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
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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.
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______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.
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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 stuff, and doing the right communications stuff.”*
In the strategic communications world, an engagement strategy is successful when the marketing or strategic planning goals are achieved. This means that if the targeted audience takes action, then the strategy is working. For example, if the client is a store, an increase in sales would be an indicative of success. When a politician is the client, success would be measured with more votes. In other words, engagement is the audience taking action.
The American Association of Advertising Agencies explains that strategic communication recognizes the value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines such as advertising, public relations, journalism, audiovisual productions, personal selling, and sales promotion and combines them to provide clarity, consistency, and maximum communication impact.
To explain how strategic communications is applied today in the marketing and advertising industry, four phases commonly implemented within the industry will be described: strategy, tactics, products and actions. The strategy (what) is the message that will be conveyed to the target audience behind every product. Ultimately, the strategy offers the direction to decide which tactics will be used to reach the target audience. It is important to understand that the core of the strategy is to prepare the audience to feel in a certain way, and to believe in an idea to ultimately persuade the audience to take action.
______*Source: IDEA. 2011. What is strategic Communications? Background 8
______Strategic Communication
In simple words, to build the strategy the communications team needs to ask, what message we are going to tell the audience behind every tactic and final product. Thus, it is necessary to understand who the audience is, what their current needs are, potential barriers and/or main insights in order to build the strategy.
Once a strategy (the “what,” the message) has been determined, tactics will identify the “where”. They are called “executions” in the advertising world, and are developed to deliver a determined message (strategy) through the identified channels (tactics). Tactics are all about strategically selecting the channels where the target audience can be effectively reached; the proper channel is one readily available to the audience. The target audience already pays attention to these channels and with a specific reason. Using the proper channel helps preserve the project (campaign) strategy as well as the identity of the client, while making it easier for the audience to take action towards the calling on the message delivered through that channel. Examples of some channels or outlets can be flyers, pictures, posters, an event, a course, a movie, a news show interview, a speech, social media posts, etc. The options are endless.
Products follow tactics, and their ultimate purpose is to influence people, to help them realize a new idea and do something about it. Every detail in a product, including words, colors, and pictures, has a purpose; they set a tone, atmosphere and help people understand and most importantly, act.
Action refers to the target audience taking action towards the message that the communication strategy is addressing. For example, if the strategy, tactics and products are designed for a store (as a client), the action could be a sales increase. On the other hand, if the client is a politician, the action would be more to see more people voting for the politician.
Since the purpose of this DFP project is considered a planning phase, two of these four stages were applied the strategy and tactics.
Background 9
______Background on Bear River MBR
A Globally Important Refuge - Bear River MBR is an essential piece of the Great Salt Lake ecosystem. By protecting wild birds’ habitat and ensuring water management, Bear River MBR guarantees that the ecosystems starting from the Bear
Lake and Bear River rural areas all the way to Willard Bay and the Great Salt Lake continue to exist.
Today, approximately 50% of the global white-faced ibis population nest in the Refuge wetlands. More than 200 wild bird species nest and live in this wetland habitat that is the Bear River delta. The 80,000 acres of land are sitting in the middle of a desert area and placed on the migration pattern of thousands of birds that fly all the way from the arctic tundra and South America, including Chile and Argentina, to the Refuge.
When driving the 12-mile auto tour route, where the visitors can have the closest access to the birds living in the Refuge, a wide open landscape with thousands of migratory birds feeding, resting or nesting can be seen. Every season of the year is a different display that nature presents. For example, winter is raptor season; you could see hundreds of bald eagles and many barn owls. Spring time is known for the dancing grebes, duck broods, and avocets. During the fall, migration is the perfect time to see thousands of shorebirds.
Bird watching is the main reason why visitors come to the Refuge. Areas for hunting and fishing are available depending on the season of the year as well. The James V. Hansen Wildlife Education Center is well known for its environmental education programs that are based on the Utah State education standards. Programs like Mountain Wilds to Wetland Wonders! and Wetland Wings currently reach elementary school students up to 4th graders and meet the educational needs of that local community who knows the Refuge. An auditorium, outdoor amphitheater, exhibit hall, classrooms and a research lab are inside the building, which has two walking trails and a wetland site right in front of the building.
Main strength - The main strength of the Refuge is the people. The community surrounding the Refuge land organized and advocated with such intensity in the early 1900s that within a year, Congress took action and established Bear River Migratory Bird Refuge.
In 1927, people had noticed a drastic change, hundreds of thousands of dead and dying birds and a mudflat instead of the wet wetland habitat they were used to see. Due to excessive water use for local businesses and farming, the Bear River delta had stopped receiving the water needed to provide habitat for thousands of migratory birds.
The same proactive organization and commitment was seen 10
when the Friends of Bear River Migratory Bird Refuge worked together to create the James V. Hansen Education Center.
Main opportunity – At the same time, Bear River MBR may be also be perceived as an elite club. At the time of this study, while reaching out to the surrounding Latino communities within the cities near the Refuge, the majority of the people said they have not visited Bear River MBR. Although some visited the Refuge, they had not visited the auto tour route. It was clear most of the people do not know what the Refuge is and why it exists and many who have visited the Refuge think the Education Center building is all it has to offer.
