Case Studies

GOALS AND ASPIRATIONS ARE REACHED WITH CAREFUL PLANNING. WHILE MOST OF OUR CLIENTS PREFER THAT WE NOT MAKE PUBLIC OUR WORK WITH THEM, HERE ARE A FEW CASE STUDIES THAT WE ARE PROUD OF.

Trinity Railway Express

Transportation issues are among the greatest economic development and quality of life impediments in the North Central Texas region. In 1994, Pavlik and Associates became part of the Parsons Brinckerhoff project management team put into place by the Fort Worth Transportation Authority (the T) to build commuter rail service in Tarrant County. In September 2000, service was extended from Dallas County to three Tarrant County stations, in part the culmination of six years of successful public strategies, community relations and public information programs designed and implemented by Pavlik. The agency continued to work on the project through the addition of two downtown Fort Worth service locations which opened in the Fall of 2001 as well as the dedication of the Intermodal Transportation Center in 2002.

Pavlik and Associates staff functioned as the key public affairs strategist for the Trinity Railway Express in Tarrant County from 1994 through 2002. We identified the leaderships in the various communities and special interest groups and worked to build consensus for the project and support for funding including interfacing with elected officials, municipal and agency staffs, project advocates and opponents to build consensus for issues both big and small.

Activities organized and materials produced by the agency, as well as functions in which the agency were responsible, included the following:

  • Design and production of external communication materials including one called Connections. Connections was distributed to a database of opinion-shapers and decision makers throughout Tarrant County which was developed and frequently expanded by Pavlik.
  • Design and production of internal communication materials including one called Interchange. This monthly newsletter always highlighted commuter rail and was distributed to all employees, vendors and contractors of the T.
  • Structure and execution of public meetings, including all those with special interest groups, such as historic preservationists and economic development organizations.
  • Design and implementation of media relations programs to educate the public about the various aspects of commuter rail and public transit in general.
  • Structure and coordination of special events, such as community celebrations for the opening of three Tarrant County stations in September 2000, the rededication of the waiting room at the T & P Station, the opening of commuter rail into Fort Worth in November 2001, the opening of the Intermodal Transportation Center in January 2002 and the dedication of the Historic Wall in February 2002.
  • Distribution of all news releases, coordination of interviews and distribution of materials to a master media database of nearly 100 media representatives.
  • Coordination of information-sharing with historic preservation advocates and community groups in order to keep them informed about the importance of adaptive reuse of various buildings impacted by the rail.
  • Development of information programs with environmental advocates throughout the North Central Texas region to assure their positive involvement in the project.
  • Facilitation of meetings and discussions dealing with economic development, property rights, public art and safety issues on an as-needed basis.
  • Management of crisis communications activities dealing with accidents, service problems and general misunderstandings dealing with all aspects of the project.
  • Service as interim Marketing Director at the T, planning all grand opening events, media placement and developing the overall marketing plan as well as project oversight and budgets.
  • Development of a written crisis communications plan for the T and the TRE.

www.trinityrailwayexpress.org



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Fort Worth Police Officers’ Awards Foundation

In December 1980, founding contributor and charter board chairman Edd Lott retained Linda Pavlik to develop a public relations, education and solicitation program around his concept of a nonprofit foundation to recognize and award excellence on the part of police officers. Working with the legal and accounting team which chartered the nonprofit organization, Pavlik designed a program whereby the Fort Worth Police Officers’ Award Foundation was funded, criteria for awards were established and a community awareness program was developed for this unique concept which became a model for similar endeavors nationwide.

During the spring of 2010, the Board of Trustees made a strategic decision to embark on a community-wide campaign designed to broaden the Foundation’s ability to support top-notch performance in all aspects of policing.  Pavlik was asked to develop a membership and marketing program to renew support for the men and women who risk their lives every day to keep Fort Worth safe.

Goals

  • To engage our greater Fort Worth community in support for its police officers personally and as a team;
  • To establish positive relationships among the rank-and-file police officers, the department’s leadership; and the Foundation’s board of trustees; and
  • To create positive media coverage of the Foundation’s programs that, in turn, supports the Foundation’s outreach and fundraising initiatives.

