Whitehouse Communications delivered the integrated public relations and reputation management campaign for the European Specialist Sports Nutrition Alliance (ESSNA), the established pan-European trade association representing the responsible voice of the sports nutrition industry in Europe. Launched in 2013, the campaign combined proactive and reactive media engagement, a robust reputation building and management programme, a consumer-facing multi-platform multimedia campaign, and an extensive programme of B2B events.
Over the course of the engagement, ESSNA quadrupled its membership to approximately 50 members, increased its overall budget by 400%, secured two prestigious industry awards, delivered the first ever pan-European Sports Nutrition Congress, and successfully stopped legislation threatening the industry’s innovation.
The challenge
ESSNA (European Specialist Sports Nutrition Alliance) is an established pan-European trade association which represents the responsible voice of the sports nutrition industry in Europe. It was initially set up to campaign for appropriate and proportionate European legislation on sports nutrition products, and approached Whitehouse Communications to create a forum for discussion and a vehicle for actions on the concerns of the specialist sports nutrition sector.
To achieve its objectives, ESSNA needed to build its profile, work to improve the reputation of a still contentious sector, and increase consumer trust, ultimately multiplying opportunities for dialogue with policymakers and improving business prospects for its members. The challenge called for an integrated communications approach combining media engagement, reputation management, consumer education and B2B engagement, all delivered against a European policy landscape and a still emerging consumer perception of the sports nutrition sector.
Our approach
In 2013, Whitehouse Communications launched an extensive issues-led integrated communications campaign on behalf of ESSNA, working across proactive and reactive media, reputation management, consumer education and B2B engagement.
The work focused on:
- Delivering proactive media engagement to highlight ESSNA’s work and priorities publicly and build support and third-party advocates for its position.
- Running a robust reputation building and management campaign to enable ESSNA to grow and represent the majority of the responsible faction of the sports nutrition industry, making the case for responsible sports nutrition.
- Providing reactive media engagement in commentary on all industry updates to continually manage ESSNA’s reputation.
- Delivering a consumer-facing multi-platform multimedia campaign educating the public about sports nutrition.
- Running an extensive programme of B2B events to raise awareness of ESSNA’s activities and increase its membership.
The outcome
ESSNA has evolved dramatically as a result of its work with Whitehouse Communications. Membership has more than quadrupled since inception, with the association today counting approximately 50 members, ranging from small and medium size enterprises to large multinationals with global reach, including specialist brands, sports nutrition retailers, suppliers of ingredients, and companies representing multiple sports nutrition brands across the EU, all of whom are able to display ESSNA’s European trademark. ESSNA has successfully stopped legislation threatening the industry’s innovation and is now consulted extensively by authorities and policymakers on all relevant European laws affecting the industry.
Whitehouse Communications’ public relations engagement has positioned ESSNA as the unparalleled industry expert, allowing it to establish conversations with political, media and public stakeholders to combat lingering perceptions about the industry, correct common misconceptions, and highlight the significant benefits of sports supplements when taken properly. The firm has also helped ESSNA move beyond its remit as a trade association: the association has won two prestigious industry awards, secured lucrative event partnerships that delivered the first ever pan-European Sports Nutrition Congress, and increased its overall budget by 400%.