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Background ______Utah – Key demographics
About 80% of the people living in the United States live in urban areas. In the future, will people keep moving to urban areas? Will the national projection of the Hispanic/Latino community becoming a majority eventually be a scenario reflected in Utah as well?
Populations in urban areas - On a national level, the U.S. Census Bureau projects that by 2043, half of the people living in the country will be racial and ethnic minorities. The projection for Salt Lake County, the primary urban area in Utah, is that racial and ethnic minorities will be over 40% of the population by 2050.
Population growth – As a whole, the Utah population is growing quickly as well. The state population has nearly tripled since 1970 and is projected to nearly double again by 2050.
A young state - In 2012, just over 50% of the population was under 30, placing Utah as the youngest state in the nation. In the future, Utah’s 65 and older population is projected to double by 2050, and the percentage of population 17 and younger is projected to decline.
______*Source: Utah Foundation, Research Report, A Snapshot of 2050, An analysis of Projected Population Change in UT
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Background ______Communities around Bear River MBR
Cities within approximately a 30-minute to 1- hour drive from Bear River MBR that have a high concentration of
Latinos. Logan 13.9%
Where do they come from? Bear River MBR Education Center
Ogden 30.1%
Layton 11.2%
Sal Lake City 22.3% West Valley 33.1% Salt Lake City 22.3% Kearns 32.9%
Mexico 373,000 is the approximate number of Hispanic/Latinos living in Utah at the time of this study**. The predominant origins are México (320,000), El Salvador (9,000) and This map represents what the Guatemala (7,175). The cities Guatemala majority of the Hispanic with the highest populations within the El Salvador concentration of Hispanics BRR area identify as their are Kearns, Ogden, West previous and current home. Valley, Logan, Salt Lake and Layton. ______Table I. Cities with the highest percent of Hispanics within the Bear River MBR area
City**** Hispanic Percent Total City Population** Driving Time*** Kearns 32.9% 35,731k 1hr 4m Ogden 30.1% 85,444k 35m West Valley* 33.1% 136,208 1hr 2m Logan 13.9% 50,371k 33m Salt Lake* 22.3% 192,672k 53m Layton 11.2% 74,143k 33m
*Refers to West Valley and Salt Lake cities, not the counties. **The total population numbers on this page are according to the Census latest revision in 2014. ***Driving time was estimated using Google Maps. ****Cities listed where identified in a report published by the UT Hispanic Chamber of Commerce and double checked using raw data reports from Census public database. 13
Results
After confirming the finding of the literature research with local Latino community members, leaders, the Refuge staff, and volunteers, a description of the current and potential visitors’ preferences, barriers and needs was identified.
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Results ______Current Refuge audience’s description and main needs
Inclusion is key to a successful engagement strategy. This helps with understanding community members’ perspectives and finding common ground. The ultimate goal is to meet common needs while understanding and celebrating differences. In this section, input from current visitors, staff and volunteers was collected to identify messages that stand out and formulate the following observations that can help define the current Bear River MBR audience’s profile, preferences and needs.
Different visitors depending on the season of the year - Information gathered from the one-on-one interviews and literature reviews revealed a consistent message, that visitors change depending on the season of the year. This means that every season, the Bear River MBR audience is somewhat different.
Predominant visitor description – Caucasian, Male, 50 years old median age, well-educated, retired, and higher class. Their preferred activities are birding, hunting, and fishing.
Elementary school groups – Mostly from schools in the community that do not have the highest concentration of Latinos. The groups visit with teachers on 1-day field trips.
Families – Moms with their kids coming to visit for a second time after one of her elementary school kids discovered the Refuge through one of the Education Programs that the Refuge is offering to schools.
Tourists - A high percent of couples traveling from around the country or coming from Europe are often seen in the education center, looking for more information about the auto tour route. Often time they are avid birders looking to explore and see new species.
Preferences or needs
Top preferred activities - From the staff and volunteers’ perspective, generally the top preferred activities among visitors are the auto tour route (to see the birds) and the Junior Ranger Program (to have a closer encounter with nature).
Facebook insight - After analyzing the Bear River MBR audience engagement levels towards the content posted on the Refuge’s Facebook page during the last two years, it stands out that the most engaging content speaks about life at the Refuge and “backstage” stories of what happens on a day to day base in regards to habitat management.
More access - Staff agrees that current visitors wish they could have more access, for instance: going on airboats, canoeing, camping and adding more hunting and fishing areas some of these which are not feasible according to the Refuge’s purpose of protecting habitat for migratory birds. However, they do agree that some other access requests such as, new walking trails, more relevant exhibits based on the season, observation points (or a tower) and frequent personal interpretation programs could be feasible if the Refuge acquires the resources that would be necessary for implementation.
Interpretation for a closer encounter - The main current audience need identified from this study is interpretation complemented with an up-close experience with the birds. This can be achieved with a combination of environmental education, interpretation, bird watching, and interactive experiences like the Jr. Ranger Program.
