STATE OF PLAY
Ahead of the renegotiation of the U.S.–Mexico–Canada Agreement (USMCA), the business community recognized the importance of reinforcing the strategic value of the U.S.–Mexico economic partnership. Policymakers faced increased pressure from competing political narratives on trade, supply chains, border security, and industrial policy.
Our client, a leading US-Mexico business group, identified this growing misalignment and worked to educate policymakers while elevating member voices on the benefits of trade for workers and both nations’ economies. Our client, along with aligned business stakeholders, also sought credible third-party validators to clearly articulate the economic and national security importance of the bilateral relationship.
ACTION
Stakeholder mapping and targeting: Narrative developed a stakeholder map to identify the key audiences the client needed to reach, the third-party voices in their orbit, and the influencers shaping the USMCA renegotiation debate.
Key message development: Narrative developed key messages and an engagement plan to showcase the client's industries and members—alongside other credible voices in these sectors—to expand the conversation and reinforce the economic and national security importance of the U.S.–Mexico relationship ahead of USMCA renegotiation.
Media amplification and third-party engagement: Narrative then deployed these messages through targeted media outreach and strategic relationship-building with third parties to highlight how key industries like agriculture, energy, and manufacturing benefit from a strong U.S.–Mexico relationship.
IMPACT
Consistent, targeted messaging strengthened the client’s credibility with policymakers and media. By positioning the client alongside trusted third-party voices, Narrative helped shape the USMCA renegotiation conversation and ensured the client had real influence where it mattered.
