Award-Winning MAYO Communications & MAYO PR


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Award-Winning MAYO Communications & MAYO PR

  1. 1. Award-Winning PR “ We don’t guarantee media, we just get it!” Los Angeles – San Diego – New York - Bern Switzerland
  2. 2. <ul><li>100 percent Woman-owned, 100 percent Spanish Owned (WMBE) registered with Los Angeles County </li></ul><ul><li>Founded 1995 </li></ul><ul><li>2003-2005 “Best media placement-print,” said PRSA </li></ul><ul><li>Crisis communications, damage control, image rebuilding, community outreach, and proactive media relations “Best Corporate Communications” PRSA and IABC </li></ul><ul><li>12 independent contractors, offices in LA , NY & San Diego </li></ul>About MAYO Communications Los Angeles San Diego New York
  3. 3. The Campaign Project Mgt <ul><li>Aida Mayo </li></ul><ul><li>President </li></ul><ul><ul><li>10 years managing public relations and public affairs campaigns. </li></ul></ul><ul><ul><li>Strong multimedia, minority media relations and legal communications skills. </li></ul></ul><ul><li>Dan Lai Senior Account Exec. </li></ul><ul><ul><li>10 years award-winning writing and high-tech PR. </li></ul></ul><ul><ul><li>Outstanding transportation, life sciences, and governmental affairs experience. </li></ul></ul><ul><li> George S. Mc Quade III </li></ul><ul><li>Exec. Vice President </li></ul><ul><ul><li>Former print/radio/TV newsman for 20 years. </li></ul></ul><ul><ul><li>Extensive PR, Gov. and corporate comm. experience (10 years) </li></ul></ul>
  4. 4. Thinking Outside The Box… This project takes a different kind of thinking …this is not just about moving a few trains. That is why when the stakes are high… … Clients turn to MAYO Communications.
  5. 5. MAYO Communications has produced award-winning material for all of its clients, including: <ul><li>OnTrac-Alameda Corridor East </li></ul><ul><li>World Trade Center Assn. LA/Long Beach </li></ul><ul><li>MTA-”Economic Warcast” </li></ul><ul><li>Stevie Wonder ‘STITCHES” </li></ul><ul><li>“ 10-day lockout at the Ports” </li></ul><ul><li>“ 60 Minutes A Eye On The Housing Authority” </li></ul><ul><li>Los Angeles County Economic Development Corporation </li></ul><ul><li>Wal-Mart “Superstores” </li></ul><ul><li>California Chamber of Commerce “CA Initiatives” </li></ul><ul><li>Counterterrorism Expert Elsa Lee – Advantage SCI </li></ul><ul><li>“ Business Beat News Tip Sheet™ “ LAEDC </li></ul>An Award Winning Creative Team…
  6. 6. When the stakes are high, clients call upon The MAYO… There is no alternative to a successful campaign. The 10-day LA and Long Beach Ports Walkout Wal-Mart Superstores Impact  
  7. 7. Overview 3 TACTICS 1 RESEARCH 2 STRATEGY
  8. 8. Campaign Builder is MAYO Communication’s system that establishes two-way, custom-tailored communications between the client and the target audiences. Tactics: Theme Builder
  9. 9. Tactics: DialogBuilder <ul><li>Variable personalized letters can be generated at a moment’s notice to communicate with individuals based on their pre-programmed criteria to generate a call to action. </li></ul><ul><li>MAYO’s mail programs are designed to fit each client’s specific needs and are tailored to your target audience. </li></ul><ul><li>MAYO has written and produced scores of direct response letter packages, self-mailers, brochures, newsletters, and simple flyers. </li></ul>
  10. 10. <ul><li>Letter writing campaigns can even be generated to targeted opinion leaders or elected officials on individualized letterhead and with multiple paragraph swapping capabilities. </li></ul><ul><li>Dialog Builder can output targeted lists for grassroots, phone banks, sophisticated predictive dialers, patch-throughs and email lists at a moment’s notice. </li></ul>Tactics: Dialog Builder
