SUWA PROPOSAL

Prepared for Southern Utah Wilderness Alliance

Prepared by:
Fredericks Gechuki
Sue Goodrich
Iskra Peneva
Dominic Davilla
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Table of Contents
SUWA PROPOSAL ......................................................................................................................................... 0
EXECUTIVE SUMMARY ............................................................................................................................. 2
PROBLEM STATEMENT ............................................................................................................................. 3
AUDIENCE ANALYSIS ................................................................................................................................ 3
Demographics ....................................................................................................................................... 3
Psychographics ..................................................................................................................................... 5
Audience Considerations ..................................................................................................................... 6
SWOT ANALYSIS ....................................................................................................................................... 7
SUGGESTION OVERVIEW.......................................................................................................................... 8
SUGGESTION DETAILS .............................................................................................................................. 8
Video ..................................................................................................................................................... 8
Flier ....................................................................................................................................................... 9
App Banner ........................................................................................................................................... 9
Stickers.................................................................................................................................................. 9
BUDGET................................................................................................................................................... 10
DELIVERABLES......................................................................................................................................... 11
LOGO for SUWA-................................................................................................................................. 11
Flyer .................................................................................................................................................... 12
Before & After Pictures ...................................................................................................................... 13
REFERENCES ............................................................................................................................................ 14
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EXECUTIVE SUMMARY

There has been a spike in the usage and distribution (proliferation) of pictures of the Utah

Wild Lands. This has led to an increase in human traffic to these sensitive and pristine location,

therefore destroying the ecosystem. This is a proposal to help educate the general public on

proper usage of these lands by care and consideration during use and conscious geo tagging

while enjoying these once in a life time earthly location.

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PROBLEM STATEMENT

The Southern Utah Wilderness Alliance is concerned that the fast increase of photos and

media of sensitive wild regions leads to abuse of the Mother Nature and not properly maintaining

the landscape. (Juarez, 2019)

In light of the above, there is therefore a proposition to educate the public on the proper

use and care of wilderness lands in Utah. Our education campaign will include flyers, application

banners, video and before and after graphics.

AUDIENCE ANALYSIS
Demographics
• Utah primarily draws visitors from within its borders and from nearby states: California,

Colorado, Idaho, Nevada, Arizona, and Montana. However, unlike many destinations,

the key source markets do not always border Utah (most notably, California). (Tourism,

2018)

• Out-of-state visitors’ online usage far exceeds that of in-state visitors for planning.

(Tourism, 2018)

• In-state residents are more inclined than out-of-staters to book directly with the provider

offline or with the destination (either online or offline) (Tourism, 2018)

• Visitors flock to the largest Utah cities, regardless of where they live. However, some

differences appear by residence, with out-of-state visitors tending to include trips to Salt

Lake City, Moab, Zion, Park City, Bryce Canyon, Kanab, Davis County, and Monument

Valley than in-state visitors. (Tourism, 2018)

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• Most travelers (All domestic and Utah) rely heavily on the internet in their daily lives.

On-demand/Online TV is a notable exception. (Tourism, 2018)

• Internet usage is similar across groups – except for business travelers who tend to rely

more on it

o Two out of three Utah visitors rely on online sources for researching products

and services, a bit more than the national average.

(Tourism, 2018)
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(Tourism, 2018)

Psychographics
• Entertainment (shopping/dining/amusement parks, etc.) ranks first in generated revenue

although it leads in neither participation nor spending levels. (Tourism, 2018)

• Adventure Sports and Sports & Recreation, enthusiasts spend the most and are an

emerging share of revenue. (Tourism, 2018)

• Family/reunions is the largest visitor participation of any niche, although spending the

least of any group. In terms of share of visitor revenue, however it is tied with Sports &

Recreation (a much higher spending category). (Tourism, 2018)

• Other categories, Sightseeing, Parks/Gardens, Nature, and Arts/culture; are also

significant sources of wealth – collectively responsible for nearly half of the share of

visitor spending. (Tourism, 2018)

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Audience Considerations
• Social media influencers who promote the recommenced land use guidelines.

• Visitors surfing the internet on Utah for their travel destination. (Tourism, 2018)

• Individuals highly educated about nature and having the desire of maintaining wild

landscapes.

The demographics and psychographics help explain why these groups need to be

educated about the impact they are having on impairment of wilderness sites. These visitors will

apply the recommendations and promote the proper use of lands, that will keep the tourism

dollars flowing while at the same time keeping Southern Utah Wilderness pristine for future

generations.

