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Case Study
Sunroad Enterprises
The Challenge
Sunroad Properties acquired a vacant lot at Hacienda Drive and Vista Village Drive in Vista, CA. The lot had been vacant for over 25 years. The economic benefits were estimated at $156,250 in new tax revenues to the City of Vista annually and 62 new permanent full-time equivalent jobs. The original project plan was to include: a carwash, four drive-through restaurants and various other businesses. Receiving opposition from nearby residents and officials, we worked with Sunroad to develop a plan that would be pleasing to all parties.
Our Strategy

Madaffer Enterprises stepped in to help coordinate efforts to preempt the opposition. The team began meeting with the planning commission and city council to decide what hesitations they had surrounding the development. We created a comprehensive presentation highlighting all benefits and adjustments made for the local community. After presenting and hearing their feedback, the next focus would be on the surrounding community. These efforts included: door-to-door, email, and phone outreach to communicate the advantages and the modifications made based on their concerns.

The Result

After conducting outreach with the planning commission and city council, we presented Sunroad’s plan and benefits which included traffic improvements. The project went before the city council in June 2020. After several hours, it was clear that the carwash was the biggest issue for the community. In the end, Sunroad agreed to move forward with the project and eliminate the carwash while still maintaining favorable terms.

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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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