Vicky Uisprapassorn
Mayor’s Desk
MAYOR VILMA CUELLAR STALLINGS
AHello, Paramount family!
t the Paramount City Council meeting on April 5, my fellow Councilmembers voted to appoint me as the new Mayor and Isabel Aguayo as Vice Mayor. We will each serve a one-year term in these positions.
This is my first term as Mayor. I thank my colleagues for putting their trust in me with this honor. I’m truly blessed to have the opportunity to serve our great community, always in the spirit of teamwork and optimism that has been the hallmark of Paramount.
I want to thank outgoing Mayor Brenda Olmos for her active, upbeat, successful term over the last year.
It will be my privilege to spend the next year keeping things going in a positive direction and sharing the latest City news with you in these pages of the Pulse Beat.
Free services for job seekers, employers
laws, labor market information, business-to-business services, business start-up, and business expansion.
Job seekers value the convenience of its state-of-the-art Career Center, designed to be accessed either virtually or in-person. SELACO provides workshops in job search techniques and resume building. Career coaches assist in job search activities, assessment of job skills, and interviewing techniques. All career services are designed to support individuals seeking sustainable employment and long-term career solutions.
Fair Housing Workshop on May 11
April was Fair Housing Month. The Civil Rights Act of 1968 included the Fair Housing Act that banned discrimination in housing based on race, religion, national origin and sex, and it was later amended to include disability and family status.
As part of this observance, the City acknowledged the work done by the Fair Housing Foundation, which provides many services for Paramount renters and property owners. They educate about fair housing rights and responsibilities through workshops, trainings, and community events, provide mediation and counseling services through the housing assistance hotline at 1-800-446-FAIR (3247) and walk-in clinics, and investigate issues of discrimination related to housing.
The Foundation will be holding a Fair Housing Workshop at Progress Park, 15500 Downey Ave., from 2:30 p.m. to 4:30 p.m. on Wednesday, May 11. This workshop is free and open to the public.
Attendees will learn about how they are protected under fair housing laws, about state and federally protected classes, notices, security deposits, and rent increases, as well as how to deal with tenant and landlord disputes. They will also find out how COVID-19 has impacted housing including moratoriums and other protections.
Reservations are required by calling (800) 446-3247.
Submissions open for annual art contest
Latinas Art Foundation of California
The Southeast Los Angeles County Workforce Investment Board (SELACO WDB) is a non-profit agency that serves the residents of Paramount. Please visit selacowdb.com.
SELACO specializes in business solutions for employers seeking a trained workforce and in career solutions for job seekers as they gain the skills necessary to secure long-term employment.
Employers greatly value SELACO’s access to a trained workforce ready to hire, as well as training funds for their current workforce. SELACO promotes the growth of companies through access to labor market data, information on tax credits, business development, loan programs, labor
A reminder that the Latinas Arts Foundation’s annual art contest is accepting submissions from Paramount residents of any age including Paramount Unified School District students.
The deadline is May 23. Please visit latinasartfoundation.org for more details and to download an application.
City closures for Memorial Day
For the Memorial Day holiday on Monday, May 30, City Hall, Community Services and the City Yard will be closed. The Paramount Sheriff’s Station will be open from 8 a.m. to 5 p.m.
There will be no street sweeping on that day and no makeup. There will be no trash pick-up on May 30. Trash pick-up will resume on Tuesday and be delayed one day: Monday’s on Tuesday, Tuesday’s on Wednesday and so on through the rest of the week.
Enjoy the holiday, everyone!
Memorial Day
May 30, 2022
World Energy will completely convert its Paramount refinery into the world’s most advanced sustainable aviation fuel hub
World Energy, a carbon-net-zero solutions provider, announced in April that it had secured critical permits required to increase output by 700 percent at its Paramount renewable fuels production facility—the world’s first and North America’s only commercialscale sustainable aviation fuel (SAF) production site.
World Energy is teaming up with Air Products, the world’s largest hydrogen producer, and Honeywell, an innovator in SAF technology, to build the most technologically advanced production and distribution hub ever constructed. The former oil refinery site will never again refine fossil fuels.
The Los Angeles County Economic Development Corporation Institute for Applied Economics estimates that between 2019 and 2024, World Energy’s ongoing operations and conversion will have contributed $19.2 billion to the U.S. economy and generated more than 18,000 jobs.
World Energy held a special celebration of this latest achivement with a “Carbon Cutting Ceremony” on April 22 at its Paramount facility, launched in 2013. The Paramount City Council attended the event, and Mayor Vilma Cuellar Stallings was a guest speaker.
