Situation
Napa Valley Vintners (NVV) is a non-profit trade association that represents over 500 Napa Valley vintners who account for 95% of all wines produced under the Napa Valley appellation. NVV is highly appreciated by the community for its contribution to the economy and its financial support of good community causes. However, residents were increasingly concerned about traffic congestion, air quality, water use, and the change of wineries from wine production facilities into entertainment venues for attracting wine buyers.
Strategy
We helped NVV understand that the long list of issues the community was concerned about, and tended to blame the wine industry for, were not the key issues; the key issues were Change, Confusion, and Credibility. NVV needed to manage change, eliminate confusion, and build their credibility. We created a unifying statement, clarified the organizations mission and vision, and shared commitment to the quality of life:
Our Mission – To promote, protect and enhance the Napa Valley community, its environment, wines and appellation.
Our Vision – Napa Valley will be known as the world’s premier wine community for its commitment to conservation, sustainability, high quality wines and its investment in its environment, infrastructure and the quality of life for all.
Quality of Life – Napa Valley’s quality of life is derived from a commitment to sustainable agriculture that will preserve the extraordinary bounty and beauty of the environment in which we live, and the richness of opportunities, experiences and lives that we all enjoy.
One Napa Valley
We are all in this community together. We all value and enjoy the quality of life our community provides. We are being challenged on many fronts by our community’s success and the resulting concerns that we all share. We must create an agreed-upon vision of where we are going and how we want our community to evolve. We must consider the facts of our situation and listen to all members of our community. Only then, can we work together effectively and beneficially to solve the challenges we face.
Implementation
We developed a campaign plan suited to in-house capabilities. The plan addressed events, signage, editorial and earned media, owned media, social media and SEM. It was designed to convey a positive future built on a shared commitment of working together to resolve community issues and to preserve Napa Valley’s quality of life.
