Case Study: American Shore and Beach Preservation Association
Situational Analysis
The American Shore and Beach Preservation Association (ASBPA) works to promote the preservation of America's beaches and advocates for beach nourishment as one method of preservation. But not everyone agrees with the ASBPA. Environmental groups claim that nourishment damages ocean floors and marine habitat. Conservative watchdog groups protest tax dollars being used to rebuild beaches and likely increasing the property values for private land owners. The ASPA sought help communicating their message to the general public and those in Washington D.C. that allocate budgets and write the laws.
Objectives
- Build awareness for beach erosion, beach nourishment and the effects on coastal communities
- Develop and implement a strategy for The Best Restored Beaches Awards
Target Audience Analysis
As nearly 50 percent of U.S. residents live within 50 miles of a coastline, the target audience was made up of this large group of citizens, as well as the lawmakers and lobbyists in Washington, D.C. that dictated policy.
Strategy
With two primary audiences, Crosby~Volmer developed a two-pronged strategy. First, Crosby~Volmer would promote the ASBPA's Top Restored Beach Awards to increase local pride in restored beaches and build positive awareness among those that use the beaches every day. Second, with the agency's connections on Capitol Hill, Crosby~Volmer would reach out to ensure that the policy makers understood beach nourishment was critical to their communities.
Execution
Crosby~Volmer reached out to coastal communities across the country to nominate their restored beaches for the ASBPA's Top Restored Beach Awards. When the results were announced, Crosby~Volmer worked with local governments to publicize the awards and generate positive media attention on beach nourishment.
While Crosby~Volmer was creating news in coastal communities, we sought to influence the decision makers with a grassroots campaign which included press releases, op-eds and letters to the editor in response to news coming out of our nation's capital. At the end of the ASBPA's Congressional Coastal Summit with legislators, staff and federal regulators, Crosby~Volmer helped organize an awards ceremony on Capitol Hill to promote the award-winning local beaches to those making policy decisions that affected local beach nourishment projects.
Results
Awareness of beach restoration and the ASBPA has risen since the implementation of the Top Restored Beach Awards and through the duration of The Top Restored Beach Awards campaign, more than 60 stories ran portraying breach nourishment in a positive light.
Return to Case Studies Home.