Good for the planet, good for our city
“World Energy’s transformation of its facility to producing 100 percent sustainable fuel is good for the planet, and it’s good for our city,” said Mayor Stallings. “Locally, the refinery will never again deal with petroleum products, which of course will be healthy for our residents. We welcome this change.”
World Energy, Air Products and Honeywell—in collaboration with more than 15 other leading firms—are working together to speed up and expand the decarbonization of aviation. Global air transport leaders and those heavily reliant on aviation are now entering into long-term agreements to secure access to the plant’s current and expanding SAF supply.
By 2050 the facility will produce fuels that will displace over 76 million metric tons of carbon dioxide, the equivalent of 3.8 million carbon-net-zero flights from Los Angeles to New York. It will also significantly reduce the fine particulate emissions in trucks, trains and airplanes powered by World Energy’s fuels. Air Products and World Energy will collaborate on innovations to transition to green hydrogen inputs, further reducing the carbon intensity of fuels.
Getting real about net-zero aviation
“Getting real about net-zero aviation, is going to require the mobilization of expertise and resources far beyond anything that has come before,” said Gene Gebolys, World Energy CEO. “We are pulling together the very best companies in the world with the expertise, experience, commitment and focus to collaborate on pushing the frontier of what can be done to decarbonize aviation today while building a platform for what needs to be done to decarbonize flight entirely by 2050. This is an immense undertaking. But it must be done, and it requires that we move with the speed, coordination and determination befitting the problem we are working to tackle.”
Seifi Ghasemi, Air Products Chairman, President and CEO, said: “We are very pleased to be working with World Energy, enabling another U.S. megaproject that will provide measurable, sustainability benefits and advance California’s decarbonization goals by producing a renewable fuel to meet the growing demands of the aviation industry.”
The
$2-billion
project will yield 340 million gallons of sustainable aviation fuel annually
From the beginning, the World Energy facility has used Honeywell UOP EcofiningTM technology, and the two companies have strengthened their relationship with an agreement to develop the next generation of carbon-reduction technologies. They are focused on developing more efficient SAF production processes, including new pathways using sustainable feedstocks, low-carbon hydrogen and carbon-capture technologies.
“Our long-term engagement with World Energy continues to help transform the industry and support the goal of a significantly reducing CO2 emissions,” said Bryan Glover, President and CEO of Honeywell UOP. “Our participation in this project will not only enable World Energy to build a technologically advanced SAF production and distribution hub, it also helps accelerate the energy transition of the aviation industry.”
About SAF 100-percent sustainable aviation fuel is made entirely of renewable resources and contains no fossil-based feedstock. It is not coprocessed with fossil fuel in traditional oil refineries, and its carbon attributes comply with all state and U.S. federal regulations for advanced biofuels.
SAF lifecycle carbon emissions are currently up to 85 percent lower than conventional jet fuel. SAF is currently approved as a 50/50 blend with conventional jet fuel for commercial use. World Energy is collaborating with other industry leaders to gain approval for using pure, 100-percent renewable SAF in regular commercial aviation to enable a future of carbon-net-zero, fossil-free flight.
About World Energy (worldenergy.net)—A lowcarbon solutions provider focused on helping the world’s leading companies meet their carbon-net-zero commitments in air, water, rail and road transportation. The company has been commercializing, producing and distributing low-carbon fuels for over two decades.
About Air Products (airproducts.com)—A leading industrial gases company serving refining, chemical, metals, electronics, manufacturing and food and beverage markets. Air Products had fiscal 2021 sales of $10.3 billion from operations in over 50 countries. Current market capitalization is about $55 billion.
About Honeywell (honeywell.com)—A Fortune 100 technology company that delivers industryspecific solutions, including aerospace products and services; control technologies for buildings and industry; and performance materials globally.
The World Energy team and guests hold a “Carbon Cutting” ceremony to celebrate the facility conversion.
Mayor Stallings spoke at the event.
Honeywell photo
Pastors of local churches and residents meet at Paramount City Hall flagpole for observance of National Day of Prayer
At noon on May 5, pastors from local churches, city officials—including Mayor Vilma Cuellar Stallings—business people and residents met at the City Hall flagpole to pray together for the Paramount community and our nation in observance of the annual National Day of Prayer. Those attending also prayed for the people of Ukraine during this dire time, as well as people throughout the world still struggling with the ravages of the pandemic.
Established by the United States Congress, the National Day of Prayer is an annual day of observance held on the first Thursday of May, when people are asked “to turn to God in prayer and meditation.” The president of the United States is required by law to sign a proclamation each year to encourage all Americans to pray on this day.
