Tony DeMarco of the California Pawnbrokers Association spoke with ABC correspondents about the rising crime rate surrounding cash for gold businesses.
Sept. 29 (Bloomberg) — Jordan Tabach-Bank, chief executive officer of Beverly Loan Co., talks about his pawnshop that caters to people who sell Cartier watches, Harley-Davidson motorcycles and award statuettes and plans to open a location in New York City. Tabach-Bank speaks with Scarlet Fu on Bloomberg Television’s “InBusiness With Margaret Brennan.” (Source: Bloomberg)
Despite the fact that more than 1/3 of the US population uses Facebook, 3 billion people worldwide utilize mobile technology to access the internet, and major corporations are funneling tens of millions of advertising dollars traditionally earmarked for conventional marketing campaigns into new media, most associations have yet to realize the enormous potential of social and new media as an advocacy and public relations instrument.
CAPA has launched it’s new Facebook page, which can be accessed by visiting CaliforniaPawnbrokers.org. The new page allows CAPA to communicate with interested parties and it’s membership through the prolific social media platform. “The Facebook page has been designed with a custom Welcome Page to immediately communicate CAPA’s core messaging” says Emmett Murphy of 3 CLiCk Media. Mr. Murphy, who is the Public Relations and New Media consultant for CAPA goes on to say “The CAPA Facebook page is only one element that we have developed for CAPA. However, we hope that the membership embraces the page. We eventually look to find a sponsor for the page, who may offer some type of financial incentive for a “Like”. In the end, it’s all about developing an audience for the association.”
Facebook peaked in 2011 with over 700 million users. And it’s not just for kids any longer. Facebook users aged 55+ increased 922.7% in 2009, totaling over 10 million users and the 35+ demographic now represents more than 30 percent of the entire user base. An interesting Neilsen report issued on February 18th, 2010 listed Facebook with the highest per day usage at 7 hours per month. This is more than the combined usage of Google, Yahoo, Youtube, Bing, Wikipedia, and Amazon put together.
The internet has spawned online newspapers, Wikis, iPhone Apps, Google, Focus, LinkedIn, blogs and the social media mix of Facebook, YouTube and Twitter. These platforms can be one of the first sources serious journalists and others will look for confirmation on what is news today. Google, Bing and Yahoo are the portals for finding the CAPA messaging, website and issue advocacy.
Social media is an essential part of the association’s core communications strategy. These platforms are extremely flexible and robust. The new CAPA website, Facebook and Twitter pages:
Most importantly, these social media tools can be harnessed to drive membership. By centralizing the membership around social networks, CAPA can build a strong online community, one that interacts and shares with others. This online community is a key incentive for potential members.
On the PR front, CAPA has conducted weekly conference calls regarding the PR effort, monitored all media communications, and focused on ongoing development and distribution of CAPA articles and messaging. Jordan Tabach-Banks who heads up the Public Relations Chair for CAPA noted “We have developed a great deal of authoritative content for distribution to journalists and digital newswires, as well as on the new website, CaliforniaPawnbrokers.org, which is designed as a “go-to” resource for journalists, law enforcement, and government officials.” The PR campaign has been exhaustive and has already received thousands of placements, including the San Francisco Chronicle and the Capitol Morning Report that is distributed to legislators and government relations insiders in Sacramento, CA.
Jordan went on to say that “All of these elements combined drives the media, community, law enforcement, governmental and journalistic support for the new California Pawnbrokers Association. We intend to deliver a stronger, more aggressive message protecting our industry and the people it serves with new media as a main platform.“
Pawnbrokers are getting involved in their communities, not only as a way to positively represent the pawn industry, but because of personal commitments to many charitable causes. “Pawnbrokers have a history of supporting police organizations, conducting musical instrument donation drives, and awarding scholarships to young Californians who need financial support to achieve their dreams,” said Ms. Taylor.
CAPA would like to highlight the efforts of three members of the Board of Directors who have taken the lead on philanthropic causes to help make an impact.
Cash for Gold for Education
Stephen Foster of Fresno Coin Gallery Jewelry & Loan is a champion in his community, having raised over $130,000 for Fresno County Schools since 2010. Mr. Foster is on the Boar of Directors for the California Pawnbrokers Association. He explained how during a meeting with city leaders in 2010, he was made aware of the lack of funding and other shortfalls the schools in his community were encountering and was inspired to give back.
With the School Superintendent’s blessing, he immediately set to organizing a two week gold buying event whereby the community would sell scrap gold, the proceeds of which were donated to benefit Fresno County Schools.
The gold buying event was a huge success, raising $38,233.90 for over 250 Fresno County schools, and receiving the support of San Diego Charger Lorenzo Neal and the Fresno Mayor. The schools that received the donations were hand picked by the Fresno Coin Gallery Jewelry & Loan customers.
“I’ve had so very many customers and people around town tell me that they really care for what we’ve done,” explained Stephen. “I hope to be inspiring to other businesses that are doing well to step up and do something for their community as well.” Following the event, the City of Fresno and Mayor Ashley Swearingen recognized the efforts and proclaimed April 22, 2010 as Fresno Coin Gallery Day.
