March 24, 2016

'Know15' Educational Effort Wins PR Daily National Award

Social media, direct mail helped chamber inform members of minimum wage proposal 

PR Daily, a national communications industry publication, recognized the local “Know 15” educational effort with a Visual & Infographics Award, Best in PR Design. JayRay and the Tacoma-Pierce County Chamber created Know 15 to inform the community about a proposed minimum wage hike. 

Earlier this month, the Public Relations Society of America, Puget Sound chapter, awarded Know 15 the President’s Choice Totem Award. The PRSA Puget Sound president selects one campaign out of all who won a Totem Award, the chapter’s most prestigious recognition of excellence.

Know 15 relied on a cost-efficient digital approach to educate chamber members and voters 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.

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 Know 15 work has earned other awards, including a Pulse Award from the Puget Sound American Marketing Association, as the best integrated nonprofit marketing campaign.

“We relied on digital channels and strong visuals so information could be shared quickly and broadly,” said Kathleen Deakins, JayRay president. “It generated meaningful discussion on an important topic.”