The National Day of Prayer shares common roots with the celebration of Thanksgiving in that both were national proclamations establishing a day of prayer. In the New England colonies under British rule, traditional observances in late fall called for prayer and thanksgiving, while observances in the spring or summer called for prayer and fasting. The fall observance was established as the official Thanksgiving holiday by President Abraham Lincoln in 1863. The spring observance was established as the National Day of Prayer by President Harry S. Truman in 1952, in part as a response to public concerns about the Korean Conflict. The time in early May for the observance also reflected historical days of fasting and prayer that had been established by the Second Continental Congress from 1775 until 1783 and by President John Adams in 1798 and 1799.
Networking breakfast at Horchateria: good food, good talk, good way to start a busy day
Thirty networkers started their day by sharing a good breakfast and good talk on April 6 at another of our Paramount Chamber of Commerce gatherings, this time at Horchateria in Paramount Plaza, 15950 Paramount Blvd.
During the worst days of the pandemic, our Chamber members told us that one of the things they missed the most was our networking get-togethers at local restaurants in Paramount.
We’re very glad that the public health situation has improved and that we’ve been able to resume these popular gatherings. Watch the Pulse Beat and paramountchamber.com for information about our next one!
From left: Pastors Deb Jameson and Larry Jameson (Lifegate Church), Mayor Vilma Cuellar Stallings, Pastor John Valadez (Reach Spanish Church), Pastor Omar Lopez (Reach Church), Pastor Ken Korver (Emmanuel Reformed Church), Pastor Grady Jones (New Commandment Baptist Church) and, in front, Pastor Laura Warth (Chapel of Change).
City Council
National Library Week
National Library Week took place from April 3 through April 9. The theme was
“Connect with Your Library,” which recognized that libraries are places to connect with technology, media, programs, and classes in addition to books. Mayor Vilma Cuellar Stallings also mentioned that the Paramount branch will be getting a remodel in the fall. Accepting the proclamation was Jackie Ramirez, the Youth Services Librarian for the Paramount branch. From left: Vice Mayor Isabel Aguayo, Councilmember Laurie Guillen, Mayor Cuellar Stallings, Ramirez, Councilmember Peggy Lemons and Councilmember Brenda Olmos.
Fair Housing Month
April was proclaimed Fair Housing Month. The Civil Rights Act of 1968 included the Fair Housing Act, which banned discrimination in housing based on race, religion, national origin, and sex, and was later amended to include disability and family status. The City Council acknowledged the work done by the Fair Housing Foundation, which provides many services for Paramount renters and property owners, and noted that the organization will hold a free Fair Housing Workshop at Progress Park on Wednesday, May 11 from 2:30 p.m. to 4:30 p.m. Reservations can be made at FHFCA.org. The Foundation’s Outreach Coordinator, Christina Prado, accepted the proclamation. From left: Vice Mayor Isabel Aguayo, Councilmember Laurie Guillen, Mayor Vilma Cuellar Stallings, Prado, Councilmember Peggy Lemons and Councilmember Brenda Olmos.
DMV/Donate Life Month
April was recognized as DMV/Donate Life Month, which brings attention to the Donate-Life-California Organ & Tissue Donor Registry, with the DMV being the primary place of enrollment when applying for, or renewing, a driver’s license or ID card. People can sign up as a donor anytime at donateLIFEcalifornia.org. Accepting the proclamation was Teresa Garcia, an ambassador from OneLegacy, a non-profit dedicated to this issue. From left: Vice Mayor Isabel Aguayo, Councilmember Laurie Guillen, Mayor Vilma Cuellar Stallings, Garcia, Councilmember Peggy Lemons and Councilmember Brenda Olmos.
Alcohol Awareness Month
April was proclaimed as Alcohol Awareness Month, which puts a spotlight on alcohol abuse and dependency with the theme of “For the Health of It: Early Education on Alcoholism and Addiction.” The City Council highlighted the work of Little House, a residential recovery treatment center for local women that provides a safe, supportive environment. Specialist Loretta Dearing with Little House attended the meeting. From left: Vice Mayor Isabel Aguayo, Councilmember Laurie Guillen, Mayor Vilma Cuellar Stallings, Dearing, Councilmember Peggy Lemons and Councilmember Brenda Olmos.
National Child Abuse Prevention Month
National Child Abuse Prevention Month was also in April. Child abuse impacts all segments of society and it’s important that communities work together to strengthen families and prevent child abuse and neglect. The City Council recognized the work done by Helpline Youth Counseling, which offers youth and family counseling, and treatment of substance abuse and mental health issues for young people in the community. Rocio Herrera and Joanna Garcia from the organization accepted the proclamation. From left: Vice Mayor Isabel Aguayo, Councilmember Laurie Guillen, Mayor Vilma Cuellar Stallings, Herrera, Garcia, Councilmember Peggy Lemons and Councilmember Brenda Olmos.
