When The Demand Institute – a non-profit think tank jointly supported by The Conference Board and Nielsen dedicated to examining large, high stakes consumer markets where demand is starting to shift in fundamental ways – approached us, it was relatively unknown and had limited resources. Its first research report presented a prime opportunity to put its thought leadership on the map and establish itself as an indispensable resource for business leaders seeking to align investments with where consumer demand is headed across industries, countries and markets.

Industry: Non-Profit
Service: Media Relations; Thought Leadership

Challenges

For its inaugural project, The Demand Institute studied 2,200 cities and towns in the U.S. and hundreds of metrics for each including their housing markets to develop nine profiles of American communities. The research revealed a startling contrast in economic prosperity between successful and struggling American communities. While this research was surely valuable to leaders in a wide range of industries, the concern was the study might pigeonhole the Institute as a source of housing data instead of a highbrow research organization focused on delivering keen insights and intelligence impacting business growth, innovation, investment and operations.

Rather than narrowly highlighting the housing data, we positioned the report as a source on income inequality through the lens of housing, and the Institute as the objective source of deep intelligence and thoughtful forecasting on future shifts in consumer demand around the world.

Objectives:

  • Launch its inaugural report as a source on income inequality, viewed through the lens of housing rather than narrowly highlighting housing data
  • Drive visibility for the Institute and its research through high-profile business media
Our Approach

Through our deep strategy and messaging counsel, we pushed to define and tell The Demand Institute’s larger story. Rather than narrowly highlighting the housing data, we positioned the report as a source on income inequality through the lens of housing, and the Institute as the objective source of deep intelligence and thoughtful forecasting on future shifts in consumer demand around the world. This approach supported our mutual goal: to arm business and policy leaders with near-term, objective and actionable forecasts on game-changing shifts and their global economic implications.

Results

Our targeted and intensive media relations program resulted in extensive exposure in key media categories, including an array of broadcast, top-tier business, mainstream consumer and influential trade and regional publications. Following this inaugural launch, the relationships we established and maintained with key reporters covering consumer demand contributed to the success of subsequent research reports.