’s narrative for its advanced recycling JV Regenyx with partner Agilyx. The campaign reached over 1 billion unique impressions, measuring an improved favorability rating 12% higher than the original focus group’s reported perception.
