Work Sample: U.S. Bureau of Engraving and Printing

Problem: In the early 2000s, the U.S. Bureau of Engraving and Printing, the agency responsible for printing the country’s paper currency, prepared for the largest consumer product launch in global history – the newly redesigned $20 bills, which would contain color and several other security enhancements designed to deter counterfeiters. 

Solution: BEP engaged Burson-Marsteller’s Public Affairs practice to design and execute a global public education campaign to achieve a smooth rollout of the United States’ new paper currency. As a core team member, I played an integral role in managing the $32 million dollar “New Color of Money” campaign, including leading its stakeholder outreach and contributing to the media relations efforts and general program management. 

As part of the stakeholder campaign, I secured nationwide partnerships that included Wal-Mart, Sam’s Club, Pepperidge Farm, Ace Hardware, ATM manufacturers, and dozens of other corporations to raise awareness of the new currency and its security features. Equally important, my teammates and I engaged 300 national associations, enabling the BEP to amplify its messages to important influencers among seniors, minority populations, and retailers.

As a member of the media relations team, I secured top tier news coverage, including TIME Magazine, USA Today, and The Washington Post, in the lead-up to a simultaneous 30-city debut of the new $20 bill. I personally oversaw a launch event in Phoenix, AZ, during which the new currency was unveiled locally for the first time.

I subsequently served as Project Manager for the launch of the $50 and $10 bills, including budget and campaign coordination.

Results: The campaign succeeded in its core mission of raising awareness of the new currency, achieving an 82 percent awareness level in the United States. It also won numerous industry awards, including PRWeek’s Global Campaign of the Year, and the new $20 bill itself was named one of the “Best Products of 2003” by BusinessWeek and Fortune magazines.