Full article on: https://ecos.fws.gov/ServCat/Reference/Profile/63925 The National Wildlife Refuge System (Refuge System) is engaging people with nature through education and outreach programs. Numerous educational tools have been designed, developed and implemented successfully. A great number of people still do not understand who the Refuge System is (the identity) and its purpose (why). This is particularly true for under-served communities. Strategic communications and marketing principles can form a framework to guide the development of targeted education and outreach tools. The intent of this project was to develop an engagement strategy that includes messages, tactics, and actions by using communication principles to help Bear River Migratory Bird Refuge become an effective member of the Latino community.

1. Community Engagement Strategy
Applying communications principles for a Latino Community
Engagement Strategy in Bear River Migratory Bird Refuge
Melissa Gonzalez

2. Engagement
Connecting >>Commitment >>action

3. Strategic Communications
To 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 tacti
Outcome = attitude change
Planning
Implementation

4. Methods
To 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

5. Years Conserving
The Nature of
America
145
Years Conserving
The Nature of
America
145

6. Diverse America
Where 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

7. A globally important Refuge
Ensuring water and wildlife management at the Bear River
delta, the Bear River MBR is an essential component of the
Great Salt Lake ecosystem.

9. 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 Insight
Culture – We can understand more about people by looking at their
national symbols.

10. Three Generations
Demographics
 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.

11. Latino Community Main Needs
Understanding 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

12. Strategy
Tactics
Products
Action
Take the Refuge to them
Schedule a visit
driven by a purpose
How you can help

13. United
States
North
America
a better life, and home.
Values and ideals
Hope, freedom, sacrifice and the purity of
dreaming for a better life are values share
by all audiences.
Common belief
Embrace freedom through sacrifice. The internal
human process is a metamorphosis and a
necessary development to…
Vision
Conserve, protect, and enhance fish,
wildlife, plants, and their habitats for
future generations.
Protect our home through conservation.

14. Strategy
Tactics
Products
Action
Take the Refuge to them
Schedule a visit
driven by a purpose
How you can help

15. The refuge
Brand awareness, (credibility) and here’s how you can help, in the city.

16.  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

17. 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

18.  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

19. It’s our chance to build a general framework applicable
to other Urban Refuges
ServCat Reference Code Search: 63925
https://ecos.fws.gov/ServCat/Reference/Profile/63925
Questions