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Examples
California passed new regulations in 2003 that would make it illegal for residents to throw certain electronic devices, specifically computer monitors and televisions, into the trash. The California Integrated Waste Management Board was tasked to educate the public about this new law.
Jon began to brand the concept of electronic waste recycling by creating a message that was distributed to numerous electronic waste handlers for their use as well. Jon worked with a graphic design team to create icons that represented the newly created ewaste industry. He helped develop a strategic plan that would not only help provide information about the new state regulations but would also make it easy for consumers to comply.
Jon’s strategy involve making electronic recycling easier and more convenient for the consumer. To do this, he promoted a new website, eRecycle.org, devoted to providing information about new environmental regulations as well as allowing consumers to find a recycling facility nearby based on their county or zip code. This would help consumers to easily dispose of their electronics and do the right thing for the environment.
Other strategies included the creation of public service announcement that were played on broadcast and radio stations repeatedly and partnering with major electronic retailers such as Walmart and Best Buy to help promote the proper recycling of electronic products.
eRecycle.org was an award-winning campaign that continues to this day, and has helped keep millions of pounds of harmful electronics out of California’s landfills.
The California Integrated Waste Management Board (now CalRecycle) was tasked to look for ways to reduce the amount of used motor oil generated in the state. While conducting research, analysts discovered
that most modern vehicle manufacturers no longer required their vehicles to have their motor oil changed out every 3,000 miles as was the industry standard for many years. Further researched discovered most modern vehicle could go 5,000 and beyond before needing an oil change. The CIWMB wanted to educate California drivers.
Jon developed a strategic marketing and outreach campaign that would raise driver’s awareness of this fact which would not only help the environment but save drivers money. Through strategic messaging and an integrated media relations plan, the campaign set out to reach California drivers. Jon developed a series of radio and television interviews with key spokespeople and experts. Jon also helped create a new website that would allow drivers to look up their particular vehicles and find the manufacturer’s recommend oil change interval and not rely on the 3,000 mile oil change standard.
The campaign was successful in garnering high-profile media nationwide, including several interviews
with radio and broadcast media stations. Furthermore, the campaign was successful in encouraging
national quick lube stores to change their messaging and not promote the every 3,000 mile myth.
ABRA Gallery is a new fine art gallery that wanted to make a splash in the local community with its grand opening exhibition. The gallery owner was looking to bring in potential art buyers while raising awareness tothe art community about their new fine art gallery.
Jon developed a media relations plan that was successful in garnering attention from local media and helped drive perspective buyers to the special occasion. Invitations were made to community leaders and
influencers to bring them into the gallery and help with word-of-mouth publicity. A local winery and restaurant were used to provide wine and appetizers to the guests creating more local flavor for the gallery and developed partnerships with the wine industry that catered to a similar audience.
The gallery successfully exceeded attendance expectations. It was featured in the prominent
local news publication’s arts sections along with numerous local media mentions. The gallery grand opening
was a big success for the owner and the artists.
As San Diego’s only big cat sanctuary, Lions, Tigers & Bears wanted to increase its exposure to the local
region, raise funds to support the care of the animals and become more active in national wild animal issues that were making headlines.
Jon began with creating an interactive social media strategy that would build a following and spread the message through the social-sphere. Along with a new Facebook page, Jon developed a new Twitter account on behalf of the sanctuary’s new arrival and now resident black bear, @LibertytheBear. Liberty Bear authored tweets about himself, the other residents of the sanctuary and all the news around the facility.
As a media strategy, Jon leveraged national news on wild animal issues that were grabbing headlines. He worked with media writers and producers to place the sanctuary’s director as a thought-leader in wild animal advocacy and issues, becoming a strong voice and opinion in this space. Jon secured earned media placement locally and nationally for the sanctuary owner.
Creating A New Culture
Background: The Victim Compensation Program in California, while a vital initiative providing financial relief to victims of violent crime, faced internal challenges impacting staff morale. Issues included complaints of uneasiness among employees, staff transfers to other agencies, and the spread of false information about the program.
Objective: Jon Myers was tasked with addressing these concerns and boosting organizational morale. The primary goal was to identify staff concerns and improve internal communication.
Strategic Approach: Working closely with the Executive Director and the executive team, Jon initiated internal surveys to understand staff needs. The findings revealed a lack of clear communication channels regarding the organization’s vision, direction, and activities. To address this, Jon shifted the management of the Intranet to the communications office, rebranded it, and created a user-friendly and interactive platform.
Communication Enhancement: To tackle limited organizational communication, Jon implemented weekly messages from the Executive Director, providing insight into the organization’s goals. The team polled staff for interests and preferences, leading to the creation of engaging site segments such as “How I Do It,” showcasing staff members and their talents. Other segments included “What’s On Your iPod,” revealing music preferences, and “Picture of the Week,” highlighting personal and organizational milestones.
Results: Following these changes, a follow-up survey indicated a significant improvement in staff perception and satisfaction. The revitalized Intranet became a dynamic tool for fostering a sense of community and pride among staff, contributing to a more positive work environment.
This case study highlights how strategic communication, coupled with thoughtful engagement initiatives, successfully transformed internal dynamics, creating a more cohesive and satisfied organizational culture within the Victim Compensation Program.
The California Victims Compensation Program provides compensation to victims of violent crime, reimbursing for expense occurred as a result of that crime. A noble program that provides a valuable service to victims of crime. However, it was discovered that many victims across the state were unaware of the benefits they could receive, depriving them of this valuable resource. Jon helped create a multi-faceted statewide campaign that utilized outreach to county district attorney’s offices, law enforcement and healthcare facilities as well as a dedicated ad campaign. Breaking away from the typical outreach efforts conducted by state agencies, Jon focused on direct and reach the targeted audience with key messages that would resonate and be relatable.
A series of ads were created that focused on human trafficking, elder abuse, child abuse and domestic violence. After more research, many of the potential claimants were in underserved communities. This focused the ads to be placed in public transit locations, billboards and within healthcare and law enforcement facilities.
The campaign was successful as the program saw a significant increase in applications.