Certus Insights conducted year-over-year brand tracking, message development, and audience profiling of the Beltway Elite audience for the Alzheimer’s Association DC office. The results of the survey were used to develop a targeted earned, owned, and paid media strategy that evolved each year.
We know how to survey the elite Beltway policy audience to develop winning public affairs campaigns.
The survey tracked awareness of the Association and several key policy issues.
Data from the survey was used to determine the messaging sophistication most appropriate for Beltway Elites given their current knowledge. The Association could determine if they needed to increase basic awareness of a policy priority, correct misconceptions, add additional information, increase the issue’s priority, or recruit champions.
The survey enabled the association to better target their messaging, use more targeted paid media, and deploy more effective earned media efforts to emphasize the importance of their issue.
Since the initial report, the organization has optimized its messages and communications strategy to increase awareness year over year. Results followed: as awareness increased, so did federal funding.
We closely monitored the attitudes of policy elites inside the Beltway, a key constituency for the Association. Recruiting this audience accurately and consistently requires careful screening and recruitment.
We also tracked issues and tested messages in key areas throughout the country where the Association also had active public affairs campaigns. Data from these surveys ensured their public affairs campaigns did not conflict with their national marketing campaigns.