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Intesa executes award-winning earned media strategy for San Diego Parks Foundation’s first executive director

by | Mar 11, 2021

In early February 2021, when Intesa Communications Group was tapped by the San Diego Parks Foundation to formally announce their new executive director, we knew we had a good story on our hands. Katherine Johnston, who most recently served as vice president of Presidio PAG Inc. and as a senior policy and communications advisor to former San Diego Mayor Kevin Faulconer, would be the first executive director and first female to hold this position.

Using our right-sized “Seas the Day” four-week PR package, our team developed an award-winning media strategy working with the San Diego Park Foundation’s high-profile board of directors to promote and introduce Katherine to the San Diego media market while spotlighting the Foundation’s mission of connecting all San Diegans to high-quality parks through philanthropic and volunteer contributions to the City of San Diego Parks and Recreation Department.

In addition to drafting a press release and distributing it to targeted local media outlets, Intesa produced unique deliverables to amplify the news. This included writing talking points for the executive team, conducting a one-hour media training for Katherine, drafting one e-blast/email communication draft, establishing communications planning to support the announcement such as creating an announcement rollout timeline, social media checklist, email marketing checklist and staff and stakeholder communications checklist.

Bird Rock resident Katherine Johnston is the San Diego Parks Foundation’s first executive director.
(Courtesy)
San Diego Parks Foundation Board Chair Michel Anderson, San Diego Parks Foundation Executive Director Katherine Johnston, and Intesa Senior PR Director Nancy Schroeder at the launch of “Parks After Dark”

As a result of our effective interactive campaign, the Public Relations Society of America of San Diego and Imperial Counties awarded Intesa with a “2021 Edward L. Bernays Mark of Merit Bronze Bernays Award” for our efforts to raise the profile of San Diego Park Foundation’s first executive director.

Since our first engagement with the San Diego Parks Foundation, over the course of two years, Intesa continues to serve as its go-to PR partner to help it build a world-class inclusive park system that strengthens communities and provides equitable access to recreational opportunities. We’ve pleased to have been tapped for three “Seas the Day” packages by the Foundation’s Board of Directors to help it develop media strategies, host press conferences, conduct one-on-one media interviews, develop logos, a website, and digital assets to help to promote their summer programming with the City and County of San Diego.

View Katherine’s media hits below:

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Meet the Team