First 5 San Diego

Ninety percent of a child's brain develops before the age of five. First 5 San Diego, an organization that promotes the healthy development of children ages 0 to 5, funds programs to ensure all children enter kindergarten ready to learn.

MJE launched and has sustained a multi-cultural outreach campaign after creating a new brand identity for First 5 San Diego. Community outreach, paid media, social media and website enhancements were all designed to increase awareness and expand referrals.

Results: The campaign ran in two phases, with both delivering impactful results for children and families: Referrals up 429%; website visits up 525%; increased awareness from 50% to 66% of target market. Additional progress includes over 10,000 children aged 0-5 who received healthy development screenings to detect problems that can be addressed before a child starts kindergarten.

Awards: PRSA Silver Anvil Award of Excellence; Communicator Awards of Excellence; Communicator Awards of Distinction; MarCom Platinum Awards; MarCom Honorable Mention Awards; Bronze Bernays Awards; Bronze Telly Awards

San Diego County Outdoor Education Foundation

"An environment-based education movement — at all levels of education — will help students realize that school isn't supposed to be a polite form of incarceration, but a portal to the wider world." -Richard Louve

The San Diego Outdoor Education Foundation provides San Diego County students with opportunities to connect with nature. MJE created a new brand identity to convey the organization's conviction that outdoor education provides a better future for our students, our communities and our world.

Results: The Outdoor Education Foundation's new brand has been applied to print and web tools that have allowed the sponsorship director to bring in more than $200,000 in corporate donations for "Sixth Grade Camp" and other outdoor education programs.

Think Blue

A change for the better begins with you: that's the motto for the City of San Diego Storm Water and Watershed Pollution Prevention program. With environmental messages aimed at reducing the effects of storm water pollution or urban and rural runoff, Think Blue is the go-to resource for education and advocacy.

MJE created the "Think Blue" mark and graphic identity to help educate residents, businesses and industry that storm water pollution impacts people, wildlife and the environment.

Results: The new regional brand resulted in the formation of an alliance among various stakeholders, who have become part of a unified effort to educate the region on storm water and watershed pollution prevention. Research surveys showed overall awareness up by 13% and more than one-half of San Diego residents being aware of Think Blue.

Awards: American Marketing Association AMY Award for Makeover Campaign; Communicator Award of Distinction

Festival of Sail

Juan Rodriquez Cabrillo discovered San Diego Bay in 1542 and then sailed away. Fortunately, you can still see tall ships, trim clippers and a canon battle or two once a year thanks to the San Diego Maritime Museum's Festival of Sail. MJE was hired to promote the event and to launch the museum's new brand identity. We designed two innovative 3-D-effect "sailing" billboards, created radio spots and facilitated public relations and community outreach.

Results: The 2010 Festival of Sail received high levels of media coverage, which translated into record-breaking attendance of 120,000 at the event.

Green Port

The Port of San Diego protects one of the region's greatest natural resources: San Diego Bay. So, in order to keep our bay blue the Port of San Diego must think green. The Green Port branding effort is raising awareness of environmentally-friendly business practices among Port employees, tidelands businesses and the public.

MJE designed emblems that identify sustainability projects along the tidelands: air, energy, water, waste management, sustainable development, and sustainable business practices. New signage incorporates these Green Port emblems to illuminate the Port's efforts to use fewer resources, prevent pollution and reduce waste.

Results: Operating sustainably is now ingrained in the culture of the Port of San Diego. The Port is the second port in California and the fifth in the world to use shore power so ships can turn off their engines at cruise ship terminals. Increased green awareness has encouraged more than 60 Port tenants to participate in the Green Business Challenge.

Awards: International Creativity Gold Award for Green Trademarks & Logos and MarCom Creative Awards for Design/Logo

Port Pavilion on Broadway Pier

Three words: Brilliance on Broadway. Not the Big Apple, but right on San Diego's Big Bay. The new Port Pavilion on San Diego's Broadway pier represents the fusion of sustainable waterfront business practices and a means to increase visitors and revenue to the region.

MJE created the graphic identity and promoted the public dedication ceremony and grand opening event. Our creative team drove the "new landmark" campaign message through event ads and flyers, and a television billboard and commemorative keepsake. MJE also designed interior environmental signage for LEED certification, highlighting the facility's sustainable and energy-efficient features.

Results: More than 2,500 people attended the grand opening and the facility is gaining popularity as a venue for local events.

Tourism Marketing District

"Be our guest." Disney may have said it best, but the San Diego Tourism Marketing District (SDTMD) takes hospitality to a whole new level. Our hometown is one of the top vacation destinations in the country and SDTMD provides private, nonprofit funding to stimulate hotel room stays through tourism promotion, marketing and advertising programs. MJE assists SDTMD with a variety of communication tools, including a very interactive annual report.

Results: MJE's outreach and strategic support established a critical framework for measuring ROI that's been embraced by the San Diego City Council. The report generated immediate support for next year's budget. Other TMDs are now following San Diego's model, and the number of TMDs in California has grown substantially.

Awards: Bronze Bernays Award of Excellence for Research/Evaluation

San Diego County Regional Airport Authority

Airports fuel economies and San Diego's own "aerotropolis" is no exception. "Exceptional: The Economic Impact of Air Services" — the San Diego County Regional Airport Authority's Annual Report presented the positive economic impact of an airport for the community. MJE's design — bold photography and a vivid jewel-toned color palette — projects the activity and commerce that are generated by San Diego International Airport.

Results: Distribution of 2,000 annual reports to key elected officials and community leaders marked the launch of a coordinated public education and outreach campaign focusing on SDIA as a vital economic engine for the region.

Awards: Platinum and Gold MarCom Creative Awards; Bronze Bernays Award of Merit; Communicator Awards for Honorable Mention in Print Media; San Diego Creative Show Bronze Award