Explaining—and Making the Case for—Tax Credits

Amgen, the world’s leading biotechnology firm, sought to extend existing Rhode Island biotechnology business investment tax credits from seven to 15 years. The extension would allow Amgen to take advantage of tax credits that it had already earned, but that were set to expire without ever benefiting the company.

Amgen understood that it faced potential opposition in maneuvering the bill, the Biotechnology Jobs Growth Act of 2006 (BJGA), through the General Assembly during an election year. Recognizing the challenge ahead, Amgen turned to Clarendon to develop and implement a strategic communications plan that would help ensure passage of the BJGA and generate popular understanding of the bill as responsible public policy.

Clarendon’s messages shaped the strategic direction of the outreach effort. We developed talking points, fact sheets, a Q&A, and opinion pieces, distributed to legislative sponsors and others who would be communicating publicly about the BJGA. The messages emphasized the critical importance of the biotech industry to Rhode Island’s economy, and the BJGA’s role in making Rhode Island a more attractive location for biotech firms. Clarendon also underscored that the BJGA would not create any new tax credits and would require that companies meet strict standards in order to qualify for the tax credits extension.

The results speak for themselves: the BJGA was passed unanimously by both chambers of the General Assembly. The Governor held a high-profile bill signing ceremony a week later.

Equally significantly, Clarendon’s strategic communications approach had tangible impact on the public’s understanding of a complicated issue. Media reports about the BJGA repeatedly echoed the messages that Clarendon had crafted, often in the very same words. Immediately following the introduction of the BJGA in the House, the Providence Business News editorialized in favor of the bill, arguing that it represented responsible tax policy.

Clarendon Group and Amgen won the "Lamplighter Award" from New England Society for Healthcare Communications for the BJGA communications campaign.