National Sexual Assault Awareness Month
April was recognized as Sexual Assault Awareness Month. This raises awareness about sexual violence, how to prevent it, and how to support those who are affected by it. This year’s theme was “Prevention Starts With You.” Dean Lockwood and Lilly Lopez
from Su Casa, Ending Domestic Violence attended the meeting. From left: Vice Mayor Isabel Aguayo, Councilmember Laurie Guillen, Mayor Vilma Cuellar Stallings, Lockwood, Lopez, Councilmember Peggy Lemons and Councilmember Brenda Olmos.
Public Safety Public Safety
First-quarter stats show overall drop in crime in Paramount
During the first quarter of 2022, Part 1 crimes decreased by 7% when compared to the same time period in 2021. Part I offenses, as defined by the FBI, are serious crimes that occur with regularity in all areas of the country and are likely to be reported to police. They are listed in the chart below.
This overall decrease was driven by declines in rape (-86%), burglary (-11%), auto thefts (-11%) and theft (-6%), which are a result of the proactive enforcement efforts by Paramount deputy sheriffs and detectives.
During this comparison period, there was a 16% increase in robberies, with four more cases compared to last year. This can be attributed to the rise in strong-arm robberies throughout Los Angeles County that have targeted commercial centers. In response to this trend, the Paramount Special Assignment Team has stepped up crime suppression efforts in shopping centers. Here is a breakdown of all Part 1 crimes so far this year:
Northgate González Market holds Día de los Muertos art contest for high school and college students
Northgate González Market has announced a Día de los Muertos art contest for high school and college students. The contest theme is “Cultura, Orgullo y Tradiciones (Culture, Pride and Traditions),” which emphasizes the importance of cultural and family traditions and reflects the rich Día de los Muertos heritage of honoring loved ones who have passed yet are never forgotten.
Deadline for entries is May 27, 2022 (see the ad above). The first place winner will receive a $1,500 scholarship to help offset academic expenses, a gift certificate of $300 for art supplies and a $200 gift card from Northgate Market. Second place will receive a $1,000 scholarship, a gift certificate of $250 for art supplies and a $100 gift card from Northgate Market. Third place will receive a $750 scholarship and a $100 gift card from Northgate Market. Honorable mentions will receive a $50 gift card from Northgate Market.
Artwork must be two-dimensional and the creation of a single student (no collaboration). Art dimensions are 26 x 26 inches. Art mediums can be paintings, drawings, collages, prints, mixed-media or computer-generated art. Art must be original and must not be copied from an existing photo or image (including a painting, graphic or advertisement) that was created by someone other than the student.
For complete contest details and rules, scan the QR code in the ad above or visit northgatemarket.com/ddlmartcontest
Paramount residents going out of town on vacation can contact the Sheriff’s Station for a vacation home check. Public Safety Officers will periodically look around your home or property while you’re gone.
This free service is available throughout the year, not just during holidays. It is best to provide the Station with at least two weeks’ notice before you leave. Call (562) 220-2002 for more information.
Chamber of Commerce
Ribbon-cutting Ceremonies
ZUMBA TOWN
Presentations to Zumba Town fitness and dance studio were made by Dr. Linda Timmons, representing Congresswoman Lucille Roybal-Allard; Anthony Martinez, representing the City of Paramount; Daniel Cervantes, representing State Senator Lena Gonzalez; Adrian Landa, representing California Assembly Speaker Anthony Rendon; general manager Cristian Castro, owner Joana Serratos (in front) and general manager Anthony Castro (also in the photo at the right); Lauren Yokomizo, representing Los Angeles County Supervisor Janice Hahn; and Barbara Crowson, representing Paramount Chamber of Commerce.
LC ELECTRICAL MAINTENANCE & REPAIR
Presentations were made by Dr. Linda Timmons and Councilmember Peggy Lemons, representing Los Angeles County Supervisor Janice Hahn; Adrian Landa, representing California Assembly Speaker Anthony Rendon; Daniel Cervantes, representing Senator Lena Gonzalez; Anthony Martinez, representing the City of Paramount; owners Blanca and Luis Calderon; Christophe Perez, representing Congresswoman Lucille Roybal-Allard; Ann Marie Williams, representing Los Angeles County Assessor Jeff Prang; and Barbara Crowson, representing Paramount Chamber of Commerce.
