Keystone Policy Center
Shaping the Future of Colorado’s Outdoors: A Strategic Communications Approach
Challenge
Colorado’s iconic landscapes and outdoor recreation opportunities are integral to its identity and economy. However, increasing challenges—including from growing populations, human disturbance, climate change, wildfire and drought—have created an urgent need for collective action. To address these critical issues, Colorado developed a first-of-its-kind statewide Outdoors Strategy to promote conservation, foster collaboration and ensure a sustainable future for conservation, outdoor recreation and climate resilience.
The aim was to launch this wide-reaching initiative in a manner that resonates with diverse stakeholders, galvanizes public engagement, solidifies trust and unites multiple stakeholders under a shared vision. As the communications lead, GFM was tasked with establishing the Strategy’s identity, increasing its visibility, and ensuring its core goals were widely embraced.
Approach
As the communications and branding lead with Keystone Policy Center, we developed a strategic communications plan to build broad awareness, foster collaboration among convening partners and stakeholders, and drive buy-in for Colorado’s Outdoors Strategy. This effort targeted diverse audiences leading up to the Strategy’s launch at Colorado Parks and Wildlife’s Partners in the Outdoors Conference (PITO).
Key Initiatives:
- Audience identification and key message development: We developed key audience segments, including local and statewide activators as well as the general public. Based on these audience segments, we crafted relevant messaging and elevator pitches that convening partners used when talking about the Strategy, and for inclusion in subsequent communications and collateral.
- Brand standards: Our team defined brand standards for the Strategy and developed brand assets and guidelines.
- Two-phased website recommendations: In lockstep with the development of Colorado’s Outdoors Strategy, we executed a two-phased approach to the Strategy’s web presence:
- CPWEngage: Information on this landing page allowed viewers to learn about the goals of Colorado’s Outdoors Strategy and provide feedback on the latest iteration before convening partners finalized the Strategy.
- Colorado Parks and Wildlife (CPW) landing page: Once the Strategy was finalized, we partnered with CPW to develop a new landing page on their website housing the final Strategy document, a video overview, a Resource Hub, key stats and success stories.
- Content development and stakeholder communications: To bring the Strategy to life, we developed collateral for use on the website and in convening partner communications, including an overview video, a social media toolkit with suggested posts to use in tandem with launch and recommended copy for inclusion in convening partner newsletters.
- Earned media outreach: We coordinated a launch press event in partnership with Colorado Governor Jared Polis to announce the Strategy at PITO. We also conducted proactive media outreach leading up to the launch to secure media coverage of the Governor’s announcement.
Sample graphics from the social media toolkit
The overview video created by our team for Colorado’s Outdoors Strategy
Results
Earned media outreach around the launch of Colorado’s Outdoors Strategy garnered coverage from key local and regional outlets, amplifying the strategy’s reach to diverse audiences in every corner of Colorado. An online media toolkit containing visual assets and stakeholder quotes enabled the 18 Regional Partnerships to provide consistent messaging to key stakeholders across the state. Ultimately, communications efforts around Colorado’s Outdoors Strategy laid the foundation for continued collaboration in the state around conservation, recreation and climate resiliency.
50+
News stories and social posts published.
68 Million
Impressions generated from earned media.
Empowering Outdoor & Conservation Leadership
Through our involvement with Colorado’s Outdoors Strategy, we demonstrated how strategic communications—rooted in audience-specific messaging and thoughtfully coordinated campaigns—can unite communities, promote conservation, and achieve government objectives. Our efforts launched a meaningful statewide initiative and positioned communities across Colorado to lead the charge.
By combining thoughtful strategy, tailored messaging and effective stakeholder engagement, we are proud to specialize in helping outdoor and conservation organizations achieve far-reaching results.
