The Challenge
On the face of it, Navistar/International Motors was positioned to be a local hero when it announced plans to completely rehabilitate 1.2 million square feet of vacant space for its new world headquarters in Lisle, Illinois. But a small selection of neighbors and the parents of a nearby school for autistic children became vehemently opposed to the project.
What should have been a positive for the company was quickly hurting its corporate reputation and hurting employee morale. The planning and zoning process quickly devolved into a protracted legal battle with vendors and suppliers receiving subpoenas to testify and hours upon hours of heated testimony and cross-examinations.
The company needed a crisis communications and grassroots strategy to fight off this aggressive and organized opposition effort that was damaging its brand.
Our Approach
Culloton + Bauer Luce first advised executives to temporarily pause the zoning case so we could recalibrate and reintroduce the project. All media inquiries were to be centrally managed and we began to develop advocates. A new project leader and spokesman was identified within the company. We counseled the executive as he prepared for community meetings, media interviews and public hearings.
It was important to move away from explaining the details of the zoning case, and instead talk about jobs and the economic impact the project would have on the region and state. The entire relocation issue was reframed in a positive light.
We immediately identified the company’s natural allies in the community, business leaders, who would benefit from the increase in local hotel, restaurant and retail activity from employees and customers; and building trades eager for new construction jobs.
Culloton + Bauer Luce organized a “Jobs for Lisle Coalition,” and recruited nearly 1,000 supporters through a website and meetings with company executives and key community leaders in business, labor, education and government. Two local chambers of commerce hosted a community briefing that had more than 350 attendees.
We directly engaged with the parents of the school for children with autism, who had only heard from project opponents. The school and its parents became advocates once they had the facts.
Proven Results
The groundswell of support overwhelmed company executives, who had no idea how valued the company was by local business leaders. Hundreds of neighboring businesses and residents participated in the public approval process.
We leveraged the groundswell of public support and used our alliance with local labor unions to bring Governor Quinn and Attorney General Madigan to the table with the company and their opponents to broker a deal.
Awards and Recognition
This campaign received local and national recognition from trade groups who annually recognize outstanding work in public relations:
The Holmes Report SABRE Award, Gold Award for Community Relations, 2012 Publicity Club of Chicago, Golden Trumpet Award for Issues Management, 2012