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Results ______Target audience description - three different generations
Even though the predominant audience near Bear River MBR area is second generation, there are three different generations that we should consider when communicating. Together, they represent the families that will be new to visiting the refuge.
Predominant Audience Sons and daughters, Sons, daughters, grandsons who were born in the U.S. and/or granddaughters. 27 yrs. old (median age) 13 yrs. old (median age) Parents who migrated 8,100 more males in Salt Lake City. between the ‘80s and ‘90’s 45-50 yrs
______1st Generation 2nd Generation 3rd Generation Might not speak English. Speak English and Spanish, 7th – 10th graders who speak Highest level of education is with Spanish being their English and Spanish or only middle or high school. They live second language. English. in the cities and work in more than one job. They view “home” as the U.S. Most of them are studying in They also live in the cities and the Salt Lake City School They still view “home” as there are more 2nd generation District. The district has (59% Central America. They migrated Latinos getting enrolled in minority enrollment, most of in the 1980s and 1990s seeking college. However, the them are Hispanics) freedom from dictatorships and graduation rate is significantly civil war against guerrillas. Or lower than the enrollment Sixteen percent of the Utah from poverty, crime and bad rate. students enrolled in K-12 politics. state-wide are Hispanics. They are professionals The majority know how “home” currently starting their careers looks and feels like but can’t go and/or working on transitional back. jobs.
Common fears include being Were raised with certain deported, discrimination, hate values and follow traditions crimes and the unknown. but their roots are divided between Central and North America.
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Results ______Culture - target audience’s main insight
To be relevant, it is necessary to understand the target audience. Now that we know the origins of the Latinos around the Bear River Migratory Bird Refuge, a deeper understanding of their identity can be reached by looking at their countries’ histories and culture.
Externally, Mexicans, Salvadorans and Guatemalans might look similar, but each country has a unique history and culture. After analyzing the three countries’ national symbols and their relationship with the countries differently history, the following differences where identified.
Culturally, Mexicans are described as proud and strong individuals whose native people, the Aztecs, were warriors with a deep respect for nature. This group controlled El Salvador and Guatemala for years. In comparison, Salvadorans have values focused on family union and connection to Jesus Christ. Their natives are known for their advanced knowledge in math, architecture and astronomy. Guatemalans believe in individual freedom and are deeply connected to nature. Their natives are known for their writing, textiles and agriculture.
Mexico’s history and culture has strong metaphors that describe Mexicans as strong, bold and proud individuals. Such as the golden eagle and its relationship to the sun, for Aztecs, the Sun represented a warrior God. Salvadorans are family-oriented individuals. For Mayans, the Respecting other and being respected is a Sun was aligned core value for this culture. Their history to the golden explains how the Maya civilization was not eagle and known for being great warriors, but for their represented advance knowledge in math, architecture and awareness and astronomy. They developed the world’s first enlightenment. calendar and pyramids. El Salvador means “Jesus Christ, the savior. For Aztecs, the Sun represented a Guatemalans’ first leaders were the Maya civilization as well. But today, warrior God. 40% of the current population is still pure Mayans. Guatemalan’s history and national symbols describe how their core value is respect as well. But they are more free and creative individuals. Their focus is on knowledge and nature more than family, religion or power. Guatemala means land of the threes and its home of free and creative individuals.
Mexico El Salvador Guatemala "Metztli" that means Universe (in modern Original name is "Provincia De Nuestro Means “land of trees.” Guatemala is a Nahuatl the word had the meaning of Moon) Señor Jesus Cristo, El Salvador Del heavily forested and mountainous nation— and "xiclti" that means belly button or Mundo" ("Province of our Lord Jesus and is the most populous in Central center. In simple terms, “Mexico” means " Christ, the Savior of the World"), which America. the center of the universe " was subsequently abbreviated to "El Salvador" (The Savior).
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Results ______Cultural symbols comparison
Mexico El Salvador Guatemala
Character Character Character Very proud to be Mexicans. When speaking There is a Salvadoran saying: In comparison with Spanish, they tend to refer to people as ‘you.’ “Among you but not yours”. Salvadorans’, Guatemalans The use of ma’am and sir (tú vs usted) is not Salvadorans are often confused with character is more liberal, culturally enforced. Mexicans due to their living in the present physical appearance. However, their moment and creative than Ancestors known for attitudes and national into family responsibility. The Aztecs were warriors. Also known for their identity are very different. The exceptional skills on agriculture and commerce. use of ‘usted’ instead of ‘tú’ is Ancestors known for The Aztec empire was exterminated by Europe. culturally enforced. Because for Mayans in Guatemala were No pure-blooded Aztecs are living today. them, referring to someone as known for their writing, you (‘tú’) instead of ma’am or sir textiles and agriculture. History (‘usted’) can be disrespectful. The U.S. occupied their lands; prior to that, History Mexico was an empire that dominated El Ancestors known for 40% of the current Salvador and Guatemala. Mayans were known for their population is still pure advanced knowledge in math, Mayans. Beliefs architecture and astronomy. Catholicism was enforced by Europeans. Beliefs Mexican culture has a strong respect History Freedom and for the power of nature. Mexico dominated El connection to nature Salvador until they are essential to Famous dish won their independence. live life. Even though tacos are famous, there is not such a thing as the main dish in the Mexican culture, Beliefs Famous dish ingredients seen in tacos are seen in other Salvadorans are humble. Meat and Chilli plates. But Mexico is a country made The Colombian writer, Stew or ‘Pepián’ of states and each state has its own Gabriel Garcia Marquez distinctive plate. Yes, spicy food described Salvadorans-in a National bird is a common preference. sarcastic and funny tone- as Symbol of “The best habitants in the world.” freedom. If a Recognizing the fact that “they know Quetzal is kept everything.” away from its ecosystem, or in Famous dish captivity it dies of Stuffed Flatbread or “Pupusas” sadness.
