Challenge
A coalition of real estate investors faced significant hurdles in advancing their key legislative and regulatory priorities. The coalition represented a diverse group of stakeholders, including property developers, private equity firms, and commercial real estate owners. Their primary goal was to influence legislation around property tax reforms and zoning regulations, which directly impacted their investment returns and growth strategies.
The challenge, however, was engaging a wide array of stakeholders—local policymakers, government regulators, and community leaders—each with varying levels of interest and influence on the issues at hand. The coalition needed to personalize their communications to address the specific concerns of these distinct groups while maintaining a unified message. Traditional methods of advocacy, such as direct mail and in-person meetings, were proving ineffective in engaging stakeholders at the scale they needed.
The coalition realized they required a digital solution to target specific audiences, deliver personalized content, and measure the impact of their efforts in real time.
Solution
The coalition turned to Adobe Experience Cloud to help them achieve their advocacy goals through personalized, data-driven outreach. Adobe Experience Cloud’s suite of tools enabled the coalition to create tailored messaging for each stakeholder group while automating their content delivery across multiple channels.
1. Audience Segmentation with Adobe Audience Manager
The first step was to better understand their diverse audiences. Using Adobe Audience Manager, the coalition was able to gather data from various sources—such as email lists, social media interactions, and website behavior—to build detailed audience profiles. These profiles allowed them to segment their audience based on factors like geographic location, legislative interest, and past engagement with the coalition’s content.
For instance, local policymakers were segmented based on their stance on property tax reforms, while community leaders were grouped based on their interest in affordable housing and zoning changes. This granular level of segmentation allowed the coalition to craft messages that resonated with each audience’s specific concerns.
2. Personalized Messaging with Adobe Experience Manager
Once their audience was segmented, the coalition used Adobe Experience Manager to create and manage personalized content across email, social media, and their website. Adobe’s content management system allowed them to quickly develop different versions of the same core message, tailored to each audience segment.
For example, when communicating with policymakers, the coalition emphasized how proposed property tax reforms could drive economic growth and increase public revenues. Meanwhile, messages aimed at community leaders focused on the benefits of responsible development and affordable housing. Each piece of content was consistent in tone but customized to address the unique interests of each group.
3. Automation and Real-Time Engagement with Adobe Campaign and Adobe Target
To manage their outreach efforts at scale, the coalition utilized Adobe Campaign to automate their communications. Email campaigns were tailored to each audience segment and scheduled for delivery based on stakeholder engagement patterns, such as previous email interactions or website visits.
Moreover, the coalition used Adobe Target to deliver real-time personalized experiences to website visitors. As stakeholders visited their advocacy website, Adobe Target provided customized content—such as detailed reports, infographics, and testimonials—based on the user’s profile. This dynamic personalization helped the coalition deliver relevant information to policymakers and community leaders, boosting engagement and action.
4. Data-Driven Insights with Adobe Analytics
To measure the effectiveness of their efforts, the coalition relied on Adobe Analytics. They were able to track how different audiences interacted with their content—whether through email click-through rates, social media shares, or time spent on the website. This data provided insights into which messages were most effective in driving engagement and allowed the coalition to refine their strategy in real-time.
For example, if a particular email campaign targeting local officials was underperforming, the coalition could adjust the message or tone and quickly send a new round of communications. Similarly, Adobe Analytics helped them understand which content formats—like infographics or video—were most popular with community advocates, allowing them to adjust future outreach efforts accordingly.
Results
The coalition’s use of Adobe Experience Cloud transformed the way they approached advocacy and stakeholder engagement. Key results included:
- Increased Engagement: The coalition saw a 30% increase in email open rates and a 25% boost in click-through rates across their segmented audiences. Policymakers, in particular, responded positively to the personalized content, leading to more meaningful dialogues on property tax reforms.
- Improved Stakeholder Relationships: By delivering content that spoke directly to the concerns of each stakeholder group, the coalition strengthened relationships with local officials, government regulators, and community leaders. This resulted in increased participation in town hall meetings and public hearings on zoning issues.
- Faster Response Time: With automated campaigns and real-time personalization, the coalition was able to react swiftly to changing legislative priorities and stakeholder concerns. Adobe Analytics allowed them to make data-driven adjustments to their messaging, ensuring their content remained relevant and timely.
- Legislative Wins: Thanks to their targeted outreach efforts, the coalition successfully influenced several key policy changes, including revisions to property tax legislation that benefited real estate investors while addressing community concerns about affordable housing. Their ability to personalize and scale their communication played a significant role in garnering broad-based support for these changes.
Conclusion
The coalition of real estate investors demonstrated how Adobe Experience Cloud can be a game-changer in public affairs and advocacy. By using Adobe’s tools for audience segmentation, personalized content delivery, and real-time engagement, they were able to engage diverse stakeholders effectively and advance their key legislative priorities.
Adobe Experience Cloud provided the coalition with the data-driven insights and automation needed to personalize their communications at scale, ultimately leading to measurable results in both engagement and policy outcomes.
For organizations seeking to transform their public affairs strategies, Adobe Experience Cloud offers a powerful platform for personalized, scalable, and impactful communication.