Portfolio
Building Public Support for the Steamboat Springs Education Fund
The Steamboat Springs Education Fund Board wanted to ramp up communications to renew its half cent sales tax, which was due to sunset at the end of 2009. A phone survey of residents found that fewer than half were inclined to renew the sales tax because they were not aware how the funds were being spent.
Gonder Public Relations was retained to increase communications. We conducted 1:1 interviews and focus groups to probe attitudes and determine communications preferences. We created a Web site, arranged media interviews, developed a presentation and speaking engagements by fund board members before community groups. Beginning in August 2008, a campaign committee built on this foundation. In November, voters renewed the fund for 10 years with 76% voting yes, the highest margin in the 15-year history of the fund.
Steamboat Pilot: Half-cent Sales Tax Renewal Wins Landslide
 MicroMedex Product Launch
MicroMedex produces information systems used by doctors, pharmacists and hospitals. To launch UltiMedex, a technology product that flags medication errors, a media relations campaign was implemented that doubled the return on the PR investment in advertising equivalency dollars. Coverage included a by-lined article in U S Pharmacist by two satisfied hospital customers and stories in 10 print and online publications, including Drug Topics and Computer Talk. Based on circulation figures, the campaign achieved nearly 900,000 impressions by potential customers.
United States Cellular Community Relations Campaign
For three years, Gonder Public Relations represented United States Cellular Corporation in South Texas. Relationships were built in the community by loaning the phones to non-profits. On-site promotions and other events reinforced relationships with customers when a new market was acquired.
A public-safety oriented community relations and media campaign was launched with a news conference featuring the deputy police chief and manager of the top-rated radio station in Laredo, Texas. Motorists were urged to dial *97 to report traffic accidents and tie-ups. The long-term radio promotion of the Y97-United States Cellular HERO Network yielded $100,000 in exposure for the company in a key market.
Denver Public Schools Teacher Compensation
Gonder Public Relations worked with Denver Public Schools and the Denver Classroom Teachers Association for six years, providing communications first on the Pay for Performance Pilot and later on the development of the Professional Compensation System for Teachers (ProComp). When teachers voted to approve the new system, media coverage was extensive.
New York Times: ”When Students' Gains Help Teachers' Bottom Line”
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Focus groups of teachers and administrators were conducted to identify issues, barriers and preferred channels of communications as well as to test messages prior to the teacher vote.
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Communications plans were implemented with strategies that included consistent graphics and key messages through a newsletter, a web site, a DVD presentation, informational meetings and talking points for union leaders and principals.
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Business and community leaders were engaged through bimonthly updates on the project over four years. This communications and relationship-building led to endorsements of the tax increase to fund ProComp by two influential groups: the Denver Rotary Club and the League of Women Voters of Denver.
RESULTS:
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The teachers approved the ProComp contract 59% to 41%.
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Newspaper, radio and television coverage in Denver and nationwide after the vote generated 17.5 million impressions by readers and viewers.
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More than more than 22,600 visitors came to the ProComp web site in a three month period.
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Voters approved $25 million annual mill levy increase to implement ProComp.
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