SEA You in a Vanpool, Kitsap Transit Transportation

The Situation

In May 2023, Kitsap Transit hired Team Soapbox to implement a campaign to raise awareness about its vanpool service, increase vanpool registration, and encourage a younger audience to participate. The campaign's goal was to highlight four key items Kitsap Transit Vanpool provides: financial savings, shorter commute times and parking perks, environmental sustainability, and improved quality of life.  

 The solution

Kitsap Transit requested that the campaign included social graphics, collateral materials, and videos delivered with a timeline of 45 days.  To begin our work, Team Soapbox did the initial research and identified the primary audience for the campaign to be 18–40-year-old blue-collar workers commuting in and around Kitsap County, including those working at the nearby Naval Base (PSNS, Bangor, Keyport).  

Using this data, we presented the Kitsap Transit team with three campaign concepts that we felt met their request that the campaign be “playful, fun, inspiring, direct, and informative.” Kitsap Transit also sought for the campaign to feature imagery of existing vanpools, align with the existing brand identity, and feature creative imagery and memorable taglines. 

From there, we developed and presented three unique campaign concepts to the Kitsap Transit team. The organization ultimately chose the “SEA You in a Vanpool” concept, which utilized animated versions of maritime animals commonly found in and around Puget Sound to share information about, and raise awareness of, Kitsap Transit Vanpool. We also incorporated elements of a second proposed concept to align the sea creatures with personalities one might encounter in a vanpool.  

As part of the campaign, Team Soapbox developed a marketing advertising campaign that included social graphics, rack cards, posters, tabletop banners, and a t-shirt design that was used across collateral materials and social graphics. Team Soapbox remained nimble and flexible during this process and worked simultaneously with a subcontracted animation team to execute two :15 animated videos that aligned with the campaign’s visual identity within a tight deadline (video 1 and video 2).  The animated videos highlighted the various perks associated with riding in a vanpool; specifically featuring the perk of commuting in the HOV and Ferry Fast Lanes.  

All assets were delivered to Kitsap Transit by the middle of June. The campaign is expected to launch in July 2023.  

Washington State Ferries: Recruitment Campaign (2022-2023)

The Situation

Washington State Ferries (WSF) is facing a severe staffing shortage due to an international shortage of maritime professionals, the Covid-19 pandemic and the aging demographics of the current workforce.  

Team Soapbox was hired by Washington State Ferries to develop a recruitment campaign and target specific audiences to increase and diversify the applicant pool. Team Soapbox worked with the WSF communications and HR team to develop a comprehensive communications plan for recruitment marketing and outreach.  

The Approach

A first step in developing our recruitment marketing strategy was reviewed WSF benefits, hiring processes and recruitment campaigns in maritime and transportation industries. We conducted surveys from internal staff, including their insights on benefits, messaging, and employee experience. Based on our audit of materials, campaigns, and employee surveys, Team Soapbox developed a campaign concept with the tagline “Come Sail With Us” and included key messages segmented by audience groups, campaign brand identity, and a marketing strategy. 

We managed the roll out of all the marketing tactics including the development of the WSF specific splash page, print and digital advertising, radio, ethnic media, and collateral development for recruitment events. The print and digital advertisements were featured on King County Metro and Sound Transit, Seattle Met, Seattle Gay News, KXPA, The Stranger, International Examiner, La Raza del Noroeste, Beacon Publishing, Crosscut, Sound Publishing, Pandora and Spotify. The suite of recruitment materials included a poster inside the Ferries, banners, flyer, postcard, rack card, and brochure. We developed a series of videos, one long form video  and five short form :30 videos for specific audiences and is used on the website and for social media advertisements. 

The five short-form videos can be found here: 

• Washington State Ferries Recruitment #1 video 

• Washington State Ferries Recruitment #2 video 

• Washington State Ferries Recruitment #3 video 

• Washington State Ferries Recruitment #4 video 

• Washington State Ferries Recruitment #5 video  

Seattle City Light: Apprenticeship Program

The Situation

Seattle City Light’s Apprenticeship Program hired Team Soapbox to develop an engaging recruitment campaign geared towards increasing the representation of women and people of color in their apprenticeship programs.

THe Approach

Our approach to this campaign was to prioritize the voices of the audiences we aim to connect with. The work kicked off with creating comprehensive surveys, tapping into the insights of City Light employees from groups like Women in Power, Women in Trades, and Apprenticeship & Non-Traditional Employment for Women (ANEW). The goal was to unravel communication challenges, identify gaps, and pinpoint the needs essential for connecting with target audiences, all while crafting compelling campaign visuals and messaging.

