January 4, 2011

JayRay awarded for campaign teasers, cooperative treats and creative strategy in twenty ten

For JayRay and clients, 2010 was filled with excitement: branding campaigns that unfolded from bus teasers to billboards, special events that brought cooperatives and communities together, creative ideas that evolved into strategic communications and MarCom Awards that recognized the agency’s creative strategy and hard work.

About 5,000 international entries competed for the MarCom awards, administered and judged by the Association of Marketing and Communication Professionals. JayRay was honored with platinum awards (highest honor) in the special events category and for branding/marketing, external communications and internal communications campaigns. The agency was also awarded in the special event and direct mail/brochure category.

“Keep Up the Good Work.” It was a phrase rooted in research that launched a branding campaign for Kitsap Credit Union and garnered a MarCom platinum award honor for JayRay. The credit union was in search of a new way to reach its target audience: local working families. JayRay’s research revealed that many families felt they were working hard to maintain their quality of life during the recession. JayRay developed the theme, “Keep Up the Good Work,” and a logo that appeared on buses, billboards and in newspapers as a teaser for the campaign which came to life a few weeks later in advertisements featuring community members and employees.

JayRay was also honored with a platinum award for the Overlake Hospital Medical Center 50th anniversary celebration. For the golden anniversary, JayRay created a comprehensive plan to celebrate the hospital’s 50 years of caring with employees and the community. The plan included an employee video contest, a coloring contest for children, a historical exhibition as well as a series of special events including an employee celebration and a community open house. More than 1,000 people attended the community open house featuring a health fair offering free health screenings, educational health talks, an array of children’s activities and more.

Another special event recognized by MarCom was the Seattle Metropolitan Credit Union Co-opapalooza. For the first-of-its-kind celebration, JayRay brought cooperative businesses from around the nation and Seattle-area bands to the Capitol Hill neighborhood in Seattle for the cooperative fair. Businesses shared treats such as free food samples, massages and coffee with Co-opapalooza attendees and community partners REI, KEXP and local media outlets promoted the event. The result: national media coverage and a successful celebration of cooperative business.

After the City of Tacoma announced paid parking would be implemented, city officials needed help spreading the news. JayRay developed a campaign to inform businesses and community members about the upcoming changes and to convey the value of paid parking in Tacoma. JayRay created a campaign logo, posters and advertisements and implemented a strategic communications plan to engage the community which included community outreach, a unique website, and Facebook and Twitter pages. The communications campaign resulted in majority awareness among businesses and the public, extensive television, newspaper and online coverage and a MarCom Platinum award.

For internal communications, Catholic Health Initiatives, a large health care system with hospitals across the country, turned to JayRay to help share its strategic plan to every employee across the organization in a compelling and meaningful way. JayRay created a digital presentation simplifying the complex plan using graphic photographs and intriguing text treatment to hold employee attention. The presentation received the highest rating to-date by system employees and earned a platinum award.

On the design front, JayRay worked with Public School Employees of Washington to develop a new member booklet. PSE of Washington is composed of 26,000 members working in the state’s public schools and colleges. With more than 1,000 new members joining each year, the organization needed a new member piece to replace a varied collection of materials that lacked cohesion in looks and content. JayRay created a comprehensive and eye-catching new member piece containing all the information necessary to inform and enroll new member and was awarded a MarCom award.