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Case Study: Public Policy Marketing at Illinois Policy Institute

Business Challenge

The Illinois Policy Institute focused its efforts on achieving positive public policy for several years. If property taxes are too high, or pension debt rises, the Institute has a solution. Confronted with the problems of public policy, a small but dedicated audience was prepared to fight. However, that audience was not large enough to make a significant impact. Public policy was lost amidst politicians, media, consumer apathy, and the Institute’s own messaging.


The Institute had to shift its marketing communication away from just policy, and toward stories that real people could relate to and more easily understand. By working together through the development of department collaboration, and promoting 1-on-1 coaching, the brand and operational process was reengineered, shifting the organization from a policy shop to a consumer marketing operation.


  • Annual giving increased 30%
  • Three legislative victories for Illinois families
  • Triple-digit increases in website visitors (250%), Facebook fans (254%), YouTube views (654%), and Twitter followers (129%)
  • Five brand awards for content marketing including a prestigious Peter Lisagor Award
  • 2018 was a record fundraising year following a Supreme Court ruling


  • Brand Strategy
  • Storytelling
  • Digital Strategy
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