National bird National bird The Golden Eagle, also known as the real eagle, The Torogoz or turquoise-browed represents strength and courage. Ancestors motmot. A symbol of being a believed that the Golden Eagle is as powerful as united family. the Sun, who can see anything that is happening on earth.
Today, there is a high number of Salvadoran and Guatemalan children migrating to Mexico by themselves on a quest for a better life. Some of these children make it all the way up to the United States. Unfortunately, a high number of these children die or face risks like illegal traffic of their organs and sexual exploitation. 18
Results ______Potential partners identified and interviewed :
A questionnaire was designed to understand the local Latino community main needs and the current reality or scenario of Latino-conservation organizations in the cities surrounding the Refuge. The questionnaire also helped identify potential partnerships to better serve the target audience.
Leaders of the following key Latino community organizations were interviewed:
Hartland Community for Youth and Families
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Results ______Prioritizing target audience main needs
After identifying the local Latino community needs in Northern Utah through a literature review, key community leaders were interviewed to confirm or correct the identified needs. As a result, the following needs were identified:
1. Education – inclusion and access 2. Healthcare access 3. Workers’ rights – advocacy 4. Basic needs for survival – a house, food, an income
While identifying key Latino community organizations working towards conservation of natural resources in the area, no organizations are focused on conservation, wildlife protection or the outdoors. However, when approaching the predominant community (Caucasian), outdoor and recreation groups stated that there is approximately a 30% Latino involvement in the Ogden outdoors initiatives and in the Salt Lake City Jordan River restoration efforts as well.
Latino families in northern Utah are struggling to meet their basic needs. The predominant educational level is high school or middle school and the poverty level is high. From the audience perspective, there is nothing more important than meeting the family basic human needs. There is very limited time and space for leisure activities and they need a valuable reason to prioritize what they see as a leisure activity in their agenda.
According to key community leaders these needs are a consequence of restricted access to education. Latino leaders agree that education is the long term key to help the audience meet all the other needs they are currently facing. Consequently, key Latino community organizations in northern Utah are focused in transforming the community current short-term mindset by empowering the youngest generations to dive into leadership and a long-term outlook. All the key community leaders interviewed agreed that this short-term mindset or perspective is the main reason why the audience is currently living on survival mode. They are working two or three jobs and can’t find ways to get access to a better lifestyle where they would be able to see other solutions and identify or create other ways to meet their basic needs such as better access to healthcare, continuing education and a better understanding of their rights and how to advocate for themselves.
The U.S. Fish and Wildlife Service identity is not able to address or supply the population with basic human needs necessary for survival. Even a direct link between habitat conservation and healthier lifestyles may not be enough for the local Latino audience to visit what they consider ‘a faraway located’ place, the Refuge. Still the Service can help reduce the root of the challenges that the Northern Utah Latino community is facing right now by providing education and leadership tools that will ultimately lead to a mind-set shift among the youth generation of Latinos in Northern Utah. The Refuge can help empower the 2nd and 3rd generations of Latinos to become the next leaders, using conservation and science as an essential component for that mind-set shift.
The engagement strategy goal should be to provide more access to education and a healthier lifestyle by planting the seed of understanding conservation, why Refuges exist, and how the audience can help from work, home or school. This will turn out to be a more effective, long-term opportunity to connect with the local Latino community. Education is the key to address the root of the target audience’s main needs. Our focus for this strategy will be to inspire youth to become the new Latino conservation leaders in Northern Utah. 20
Recommendations
The communication tools previously discussed are presented in the following section and applied to the Bear River Migratory Bird Refuge and the U.S. Fish and Wildlife Service as a client under a communication campaign. In this section, the strategy, tactics, examples of product, and actions will be provided.
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Recommendations ______Common Ground - What beliefs and values do we all share?
A key aspect of an engagement strategy for a new audience is finding common ground. In this case, common ground can be found in several beliefs and values. The key is to “embrace similarities and celebrate differences.”1
. Values and ideals Common belief Hope, freedom, sacrifice and the purity of Embrace freedom through sacrifice. The dreaming for a better life are values share internal human process is a metamorphosis by all audiences. and a necessary development to…
United States a better life, and home. North America
Mission
Work with others to conserve, protect,
and enhance fish, wildlife, plants, and
their habitats for future generations.
