Case Studies

Morongo Band of Mission Indians

The Situation

Defining The Morongo Tribe as an Economic & Community Leader

The Morongo Band of Mission Indians engaged OPR Communications (OPR) to conduct branding and marketing activities to maintain and enhance the position of its sovereign tribal government across the national, political and social landscape. As part of this effort, the tribe also sought to share its values and vision with its primary audiences, including other tribal governments, local, state and national elected officials, business and industry leaders, media outlets and the public in neighboring communities and beyond.

how we helped
The Strategy

Developing a multi-pronged plan to accomplish the tribe’s rebranding effort

Working with the Tribal Council and executive staff, OPR created a messaging platform that defined the five pillars of the Morongo brand. The pillars guide all government, media and community outreach activities. OPR developed a 12-month calendar of recommended articles about tribal activities including cultural events, philanthropic giving, governmental affairs, special events and tribally-supported education opportunities to be pitched to the media and worked with Morongo leadership and staff to develop news releases, advisories and op/eds. OPR also developed materials and presentations to government and Indian Country audiences that aligned with the five defined pillars.

strategies we used


Raising awareness of Morongo activities and role as a leader in Indian Country and the nation

Message Development

Media Calendar and Planning

Media Relations and Materials

Public Affairs

Speech Writing

Crisis Communications


the payoff
The Results

Targeted outreach leads to recognition of Morongo as a regional economic power and community leader.

As a result of targeted outreach to the media, OPR secured more 500 media hits in local, regional and national newspaper and trades highlighting the tribe’s cultural heritage, identifying Morongo as a regional economic power and defining the tribe as a leader in community outreach and education. The tribe has likewise received more than 200 minutes of televised newscasts on in the Los Angeles/Orange County and Coachella Valley media markets.

Morongo has since engaged OPR to assist in the marketing efforts on behalf of its premier business enterprise, the Morongo Casino, Resort & Spa, one of the largest gaming operations in California.