April 7, 2022 15920 Downey Ave., Unit A-4 Paramount, CA 90723
April 14, 2022 Paramount Chamber Office 15357 Paramount Blvd. Paramount, CA 90723
TACOS Y MARISCOS EL JEFE
April 21, 2022 Event held in parking lot: 7243 Alondra Blvd. Paramount, CA 90723
Owners Regilio and Teresa Navarro and their family (below, left) display their certificates, which were presented by Barbara Crowson, representing Paramount Chamber of Commerce; Danny Elizararras, representing the City of Paramount; Ann Marie Williams, representing Los Angeles County Assessor Jeff Prang; Adrian Landa, representing California Assembly Speaker Anthony Rendon; Sam Kotob, representing U.S. Congresswoman Lucille Roybal-Allard; Daniel Cervantes, representing State Senator Lena Gonzalez; and Lauren Yokomizo, representing Los Angeles County Supervisor Janice Hahn.
Manta Paints
More than 140 years ago, the area covering what is now Paramount was fast becoming a thriving dairy and farming community.
In 1886, the township of Clearwater (now part of Paramount) was established, and the nearby township of Hynes was founded in 1898.
Encompassing five square miles, Clearwater and Hynes became the center of the rapidly growing Southern California dairy industry in the early 1900s, with more than 25,000 dairy cows in the area.
Feeding that many cows required many tons of hay—so much, in fact, that the Hynes and Clearwater townships soon comprised the largest single hay market in the world.
The price of hay was crucial to the profitability of agricultural enterprises, and that price was totally driven by large amounts of feed bought for the dairy herds of Hynes and Clearwater.
Each morning, local dairy producers would meet under the canopy of a large camphor tree and deliberate over their hay purchases. Their decisions beneath what came to be known as the ‘Hay Tree’ set the price of hay not just for the local economy and the state of California, but for the entire United States and, eventually, the whole world!
Hynes and Clearwater merged to become the City of Paramount in 1948.
Even though the local dairy industry largely ended in the late 1950s, the ancient ‘Hay Tree’ is still going strong. In 2004, the tree was named California Registered Historical Landmark Number 1038.
Today the area beneath and around the tree is a public park where people can meet and reflect on this important part of Paramount’s heritage.
Benjamin Moore dealer
Max
Chia-Lun
La Habra, CA 90631
562-691-9113
562-634-5000 • 800-634-5000 fenicocastings.com • stran@fenicoinc.com 7805 Madison St., Paramount, CA 90723-4220
DBUSINESS
CORNER
How to advertise your small business effectively
By Anne Shaw (originally published on sba.thehartford.com
epending on your type of business, niche, target audience and goals, the way you market and advertise could vary greatly from other small business owners. No matter which channels you find work best for business advertising, the key is to ensure they work together as a whole. Make sure your messaging and calls-to-action are harmonious among channels. For example:
• If someone sees a billboard and later checks your website, they should see the same tagline and similar imagery.
• If a customer clicks on a pay-per-click (PPC) ad with a seasonal special, they should land on a page that touts the special and directs them on how to take advantage of it.
• If your Facebook page says you’re a jack-of-all-trades handyman, then your website should feature content related to various types of work rather than focusing only on installing trim.
As you consider your advertising tactics and overall marketing strategy, start with your ideal customers. Where are they (search engines, various social media channels, listening to the radio, driving down the interstate, etc.)? And what are their preferences and tastes related to messaging and tone? Many small business owners learn answers to these questions simply by talking with—or surveying—their customers. Once you know the answers, adjust your messaging and home in on the right channels. Below is some guidance for six of the top advertising channels you may wish to include.
Six types of effective advertising for small businesses
Getting your marketing just right takes time and effort. Each advertising channel has its own upkeep, so don’t expect to set it and forget it unless you want to waste money and miss opportunities. Prepare to regularly check in on each channel and don’t expect immediate results. Some channels can take more time to get traction. TV and radio, for instance, may need time to build brand awareness before calls roll in. Finally, always keep in mind that your advertising budget must match the scope of your goals. Don’t try to spend too small on an expensive channel if you’re expecting big results.
1. Popular print advertising methods
While digital advertising seems to get most of the attention these days, the old standby, print advertising, can still be effective. Fewer businesses are using it, which can bring down the rates and create more white space for you. The three most popular forms of print ads are classified ads, display ads and direct mail. Small business owners use print media to promote products, spread the word about local events, or announce new products, services or discounts.
Using print advertising can benefit local businesses that want to target specific communities and small businesses with specialized B2B audiences. While you should certainly fold digital tactics into your business advertising recipe, consider whether your customers interact with any print media like community newspapers, complimentary coffeehouse publications or trade publications specific to your industry.