  11. 11. For our clients, potential target audiences include: … Dialog Builder can identify them and build a communications bridge. <ul><li>Congress, California, Los Angeles County: </li></ul><ul><ul><li>Lawmakers in the Dist. </li></ul></ul><ul><ul><li>Transportation leaders </li></ul></ul><ul><ul><li>Caltrans </li></ul></ul><ul><ul><li>Governor’s Office </li></ul></ul><ul><ul><li>Cities impacted by ACTA </li></ul></ul><ul><ul><li>Los Angeles Port </li></ul></ul><ul><ul><li>Long Beach Port </li></ul></ul><ul><ul><li>IEE and regional chps </li></ul></ul><ul><ul><li>Calif. Realtors Assn. </li></ul></ul><ul><li>Statewide Government Affairs: </li></ul><ul><ul><li>Leg. & Reg. Monitoring </li></ul></ul><ul><ul><li>High propensity voters within targeted legislative districts </li></ul></ul><ul><ul><li>Environmental organizations </li></ul></ul><ul><ul><li>Business and Industry trade associations </li></ul></ul><ul><ul><li>Manufacturing organizations </li></ul></ul><ul><ul><li>Lobbying of Federal & Reg. </li></ul></ul><ul><ul><li>Relationship Building with key officials </li></ul></ul>Tactics: Dialog Builder
  12. 12. Tactics: Proactive Media Relations <ul><li>Rebranding Your Business or Organization: </li></ul><ul><ul><li>Message Development/Slogan </li></ul></ul><ul><ul><li>Press Kit: </li></ul></ul><ul><ul><ul><li>Review and help create media press kits for key media outlets in region and throughout the state, nationally or globally. </li></ul></ul></ul><ul><ul><li>Media Relations: </li></ul></ul><ul><ul><ul><li>Developing stories: Focus on how your organization helps in quality of life issues such as traffic congestion relief, housingenvironmental benefits, job creation and project technology. </li></ul></ul></ul><ul><ul><ul><li>Media Tours: Give media outlets an opportunity to learn first-hand how the technology and the system works. </li></ul></ul></ul><ul><ul><li>Survey Media </li></ul></ul><ul><ul><ul><li>Survey the media their knowledge on your industry </li></ul></ul></ul><ul><ul><ul><li>Track information of program participants using Dialog Builder </li></ul></ul></ul>
  13. 13. <ul><li>Launch: </li></ul><ul><ul><li>“ Ride-Along-Day” </li></ul></ul><ul><ul><ul><li>Media Event: Create a high-impact media event to secure coverage of your company’s new facilities. </li></ul></ul></ul><ul><ul><ul><li>Corporate Partners: Develop partnerships with sponsor or supporters like MTA, BNSF, Union Pacific and METROLINK </li></ul></ul></ul><ul><ul><li>Save-the- date card </li></ul></ul><ul><ul><ul><li>Announce the promotion congressional & state tours. </li></ul></ul></ul><ul><ul><li>“ Education” Kit </li></ul></ul><ul><ul><ul><li>Inspire local schools to have poster contests and tours. </li></ul></ul></ul>Tactics: Pilot Program
  14. 14. <ul><li>Post-Launch: </li></ul><ul><ul><li>Monthly Newsletter </li></ul></ul><ul><ul><ul><li>Create and distribute a monthly newsletter with stories about the success of the ACTA programs, recent headlines and testimonials. </li></ul></ul></ul><ul><ul><li>Media Hotline </li></ul></ul><ul><ul><ul><li>Manage the Media Hotline – a local telephone number to be used for promoting media events and ongoing programs </li></ul></ul></ul><ul><ul><li>Industry Experts </li></ul></ul><ul><ul><ul><li>Register industry experts online with media </li></ul></ul></ul><ul><ul><ul><li>Check print/trades editorial calendars and radio/TV talk shows </li></ul></ul></ul><ul><ul><li>Awards </li></ul></ul><ul><ul><ul><li>Submit your work for industry awards, local, state and national. </li></ul></ul></ul><ul><ul><ul><li>Announce awards and ceremonies </li></ul></ul></ul>Tactics: Pilot Program
  15. 15. <ul><li>Promoting the Success: </li></ul><ul><ul><li>Statewide Media Relations: </li></ul></ul><ul><ul><ul><ul><li>Program Status Reports: Bi-monthly news releases on the success of client’s Program. </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Media Targets: Major newspapers and broadcast outlets, Journal of Commerce, WSJ, LA/NY Times USA Today, Variety, LABJ and thousands of industry trades . </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Targeted Districts: Publications in the Legislative districts of targeted State Senators and Assemblymembers. </li></ul></ul></ul></ul><ul><ul><li>Sacramento Briefing </li></ul></ul><ul><ul><ul><ul><li>Brief State Legislators on the success of client program. </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Attract media coverage to client’s success </li></ul></ul></ul></ul>Tactics: Pilot Program
  16. 16. Tactics: Media Relations Campaign <ul><li>ID of Targets: </li></ul><ul><ul><li>State Industry Committees </li></ul></ul><ul><ul><li>State Assembly Committee on Industry </li></ul></ul><ul><ul><li>Governor Arnold Schwarzenegger </li></ul></ul><ul><ul><li>California Commissions </li></ul></ul><ul><ul><li>Local Legislators: Congressmen who are your advocates </li></ul></ul><ul><ul><li>Supporting Industry Associations </li></ul></ul><ul><ul><li>Business Partners </li></ul></ul><ul><ul><li>Potential Customers and Clients </li></ul></ul>
