Overview

• Consumers United for Rail Equity (CURE) is a coalition of freight rail customers seeking changes in federal law and policy that would require railroads to provide more competitive and reliable service. The umbrella membership organization includes large trade associations such as the American Chemistry Council and the National Rural Electric Cooperative Association, as well as individual freight rail customers. CURE turned to Widmeyer to raise awareness of the need for freight rail reform among targeted audiences.

Communications Challenge

• Freight rail customers have Congressional champions, but legislative reform efforts are often stymied by Committee politics. In addition, the railroads spend significant resources on lobbying, advertising and other advocacy aimed at Capitol Hill. CURE needed a nimble communications strategy that could adapt to a changing political landscape and make sure the voice of rail customers got heard by its Congressional delegation.

Strategy/Tactics

• Widmeyer worked with reporters and editorial boards in key Congressional districts and influential inside-the-beltway publications to secure coverage of the problems facing freight rail shippers and the critical policy solutions.
• We worked with CURE’s diverse membership to tailor our pitching and take advantage of local story angles, including the impact of current freight rail practices on the cost of electricity or the price of consumer goods and services. We also developed a suite of resources that CURE members could use to educate policymakers and the media about the critical need for rail reform.
• Through a complete overhaul of the CURE Web site, we created a dynamic source of information for CURE members, the media, third party allies and Members of Congress, their staff and Committee staff.
• Finally, Widmeyer designed and placed high-impact issue advertisements in inside-the-beltway publications to call attention to the issue.

Results

• By 2009, CURE had made unprecedented strides toward achieving its legislative objectives, with both the House and Senate Judiciary Committees passing versions of the Railroad Antitrust Enforcement Act of 2009 by unanimous voice votes.
• The Widmeyer team was recognized by the International Association of Business Communicators (IABC) with its top “Silver Inkwell” award for best issue advertising in 2008 for the CURE ads “Man on the Tracks” and “Farmer.”
• Our media outreach reached Members of Congress and millions of readers through placements in regional and national newspapers, newswires, radio and trade publications.