2. Paid search advertising for your business
Paid search advertising, like pay-per-click (PPC) Google ads, is a type of digital advertising and an important part of search engine marketing (SEM) which also includes search engine optimization (SEO). It has the potential to generate new customers relatively quickly. Plus, this form of advertising provides small businesses with a cost-effective way to market their business to people who use search engines to find services and products—which, let’s face it, is nearly everyone these days. By using paid search advertising, you can focus your advertising budget on key search terms related to your business —ones your customers would use to search for your products or services. With PPC ads, the only time you pay for the ad is when someone clicks on it and follows the link to a landing page on your website. So, make good use of that landing page! Be sure it relates directly to the ads you’re posting and that it has a strong call-to-action to drive sales or capture lead information.
As potential customers click on your ads, your set budget gets used up. So, plan to monitor your PPC campaigns. Adjust your budget, search terms and landing pages based on performance and outcomes.
3. Using social media to advertise your business
About 70% of American adults use social media, and 70% of Facebook users visit the platform every day (many do so several times a day). For better or worse, social media continues to be a regular part of daily life. It has cemented its place as a great way for small and local businesses to reach potential customers. In fact, some entrepreneurs launched their small businesses solely via social media marketing.
As smartphones (and their various apps) find their way into nearly everyone’s pockets, businesses not only have a chance to meet potential customers wherever they are, but also whenever they’re needed. Essentially, our miniature computers become mini mobile advertising platforms whenever a user unlocks their phone to find help with a problem.
Wondering how much of your marketing budget to allocate to social media marketing? While it will largely depend on your target customers’ habits, it may be helpful to get a benchmark. The CMO Survey found that the average allocation to social media spend is expected to grow to nearly 25% of total marketing budget within the next five years. Businesses most often advertise on Facebook, Instagram, Pinterest and Twitter. Most social media platforms offer targeting options to advertisers, helping you narrow down your target customer and spend your budget wisely. Always remember to set up tracking by channel and by campaign, so you can figure out which channels and campaigns bring in the most cost-effective quality leads and, ultimately, the best ROI.
on February 28, 2022)
4. Using online display advertising to tell others about your business
Like paid search advertising, online display ads allow advertisers to target their ads to relevant audiences based on geography. You can also set a specific budget for each campaign and monitor how it’s being spent. Unlike search ads, though, display ads serve your content to people even if they aren’t actively looking for your type of product or service. This can help you increase your brand awareness and spread the word about services or products you offer.
These ads are also a more visual form of online marketing. Think splash ads, banner ads and skyscraper ads that appear around content on a news website with images that can include product photos and ad copy. While users can click through to your website, you may want to consider including your URL or an easy-to-remember phone number in the image as part of your brand awareness efforts. After all, not everyone will click right away, but they might remember a good ad and contact you later.
5. Using traditional PR and media relations to advertise your business Public relations (PR) is often considered “free” marketing. While it’s true that you don’t pay for the coverage you get, this type of marketing does require an investment of time and money if you want someone to do media relations. Media relations includes writing and publishing press releases, actively pitching you and/or your business for media coverage, and scheduling interviews. Of course, your media relations PR expert needs to get paid, but in successful cases, their services can pay for themselves in the form of “earned impressions” that lead to marketing success. When PR is done well, it builds your business’s credibility in your market.
Ensure that whoever is focused on your PR efforts understands your business goals, your ideal audience, and how to plug your name and contact information whenever possible. Their efforts should match up with your business strategy to build awareness with relevant audiences. As you establish yourself and your business as a credible source for the media, you can get your name out to more people. As recognition increases, you can reach wider audiences who may want to learn more about your company and services. This way, your business will be in the minds of potential customers from trusted, third-party sources.
6. Using broadcast to reach your audiences
Broadcast advertisements on radio and television aren’t quite old as print ads, but they’re certainly dinosaurs compared to digital channels. Quite a few advertisers have begun to move away from broadcast advertising due to its one-way nature. The term broadcast relates to mass communication from one source to a wide audience —an audience who can do nothing but receive the message unless they actively use a separate device to follow up on a call to action.
While they may not be as interactive as other types, that doesn’t mean broadcast channels are irrelevant, especially when you consider cable and streaming channels with niche audiences. Plus, many of these channels are bundled with their digital properties for advertising. Broadcast ads that are high quality can deliver emotional and compelling stories that would be difficult via most digital advertising methods. So, if your target customers are listening to local TV or radio stations, consider which ones they’re most likely to enjoy and try folding this tactic into your advertising strategy. Just don’t forget to write a way to contact your company into the script!
