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Swinging for the fences: The campaign to restore Wrigley Field

Swinging for the fences: The campaign to restore Wrigley Field

Swinging for the fences: The campaign to restore Wrigley Field

The Challenge: 
Since acquiring the team in Oct. 2009, the Ricketts family placed a priority on renovating Wrigley Field as part of their plan to put a championship-caliber team on the field. However, a competing group of rooftop businesses repeatedly thwarted efforts to modernize Wrigley Field, seeing as it would cut into their $250 million in competing ticket revenue they had earned over the past decade.

In 2013, after several false starts to create a public/private partnership to renovate Wrigley Field, the Ricketts family pledged to privately finance the entire $575 million renovation project in an effort to break the logjam.

While the team gained the City of Chicago’s approval of a preliminary plan, Mayor Emanuel asked the team to attempt to reach agreement with the rooftop owners over a revenue sharing contract with the rooftops, which continued to threaten the entire project.

A year of negotiations with the rooftop owners ensued but without resolution, at which point the Ricketts family, the Cubs front office, and the Culloton team decided they needed to put the players’ operational needs and the team’s business objectives first. They decided to file a new plan in the summer of 2014 with Chicago’s City Hall to finally get the renovation plan approved. 

Our Approach: 
While the project had been stymied for years, the team was confident that an intense and well-executed 60-day communications strategy would provide the impetus for city government approval of the team’s new plan. 

That meant putting the ballpark renovation in proper context for Cubs fans: Renovation of Wrigley Field was vital to the efforts to bring a world championship to Chicago.

To kick-off the communications strategy, Cubs Chairman Tom Ricketts appeared in a video sent to all Season Ticket Holders and die-hard Cubs fans that laid bare the team’s antiquated, dilapidated and somewhat embarrassing clubhouse and training facilities.

After the video was released, the entire Cubs organization was focused on building support for the revised plans, with regular fan updates and calls to action. Via a dedicated renovation campaign website, over 30,000 Cubs fans emailed their support to City Hall. Neighborhood advocates that the team had built and cultivated over the years spoke out in favor of the plan. Groups like the Illinois State Chamber of Commerce advocated for the proposal, emphasizing the outsized economic impact the team had on the city and state. 

The intensive effort engaged Cubs fans, sparking conversations on social media, sports radio, in the media and at community meetings. 

Proven Results:
The revised renovation package was approved by the City of Chicago. The overwhelming support from Cubs fans provided the environment for officials to approve the plan after years of delay. Wrigley Field would again become a world-class ballpark with first-rate amenities and support the team’s on-field performance. 

After years of acrimony, ground was broken at Wrigley Field on Oct. 11, 2014. 

Our campaign received local and national recognition from trade groups who annually recognize outstanding work in public relations, including: 

  • The Holmes Report SABRE Award, Gold Award for Issues Management, 2015
  • Publicity Club of Chicago, Golden Trumpet Award for Government Affairs, 2015 
Mission ready: Convincing the U.S. military to adopt artificial intelligence

Mission ready: Convincing the U.S. military to adopt artificial intelligence

Mission ready: Convincing the U.S. military to adopt artificial intelligence

The Challenge
An artificial intelligence (AI) software startup sought to break into the defense sector with a goal of equipping the U.S. armed forces with its predictive software to increase military readiness, which was a key priority for the then U.S. Secretary of Defense. 

However, the company faced steep hurdles: a lack of awareness among public officials about the ability of–and urgent need for–AI to address military readiness; a byzantine and lethargic federal procurement process; and worst of all, the company’s fiercest competitors were already working with the armed services to outfit certain U.S. fleets with predictive software.  

Our Approach
Our multilevel public affairs campaign hinged on influencing the public debate by generating awareness of and support for AI in defense-industry applications with reporters, elected officials and defense policy think tanks and fine-tuning and translating the company’s briefing pitch from “tech talk” to “bureaucrat speak.”  

We devised a three-phase plan, starting with leveraging the company’s board members who had significant national security experience to make the case in the media for how AI can be used to increase military readiness and U.S. competitiveness. Our team pitched the leading defense and tech reporters covering federal policy to source our experts. Our outreach generated significant national news and trade coverage over the course of three months. Having helped to prime the national conversation, we placed company leaders at key roundtable events and thought leadership forums. 

As the dialog around tech-supported military readiness grew, Congressional policy makers began to follow suit, with a series of floor speeches, roundtables, hearings and white papers on the issue.

We partnered with the company’s government affairs team to brief key committees, members and staff on how its expertise could increase the military’s readiness without new equipment procurement, which yielded taxpayer savings and a faster implementation. The Congressional briefings proved successful, in part because Congressional staff were already aware of the issue’s importance and need to act given the wave of media coverage in the months prior, and it netted several congressional champions who urged faster approval of multiple pilots of AI software to increase military readiness. 

Proven Results 
In just three months after initiating our strategy, the U.S. Department of Defense awarded the company with a seven-figure contract to install its AI software on one of the service branch’s vehicle fleets to increase readiness. After the award was made, we worked with defense officials to announce the news in an exclusive in the Washington Post, which generated subsequent national and trade coverage and contributed to additional sales leads. A second branch of the military is now working with the company using its AI to increase readiness on some of its vehicles. 

