Community Engagement Strategy

Applying communications principles for a Latino Community

Engagement Strategy in Bear River Migratory Bird Refuge

Melissa Gonzalez

Engagement

Connecting >>Commitment >>action

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

Years Conserving

The Nature of

America

145

Years Conserving

The Nature of

America

145

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

The refuge

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

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