Pomona Thrives

NAIOP SoCal faced a critical moment in Pomona's land use policy. The City's proposed Zoning Code Update included provisions that would create significant barriers to growth in manufacturing, logistics, and distribution sectors — threatening job retention and economic development across the region.

With a June 17th City Council meeting approaching, NAIOP needed to accomplish three things simultaneously: advance a pro-jobs, pro-business narrative among the public and decision-makers; mobilize residents to submit public comments; and strengthen their negotiating position with the City — all before the proposed changes were adopted.

The challenge wasn't just messaging. It was building a full-spectrum communications infrastructure from zero: brand identity, digital presence, compliance frameworks, and multi-channel paid media — and executing it in a compressed timeline with decision-makers already watching.

Breakthrough Blue built and deployed a complete advocacy communications program in weeks, not months.

Foundation: Brand & Digital Infrastructure

• Developed comprehensive brand kit with 5 logo variations, color palette, and typography specifications
• Designed and launched PomonaThrives.com with best-in-class email submission interface
• Deployed first-party cookie server for compliant ad retargeting under iOS/Chrome privacy rules
• Implemented CCPA-compliant consent management and SMS opt-in pathways

Audience Strategy: Precision Targeting

• Homeowners & Voters — Pomona residents segmented by homeownership status and voter propensity
• VIP Decision-Makers — 70 high-value targets including City Councilmembers, Mayor, staff, and board members of NAIOP SoCal, San Gabriel Economic Partnership, and Pomona Chamber of Commerce

Multi-Channel Paid Media Deployment

• Video — 181,492 impressions across YouTube, CTV, web publisher video, and social (16:9, 9:16, 1:1 formats)
• Display — 172,719 impressions via multi-slide HTML5 animated ads across web, mobile apps, and social
• Google Search — 9,056 impressions with top position 85-100% of time for critical keywords
• MMS Broadcasting — 9,257 residents reached with 3 message blasts and 594 clicks generated
• Voicemail Broadcasting — 9,219 attempts to deliver pre-recorded messages
• Online Radio — 11,459 impressions across Pandora, iHeart, Univision, and other platforms

All channels drove to a single conversion goal: email submissions to the Mayor and City Council.

The campaign delivered measurable impact across awareness, engagement, and mobilization:

• 106 emails submitted into the public record by Pomona residents identifying concerns with the Zoning Code Update
• 410,840+ impressions delivered across all digital channels
• 5,053 website visits to PomonaThrives.com
• 621 visits to the email submission page
• Direct awareness among decision-makers — the Mayor publicly acknowledged seeing our video ad

Strategic Impact: City decision-makers, including Councilmembers and the Mayor, expressed clear awareness of NAIOP's communications capacity. The campaign demonstrated both grassroots public engagement and sophisticated media execution — strengthening NAIOP's negotiating position before final adoption of zoning changes.

This wasn't just a communications campaign. It was a demonstration of technical capacity and strategic leverage at the exact moment it mattered most.