CASE STUDY: ECONOMIC OPPORTUNITY

1199SEIU Maryland/DC Chapter

FIGHTING FOR A FAIR MINIMUM WAGE

The Challenge


1199SEIU, one of the largest healthcare unions in the country faced strong opposition across the state to pass a bill to raise Maryland’s minimum wage. Seeking to help their members and working families earn a sustainable wage, they formed a Fight for $15 coalition and turned to The Hatcher Group to develop a strategic communications campaign to help workers afford the costs of quality healthcare and retire with dignity.

PROJECT SCOPE

Strategic Communication
Creative
Digital Strategies
Events
Media Relations
Messaging and Branding
Policy Outreach

Our Strategy


The Hatcher Group has worked with the 1199SEIU Maryland/DC chapter since 2017. In 2019, we began to work with their Fight for $15 coalition to raise Maryland’s minimum wage.

  • We created a strategic campaign communications plan to guide our work during the intense 90-day Maryland session
  • We developed compelling messaging, which we used on one-pagers for legislators, social media and the coalition website.
  • We gained positive media coverage to highlight the coalition’s work on the issue through press conferences, press releases, press statements, pitching, op-eds and Letters to the Editor.
  • We created a steady stream of social media toolkits, including organic posts, memes and paid ads.

Our Impact


On March 28, 2019, Maryland became the sixth state to raise the minimum wage to $15 an hour.

  • The bill was passed — not once, but twice! The coalition helped ensure the Maryland General Assembly passed the legislation and overrode Hogan’s veto within days
  • Hundreds of media articles covered the bill, and dozens directly quoted or featured our client, Ricarra Jones of 1199SEIU, the head of the Fight for $15 coalition
  • Photos from our events were featured in national new
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