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Case Study
Sanderling Waldorf
The Challenge
As a growing non-profit school in the San Diego area, Sanderling Waldorf set out to develop a vacant plot of land in Encinitas to construct their newest campus. They went before the Encinitas Planning Commission in March of 2019 and the project received approval. However, local opponents of the project began to emerge and raised concern over an increase in traffic and potentially endangered birds. Madaffer stepped in to help the school navigate the next steps to approval.
Our Strategy

Madaffer Enterprises launched a vast campaign to gain positive favor for the development. Throughout the entire project, Madaffer coordinated extensive community outreach efforts along with City Councilmember meetings to present Sanderling’s project and enhancements. The team also worked with Sanderling to cultivate a petition of support around the school to show the city that this project had citizens who not only approved but desired this development. Additionally, Sanderling Waldorf addressed the concerns of residents through traffic mitigation and EIR reports.

The Result

In June of 2020, representatives for Sanderling Waldorf, along with opponents, finally went before the Encinitas City Council, virtually. After almost four hours, the City Council unanimously voted 5-0 to approve the project. Next, Sanderling Waldorf will go before the Coastal Commission for final approval before the end of 2020.

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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.

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