Don’t focus on just one—diversification in advertising is important! There are many ways to advertise your small business. And when you’re small, you need to be smart and scrappy. Growing your knowledge and experience with several forms of advertising will help you achieve success now and in the long run.
The most effective advertising channels will vary by business type, customer profiles and desired outcomes. Most often, the best solution is a combination of several channels that work together toward various goals. One might be great for brand awareness, while another drives most of your leads or sales. Try a variety of advertising channels and track their success with key performance indicators (KPIs) like cost per lead and cost per customer sale. Remember, if you only choose one form of advertising, you are leaving money on the table. Diversification using multiple integrated channels is the key to a good advertising strategy.
member-to-member discounts Paramount Chamber of Commerce
As a Paramount Chamber of Commerce member, these discounts are extended to you by your fellow members. Visit the following businesses to receive the discounts listed below. But remember, these offers are available only to Paramount Chamber members!
Attorney & Legal Services
Lerma Law Office (562-272-4353): 15% discount on initial retainer fee or flat-rate service.
Automotive
Herald’s Garage (562-633-2136): 15% discount on labor and a free engine light reset.
Beauty
Marali Beauty Salon (562-964-1126): Free haircut & treatment with purchase of any chemicals.
Communications
Transcom Telecommunications (562-630-1200, ext. 221): 10% off equipment (business phone services).
Contractors
Jones Scaffold Co. (800-266-3864): 10% off net rental of scaffold equipment.
Financial Services
SG Tax Services (562-630-4004): $25 off tax preparation for Chamber members and their employees.
Vicky Professional Services (562-634-1178): 20% off bookkeeping and accounting service.
Flowers
Diana’s Flowers (562-529-5045): Free local delivery and free balloons.
Funeral Services
Palacios Funeral Home (562-972-5429): 5% off services.
Hotels & Motels
Embassy Suites Hotel (562-861-1900): 15% off best available room rate (subject to availability). Ask for “Chamber rate.”
Insurance
2000 Insurance Service (562-602-0001): 25% off new business.
Medical
Clínica Médica Hispana (562-630-1991): 25% discount.
Plumbing & Heating
Downey Plumbing, Heating & Air Conditioning (562-861-1234): 10% off HydroJet service and/or 10% off material.
Production (Events)
YSL Production (323-490-6315): 20% any event services: Sound, lighting, stage, LED video, wall & truss equipment.
Printers
Source Graphics, Inc. (562-408-2734): 10% discount on all printing.
Real Estate
GM Properties (562-696-0200): 5% of gross commissions on closed deals will be sent to the charity of our choice in your name. Ask for Matt.
Penta Pacific Properties (562-699-1922): Free market value opinions on commercial and industrial properties.
Restaurants
Café Corleone (562-408-6100): 10% discount on all food purchases.
Casa Adelita (562-408-2360): 10% off (may not be combined with other specials).
Casa Gamino (562-634-6225): 10% discount on food purchases.
Pulse Beat available only online until further notice
In response to the COVID-19 pandemic, the Board of Directors of the Paramount Chamber of Commerce has decided to suspend hard-copy printing and distribution of the Paramount Pulse Beat until further notice.
However, the full text of each new Pulse Beat will be available online each month on the Paramount Chamber of Commerce website at paramountchamber.com
If you would like to have a printed copy of the Pulse Beat, contact us and we can mail it to you, or you can pick it up at the Chamber office.
If you have questions, please call the Chamber of Commerce at 562-634-3980
We at the Chamber thank you for your continued support and understanding during these difficult times for our community, and we will keep you informed about our future plans for the publication.
Delfin Seafood & Market (562-630-1928): 10% off any order.
El Compa Restaurant (562-630-1068): 10% discount on all food purchases.
El Sinaloense Restaurant (562-363-3011): 10% off on food purchases.
El Peri Sushi Restaurant (562-408-0459): 10% off on food purchases over $10.
Gus’s Deli, BBQ & Grill (562-630-2802): 10% off all food purchases.
Mariscos Alas (562-633-1348): 10% Chamber member discount. 15% discount for law enforcement & City employees.
Mariscos El Perihuete (562-408-1661): 10% off on food purchases over $10. Mariscos Mi Lindo Sinaloa #1 (562-529-5110): 10% discount on all food purchases.
Pika Tortas Ahogadas (562-529-5787): 10% discount on all regular-priced food items (excludes combo deals).
Smoke & Fire Social Eatery (562-363-3109): 10% discount on food items.
Roofing
One Coat Roof Seal LLC (833-232-8121): 20% off each can.
Wellness & Health
Enagic (562-833-3823): Free ionized alkaline water.