Protect our home through conservation.
1 2012 Google Marketing Convention: Locked at the barriers when marketing to Hispanics.
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Recommendations ______The strategy rationale – For USFWS and Bear River MBR as the client
At the time of this study, the U.S. Fish and Wildlife Service and the National Wildlife Refuge System are not known among the majority of the Latino community surrounding Bear River MBR. From the marketing-advertising perspective, this means that the Service is not identified as a brand on the audience’s mind. This creates an opportunity for the Service to establish a relationship with the target audience. From the marketing-advertising perspective is seen like another new relationship between humans. When you don’t know someone, the person has the opportunity to introduce themselves in any possible way they would like to. It’s a fresh start. From there, once the audience gets to know the person (brand), they will expect the individual to get involved in a set of actions that reflect the brand.
During this project, it was necessary to introduce the Refuge System to the local Latino community and leaders. Since the Latino cultural background understands that Mother Nature is perfect and there is a “circle of life” that must be respected, the National Wildlife Refuge System was described as a system of landscapes that are protected habitats. The Refuge System is home to a large number of wildlife species that maintain the natural balance that makes our current home what it is today. Refuges help conserve habitat so we (wildlife, humans and future generations) can keep calling it home and enjoy it for years to come. In summary, we’re neighbors, working together to protect “home”.
The strategy or message that will be conveyed to the audience, behind every tactic or product will invite them to:
Try: To change, their perspective of the conservation world to discover a new lifestyle. Strategy
Believe: We’re all related. We’re neighbors, we are better together, the audience can help by engaging in small changes. Tactics Agree with: The idea of working together to protect our cycle of life and our home.
Emotional aspect: Inspired to be that change they wish to see in the world. Products Promise: A better world/home, better clean air, water, landscapes, healthy wildlife. Action
Providing an experience, the strategy foundation: Providing an experience is a key part of the engagement strategy because the experience connects the audience with nature, plants a seed of awareness, and initiates new behaviors in the targeted community. It also provides a way to measure the engagement strategy’s success. An experience strategy is, “a collection of appealing activities to deliver a set of positive and exceptional interactions that together, will constitute the meaningful and hard-to-replicate experience.”1
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The Bear River MBR engagement strategy will be an experience strategy with three levels: take the Refuge to the target audience, schedule a purpose-driven visit, and follow up with a relevant and valuable here’s how you can help during this season.
______*The experience concept comes from marketing, the strategy definition on this page comes from Steve Baty, principal at Meld Studios, has over 14 years of experience as a design and strategy practitioner. 24
Recommendations ______Our tactics – Sustainable partnerships
Now that the strategy (what) has been specified, it’s time to describe the tactics (where). Available public data from Pew Research Center identified the top four preferred channels for the local Latino audience. This means those places where the local community prefers to communicate.
TV, text messaging, Facebook, and word of mouth are the top four preferred communication methods for the local Latino audience. Now, some of the specified channels, for example TV, imply the National Wildlife Refuge System (NWRS) to have a clear branding strategy before communicating massively with all audiences. Considering that principle, the best approach would be to work with the community and build credibility first. To become an effective member of the community and get that trust and word-of-mouth sharing before communicating broadly would be the smartest approach. This will help establish and maintain a solid relationship with the community.
In order to be placed on that trusted word-of-mouth among the Latino community, the NWRS needs to work with well-known key Latino community organizations as partners to help accomplish each other’s goals simultaneously. This means, that the tactics or channels that the Refuge will use to communicate with the target audience will be certain services, such as: programs, courses and events that the key Latino community organizations are currently providing to accomplish their goals and are aligned with the U.S. Fish and Wildlife Service and the National Wildlife Refuge System objectives.
In this way, a sustainable partnership will be created, because the USFWS will be facilitating a good resource that the key community organization needs.
______*Source: Pew Research Center’s Internet & American Life Project. 2013. Recommendations 25
______Examples of sustainable partnerships
Every communication strategy includes products (executions) which are the content that will be strategically designed to engage with the targeted audience through identified channels (tactics) that prove where the audience is. Keeping in mind that in this case, the tactics (or channels) will be those services provided to partners as well as services received from partners, below are some examples of possible services that the Refuge can provide and receive in exchange.
However, is important to keep in mind that the products, such as lesson plans, flyers and event agendas that will be designed to provide the services identified below must be carefully designed to make sure that the end goal of engaging the target audience in an action will be addressed. It is very important to specify on these products how the audience can be called to help by being involved in a specific action once they go back home. This means that is important to focus on the purpose before connecting with the audience. As part of making sure that the strategy, the foundation and the tactics are being implemented successfully in order to get the audience to the determined action or engagement.
For a description of the four identified organizations mission, goals and services listed in this page, see Appendix III.
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Recommendations ______Implementaton timeline
National Recommendation - Design and implement a branding campaign about the NWRS. This will help create awareness at the institutional level and help each individual land Refuge, current efforts are underway.
Resources - Due to lack of human resources, the Refuge is currently operating on an urgent, crisis-mode. More permanent and targeted positions will be needed to achieve that quality experience we are looking to guarantee.
