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Case Study
City of Chula Vista
The Challenge
City leaders wanted a strategy that would help staff sort through the options and make decisions that would increase the efficiency and effectiveness of city government.
Our Strategy

In the first phase, Madaffer led a series of interviews with the leaders of every City department as well as with community leaders representing a diverse array of organizations and constituencies. Madaffer led a focus group of community members and coordinated a bilingual public opinion survey that was conducted both online and in person. Using the insights gleaned from this deep research, Madaffer worked closely with city staff to develop a highly-detailed plan of goals, objectives and initiatives that would provide a roadmap for the city going forward. The plan included a detailed media strategy as well as marketing collateral for the economic development department.

In the second phase, Madaffer worked to educate the community about the new “smart city” strategy. Madaffer developed a comprehensive website with information, organized outreach booths at community events, hosted a roundtable meeting with local thought leaders, led a community forum, and developed a series of media releases and social media posts aligned with the strategy. This variety of communications tactics helped the City reach new audiences and gather valuable feedback that continues to guide the implementation of the smart city program.

The Result

The City Council adopted the Smart City Strategic Action Plan, and city staff have begun making implementing the initiatives recommended in the plan, attracting recognition and acclaim regionally and nationally.

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Frequently Asked Questions
What is Public Affairs?

Public Affairs is about building trust and often includes creating a strong brand and great reputation to allow you to build relationships with the public. For your company, those relationships might be with the general public; consumers – potential customers and clients; investors; employees; government officials, agencies and regulators; and the media. Great PR creates mutually beneficial relationships and incites change. Great PR can help you change behaviors and opinions in your favor.

What is Media Relations?
Media relations is such an important and well-known component of public relations that people often mistakenly believe that PR is media relations. Our media relations professionals work with members of the media to publicize companies and their products through what we call "earned media coverage." Earned media coverage happens when the news features your company, brand product, service or spokesperson. Unlike advertising, which sponsors the news, public relations uses earned media coverage to integrate you into the news content, not leave you a separate entity from that content. Earned media coverage appears in print, broadcast and online media. Madaffer Enterprises can show you how to maximize your media relations efforts.
Why should I use PR instead of advertising?
No one tunes into the news to see who's advertising; people switch to news channels and visit news websites because that's how they ensure they're informed, educated and entertained. Do you regularly turn to any website, TV show, newspaper or magazine for the advertisements?

Studies show that people are far more likely to believe a news story than an advertisement, and the ROI on public relations leaves advertising's ROI in the dust. People have trained themselves to ignore advertising. For less cost than advertising, PR creates a more credible message.

Will I be buying articles, advertising or space?
No. We will be working to acquire earned media placement of stories about your company. With earned media, unlike advertising, companies do not pay for placement of news stories. One of the key advantages of public relations over other marketing channels is that earned media helps establish credibility for a company and its products or services. PR is not instant or overnight, but it is a very powerful way to build your company's brand and reputation.
Why choose Madaffer Enterprises?
Because our clients love us. According to a survey, nine out of 10 Madaffer Enterprises clients are either “highly likely” or “extremely likely” to refer us to their colleagues and friends.