The survey feedback highlighted the materials needed to authentically resonate with the very applicants City Light aimed to attract. To bring this authenticity to life, we enlisted the talents of a professional photographer, capturing real City Light employees in action. These images live in City Light's digital spaces, ads, brochures, flyers, and presentations.

To support a rebranding of the Apprenticeship Program, we developed a new logo and tagline that fosters inclusivity. Informed by survey insights and leveraging our communications expertise, we crafted a recruitment marketing strategy tailored for future use, keeping the needs of our target audiences front and center. Our comprehensive communications strategy extends beyond visuals and included recommendations for an ad buy across ethnic media outlets, social media engagement, partnerships with local organizations, event sponsorships, speaking engagements, and relationship-building opportunities.

Whatcom Transportation Authority: Lynden Hop

The Situation

Team Soapbox was hired by The Whatcom Transportation Authority in November 2020 to lead a community engagement and branding project for a new on-demand van service for citizens in the City of Lynden.

The Approach

Our work began by developing key messaging to describe and inform the public about the on-demand van share service. Whatcom Transportation Authority wanted to seniors and low-income individuals, and they shared with us that audiences could be skeptical or distrustful to utilize such a service. Our messaging work established a brand identity as “safe, reliable, and convenient” and described the service to the community as “Your Van, On-Demand, In and Around Lynden.”

With key messaging established, we developed two surveys to engage with the Lynden community and build awareness and excitement for this new on-demand van service. The survey was distributed by Whatcom Transit Authority in their electronic newsletter and on their social pages, and Team Soapbox designed digital web ads used to market the survey in The Lynden Tribute online newspaper.

The first survey included questions about the use of the service – collecting information on common destinations and high-need hours and dates – and invited the public to suggest names for the service. Following the first survey, Whatcom Transit Authority and Team Soapbox narrowed naming suggestions to two and invited the public to make a final vote for the name of the service. The winner… The Lynden Hop!

The Lynden Hop now needed a brand identity. Team Soapbox’s lead designer, Meagan DeGrand, led a creative brief with The Whatcom Transit Authority to narrow-in on design characteristics and styles. Meagan and the team started by developing eight potential logos on a spectrum from ‘conservative to playful,’ gathering feedback from the client to revise and finalize the logo in a short three-week period.

We created a suite of creative materials that will market the service to the community of Lynden including aa poster, yard sign, window cling, magnet, an animated video, and designing the vehicle wrap of the Lynden Hop van itself. The Lynden Hop service launched in Spring 2021.

Snohomish County Office of Social Justice: Logo/Branding

The Situation

Team Soapbox was contacted by the Snohomish County Office of Social Justice to create a brand identity and logo for the department. As part of the county offices within Snohomish County, the client needed a logo and brand that aligned with existing county-wide branding, but also set the office apart.

the approach

Our work began with research. We reviewed the Snohomish County brand guidelines and conducted an internal audit of branded materials and other office logos to understand the reach and restrictions by which we could design. In addition, we held listening meetings with our client, the communications team for Snohomish County, and staff from the Prosecuting Office to better understand their vision and desire with the logo. From this we gathered that the team wanted a modern logo using bright colors that could be interpreted to convey social justice.

The process of developing the logo then shifted to an internal brainstorm with our team members. We began by exploring the different words and phrases associated with social justice. We explored colors and fonts, developing five potential designs for the client to review.

At our next client meeting, we presented the logo drafts and immediately the client was drawn to two of the logos. They provided feedback on these logos which we incorporated, and then they shared them with the staff at the Mayor’s office for input. Team members across the county unanimously agreed on one of the logos – the blue circle with waves, a symbol for “sea change”. In addition to being drawn to the colors and the meaning of the logo, it also serves as a connection to the geographic area of Snohomish County as it’s located along the Puget Sound.

 With the final logo selected, we built out brand usage guidelines and delivered the final native files to the client.

Project Challenges

There were two primary challenges with this work. The first was that we were retained by the Office of Social for this work in May, and the client sought to have a logo developed within two months as all work needed to commence by June 30. Given the very fast timeline, our team diligently developed a project timeline and, with a gentle but firm hand, guided the project to ensure that deadlines were communicated to the client and met.

The other challenge focused on the design of the logo. The client made it clear that they wanted a design that defied the traditional symbols associated with social justice, yet they still wanted the logo to convey fairness and equality. Our team leaned into design theory. We selected the primary color of blue to represent loyalty and truth and a Sans Serif font so it would be more approachable. Additionally, we brainstormed as a team words, phrases, and feelings that could represent social justice without having to rely on visuals such as justice scales, hands clasped or in a fist, or a dove. The use of waves to represent a “sea change” is subtle yet impactful.

