1. Trust Me, You Can Do It: Building A Successful Grassroots Campaign
NAM Public Affairs Conference
Jonathan Miller
April 14, 2013

2. The Volvo Group ~$45 BUSD net sales
One of the world’s leading manufacturers of trucks, buses, construction equipment, and drive systems for marine and industrial applications
115,000 employees worldwide, production in 19 countries, serving customers in 190 markets
One of the world’s largest manufacturers of heavy trucks and heavy-duty diesel engines
In the US: 12,000 employees, six production facilities in five states (PA, MD, VA, TN, & NY + headquarters in NC)
Overview of Volvo Group – First NOT VOLVO CARS
Q4 – 32% sales in Western Eur, 23% Asia, 20% North America
Mostly based in Mid-Atlantic
Note that we serving U.S. market with US produced trucks. Actually moving more production and investing in US – new $100 million investment in Shippensburg, PA for VCE.
NAM Public Affairs Conference
9/19/2018

3. Origins of Grassroots Lobbying
The earliest origins of the use of "grass roots" as a political metaphor are obscure.
In the United States, an early use of the phrase "grassroots and boots" was thought to have been coined by Senator Albert Jeremiah Beveridge of Indiana, who said of the Progressive Party in 1912, "This party has come from the grass roots. It has grown from the soil of people's hard necessities."
NAM Public Affairs Conference
9/19/2018

4. What do you want to accomplish with a corporate advocacy program?
Engage Employees – Educate and engage employees on public policy issues impacting the company which ultimately impacts the employee.
Educate/Persuade Members of Congress – Let Members of Congress understand what issues impact the company’s and employees’ interest.
Expand Congressional Outreach – Many employees live outside of workplace congressional district or state.
NAM Public Affairs Conference
9/19/2018

5. What Works – The “Field”
Site visits
District office meetings and staff
Including legislators and/or in
special events in their district
Town hall meetings with constituents
Work with trade associations
NAM Public Affairs Conference
9/19/2018 5

6. Getting Started
Need buy-in/support from executive leadership in company.
Benchmark industry and/or competition.
Need assistance from top executives/leadership in each facility of company.
Promote program and link to all internal Intranet sites.
Need a strong software vendor and support from HR & IT.
Create Internet/Intranet Advocacy Site.
Need communications policy and best practices to communicate with employees.
Need Budget and Cost Estimation for program
NAM Public Affairs Conference
9/19/2018

7. Preparation Create formal advocacy program name – i.e. Volvo Voices
Create logo and marketing materials to “brand” program.
Educate and Inform employees of program.
NAM Public Affairs Conference
9/19/2018

8. Example of Branding Program
NAM Public Affairs Conference
9/19/2018

9. Promotional Materials
NAM Public Affairs Conference
9/19/2018

10. Employee Involvement: Get Out The Vote
NAM Public Affairs Conference
9/19/2018

11. Challenges to Overcome
Manufacturing company – many employees do not have corporate addresses or company access to computers.
Each facility communicates independently
No uniform method of communication.
Many different products being manufactured.
Interest in policy issues vary (transit vs. highways)
Different degrees of company involvement
Resources - no one solely dedicated to advocacy program.
NAM Public Affairs Conference
9/19/2018

12. 2012 Calls to Action Passage of Surface Transportation Bill
Action alert on February 14, 2012 urging passage of House and Senate bills
Action alert on June 28, 2012 urging passage of conference report
Total Messages Generated: 1500
Passage of Colombia Free Trade Agreement on July 3, 2011
Total Messages Generated: 350 (Mack Specific Issue)
Total Activity For Volvo Voices: 2,050 letters and/or register to vote
NAM Public Affairs Conference
9/19/2018

13. Long Term Goals of Advoacy Program?
Attend Member of Congress events, such as rallies, town halls, and district meetings.
Attend Grassroots/Employee events, such as internal briefings/meetings and DC fly-ins.
Write/make calls/visit legislators.
Attend facility visits with Members of Congress.
Write letters to editor on policy issues to frame debate.
Internal visibility - Make the grassroots program visible within the office and the facilities.
Increase participation rate.
Find key contacts between employees & Members of Congress
NAM Public Affairs Conference
9/19/2018

14. NAM Public Affairs Conference