In the rapidly growing offshore wind industry, American maritime companies and mariners are being unfairly disadvantaged. The Jones Act stipulates that the transport of merchandise between U.S. points should be reserved for U.S.-built, owned, and crewed vessels. However, there are concerns that foreign-flagged vessels and workers are being used instead of U.S.-made ships with American crews. This case study explores the efforts to enforce the Jones Act and ensure that American jobs go to American workers in the offshore maritime sector.
In order to raise awareness about the issue and garner support, Anna Stallmann Communications was hired by the Offshore Marine Service Association to develop and execute against a comprehensive communications strategy. The goal was to ensure that key political decision-makers, influential business leaders, and the general public understood the importance of enforcing the Jones Act and the impact it has on the American workforce. The strategy focused on earning media coverage, creating compelling visual content, and utilizing social media platforms.
To effectively communicate the message, Anna Stallmann Communications crafted a comprehensive communications strategy to ensure that we could effectively capture and engage top-tier media, while providing owned content to educate and inform their reporting.
First, ASC developed a visually engaging video to showcase what journalists and the public could expect when boarding the Jones Act Enforcer. The video highlighted the importance of enforcing the law and ensuring American jobs. It was shared on various platforms, including the association’s website and social media channels.
The team then continued nurturing relationships with both national and local media outlets – understanding the importance of the long-game. Journalists and photographers were invited to come aboard the Jones Act Enforcer, a vessel named after the law itself, to witness firsthand the lack of American vessels engaged in building offshore wind farms. This provided concrete visuals and allowed reporters to experience the situation themselves.
Recognizing the power of social media, ASC in parallel created an Instagram account to share the story from the perspective of the offshore maritime worker. Regular updates, behind-the-scenes content, and informative posts are distributed to engage with the target audience and amplify the message.
The comprehensive communications efforts led to impressive results that exceeded expectations. The campaign earned nearly 300 media articles, including coverage from reputable outlets such as the Associated Press, the Boston Globe, Politico and the Huffington Post. The earned media coverage helped to raise awareness about the issue and put pressure on decision-makers to enforce the Jones Act.
The visually appealing videos created for the campaign continue to attract thousands of views on a daily basis. Its compelling content effectively communicates the importance of American jobs in the offshore maritime sector.
The social media presence, particularly on Instagram and YouTube, has garnered a loyal and engaged following. The industry’s story is now being shared directly with the audience through regular updates, fostering a sense of community and advocacy.
All of these achievements were accomplished without any paid advertising dollars, showcasing the power of earned media and strategic communication efforts.
We retained Anna and her team to provide counsel and execution at a key period of growth planning for TFX Capital. She and her team adapted to our industry, audience needs, and provided tremendous support throughout the process. Our messaging, story, and materials have never been more aligned. ASC is a dependable partner, and even more important, they are great people.
I had been searching for a public relations and communications partner for many months when I was introduced to Anna Stallmann Communications. Anna was exactly what I was looking for. In a very short time, she has become a vital part of our Company. I can’t imagine our Company without her.
We have come to trust ASC's advice and professionalism and consider them a vital extension of our business. Most importantly, the team is kind, empathetic and always willing to go above and beyond on our behalf!
We couldn’t afford or find a communications director with the skills and experience that Anna has brought to the table. Anna and her team deliver first class service, collaboration, insights and results on a consistent and affordable budget. She has been a wonderful addition to our team to help us articulate and amplify our mission: secure, easy and affordable cybersecurity for small businesses.
ASC helped articulate and empower the National Cybersecurity Center’s strategy and messaging during a transformative time in our organization’s history. Anna and her team are a kind and thoughtful resource, going above and beyond to ensure our brand is elevated to live up to our name.
Each interaction KPM Group DC has with the ASC team is a reminder of the wonderful decision we made to place our trust in the organization for all of our communications and branding/PR needs. If I had to sum up working with the ASC team in three words, I would choose: effortless, efficient, and positive. ASC supports a wide range of projects for us and does so in a fashion that seems so natural. The team is organized, driven, and quick - which ultimately allows them to support the ever-changing needs of small but growing companies like KPM. Finally, working with the ASC team is always a cheerful, pleasant experience that leaves me energized and inspired to move forward together.