The target audience specifically tries to address the people of who could afford a vacation

and who are also technologically savvy. There is no ethical obligation as there are no laws

broken. We are addressing big corporations like Facebook, Instagram and Google Maps

therefore it will take a lot to demonstrate the problem or make them reconsider their CSR as a

bigger picture. (Juarez, 2019)


SWOT ANALYSIS
Strength
• Environmental conscious course
• Inclusivity of minorities in
environmental conservation efforts
• Massive backcountry in Southern
Utah
• Social media
Presence
• Support from independent social
media influencers
Opportunities
• Efforts by Patagonia, REI,
Outdoor Outfitters, Black
Diamond, Backcountry, Scheels to
distribute stickers
• Facebook Inc, Instagram, outdoor
blog sites
• Indigenous communities who want
to protect the sanctity of the lands
• Post flyers on trails and banners on
outdoor mobile applications
• Political backlash especially on
Bears Ears and Grand Staircase
• Engage social media influencers to
promote specific campaign
messages
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Weaknesses
• Inadequate funds
• Internal politicking
• Lack of engagement in social
media
• Lack of clear agendum
• Limited community outreach
campaign
• Poor message packaging and
deliverance
Threats
• The State tourism department
• Stores in the back country
• Big money lobbyists who want to
capitalize on the resources
available on these lands
• Diverse tourism traffic
• Political interference
• Lack of support from social media
organizations
• Campaign focused on
recommendation not
implementation
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SUGGESTION OVERVIEW

It is our recommendation that SUWA implement an educational campaign that uses

videos, flyers at trail heads, and stickers to control abuse of the Utah Wild Lands. Resources

would be best used if channeled towards educational campaigns that will promote conscious geo

tagging with all stake holders involved to achieve a common goal.

While the original approach was to influence the use of social media and create a

campaign to end geotagging, the research proved this avenue to be beyond our scope. To

prevent geotagging would require Facebook, Google, and Instagram to ban the practice and

disable the function. We felt that a more rudimentary approach based on individual

responsibility and education of these lands, would be more easily implemented and show better

results.

SUGGESTION DETAILS

To run a successful geo tagging and hash tagging campaign to keep the Utah Wild Lands

protected for future generations, concerted efforts on educating the public must be undertaken. It

is our opinion that this be implemented among the government at a state/federal level, non-profit

organizations, and tech companies. Educational efforts will be implemented through print and

digital media including videos, flyers, social media, and stickers.

Video
Create a short video to be used as an educational tool on SUWA’s web site, and other

social media platforms. Detail the proper use and care of Utah’s wilderness lands. Recruit well

known business partners and outdoor advocates to record a message about wilderness etiquette
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and best practices. The messages will tell a story along with a photo example of each

suggestion. The movie should be short enough to keep the attention of the viewer with quick

impactful statements.

• Leave it as you found it.

• Pack it in, pack it out.

• Look, but don’t touch.

• Don’t leave your name on nature – no tagging.

• Stay on blazed trails.

• Geotag thoughtfully, not site specific

• Respect sacred locations.

Flier
Create an educational flier that highlights the proper care of the Southern Utah

Wilderness. Post the fliers at trail heads, visitor centers, outdoor retailer bulletin boards, and

any other area where wilderness travelers may gather.

App Banner
Design a banner with statements suggesting proper wilderness etiquette. Partner with

owners of outdoor apps i.e., AllTrails, TrailLink, Trails.com, to add the banner to their

application. The banner will run across the device screen when the app is utilized.

Stickers
Utilize “Keep Utah Wild” logo on all posted education material. The logo is recognized

and associated with wilderness protection. Stickers should be distributed by SUWA and their

partners.
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BUDGET

Item Approximate Cost

Printing tools, office supplies $100

Posters Between $47-$100

(depend on size/ paper/gloss laminate)

Flyers, Window Stickers 70 cents per piece

Social Media Influencers, Between $100-$300

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DELIVERABLES

LOGO for SUWA-

(Lapray, 2019)
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Flyer

Leave it as you
found it!

• Twitter: @southernutwild
• Facebook: Southern Utah
Wilderness Alliance
• Instagram: @SUWA
• www.suwa.org

Southern Utah Wilderness Alliance

SUWA
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Before & After Pictures

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REFERENCES

About SUWA. (2019). Retrieved from https://suwa.org/about-suwa/

Boue, K. (n.d.). Retrieved March, 2019, from http://themorningfresh.com/

Boeu, K. (March 25, 2019). Thoughts on Geotagging [Interview].

Down The Trail - Hiking Guides, Gear, and Journals. (2019). Retrieved February, 2019, from

https://www.downthetrail.com/

Juarez, O. (Feb. 10, 2019). Fight against Geotagging & Hash tagging [Interview].

New Social Media Guidance. (2012). Retrieved February, 2019, from

https://lnt.org/blog/new-social-media-guidance

Lapray, J. (2019). Keep Utah Wild [Logo for proposal].

Travel.State.Gov (2017). Retrieved from

https://travel.state.gov/content/travel/en/us-visas/tourism-visit.html

Utah Office of Tourism Industry Site. (2017). Retrieved from

https://travel.utah.gov/research- planning/utah-tourism-industry-metrics