Project Results

The client was very pleased with the final logo and immediately began using the logo, in adherence to the brand guidelines. The logo is now displayed on the website and all communications materials. Our team has been retained to further assist the Office of Social Justice with the development of communications and branding materials designed to raise awareness amongst the community of the offices’ work. The logo will be a focal point of these materials.

Seattle Department of Transportation: Slow The Flock Down

The Situation

In 2022, Seattle Department of Transportation hired Team Soapbox to implement a campaign to raise awareness and encourage behavior change of Seattle drivers. As part of the Vision Zero work at SDOT, the campaign message to drivers was twofold: drive 25mph on arterial streets and stop for pedestrians at all intersections (marked or unmarked).

The approach

To begin our work, we hosted a learning and listening session with SDOT staff and key stakeholders to gather data and information to allow us to begin to narrow our audience and geographic areas, as well as discuss the goals and objectives for the campaign. Through these work sessions, we determined that the primary audiences were males ages 16-49 who travel through North and South Seattle, and that SDOT sought the campaign be bold, memorable, and eye-opening to garner the attention of Seattle drivers and the primary audience.

With this information, Team Soapbox began by developing several different approaches to the campaign. We worked with SDOT staff and key stakeholders to gather their input and feedback, revising the campaign themes and creative until we had three solid versions for consideration.

These three possible campaign themes and creative were then populated into a survey that generated results from hundreds of Seattle drivers, a majority of respondents being from our primary audience. The survey results then led SDOT staff and the Seattle Mayor’s office to land on the concept for the campaign: “Slow The Flock Down” and “Stop for Flock’s Sake”.

We also developed four animated videos for the campaign, two 30-second animated videos for use on social media (Facebook, Instagram and TikTok) and two 6-second videos for use on YouTube. All the videos delivered the message that drivers need to “Slow the Flock Down” on arterial streets and when they see pedestrians they need to “Stop for Flock’s Sake”.

-        Flock Watch: Making Seattle Streets Safer - YouTube

-        Flock Watch (Short) - YouTube

-        Slow the Flock Down (Short) - YouTube

-        Slow the Flock Down - YouTube

The campaign rolled out through both a strategic paid media strategy and grassroots efforts. We developed and implemented a marketing advertising campaign focused in North and South Seattle that included billboards, bus boards, radio, digital advertising, and targeted social media videos and static ads on Facebook, Instagram, and TikTok. Team Soapbox developed all the creative for these marketing advertisements.

Our grassroots campaign focused on outreach through neighborhood events and community centers. Our team attended over 10 community events and neighborhood farmer markets where we handed out yard signs and bumper stickers, and talked with residents about the importance of driving 25mph and stopping for pedestrians. During this time, our team handed out nearly 1,000 yard signs to residents.

The campaign scaled prominently throughout Seattle, with yard signs becoming noticeable in every neighborhood across the city. The campaign has also been adopted and implemented in Portland, OR and Cincinnati, OH.

The Slow the Flock Down was recognized by the Puget Sound Public Relations with a 2023 Summit Award for “Best Public Service PR Campaign.”

Office of the Superintendent of Public Instruction: Open Educational Resources

The Situation

Team Soapbox is partnering with the Office of the Superintendent of Public Instruction to support the team leading the work to develop Open Educational Resources (OER) Hub. We were hired by OSPI to build awareness of the OER Hub and the free resources available. While the team sought to raise awareness amongst all educators, our work also focused on those living in rural areas of Eastern Washington

The Approach

Our work began by conducting stakeholder interviews with educators, district staff, and OSPI leaders to understand the barriers, perceptions and opportunities that exist for the OER Hub. We learned that, overall, many people did not know about this tool and were curious and interested once they became aware. However, we also discovered that many educators distrusted the OER Hub due to a lack of information on how the materials and resources on the Hub were generated, vetted and approved. From this research we developed messaging designed to address the learnings from our interviews.

Additionally, our interviews with educators include several probing questions about how they consume information related to their work – through emails, social media, district leadership, etc. This information led to the development of a strategic communications plan to increase awareness and trust of the OER Hub.

Immediately we developed several 1-page overview flyers and FAQ’s about the WA Hub that were distributed to district leaders and then emailed to teachers and posted in staff lounges. We also redesigned the OER Hub newsletter, establishing a consistent brand and voice for the monthly email communications we developed which were emailed to Washington state educators.

