Franke Tobey Jones
A Century, Well Lived
Turing 100 isn’t just a milestone; it’s a story worth telling. As Franke Tobey Jones prepared to celebrate a century of community, care and connection, they needed a way to honor their legacy while staying relevant in a competitive senior living market. JayRay partnered with FTJ to shape a centennial campaign rooted in storytelling, earned media and thoughtful ad design, proving that 100 years can still feel fresh.
GUIDING THOUGHT
Legacy isn’t about looking back — it’s about carrying stories forward. For milestone moments, the most powerful campaigns honor history while showing continued vitality. By pairing rich storytelling with present-day relevance, organizations can celebrate where they’ve been and invite people into what’s next.
Stories That Stand the Test of Time
We built the centennial campaign around what mattered most: stories. Knowing FTJ’s audience values trusted, traditional media, we developed a targeted media relations strategy anchored in five distinct story angles from resident experiences to community impact.
A custom anniversary logo brought the celebration to life, blending FTJ’s established identity with a bold “100” mark. The design carried across every touchpoint from on-site signage and print ads to van wraps and a commemorative coffee table book. As part of the celebration, Tacoma’s mayor proclaimed May 22, 2024, as Franke Tobey Jones Day.
A Celebration, Shared Widely
As a longtime partner, we approached the centennial like celebrating a friend — with care, intention and a deep understanding of what makes FTJ special. We created the current brand years ago, since producing ads, mailers and other materials. Our ongoing relationships with journalists and persistent, patient pitching led to favorable features.
To complement traditional outreach, we developed a social media campaign that connected past and present. Historical photos sourced from community partners like the Tacoma Historical Society and Historic Tacoma were paired with current stories, creating a living timeline that engaged residents, families and future community members alike.
Results: Celebrated
“I've always found JayRay to be very strategic, with reasoning behind every strategy and goal.”
