Strategic Outreach Plan

THE SITUATION

Protecting the Wasatch mountains is something everyone can agree on, but exactly how to map out the future for our spectacular mountains and canyons was up for debate.  

THE SOLUTION

We brought together 21 disparate groups, including city governments, environmental watchdogs, ski resorts and conservation groups, then worked within the confines of an environmental impact statement to create a strategic outreach plan for the future of the Wasatch mountains.

THE WORK

• Conducted a general public survey along the Wasatch Front

• Conducted a brand personality exercise to determine attributes and value proposition in order to create a name and visual brand for the initiative

• Named the initiative "Mountain Accord"

• Created Mountain Accord visual brand and style guidelines

• Held focus groups to understand the public’s reaction to name and visual brand

• Developed a strategic public engagement plan to gather information from the public that included:

  — 22 formal open houses/panel forums

  — 28 additional community events

  — Focus groups

  — Telephone surveys

  — Social media campaign

  — Monthly email campaign

• Produced a website and video infographic explaining the process and project

THE RESULTS

• Gathered approximately 6,000 public opinions related to transportation, environmental, economic and recreational concerns

• Received more than 25,000 hits to the website in an 18-month period

• Received approximately 1,800 infographic video views

• Created and distributed social media content for all 21 groups involved