Block Asian Carp

Güd Marketing LogoImage of girl near the water with text that says here for generations

The serious risk of Asian Carp on our Great Lakes.

Despite decades of work on the issue, invasive Asian carp species remain one of the greatest threats to the ecology and economy of the Great Lakes. To protect the ecosystem – as well as the thousands of tourism, fishing and boating jobs in Michigan and other Great Lakes states – the State of Michigan was willing to make a substantial investment to upgrade barriers on the Des Plaines River in Joliet, Illinois, to prevent the carp from migrating into Lake Michigan. However, without the State of Illinois' approval, it was unlikely that Michigan could move forward. A campaign was required to encourage agreement among top decision-makers in the states of Illinois, Wisconsin, Indiana, Minnesota, New York, Pennsylvania and Ohio, as well as the Canadian provinces of Ontario and Quebec. Not only that, the campaign needed to succeed at gaining support from citizens, business leaders, stakeholders and others.

A torrent of proaction was unleashed.

Social media, grassroots communications and earned media coverage created a movement to support the installation of the system.
Public Relations
A select and targeted list of key decision-makers in Illinois was prompted to collaborate with the governor's office in Michigan to address the severity of the Asian carp threat.
A press conference with former Michigan Gov. Rick Snyder kicked off the effort.
Outreach
Media outlets in key U.S. states and Canadian provinces were given online media kits, website content, media advisories, press releases and viewpoint commentaries, customized by media market.

Major media outlets fueled the conversation.

A homepage takeover of the Chicago Tribune helped inform Illinois residents.
Homepage Takeover and Video
A partnership with the Chicago Tribune increased the urgency and credibility of the message to Illinois residents.
Print Advertising
Full-page ads supported the digital effort in highlighting the need for immediate action.

Power to the people.

Social media gave Great Lakes basin residents a voice that created action.
Social Media Engagement
Citizens, stakeholders and business leaders were provided a platform to show their support in Michigan, Ohio, Minnesota, Illinois, Indiana and Wisconsin.
Facebook targeting helped the campaign generate more than 13 million impressions
Paid digital
Customized messaging and a comprehensive communications approach integrated public relations and outreach.

Original content told the deeper story.

A testimonial video illustrated the devastating impact of Asian carp.
Website
The microsite included integrated advocacy software, a virtual map and integrated social media optimized for sharing.

Catching the attention of everyone.

The Block Asian Carp campaign garnered real results and support.