  17. 17. Tactics: Gov. Relations Campaign <ul><li>Grassroots Approach: </li></ul><ul><ul><li>Response Device: </li></ul></ul><ul><ul><ul><li>Write letters to elected officials </li></ul></ul></ul><ul><ul><ul><li>Write letters-to-the-editor </li></ul></ul></ul><ul><ul><ul><li>Meet with elected officials </li></ul></ul></ul><ul><ul><ul><li>Use Dialog Builder to create a dialogue with supporters. </li></ul></ul></ul><ul><ul><ul><li>Newsletters/Updates </li></ul></ul></ul><ul><ul><ul><li>Personalized letters </li></ul></ul></ul>
  18. 18. Tactics: Media Campaign <ul><li>Grassroots Approach: </li></ul><ul><ul><li>Targets: Environmental Organizations, Business and Trade Assns., Federal Administration, the California Commission overseeing client industry and business partners. </li></ul></ul><ul><ul><li>Brochure: Review and produce a new one pager with environmental benefits and the client technology. </li></ul></ul><ul><ul><li>Development of a Coalition: </li></ul></ul><ul><ul><ul><li>Distribute brochure with an endorsement form </li></ul></ul></ul><ul><ul><ul><li>Solicit support via telephone and facsimile </li></ul></ul></ul><ul><ul><ul><li>Setup up editorial board meetings or adversorials </li></ul></ul></ul><ul><ul><ul><li>Media support </li></ul></ul></ul><ul><ul><ul><li>Solicit community and nonprofit organizations </li></ul></ul></ul>
  19. 19. Tactics: Government Relations Campaign <ul><li>Grassroots Approach: </li></ul><ul><ul><li>Mobilize the Coalition: </li></ul></ul><ul><ul><ul><li>Write letters to key elected officials </li></ul></ul></ul><ul><ul><ul><li>Participate in meetings with select lawmakers </li></ul></ul></ul><ul><ul><ul><li>Author opinion-editorials for newspapers </li></ul></ul></ul><ul><ul><ul><li>Include information about client’s milestones in organization’s newsletter </li></ul></ul></ul><ul><ul><ul><li>Disseminate action alerts to membership </li></ul></ul></ul><ul><ul><ul><li>Participate in earned media activities </li></ul></ul></ul><ul><ul><li>Coalition Newsletter: Write and distribute a Coalition Newsletter aimed at current members, targeted associations and elected officials. </li></ul></ul>
  20. 20. Tactics: Media Relations Campaign <ul><li>Media Relations: </li></ul><ul><ul><li>Editorial Board Meetings: Schedule meetings with client representatives and editors at key publications. </li></ul></ul><ul><ul><li>Opinion-Editorials: Work with Coalition members to place op-eds in key publications across the state. </li></ul></ul><ul><ul><li>Letters-to-the-Editor: Work with membership in the writing and placement of letters-to-the-editor in key publications. </li></ul></ul>
  21. 21. Tactics: Media Relations via Internet <ul><li>Web Site Media Marketing: </li></ul><ul><ul><li>Provide content and support to the client website with updated information, list of supporters, sample letters to elected officials and letters-to-the-editor, action alerts, media information and contact information. </li></ul></ul><ul><li>Images and news Stories of Client events: Business Beat News Tip Sheet ™ to the media of </li></ul><ul><li>districts of key Senators and Assemblymembers </li></ul><ul><ul><li>Targeted to the districts of key Senators and Assemblymembers </li></ul></ul><ul><ul><li>Aimed at influencing members of the State Legislature. </li></ul></ul><ul><ul><li>Timed to key events: committee vote, public hearing, floor debate, etc. </li></ul></ul>
  23. 23. MAYO Communications Team This is not just about moving trains… The MAYO Team: A firm that specializes in complex issues… A firm that brings PR and political smarts together. MAYO Communications: A firm with a proven track record of Media success.
  24. 24. The MAYO Team Group MAYO Communications prides itself in offering clients 24/7 accessibility to their account George Mc Quade: Work: 818.340.5300 Cell: 818.618.9229 Aida Mayo, President: Work: 818.340.5300 Cell: 818.618.9226
  25. 25. Award-Winning Public Relations “ We don’t guarantee media, we just get it!” Los Angeles – San Diego - New York