Local Control Funding Formula

The California Endowment

THE CALIFORNIA ENDOWMENT
LOCAL CONTROL FUNDING FORMULA​

Integrated Communication

Imprenta worked on behalf of The California Endowment (TCE), one of the largest private non-profit organizations, to develop an integrated communications and public education plan to educate parents and students in eight local communities about Local Control Funding Formula (LCFF) and their vital roles to hold local school districts accountable. LCFF involves and engages the community and parents in their spending priority and program decisions.

In addition to comprehensive research and community engagement, Imprenta utilized an integrated multi- language, multi-media range of resources that included the following messaging vehicles where they were most effective: radio, broadcast, online, print, social media, outdoor and direct mail.

Imprenta supported 10 local site press conferences and rallies resulting in 6.1 million overall impressions gained through earned media. The paid media ads generated 32.5 million overall impressions. In total, the campaign reached an estimated audience of 38.6 million, providing much needed in-language public education about LCFF and bringing many new parents’ attention to this initiative.

Katreena Salgado

 Senior Vice President and Creative Director

  • Strategic marketing professional with more than 30 years’ experience
  • Medical school graduate with extensive experience in health care marketing
  • Served as media spokesperson, and led marketing, branding and media campaigns for hospitals and healthcare for over 15 years
  • Received Top Women in PR 2014 award, by PR News
  • Developed award-winning creative winning more than 100 awards and recognition  

Katreena Salgado is a 24-year marketing communications and public affairs expert whose career took off when she decided to pursue an uncharted course rather than follow a planned path to a career in medicine. Katreena attended and completed medical school, before pursuing her true creative passion of design and branding. This path allowed her to develop a unique point of view that combines the discipline of medical science and research, with the creativity of communications design and the focus of strategic marketing.

As an outreach, marketing, and media strategist, Katreena’s abilities to grasp the big picture, work collaboratively with others, and draw on a wide range of skills, give her teams a strong competitive advantage.

Katreena has served in various senior leadership roles at major hospitals, including media spokesperson and public information officer, as well as head of public affairs and marketing where she focused on strategically developing hospital service lines to their highest potential. 

Katreena earned a Bachelor of Science degree in Biology from the University of Santo Tomas, Manila, in the Philippines, and attended Medical School at the University of Michigan. She also earned a Bachelor of Arts degree in Communications and Photography from University of California, Los Angeles.

Ronald W. Wong

President & CEO

  • Recognized business, political and community leader with more than 30 years of professional experience.
  • Successfully built one of the nation’s most successful multicultural, media, advertising, political campaign, and public relations firms
  • 2018 “Professional of the Year” – Public Relations Society of America
  • Advise C-suite executives and prominent elected officials on communications, media, marketing and political strategies
  • Served in President Clinton’s Administration, senior staff to Governor Gray Davis and Speaker of the Assembly Willie Brown

As President of Imprenta, Ron is responsible for the overall management and growth of the company. Through his leadership Imprenta has grown into one of the largest independent PR firms in California, and was recognized by Inc Magazine as one of the “Fastest Growing Companies in America” 2015 & 2016.

Ron has more than 30 years of professional experience developing and implementing results-driven communications, social media, marketing and public education campaigns for Fortune 500 companies, government entities, elected officials, candidates, initiatives and causes. Ron develops overall campaign strategies, messaging, creative direction and strategic approach leveraging his unrivaled contacts with elected officials, business and community leaders.

Previously, Ron served in the Clinton Administration where he developed and implemented communications strategies for the U.S. Department of Justice, Community Relations Services. He handled community outreach, and served as a spokesperson for the department.

Awards & Recognition:

  • 2018 “Professional of the Year”, Public Relations Society of America
  • 2016 “Individual of the Year”, PR News Diversity in PR Awards
  • 2017 Image Innovator of the Year, Asian Business Association
  • 2017 & 2017 Ernest & Young Entreprenuer of the Year, Semi-Finalist
  • 2017 Labor and Community Partnership Award, Asian Pacific Labor Alliance
  • Asian Business Advocate Award, L.A. Business Journal
  • 2016 Citizen of the Year, Chinese Elected Officials

Ron received a Bachelor of Arts degree in Political Science from the University of California, Los Angeles. He is a recipient and participated in the Sloan Foundation Fellowship at the University of Washington, Graduate School of Public Affairs, and the Management Development for Entrepreneurs graduate program at the UCLA Anderson School of Management.