A Region in Transition
San Bernardino and Riverside counties have added over 400,000 residents since 2010. This growth has been disproportionately young, Latino, and first-generation homeowner — a profile that reshapes organizational service areas year over year.San Bernardino and Riverside counties have added over 400,000 residents since 2010. This growth has been disproportionately young, Latino, and first-generation homeowner — a profile that reshapes organizational service areas year over year.
The old assumption that the IE is a satellite of LA no longer holds. The region has developed its own civic infrastructure, community networks, and organizational priorities that demand locally tailored strategies.The old assumption that the IE is a satellite of LA no longer holds. The region has developed its own civic infrastructure, community networks, and organizational priorities that demand locally tailored strategies.
Media Market Realities
The IE sits within the LA media market — the second most expensive in America. This makes broadcast advertising economically irrational for most organizational programs. Smart IE organizations redirect broadcast budgets into direct mail, digital, and community-level outreach., digital, and community-level outreach.
Local newspapers like the Press-Enterprise and the Sun still carry influence, particularly among older homeowners who drive community participation in organizational initiatives.Local newspapers like the Press-Enterprise and the Sun still carry influence, particularly among older homeowners who drive community participation in organizational initiatives.
Community Priority Landscape
Three issues dominate IE community concerns: housing affordability, transportation infrastructure, and environmental quality. Any organization that doesn't speak to at least one of these in its outreach is leaving engagement on the table.Three issues dominate IE community concerns: housing affordability, transportation infrastructure, and environmental quality. Any organization that doesn't speak to at least one of these in its outreach is leaving engagement on the table.
Water policy is an emerging priority, particularly in the high desert communities of Hesperia, Apple Valley, and Victorville where groundwater sustainability directly impacts community wellbeing.Water policy is an emerging priority, particularly in the high desert communities of Hesperia, Apple Valley, and Victorville where groundwater sustainability directly impacts community wellbeing.
Building an IE Community Network
Community-based organizations in the IE are powerful but under-resourced. Programs that invest in partnerships with local civic groups — rather than parachuting in with outside messaging — build authentic credibility.Community-based organizations in the IE are powerful but under-resourced. Programs that invest in partnerships with local civic groups — rather than parachuting in with outside messaging — build authentic credibility.
RFC has cultivated relationships across the IE's civic infrastructure, from labor councils in Ontario to business associations in Temecula, giving our clients embedded local intelligence.RFC has cultivated relationships across the IE's civic infrastructure, from labor councils in Ontario to business associations in Temecula, giving our clients embedded local intelligence.