Educating the public and members of congress on the benefits of the TPP involved a digital strategy and new branding for the web, social media, print production, and video. The rollout required coordination with multiple executive branch departments, including the White House Office of Digital Strategy and the State, Commerce, Agriculture, and Labor Departments.
The Trans-Pacific Partnership is a trade agreement involving 12 Asia-Pacific nations. Negotiations involved meeting regularly with representatives from the other 11 member nations, which required a visual identity that treated all members as equal partners and reflected the geographical ties between them.
For audiences at home, press materials were focused on domestic benefits for American workers, small businesses, and how TPP would increase demand for Made-in-America products.
International Branding
Conclusion of negotiations at the final TPP ministerial in Atlanta, Oct. 5th 2015.
Domestic Branding
The foundation of the TPP digital presence was a new microsite launched under USTR.gov which served as the central repository for information on the agreement. Its content included fact sheets covering all important issue areas covered by TPP, links to the full chapter text and convenient chapter summaries, a helpful FAQ section, and links to relevant news articles. View an archived version of the website here.
A major part of the TPP digital strategy included extensive use of social media to communicate important messages about the benefits of TPP. Twitter, Facebook, Medium and others were used to share quick, concise progressive policy messages.
Promoting the benefits of TPP's Environment chapter which proposed enforceable protections for threatened species in the Asia-Pacific.
Fulfilling President Obama's campaign promise to renegotiate NAFTA, we laid out how TPP improves or adds protections for workers and the environment while advancing progressive issues.
18,000 Tax Cuts on Made-in-America Exports
"18,000 Tax Cuts on Made-in-America Exports" is a 65-page booklet featuring iconic products from each state and how TPP's extensive tax cuts in the form of tariff reductions will impact them. View the full PDF of the report here.
White House Press Secretary Josh Earnest featured "18,000 Tax Cuts on Made-in-America Exports" during a press briefing to discuss the benefits of TPP on October 5th, 2015.
The United States of Trade
The "United States of Trade" is a 105-page booklet designed to showcase how trade plays a critical role in the economies of all 50 states. It features statistics on total export values, number of jobs supported by exports, and other key data points. Each state includes a selected company profile which tells the story of how trade continues to be important for local businesses. View the full PDF of the report here.
TPP Fact Sheets
U.S. Trade Representative Michael Froman visited Nashville, TN in November 2016 to discuss how TPP could benefit the local economy, including the country music industry and whiskey producers. He toured family-owned Nelson's Green Briar Distillery, featured here.
U.S. Trade Representative Michael Froman shared the benefits of TPP for the digital economy after visiting ACT/The APP Association, an organization of more than 5,000 app developers in the United States.
