washington business grow here: redefining‘ business’
It seems everyone is defining“ business” these days. And, when it comes to public policy issues, the word“ business” is often presented in an unflattering manner.
The Grow Here campaign set out to challenge people and policy maker perceptions of employers by presenting the entire story of Washington businesses by including employee and customer voices.
“ When we think of‘ business,’ it’ s not just Boeing, Microsoft or Nucor. Those are people,” Lyles said of the perception of large companies.“ We have 350 employees, that’ s 350 families, that are behind that business, that are part of that business. And, when something for that business becomes difficult, things for those families become difficult.”
Some of the difficulty in 2016 and into 2017 is ongoing attempts to create new and costly taxes on energy, either through state agency action or a failed statewide ballot measure. The costs of such a tax would impact the competitiveness of employers across the state.
“ We are very energy intensive— we make steel— we melt steel at 3,000 degrees. It takes a lot of electricity. We reheat steel at 2,300 degrees using natural gas. That’ s a lot of energy and we’ re not going to shy away from that, but the fact is we’ re about 10 times more energy efficient than most of our competitors domestically and internationally. To get that message out was very important to us,” Lyles explained.
“ 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.”
— Oliver Lyles, safety manager, Nucor Steel Seattle
“ There are more stories to tell and each of you can help do that.”
— Scott Morris, CEO, Avista and, roll camera …
The panel kicked off with a moment of levity as the three participants recounted the“ little” ad campaign they agreed to work on with AWB.
That is, Ledford said, until the professional camera crew, hair and make-up showed up and the film production began. And, then, there was the notoriety.“ I grew up in Eastern Washington, in a small town. I’ m a farm boy,” Lyles said.“ My mom came to this country when I was three months old from El Salvador to chase the American Dream. So, when you see your son on TV, it’ s a big deal, at a glance
AWB launched its first-ever multi-media, million-dollar employer image campaign in 2016.
The television, radio, digital and print ads featured three northwest companies: Rite in the Rain, Nucor Steel Seattle and Schilling Cider.
The campaign highlighted both the employers and employees of the companies, and shared the story of employers’ successful efforts to protect and preserve the environment and create good-paying jobs.
The 2017 Grow Here campaign began filming in November and will feature three new employers and their employees, who will explain their roles in creating opportunity here and across the world, and some of the challenges they face doing business in Washington state.
To learn more or to contribute to Grow Here, contact Jason Hagey, AWB Vice President, Communications, at JasonH @ awb. org or 360.943.1600. winter 2017 27