720 Strategies has a four-year relationship with the Blue Cross Blue Shield Association, the trade association for the independent, locally operated Blue Cross and Blue Shield Plans. We have designed and implemented grassroots advocacy strategies that have enabled BCBSA to recruit more than 1,000,000 advocates who have delivered more than 2,000,000 communications to key legislative targets, in the form of e-mail, faxes, letters, telegrams, and phone calls, as well as launching a national online advocacy program for state Blue Cross plans. Our comprehensive program has involved extensive work with Blue Cross plan executives and staff and in coalition with BCBSA organizational partners.
The firm designs and implements grassroots strategies in support of four issue campaigns, utilizing the Internet, phone and mail. 720 Strategies designed and currently manages four advocacy Websites for the association and its coalitions incorporating online advocacy technologies and best practices in the field, develops the online voice of the campaigns, maintains editorial calendars for e-mail newsletters, and writes and disseminates e-mail alerts and updates to advocates.
The firm also developed and maintains a custom database for BCBSA that tracks online and offline actions of advocates via nightly feeds from multiple vendors, counts the messages and message types sent to congressional targets, and maintains records of "activation" preferences of advocates and the issues on which they have taken action. In order to drive traffic to these advocacy sites, 720 Strategies negotiates and purchases online advertising, conducts site optimization and registration services, and ensures an integrated approach to online and offline activations. 720 Strategies manages grassroots direct mail and phone programs for the Association, in both English and Spanish, and oversees a wide range of vendors in support of project objectives.
As a result of our work, 720 Strategies has achieved all of the grassroots benchmarks established at the outset of these campaigns and has achieved legislative victory on the one of three legislative issues that have concluded. We are currently rolling out to Blue Cross plans nationwide an integrated online advocacy platform that will recruit and mobilize plan employees, healthcare consumers, and others in support of federal and state legislative priorities.