Wholesalers & Distributors
Rayvern Lighting Supply, Inc. (562-634-7020): 5% off fixtures and ballast orders (commercial distributor of lighting and fixtures).
To add your business to this section, please call the Paramount Chamber of Commerce for information:
Membership RENEWALS
Garfield Animal Hospital.........................39 years 16301 Garfield Ave., Paramount CA 90723
Ward Industrial Properties.......................39 years 16311 Garfield Ave., Paramount CA 90723
Clinica Medica Hispana..............................29 years 14906 Paramount Blvd., Paramount CA 90723
Gold Key Development..............................6 years 5732 Engineer Dr., Ste 102, Huntington Beach CA 92649
RE/MAX College Park...............................5 years 8527 Alondra Blvd Ste. 141, Paramount CA 90723
US Storage – Compton..............................4 years 1901 West El Segundo Blvd., Compton CA 90222
EPOXY COATING LABORER —Long-term, full-time (40+ hours per week). Will train. Install various flooring systems for commercial and industrial projects. Perform tasks involving physical labor; must be able to lift up to 50 pounds and stand for long periods. Operate equipment (as instructed). Techcoat Contractors, 15720 Garfield Avenue, Paramount, CA 90723. Contact: Brenda or Jessica at 562-529-5700. Apply Monday–Friday, 9 a.m.-2 p.m.
WAREHOUSE MAINTENANCE WORKER —Longterm, part-time (20 to 25 hours per week). Will train. Staging equipment and materials for daily projects. Receive and process warehouse stock products. Maintain inventory. Operate and maintain warehouse vehicles and equipment. Run errands (as needed). Techcoat Contractors, 15720 Garfield Avenue, Paramount, CA 90723. Contact: Brenda or Jessica at 562-529-5700. Apply Monday–Friday, 9 a.m.-2 p.m.
PHARMACY TECHNICIAN —Full-time. Experience helpful, but willing to consider an excellent new graduate who can learn quickly. Call Martha at Fobi Pharmacy: 562-630-5700.
BARTENDER —Part-time, including evenings and weekends. Call Leroy: 562-634-9001.
SKILLED LABOR OPPORTUNITIES —SkillsetGroup currently has these positions available for first, second and third shifts: Machine operator, sanitation, loading & unloading, forklift drivers, production line, and order pulling. Come in and apply today! SkillsetGroup actualmente tiene aperturas para puestos disponibles para Primer, Segundo y Tercer turno. ¡Ven y aplica hoy! Call us at 866-375-3094 or use Instagram (@ skillsetgroup) or Facebook for weekly updates. 7300 Alondra Blvd., Suite 202, Paramount, California 90723.
STATE FARM AGENT —State Farm Agents help their customers protect what’s important to them, all the while making time to give back to their neighborhoods. Improve your career! Call David Maciel: 562-305-2111.
FULL-TIME SEAMSTRESS —5-Star Interior Services, Inc., needs a full-time seamstress with drapery-making experience. Contact Leroy at 818-845-4518.
CREW WORKER —Specialty construction. Will train. Installation of epoxycoatings, including preparation of concrete floors and other structures using various equipment. Long-term, 30+ hours, including some weekends. Report in person to TECHCOAT, 15720 Garfield Ave., Paramount, California 90723; M-Th 8:30 a.m.–3 p.m.
CLEANING SERVICE JOB (Persona para limpiesa)— A&R Cleaning Multiservices. Please contact Yolanda Monday-Friday at 562-500-2284.
WIC is a nutrition program for women, infants and children. WIC es un programa de nutricion para mujeres, bebes y niños.
You may qualify if you:
• Are pregnant, breastfeeding or just had a baby
• Have a child under age 5
• Have a low to medium income*
• Receive Medi-Cal, CalWORKs (TANF) or CalFresh (Food Stamps) benefits
• Live in California Usted puede calificar si:
• Está embarazada, está dando pecho o acaba de tener un bebe
• Tiene un niño menor de 5 años
• Tiene un ingreso bajo a mediano
• Recibe beneficios de Medi-Cal, CalWORKs (TANF) o CalFresh (Estampillas de Comida)
• Vive en California
WIC provides:
• Nutrition education and health information
• Breastfeeding support
• Food benefits
• Referrals to medical providers and community services
WIC proporciona:
• Educación sobre nutrición e información de salud
• Apoyo con la lactancia
• Beneficios de comida
• Referencias a proveedores de servicios medicos y servicios
*Income levels change annually. Niveles de ingreso cambian anualmente. This institution is an equal opportunity provider. Está institución es un proveedor que ofrece igualdad de oportunidades.
South Los Angeles Health Projects WIC Program