Mountain Accord
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