by David Tandet
When it comes to writing for corporate identity in Los Angeles, I have to admit that very few places have all the advantages of the San Antonio Winery thrown in as part of the bargain. It’s the only working winery in the city, and is a designated Los Angeles Historical Landmark. Of course, the copywriter better be sure he’s helping to carry forward a long and distinguished tradition. In some ways, “getting it right” is just as challenging — and enjoyable — as working with a company that’s starting out from scratch.
The onsite Maddalena restaurant is know for its authentic northern Italian cuisine. Daily tours of the winery feature complimentary tastings. But the fourth generation of founder Santo Cambianica’s family doesn’t rest on its laurels.
This local institution provided an anchor for a man starting a new life in America, and our account of his journey highlights how inseparable the winery’s history is from the city of Los Angeles.
As they share their wonderful wine with people from around the world, the heirs to Santo Cambianica’s winemaking legacy want to be certain that San Antonio continues to be recognized for its remarkable place in the history of a remarkable city. In that spirit, the company’s topflight public relations firm, BBPR, Inc., asked me to write a piece for the winery.
The tale of San Antonio wine salesman Deacon Arnie Lopez reads like a movie script. But the Deacon’s story is the real thing. It gave us the opportunity to touch on 3 elements at the heart of the San Antonio: tradition, unsurpassed winemaking expertise, and community involvement.
California Coastal Horse Rescue: One of the not-for-profits I’ve provided services to is California Coastal Horse Rescue, which rescues abandoned horses and finds permanent homes for them. Many area youths benefit as well: they learn to ride and practice horse care through special CCHR programs.
Nonprofits can benefit from their own corporate identity strategy as significantly as large for-profits. Potential donors need to know the exact purpose of the organization they are being asked to support.
In some instances, it’s about getting the word out for the type of association a group of community members wants to be a part of. Then it’s up to the nonprofit to let everyone know: “This is who we are. This is what we can do. And this is how you can help.”