This document outlines a strategic framework to refresh Wrigley's presence and redefine discussions around key issues. The framework has three pillars - defining Wrigley's new story and building influential allies, refreshing vulnerabilities and mitigating risks, and establishing thought leadership on issues. It discusses engaging stakeholders to demonstrate Wrigley's commitment to Chicago as well as targeting audiences through a variety of channels like a microsite, grassroots efforts, media, policy makers, associates, influencers, social media, and events to redefine the discussion around gum litter.

1. Our Approach
& Strategy
1

2. STRATEGIC
FRAMEWORK
Define and Build
tell the new influential
Wrigley story allies
Refresh and Redefine
Establish
Shore up thought-
vulnerabilities leadership
& mitigate risk position on key
issues
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3. Case Study 1:
Refreshing
Wrigley’s
Presence
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4. WRIGLEY’S
OBJECTIVE
Engage
key
stakeholders
–
business
and
philanthropic–
and
demonstrate
Wrigley’s
commitment
and
relevancy
to
Chicago
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5. Case Study 2:
Redefining
the discussion
on gum litter

6. TARGETING
THE
AUDIENCE
Microsite
Grassroots Media
Policy Makers
Direct
Events
Influencers
Associates
Social Media
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