U.S. Chamber of Commerce

Leveraging Video for GrassrootsDeveloping a Strategy

Deploying the StrategyMonitoring Interactions

Analyzing Results

Developing a Strategy:Targeting

We target states and districts depending on where we think we can make the most impact, whether leading up to an election or mobilizing constituencies to contact lawmakers regarding legislation being considered on the Hill.

Friends of the U.S. ChamberFriends of the U.S. Chamber

VoteForBusiness Bus VoteForBusiness Bus TourTour

Two separate nationwide initiatives geared towards acquiring

Prospects, Activists, and Grasstops

For those districts where we do not have a lot of assets….

Developing a Strategy:Asset Acquisition

Deploying the Strategy:Email Call to Action

Action Alert emails

Formulating TARGETED messages for different networks:

• VoteForBusiness (Members) vs. Friends (Individuals)

• Issue interests, i.e. Labor vs. Energy

Deploying the Strategy:Social Media

YouTube: highlighting the “You Don’t Want to Meet Bill” ad on Card Check

Deploying the Strategy:Social Media

YouTube: highlighting “Four Voices on EFCA”

Deploying the Strategy:Social Media

Twitter: highlighting the Workforce Freedom Initiative

Facebook: highlighting our Virtual March and ProjectNoProject.com

Through regular updates and constant interaction with other users, SOCIAL MEDIA allows for PROSPECTS who may not be

familiar with our organization to get exposure to our campaigns and to sign up and become ACTIVISTS.

Deploying the Strategy:Grasstops

VoteForBusiness Partner Portal Program

Securitas, John Deere, McDonald’s, and Home Depot are a few of our partners

Watch a video Make a DONATION today!

Write your lawmakers in opposition to EFCA!

Interaction = Activists

Join the Virtual March – 15,099 individuals marching

Analyzing the Results

How much traffic is our site generating and what pages

are the most popular?

Our EFCA action alert and the Virtual March received

the most traffic

February 1 – April 1, 2009: 72, 010 pageviews

Who are they? 1,354 visits from NY

Want to break it down by district? 129 emails to lawmakers from NY-27

U.S. Chamber of Commerce

Leveraging Video for GrassrootsDeveloping a Strategy

Deploying the StrategyMonitoring Interactions

Analyzing Results