Case Study: National Apartment Association protects apartment industry priorities with Story Partners

National Apartment Association protects 5 policy priorities with Story Partners

The National Apartment Association (NAA) faced the challenge of ensuring that sweeping federal tax reform would not repeat the damaging effects of the 1986 Tax Reform Act on the apartment housing industry. To advocate for smart tax policy that would promote economic growth and protect their industry's interests, NAA hired the vendor Story Partners to launch a multi-faceted national grassroots campaign called "Protect the Lease."

Story Partners implemented a solution that included a campaign website, issue-area videos, multimedia content, and earned media to highlight the industry's benefits. They activated industry employees to share personal stories with lawmakers through letters, video testimonials, and op-eds, using methods like a national advertising campaign and engagement at an industry conference. As a result, NAA successfully achieved its policy objectives in the Tax Cuts and Jobs Act of 2017, with five of its priorities protected and one improved.

National Apartment Association