Agency Role

Pavlik and Associates developed the outline for the way in which a new campaign could be established and introduced to the citizens of Fort Worth. Graphic designs, brochures and all collateral materials were produced under the agency’s supervision. A new logo was created and new colors of gold and black were chosen to carry the contemporized theme. Additionally, in order to accomplish the goals as set out above, Pavlik recommended the Foundation move forward by:

  • Creating Foundation membership categories.  These categories would allow citizens of Fort Worth to be engaged and could provide an outlet for personal involvement. In doing so, the Foundation would also create a structure for fundraising.
  • Identifying community events in which to be involved.  With advance planning, the Foundation could be out-front in neighborhood activities.
  • Increasing utilization of the website.  Consider an on-line newsletter and a presence in social media outlets. Emphasis for the newsletter would be on public service.
  • Creating a task force to bring all stakeholders together.  Members should be a representative of the chief’s office; a representative of the POA; the department’s training officer; and two Foundation board members.  The task force could serve as a coordinating entity during the campaign.
  • Creating at least one—and most likely two new programs.  These programs should be available to the rank-and-file officers and not be competitive. Both of these programs would likely garner media attention and be of interest to the general public.

Results

Pavlik brought together key figures from the Fort Worth Police Officers Association and the Fort Worth Police Department which resulted in collaboration and increased partnership. By forging new relationships and building a greater understanding of the Foundation goals among stakeholders, Pavlik strengthened the Foundation’s awareness in the community which allowed for the following to be accomplished.

  • Development and introduction of membership levels and community participation to the Fort Worth City Council. The City Council presented the Foundation with an official proclamation recognizing its services.
  • Development and execution of a fundraising campaign to include direct mail and advertising to business leaders and the general public. Redesign of the Foundation logo and new collateral material such as brochures, posters, t-shirts and additional promotional items.
  • Strategic planning with law enforcement officers, community leaders and the founding board to establish criteria for increased awareness, possibilities for new programs and improving existing events.
  • Coordination of ongoing media relations consisting of news releases, query letters in efforts to publicize the Foundation.
  • Complete redesign of the website and initiate a presence in social media.
  • Ongoing administration of all Foundation matters, serving as the direction of the Board of Trustees.

Follow-up

Foundation Trustees are participating in more community activities and department events than ever before, such as: funding the Traumas of Law Enforcement training; Weekend at the Zoo; the annual Fort Worth Memorial Candlelight Vigil; promotions/merit awards ceremony; a Citizens Appreciation Day sponsored by the Crime Control and Prevention District; the annual awards dinner; and, the annual Code Blue Seminar and Thomas R. Windham award ceremony.

For more information on the Foundation, please visit www.fwpoliceawards.org.

AWARDS

2013 Hermes Creative Awards International Competition

Platinum Award

  • For creating a video titled “The Best” promoting excellence in the Fort Worth Police Department. www.fwpoliceawards.org
  • For creating a video titled “An Unparalleled Partnership” explaining the cooperation between the Fort Worth Police Officers’ Awards Foundation and the business community. www.fwpolicewards.org

Gold Award

  • For creating a video titled “The Call Is Given” to aid the Fort Worth Police Department in recruiting potential officerswww.fwpoliceawards.org

2012 Hermes Creative Awards International Competition

Platinum Award

  • For creating a poster and brand for the Fort Worth Police Officers’ Award foundation www.fwpoliceawards.org

2010 MarCom Awards

Platinum Award

  • For marketing and fundraising efforts completed as The Fort Worth Police Officers’ Award Foundation renewed its commitment to excellence through the launch of a community-wide appreciation initiative. www.fwpoliceawards.org

2010 MarCom Awards International Marketing and Communications Competition

Platinum Award

  • For marketing and fundraising efforts completed as The Fort Worth Police Officers’ Award Foundation renewed its commitment to excellence through the launch of a community-wide appreciation initiative. www.fwpoliceawards.org


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Allied Waste / Republic Services “Recycle It” Campaign

Pavlik and Associates has been involved in all aspects of solid waste management and disposal including recycling and energy conservation initiatives, public relations, community relations and media relations. One of Pavlik’s highest profile projects has been entire series of websites which carry the theme “Recycle It” in their domain names. The strategy of this “Recycle It” campaign was to drive internet users to Republic Services’ core business services by first coming to a general recycling site. Websites were developed for various geographic areas in Republic Services’ South Region, including the states of Texas, Louisiana, Mississippi, Florida, Georgia, Tennessee, and Alabama.

