December 22, 2016
2016 Year in Review B

Grow Here: AWB's largest employer image campaign a success

The 2016 Grow Here employer image campaign, AWB’s first-ever multi-media, million-dollar ad effort, took to the airwaves, television, buses and digital media beginning last spring. Its goal is to raise awareness about how Washington’s private-sector employers – and their employees – are creating jobs and providing economic opportunity for all.

The campaign kicked off during The Oscars earlier this year with Schilling Cider's 30-second ad. The campaign also featured Tacoma’s Rite in the Rain, a manufacturer of all-weather notepads and writing utensils, and Nucor Steel Seattle, one of the greenest steel mills in the world.

Nicole Ledford of Schilling Cider, Oliver Lyles of Nucor Steel and Jim Kopriva of Rite in the Rain participated in a panel at Policy Summit to report back on the impact the campaign had on their businesses.

They agreed that the response from being featured in the Grow Here campaign was bigger than they expected, and enduring.

And, it reminded them to tell their company’s entire story, including built-in sustainability efforts.

"Sustainability means creating good jobs in an environmentally-friendly way," said Lyles. "We can't make the argument that getting steel from other states and countries is greener than manufacturing it here."

In all, Grow Here ran more than 2,000 television spots, 500 radio spots, and included ads in newspapers, online news sites, Hulu, Pandora, King County buses and billboards.

“I think what this campaign is doing and why it’s had so much success is that it’s humanizing us as a company,” Kopriva said.

The positive sentiment to the ads ranged 91-96 percent. Poll results after the ads aired indicate that the more AWB highlights and tells the positive story of business, the higher the positive sentiments will go.

Check out Olympia Business Watch blog for a full breakdown of the panel discussion. A more detailed rundown on the Grow Here campaign will be featured in Washington Business magazine in January 2017.

To learn more about the Grow Here campaign or to contribute to the 2017 effort, contact Jason Hagey at or 360.943.1600.

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2016 in Videos

Grow Here: Rite in the Rain

Grow Here: Nucor Steel Seattle

Grow Here: Schilling Cider

Legislative Day and Hill Climb

Spring Meeting

Leadership Washington Class of 2016 Graduation

Gubernatorial Debate

Small Business Outreach Tour

Chamber of the Year Award

Policy Summit

Manufacturing Day

Manufacturing Summit

D.C. Fly-in