Another component of our communications strategy was leaning into Google Search ads. We discovered that many educators turn to Google to search for supplemental curriculum or classroom resources. Google Search ads allowed us to hone in on a specific audience, and when this audience used specific search keywords or phrases the results would include a link to OER Hub. This strategy was very successful, resulting in strong click-through-rates and nearly doubling the number of visitors to the OER Hub website.

Lastly, our team produced a series of videos designed to inform educators about the OER Hub. Through both an animated video that provides an overview of the website and materials available, we provided greater insight on how to find resources. And through in-person interviews with grantees, we addressed the fears, concerns, and distrust that some educators have about the OER Hub. These videos will be used at trainings, posted on the OSPI and OER Hub website, and shared on social media.

PEPS

The Situation: PEPS is a nonprofit organization and a respected, sought-after community asset to new families in King and Snohomish Counties and one of the few organizations focused on the well-being and support of parents. Annually, close to 3,000 parents participate in more than 245 neighborhood-based and facilitated peer-support groups to build confidence and resilience, reduce stress and isolation, form communities of support, and better understand their child’s development.

As the organization entered its 40th year, PEPS sought a brand refresh – along with a potential new name and tagline – that more accurately reflected the organization's breadth of programming and services.

The Approach: To begin our work with PEPS on a new brand identity, we developed a creative survey for the client to complete that sought to identify the goals, objectives, and vision the PEPS team had for their new logo and potential name. This crucial step allowed us to gain comprehensive insights into their aspirations and outline a clear direction for the project. Additionally, through the creative survey process, it was determined that a staff branding workshop and surveying of community partners would be an important part of the decision-making process for PEPS.

Before beginning brand development, we held an in-person workshop with PEPS staff. This session served as a collaborative platform, bringing together key stakeholders from the PEPS team. Through open discussions, brainstorming, and idea sharing, the workshop facilitated a deep exploration of the organization's values, mission, and vision.

Using the creative survey results and findings from the brand workshop, our team began developing several different logo options for the team to consider and possible new organization names. Our team worked with PEPS on rounds of edits to the brand identities and possible names, which we then compiled into a survey for their community stakeholders' input.

The result from the survey narrowed down the name and logo options to two, which the PEPS team selected from. The result was a modern, energetic logo and the adoption of the PEPS acronym as the official name.

The last deliverable from our team was formal editorial and brand identity guidelines that outlined the fonts, colors, and styles for PEPS.

The Result: The revamped brand identity of PEPS was rolled out at their 40th Anniversary luncheon event and was met with widespread acclaim and enthusiasm. The strategic rebranding has resulted in a broader audience appeal, including individuals from diverse ethnic backgrounds and families with varied experiences. The positive outcomes are evident in the increased engagement levels with the organization and the positive endorsements from stakeholders.

The Last 6000

The Situation: 

The Last 6000 campaign is a volunteer-led effort formed in response to the 2016 Seattle Tree Canopy Cover Report, which revealed only 6,338 “majestic” trees -- those with a trunk diameter of 30 inches or greater – remain in Seattle. Since its inception, the Last 6000’s goal has been to find and document Seattle’s “majestic” trees, many of which are in danger of being removed because of ongoing urban and residential development.

Following news that Seattle’s new tree ordinance would go into effect August 1, 2023, the Last 6000 hired Team Soapbox to provide communications recommendations and outline a strategic plan for sharing results collected as part of its ongoing tree census. 

The Approach: 

Beginning in July 2023, amid an influx of grassroots activism for Seattle’s “majestic” trees, Team Soapbox worked with the Last 6000 to identify existing communication gaps and name the specific goals the campaign seeks to achieve through sharing tree data.

 Using that information, we developed a three-phase strategic communications plan to be implemented by the Last 6000 volunteers to capitalize on current media coverage and extend the campaign’s reach. Our plan aimed to ensure optimal capacity within the Last 6000 team and facilitate the development of essential resources and materials for effective community outreach.

We realized in early conversations with the Last 6000 that the best way to share tree census data with the public would be via a comprehensive and searchable online database accessed through the campaign’s website. Our recommendations specifically detailed affordable alternatives for developing the database with support from local partners and educational programs teaching geographic information systems.

Our recommendations also included upgrading the Last 6000’s website and eNewsletter and utilizing social media accounts to engage and recruit followers/volunteers to help amplify its mission.

The Result: Team Soapbox delivered a final draft of our recommendations to the Last 6000 in mid-August so Phase 1 tactics could be implemented immediately. The Last 6000 is currently redesigning its website, which will include a new “Media” page and allow for more functionality for sharing video and social media content. The campaign also recently connected with someone from Tableau, who has offered to help digitize the tree census data. Team Soapbox is available to support the Last 6000 with components in Phases 2 and 3 (media outreach, partnership building, fundraiser campaigns) when they are ready.

