Green Valley Initiative Op-ed Writing
Introduction
Launching publicly in June 2007, the Green Valley Initiative (GVI) is a region-wide, sustainable economic development and quality of life plan supported by major stakeholders within San Bernardino and Riverside Counties. After nearly four months of meetings and strategizing, the GVI hosted its second Principals Forum on October 22, 2007 to share its preliminary findings about a recent quality of life survey and reinforce key messages to regional and state officials.
Wilkin Guge Marketing was asked to develop a streamed series of op-eds to aid in the reinforcement of stakeholder support. They achieved their objective as evidenced by the number of cities which are currently passing or considering GVI resolutions and the number of organizations and individuals actively involved in GVI.
Research & Planning
Step 1:
Develop key messages:
Step 2:
Determine the print media vehicles that would be the most appropriate based on the audiences of the GVI and the subject matters covered by the publications.
Step 3:
Determine signatories based on location. Every op-ed had the same signatories.
Objectives
Reinforce support of key stakeholders post-forum and keep the GVI top-of-mind with political, educational, community and business leaders.
Target Audience
Leaders within community organizations, business, education, government and media; primarily within the Inland Empire and secondarily within Southern California.
Execution
A press release was distributed announcing that key findings and information would be released at an Principal’s Forum.. The op-eds were developed and released to the key publications on December 13, 2007.
Evaluation
Four op-eds were placed in the region’s newspapers and business journals.
“A Vision of
Sustainable Living”
