Introducing SierraNOW

News & Updates Catch up on the latest news & updates from SFM Take The Survey Now! Listening First: Why We Launched the SierraNOW Project At Sierra Focus Media, we spend a lot of time talking about strategy, messaging, and community connection. But after the last election cycle—and after sitting in one too many meetings trying to “fix” rural outreach with the same tired playbook—we decided it was time to stop talking and start listening. That’s why we launched SierraNOW. SierraNOW is a rural-first, community-driven research project built around one core idea: you can’t build trust with people you don’t understand. It’s a short-form survey designed to capture the voices, values, frustrations, and political perceptions of rural Californians—without assumptions, spin, or pre-loaded narratives. This isn’t about finding the right buzzword. It’s about figuring out what makes people tune out entirely, and what it actually takes to reconnect. The project is being led by Sierra Focus Media, but it’s grounded in the belief that real solutions won’t come from consultants or party headquarters—they’ll come from the people who live this every day. What the Survey Asks We’re asking about trust, tone, issues that matter, and the kinds of political messaging people immediately ignore. We’re asking about who they trust, how they feel about politics, and what they think gets overlooked in conversations about their communities. We’re not just looking for votes—we’re looking for insight. Take the survey here → https://sierranow.org Why Now? The truth is, rural California has been used as a backdrop in political messaging for years—but rarely as a source. Too often, rural communities are portrayed as problems to solve or obstacles to overcome, not as places filled with working people who care deeply about their families, their land, and their futures. The last election cycle didn’t just sting—it exposed a larger problem: we don’t know how to talk to rural communities because we haven’t taken the time to understand them. This project is about changing that, starting with the most basic but often overlooked strategy: asking better questions. What Comes Next SierraNOW is Phase One. The data we gather will be used to inform a broader effort around rural message development, narrative framing, and candidate preparation. The long-term goal is to help community leaders, coalitions, and campaigns craft messaging that is more genuine, more grounded, and more effective. This is about building a rural-forward platform that reflects the lived reality of rural Californians—not one that talks over them. Want to Help? We’re inviting local partners, DCCs, community groups, and organizers to share the survey and help shape the next phase. If you’d like to collaborate on messaging, host a roundtable, or help with outreach, get in touch. We’re not interested in speaking for rural communities—we’re here to listen with them. Let’s get this right. – Mathew GalvanFounder, Sierra Focus Media   News Introducing SierraNOW Read More Sierra Works Launched by SFM & the MLTPA! Read More Sierra Focus Media Joins Forces with the Valley Sierra SBDC & California SBDC Read More Sierra Focus Media Named Sector Navigator for Recreation and Tourism Read More

Sierra Works Launched by SFM & the MLTPA!

News & Updates Catch up on the latest news & updates from SFM Hello everyone! I wanted to share some exciting news. We’ve launched Sierra Works to make it easier for you to engage with free technical assistance for your sustainable Recreation and Tourism projects through California Jobs First (Sierra Region). Whether you’ve applied for Catalyst Funding or have a project that is aligned with the Strategic Plan, this site serves as a central hub to connect you with expert support. Led by Sierra Focus Media and the MLTPA as the Recreation & Tourism Industry Sector Coordinators appointed by Sierra Jobs First, our goal is to foster sustainable growth, support businesses, and strengthen local industries through strategic investments and collaboration. Through Sierra Works, you can access a wide range of services, including: ✅ Recreation & Tourism Strategy Development✅ Funding Alignment & Grant Application Assistance✅ Outreach, Messaging, and PR Strategy Development✅ Policy Consultation & Stakeholder Engagement✅ GIS & Mapping, Trail Design, and Ground Truthing We are also convening a Working Group to bring together regional partners, businesses, and organizations to collaborate, align projects with funding, and strengthen our recreation and tourism economy. If you’re interested in joining, visit SierraWorks.org.This is just the beginning for Sierra Works. In the coming weeks, we’ll also be establishing a social media presence and an email list so you can stay up to date on all of the exciting projects that are happening in the Sierra Region.  We hope this resource makes it easier for you to engage with California Jobs First and take full advantage of the support available for your sustainable Recreation and Tourism projects. Let us know if you have any questions—we’d love to connect!  News Sierra Works Launched by SFM & the MLTPA! Read More Sierra Focus Media Joins Forces with the Valley Sierra SBDC & California SBDC Read More Sierra Focus Media Named Sector Navigator for Recreation and Tourism Read More

Sierra Focus Media Joins Forces with the Valley Sierra SBDC & California SBDC

News & Updates Catch up on the latest news & updates from SFM We’re thrilled to announce that Sierra Focus Media is now an official advisor and consultant for the Valley Sierra SBDC and the California SBDC network. As a marketing and communications agency, our goal is simple: help local businesses unlock their potential through strategic branding, PR, and marketing solutions. By partnering with these dynamic SBDC organizations, we look forward to empowering entrepreneurs with actionable insights, tailored advice, and the tools they need to grow sustainably. We believe that when small businesses thrive, our communities thrive—because at Sierra Focus Media, every message truly matters!   News Sierra Works Launched by SFM & the MLTPA! Read More Sierra Focus Media Joins Forces with the Valley Sierra SBDC & California SBDC Read More Sierra Focus Media Named Sector Navigator for Recreation and Tourism Read More

Sierra Focus Media Named Sector Navigator for Recreation and Tourism

News & Updates Catch up on the latest news & updates from SFM SFM Named Sector Navigator for Recreation and Tourism Sierra Focus Media is thrilled to announce our role as the Industry Sector Navigator for Recreation and Tourism, partnering with the Sierra Business Council to advance the transformative goals of Sierra Jobs First and California Jobs First. This opportunity underscores our commitment to building vibrant, sustainable economies throughout the Sierra region. As the Industry Sector Navigator, we’re not just promoting recreation and tourism—we’re reimagining it. Our work centers on crafting a regional branding and marketing strategy that amplifies the value of local businesses and attractions while embracing sustainability, equity, and long-term economic growth. Collaborating with local chambers, Destination Marketing Organizations (DMOs), educational institutions, and workforce partners, we aim to create a cohesive and impactful narrative that highlights the unique assets of our region. But our efforts go far beyond branding. Sierra Focus Media is providing technical assistance and strategic guidance to businesses, community groups, and stakeholders in this sector. Whether it’s helping to identify grant opportunities, navigating application processes, or offering tools to build capacity, we’re here to empower the leaders of recreation and tourism to thrive in a competitive and ever-changing landscape. By leveraging research and data-driven insights, we’re ensuring that every decision supports a stronger, more resilient economy. The goals of Sierra Jobs First and California Jobs First are at the heart of this initiative: creating pathways for job growth, stabilizing demand, and building local supply chains. Through this partnership, we’re focusing on fostering economic sustainability, driving regional collaboration, and expanding opportunities for underrepresented communities. We believe that by investing in recreation and tourism, we’re not only enhancing the visitor experience but also strengthening the foundation for our region’s future. Stay tuned as we embark on this exciting journey, working together to build an industry that reflects the beauty, strength, and potential of the Sierra Nevada. Let’s shape the future—one story, one opportunity, and one partnership at a time. News Sierra Works Launched by SFM & the MLTPA! Read More Sierra Focus Media Joins Forces with the Valley Sierra SBDC & California SBDC Read More Sierra Focus Media Named Sector Navigator for Recreation and Tourism Read More