Washington Interscholastic Activities Association

The Situation:

The Washington Interscholastic Activities Association (WIAA) is a private, non-profit service organization made up of 800 member high schools and middle-level schools from every corner of the state. The WIAA provides the structure, accountability and consistency through rules and regulations for more than 180,000 high school and middle-level students to participate in five different activity and sixteen athletics programs. The WIAA organizes and oversees more than 120 State Championships for those programs and communicates with schools, students and parents statewide.

The Approach:

Team Soapbox was hired to help the WIAA develop strategy and messaging that emphasized the organization’s role as an administrative body that services its members, stresses their role in overseeing rule-making decisions and polices, rather than setting them, and highlights the value of the organization and of sports and activity participation and culture.

Team Soapbox worked with statewide media outlets to pitch and place more than 35 earned media stories that shined a spotlight on the positive news and stories about the WIAA’s activities. Team Soapbox helped navigate sensitive, contentious, and emerging issues with crisis communications counsel for the organization including several issues with national attention and communications about an ongoing investigative process around a member school.

NW Maritime Center

The Situation:

Team Soapbox was hired by the Northwest Maritime Center to manage media relations for the opening of a new school in the Highline School District, the Maritime High School. A collaborative project of Highline Public Schools, Northwest Maritime Center, Port of Seattle, and the Duwamish River Cleanup Coalition, the school provides students with hands-on learning opportunities in the maritime field.

The Approach:

Within two weeks of engagement with the client, our team successfully pitched and placed multiple media stories on the new school. Media coverage included broadcast television on Univison, KIRO 7 and Q13, coverage in the Puget Sound Business Journal, South Seattle Emerald, Burien B-Town Blog, and MyNorthwest, a Sunday front-page feature article in The Seattle Times, and radio story on KUOW in Seattle and a national radio story on National Public Radio.

Since the launch of the school in the fall of 2021, our media relations outreach has continued and additional media placements on broadcast coverage on KING 5, and print articles in NW Yachting Magazine, Puget Sound Business Journal, The Stranger, and Converge Media.

The strong response from the media provided us with the opportunity to lead media training for staff at Northwest Maritime Center and Maritime High School. The training provided staff with knowledge of how to engage with a reporter, and mock-interview scenarios.

Keep Music Live

The Situation:

When the first cases of COVID-19 were discovered in Seattle in March 2020, it became clear that among the industries that would be significantly impacted would be the live music industry. With social distance mandates and required quarantining, concerts or events with public gatherings would not occur for the foreseeable future. In the wake of this news, a group of music lovers from across Washington State formed together to establish Keep Music Live, a COVID-19 relief fundraising campaign with the goal of raising money to assist venues at risk of permanently closing due to COVID.

The Approach:

As the organization began to form, it became clear to Keep Music Live board members, that communications and project management assistance was needed. Team Soapbox was hired in early August 2020 and work began immediately to establish critical communications tools and strategic plans necessary for a successful campaign. Over the course of the six months of the fundraising campaign, our work included:

• Project Management: Team Soapbox served as the project manager for Keep Music Live, managing a group of 20+ volunteers and tracking all activities to ensure deadlines were met and work progressed. We were “aircraft traffic control” (as the Keep Music Live team deemed us), keeping tabs on all moving pieces related to the campaign. To assist with this, we developed a complex tracking grid to monitor work, organized and oversaw several smaller work groups, provided weekly recap reports on all activities, attended and informed the Keep Music Board on a weekly basis, and more.

• Strategic Planning: Prior to the external launch of the campaign, Team Soapbox developed a complex launch plan that included pitching media, developing a partner engagement toolkit, coordinating social media, and overseeing the implementation of large-scale marketing materials.

• Key Messaging: Team Soapbox crafted the key messaging for the campaign, instilling with the messaging a balance of hope and urgency. The messaging also included a sense of togetherness and opportunity for the live music community to rally together to support Washington’s beloved independent venues.

• Campaign Launch: The campaign launched on October 13, 2020, and it was an incredible success, garnered a groundswell of community support and media attention. Within a week of publicly launching, the campaign had more than 6,000 followers on its social media channels (Facebook, Instagram and Twitter), had more than 1,000 individual donors, raised more than $200,000, generated over 15 media hits across Washington state (including The Seattle Times, Spokesman Review, KIRO, KING, Tacoma News Tribune, Seattle Met, KUOW and more).

• Website: Team Soapbox oversaw the development of the Keep Music Live website which included developing the site framework, writing website content, sourcing image assets, and providing ongoing website maintenance.