First stage
. Refuge team builds a common vision that integrates wildlife conservation and community engagement. . Specify short-term objectives to the teams within the Refuge. . After having a clear vision and objectives in the Refuge, implement tools that can help the team set priorities in order for them to do more of what is important and/or urgent, always based on the objectives they identified. Tools like Lean Six Sigma, and the Franklin Covey time management matrix can help the team make the most out of their time and feel like they are doing more of what really matters (based on their vision and objectives). . Provide training to facilitate cross-cultural competency among Refuge staff. The training should focus on Latinos communication preferences and interpersonal relationships, while also addressing the top three Latino cultures living near the Refuge: Mexicans, Salvadorans and Guatemalans. There is opportunity to address how their cultures relate to the wildlife that migrates through the Refuge as a way for the staff to be relevant and “speak the same language” with the Latino community even if they are not speaking Spanish. . Spanish-speaking staff is needed to make the local Latino community feel included. The key Latino community decision makers belong to the first generation mostly. Most of them do speak Spanish as a first language. . An environmental educator or interpreter would be needed to facilitate visits and field trips. . Design the products that can be offered to the identified partners and Latino community. . Design introductory brochures and other Refuge signage or print material in Spanish. Explaining who we are (the Refuge identity and vision), what we do (how), and indicating what kind of activities visitors can take advantage of at the Refuge and what they cannot (Explain why they can and why they cannot do certain things upfront). . Include activity duration information so visitors can plan their day.
Second stage
. Develop an implementation calendar for each partner. Listing the products (lesson plans, events agenda, and other educational tools), including the purpose and goal of each product, as well as how many people will be reached. The ultimate purpose is to keep the relationships by making these identified strategy and tactics come to life. . Clarify expectations with the partners about the services that will be provided from both ends and propose or discuss the products details. The purpose is to maintain valuable and active communication with the partners. To keep the communication by providing not only courtesy but hands on calls. . Start taking the Refuge to the city to share the determined products that were designed during the clarifying expectations step. An example could be to facilitate a class in the targeted audience classroom and then work on a relevant, valuable (for the youth) citizen science project, together. Another example is to participate as a subject matter expert to concur with the message that is being delivered by an educator at the aviary. . Become an effective member of the community by meeting the local community needs through the educational services that are now being provided in the audience’s local communities.
Third stage
. After implementing the “taking the Refuge to where the audience is” stage, the Refuge can start organizing group visits with the youth that were targeted and already have been introduced to the Refuge experience with a purpose. 27
The purpose should meet the partners and state education curriculum standards and should be framed around how they can help right from where they are, while being relevant with the kids concerns and interests. The visit could include, behind-the-gates VIP activities where the selected group can have a closer encounter with wildlife while supporting Refuge work. . Develop recurrent programming for weekly and monthly activities available for visitors. The activities should be interactive, provide up close and personal encounters with the birds and include a relevant “here’s how you can help from home” section. . When non-scientific staff joins scientific efforts in the Refuge, a better understanding of the science aspect is built. When these scheduled public visits happen, all Refuge staff should support interpretation and education activities to build a better understanding of the people aspect of Refuge work. . The education center should change its working hours since is during the weekends when tourists and Latino families are more likely to visit the Refuge individually seeking interpretation services. . Since every season of the year is a different “world” that attracts different audiences to the Refuge, the exhibits should be renewed periodically to maintain relevancy.
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Other tools that can be used during implementation ______
This section includes an example of a media plan, used in the strategic communications world to specify the product purpose, publication frequency, reach and investment. Plus a suggestion to consider the application of other marketing tools during implementation.
A. An example of how a media plan works- The media plan is the communication strategy map to project the project purpose and place for each product, as well as the costs, reach and relationship with the audience, and outcome.
Tactic Purpose Frequency Audience Cost Time September October November Reach
Product title/purpose 200 students +5k 200 hrs Product title/purpose Product title/purpose 3K people 0 672 hrs Product title/purpose Product title/purpose 30 people 300 6 hrs Product title/purpose 1k 50 40 hrs
B. Fostering Sustainable Behavior: Community-Based Social Marketing - Listed on the references section of this document. The author, Doug McKenzie-Mohr, Ph.D., Environmental Psychologist, clearly summarizes six marketing tools that have been used to implement a sustainable behavior in the community. Tools discussed are:
Commitment From intention to action
Prompts Remembering to act
Norms Building community support
Communication Effective messages
Incentives Enhancing motivation
Conveniences Making it easy to act
29
Acknowledgements ______
To the Refuge team and all the key Latino community leaders who always made me feel at home with an always warm welcome, an active listening ear, and an honest opinion. Thank you for your great suggestions and ideas that helped me create a relevant proposal. You were the heart of this experience. To my direct supervisor, Diane Emmons, Chief, Division of Education and Visitor Services (EVS), for being a visionary and leader. For consistently setting up new and clear expectations in the face of a constantly changing project. For providing feedback, guidance, direction and advice when I needed it the most.
