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Public Policy

NRF shines spotlight on true impact of retail careers

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You may have learned through recent advertising in retail trade pubs, dedicated outreach from NRF staff or from the massive chirping on Twitter: NRF has launched

a nationwide video contest

seeking the “best retail stories in America.” What’s in it for the winner? Well, national recognition, a $25,000 cash prize, and a trip to Washington this spring.

Why would we undertake such an initiative? Simple. You guys, our readers, have the most interesting and intriguing jobs in the world. Personally, I love the creative minds in our industry who know how to create marketing splashes on everything from billboards to television; I’m a big fan of the digital retail marketers who know exactly which email subject line will get me to click through; I love my local restaurateur who knows my signature order like the back of his hand and delivers with familiarity; and last but certainly not least, I’m awestruck at the commitment of Main Street business owners who are interwoven into the fabric of local communities – and give back.

The bottom line is that our industry is all things creative, innovative, personable, and committed to communities. We know retail workers have incredible stories to share.

Last month, NRF announced our This is Retail video contest and began promoting the initiative far and wide. We have three main goals: We’re working to increase brand awareness of NRF’s Retail Means Jobs campaign; facilitate better relationships with retailers and encourage camaraderie throughout the industry; and ultimately, show policymakers and national leaders the importance of the retail industry and the one in four American jobs it supports.

NRF has promoted the contest through digital advertising timed to coincide with the Super Bowl in Advertising Age and New York Fashion Week in Women’s Wear Daily; Cutting-edge online micro-targeting is also directing ads to those in the retail sector. Additionally, on the social media front, we’ve leveraged Twitter to promote the contest with retail reporters, member companies, and retail workers via the handle @RetailMeansJobs and would be remiss if we discounted the impact of advertising through both Twitter and Facebook. We’re also working closely with our partners at state retail associations, trade organizations and CEOs in the retail sector.

All that to say, do you know a retail worker who has a great story to tell? We’ve got everything from promotional online ads for websites to promotional flyers for office workrooms. If you’re interested in helping promote NRF’s video contest or have questions, email me directly.

Best of luck to all the entrants! We can wait to see which retail companies and associates share their stories – and win big.