Agriculture Policy

A member of our team helped the National Cattlemen's Association build one of the most powerful grassroots political networks in the United States. This political clout helped the cattle industry shape public policy in its favor on numerous issues, including taxes, trade, property rights, and others.

The Challenge: In 1988, U.S. cattle producers faced numerous public policy threats in Washington, DC. Meanwhile, the cattle industry was becoming fragmented between sectors and was weakened by consolidation within sectors. As a result, the National Cattlemen's Association faced a rapidly dropping membership base, which impaired its political clout and financial base.

The Solution: Members of our team developed solid marketing plans with precise strategies aimed at renewing existing members and recruiting new members. We segmented the industry and developed customized benefits and messages for each market segment. We calculated the economic impact of past legislative wins and estimated the economic impact of proposed legislative and regulatory threats. We tested each message and continually refined the marketing campaigns. We motivated and empowered individual members and affiliate organizations across the country to help with the outreach effort.

The Result: The highly strategic outreach effort worked. Membership retention and membership recruitment improved drastically in just six months. The National Cattlemen's Association proceeded to set all-time membership records in three consecutive years. The industry segments came together and spoke with one voice to stop the threat of industry fragmentation. The industry reclaimed its political stature and has scored numerous legislative victories amid an increasingly challenging environment around the globe.

 

 

 

 

 

 

 

 

 

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