The Challenge

Panasonic’s plan to build a 4.7-million square-foot EV battery factory in De Soto, Kansas, represented a transformative opportunity for the local community and U.S. manufacturing—but also brought skepticism, concerns about rapid change, and fluctuating confidence in EVs. As construction progressed toward opening, Panasonic needed to earn community trust, support hiring, and protect its reputation amid shifting public opinion and national scrutiny.

The Solution

An integrated agency team led a transparent, multi-channel campaign tailored to Kansans’ priorities—job creation, education, and sustainability. Messaging was tested locally, then scaled through milestone press events, exclusive site tours for officials and media, and partnerships like a NASA STEM Fest for students. Ongoing outreach included local media sponsorships, executive social engagement, support for area nonprofits, and a project microsite. By positioning Panasonic as a dedicated community partner and industry leader, the campaign fostered local pride and addressed concerns head-on.

The Result

Panasonic achieved strong local support: 67% of surveyed Kansans backed the project (compared to 59% for a generic facility), and over two-thirds rated their perception of Panasonic as excellent or good—far outpacing national trust in big business. The campaign supported the successful hiring of 180 employees by mid-2024 and is on track for 500 by year-end. Panasonic’s investment is now widely recognized as a catalyst for local economic growth, STEM education, and U.S. competitiveness, paving the way for a successful factory opening and long-term community goodwill.