South Sound Together

LIVING LIKE THE MOUNTAIN IS OUT

Getting 30+ different organizations to agree on branding to capture growing pride in the South Sound was complicated. Earlier attempts failed. But the deep-seated love of Pierce County as a place to live and work spurred the South Sound Together partners to try again. They sought a strategic partner to both facilitate decision making and create.


JAYRAY WENT TO WORK

  • Led the year-long process including facilitating a brand committee and board
  • Developed the creative and brand strategy including brand platform, logo design and messaging 
  • Managed a stealth launch including sidewalk chalking, guerrilla artist projects and a 28-foot crane banner
  • Led program implementation including website and online store, Snapchat and Instagram strategies and advertising
  • Created toolkit making it easy for anyone to adopt and customize the campaign 
  • Coached on community engagement and media relations
  • Recruited and managed a “street team” to represent South Sound Together at community events

RESULTS

  • Key partners engaged; 40+ organizations adopted the campaign for their own use
  • Weekly emails received from people asking to get involved
  • Community Snapchat filter had 145,000 uses in less than 24 hours and 3.5 million views in the first month