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“ When people saw the ad on Hulu and the Oscars , it brought up that conversation about ‘ oh , your company is environmental ; tell us more about your sustainability practices .’”
— Nicole Ledford , vice president and chief marketing officer , Schilling Cider except it was a big deal every time she saw it for three weeks .”
He added that even one of his friends in Germany saw the 30-second spot on Hulu .
enterprise and environment coexist
What could a cidery , a manufacturer of weather-resistant products and a steel mill possibly have in common ? Employee-focus and built-in sustainability , for starters .
“ The reason it was so important and so great to have Schilling Cider be part of the AWB campaign is we ’ re alcohol . People are not always concerned with what we do as a company and things that are fundamentally important to us . When people saw the ad on Hulu and the Oscars , it brought up that conversation about ‘ oh , your company is environmental ; tell us more about your sustainability practices ,’” Ledford said .
During an interview for an AWB magazine article on Rite in the Rain ’ s centennial anniversary , Kopriva said the pointed questions got him thinking about sustainability in his operation .
“ It is our 100-year anniversary , so we came into the year thinking that is the story we want to tell this year . But , AWB turned the light on by highlighting that our company , and the people who use it — military , scientists and adventure writers — truly do special things for the environment ,” Kopriva said .
The panelists all agreed that Grow Here helped them better communicate with their customers and distributors about their company ’ s commitment to built-in sustainability and the importance of family-wage jobs in every industry sector .
“ You can ’ t make the argument that getting steel from Oregon , Utah , California , or China is going to be greener than getting it from your neighbor in West Seattle ,” Lyles said . “ For us , sustainability is about maintaining living-wage jobs and it ’ s about being good environmental stewards .”
2016 moved the needle , 2017 campaign underway
In all , Grow Here ran more than 2,000 television spots , 500 radio spots , and included ads on King County busses and online digital ads on Hulu and Pandora .
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 .
“ I think what this campaign is doing and why it had so much success is that it ’ s humanizing us as a company ,” Kopriva said . “ It was a very impressive campaign and we were happy to be involved .”
In 2017 , the Grow Here campaign will continue to tell the good news about what employers do , how they enrich communities , create good-paying jobs and what they need from state leaders to remain vibrant and grow opportunity across Washington state .
Grow Here : https :// www . awb . org / growhere /
Grow Here Panel Video : https :// vimeo . com / 183037694
“ Our businesses are passionate about our customers . We care deeply about our employees and we choose to live in places that are beautiful , unique and speak to us ,” Scott Morris , CEO of Avista and one of the initial contributors to Grow Here , told Policy Summit attendees . “ There are more stories to tell and each of you can help do that .”
To learn more about Grow Here or to contribute , contact Jason Hagey , Vice President , Communications , at JasonH @ awb . org or 360.943.1600 .
28 association of washington business