Community Engagement Strategy
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U.S. Fish and Wildlife Service, Mountain-Prairie Region Community Engagement Strategy Applying strategic communication principles for a Latino Community Engagement Strategy at Bear River Migratory Bird Refuge Melissa González Directorate Resource Assistant Fellows Project Bear River Migratory Bird Refuge Brigham City, UT September 2016 Table of Contents 3 Introduction 4 Objectives and Definitions 5 Methods 6 Background Strategic Communication Background on Bear River Migratory Bird Refuge Utah - Key demographics Communities around Bear River MBR 13 Results Current Refuge audience’s description and main needs Target audience description – three different generations Culture - target audience’s main insight Cultural symbols comparison Potential partners identified and interviewed Prioritizing target audience main needs 20 Recommendations Common Ground - What beliefs and values do we all share? The strategy rationale – For USFWS and Bear River Migratory Bird Refuge as the client Our tactics – Sustainable partnerships Examples of sustainable partnerships Implementation timeline 28 Other tools that can be used during implementation Fostering Sustainable Behavior: Community-Based Social Marketing- An example of how a media plan works 29 Acknowledgements 30 References 34 Appendix I 35 Appendix II 36 Appendix III 40 Contact 3 Introduction The future of conservation relies on the U.S. Fish and Wildlife Service’s (Service) capacity to inspire people to become stewards of the environment by understanding wildlife, habitats, and how people are connected to them in the midst of an ever-changing society. For example, the Latino community is the fastest growing demographic in Utah. This shift is also being seen across the country. With minorities becoming majorities, the United States of America will be an even more culturally diverse nation. Urban and high-visitation national wildlife refuges provide excellent opportunities for the Service to increase its relevancy with the surrounding communities, while inspiring and engaging new audiences. Ensuring that the Service engages with these surrounding communities without losing its identity is an essential component to establishing and maintaining a relationship with the public. Many of the Service’s strengths involve engaging people with nature through education and outreach programs. Numerous educational tools have been designed, developed and implemented successfully. However, most Americans still do not understand who the U.S. Fish and Wildlife Service is (identity) and its purpose (why). Today, the Service is implementing the Urban Wildlife Conservation Program (Urban Program) to increase public awareness and create a connected conservation constituency. Under the Urban Program, eight standards of excellence were created to provide guidance to urban national wildlife refuges becoming relevant in the lives of community members: 1: Know and Relate to the Community 2: Connect Urban People with Nature 3: Build Partnerships 4: Be a Community Asset 5: Ensure Adequate Long-Term Resources 6: Provide Equitable Access 7: Ensure Visitors Feel Safe and Welcome 8: Model Sustainability The premise of the Urban Program is that without public awareness and support, the Service conservation mission will not succeed. Strategic communications and marketing principles can help build a framework to guide or reference the development of targeted education and outreach tools. These tools will help assure that the Service’s efforts are aligned and aimed at positively influencing communities to engage through various opportunities in long-term conservation action. Engaging new audiences is not a matter of quantity, but quality. It is about planting the seed (knowledge) to inspire and participate in conservation. The purpose of this project was to develop an engagement strategy for Bear River Migratory Bird Refuge (Bear River MBR) - including tactics and examples - for how to become an effective member of the Latino community. Sustainable partnerships and applications were identified after analyzing the local audiences' needs and potential barriers and by gathering key community leaders input. The engagement strategy and recommendations developed from this project could serve as a model for other national wildlife refuges. 4 _______________________________________________________________________________________________________________________________________________________________________________________________________________________ Objectives and Definitions This engagement strategy was developed as part of the U.S. Fish and Wildlife Service’s Directorate Fellows Program (DFP) fellowship. The project supports the Urban Wildlife Conservation Program’s goal to create a connected conservation community. The first step in creating a connected conservation community is to become an effective member of the surrounding community. This project focused on the Latino community in particular. Therefore, the objectives of this study are: . Identify and synthesize information on the Wasatch Front (Utah) Latino conservation community leaders. Review and analyze existing literature and Service work regarding Latino engagement to understand current strengths and gaps. Host and facilitate an activity with key community leaders from the Latino conservation community. That information was used to: . Develop a detailed communication strategy for Bear River MBR on how to communicate effectively with the Wasatch Front Latino community. Identify key messages and appropriate delivery mechanism. Develop overreaching recommendations for a Latino Conservation Community Engagement Strategy. Key definitions Before outlining the community engagement strategy for Bear River Migratory Bird Refuge, is necessary to define key terms used in the document. 1. Engagement: From a strategic communication’s perspective, engagement means connection, commitment, and action. Connecting with a targeted audience and getting them to voluntarily commit into a valuable, relevant action that meets their needs. 2. Urban National Wildlife Refuge: A refuge open to the public that is less than 25 miles away from a population center of at least 250,000 people. The terms Latino and Hispanic are defined differently under different circumstances. For the 2000 Census, Hispanic/Latino was an origin category. For Federal Policies purposes, it is an ethnicity, and today, for Pew Research, Hispanic/Latino is a racial identity. For the Census 2020, Hispanic will be classified as a race along with white, black, American Indian and Pacific Islander. For the purposes of this community engagement project, Hispanic and Latino will be defined as it follows: 3. Latino: A person whose origins are countries located in the Latin Americas. The country main language may or may not be Spanish. Hispanic: A person whose origins are countries where Spanish is the main language, the country may or may not be located in Latin America. 5 ________________________________________________________________________________________________________________________________________________________________________________________________________________________ Methods To be relevant and have a clear idea of the current scenario around the Bear River MBR, five community perspectives were identified and understood: current visitors, staff, volunteers, local Latino residents, and key Latino community leaders. The process to accomplish the initial overview and understanding of the audience included a literature review, creating statistical reports, and one-on-one interviews. The literature review focused on topics such as Latino, Hispanic, minorities, Utah, wildlife, conservation, outdoors, environmental education, audiences’ barriers, the Refuge System, Bear River Migratory Bird Refuge, and past engagement approaches or strategies in the National Park Service and National Wildlife Refuge System. Statistical reports from the National Center for Education, Census Bureau, and Pew Research Center’s databases were created and analyzed to understand where the Latino community is in relation to Bear River MBR and of the community needs at the moment of this study. The top six cities (West Valley City, Kearns, Ogden, Salt Lake City, Logan, and Layton) within 30 minutes to 1 hour driving distance from the Refuge with high concentration of Latinos were identified and their demographics and needs were analyzed. Key local Latino community leaders, Latino residents, Refuge staff, volunteers and current visitors were interviewed as subject matter experts. These interviews were conducted to identify common messages between all groups and confirm findings from the literature review. See Appendix I and II for the interview questions. 6 Background An overview on what kind of communications tools were considered for this project including the project scope, an overview of the Refuge’s current situation, and the surrounding population key demographics. 7 Background _______________________________________________________________________________________________________________________________________________________________________________________________________________________ Strategic Communication Syhayna Englin, public relations and corporate communications professor at the University of Georgetown, stated, “Being strategic means communicating the best message, through the right channels, measured against well-considered organizational and communications-specific goals. It’s the difference between doing communications