Securing City of Chicago support for e-scooters

Securing City of Chicago support for e-scooters

Securing City of Chicago support for e-scooters

The Challenge
In mid-2019, the City of Chicago planned a pilot program to test whether e-scooters were a viable transportation option. The City set some of the most restrictive rules for e-scooter operations in the country, including a strict boundary for operating the scooters primarily on the city’s south and west sides in “priority zones.” To complicate matters, the City approved 10 e-scooter operators to participate in the pilot, making for an incredibly competitive market.

Established by former Mayor Rahm Emanuel in the final week of his last term, the pilot was not warmly welcomed by incoming Mayor Lori Lightfoot. Without the new mayor’s support, the e-scooter share pilot program’s viability was in question before it even began. Similarly, the Chicago public and the media remained dubious at best about e-scooters, having seen disastrous launches in other markets, such as Los Angeles, where images of e-scooters set on fire went viral.

E-scooter company Lime hired Culloton + Bauer Luce to influence the City’s new administration to maintain its pilot program and eventually make the program permanent while positioning the company as a responsible, standout provider in a crowded, competitive field.

Our Approach
CBL devised a three-pronged communications plan to highlight Lime’s safe riding reputation and its compliance with overwhelming support for the city’s equity goals. 

Safety: To break out Lime from the pack of e-scooter providers, CBL focused Lime’s launch day opportunity at the height of media interest to tout the company’s safety academy lessons and free helmet distribution. We also promoted safety events in every ward of the pilot zone in the program’s early weeks to encourage follow-through coverage on Lime’s safety record, and we promoted Lime’s free helmet distribution totals over the course of the pilot at key milestones.

Equity: To emphasize Lime’s commitment to the equity in access to e-scooters, CBL: 

  • Heavily promoted partner events with the nonprofit My Block, My Hood, My City that provided scooters in “equity zone” neighborhoods
  • Released community impact reports and job creation numbers for key neighborhoods with transportation advocacy sites and African American and Hispanic media 
  • Hosted joint events with key aldermen and secured hyper local media coverage

Third-Party Support: CBL garnered third-party support for Lime as a preferred operator and set groundwork for the pilot extension by: 

  • Enlisting key alderman, equity groups and community organizers to signal support for its program via op-eds and letters to City Hall   
  • Releasing poll results and traffic data demonstrating rider/community support for pilot and that scooters were being used as first- and last-mile transportation modes in transportation deserts

Proven Results
The execution of the plan resulted in over 80 media placements, including the Chicago Tribune, Chicago Sun-Times and POLITICO Illinois, and urban planning outlets like CURBED and Streetsblog.  

At the end of the pilot, the city announced it would bring scooters back in spring 2020, and public support for scooters grew over 7% from before launch to after the pilot’s completion. Majority support, including majority support from minority communities, allowed city leaders to pledge to continue piloting the program with a permanent program on the near horizon.

Restoring reputations: Crisis management for skilled nursing facilities

Restoring reputations: Crisis management for skilled nursing facilities

Restoring reputations: Crisis management for skilled nursing facilities

The Challenge
Early in the COVID-19 pandemic, a leading skilled nursing network became swept up in a swirl of intense media interest and regulatory scrutiny after one of its facilities suffered a cluster of fatalities, which at the time was the most COVID-19 nursing home deaths in Illinois.

The company’s slow, uneven responses to requests for comment was creating a vacuum being filled by speculation from patients and family, newsrooms and public officials, all of whom were eager to point fingers at the company.

Our Approach
To get ahead of the crisis operationally and clinically, Culloton +Bauer Luce brought in a noted infectious disease control expert and a renowned gerontologist to lead a system-wide task force and to communicate to media, elected officials, staff, patients and families that the company was in control.

We instituted a crisis communications war room, with twice-daily crisis team calls to assess the company’s operational response to emerging issues and to ensure responsiveness to the intense media interest from local and national media.

After announcing the task force formation, CBL quickly coordinated a virtual media tour for the task force co-chair to explain the company’s plan and to appeal for more government resources for nursing homes.

CBL also increased communications with elected officials, patients and families. We drafted a letter on behalf of the company CEO to the Illinois Governor and other elected officials, detailing a timeline of the company’s pandemic response while highlighting the challenges faced by nursing homes because of the lack of a clear national strategy. The company also began issuing regular email and text communications to families, and the infectious disease expert posted frequent video updates about the task force’s work.

We continued to issue operational updates over the spring and summer, including a “hot spot” testing squad to infiltrate facilities where outbreaks were suspected, further reinforcing the company’s proactive approach to managing the pandemic, and we fended off inquiries about a potential strike by Certified Nursing Assistants.

By mid-summer, we announced patient recoveries, including a critical milestone that the facility that originally had experienced the highest nursing home COVID-19 fatality rate in Illinois had recovered with no patients testing positive for COVID-19.

Impactful Results
With CBL’s intervention, the narrative changed from a company in free-falling crisis to a company meeting the pandemic head-on. As a result:

  • Patient referrals increased 44.9%
  • Newsweek named two of the company’s facilities in its “Best Nursing Homes of 2021” rankings.
  • A leading pharmaceutical manufacturer asked the company to enlist in a national study of a potentially life-saving COVID-19 treatment designed for nursing home patients. Not only had the company turned around its own crisis, it was now being positioned to help save lives across the country.

 

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