Rocky Mountain Arsenal | Full Service Account
Turning Vision Into Action
Named one of the “Top Five PR Campaigns of the Decade” by The Holmes Report, the communications program was designed to:
Given the length, size and complexity of the program, nearly every public relations and marketing tool has been employed to achieve the goals. Areas of concentration within the scope of work include strategic planning, community outreach, research, media and government relations, collateral development, special event planning and crisis and issues management. At every step, MGA and its partners have stressed that open, two-way, face-to-face communication that far exceeds regulatory requirements is the best approach.
The MGA Solution
Primary and secondary research. Throughout the program, MGA used extensive primary and secondary research – both qualitative and quantitative – to understand the public’s knowledge and concerns and to measure the effectiveness of the outreach program.
Effective collaborative relationships. MGA and its partners created a multiagency, on-site communications team to promote collaboration. In addition, they formed a working group with their regulatory counterparts and agreed to “speak with one voice” to the greatest extent possible to provide clear, accurate communications.
Multifaceted, targeted and extensive community outreach. The Arsenal developed multiple print and electronic publications that reach more than 65,000 stakeholders on a regular basis. The communications team also develops marketing collateral of all types to promote opportunities at the refuge, manages an extensive speakers bureau, stages large special events, conducts tours and briefings and administers a Web site and social media program.
Crisis communications planning and collaborative execution. MGA and its partners developed a comprehensive crisis communications plan in partnership with community advisory boards, regulatory agencies and emergency responders. Joint news releases are developed with the regulatory agencies whenever possible.
Government and media relations. MGA provides regular briefings and tours to these groups and developed an electronic publication specifically targeted to their needs.
At the End of the Day