The city of Goodyear's Digital Communications team has been awarded the esteemed Bronze Anvil Award by the Public Relations Society of America (PRSA) in two separate categories for its “We Want Trader Joe’s” social media campaign:

• Innovation in Customer Service: A Day Like No Other: Fanatics, Fun and Fanfare
• Facebook Engagement: Trading Status Quo for Status WHOA! How One City Broke the Mold to Engage Its Residents

The campaign was judged on its content, creativity, technical excellence and measurable results. The majority of award winners in all categories were private companies represented by paid PR firms. The city of Goodyear is the only public entity in Arizona to win a 2020 Bronze Anvil.

Digital Communications launched the two-week “We Want Trader Joe’s” campaign in mid-December of 2019 as a way to engage with the community on its desire to have a Trader Joe’s in Goodyear through the strategic use of video and social media. The campaign is the city's most successful social media campaign to-date, reaching nearly 60,000 people, with nearly 900 reactions and nearly 300 comments across its social media channels. Additionally, local media coverage included a total of approximately 40 stories with an estimated audience of 6.1 million people.

PRSA's Bronze Anvil Awards recognize the best of the best in public relations tactics that contribute to the success of overall programs or campaigns. Judging is performed across the United States by teams of PRSA members and subject matter experts.