STR ATEGIC DIRECTION 3 – THE PEOPLE WE SERVE
Engaging and building relevancy with the public.
Research and Analysis
• Evaluate automated customer
marketing/messaging
• National relevancy research
• Proven messaging techniques
• Awareness levels of target audiences
• Identification of gaps
• Demographic data of existing users
• Targeted demographic data on
recreational users
• Identify key and most effective means of
communicating with targeted audiences
• Park customer information
• Understanding needs of existing
users/new users
• Messaging best practices
Key Performance Indicators
• Defined desired outcomes met
• Strong engagement rates (varies by
outreach type)
• Conversion rates from one permit to the next
• Number of social media metrics
• New customers
• Customer retention
• Ongoing media coverage
• High levels of approval/trust of customers
and public
Keys to Successful Implementation
• Retain broad messaging that resonates with
prospective audiences and target audiences
• Focused on priority messages and audiences
and best means of reaching those audiences
• Measurability
• Automated customer messaging and reports
for permit sales
• Partnering for cost-effective media buys
and reporting
• Utilize customer relationship management
tools to better understand user groups
B E N C H M A R K
GOAL 1
B E N C H M A R K
Refine our communication objectives
to best reach and communicate with
the agency's target audiences.
Assess research identifying the
characteristics and the needs of
current and target audiences to inform
communication objectives.
2025
2024
2023
2023 Quarter 1
Review existing and needed state and
audience data and research.
2023 Quarter 2
Identify national trends relevant to
communication efforts.
2023 Quarter 3
Identify potential gaps in data and
assessment needs in communication
strategies.
2023 Quarter 4
Implement data-gathering activities and
assessments for gaps identified.
Evaluate our communication strategies designed
to best reach our objectives and communicate
with agency's target audiences.
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