Trudi Boyd, Executive Vice President, Story Partners
This past year has focused on leveraging the grassroots network of AdvaMed, putting a face on the repeal efforts to influence public policy in Washington, D.C. Through a combined strategy of patient testimonials and videos, digital and social media, and targeted ad buys, the grassroots campaign reminded policymakers of why the medical device tax must be repealed. During the campaign, the House of Representatives passed a bill earlier this year to repeal the tax. Trudi continues leading the team on this effort, which includes this month’s launch of a coalition initiative, United4Innovation, to help secure full repeal of the medial device tax in 2015.
Trudi also combined traditional public affairs with digital media taking a unique approach for congressional fly-ins to support the Farm Credit System in Congress. The highlight of the communications campaign spearheaded by Trudi was a video designed to share with policymakers and congressional staff in advance of AgriBank’s Capitol Hill meetings. Serving as “AgriBank 101,” it allowed congressional offices to quickly get up to speed on the issues prior to meetings. The video received almost 20,000 views in three days. Additionally, targeted paid promotion drove 1.8 million free impressions, 16,000 paid views, more than 20 days of watch time, and 20 shares of the video.