Challenge
The New England Seafood Producers Association (NESPA) is a trade association comprised of seafood-related shore-side companies. NESPA’s main objectives are to sustain the seafood industry by defending the historical right to harvest and process seafood in New England as well as to promote the consumption of seafood to provide economic prosperity to the industry. The association was formed in April 2002 in response to the federal restrictions recently placed on New England’s fishing community and the negative media attention the seafood industry was receiving. NESPA sought out O’Neill and Associates to help launch the association, to balance media coverage regarding the seafood industry and to promote the consumption of New England seafood.

Solution
O’Neill and Associates developed a strategic marketing campaign to increase NESPA membership, raise awareness regarding the economic and environmental importance of New England’s seafood industry and to educate consumers about the health benefits of eating seafood. The campaign had many layers to reach all of NESPA’s target audiences, including consumers, seafood retailers, political leaders and key opinion leaders throughout New England.

Results
Over the course of this campaign, O'Neill and Associates provided NESPA with the following:

• Conducted a market-research survey on consumers’ perceptions of the New England seafood industry;
• Developed all corporate identity, campaign theme and collateral materials;
• Organized two large-scale membership events on an annual basis that included appearances by local personalities and celebrities;
• Secured regular interviews and placements with many New England top daily newspapers, including the Boston Globe, Boston Herald, Cape Cod Times, Portland Press Herald, Providence Journal, Manchester Union Leader, and Hartford Courant on timely issues facing the industry;
• Facilitated one-on-one meetings between NESPA members and Washington policy-makers responsible for drafting the reauthorized federal legislation;
• Responded on an ongoing basis to regulatory issues through the media;
• Partnered with celebrity chef on seafood grilling campaign;
• Created advertising campaign to encourage the consumption of New England seafood;
• Secured pro-bono or discounted advertising space at regional airports, the MBTA and commuter rail;
• Partnered with New England’s Departments of Travel and Tourism to showcase New England seafood as a highlight of the region;
• Created and then revamped a consumer-focused website with up-to-date, factual and useful information regarding seafood, including health benefits, recipes, industry news, and fact v. myth on media coverage of the industry; and
• Partnered with a renowned chef/author to be NESPA’s spokesperson for seafood health and then conducted a Satellite Media Tour with radio and television outlets across the New England region and throughout the country.

O’Neill and Associates was honored with multiple Bell Ringer Awards and an International Communicator Award for its work on behalf of NESPA.

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