As part of this general internet marketing campaign, Republic, working with Pavlik, initiated an e-commerce “green store” on the above referenced “Recycle It” pages. The green store showcases up to 22 unique T-shirt designs, all of which were created by the Pavlik team. These copyrighted designs are sold exclusively through Republic’s online green store. Pavlik is responsible for promoting sales through the internet and obtaining earned media to help bolster sales.

Factors

  • Republic Services strives to make recycling accessible, efficient, and environmentally sound, while being cost effective, in minimizing as much salvageable material as possible from entering landfills.
  • The Republic Services Education Center, located inside the Material Recovery Facility (MRF) in Houston, completed a floor to ceiling renovation in September 2008 using 100% environmentally friendly materials.
  • Republic Services owns and operates two single stream MRF facilities in the Dallas / Fort Worth market, one of which is the largest recycling facility ever constructed in Dallas County. This 78,000 sq. ft. plant had been renovated to process almost 6,000 tons each month from 21 municipalities as well as commercial and industrial cardboard and office paper in the greater Dallas area.
  • New Orleans introduced Single Stream Recycling for Business through a grand opening of its MRF.
  • States in the South region of the U.S. are implementing recycling programs such as:
    • Integration of solar technology to increase renewable energy output at its landfills. The company combined a first-of-its-kind solar technology with an existing biogas-to-energy system to turn its Tessman Road Landfill in San Antonio, Texas, into a sustainable energy park.
    • Through over 70 landfill gas-to-energy facilities, methane gas (which is naturally created at landfills) is captured and converted to create a renewable energy source.
  • Fleet Efficiency. With one of the largest fleets in the nation, a growing percentage of Republic’s fleet runs on cleaner burning b20 bio-diesel.

Agency Role

  • Develop, execute and coordinate a multi-disciplined approach to promoting recycling
  • Design campaign
  • Develop and execute an earned media program
  • Create Green Gear merchandize for e-commerce store
  • Resdesign introductory page to e-store

Results

Republic continues to lead by example when it comes to recycling and operating within the communities being served.

  • RecycleItRepublic.com – The landing page for the Recycle It campaign introduced the Recycle It mission and provided a map of participating states on the South region. Links to the Green Store and the Republic recycling commercial are also available. Pavlik implemented new page-peel technology to entice visitors to explore further into the website and choose a location in their state. (www.recycleitrepublic.com)
  • RecycleItStore.com – Pavlik styled an online introduction to the green gear portion of the green store to showcase the custom-designed t-shirt selection. In keeping with the campaign theme, Pavlik animated a centrally-placed graphic to rotate current, or upcoming, t-shirts to feature specials or holiday items. (www.recycleitstore.com)
  • T-Shirts – Twenty two t-shirts were custom-designed by Pavlik exclusively for Republic’s green store. The shirts were professionally photographed for retail on the green store website.
  • Recycle It websites – Each location provides information about Republic’s recycling efforts that are unique to the area or region. Websites were completed for the following cities: Houston, Dallas/Fort Worth, Gulf Coast (including: New Orleans, Biloxi, Jackson, Mobile, Pensacola), Atlanta, Jacksonville, Polk County, Fort Lauderdale, and Chattanooga.
  • Tradeshow booth/Campaign theme – To further Republic’s green efforts, a new tradeshow booth was designed for implementation at conferences throughout the U.S. Particular attention has been given to identifying Republic as the leader in the going green movement.
  • Marketing/Earned media plan – To introduce the new green store Pavlik prepared a media program (earned not paid) to make the public aware of this new service offered.

AWARDS

2010 Hermes Creative Awards International Competition

Platinum Award

Gold Award

2008 Hermes Creative Awards International Competition

Platinum Award

2007 MarCom Awards International Marketing and Communications Competition

Gold Award

  • “Ultimate Pick-up Truck” print advertising campaign on behalf of Allied Waste Services DFW


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North Texas Aviation Education Initiative

In response to the widely-recognized need for additional workforce in the region, the North Central Texas Council of Governments (NCTCOG) in 2009 launched the North Texas Aviation Education Initiative. Pavlik and Associates and its team of aviation education specialists were retained to conduct a comprehensive study of existing assets and resources and to develop  a far-reaching strategic business plan that creates the foundation for an integrated aviation education and employment system. The vision, as developed in this study, is:

The greater North Central Texas community seeks to create and sustain an aviation and education system that fosters individual aviation careers as well as regional aviation viability and growth.

Fourteen reports make up the study and provide detailed recommendations for program implementation.