• Media Relations: Critical to the momentum of the success in building awareness of the campaign, was the media relations work that Team Soapbox cultivated. Team Soapbox generated over 60 print, radio and TV media hits were secured during the campaigns. Our team worked with reporters to secure multiple stories in outlets included The Seattle Times, KING 5, KOMO, Q13, KIRO, KHQ, KREM, Spokesman Review, Seattle Met, Inlander, Tacoma News Tribune, KUOW, KEXP, Bellingham Herald, Rolling Stone and many more.

• Social Media: Team Soapbox supported and helped develop a social media strategy that resulted in more than 11,000 followers on Keep Music Live’s social pages. This community of live music fans and supporters was generated over a six-month period.
  

• Partner Engagement: Team Soapbox help nurture and manage relationships with many community partners that led to greater Keep Music Live brand recognition. Partners included Bartell Drugs, Elysian Brewing, Theo’s Chocolate, Ellenos Greek Yogurt, Dick’s, Filson, KEXP, Stoneburner Restaurants, and more.

• Sponsorships: Team Soapbox supported the cultivation of Keep Music Live sponsorship opportunities by developing sponsorship proposals and overseeing sponsorship recognition through communications.

Our Impact:

Team Soapbox was instrumental in the success of the Keep Music Live campaign. Over the course of the campaign, Keep Music Live was able to build a groundswell of community support and raised over $1 million for Washington’s small, independent music venues. Those funds were dispersed as COVID-19 relief grants to more than 77 venues statewide, providing financial critical assistance to these small venues that were closed for over a year.

Tukwila School District: Responding to COVID-19

the Situation

In fall 2021, as students returned to in-person schooling after a long period of remote learning during the COVID-19 pandemic, Tukwila School District brought in Team Soapbox to help manage both ongoing and rapid response communications on public health and academic topics.

Tukwila serves 3,000 students enrolled in five schools. About 40 percent of students qualify for English Language Learner services and the student body at large speaks more than 80 unique languages. These needs informed our communications strategy and approach to multiple District audiences, including staff, students, and families.

The Approach

Team Soapbox worked with District administrators and nurses to quickly develop a COVID-19 communications handbook that could support staff in their outreach efforts. The handbook we developed included email, robocall, and text templates for student COVID exposure and quarantine scenarios, and messaging that was utilized in rapid response communications about shifts to temporary remote learning, mask guidance, and other health-related communications.

We collaborated with the District’s Family Liaisons – culturally-competent outreach specialists – to transcreate informational materials to reach students and families speaking Spanish, Vietnamese, Dari, Nepali, Somali, and Burmese, and to improve access to translated materials for all language groups.

Team Soapbox also supported ongoing communications about academic program changes – such as curriculum updates and multi-language learning programs – and crisis communications around student safety. Our strategic counsel has led to the development of more robust issue-response communications protocols and systems that can help District staff manage future challenges.

Inspire Washington

The Situation

In 2019, two large professional membership and advocacy organizations – Cultural Access Washington and Washington State Arts Alliance – were on the cusp of an opportunity to merge and create a more robust cultural advocacy coalition. Team Soapbox worked with the new coalition, Inspire Washington, to develop key messaging and communications strategy to support the launch of the merger and annual communications plans for outreach to both internal coalition members and external public audiences.

The Approach

As a first step in message and strategy development, we reviewed how CAWA and WSAA had communicated about past programs and initiatives, including their communications materials and approach.
We interviewed staff, board and stakeholders, who provided context for us on past and current initiatives, and surveyed peer cultural advocacy organizations from other states about their messaging and what topics were engaging their partners and the public.

We also conducted an extensive phone interview process to inform messaging and communications plan development. This included collecting feedback from internal and external Inspire Washington stakeholders who worked in communities across Washington State.

Based on our audit of materials, peer survey, and stakeholder interviews, Team Soapbox developed an identity framework, including key messages segmented by audience groups, and a robust two-year communications plan with recommended priorities for tactics that could be immediately implemented.

Team Soapbox has continued to support Inspire Washington as they develop specific campaigns and projects around the state, including an advocacy campaign to support cultural access legislation (Go, Tacoma Creates!) and programs at the city and county level.

Center for Architecture and Design: Annual Media Relations

THE SITUATION

Three architecture and design organizations - the American Institute of Architects Seattle (AIA), the Seattle Architecture Foundation (SAF), and Design in Public (DIP) – first came to Team Soapbox in the quiet phase of a capital campaign to develop the first Center for Architecture & Design in Seattle. We developed messaging, a new wordmark logo, and a communications plan for the new Center, laying the ground for the new shared venue space and partner co-programming of exhibitions and events.