To Delissa Padilla, the regional Urban Wildlife Conservation Program Coordinator, for being more than a coach, a mentor. For helping me translate most of the technical language and tools into useful resources for the Service. For being a political strategist helping me find another way to connect with some key community leaders when it seemed impossible.
To my family in Puerto Rico and in the U.S. East Coast, for leaving all concerns and fears behind to dream and believe with me. Thanks for your unconditional support. You are with me, every day on every step I take and decision I make.
To the Directorate Fellows Program (DFP), for opening a realistic and well-designed door of opportunity for new but mature professionals with a diverse background and a deep passion to protect the environment by protecting wildlife.
To the Student Conservation Association, for making it possible, and to the National Initiatives Program Coordinator, Melissa Fisher, for keeping a clear communication during the hiring process, the training week, and the whole project. For always answering on time and with the necessary information and guidance.
30
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Appendix I:
INITIAL CONTACT – • Melissa Gonzalez, I work with the U.S. Fish and Wildlife, National Refuge System. Urban Program: Colorado, Utah, Kansas and Wyoming – 8 states Our team is developing an engagement strategy for Latino audiences. To become an effective member in the local community. I am assigned specifically to the Bear River Migratory Bird refuge, located here in Brigham City. The project aims to improve and expand activities offered by one of our refuges in Utah, Bear River Migratory Bird Refuge, while increasing engagement and communication. We have run an initial research and have an idea of the local audience needs. • As part of that research we identified who the local leaders are because their input will help us prioritize the local community needs. We want to gather your input, and other leader’s input, so we can inform our decision-making process to build recommendations and develop relevant outdoor experiences. We found that ______have done a great work on ______by ______. • The purpose of this call is to get your input on our current findings. Identifying areas of common interest. As well as exploring opportunities that might help establish a self-sustainable, win-win partnership.
1. From your perspective, what are the local Latino 5. Is the local community aware of the value of community current needs? What do they need help with Conservation for their well-being? and why? 6. Have ______worked or have been 2. What is ______main focus? Dream goal? involved in a conservation or environmental 3. Could you tell me a little more about current programs related project or initiative in the past? and services that ______is providing to the 7. Have you visited the refuge? What do you know community? about the refuge? 4. Our research identified that at least, the local audience 8. How was your experience when visiting the here around Brigham City is composed of three different refuge? generations and they are very different from each other. 9. What can be done differently? (Talk about the generations). The second generation is 10. Can you think of other leaders I should contact the predominant generation around the cities that who also has a direct connection with the Latino surround Brigham City. From your perspective, how does community? the local audience looks like?
ANSWERS:
NEXT ACTIONS: If I organize an activity to introduce you to the refuge experience, like a tour where other community leaders will be invited. Is that something that you would be interested? 35
Appendix II: Questionnaire to help develop an engagement strategy that is relevant and feasible for Bear River Migratory Bird Refuge ______Thanks for your help! As part of the Directorate Fellowship Program (DFP) I am working on developing an engagement strategy for the local Latino community. A component of this work is to gain a better understanding on employees and volunteers perspectives. Your answers to the questions below will help me come up with realistic and relevant recommendations. It will also help identifying the tools and resources the team would need for implementation.
Personal Perspective Please share your thoughts and opinions on the following questions.
1. What is the vision for Bear River Migratory Bird Refuge (MBR)?
2. What do you believe is the most important attribute the refuge should highlight?
3. My concerns about increasing the urban visitation to the refuge are:
Regarding Visitor Services Answer to the best of your ability.
1. Activities current visitors like are:
2. Visitors wish they could ______.
3. Some questions visitors always ask are:
4. Their favorite part of visiting the refuge is: ______.
5. My favorite part of interacting with visitors is: ______.
6. What areas or experiences could be improved or added in the visitor center?
On Wednesday, August 24th ______We will be having a breakfast and talking about Latino engagement on the refuge. Time: 8:00am Location: Classroom
Come and join the conversation!
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Appendix III: LATINOS IN ACTION
Empowering Latino youth to be ready for college and career through culture, service, leadership, and excellence in education.
Offers an elective 2-year course that consists of 12 different classes. The program is offered in 98 Schools in Utah. An admission process is required to be part of this selected group of students.
How it works: teenagers learned leadership skills that later they apply by becoming mentors and role models for other Latino children attending elementary school. The organization serves 110 schools in six states (AZ, ID, UT, FL TX and WA), and it was awarded the White House Bright Spot for Excellence in Hispanic Education.
USFWS can become an essential part of the curriculum, by teaching, being special guests or role models for courses like: Service Learning (Impact your community & country), Healthy Relationships, Leadership, and Academic Excellence.
The organization needs a location in Utah to host their second leadership Summer Camp. Unfortunately, the amenities and goals are difficult to be fully met at Bear River MBR. For instance, they are interested in camping and canoeing.
The Refuge can evaluate hosting a special leadership event and/or science trips. The organization coordinates transportation, logistics, food and legal documentation. They would charge an operational fee per each student which has been 25 dollars in the past, but can change depending on how expensive the transportation and other logistics might be.
Another way to partner might be sending notifications to Latinos in Action, so they can upload opportunities for students and teachers in their home page (Canvas).
