1. POTUS recognizes Master Lock Job to be Done: Raise awareness about Master Locks efforts to bring jobs back to America. Strategic Approach: Capitalize on President Barack Obamas public pledge to bring jobs back to America and his recognition of Master Lock during his State of the Union address. o Work with the brand to define and own its position on its reshoring efforts. o Disseminate messaging via a series of strategic news releases and CEO interviews. o Work with employees to deliver consistent messaging in media interviews during the presidents visit to Master Lock and publicize live social media updates to keep consumers informed. Outcomes: o Generated positive brand coverage and conversations surrounding companys reshoring efforts o 2.5 billion media impressions, including CNN Money, Bloomberg and Milwaukee Business Journal 1