After supporting a successful rollout of the Center launch, Team Soapbox was re-hired as the Center’s publicist. Our job since 2016 has been to develop and place place media stories that highlight Center programs, events, and people. 

For our client, it’s not only about “butts in seats” program attendance – media coverage is an opportunity to spark public conversation on important issues that architecture and design intersect with such as affordable housing, public space, and environmental sustainability. Together, we’ve worked with AIA Seattle to think strategically about what types of outlets and stories balance the needs of attendance and the needs of community dialogue, and successfully place coverage about current programs.

THE APPROACH

Over the years, we’ve developed a robust local and national media list and relationships that span print, broadcast, and digital reporters covering design, architecture, urban planning, real estate, politics, lifestyle topics, arts & culture, and other topics.

Every year we prepare a timeline for each “season” of thematic events at the Center and discuss specific goals for our media outreach. Before every season, as we strategize about coverage opportunities, we work with AIA Seattle to assemble useful media materials – one-pagers and high-resolution photography, speaker bios, spokespeople, and potential interviews from within the architecture & design community – and pitch editorial targets. A major annual event, the Seattle Design Festival, provides an inflection point for coverage opportunities beyond regional outlets.

Our strategic and creative approach to media engagement has led to hundreds of placements and millions of impressions for AIA Seattle programming over 5+ years of collaboration, including coverage in design trade and niche press in outlets like Architect’s Newspaper and Bustler; international cultural magazines like Dezeen; business, lifestyle, tourism, arts and parenting stories in regional newspapers, magazines, radio, and television such as The Seattle Times, ParentMap, Seattle Magazine, KING 5, and KUOW. We’ve also conducted regular media training and coaching for client staff and spokespeople in connection with media opportunities.

 “Working with Team Soapbox has made an enormous difference in public awareness of our organization and causes.  They know their territory and have done a fantastic job of helping us hone story ideas, then pitching them to great success.” - Lisa Richmond, Former Executive Director, AIA Seattle  

Photos by Trevor Dykstra on Flickr

SkillUp Washington

Team Soapbox was hired to provide year-round communications support to SkillUp Washington, a workforce funders collaborative focused on connecting low-income individuals to living-wage jobs in high-demand fields. Initially, SkillUp Washington retained our services to help with their messaging, website updates, help positioning their organization as a thought leader and partner in the workforce community by organizing public engagement events, and authoring and placing op-eds in regional publications to solidify their reputation. Over time, our work evolved to managing social media, producing a quarterly e-newsletter, and producing a video for SkillUp to introduce the impact of their programs and partnerships to prospective funders.

Additionally, we strategized and implemented several outreach campaigns that involved collaborating with SkillUp’s network of peers and partners across Washington. One campaign we crafted involved developing a suite of collateral materials that could be used by SkillUp’s training partners (Renton Technical College, Everett Community College, North Seattle College, Shoreline Community College, South Seattle College). From message development and focus group testing, to stakeholder interviews, story gathering, and concepting and design, Team Soapbox developed a one minute video for digital platforms, and designed print and social media creative that told the story of individuals currently seeking a manufacturing career, and encouraged others to follow in their footsteps.

Washington State Department of Transportation: Take 2 For Safety

The Situation

In June 2019, Team Soapbox was hired by the Washington State Department of Transportation (WSDOT) to develop and launch the second phase of their internal employee safety awareness campaign, “Take 2 for Safety.” The project centered on spotlighting actual WSDOT employees’ reasons they want to be safe on the job, as a way to encourage all employees to take two minutes to survey their surroundings and ensure safe working conditions.

The Approach

Team Soapbox began by developing an internal marketing plan and collateral that was designed to motivate and encourage WSDOT employees to share a reason and photo about why safety on the job is important. With just two weeks to collect submissions, Team Soapbox developed a variety of creative tactics that WSDOT staff could use to boost submissions, including: designed flyers at job sites and breakrooms, a random drawing for employees who submitted their Take 2 reason, and mobilizing regional leadership to share their stories to further encourage submissions by their staff.

With the Take 2 moments and images gathered, Soapbox began the process of designing a large mosaic comprised of all submitted images. The final design, which incorporates the WSDOT logo and meets all brand and logo guidelines, was shared with all employees and large posters of the mosaic hang in all WSDOT offices and job sites across the state. 

Additionally, Team Soapbox brought the mosaic to life digitally. Working with a web developer, we created an interactive website that highlights several Take 2 images and shares the stories behind some of the photo submissions. This website was shared with all WSDOT employees and is posted on their internal intranet site.

