November 30, 2015

JayRay's 'Know15' Educational Effort Named Best in Region

Social Media, Direct Mail Helped Chamber Inform Voters of Minimum Wage Proposal

Focusing on a nimble, cost-efficient digital approach, JayRay and the Tacoma-Pierce County Chamber educated members and voters with their fully integrated educational effort that won a Pulse Award from the Puget Sound American Marketing Association.

Recognized by PSAMA as the best integrated nonprofit marketing campaign, the “Know15” educational effort alerted the community of the implications of Tacoma’s proposed minimum wage hike to $15. The integrated messages and materials included a website, social media content and advertising, enewsletter, mailer, fliers, posters, window graphics, press kit and video graphics.

The chamber initiated the educational effort because it believed the community was unaware of the proposed minimum wage increase, which would have been more extreme than anywhere else in the country.

In less than a month, Know15 results included:

  • 4,005 letters sent to Tacoma City Council
  • 80,000 people viewed the video on Facebook and YouTube
  • Business people trouped to the microphone in the council chambers, balancing out strong voices for the direct to $15 minimum wage increase

Following the integrated educational effort, the city council sent a moderate alternative to voters. In the November 3 general election, 71 percent of voters approved that alternative to the $15 minimum wage, a phased-in increase to $12.

“The digital-first strategy ensured that information could be shared quickly and broadly,” said Kathleen Deakins, JayRay president. “It generated meaningful discussion on an important topic.”