Verizon wanted to offer its FiOS TV service to New Jersey residents, but the state’s laws required cable companies to negotiate with individual municipalities for the right to deliver TV service. The company approached Winning Strategies to develop a grassroots mobilizaiton effort to education consumers about the issue and provide them tools to support the cause of TV choice. Through a “Take Action” component on TVChoiceNJ.com, consumers were guided through simple steps to contact their state and local representatives regarding the issue. Registrants were kept up to date with a weekly e-newsletter. A password-protected section provided information customized for mayors and legislators.