Tacoma-Pierce County Chamber


A proposed minimum wage increase in Tacoma was drastic—a 58% hike overnight, more extreme than anywhere else in the country. The chamber needed to rally its members as it worked on a compromise: a moderate increase. It asked JayRay to rally members and the community on a nearly impossible timeline. In the end, the Tacoma-Pierce County Chamber became the only chamber in the U.S. to support an increase to the minimum wage.

JayRay went to work

  • Created potent messaging with the refrain Direct to $15 is too extreme and a clear call to action
  • Presented comparative data in a compellingly graphic way
  • Developed a nimble, cost-efficient digital-first strategy
  • Produced fully integrated suite of materials, including website, social media content and advertising, enewsletter, fliers, posters, window graphics, press kit and video graphics
  • Implemented a search engine optimization strategy to ensure the chamber’s message would be the most prominent


  • Facebook strategy alone reached 70,000+ Tacoma residents and businesses
  • 80,000 people viewed the video in less than three weeks
  • 30% of website visitors took action by submitting a letter to the City Council
  • Business people trouped to the microphone in the council chambers, balancing out strong voices for the wage hike
  • The City Council sent a moderate alternative to Tacoma voters