It was determined by Pavlik that the creation of multiple, integrated programs which support aviation education opportunities in North Central Texas requires cooperation and alliances among educational institutions such as community colleges, universities and independent school districts (ISDs); aviation professional associations, organizations and youth-oriented program providers, and aviation businesses and companies at all levels and in all related fields.

Outreach

Three focus groups were conducted to gain insights into the needs and concerns of individuals interested in aviation employment. These groups were the basis of the public outreach portion of the study as they reflected local student opinions. Findings overwhelmingly support the tenet that an affordable, comprehensive aviation education program is important to sustain the industry’s economic vitality and employment opportunities in North Central Texas.

The successful implementation of this initiative and its ultimate strength depends, to a great degree, upon community awareness of and participation in the integrated education program offerings. Thus, Pavlik developed a program brands the initiative so that the public—and in particular potential students—recognize its significance. Coupled with study graphic elements, Pavlik developed a marketing slogan to be applied to all materials, especially those on the internet and with interactive capability. Blogs, twitter, brochures, public service announcements, and outdoor and sports venue signage were recommended by Pavlik.

More than just outreach slogans and materials, there are numerous programs and coordination efforts that should be applied to increase general awareness; some of which include helping students find their way through career paths so it is easy to navigate the steps to an ultimate career. Education plays an important role in achieving success but, more importantly, an education appropriate to the aviation industry empowers the student/graduate to gain entry into their desired career field.

Another important component is the development of a Speakers Bureau. This serves as a listing of topical speakers that support the initiative’s overall outreach program. Categories presented within the directory are industry representatives, educators, aviation association spokespersons, and workforce development specialists.

Pavlik’s research found that exposure to aviation activities at an early age is important in stimulating children to think about a career in an aviation field. The study provides a compilation of education and outreach resources including the Federal Aviation Administration, Aircraft Owners and Pilots Association, National Business Aviation Association, National Association of State Aviation Officials, Civil Air Patrol, Texas Department of Transportation Aviation Division, Texas Transportation Institute, Experimental Aircraft Association, National Agricultural Aviation Association, National Coalition for Aviation Education, and the Organization of Black Airline Pilots.

Having established that significant resources are available to primary and secondary teachers and guidance counselors, Pavlik outlined how a strong aviation career message should be delivered to students. Pavlik’s report discusses dual credit programs, magnet schools, STEM (science, technology, engineering and math) programs, after school activities for younger children, career and technical education, and extracurricular events and activities.

Next Steps

Pavlik’s study identified North Central Texas’ numerous assets and strengths which should be applied to the development of an integrated aviation education program. Aviation programs already exist at the University of North Texas (UNT) Denton, Tarrant County Community College (TCC), Mountain View College (MVC), and Paris Junior College. Other prominent state schools with science and engineering degree programs are the University of North Texas (UNT) Dallas, the University of Texas at Arlington (UTA), and the University of Texas at Dallas (UTD). Programs in several secondary schools serve as models for introducing high school students to aviation careers including Skyline High School in Dallas, Dunbar High School in Fort Worth, DeSoto High School, Coppell High School, and Martin High School in Arlington. Because of the region’s strong economy, the airport system is well-developed and provides training for pilots. Given the on-going improvements in the area’s ground transportation systems, some basic connections to colleges, universities, and trade schools exist.

Pavlik recommended a non-profit organization be created by the leadership of the region’s aviation industry, in cooperation with NCTCOG and with the support of the area’s institutions of higher learning and workforce development proponents. Through its non-profit status, contributions and corporate gifts can be tax exempt. The foundation should assume responsibilities for maintaining and expanding, as appropriate, the integrated aviation education program that is the result of the NCTCOG initiative. Board members should include industry leaders and representatives of colleges, universities, chambers of commerce, and economic development entities as well as the Commander of NAS Fort Worth JRB.

The report emphasizes, that because the costs of establishing an aviation education program from the ground up can be staggering, the benefit of taking a regional approach to program development and implementation lies in the ability to share resources and to identify creative applications utilizing these resources toward a common goal.

Upon Pavlik’s completion of its study findings and recommendations for implementation of the aviation education initiative, NCTCOG has set about indentifying funding and initial partners for moving forward.

For more information, please see North Texas Aviation Education Initiative: Development and Implementation.

AWARDS

MarCom Awards International Marketing and Communications Competition

  • Gold Award: Design/logo for the North Central Texas Aviation Education Initiative on behalf of the North Central Texas Council of Governments


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