Lastly, we produced a video that spotlighted the stories of three WSDOT employees and shared more about the Take 2 for Safety campaign. We worked with the Office of Human Resources & Safety to identify the three on-camera speakers for the video and conducted prep and planning calls that supported our development of a storyboard, shot list, and schedule for multiple days of filming in WSDOT work environments.

We filmed interview and b-roll footage with digital and drone cameras on the Washington State Ferries, in WSDOT administrative buildings, and on a safety training course with heavy machinery operators. Our comprehensive advance planning for the video allowed us to capture a wide variety of footage in quick-paced days of filming across three different geographic locations in Western Washington. In the editing room, we helped align the employee stories on screen to the larger safety awareness campaign by including an animated version of the safety mosaic as an outro to the Take 2 video story.

Washington Census Alliance: 2020 Census Outreach

The Situation

During this year’s tumultuous “citizenship question” Supreme Court case, Team Soapbox worked with the Washington Census Alliance to raise community awareness and generate earned media coverage about what a census undercount would mean for Washington State and the efforts of people-of color led organizations to ensure their communities were counted.

The Approach

Team Soapbox created a targeted media strategy, worked with Census Alliance members to write place-based op-eds and placed paid social media ads targeted to specific communities, including ads in Spanish, Swahili, and Korean.

The Washington Census Alliance is a coalition of 70 people of color-led organizations. Because the Alliance was a coalition made up of many non-profits and volunteers, they needed an easy to use toolkit that would allow members to maintain a consistent message. Team Soapbox produced materials that their members could use when speaking to public officials about the importance of the state investing in census outreach to immigrant communities. Soapbox created talking points, key messages, social media content and graphics, and template newsletter copy for members to use. Team Soapbox conducted a training webinar with key alliance members on how to use the toolkit and communicate effectively with public officials.

International Community Health Services (ICHS)

The Situation

Team Soapbox has partnered for on-call communications planning, media relations, transcreation, design and events for 5 years with ICHS, Washington’s largest health care provider targeting Asian Pacific Islanders. ICHS provides culturally and linguistically appropriate health care to low-income, uninsured, underinsured and limited English proficient patients (55% of their patients have limited English speaking skills and need interpretation help).

The Approach

For ICHS marketing efforts, Team Soapbox identified and targeted public audiences based on geography, ethnicity, language, and economic status, and developed holistic advertising strategies to reach them with culturally-appropriate messaging including direct mail, community outreach, niche media buys, in-store advertising and digital advertising.

Team Soapbox also developed culturally-appropriate messaging, photographed ICHS health clients, designed print collateral and translated materials into six languages: Spanish, Somali, Amharic, Russian, Korean, Vietnamese, and Chinese. For opening clinics, we crafted messaging and a campaign plan and created a direct mail piece, translated it, and mailed it to our targeted zip codes with a high level of Russian and Korean populations to inform them they could receive health care in their primary language.  

We’ve developed messaging and materials to reach patients about the importance of dental care; connect with parents about pediatric care in their own language, and reaching foreign-born patients with no primary care provider. Soapbox has also worked with ICHS’s broad group of key stakeholders on strategic messaging and provided communications and messaging training for their culturally and linguistically diverse board of directors.

King County Firearm Safety: Lock-It-Up

The Situation

In 2018 Team Soapbox was hired by the King County Department of Public Health’s Lock It Up program to create a public campaign to motivate gun owners to change behaviors and use safe storage devices.

The Approach

King County wanted messaging to speak from an authentic gun owner perspective and knew that gun owners were wary of the government. Team Soapbox reviewed data and then engaged gun owners and retailers, starting with a series of “expert interviews” with gun retailers, safety instructors, veterans, and police officers to better understand the landscape and to inform focus group recruitment. We then set up a series of focus groups held at shooting ranges, gun stores, and law enforcement agencies across the county.

Based on what we learned, we designed a campaign that emphasized what gun owners articulated about their motivations to use safe storage devices: the fear that their guns would be stolen (and, for gun-owning mothers, the fear that members of their family would access their firearms inappropriately).

Using this research, we developed a brand identity and logo, messaging, and web content for the Lock It Up campaign and a photo shoot to create culturally relevant images that focused on positive behavior rather than scare tactics. The campaign included materials for law enforcement, media outreach, and social media. We developed audience specific radio ads that played on conservative talk radio, hunting programs, and sports radio. To reach gun owners where they already are, we worked with local sports retailers and gun shops to carry Lock It Up materials, including posters in gun stores and shooting ranges across the county and in permit licensing offices, and provided branded give-away ear plugs at shooting ranges and retailers with Lock It Up messaging.