Public Works Industry Improvement Program

Clear Verve Marketing  

The Public Works Industry Improvement Program (IIP) is a nonprofit organization dedicated to supporting training and industry standards for the Underground Contracting Industry.  At the end of 2009, the Milwaukee Common Council passed an ordinance that provided contractors domiciled in the City with preferential bid treatment. The IIP opposed this preference because it was increasing the amount of money the City spent on contracting projects and it was making the bidding process unfair to contractors located outside City limits.

Clear Verve Marketing Project Details  

The Strategy

The IIP had tried in the past to bring this issue to the attention of local media but had not been successful. Clear Verve worked with the IIP to develop message points and a strategy for contacting the media with the updated story. Clear Verve then executed this strategy and worked with the IIP throughout the process to ensure their story was told well.

The Results

With the new approach, Clear Verve was able to attract the attention of local media, helping the IIP obtain a six minute segment on Channel 6. Clear Verve also worked with the IIP on newspaper coverage and letters to the editor. The IIP was pleased with the results and continues to work to change the ordinance via government channels.