Rock Solid Results: NSSGA's Smashing Advocacy Strategy

At Public Affairs Partners, we understand the importance of targeted advocacy to influence meaningful change. In October 2024, we partnered with the National Sand Stone and Gravel Association (NSSGA) for the second year in a row to help them showcase the vital role their industry plays in "producing the materials that build America" through their dedicated "Rocktober" campaign.

Why Rocktober Mattered

Rocktober wasn’t just a catchy name. For NSSGA, it was a strategic moment to influence the narrative around infrastructure funding, environmental policy, and labor regulations. Their message needed to cut through the clutter — fast. And they trusted us to do it.

The National Sand, Stone & Gravel Association (NSSGA) needed to communicate the essential contributions of their industry to political decision-makers across the country, especially at a time when infrastructure and regulatory policy were top of mind. This wasn’t just about visibility, it was about influence. NSSGA had to reach a precise, high-value audience with impactful messaging and measurable results. That’s why they came to us. With our proprietary ad tech, voter-file matching, and real-time optimization tools, Public Affairs Partners was uniquely equipped to help them deliver their message with pinpoint accuracy and ensure every impression counted.

The Challenge: Turning a Technical Industry into a Digital Moment

The sand, stone, and gravel sector often gets overlooked in national policy conversations. NSSGA wanted to fix that by bringing their message directly to decision-makers across all 50 states, especially in districts where infrastructure spending is a top issue.

This wasn’t about mass awareness, it was about precision. NSSGA needed every dollar to spark real attention from the people who matter most: policymakers, regulators, and political influencers.

The Solution: A Data-Driven Campaign That Delivered

We built a tightly targeted, month-long campaign using a combination of display, preroll video, and Connected TV (CTV) ads. Our tools matched NSSGA’s custom audience list with 100% accuracy, ensuring that every ad hit a verified stakeholder.

Our Approach: Tailored Digital Advocacy that Rocks

We implemented a strategic, month-long digital campaign leveraging advanced advertising methods, including display ads, preroll video, and Connected TV (CTV) against a custom matched list.. Our proprietary audience targeting system achieved a 100% audience match rate, ensuring that NSSGA’s message was delivered precisely where it mattered most.

Key elements of our approach included:

• Advanced Audience Targeting: Utilizing multiple DSP integrations, voter-file matching, IP targeting, and cookie technology, we precisely reached influential political stakeholders nationwide.

• Customized Geographic Targeting: Aligning campaign efforts closely with NSSGA’s strategic priorities, maximizing impact in critical regions.

• High Quality Inventory: NSSGA’s message ran across top-performing inventory, including Roku, Pluto TV, and Samsung TV Plus, as well as premium websites like Yahoo and Newsweek, reaching key stakeholders on smart TVs, mobile apps, and desktop browsers.

• Real-Time Analytics and Optimization: One of the key factors behind the success of the Rocktober campaign was our commitment to real-time data analysis. By actively monitoring campaign metrics such as ad frequency, geographic impact, video completion rates, and click-through performance, we could make data-driven adjustments as needed. This allowed us to maximize impressions and ensure consistent engagement throughout the month-long effort.

NSSGA had real-time insights into how their message was landing, allowing them to gauge impact and relevance throughout the campaign. With tools like dashboards, heatmaps, and frequency analysis, we continuously optimized performance to drive stronger results.

Results That Speak for Themselves

The Rocktober campaign delivered measurable and impactful results. We reached policymakers in moments that mattered, at home, on the go, and at work. Embedding NSSGA’s message in the daily digital habits of political stakeholders.

• Over 2 million impressions successfully delivered.

• Outstanding 79.09% video completion rate, significantly surpassing industry standards.

• Strong 0.16% click-through rate (CTR), driving 2,924 visits to NSSGA’s dedicated campaign landing page.

• Engaged more than 609,000 unique political decision-makers, achieving an average frequency of 3.3 interactions per device.

• Our budget tool automatically optimizes creative mix to ensure impressions are distributed in a way that maximizes reach.

Raising the Bar for Advocacy

The NSSGA Rocktober campaign is a prime example of how data-driven advocacy can generate tangible outcomes. By strategically combining targeted outreach, compelling content, and detailed analytics, we empowered NSSGA to effectively communicate their message and influence key stakeholders nationwide.

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