Community Engagement Strategy
Applying communications principles for a Latino Community
Engagement Strategy in Bear River Migratory Bird Refuge
Melissa Gonzalez
Strategic CommunicationsTo target, reach and engage audiences. *“Communicating the best
message, through the right channels, measured against well-considered
organizational and communications-specific goals.”
*Shayna Englin, Public Relations and Corporate
Communications Professor at Georgetown University
Strategy
Tactics
Products
Action
What
Where
Based on strategy and tactics
Outcome = attitude change
Planning
Implementation
MethodsTo be relevant without leaving the Service identity behind, is essential
to know and understand the current and future audience main needs.
Literature Review Available Public DataInterview Questions
Diverse AmericaWhere do Latino communities near the Refuge come from and where
are they currently living today?
Salt Lake City
22.3%
West Valley
33.1%Kearns
32.9%
Logan
13.9%
Ogden
30.1%
Layton
11.2%
Mexico
Guatemala
El
Salvador
A globally important RefugeEnsuring water and wildlife management at the Bear River
delta, the Bear River MBR is an essential component of the
Great Salt Lake ecosystem.
Mexico El Salvador Guatemala
"Metztli" that means Universe (in modern
Nahuatl the word had the meaning of Moon)
and "xiclti" that means belly button or center.
Mexico means in simple terms means
" the center of the universe "
Original name is "Provincia De
Nuestro Señor Jesus Cristo,
El Salvador Del Mundo"
("Province of our Lord
Jesus Christ, the Savior of the
World"), which was subsequently
abbreviated to "El Salvador"
(The Savior).
Means land of trees,
is a heavily forested and
mountainous nation—and the
most populous in Central America.
Main InsightCulture – We can understand more about people by looking at their
national symbols.
Three GenerationsDemographics
Parents who migrated to
the U.S. between the ‘80s
and ‘90’s
50 yrs. old (median age)
Home is Mexico, El
Salvador or Guatemala
and they can’t go back
Predominant
Audience Sons, daughters,
grandsons and/or
granddaughters.
13 yrs. old (median age)
Higher population in Salt
Lake City School District
Sons and daughters, who
were born in the U.S.
27 yrs. old (median age)
More enrollment, less
graduation rate
8,100 more males in
Salt Lake City.
Latino Community Main NeedsUnderstanding audience’s main needs is necessary to send a relevant
message, capture their attention and ultimately increase engagement.
Basic human needs Healthcare access
Advocacy
Hartland Community
for Youth and Families
Education/Leadership
Strategy
Tactics
Products
Action
Take the Refuge to them
Schedule a visit
driven by a purposeHow you can help
United
States
North
America
a better life, and home.
Values and idealsHope, freedom, sacrifice and the purity of
dreaming for a better life are values share
by all audiences.
Common beliefEmbrace freedom through sacrifice. The internal
human process is a metamorphosis and a
necessary development to…
VisionConserve, protect, and enhance fish,
wildlife, plants, and their habitats for
future generations.
Protect our home through conservation.
Strategy
Tactics
Products
Action
Take the Refuge to them
Schedule a visit
driven by a purposeHow you can help
Refuge team builds a common vision
that integrates wildlife conservation
and community engagement
Specify short term objectives
Cross-cultural competency training
Resources – foundation
Recommendations
First stage
Recommendations
Start taking the Refuge to the city
Clarify expectations and maintain
active communication
Become an effective member of the
community
Set priorities, improve current processes
and follow through (ex. Lean Six Sigma,
time management matrix)
Second stage
Group visits with a purpose
Consistent programming (weekly, monthly)
Renew exhibits = relevancy
All staff should participate in interpretation
and education activities
Education center open on Sundays,
weekends is when Latino families will visit
Recommendations
Third stage
It’s our chance to build a general framework applicable
to other Urban Refuges
ServCat Reference Code Search: 63925https://ecos.fws.gov/ServCat/Reference/Profile/63925
Questions
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