This year, Stephen decided to go even bigger. He extended the gold buying event to three weeks, and Larry Powell, Superintendent of Fresno County Schools, starred in a series of television commercials to promote the event.
This year, to the astonishment of the community and all involved, they were able to present $102,250 to the Fresno County Office of Education.
More Than Just a Smiling Face
Art Artinian can remember a time when, in the infancy of his business, there were fewer resources available for community giving. Today, he’s built up Pacoima Pawn Shop and Diamond Jim’s from humble beginnings to two prospering enterprises.
His success has allowed him to fuel efforts to actively support his community more, including contributions to the local fire and police departments. He holds two particular causes very near and dear to his heart. As an Armenian American, Art takes time during the holidays to raise significant funds for a local Armenian family in need. “I’m finally in the position to give more and more back to the community,” he said, “and it’s a great feeling to know that we’re helping transform so many families’ lives.”
In addition, he is an avid supporter and promoter of Smile Train, a charitable organization hailed by the NY Times as “…one of the most productive charities – dollar for deed – in the world.” Smile Train raises funds to provide free surgical procedures to children born with facial clefts and cleft palates. “These children cannot eat or speak properly and often aren’t even allowed to attend school are get a job.” Art adds “Their clefts usually go untreated because they are poor and too poor to pay for a simple surgery that has been around for decades. We are very happy to be able to be part of a solution for these children over the years.”
Art’s continues to contribute financially and raise awareness for the group. Smile Train has provided over 600,000 surgeries in the last 12 years.
Father and Son Give Back
Stan Lukowitz II and Stan Lukowitz III are obviously at tight knit father and son team. The are the men behind Capital City Loan & Jewelry in Sacramento. The Lukowitzs are firm believers in giving back to their communities. “We feel that it is important to build a network of trust as well as to let our neighbors know that Capital City Loan & Jewelry is a strong and involved business venture in Sacramento” Mr. Lukowitz III notes.
Among the several groups that Stan supports are the Sacramento County Deputy Sheriff’s Association including their Run for Fallen Officers, the local Breast Cancer Awareness events, and Capital City Loan is the title sponsor for the Golden Empire Council Annual Gold Tournament.
Stan Lukowitz III follows in the footsteps of his father, a respected community member and philanthropist. Stan proudly recounts the story of his father’s childhood as a happy one. Stan explains “but it was clouded by the early passing of his father and a struggling mother. Although my dad’s life was a daily battle, he was fortunate when a local pawnbroker took him under his wing and taught him the ins and outs of the pawn business.”
He also found refuge and comfort in his local Boy Scouts group. “It was the best time of his life.” Stan explained, “They never took a penny from his family. It was a turning point in his life.”
Stan Lukowitz II began working as a pawnbroker in 1964, and as his pawn shop became increasingly successful, he never forgot his roots. “He always remembered what the Boys Scouts had done for him, and he always supports them as much as possible.” Both of his sons, Stan and his brother, later joined the business.
Today, as a tribute to his father, the Lukowitzs continue to dedicate significant finances and support to the Boy Scouts of America. Capital City Loan has seven locations, and giving back to the community is a top priority for his business.
California pawnbrokers have an intrinsic connection to local law enforcement, due to the nature of their businesses and connections within their communities. However, often this connection goes beyond professional and reaches a deeply personal level. California Pawnbrokers Association members have a long history of working closely with law enforcement, and supporting their related organizations, especially in the instance of a fallen officer. The California Pawnbrokers Association has worked to develop strong relationships with local law enforcement officials to support and strengthen their communities.
On August 9, 2011, Californians recoiled in horror after learning of the fatal attack on San Diego police officer Jeremy Henwood, a 36 year old police officer was shot in his patrol car. Henwood was a four-year veteran on the police force and a Marine reservist who had served three tours of duty overseas.
Jeremy was remembered at a public memorial service by more than 3,000 mourners, along with countless others from neighboring communities including Israel Adato, long-standing member of the California Pawnbrokers Association.
Upon hearing the news of what he describes as an unprovoked and despicable shooting, Israel was inspired to help. He reached out to friends and colleagues at California Pawnbrokers Association and fellow pawnbrokers in the San Diego Pawnbrokers Association to gather a financial donation for Henwood’s surviving family.
The response from the pawn community was swift. “Everyone came through quickly with generous cash donations, allowing us to raise over $5,000.” Adato noted. The donation to the family was facilitated by the San Diego Police Officers Association (SDPOA).
When Israel was notified about the motorcade and memorial service to honor Henwood’s memory, he wanted to be a part of it. Israel was so determined to honor the memory of Jeremy Henwood, he rode his bike to witness the procession. “I had to see the process to pay my respects,” Israel recounted. “I knew the traffic would make it nearly impossible to get there otherwise. As I stood and watched the motorcade pass by, I realized the sacrifice that this man made and his family made for my safety, the safety of my business and the entire community. I’m 55, and I don’t do it often, but I really cried.”