POC: ISABEL ROJAS, DIRECTOR OF SYSTEMS AND OPERATIONS 37
TRACY AVIARY
Inspires curiosity and caring for birds and nature through education and conservation.
At this time, Tracy Aviary is the only organization focused in Wildlife and Nature that is implementing a solid effort to connect with the local Latino community near the Refuge. The organization is allocating funding to implement tactics that connect the Latino community with nature such as hiring a Socio Cultural Program Coordinator. Other tactics include: Sábados Latinos, Close Encounter Shows (with birds), Citizen Science Field Trips (project broadtail) and Nature in the City.
Tracy Aviary is located in Salt Lake City and could be a gateway to introduce the local busy-hardworking Latino community to Bear River. The Aviary could be an extension of the Refuge, serve as a transitional experience to bring the Refuge where Latinos are. Some features of the Refuge experience that can be taken to the city may include: guiding, educating, introducing and engaging the local Latino community into science based topics, and group activities within their local area. The experience can highlight a few themes such as: wild wetland and shore birds, birding, hiking, recycling and citizen science.
The Close Encounter Shows consist of a group of approximately 60 people learning more about wild birds, understanding why conservation and protecting wildlife is important as well as being introduced to actually helping conservation efforts. During the interactive show, birds teach people how to recycle, how to raise funds for research efforts. We can become part of the close encounter shows by sending a Park Ranger to facilitate one of the shows with the Avian Educators.
Currently, Tracy Aviary is introducing Latino families to citizen science by coordinating family field trips with visitors. They are contacted and invited to join a field trip to Little Cottonwood Canyon in Altas, UT. The main purpose of this field trip is introducing them to bird watching and citizen science. The Conservation Director leads the trip and the Socio Cultural Program Coordinator is the liaison to the families.
The Refuge can be part of their current citizen science projects such as Nature in the City and Project Broadtail by incorporating a Park Ranger or Wildlife Biologist to these Field Trips. From there, the Refuge can invite these families to visit the Refuge as part of another field trip. Transportation must be provided.
Another opportunity for the Refuge is supporting the exhibits that show and introduce the species migrating through Refuge to the public. These exhibits allow the public to become aware about the Refuge System and Bear River. An example of collaboration to increase awareness is placing educational material with the Service’s logo in those areas.
POC: ALFONSO LÓPEZ, SOCIO-CULTURAL PROGRAMS DIRECTOR | TIM BROWN, DIRECTOR
38
Marshall N. White Community Center
To engage the local community in recreation and the outdoors by providing accessible recreation opportunities.
The center is part of the Utah Ogden City recreation program. Aside from the gym and other facilities often found in community centers, the Marshall N. White Community Center is known for its seasonal camps. A camp is offered each season of the year.
A student chooses the number of courses he/she may want to enroll. Each course is one hour a week for a total of six weeks. The enrollment fee is $5.00 dollars per course. Different courses are offered throughout the camp. The center is opened to the idea of the Refuge designing a course and coming as a subject matter expert to facilitate a class for the 2nd or 3rd generation of Latinos visiting the center.
Cost to low income families is the biggest barrier faced by the Center. Sometimes paying $5.00 per class is not possible and enrollment may be too low to keep some courses.
Offering a valuable, relevant and free of cost course during a season of high demand could reach a non-traditional group. Another option could be allocating the $5.00 dollars for the class to materials that the kids will take home.
Each season should cover a different, relevant topic a VIP visit could also be included within the course.
POC: JUAN MARTÍNEZ, RECREATION SUPERVISOR
39
USU STARS! GEAR UP – UTAH STATE UNIVERSITY
Stands for Utah State University Science Technology Arithmetic Reading Students Gaining Early Awareness and Readiness for Undergraduate Programs.
The focus of this program is to prepare students for science based careers. The program is running with two Department of Education grants. The program coordinators identify science teachers on each participating school and meet with them before the school year starts to outline a year plan. Teachers are required to participate in a monthly meeting for follow up and ensure the objectives of the plan are met.
At the time of this project, the program is reaching approximately 3000 students. The program consists of two cohorts: one that is currently in college or about to start college and a second cohort that is attending middle school. Students are supported until their second year of college.
A leadership summit is held during the summer with a 10% attendance rate. The program is interested and open to develop new activities for their students.
Currently, the program coordinators and the director are interested in introducing a Refuge representative at the Utah Science Teachers Association annual conference to share with the USU Stars! Gear up teachers some of the educational tools offered through the Refuge System.
Other opportunities include: mentoring programs, career awareness and educational field trips.
POC: MELIA BALLS AND HEATHER ERICSON, PROGRAM COORDINATORS | ERIC PACKENHAM, DIRECTOR
Contact Information:
Diane Emmons Chief, Division of Education and Visitor Services (EVS) Region 6 NWRS Program [email protected]
Delissa Padilla Nieves Urban Wildlife Conservation Program Coordinator Region 6 NWRS Program [email protected]
Melissa Gonzalez DFP Fellow, Bear River Migratory Bear Refuge
September 2016